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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CASE SUMMARY: * Tanishq is the country’s only truly national jeweler * Targeted a more Western consumer evoking a “Nice‚ but not for me” reaction * Opened its first boutique in Chennai in 1995 as a precedence to tap the South market * Boutiques were spacious‚ intimidating ‚ exclusive with limited inventory on display * In Feb 1996 launched its first 18-carat range of exclusively designed gem-set jewelry STRATEGIES: * Piloted an offering of 22-karat plain gold jewelry with
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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’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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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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not the least; we are thankful to all our fellow classmates who made valuable contributions and constructive feedbacks towards the completion of this project. Contents Executive Summary 5 The Gems & Jewellery 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
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report we have tried to analyze consumer behavior and decision making process while buying jewellery and tried to relate it with our product‚ Tanishq. A survey with a sample size of 20 was conducted to get an insight into consumer’s buying behaviour and preferences. Most of the participants in our survey were working professionals (primary target for Tanishq) while others were house wives. Our survey had all respondents from cities and mostly belongs to an income group of more than 3 lacs that was
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DA MILANO – ATTAINING SUCCESS BY REDEFINING LUXURY Da milano brand has performed fairly well in India. Today we are present in almost all the major metros and tier I and II cities in the country. The differentiating factor is our quality. We have our design studio in Italy where talented designers introduce new collections keeping the global fashion trends in mind. The collections introduced by the brands exude character‚ originality‚ style and flair. So‚ we can proudly say that we are riding high
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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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