Final Assessment

CASE STUDY ON

Submitted by
Md. Atif Afsar
ID: 201006906
Submitted to

Sharul Islam
Coordinator MBA Program &
Assistant Professor
School of Business Administration
Tanishq is a very popular jewelry brand from India which is a subsidiary of Titan Company, a
corporation that is founded by TATA group. Tanishq is one of the first companies who has made
possible to brand jewelry market, especially Diamond jewelry. Tanishq is one of the biggest and
well known jewelry brands in India.

The reason behind Tanishq is launched is very different. They have very different type of idea.
They are not willing to go after the traditional type of jewelry rather than they are come up with
much more fashionable and beauty item, not something that you can wore only once. This was
actually done because Tanishq wanted to create jewelry that is wore daily basis.

Once there was time woman use gold jewelry only on wedding but Tanishq makes sure that
woman can also use gold frequently. They made such gold jewelry woman can wore at office,
parties; events so on and so forth. Tanishq is trying their best to find out to increase the
frequency of consumption and they are successfully able to do that. They have strong brand
image and they have been able to increase their brand equity. Because of Tanishq reliable quality
and artistic design, Tanishq has very nicely position their image on customer mind.
Requirement 1: Analyze how Tanishq has built its brand equity through,

1. Developing the brand elements

2. By Marketing 4ps
3. By leveraging secondary association.

1. Analyzing how Tanishq has developed their brand elements:

Brand names & URLs

Brand name should be something like that can easily recognizable and easily recalled.
Tanishq has named their brand in such a way that people can easily recognize and memorize
it.

The word “Tan” means body and “Nishq” means gold ornament in Sanskrit. So it has its own
meaning that made this brand meaningful. If compare with Tanishq competitors Ddamas, De
Beers, Nakshatra, and Reliance jewels, Malabar gold’s & Diamonds. Tanishq name is much
catchier and it’s very easy to pronounce compare to competitor’s brand.

So the name Tanishq has its own rich visual. It’s much more likable and interesting to the
people.

The URLs (Uniform resource locator) that Tanishq use is their own. People can easily search
it on web and it will open. Tanishq has developed their website rather than using their parent
brand Tata Company URLs. On that website people can find everything related to their
jewelry new ads and got to know about Tanishq also. The URLs Tanishq use is
https://www.tanishq.co.in/
 Logos & Symbols

A logo is something that is much more important than just an image. It’s for a point of
recognition of brand. Tanishq has developed their logo in a very Porsche way.

THIS IS THE OFFICIAL LOGO OF TANISHQ

People have separate place on their mind just for Tanishq logo. People feel it’s very
much classy. The look of Tanishq logo has successfully able to grab the attention of
customers. The way they presented their logo is eye soothing.

Slogans & Taglines

A Slogan is something that can highlight your brand image and it’s very easy way to
recognize brand. Tanishq has their own slogan which is very catchy, and they have used
this slogan in lots of their advertisement. And they make those ads in such a way that it
looks so gorgeous.

“WOH PEHLA HEERA DE KAR TO DEKHO”

 “Pure Jewelry Pure Joy

Pure India Pure Tanishq”

Tanishq has used lots of tagline also which are very much acceptable and people find it
so interesting the way it made.

“Khushiyon ki chamak- Sparkling Happiness”

“All that glitters is a „gold‟en deed”
“Gehne aise ki ishq ho jaye”

So they have developed their taglines and slogan in such a way that people liked it very
much. It has made the audience to recall the Tanishq brand with positive attitude.

Packaging & Signage

Packaging is an important part to grab the attention of customers. Tanishq has built their
packaging in a very glamorize manner. Their packaging system has made their brand
image so high because people find it so much classy.
Tanishq packaging system is so classy that it can easily capture the attention of
customers. Tanishq has better packaging system compare to its competitors. For
different Indian occasion like Rakhi, Dewali, Eid, Wedding, They offer some great
packaging that looks so aesthetic and classy and that’s how they capture the mind of
customers, and increased their brand value.

Tanishq has developed their signage also to grab the attention of customer, and to
develop their overall marketing strategy.

Tanishq has used signage to advertise their brand. They have used it on those places
where it can easily attract the customers. That’s how they have developed their brand
equity. They have lots of signage on commercial areas markets, big shopping malls, and
they also built signage on highway road so that they can grab people’s attentions.
2. Marketing 4ps of Tanishq
a) Product Strategy of Tanishq:
Tanishq is one of the India’s most luxury and premium jewelry brand. The main
USP of Tanishq is their brand image. Tanishq is famous for their special and
unique design of jewelry product. The jewelry that they offer to the customers is
designed by award winning designer.
 Design: the design that Tanishq offers are royal and traditional.

 They have design jewelry for all sorts of attire Indian, Westerns, formal
and casual.

 They have smaller design of Nose pins, Rings, Pendants which are trendy
and also traditional and suitable for the customer.
 They have larger design jewelry like Necklaces, Bracelets, and Ear rings,
Bangles which are available in silver, gold and platinum.
 Tanishq has jewelry product for low price segment also, which Indian
married woman’s can use in their daily life.
 They have ARIA for seven stoned diamond jewelry. Hoopla that focusing
on diamond stubbed hoops.

b) Pricing Strategy of Tanishq:

Tanishq is a premium brand and they have premium pricing policy. Tanishq has
targeted the woman of age group who are 25 plus, upper middle class and upper
class section. As they are premium brand and because of their unique design,
great experience of Tanishq stores and availability of choices they follow price
skimming strategy. They give high end product, authentic design so that they
known as premium brand.
 They also use some other strategies like flexible pricing, price bundling, price
lining.

Flexible pricing: They used this strategy for the daily life necessary jewelry.
Those jewelry is low priced and for the use of daily life for woman’s.
Price bundling: They offer sometimes several products and sell them at single
price.
Price lining: They offer price lining when they sell different sizes of same
jewelry.

c) Place & Distribution strategy of Tanishq:

Tanishq has strong brand image not only in India but also in abroad. When
Tanishq has started their journey they already have other competitors American,
European markets.
Tanishq has own self branded store. They first started their store in Chennai. The
outlet expansions of Tanishq are huge. In populated urban market Tanishq has
170+ showrooms.

The average size of Tanishq store is 1000 to 1500 sq. ft.

Tanishq has two pilot store in Chicago & and New Jersey, which are 1800-2000
sq. ft.
The retail chain of Tanishq has currently includes exclusive 112 boutiques in 75
cities, by making the brand as India’s first largest Jewelry retail chain.

The main thing of Tanishq showrooms and stores that they decorate in a very
gorgeous way. People love to visit their showroom because their showrooms
because their service quality is so good.
 d) Promotion & Advertising strategy of Tanishq:
Tanishq has grabbed the attention of the customer by their beautiful classy ad
campaigns. Those ads are shown by Television and also shown by YouTube,
Facebook, and Instagram. Tanishq has their own verified page on that online
platform which they make so attractive and classy.

 Tanishq also promote their brand through movies. They have associated
with movies like Paheli, Jodha Akber, and Padmavati, which made their
brand much more popular.
 In wedding season Tanishq offers discount and this is one of the
promotional activity of them.
 Tanishq has endorsed their brand with some famous celebrities like
“Deepika Padukone”, “Sri Devi”, “Joya Bachhan”, “Amitabh Bachhan”
etc.
 In past, Tanishq has associate with companies, and offered gifts to their
employees.
 They promote their brands on well-known Magazines, Newspaper
 They promote their brand also in Fashion shows, events and other movie
promotional events,

3. Analyzing how Tanishq has its built brand equity through Leveraging Secondary
Association:

As we all know that Tanishq is a subsidiary brand of Tata Company. Tata is already well
known company in India. People have positive image and strong reliable connection with
Tata. But Tanishq has own brand image. Lots of people might not know that Tanishq
parent brand is TATA, because of the strong brand image Tanishq has created on peoples
mind.
  Country of Origin: Tanishq is an Indian brand. India is famous for their tradition.
So as far as traditional jewelry concerns Tanishq is the best choice for woman
across the world. So Tanishq is taking advantage of it by showing the traditional
royal image of India.

 Channels of Distribution: Tanishq has their own showrooms across the world,
mainly in India. They have 170+ showrooms. Tanishq products are also exported
in UAE, US, UK also. So they have their own retail chain that’s how they take
advantage.

 Celebrity Endorsement: Tanishq has associated them to important celebrity like

“Amitabh Bachhan” who is a very popular actor in India.
People believe in him and he has very good image in India. Tanishq has also
associate with Indian famous actresses like “Joya Bachhan”, “Deepika
Padukone”, and “Sri Devi.” “Rani Mukherjee” etc.

 Tanishq has associate with big projects like lots of movies like “Paheli” Jodha
Akber” and specially “Padmavati”. In those movie Tanishq jewelry has very
much appreciated people loved it.

 Tanishq has also associated with lots of third party sources, Popular Indian
magazines like “The Art of Jewelry” which is India’s no. 1 jewelry magazine. It
also associates with “The Mirror” a very popular magazine.

o So that’s how Tanishq has built its brand equity. And now they have very strong brand
recognition across the world. By doing such strategies Tanishq successfully able to create
a strong brand image and built its brand equity.
Requirement 2:
Tanishq has segmented their product based on women’s who love jewelry. Their target
customers are premium and higher class people to higher middle class and middle class
people. They positioned for the women’s who prefer traditional royal designable jewelry
rather than plain jewelry’s.
Tanishq has targeted the high end market, women living in big towns, main cities and
they have successfully able to create very strong and positive brand equity.

Gold Plus is also a brand of Tata Company. They have targeted the small cities, semi
urban and rural Indian customers. And they have succeeded to rule their targeted areas.
They are dominating the market in those small towns and semi urban cities. They have
created a very positive brand image for the middle class and lower middle class people.
The people who lived in smaller cities and semi urban rural cites they prefer wedding
jewelry from Gold Plus.

So the requirement 2 is all about whether Tanishq should target the wedding jewelry
market especially in small towns which are the prime domain of their sister brand Gold
Plus.
 The Advantages Tanishq will get if they will go after smaller market for wedding
jewelry are:
1. As we know Tanishq has high brand value because of their premium
quality product. So it’s easier for them to conquer any market because of
their brand value. If they target small towns market for wedding jewelry
people will accept it for their strong brand image.
2. Tanishq is a subsidiary of Tata Company; people have strong preference
for Tata’s product in India. If Tanishq go for small town they will get
advantage of it. Because people have very positive vibe for Tata’s
product in India.
 3. Tanishq is now only targeting one market which is for big cities and high
society’s people if they target the small town than they will have the
possession of whole market.
 The Disadvantages Tanishq will get if they will go after smaller market for
wedding jewelry are:
1. Tanishq is a very well-known luxury brand. They have mainly targeted
the big cities and higher class people. People already have a mindset that
Tanishq is a premium brand if they target the small town the brand value
that have been created on customers mind will be decrease.
2. Now people believe in class, status, and uniqueness. Tanishq jewelry is
successfully been able to create the trust of people that those jewelry that
Tanishq offers are aesthetic royal and classy. If they target the small town
and lower class people than Tanishq brand value will decrease.
3. Higher class people no longer will value the brand as Tanishq jewelry
will not be premium.
4. If Tanishq captures the whole market small and big cities, than Gold Plus
have to decline or exit their business, otherwise people will get confuse to
choose between them as both are Tata’s brand.
And especially threat of competitor’s and threat of new entrants will
arise.

o So based on my analysis I will recommend Tanishq not to target the wedding jewelry
market specially in the small town because:

We know that Tanishq and Gold Plus are brand of Tata Company. As we know that
jewelry industry is so competitive in India that’s why Tata has established their two
brands. Tanishq has target the upper class and upper middle class segment with their
aesthetic design unique quality jewelry’s and Gold Plus has targeted the lower middle
class and lower class segment with their affordable good quality and designable gold
jewelry. These two brands are both market leaders in their segments and they are doing
very good at their field. Tanishq and Gold Plus both have high end to low end categories
of jewelry’s but it’s the brand value which differentiate them from one another. A Gold
Plus customer has the possibility to buy from Tanishq but Tanishq customer chance to
buy from Gold Plus is so low because of value of brands. They both have able to create a
positive brand image. And for that Tata’s fear of competition has decreased. Because
both brands are current market leaders in their segments. So as we seen that they both are
leaders in their segments and successful at their segments.
It’s very unnecessary for Tanishq to target small town market segment.

That’s why I would recommend Tanishq not to target the wedding jewelry market in
small town. And both the company should concentrate on their existing segment, where
they are leading already.