Professional Documents
Culture Documents
Jwelery
Jwelery
Industry In
India
In 2012 jewellery category grows 19% in current value terms to
reach Rs1,750 billion
South India as a jewellery hub of India supports growth of
jewellery category
Costume jewellery most dynamic in 2012, rising 25% in current
value terms to reach Rs 65.7 billion
Jewellery category remains fragmented and largely dominated
by local and regional players
Overall sales led by Tanishq from Titan Industries Ltd with 3%
value share in 2011
Constant value sales projected to see 13% constant value
CAGR over forecast period
In 2012 costume jewellery grew by 25% in value terms to reach
Macro
Environment
Branded jewellery is <10% of the market.
Urban Market - 38% of this base.
Product Mix: Largely plane 22 karat with gem set
jewellery constituting less than 10% of the market
Key players: Fragmented market, mainly retailer driven.
Most retailers are unorganized
Absence of hallmarking
Tanishq is the first branded jewellery player
Increased investment by industry bodies (DTC, PGI,
Introduction
Tanishq is India's largest, most desirable and fastest growing
jewelry brand in India.
Started in 1995, Tanishq is the jewelry business group of Titan
Industries Ltd - promoted by the TAT group.
Tanishq has set up production and sourcing bases with through
research of the jewelry crafts of India.
Located at Hosur, Tamil Nadu, the 1,35,000 sq. ft. factory is
equipped with the latest and most modern machinery and
equipment.
Tanishq also introduced professional retailing in the unorganized Indian jewelry bazaar
Tanishq has successfully taken on the challenge of
transforming this frontier into a reliable consumer space by
bringing to it all the virtues and benefits that branding offers
Primary Competitors
Gitanjali Gems
Reliance Jewels
Mehrasons Jewellers (Delhi)
Tribhuvandas Bhimji Zaveri (Mumbai)
B.C. Sen and P.C.Chandra (Kolkata)
G.R.Thanga Maligai (Chennai)
C. Krishnaiah Chetty (Bangalore)
Laxmi Dia Jewel Pvt Ltd (Surat)
Rajesh Exports Ltd (Bangalore)
Swarnmandir Jewel Designer (Karnataka)
Generic
Business
Level
Strategy
Superior
Product
Luxur
y
Trust
STP
PROMISE OF
PURITY AND A
UNIQUE
EXPERIENCE
Brand Identity
Segmentation
GEOGRAPHIC SEGMENTATION:
Tanishq has 121 stores across 76 cities (metropolitan and
cosmopolitan, small cities and big towns in India) and still
expanding.
Example: Mumbai, Delhi, Kolkata, Chennai, Bangalore,
Hyderabad, Pune, Cochin, Calicut, Coimbatore, Nagpur,
Chandigarh, Dispur, Lucknow, Jalndhar, Nagpur, Nasik etc.
DEMOGRAPHIC SEGMENTATION:
SEC: Upper middle class to Lower Upper class women.
Age group: 21 55 married women
BEHAVIORAL SEGMENTATION:
Consumers, who understands uniqueness, sophistication,
elegance and class.
PSYCHOGRAPHIC SEGMENTATION
Life Style: Tanishq has found that 40% of the Indian women
Targeting
Women living in metropolitan and
cosmopolitan cities, big towns etc.
Upper middle class and above
Age bracket:
20 30 year old newly married
31 40 year old married with children
41 55 year old with daughters of
marriageable age.
Trust
PROMISE OF
PURITY AND A
UNIQUE
EXPERIENCE
Positioning
Luxury
Superior
Product
Swot
Analysis
Strengths
Weakness
Fluctuating gold
prices
Market share of
less than 1% owing
to high competitive
intensity
Lower margins
Limited Global
Presence
Opportunities
Customized
jewelry design
Tapping global
markets
Tie up with
corporate and
business
partners
Threats
Competition from
large unorganized
sector as well as
local players
Fashion trend keeps
changing
Investors have
stopped investing in
gold as a hedge
against inflation
7ps of
Tanishq
Product
Based on Tangibility
Tanishq Diamond
Tanishq Gold
Tanishq Platinum
Based on
Experience/Occasion
Tanishq wedding collection
Moham
Fashion
Colors of royalty
Product
DESIGN:
BRAND NAME:
Mass Market
Pricing
Price
Price
Zoya, Tanishqs high-end
brand that primarily retails
diamond jewellery, is
showing a slow build-up. It
currently has two stores (in
Mumbai and Delhi) with a
range of 20-25 Lakh.
High-value diamond
range (with retail price
of Rs 2 lakh and
above)
High End
Pricing
Tanishqs Paheli
range starts at
Rs.80000 and Jodha
Akbar range at Rs. 1
Lakh.
Place
Tanishq opened 30 retail stores during
FY08, taking the tally to 130 stores.
Currently, the average store-size for
Tanishq is 1,000-1,500 sq ft.
Tanishq retail identity has evolved over the
years to offer large format and concept
stores that refect the brands philosophy
of being Revitalizer of Tradition.
It has opened two pilot stores at Chicago
and New Jersey with a retail format of
1,800-2,000 sq ft.
The Tanishq retail chain currently includes
112 exclusive boutiques in 75 cities,
Advertising
&
Promotion
Two promotion strategies opted by Tanishq:
Cultivate trust by educating customers
about the unethical practices in the
business
Change the perception of jewellery as a
high-priced purchase.
Product
Brand Ambassadors
Placements
Paheli
Shridevi
Amitabh Bachchan Jodha Akbar
Collection
Jaya Bachchan
Race 2
Asin
Deepika Padukone
Diya Mirza
Karishma Kapoor
Print Ads
Festive ads
Print
Ads
Magazines
The April 2011 issues of Grihshobha and Woman's Era saw what
is said to be the largest ever collaborative cover in magazine
publishing in India. A promotion for Tanishq Jewellery, the
SuperWrap Cover was spread across eight A4 sides and folds
around the main magazine multiple times.
Other
Promotional
Activities
In 1998, it launched the corporate gold gift scheme - 'When you want
to say thank you, say it in gold.
Karigar
Park
Karigars work
exclusively for
Tanishq
Provides tools
& raw
materials
Better
hygiene and
medical
facilities
Performance /
Competency
linked career
growth Path
at
management
and
manufacturin
g level
Designers &
Managemen
t trainees
from
premiere
institutes
People
Physical
Evidence
Experience
Showcasing
Surround
effect
Speaking
effectively
Zoya: stores
for differential
premium
Trust
They even
have gold
meters
where one
can check
the purity
of gold.
Heritage
Architectur
e inspired
by heritage
Revitalizing
traditional
Indian
Jewellary
Brand
Architecture
MIA:
Beautiful
jewellery for
working
ladies
BLUSH:
To celebrate the a
light & youthful
combination of
feminity, filigree
and fine
The Taj
Collection
One feels like a
Princess with
this beautiful
and exquisite
CELESTE:
Solitaire
Diamonds
ARIA:
Floral
Neckpiece
IVA:
Bracelet
DIVINE
CHANT:
FaithFul
Wedding Collections
Its not just any wedding. It's yours. The special time in your
life when all eyes are on you, so look the best you ever will in
undoubtedly irresistible Tanishq jewellery that honours the
specialness of every mood, ceremony and community in gold,
diamonds, kundan, polki & precious stones.
Wedding
Collections
Adorn Yourself with
traditional designs
Thank You
Designed
By
12
26
39
43
47
57
Shivani Desai
Ruchita Khandelwal
Varun Punjabi
Karishma Savani
Niraj Sheth
Dimple Virani
References
Source: Euromonitor
http://www.slideshare.net/Rose1601/
bic-tanishq?from_search=5
http://www.slideshare.net/kadavadka
r/copy-of-tanishq-presentation?from
_search=8
http://www.slideshare.net/Amritaksh
a/market-review-for-tanishq-present
ation?from_search=12