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SUBMITTED BY PRASHANT PRIYADARSHI MINHAS ROLL NO-20 SECTION-Q1808
SUBMITTED TO MISS KULJEET
Introduction • • • • • • • • • • India's most respected and widely diversified business conglomerate. It introduced technology-backed challenge in a category completely governed by individual trust. Tanishq introduced innovations like Karatmeter, the only non destructive means to check the purity of gold. Tanishq also introduced professional retailing in the dis-organised Indian jewelry bazaar. It has over 91 showrooms in 64 cities. Tanishq is the country‘s only truly national jeweler Targeted a more Western consumer evoking a ―Nice, but not for me‖ reaction Opened its first boutique in Chennai in 1995 as a precedence to tap the South market Boutiques were spacious, intimidating , exclusive with limited inventory on display In Feb 1996 launched its first 18-carat range of exclusively designed gem-set jewelry
Strategy • • • • Piloted an offering of 22-karat plain gold jewellery with about 400 designs Multimedia campaigns were launched in press and on TV to focus on traditional designs Prevailing under-karatage problems industry wide were countered by installing karatmeter Seven-stone concept helped Tanishq to overcome the perception of it being a Westernized brand Strategies for Wooing Customers The emphasis was given on design any pattern according to the customer's specifications. For this, Tanishq set up a seven member in-house design team and also outsourced designs from freelance designers. Feedbacks were taken on Tanishq's designs and learn about customer preferences. To stay ahead of competition Tanishq introduced Karatmeters to focus on quality control
Strategic Approach The tanishq used two strategic approaches:Positioning: - The strategy is purely about positioning in the minds of consumer by PROMISE OF PURITY AND A UNIQUE EXPERIENCE:• • Design and retail innovation have been the hallmark of Tanishq all these years. First and only jeweler who guarantees the purity of its gold jewellery and certifies the quality of its diamonds and colored gems in writing. 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 even have gold meters where one can check the purity of gold Luxury • • • • • • Tanishq also has been positioned as a branded jewellery of luxury rather than commodity. It moves jewellery beyond investment to the fashion and adornment sector. Superior Product In order to compete with the regional players, Tanishq introduced the concept of ―consistency in delivering promise‖. Tanishq is known for its ability to develop specialized design collections. It is the only jeweler that houses a full-fledged design studio with a team of several international award winning Indian designers. Offer a totally new perspective to Jewellery buying especially when it comes to exquisite oriental jewellery USP :- (unique selling proposition) • Tanishq have a true and distinctive competitive advantage called unique selling proposition (usp) PROMISE OF PURITY
Big Idea The massive jewellery market in India is driven by purchase of high value, heavy jewellery sets. However, in this category Tanishq was regarded as a mere trinket. Therefore, the task was to establish Tanishq as a serious brand in the jewellery market. We adopted two different media innovations to promote the brand message. One of the key objectives of the brand was to promote a range of jewellery, using movies as a platform. One such opportunity came by during the making of a period film Paheli, in which the lead characters were played by Shah Rukh Khan and Rani Mukherjee. This range of jewellery was promoted as the ‗Tanishq-Paheli collection‘. Jewellery from this collection was actually worn by Rani Mukherjee in the movie. The idea was to use this association with the movie to lend salience to the brand Tanishq. Premieres in the four leading cities allowed consumers to experience the range the jewellery was displayed in multiplexes. Another display point was the Tanishq outlets, which celebrated Paheli range with special merchandise. The movie turned out to be a big hit; the cash registers at Tanishq outlets kept pace with the boxoffice collection of Paheli.The ‗Tanishq-Paheli‘ collection was fully sold out. A sales blip of over 15%, combined with the highest ever score on ―Tanishq being a serious jewellery maker‖. The second media vehicle that we adopted for Tanishq with the same mandate was a customised Tanishq contest film on Star Plus. In this film, the protagonists from various K-series serials were shown wearing Tanishq jewellery and the voice-over also had references to the Tanishq brand. Therefore, we picked up the lead female character from the soaps like Kumkum, Bhabhi and Kasauti Zindagi Kii for the Tanishq contest film.
Viewers could SMS answers asked through the contest to a number or log onto the Star website to enter the contest. This contest was also widely promoted on Star Plus. Further more, entry forms were made available at the Tanishq outlets across the country.The response was overwhelming and 25 lucky winners were selected and were given exclusive Tanishq jewellery set worth Rs 50,000 each. The motive behind this exercise was to establish the idea that Tanishq jewellery is uniquely positioned to capture the imagination of modern woman. Tanishq jewellery designs are inspired from the rich Indian heritage and have modern styling. The jewellery is made of pure gold and diamonds, guaranteed by Tata. It is the best collection of Indian jewellery in the country today - from Kolkata ‗filigiree‘ to Rajasthan‘s ‗kundan‘ to Victorian diamonds to South‘s temple and ‗Chettinad‘ jewellery. The profile of the protagonists in the K serials on Star Plus has many similarities with the Tanishq audience. The idea was to make the audience identify with the jewellery brand in an environment that is far more relatable. Creative Execution Elements Emotional appeals:“Jewellery That Makes You Want To Marry”
Story: In India, it is during marriages that people buy jewellery for the bride or for gifting. So, the whole idea behind the campaign is to associate brand Tanishq with marriages. The new campaign for Tanishq‘s wedding jewellery shows a father asking his daughter to consider a match. The daughter isn‘t interested– that is, till she follows her mother into a Tanishq store and tries out some wedding jewellery. Idea & Execution: To start with, there‘s an idea. And unlike most of its competition, the idea is not a ―Let‘s use a celebrity‖. This film is a great example of the fact that if you start from a lovely insight in the first place and then build on it, you can be pretty sure that it will touch
people. And then, of course, it has been handled with a lot of maturity. It‘s beautifully scripted. The screenplay is measured and precise. The cast has been carefully chosen and very honestly directed. And the music bathes the moments in the film and doesn‘t just sit behind it. Emotional Appeal: I loved the ad for its simplistic and realistic portrayal. The casting is very sweet too with Arundhati Nag as the smart I-know-what-can-get-her-to-say-yes mother stands out. And instead of nagging her, she chose a very novel technique to convince her to enter into wedlock. I like this ad for its non-randomness in demonstrating benefits and creating an aspirational value. The staged transformation from a look with no jewellery to one that enhances her looks with every ornament is what comes through as most convincing. Charmed! You might wonder is it jewellery that gets a girl to consider a proposal, I think it‘s the promise of that special moment, a moment where she is the bestest. Celebrity endorsement
A unique strategy indeed and goes well with Tanishq‘s brand image of commemorating the heritage of the glory days of India. Yes, that‘s palpable from Tanishq‘s earlier ads, which promoted the product as a classic immortalised design. Agress Alpana Parida, Head – Marketing & Merchandising, Tanishq, ―That helped us to become the most trustworthy brand but then it became important to reach out to the masses also.‖ Surely, this well justifies Tanishq‘s revelations of many TVCs, which showcased marriages of different cultures, rich masses indeed! ―Tanishq has been always a progressive brand, which has been able to create a trustworthy brand image among the niche as well as masses,‖ elaborates Vikram Tyanath, Team Leader, Lowe.
Concerning its latest ad-splashes, Venkataraman has a word to share, ―Tanishq is a brand for the youth also and that‘s precisely what we plan to promote through our ads. At the same time, we won‘t compromise with the ‗trust‘ image.‖ He is also open to tie-up with movies and to create special TVCs. ―Such association has always helped us to sustain our brand image and we needn‘t talk about trust anymore. Rather, now our ads will talk about craftsmanship & designs,‖ reveals Parida. So whether Jodha Akbar works at the box-office is a tale for another day, but as far as Tanishq is concerned, it couldn‘t have imagined a more romantic side to history .
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Tanishq is a Place Driven brand Differentiator: Exclusive retail outlets Primary focus : define themselves as retailers The stores combine the grandeur of the past with the reality of the present without losing their inherent character and appeal
The most important factors spurring Tanishq's success are innovation — in the business model, in design and in promotions — and the trust the Tata name evokes. "The Indian woman is a fusion of tradition and modernity, and Tanishq captures this essence in its designs," says CK Venkataraman, CEO of Tanishq. "The strategy of establishing franchises across India has also helped in scaling up our retail business," he adds. Tanishq is no longer the only brand wooing the Indian woman; Nakshatra, Sangini, Asmi, Damas et al are also in the race.
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