Tanishq Case Study

Search
Tanishq case study

Witali Chwdhury
Studying at Student
Jan. 6, 2015 • 10 likes • 8,040 views
 8 of 46  
Marketing
tanishq harvard case studies
Recommended
Tanishq : Brand Positioning

Kashyap Shah
12.2K views • 9 slides
Tanishq Brand Management

angeleyes_tiya
Tanishq Marketing
Management PPT
Aman Kumar Verma
Tanishq - Positioning to
capture Indian woman’s
heart - Marketing…
Management...
Abbas Dhuliawala
Tanishq Brand Analysis - By

Anand
Manmohan Anand
Copy of tanishq presentation

kadavadkar
30K views • 22 slides
Brand Tanishq
Apurba Kumar Naskar
Tanishq
Ankit Ranjan
More Related Content
Slideshows for you

Tanishq- A marketing
research study
Dhruva Gandhi
strategic management on
tanishq
Vinu Praveenz
Raga & Tanishq Symbolic

Linkages Between Brands
CA Narinder Jit Singh
Tanishq Marketing
Strategies
Avani Chhajlani
Tanishq - JRM
Jay R Modi
Westside
Harsh Ajmera
Tanishq
Sheetal Wagh
Tanishq
Subham Bardhan
678 views • 20 slides
Titan Watches Case Study

Presentation
Cotecna Inspection
A marketing project report

on tanishq
Projects Kart
TITAN WATCHES- A case

study
Samriti Gosain
Tanishq the turnaround

story
Sapna Nagaraj
Fabindia case study (2)

Mayank Tyagi
Strategy Analysis of Titan

Shaurya Vikram Singh
Tanishq Case Study

gulrukhhina
Tanishq
Jaideep9222
Titan retail management

ankita
ankitashriwardhankar
Brand Extension: Titan Eye

Plus
Sameer Mathur
Malabar Gold and Diamonds

- Case Study - Marketing
Strategies
Yashaswini Agarwal
A project report on consumer

behaviour comparison
between gili & tanishq on...
Projects Kart
Viewers also liked
Self perception theory

Witali Chwdhury
RENACIMIENTO
histogeo14
The Cloud Revolution

All Covered
1.2K views • 1 slide
Are You Ready To Join The

Cloud Revolution?
All Covered
Plh.tugas limbah
reyhan granadi
Rv n027 2014-minedu
miltonjesus
Plh.tugas limbah
reyhan granadi
Protecting Your Business - All

Covered Security Services
All Covered
Power point
histogeo14
Security and Your Business

All Covered
239 views • 1 slide
Quality manegment
Vimal Tripathi
The indian
marketing_environment
nitinslide001
MARKETING ENVIRONMENT
IN INDIA
Abhinav Sinha
Presentación 3
histogeo14
The indian
marketing_environment (1)
nitinslide001
indian railway signal system

ppt
Vimal Tripathi
A project report on rural

marketing
Projects Kart
Similar to Tanishq case study
1
sridevisubbiah
Decision making
MSLGROUP India
Ti!any & co
Alintion
Topshop (A Marketing
Management Project for
MBA)
mahakhalid1
Zara
Shailesh Kachi
Watches group 13
Kushal Gupta
Badakhsh jewellers
Jamshid Raufi
Final presentation
Jennifer Veyuidea
Group 4 scm assignment 2

ZaidTergaon
deck
amoaleman
Titan
Anjaly Meera Abraham
Ti!any & Co.

guest4b4f72
Generation change in the

Luxury
Industry_Presentation
Ipsa Bansal
TITAN_OB%20for%20downl
oad.pptx
JamesKumar21
Harvest gold
Abhishek Jain
Fastrack | Integrated
Marketing Program
Rohit Rohan
Innovative Marketing &

Communications at Burberry
Alexandra Ashton
MAJOR LOUIS VUITTON IN

JAPAN CLASS
PRESENTATION
Eghosa Annette Osarumwense
Brand comparison of rolex

and titan
Rakhi Ghosh
Porter's five forces Analysis

of Diamond Industry
Kriti Gupta
Recently uploaded
Campaign Ideation
Daniel McKean
IIBA Adelaide - Value

Prioritisation
AustraliaChapterIIBA
Marketing for Customer

Value.pptx
Narendra Karigowda
Into the Unknown:

Navigating the Future of
Travel with AI
AnneNguyen92
Snapshot of Consumer
Behaviors of July 2023-
EOLiSurvey (EN)
Eastern Online-iSURVEY
Competitive Social
Benchmark
Daniel McKean
Demographic Persona
Analysis
Daniel McKean
Buttons in email
Mailmodo Technologies
Content Marketing.pptx
Gabriela Scarlaciuc
Xcalibur Webpage.pdf
BradyNetzel
Social Media Framework

Daniel McKean
The Rise of Native Content:

Why It's Going to be the
World's Leading Ad Chann...
AnneNguyen92
TAM AdEx - Half Yearly

Celebrity Endorsement
Report (H1'23)
Social Samosa
Social Media Strategy

Daniel McKean
Weekly Media
Update_21_08_2023.pdf
BalmerLawrie
Media Optimization Model

Daniel McKean
Smedley Webpage.pdf
BradyNetzel
Messaging Framework
Daniel McKean
A!iliate Marketing Course

DigitaLearn
Renner July CCE.pdf

BradyNetzel
Related Books
Free with a 30 day trial from Scribd View All
Ebook Ebook Eboo

Selling Luxury: Nail Art: The
Connect with… Inspiring… Cho
Robin
A!luentLent Helena
DesignsBiggs
by the Richa
psyc
Customers, World's Leading bias
4.5 /5 4Technicians
/5 0influ
/5
Create Unique
Experiences we b
Related Audiobooks
Free with a 30 day trial from Scribd View All
Audiobook Audiobook Audio

Marketing 4.0: The Little Book Wea
Moving from… of Market… Easy
Philip Kotler to
Traditional Jack D. Schwager
Wizards: Greg
Mill
Digital Lessons from Billi
4.5 / 5 4.5 / 5Greatest 4.5 /5
the Help
Traders the
Tanishq case study

1. By mitalee chowdhury Maitregi vishwanathan Aviva noronha
Atul mathews
2. Titan industries Incorporated in 1984 Joint venture
between tata group and TIDCO QUARTZ watches was a global
standard. Repositioned titan as not just a timepiece but as
gi!s, accessories & fashion. Brands in the portfolio : sonata,
fast track, nebula.
3. Sonata – lower end brand
4. young a!luent market
5. Nebula- high end Target: Upper middle class
6. Two failures 1. International expansion in early 90’s • Pricing
pressure • High frequency of new product introductions •
Demanding customers needed ordered serviced at short notice •
Presence of low cost hongkong based competitor
7. 2. Introduction of jewellery watches under a new brand
tanishq. Positioned it as a jewellery that tells time Target
market : income of more than 1lakh High snob value, ego
satisfier • Design problem : heavy, appeared clunky & high price
8. Jewellery in india • Gold jewellery market :60000 crores
annually • Considered streedhan – womans wealth • Indian
wedding has 2 bangles , necklace, earings, a ring, nosepin. •
Investment of $2550 ; per capita income $350 • Dhanteres-
biggest gold buying day. • no national competitor but local
bigger than tanishq
9. • 25000 family owned independent jewellers • Buyers : men,
target : woman • Jewellers : Retail stockists • Inventory owned by
vendors • Design ordered by jewellers • Karigars ( cra!smen)
controlled by vendors • Received rs 30 per gram of gold • Long
standing relationships
10. Move from watches to jewellery • 1996:manufacture
&marketpreciousstudded jewelleryundertanishq. •
Indianmarketwasbasedon22-karatgold. •
Studdedgoldjewellerywasbasedon18-karatgold •
Asfirstnationaljewellerybrandchallenges: i. Establishitself as
di"erentiated jeweller ii. Paradigmshi!inusage&attitude,
educate customers
Positioneditselfas“adornmentofbothbody&mind”
Westerninstyle&design
11. • Injuly1996,1stboutiqueinchennai • Advertising
campaginsfocusedoncreatingdesirability
&boutiqueswereaspreciousastanishqjewellery. •
Createmystery&intrigue aroundthebrand setback
Consumerswerestuckon22karatgold
Boutiqueswere5starhotel:intimidating &ltdinventory
Toowesternelicited:NOTFORMEreaction.
12. Repositioning tanishq : a gem of an oppertunity. • June 1997
,piloted o"ering of 22 karat • 400 designs + 1000 18 karat
diamond studded • Focused on traditional design to counter
perception • Inuagral o"er promoted to increase walk ins &
purchases • Focused on jewellery for adornment not investment
13. • Brandwasforlookinggood,feelinggoodunlike
weddingjewellery • Salesrosetors.24croresbyapril1998bt
mainstreambuyereluded •
Changeofpaceproductnotmainstream •
In1999renewedpush,includedindianinspired designs •
couldnottaptheweddingmarket • Tanishqdi"erentiation
wasbasedonpurity& quality
14. • Pionereedkaratmeter • Adsreinforcedquality, highlighted
manufacturing process,invokedtatatradition o!rust •
5000womenchecked;60%foundunderkaratage •
By2000,hadhitRs.100croremark. •
Newchallenges:markup15%to25%incontrastto 5%to15% •
Localjewellerswereovercharging.
15. Exhibit 7 & 8
16. • Through1999-2001spelledtrouble •
Shi"edtobelowthelinepromotions. •
Ran360launchesatthestores •
Perceivedas“exclusive&outofreach” •
“grand,historicaldesigns&latestbutlimitedrange” •
“modern,sophisticated,elegant&artistic” •
Consumersreliedontheirlongstandingrelations •
O"eredtotestjewelery
17. • By 2001 sales reached Rs.166 crores • But struggled to
maintain local brand presence.
18. A changing of the guard • A karigar park was set up • Quick
delivery, flexibility,reduced lead times & logistics cost •
Continued to o"er designs for wedding market, karatmeter
service & exchange schemes, running promotions. •
Consumption habits changed • A story was attached to each
collection e.g. Aria • In 2002, diva launched o"ering pearls &
diamonds
19. • Perception of “not for me” • Target customer – woman • Brand
awareness was high but translation to visits was low • Perceived
as too expensive, unapproachable, with a low width and depth
of product o"erings • 2004 – titan underwent a brand valuation
exercise
20. 2003 – high-end collection
21. • Daytimes , a diamond based collection to reposition diamonds
as a"ordable, casual, young & contemporary. • Colors, aimed to
correct the perception that Tanishq only had modern designs •
Aarka high fashion 22-karat gold collection to position tanishq’s
design & image leadership • Aamra a collection of studded
jewellery to tackle its unapproachable image
22. • Associated with high profile fashion events Femina Miss India,
apsara film awards, Milan fashion week • Sales exceeded Rs. 550
core target • In October 2005, segmented the market into 5
psychographic segments • Confidentmatriarch, sanction
speaker,thebalancer, theindividualist, uninvolvedconformist
23. 37% 30% 20% 5% 8% confident matriarch sanction seeker
balancer individualist uninvolved
conformist
24. • Confident matriarch: - 37% of the market - woman in the age
group mid 30’s or older - open to new ideas - confidence to
adapt and to adopt cange • Sanction Seeker: - 30% of the market
- spread across all ages and life stages - most widespread
segments in small towns
25. • Balancer: - 20% of the market - younger woman married or
unmarried - drawn to the modernity of designs • Individualist: -
5% of the market - upper class working women, primarily in
urban centers - strongly identified with being “modern”
26. • Uninvolved conformist: - 8% of the market share - similar to
the sanction seeker
27. • Positioneditselfasprogressiveindianbrandthat
combinedtradition &heritage •
Tanishqdesignedjeweleryforthefilmpaheli. • In2005,advertising
customized regionallyinthe locallanguage •
By2006,ithad80stores;designsweretraditional indianpatterns
28. The GoldPlus Proposal • The semi-urban/rural market was
36000 crores • Leverage supply chain capabilities & compete on
price • Erode & ratlam • Goldplus ads “ girl next door look” •
Goldplus customers lived in small town & wore jewlery in
weddings & festivals
29. • Marketing expenses were 50lakhs • Erode store had sales of 10
crores • Ratlam hit 3 crores
30. The dilemma •
Multibrandstrategywontworkinjewellerymarket •
Goldpluspositioning wasbasedontatasname •
Couldcannablisetanishqssales • Goldpluspermitting
pricenegotitation complicated matter •
Tanishqwasabrandtochargepremiumprice • Government passed
excise duty on branded jewellery
31. • Goldplus was positioned to serve gold wedding jewellery
market in smaller cities • Both had positive results • Should
tanishq or goldplus pursue gold wedding jewellery market in
smaller cities & rural locations.??????
32. • The decision would impact the goal to reach a billion dollar
sale by 2010 (5000 cr)
About Support Terms Privacy
Copyright Cookie Preferences

English 
Do not sell or share my personal

information Advertisement
© 2023 SlideShare from Scribd  

Tanishq Case Study

Uploaded by

Document Information

Original Title

Copyright

Available Formats

Share this document

Share or Embed Document

Sharing Options

Did you find this document useful?

Is this content inappropriate?

Copyright:

Available Formats

Tanishq Case Study

Uploaded by

Copyright:

Available Formats

Search

Tanishq case study

tanishq harvard case studies

Tanishq : Brand Positioning

Tanishq Brand Management

Tanishq Brand Analysis - By

Copy of tanishq presentation

More Related Content

Slideshows for you

Raga & Tanishq Symbolic

Titan Watches Case Study

A marketing project report

TITAN WATCHES- A case

Tanishq the turnaround

Fabindia case study (2)

Strategy Analysis of Titan

Tanishq Case Study

Titan retail management

Brand Extension: Titan Eye

Malabar Gold and Diamonds

A project report on consumer

Viewers also liked

Self perception theory

The Cloud Revolution

Are You Ready To Join The

Protecting Your Business - All

Security and Your Business

indian railway signal system

A project report on rural

Similar to Tanishq case study

Group 4 scm assignment 2

Ti!any & Co.

Generation change in the

Innovative Marketing &

MAJOR LOUIS VUITTON IN

Brand comparison of rolex

Porter's five forces Analysis

IIBA Adelaide - Value

Marketing for Customer

Into the Unknown:

Social Media Framework

The Rise of Native Content:

TAM AdEx - Half Yearly

Social Media Strategy

Media Optimization Model

A!iliate Marketing Course

Renner July CCE.pdf

Ebook Ebook Eboo

Audiobook Audiobook Audio

Tanishq case study

About Support Terms Privacy

Copyright Cookie Preferences

Do not sell or share my personal

© 2023 SlideShare from Scribd  

You might also like