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Group 4
   Sushant Kumar
   Ritesh Kamal
   Richansh Kumar
   B.Kushal Kumar
   Mayank Shukla
   Ganesh Padhi
   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%.
   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.
 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 case group 4
   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.
   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
Thank You

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Tanishq case group 4

  • 1. Group 4  Sushant Kumar  Ritesh Kamal  Richansh Kumar  B.Kushal Kumar  Mayank Shukla  Ganesh Padhi
  • 2. 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%.
  • 3. 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.
  • 4.  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
  • 6. 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.
  • 7. 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