TANISHQ :

POSITIONING TO
CAPTURE THE
INDIAN WOMAN’S
HEART
GROUP – 10
 PROBLEMS :
• Brand cannibalization
• Changing customer perception and loyalty
• A reactive strategy in terms of expansion
• Increased complexity of public demand

SOLUTIONS :
• Titan can merge the 2 brands together
• Tanishq can then emphasize its quality and authenticity and penetrate into
2 different broad markets.
• The absorbed assets (including the skilled Karigars) can then allocated to
designing and making the 22 karat plain gold product lines, while the
urban and modern designers can then focus on 18 karat studded jewellery.
This would then ensure efficient allocation of resources.
SWOT ANALYSIS - TANISHQ

STRENGTHS WEAKNESSES
• Capital • ‘Not for me’
• Innovation • Gold purchase rituals
• Modern Style
• Outstanding and innovative
advertising strategy
• Flexibility
OPPORTUNITIES THREATS
SWOT ANALYSIS - GOLDPLUS

STRENGTHS WEAKNESSES
• TATA support • Limited outlets
• Price flexibility • Hard to scale
• Competitive prices

OPPORTUNITIES THREATS
• Wedding market
• Rural market