Presented by:

Ambika Jangir (4)

Bhaswati Bhattacharyya (13)
Dyuti Biswas (16)
Raswinder Singh (31)
Rupal Nimbhorkar (33)
Vyoma Murari (67)
Hina Singh (70)
• Women in urban and semi-
urban areas
• Age group 18-50 yrs
• SEC A, B
• who have a contemporary
outlook towards life but yet
value Indian traditions
 SELF
ACTUALIZATION

ESTEEM

SOCIAL

SAFETY
Why :
Beauty
Expression of human emotions
Tradition

What :
Products: Gold, Diamond, Platinum & Stone studded jewelery
Services:
 Customization
 Golden Harvest Savings Scheme
 Gift Voucher purchase
 Exchange of gold and diamonds
 Purity checks
 Pan India After Sales Service
What For:
Premium quality & Reliability
Prestige
Exquisite & unique designs
Greater Reach
Blend of traditional and contemporary
jewelery

When :
weddings
special occasions/festivals
daily wear
gifts
 Whom For :
Married/Unmarried Women
Working Women
 Men, Teens & Babies
• Premium pricing on the existing range of jewellery

• Price points:
– Paheli & Jodha Akbar Range: INR 80,000+
– Diamond Collection: INR 2lakh+
– Kundan &b Polki Range: INR 5lakh+
– Zoya Range: 20lakh+

• Affordable Collections such as Aria, , Diva, Hoopla,

lightweights etc. starting from INR 600

• Margin is low but done to increase frequency of purchase

of jewellery
• First jewellery brand to have organized jewellery retail
chains

• Exclusive stores--Franchise model

• Large format and concept stores that reflect the brand’s

philosophy

• New retail identity of Tanishq the 'Revitaliser of

Tradition'
• Provide customers a unique and innovative buying experience

• Primary promotional medium for Tanishq

• Stores demonstrate design leadership and differentiation

• Unique retail and marketing initiatives like creating purchase

triggers like Doctors Day / Professional Day etc. that were
unexplored avenues in the industry
• Advertising theme :from the classic immortalised design over
the years to a aspirational yet trustworthy brand of jewelry for
the niche and masses

• Promotional objectives: to draw new customers and build

long term relationships with existing ones

• Primary promotional medium-

Boutiques

• Anuttara loyalty program

• TVCs showcase marriages of

different cultures
• It uses a 360 degree approach in creating brand equity

– Billboards in storefronts
– Designing crowns for the Miss India contests
– Special collection designed for the movie, Paheli, Jodha
Akbar
– "19 = 22" Impure to Pure offer
– Golden Harvest Saving Scheme
– Gift Vouchers
– Purity checks
– BTL activities
– Queen of Diamonds competition-
25 lakhs worth jewellery
• Tanishq is a Place Driven brand

• Differentiator: Exclusive retail outlets

• Primary focus : define themselves as retailers

• The stores combine the grandeur of the past with the

reality of the present without losing their inherent
character and appeal