Tanishq is analyzing strategies to capture more of the Indian women's jewelry market. It currently has about 12% market share. The Indian gold jewelry market is about $12 billion annually, with weddings making up 70% of sales. On average, Indian wedding trousseaus consist of at least 5 pieces of gold jewelry totaling around $7,500. Tanishq faces threats from competitors like GoldPlus and local jewelers. To grow, Tanishq recommends further leveraging its brand strengths, capitalizing on the large wedding market through innovative designs, and expanding globally through cross-branding with other Indian products and entertainment.

1. Tanishq: Positioning to Capture
the Indian Woman’s Heart
Prepared by:
Ria Thareja BM-015206
Reshub Agarwal BM-015205
Rozina Askari BM-015208

2. OVERVIEW
• Indian Jewellery industry
• Tanishq and Goldplus SWOT analysis
• Problem Analysis
• Success Strategies
• Financial Analysis
• Recommendations

3. India’s Gold Jewelry Industry
• Indian gold jewelry market ~ $12 Billion
• Indian wedding jewelry - ~ 70% of jewelry
market
• Wedding trousseau consisting of at least 5
pieces ~ $7500 (2008 Gold Price)where per
capita income was ~ $1,089

4. Tanishq SWOT Analysis
Strengths
• Capital
• Flexibility
• Innovative
• Modern Style
• Excellent & outstanding
advertisement strategy
Weaknesses
• ‘Not for me’
• Gold Purchase Rituals
• Gold Perceptive

5. Tanishq SWOT Analysis
Opportunities
• TATA Support
• The Wedding Market
• Globalization
Threats
• GoldPlus
• Local Jewelers
• Gold Significance
• Government Regulations

6. Problem Analysis
• Heavy Competition
• Failure of Gold watches
• Failure to tap wedding Market
• ‘‘Not for Me’’ perception
• Internal conflicts between Tanishq and Goldplus

7. Successful Strategies
• Complete positioning
• Introduction of studded Jewelery
• Very high promotion
• Pioneering the Karatmeter
• Elimination of traditional middlemen

8. Jewelers Tanishq
Vendor or Middlemen Head Karigars
Head Karigars Unorganized Karigars
Unorganized Karigars
Traditional system Vs. Tanishq system

9. Graph showing the sales of Tanishq :2015

10. Recommendations
• Tanishq & GoldPlus, compliment each other
• Understand their market territories & Characteristics
• Capitalize their strengths
• Cross Branding the market to own a larger share
• Going Global and teaming up with Indian entertainment
products internationally