Presented By:-

MANASA REDDY
ASMAT
NAUFAL
SAI KRISHNA
 INTRODUCTION

• Tanishq is currently the most prominent jewellery brand of India, and it

pioneered the concept of branded jewellery and ornaments in India.

• Targeted a more Western consumer evoking a “Nice, but not for me” reaction

• Tanishq, established in 1995, challenged the established family jeweller and

introduced new rules in precious jewellery

• Tanishq at first introduced 18 Kt gold jewellery advertising 18 Kt as the

'international standard.'

• Tanishq introduced innovations like Karatmeter, the only non destructive means
to check the purity of gold
MARKET STRUCTURE
.

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.

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
 SEGMENTATION
• Niche Marketing
– After its inception in 1995 focus on exports, Tanishq's designs had been conceptualized for the
Western markets and were introduced in India without any alterations. Tanishq positioned itself as
an international brand for the Indian elite. The brand was targeted at a niche market (However they
later on started targeting the mass marketing since 1997).

• Psychographic Segmentation
– Life Style: Tanishq has found that 40% of the Indian women are working and they targeted this
segment with a specific group of products called collection-G, a 9-to-5 jewellery for the working
women.
 
• Geographical Segmentation
– 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. Titan also decided to transpose designs by stocking
Bengali designs in Delhi, Keralite designs in Tamil Nadu and typical designs from Tamil Nadu in
Bombay in order to appeal to a variety of people.
 TANISHQ IDENTITY CRISIS
• Sold to a more westernized audience evoking “Nice but not for me reaction”

• Underwent several strategic retooling to reach “the traditional but modern Indian
woman segment”

• Focused primarily on studded jewelry but grappled with the 18 karat vs. 22 karat issue

• The setting of their stores intimidated the Indian consumers

• They had always positioned themselves as “Jewelry for adornment and not for
investment”

• Despite several repositioning attempts the brand was perceived as too expensive and
unapproachable
RE-POSITIONING STRATEGY
• Daytimes, diamond based collection was launched as affordable,
• casual, young and contemporary
• •Colors- colored jewellery corrected the impression of Tanishq
• having only modern designs
• •Aarka positioned Tanishq as high fashion 22-karat gold collection
• •Aamra, a collection of studded jewellery was an attempt to move
• Tanishq from being a traditional studded collection inspired by
• mango motif
• •Designed jewellery for the movie Paheli and subsequent
• incorporation of the themes in TV ads which echoed Paheli theme
• acted as a springboard for Tanish
 BRAND POSITIONING
• PROMISE OF PURITY AND A UNIQUE
EXPERIENCE

• Trust

• Luxury

• Superior Product
 7Ps of Marketing
Tanishq
Physical
Evidence

Process Product

People Place
Promotio
n Price
 PEOPLE

Designers & Management trainees

from premiere institutes

Performance /Competency linked

career growth Path at management and
manufacturing level

Karigar Park
Karigars work exclusively for
Tanishq
Provides tools & raw materials
Better hygiene and medical facilities
 PROCESS

CSP
(Customer
Support
Program)

CSMM
(Customer
Satisfaction
Measurement
Management)
DCCP
(Direct
Consumer
Contact
Program)
 PHYSICAL EVIDENCE

Experience Heritage Trust

Showcasing Architecture They even have
Surround effect inspired by gold meters
Speaking heritage where one can
effectively revitalizing check the
Zoya: stores for traditional purity of gold.
differential Indian
premium Jewellary
segment
Generic Business Level Strategy