Download - 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