The document discusses the Indian gold jewelry market and Tanishq's position in it. It provides an overview of the Indian jewelry industry and gold consumption. It then performs SWOT analyses of Tanishq and its competitor Goldplus. It identifies problems like heavy competition and failure to fully tap the wedding market. Successful strategies used by Tanishq are also highlighted, like product differentiation and eliminating traditional middlemen. The document concludes with recommendations for Tanishq and Goldplus to better complement each other and capitalize on their strengths.

1. Tanishq : Positioning to Capture the Indian Woman’s Heart Prepared by: Jay R Modi Evangeline Bays Marwan Al-Qaydy

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. India’s Annual Gold Consumption

5. The Rising Price of Gold

6. Gold Consumer Market Segmentation

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

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

9. GoldPlus SWOT Analysis Strengths Marketing Strategy TATA Support Traditions & Values Weaknesses Limited Outlets

10. GoldPlus SWOT Analysis Opportunities Outlets The Rural Market Threats Tanishq Government Regualtions Design Stealers Vision of Undisciplined Boy!

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

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

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

15. Graph showing the total sales of Tanishq from 1998-2007:

16. 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