Professional Documents
Culture Documents
SR.NO. CONTENTS
1 Introduction
2 Market Research
Market information
Market segmentation
Market trends
• Customer analysis
• Choice Modelling
• Competitor analysis
• Risk analysis
• Product research
• Advertising research
TANISHQ – AN INTRODUCTION
Tanishq
365/C,Linking Road, Khar,
Mumbai-400 052
Ph: 022-26484846 / 26495959
Fax: 022 - 26487979
E-mail: btqkha@tanishqmail.com
Tanishq
No. 7, Brabourne
Stadium, Veer Nariman Rd ,
Churchgate,
Mumbai-400 020
Ph: 022-22821621/ 22826043 / 22838801
Fax: 022 - 22875155
E-mail: btqmum@tanishqmail.com
Tanishq
19-21, Kailash Plaza,
Vallabh Baug Road,
Opp. Odeon Cinema,
Ghatkopar East,
Mumbai - 400 077
Ph: 022- 25128020 / 25127734 / 25128020 / 25127684
E-mail:btqgtk@tanishqmail.com
Tanishq
Level 2 R Mall
Lbs Road, Mulund (W)
Mumbai
Ph: 022 67969627 / 67997874 / 39576922
E-mail:btqmln@tanishqmail.com
Tanishq
G-11, Inorbit Malls
Mind Space, Malad Link Road,
Malad,
Mumbai - 400068
Ph: 022 56406945 / 56406938
E-mail:btqorb@tanishqmail.com
Tanishq,
Durga Chambers, Plot # Ctsf-904,
40 Waterfield Road,
Rk Patkar Marg, Turner Road,
Bandra(W), Mumbai:400050
Ph: 022-67100687 / 26424846
PRODUCT LINE & THE COLLECTIONS
PRODUCT LINE:
Tanishq Diamonds
The sparkle of diamonds has always attracted the human eye.
Tanishq Gold
Tanishq Platinum
Metal at its best.
Pure
Platinum's purity endows it with a brilliant white luster. This
helps to reflect the true radiance of diamonds. Because it is
generally 95% pure (18 karat gold is 75% pure), platinum
jewelry does not fade or tarnish and keeps its looks for a
lifetime.
Rare
Platinum is rare, the coveted treasure of discerning
individuals. There is very little platinum on this earth and it is
found in very few places around the world. This exquisite
metal is 30 times rarer than gold. Platinum's rarity makes it
exclusive and distinctive - a celebration of your individuality.
Eternal
Platinum jewelry is the perfect choice for a lifetime of
everyday wear. Platinum does not wear away and holds
precious stones firmly and securely. All precious metals can
scratch, and platinum is no exception. However, the scratch
on a platinum piece is merely a displacement of the metal
and none of its volume is lost.
Mysteries of love
Mysteries of passion
Mysteries of envy
Bewitching
Fascinating
Enchanting
Hypnotizing
Sensuous
Captivating
At Tanishq its not just the products, it’s the experience that
matters. We make sure that we give you the premium quality
of not only product but service as well. Tanishq not only has
an exquisite range of designs to meet all your requirements
we also offer the benefit of any modification or
customization on products.
There are host of value added services that you can avail of
at Tanishq like the Golden Harvest Savings Scheme, Gift
Voucher purchase, Exchange of gold and diamonds etc.
BONUS:
• 60% of monthly installment in Annual Plan
When you exchange any Tanishq gold coin with jewelry, you
get the benefit of the current gold rate and full value
exchange without deduction. When you exchange any other
bank’s gold coin with jewelry there is a 4% deduction on
value. This deduction is made for handling and
transportation costs and for refining the metal received on
exchange
Gift Vouchers
Gift Vouchers make the perfect gift for friends and family.
These are available at all Tanishq showrooms across India
and are also redeemable across the country, Gift vouchers
are available in the following denomination Rs. 2501/-, Rs.
5001/- , Rs. 10001/- and Rs. 25001/- So now you no longer
need to worry about gifting your loved one, something of her
choice!
Purity Checks
Anuttara
TANISHQ RETAILING
Tanishq ventured into jewellery retailing in 1996 through
exclusive stores, both company owned and franchisee
outlets, a concept unique to branded jewellery segment at
that time. In just over a decade Tanishq has achieved several
milestones and today is the largest jewelry brand in the
country with a turnover of Rs. 1250 crores in the last fiscal.
This success of Tanishq is a result of an exclusive blend of
exquisite designs, trust and reliability, innovation, highly
focused communication strategy and innovative retail
strategy.
innovation have been the hallmark of Tanishq all these years.
Tanishq has constantly formulated an innovative product
strategy this journey in line with the evolving consumer
tastes. Tanishq Design Studio has created exquisite and
varied collections like Fashion earrings, Everydays, high-end
Zoya collection among others aimed at distinctive consumer
segments. Similarly Tanishq has undertaken several unique
retail initiatives keeping in mind the customer demand for a
world class shopping experience. As such Tanishq retail
identity has evolved over the years to offer large format and
concept stores that reflect the brand’s philosophy of being
“Revitaliser of Tradition”.
The following steps will help you define your marketing mix:
• Identify your target market.
• Determine what the target consumer desires.
• Assess whether you have any advantages over your
competition in delivering the desired service.
• Choose the position that is most valued by the
consumer.
PLACE
PRODUCT PROMOTION PRICE (COST)
(DISTRIBUTION)
Features Location Publicity List Price
Optional Frequency ofSales
Discounts
Services Service Promotion
Product Personal
Transportation Credit Terms
Quality Selling
Staff Quality Distributors Advertising Inclusive/Not
Style Inventory Mailing List Remoteness
Brand Name
Packaging
Guarantees
Since the European designs in 18-carat gold did not find any
takers in 1997, Tanishq introduced 22-carat ornaments.
Customer surveys revealed that gold jewellery was not
bought so much for design as for value. Titan also decided to
do away with the shop-in-shop formats and started retailing
its jewellery through exclusive Tanishq outlets from 1998.
Titan realized that, given the diverse nature of Indian
ethnicity, it would have to satisfy the tastes of all regions.
So, the designs became more ethnic.
Till the early 1990s, the average Indian bought jewellery for
investment rather than for adornment. Jewellery made of 18-
karat gold was not favored as it was considered a poor
investment. Confidence in the local jeweller was the
hallmark of the gold jewellery trade in India. A jeweller or
goldsmith in a local area had a fixed and loyal clientele.
In the late 1990s and early 2000s, with the increase in the
number of designers from design schools such as the
National Institute of Fashion Technology (NIFT), a wide range
of new designs became available. In addition, the growing
number of manufacturers needed a retailing platform with
global and national reach. All these led to the proliferation of
branded jewellery players.
Asmi
Nakshatra Diamonds
D'damas Diamonds
Adora Diamonds
Kiah Diamonds
While the sample size was small, 600+, the fact that the
target group was covered in and around shopping malls,
banks, corporate areas and commercial zones, made the
sample more relevant to the objectives. The survey was
conducted through personal interviews over a period of 15
days.
What Did Women Really Buy?
Background Note
Tanishq found out that it had gone wrong mainly in two areas
- the product proposition and retailing. Initially with a focus
on the export market, its designs were predominantly
Western, and the same line of jewellery was sold in India as
well. However, when it shifted its focus to the domestic
market, it was unable to sell these designs. Therefore the
first step was to change the brand positioning from that of
an elitist and Westernized offering to a more mainstream,
Indian one. The 18-carat jewellery range was expanded to
include 22 and 24 carat ornaments as well. Tanishq also
made attempts to redefine traditional styles in its designs.
Tanishq realized that, given the diverse nature of Indian
ethnicity, it would have to cater to tastes of all regions
The focus on smaller cities paid off well with the annual
growth being as high as 150% as compared to the 45%
growth in metros. The number of boutiques was expected to
reach 50 by the end of 2001 and to 70 by 2002. Tanishq's
efforts to standardize the price of its ornaments proved to be
another milestone in its success.
Future Prospects
Advertising
Sales
Year Sales (Rs crore)
1996-97 32
1997-98 38
1998-99 73
1999-2000 141
2000-01 188
2001-02 299
2002-03 389
Till the last two years, national players were almost non-
existent.
One of the largest consumers of gold, the Indian household
had a marked preference for 22-karat gold, as opposed to
the 18-karat designs that jewellery chains worldwide chose
to do their designs in. Not surprisingly, the skeptics were
asking what was Titan doing in the jewellery business?
Profits generated
Year Profits generated (Rs crore)
1996-97 - 10.60
1997-98 - 21.96
1998-99 - 10.40
2000-01 2.07
2001-02 1.87
2002-03 7.82
The next year, the company decided to write off some of the
financial baggage it had been carrying. Profits generated
dipped as a result but Tanishq was clearly on a revival. The
company changed quite a few of its original strategies along
the way. Tanishq had its first showroom in Chennai in 1996.
Today it has over 60 showrooms in 47 cities. Only six of
these are owned by the company. The rest are run by
franchisees. The model has helped take away capital costs
from the company and pass them on to franchisees who will
invest money to help the company grow. In all, Tanishq
managed to limit its fixed asset investment to Rs 27 crore
(Rs 270 million).
Since the last three years, Kurian and his team have brought
in quite a few changes to the way Tanishq operates. A steady
stream of jewellery collections each with its distinct target
audience has been launched. Aria, for seven stone diamond
jewellery, Hoopla, focused on diamond studded hoops and
Collection-G for lower priced gold jewellery with an
interesting twist are just a few lines that have come out of
the Tanishq stable in the last three years. Manufacturing has
been made more flexible. New Japanese manufacturing
machines have been introduced at the Hosur, Tamil Nadu
plant of the company. The emphasis is now on customisation
according to customer demands.
GLOBALIZATION
Titan opened its first Tanishq jewelry brand outlets in
Chicago and New Jersey by January 2008.
Tanishq would inch its way to open a second store in the next
three to four months, in New Jersey.