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  2. 2. INTRODUCTION  Tanishq is India's largest, most desirable and fastest growing jewelry brand in India.  Started in 1995, Tanishq is the jewelry business group of Titan Industries Ltd - promoted by the TAT group.  Titan's jewellery business had reported a turnover of Rs 7,064 crore for 2011-12.  Tanishq has set up production and sourcing bases with through research of the jewelry crafts of India.  Located at Hosur, Tamil Nadu, the 1,35,000 sq. ft. factory is equipped with the latest and most modern machinery and equipment.
  3. 3. INTRODUCTION • Tanishq introduced innovations like Karat meter, the only non destructive means to check the purity of gold. • Tanishq also introduced professional retailing in the un-organized Indian jewelry bazaar, where women can shop with comfort and peace, without worrying about the purity of the jewelry they are buying, as well as, select from the best jewelry collections available in the Indian market. • Tanishq has successfully taken on the challenge of transforming this frontier into a reliable consumer space by bringing to it all the virtues and benefits that branding offers.
  4. 4. Vision & Mission VISION: • To be a world-class, innovative, progressive organization and to build India’s most desirable jewelry. • The Training and Education provider and coordinator for • Recognised and respected as an organisation for excellence and trusted leadership of the Jewellery Industry. • Financial Independent. • Retail Skills • Ethics and Industry conduct for the Jewellery Industry MISSION: • Total customer orientation • Employee appreciation • Performance culture and teamwork • Creativity and Innovation • Passion for excellence • Corporate Citizenship
  5. 5. SWOT ANALYSIS STRENGTH • Availability of highly skilled designers in India • Strong financial backing of the TATA group. • Over 14 years of expertise in retailing designer jewelry • 70% market share in branded jewelry market in India. • Has had a 50% sustained growth in turnover over the past 4 years in India. • Strong backing of the Titan Industries of the Tata Group and TN Govt. • Standard gold pricing • Award winning designs • Competitive prices • Caters to all market segments with sub-brands • Has its presence in over 145 Indian cities WEAKNESS • Loss of talented skilled work force to foreign brands entering Indian market. • Saturation of Indian market • Negative perception – Brand was only for the rich OPPOURUNITY • Language and culture barriers. • Tough competition from existing global players • Strong retail presence of competitors in US, UK and Canada. • Reluctance of consumers at large to spend on luxury items in these times of recession • Expanding to global markets • 99% of potential Indian gold market THREAT • Big potential for growth in US, UK, Canada, with high disposable incomes • Gold is an investment class asset will help attract consumers conscience about current recession. • Huge NRI population in target markets will help capture significant market share. • Competition from traditional jewelers • Increasing gold price affecting the low end customers
  6. 6. Marketing Department MARKETING MIX PRODUCT  Product variety  Quality  Design  Brand name PRICE  Brand position PLACE PROMOTION PRODUCT LINE  Tanishq Gold  Tanishq Diamonds  Tanishq Platinum
  7. 7. Understanding buying behavior of customers • Till the early 1990s: Investment rather than adornment => 18 kt was not favored • Confidence in local jewellers => ignorant • Late 1990s : shift in consumer tastes • Regarded jewelry as an accessory • Customers wanted a wider selection
  8. 8. • Westernized to Indian • They brought 18k,22k,24k. • Designs from various states and transmigration • Localized promotions • Karatmeter • Exchange policy • Complete freedom to retail outlets to pick up designs • Bold step towards professionalizing Indian jewelry business • Focus on smaller cities • Standard gold price
  9. 9. Brand Ambassadors
  10. 10. Sales Promotion
  11. 11. FINANCE DEPARTMENT • The jewellery business contributes about 70 per cent of Titan's revenue, and Tanishq accounts for 95 per cent of that. • Titan's jewellery business had reported a turnover of Rs 7,064 crore for 2011-12. • For the year: Sales: The total income for the year stood at Rs 10,009 crore, registering a growth of 14.5 %. Profit: For the full year ended March 31, Titan has recorded 20.8 % growth in net profit at Rs 725 crore. • The company, which is celebrating its silver jubilee, recorded growth in all its business. During the year, Titan expanded its retail network with a net addition of 126 stores. • As on March 31, the company had 953 stores, with over 1.27 million sq ft of retail space delivering a retail turnover in excess of Rs 9,980 crore.
  12. 12. Suggestions • There will be a conflict of prices in between Tanishq and Goldplus. Since both the brands belong to same parent company, the brand name will lose the trust among customers which is the basic strength of Tanishq and Goldplus. • The making charge is affecting their sales so they should cut down their prices. • The patterns are comparative less so they should provide more number of patterns & also should increase their market share by bringing more innovative scheme & loyalty programs. • People are more service conscious so they can target young business man & young professional as they are now more in investing money in gold. • Gold price are increasing day by day so they should increase their sales by selling biscuits of gold rather than selling more of ornaments. • More retail outlets. • Should introduce more low range collections. • Understand their market territories & Characteristics • Capitalize their strengths • Going Global and teaming up with Indian entertainment products internationally.
  13. 13. Conclusion • People are more price conscious and they feel that the price in Tanishq is more than what the normal retailers have. • They also feel that the quality they get is much higher than the quality what the normal retailers give. • They also found that the patterns available are lesser than what they get in the normal retail stores. • They are also service oriented so they are more attracted because of service they get. People are not affected with the ambiance of the shop. • There are mainly two segments of buyers. One is that who buys 22 karat gold plain & traditional jewellery (investment seeker) and the others is who like 18 karat fashionable & modern jewellery (adornment seeker). • It is believed Tanishq alone can serve both segments of buyers by launching specific & different collections of jewellery for each segment and can get huge success