tanishq- group 1 corporate communication m5th batch
TRANSCRIPT
8/4/2019 TANISHQ- Group 1 Corporate Communication M5th Batch
http://slidepdf.com/reader/full/tanishq-group-1-corporate-communication-m5th-batch 1/26
Synopsis on Tanishq’s
Corporate CommunicationSubmitted to: Prof. Dr. Madhavi Pandya
Submitted by: Group 1
Sourav Maity (M5-39)
Shamit Mondal (M5-35)
Mausam Sharma (M5-22)
Vicky Shaw (M5-44)
Gourab Roychoudhury (M5-48)
Praveen Kumar Pandey (M5-25)
8/4/2019 TANISHQ- Group 1 Corporate Communication M5th Batch
http://slidepdf.com/reader/full/tanishq-group-1-corporate-communication-m5th-batch 2/26
“TITAN INDUSTRIES LIMITED”
COMPANY PROFILE
Titan Industries is the organization that brought about a paradigm shift in the Indian watch market when it introduced its futuristic quartz technology, complemented by international styling. With India's two most recognized and loved brands Titan andTanishq to its credit, Titan Industries is the fifth largest integrated watch manufacturerin the world.
The success story began in 1984 with a joint venture between the Tata Group and theTamil Nadu Industrial Development Corporation. Presenting Titan quartz watches that
sported an international look, Titan Industries transformed the Indian watch market. After Sonata, a value brand of functionally styled watches at affordable prices, TitanIndustries reached out to the youth segment with Fastrack, its third brand, trendy andchic. The company has sold 100 million watches world over and manufactures 12 million watches every year.
With a license for premium fashion watches of global brands, Titan Industries repeatedits pioneering act and brought international brands into Indian market. Tommy Hilfiger, Hugo Boss and f c u k as well as the Swiss made watch – Xylys owe theirpresence in Indian market to Titan Industries.
Entering the largely fragmented Indian jewelry market with no known brands in 1995,
Titan Industries launched Tanishq, India‘s most trusted and fastest growing jewelry brand. Gold Plus, the later addition, focuses on the preferences of semi-urban and ruralIndia. Completing the jewelry portfolio is Zoya, the latest retail chain in the luxury segment.
Titan Industries has also made its foray into eyewear, launching Fastrack eyewear andsunglasses, as well as prescription eyewear. The organization has leveraged itsmanufacturing competencies and branched into precision engineering products andmachine building.
8/4/2019 TANISHQ- Group 1 Corporate Communication M5th Batch
http://slidepdf.com/reader/full/tanishq-group-1-corporate-communication-m5th-batch 3/26
With over 665 retail stores across a carpet area of over 8, 10,072 sq. ft. Titan Industrieshas India‘s largest retail network. The company has over 311 exclusive ‗World of Titan'showrooms and over 650 after-sales-service centers. Titan Industries is also the largest jewelry retailer in India with over 120 Tanishq boutiques and Zoya stores, over 29 GoldPlus stores and over 150 Titan Eye+ stores. The company has two exclusive design
studios for watches and jewelry Backed by 4,934 employees, two exclusive design studios for watches and jewelry, 11manufacturing units, and innumerable admirers over the world, Titan Industriescontinues to grow and sets new standards for innovation and quality. The organizationis all geared to repeat the Titan and Tanishq success story with each new offering.
THE JEWELRY MARKET
Jewelry play a significant role in Indian customs and traditions, making this sector
integral to the economy and one of the fastest growing industries in the country. Worldwide, the gems and jewelry industry has been growing at a good pace and is
currently estimated at over US$ 130 billion. In India, it accounts for nearly 20 per cent
of total Indian exports. It provides employment to 1.3 million people directly and
indirectly. The Indian market is laden with gold jewelry of varying karatage, which has
seen huge appreciation in value terms in recent times according to the market condition.
The Gold Rush
In the late 1990s, the Indian jewelry market witnessed a shift in consumer
perceptions of jewelry. Instead of being regarded as only an investment option, jewelry
was being prized for its aesthetic appeal. In other words, the focus seemed to haveshifted from content to design. Trendy, affordable and lightweight jewelry soon gained
familiarity. Branded jewelry also gained acceptance forcing traditional jewelers to go in
for branding. Given the opportunities the branded jewelry market offered; the number
of gold retailers in the country increased sharply.
Branded players such as Tanishq, Oyzterbay, Gili and Carbon opened outlets in
various parts of the country. Traditional jewelers also began to bring out lightweight
jewelry, and some of them even launched their in-house brands. However, the share of
branded jewelry in the total jewelry market was still small (about Rs. 10 billion of the Rs.
400 billion per annum jewelry market in 2002), though growing at a pace of 20 to 30
percent annually.The branded jewelry segment occupied only a small share of the total jewelry
market because of the mindset of the average Indian buyer who still regarded jewelry as
an investment. Moreover, consumers trusted only their family jewelers when buying
jewelry. Consequently, the branded jewelry players tried to change the mindset of the
people and woo customers with attractive designs at affordable prices.
8/4/2019 TANISHQ- Group 1 Corporate Communication M5th Batch
http://slidepdf.com/reader/full/tanishq-group-1-corporate-communication-m5th-batch 4/26
Gold Jewelry Market in India
Before the liberalization of the Indian economy in 1991, only the Minerals and
Metals Trading Corporation of India (MMTC) and the State Bank of India (SBI) were
allowed to import gold. The abolition of the Gold Control Act in 1992, allowed largeexport houses to import gold freely. Exporters in export processing zones were allowed
to sell 10 percent of their produce in the domestic market. In 1993, gold and diamond
mining were opened up for private investors and foreign investors were allowed to own
half the equity in mining ventures. In 1997, overseas banks and bullion suppliers were
also allowed to import gold into India. These measures led to the entry of foreign players
like DeBeers, Tiffany and Cartiers into the Indian market. In the 1990s, the number of
retail jewelry outlets in India increased greatly due to the abolition of the Gold Control
Act.'
Gold Jewelry Becomes Fashion Accessory Till the early 1990s, the average Indian bought jewelry for investment rather than
for adornment. Jewelry made of 18- karat gold was not favored as it was considered a
poor investment. Confidence in the local jeweler was the hallmark of the gold jewelry
trade in India. A jeweler or goldsmith in a local area had a fixed and loyal clientele. The
buyer had implicit faith in his jeweler. Additionally, the local jeweler catered to the local
taste for traditional jewelry. However, since the late 1990s, there was a shift in consumer
tastes: women were increasingly opting for fashionable and lightweight jewelry instead
of traditional chunky jewelry. There was a rise in demand for lightweight jewelry,
especially from consumers in the 16 to 25 age group, who regarded jewelry as an
accessory and not an investment. The new millennium witnessed a definite change in
consumer preferences. A research study arrived at the following conclusions:
• The Indian market was witnessing an accelerated shift from viewing
jewelry as an investment to regarding it as aesthetically appealing
ornaments. The focus had shifted from content to design.
• The younger generation was looking at trendy, contemporary jewelry and
clearly avoiding heavy, traditional gold jewelry.
• The consumer wanted a wider selection at a single convenient location and
expected an international shopping experience.
• The Indian consumer was willing to experiment with new designs.
In the late 1990s and early 2000s, with the increase in the number of designers from
design schools such as the National Institute of Fashion Technology (NIFT), a wide
range of new designs became available. In addition, the growing number of
manufacturers needed a retailing platform with global and national reach.
All these led to the proliferation of branded jewelry players.
8/4/2019 TANISHQ- Group 1 Corporate Communication M5th Batch
http://slidepdf.com/reader/full/tanishq-group-1-corporate-communication-m5th-batch 5/26
TANISHQ – AN 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, India's most respected and widely diversified business
conglomerate. This year marks a decade of successful innings for Tanishq. With retail
sales of 1200 crore last years and gunning for 2000 crores this year, Tanishq has arrivedin the Indian jewelry market. It is a story of a successful Indian enterprise, which has
delivered value to its customers and shareholders in a complex category, marked by its
completely localized front end as well as back end. Tanishq has set up production and
sourcing bases with through research of the jewelry crafts of India. Jewelry at Tanishq is
crafted in one of the world's most modern factories. The factory complies with all labor
and environmental standards. Located at Hosur, Tamil Nadu, the 1, 35,000 sq. ft.
factory is equipped with the latest and most modern machinery and equipment. Every
product at Tanishq is painstakingly crafted to perfection. Diligent care and quality
processes ensure that the Tanishq finish is unmatched by any other jeweler in the
country.
Tanishq challenged the age-old jeweler‘s word with TATA's guaranteed purity. It
exploded the market with facts about rampant impurity across India. It introduced
technology backed challenge in a category completely governed by individual trust.
Tanishq introduced innovations like Karatmeter, the only non destructive means to
check the purity of gold. Tanishq also introduced professional retailing in the
disorganized Indian jewelry bazaar, where women can shop with comfort and peace,
without worrying about the purity of the jewelry they are buying, as well as, select from
the best jewelry collections available in the Indian market. Tanishq today is India's most
aspirational fine jewelry brand with 91 stores in 64 cities, with an exquisite range of gold
jewelry studded with diamonds or colored gems and a wide range of equally spectacular
jewelry in 22Kt pure gold. Exquisite platinum jewelry is also part of the product range.
Tanishq had its first showroom in Chennai in 1996. Today it has over 60 showrooms in
47 cities. Only six of these are owned by the company. The rest are run by franchisees.
There are six branches in Mumbai.
8/4/2019 TANISHQ- Group 1 Corporate Communication M5th Batch
http://slidepdf.com/reader/full/tanishq-group-1-corporate-communication-m5th-batch 6/26
Here, we are going to mention each and every detail regarding the Corporate
Communication with reference to this case.
―Jewelry is one of the last great commodity frontiers in India; it has remained so
because this market is very fragmented, much 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".
- Harish Bhat, CEO, Tanishq.
PRODUCT LINE & THE COLLECTIONS
PRODUCT LINE
Tanishq Diamonds
The sparkle of diamonds has always attracted the human eye.
Finding the perfect piece of diamond jewelry is an exhilarating and unique experience.
As with any significant purchase, it is important that the customers make an educated
decision. Cut and crafted with utmost care, Tanishq diamonds come with a certificate of
authenticity, stating the caratage, color and clarity of the stone, to enable them to know
exactly what they are paying for.
No gemstone expresses human emotions more powerfully than a diamond and Tanishqtransforms these precious stones into breathtaking masterpieces, each unique and
splendid in design. When it comes to diamonds at Tanishq the customers will be spoilt
for choice from many collections Tanishq have to offer.
Tanishq Gold
From the traditional harams, mangalsutras and thalis to the more fashionable earrings,
chains, bracelets and rings, there is a lot to choose from at Tanishq. In India Gold has
always been associated with security and is the most valuable form of investment.
However, it has been observed that consumer is an easy target to several malpractices
like under karatage, under valuation of the gold sold and unfair buy back policies due tothe lack of awareness about these issues. Tanishq propagates ethical practices not only
by assuring the customer purity and selling policies, but also fair policies to the karigars
who craft the jewelry Tanishq's designs in Pure 22k gold are not only unique, expressing
the wearer's individuality but each piece issubject to the intricate process of design,
crafting and stone setting with stringent quality standards at every point. Tanishq, cater
to every occasion. Their collections in gold abound from the grandiose wedding
8/4/2019 TANISHQ- Group 1 Corporate Communication M5th Batch
http://slidepdf.com/reader/full/tanishq-group-1-corporate-communication-m5th-batch 7/26
collection to exotic kundan and polki, from the stunning Aarka collections to the
exclusive Nakashi work. Tanishq ensure that they have something for everyone with the
baby range, 9 to 5 for the working woman and high fashion, men's wear, teen's
collection and regional specific designs.
Tanishq Platinum
This product line states ―Metal at its best‖.
Pure
Platinum's purity endows it with a brilliant white luster. This helps to reflect the true
radiance of diamonds, because it is generally 95% pure (18 karat gold is 75% pure),
platinum jewelry does not fade or tarnish and keeps its looks for a lifetime.
Rare
Platinum is rare, the coveted treasure of discerning individuals. There is very littleplatinum on this earth and it is found in very few places around the world. This
exquisite metal is 30 times rarer than gold. Platinum's rarity makes it exclusive and
distinctive - a celebration of the customer‘s individuality.
Eternal
Platinum jewelry is the perfect choice for a lifetime of everyday wear. Platinum does not
wear away and holds precious stones firmly and securely. All precious metals can
scratch, and platinum is no exception. However, the scratch on a platinum piece is
merely a displacement of the metal and none of its volume is lost. Some of the world's
most famous gems are set in platinum, such as the Kohinoor diamond, part of theBritish crown jewels. Platinum and White Gold are distinctly different materials and
must not be confused. Platinum is a metallic element while White Gold is a Gold alloy,
which gets its white color due to palladium or nickel. Tanishq's Platinum represents
excellent value for money. The price may be higher than a similar item in gold but
platinum is pure, rare, enduring, beautiful, luxurious, classic, and the perfect host for
diamonds; precious qualities that make it worth paying that little bit extra for.
THE COLLECTIONS
The Diamond Collection
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. Cut and crafted with utmost care the diamond collection renders
each piece eternal.
8/4/2019 TANISHQ- Group 1 Corporate Communication M5th Batch
http://slidepdf.com/reader/full/tanishq-group-1-corporate-communication-m5th-batch 8/26
The Wedding Collection
The bride blushes; everyone around
smiles; the shenai announces festivity;
the priests chant auspicious promises;
she walks demurely; a vision of
beauty; her jewels are exquisite;
crafted by the best in the land; as pure
as the blessings bestowed on her.
The Zoya Collection
Intricacy coupled with the simplicity;
the magnificence of history
interwoven with linear contemporary;
secrets of the pharaohs masked with the mystery of the cosmos; oriental art embellished
with occidental architecture; nature's bounty matched with man's ingenuity.
The Fashion
Earring Collection
The Fashion earring
collection', has a range of
over 300 exclusive designs.
Keeping in tune with theraging popularity that
earrings currently enjoy, the Tanishq design team has created the Fashion earring
collection, inspired by the evergreen Jhumkas or Karnaphools and the trendy
Chandelier and delicate Stiletto designs
The Kundan and Polki
Collection
Influenced by the mughal era Kundan
work requires
special
craftsmanship
and a myriad
of stages, each
crafted by a
different set of highly skilled karigars. Tanishq as a revitalizer
8/4/2019 TANISHQ- Group 1 Corporate Communication M5th Batch
http://slidepdf.com/reader/full/tanishq-group-1-corporate-communication-m5th-batch 9/26
of tradition brings to life techniques and motifs of the period through their exquisite
collections of Kundan and Polki (uncut
diamonds). It is difficult for jewelers to ensure
the purity and correct grammage of the
product since it involves so many stages.
However, Tanishq ensures the karatage and
net wt of the product.
The Colors of Royalty Collection
Colors of Royalty are a range of exquisite
studded jewelry, reminiscent of the magical
Victorian era. The collection is inspired by the classic design essence and sensibilities
found in the architecture, fashion, design, drapes and patterns of the Victorian period.
Tanishq has incorporated the timelessness of these styles into exquisite jewelry designsto present a collection where fashion and tradition converge. This line of precious stones
and diamond jewelry in 18k from Tanishq comprises more than 200 pieces and is by far
the largest studded collection launched by them. This exclusive collection was
launched at the Ponds Femina Miss India 2006, where the 25 finalists wore
it. The Colors of Royalty is a line of exclusive gems and stone studded jewelry that
reflects the grandeur of India's rich past represented through the varied meanings
associated with colors in their lives.
The Moham Collection
The collection comprises designs,motifs inspired by nature that have
been beautifully crafted to make
them the most desirable possession
this season Moham is a range of
exclusive ruby studded jewelry that
embodies the auspiciousness the
color red has in their lives. Rubies
have been associated with
prosperity, passion and have been
the most coveted gemstone for many years. It is a must have for a Indian women. Thisrange attempts to strike a balance between convention and fashion by creating designs
suitable for the progressive Indian woman, rooted in her tradition. This line of Ruby
studded jewelry from Tanishq is available in both 18k and 22k. This launch reiterates
Tanishq's focus on catering to region specific tastes and preferences. India offers great
potential for the Moham collection where Ruby studded jewelry enjoys great popularity
8/4/2019 TANISHQ- Group 1 Corporate Communication M5th Batch
http://slidepdf.com/reader/full/tanishq-group-1-corporate-communication-m5th-batch 10/26
and acceptance. Consumer survey indicates that women attach great inspirational value
to rubies, second only to diamonds.
The Aria Collection Aria is a collection of variety of everyday jewellery which depict various moods andfeelings:
Mysteries of love Mysteries of passion Mysteries of envy Bewitching Fascinating Enchanting Hypnotizing Sensuous
Captivating
Exquisite crowns and jewelry
Tanishq, India's most innovative jewelry brand, unveiled the awe-inspiring set of crowns
and its 'Colors of Royalty' range of jewelry, specially crafted for India's leading beauty
pageant, Femina Miss India 2007. Tanishq has built itself a reputation of bringing
innovative designs that suit the needs of "the ever-changing never changing" Indian
woman. The crowns have been designed to convey the essence of India through the use
of distinctive motifs such as the traditional and auspicious 'teeka' – the Indian touch to
the contemporary styling. Crafted with painstaking detail, each of these crowns convey a
story; a story of their "ORIGIN". Inspired by interplanetary movements and colors of
flora and fauna, these tiaras are a stunning combination of trillions, baguettes, round
brilliant cuts, princess, and pears and specially cut colored crystals. Each crown weighsabout 450 gms and has a special spring mechanism designed to fit perfectly on any size
or shape of head.
Inspiration behind each crown Is distinct and personifies the spirit of the title
Miss Universe: This crown has the perfect cosmic blend of elements, very like the
universe itself. The large red stone, set slightly on the side, is the symbolic and stylized
'teeka'.
Miss World: The natural essence of this piece is enhanced by the wave-like undulatingshape on the base of the crown, sitting snugly on the forehead of the wearer. And of
course the vivid rectangular blue stone that expresses the teeka of victory, and sets off
the varying hues of the sea on the rest of the crown.
Miss Earth: This crown derives its inspiration from the essence of nature- her flora
and fauna. Based on the fabulous colors and movement of the peacock and its feathers,
8/4/2019 TANISHQ- Group 1 Corporate Communication M5th Batch
http://slidepdf.com/reader/full/tanishq-group-1-corporate-communication-m5th-batch 11/26
this stunning piece is an intriguing study in harmony and contrast. The jewelry crafted
beautifully with interspersion of diamonds and colored stones, is an ode to the ecstatic
beauty and supreme power behind every woman. The contemporary styling has been
brought to life with sensuous curves, balance, rhythm and symmetry of classic Indian
motifs in an unconventional synthesis. These beautiful and vibrant gemstones in
different shapes, sizes and colors are sprinkled amongst diamonds to create a symphony
that enhances the look of the stones and adds a dash of color to conventional designs.
Tanishq has translated the timelessness of these designs to a modern context and
brought to life a collection where fashion, design and tradition blend perfectly.
TANISHQ RETAILING
Tanishq ventured into jewelry retailing in 1996 through exclusive stores, both company
owned and franchised outlets, a concept unique to branded jewelry segment at thattime. In just over a decade Tanishq has achieved several milestones and today is the
largest jewelry brand in the country with a turnover of Rs. 1250 crores. This success of
Tanishq is a result of an exclusive blend of exquisite designs, trust and reliability,
innovation, highly focused communication strategy and innovative retail strategy.
Innovation has been the hallmark of Tanishq all these years. Tanishq has constantly
formulated an innovative product strategy this journey in line with the evolving
consumer tastes. Tanishq Design Studio has created exquisite and varied collections like
Fashion earrings, e veryday‘s, high-end Zoya collection among others aimed at
distinctive consumer segments. Similarly Tanishq has undertaken several unique retail
initiatives keeping in mind the customer demand for a world class shopping experience.
As such Tanishq retail identity has evolved over the years to offer large format and
concept stores that reflect the brand‘s philosophy of being “Revitalizer of
Tradition”. Commenting on Tanishq‘s success story, Mr. C K Venkatraman, COO,
Tanishq, said "We have been able to capitalize on the trends of the local jewelry
markets by building on our solid financial strength, market-leading brand position,
wide network, local sourcing strategy, a management model of excellence and, most
importantly, a philosophy of customer care. In the future, the key to building stronger
competitiveness will lie in enhancing network coverage, brand equity and logistics.
Amid the keen competition in the Indian jewelry market, only the strong player canemerge victorious." Tanishq‘s retail strength goes beyond its innovative identity and
extensive reach. Tanishq has undertaken several unique retail and marketing initiatives
like creating purchase triggers like Doctors Day / Professional Day etc that were
unexplored avenues in the industry. Tanishq has also endeavored to be part of every
occasion in an Indian woman‘s life through festive promotions, customer contact
programmes as well as through Anuttara, Tanishq‘s exclusive consumer reward
8/4/2019 TANISHQ- Group 1 Corporate Communication M5th Batch
http://slidepdf.com/reader/full/tanishq-group-1-corporate-communication-m5th-batch 12/26
programme etc. In addition, Tanishq has created new logistics centers and upgraded
existing ones, laying a solid foundation to meet future competition. Tanishq is the first
and only jewelry brand to have organized mass jewelry retail chains across the country.
As our company expands, more and more people will be able to share our mindset.
Brand Tanishq is for every Indian woman; it is at all times keyed-in to their ever-
changing demands, moods and tastes. It conveys a feeling of self-confidence and
individualism that characterizes the Indian woman. The offerings are in tune with
fashion and yet do not lose touch with tradition.
Tanishq the "Revitalizer of Tradition"
Tanishq has opened first-of-its-kind concept stores at Fort Knox Kolkata, South
Extension Delhi, Kormangala Bangalore and Bund Garden Pune. These stores reflect the
new retail identity of Tanishq the 'Revitalizer of Tradition' and combine the grandeur of
the past with the reality of the present without losing its inherent character and appeal.
The introduction of the idea of a concept store catapults Tanishq's unique brand identity
in the retail space and takes jewelry retailing in India to a new level. The concept stores
will take Tanishq closer to making it the complete jewelry brand catering to varying
consumer needs and tastes across all consumer segments and also provide customers a
unique and innovative buying experience.
The theme 'Revitalizer of Tradition' has been incorporated in all the design aspects for
the new concept stores. The stores have a contemporary feel while retaining the flavor of
the past. Traditional craftsmen were used to create a period ambience so that the store
replicates the authentic period look with its stunning sand stone arches and specialmotifs inspired by the inlay work of the Taj Mahal for the North and East stores and the
Chettinad influences for the South stores. Tanishq has plans to extend its retail
experience to a larger consumer base by launching more concept stores across the
country.
Marketing Mix- 4 Ps
PRODUCT PLACE
(DISTRIBUTION)
PROMOTION PRICE (COST)
Features
Optional
Services
Product
Quality
Staff Quality
Location
Service
Frequency
Transportation
Distributors
Inventory
Publicity
of
Sales
Promotion
Personal
Selling
List Price
Discounts
Credit Terms
Inclusive/Not
Remoteness
8/4/2019 TANISHQ- Group 1 Corporate Communication M5th Batch
http://slidepdf.com/reader/full/tanishq-group-1-corporate-communication-m5th-batch 13/26
Style
Brand Name
Packaging
Guarantees
Advertising
Mailing List
Strategic ApproachTANISHQ FOR YOU
At Tanishq it‘s not just the products, it‘s the experience that matters. The company
makes sure that they give ‗ you‘ (the customers) the premium quality of not only product
but service as well. Tanishq not only has an exquisite range of designs to meet all theirrequirements but also offer the benefit of any modification or customization on
products. There are host of value added services that the customers can avail of at
Tanishq like the Golden Harvest Savings Scheme, Gift Voucher purchase, Exchange of
gold and diamonds etc.
1. Pricing Strategy
Tanishq being a brand name of TATA, maintain a standard price for all of their
products. But being in a competitive market with lots of local as well as branded
competitors, Tanishq offers various attractive price schemes to allure customers.
Here are some few pricing strategies which is followed by Tanishq:
Flexible Pricing
Market Skimming
Price Bundling
Competition Oriented Pricing
Price Lining
2. Location Strategy
Prime Locations for Merchandise
Value of space decreases further away it is from entry level floor
Highly trafficked areas
8/4/2019 TANISHQ- Group 1 Corporate Communication M5th Batch
http://slidepdf.com/reader/full/tanishq-group-1-corporate-communication-m5th-batch 14/26
1. Store entrances /escalators/ main aisles
2. Near checkout counter
Highly visible areas
1. End aisle
2. Displays
Value of space decreases further away it is from entry
Special Considerations
Avoid the ―butt- brush‖ effect.
Make merchandise accessible.
Allow a transition zone.
3. Communication Mix
Personal communication channels
Non - Personal communication channels
Print Media [ Vogue, Femina, Cosmopolitan ]
Business magazines for men‘s collection
Broad Cast Media
Display Media
Event and Experiences
Online Selling
Fashion Shows
International Jewelry Fairs
4. Visual Merchandising and display techniques
Attention-getting devices
Color plates
Familiar symbols
Making and proscenia
Sale ideas
Fashion accessories
Graphics and Signage
8/4/2019 TANISHQ- Group 1 Corporate Communication M5th Batch
http://slidepdf.com/reader/full/tanishq-group-1-corporate-communication-m5th-batch 15/26
1. Customer Services
Golden Harvest Saving Scheme
Tanishq‘s ―Golden harvest Savings Scheme‖ is one of the
most lucrative savings schemes that enable to save each
month with Tanishq and plan for wedding jewelry
purchases. Customers‘ monthly installments are safe with
them, whereas savings at home could easily get spent. This
scheme provide the customers with much better returns than other saving options like
bank deposits or post office savings schemes. In addition, Tanishq‘s special bonus at the
end of the scheme period helps them to stretch their jewelry budget.
Exchange Policy in Tanishq
“ Exchange your old jewelry for new with Tanishq
”
Most retailers have a differential buy back or different rates for selling and buying gold
jewelry. At Tanishq, a single gold rate is maintained for buying or selling gold jewelry.
8% of the value is deducted for costs involved with testing, refining and taxes for the
jewelry given by the customer. When the customer exchanges any Tanishq gold coin
with jewelry, they get the benefit of the current gold rate and full value exchange without
deduction. When they exchange any other bank‘s gold coin with jewelry there is a 4%
deduction on value. This deduction is made for handling and transportation costs and
for refining the metal received on exchange. Most jewelers exchange jewelry returned to
them at the purchase price hence any appreciation in the value of gold and diamonds are
not accounted for. At Tanishq, when the customers exchange diamond jewelry purchased from them it is exchanged for its current value, thus giving them the benefit
of any appreciation that would have taken place in the price of gold or diamonds.
Gift Vouchers
Gift Vouchers make the perfect gift for friends and family. These are available at all
Tanishq showrooms across India and are also redeemable across the country, Gift
vouchers are available in the following denomination Rs. 2501/-, Rs. 5001/- , Rs.
10001/- and Rs. 25001/- So the customers no longer need to worry about gifting their
loved one, something of her choice.
Purity Checks
Purity checks allow lovers of the yellow metal to test the purity of the gold they already
own. Playing a significant role in this is the Karat meter, which is the most scientific
measure of purity in the world. It uses X-rays to give an exact reading of the purity of
gold in just three minutes, giving the consumer an unmatched benefit when buying or
selling gold. It is in fact the most scientifically proven, nondestructive means of testing
8/4/2019 TANISHQ- Group 1 Corporate Communication M5th Batch
http://slidepdf.com/reader/full/tanishq-group-1-corporate-communication-m5th-batch 16/26
the purity of gold. Due to its excellent precision, X-ray analysis has been adopted by
international agencies as well as by BIS (Bureau of Indian Standards) in India as part of
the certification process used to hallmark Gold.
Anuttara
The customers can also become the member of Tanishq‘s loyalty programme ―Anuttara‖
and avail of various discounts and privileges.
TANISHQ‟S MARKETING STRATEGY
When Titan launched Tanishq in 1995, the jewelry industry in India valued at Rs
40,000 crore was mostly unorganized, with around 3.5 lakh players. India was the
second largest consumer of gold in the world after USA. Before 1992, only the Metal and
Mineral Trading Corporation and the State Bank of India were allowed to import gold.In 1992, as part of economic liberalization, the government abolished the Gold Control
Act of 1962, allowing free import of gold. In 1993, private companies were allowed to
enter the hitherto restricted gold and diamond mining industry.
Foreign investors were allowed to hold up to 50% equity in mining ventures. In
the 1990s, a number of brands entered the Indian jewelry market. In 1995, Mumbai
based jewelry exporter, Gitanjali Jewels, started selling 18-carat gold jewelry under the
brand name of Gili. Su-Raj (India) Ltd. launched its 22- carat gold and diamond jewelry
in 1997. Other well known domestic players included Tribhovandas Bhimji Zaveri,
Mehrason's and P. C. Chandra.
Among the foreign players who entered the market were Cartiers, Tiffany, De
Beers and Ashton Mining. Titan realized that there was a huge untapped market for
branded jewelry in India. The critical success factors in the business were quality,
fashionable design, and good aftersales service. Titan also observed that the changing
lifestyles demanded lighter and trendier jewelry.
After its launch, Tanishq faced several problems. With its original focus on
exports, Tanishq's designs had been conceptualized for the Western markets and were
introduced in India without any alterations. Formal consumer surveys showed that
though brand awareness was quite high, it suffered from several negative perceptions.
Many potential customers thought the products were over priced and associated the
brand only with the rich.
Hence, Titan decided to change its strategy on two fronts:
Value proposition
Retailing.
8/4/2019 TANISHQ- Group 1 Corporate Communication M5th Batch
http://slidepdf.com/reader/full/tanishq-group-1-corporate-communication-m5th-batch 17/26
Since the European designs in 18-carat gold did not find any takers in 1997,
Tanishq introduced 22-carat ornaments. Customer surveys revealed that gold jewelry
was not bought so much for design as for value. Titan also decided to do away with the
shop-in-shop formats and started retailing its jewelry through exclusive Tanishq outlets
from 1998. Titan 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. Titan 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. The same year, Tanishq entered the studded jewelry segment, which it
had ignored for long. Titan also tapped institutional customers also. In 1998, it launched
the corporate gold gift scheme – ― When you want to say thank you, say it in gold‖. In
1999, Tanishq delivered gold coins worth Rs. 20 crores to Maruti Udyog Ltd., to be given
away as gifts to Maruti car owners. In early 2000, it made miniature gold cars for
Hyundai Motors to be given to select dealers. The Tanishq strategy for the coming
couple of years relies on two things —increasing penetration in the domestic markets
and going abroad in order to diversify its revenue portfolio.
Tanishq - Strategies for Wooing Customers
In the late 1990s, players in the branded gold jewelry market formulated strategies for
wooing customers. According to Jacob Kurian (Kurian), Former Chief Operating Officer
of Tanishq, the challenges were many.
As the jewelry market was highly fragmented, lacked branding, and allowed many
unethical practices to flourish, Tanishq worked hard on a two-pronged brand-buildingstrategy: cultivate trust by educating customers about the unethical practices
in the business and change the perception of jewelry as a high-priced
purchase. Kurian said, "We are changing the attitudes of customers from blind trust to
informed trust." To increase its market share, Tanishq formulated a strategy for luring
people away from traditional neighborhood jewelers. Tanishq's strategy was to create
differentiation and build trust. According to Kurian, the three parts of the strategy was:
To provide a point of differentiation in a highly commoditized
category –this is the whole point of branding.
To project Tanishq as an unimpeachable mark of trust.
According to Kurian, "If differentiation plays the role of primary
attraction, trust takes care of lifelong loyalty." One way to create
differentiation was through design. The emphasis had to be on design
because local jewelers could offer to design any pattern according to the
customer's specifications. For a national brand a generic design concept with
regional variations had to be evolved. For this, Tanishq set up a seven member
8/4/2019 TANISHQ- Group 1 Corporate Communication M5th Batch
http://slidepdf.com/reader/full/tanishq-group-1-corporate-communication-m5th-batch 18/26
8/4/2019 TANISHQ- Group 1 Corporate Communication M5th Batch
http://slidepdf.com/reader/full/tanishq-group-1-corporate-communication-m5th-batch 19/26
INTEGRATED SUPPLY CHAIN MANAGEMENT
Titan Industries set up its jewelry manufacturing unit in 1994 with advanced technicalknow-how from the UK, Germany and Switzerland. Over the years, the jewelry division
has transformed the unit into a highly integrated jewelry manufacturing andoutsourcing facility. Today, Tanishq and Goldplus have grown to be the most reliable jewelry manufacturing brands in India.
The manufacturing at the Integrated Supply Chain Management (ISCM) unit at Hosur,Tamilnadu follows Lost Wax Casting process. Some of the key facilities for the processinclude the refining plant with Swiss technology, the alloying equipment, accurate assay testing facilities and Yasui waxing and casting machines from Japan. Led by the mostup-to-date Swiss and Japanese technologies, Titan Industries is a pioneer inestablishing standards for consistent delivery of jewelry products, necessary forkaratage. The product development cycle is based on state-of-the-art CAD/CAMtechnology that enables seamless integration of various stages: styling, three-dimensional solid modeling, engineering design, tool design, tool making and prototypemaking.
ISCM is backed by high-end machinery such as Vacuum Melting unit, Rapid ProtoTyping machine, fully automated precious stone sorting machine, 99.99 % fine goldrefining system and computerized color matching machines that make the division mostadvanced in the industry. To maintain the quality standards, ISCM has implemented theISO 9001:2000 standards and put various initiatives in place: ambitious targets,customer initiatives, and employee initiatives. With ISO 14001:2000 ISCMimplemented, ISCM provides better work environment and upgrades the environmentoutside the manufacturing unit.
A dedicated Technology Cell has also been established to ensure that cutting-edgetechnology is constantly tracked and infused into the business. The division's technology efforts have been widely recognized by the industry: the Karat meters pioneered by Titan Industries‘ jewelry division has gained widespread acceptance, and the Goldminesystem is considered one of the first successful ‗.net‘ initiatives in retail in India.
Outstanding functional as well as technical expertise coupled with design and world-
class quality transform sketches on paper into astonishing masterpieces and ISCM
continues to reach greater heights.
8/4/2019 TANISHQ- Group 1 Corporate Communication M5th Batch
http://slidepdf.com/reader/full/tanishq-group-1-corporate-communication-m5th-batch 20/26
SOME OF TANISHQ‟S COMPETITORS
Asmi
Asmi, one of the leading diamond brands of the country, was launched, in 2002 by The
Diamond Trading Company Ltd, (DTC). The Asmi diamond Jewelry Collection is crafted
to beautifully compliment and complete her. Asmi caters to the women of substance &
satisfies her mind for rewards recognition, evolving to suite her style & Personality. The
brand has been endorsed by various celebrities such as Kajol, Mandira Bedi & Perizad.
All these women epitomize the different strengths.
An Asmi woman is closely identifies with free-spirited, goal-oriented & with an inner
fire.
Nakshatra Diamonds
The world renowned Nakshatra diamonds were launched in 2000, with an equally
dazzling Aishwarya Rai as its brand ambassador. In the present scenario Nakshatradiamonds occupy a leading position in the fashion diamond jewelry segment. The
traditional diamond is the most wanted design among Nakshatra diamonds. Nakshatra
diamonds claim to shine your glamour and love life. They have aptly put their slogan as
"brightest circles of light."
Elegant and graceful Nakshatra diamonds are the epitome of passion, attitude and
independence.
Gili
Gili was launched in 1994, targeting mainly the youth who wanted to celebrate
Valentine's Day. Since then, the brand has clocked a turnover of Rs. 90 crores.
Nirvana Diamonds
Nirvana Diamonds from Fine Jewelry (I) Ltd. was launched in 1987 in India. Nirvana
diamonds are targeting at fashion conscious, modern and independent thinking women.
Internationally acclaimed Nirvana diamonds are manufactured by using state-of-the-art
technology. As a proof of their quality Nirvana was among one of the brands to offer
lifetime warranty to its consumers.
D'damas Diamonds
D'damas Diamonds are part of Gitanjali Digico Group and one of the earliest diamond
houses established in India in 1966. On the present day D'damas Diamonds offer highly
modernized diamond cutting and polishing facilities at five locations in India. D'damas
Diamonds claim to promote a range of emotions through their collections.
Adora Diamonds
8/4/2019 TANISHQ- Group 1 Corporate Communication M5th Batch
http://slidepdf.com/reader/full/tanishq-group-1-corporate-communication-m5th-batch 21/26
Adora Diamonds were launched in India in July 2003 by Mumbai based Concept
jewelry (India) Ltd. On the present day the still expanding retail network centers of
Adora expands to 117 outlets in 47 cities of India. Adora means glory in Spanish and
claims that its diamond collection is themed on love. Adora diamonds are for
adornment of every moment, occasion, and phase of life through its up and downs. The
Swaranjali signature collection of living legend Lata Mangeshkar is a unique feature of
Adora diamonds. Each piece of Swaranjali collection is conceptualized and approved by
Lata Mangeshkar and bears her laser printed signature.
Kiah Diamonds
World's largest volume manufacturer of diamonds-Sheetal manufacturing Company
(SMC) launched its exquisite Kiah diamond collection in October, 2004. Kiah diamonds
are claims to be for celebrating womanhood. The brand name 'Kiah' means beautiful
place. On the latest Kiah diamonds have won the Best Showroom in the DTC Diamond
Season for 2005-2006.
Survey of the brand “Tanishq”
"Men buy products while women choose brands," says model-turned-designer and
CEO of a billion dollar company, Kathy Ireland, a fact which jewelry brand managers
in India will not refute. Hence the Solitaire - TNS Survey across Mumbai, New Delhi
and Bangalore was targeted solely at women. While the sample size was small, 600+,
the fact that the target group was covered in and around shopping malls, banks,
corporate areas and commercial zones, made the sample more relevant to the
objectives. A survey was conducted through personal interviews over a period of15
days.
What Did Women Really Buy?
An interesting question is whether there is a difference in what women consider as
India's best brands and what they finally opt for. Quite naturally, price structure and
affordability are in conflict with aspirations. However, there has been little or no
difference observed in our target group in their choices. This may be because most
jewelry brands have a varied price range that caters to women belonging to different
segments of society. Even in a high-profile brand at least a few lines are made affordableto most people. Thus, the toppers in the best known category come up trumps even here.
What Woman Want?
While Tanishq and a few other regulars do occupy women's mind space, the good news
for other brands is that women are not unduly influenced by the aspirational longings of
their hearts. A long history of fascination for the yellow metal as a status symbol and as
8/4/2019 TANISHQ- Group 1 Corporate Communication M5th Batch
http://slidepdf.com/reader/full/tanishq-group-1-corporate-communication-m5th-batch 22/26
an instrument of security and its easy convertibility to cash has most women, both
working and non-working, picking up gold jewelry without precious stones as their most
preferred jewelry. With the economy moving upwards and income levels increasing,
gold consumption in India is showing tremendous growth. WGC reports that there has
already been a 50 per cent increase in the first half of 2005 over the same period last
year! With established jewelry manufacturers (read brand owners) recognizing the
everlasting appeal of gold among Indian women, jewelry brands in the future might see
more visible usage of gold.
22 carat yellow gold jewelry is the most preferred gold jewelry.
Diamond studded jewelry is the next highly preferred.
40 per cent of the working women are willing to try new jewelry outlets.
32 per cent of non-working women opted for the same.
Where Do Women Buy From?
As constant as their liking for gold, Indian women are totally rooted in the choice of theplace from where they buy their jewelry. In this case, the traditional/independent
jeweler seems to have no competition at all from the new generation brand stores, malls,
etc. But there are changes happening. Working women, the survey points out, are more
open to trying out branded and new retail outlets. With an amalgamation between the
old and the new marketing strategies, independent/family jewelers have also created
indelible brands.
Thus, in the final reckoning, most women are brand conscious and opt either for the
ones that are highly visible or those that have been embedded in their buying culture
through family association.
8/4/2019 TANISHQ- Group 1 Corporate Communication M5th Batch
http://slidepdf.com/reader/full/tanishq-group-1-corporate-communication-m5th-batch 23/26
PROMOTION, ADVERTISING & PUBLIC RELATION
PromotionTanishq launches „Free gold coin offer‟ campaign in July 19, 2008 (India).
Tanishq launched its "Get Gold free with Diamonds" promotional offer were forcustomer be entitled to win at least one 22-kt one-gram gold coin on every purchase of
diamond jewelry worth Rs 5,000 and above. "Get Gold free with Diamonds‖ caters to
the aspirations of Indian woman by providing an opportunity to own diamond jewelry
and win gold, which is a huge investment opportunity. Akshaya Tritiya is one of the four
most auspicious days of the Vedic calendar. The Akshaya Tritiya pre-booking scheme
along with the 10 per cent deduction on making charge offer is available across all
Tanishq boutiques.
AdvertisingMiss Asin the bollywood actress is the brand ambassador of the Product Tanishq.
T V Advertisement: Tanishq focus on the emotional attachment in the advertisement
like engagement, marriage and such other occasions.
Print advertisement: In leading news paper and famine magazines are targeted to do
the advertisement. In short they know their target market and hence do advertising as
required.
Bollywood tie-up: Tanishq‘s appeal lies in the wealth of its designs and purity of gold.It has won the trust and admiration of customers and created a unique position for itself in the marketplace. The association with Bollywood blockbusters like Paheli and Jodhaa Akbar which was very pricey and suggested retail price is between Rs 25,000 to Rs 15
8/4/2019 TANISHQ- Group 1 Corporate Communication M5th Batch
http://slidepdf.com/reader/full/tanishq-group-1-corporate-communication-m5th-batch 24/26
Lakhs. In addition, the 2003 Miss India beauty pageant have enhanced the brand‘sappeal, lending it an aura of elegance and grandeur.
PUBLIC RELATIONS
MUMBAI (Reuters) - India's high-end jewelry retail chain, Tanishq, is likely to see a 15-20 percent rise in gold jewelry sales in the current financial year even if prices remain
volatile.
The jewelry division of Titan Industries Ltd. would be able to increase sales as the
clients it targets are not very averse to high prices, C.K. Venkatraman, chief operating
officer of Tanishq, told Reuters in an interview.
"Tanishq's customers are slightly above average in terms of income and quality
consciousness, therefore less price-sensitive," said Venkatraman. "My sense is that
volume growth for jewelry alone would rise by 15-20 percent (in the full year)."
Sales of gold coins and bars could see an even bigger growth as investment-driven
buying of the yellow metal catches on in the country, he said.
Venkatraman said consumers are more brand conscious from 10 years ago, when
Tanishq began operations - a trend that could help boost its appeal.
"We have typically been getting stronger in the wedding segment," he said. "This has
driven our sales significantly."
Also, the aggressive advertising and promotional activity undertaken by the company
during April to June could push gold sales further, he said.
Venkatraman said the decline was largely due to the increase in expenditure on brand
building.
"We have made a lot of investment in advertising and marketing in the first quarter,
which will pay off in subsequent quarters," he said.
Across India's bullion industry, high and volatile gold prices have affected trade with
many dealers speaking of a sales drop ranging from 5 to 40 percent last month.
Gold prices have risen significantly since the beginning of the year and have been quite
volatile, touching a 26-year peak of $730 an ounce in May, before tumbling to $543 in
mid-June.
8/4/2019 TANISHQ- Group 1 Corporate Communication M5th Batch
http://slidepdf.com/reader/full/tanishq-group-1-corporate-communication-m5th-batch 25/26
Tanishq News Headlines
Tanishq launches ‗Free gold coin offer‘ campaign July 19, 2008 (India)
Tanishq to spread its radiance with new stores May 15, 2008 (India)
Celebrate Akshaya Trithiya with Tanishq jewelry May 02, 2008 (India)
Tanishq Jodhaa Akbar collection – January 28, 2008 (India)
Royal Mughal appearance in Tanishq jewelry January 28, 2008 (India)
Tanishq opens 3rd exclusive showroom in Chandigarh November 20, 2007 (India)
100th store in Patna & still counting…Tanishq October 26, 2007 (India)
Tanishq is a perfect gift for your sister! August 18, 2007 (India) Tanishq targets US jewelry market April 09, 2007 (India)
Tanishq unveils coveted Miss India 2007 crown March 23, 2007 (India)
Tanishq launches elegant fashion earring collection November 16, 2006 (India)
US to shine with Indian jewelry November 03, 2006 (India)
Celebrate DHANTERAS with exquisite jewelry from Tanishq October 10, 2006
(India)
Tanishq Jewelry adds glamour to women's ensemble October 04, 2006 (India)
Tanishq expects 15-20% sales gain this year August 03, 2006 (India)
Tanishq to strengthen its presence July 31, 2006 (India)
Tanishq launches Colors of Royalty range jewelry April 17, 2006 (India) Tanishq's 'up to 25 per cent off‘ scheme January 31, 2006 (India)
Tanishq introduces exquisite 'Paheli Collection' July 02, 2005 (India)
Tanishq introduces exclusive 'Paheli' collection June 24, 2005 (India)
Tata‘s Tanishq registers sales worth Rs 570 cr in FY -05 May 06, 2005 (India)
Tanishq launches exquisite collection for women‘s day March 07, 2005 (India)
Tanishq and Titan declared ‗The Most Admired Brands Of The Year‘ at LIFA
January 27, 2005 (India)
Tanishq Launches Aria Collection October 07, 2003 (UAE)
8/4/2019 TANISHQ- Group 1 Corporate Communication M5th Batch
http://slidepdf.com/reader/full/tanishq-group-1-corporate-communication-m5th-batch 26/26
GLOBALIZATION
Titan opened its first Tanishq jewelry brand outlets in Chicago and New Jersey by
January 2008. Company aims to expand this into a 10-store chain with initial
investment of US $6-7 million. Tanishq has targeted the world‘s biggest jewelry market,
through either franchisee or self-owned outlets. Currently, US jewelry market is valued
at around $16 billion.
The Indian jewelry manufacturer plans to launch its pilot retail jewelry store in
Chicago, US, in July. The store is proposed as a 2000 sq. ft. Facility, where the jeweler
would retail 18 karat gold and diamond studded jewelry. The designs at the store have
been inspired and themed basis the lifestyle of modern American women, with concepts
like Rain, Yoga, while Native American influences – like a local tree in New York have
also inspired the jewelry collections.
Price points for the jewelry have been determined ranging between $400 to
$12,000. Tanishq would inch its way to open a second store in the middle of the year, in
New Jersey.