CASE 4 : Raga and Tanishq

PRODUCT AND BRAND MANAGEMENT

Faculty: Suresh Paul Anthony

Group 10:

Abhijeet Mohandas – 1701061

Deepak Kumar – 1701014
Gaurab Mandal – 1701019
Pavani Kavala – 1701037
Subramanya Nayak – 1701166
Ans 1:

Raga
Positioned as an ethnic watch for sophisticated
Indian women, embellished with striking
symbolism for culture of India.
They had sharp focus on positioning their brand
on three core values – Beauty, Sensuality and
Feminity. They maintained a premium image and
was seen as an opulent accessory for modern
affluent women.
Tanishq
Positioned to appeal women not only to buy
trinkets but even classic/traditional Jewellery that
is adorned on occasions of cultural rituals. Brand
was associated with trustworthiness, credibility,
and variety of innovative as well as revolutionary
designs and for those women who sought classy
and beautiful looks, irrespective of age.

Ans 2: Self-concept of the consumer’s can be described as women who were independent, Educated,
Career oriented and who were increasingly moving towards and adopting modernity yet retaining their
core cultural values and considered ethnic aspects of beauty as part of their self-concept.

Ans 3: Aaker’s findings indicated that individuals develop a positive attitude towards brands that match
both their own self-schemata and traits relevant to different situations. Wheeler showed that products
with messages matching the self-schema increased persuasion, when the message matched the
extroversion levels of the users.
In this context, western influences, higher disposable income, group identification and the need to
differentiate oneself at an individual level are some important aspects of the lifestyle appeals for the
brands.
In India, the working population of women have increased, especially in the service sector. Urban
women are more independent, better educated and career oriented. Also, women in India were drawn
to gold for centuries as they associated Gold with self-expression.
Indian women had the attitude of moving towards modernity while still retaining their core cultural
values – this aspect was used by Titan to create brands which matched the “self-schemata” of the Indian
women.
Thus, we can infer that when Titan offered a jewelry brand Tanishq and an exclusive watch brand Raga
that addressed the sensuality of the ethnic kind, there was a natural symbolic fit with the contemporary
Indian women’s attitude which made the brands so successful.

Ans 4: Brand symbolism in the context of this case refers to the potential linkage that could be built
between different brands based on similar positioning in the minds of consumers. The author puts
forward the idea of brand constellations being a potential tool for marketers, who would be able to
leverage a shared common symbolism between brands based on brand associations. This common
symbolism is built on common benefits and an overlapping target segment.

In the case of Raga and Tanishq, both brands enjoyed associations of inner beauty and sensuality, and
targeted women whose self schemata encompassed both tradition and modernity. The significant
overlap thus gave rise to the question of Raga possibly leveraging this common symbolism to target
Tanishq’s customer base.

Ans 5: Image – Focused on conveying the modern yet rooted to the tradition image to the customers.
Raga focused on brand ambassadors who wore modern western dresses while Tanishq was generally
set in Indian traditional dresses. Yet both the advertised women were portrayed to be beautiful and
sensual.
Brand - Tanishq had a pan India presence, which was designed to offer a uniform experience and trust
across India to counter the small unorganized local players. Raga was associated with Titan, which was
already an established premium player.
Ambassadors - Tanishq and Raga both used celebrities who were well known with whom the
customers could relate to. Additionally, these women were portrayed as sensual and adventurous at the
same time rooted to the traditions.

Ans 6: Analysis of consumer’s lifestyle can help marketers to draw inferences about customer choices,
needs, likes or dislikes. The lifestyle analysis data recognizes that the way people live (lifestyle)
influences what they purchase as much as where they live (geography) or their age, income, or
occupation (demography). Lifestyle data enables you to include people’s interests, opinions, and
activities and the effect these have on buying behaviour in our analysis. The knowledge of these
attributes can help company in pitching across different similar products to the customers in an effort
to increase the market share.

If we see the lifestyle appeals created by RAGA and Tanishq, we can see that Marketers has discovered
a segment of Indian women who would include the ethnic aspects of beauty as part of their self- concept.
This segment was resulted due to the evolution of lifestyle changes of Indian women who have been
increasingly moving towards modernity while retaining their core cultural values.

Ans 7: As we see from the aggregated data from Exhibit 1 and 3, we can see that Raga has scored very
less on Excitement and Ruggedness parameters.

Excitement 3.30 The alternate solutions for the positioning of the RAGA brand are:
Competence 3.76
 As both the brand form a brand constellation, both can be
Sincerity 4.13 branded together as follows:
Sophistication 3.54 o Tanishq range of Raga watches and their availability
Ruggedness 3.40 at Tanishq showrooms.
o An umbrella marketing campaign as “For Eleanor
Women” for both the brands.

 Advertisement of Raga can be focussed on women related issues (like in Tanishq) which are
prevalent in society to have emotional connect with the consumers.
 Raga can be associated with Tanishq as an opulent jewellery accessory which completes
woman
 Brand Resonance : By creating Brand community of Raga and Tanishq as “Elegant women”.