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Tanishq

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Tanishq
Tanishq
Group M2

Introduction
• Started in 1995 – jewelry business of Titan Industries Ltd – Promoted by TATA group
• Production and sourcing bases with thorough research in jewelry crafts
• Manufacturing plant at Hosur is equipped with latest and most modern machinery • Karatmeter – the only non-destructive means to check the purity of jewelry • Professional retailing in unorganized Indian jewelry industry
• Retain sales of Rs.8000 crores in 2012

The Project
Management
Objective
• To analyze jewelry buying potential of people in
Udupi

Management
Dilemma
• Feasibility of opening a jewelry showroom in
Udupi

Management
Objective
• To find out business potential for a Tanishq store in
Udupi

The Research Objectives
To analyse the market demographics and segmentation for Udupi area

To obtain and analyse consumer preferences for jewellery in Udupi
To study the organised market for jewellery in Udupi and understand their best practises To find out the upcoming business centres/places in Udupi area. Existing and new sources of income for people of Udupi
To test the brand awareness of customers about Tanishq

Target Segment
• Consumers, who understand uniqueness, sophistication, elegance, class • Upper middle class and above (Annual Family Income > Rs. 3 lakhs)
• Age group: 21 – 55 (Male/Female)
• Tanishq focusing on working women segment with specially designed products – collection-G
• Wedding jewelry – Premium segment (Annual Family Income > Rs.6 lakhs) Research Framework
Reporting

Analysis

Refining and interpretation Data Collection

Sampling Plan

Design
Research problem

Research Design
• Target Sample : Malls, Showrooms , local jewelry stores
• Sampling method:– Convenience Sampling
• Sampling size : 180 – 200
• Samples required : 300-350
• Variables to be studied
•
•
•
•
•
•

Awareness of Tanishq as a brand
Customer service in a shop
Purity of Gold
Designs and patterns
Store ambience
Reputation and trustworthiness

Data Collection
Shop Keepers
(In


References: • http://titan.co.in/company-profile • http:// www.slideshare.net/vishalbehani2507/consumer-buying-behaviour-per ception-about-tanishq-the-jeweller • http:// www.slideshare.net/hemanthcrpatna/a-project-report-on-consumer-b ehaviour-comparison-between-gili-tanishq-on-diamond-products • Brandscan Reports
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