INTEGRATED MARKETING COMMUNICATION

THE ROLE OF MARKETING COMMUNICATION IN THE EVOLUTION AND POSITIONING OF TANISHQ
A Report submitted to

Prof. Debi Prasad Ghosh In partial fulfilment of the requirements of the course Integrated Marketing Communication On 13/09/2010
By

Mayuri Ghosh (B09011) Sriram Santosh Bal (B09025) Geet Suri (B09028)

PRAXIS BUSINESS SCHOOL

Page 1

and also happened to be a very good fit with the watch business as articles of adornment.INTEGRATED MARKETING COMMUNICATION Tanishq: The Sparkling Journey J ewellery has long graduated from being a three dimensional bank statement. Titan was renamed Titan Industries Ltd. in 1995. there was no help coming in.  The splendid Titan watches success story was already up and running. a blend of two words. as the first brand of jewellery in the Indian market. despite many new entrants to the business.  But with India going through a foreign exchange crisis in the late eighties. when Tanishq entered the segment. Sometimes the finesse would be missing. The Tanishq saga began in the early 1990’s. No wonder jewellery has always been a big business in India.  The best known brand names in both Europe and America had watches and jewellery together. Later they changed the essence of the name “Tanishq” as a combination of Tata /Tamil Nadu and Nishq (meaning a necklace of gold coins). The company has been growing at the rate of 40 per cent per year for the past five years and has registered a turnover of over Rs 3056 crores in 2009-10. the Vice. and Tata fit the bill on all accounts. manufacturing. Since then. offering further proof that the two industries are intrinsically linked. Titan came into existence in July 1984.  It was a business with a huge wealth potential and it added a very feminine offering to Tata’s long line of products that appealed mostly to the opposite gender.Chairman and Managing Director of Titan. The target now is to achieve a turnover of Rs 3646 crore in the current fiscal.  It also called for an organization that inspired trust and had high order design. and happened to need more foreign exchange to purchase the imported components and machines required to keep up with the burgeoning watch production. The name Tanishq. In June 1995. It has now become a personal statement of taste. Tanishq. It promised pure gold and offered elegant designs at transparent prices. To change its image from a watch manufacturer to a fashion accessories manufacturer. it has to prove a lot more than its weight in gold to appeal to the contemporary buyer. 'tan' (body) and 'ishq' (love). PRAXIS BUSINESS SCHOOL Page 2 . forcing Titan to search for a business that would earn them the required foreign currency. Tanishq has built on its first mover advantage and remained the market leader through the years.  Indian-made jewellery was already a big foreign currency earner and being strongly supported by the central government. when the Tata Group joined hands with the Tamil Nadu Industrial Development Corporation (TIDCO) to make a foray into the watch industry. the market was dominated by the neighbourhood sonars (goldsmiths) who would craft designs in gold for women. often the gold would not be pure. primarily fuelled by the fabled Tata entrepreneurial spirit and partly forced by circumstance. changed all that. With that. was coined by Xerxes Desai. marketing and retailing skills.

Tanishq launched its first store. In 1993. Tanishq had made its first ever profit in the entire existence of the company. Being ethical too was a problem. Only six of these are owned by the company. the diamond jewellery as these earned high bottom-lines. known for maintaining high ethical standards. Profits generated dipped as a result but Tanishq was clearly on a revival. PRAXIS BUSINESS SCHOOL Page 3 . It was a measly sum of around Rs 2 crore (Rs 20 million). The company changed quite a few of its original strategies along the way. The rest are run by franchisees. despite that India is the largest consumer of gold in the world. In 199899 it showed losses of Rs 10. May 2000 turned out to be the defining period in the company's history. the local satraps had a very tight stranglehold on their markets and it was difficult for a pan-Indian player to break into. Tanishq. There was no national jeweller that people could buy from. Tanishq had its first showroom in Chennai in 1996. allowing free import of gold. it entered another segment. thus had to struggle hard to be accepted by the customers. August 1992. Today it has over 60 showrooms in 47 cities. Foreign investors were allowed to hold up to 50% equity in mining ventures. The same year. Tanishq prided itself on delivering customer value through a fair and transparent business model. Tanishq managed to limit its fixed asset investment to Rs 27 crore (Rs 270 million). the company decided to write off some of the financial baggage it had been carrying. a pilot plant was set up and production started in two years later. The model has helped take away capital costs from the company and pass them on to franchisees who will invest money to help the company grow.40 crore (Rs 104 million) though sales turnover was increasing. Its high decibel media advertising wasn't working. Tanishq changed its strategy and brought in it the value proposition of gold through higher karatage and also do away with the shop-in-shop formats and have exclusive Tanishq outlets in 1998. The next year. the government abolished the Gold Control Act of 1962. They made efforts which paid off. It was a hitherto untried concept. Tanishq had quite a few problems on its hands then. It was launched in 1994 as a range of jewellery and jewellery watches meant for the European & American markets. it had very little time on its hands to show a turnaround. Till 2000. as part of economic liberalization. Tanishq could not find its feet in the market and its losses were mounting. and the West entered a protracted period of slow economic growth followed by recession. In all. As a company which was part of the Tata group. private companies were allowed to enter the hitherto restricted gold and diamond mining industry. an entirely new concept in the Indian market. And worse.INTEGRATED MARKETING COMMUNICATION In 1992. A year later. But things began to change globally around this time. A stream of adverse media reports had instilled the fear that its shareholders would pull out anytime. Clearly. Supplying jewellery to the Americans & Europeans suddenly no longer seemed an attractive proposition. yet it was a beginning. In 1996. Industry watchers were extremely sceptical of Tanishq and doubts were being cast over its prospects.

Tata Tea and Tata Chemicals are among its clients. from 843 tonnes to 680 tonnes.  If jewellery was once bought as an investment or as part of a daughter's dowry. However.Almost Rs 57 crore (Rs 570 million) came through corporate sales and exports. It grew its retail sales during 200203 to Rs 332 crore (Rs 3. it was no longer the case. UB Group. rather than with conspicuous consumption. Revenue in million rupees Meanwhile.  Dual incomes  Exposure to foreign designs The above brought about a change in the way people looked at jewellery.39 billion). the business environment had also swung in Tanishq's favour. Tanishq was spreading its glitter. Today.  Changing consumer demographics due to  Rising incomes. and fast. but now impulse buying is becoming increasingly common.  It has introduced ethical practices and design innovations to Indian women. Pfizer. The above made people begin visiting the jewellery shop more often. Corporate and institutional sales had become an unexpected money-spinner for the jewellers. National Panasonic. Tanishq was on a roll. Weddings still remain and will remain the time when maximum money is spent on jewellery. Tanishq counts companies like Hindustan Lever Limited.  A deliberate attempt has been made to identify the jewellery with the aspirations and emotional needs of consumers. The next three years. the gold demand declined by 19 per cent.  It has also introduced a number of collections that firmly established its reputation as a frontrunner on the fashion scene.INTEGRATED MARKETING COMMUNICATION Post September 11 attack on the World Trade Centre. the volatility in the gold prices led to a steep decline in the demand for gold.32 billion) from Rs 239 crore (Rs 2. saw quite a few changes to the way Tanishq operates. In 2002.  Rise in number of working women and  Rise in disposal incomes. The big reason Tanishq was able to make so much headway is because  It has never shied away from reinventing itself. PRAXIS BUSINESS SCHOOL Page 4 .

In 2010.30 billion with its mantra of innovations and impressing more and more customers by their unique set of values – purity.  The demand for diamonds has been rising steadily and even the conventional gold buyer is now opting for diamond jewellery.INTEGRATED MARKETING COMMUNICATION The most important factor spurring Tanishq's success is innovation —  In the business model  In design  In promotions. Tanishq positioned itself as an international brand for the Indian elite. design. Tanishq took up special projects in the 2005 and later in 2007 and 2008 to:  Design jewellery for Bollywood movie Paheli (2005). The idea is to maximise the Tanishq brand presence across regional markets in India. Segmentation • Niche Marketing .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). excellent services and an exceptional shopping experience. • Psychographic Segmentation . Tanishq's designs had been conceptualised for the Western markets and were introduced in India without any alterations. The brand was targeted at a niche market (However they later on started targeting the mass marketing since 1997). As a part of their strategy. Tanishq plans:  To enter the lucrative regional ornaments segment as a new strategy to cater to the diverse requirements of brides from different communities around India. they are focusing on high-value jewellery which is targeted at the affluent buyer who is less focused on the investment value and is looking more at the ornamental value.900 billion Indian jewellery market and increase its share of the pie from Rs.After its inception in 1995 focus on exports. relevant choice. It moves jewellery beyond investment to the fashion and adornment sector. Femina Miss India (2007)  A historical magnum opus Jodha Akbar (2008) They used the platform to create. showcase and launch a special collection of jewellery. Tanishq also has been positioned as a branded jewellery of luxury rather than commodity. Tanishq: In minds or in hearts Tanishq has been projected as an impeachable mark of trust by raising the awareness of the people about unethical practices in the jewellery business and then measuring the gold purity by Karatmeter. At present. Tanishq offers only standard jewellery in its wedding range. even their other collections are a fusion of contemporary in traditional Indian motifs. PRAXIS BUSINESS SCHOOL Page 5 .  awe-inspiring set of crowns specially crafted for the Indian’s leading beauty pageant.  Tanishq is aiming to penetrate the Rs.

Tanishq realized that. it would have to satisfy the tastes of all regions. skilled Unbranded jewellery as well as high quality artificial jewellery Artificial jewellery Local jewellers No company preference Lower Semi skilled No need ------- Initial positioning  It exposed the rampant impurity that prevails in the Indian market. where women can shop with comfort and peace. given the diverse nature of Indian ethnicity. Target Market – Class High Consumer Profile Inherited income/Professionals/Industrialists /exceptional ability Professionals/Business/Career oriented/Executives Product Preference Branded designer jewellery or Diamond jewellery Branded Jewellery Company Preference Tanishq Upper Middle Tanishq Middle White collar . What went wrong? Tanishq. So.  Tanishq has introduced professional retailing in the form of shop-in-shop format in the disorganised Indian jewellery bazaar. the only non destructive means to check the purity of gold.  Tanishq introduced innovations like Karat meter. an entirely new concept in the Indian market. educated Lower Middle Blue collar. thus had to struggle hard to be accepted by the customers. Tanishq also decided to transpose designs by stocking Bengali designs in Delhi.INTEGRATED MARKETING COMMUNICATION • Geographical Segmentation . the designs became more ethnic.  Industry watchers were extremely sceptical of Tanishq and doubts were being cast over its prospects. Page 6 PRAXIS BUSINESS SCHOOL . without worrying about the purity of the jewellery they are buying and select from the best jewellery collections  Tanishq is the only jeweller that houses a fully fledged design studio with a team of several international award winning Indian designers. Keralite designs in Tamil Nadu and typical designs from Tamil Nadu in Mumbai in order to appeal to a variety of people.

it was unable to sell these designs. the product proposition and retailing. A stream of adverse media reports had instilled the fear that its shareholders would pull out anytime.  Despite its high-blitz ad campaign. Its high decibel media advertising wasn't working.  They learned to value regional preferences. Designs were customised depending on the regions and markets. chains. and the same line of jewellery was sold in India as well. many didn't know what Tanishq was about. each with its distinct target audience has been launched. And worse. for seven stone diamond jewellery  Hoopla.  Some felt that the product was not for people like them. given the diverse nature of Indian ethnicity.  Tanishq also made attempts to redefine traditional styles in its designs.  Others found it too expensive. rings.  Aria. Current Positioning PRAXIS BUSINESS SCHOOL Page 7 . pendants were explicitly mentioned in each ad.  The fifth anniversary celebrations of Tanishq offered discounts to customers and induced them to come to the store. The ploy worked and customers waited for the store to open.  A mix of traditional jewellery and contemporary designs were launched. with designs borrowed heavily from contemporary European brands. A steady stream of jewellery collections with a fusion of contemporary and traditional Indian motifs. when it shifted its focus to the domestic market. it had very little time on its hands to show a turnaround.  Ad campaigns now started to list out the products that Tanishq had. it would have to cater to tastes of all regions.  Collections for the working women and a new set of contemporary designs were brought into the stores.  So bracelets. However. Indian one.  Solution: Therefore the few steps were:  To change the brand positioning from that of an elitist and Westernized offering to a more mainstream.  The 18-carat jewellery range was expanded to include 22 and 24 carat ornaments as well. The company justified its decision saying that it wanted to be 'different' from the traditional Indian offerings. Tanishq realized that. its designs were predominantly Western. The aim was to bring down the price barrier significantly. A customer survey revealed multiple problems.  A range starting at Rs 399 was launched. Initially with a focus on the export market.INTEGRATED MARKETING COMMUNICATION    Tanishq began by offering jewellery in the 18-carat gold range. focused on diamond studded hoops  Collection-G for lower priced gold jewellery with an interesting twist are just a few lines that have come out of the Tanishq stable in the last three years.

INTEGRATED MARKETING COMMUNICATION Promise of purity and unique experience:  Design and retail innovations have been the hallmark of Tanishq all these years. Superior Product:  In order to compete with the regional players. Trust:  It has established itself as a highly ethical player in a market that was rated as having the highest incidence of under karatage. (Bureau of Indian Standards)  They also have gold meters where one can check the purity of gold.  It is the only jeweller that houses a full-fledged design studio with a team of several international award winning Indian designers. It moves jewellery beyond investment to the fashion and adornment sector. Luxury:  Tanishq also has been positioned as a branded jewellery of luxury rather than commodity.”  Tanishq is known for its ability to develop specialized design collections.  First and only jeweller who guarantees the purity of its gold jewellery and certifies the quality of its diamonds and coloured gems in writing.  Offer a totally new perspective to jewellery buying especially when it comes to exquisite oriental jewellery. PRAXIS BUSINESS SCHOOL Page 8 . Tanishq introduced the concept of “consistency in delivering promise.

INTEGRATED MARKETING COMMUNICATION SWOT Analysis PRAXIS BUSINESS SCHOOL Page 9 .

 Provide EMI by tying up with banks. New Product development  Tanishq launches Gland Slam 2010 collection inspired by two distinct regional craftsGujarati rava work & Rajasthani meenakari targeting the modern day woman who is firmly rooted to her Indian values Present Diversification Related: Gold and diamond studded buckles in belts and footwear.INTEGRATED MARKETING COMMUNICATION Ansoff Analysis Product Market Present Market Penetration  Currently Market Share of Tanishq is 2. New PRAXIS BUSINESS SCHOOL Page 10 . For example.9%.So Tanishq has a scope for increasing its market share.  Find new applications to current users: Increasing the versatility of the product in terms of usage. provision for using pendant as earrings. finger rings and vice versa Market Development  Expand geographically: Opening new outlets in new cities and increasing the number of outlets in the existing cities.

Print advertisement: In leading news paper and feminine magazines are targeted to do the advertisement. The customers were treated with wine and cheese during their shopping at an internationally styled store. Tanishq's created unique designs with the Indian woman in mind. The company has two key marketing objectives. The journey of Tanishq began in positioning itself as a premium brand for the Indian elite with an international flavour. aiming to give the brand a round-the-year presence and enhance awareness. building long-term relationships with the existing and rapidly increasing customer base.first. Tanishq PRAXIS BUSINESS SCHOOL Page 11 . Aware that a woman plays different roles at work and at home. in-store events and a range of direct marketing tools to achieve these marketing objectives.youtube. Tanishq’s marketing strategy focuses on making it the most desirable brand of jewellery in India. The following media channels are predominantly used by Tanishq: T V Advertisement: Tanishq focus on the emotional attachment in the advertisement like engagement . It uses a 360 degrees approach in creating brand equity and a persona of purity. Bollywood tie-up: Has done tie up with Paheli and Jodha Akbar where in the movie the actors were seen wearing Tanishq jewellery through out. Later. comprising national-level spends (both electronic and print media). PR. The budget was split into four parts. direct mail and research.INTEGRATED MARKETING COMMUNICATION Tanishq: Its voice Tanishq’s marketing and promotional strategies have been equally trend-setting as its designs. and dresses differently for every occasion. and second. drawing new customers into its stores located across the country. Tanishq initiated a long-term media plan. and such other occasions. The communication and promotion budget was spent towards advertising. style and exquisiteness. It uses media advertising. Since 2001. Tanishq is rated as one of India's most aspirational brand of jewellery.. The company aims to further strengthen this appeal by evolving many more opportunities for consumers to interact with the brand. where the consumer experiences the brand. while a portion was also earmarked for promotions tailored to match regional preferences. As the brand did not cater to the traditional jewellery market. The Tanishq store is always centre-stage in these marketing efforts. its communication in the electronic media was on the lines of Billy Joel’s description of a woman which had a more western image. regional budgets. For Jodha Akbar were they launched a product line named Jodha Akbar. (http://www. marriage. the sanctum sanctorum.com/watch?v=NQ7YtorMdOI) .

It caters to a wide segment of discerning consumers. even corporate canteens during the lunch break.youtube.youtube. which caters across all these consumer segments.youtube. Tanishq synergised between their products. but certainly not a narrowly focused elitist brand. not merely to the elite.youtube. Tanishq is a premium brand. exquisite designs. a judicious blend of traditional values and a modern outlook.com/watch?v=vbZNNYflbOQ). "We are aligning ourselves by contemporising traditional jewellery and making it relevant for them. beauty saloons. In addition. The company also reached out to this target group through exclusive working women's meets. Tanishq was perceived to be a premium brand. in addition to media advertising.INTEGRATED MARKETING COMMUNICATION has created specific collections that have set a new fashion in jewellery.all of which have similar broad appeal. Tanishq ‘Solo’ (http://www. which appeal to a similar set of consumers.youtube. PRAXIS BUSINESS SCHOOL Page 12 . ‘Tanishq Collection-G’ ran joint promotions with brands such as L’Oreal and Wills Lifestyle. where well known career women spoke about issues relevant to working women. These stores reflect the new retail identity of Tanishq the 'Revitaliser of Tradition' and combine the grandeur of the past with the reality of the present without losing its inherent character and appeal. Tanishq ‘Hoopla’. When ‘Tanishq Collection-G’ was launched. store and advertising – communicating the brand values and unique proposition to the customer. Tanishq Collection-G. In this context. Tanishq is a reflection of their own emerging lifestyle.com/watch?v=a_uYyczxIuQ&feature=related) and newly wed driving http://www. Thus. Their campaign 'the emerging Indian woman' gracefully blends the traditional and the modern.com/watch?v=SuVPvkovonk ) follows in the rich tradition already established by the earlier branded collections of jewellery .com/watch?v=zhNI2VzTNLU ). The brand relies on below-the-line support." says Venkataraman. Cross promotional tie-ups with other ‘working women’ spaces such as music stores. Tanishq ‘Bandhan’ . South Extension Delhi. Until recently.Tanishq ‘Aria’ (http://www. There are an increasing number of Indian women who seek the values and the benefits that a brand such as Tanishq offers trust and reliability. and offers a range of jewellery. To them.com/watch?v=TCJChDO8um8 ). and an international shopping experience. (Moham: http://www. (Bengali Tanishq has opened first-of-its-kind concept stores at Fort Knox Kolkata. Tanishq appeals to all discerning consumers of jewellery in India. lifestyle stores and bookstores were also organized. Kormangala Bangalore and Bund Garden Pune.Tanishq ‘Diva’. Tanishq Lightweights. The company is now changing its focus to include mid-segment consumers also. a collection of 9-to-5 jewellery for the working woman of today. the marketing team organized presentations to working women at several corporate offices. (Mom’s farewell http://www.

Bracelets. impulse purchases. chains.youtube. and can potentially happen during the rest of the year as well for birthdays. there is no lean period for jewellery . Tanishq has successfully stimulated demand for jewellery throughout the year through launches of new jewellery collections. (http://www. They also launched a complete product line called the “Conversations” keeping in tune with the raging popularity that earrings currently enjoy. gifting. As a medium it influences customers significantly. there is considerable purchase of jewellery which happens. in absolute terms. profitable growth. and a number of in-store events. etc. Indian fashion is actually led a lot by films. MD. ‘Impure to Pure’ exchange offer).com/watch?v=5t2EwziMWq0&feature=related ). Successful demand generation through a slew of marketing measures is. rings. which goes much beyond what the power of the Hrithik-Ash or Shahrukh . Electronic media campaigns also started to list out the products that Tanishq had. anniversaries. a range of exchange programs and other offers (for instance.com/watch?v=busspp14Nss&feature=related) & Advertising in movies is not something new for Tanishq though. As a result of these efforts. at the core of the rapid.youtube. However. pendants were explicitly mentioned in each of their campaign.com/watch?v=4VX5cGAJMKA&feature=related http://www. Therefore. “The movie will be PRAXIS BUSINESS SCHOOL Page 13 .INTEGRATED MARKETING COMMUNICATION The peak periods of sales of jewellery are festival times or the marriage season. It was the ideal vehicle to position Tanishq in the serious jewellery space as well as bring it closer to the consumer. Titan Industries affirms. through a host of well-designed marketing inputs. Whether the King Khan starrer Rajasthani eternal love story-Paheli or the historical romantic saga of Jodha Akbar featuring Hrithik and Aishwarya.the jewellery market can be stimulated throughout the year.youtube.Rani duo alone can dare to achieve! Bhaskar Bhat. TVC showcasing the Jodha Akbar and Paheli collection from Tanishq. “It gave Tansihq a platform to convey its brand image and at the same time we also launched a ‘Paheli’ collection”. Tanishq grew rapidly for successive years. indeed an advertising strategy. (http://www. It has always resorted to the right movie for promoting its products. which Tanishq has witnessed during the past years.

Venkataraman has a word to share. This TVC was aired widely across all mass entertainment channels. There were special moments in the film around a particular jewellery item keeping in mind that the scenes could be used in creating the TVC. Venkataraman. campaign extended to outdoor. pneumonic like puppets. Head – Marketing & Merchandising. So whether Jodha Akbar works at the box-office is a tale for another day. rich masses indeed! “Tanishq has been always a progressive brand. Tanishq.youtube. A unique strategy indeed and goes well with Tanishq’s brand image of commemorating the heritage of the glory days of India. K. The jewellery was displayed throughout the film from its first frame to the last. that’s palpable from Tanishq’s earlier ads. Concerning its latest ad-splashes. ground and in-store promotions. COO-Jewellery. which promoted the product as a classic immortalised design. but as far as Tanishq is concerned. The key message in the TVC was to introduce viewers to the new collection and invite them to Tanishq stores to experience it. • Joint Promotion (sponsored TVC) of Tanishq and Paheli: A joint TVC was created which featured key moments from the movie where Tanishq jewellery was worn by Rani Mukherjee and Shahrukh Khan. Titan Industries.INTEGRATED MARKETING COMMUNICATION released in overseas film festivals and we want to reach the NRIs and promote it for their marriages. “Tanishq is a brand for the youth also and that’s precisely what we plan to promote through our ads. bandhanis etc.com/watch?v=EqzHybzZbpk) Keeping in mind the objectives of Tanishq for this association.” Surely.” elaborates Vikram Tyanath. this well justifies Tanishq’s revelations of many TVCs. Special brochures and design catalogues were printed with Rani’s pictures adorning the collection. Lowe.” reveals Parida. “That helped us to become the most trustworthy brand but then it became important to reach out to the masses also. The various pieces created by Tanishq were worn by all the actors through the entire duration of the movie. At the same time. Also. Yes. we won’t compromise with the ‘trust’ image. to promote the new collection inspired from Paheli. All buyers were given their jewellery in specially created ‘Paheli’ boxes along with a personally signed letter from Shahrukh Khan. “Such association has always helped us to sustain our brand image and we needn’t talk about trust anymore. PRAXIS BUSINESS SCHOOL Page 14 . which showcased marriages of different cultures. it couldn’t have imagined a more romantic side to history! (http://www. Never before was a jewellery collection of this magnitude made and launched using the medium of cinema.” He is also open to tie-up with movies and to create special TVCs. Rather. • Point of Sales Promotions: Tanishq created special theme décor around the release of the movie at their various outlets. now our ads will talk about craftsmanship & designs. facades. Agress Alpana Parida.” explains C. The special collection was showcased prominently within the store. Team Leader. The shops were decorated using the Paheli theme with film posters. planned and executed the following integrated marketing plan: • Special Line of Tanishq jewellery using the look of the film: Tanishq designed a special line of jewellery taking into consideration the script and background of Paheli. which has been able to create a trustworthy brand image among the niche as well as masses. asking the buyer to experience the grandeur of Rajasthan.

the alluring play of color and lights. launching the collection at a special press conference in Delhi.key product features are emphasized. Tamil. Amol Palekar. Tanishq. (Regional Wedding http://www. Unlike most advertising.youtube. retail space permits an interactive process of communication about brand. Telugu.youtube. Bengali. Jadua and enamel detailing. the customer is captive audience as he listens to Retail Sales officers and experiences the brand.com/watch?v=Nd8Jti91GsA) Tanishq jewellery brand plans to enter the lucrative regional ornaments segment as a new strategy to cater to the diverse requirements of brides from different communities around India. Colours is a line of contemporary adaptation of the traditional jewellery styles in colourful stones. The program.youtube.com/watch?v=BOQn7sWu0wg) The Retail Showcase Retail space can showcase product far more brilliantly than advertising ever can.INTEGRATED MARKETING COMMUNICATION • Events and Programs: The association was further strengthened with the director of Paheli. Within the retail space. Kundan.youtube. Kundan and Jadau. online dialogue counters in the store can further enhance this process of speaking to the customer about key brand benefits. often dramatically and relatively long consumer attention span by an effective Sales Officer Catalogs. speaking about the association.s PRAXIS BUSINESS SCHOOL Page 15 . “Making of Paheli” featured Tanishq marketing Head. surround effect and speaking effectively) make the captivating magic of the brand come alive.youtube. Shubha Mudgal's style of music and her personality epitomise today's woman hence her association with the Colors collection.com/watch?v=gzj9bq645Zg) & (http://www. The first three Ss (showcasing. A Tanishq store displays eye pleasing product displays.com/watch?v=cRiw_sgO-nE) (Mom convincing for wedding http://www. Bihari. So she might use pearls to convey class and sophistication or may use pinks to subtly hint playfulness or fiery reds to connote victory. A woman has her own preferred colours and uses the meaning that is associated with those colours to her advantage. an eye-catching collection of pure gold jewellery offset with coloured stones. The distinguishing feature of this range is the creative attempt made to interpret the manylayered meanings that colours convey to us and translate them into unique designs to convey the associations and emotions that colours evoke. Also. Marwari. (http://www. The launch was amidst of a musical rendition by Subha Mudgal and a dance recital.com/watch?v=QfYLu_MhLQQ&feature=related) ( Print release in Femina http://www. Retail space is uniquely positioned to surround the customer’s senses with multiple facets of the brand’s personality. the opening credits of the film acknowledged Tanishq’s contribution. “take-one” leaflets. Tanishq. Kannada and Marathi communities. impeccably symbolising today's woman. Gujarati. Ruchira Puri. Tanishq will come out with specific traditional collections to cater to brides from the Punjabi. which completely mesh with brand personality. attractive store windows. launched Colors.

INTEGRATED MARKETING COMMUNICATION PRAXIS BUSINESS SCHOOL Page 16 .

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