Tanishq - International Marketing Term Paper

Executive Summary 0 Introduction (Sunil) 3 Socio-cultural analysis 3 Economic analysis 3 Product 3 Perceptions held by the intended market 3 Major Problems and Resistances to Product Acceptance 7 The Market 8 Geographical region(s) 8 Connectivity 8 Consumer buying habits 9 Product feature preferences 10 Distribution of the product 11 Advertising 11 Promotion 12 Pricing strategy 12 Competition 12 Competitor’s Products 12 Competitor’s Prices 13 Competitor’s Promotion, Advertising Methods and distribution channels 14 Market Size 15 Estimated industry sales for the planning year 18 Estimated sales for our company for the planning year 19 Government participation in the marketplace (Sunil) 21 Agencies that can help you 21 Regulation you must follow 21 Marketing Objective 22 Target Market 22 Expected sales year 2010 22 Penetration and coverage 23 Product adaptation or modification 23 Promotion mix 24 Advertising 24 Sales promotions 25 Personal selling and other promotional tools 26 Distribution: from origin to destination (Sunil) 26 Port selection 26 Mode selection: advantages and disadvantages 26 Packing 27 Documentation required 27 Insurance claims 27 Freight forwarder 27 Channels of Distribution (micro analysis) (Sunil) 27 Retailers 27 Wholesale middlemen 27 Import/export agents 27 Warehousing 27 Price determination 27 Terms of Sale 29 Method of Payment 30 Resource Requirements 30 Place 30 People 31 Capital 31 References 32

Executive Summary

Tanishq is a subsidiary of Titan Industries, which is part of the Tata Conglomerate. Tanishq specializes in branded, designer jewellery and has carved a market share for itself in India and in Middle East. Canada have large South Asian population which still maintains it cultural