BRAND POSITIONING

1. Presented byAPURBA KUMAR NASKAR
MADHURI DAS
SOURAV PRAMANIK

2. INTRODUCTION
 Tanishq is India's largest, most desirable and fastest growing jewelry brand
in India.
 Started in 1995, Tanishq is the jewelry business group of Titan Industries Ltd
- promoted by the TATA group.
 Titan's jewellery business had reported a turnover of Rs 7,064 crore for
2011-12.
 Tanishq has set up production and sourcing bases with through research of
the jewelry crafts of India.
 Located at Hosur, Tamil Nadu, the 1,35,000 sq. ft. factory is equipped with
the latest and most modern machinery and equipment.

3. Vision & Mission
VISION:
To be a world-class, innovative, progressive organization and to build
India’s most desirable jewelry.
The Training and Education provider and coordinator for
Recognised and respected as an organisation for excellence and trusted
leadership of the Jewellery Industry.
Financial Independent.
Retail Skills
Ethics and Industry conduct for the Jewellery Industry
MISSION:
Total customer orientation
Employee appreciation
Performance culture and teamwork
Creativity and Innovation
Passion for excellence
Corporate Citizenship

4. Product
Product variety
• Plain gold jewelry, studded gold jewelry, Platinum
jewelry, silverware-product range and solitaires.
• 22K, 18K and 9K pure gold ear rings, bangles,
chains, rings, nose pins etc.
Quality
• 1st & the only jeweller-guarentees at the store
• Claim and deliver quality
• Built trust based on the same
• Gold meters- check gold purity
• Established as ethical player in the market
• Differentiating factor –experience & quality in store

5. Design
• Frequent new and unique collections to cater
to variety seeking customers
• Full fledged design studio and largest design
team in the country
• Each piece is designed by team of award
winning designers
• Adjudged the most admired jewelry brand in
2004
• Breath taking jewelry- contemporary with
traditional touch

6. Pricing
•
•
•
•
Products starting from Rs 600 …
Valentines day collections from Rs 2000 …
Attractive offers –up to 25% off
All day Diamonds from Rs 1960 …

7. Promotion Mix
• Advertising : Through print media, social
media and television

8. Emotional
Appeal

9. Concept stores –
“Revitalizer of Tradition”

10. Segmentation & Postioning
• Niche Marketing
• Positioned – international brand for Indian elite
• Since 1997: Mass marketing
Geographical segmentation
 Satisfy tastes of all regions
 Ethnic designs
 Transpose designs-Bengali in Delhi ….
• Psychographic segmentation
 Lifestyle – Working women

11. REPOSITIONING
• Same product and target market
• Change in image of product
• Product Repositioning :
• Product – modified
to make it more acceptable to its target
segment
 to serve the customer needs effectively

12. TARGET MARKET
Class
Consumer Profile
Product Preference
Company
Preference
High
Inherited
Income/Professionals/Business/
exceptional ability
Branded Designer
Jewellery and Diamond
studded jewellery
Tanishq and
Geetanjali
Upper
Middle
Professionals/Business/career
oriented/Executives
Branded jewellery
Tanishq
Middle
White Collar, Educated
Unbranded jewellery as
well as high quality
Artificial jewellery
Local Shops like
PP jewellers
Sia Jewellers for
Artificial jewellery
Lower
Middle
Blue Collar, Skilled
Artificial Jewellery
No company
preference
Lower
Semi Skilled
No Need
-

13. MARKET STRUCTURE
Premium
Popular
Mass

14. BRAND POSITIONING
PROMISE OF
PURITY AND A
UNIQUE
EXPERIENCE
Trust
• Design and retail innovation have been the
hallmark of Tanishq all these years.
• First and only jeweler who guarantees the
purity of its gold jewellery and certifies the
quality of its diamonds and colored gems
in writing.
• It has established itself as a highly ethical
player in a market that was rated as
having the highest incidence of under
karatage (Bureau of Indian Standards).
• They even have gold meters where one
can check the purity of gold.

15. BRAND POSITIONING
Luxury
Superior
Product
• Tanishq also has been positioned as a branded
jewellery of luxury rather than commodity. It
moves jewellery beyond investment to the
fashion and adornment sector.
• In order to compete with the regional players,
Tanishq introduced the concept of “consistency in
delivering promise”.
• Tanishq is known for its ability to develop
specialized design collections.
• It is the only jeweler that houses a full-fledged
design studio with a team of several international
award winning Indian designers.

16. MARKETING MIX :PRODUCT
• PRODUCT VARIETY:
Based on Tangibility
• Tanishq Diamond
Tanishq Gold
Tanishq Platinum
Based on Experience/Occasion
• Tanishq wedding collection
Moham
Fashion
Colors of royalty

17. Brand Ambassadors

18. Sales
Promotion

19. SWOT Analysis
Strengths
• Strong backing of the Titan Industries of the
Tata Group and TN Govt.
• Standard gold pricing
• Award winning designs
• Competitive prices
• Caters to all market segments with sub-brands
• Has its presence in over 83 Indian cities

20. Weakness
• Negative perception – Brand was only for
the rich
• Strong labor union
Opportunities
• Expanding to global markets
• 99% of potential Indian gold market

21. Threats
• Competition from traditional jewelers
• Increasing gold price affecting the low end
customers

22. Thank
You