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Marketing Management i Final Project Report

Marketing Management i Final Project Report

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Published by: shivagajare on Aug 09, 2009
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05/10/2013

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MARKETINGMANAGEMENT IFINAL PROJECT REPORT
 
SUBMITTED BY
: -
Abhishek Kumar Sinha(8002)Hira Suryani(8015)Prodyut Kumar Saha(8037)Sachdev Pisharodi(8043)Shwetha Rao Yermal(8048)Swati Bansal(8054)Varun Kumar(8056)
1
 
 
ACKNOWLEDGEMENT
We are extremely thankful to
Dr. H Gayathri
for giving us the opportunityto undertake this project in Marketing Management and for her overall support,valuable guidance, astute judgment, constructive criticism and an eye fo perfection without which this project would not have been in its present shape.And last but not the least; we are thankful to all our fellow classmates whomade valuable contributions and constructive feedbacks towards the completion of this project.
2
 
 
Contents
Executive Summary ....................................................................................................5Evolution of Tanishq ...................................................................................................7Growth of Tanishq ......................................................................................................8Competitors ................................................................................................................9Carbon .....................................................................................................................9Gili.........................................................................................................................104 P’s of Marketing ....................................................................................................11PRODUCT ...............................................................................................................11PRODUCT VARIETY ..............................................................................................11QUALITY ..............................................................................................................11DESIGN ...............................................................................................................12BRAND NAME ......................................................................................................12SERVICES ............................................................................................................13PLACE ....................................................................................................................16PRICING .................................................................................................................19Ansoff’s Model..........................................................................................................20BRAND POSITION ......................................................................................................21SEGMENTATION .........................................................................................................21Niche Marketing ....................................................................................................21Psychographic Segmentation ................................................................................21Geographical Segmentation ..................................................................................22SWOT ANALYSIS ........................................................................................................22Strength .................................................................................................................24Weaknesses ...........................................................................................................24Opportunities .........................................................................................................24 Threats ..................................................................................................................25 THE MAKING OF A GREAT GLOBAL BRAND .................................................................................................................................25RECOMMENDATIONS .................................................................................................29REFERENCES .............................................................................................................30BOOKS ..................................................................................................................30WEB .......................................................................................................................303

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