The document presents a marketing management presentation on Tanishq, showcasing its vision, mission, and strategic frameworks such as SWOT analysis and Ansoff’s model. It highlights Tanishq's unique positioning as a premium jewelry brand, its target market segmentation, and product lifecycle stages. The presentation emphasizes Tanishq's commitment to purity, design innovation, and expansion strategies in the competitive jewelry sector.

1. TANISHQ
Submitted To:
Mrs. Radhika Malhotra
Assistant Professor
Marketing
Presented By:
Team Members
1. Aman kumar verma (GM17027)
2. Akanki Kathuria (GM17017)
3. Akash Tiwari (GM17020)
4. Abhishek Dubey (GM17009)
5. Aman Singh (GM17026)
6. Ayushi Gupta (GM17250)
7. Avinash Sailor (GM17053)
8. Anubhav Jain (GM17041)
Marketing Management Presentation
PGDM Batch 2017-2019 Term I
Section __A___ Team No. __03___

2. CONTENTS
 Vision and mission statement
 CEO of Tanishq
 Logo and their punch line
 Segmentation
 Positioning
 SWOT Analysis
 Ansoff’s Model
 7ps
 PLC
 Questionnare

4. CEO OF TANISHQ
Jacob Kurian
Jacob joined New Silk Route Advisors in April 2007 and
focuses on private equity opportunities in the Indian sub-
continent out of the Bangalore office. In mid 2000, Jacob
was named CEO of Tanishq, a fine jewellry business. He
led a dramatic turnaround of this business, making it one
of the fastest growing consumer franchises in the
country. During this period, Jacob was also the Chief
Strategy Officer of Titan Industries, served on the Tata
Group Strategy Forum and as a Mentor CEO to various
group companies.

5. LOGO AND PUNCH LINE
 The name was formed by combining the first two letters
from Tata and नष्क "NISHK" (meaning gold coin or
necklace in Sanskrit)
 Khushiyon ki chamak – Sparkling Happiness !
 All that glitters is a ‘golden’ deed !
 Ghehne aise ki ‘Ishq ‘ ho jaaye - Tanishq
LOGO AND PUNCH LINE

6. 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)

7. SEGMENTATION
 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.

8.  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.
SEGMENTATION

9. 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.

10. POSITIONING
 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.

11. Strengths
-Availability of highly skilled
designers in India.
-70% market share in
branded jewellery market in
India.
Weakness
-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.
SWOT

12. Ansoff’s Model
Market Penetration(present product-present market)
 Currently Market share of Tanishq is 2.9%. So Tanishq
has a scope for increasing its market share.
Market Development(Present Product-New Market)
 Expand geographically: Opening new outlets in new
cities and increasing the number of outlets in the
existing cities.
Diversification(New Product-New Market)
 Related: Gold and Diamond studded buckles in belt and
footwear.

13. 7Ps
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.

14. 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.

15. 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.

16. 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.

17. PEOPLE
Designers & Management trainees
from premiere institutes
Performance/Competency linked
career growth Path at management
& manufacturing level
Karigars work exclusively for Tanishq
& provides tools and raw materials

18. PROCESS
DCCP
(Direct
onsumer
Contact
rogram)
CSMM
(Customers
satisfaction
measurement
management)
CRM
(Customer
Relationship
management)
CSP
(Custom
support
program

19. PHYSICAL EVIDENCE
Experience
 Showcasing
 Surround effect
Trust
 They even have gold
meters where one can
check the purity of gold
Heritage
 Architecture inspired by heritage
 Revitalizing traditional Indian Jewellery

20. PRODUCT LIFE CYCLE
INTRODUCTION STAGE- QUEENS OF HEART
 Advertisement goes very high, sales is to be established, not much
customer awareness. But tanishq is doing its best for awareness,
prices are high to cover development costs.
GROWTH STAGE- JEWELS OF ROYALS
 This product of Tanishq comes directly in growth stage because of
high demand. According to the survey modification is needed.
 This product is being demanded by many customers with their
own modification in designs. Still tanishq need to very aware
about this product because growth stage is very flexible so it could
lead to decline stage soon.
 Price modification can lead this product to low market growth.
This may result failure. Modification in any product is done by
taking many strategies side by side.

21. MATURITY STAGE- KUNDAN
•This product comes in maturity stage because Kundan is a
traditional form of Indian gemstone jewellery.
•No modification is now needed in this because customers are
loving as the product is. In this stage if diversification is done then
product will go in decline stage.
•No modification as per the prices or design. Sales are high, cost is
low.

22. QUESTIONNAIRE
Q.1 Do you think is there any need in modification of your
jewellery?
Q.2 Do Tanishq focus on customer satisfaction?
Q.3 Do you conduct any activity to motivate employees?
Q.4 How many customers are satisfied with your services?
Q.5 For which age group you target most for designing the
jewellery?
Q.6 Do you provide any bonus or incentives to their
employees?