cbs students present report on tanishq
TRANSCRIPT
![Page 1: CBS students present report on Tanishq](https://reader036.vdocuments.site/reader036/viewer/2022062418/554cacdcb4c90536578b4a26/html5/thumbnails/1.jpg)
TanishqIntegrated Marketing
Communication
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TANISHQ – AS A BRAND
•The Tanishq saga began in the early 1990’s, primarily got
the leverage by the TATA brand.
•Indian-made jewellery .
•It has created a revolution in the Indian jewellery trade
and in jewellery buying behaviour, and continues to set
new parameters of excellence for others to follow.
•Pioneers to introduce Karatmeter.
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INTEGRATED MARKETING COMMUNICATION
•Started with parent company Titan and in 1997 came up
with a campaign focused on 22karat pure gold.
•Key marketing objectives
Drawing new customers into its stores .
Building long-term relationships with the existing.
•Continuous television campaigns around the year.
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CORPORATE IMAGE & BRANDING
Tanishq creates its buy by
• Emphasizing on pure 22 carrat gold jewellery.
• Lower labour prices.
• Distribution through company owned outlets.
• Image supported by TATA enterprise(parent company).
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BUYING BEHAVIOUR
•Consumer Values
•Evoked Set Method
•Consumer TrendsAge Complexity
Gender complexity
Individual Risk
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PROMOTIONAL OPPORTUNITY ANALYSIS
TARGETS• Working women(9-5) • Teenagers• Early nesters
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COMPETITORS
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PUBLIC RELATIONS
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ADVERTISING MANAGEMENT•ATL
Television advertisement
Print advertisement
Cinema halls
Sponsorships
•Public Relations
•Internet marketing and
sales
•BTL
Exhibitions
Occassional ads
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DIFFERENT CAMPAIGNS
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SOME TV ADVERTISEMENTS
Appeals used• Fear• Rationale• Emotional
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SALES PROMOTIONS•Tanishq launches ‘Free gold coin offer’ campaign (July 19, 2008)•Tanishq is a perfect gift for your sister! (August 18, 2007)•Celebrate DHANTERAS with exquisite jewellery from Tanishq (October 10, 2006)
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SUGGESTIONS
•More retail outlets.
•Should introduce more low range
collections.
•May try coming up with some limited
edition JV’s with other firms
manufacturing accessories.
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THANK YOU
RECOIL
AnamikaBhupinderJyotiHarveenTanya