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    Positioning To Capture The Indian Women's Heart: Submitted by Meghna Peethambaran K07033

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    meghna
    Tanishq is a popular Indian jewelry brand owned by Titan. It was founded in 1994 and is headquartered in Bengaluru. Tanishq aimed to capture the women's jewelry market by focusing on traditional designs and purity. In the early 2000s, Tanishq repositioned itself to appeal to more customers by offering affordable 22 karat gold and emphasizing design over price. In 2004, a "Gold Plus" proposal was introduced to enter semi-urban/rural markets through smaller format stores, but this posed risks of cannibalizing Tanishq sales and distracting from its high-end brand positioning.

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    Positioning To Capture The Indian Women's Heart: Submitted by Meghna Peethambaran K07033

    Uploaded by

    meghna
    90 views12 pages
    Tanishq is a popular Indian jewelry brand owned by Titan. It was founded in 1994 and is headquartered in Bengaluru. Tanishq aimed to capture the women's jewelry market by focusing on traditional designs and purity. In the early 2000s, Tanishq repositioned itself to appeal to more customers by offering affordable 22 karat gold and emphasizing design over price. In 2004, a "Gold Plus" proposal was introduced to enter semi-urban/rural markets through smaller format stores, but this posed risks of cannibalizing Tanishq sales and distracting from its high-end brand positioning.

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    Meghna

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    Tanishq is a popular Indian jewelry brand owned by Titan. It was founded in 1994 and is headquartered in Bengaluru. Tanishq aimed to capture the women's jewelry market by focusing on traditional designs and purity. In the early 2000s, Tanishq repositioned itself to appeal to more customers by offering affordable 22 karat gold and emphasizing design over price. In 2004, a "Gold Plus" proposal was introduced to enter semi-urban/rural markets through smaller format stores, but this posed risks of cannibalizing Tanishq sales and distracting from its high-end brand positioning.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    90 views12 pages

    Positioning To Capture The Indian Women's Heart: Submitted by Meghna Peethambaran K07033

    Uploaded by

    meghna
    Tanishq is a popular Indian jewelry brand owned by Titan. It was founded in 1994 and is headquartered in Bengaluru. Tanishq aimed to capture the women's jewelry market by focusing on traditional designs and purity. In the early 2000s, Tanishq repositioned itself to appeal to more customers by offering affordable 22 karat gold and emphasizing design over price. In 2004, a "Gold Plus" proposal was introduced to enter semi-urban/rural markets through smaller format stores, but this posed risks of cannibalizing Tanishq sales and distracting from its high-end brand positioning.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    of 12

    Positioning to

    capture the Indian


    women's heart
    Submitted by
    Meghna Peethambaran
    K07033
    Jewellery in India
    The Indian gold jewelry market is
    estimated to be at Rs 60,000 annually

    In a nation with per capita of $350, By 2000, according to World Gold


    the amount of gold investment per Council, India held 7% of the
    marriage is about $2550 worlds gold stock

    Gold industry started to thrive Demands surged by 45%


    in the early 1990s
    ABOUT TANISHQ

    One of the popular jewellery brands

    India's first jewellery retail brand

    Founded in 1994

    Headquartered at Bengaluru, Karnataka

    Division of TITAN and TIDCO


    COMPETITORS

    Kalyan Traditional Reliance


    Nakshatra Joyalukas
    Jewellers Jewelers Jewelers
    MOVING TOWARDS MAIN STREAMING
    MARKET
    In 2003, the key barriers hindering the brand were reassessed and Tanishq was
    perceived a expensive compared to local jeweler

    In 2002-2003, the advertising campaign focussed to communicate the truth that


    happened in the stores and a high –end exclusive jewelry collection was launched

    Tanishq positioned itself as Indian brand that combined tradition & heritage. By
    2006, Tanishq had 80 stores

    In 2004, Titan went brand valuation exercise and it showed that Tanishq was moving
    towards retail jewelers and they were moving up towards Tanishq

    New collections were launched both in diamonds and 22-karat gold collection
    REPOSITIONING TANISHQ

    Piloted offering of 22 karat

    Focused on traditional design

    Inaugral offers promoted increase walk-ins and purchases

    Focused on adornment

    Differentitation was based on purity and quality

    Pionereed Karatmeter

    360 launches at stores


    STRATEGIES

    Value proposition - Cultivate trust by educating customers about the unethical practices in the business

    Designs became more ethnic

    Increasing penetration in the domestic markets

    Change the perception of jewellery as a high-priced purchase.

    Emphasis had to be on design


    GOLD PLUS PROPOSAL

    In span of 6 months,
    In 2004, VP of ISCM Pilot project was
    Erode was profitable
    for Tanishq proposed conducted in two
    with 19% ROI &
    to serve the semi- locations – Erode &
    Ratlam had sales of
    urban/rural market Ratlam
    Rs. 3 crores

    Gold Plus designed


    In order to serve this 2000 sq.ft stores. The
    segment, the supply franchisees were
    chain capabilities have active & used the
    to be leveraged name TATA
    aggressively
    DILEMMA

    Launch of Gold Plus would distract the firm, customer & the channel

    Tanishq will capture the wedding jewellery market as small towns begin to resemble
    the urban customers

    Gold Plus positioning will cannibalize Tanishq’s sales when these stores are
    constructed closely

    Tanishq is value at high end and GoldPlus is out & out low margin volume & based
    on the watch they assume that both will be effective
    MARKET SEGMENTATION
    SWOT Analysis

    Strengths Weaknesses

    S W
    • Standard gold pricing • Negative perception that brand was only for
    • Caters to all market segments with sub the rich
    brands • Gold purchase rituals
    • Retail chain in 83 Indian cities • Touch competition form family brands
    • Competitive pries • Limited global presence

    Opportunities Threats
    • Globalization

    brand reach
    • EAST ASIA – growing market O T
    • Acquisitions of smaller business to increase

    • Statistics predict 1 billion customers by 2020


    •
    •
    •
    •
    Competition from traditional jewelers
    Factors affecting gold market globally
    Government regulations policies
    Increasing gold price
    HANK
    YOU

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