This document provides an overview of Tanishq, India's largest jewelry brand. It discusses Tanishq's vision, mission, products, design, pricing, promotion, segmentation, positioning, and marketing mix. Key points include: Tanishq's vision is to be a world-class innovative organization and build India's most desirable jewelry; it offers a variety of gold, platinum, and silver products; designs are created by an award-winning in-house design team; and Tanishq positions itself as a luxury brand through superior product quality and innovative retail experiences.
introduction,Vision and mission statement CEO of Tanishq Logo and their punch line Segmentation Positioning SWOT Analysis Ansoff’s Model 7ps PLC Questionnare
introduction,Vision and mission statement CEO of Tanishq Logo and their punch line Segmentation Positioning SWOT Analysis Ansoff’s Model 7ps PLC Questionnare
Innovation is the word which is very common to speak but very hard to find in company's tactics and strategies !
From 1991 till date, TITAN is the no.1 brand in Indian Watch Industry and have retained its monopoly with it continuous innovations in every aspect of their strategic decisions !
You will get to know lot of insights on hw TITAN became the NO.1 brand.
“Indians have always been connoisseurs of precious stones and ornaments. Trade secrets of the jewellery business have been handed down over generations, ensuring continuity of traditional craft. Thus, India is today the world’s largest diamond cutting and polishing centre.India has been adding modern techniques to its traditional know how that are more in tune with global market trends. Several well-organised polishing units have been established to improve productivity and meet growing international demand. The presentation takes a journey into the sector keenly analyzing the sector while doing its SWOT analysis.
How Tanishq jwellers captured the market.pptxvedegaf851
The term circular flow of income or circular flow
of economic activity refers to a simple economic
model which describes the circulation/flow of
income between producers and consumers.
In the circular flow model, producer is referred to
as firms and consumer are referred to as
households.
The major exchanges are represented
Innovation is the word which is very common to speak but very hard to find in company's tactics and strategies !
From 1991 till date, TITAN is the no.1 brand in Indian Watch Industry and have retained its monopoly with it continuous innovations in every aspect of their strategic decisions !
You will get to know lot of insights on hw TITAN became the NO.1 brand.
“Indians have always been connoisseurs of precious stones and ornaments. Trade secrets of the jewellery business have been handed down over generations, ensuring continuity of traditional craft. Thus, India is today the world’s largest diamond cutting and polishing centre.India has been adding modern techniques to its traditional know how that are more in tune with global market trends. Several well-organised polishing units have been established to improve productivity and meet growing international demand. The presentation takes a journey into the sector keenly analyzing the sector while doing its SWOT analysis.
How Tanishq jwellers captured the market.pptxvedegaf851
The term circular flow of income or circular flow
of economic activity refers to a simple economic
model which describes the circulation/flow of
income between producers and consumers.
In the circular flow model, producer is referred to
as firms and consumer are referred to as
households.
The major exchanges are represented
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2. INTRODUCTION
Tanishq is India's largest, most desirable and fastest growing jewelry brand
in India.
Started in 1995, Tanishq is the jewelry business group of Titan Industries Ltd
- promoted by the TATA group.
Titan's jewellery business had reported a turnover of Rs 7,064 crore for
2011-12.
Tanishq has set up production and sourcing bases with through research of
the jewelry crafts of India.
Located at Hosur, Tamil Nadu, the 1,35,000 sq. ft. factory is equipped with
the latest and most modern machinery and equipment.
3. Vision & Mission
VISION:
To be a world-class, innovative, progressive organization and to build
India’s most desirable jewelry.
The Training and Education provider and coordinator for
Recognised and respected as an organisation for excellence and trusted
leadership of the Jewellery Industry.
Financial Independent.
Retail Skills
Ethics and Industry conduct for the Jewellery Industry
MISSION:
Total customer orientation
Employee appreciation
Performance culture and teamwork
Creativity and Innovation
Passion for excellence
Corporate Citizenship
4. Product
Product variety
• Plain gold jewelry, studded gold jewelry, Platinum
jewelry, silverware-product range and solitaires.
• 22K, 18K and 9K pure gold ear rings, bangles,
chains, rings, nose pins etc.
Quality
• 1st & the only jeweller-guarentees at the store
• Claim and deliver quality
• Built trust based on the same
• Gold meters- check gold purity
• Established as ethical player in the market
• Differentiating factor –experience & quality in store
5. Design
• Frequent new and unique collections to cater
to variety seeking customers
• Full fledged design studio and largest design
team in the country
• Each piece is designed by team of award
winning designers
• Adjudged the most admired jewelry brand in
2004
• Breath taking jewelry- contemporary with
traditional touch
6. Pricing
•
•
•
•
Products starting from Rs 600 …
Valentines day collections from Rs 2000 …
Attractive offers –up to 25% off
All day Diamonds from Rs 1960 …
10. Segmentation & Postioning
• Niche Marketing
• Positioned – international brand for Indian elite
• Since 1997: Mass marketing
Geographical segmentation
Satisfy tastes of all regions
Ethnic designs
Transpose designs-Bengali in Delhi ….
• Psychographic segmentation
Lifestyle – Working women
11. REPOSITIONING
• Same product and target market
• Change in image of product
• Product Repositioning :
• Product – modified
to make it more acceptable to its target
segment
to serve the customer needs effectively
12. TARGET MARKET
Class
Consumer Profile
Product Preference
Company
Preference
High
Inherited
Income/Professionals/Business/
exceptional ability
Branded Designer
Jewellery and Diamond
studded jewellery
Tanishq and
Geetanjali
Upper
Middle
Professionals/Business/career
oriented/Executives
Branded jewellery
Tanishq
Middle
White Collar, Educated
Unbranded jewellery as
well as high quality
Artificial jewellery
Local Shops like
PP jewellers
Sia Jewellers for
Artificial jewellery
Lower
Middle
Blue Collar, Skilled
Artificial Jewellery
No company
preference
Lower
Semi Skilled
No Need
-
14. BRAND POSITIONING
PROMISE OF
PURITY AND A
UNIQUE
EXPERIENCE
Trust
• Design and retail innovation have been the
hallmark of Tanishq all these years.
• First and only jeweler who guarantees the
purity of its gold jewellery and certifies the
quality of its diamonds and colored gems
in writing.
• It has established itself as a highly ethical
player in a market that was rated as
having the highest incidence of under
karatage (Bureau of Indian Standards).
• They even have gold meters where one
can check the purity of gold.
15. BRAND POSITIONING
Luxury
Superior
Product
• Tanishq also has been positioned as a branded
jewellery of luxury rather than commodity. It
moves jewellery beyond investment to the
fashion and adornment sector.
• In order to compete with the regional players,
Tanishq introduced the concept of “consistency in
delivering promise”.
• Tanishq is known for its ability to develop
specialized design collections.
• It is the only jeweler that houses a full-fledged
design studio with a team of several international
award winning Indian designers.
16. MARKETING MIX :PRODUCT
• PRODUCT VARIETY:
Based on Tangibility
• Tanishq Diamond
Tanishq Gold
Tanishq Platinum
Based on Experience/Occasion
• Tanishq wedding collection
Moham
Fashion
Colors of royalty
19. SWOT Analysis
Strengths
• Strong backing of the Titan Industries of the
Tata Group and TN Govt.
• Standard gold pricing
• Award winning designs
• Competitive prices
• Caters to all market segments with sub-brands
• Has its presence in over 83 Indian cities
20. Weakness
• Negative perception – Brand was only for
the rich
• Strong labor union
Opportunities
• Expanding to global markets
• 99% of potential Indian gold market