SUBSIDIARY OF TITIAN INDUSTRIES

Presented by RUHE

XERXES DESAI

EVOLUTION OF TANISHQ
Titan came into existence in July 1984, when the Tata Group joined hands with the Tamil Nadu Industrial Development Corporation (TIDCO) to make a foray into the watch industry. Titan started manufacturing jewellery watches and jewellery in 1994. It set up its fully integrated Rs. 400 million-jewellery plant in Hosur. The plant had the capacity to manufacture four tonnes of gold in a year.

CONTD..
. Titan launched these products under the brand name of Tanishq, in 1995. The name Tanishq, is a blend of two words, 'tan' (body) and 'ishq' (love). Xerxes Desai, the Vice-Chairman and Managing Director.

Introduction
Tanishq is India's largest, most desirable and fastest growing jewelry brand in India.  Started in 1995, Tanishq is the jewelry business group of Titan Industries Ltd - promoted by the TATA group.  With a retail sales of over 3000 crores last year.  Tanishq has set up production and sourcing bases with through research of the jewelry crafts of India.  .

Introduction
 Located at Hosur, Tamil Nadu, the 1,35,000 sq. ft. factory is equipped with the latest and most modern machinery and equipment  Tanishq introduced innovations like Karat meter, the only non destructive means to check the purity of gold.

Contd .
FIRST TANISHQ JEWELLERY STORE IN CHENNAI IN 1996 SOURCE OF GOLD: WORLD GOLD COUNCIL CORPORATE OFFICE: AIRPORT ROAD HEAD QUARTERS: HOSUR- TAMIL NADU

Customer relationship management

Tanishq is not just the product, its the experience that matters. They make sure that they give you the premium quality of not only product but service as well. They offer the benefit of any modification or customization on products.

CORPORATE IMAGE AND BRAND

TANISHQ creates its buy by Emphasizing on pure 22 carat gold jewellery Lower labour prices Distribution through company owned outlets Image supported by TATA enterprise ( parent company)

MARKETING MIX
Product Focus on ethnic Indian jewellery Indian and International segment of products with varieties like bridal collection, party wear etc. Issue purity certificates along with items

Graph showing the total sales of TANISHQ from 1997 to 2007

PROFITS GENERATED
YEAR
1996-97 1997-98 1998-99 2000-01 2001-02 2002-03

PROFITS GENERATED (IN CRORES)

-10.60 -21.96 -10.40 2.07 1.87 7.82

TANISHQ WITH OTHER JEWELLERS

TANISHQ SWOT ANALYSIS

STRENGTH
Purity (karat meter) Distribution network and retailing store Award winning designs Diversity in jewellery gold/diamond/platinum Competitive prices

Weakness
Limited outlets Not for me perception Design conceptualized for Western markets Negative Perception: products were over priced and the brand only for RICH

Opportunities
Changing lifestyles that demanded lighter and trendier jewellery TATA support Wedding market

Threats
Well known domestic players like pc jewellers, zaveri. Traditional family jewellers Heavy competitions Local jewellers

MARKETING STRATEGY
Tanishq has undertaken the following marketing initiatives
Introducing wedding/ heritage jewellery Celebrating important festivals Customer schemes Launch of Gold Plus Providing quality assurance and introducing carat meter

COMMUNICATION MIX
      Print Media [ Vogue, Femina] Display Media Event and Experiences Online Selling Fashion Shows International Jewellery Fairs

SALES PROMOTIONS
TANISHQ launches Free Gold Coin Campaign offer
(July 19 2008)

TANISHQ is a perfect gift for your sister ( august 18

2007)

Celebrate DHANTERAS with exquisite jewellery from TANISHQ ( October 10 2006)

TANISHQ has won 4 awards

Retail chain of the year 360 degrees marketing campaign of the year TV campaign of the year Gold Vivaha jewellery

COMPETITORS

BRAND AMBASSADORS