Welcome to

Jewellery is one of the last great commodity

frontiers in India; it has remained so because this
market is very fragmented, very unorganized.
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
 Introduction
 Tanishq saga began in the early 1995’s, a business group of
Titan Industries Limited, and is currently the most respected
and widely spread business conglomerate.

 The name Tanishq has been formed by combining "Ta" (the

first two letters of Tata) and "Nishk or Nishkh" (meaning gold
coin or necklace in Sankrit).

 The first precision engineered watch, Tanishq created with

103 diamonds and pure 18 carat gold

 Some earrings are embedded with precious stones or colour

gemstones

 Tanishq's 22 karat jewellery sets are overwhelming and could

prove to be apt for occasions such as marriage, festivities etc.
 About Tanishq ..
 Tanishq design collections which are inspired from various
jewellery traditions of India like chettinad, rajputana ,
tajmahal , mughal , temple and tarkashi

 Tanishq today is India’s most aspirational fine jewellery

brand with an exquisite range of gold jewellery studded
with diamonds or coloured gems and a wide range of
equally spectacular jewellery in 22Kt pure gold

 Tanishq diamond jewellery include collections such as; All

Day Diamonds, Aria, Dewdrops, Tanishq Solo,
Dancing Diamonds, etc

 Tanishq diamond collections come with a certificate of

authenticity that states the karatage , colour and clarity of
the diamond
 TANISHQ
• Products: Colors of Royalty, Moham, Diamonds Collection,
WeddingCollection, Aria, Tanishq Design Accolades, Jodhaa Akbar
Collection.
• Description: Colors of Royalty a range of exquisite studded
jewelry,reminiscent of the magical Victorian era. The collection is inspire d
by the classic design essence.
• The collection Moham comprises designs, motifs inspired by nature that
have been beautifully crafted to make them the most desirable possession
this season.
• No gemstone expresses human emotions more powerfully than a
diamond. After all, a diamond is timeless and finding your perfect piece of
diamond jewelry is an exhilarating and unique experience.
• The bride blushes everyone around smiles. The shehnai announces
festivity. The priests chant auspicious promises.
 Tanishq Products
Pendants Bracelets
Ear Rings Bangles

Necklaces Finger ring Sets

Chains
Market Segmentation
Psychographic Segmentation
• 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

Geographical Segmentation
• Tanishq 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
• Tanishq also decided to transpose designs by stocking
Bengali designs in Delhi, Keralite designs in Tamil Nadu
and typical designs from Tamil Nadu in Bombay in order
to appeal to a variety of people
Market 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)
 Market Segmentation
• Positioning : Positioned itself as an
international brand for the Indian elite

• Colored jewellery corrected the

impression of Tanishq having
only modern designs

• Aarka positioned Tanishq as high fashion

22-karat gold collection Aamra, a collection
of studded jewellery was an attempt to
move Tanishq from being a traditional
studded collection inspired by mango motif
Consumer Profile

Class Consumer Profile Product Preferences

Branded Designer, Jewellery
High Inherited Business tycoon and Diamond

     
Upper Income salaried
Middle /Professionals/Business/ Branded jewellery
Perceptual Mapping
Market Structure

Premium

Popular

Mass
Positioning Strategy
Positioning Strategy
 Campaign Purpose
Focuses on :
– Making it India's most aspirational brand of
jewellery in India
– To draw new customers into its sixty stores located
across the country, and second, building long-term
relationships with the existing and rapidly
increasing customer base
– The company targets a growth of 40%
– Media advertising, PR, in-store events and a range
of direct marketing tools. The Tanishq store is
always centre-stage in these marketing efforts,
where the consumer experiences the brand
 Campaign Purpose
Focuses on :
– BTL activities focuses on jewellery for the working
women. Cross promotional tie-ups offers with other
‘working women’ spaces such as music stores,
beauty saloons, lifestyle stores and bookstores
were also organized
– In addition, ‘Tanishq Collection-G’ ran joint
promotions with brands such as L’Oreal and Wills
Lifestyle, which appeal to a similar set of consumers
 Campaign Purpose
Focuses on :
– Tanishq perceived as a premium brand
– Company is now changing its focus to include
mid-segment consumers also
– Offers an international shopping experience by
providing a judicious blend of traditional values
and a modern outlook
– festival times or the marriage season
Campaign Purpose-Festive Season
 Media Information
 The Jewellery mainly from the advertisements in
the newspapers. Almost 63% of our respondents
said that they came to know about Tanishq from
the newspapers

 There were 20% people who came to know

about Tanishq from their friends. 10% of the
respondents came to know about the brand
from the hoardings and banners that are setup
everywhere. 7% of the respondents came to
know about Tanishq from the other media, i.e.,
Television
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