group 11 tanishq joseph
TRANSCRIPT
8/2/2019 Group 11 Tanishq Joseph
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Group-11
Joseph Robert-8018
Siby P Daniel-8049ThimmaiahAB-8055
Shamil Sathar-8046
Shyam Sunder- 8110
Group 11
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Introduction• India is trailing behind USA with 8-9% in
the world jewellery market
• Indian jewellery market is estimated at Rs75,000-crore in 2008-09
• Share of branded jewellery is 5%
• Peak sales at festival seasons andmarriages
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Introduction to Tanishq
• Pioneered the concept of branded jewellery in
India
• Division of Tata Industries Ltd, started in 1995
• India‟s largest, most desirable and fastest
growing jewellery brand with 104 stores in 71
cities
• Tanishq has one of the world‟s most modern
factories
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Introduction to Tanishq
• Challenged the age-old jeweller‟s word with
TATA‟s guaranteed purity
• Introduced technology-backed challengegoverned by individual trust
• Introduced professional retailing in the
unorganised Indian jewellery bazaar
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Target audience
• The target consumer, of Tanishq is the young
independent woman aged between 25-35years, who loves to wear the trendy, light
varieties of jewellery as part of the general
attire.• Different variants within the brand itself each
targeting a specific segment of consumers
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Segmentation
• Psychographic Segmentation
People who love the modern, sophisticated jewellery
designs- „Design accolade‟, „Aria‟, „Moham‟ and „Zoya‟
People who love to wear traditional jewellery designs- Colours of Royalty‟, „Kundan and Polki‟ and „Fashion
Earrings‟
• Demographic segmentation
Life Stage
Price segmentation
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Aria
Colors of Royalty
Moham
Tanishq Design
Accolades
The Tanishq Collections
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Zoya
Kundan and Polki
Wedding Collection
Diamond Collection
Fashion Earrings
The Tanishq Collections
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Positioning
• Initially Tanishq positioned itself as branded jewellery that was “modern, international andsophisticated in outlook and design”
• Changed the brand positioning to traditionalIndian jewellery with 22- 24 carat ornaments
• Tanishq positioned itself on the pure goldfront
• A recent repositioning strategy has been the'Revitalizer of Tradition'
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Promotions
• Pond‟s Femina Miss India crown
• „World‟s Smallest Bhagwad Gita close to your heart‟
• 11=12 scheme
• Films- Paheli and Jodhaa Akbar
• Annutara membership
• Brand ambassador• Free Gold Coin Offer
• Purity check campaign
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Tanishq’s Showrooms
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Asin the brand ambassador
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Competitor Analysis
• Gitanjali group
• Carbon
• TBZ• Bhima
• Alukkas
• Others – ( Regional players like GRT Chennai,Mehrasons Delhi, CK Chetty & Sons
Bangalore etc.,)
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Gitanjali Group
• 11 brands catering to various categories
• The Gitanjali Group is the major competition
for Tanishq among branded jewellery.
• Gitanjali is positioned as a life style product by
the customers--“From occasionally, to the
need of every occasion". The company tries
to portray itself as a lifestyle product ranging
from affordable to luxury wear.
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Gitanjali group
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Gitanjali group
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Gitanjali group
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Carbon
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Carbon
• Branded player – About 2% in the branded
jewellery segment.
• Well-paid urban professional, 24 to 40 years
old
• Only available in `shop-in-shop' outlets in
large lifestyle stores (such as Shoppers Stop,
Ebony, Globus, The Bombay Store, Lifestyle
and Taj Khazana)
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TBZ
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TBZ
• Market share - 5% in the branded jewellery
market
• “The Original”-145 years in the market
• Promotions- ORRA has consistently been
designing jewellery for the Bollywood as well
as Hollywood actors.
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Bhima
• One of the major regional players in South
India
• -“Bhima Gold...Pure Gold”
• Target audience-marriage segment;
- newly to-be-bride and groom
• Mens line and kids section
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Bhima
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Alukkas
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Consumer Insights Exploration
for Tanishq
• Methodology
– Visited 3 Tanishq stores
– Casual conversations with customers
– Ten in depth Interviews with select customers
• Interview framework & areas discussed in theconversation with customers
– Background and family structure – Typical daily schedule
– Belief system and attitude
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Insights Exploration
– Aspirations, Ambitions, Fears, challenges, dreams, Goals – Buying behaviour for jewellery
– Frequency of purchase
– Type of jewellery purchased
– Reason for purchase & who takes purchase decision – Branded or Unbranded
– Experience with Tanishq
– Why Tanishq?
– Positives & Negatives – Would you recommend Tanishq?
– Why not Tanishq
– Others ( Questions based on buyer behaviour of diamondsetc.,)
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Brand Image
• Tanishq is seen as a sophisticated and modern
jewellery
• Tanishq is over priced
• Known for its quality & trust
• Heavy purchases for wedding not made from
Tanishq
• Bulk purchases for wedding always made by
mother/mother-in-laws of the bride.
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Consumer Insights
• During wedding, only few wedding ornamentspicked up from Tanishq
• Tanishq ornaments mainly bought for style/brand
factor, for gifting purposes etc.• Customer service is generally well received and
appreciated
• Not the first choice for purchase of gold ordiamonds
• Traditional jewellery wins over Tanishq in termsbulk purchases
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Sample customer profile
• Name : Sarah T – Occupation: Working in HSBC
– Is a graduate in fashion designing and worked
as a model for sometime
– Highly fashion conscious. – Sees herself as a very independent woman.
– Hopes to revive her modeling career.
• Believes Tanishq possesses the following qualities:
– Very fashionable jewellery. – Relates to the brand because of its high fashion consciousness.
– Likes all off the collections of Tanishq.
– The high pricing is because of the quality of gold that Tanishqgives and ensures.
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• Reasons for not purchasing from Tanishq:
– Recent loss of job.
– Saving money to reignite modelling career.
• Customer observations:
– Tanishq jewellery is very classy and stylish. – Best suited to the new age woman.
– Highly recommended brand but do not purchasefrom Tanishq for wedding purchases
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Nodal Association Map for Tanishq
(Customer Perspective)
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Brand personality for Tanishq
• Tanishq's brand personality can be described
as sophisticated, upper class and feminine in
nature
• Under the big five brand personality scale,
Tanishq is a mixture of sincerity (wholesome:
original, genuine) and sophistication (Upper
class, charming: feminine, smooth, sexy,gentle).
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Problem Definition
• Facing tough competition
• Seen only as a modern jewellery and everyday
wear
• Tanishq is rarely considered for marriage
jewellery purchases
• Failed to connect with the mothers of brides
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Branding Solution
• Should communicate as “Take the wedding, Beyond the wedding”
• Attract mothers of the brides to come to
Tanishq and make them feel proud for havingpurchased jewellery from Tanishq for herdaughter‟s wedding
• Mothers of the brides should feel guilty if theyare not purchasing jewellery from Tanishq
• Identifying “moments of purchase”
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“Taking the wedding beyond the wedding”
• Giving gifts for wedding purchasers in everywedding anniversary.
• Lucky winners get Honeymoon packages in
Taj Hotels.
Integrated Marketing
Communication
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Integrated MarketingCommunication
• Sponsor events related to wedding in television
• Form an online forum to discuss about
jewellery purchases for wedding etc.
• Advertise in matrimonial sites and tie-up with
them to send personalised e-mails & SMS for
wedding purchasers
• Watch out for any celebrity wedding and cash
in on the same
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Integrated Marketing
Communication
• Radio spots in ladies special programmes.
• Print ad campaign in regional as well asnational/international women magazines
• Outdoor campaign which says “Wedding is
incomplete without Tanishq jewellery”
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Conclusion
• Changing business environment
• Falling sales, aggressive competition in the
branded and the growth of existing strong
regional players
• Branding exercise and integrated marketing
approach required
• Focus on wedding purchases
• Moments of purchase creation
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THANK YOU