Tanishq Jewelry: A Twist On Tradition
Tanishq Jewelry: A Twist On Tradition
Tanishq Jewelry: A Twist On Tradition
Tanishq
Jewelry:
A
Twist
on
Tradition
By:
Amy
Reese,
Jackie
Lincoln
and
Shannon
Tuley
Table
of
Contents
I.
Region
A.
Geographic
Factors
B.
Economic
Factors
C.
Political
and
Legal
Factors
II.
Consumer
and
Culture
A.
Demographic
Factors
B.
Cultural
Factors
C.
Language,
Attitudes
and
Beliefs
D.
Importance
of
Jewelry
in
Indian
Culture
III.
Category
A.
Market
Size
and
Share
B.
Core
Benefits
C.
Glocal
Factors
IV.
Campaign
A.
Message
Development
B.
Message
Delivery
C.
Metrics
V.
References
Region
Geographic
Characteristics:
India
is
located
in
South
Asia,
sometimes
referred
to
as
the
Indian
Subcontinent,
on
the
Indian
Plate.
India
is
the
seventh
largest
country
in
the
world
with
a
total
area
of
1,269,219
sq
miles.
North
to
South
the
country
stretches
1,997
miles
and
1,860
miles
east
to
west.
India
is
slightly
larger
than
one-‐third
the
size
of
the
United
States
and
is
located
north
of
the
equator.
The
country
is
situated
at
8
degrees
4’
and
37degrees
6’
north
latitude
and
68
degrees
7’
and
97
degrees
25’
east
longitude.
India
is
bordered
by
Bangladesh,
Bhutan,
Burma,
China,
Nepal
and
Pakistan.
India
has
a
4,671-‐mile
coastline
and
is
surrounded
by
the
Arabian
Sea
to
the
southwest,
the
Bay
of
Bengal
to
the
southeast
and
south
lies
the
Indian
Ocean.
(India).
The
Himalayan
Mountain
range
defines
Northern
India.
India
is
comprised
of
twenty-‐eight
states
and
seven
union
territories
of
India.
India
has
9009
miles
of
navigable
waterways
that
are
used
for
transporting
goods
through
the
country
(“CIA:
World
Fact
Book”).
The
vast
size
of
India
splits
the
country
into
multiple
climate
zones
ranging
from
tropical
in
the
south
to
alpine
in
the
north.
Cold
temperatures
mark
the
northern
alpine
climate
in
the
higher
altitudes
of
the
Himalayan
Mountains.
The
subtropical
climate,
marked
by
hot,
wet
summers
with
rainfall
and
cold
dry
winters
is
typical
of
the
Indian
climate.
The
wet
monsoon
and
the
tropical
dry
areas
characterize
tropical
regions
of
the
south.
Tropical
wet
monsoon
is
marked
by
an
average
temperature
in
the
mid
sixties
degrees
Fahrenheit
and
high
rainfall.
In
Tropical
dry
areas
of
the
region,
rainfall
is
not
common.
Typically
high
temperatures,
as
high
as
120
degrees
Fahrenheit,
with
low
rainfall,
mark
the
arid
climate
region
of
the
west.
India
also
experiences
four
seasons.
Winter
months
are
from
December
to
February.
Temperatures
in
the
north
tend
to
drop
during
this
period,
in
the
south
the
climate
is
mostly
regulated
by
the
Arabian
Sea,
Bay
of
Bengal
and
India
Ocean
with
little
noticeable
change.
The
summer
months
last
from
March
to
June
where
temperatures
rise
and
the
hot
winds
are
present
in
the
region.
The
advancing
monsoon
season
lasts
from
June
to
September
and
is
marked
by
heavy
monsoon
rainfall,
thunderstorms
and
high
winds.
In
November
the
monsoon
retreats
to
mark
the
retreating
monsoon
season
and
rainfall
decreases
overall
(India
Climate).
Region
Economic
Factors:
India
is
the
world’s
largest
democracy
with
a
rapidly
growing
economy
and
a
total
population
of
1,139,964,932
people.
The
population
is
growing
at
an
average
of
1.55%
a
year.
India
is
set
to
overtake
the
position
of
most
populated
country
in
the
next
25
years
(CIA:
World
Fact
Book).
India
has
the
world’s
12th
largest
economy.
India
falls
within
the
lower
middle-‐income
level.
The
country’s
GDP
in
US
dollars
is
$1,159,170,000,000.
GNI
per
capita
is
$1,040
USD.
The
economy
has
seen
an
average
growth
rate
of
7%
over
the
past
four
years
(CIA:
World
Fact
Book).
More
than
half
of
the
Indian
population
depends
on
agriculture
for
their
income.
Services
accounts
for
54%
of
the
GDP,
industry
for
29%
and
18%
is
agriculture.
India
is
also
a
large
exporter
of
informational
systems
and
software
services.
The
unorganized
workforce
makes
up
almost
60%
of
the
national
economic
output
of
the
country.
India
has
a
5%
unemployment
rate.
63%
of
Indian
people
over
15
years
of
age
are
literate.
Life
expectancy
is
64
years
old
(India
World
Bank).
India’s
wealth
distribution
is
very
unbalances.
India
has
53
of
the
world’s
billionaires
yet
more
than
35%
of
the
population
in
India
lives
on
less
than
one
USD
a
day.
28.6%
of
the
Indian
people
fall
below
the
national
poverty
line.
The
top
10%
of
the
population
holds
53%
of
the
countries
wealth
(“India
Rising”
BBC).
Country
Characteristics
Political
and
Legal
Factors:
Much
like
the
United
States,
India
has
created
a
constitutional
system
to
govern
the
country.
India’s
government
adopted
their
constitution
on
November
26,
1949,
but
it
did
not
take
effect
until
November
26,
1950.
India’s
government
is
comprised
of
three
different
branches
including,
executive,
judiciary
and
parliament.
The
Prime
Minister,
along
with
the
Council
of
Ministers,
works
together
with
the
President
to
govern
India.
The
President
is
in
charge
of
the
executive
branch,
but
the
Prime
Minister
helps
advice
and
rule.
Every
five
years,
India
has
elections
for
presidency.
The
Electoral
College
is
the
group
that
elects
the
President.
India
also
has
a
Vice
President.
The
country
is
divided
up
into
separate
boundaries
that
they
call
states.
Each
state
has
both
a
governor
and
a
Chief
Minister.
Together
they
balance
the
power
so
that
one
does
not
have
more
power
over
the
other
(“India’s
Politics”).
India
has
seen
conflict
with
their
government
over
the
past
few
years.
A
variety
of
ethnicities
and
religions
make
India
a
very
controversial
country.
This
makes
it
difficult
to
control
violence
or
criminal
acts.
Citizens
in
India
are
not
all
in
support
of
the
new
democratic-‐style
government.
With
the
federal
system
put
into
place,
India
has
a
strong
central
government
where
the
majority
of
power
and
control
lies
with
the
Prime
Minister
(“Indian
Government,
Politics
in
India,
Indian
constitution”).
In
India,
there
is
a
caste
system
in
effect.
Still,
the
majority
of
people
would
debate
that
this
system
is
what
works
best
for
the
people
of
India.
The
different
castes
are
called
jatis
in
India,
and
people
are
born
into
these
different
jatis.
There
are
five
levels
to
the
Indian
Caste
system.
They
include
Brahman,
Kshatriya,
Vaishya,
Shudra,
and
Harijans
(“Indian
Caste
System”).
Priests
are
in
the
Brahman
jatis.
Rulers,
warriors
and
landowners
make
up
the
Kshatriya
jatis,
while
the
Vaishya
consists
of
merchants.
Artisans
and
agriculturalists
fill
the
Shudra
jatis.
Lastly
the
Harijan
consists
of
what
they
call
the
“untouchables”.
This
group
of
people
is
considered
to
be
outside
of
the
caste
system.
They
have
little
to
no
rights
in
society
and
are
usually
outcasts
(“Indian
Caste
System”).
Consumer
and
Culture
Demographic
Features:
India
has
one
of
the
largest
populations
in
the
world.
It
is
only
second
behind
China
for
the
most
populous
country.
Fifteen
percent
of
the
world’s
population
lives
in
India.
With
such
a
widespread
of
consumers,
advertising
in
India
is
extremely
difficult
(“Demographics
of
India”).
The
majority
of
the
population
is
in
younger
age
groups.
Children
15-‐years-‐old
and
younger
make
up
forty
percent
of
India’s
population.
Only
four
percent
of
the
population
is
65
years
and
older.
The
population
growth
rate
is
at
1.58
percent
in
India,
and
the
life
expectancy
is
61.89
years
for
a
male
and
63.13
years
for
a
female
(“Demographics
of
India”).
Hindi
is
the
main
language
in
the
country,
but
there
are
17
other
languages
that
are
recognized
in
India.
Some
of
these
languages
include
Bengali,
Telugu,
Marathi,
Tamil,
Urdu,
Guarati,
Malayalam,
Oriya,
Punjabi,
and
Kannada.
Along
with
a
variety
of
languages,
there
is
a
variety
of
religions
practiced
in
India
including,
Hindu,
Muslim,
Christianity,
Sikhs,
Jains,
Buddhists
and
Parsis.
Eighty-‐three
percent
of
the
population
practices
Hindu
(“Demographics
of
India”).
Even
though
the
majority
is
Hindu,
there
are
still
120
million
people
who
are
Muslim
in
India.
The
main
ethnic
group
among
Indians
is
Indo-‐Aryan.
Seventy-‐two
percent
of
the
population
is
Indo-‐Aryan
while
only
twenty-‐five
percent
is
Dravidian.
Three
percent
of
India
is
a
mixture
of
Mongoloid
and
other
ethnicities
(“Demographics
of
India”).
In
India,
65.38
percent
of
the
population
can
read
and
write
by
the
time
that
they
are
fifteen
years
old.
Only
51.38
percent
of
females
are
literate.
Even
though
there
is
a
great
number
of
Indians
that
are
illiterate,
India
stands
strong
as
a
competing
country
in
academics.
India’s
economy
has
seen
incredible
growth
over
the
past
few
years.
Higher
education
is
credited
for
much
of
the
boosting
economy.
Education
is
highly
valued
by
most
citizens
in
Indian
cities
(“India
Education”).
Consumer
and
Culture
Cultural
Factors:
In
India,
Power
Distance
has
a
ranking
of
77;
well
above
the
world
average
56.5.
This
indicates
that
the
society
has
more
inequality
of
power
and
wealth
and
the
country’s
population
is
more
prone
to
accept
it
as
normal.
The
Long
Term
Orientation
Dimension
for
India
is
61,
compared
to
the
world
average
of
48.
Masculinity
is
56,
just
above
the
world
average
of
51.
A
higher
number
in
this
dimension
means
there
is
a
larger
gap
in
values
between
men
and
women
and
may
also
show
the
population
as
more
competitive
and
assertive.
Individualism
is
just
above
the
world
average.
This
means
people
in
the
population
feel
more
loyal
to
themselves
and
those
close
to
them
such
as
immediate
family.
Uncertainty
Avoidance
in
India
is
only
40,
where
the
world
average
is
65.
This
means
this
culture
is
“more
open
to
unstructured
ideas
and
situations.
The
population
may
have
fewer
rules
and
regulations
with
which
to
attempt
control
of
every
unknown
and
unexpected
event
or
situation,
as
is
the
case
in
high
Uncertainty
Avoidance
countries.”
(HOFSTEDE)
Consumer
and
Culture
Language,
Attitudes
and
Beliefs:
India
has
a
population
of
1,156,897,766.
The
country
is
very
religiously
diverse
and
these
religions
play
a
huge
role
in
the
life
of
the
population.
The
most
abundant
of
religions
is
Hindu,
which
80.5%
of
the
country
practice.
Other
religions
are
practiced
as
well,
as
India
is
13.4%
Muslim,
2.3%
Christian,
1.9%
Sikh,
and
1.8%
other.
(CIA)
“Meri
samajh
mei
nahin
aaya”
is
Hindi
meaning
“I
don’t
understand.”
This
is
a
necessary
phrase
because
India
has
so
many
languages
recognized
by
the
central
government
and
still
many
that
aren’t.
(Kwintessential)
English
is
a
subsidiary
official
language
of
the
country
and
Hindu
is
spoken
by
41%
of
the
population.
There
are
14
other
official
languages:
Bengali,
Telugu,
Marathi,
Mamil,
Urdu,
Gujarati,
Malayalam,
Kannada,
Oriya,
Punjabi,
Assamese,
Kashmiri,
Sindhi
and
Sanskrit.
(CIA)
In
India,
weddings
are
the
one
occasion
that
tops
all
the
rest
in
the
amount
of
jewellery
bought.
The
bride’s
family
gifts
her
with
jewellery
sets
consisting
of
earrings,
chokers
and
bangles.
Both
men
and
women
wear
wedding
rings.
Depending
on
the
region
of
India
and
one’s
religion,
different
pieces
of
jewellery
are
considered
necessary
to
show
one’s
married
status.
Some
garnish
themselves
with
toe
rings,
cartilage
rings,
nose
rings;
all
symbolizing
different
things.
The
mangalsutra
is
a
necklace
of
gold
string
with
a
pendant
at
the
end
and
is
to
be
worn
by
a
bride
until
her
husband’s
death.
It
is
tied
around
the
bride’s
neck
by
the
groom
and
symbolizes
the
union
of
marriage
and
the
love
and
respect
to
be
shared.
The
mother
of
the
bride
gives
her
the
chooda,
bright
green
and
red
bangles
that
must
be
worn
for
at
least
40
days
after
the
wedding
(Indian
child).
The
length
of
time
this
jewellery
must
be
worn
has
brides
in
India
searching
for
lighter
jewellery.
Clothing
in
India
differs
by
location
because
of
culture,
geography
and
climate.
Women
traditionally
wear
draped
garments
(sari)
made
of
cotton.
Exposure
of
skin
and
wearing
tight
fitting
clothes
are
discouraged.
Men
also
wear
loose
fitting
clothing
called
dhoti
or
lungi
(Wikipedia).
The
up
and
coming
India
consists
of
trend
followers
who
are
fashion
forward.
Styles
of
clothing
in
Bollywood
films
start
trends
that
are
followed
across
India
(Indian
child).
Consumer
and
Culture
History
of
Jewelry
in
India:
Jewelry
holds
great
significance
in
Indian
culture
especially
for
women.
Indians
have
been
using
jewelry
for
ornamentation
for
centuries.
Jewelry
is
especially
important
in
gift
giving
in
the
Indian
culture
(Indian
Jewelry).
The
significance
of
jewelry
in
Indian
culture
has
much
to
do
with
its
association
to
religion.
The
Hindu
creator
of
the
universe
was
born
from
a
golden
egg
and
gold
is
associated
with
fire,
which
holds
great
significance
in
Indian
religion
as
well.
It
is
often
associated
with
the
God
Lakshmi,
the
goddess
of
wealth.
Gold
jewelry
is
most
often
given
as
gifts
for
religious
events.
Women
possess
jewelry
as
a
form
of
status
and
security.
Jewelry
is
linked
with
power,
status
and
wealth.
Indian
women,
possess
jewelry
that
they
rarely
or
never
take
off.
The
more
jewelry
the
high
level
of
wealth
and
influence
a
woman
is
seen
to
possess.
Women
can
also
sell
their
pieces
if
they
are
ever
extremely
in
need
of
money,
but
only
in
the
most
desperate
of
situations.
Jewelry
is
a
very
significant
part
of
Indian
women’s
lives
so
this
is
rarely
ever
done
and
only
in
the
most
dire
of
situations
(Significance
of
Indian
Jewelry).
Jewelry
is
most
often
gifted
to
women
for
important
events
in
their
lives.
Birth,
marriage,
coming
of
age,
and
motherhood
are
a
few
occasions
on
which
women
can
receive
jewelry.
Popularity
of
certain
jewelry
pieces
and
designs
vary
from
region
to
region
in
India
(Significance
of
Indian
Jewelry).
Although
Gold
is
the
precious
metal
of
choice
and
historically
more
significant,
over
the
past
decade,
it
is
becoming
more
common
to
see
the
incorporation
of
diamonds
in
gold
jewelry
(Branded).
In
the
past,
the
jewelry
industry
has
been
an
unorganized
conglomeration
of
family
owned
and
run
businesses.
Typically
an
Indian
family
has
a
few
family
jewelers,
which
they
go
to
for
their
jewelry
needs.
Branded
jewelry,
such
as
Tanishq,
is
gaining
momentum
in
the
industry
and
creating
a
new
aspect
in
the
market.
Tanishq,
as
well
as
other
branded
jewelry,
offer
reliable,
quality
jewelry
in
a
showroom
setting.
The
pieces
are
often
more
intricate
and
unique
therefore
seen
as
more
precious
(Gems).
Category
Market
Size:
The
Indian
jewelry
industry
is
one
of
the
countries
fastest
growing
industries
with
an
annual
growth
rate
of
almost
15
percent.
The
13
billion
dollar
Indian
jewelry
market
is
one
of
the
largest
in
the
world,
second
only
to
the
United
States.
The
Indian
jewelry
industry
is
estimated
to
grow
to
USD
$21
billion
by
the
end
of
2010
(Gems).
The
industry
has
two
major
segments,
gold
and
diamonds,
with
gold
holding
almost
80
percent
of
the
market.
India
is
the
world’s
largest
consumer
of
gold,
consuming
20
percent
of
the
world’s
gold.
Indian
also
has
the
world’s
largest
diamond
cutting
and
polishing
industry
in
the
world.
These
factors,
combined
with
the
cheap
local
labor
are
a
major
factor
in
the
success
of
the
Indian
jewelry
industry
(Indian
Jewelry).
The
jewelry
industry
in
India
is
characterized
by
high
fragmentation
and
un-‐organization.
Family
owned
businesses
run
around
96%
of
the
market.
.
It
is
estimated
that
2.5
million
jewelry
shops
in
India
are
family
run.
Although
the
Indian
jewelry
industry
is
largely
held
by
the
unorganized,
family
run
sector,
the
organized
sector,
which
includes
branded
jewelry,
is
becoming
more
popular,
gaining
momentum
and
followers
among
Indians.
The
branded,
organized,
Indian
jewelry
sector
is
estimated
to
grow
at
40%
annually
and
likely
be
worth
USD
$2.2
billion
by
the
end
of
2010
(Gems).
Market
Share:
Tanishq
is
the
branded
jewelry
business
division
of
Titan
Industries,
the
watch
company
owned
by
the
TATA
Group,
one
of
the
biggest
business
groups
in
India.
Tanishq
brand
jewelry
largely
appeals
to
the
female
population
of
India.
(Tanishq
Website).
Tanishq’s
branded
jewelry
played
a
part
in
the
transformation
and
acceptance
of
branded
jewelry
sector
in
the
jewelry
industry
in
India.
Although
branded
jewelry
comprises
only
about
4%
of
the
Indian
jewelry
market,
Tanishq
is
a
leader
in
the
category,
helping
to
legitimize
and
gain
acceptance
of
branded
jewelry
in
the
organized
sector.
Tanishq
is
one
of
the
first
brands
to
introduce
“collections”
in
the
jewelry
industry
(Tanishq).
Currently
Tanishq
holds
3-‐4%
market
share.
The
organized,
branded
sector
of
jewelry
is
growing
in
India
and
Tanishq
hopes
to
gain
influence
and
market
share
through
its
reputation
and
standard
of
business
excellence
not
yet
seen
in
the
Indian
Jewelry
industry.
Tanishq
brings
product
reliability
as
well
as
a
new
way
to
buy,
show
and
sell
jewelry
in
India.
Tanishq
hopes
that
its
creativity
and
innovation
in
branded
jewelry
will
help
it
to
become
the
“avatar
version
of
Cartier,
Tiffany
and
Espirit
all
rolled
in
one.”(Tanishq
Website).
Category
Core
Benefit:
Tanishq
prides
itself
for
being
a
high-‐quality
jewelry
provider
in
India.
They
have
raised
the
bar
on
exquisite
gold
jewelry,
while
also
expanding
their
selection
in
gems
and
diamonds.
In
a
country
such
as
India,
jewelry
means
everything.
For
women,
jewelry
is
a
symbol
of
their
status
in
society.
It
is
also
a
symbol
of
their
relationship
status
and
the
value
of
their
families.
Tanishq
entered
into
the
high
demand
market
for
jewelry
and
gems.
In
1994,
the
Tata
Group
in
India
launched
their
new
line
of
jewelry.
They
combined
the
two
words,
Tan
and
Ishq,
to
create
the
company
name,
Tanishq.
Tan
means
body
and
Ishq
means
love.
When
it
first
started,
Tanishq
excelled
in
the
jewelry
and
jewelry
watch
collections.
Tanishq
originally
had
marketing
these
products
to
the
European
and
American
markets,
but
they
had
to
change
their
strategy
after
the
two
western
economies
entered
into
recessions
(“Tanishq:
A
Sparking
Journey”).
When
first
starting
the
brand,
Tanishq
started
to
combine
modern
with
traditional.
Many
women
in
India
wanted
the
look
of
more
modern
pieces,
but
they
did
not
want
to
lose
that
sense
of
tradition.
The
Indian
culture
is
very
important
to
most
Indians,
and
jewelry
plays
a
huge
role
in
an
Indian’s
everyday
life.
Tanishq
saw
an
opportunity
to
mix
both
modern
and
traditional
so
that
they
could
please
both
sides
of
the
spectrum.
Tanishq
launches
new
lines
of
jewelry
as
rapidly
as
possible.
They
strive
to
give
the
customers
a
sense
of
specialty
with
their
products.
With
a
sense
of
customization,
every
woman
gets
to
feel
like
her
jewelry
collections
are
unique.
Tanishq
separated
itself
from
other
jewelry
brands
by
innovating
a
new
way
of
checking
the
purity
of
gold.
The
karat
meter
is
a
device
that
can
measure
gold’s
purity
without
damaging
the
metal.
This
helped
separate
Tanishq’s
pieces
from
others
(“IIJW:
India
International
Jewellery
Week”).
Also,
Tanishq
ensures
that
their
jewelry
and
their
brand
practices
safe
and
ethical
means
of
selling
and
reselling.
Tanishq
also
demands
adequate
policies
for
the
employees
and
manufacturers.
Each
customer
can
feel
secure
and
satisfied
knowing
that
their
jewelry
obtains
a
certification
of
purity
(“IIJW:
India
International
Jewellery
Week”).
To
stay
ahead
of
the
game,
Tanishq
often
launches
new
lines
of
jewelry.
In
2010,
Tanishq
released
their
newest
line
of
jewelry
called
the
Glam
Gold.
Glam
Gold
is
targeted
to
females
who
want
the
modern
looking
pieces
of
jewelry
while
still
portraying
characteristics
from
the
Indian
culture.
Consumers
can
find
a
variety
of
pieces
from
the
collection.
Pendant
earrings,
ear
studs,
bangles,
necklaces,
and
hoop
earrings
are
just
among
a
few
pieces
that
are
available
in
this
line
(“Glam
Gold
2010
line
launched
by
Tanishq”).
Category
Glocal:
The
Tata
group
in
India
is
a
conglomerate
giant.
The
group
owns
dozens
of
companies
in
numerous
areas,
one
of
which
is
Titan
Industries.
This
company
was
especially
well
known
for
manufacturing
watches
with
“quartz
technology
with
international
styling”
(Tata).
With
the
success
of
their
watches,
Titan
Industries
decided
to
go
the
more
feminine
route
and
dive
into
the
jewellery
industry,
thus
creating
Tanishq.
(Tanishq)
Tanishq
is
India’s
largest
and
fastest
growing
jewellery
brand
with
an
extensive
amount
of
high-‐end
jewellery
made
of
gold,
gems
and
diamonds.
The
brand
was
launched
in
1994
and
aimed
at
the
European
and
American
markets.
As
Tanishq
was
making
its
entrance
into
the
market,
the
West
was
making
a
change
and
economy
was
slowing.
Directing
marketing
and
sales
toward
Europeans
and
Americans
was
no
longer
so
lustrous
(Tanishq).
The
focus
has
reverted
back
to
the
Indian
market
and
through
extensive
research;
Tansihq
has
established
a
market
for
“branded
jewellery
and
ornaments”
(Wikipedia).
The
company
now
competes
with
the
traditional
idea
of
“family
jewelers.”
Campaign
Message
Development:
The
Tanishq
Jewelry
brand
relies
on
it
creativeness
and
innovations
to
sell
jewelry
in
India.
Tanishq’s
target
audience
is
the
urban
middle
to
high-‐class
women
with
a
taste
in
high-‐
quality
branded,
collection
jewelry.
Tanishq
jewelry
is
seen
as
a
reliable
product
backed
by
a
new
standard
of
business
ethics.
Not
only
is
the
jewelry
itself
innovative
but
the
technique
in
which
it
is
sold
is
new
and
elite
to
the
jewelry
market
in
India.
The
switch
from
unorganized
family
jewelers
to
branded
jewelry
sold
in
showrooms
stores
across
the
country
is
appealing
to
those
who
seek
elite
products.
Tanishq
aims
to
make
jewelry
not
only
a
status
a
symbol
and
investment
for
women.
Tanishq
has
shifted
the
focus
of
jewelry
from
content
to
design
and
based
on
aesthetic
appeal.
The
jewelry
is
also
seen
as
innovative
for
its
lightweight
and
high
quality
with
a
premium
price
tag
(Tanishq
Website).
Although
many
players
in
the
Indian
jewelry
are
looking
to
the
growing,
more
financially
stable
rural
middle
class,
Tanishq
has
kept
its
focus
on
the
urban
population
that
has
an
eye
for
aesthetically
pleasing,
creative
and
innovative
jewelry.
This
jewelry,
which
is
sold
in
collections,
such
as
the
Aria,
Mystique,
Nuvo,
Noor
or
Solo
collections,
offers
entrance
by
those
who
wear
it
into
a
distinctive
group
of
branded,
high
quality
jewelry
purchasers,
which
again
shows
distinction,
wealth
and
status
(Tanishq
Website).
The
Tanishq
Jewelry
brand
relies
very
much
on
its
message
of
being
the
new
era
in
jewelry.
With
jewelry
that
combines
the
old
idea
of
gold
and
tradition
with
the
use
of
the
newly
accepted
diamond
jewelry,
Tanishq
aims
to
be
“The
New
Tale
of
Tradition”
(Tanishq
Website).
Campaign
Message
Delivery:
Tanishq
has
found
a
variety
of
mediums
to
utilize
for
sending
their
messages
to
their
target
audiences.
With
utilizing
several
different
media
outlets,
Tanishq
has
been
able
to
reach
a
much
greater
amount
of
consumers.
Tanishq
has
focused
on
achieving
two
goals.
One
is
to
attract
new
consumers
and
the
other
is
to
lock
in
those
consumers.
Tanishq
wants
to
create
relationships
with
their
customers
so
that
they
will
continue
to
return
for
more
purchases.
The
company
is
now
in
sixty
different
store
locations
across
India
(“Tanishq-‐Integrated
Marketing
Communications”).
Advertising
for
Tanishq
is
spread
across
multiple
different
mediums.
Getting
into
the
media
is
a
vital
move
for
the
company.
Along
with
media
advertising,
public
relations
has
also
helped
Tanishq
sell
their
pieces
of
jewelry.
To
draw
in
new
customers,
they
partake
in
many
in-‐store
events
along
with
direct
marketing.
With
direct
marketing,
Tanishq
is
able
to
talk
to
their
consumers
directly.
Tanishq
uses
qualitative
research
and
conducts
focus
groups
to
understand
their
consumers’
wants
and
needs
(“Tanishq-‐Integrated
Marketing
Communications”).
Print
media
has
been
popular
for
Tanishq.
They
focus
on
running
advertisements
in
leading
newspapers
and
feminine
magazines
(Tanishq
Jewellery
Brand
Project”).
Tanishq’s
advertisements
on
television
are
focused
to
hit
a
consumer
with
an
emotional
appeal.
The
commercials
are
generally
focused
on
engagements,
marriages,
and
other
occasions
that
represent
love
and
relationships
(Tanishq
Jewellery
Brand
Project”).
The
most
popular
form
of
advertising
for
Tanishq
would
be
with
product
placement.
Bollywood
is
extremely
influential
in
India.
Bollywood
actress,
Karishma
Kapoor,
is
the
face
of
Tanishq
and
stands
in
as
the
brand
ambassador
for
the
products.
Actress
Rani
Mukherji
wore
Tanishq
jewelry
in
the
Indian
movie,
Paheli.
Sales
spiked
after
audiences
saw
Mukherji
wearing
these
pieces.
In
the
movie,
Jodha
Akbar,
the
jewelry
worn
by
actresses
was
from
a
product
line
that
Tanishq
named
after
the
movie
(“Tanishq
Jewellery
Brand
Project”).
In
India,
product
placement
is
very
successful
and
influential.
Tanishq
has
placed
many
products
on
soap
opera
actresses
and
other
females
that
are
seen
on
television.
Within
hours,
the
products
seen
on
television
are
usually
sold
out
completely.
Campaign
Metrics:
“Tanishq
is
India’s
largest
and
fastest
growing
jewelry
brand.”
As
of
March
31,
2010,
Tanishq
had
114
stores
in
75
different
towns
in
India
(Google
finance).
In
the
last
financial
year,
Tanishq
had
retail
sales
of
over
3000
Crore
or
676.9
Million
American
dollars.
The
company
uses
the
latest
technology
to
produce
its
jewelry
and
has
a
unique
way
of
checking
the
purity
of
gold
without
damaging
it.
When
shopping
for
jewelry,
customers
are
not
taken
to
a
store,
but
rather
a
“showroom,”
exhibiting
the
classiness
of
the
jewelry.
Tanishq
is
a
more
upscale
company.
Its
parent
company,
Titan
Industries,
has
started
a
more
urban
and
rural
customer-‐driven
company,
Goldplus.
This
new
brand
offers
the
same
styles
of
gold
jewelry,
in
18-‐karat
and
22-‐karat,
embellished
with
diamonds,
Cubic
Zirconia
and
other
precious
stones.
Titan
Industries
has
also
created
Zoya,
the
most
upscale
of
its
jewelry,
which
offers
“exclusive
designs,”
(Titan).
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