tanishq case group 4

Group 4 Sushant Kumar Ritesh Kamal Richansh Kumar B.Kushal Kumar Mayank Shukla Ganesh Padhi

Should Tanishq or GoldPlus pursue the plain gold wedding jewelry market in the smaller cities and rural locations?

Has positioned itself as high end product Designer jewelry - western. Indian woman perceived it as “nice, but not

for me” type of product. In catering to affluent class, Tanishq lost

focus on the actual customer demand of plain golden jewelry which constituted 80%.

Tanishq

Traditional in approach, target at plain gold jewelry.

Low end product. Competition with regional jewelers. Better prices as compared to Tanishq. Branded as Tata product. Indian buyers obsessed with 22 carat and

not 18 carat.

Gold Plus

Recent times have seen larger brands witnessing an upward swings due to the factor such as –

Created more occasions to wear gold in different regions of the country.

1. Increasing consumer sophistication 2. Diminishing investment-driven purchases 3. Growing Indian economy 4. With more women working, the demand

for 9 to 5 wearable jewlery is incereasing

Tanishq Positives

A compound annual growth rate of about40%-plus per year

Tanishq- Lost focus on customer demand Gold Plus- Price compromise threat to

Tanishq Double Taxation Expansion of GoldPlus beyond 20 stores

would make it eligible for taxation and term it as a brand which in turn will make rural buyers away from it.

Triple Threat

Going by the current situation : GoldPlus to be discontinued and more focus on

diverse profile of jewelery.

Our suggestion : Brand Absorption( Gold Plus within Tanishq) Product Segmentation Avoidance of double taxation Gaining both market share Difference in designs and quality catering to

wide variety of buyers/customers

Gold Plus – Yes or No?

Thank You