Submitted To

Prof. Rajarshi Debnath

Submitted By: Group 4

Abhijay Singh 153062
Aditi Pandey 153065
Maansi 153090
Mahika Kundra 153091
Nitish Gupta 153098
Utkarsh Saurabh 153115
 Table of Contents

Table of Contents 2

Introduction 3

Problem Statement 5

Analysis 5
Targeting 5
Positioning 5
Brand Value 6
Focus 6
Advertising: 6

Inference 7

Recommendations 7
Co- Branding- 7
2. Advertising 8
 Introduction

● The case talks about the consumers’ perception of brands Raga and Tanishq and how

these are symbolically linked in the consumers’ psyche.

● The case deals with the concept of Brand Constellation, which is the common lifestyle

symbolic meaning associated with a set of brands

● The segment of women who maintain their ethnic cultural beliefs while being educated,

independent, oriented toward professional goals, and enjoying a modern lifestyle is

thrilled about using brands whose symbolic connotations are linked to their views of

themselves.

● Titan Industries Limited's Raga was the first watch brand ever created exclusively for

ladies. The elegant Indian woman was given a raga watch that was decorated with

beautiful Indian iconography.

● Tanishq provided jewelry for ladies to wear for Indian rites as well as professional job

wear, catching the changing females who wore both traditional and professional jewelry

depending on the situation.

● Women equate Tanishq jewelry with stunning appearances and propriety.

● The case looks into how a company with similar symbolic brands (Raga watches and

Tanishq jewelry) in distinct groups might appeal to the target segment that will have a

similar psychographic profile.

● Among these difficulties is the question of whether comparable attractions should be

encouraged. Would both brands benefit from such an appeal? Should either brand's
location be altered? What effects do the appeals have on the formation of the reference

groups for these brands?

 Problem Statement

The objective of the case was to explore the concept of brand symbolism, which would lead to

constellation, taking into account the commonality of associations across the brands selected for

the study ie. Raga and Tanishq

Ananlysis

Targeting

Raga: women belonging to the age group of 25-40 years. An image of a sophisticated Indian

woman would be an apt target market.

Tanishq: Initially the European & American market. Later, the focus got shifted to Indian women

who look for classy and beautiful looks irrespective of age

Positioning

Raga: Ethnic-Indian culture symbolism, presented as an opulent accessory for the modern

affluent woman

Tanishq: Modern accessory but revolves around tradition, classic traditional jewelry for cultural

rituals
Brand Value

Raga: Focused on Beauty, Sensuality and Femininity

Tanishq: Focused on trustworthiness, Credibility & Innovation

Focus

Raga: A perfect mix of sensuality and elegance

Tanishq: A perfect mix of modern and traditional core values

Advertising:

Raga: Premium models who embody brand values discussed earlier advertise the products.

Celebrities are casted as well

Tanishq: Bollywood celebrities adorning Tanishq jewels were showcased in advertisements

 Inference

On the basis of the above analysis we can say that:

● In terms of quality and credibility as per the averae scores, Raga performs at par with the

Tanishq brand

● However, on terms like Brand Resonance, Customer feelings, attachment & loyalty, the

Raga brand seems to be lesser than that of Tanishq

● The average scores show tat the brand awareness of Raga is lesser than that of Tanishq,

hence it affects the status symbol that a Raga customer enjoys in comparison to that of a

Tanishq customer

● A deeper look into the storyboards present in the exhibits also highlight that Raga focuses

on modernity whereas Tanishq focuses on traditional Indian rituals like weddings,

gatherings, etc.

Recommendations

1. Co- Branding-

• Since both products have large number of commonalities both the brands can be branded

together but occasionally in following manner:

• A Tanishq range of raga watches

• Availability of Raga watches at Tanishq showrooms - only a niche market

• An umbrella tagline/Campaign like : " For Eleanor Woman"

 > Leveraging the Tanishq Brand Equity:

• The brand association between Tanishq & Raga needs to be created so that the consumers may

form a mental map relating both on the basis of particular association, judgment or feeling. Since

Tanishq is strong on the symbolic front, the following measure can be used by Raga to leverage

the Tanishq brand equity -

a. Raga can be associated with Tanishq as an opulent Jewelry accessory

b. Raga can be associated with Tanishq as an accessory which completes a woman

2. Advertising

• Tanishq T.V advertisement is more focused on issues rather than individuals as the case with

Raga. Secondly, Tanishq has a mix of endorsers from high end models to unknown faces whereas

Raga usually resides with individual models and tries to personify its image through the

celebrity. So Raga can take following steps:

• Can have mix of endorsers from unknown face to famous one

• Can use the same brand endorser

• Need to touchbase women related issues which are prevalent in society to have emotional

connect

> Improving Resonance, Imagery and Excitement-

• Analysis of Raga on CBBE model and Big 5 model posits that the brand needs to improve on

resonance, imagery and excitement primarily

This can be done in the following manner-

- Brand resonance: By creating a sense of community (like Raga community)

- By creating attitudinal attachment

- Brand imagery: By linking it with history, heritage and experience