Know Your Customers

Objective : To understand the customer s’ buying behavior

and to take necessary action for becoming the leader in main
markets of East

Nilanjana
Roy
CEE - East
 e r s
s t om
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13 00 …
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 Methodology
 Every RSO during interaction with every customers asks a set of 6
questions informally

 After the customer leaves the store the RSO records every data collected
in a KYC slip and submits it to the Floor manager/Store manager

 The floor manager records all data in an XL sheet

 The summation of the report is sent to CEE at the end of the day

 Target: 85% of the customers should be interviewed in every store

 All data is being collected now with Anuttara numbers for deeper
analysis
 Questionnaire
1. How many times do you buy in a year?
2. What are your purchase occasions?
3. Do you buy only from Tanishq?
4. Which other jewelers do you buy from?
5. Why do you buy from them?
6. Do you know how many points you have in
your Anuttara card?
 Count of DataNo.of KYC slips No.of KYC slips
Region stores collected collected
storewise regionally
Camac Street 1064
Gariahat 1211
Kolkata 3157
Bowbazar 612
Kankurgachi 270
   
Bhubaneswar I 866
Bhubaneswar II 1490
Orissa 3127
Cuttack 687
Rourkela 84
     
Patna II 1028
Patna I 994
Muzaffarpur 418
Bihar & Jharkhand 4208
Ranchi 656
Jamshedpur 360
Dhanbad 752
       
Guwahati 811
North east & Rest of Bengal Siliguri 444 2311
Durgapur 909
Agartala 147
Total   12803 12803
 How many times do you buy in a year
Major
Markets No.of Count of buyers from the database as of 09’-10’ in
responses once twice thrice >3
the year 10’-11
Kolkata 2140 43% 29% 16% 12%
Bhubane Major Markets once twice thrice >3
swar 1990 39% 27% 19% 15% Kolkata 14% 5% 2% 1%
Patna 1341 55% 32% 8% 4%
Guwaha Bhubaneswar 13% 6% 3% 4%
ti 297 47% 37% 7% 9% Patna 12% 4% 2% 2%
East 8558 47% 28% 13% 12% Guwahati 8% 2% 8% 1%

50%

45%
Findings:
Though almost 50% customers buy once in a year,
40%
many customers have said that they buy only when
35%
there is a buying occasion as jewellery is
30%
considered more for adornment rather than
25%
investment as it is linked majorly with emotions.
20%

15%
Some dormant customers have opined that
10%
whenever they buy , they buy only from Tanishq
5%
because of TATA trust . Their buying behavior is
0%
once twice thrice >3
occasion driven
 What are your purchase ocassions?
OTHERS/
Major No.of AKSHAY DURGA REGIONAL SPECIAL VALENTINE GOLDEN GITFTING DAILY
Markets response DHANTERAS TRITYA PUJA FESTIVALS WEDDING DAYS DAY HARVEST PURPOSE WEAR
Kolkata 2669 12% 4% 8% 5% 15% 25% 0% 1% 13% 16%
Bhubaneswar 1976 19% 13% 12% 8% 14% 6% 2% 0% 9% 18%
Patna 1683 32% 22% 6% 1% 9% 13% 0% 0% 5% 12%
Guwahati 778 18% 12% 20% 15% 6% 4% 0% 0% 8% 4%
East 10568 20% 12% 9% 6% 11% 15% 1% 2% 11% 13%

FINDINGS:
DHANTERAS

east AKSHAY TRITYA Wedding , Dhanteras & Akshyay Tritiya stands out to
DURGA PUJA
be the major buying occasion in all markets while
gifting & no fixed occasion put together is a big
REGIONAL FES-
TIVALS opportunity
WEDDING
Gift vouchers & Golden Harvest maturity attract
SPECIAL DAYS
few customers to Tanishq
VALENTINES DAY

GOLDEN HARVEST
While Special days (birthdays & anniversaries) are
important dates in Kolkata & Patna whereas it is an
GITFTING PURPOSE
area to work on in other non metro markets.
OTHERS/DAILY
WEAR
Valentine Day is still celebrated by few in all markets
 Do you buy only from Tanishq?

Major No. of
Markets responses Yes No Yes

No
Kolkata 2314 22% 78%

Bhubaneswar 1981 54% 46%

Findings:
Patna 1306 35% 65% From the interviews it is known in non metro
markets though the major jewellery purchase
for oneself is preferred from Tanishq ,they
are forced to go to local jewelers for buying
Guwahati 288 54% 46% gift items as they get a wider spread in light
weight jewellery & payout for making charges
are also low .
East 8677 39% 61%
 Jeweler of Choice - Kolkata only tanishq

Jeweller Counts % share P.C CHANDRA

NEMICHAND
P.C CHANDRA 905 32%
ANJALI JEWELERS
ONLY TANISHQ 511 18%
ANJALI R.R.AGARWAL
JEWELERS 256 9%
RELIANCE JEWELS
SENCO JEWELS 213 7%
B.C SEN 170 6% INDIAN GEM AND
JEWELRY
NEMICHAND 148 5%
GITANJALI
R C PAREKH 91 3%
B.C SEN
M.P
JEWELLERS 72 3%
SENCO JEWELS

R.R.AGARWAL 31 1%
P C Chandra is not only a strong player in M.P JEWELLERS
GITANJALI 18 1% Kolkata but in the entire eastern region. They
INDIAN GEM are present in all the big non metro cities rc parekh
AND JEWELRY 10 0% &also have a strong connect with customers in
RELIANCE cities where they are not present like Rourkela OTHERS/
JEWELS 7 0% SAWANSUKHA

OTHERS 427 15%

 Jeweler of Choice - Bhubaneswar
Jeweller Counts % share ONLY TANISHQ
P C CHANDRA
ONLY SYNDICATE
TANISHQ 1106 55% EPARI
KHIMJI
KHIMJI 172 9%
RELIANCE JEWELS
ONLY TANISHQ
PC
GITANJALI
CHANDRA 169 8%
LALCHAND
SENCO JEWELS
OTHERS
LALCHAND 156 8%

SYNDICATE 139 7%
GITANJALI 60 3%
Tanishq is the market leader
RELIANCE
JEWELS 46 2%

SENCO
JEWELS 17 1%
EPARI 15 1%
OTHERS 123 6%
 Why do you buy from them? policy
Price related Product related related    
similar policy
lower lower availability design more (exchange OTHERS/
Major No.of gold making of low available regional more design/ credit / pan family discount
Markets responses product stock purchase jeweller
rate charge ticket in lighter exclusive card/with offer
items weight out bill)
Kolkata 1969 11% 14% 2% 10% 4% 7% 28% 0% 1% 5% 18%
Bhubaneswar 1201 24% 28% 0% 7% 1% 8% 10% 1%   4% 16%
Patna 918 11% 31% 7% 7% 3% 9% 13% 2% 8% 3% 5%
Guwahati 332 14% 25% 3% 3% 11% 14% 25% 0% 1% 1% 5%
East 6931 15% 22% 4% 10% 3% 8% 19% 1% 2% 6% 11%

45% Findings:
40% East Designs & availability of wider spread dominates the
35%
customer’s mind .
30% Price
related 37%
25%
Making charge is the overpowering factor for price
20% Product related issue.
15% related 44%
10%
Policy Convenience of location is a trivial issue
5% related 3%
0%
others 17% Stickiness to a particular jewelers factor is very low
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From Interviews it is found offers are no longer an

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attracting factor to many customers

Pr
 Do you know how many points you
have in your Anuttara Membership?
Major No.of
Markets responses Yes No

Kolkata 1754 59% 41%

Bhubaneswar 1685 55% 45% YES

NO
Patna 1026 33% 67%

Guwahati 474 57% 43%

East 7280 53% 47%

Thank you