The Effect of Comparative Advertisement

on Sales Performance
(Tanishq v/s Titan)
 Table of Contents

Sr. No Particulars Page No.

1. Introduction
1.1 Titan
1.2 Tanishq

2. Comparative Advertising
2.1 Advertising Objective
2.2 Advertising Methods & Channel
2.3 Actual Measurement
2.4 Medium

3 Factor Influencing towards Purchasing of Accessories

3.1 Watches
3.2 Jewelries

4 Impact of Sales Performance through Comparative

Advertising

5 Research Methodology
5.1 Objective
5.2 Methods (Primary/Secondary)
5.3 Respondents
5.4 Sources

6 Data Analysis & Interpretation

7 Challenges

8 Suggestion and Recommendations

9 Conclusion
 Chapter 1
Introduction
1.1 Titan:-
Titan is one of the most valuable brands from the Tata stable in the consumer
durable category. What seemed to be a market where people bought watches for
the functional purpose of knowing the time has been totally redefined by Titan.
Today, owning a particular style or brand of watch is all about making a statement.
Titan, as a brand, has established itself for its style and choice of design and is the
unquestioned leader in the Indian watch industry today.

V Ganapathy when it launched its collection of introduce quartz, but Titan offered
General Manager world-class watches in all the major the consumers a larger
collection of 2020 Media, Mumbai cities. This was the beginning of the watches.

To begin with, the success of the over 150 models of watches for men brand
continues even today. Titan also leveraged brand has become a household the
name of Tata in the early years, The Indian watch market for name in watches. The
equity of the so that the trust factor could be a long time was ruled by the brand is
so strong that the company established among the consumer. Public sector giant
HMT has extended to jewelry and eye care.

This was done because some of its Watches. The Indian consumer had space in the
retail market. Brands like Hegde and Golay were very few choices in the form of
not well-received in the market. In imported watches and other local What Aided
the Success of case of Titan, establishing the trust brands, like Timestar and Camy.

Advertising strategy which led to of these outlets were chosen after the products
offered by Titan. It’s positioning the brand as the great planning. Utmost care was
mantra was to keep pace with the undisputed king in this category. Taken to design
the outlets with changing taste and attitudes of the good ambience keeping in mind
the new modern Indian audience. Unique Product Strategy Clever ideas were used
to push pair values attached to the brand. Titan adopted a simple strategy. The
watches by calling them the ‘His and This really built the brand’s consumer was
offered a wide choice, Her’ watches for couples.

The pricing Distribution customer could get a good feel and design also perfectly
matched Titan introduced some innovation appearance of the product when it to
address the tastes of different even in its distribution strategy. In appeared in
various media customers. the past, watches were sold in vehicles. The initial
launch People are always eagerly looking campaigns highlighted the traditional
markets like the for fresh designs from Titan.
The brand maintained the desired the popular Bollywood actor, is marketing team
and its advertising perception of the most desirable currently the brand ambassador
and agency for having consistently watch to own or gift and truly the campaign
around him has been created great advertisements which positioned itself as a
world-class smartly developed with a perfect perfectly address the values of the
brand.

The tone and manner of the balance between Aamir and the brand. Titan, today, is
a brand which brand’s advertising, over the years, product features is known for its
world-class designs; has always been international and dependability and strong
service Success Continues classy backup. The advertising campaigns Titan rewrote
the history of the When Titan launched its initial have been delivering all these
values, communication, people were while at the same time, retaining the watches
industry.

Titan Raga: as many first to its credit in advertising. Taking the progressive
narrative further, the women watch brand along with its agency Ogilvy and
Mather, has rolled out a new campaign with a refreshing take on motherhood.
Titled ‘Mom by choice’ the campaign, set at a baby shower features a young
mother-to-be speaking about how she will never be the conventional mother which
the society approves of. Rather, she appreciates her own mother for being
unconventional - a woman who did not give up on her life, aspirations and
passions.

The spot, like Raga’s many previous campaigns, offers a refreshing take on
different aspects of young women today. “Raga as a brand has consistently
invested in brand building over the past 10 years, with two to three marketing
interventions every year. It is deeply entrenched brand in consumers’ minds and
we have seen a growth in mindshare," said Sirish Chandrashekar, marketing head,
Titan. The brand targets women between the age of 28 and 35 years from the
affluent socio economic categories.

“The current campaign celebrates the new idea of motherhood and challenges the
perceived notions about being a mother where the woman is expected to sacrifice
her ambitions to take care of the child," said Tithi Ghosh, senior vice-president and
head of advertising, Ogilvy and Mather.

Raga, as a brand, started repositioning its advertising strategy back in 2014. The
idea was to find a unique voice in a highly cluttered women watches space. “We
identified the platform—Khud se naya rishta which captured the idea that women
have choices and the rights to make the one that make them feel empowered. This
is how femininity was evolving, from approval seeking to independent and
confident decision making," she added.

Almost all its campaigns since 2014 have been a viral hit. Last year the brand in its
ad “Break the bias” addressed how a woman is perceived in the workplace
especially when she climbs up the ladder. In 2015, Bollywood actor Katrina Kaif
featured in a spot talking about how women should not succumb to societal
pressure when it comes to marriage.

While in 2014, Nimrat Kaur featured in ‘Woman of today’ campaign where she
plays a successful professional who chose her career over a relationship where she
would have had to give up on her ambitions. Titan’s advertising has always been
one-step ahead of where the society is. In the last 15 years or so, the brand’s
strategy has evolved from a product centric approach to positioning the brand as a
gifting option to now relating it to the emerging socio-cultural trends

While brand uses digital videos and television spots to emotionally connect with its
consumer base, print and outdoor is leveraged to showcase the product. Like Raga,
Titan’s jewellery brand Tanishq also stands out for its socially relevant advertising.
The most recent digital campaign by Tanishq owned work-wear jewellery brand
Mia features how women bring their best to work while juggling home life.

Tanishq’s most talked about campaigns include ‘Second Marriage’ where a

woman who has a young daughter chooses to remarry. While Tanishq’s advertising
and marketing annual budget is estimated at about Rs200 crore, Raga spends close
to Rs90 crore annually Parameswaran feels that while it is important for brands to
have a unique voice but never at the cost of brand and product connect.

According to him, Tanishq’s Second Marriage ad beautifully links the product

(jewellery) with a socially relevant theme. “It is a challenge that is posed to many
marketers whether to stick to the hard sell functional ads or create a story that one
can remember which also has product connect. I feel Titan is careful about that and
hence their ads are memorable and also high on product connect

https://www.livemint.com/Consumer/63LUN6bxH2nT5WujCifOUO/Titan-takes-
the-progressive-advertising-narrative-further-fo.html
1.2 Tanishq:-
The main long stretches of Tanishq recorded predictable misfortunes. In 2000,
Managing Director Xerxes Desai picked Bhaskar Bhat to succeed him. Beginning
in 2000, its total assets began to develop, and by 2003, Tanishq was among the
main 5 retailers in India and made up 40% of the Titan group’s income. In the mid-
2000s, Tanishq opened stores globally, in the Middle East and in the United States,
yet shut them before the decade’s end.

Tanishq made the excellence event crowns for the Femina Miss India 2007. By
2008, Tanishq had 105 stores in 71 cities in India. In 2011, the Tanishq bunch
propelled the sub-mark called Mia for working ladies. In November 2012, Tanishq
achieved a milestone when it opened its 150th showroom in India. In October
2013, a TV advertisement propelled by Tanishq blended debate since it instituted a
second marriage for the lady of the hour and the prep, despite the fact that
separated or bereft ladies are outsiders in the Indian culture.

In April 2014, the brand began to fare to the United Arab Emirates. In July 2014,
Tanishq declared it stopped its gold store plans to conform to the Companies Act
2013, plans that empowered its customers to set aside to purchase gold however
propelled it back only a couple of months after the fact in a configuration that
consented to the new laws. By June 2014, Tanishq had 167 retail locations across
the country and reported the opening of 30 more before the finish of 2015. In May
2015, Tanishq enlisted Deepika Padukone to be the brand’s representative.

In 2017, Tanishq propelled a sub-mark called Rivaah focusing on the wedding

portion. In January 2017, the Titan bunch combined its Gold Plus stores with the
bigger Tanishq retail mark. In April 2017, Tanishq propelled the sub-mark
Mirayah to take into account ladies under their 40’s. In December 2017, Tanishq
propelled the Aveer line, its first line of items for men.

Tanishq has managed to become synonymous with the category of luxury jewelry
and stands tall in every festive campaign from the house of Titan.
#ThrowbackThursday celebrates the Tanishq advertising journey that understood
the evolving needs and desires of Indian women.
India’s first jewelry retail brand
Very few might know that the initial journey of the now-famous jewelry giant was
a tough one and recorded recurrent losses. Tanishq was initially launched as an
export property in 1980. Titan in the 1990s decided to focus on the Indian market.
Their flagship store was launched in 1996 and with it.Tanishq became the first
jewelry retail brand in India. By 2003, Tanishq was among the top 5 retailers in
India and made up 40% of the Titan group’s revenue.

The brand started off by rolling out 18K gold watches studded with precious stones
and soon grew into a 22K gold jeweler with a blend of traditional values coupled
with a modern outlook. Tanishq in 2018 occupied about 4-5 percent of the total
jewelry retailing market which is estimated to be around INR 2,50,000 crore

“Only a few brands are able to master the art of lacing their communication with
sharp and hard-hitting content each and every time they decide to talk to the
audience and Tanishq is one such example,” shared Deepika Tewari, Associate VP
– Marketing, Jewellery Division at Titan Company Limited while defining
Tanishq’s advertising journey.

In the Highly Unorganized jewellery market, Tanishq, from the Tata family, has
managed to strengthen its foothold in India through innovative product offerings,
discounts and powerful campaigns. The sparkling journey began in the early 1990s
when Indian-made jewellery was already a big foreign currency earner and was
strongly supported by the central government. It also happened to be a very good
fit with the watch business as articles of adornment. Initially, the criticism for
Titan’s foray into jewellery was loud and bitter; however, the critics were silenced
with Tanishq’s success. Recently, the brand took a bold step and garnered
maximum attention by breaking old norms and celebrating the beauty of
remarriage.

Tanishq’s new advertising campaign carrying a unique message – to educate

consumers about how to assess the purity of diamonds through informing about the
basic 4Cs of a diamond - cut, clarity, color and carat, is also noteworthy as it is
being endorsed by Bollywood couple Mr. Amitabh Bachchan and Mrs. Jaya
Bachchan. The brand believes its purpose to make consumers more aware stems
from the fact that diamonds continue to be the most desired gems and a symbol of
commitment. And is also growing as a popular gifting choice. Mr. Sandeep
Kulhalli, Vice President, Tanishq said, “Understanding the lack of awareness
amongst customers in choosing right diamonds, we conceived the idea of
educating our consumers through the ad campaign.”
For this ad campaign we needed someone who would reflect the brand's stature and
standing, someone who would connect with people across a wide spectrum. We
zeroed in on Mr. and Mrs. Bachchan for this ad, whose combined fan following
varies across 6 to 60 yrs. of age, and will be desired personalities to reach out to
the people easily spreading awareness on this precious jewel.”

Tanishq is a brilliant example of creating such advertisements. Its TV commercials

have always been received well by the audience – not just on television, but also
on the internet. The latest ad showcasing Niloufer collection is a hit on YouTube
already. 5 days since its launch on YouTube, it has clocked in over 200 thousand
views and most of them have been organic!

The story-line of the advert centers around a strong self-made woman who is
attending an event to receive the ‘Young entrepreneur award’. With her award
acceptance speech as the voice-over in the backdrop, the video shows her reaching
the hotel, getting ready for the award and culminates with her finally going to the
stage.

http://www.advertwiki.com/2019/01/12/tanishq-jewellery-advertisement-of-
tanishq/

https://www.exchange4media.com/marketing-news/tanishq's-progressive-thinking-
has-only-mirrored-reality-53370.html

https://www.diamondworld.net/Content/Tanishqs-new-campaign-emphasises-
importance-of-4Cs/5915

https://vidooly.com/blog/advertising-tanishq-jewellery/
The Gems & Jewellery industry:-

The Gems and Jewellery (G&J) market essentially comprises of sourcing,

processing, manufacturing and selling of precious metals and gemstones, such as,
Gold, Platinum, Silver, Diamond, Ruby, and Sapphire etc. The G&J market is a
significant contributor to the Indian economy, based on the size of the domestic
market and through its contribution to the country’s exports. India is the largest
consumer of gold (around 20 percent of global consumption) and also the largest
diamond processor (around 90 percent by pieces and 55 percent by value of the
global market.

India’s G&J industry is highly unorganized and fragmented with 96 percent of the
total players being family owned businesses. The gold processing industry has
around 15,000 players, with only 80 having revenues over USD 5 million. India is
also home to around 450,000 goldsmiths, 100,000 gold jewelers along with 6,000
diamond processing players and 8,000 diamond jewelers. The value chain of the
industry starts from sourcing and mining of the metals and extends to jewellery
retail. While India is not a major miner of previous metals and stones, the
country’s inexpensive and well skilled workforce makes it a world leader in
processing of diamonds.

The country’s jewellery retail sector is also expected to evolve with a shift among
consumers towards branded jewellery, driven by greater quality consciousness.
There are a few major players in the G&J segment, with Rajesh Exports being the
most dominant name. Other key players in the field include Gitanjali Gems,
Suhashish Diamonds, Su-Raj Diamonds, Vaibhav Diamonds and Tanishq. Many of
these players are focused on developing strong brands, large retail operations,
strengthening their core manufacturing operations and building a strong
international presence.

India’s large population and rapid economic growth offer significant opportunities
for growth of the industry. The emergence of jewellery retail chains provide
customers with convenience and assurance of quality. The entry of foreign players
is also likely to increase competition and provide consumers with greater choice.
Apart from the above, there are other factors that contribute to a favorable outlook
for the industry.

www.Projectsformba.blogspot.com
 Chapter 2
Advertising Methods
& Channel
Tanishq:-
Tanishq is a brilliant example of creating such advertisements. Its TV commercials
have always been received well by the audience – not just on television, but also
on the internet. The latest ad showcasing Niloufer collection is a hit on YouTube
already. 5 days since its launch on YouTube, it has clocked in over 200 thousand
views and most of them have been organic!

The story-line of the advert centers around a strong self-made woman who is
attending an event to receive the ‘Young entrepreneur award’. With her award
acceptance speech as the voice-over in the backdrop, the video shows her reaching
the hotel, getting ready for the award and culminates with her finally going to the
stage. Nicely paced, short and crisp; the advert will definitely stay in the minds of
the audience – especially women

Other classy adverts by Tanishq:

Tanishq’s YouTube channel can be good research material for aspiring advertisers
and agencies. They have uploaded 400 videos so far on their channel and 27 of
them have clocked more than 100 thousand views! Their top two videos are
unsurprisingly the ones featuring brand ambassador Deepika Padukone – one
released during the mother’s day and the other during Diwali 2015. Strong family
values and strong women characters have always been central to the themes of all
their commercials. Here’s the Diwali ad featuring not just her but also her parents:

Marketing Strategy of Tanishq:-

 Strong Back up: Tanishq is a brand under the Titan Company which is
under the famous and influential Tata Group. The brand was launched in
collaboration with the Government of Tamil Nadu. Thus Tanishq has a
strong backing of not only Tata Group but also the Tamil Nadu Government
which has definitely helped them getting the important resources to function
without any problems.

 Perfect Mix of Products: Tanishq is mainly known for its exquisite

wedding and diamonds collection. But that is not it. It also has low-priced
daily wear jewelry products which simple but stylish at the same time. This
has given the brand an opportunity to reach each and every class in society
and made them well known to the people of the country.

 Vast Geographical Presence: Tanishq has more than 150 stores in over 100
cities across India. This is actually a huge feat to achieve as a jewelry brand.
 Because customers usually try to feel the jewelry before buying it. Thus the
more the stores of a brand, the more the customers get access to its products.
This widespread presence of Tanishq stores has definitely helped the brand
to achieve more success than its competitors.

 Awards: Over the years, the brand has won many awards for the quality of
the products, its designs, also in the categories of marketing. These awards
have made them gain enormous reputation which has increased the trust of
the customers in India. Because of this trust, most consumers go for the
products of Tanishq because they are well assured of its quality, which
creates problems for other companies.

 Promotion: Without excellent promotional activities a brand cannot reach to

the customers as much as possible. Keeping this in mind, Tanishq actively
keeps promoting its products through advertisements on TV and print ad
campaigns. The brand also has a strong Social Media presence, where it
keeps its customers updated about any new products it has launched or will
be launching. During the time of various festivities, Tanishq provides gifting
options which attract the customers more as festival time is the main
shopping time for Indians.

 Association with Celebrities: Celebrities like Deepika Padukone, Amitabh

Bachchan, Jaya Bachchan, etc are known to every Indian. Tanishq is
associated with them and other famous celebrities. With the support of
celebrities, the brand wants to get closer to the audiences and their potential
customers. This is definitely working and the proof of it is the ever-
increasing customers of Tanishq.
Tanishq Services:-
One of the company’s most important initiatives was customer service
enhancement. Tanishq launched a direct consumer contact program and conducted
surveys to monitor store walk-ins and footfalls and percentage of repeat customers.
The company also kept the entry-level price as low as Rs 600 (for a pendant) and
offered a range, which far exceeded that offered by any other jeweler. All Tanishq
outlets gave a 100% return guarantee on its brand of jewellery and also exchanged
other jewellery after deductions depending on purity.

A customer satisfaction measurement program was started with the help of

Customer Satisfaction Measurement Management (CSMM), an associate of IMRB.
CSMM tracked customer satisfaction parameters for Tanishq on a quarterly basis.
This gave the company the benefit of benchmarking against local and international
players and also aided in improving repeat purchases. As a result, it was able to
directly link the remuneration of franchisees with customer satisfaction. Since they
have many stores across the country they give guarantee on their jewellery and also
offer to repair it free of cost anywhere across the country.

Tanishq have excellent after sales service and they have been committed in
providing good and honest service. They welcome you to exchange your old gold
jewellery for new designs. To ensure you get the right valuation for your old
jewellery, use scientific, reliable and transparent processes including testing it with
the Karat meter.
Ansoff’s Model:-
 Market Penetration (Present product-present market):
 Currently Market Share of Tanishq is 2.9%.So Tanishq has a scope for
increasing its market share.
 Provide EMI by tying up with banks.
 Find new applications to current users: Increasing the versatility of the product
in terms of usage. For example, provision for using pendant as ear- rings, finger
rings and vice versa.

 Market Development (Present Product- New Market):

 Expand geographically: Opening new outlets in new cities and increasing the
number of outlets in the existing cities.

 Diversification (New Product- New market):

 Related: Gold and diamond studded buckles in belts and footwear.
Case Studies and Management Resources - www.icmrindia.org/
Tanishq official website - www.tanishq.com
Management students forum - http://www.managementparadise.com/
The Hindu Business Line - www.thehindubusinessline.com/
Business Standard - www.business-standard.com/
E-bay Shopping website - http://www.ebay.in/
Moneycontrol.com - http://www.moneycontrol.com/
Economic Times - 27 Jun, 2008, Sreeradha D Basu -
http://economictimes.indiatimes.com/News/News_By_Industry/Cons_Products/Fashion__Cos
meticsJewellery/Gitanjali_Tanishq_Adora_expect_50_sales_growth/articleshow/3169571.cms
https://vidooly.com/blog/advertising-tanishq-jewellery/
https://www.exchange4media.com/digital-news/titan-group-calls-for-digital-media-pitch-for-all-
businesses-100509.html
https://brandyuva.in/2019/08/marketing-strategies-of-tanishq.html
Titan:-

The Titan Group has called for a digital media pitch for all its businesses, including
Titan watches, FastTrack and Tanishq, sources close to the development have told
exchange4media.

The size of the account is believed to be approximately Rs 40 crore. GroupM's

Wavemaker and Dentsu's Sokrati are the incumbent agencies.

Titan and its Advertising Brilliance:

Titan, without any arguments has been one of the most amazing advertisers of their
product in India. Known for their creativity, simplicity and uniqueness this brand
is always talked about when it comes to brilliant advertising.

› Titan has also been endorsed by many Bollywood celebrities

AmirKhan –Titan
Katrina Kaif,
Rani Mukerjee and
KritiSanon –TitanRaga
MahindraSinghDhoni and SushantSinghRajput –Sonata
DeepikaPadukone –Tanishq
John Abraham and Virat Kohli – Fastrack
Titan is known for making some of the most beautiful and memorable commercials
which stay in the minds and hearts of people. Known to touch the emotional cord
in one’s life, there are many that one can remember.

https://brandyuva.in/2018/09/success-story-of-titan-brand-the-most-loved-watch-
brand.html