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ID # 1403024
Case # RAGA & TANISHQ Symbolic Linkages
According to consumer research of Tanishq (2004-2005), there were four respondent
profiles which are mentioned below. - The bride: a single woman, age 22-27 years,
planning to get married in the next 6-12 months. - The Young mother: a married woman,
age 28-35 years. - The settled woman: married, age 36-45 years. - The brides mother:
mothers, typically age 46-60 years, getting their daughter married in the next 6-12
months. These four aspects to what women seek in jewelry in descending order of
importance: self- actualization and self-expression; self-esteem, perceived attraction,
confidence: social affinity; and safety and well-being, affluence.
Perception and attitude of consumers: Initially, Indian consumer didnt perceive 18-karat
jewelry as suited for weddings and festival. In consumers mind, Tanishq was an
aspirational brand but still carried a perception of not for me. They considered it
expensive twice as the local jeweler. Many consumers believed that all jewelers
wouldmore or less cheat on purity, yet accepted this, given other benefits.
Personality associations: The brand was associated in several high profile fashion events
like Femina Miss India beauty pageant crown; and Apsara awards Trophy as well as
participating in Milan Fashion Week. This gives an impression to consumer about high
quality and contemporary image of Tanishq. Consumer spending habits Consumer
spending habits changed as well with time. People had more disposable and were willing
to spend on fashion item.
As per Qualitative research, there are five psychographic segments in of jewelry buying
habits 1. The confident matriarch: They had considerable experience buying jewelry and
had interacted extensively with the category, either by virtue of life-stage or due to very
high involvement with jewelry. They didnt lean others and were often the influencers for
others in their family and friends circle. They know from where to shop and what to buy
in jewelry, also had confidence to experiment. 2. The sanction seeker- As a bride: She
along with parents choice of store for jewelry. She participated in selecting designs, with
her mothers guidance. She might occasionally like something different but was unlikely
to insist on a design she liked if her mother didnt approve. She believed her mother
know better and wanted to do the right thing- As a married woman, she stuck to
stores frequently by her mother. She shopped with her husband and sought her mothers
and other family members endorsement of design. She might experiment with stores
recommended by friends if there are endorsed by her husband.- As Brides mother: by the
time she had developed store loyalty, however this loyalty is based less on conviction and
more on the fact that it is what she has always done, and was therefore more open to

influence from her husband or significant others.3. The balancer- As a bride, the balancer
was sensitive to the ritualistic significance of wedding jewelry, and respected her
mothers wishes to buy what was traditionally appropriate. She went along with her
mothers choice of store for most jewelry and chose design jointly with her mother,
allowing herself to be led by her mothers choice for a few traditional pieces.- As a
married woman, she was driven by design in her jewelry buying, but was also practical
about the need to ensure good value in her jewelry. She might choose her own designs,
but sought the advice of someone who knows when it came to store choice. She was
drawn to the modernity of Tanishqs designs, as well as stores glamorous shopping
experience. Her sustained patronage of Tanishq was based on the reassurance the
provided brand image on gold quality and her husbands endorsement of the brand.4. The
individualist As a jewelry buyer, the individualist was design led, the concept of jewelry
as wealth didnt resonate for her. She wanted modern jewelry to wear. She usually wore
gold jewelry or diamonds and other stones. She often had her own way with the wedding
jewelry, with her parents support, even if her choice was not theirs. She was attracted to
branded jewelry, for the modernity of designs as well as its contemporary image.5. The
uninvolved conformist. In terms of buying jewelry, she was purely led by her parents,
husband or in-laws decisions.
Complete positioning - Introduction of studded jewelry - Very high promotion Pioneering the Karameter - Elimination of traditional middle men.