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Final Tanishq Marketing Strategy
Final Tanishq Marketing Strategy
LAUNCHING OF TANISHQ
Titan launched Tanishq in 1995, India's largest, most
desirable and fastest growing jewelry brand in India.
Diligent care and quality processes ensure that the
Tanishq finish is unmatched by any other jeweler in the
country.
PRODUCT
The Tanishq portfolio comprises a wide range of
jewellery, including 18-carat studded products, 22-carat
plain-gold products, silverware and coins. Tanishq is
the first brand in the jewellery category to introduce
collections designed exclusively for the modern Indian
woman, especially working women.
PROMOTION
Tanishq has deliberately moved away from mass-media
advertising and focussed on store promotions to make
the brand more accessible to consumers. This has been
done to correct the consumer perception that the brand is
highly priced and only meant for the rich and the famous.
This approach has also ensured that Tanishq’s
promotional approach is product-led. Promotions are
organised from time to time to ‘activate the market’.
These events reinforce the image of Tanishq as a trusted
leader. The ‘Impure to Pure Exchange’ offer is an
example of one such activation-based promotional
campaign. Under this scheme, jewellery buyers could
exchange their impure jewellery of any ‘caratage’ for
Tanishq’s 22-carat jewellery. During the promotion it
offered to value consumers’ old gold jewellery of 17-
carat and above on Tanishq’s Karatmeters.
BRAND VALUES
In sync with the Tata brand values, Tanishq is
synonymous with trust and purity in a category that is
fraught with questionable practices. Being a member of
the Tata family has meant that it can leverage the
group’s well-earned reputation for ethics and values in a
business where such attributes are critical to win the trust
of
consumers. Tanishq consumers can afford to take issues
such as purity for granted, and they know they can
depend upon the brand to deliver quality products all the
time. The brand’s winning virtues in design and overall
quality have shaped a class of discerning buyers who
seek the best in jewellery products.
TANISHQ IN INDIA
TANISHQ is India's largest, most desirable and fastest
growing jewelry brand in India. Started in 1995, Tanishq
is the jewelry business group of Titan Industries
Ltd - promoted by the TATA group, India's
most respected and widely diversified business
conglomerate.
Asmi
Asmi, one of the leading diamond brands of the country,
was launched, In 2002 by The Diamond Trading
Company Ltd (DTC). T h e A s m i d i a m o n d
Jewellery Collection is crafted to
beautifully compliment and complete her. Asmi caters to
the w o m e n o f s u b s t a n c e & s a t i s f i e s h e
r
m i n d f o r r e w a r d s recognition, evolving to
suite her style & Personality. The brand has been
endorsed by various celebrities such as Kajol, Mandira
Bedi & Perizad. All these women epitomize the
different strengths. An Asmi woman is closely
identifies with free-spirited, goal-oriented &with an
inner fire.
Nakshatra Diamonds
The world renowned Nakshatra diamonds were
launched in2000, with an equally dazzling
Aishwarya Rai as its brand ambassador. In the
present scenario Nakshatra diamonds occupy a
leading position in the fashion diamond
jewelry segment. The traditional diamond is the most
wanted design among Nakshatra diamonds.
Nakshatra diamonds claim to shine your glamour
and love life. They have aptly put their slogan as
"brightest circles of l ight." Elegant and graceful
Nakshatra diamonds are the epitome of passion,
attitude and independence
Gili
Gili was launched in 1994, targeting mainly the
youth who wanted to celebrate Valentine's Day.
Since then, the brand has clocked a turnover of Rs. 90
crores.
Nirvana Diamonds
Nirvana Diamonds from Fine Jewellery (I) Ltd. was
launched in 1987 in India. Nirvana diamonds are
targeting at fashion c o n s c i o u s , m o d e r n a n d
independent thinking women.
Internationally acclaimed
N i r v a n a d i a m o n d s a r e manufactured
by using s tate- of- the- art technology. As a
proof of their quality Nirvana was among one of the
brands to offer lifetime warranty to its consumers.
D'damas Diamonds
D'damas Diamonds are part of Gitanjali Digi co
Group and one of the earliest diamond houses
established in India in1966. On the present day
D'damas Diamonds offer highly modernized
diamond cutting and polishing facilities at five
locations in India. D'damas Diamonds claim to
promote arange of emotions through their collections
Adora Diamonds
Adora Diamonds were launched in In
d i a i n J u l y 2 0 0 3 b y Mumbai based Concept
Jewelry
(India) Ltd. On the present d a y t h e s t i l l
expanding retail network centers of A
d o r a expands to 117 outlets in 47 cities of India.
Adora means glory in Spanish and claims that
i t s diamond collection i s themed on love. Adora
diamonds are for adornment of every m o m e n t ,
occasion, and phase of life through i
t s u p a n d downs. The Swaranjali signature
collection
of living legend Lata Mangeshkar is a uni que
feature of Adora diamonds. Each piece of
Swaranjali collection i s conceptualized and
approved by Lata Mangeshkar and bears her
laser printed signature
Kiah Diamonds
World's largest volume manufacturer of
diamonds-Sheetal manufacturing Company
(SMC) launched its exquisite Kiah diamond
collection in October, 2004 . Kiah diamonds
are claims to be for celebrating womanhood.
The brand name 'Kiah' means beautiful place. On
the latest Kiah diamonds have won the Best
Showroom in the DTC Diamond season for 2005
– 2006.
TANISHQ – MARKET RESEARCH
MARKET research On TANISHQ
Tanishq emerges as the best known brand with the
highest awareness and recall. The difference
between the leaders and the follower’s is always
greater when the former have a head s tart. And
when the pace and efforts of the leaders
intensify, the possibility that they will continue to be
at the top i s a foregone conclusion.
Background Note
Titan Watches Limited was promoted jointly
by Questar Investments Limited (a Tata group
company) and Tamil Nadu Industrial Development
Corporation Limited (TIDCO). The company,
incorporated in July 1984 in Chennai, was started in
technical collaboration with France Ebauches (a
French company), one of the world's largest
manufacturers of watch movements. Initially
involved in the watches and clocks business,
Titan later ventured into the jewellery
businesses. The company was India's leading
manufacturer of watches, marketed under the Titan
and Sonata brand names with a 25% share of the
total domestic market.
Titan established its first manufacturing facility
in Hosur, Tamil Nadu and i t s f i rst satellite
watch assembly unit at Dehradun, Uttar Pradesh
was started in 1990. In 1992, Titan set up a joint
venture, Timex Watches Limited, with Timex
Corporation of USA to market Timex watches in
India.1 Andin 1995, Titan changed its name from 'Titan
Watches Ltd.' to' Titan Industries Ltd.' in order to
change its image from that of a watch
manufacturer to that of a fashion accessories
manufacturer. In the same year, it also started its
jewellery division under the Tanishq brand. At this
point of time, the jewellery business was highly
localized and the concept of branded jewellery did
not exist. In the late 1990s, India had around 0.2
million jewellers scattered across the country.
1996-97 32
1997-98 38
1998-99 73
1999-2000 141
2000-01 188
2001-02 299
2002-03 389
It's a long way for a company that almost folded up
before it could turn in its first ever profit. Since, its
launch, Tanishq has not only been grappling the
tough market conditions but also internal strife and
Doubting Thomases.
PROFITS GENERATED
1996-97 8
1997-98 14
1999-2000 24
2002-03 43
CONSISTENCY IN DELIVERING
ON THEIR PROMISE:
Tanishq promises superior quality jewellery with purity
in gold. They claim and deliver the exact carats and
weight that they promise. Impurity in gold and not
delivering what was promised is one of the main
problems the consumers face when going for gold
purchase. Tanishq eliminated this and has built its brand
in trust. Tanishq now stands for quality and purity. They
even have gold meters where one can check the purity of
gold.
It is first and only jeweller who guarantees the purity of
its gold jewellery and certifies the quality of its diamonds
and colored gems in writing. Thus 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).
SUPERIOR PRODUCTS AND
PROCESSES
Widely acknowledged as a design leader, Tanishq is
known for its ability to develop specialized design
collections. Tanishq is the only jeweller that houses a
full-fledged design studio with a team of several
international award winning Indian designers.
Tanishq
was recently adjudged the Most Admired Jewellery
brand (for the third consecutive time) in India at the
Images Fashion awards 2004. It has also been judged as
the Images Retailer of Year in the fashion category.
A COMPELLING IDEA:
The idea of having branded jewellery was a totally
unique idea. Coupled with a promise of purity and a
unique experience was very compelling. It persuaded a
lot of people especially the people in the metros and
semi metros to leave their traditional jewelers and go for
Tanishq.
A CENTRAL ORGANISATIONAL
PRINCIPLE:
Tanishq has to translate what its brand signifies to the
whole of their organizations. They have done that
exceptionally well in the Indian context. A visit to any
Tanishq outlet shows that. The people behind the counter
are polite and courteous. They know that they are there to
deliver the promised exceptional services. The people at
Tanishq know what is required of them and hence this
will prove beneficial when Tanishq goes global to
maintain its global standards.
OTHER SOURCES:-
Newspaper
Business magazines.
INDEX / CONTENTS
1.Introduction about Tanishq
2.Launching of Tanishq
3.Product
4.Recent development
5.Promotion
6.Price value
7.Tanishq in India
8.Tanishq’s competitors in India
9.Tanishq’s market research and
survey
10. Turnaround story
11. How did tanishq turnaround
12. Conclusion with Globalization