Global Branding Strategy - Tanishq

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Taking the Indian Jewelery Brand Tanishq to the Global Markets

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Global Branding Strategy - Tanishq

  1. 1. Global Marketing Strategy Plan Group 10A Ankush Chhabra Archana Kadam Arun Pappalla Rishi Dixit Sagar Bavishi Vishal Mittal
  2. 2. The Brand  Tanishq – India’s first and foremost jewellery brand  Started in 1995, a business under India’s largest conglomerate – the TATA Group  High quality, most reliable and a premium line of jewellery  Exclusive stores all through India, innovative and consistent marketing across all channels  A pioneer in terms of assuring consistent quality products – 22 karat certified items, technologically proficient manufacturing and crafting processes
  3. 3. Situation Analysis
  4. 4. Qual it y Targ e t Ma rkets Distr Sales & ibuti on C Skille h an n d Wo e ls rkfor ce STRATEGIC Onlin e Lang uage ISSUES p re s ence & Cu Barri ltura e rs l Posit ionin g Inter n Susta Com ational i n ab petit ility i on
  5. 5. Market Development And Assessment
  6. 6. Market Development And Assessment (Contd.)
  7. 7. Recommendations  Product  Focus on ethnic Indian jewellery  Indian and International segment of products, with varieties like bridal collection, party wear etc.  Issue purity certificates along with items  Price  Premium pricing of the product  Price to vary as per the design and purity
  8. 8. Recommendations (Contd.)  Place  Target markets of US, UK and Canada  Target population - NRIs and fashion conscious  Tie up with high-end retailers like Harrods, Cohls  Promotion  Fashion Shows  International Jewellery Fairs  International Jewellery and Art Magazines
  9. 9. Action Plan  Kick-start operations by securing export license  Sell internationally in malls and high-end retail stores  Promote the Tanishq brand through advertisements, reviews in magazines, news papers etc.  Impose symbolic positioning of the brand during show- room inaugrations  Experiential positioning by providing unique shopping ambience  Station a resident trainee graphics designer in-store  Enable computerized customization of designs  Launch a website to increase visibility of the collections
  10. 10. Ready To Go!!

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