Case Analysis
Tanishq: Positioning to Capture the Indian Woman’s Heart
Objective: To touch a milestone of INR 5000 crore revenue by 2010
Problem Statement: To make an informed decision of choosing between Tanishq and Gold Plus
to tap wedding jewelry market in small towns & cities
In order to achieve the objective, we need to resolve the dilemma suggested in the problem
statement.
Feature analysis Tanishq and Gold Plus:
Criteria Tanishq
Price Non-negotiable
Design Contemporary & Western Style
Outlet Design Sophisticated theme-based
interior design synced with its
collections.
Consumer Perception Perceived to be expensive &
“Not for me”
Market Segment  Higher-end income
group
 Pan-India presence
Target Consumer Consumers who are brand-
conscious.
Customer Engagement Customers are attracted
through quality test and
exchange offers.
Product Diversity Deals in 18 and 22 karat gold as
well as diamond and gem-
studded jewelry.
Purchasers’ Motivation ‘Jewelry as adornment’
Quality No compromise with purity and
quality of gold
Gold Plus
Negotiable
Traditional Design
Generically-designed stores
with a local touch.
Affordable
 Lower-end income
group
 Local presence
Consumers from small towns
who buy jewelry only for
special occasions and usually
with a male involvement.
Emotional connect between
customer and outlet.
Deals only in 22-karat gold
jewelry.
‘Jewelry as investment’
No compromise with purity
and quality of gold
 Perpetual Mapping

Higher Income
GOLD PLUS
group
TANISHQ

Traditional Contemporary &

Design Western Design

GOLD PLUS

Middle Income
group

Recommendation: Starting in 1996, the company has a lot of experiences to fall back on as it
has undertaken various experiments while trying to successfully create its brand and
positioning. On the other hand, Gold Plus was the result of one such hit and trial approach by
Tanishq, undertaken by its skunk project team. We clearly cannot go for multi-branding in
jewelry market because of low margin in returns in both high and low end products. The gold
products’ prices are regulated by government body and hence prices are more or less driven by
consumer needs and willingness to pay.

So, we recommend in favor of either Tanishq or a possible merger between Tanishq and Gold
Plus, the latter one being more feasible owing to the established brand name of Tanishq, larger
resulting customer base and more importantly, avoiding probable cannibalization of Gold Plus.