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5C Analysis On Tanishq
5C Analysis On Tanishq
5C Analysis On Tanishq
Aakash Sharma
Amit Kumar
Avi Jain
Chittranjan Rout
Karthick N
Prashant Singh
Context
Tanishq : Positioning to Capture the Indian Woman's Heart
26-May-19 3
Tanishq : Positioning to Capture the Indian Woman's Heart
26-May-19 4
Tanishq : Positioning to Capture the Indian Woman's Heart
• Exports would get them gold import licenses from the government
• Pioneer the karatmeter.
26-May-19 5
Tanishq : Positioning to Capture the Indian Woman's Heart
• A joint venture between the Tata Group and Tamil Nadu Industrial Corporation
(TIDCO) became TITAN.
• A joint venture with fashion designer Sabyasachi Mukherjee
• Associated in several high profile fashion events
• With Paheli, a major Bollywood fairytale
26-May-19 6
Tanishq : Positioning to Capture the Indian Woman's Heart
Context • Jewelry was very important in an Indian woman’s life, considered “streedhan,”
• The European market appeared to be an opportunity.
• Positioning the Tanishq watches as jewelry that tells time
• The watches were very heavy and appeared clunky and the prices were too high
• Change in the Indian jewelry market standard from 22-karat to 18-karat
• You have to carry potatoes or women won’t come in.
• Consumer spending habits began to changed
26-May-19 7