This presentation on Tanishq talks about Tanishq growth story, brand identity prism, STP, Competitor analysis and future growth opportunities.

2. Growing Titan
Watch Business
More Demand led
to Increased
Production
Foreign Exchange
req. for purchase of
imported machine
parts
India BoP & Foreign
Exchange Crisis
Indian made
jewellery a lucrative
option for Forex
requirement
Combination of
Watches &
Jewellery in Europe
& America
Wealth Potential &
Feminine offering
to Tata’s Male
dominant products
Tata/Tamilnadu +
Nishq or Tan + Ishq
Launch in 1994,
Shift in Target
Market to India -
1996
THE STORY

3. Emotions
Values
Functional
Differentiator
 A confident young woman
in the corporate world,
 The tender bond between
a brother and sister
 Excitement about
upcoming wedding
An intelligent blend of different
media platforms to drive its
communication strategy
Evolving Brand Message
From purity of gold to transaction
transparency & affordability
loved for its impeccable quality, design
intricacy, compelling campaigns and superior
retail experience for over 19 years now
A Classic Case of
Laddering Down

4. 2015: 9,430 (9.2%),
Plans to add 30
more stores by FY16
• Making Charges
• Transparency in Bills
• Best Exchange Value
Latest TVC / Ads talks
about Functional
Values
• Various aspects about
buying jewellery
• Ethical Values, 10 Precious
Promises made to its
Customers
360 Degree
Campaign
Tanishq Promise
Spreading Awareness
The domestic gems and jewellery industry had a market size of
Rs 251,000 crore (US$ 40.45 billion) in 2013-2014, with the potential to grow to
Rs 500,000–530,000 crore (US$ 80.59 billion) by 2018. Jewellery Market in India is
expected to grow at a CAGR of 15.95 per cent over the
period 2014-2019. (Source: ibef industry reports)

5. Segmentation
Targeting
Positioning
• Women who love jewellery
• Progressive Indian Women
• Independent Women with
disposable Income
• embarks the aspiration of
emerging Indian women who
uses tradition rather than being
used by it
• Gold as a Fashion accessory
rather than just an investment
 In 2014, India was the world’s
leading purchaser of gold,
consuming about 880 tonnes,
says a report prepared in
conjunction with Gold Fields
Mineral Services (GFMS) analysts
at Thomson Reuters. This was at
a time when global demand for
gold fell by 18.7 percent.
 Only 20 to 25 percent of the
jewellery market in India is
organised. Branded jewellery
makers have higher margins
because of making charges.

6. Brand Identity
Prism
Physique
Elegant store experience.
Golden ambience
Reflection
Family
Mid premium
segment
Youth and familiy
Personality
Trust
Promise of purity
Unique experience
Culture
Customer oriented
High regards for
traditional values
Customer centric
Self Image
Offers more than a
Jewellery
Communicating
Breaks new grounds
Relationship
Every occasion Jewelry
Honest
Gold with emotions

7. Future Growth Opportunities
Manufacture –
Retailer Connect
Program
Solve the
Personalisation
Problem
(3D Printing)
Enhanced Virtual
Shopping Experience
Cataloging:
tackle the ‘render’
challenge by ‘Cloud
Services’
Gold Import Bill will
not exceed 36 bn
USD, Low
International Prices
Individual Positioning
of sub-brands
(Mia, Inara etc)
Positioning as Trendy,
Light weight, Stylish,
light on the pocket
Small Town India’s
INR 30,000 Cr Market
Acquisition of smaller
businesses to
increase brand
position and reach
Extensive use of
Digital & Mobile
Platforms
Breakage of INR 100 Cr.
60% - Domestic Penetration
30% - Marketing & Advertising
10% - Product Innovation,
Customised Designs

8. Taglines for ‘Going Public’
• Khushiyon ki Chamak – Sparkling Happiness !
• All that glitters is a ‘gold’en deed !
• Ghehne aise ki ‘Ishq’ ho jaaye - Tanishq

9. Prepared &
Presented By,
Group-01 | MS&I