Group-11

Group 11
Joseph Robert-8018 Siby P Daniel-8049 ThimmaiahAB-8055 Shamil Sathar-8046 Shyam Sunder- 8110

Introduction
India is trailing behind USA with 8-9% in the world jewellery market Indian jewellery market is estimated at Rs 75,000-crore in 2008-09 Share of branded jewellery is 5% Peak sales at festival seasons and marriages

Introduction to Tanishq
Pioneered the concept of branded jewellery in India Division of Tata Industries Ltd, started in 1995 Indias largest, most desirable and fastest growing jewellery brand with 104 stores in 71 cities Tanishq has one of the worlds most modern factories

Introduction to Tanishq
Challenged the age-old jewellers word with TATAs guaranteed purity Introduced technology-backed challenge governed by individual trust Introduced professional retailing in the unorganised Indian jewellery bazaar

Target audience
The target consumer, of Tanishq is the young independent woman aged between 25-35 years, who loves to wear the trendy, light varieties of jewellery as part of the general attire. Different variants within the brand itself each targeting a specific segment of consumers

Segmentation
Psychographic Segmentation
People who love the modern, sophisticated jewellery designs- Design accolade, Aria, Moham and Zoya People who love to wear traditional jewellery designs - Colours of Royalty, Kundan and Polki and Fashion Earrings

Demographic segmentation
Life Stage Price segmentation

The Tanishq Collections

Aria
Colors of Royalty

Moham

Tanishq Design Accolades

The Tanishq Collections

Zoya Kundan and Polki

Wedding Collection
Diamond Collection
Fashion Earrings

Positioning
Initially Tanishq positioned itself as branded jewellery that was modern, international and sophisticated in outlook and design Changed the brand positioning to traditional Indian jewellery with 22- 24 carat ornaments Tanishq positioned itself on the pure gold front A recent repositioning strategy has been the 'Revitalizer of Tradition'

Promotions
Ponds Femina Miss India crown Worlds Smallest Bhagwad Gita close to your heart 11=12 scheme Films- Paheli and Jodhaa Akbar Annutara membership Brand ambassador Free Gold Coin Offer Purity check campaign

Tanishqs Showrooms

Asin the brand ambassador

Competitor Analysis
Gitanjali group Carbon TBZ Bhima Alukkas Others ( Regional players like GRT Chennai, Mehrasons Delhi, CK Chetty & Sons Bangalore etc.,)

Gitanjali Group
11 brands catering to various categories The Gitanjali Group is the major competition for Tanishq among branded jewellery. Gitanjali is positioned as a life style product by the customers--From occasionally, to the need of every occasion". The company tries to portray itself as a lifestyle product ranging from affordable to luxury wear.

Gitanjali group

Gitanjali group

Gitanjali group

Carbon

Carbon
Branded player About 2% in the branded jewellery segment. Well-paid urban professional, 24 to 40 years old Only available in `shop-in-shop' outlets in large lifestyle stores (such as Shoppers Stop, Ebony, Globus, The Bombay Store, Lifestyle and Taj Khazana)

TBZ

TBZ
Market share - 5% in the branded jewellery market The Original-145 years in the market Promotions- ORRA has consistently been designing jewellery for the Bollywood as well as Hollywood actors.

Bhima
One of the major regional players in South India -Bhima Gold...Pure Gold Target audience-marriage segment; - newly to-be-bride and groom Mens line and kids section

Bhima

Alukkas

Consumer Insights Exploration for Tanishq

Methodology
Visited 3 Tanishq stores Casual conversations with customers Ten in depth Interviews with select customers

Interview framework & areas discussed in the conversation with customers

Background and family structure Typical daily schedule Belief system and attitude

Insights Exploration
Aspirations, Ambitions, Fears, challenges, dreams, Goals Buying behaviour for jewellery Frequency of purchase Type of jewellery purchased Reason for purchase & who takes purchase decision Branded or Unbranded Experience with Tanishq Why Tanishq? Positives & Negatives Would you recommend Tanishq? Why not Tanishq Others ( Questions based on buyer behaviour of diamonds etc.,)

Brand Image
Tanishq is seen as a sophisticated and modern jewellery Tanishq is over priced Known for its quality & trust Heavy purchases for wedding not made from Tanishq Bulk purchases for wedding always made by mother/mother-in-laws of the bride.

Consumer Insights
During wedding, only few wedding ornaments picked up from Tanishq Tanishq ornaments mainly bought for style/brand factor, for gifting purposes etc. Customer service is generally well received and appreciated Not the first choice for purchase of gold or diamonds Traditional jewellery wins over Tanishq in terms bulk purchases

Sample customer profile

Name : Sarah T
Occupation: Working in HSBC Is a graduate in fashion designing and worked as a model for sometime Highly fashion conscious. Sees herself as a very independent woman. Hopes to revive her modeling career.

Believes Tanishq possesses the following qualities:

Very fashionable jewellery. Relates to the brand because of its high fashion consciousness. Likes all off the collections of Tanishq. The high pricing is because of the quality of gold that Tanishq gives and ensures.

 Reasons for not purchasing from Tanishq:

Recent loss of job. Saving money to reignite modelling career.

Customer observations:
Tanishq jewellery is very classy and stylish. Best suited to the new age woman. Highly recommended brand but do not purchase from Tanishq for wedding purchases

Nodal Association Map for Tanishq (Customer Perspective)

Brand personality for Tanishq

Tanishq's brand personality can be described as sophisticated, upper class and feminine in nature Under the big five brand personality scale, Tanishq is a mixture of sincerity (wholesome: original, genuine) and sophistication (Upper class, charming: feminine, smooth, sexy, gentle).

Problem Definition
Facing tough competition Seen only as a modern jewellery and everyday wear Tanishq is rarely considered for marriage jewellery purchases Failed to connect with the mothers of brides

Branding Solution
Should communicate as Take the wedding, Beyond the wedding Attract mothers of the brides to come to Tanishq and make them feel proud for having purchased jewellery from Tanishq for her daughters wedding Mothers of the brides should feel guilty if they are not purchasing jewellery from Tanishq Identifying moments of purchase

Integrated Marketing Communication

Taking the wedding beyond the wedding Giving gifts for wedding purchasers in every wedding anniversary. Lucky winners get Honeymoon packages in Taj Hotels.

Integrated Marketing Communication

Sponsor events related to wedding in television Form an online forum to discuss about jewellery purchases for wedding etc. Advertise in matrimonial sites and tie-up with them to send personalised e-mails & SMS for wedding purchasers Watch out for any celebrity wedding and cash in on the same

Integrated Marketing Communication

Radio spots in ladies special programmes.
Print ad campaign in regional as well as national/international women magazines

Outdoor campaign which says Wedding is incomplete without Tanishq jewellery

Conclusion
Changing business environment Falling sales, aggressive competition in the branded and the growth of existing strong regional players Branding exercise and integrated marketing approach required Focus on wedding purchases Moments of purchase creation

THANK YOU