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Tanishq's Prestige Jewellery Portfolio

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Sheetal Wagh

Marketing Management - Tanishq

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TANISHQ Sheetal Wagh
TANISHQ •   How Tanishq got its name? • Establishment year… • Vision: We create elevating experiences for the people we touch and significantly impact the world we work in • Mission: We will do this through a pioneering spirit and a caring, value-driven culture that fosters innovation, drives performance and ensures the highest global standards in everything we do.
Product Portfolio of Tanishq  Watches  Jewellery
Product or Need focus category of Tanishq “Prestige”
MARKETING MIX - 4Ps • Product • Promotion • Price • Place
Product Details  Platinum Jewellery  Designer Silverware  Gold Jewellery studded with diamond and coloured gems  Gold earrings  Chain  Nose pins  Mangalsutra  Finger rings  Pendants
Promotion
PROMOTION
Price Range
PLACE  Tanishq Jewellery stores – 150 all over India  Average store-size - 1000 to 1500 sq ft  Located at Hosur, Tamil Nadu  Modern machinery and equipment  International Presence – Chicago, New Jersey  Franchise Model
Factors Influencing Consumer Behavior
Factors Influencing Consumer Behavior  Price  Quality  Service  Availability of Pattern  Proximity to Market  Ambience of Store  Cultural
Gold Consumption in India
DISSONANCE - REDUCING BUYING BEHAVIOUR Sometimes the consumer is highly involved in purchase but sees little difference in brands. The purchase is expensive, infrequent and risky; therefore the consumer is highly involved. Here, the buyer will go around to learn what is available, but will buy when he gets a good price.
AWARENESS SET CONSIDERATION SET CHOICE SET DECISIONTOTAL SET SEARCH DYNAMICS Tanishq   Gitanjali   P.N  Gadgil   Nakshatra   D’Damas   Asmi   Joyalukkas   Local   Tanishq   Gitanjali   P.N  Gadgil   Nakshatra   D’Damas   Asmi   Local   Tanishq   Gitanjali   P.N  Gadgil   Local   Tanishq   Gitanjali  
ROLES IN PURCHASE DECISION PROCESS  Initiator – Mother  Influencer - Family, friends, neighbors  Decider - Father  Buyer – Father  Gatekeeper - Mother  User – Me, Mother
THANK YOU

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Tanishq's Prestige Jewellery Portfolio

  • 2. TANISHQ •   How Tanishq got its name? • Establishment year… • Vision: We create elevating experiences for the people we touch and significantly impact the world we work in • Mission: We will do this through a pioneering spirit and a caring, value-driven culture that fosters innovation, drives performance and ensures the highest global standards in everything we do.
  • 3. Product Portfolio of Tanishq  Watches  Jewellery
  • 4. Product or Need focus category of Tanishq “Prestige”
  • 5. MARKETING MIX - 4Ps • Product • Promotion • Price • Place
  • 6. Product Details  Platinum Jewellery  Designer Silverware  Gold Jewellery studded with diamond and coloured gems  Gold earrings  Chain  Nose pins  Mangalsutra  Finger rings  Pendants
  • 10. PLACE  Tanishq Jewellery stores – 150 all over India  Average store-size - 1000 to 1500 sq ft  Located at Hosur, Tamil Nadu  Modern machinery and equipment  International Presence – Chicago, New Jersey  Franchise Model
  • 11.
  • 13. Factors Influencing Consumer Behavior  Price  Quality  Service  Availability of Pattern  Proximity to Market  Ambience of Store  Cultural
  • 15.
  • 16. DISSONANCE - REDUCING BUYING BEHAVIOUR Sometimes the consumer is highly involved in purchase but sees little difference in brands. The purchase is expensive, infrequent and risky; therefore the consumer is highly involved. Here, the buyer will go around to learn what is available, but will buy when he gets a good price.
  • 17.
  • 18. AWARENESS SET CONSIDERATION SET CHOICE SET DECISIONTOTAL SET SEARCH DYNAMICS Tanishq   Gitanjali   P.N  Gadgil   Nakshatra   D’Damas   Asmi   Joyalukkas   Local   Tanishq   Gitanjali   P.N  Gadgil   Nakshatra   D’Damas   Asmi   Local   Tanishq   Gitanjali   P.N  Gadgil   Local   Tanishq   Gitanjali  
  • 19.
  • 20. ROLES IN PURCHASE DECISION PROCESS  Initiator – Mother  Influencer - Family, friends, neighbors  Decider - Father  Buyer – Father  Gatekeeper - Mother  User – Me, Mother