CASE STUDY ANALYSIS

Brand Management Assignment

Tanishqu: Positioning to Capture the Indian

Woman’s Heart

Submitted to Submitted by
Prof. Dr. Shahaida P. N.V.D.Subramanyam
18112 (TPS-B)
Introduction

Titan, a Tata Group company is the clear leader in the Indian watch industry. Titan has also
created a strong presence in gold jewellery under the brand name, Tanishq. The main
competition has come from the traditional local jewellers, but Titan has positioned itself as a
jeweller with a nationwide name. The company is involved in designing, manufacturing, and the
marketing of gold-based jewellery, including jewellery watches. The case discusses how Titan
has taken on the challenge of transforming the fragmented Indian jewellery market and also
illustrates how core competencies can be leveraged to diversify successfully into a new business.

SWOT analysis of Tanishqu

Strengths

 Strong brand image as being part of TATA group

 Pioneer in jewellery category
 Pure Jewellery of standard 18 & 22 Karat
 Using innovative ways to advertise the brand
 High-end exclusive jewelleries
 Substantial investment in positioning

Weaknesses-

 Having “Not for me” image among Indians

 Low presence in Small Cities
 People has more faith in their family goldsmith
 Not well known to worldwide

Opportunities-

 In India Gold consumption continuously going up

 Gold jewelleries are most preferable items for gifts
 High Indians disposable income
 Gold jewelleries becoming more fashionable items

Threats-

 In small towns/cities local competition is very tough

 Its own brand Gold Plus having potential to cannibalise Tanishqu in small cities
 Large number of retail players planning to enter into market
Key issues faced by Tanishqu-

 Tough Competition in rural ares or semi urban areas

 Having image of westernised brand
 Company has not abled successfully to win customers faith. They more rely on their
family goldsmiths
 Competition in Foreign Market is more demanding and frequent launch of new products

Suggestions

 More focus on small cities with its Gold Plus units

 Products price should be economical as Indians are considered to price sensitive
 Company should equally promote its jewellers for wedding collections as much as for
ornaments for body decoration
 Store theme should reflects regional tradition rather than western value

Conclusion
IN a country that drives gold prices across the world, selling jewellery is easy. But getting people
to switch from their trusted goldsmith is quite another thing. Tanishq, however, seems to be
managing it well after 10 years of keeping at it. Its profit & loss graph shows that it improves
continuously but it has still long way to go in order to win customers faith. They still more rely
on family jewelers.

The Tanishq strategy for the coming couple of years should relie on two things increasing
penetration in the domestic markets and going abroad in order to diversify its revenue portfolio.