Positioning of Tanishq Brand OB

VIVEK COLLEGE OF COMMERCE
CHAPTER 1: HISTORY AND EVOLUTION
The Tanishq saga began in the early 1990’s, primarily fuelled by the fabled Tata
entrepreneurial spirit and partly forced by circumstance. The splendid Titan watches
success story was already up and running, and happened to need more foreign
exchange to purchase the imported components and machines required to keep up
with the burgeoning watch production. But with India going through a foreign
exchange crisis, there was no help coming in, forcing Titan to search for a business
that would earn them the required foreign Indian-made jewellery was already a big
foreign currency earner and being strongly supported by the central government, and
also happened to be a very good fit with the watch business as articles of adornment.
The best known brand names in both Europe and America had watches and jewellery
together, offering further proof that the two industries are intrinsically linked.
It was a business with a huge wealth potential and it added a very feminine offering to
Tata’s long line of products that appealed mostly to the opposite gender. It also called
for an organization that inspired trust and had high order design, manufacturing,
marketing and retailing skills, and Tata fit the bill on all accounts.
Tanishq was coined from a combination of Tata/Tamil Nadu and Nishq (meaning a
necklace of gold coins) and, again, from Tan, meaning body and Ishq, meaning love.
It was launched in 1994 as a range of jewellery and jewellery watches meant for the
European & American markets. But things began to change globally around this time,
and the West entered a protracted period of slow economic growth followed by
recession. Supplying jewellery to the Americans & Europeans suddenly no longer
seemed an attractive proposition.
Positioning of Tanishq Brand Page 1

Initially, the criticism for Titan’s foray into jewellery was loud and often bitter.
Eventually, however, the critics were silenced. Tanishq, today, is perhaps the only
major Tata brand with a strong appeal for women. Very importantly, Tanishq has
brought to the market a whole new standard of business ethics and product reliability,
in the process bringing about a transformation in the manner in which jewellery is
bought and sold in India. It has created a revolution in the Indian jewellery trade and
in jewellery buying behaviour, and continues to set new parameters of excellence for
others to follow. The Indian market, on the other hand, opened its doors to the world,
and was now flooded with foreign currency. By the time Tanishq established its
manufacturing facility and entered the market, the premises on which the project was
based had altered substantially.
Foreign currency was no longer an issue, import licenses were easy to obtain and the
global demand-supply equation for jewellery had shifted in favour of buyers. Tanishq,
therefore, switched tracks and shifted its focus to the Indian market and develop a
somewhat grandiose vision of the brand as a composite avatar of Cartier, Tiffany,
Esprit, and Ernest Jones all rolled in one.
State Of Art Manufacturing Facility
Tanishq has set up its 1,35,000 sq ft production factory at Hosur, Tamil Nadu. Well
equipped with modern machinery, this factory functions as the production and
sourcing base for the research of the jewelry crafts in India. Every product here is
painstakingly crafted to perfection to keep in line with Tanishq’s repute. Presently,
this factory employs more than three hundred and eighty highly skilled workforces,
among who are award winning designers, who along with the rest of the team support
the back end processes.
The capability of Tanishq is supported by a number of tools such as the energetic
‘Integrated Supply Chain Management’ system and the Vacuum Melting Unit (which
ascertains the purity of the jewellery) among others. To maintain its status, Tanishq
continuously incorporates different strategies from time to time to keep the fire of
innovation burning, something that is most critical to today’s organizations.

CHAPTER 2: TANISHQ PRODUCTS
Tanishq Diamond
Finding your perfect piece of diamond jewelry is an exhilarating and unique

experience. As with any significant purchase, it is important that you make an
educated decision. Cut and crafted with utmost care, Tanishq diamonds come with a
certificate of authenticity, stating the caratage, colour and clarity of the stone, to
enable you to know exactly what you are paying for. No gemstone expresses human
emotions more powerfully than a diamond and Tanishq transforms these precious
stones into breathtaking masterpieces, each unique and splendid in design. When it
comes to diamonds at Tanishq you will be spoilt for choice from many collections we
have to offer.
Cut, Color, Carat & Clarity
The 4Cs are used throughout the world to classify the rarity of diamonds. Diamonds
with the combination of the highest 4Cs ratings are more rare, and consequently more
expensive. Light is the element that ignites a diamond's brilliance and fire. Its
interplay with each of the 4Cs will help explain why one diamond can appear more
beautiful than another. The good news is that you don't need to buy the rarest
diamond to find one whose beauty speaks to you. Cut is the only one of the 4Cs of
diamonds that is influenced by the human hand. The rest (color, clarity and carat) are
created naturally as diamonds form in the earth. At Tanishq we ensure that the most
ideal cut diamonds are used, so that the facets when arranged in precise proportions
maximize brilliance and sparkle.
Tanishq diamonds are certified by its own team of skilled gemologists or diamond

graders, experts trained at GIA. The authenticity of each diamond is based on the
GIA(Gemological Institute of America) standard, the highest measure for diamond
grading in the world. When exchanged Tanishq provides you with the current value of
diamonds, hence giving you the benefit of appreciation over a period of time.
Tanishq Gold
Tanishq offers you a wide range of gold jewelry in pure 22k. Our range of gold
jewelry has been designed to suit all occasions from wedding to everyday wear. From
the traditional harams, mangalsutras and thalis to the more fashionable earrings,
chains, bracelets and rings, there is a lot to choose from at Tanishq.
In India Gold has always been associated with security and is the most valuable form
of investment. However, it has been observed that consumer is an easy target to
several malpractices like under karatage, under valuation of the gold sold and unfair
buy back policies due to the lack of awareness about these issues.
Tanishq propagates ethical practices not only by assuring the customer purity and
selling policies, but also fair policies to the karigars who craft the jewelry
Tanishq's designs in Pure 22k gold are not only unique, expressing the wearer's
individuality but each piece is subject to the intricate process of design, crafting and
stone setting with stringent quality standards at every point. At Tanishq, we cater to
every occasion. Our collections in gold abound from the grandiose wedding collection
to exotic kundan and polki, from the stunning Aarka collections to the exclusive
Nakashi work. We ensure that we have something for everyone with our baby range,
9 to 5 for the working woman and high fashion, men's wear, teen's collection and
regional specific designs.

Gold Coin
Every Tanishq gold coin is precisely engineered with care using the latest state-of-the-
art facility and modern technologies to turn the solid gold into master crafted coins.
Coins, available in 24K (9999 purity standard used by Swiss banks) and 22K Gold.
At Tanishq, gold coins an excellent form of investment and are available in various

denominations ranging from half a gram, one, two, four, five, eight, ten and 50 gms.
Gold Bricks of 1 kg and Biscuits or Bars in denominations of 100 and 500 gms are
also available
These coins are also available with images of Ganesha, Laxmi, Balaji, Saibaba, Allah,
Om, Ayyappa, Cross and any other motifs. We also undertake institutional orders.
When you exchange any Tanishq gold coin with jewelry, you get the benefit of the
appreciated current gold rate and there is no deduction, a full value exchange is done
on the same.
Karat Meter
Karat meter is technically called X-Ray Fluorescence (XRF) Spectrometer. Tanishq

named it as karat meter for easy understanding to customers.
The analysis of gold in gold jewelry alloys has been performed during the last thirty
centuries by the cupellation or fire assay method. Although it is the most accurate
technique it is also destructive. The touch stone method has been there for centuries
but is not an accurate method of testing gold. Its accuracy is dependent on
composition and colour of alloy, quality of touch stone, strength of touch acid,
lighting conditions and operator skill. The test is not suitable for very high karat gold
or hard white gold.

WHAT THEN ARE THE BENEFITS OF USING A TANISHQ KARATMETER?
 It offers non-contact and non-destructive testing. Sample material is not

consumed.
 It is extremely fast. Measurement takes only minutes, and results are obtained
immediately.
 It can identify all elements in the sample and their respective weight
percentages (composition)
 The results are operator independent, so different people using the system will
get the same results.
 X-ray assay is NIST (National Institute of Standards Technology) traceable

and confirms with ASTM B568 and ISO 3497.
Shine A White Gold Collection By Tanishq
Shine, the white gold collection from Tanishq offers you jewellery you can wear
anywhere. Whether at a wedding or a day at work, Shine has designs to suit every
occasion.
From floral motifs and intricate work to classy and contemporary designs, the Shine
collection will lend you the kind of sophisticated elegance that only White Gold can.
The White Gold metal owes its shine and longevity to being an alloy of gold and at
least one white metal (nickel, manganese or palladium.) Usually, the White gold
composition is 75% Gold and 25% Nickel (which gives the metal it’s white colour),
Silver, Copper and Zinc. Just like yellow gold, it’s purity is measured in karats.

Mia Tanishq
Tanishq gets young women to interpret design, utility for Mia.
The jewellery brand had launched a crowd sourcing campaign 'My Expression’ to
create a new line of jewellery for young working women
On 26 December 2011, Tanishq launched an online contest inviting consumers to

submit ideas for sub-brand Mia (launched in November2011) - a new line of jewellery
for young working women. Through a crowd sourcing campaign called 'My
Expression', Tanishq chose 10finalists who have gone on to co-create the Mia
collection along with Tanishq's design team.
Mia Tanishq is a stunning range of fine, urban-chic, affordable jewellery starting at

Rs. 4999/- exclusively crafted for Working Women to ensure that you're appreciated
in your work place and makes you enjoy your work life like never before. Based on 2
design directions, Quest (no beginning and no end - Infinity) and Blossom (Born to
Blossom - Born to Shine - Floral), this collection is truly a winner at work.
Truly capturing the essence of the urban, independent working women, Mia is
inspired by the individuality of each one of you and truly projects power, confidence
and taste. Titan Industries' Jewellery brand, Tanishq has created - Mia - specifically as
a wearable jewellery brand for working women. Mia will be retailing through the 130
Tanishq stores in 79 towns. The price range for the products will be between Rs 6,000
and Rs 50,000.
The Mia range will include a modern range and an ethno-contemporary range spread
across earrings, finger rings, pendants and bangles. The company expects the average
ticket size for Mia to be around Rs 25,000. The brand was launched with an online
teaser campaign, and the mass media campaign involving outdoor, print, television
and online breaks.

Tanishq comprises the majority of jewellery sales of Titan Industries, with other
brands Gold Plus and Zoya estimated to contribute less than 10%. Of Titan's turnover
of Rs 6,571 crore in 2010-11, jewellery accounted for Rs 5,014 crore.
The Wedding Collection
The bride blushes: Everton around smile; The shenai announces festivity The priests
chant auspicious promises, She walks demurely, A vision of beauty, Her jeweler are
exquisite, crafted by best in the land, as pure as the blessing bestowed to her.
The Zoya Collection
I n t r i c a c y c o u p l e d w i t h t h e s i m p l i c i t y ; T h e m a g n i f i c e n c e o f histor
y interwoven with linear contemporary; Secrets of the p h a r a o h s m a s k e d
w i t h t h e m y s t e r y o f t h e c o s m o s ; o r i e n t a l art embellished with occidental
architecture; nature's bounty matched with man's ingenuity
The Fashion Earring Collection
The Fashion earring collection', has a range of over 300
exclusive designs. Keeping in tune with the raging popularity that earrings
currently enjoy, the Tanishq design team has created the fashion earring
collection, inspired by the evergreen jhumkas or karnaphools and the
trendy chandelier and delicate stiletto designs.


The Kundan and Polki Collection
Influenced by the mughal era Kundan work requires special

craftsmanship and a myriad of stages, each crafted by a
different set of highly skilled karigars. Tanishq as a revitaliser of tradition brings to
life techniques and motifs of the period through our exquisite collections
of Kundan and Polki (uncut diamonds).I t i s d i f f i c u l t f o r j e w e l e r s t o
e n s u r e t h e p u r i t y a n d c o r r e c t gram mage of the product since it
involves so many stages. H o w e v e r , T a n i s h q e n s u r e s t h e k a r a t a g e
a n d n e t w t o f t h e product
The Colours of Royalty Collection
Colour of Royalty a range of exquisite studded jewellery reminiscent of the magical

Victorian era. T h e c o l l e c t i o n i s inspired by the classic design essence and
sensibilities found in the architecture, fashion, design, drapes and patterns
of the Victorian period. Tanishq has incorporated the timelessness of these
styles into exquisite jewelry designs to present a collection where fashion and
tradition converge. This line of precious stones and diamond jewelry in 18k
from T a n i s h q c o m p r i s e s m o r e t h a n 2 0 0 p i e c e s a n d i s b y f a r t h e
largest studded collection launched by us. This exclusive collection was
launched at the Ponds Femina Miss India 2006, where the 25 finalists
wore it. The Colors of Royalty is a line of exclusive gems and stone studded
jewelry

The Moham Collection
The collection comprises designs, motifs inspired by nature t h a t h a v e

b e e n b e a u t i f u l l y c r a f t e d t o m a k e t h e m t h e m o s t desirable possession
this season M o h a m is a range of exclusive ruby studded
j e w e l l e r y t h a t embodies the auspiciousness the color red has in our
lives. R u b i e s h a v e b e e n a s s o c i a t e d w i t h p r o s p e r i t y , p a s s i o n a n d
have been the most coveted gemstone for many years. It is a must have
for a Indian women. This range attempts to strike a balance between
convention and fashion by creating designs. Suitable for
the progressive Indian woman, rooted in her tradition
The Aria Collection
A r i a i s a c o l l e c t i o n o f v a r i e t y o f e v e r y d a y j e w e l l e r y w h i c h depict
various moods and feelings: Mysteries of love, Mysteries of passion Mysteries of
envy, Bewitching, Fascinating, Enchanting, Hypnotizing, and Sensuous
Exquisite Crowns and Jewelry
Tanishq, India's most innovative jewelry brand, unveiled the awe-

inspiring set of crowns and its 'Colors of Royalty' range of jewellery,
specially crafted for India’s leading beauty pageant femina miss India
2007. Tanishq has built itself a reputation of bringing
innovatived e s i g n s t h a t s u i t t h e n e e d s o f " t h e e v e r -
c h a n g i n g n e v e r - changing" Indian woman. The crowns have been
designed to c o n v e y t h e e s s e n c e o f I n d i a t h r o u g h t h e u s e o f
distinctive motifs such as the traditional and auspicious 'teeka'.

CHAPTER 3: BRAND POSITIONING
Tanishq has been projected as an impeachable mark of
trust by raising the awareness of the people about unethical
practices in the jewellery business and then measuring the gold purity by carat
meter. T a n i s h q a l s o h a s b e e n p o s i t i o n e d a s a b r a n d e d j e w e l l e r y o f
l u x u r y r a t h e r t h a n commodity. It moves jewellery beyond investment
to the fashion and adornment sector.
The fact that it belongs to the Tata family assures the customer that with Tanishq, all
that glitters is certainly pure gold. In a market that has traditionally been dominated
by family jewelers, it took the entry of Tanishq, India’s largest, most desirable, and
fastest growing jewellery brand from the house of Titan in 1995, to give Indians
access to a product whose promise was truly as good as gold.
Tanishq’s appeal lies in the wealth of its designs and purity of gold. It has won the
trust and admiration of customers and created a unique position for itself in the
marketplace. The association with Bollywood blockbusters like Paheli and Jodhaa
Akbar and the 2003 Miss India beauty pageant have enhanced the brand’s appeal,
lending it an aura of elegance and grandeur.

Promotion in Bollywood movie paheli
Tanishq stands out as a brand that abides by values of trustworthiness, credibility and
respect. The power of the brand was further enhanced with the introduction of karat
meters — a tool that helped customers gauge the quality of their gold — in every
Tanishq outlet
By introducing revolutionary, innovative designs in a market that worships tradition,

the brand created its own tradition of retail success. Yet Tanishq is more than just a
jewellery retailer. It stands for reassurance of quality and ethics. The fact that it
belongs to the Tata family assures the customer that with Tanishq, all that glitters is
certainly pure gold.

Promise of purity and a unique experience
 Design and retail innovation have been the hallmark of tanishq all thers years
 First and only jweller who guarantees the purity of its gold jewellery and
cerifies the quality its diamond colored gems in writing.
Trust
 It has established itself as a highly ethical player in the market that was rates
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 the investment to the fashion and
adornment sector.
Superior product
 In order to compete with regional players, tanishq introduced the concept of

“consistency in delivering promise.”
 Tanishq is known for its ability to develop specialized design collection.
 It is the only jeweler that houses the full-fledged design studio with the team
of several international award winning Indian designer
 Offer a totally new prospective to jewellery buying especially when it comes
to exquisite oriental jewellery.

Tanishq Strategies
 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 karat-meter
 Seven-stone concept helped Tanishq to overcome the perception of it being a

Westernized brand

CHAPTER 4: 4 P’S OF MARKETING
Products
Tanishq today is India's most inspirational fine jewellery brand with an

exquisite range of gold jewellery studded with diamonds or colored gems and a wide
range of equally spectacular jewellery in 22Kt pure gold. Exquisite
platinum jewellery and designer silverware is also part of the product range.
Tanishq designs and manufactures jewellery that is breathtaking, contemporary and
yet has a tint of tradition. It produces 22 karat pure gold earrings that come in
various shapes, sizes and designs. Some earrings are embedded
with precious stones or colour gemstones. These jewellery sets
a r e o v e r w h e l m i n g a n d c o u l d prove to be apt for occasions such as
marriage, festivities etc. Furthermore, they also make bangles, chains,
nose pins, pendants, finger rings, Mangal Sutras etc. They also produce
products made from silver such as deity idols etc. Recently, Tanishq has
started producing diamond jewellery that are affordable and stunning.
The diamond jewellery include collections such as:
A l l D a y D i a m o n d s , A r i a , Dewdrops, Tanishq Solo, Dancing Diamonds
etc. These collections come with acertificate of authenticity that states
the karatage, color and clarity of the diamond.
Quality
Consistency in delivering on their promise - Tanishq promises superior

quality j e w e l l e r y w i t h p u r i t y i n g o l d . I t i s t h e f i r s t a n d o n l y
jeweler that guarantees the purity of its gold jewellery and
c e r t i f i e s t h e q u a l i t y o f t h e p r e c i o u s / s e m i - precious stones in writing.
They claim and deliver the exact carats and weight that they promise.

Impurity in g o l d a n d n o t d e l i v e r i n g w h a t w a s p r o m i s e d i s o n e
o f t h e m a i n p r o b l e m s t h e consumers face when going for gold purchase.
They eliminated this and have built its brand in trust. Tanishq now stands for quality
and purity. They even have gold meters where one can check the purity of
gold. Thus 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).It maintains its quality standards in all i t s p r o d u c t s w h e r e v e r t h e y
a r e s o l d . T h i s s h o w s t h a t t h e y h a v e a r e s o l u t e c o r e purpose. This is
what they will have to maintain even when they global. They have the right range
of products for the different markets across the globe. Only they have
to remember their differentiating factor. The differentiating factor for Tanishq will
be the experience and quality they will be giving the consumers when
they come to the store.
Design
Widely acknowledged as a design leader, Tanishq is known for i
t s a b i l i t y t o develop specialized design collections. Each piece of jewellery is
designed by a team of award winning designers. In fact, Tanishq is the only
jeweler to have a full- fledged design studio with one of the largest
design teams in the country. Every product at Tanishq is painstakingly
crafted to perfection. Diligent care and quality processes ensure that the
Tanishq finish is unmatched by any other jeweller in the country. Tanishq was
recently adjudged the Most Admired Jewellery brand (for the third
consecutive time) in India at the Images Fashion awards 2004. It has also
been judged as the Images Retailer of Year in the fashion category. Positioned as ‘9-
to-5 jewellery’, the collection is stylish and modern and is designed to suit all forms
of attire, western and Indian, casual and formal.

Brand Name
"Jewellery is one of the last great commodity frontiers in India; it has remained so
because this market is very fragmented, very unorganized. Tanishq has successfully
taken on the challenge of transforming this frontier into a reliable consumer space by
bringing to it all the virtues and benefits that branding offers.
Services
One of the company’s most important initiatives as 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 deduction depending on purity.
Promotion
The Tata Group has promoted Tanishq as a jewellery store brand, which competes
with close to three lakh traditional jewellers who dominate the domestic market. Ithas
launched new collections at a quicker rate than its competitors, and conducted
marketing promotions and fashion shows to enhance the shopping
experience of consumers.

Given the diverse nature of Indian ethnicity, Titan made the designs more
ethnic to satisfy the tastes of all regions. Titan transposed designs by stocking Bengali
designs in Delhi, Keralite designs in Tamil Nadu and typical designs from Tamil
Nadu in Bombay in order to appeal to a variety of people.’ Concept’ stores, the first of

which, costing Rs 10 crore, opened in Kolkata . The idea of such a store was to
harmonize the tradition of the past with the modernity of the present. In
1998, it launched the corporate gold gift scheme - 'When you want to say thank you,
say it in gold'. In 1999, Tanishq delivered gold coins worth Rs. 20 crores
to Maruti Udyog Ltd., to be given away as gifts to Maruti car owners. By
2001, the scheme accounted for almost 5% of the turnover and over 30 corporate
clients like C o c a - C o l a , t h e U B G r o u p , W h i r l p o o l , T V S G r o u p , C e a t
a n d L i b e r t y s h o e s . I n early 2000, it made miniature gold cars for
Hyundai Motors to be given to select dealers. Tanishq has also endeavored to
be part of every occasion in an Indian women’s life through festive promotions,
customer contact programs as well as through Anuttara Tanishq’s exclusive consumer
reward program etc.
The brand is very active across the media. Tanishq have a two prong branding
strategy. The company has the main brand Tanishq and lot of sub brands for its
different collections. Some of these brands are Solo, Aria, Diva , Collection G etc.
Tanishq recently roped in the new Bollywood diva Asin to endorse a collection. To
tide over the issue of low margins, Tanishq has recently launched the diamond
collection which is considered to be a high margin product line.
Tanishq has been trying to differentiate on the designs. It had built lot of product lines

and has branded these lines. The brand feels that consumers will chose Tanishq for its
designs.
Tanishq provides Gift vouchers in various denominations for gifting your friends and
family. Tanishq, to set off competition, launched Jodhaa Akbar collection and
managedto get lot of marketing hype. The collection is very pricey and
suggested retail price is between Rs 25,000 to Rs 15 Lakhs.
Tanishq, India's most desired jewellery brand unveils their new line of exquisite gold
jewellery collection "Blush"- For the girl in you.
Place
Tanishq jewellery is crafted in one of the world's most modern

f a c t o r i e s . T h e factory complies with all labour and environmental
standards. Located at Hosur, Tamil Nadu, the 135,000 sq. ft. factory is equipped
with the latest and most modern machinery and equipment.
Tanishq reached the century mark as it unveiled its 100th store in Patna at Hathwa
Market. Having embarked on the retail journey a decade ago, Tanishq today is the
largest jewellery retailer in India. With a strong presence in 70 cities across India,
unmatched collections and assured purity, Tanishq has quickly become
the first choice of discerning customers.
Tanishq opened 30 retail stores during FY08, taking the tally to
130 stores.

Tanishq has undertaken several unique retail initiatives keeping
i n m i n d t h e customer demand for a world class shopping experience. As
such Tanishq retail identity has evolved over the years to offer large
format and concept stores that reflect the brand’s philosophy of
being “Revitaliser of Tradition”.Design and retail innovation have been the
hallmark of Tanishq all these years. Tanishq has constantly formulated an
innovative product strategy in this journey inline with the evolving consumer tastes.
Modern retail values and principles in the selling of branded jewellery in India are
almost completely the handiwork of Tanishq. The brand has broken fresh ground in
retailing by creating exclusive outlets with hitherto unknown in-store ambience and
hospitality touchstones. Following more than 40% percent growth in
operations last year, Tanishq will invest extensively during 2008 in marketing
and retail initiatives to further develop the market.
Besides catering to Indian consumers, Tanishq has successfully entered key export
markets such as the US, the UK, the Middle East, Singapore and Australia. This is
testimony to the brand's ability to craft products that meet the
requirements of varied cultures and sensibilities. Tanishq’s retail boutiques are
temples for the brand and are used as a platform for celebration, be it the launch
of a new collection, a new marketing promotion or a festival. This gives
Tanishq outlets a unique appeal and consumers an opportunity to heighten their
shopping experience.

Pricing
Tanishq have very large collections of pendants, earrings and fingerings

in this price range Rs 2000-5000. Tanishq range of products start at an
accessible low of Rs.600 and the range - Solo, Aria, Diva, Hoopla, Lightweights,
Bandhan and the most recent, Colours - comprises wearable everyday jewellery which
has been designed for the urban working woman. The Tanishq Valentine’s Day collection
includes pendants, earrings and finger rings starting from Rs. 2,000 onwards. Daytime’s
collection of all day diamonds, which starts at an affordable Rs. 1,960. The
collection combines traditional motifs in sleek contemporary lines with
slight touches of black rhodium. The 'up to 25 per cent' off offer by
Tanishq is a unique opportunity. This attractive offer has been
introduced to benefit the customers and provide them with the
b e s t p r i c e a n d product options. Affordably priced from Rs 2,500/- onwards the
Tanishq range of diamond jewellery is the ideal accessory for the customers.
T h i s c o l l e c t i o n i s crafted using a special process called electro-forming. The
jewellery is targeted at customers who are looking for international designs,
wearability and value for money.

CHAPTER 5: SEGMENTATION
Niche Marketing
After its inception in 1995 focus on exports, Tanishq's designs had

beenconceptualized for the Western markets and were introduced in India withoutany
alterations. Tanishq positioned itself as an international brand for theIndian elite. The
brand was targeted at a niche market.
However they later onstarted targeting the mass marketing since 1997
Psychographic Segmentation

Life Style: Tanishq has found that 40% of the Indian women are working andthey
targeted this segment with a specific group of products called collection-G, a 9-to-5
jewellery for the working women.

Geographical Segmentation

Titan realized that, given the diverse nature of Indian ethnicity, it would haveto satisfy
the tastes of all regions. So, the designs became more ethnic. Titanalso decided to
transpose designs by stocking Bengali designs in Delhi,Keralite designs in Tamil
Nadu and typical designs from Tamil Nadu inBombay in order to appeal to a variety
of people

Target Market
Class Consumer Profile Product Company

Preference Preference
High Inherited income/ Branded designer Tanishq and
professionals/ jewellery and geetanjali
business/ diamond studded
exceptional ability jewellery
Upper Middle Professionals/ Branded jewellery Tanishq
business/ career
oriented/ executives
Middle White collar, Un branded Local shops like pp
educated jewellery as well as jewelers
high quality
artificial jewellery
Lower Middle Blue collar, skilled Artificial jewellery No company
preference
Competitors

D'damas Diamonds
D'damas Diamonds are part of Gitanjali Digico Group and one o f t h e

earliest diamond houses established in India in 1966. On the
present day D'damas Diamonds offer highly modernized diamond
cutting and polishing facilities at five locations in India.
D’damas diamonds claims to promote a range of emotions
through their collection.
Asmi
Asmi, one of the leading diamond brands of the country, was

launched, In 2002 by The diamond Trading Company Limited. (DTC).
The Asmi diamond jewellery collection is crafted to beautifully compliment and
complete her. Asmi caters to the women of substance and satisfies her mind for
rewards, recognition, evolving to suit her style and personality.
The brand has been endorsed by various celebrities such as Kajol, Mandira Bedi &
Perizad. A l l t h e s e w o m e n e p i t o m i z e t h e d i f f e r e n t s t r e n g t h s . A n
A s m i woman is closely identifies with free-spirited, goal-oriented &
with an inner fire.
CHAPTER 6: TANISHQ IDENTITY CRISIS AND
RE-POSITIONING
Tanishq started off selling 18 carat gold jewelers. The brand at that time was
positioned as a jewellery for daily wear . But the brand ran into difficulties since the
consumers were too sticky about 22 carat ornaments. The light weight jewellery was
still alien to the consumers.
Tanishq was depending heavily on the pull factor. The brand relied on the design
ranges, the trust that the Tata brand carries and also the reliability factor.
One of the major hurdles that the brand faced was the brand recognition during its
initial stages. People did not know about the Tanishq brand . Since gold is a high
value- high involvement purchase, consumers were risk averse in trying out a new
retail format like Tanishq. The consumers were also less responsive to the premium
that Tanishq jewellery commanded.
 Sold to a more westernized audience evoking “Nice but not for me reaction”
 Underwent several strategic retooling to reach “the traditional but modern

Indian woman segment”
 Focused primarily on studded jewelry but grappled with the 18 karat vs.
22karat issue
 The setting of their stores intimidated the Indian consumers
 They had always positioned themselves as “Jewelry for adornment and notfor
investment”
Re-Positioning Strategy

It takes lot of time to change the consumer perception. It is harder if this behavior is
rooted in tradition. Gold retailing is heavily rooted in tradition. If we look at the
genesis of local jewelers, most of them have a long tradition and their business and
clientele has been built over generations.
Since the pricing of gold jewellery is tricky and complex, consumers also tended to
rely on their traditional store rather than experimenting with new stores.
But these have changed in recent times. The stores has been exploiting the consumers
by complex pricing policies like “making charges", value addition etc which an
ordinary consumer seldom understand. Tanishq has been trying to tap on this need for
a honest gold retailer.
Along the way , the brand also had to fight the perception of being a premium brand.
In a classic case of over positioning, the brand had to convince the consumer that
Tanishq had jewellery which was affordable. Over positioning is where the brand
narrowly positions itself and consumer tend to have a narrow image of the brand.
To tide over this issue, Tanishq came out with small priced collections which to an
extend corrected the perception problem. According to the company website, Tanishq
had a turnover of over Rs 1200 crores.
 Daytimes, diamond based collection was launched as affordable, casual,

young and contemporary

 Colors- colored jewellery corrected the impression of Tanishq having only

modern designs
 Aarka positioned Tanishq as high fashion 22-karat gold collection
 Aamra, a collection of studded jewellery was an attempt to move Tanishq

from being a traditional studded collection inspired by mango motif.
 Designed jewellery for the movie Paheli and subsequent incorporation of the
themes in TV ads which echoed Paheli theme acted as a springboard
for Tanishq
CHAPTER 7: MICHAEL PORTER’S FIVE FORCE

MODEL FOR JEWELLERY INDUSTRY

Inter-Firm Rivalry – High
Two types of rivalry.
1. Inside India
2. Outside India
 Large presence of unorganized sector. 0.2 Million Gold jewelers

and over 8,000 Diamond jewelers
 International rivals Such as China
 Threat from producing nation like S.A. & Russia.
Bargaining Power of Suppliers – Medium
In jewellery industry the suppliers are S.A., UAE, Australia, US,

Congo, Botswana,Russia, DTC.
 Bargaining power of India is enhanced because India is

largest consumer of gold jewellery.
 Skilled labor
 Few alternatives of cutting and polishing
Bargaining Power Of Buyers – Low
Divided in two types

1. Domestic buyers
2. Foreign buyers
As investment (Demand increase) Bargaining power of Indian

exporter is high because of the world’s rough diamond production is cut
and polished in India
Threat of Substitute- Low
 Substitutes are Real assets, Stock market, & Bank deposits &
mutual fund investment and Other types of jewellery like imitation
jewellery, bagasra jewellery, stone jewellery etc
 Second preferred investment behind bank deposits
 Status and standard of living increase so demand is increasing at

high rate.
Barriers to Entry- Low To Medium
 Low capital requirement

 Government subsidy
 Exim policy and Government’s rules and regulations are high
 Skilled men power is essential
 Advanced technology is required
CHAPTER 8: CONCLUSION AND

RECOMMENDATIONS

Recommendations
India is a huge country, consisting of a wide variety of people having different income
segments. The middle income group in India is yet not strong enough to sport branded
jewellery. That is the only reason that they still prefer going to traditional jewelers.
For Tanishq the company should carry on with the concept of Gold Plus, as it caters
to this potential segment that cannot afford Tanishq but definitely aspire for it. This
would not only help the company to retain and expand its customer base, but would
also ensure that as and when this segment grows (as projected by many reports on
Indian middle income group) would buy Tanishq only.
Company has to be careful in retailing the Gold Plus brand, there should not be any
mixing of the two brands in the same store, the Gold Plus stores should be separate
and the store ambience should click to the minds of the target segment. The quality of
service and designs should be at par so that the brand equity of Tanishq is not
dissolved.
As the communication strategy of the brand is very good there should not be any
dissonance in the minds of the customers regarding GoldPlus and Tanishq.
The return on investment for GoldPlus during first year was 19% as mentioned in
Erode franchisee balance sheet, which depicts a good picture of the new business
model by Titan group. The cumulative profit earned by each business model is much
more than what it would be if it’s merged into a single business model.
As the target segment for Tanishq and Gold Plus are very different from each other
therefore the chances of cannibalization are rare.

The ROE of Tanishq as estimated in year 2011 is 90.60% while that of Gold Plus is
66%.To make this possible the company will have to follow a branded house strategy
for both the brands. A branded house, when done properly, has an overarching
reassurance to the customer that those that choose this BRAND share an attribute not
a product attribute but an identifiable personal attribute that not only sets them apart
but is integral to their own personal identification. Choosing such a brand is not
necessarily a matter of showing off or display. Rather it is absolutely a means of self-
discovery and personal fulfillment instead of having to rely solely on product
attributes like in the house of brands model.
Conclusion

This is the era of technology. Technology and new innovation could lead
Tanishq to new heights and in this way it could outdo its
weaknesses. Like, the high tech machineries which the br
a n d e d companies use are able to produce 250 kgs of gold to produce
good designers at very less time. Even if goldsmiths work six months
for 12 hrs they are not able to produce the same design. So the branded
companies are able to offer good designers at cheap price. So most of the
goldsmiths are forced to close the shops so its a a p p r o p r i a t e t i m e t o
t a r g e t t h e t y r e - 3 c i t i e s t o i n c r e a s e t h e m a r k e t share and to
increase the profits to a large extent. If all measures are taken properly then it
could easily increase its market share.
Tanishq have to capture the market, it will have to take the brand promotion to the
local market. Since the brand is operating on a franchise model, it will have difficulty
in localizing its brand promotional activities. I do not remember any campaign which
is highly memorable for this brand. In this business, one has to have a higher share of
mind and share of voice in order to be successful.
The brand also faces the issue of fluctuating gold prices. The concept of a fixed MRP
in gold jewellery will not work and usually the mark-up and other charges vary with
seasons and demand. When you are operating on a national scale, these issues makes
the operations very complex. Jewellery business has not become a commodity
business and margins also have come down drastically.
When Tanishq launched the everyday -wear, it was a concept that was ahead of its
time. But I feel that the younger generation is now opening up to the concept of such a

collection. The ballooning gold prices are also an opportunity for Tanishq to
rejuvenate such a line of jewelery.
Tanishq has reached a position from where it can scale up the business to the next
level . The brand has to localise its promotional campaigns which will inturn make the
brand more visible among the local consumers.
WEBLIOGRAPHY

http://www.scribd.com/doc/18335903/Marketing-Management-i-Final-Project-
Report
http://www.scribd.com/doc/57358547/MM-Project-on-Tanishq
http://www.scribd.com/doc/49186225/MARKETING-JEWELLERY-PROJECT
http://hbr.org/product/tanishq-positioning-to-capture-the-indian-woman-
s-/an/507025-PDF-ENG
http://www.123helpme.com/tanishq-positioning-to-capture-indian-womens-hearts-
view.asp?id=167603
http://marketingpractice.blogspot.in/2009/02/tanishq-revitaliser-of-tradition.html
http://www.tata.com/media/articles/inside.aspx?artid=bpa1UvBryIM=
http://www.scribd.com/doc/13047373/TANISHQ-JWELLERY-BRAND-PROJECT

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VIVEK COLLEGE OF COMMERCE

CHAPTER 1: HISTORY AND EVOLUTION

Positioning of Tanishq Brand Page 1

State Of Art Manufacturing Facility

Positioning of Tanishq Brand Page 2

CHAPTER 2: TANISHQ PRODUCTS

Finding your perfect piece of diamond jewelry is an exhilarating and unique

Cut, Color, Carat & Clarity

Tanishq diamonds are certified by its own team of skilled gemologists or diamond

Positioning of Tanishq Brand Page 4

At Tanishq, gold coins an excellent form of investment and are available in various

Karat meter is technically called X-Ray Fluorescence (XRF) Spectrometer. Tanishq

Positioning of Tanishq Brand Page 5

WHAT THEN ARE THE BENEFITS OF USING A TANISHQ KARATMETER?

 It offers non-contact and non-destructive testing. Sample material is not

 X-ray assay is NIST (National Institute of Standards Technology) traceable

Shine A White Gold Collection By Tanishq

Positioning of Tanishq Brand Page 6

Tanishq gets young women to interpret design, utility for Mia.

On 26 December 2011, Tanishq launched an online contest inviting consumers to

Mia Tanishq is a stunning range of fine, urban-chic, affordable jewellery starting at

Positioning of Tanishq Brand Page 7

The Wedding Collection

The Zoya Collection

The Fashion Earring Collection

Positioning of Tanishq Brand Page 8

The Kundan and Polki Collection

Influenced by the mughal era Kundan work requires special

The Colours of Royalty Collection

Colour of Royalty a range of exquisite studded jewellery reminiscent of the magical

Positioning of Tanishq Brand Page 9

The Moham Collection

The collection comprises designs, motifs inspired by nature t h a t h a v e

The Aria Collection

Exquisite Crowns and Jewelry

Tanishq, India's most innovative jewelry brand, unveiled the awe-

Positioning of Tanishq Brand Page 10

CHAPTER 3: BRAND POSITIONING

Positioning of Tanishq Brand Page 11

Promotion in Bollywood movie paheli

By introducing revolutionary, innovative designs in a market that worships tradition,

Positioning of Tanishq Brand Page 12

Promise of purity and a unique experience

 In order to compete with regional players, tanishq introduced the concept of

Positioning of Tanishq Brand Page 13

 Multimedia campaigns were launched in press and on TV to focus on

 Prevailing under-karatage problems industry wide were countered by

 Seven-stone concept helped Tanishq to overcome the perception of it being a

Positioning of Tanishq Brand Page 14

CHAPTER 4: 4 P’S OF MARKETING

Tanishq today is India's most inspirational fine jewellery brand with an

Consistency in delivering on their promise - Tanishq promises superior

Positioning of Tanishq Brand Page 15

Positioning of Tanishq Brand Page 16

One of the company’s most important initiatives as customer service enhancement.

Positioning of Tanishq Brand Page 17

Positioning of Tanishq Brand Page 18

Tanishq jewellery is crafted in one of the world's most modern

Positioning of Tanishq Brand Page 19

Positioning of Tanishq Brand Page 20

Tanishq have very large collections of pendants, earrings and fingerings

Positioning of Tanishq Brand Page 21

After its inception in 1995 focus on exports, Tanishq's designs had