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Jewellery is one of the last great commodity frontiers in India; it has remained so because this market is very fragmented, very unorganized. Tanishq has successfully taken on the challenge of transforming this frontier into a reliable consumer space by bringing to it all the virtues and benefits that branding offers

Tanishq saga began in the early 1995’s, a business group of Titan Industries Limited, and is currently the most respected and widely spread business conglomerate.

The name Tanishq has been formed by combining "Ta" (the first two letters of Tata) and "Nishk or Nishkh" (meaning gold coin or necklace in Sankrit).

The first precision engineered watch, Tanishq created with 103 diamonds and pure 18 carat gold

Some earrings are embedded with precious stones or colour gemstones

Tanishq's 22 karat jewellery sets are overwhelming and could prove to be apt for occasions such as marriage, festivities etc.

Introduction

Tanishq design collections which are inspired from various jewellery traditions of India like chettinad, rajputana ,

tajmahal , mughal , temple and tarkashi

Tanishq today is India’s most aspirational fine jewellery brand with an exquisite range of gold jewellery studded with diamonds or coloured gems and a wide range of equally spectacular jewellery in 22Kt pure gold

Tanishq diamond jewellery include collections such as; All Day Diamonds, Aria, Dewdrops, Tanishq Solo,

Dancing Diamonds, etc

Tanishq diamond collections come with a certificate of authenticity that states the karatage , colour and clarity of

the diamond

About Tanishq ..

TANISHQ

• Products: Colors of Royalty, Moham, Diamonds Collection, WeddingCollection, Aria, Tanishq Design Accolades, Jodhaa Akbar Collection.

• Description: Colors of Royalty a range of exquisite studded jewelry,reminiscent of the magical Victorian era. The collection is inspire d by the classic design essence.

• The collection Moham comprises designs, motifs inspired by nature that have been beautifully crafted to make them the most desirable possession this season.

• No gemstone expresses human emotions more powerfully than a diamond. After all, a diamond is timeless and finding your perfect piece of diamond jewelry is an exhilarating and unique experience.

• The bride blushes everyone around smiles. The shehnai announces festivity. The priests chant auspicious promises.

Ear Rings Bangles Pendants

Necklaces Finger ring Chains Sets

Bracelets

Tanishq Products

Psychographic Segmentation• Life Style : Tanishq has found that 40% of the Indian

women are working and they targeted this segment with a specific group of products called collection-G, a 9-to-5 jewellery for the working women

Geographical Segmentation• Tanishq realized that, given the diverse nature of Indian

ethnicity, it would have to satisfy the tastes of all regions. So, the designs became more ethnic

• Tanishq also decided to transpose designs by stocking Bengali designs in Delhi, Keralite designs in Tamil Nadu and typical designs from Tamil Nadu in Bombay in order to appeal to a variety of people

Market Segmentation

Niche Marketing • After its inception in 1995 focus on exports, Tanishq's

designs had been conceptualized for the Western markets and were introduced in India without any alterations

• Tanishq positioned itself as an international brand for the Indian elite. The brand was targeted at a niche market (However they later on started targeting the mass marketing since 1997)

Market Segmentation

• Positioning : Positioned itself as an international brand for the Indian elite

• Colored jewellery corrected the impression of Tanishq having only modern designs

• Aarka positioned Tanishq as high fashion 22-karat gold collection Aamra, a collection

of studded jewellery was an attempt to move Tanishq from being a traditional studded collection inspired by mango motif

Market Segmentation

ClassClass Consumer ProfileConsumer Profile Product PreferencesProduct Preferences

HighHighInherited Business Inherited Business tycoontycoon

Branded Designer, Branded Designer, Jewellery and DiamondJewellery and Diamond

        

Upper Upper MiddleMiddle

Income salaried Income salaried /Professionals/Business/Professionals/Business// Branded jewelleryBranded jewellery

Consumer Profile

Perceptual Mapping

Market Structure

Mass

Premium

Popular

Positioning Strategy

Positioning Strategy

Campaign PurposeFocuses on :

– Making it India's most aspirational brand of jewellery in India

– To draw new customers into its sixty stores located across the country, and second, building long-term relationships with the existing and rapidly increasing customer base

– The company targets a growth of 40%– Media advertising, PR, in-store events and a range

of direct marketing tools. The Tanishq store is always centre-stage in these marketing efforts, where the consumer experiences the brand

Campaign PurposeFocuses on :

– BTL activities focuses on jewellery for the working women. Cross promotional tie-ups offers with other ‘working women’ spaces such as music stores, beauty saloons, lifestyle stores and bookstores were also organized

– In addition, ‘Tanishq Collection-G’ ran joint promotions with brands such as L’Oreal and Wills Lifestyle, which appeal to a similar set of consumers

Campaign PurposeFocuses on :

– Tanishq perceived as a premium brand– Company is now changing its focus to include

mid-segment consumers also– Offers an international shopping experience by

providing a judicious blend of traditional values and a modern outlook

– festival times or the marriage season

Campaign Purpose-Festive Season

Media Information

The Jewellery mainly from the advertisements in the newspapers. Almost 63% of our respondents said that they came to know about Tanishq from the newspapers

There were 20% people who came to know about Tanishq from their friends. 10% of the respondents came to know about the brand from the hoardings and banners that are setup everywhere. 7% of the respondents came to know about Tanishq from the other media, i.e., Television

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Today's bride wants to celebrate her own identity as much as her roots