Preview

Tanishq

Good Essays
Open Document
Open Document
1897 Words
Grammar
Grammar
Plagiarism
Plagiarism
Writing
Writing
Score
Score
Tanishq
Tanishq

A Case Study
Group-III
Section C

Happy Saini 0137/48
Uday Mehta 4035/18
Ganesa Kumar KV 0128/48
Harshit Krishna 0143/48
Vinay Kumar Juluri 4040/18
Himanshu Kumar 0147/48
Rohan Gala 0127/48

Introduction:
'Tanishq' meaning love for the body, was a brand introduced by Titan, a TATA company, to capture the gold jewellery market of India. The basic idea behind the concept was to redefine the gold jewellery market. India is the biggest market for gold jewellery estimated at INR 60,000 crores annually but there was no branded player in the market. Tanishq launched studded 18 karat gold jewellery collection which was largely rejected by the Indian customers. The reasons can be summarised as:
1. The gold used in studded jewellery was 18 Karat. Indian customers were not willing to accept anything below 22 Karat which was too soft to hold gems and diamonds.
2. Tanishq showrooms were too modern and too different from the conventional jewellers which led to a 'nice but not for me' syndrome in the customers.
3. The designs were quite western and considered unsuitable for Indian weddings which constituted more than 50% of this market.
4. The traditional customers were not able to connect themselves with the brand name 'Tanishq' and other names like Zoya, Aria, Diva etc.
5. People used to buy gold jewellery not only as ornaments but also as investments. Hence, paying a premium for Tanishq's studded designer jewellery did not seem profitable to the masses.
6. Tanishq costs were higher than the conventional jewellers because of purity, while customers thought that Tanishq was overcharging them. But the reality was that local jewellers were providing under karatage jewellery.

Tanishq's response
1. Tanishq started a Karat meter campaign to prove its purity and justification of higher costs.
2. Tanishq tried to reposition its product in the market to attract both high end and low end

You May Also Find These Documents Helpful

  • Satisfactory Essays

    Gm Case

    • 331 Words
    • 2 Pages

    * They failed to understand the customers’ tastes and preferences; they failed to understand the need of the customer.…

    • 331 Words
    • 2 Pages
    Satisfactory Essays
  • Satisfactory Essays

    Comma Splices

    • 505 Words
    • 3 Pages

    9. The goldsmiths probably gave customers receipts for their gold, and these receipts were then used in trade.…

    • 505 Words
    • 3 Pages
    Satisfactory Essays
  • Satisfactory Essays

    Ap World Ch 19

    • 1175 Words
    • 5 Pages

    1. The increasing importance and expense of firearms meant that the size & cost of the Janissaries increased over time. New World silver brought inflation & undermined the purchasing power of the landholding Turkish cavalry.…

    • 1175 Words
    • 5 Pages
    Satisfactory Essays
  • Satisfactory Essays

    Kodak Case Analysis

    • 399 Words
    • 2 Pages

    Kodak Royal Gold, which was designed to replace Kodak Ektar, was priced at a 9% premium over Gold Plus to traders. The brand equity will have less value because of the decrease of the market value.…

    • 399 Words
    • 2 Pages
    Satisfactory Essays
  • Good Essays

    Australian fields are slowly running down, so the values on quality gems will regularly increase year by year. For the overseas investor, it is easier to buy at the source of supply and save money.…

    • 2550 Words
    • 11 Pages
    Good Essays
  • Powerful Essays

    Industry estimates suggest that more than 200 international luxury brands are trying to make into the Indian luxury market, worth $444 million (according to the “India Luxury Trends 2006” report by KSA Technopak), growing at 30-32 per cent. According to the Synovate PAX media survey 2006, the ownership of luxury goods has grown from 15 per cent to 19 per cent since last year. Those owning luxury jewellery ($500 and more) now account for 17…

    • 1866 Words
    • 8 Pages
    Powerful Essays
  • Good Essays

    Gold is used for a variety of reasons and is acquired many ways. The delivery and usage of gold will be depicted in this paper.…

    • 1048 Words
    • 5 Pages
    Good Essays
  • Powerful Essays

    Hull Answers

    • 2998 Words
    • 12 Pages

    However, this is not the whole story. As the gold jewelry example in Table 3.1 shows, the…

    • 2998 Words
    • 12 Pages
    Powerful Essays
  • Satisfactory Essays

    Indian Ocean Trade

    • 254 Words
    • 1 Page

    35. Rubies: Rubies are jewelry. Which were sold and traded to the ones that could afford it. It was very expensive.…

    • 254 Words
    • 1 Page
    Satisfactory Essays
  • Good Essays

    Dooodhs

    • 905 Words
    • 4 Pages

    2)Customer preferences are dynamic and it fails to meet of the need to make some new things.…

    • 905 Words
    • 4 Pages
    Good Essays
  • Better Essays

    Imagine what it is like to destroy the life of different species simply for a shiny precious metal, which people value. Gold is one of the most sought after commodities in the world. Its unique yellow color creates the difference with other kinds of metal. People give gold monetary and symbolic value, although it is just a tiny little rock. Cultures all over the world value this commodity. People still trade gold because it offers many uses; it could be used in industry, medicine and other fields. In addition, researches show that gold was introduced to…

    • 1228 Words
    • 5 Pages
    Better Essays
  • Satisfactory Essays

    advent case

    • 642 Words
    • 3 Pages

    2.Products of the company were not based on market needs so ti was more risky than those based on customers’ expectations.…

    • 642 Words
    • 3 Pages
    Satisfactory Essays
  • Powerful Essays

    Gitanjali Gems

    • 4730 Words
    • 19 Pages

    BUY CMP: Rs.118.00 Date: March 02, 2010 Key Ratios: Particulars OPM(%) NPM(%) ROE(%) ROCE(%) P/BV(x) P/E(x) EV/EBDITA(x) Debt-Equity(x) Key Data: Sector Face Value 52 wk. High/Low Volume (2 wk. Avg.) BSE Code Target Price: Rs.136.00 Market Cap.: Rs.9943.86mn.…

    • 4730 Words
    • 19 Pages
    Powerful Essays
  • Powerful Essays

    Business Ia

    • 4660 Words
    • 19 Pages

    Should Hari Shankar & Sons adapt new strategies to decrease the gold carrot in jewellery in order to aim at mass media?…

    • 4660 Words
    • 19 Pages
    Powerful Essays
  • Good Essays

    Platinum Industry Analysis

    • 5000 Words
    • 20 Pages

    in the 19th century, platinum jewellery remained rare until high-temperature jewellers' torches were developed later. Once this development was made, jewellery makers were quick to take advantage of platinum.…

    • 5000 Words
    • 20 Pages
    Good Essays

Related Topics