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Rishab ppt 3
- 1. Tanishq: Positioning toCapture the Indian Woman’s Heart Prepared by: Ria Thareja BM-015206 Reshub Agarwal BM-015205 Rozina Askari BM-015208
- 2. OVERVIEW • Indian Jewelleryindustry • Tanishq SWOT analysis • Problem Analysis • Success Strategies • Financial Analysis • Recommendations
- 3. India’s Gold JewelryIndustry • 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 • HeavyCompetition • Failure of Gold watches • Failure to tap wedding Market • ‘‘Not for Me’’ perception • Internal conflicts between Tanishq and Goldplus
- 7. Successful Strategies • Completepositioning • Introduction of studded Jewelery • Very high promotion • Pioneering the Karatmeter • Elimination of traditional middlemen
- 8. Jewelers Tanishq Vendor orMiddlemen Head Karigars Head Karigars Unorganized Karigars Unorganized Karigars Traditional system Vs. Tanishq system
- 9. Trading up anddown • High end customers • Exquisite diamond jewelry • 2 boutiques
- 10. Recommendations • Tanishq complimenteach 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
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