1. Group 1
Pragathi
Subha
Jaideep
Preeti
Gayatri
Afsal

2. Contents
• Introduction
• Marketing mix
• Understanding buying behaviour of customers
• Customer services offered
• Segmentation and Positioning
• The turnaround story
• SWOT Analysis

3. Introduction
• Titan came into existence – July 1984
• Jewelry watches and jewelry – 1994
• Tanishq – tan (body) , ishq (love)
• To change its image -
watch manufactures - fashion
accessories manufacturer

4. product
promotion Marketing place
mix
price

5. Product
Product variety
• Plain gold jewelry, studded gold jewelry,
Platinum jewelry, silverware-product range
and solitaires.
• 22K, 18K and 9K pure gold ear rings, bangles,
chains, rings, nose pins etc.

6. Quality
• 1st & the only jeweller-guarentees at the store
• Claim and deliver quality
• Built trust based on the same
• Gold meters- check gold purity
• Established as ethical player in the market
• Differentiating factor –experience & quality in
store

7. Design
• Frequent new and unique collections to cater
to variety seeking customers
• Full fledged design studio and largest design
team in the country
• Each piece is designed by team of award
winning designers
• Adjudged the most admired jewelry brand in
2004
• Breath taking jewelry- contemporary with
traditional touch

9. Place
• Crafted as one of the worlds most modern
factories
• Factory complies- labor and environmental
standards
• Located at Hosur Tamilnadu
• Largest jewelry retailer in India
• 131 in 83 cities
• Export market

10. Pricing
• Products starting from Rs 600 …
• Valentines day collections from Rs 2000 …
• Attractive offers –up to 25% off
• All day Diamonds from Rs 1960 …

11. Promotion Mix
• Advertising : Through print media, social
media and television

12. Emotional appeal

13. Celebrity Endorsements

14. Collaboration Promotion
Corporate Gold Gift Scheme(1998)
• “When you want to say thank you, say it in
gold.”
• 1999 – Rs.20 crores worth gold coins to
Maruti Udyog Ltd
• 2001 – 5% of turnover and 30 clients
• Miniature gold cars – Hyundai Motors

15. Publicity
• Sponsorships: Bollywood Tie-ups

16. Miss India Crowns and ‘Colors of Royalty’
Range

17. Tanishq Swarna Sangeetham

18. Public Relations
• Customer satisfaction measurement
programme with CSMM
• Anuttara – Customer Loyalty Programme

19. Sales
Promotion

20. Understanding buying behaviour of
customers
• Till the early 1990s: Investment rather than
adornment => 18 kt was not favoured
• Confidence in local jewellers => ignorant
• Late 1990s : shift in consumer tastes
• Regarded jewelry as an accessory
• Customers wanted a wider selection

21. First jewelry retailer to focus on
experience factor…
• Customization
• Exchange policy
• Purity checks: Karatmeter
• Anuttara
• ”

22. • Golden Harvest Savings • Swarna nidhi scheme
scheme

23. Concept stores –
“Revitalizer of Tradition”

24. Segmentation & Postioning
• Niche Marketing
• Positioned – international brand for Indian elite
• Since 1997: Mass marketing
Geographical segmentation
 Satisfy tastes of all regions
 Ethnic designs
 Transpose designs-Bengali in Delhi ….
• Psychographic segmentation
 Lifestyle – Working women

25. REPOSITIONING
• Same product and target market
• Change in image of product
• Product Repositioning :
• Product – modified
to make it more acceptable to its target
segment
 to serve the customer needs effectively

26. • Intangible repositioning
 Different market segment with same product
 Ex- Diamonds starting from Rs15000 onwards
• Tangible repositioning
• Product and target market changed
 Move up or down a market
 Gold plus and Zoya

27. Trading up and down
Goldplus Zoya
• Low end customers • High end customers
• Plain gold jewelry + very • Exquisite diamond jewelry
less studded jewelry : • 2 boutiques
Diamantine (first time in
India)
• Presence in 32 towns
spread across 5 states

28. Competitors for Tanishq
• Gitanjali group
• Traditional jewellers

29. The Turnaround Story
• Unsuccessful Launch
– Unorganised jewelry sector
– New concept : 18 kt and contemporary
– Family jewellers
• Setting things right
– Gone wrong in 2 areas – 1. Product proposition
2. Retailing

30. • Westernised to Indian
• 18 kt to 22 and 24 kt
• Designs from various states and transmigration
• Localised promotions
• In-house designers designed based on current
trends
• Complete freedom to retail outlets to pick up
designs
• Karatmeter
• Bold step towards professionalizing Indian
jewelry business
• Focus on smaller cities
• Standard gold price

31. SWOT Analysis
Strengths
• Strong backing of the Titan Industries of the
Tata Group and TN Govt.
• Standard gold pricing
• Award winning designs
• Competitive prices
• Caters to all market segments with sub-brands
• Has its presence in over 83 Indian cities

32. Weakness
• Negative perception – Brand was only for
the rich
• Strong labour union
Opportunities
• Expanding to global markets
• 99% of potential Indian gold market

33. Threats
• Competition from traditional jewellers
• Increasing gold price affecting the low end
customers

34. Thank You!