Q.1 Discuss the various bases or criteria for segmenting consumer markets.
Explain Tanishq s segmentation and positioning strategy. Tanishq from the house of Tata entered the jewellery market as a national retail chain that provided made the audience with jewellery of high design value and reliable worth. it it s consumers believe in the purity of their jewellery by introduction of Karat meters . These instruments helped the consumer measure the purity in a non- destructive manner. Another positioning strategy used by Tanishq were promotions by fashion shows to increase the shopping experience. It also catered to the mass by their differentiated designs for everyone be it contemporary, tradition, Indian or International audience. It also created exclusive Tanishq outlets and also launched its new collection at a quicker rate than its competitor. Tanishq also came up with new marketing promotions with every new collect to attract consumer. Tanishq overall segmented its consumers in different promotional manners and focused more on in-store promotions than advertising to make the brand more accessible. Q.2 What are Tanishq s key brand values or brand strengths? Explain.
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Tanishq has a range of differentiated designs like contemporary, tradition, Indian or International to suit everyone s needs and demands. Tanishq established itself as reliable in terms of purity by introducing Karat meters in the Indian market for the first time. The Tanishq portfolio comprises of a wide range of jewellery, including 18- carat studded products, 22- carat plain-gold products, silverware and coins. The Tanshiq collections called Aria and Diva, Collection G positioned 9-5 jewellery worked wonders with the working women.