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Assignment 1 - Tanishq Jewellery

Tanishq is an Indian jewelry brand owned by Titan Company that was founded in 1994. It focuses on designing and manufacturing contemporary gold and gemstone jewelry. Tanishq launched direct consumer programs to monitor customer satisfaction and retention. It aims to provide high quality jewelry at accessible price points. Key strategies include maintaining a strong retail presence, online marketing, paid advertising, and partnerships with celebrities. Tanishq has built its brand on promises of purity and a unique shopping experience.

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Tejas Chandanshive
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295 views3 pages

Assignment 1 - Tanishq Jewellery

Tanishq is an Indian jewelry brand owned by Titan Company that was founded in 1994. It focuses on designing and manufacturing contemporary gold and gemstone jewelry. Tanishq launched direct consumer programs to monitor customer satisfaction and retention. It aims to provide high quality jewelry at accessible price points. Key strategies include maintaining a strong retail presence, online marketing, paid advertising, and partnerships with celebrities. Tanishq has built its brand on promises of purity and a unique shopping experience.

Uploaded by

Tejas Chandanshive
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
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Basics of Marketing Management

Assignment 1- Tanishq Jewellery

Tanishq is an Indian jewellery brand and a division of Titan Company.


Founded in 1994, Tanishq is headquartered in Bangalore, Karnataka,
India. By the end of the 1980s, the Titan company launched Tanishq. In the
early 1990s, India's exchange issue was fixed, and the Titan Company
chose to focus the brand on the Indian market.

BRANDING IN TANISHQ JEWELRY


The brand believes that accretion to this segment is clearly in its favour due to the modern
contemporary image among women. Tanishq designs and manufactures jewellery that is breath-
taking, contemporary and yet has a tint of tradition. It produces 22 karat pure gold earrings that
come in various shapes, sizes and designs. Some earrings are embedded with precious stones or
colour gemstones. These jewellery sets are overwhelming and could prove to be apt for occasions
such as marriage, festivities etc. Furthermore, they also make bangles, chains, nose pins, pendants,
finger rings, Mangal Sutras etc.
Tanishq launched a direct consumer contact program and conducted surveys to monitor store walk-
ins and footfalls and percentage of repeat customers. The company also kept the entry-level price as
low as Rs 600 (for a pendant) and offered a range, which far exceeded that offered by any other
jeweller. All Tanishq outlets gave a 100% return guarantee on its brand of jewellery and also
exchanged other jewellery after deductions depending on purity. A customer satisfaction
measurement program was started with the help of Customer Satisfaction Measurement
Management (CSMM). an associate of IMRB. CSMM tracked customer satisfaction parameters for
Tanishq on a quarterly basis.

STRATEGIES FOR BRANDING: 


This includes your retail storefront, your website, and your social media. It’s crucial to
physically perceive and create a personal connection with your customers.  
TANISHQ ONLINE MARKETING: 
Advantages of selling your jewelry online, from being able to track a customer’s purchase
history to the ability to create a physical presence online. Jewelry sold online costs less
than jewelry sold in a shop, and the margins you earn are typically higher as well. 
PAID ADVERTISING: 
Social media is one of the best ways to market a jewelry company, there are times when
you’ll need to advertise the product through more traditional channels. 
MARKETING TACTICS: 
Customers with good ads, promoting our brand with brand ambassadors or paying celebrities
money to promote our brand can be said to be a good way to take our brand to the next
level. The focus is on earning someone’s attention, rather than trying to make them buy
something outright.

Consistency in delivering on their promise


Tanishq promises superior quality jewellery with purity in gold. They claim and
deliver the exact carats and weight that they promise. Impurity in gold and not
delivering what was promised is one of the main problems the consumers face
when going for gold purchase. Tanishq eliminated this and has built its brand in
trust.

A COMPELLING IDEA

The idea of having branded jewellery was a totally unique idea. Coupled with a
promise of purity and a unique experience was very compelling. It persuaded a lot
of people especially the people in the metros and semi metros to leave them
traditional jewellers.

COMPETITIORS IN INDIA AND INTERNATIONAL MARKETS: 


 Kalyan Jewelers  
 Louis Cartier  
 PC Jewellers
 Reliance Jewels

 Nakshatra

FOLLOWING ARE THE OPPORTUNITIES FOR TANISHQ

1.Global penetration in other countries.

2. Acquisition of smaller businesses to increase brand position and reach.

3. Tie-ups with corporate and business partners.

Alternate that can be Tapped by the Retailer to Reach out to the


Indian Market:- 
 
Direct Method: 
o 1. Selling at manufacturer’s plant 
o 2. Opening retail shop 
o 3. Mail

 
o Indirect Method: 

1. Producer-Consumer
2. Producer-Retailer-Consumer
3. Producer—Wholesaler—Consumer
4. Producer-Wholesaler-Retailer-Consumer
5. Producer-Sole Agent -Wholesaler-Retailer-Consumer

The method most suitable depends on company’s life stage.

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