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

1. How Tanishq
jwellers captured
the market.
By – ADITYA AGARWAL

2. Executive Summary
An Indian Brand, which can make big in the global
market, is Tanishq from Tata Group of Industries.
Tanishq is India’s largest, most desirable and fastest
growing jewellery brand in India. Tanishq today is India
most aspiration fine jewellery brand with an exquisite
range of gold jewellery studded with diamonds or
colored gems and a wide range of equally spectacular
jewellery in 22kt pure gold. Exquisite platinum jewellery
and designer silverware is also part of the product
range. Thought they faced with many difficulty in the
early stages they for about six years they then came
with up with good strategies .

3. VISION
3
Presentation Title
# To be a world-class, innovative, progressive
organization and to build India's most desirable
jewelry.
# Become excellence and trusted leadership of
the Jewellery Industry.
# Organising jwellery retail industry
# Creativity and Innovation Passion for
excellence

4. Brand tag line -
4
A catchy and life attach tag line , a brief phrase used to relay a brand's
value
Khushiyon ki chamak – Sparkling Happiness !
All that glitters is a ‘golden’ deed !
Ghene aise ki ‘Ishq ho jaye’

5. SEGMENTATION
Niche Marketing - After its inception in 1995 focus on exports, Tanishq's designs had
been conceptualized for the western markets and were introduced in India without any
alterations./
Tanishq positioned itself as an international brand for the Indian elite. The brand was
targeted at a niche market (However they later on started targeting the mass marketing
since 1997)
Geographical: Titan realized that, given the diverse nature of Indian ethnicity. It would
have to satisfy the tastes of all regions. So, the designs became more ethnic. Titan
also decided to transpose design by stocking.
Bengali designs in Delhi
Keralite designs in Tamil Nadu Typical designs from Tamil Nadu in Bombay in order to
appeal to a variety of people

6. Psychographic: Life Style: Tanishq has found that 40% of
the Indian women are working and they targeted this
segment with a specific group of products called collection-
G, a 9-to-5 jewellery for the working women

7. POSITIONING
• Promise of Purity And A Unique Experience: Design and retail innovation have
been the hallmark of Tanishq all these years. First and only jeweller who
guarantees the purity of its gold jewellery and certifies the quality of its diamond
and colored gems in writing.
• Superior Product: In order to complete with the regional players, Tanishq
introduced the concept of "Consistency in delivering promise". It is the only
jeweller that houses a full-fledged design studio with a team of several
international award winning Indian designers.
• Trust: 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.
• Luxury: Tanishq also has been positioned as a branded jewellery of luxury rather
then commodity. It moves jewellery beyond investment to the fashion and
adornment sector

8. Market research is the process of systematically
gathering, recording and analyzing data and information
about customers, competitor‟s and the market. It‟s uses
include to help create a business plan, launch a new
product or service, fine tune existing products and
services, and expand into new markets. Market
research can be used to determine which portion of the
population will purchase a product/service, based on
variables like age, gender, location and income level.
Market research is generally either primary or
secondary
Market Research

9. SWOT
STRENGTH
-Availability of highly skilled designers in
India.
-70% market share in branded jewellery
market in India.
WEEKNESS
-Loss of talented skilled work force to foreign
brands entering Indian market.
-Negative perception- Brand was only for rich.
OPPORTUNITY
-Strong retail presence of competitors in US,
Canada.
99% of potential Indian gold market.
-Expanding to global markets
THREATS
- Increasing gold price affecting the low end
customers.
- competition from traditional jewellers.

10. 4P’s
Product
• Tanishq is known for its ability to develop specialized design
collections. Each piece of jewellery is designed by a team of award
winning designers.
• Designed to suit all forms of attire, western and Indian, casual and
formal.
• Considered equivalent to purity and tradition.

11. Place
• Tanishq stores operate on the franchise modal. •
Tanishq retail identity has evolved over the
years to offer large format and concept stores
that reflect the brand's philosophy of being
"Revitalizer of Tradition".
• The Tanishq retail chain currently includes 112
exclusive boutiques in 75 cities, making it India's
first and largest jewellery retail chain.

12. 1. Showcasing Surround effect –
Showcasing
Surround effect
2. Trust -
They even have gold meters where one can check the purity of gold
4. Heritage
Architecture inspired by heritage
Revitalizing traditional Indian Jewellery
Physical Evidence

13. Price
• High-value diamond range (with retail price of Rs
2 lakh and above) • Kundan and Polki range.
The range starts from Rs 5 lakh onwards.
• Tanishq range of products start at an accessible
low of Rs.600 and the range Solo, Ariva, Diva,
Hoolpa, Lightweights, Bandhan and the most,
recent colors - comprises wearable everyday
jwellery which has been designed for the urban
working women

14. Promotion
• 'concept' stores, the first of which, costing Rs 10crore,
opened in kolkata. The idea of such a store was to
harmonize the tradition of the past with the modernity of
the present.
• Titan transposed designs by stocking Bengali designs in
Delhi, Keralite designs in Tamil Nadu and typical designs in
Bombay in order to appeal to a variety of people.
Exchange Offer change impure gold for pure 22 karat
gold-attracted more people to the stores.

15. Gift Voucher
Gift Vouchers make the perfect gift for
friends and family.
These are available at all Tanishq
showrooms across India and are also
redeemable across the country, Gift
vouchers are available in the following
denomination Rs. 2501/- , Rs. 500/- ,
Rs.10001/- , Rs.25001/- so now you no
longer need to worry about gifting your
loved one, something of her choice!

16. Purity checks allow lovers of the yellow metal to
test the purity of the gold they already own.
Playing a significant role in this is the karat
meter, which is the most scientific measure of
purity in the world. It uses X- rays to give an
exact reading of the purity of gold in just three
minutes, giving the consumer an unmatched
benefit when buying or selling gold. It is in fact
the most scientifically proven, non- destructive
means of testing the purity of gold. Due to its
excellent precision, X- ray analysis has been
adopted by international agencies as well as by
BIS in India as part of the certificate process
used to Hallmark Gold.
Purity Check

17. Plan for product launch
Planning
Tanishq researched
the marked and
then designed the
product according
to Indian niche.
Marketing
Initial advertising
with tv shows
collaboration .
Design
They focuses on
Tradidional and
antique design to
attract the
consumer.
Strategy
Revealed the truth
image of people’s
family jwellers.
Who were fooling
them since
generations.
Launch
Different-different
category line.
17

18. Thankyou