In 1995‚ Titan Industries‚ India ’s leading manufacturer of watches‚ launched the Tanishq range of gold watches and jewelery. Tanishq‚ an entirely new concept in the Indian market and had to struggle hard to be accepted by the customers as Indian jewelery manufacturers were largely unrecognized market .Industry watchers were extremely skeptical of Tanishq and doubts were being cast over its prospects. Tanishq began by offering jewelery in the 18-carat gold range‚ with designs borrowed heavily
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Parent Brand: Tata Main Product Brand: Tanishq Sub Product Brand: Mia Product Target Segment: The growing‚ affluent and lifestyle conscious segment of women who use branded jewelry in their daily life. Why this segment?? * Women are increasingly the decision makers for their purchases of gold jewelry * Jewelry collection for everyday use‚ if high on design quotient‚ light in weight and affordably priced can attract the working women Driving Reason for new product: * Purchase
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|Tanishq: Positioning to capture Indian Women’s Heart | |A Case Analysis | |Submitted By: Amit Goel | | | |Word Count ’’ 1724 words | Industry Overview: i. India is the largest consumer of gold in the world to be followed by China and Japan. India is emerging as world’s largest trading centre of this commodity with a target
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1984 - The Company was Incorporated on 26th July‚ at Chennai. The Manufacture analog electronic watches with a choice of over 150 designs. The company was promoted jointly by Questar Investments‚ Ltd.‚ a Tata Company with its associates Tata Sons‚ Ltd.‚ and Tata Press‚ Ltd.‚ and Tamil Nadu Industrial Development Corporation‚ Ltd. (TIDCO). The main objective of the company is to manufacture analog electronic watches with a choice of over 150 designs. - The Company undertook
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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
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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
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industry 6 Evolution of Tanishq 7 Growth of Tanishq 8 Competitors 9 • Carbon 9 • Gili 10 4 P’s of Marketing 11 PRODUCT 11 • PRODUCT VARIETY 11 • QUALITY 11 • DESIGN 12 • BRAND NAME 12 • SERVICES 13 PROMOTION 14 PLACE 16 PRICING 19 Ansoff’s Model 20 • Market Penetration 20 • Market Development 20 • Diversification 20 BRAND POSITION 21 SEGMENTATION 21 • Niche Marketing 21 • Psychographic Segmentation 21 • Geographical Segmentation 21 SWOT ANALYSIS 22 • Strength 22 • Weaknesses
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Tanishq’s segmentation and positioning strategy. Tanishq from the house of Tata entered the jewellery market as a national retail chain that provided made the audience with jewellery of high design value and reliable worth. it it’s consumers believe in the purity of their jewellery by introduction of ºKarat metersª. These instruments helped the consumer measure the purity in a non- destructive manner. Another positioning strategy used by Tanishq were promotions by fashion shows to increase the shopping
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Executive Summary: Tanishq started in 1995‚ pioneered the concept of branded jewellery. The initial product range was Westernized. Tanishq did not do well for the first few years. It changed the focus to domestic market with more traditional designs. Tanishq educated the consumers on checking for purity of gold and introduced the Karatmeter. Purity of Gold‚ trust‚ honesty are strong associations and has earned a high brand equity. Tanishq has grown in a large scale since then and as of now has
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includes watches‚ accessories and jewellery‚ in both contemporary and traditional designs. It exports watches to about 32 countries around the world with manufacturing facilities in Hosur‚ Dehra dun‚ Goa and manufactures precious jewellery under the Tanishq brand name‚ making it India’s only national jewellery brand. It is a subsidiary of the Tata Group. Watch division Titan watch division was started in 1987. At launch it was the third watch company in India after HMT and Allwyn. Titan formed a joint
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