Integrated Marketing commmunications of TANISHQ

1. Group-3
Ayush Agarwal
Mano Prathap
N.Sujitha
Thiyagarajan
Vishal Ranjan
C.Thejaswi
30007
30022
30046
30048
30052
30070

2. INTRODUCTION
 Tanishq pioneered the concept of
branded jewellery and ornaments in India.
 Name was formed from first two letters
from Tata and "Nishk" meaning gold coin
An alternative explanation is from 'Tan',
meaning body and 'Ishq', meaning love.
 Started in 1995,with its headquarters at
Bangalore.First showroom in chennai
launched by Karishma Kapoor.
 Challenged the established family jeweller
system prevalent in India.
 Introduced Karatmeter.

3. Brand Positioning
 Promise of purity and a unique
experience.
 Trust
 Luxury
 Superior product
Strategies
 Transmigration of designs:
Tamilnadu designs in Mumbai ;
Bengal in Delhi .
 Continuous change in designs
 Own Chain of Retail stores.
 Standardized Price
 Return guarantee and exchange
offers.

4. SWOT ANALYSIS

5. PERSONAL SELLING
 In the starting phase the company sold its products through multibrand
stores.But now it has 150 tanishq showrooms in 86 cities.
 “The Revitalizer of Tradition”- First-of-its-kind „Concept stores‟ which
combine the grandeur of the past with the reality of the present without
loosing its inherent character an appeal.
 Right assortment according to the locality.
 A KYC (Know Your Customer) programme through which each store
keeps in touch with every customer of the store, detects any significant
shift to a neighbouring competitor and puts together a response basis

6. ADVERTISING AND PROMOTION
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Through print media, social media and television
Print media:Vogue,Femina,Cosmopolitan
Business magazines for men‟s collections
Festive Ads

7. TELEVISION ADS
EMOTIONAL APPEAL
A top-of-the-line advertising campaign
effort, based on deep customer insights
and loads of creativity, resulting in very
effective, much-talked-about TV
commercials throughout the year

8. SALES PROMOTIONS

9. MIA CONTEST
“MY EXPRESSIONS”
 On 26th December 2011,tanishq launched an online contest
inviting consumers to submit ideas for sub-brand Mia- a new line
of jewellery for young working women
 The contest was a big hit. It received more than 3200 entries, and
these attracted 40,000 people to vote online

10. OUT DOOR ADVERTISING
 High quality huge hoardings showing latest designs
and offers are placed at all busy places.
 People are given details about the nearest
showrooms through these billboards.

11. DIGITAL MARKETING
 Tanishq keeps updating
jewellery lovers about its
latest trends and designs
through social networking
sites.
 Posts the pictures of latest
jewellery which gets a
great publicity through its
„Shares‟ and „Retweets‟.
 Not just marketing but
also gives tips and
suggestions through these
pages which helps
prospects to approach the
stores.

12. BLOGS
 Tanishq is a prominent name in
the jewellery section, through its
blog it is also proving itself as a
„Thought leader‟ in this section.
 Effective Content is generated
through the blogs which have a
potential to be shared among
their friends, which provides a
good third party publicity to
Tanishq.
 Blog is used to keep constantly
update about latest
designs, events, competitons and
offers.

13. DIGITAL CAMPAIGNCONFESSIONS OF A BRIDE
•
Invited to-be-brides to tell Tanishq
their most unique wedding wishes.
• Confess their secretive wedding desires
to Tanishq and stand a chance to make
their wedding more memorable.
• This website- also has interesting bridal
apps like Create your Unique Hashtags,
Wedding Planner, Gift Registry etc
which will help her organize the
wedding better.

15. WEBSITE
 Tanishq website is used for online selling of the jewllery.
 Latest offers , designs are frequently updated in the site.
 It also gives information about the showrooms in the needed locality.

16. PRODUCT PLACEMENTS
 Bollywood tie-ups
Race 2

17. CELEBRITY ENDORSEMENTS
 Nation wide well known Actors like Amitabh BachchanJaya Bachchan
Sridevi Asin Deepika Padukone Karishma Kapoor are chosen for an India
wide common ads.
 Actors are carefully chosen to reflect the trust, beauty and trendiness of
the Brand.

18. GOLDEN HARVESTMENT
SCHEME
The 11+1 Plan
• Under this scheme, you need to
pay a fixed amount every month
with Tanishq for 11 months. The
12th month installment is paid by
Tanishq, hence you can buy for
more than what you pay.
• We can Plan in advance
• Better Value scheme

19. TANISHQ SWARNA SANGEETHAM
Tanishq Swarna Sangeetham is an initiative to
help the younger generation reaffirm their ties
with the roots
The reality show of Tanishq in collaboration
with Raj TV

20. PUBLIC RELATIONS
 A customer satisfaction measurement programme
Customer Satisfaction Measurement Management
(CSMM), tracks customer satisfaction parameters of
Tanishq on a quarterly rolling basis. This would give
the benefit of benchmarking against local and
international players.
 Anuttara by Tanishq: Customer loyalty program.
Gives reward points on our purchases which can be used to
avail discount on next purchases.

21. SPONSORSHIPS
Femina Miss India 2006: Brand-„Colours of reality‟
The 25 finalists at the Ponds Femina Miss India
2006 showcased this exclusive collection
Pantaloons Miss India
2007:Pantaloons Femina Miss
India 2007 presented its 25
finalists and unveiled the crowns
designed especially by Tanishq

22. COLLABORATION PROMOTION
„Mirror, mirror on Femina’, Tanishq teams
up with Maxus for Aleya collection
Femina was selected for the innovation as
Tanishq identified it to be catering to its target
group for „Aleya‟.
The Femina innovation puts every woman on the
cover of the magazine. She can „see‟ herself
looking like a cover girl, wearing gorgeous
Tanishq jewellery.
It completely cuts the clutter in the crowded
Diwali season and stands out amongst the
plethora of similar advertising

23. COLLABORATION PROMOTION
CORPORATE GOLD GIFT SCHEME:
The scheme was started in December 1998 and was a major success, when Tanishq
delivered 50,000 customised gold coins to 2.5 lakh Maruti dealers nationwide on the
15th anniversary celebrations of MUL.
It has now over 30 corporate clients and the list includes Coca Cola, UB
group, Whirlpool, TVS group, Liberty and Ceat.
In early 2000,it made miniature gold cars for Hyundai motors to be given to select
dealers

24. KARVA CHAUTH-MOBILE APP
•
Karva Chauth App from
Tanishq comes with a
generous wealth of
mehendi designs, a
detailed compilation of
traditional rituals, Moon
Rise Timings.
• It does advertising through
this app providing catalog
of all the latest models.
• There was a good number
of downloads.
• On the day of karvachauth
free mehendhi to ladies in
their showrooms.

25. EVENTS
• Bridal styling tips by experts at various metro cities like bangalore, Hyderabad
were organized which saw a huge response.
• Consumer education especially on bridal wear.
• Events are generally organized on a constant basis by engaging people
• This gives a good advertising to the products, and good media coverage which
is helping in a Brand Building.

26. LIST OF UPCOMING EVENTS POSTED ON
FACEBOOK