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Tanishq
- 1. DEPARTMENT OF MANAGEMENT UNIVERSITY OF NORTH BENGAL COMPANY TANISHQ KHUELI DATTA ROSHNI GUPTA ANKITA NANDY MADHUMITA SONALI SUBHAM
- 2. TANISHQ – AS A BRAND Tanishq is India's largest, most desirable and fastest growing jewellery brand in India. 01 02 Started in 1995, Tanishq is the jewellery business group of Titan Industries Ltd- promoted by the TATA group. 03 04 The words 'Tan' meaning body and 'Nishk' meaning a gold ornament, Tanishq is a name synonymous with superior craftsmanship, exclusive designs and superlative product quality. Tanishq has set up production and sourcing bases with through research of the jewellery crafts of India.
- 3. Recognised and respected as an organisation for excellence and trusted leadership of the Jewellery Industry Retail Skills for the Jewellery Industry To be a world-class, innovative, progressive organization and to build India’s most desirable jewellery. The Training and Education provider and coordinator for Total customer orientation Employee appreciation Performance culture and teamwork Creativity and Innovation
- 4. PRODUCTS 01 Tanishq wedding collection 02 01 02 Tanishq Gold BASED ON TANGIBILITY BASED ON OCASSION 03 Tanishq Diamond Tanishq Platinum Fashion 03 Colours of royalty
- 6. PRICE 0 1 0 2 0 3 0 4 • Products starting from Rs 600 … Valentines day collections from Rs 2000 … All day Diamonds From Rs 1960 Attractive offers – up to 25% off
- 7. INTEGRATED MARKETING COMMUNICATION Campaign focused on 22karat pure gold. •Key marketing objectives Building long-term relationships with the existing. Continuous television campaigns around the year Your Text Here Started with parent company Titan and in 1997 came up Drawing new customers into its stores .
- 8. GEOGRAPHIC SEGMENTATION TARGET AUDIENCE DEMOGRAPHIC SEGMENTATION BEHAVIORAL SEGMENTATION PSYCHOGRAPHIC SEGMENTATION Tanishq has 121 stores across 76 cities (metropolitan and cosmopolitan, small cities and big towns in India) and still expanding. – Example: Mumbai, Delhi, Kolkata, Chennai, Bangalore, Hyderabad, Pune, Cochin, Calicut, Coimbatore, Nagpur, Chandigarh, Dispur, Lucknow, Jalndhar, Nagpur, Nasik etc Upper – middle class to Lower – Upper class women. – Age group: 21 – 55 married women Consumers, who understands uniqueness, sophistication, elegance and class. 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
- 9. AGE GROUP AGE AGE AGE AGEAGE Women living in metropolitan and cosmopolitan cities, big towns etc. 20 – 30 year old newly married 31 – 40 year old married with children 41 – 55 year old with daughters of marriageable age. Upper middle class and above
- 10. Luxury Superior Product PROMISE OF PURITY AND A UNIQUE EXPERIENCE TRUST Tanishq also has been positioned as a branded jewellery of luxury rather than commodity. It moves jewellery beyond investment to the fashion and adornment sector. In order to compete with the regional players, Tanishq introduced the concept of “consistency in delivering promise”. • Tanishq is known for its ability to develop specialized design collections. • It is the only jeweler that houses a full- fledged design studio with a team of several international award winning Indian designers. 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 diamonds and colour gems in writing. 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. Trust IMAGE & BRANDING
- 11. OBJECTIVES OF ADVERTISMENT INFION ABOUT PRODUCT SERVICES TO CUSTOMER S 01 .INFORMATION ABOUT PRODUCT SERVICES TO CUSTOMERS 02 03 PUBLIC EDUCATION CREATION OF IMAGE/ GOODWILL 04 INCREASE IN SALE & REDUCTION IN COST ESTABLISHMENT OF RELATIONSHIP
- 12. ADVERTISMENT & PROMOTION Two promotion strategies opted by Tanishq Cultivate trust by educating customers about the unethical practices in the business Change the perception of jewellery as a high priced purchase
- 13. Brand Ambassadors 0 Shridevi Amitabh Bachchan Jaya Bachchan Asin Deepika Padukone Diya Mirza Karishma Kapoor
- 14. PRINT ADVERTISMENT Magazines The April 2011 issues of Grihshobha and Woman's Era saw what is said to be “the largest ever collaborative cover in magazine publishing in India”. A promotion for Tanishq Jewellery, the SuperWrap Cover was spread across eight A4 sides and folds around the main magazine multiple times. 14
- 15. Sales Promotion . I hope and I believe that this Template will your Time, Money and Reputation. Get a modern PowerPoint Presentation that is beautifully designed. Your Text Here I hope and I believe that this Template will your Time, Money and Reputation. Get a modern PowerPoint Presentation that is beautifully designed. Your Text Here I hope and I believe that this Template will your Time, Money and Reputation. Get a modern PowerPoint Presentation that is beautifully designed. Your Text Here International Jewellery Fair International Jewellery and Art Magazines Fashion Shows
- 16. OTHER PROMOTIONAL ACTIVITIES Tanishq initiated a loyalty program called the Golden Harvest Savings Scheme, which offers buyers the benefit of getting more jewellery than what they have paid for. The scheme allows consumers to plan future purchases in advance and pay for them in easy instalments In 1998, it launched the corporate gold gift scheme - 'When you want to say thank you, say it in gold„. To tap the Southern Market: – They have been engaging in press advertising and social programs in order to engage culturally with the Tamil community. – They are also planning to make a Tamil film. The consumer in that market still considers Tanishq an outsider as opposed to their local jeweller. But they want them to see Tanishq as their family jewellers now
- 17. ADVERTISING MANAGEMENT ATL Television advertisement Print advertisement Sponsorships Internet marketing and sales Exhibitions Occasional ads
- 18. • More retail outlets. • Should introduce more low range collections. • May try coming up with some limited edition manufacturing accessories. SUGGESTIONS
- 20. Thank you Insert the title of your subtitle Here