TATAS GOLD PLUS

GROUP MEMBERS
Members
* * * * * * Tushar Nerkar Prasanna Darekar Karan Punjwani Sameer Shah Shonali Gurnasinghani Shailesh Ubhrani

Roll No
34 03 39 28 07 51

FLOW OF THE PRESENTATION

Introduction. Services and products of Goldplus Reason for success Why Tata company decided to enter the rural market & Swarna Samridhi scheme SWOT Analysis Case study & conclusion Tushar Nerkar Sameer Shah Prasanna Darekar Shonali Gurnasinghani

Karan Punjwani Sameer Shah

INTRODUCTION
Tata - came into existence in 1868 It focused on 7 main sectors Communications & IT, Engineering, Materials, Services, Energy, Chemicals and Consumer products. In 1984 TATA joined hands with Tamil Nadu industrial developmental corporation to establish TITAN industries. TITAN as a part of diversification , entered into jewellery business with its well known brand Tanishq. Tanishq was perceived as a premium urban brand among the indian customers. In 2004-05, TATA came up with the concept of GoldPlus which 2004targeted at rural and semi-urban market. semi-

TATA GOLDPLUS
GoldPlus is designed for the jewellery preferences of the semisemi-urban and rural Indian customer. GoldPlus is the largest jewellery retail chain in Tamil Nadu. It stands for purity and fulfilling promises. It aims to connect with the people living in small towns and villages Goldplus strive to help millions of customers to experience the real value and security of pure gold.

WHY TATA COMPANY DECIDED TO ENTER THE RURAL MARKET ?

 Cheating goldsmiths and jewellers.  To help gold buyers in getting pure gold.  Nice business opportunity.

SWARNA SAMRIDHI~ SCHEME

A new scheme Swarna Samridhi for Andhra Pradesh market in alliance with Muthoot Finance , a gold loan company. company. This gave the customers in rural areas an opportunity to purchase and invest in gold jewellery of their choice from Goldplus, without having to sell their old jewellery and Muthoot will extend finance to jewellery buyers. Customers only needed to pay only 20% of actual price on purchase of ornaments

SERVICES OF GOLDPLUS
    Promise Of Purity Titan's Experience Karatmeter Quality Assurance

SPECIAL PRODUCTS
The following are the benefits of Diamantine to consumers:  Shine that last a lifetime  Matches the best quality diamonds in cut, clarity and color  100% buy back (first time for a NonNonprecious stone)

Diamantine
 India 1st jewellery car

SWOT ANALYSIS

STRENGTHS Tanishq a niche in urban jewellery market. Established brand name First mover advantage Established franchise model Huge market share OPPURTUNITIES Rise in disposable income Government initiatives Untapped market in north India Changing preference of customers

WEAKNESS Major presence only in south India. Capital intensive and low capital margins Limited outlets No credit facility THREATS Growing competition Trust in traditional family jewellers Rising price of gold Unsecured credit & loan by local jewellers.

REASONS FOR SUCCESS

    1. Golden Chariot: Chariot: 2. Rural Ambassadors: Ambassadors: 3. Factory Visits: 4. Wedding tracking:

IMPACT Goldplus today has 29 stores spread across five states across India. The brand today is the largest jewellery chain across Tamil Nadu. It aspires to be one of the largest across Andhra Pradesh by the end of this year. Goldplus has achieved this without being present in Tier I and II towns.
Goldplus as a brand has transformed the rural jewellery industry in the southern part of the country.

CASE STUDY

STRATEGY
 A large number of women in these markets are housewives. Perception was that most of them would be spending some out of time in some form of recreation like cooking classes, painting for home, garment making etc.  Since Goldplus is in the business of making gold jewelry, we decided to launch a jewelry-making contest for housewives. Jewelry Making kits were handed out to all participating house wives free of cost.

PROGRAM
 Jewelry making competition for housewives.

HOW?
 15000 entry passes distributed to ladies in each market.

COMMUNICATION?

CONSUMER CONNECT
 Bring this pass and collect the Jewellery making kit FREE.

 Entry passes were distributed at Restaurants, Schools, Colleges, Houses & paper inserts.  Van Promo and Hoarding/Standees were placed at Key locations.

RESULTS
  1059 Walk-ins for a period of two weeks as against client expectation of Walk700. 700. 618 Jewellery submissions as against client expectation of 100.

CONCLUSION
Experience the ultimate security and endless joy of pure gold. Only at Goldplus from Tata. Where gold is as pure as your love.