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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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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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 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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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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Google SWOT Analysis: Strengths Google Search Engine- The number one search engine‚ hard to replicate. Strong Brand Value Ancillary Service- Gmail‚ YouTube‚ Google Hangout Robust Research and Development Opportunities Weakness Click fraud Piracy and copyright issue Not a leader in social media space Opportunities Growing demand of online video Growing demand of Android OS Threats Competition from Microsoft‚ Yahoo‚ Apple and smaller competitors Rapid Technological changes Strengths: Google
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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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learned how to write a synthesis‚ rhetorical analysis and arguments. I truly believe that all of these classes prepared myself adequately for what was
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2. Tanishq unsuccessful launch (Problems) When Tanishq first came into the Indian market‚ the company come out with a decision that they wanted their jewellery to be different from the traditional Indian offerings‚ this had cause them to have lot problem and totally difficult to be accepted by the customers. The problems that the company face were the cultural limitations‚ and the designs of their jewellery designs 2.1 Cultural Limitations The jewellery market in India was totally unorganised
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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 again bifurcated for further analysis. The age of our respondents varies from 23 to more
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