Tanishq: Positioning to capture the Indian

Woman’s Heart
Abhishek Tandon | Arsheen Kaur Chugh | Bikash | Gaurav | Jigyasu | Roma | Srikanth
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TITAN TO TANISHQ : THE HISTORY
1. Titan brought Quartz
3. Tanishq failed badly and moved in 1996
watches to prominence in
to sell studded jewellery of 18 karat gold.
India. Sonata, Fast Track
Positioned it as adornment for the body
and Nebula later became
and heart.
other offerings.

3. Tanishq used retail network of

2. Titan wanted to add another revenue
stream with luxury studded watches and
thus it created Titan. It created studded
watches for the “rich snobbish people” with
disposable income >1 Lakh.
Titan, used state of the art mfg.
plant and independent marketing
team. It opened boutiques and had
a red bag and limited inventory on
display.
JEWELLERY IN INDIA

Jewellery was brought

during Dhanteras ,
Diwali and Weddings.

It was brought in huge

ticket buys before a
It was paid for by the
wedding ranging from
men in the family.
1 Lakh to several
crores.

The chain started with

1.karigar-2.vendors of
jewellery
3.jewellers(local)

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INITIAL POSITIONING OF TANISHQ
• Exclusive modern jewellery for the independent new age
woman.
• High mark-ups on studded jewellery.
• Offering more purity and quality as compared to local sellers
of jewellery.
• 22 karat and 18 karat jewellery.
• Bringing back the focus on diamond jewellery.
• For the modern rich Indian women who wanted adornment
rather than just wedding jewellery.

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PROBLEMS WITH TANISHQ
Tanishq Local Jewellery Sellers
Mark-up of up to 15-20% over the jewellery making Mark-up of up to 5-10% over the jewellery making
charges. charges.

Trust factor was less. Trust factor was quite strong since generations were
related to the same jeweller.

Snobbish messaging made this a “not for me” brand Messaging had added benefit of familiarity and trust
for Indian wedding jewellery market. so advertising wasn’t needed .

Targeted new age matriarchs. Targeted traditional patriarchal society women

whose parents and husbands brought jewellery for
them.
Minimalistic looking jewellery with lesser karat age . Traditional designs with 22 karat.

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TANISHQ COLLECTIONS-THE GAME CHANGER

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TANISHQ ADS OVER THE YEARS

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 WHAT WORKED FOR TANISHQ
Introduced New Positioning of Modernised
Tradition targeting the Confident Matriarch
and Balancer. Giving new meaning to
women who wore Tanishq’s modern yet
traditional jewellery.
Introduced Collections specifically
targeting different age/lifestyle/sects
of women with separate dedicated
marketing campaigns.
Discredited the false karatage
of local jewellers and set up
testing mechanism for people
walking in.
Set up Karigar parks to
reduce the middlemen and
logistics cost.
Used high profile events and movies
like Paheli and Femina Miss India to
increase brand awareness.
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SWOT-TANISHQ
STRENGTHS WEAKNESSES

1. Attached brand name of TATA 1. Attached perception of ‘not for me’ as

2. Creative ways of advertising to position designs were considered too Western.
Tanishq 2. People considered Tanishq as the
3. Karatmeter and exchange services expensive product.
S W
THREATS T O OPPORTUNITIES
1. Cannibalization between GoldPlus and
1. Continuous increasing gold
Tanishq
consumption trend in India
2. Unethical practices used by local jewellers
2. Improving brand perception
to attract customers
3. Can start customizing their
3. Customer’s faith in family jewellers
jewelleries like local jewellers

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GOLDPLUS-WHAT IT STANDS FOR

• Traditional Indian values in weddings.

• Lower class families who spend a lot on weddings(sometimes above
what they earn.
• Semi urban –rural market was 36000 crore.80% of this was the gold
market.
• Erode and Ratlam were chosen for the GoldPlus launch.
• GoldPlus made local competitor like stores, cost effective advertising
campaigns (tie up with NGOs) and traditional looking basic gold
jewellery as investment.
• 52 marriages in Erode and breakeven. Rs. 3 Crore in Ratlam earned
initially.
• Stores were profitable and had their own image.

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RECOMMENDATIONS

Why Tanishq Tanishq can enter into an untapped Why Tanishq

GoldPlus wasn’t cannibalizing
should go segment which is looking should go
Tanishq rather complementing it
ahead with Hence, GoldPlus can be launched promising from their pilot runs in ahead with
GoldPlus? Erode and Ratlam GoldPlus?

Tanishq has positioned itself in a

premium segment and Goldplus Local jewellers have a stronger Why Tanishq
Why Tanishq
would cannibalize it because they credibility in small towns and the shouldn’t go
shouldn’t go
are considered it for elite return on investment in small towns ahead with
ahead with
may not fetch profitable results
GoldPlus? customers. So, they would loose GoldPlus?
out on their main segment

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