Tanishq:Positioning to Capture

Indian Women’s Heart

Rahul Rajendran
 Tanishq & Goldplus
1. Modern gold jewelry and designs.
2. Tanishq focused on western designs
and was Influenced by it.
3. Tanishq was set up in the major
cities and towns of India.
4. The showroom was unique due to its
layout structure where limited
inventory was put out for display.
1. Traditional Plain gold jewelry.
2. Goldplus was Indian at heart and
was ethnic design plain jewellery.
3. Goldplus was started in small and
local towns where local jewelers
dominated the business.
4. Typical jewellery layout where the
whole inventory was out on display.
2
SWOT ANALYSIS
1.)Reputation of TATA brand.
2.)Standard Gold pricing
3.)Retain stores in 83 cities
SWO
4.)Modern in nature and focused on youth
T
1.)Cross branding of markets to acquire larger
share
2.)Platinum sales increasing as years pass.
3.)East asia is an untapped market for Gold.
4.)Diversification of Gold and Jewellery.
1.)Wrong Perception(Not for me)
2.)No history in India.
3.)Bad brand name due to history (Tanishq
Watches).
4.)Viewed as the Mercedes of Gold Brands.
1.)Competition from Traditionally based Local
jewelers.
2.)Government increasing tax for Gold.
3.)Globalization of Traditionally based
Jewellers.
3
Porter’s Five Forces
• De Beers, Nakshatra, TBZ and Ddamas
Competitive Rivalry • Reliance Jewels, Kalyan Jewelers and Soni Jewelers

• New competitors foray into the high class jewelry market.

Threats of New Entrants • Launch of Goldplus Brand by Titan is a prime example.

• Local and Traditional Jewelers already set up in cities and villages.

Threat of Substitutes • Local Jewelers who are on the verge of globalizing their brand.

• Vendors who own the inventories and decide the market.

Bargaining Power of Suppliers • Karigars are controlled by group of vendors.

• Customers are provided with various different Jewelers to choose from.

Bargaining Power of Buyers • Customer’s knowledge of gold price & making charge gives them an edge.

4
PEST Analysis
• Good relationship with the Government of India since independence.
• Due to this, any issues can be directly discussed by Titan with the government.
Political

• Growth of GDP and per capita income of customer decides the sales value of Tanishq.
• Interest rate & loan repayment capacity will determine purchasing power of customer.
Economical

• The current generation prefers diamonds and platinum over gold.

• Tanishq to focus on providing these in the market to generate more sales.
Social

• Tanishq launched Schneider electrics IOT Platform in their retail stores.

• Helps in managing data efficiently and also reduces the cost.
Technological

5
Market Segmentation
• Niche Marketing: Tanishq positioned itself as an International brand for
the Elite Indian economy as it started out in 1995 with the intention of
exporting the Gold to foreign markets.

• Psychographic Segmentation:- Tanishq targeted the 40% of Working

Indian women with a collection called G.

• Geographical Segmentation:- Tanishq focused on providing different

designs to different parts of the country .

6
Market Segmentation- Targeting
30 or older Confidence
CONFIDENT 37% of
age group to adapt or
MATRIACH Market adopt change
of women.

Younger Drawn to
20% of women
BALANCER married or modernity
Market
unmarried of designs

7
Brand Repositioning
• Repositioned the diamonds.
DAYTIMES • It was affordable,casual,young & contemporary.

• Colored the jewelry.

COLORS • To change perception that Tanishq had only modern designs.

• 22 carat collection of Tanishq

AARKA • In collaboration with Sabyasachi Mukherjee.

• Traditional studded jewelry collection.

AAMRA • Wedding & Festival collection added along as well.

8
Promotion, Advertising & Public Relation

• Bollywood Tie-up in
• TV Advertisements
• Free gold coin offer PublicNorth India.
Promotion Advertising
• Brand Ambassador for
• Pre-booking scheme
TanishQ
Relation
• Socially responsible
activities.

9
THE END

10