Tanishq: Positioning to

Capture the Indian

Womans Heart

Gautam Aggarwal (140101055)

Gold Jewelry market in

India
India is one of the fastest growing Gold

market in the world.

The Indian Gold jewelry market is estimated
at Rs.60000 crores annually.
Wedding jewelry market comprised of
approximately 70% of the total market.

Market Segmentation

Key facts of the case

Tanishq positioned itself as a premium brand

of gold and gem studded jewellery in Indian

market.
GoldPlus, a modest brand positioned to serve
the plain gold wedding jewellery market in
Indias smaller cities.
The dilemma was whether Tanishq or GoldPlus
should pursue plain gold wedding jewellery
market in smaller cities and rural locations.

Tanishq Facts
Titan Management after the failure of gold watches

decided to manufacture and market precious

studded jewelry under the Tanishq brand.
Faced stiff competition from local jewelers.
Despite several promotional campaigns, Not for
me perception persisted amongst jewelry buyers.
With the launch of GoldPlus ,Tanishq team felt it will
confuse the marketplace.
Once customers realize that GoldPlus is a Tanishq
proposition, it will cannibalize Tanishq sales.

Tanishq Total Sales 19982007

Tanishq SWOT Analysis

Strengths

Weaknesses

Modern Style
Advertisement

Gold Purchase only

strategy
Capital
Innovation

at certain occasions
in the year
Not for me
perception despite
several promotional
campaigns

Tanishq SWOT analysis

Opportunities

Threats

TATA Support
The Wedding Market
Globalization

GoldPlus
Market where 18

karat gold is
considered inferior to
22 karat gold
Local Jewelers
Government
Regulations

GoldPlus Facts
Launched as a pilot project in two locations

Erode and Ratlam.

Target customer lived in small town and wore
jewelry for weddings and festivals.
If GoldPlus becomes a network of over 20
stores, it will be taxed at 6%, thereby
increasing selling price or providing low profit
margins.

GoldPlus SWOT analysis

Strengths

Weaknesses

TATA name used

Only two outlets at

during promotions
Marketing Strategy
Traditions & Values

present

GoldPlus SWOT analysis

Opportunities

Threats

Planning to open in 9

Tanishq
Government

more locations
The Rural Market is
yet untapped

Regualtions: taxes
will increase if more
than 20 stores are
opnened
Design Stealers

Recommendations
Tanishq & GoldPlus, compliment each other
Both of them cater to different segments of

customers.
As both of them leverage under the TATA
brand, Capitalize their strengths to gain
market share.