Raga and Tanishq Case: Symbolic Linkages between Brands (Team 27 – Section C)

Brand Positioning
Raga
 Launched in 1992, Raga became the first
watch brand exclusively for women.
 By keeping its roots in the Indian culture, it
had it positioned itself as an ethnic wear.
 Raga brought actresses from the Hindi film
industry whose persona resembled that of
Raga to endorse the brand.
Tanishq
 By initially focusing on European and American markets, it kept
modernity by bringing Indian culture in place, through later
repositioning program.
 Tanishq wanted to appeal to women of any age group.
 Keeping the Tata brand intact it created a sense of trust in the
minds of people.
 It focused on cherishing the Indian beauty by wearing ethnic
jewellery to traditional functions.

Decision points:
 To understand the symbolic common ground between Raga and Tanishq.
 Designing a brand strategy which connects Raga and Tanishq while also keeping their individual
identities distinct.
 Trying to convert the customers of Tanishq as the customers of Raga as well, by understanding what
they need from the brand and to grow the customer base.
 Forming a symbolism which eventually leads to a brand constellation.

Analysis Attitudes and Lifestyle:

HIGH
LOW
RAGA
Resonance TANISHQ
HIGH LOW HIGH LOW
H H
Feelings Judgement
HIGH LOW HIGH LOW
H
Performance Imagery

HIGH Salience LOW

Consumer’s self-concept: In terms of raga, it aspires tp be the brand which sells products which resembles the
personality that a woman would want to think of herself as, it represents the modern day Indian woman who
has the core traditional values along with a successful career. The functional value of this brand is limited to
watches but the revolutionary designs and the brand perception is something that makes this brand different.
As mentioned in the case multiple times, Beauty, Sensuality and Feminine nature are the core values of Raga.
These values along with its positioning created a brand symbol for them which a majority of Indian women
want to be associated with.

Recommendations for Raga:

 The value propositions of both the brands are similar, but the market reputation that they have
differs. Raga focuses on the modern Indian women as Individual self-capable people, while Tanishq is
more skewed towards Family values and traditions.
 Product bundling is definitely a good strategy for them because some of their products at their core
have the same brand proposition, and mixing one or two product lines will eventually lead to
attraction of customers from both the brands.
 Co-branding can also be done by showcasing premium Raga watches in Tanishq showrooms. As
Tanishq is a symbolically & financially superior brand, Raga watches could be associated with Tanishq
as an eye-catching accessory in advertising campaigns or billboards.
 Raga should feature seasoned celebrities as well as some unknown faces to touch base with both the
average consumer as well the highly influential consumers.
 Raga should also leverage the Tata brand linking it with historic Indian traditions while highlighting its
evolution to a major conglomerate of the 21 st century, they can do this by linking their brand for
everyone from the traditional housewife to a successful business woman.