1. Group 2

2. INTRODUCTION
• Tanishq is one of the most prominent jewellery brands in India.
• It is a division of Titan Industries Pvt. Ltd., a unit of TATA Group.
• Tanishq has an exquisite collection of gold, gems and diamond jewellery.
• It is the largest jewellery brand in India, which started in 1995 in retail format.
• Tanishq has 121 stores across 76 cities in India and still expanding.
• The major competition for Tanishq is local brand present in each city and a
branded players like TBZ, Gilli, and P. C. Chandra etc.
• The name Tanishq is combination of ‘Tan’ meaning ‘body’ and ‘Ishq’
meaning love.

3. SEGMENTATION
• GEOGRAPHIC SEGMENTATION:
• Tanishq has 121 stores across 76 cities (metropolitan and cosmopolitan, small
cities and big towns in India) and still expanding.
• Example: Mumbai, Delhi, Kolkata, Chennai, Bangalore, Hyderabad, Pune,
Cochin, Calicut, Coimbatore, Nagpur, Chandigarh, Dispur, Lucknow, Jalndhar,
Nagpur, Nasik etc.
• DEMOGRAPHIC SEGMENTATION:
• SEC: Upper – middle class to Lower – Upper class women.
• Age group: 21 – 55 married women
• BEHAVIORAL SEGMENTATION:
• Consumers, who understands uniqueness, sophistication, elegance and class.

4. TARGET AUDIENCE
• Women living in metropolitan and cosmopolitan cities, big towns etc.
• Upper middle class and above
• Age bracket:
• 20 – 30 year old newly married
• 31 – 40 year old married with children
• 41 – 55 year old with daughters of marriageable age.

5. POSITIONING
• Unique Selling Point (USP): ‘ Uniqueness of design’ and secondly,
innovation.
• Tagline for Tanishq: “Pure Jewellery, Pure Joy”
• Tanishq exemplifies:
• Uniqueness of design and innovation
• Transparency of dealings and superior service experience
• A variety of nice, attractive and fashionable designs
• A good store experience, ambience, people
• Sophistication, elegance and class
• Tata branding
• The name Tanishq has appeal
• POSITIONING WITH RESPECT TO RETAIL
EXPERIENCE:
• Tradition and modernity
• Accessible, caring and transparent

6. MEDIA PLAN
• Duration : 1 month, May 2012
• City: Mumbai
• Brand: Tanishq
• Budget: Rs. 40 cr.

7. MEDIA PLAN
1. Outdoor – Rs. 1crore with tax
2. Newspapers - Rs. 21. 58 crore without tax
3. Magazine – Rs. 2 crore without discount and with
tax
4. TVC – Rs. 12.8 crore with tax (discount allowed)
5. Radio – Rs. 2 crore with Tax
TOTAL – 39.38 cr.

8. Outdoor
• Train
• Kiosks
• Traffic Booths
• Hoardings
• Bus Backs
• Bus Shelters
• TOTAL: 1 crore with Tax

9. Hoarding spot Size Cost for 1 month
1. Peddar Road, near Jaslok Hospital 16 by 18 2,62,500
2. Kopara, Khargar 30 by 20 52,500
3. Opera House, Kennedy Bride 60 by 30 1,57,500
4. Towards V.T,L.H.S lower. 20 by 20 2,10,000
5. Mahalakshmi,Race course signal 15 by 15 2,10,000
6. PrabhaDevi, Siddhivinayak 40 by 10 1,57,500
7. Dadar, Tilak Bridge 20 by 20 1,05,000
8. Lower Parel, near Phoenix Mills 40 by 20 1,57,500
9. Cadel Road, Hinduja Hospital 20 by 20 1,05,000
10. Mahim Cause-way 40 by 20 1,57,500
11. Bandra, Thakaray bridge, R.H.S 40 by 20 2,10,000
12. Santacruz, Highway, Vakola Flyover 40 by 20 1,57,500

10. 13. Juhu, next to Sea Princess 30 by 20 1,57,500
14. Juhu, opposite Centaur Hotel. 30 by 10 1,57,500
15. Andheri, JVPD circle 40 by 20 1,57,500
16. Andheri- trf from Powai to Andheri 40 by 20 1,05,000
17. Jogeshwari, W.E.H 60 by 20 78,750
18. Goregaon Malad link road 40 by 20 78,750
19. Borivali Exit gate 40 by 20 1,05,000
20. Sion Flyover to Chembur 40 by 20 1,05,000
21. Masjid, P.D Melow road. 60 by 10 1,05,000
22. Vashi Plaza 40 by 20 52,500
23. Thane, Bridge terrace Highway 40 by 20 52,500
24. Kandivali-Link road and M.G road junction 20 by 20 42,000
25. Chembur, near Akbarallys. 40 by 20 78,750
Total: 31,13,250

11. Bus numbers No. of ads in each Cost per panel Total cost
1. 521 5 15750 78,750
2. 33 5 15750 78,750
3. 374 5 15750 78,750
4. 22 5 15750 78,750
5. 57 5 15750 78,750
6. 21 5 15750 78,750
7. 488 5 15750 78,750
8. 602 5 15750 78,750
9. 710 5 15750 78,750
10. 707 5 15750 78,750
11. 385 5 15750 78,750
12. 319 5 15750 78,750
13. 305 5 15750 78,750
14. 274 5 15750 78,750
15. 256 5 15750 78,750
16. 236 5 15750 78,750
17. 169 5 15750 78,750
18. 153 5 15750 78,750
19. 124 5 15750 78,750
20. 16 5 15750 78,750
100 Total: 15,75,000

12. Bus Shelters (Stop) Cost Cost for 1 month
1. Deonar depot 25000 25000
2. Vashi 25000 25000
3. Filmistan 30000 30000
4. Andheri (station West) 40000 40000
5. Antop Hill 40000 40000
6. Bandra Hill road 40000 40000
7. Powai 40000 40000
8. Bhandup- Subash Nagar 20000 20000
9. Chinchpokli West 20000 20000
10. Cotton Green 30000 30000
11. Dadar-Ruia College 30000 30000
12. Dahisar Bridge 30000 30000
13. Dharavi Depot 25000 25000
14. Ghatkopar station (E) 25000 25000
15. Ghatkopar station (W) 25000 25000

13. 16. Haji Ali 40000 40000
17. Goregaon East 30000 30000
18. J.J. Hospital 40000 40000
19. Jogeshwari (HDFC colony) 25000 25000
20. Khanjurmarg Village 20000 20000
21. Kalina 20000 20000
22. Kopar Khairane 20000 20000
23. Marol Naka 30000 30000
24. Kurla Depot 35000 35000
25. Walkeshwar 25000 25000
26. Malad Navy Nagar 25000 25000
27. Worli Village 30000 30000
28. Wadala Depot 25000 25000
29. Yari road 20000 20000
30. Mantralaya 40000 40000
TOTAL 870000 870000

14. Places Number of traffic booths Cost for 1 month
1. Goregaon East 1 1,00,000
2. Lokhandwala 1 1,00,000
3. Andheri West 1 1,00,000
4. Andheri East 1 1,00,000
5. SV road 1 1,00,000
6. Bandra Masjid 1 1,00,000
7. Sion circle 1 1,00,000
8. King circle 1 1,00,000
9. Lalbaug 1 1,00,000
10. Dadar West 1 1,00,000
11. Wadala 1 1,00,000
12. Chembur Diamond Garden 1 1,00,000
13. Vashi-Khopar Khairane 1 1,00,000
14. Powai 1 1,00,000
15. Vikhroli East 1 1,00,000
16. Ghatkopar West 1 1,00,000
17. Breach Candy 1 1,00,000
18. Walkeshwar 1 1,00,000
19. V.T 1 1,00,000
20. Churchgate 1 1,00,000
Total: 20,00,000

15. GANTRIES
Places No. Cost for 1 month
1. Andheri junction off W.E.H 1 50,000
2. E.E.H-Priyadarshini junction. 1 50,000
3. E.E.H-Mulund junction. 1 50,000
4. Thane. 1 30,000
5. After Vashi toll gate. 1 30,000
Total: 2,10,000

16. Number of Cost per Total cost for 1
Places kiosks kiosk month
1. SV road, Jogeshwari 5 10000 50,000
2. Goregaon Mulund Link road 5 10000 50,000
3. Gulmohar road,Juhu-Vile Parle 5 10000 50,000
4. Lal Bhahadur Sastri Marg-Vikhroli 5 10000 50,000
5. M.G road,Ghatkopar 5 8000 40,000
6. BKC road 5 15000 75,000
7. Bhyramji Jeejeebhoy Rd,Bandra
Reclamation 5 15000 75,000
8. Elphinstone Road 5 12000 60,000
9. Meghraj Sethi Marg, Mumbai Central 5 12000 60,000
10. N.S.C Bose road, Churchgate 5 20000 1,00,000
11. Cuffe Parade 5 20000 1,00,000
12. Sewri-Fort road 5 15000 75,000
13. Palm Beach Road, Vashi 5 10000 50,000
14. Thane Belapur Road 5 8000 40,000
15. Narayan Pujari Nagar, Worli 5 15000 75,000
TOTAL 9,50,000

17. Glow signs at railway stations No. Cost per sign Total cost for 1 month
1. Dadar 2 12000 24,000
2. Mulund 2 12000 24,000
3. Vile Parle 2 20500 41,000
4. Dahisar 2 12000 24,000
5. Mira Road 2 12000 24,000
6. Bhayander 2 12000 24,000
7. Virar 2 12000 24,000
8. Sewri 2 12000 24,000
9. Mahim 2 15500 31,000
10. Govandi 2 12000 24,000
11. Sandhurst road 2 12000 24,000
12. Nerul 2 12000 24,000
13. Sion 2 12000 24,000
14. Wadala 2 12000 24,000
15. Charni Road 2 15500 31,000
TOTAL 3,91,000

18. Print
 Times Of India
 Mumbai Mirror
 Bombay Times
 Navbharath Times
 Hindustan Times
 Mid day
 The HIndu
 TOTAL : 21.58 crores

19. FULL PAGE (Full color)
Name of Newspaper TOI HT Navbharath Times Hindu
Rate/sq cm 2230 1000 900 1200
Cost of ad (Rate * cm2) 102,99,200 300,40,000 243,36,000 324,48,000
1st,7th,14th,21 1st,7th,14th,21 1st,7th,14th,21st, 1st,7th,14th,21
Date of insertion st,28th of May st,28th of May 28th of May st,28th of May .
Position Cover page Cover page Cover page Cover page
Total Cost 979,20,200

20. HALF PAGE- Under the fold (Full colour)
Name of Newspaper TOI HT Navbharath Times Hindu
Rate/sq cm 2230 1000 900 1200
Cost of ad (Rate * cm2) 18553600 10320000 10288000 11584000
3rd,6th,9th,12th,1 3rd,6th,9th,12th, 3rd,6th,9th,12th,
5th,18th, 15th,18th, 3rd,6th,9th,12th,15th, 15th,18th,
21st,27th, 24th, 21st,27th, 24th, 18th, 21st,27th, 24th, 21st,27th, 24th,
25th, 29th, 31st of 25th, 29th, 31st 25th, 29th, 31st of 25th, 29th, 31st
Date of insertion May . of May . May . of May .
Position Last page Last page Last page Last page
No. of insertions 10 10 10 10
Total Cost 59257600

21. 10 by 10 (Full colour)
Name of Newspaper TOI HT Navbharsth times Hindu
Rate/cm 2230 1000 900 1200
Cost of ad (Rate * cm2) 22300000 10000000 10000000 1200000
4rd,10th,16th, 4rd,10th,16th, 4rd,10th,16th,
22nd,28th 22nd,28th of 4rd,10th,16th,22nd 22nd,28th
Date of insertion May . May ,28th of May May
Page 3, Page 3, Page 3, bottom Page 3,
Position bottom right. bottom right. right. bottom right.
TOTAL: 543,00,000

22. Femina
MAGAZINE
People
Filmfare
 Outlook
The Week
Elle
Grazia
Good Housekeeping

23. FULL PAGE (Full color)
Name of NewsMagazine Femina People Filmfare Outlook
Cost of ad 2,80,000 2,27,000 3,50,000 2,00,000
Date of insertion Fortnight Fortnight Fortnight Fortnight
Back Page
Position 3rd page 2 page
nd
Behind Cover Inside Cover
Total Cost 80,96,000

24. Half Page (Full color)T
Good
Name of NewsMagazine The Week Elle Grazia Housekeeping
Cost of ad 1,50,000 2,00,000 2,00,000 4,00,000
Date of insertion Fortnight Fortnight Fortnight Monthly
Position 3rd page 4nd page 2nd last page 6th page
Total Cost 28,00,000
TOTAL MAGAZINE 108,96,000

25.  Sony TV TVC
 Sony Pix
 Star Plus
 Star Movies
 Star Gold
 HBO
 Zee TV
 Zee Studio
 Zee Café
 Zee Cinema
 Colors
TOTAL – 12.8 crore

26. No of
Name of spots (for
channel Programme Time slot Days in week 1 month) Rate Total
Sony 10:30 – 11:00
Entertainment Bade Ache Lagte Hain pm Mon-Fri 60 31500 18,90,000
Sony Pix 9:00 PM movie 9:00 – 11:30 pm Mon-Sun 224 26250 58,80,000
Sony Pix 6:45 pm movie 6:45 – 9:00 pm Thurs - Sun 96 26250 25,20,000
Ye Rishtha Kya Kehlata
Star Plus Hain 9:30 – 10:00 pm Mon- Fri 40 120000 48,00,000
Iss pyaar ko kyan naam
Star Plus doon 5:50 – 6:00 pm Mon-Fri 20 115000 23,00,000
Star World Friends 1:30 – 2:00 pm Mon- Fri 40 115000 46,00,000
Star World Desperate Housewives 7:00 – 7:30 pm Mon-Fri 60 115000 69,00,000
10:00 – 11:00
Star World Castle pm Wed - Fri 48 120000 57,60,000
Star Movies 4:00 pm movie 4:00 – 6:30 pm Thurs - Sun 32 110000 35,20,000
Star Movies 9:00 pm movie 9:00 – 11:00 pm Mon – Thurs 32 110000 35,20,000
Star Gold 12:00 pm movie 12:00 – 2:30 pm Mon-Fri 60 45000 27,00,000
12:00 – 2:00
HBO 12:00 pm movie pm Fri – Sun 38 100000 38,00,000
HBO 9:00 pm movie 9:00 – 11:00 Sat – Sun 16 110000 17,60,000

27. No of
Days in spots (for
- Programme Time slot week 1 month) Rate Total
Zee TV Choti Bahu 8:00 -8:;30 pm - Mon-Fri 40 26250 10,50,000
Yahaan Mein Ghar Ghar
Zee TV Kheli 9:00 – 9:30 pm Mon-Fri 60 26,250 15,75,000
Zee Studio 9:00 PM movie 9:00 – 11:00pm Mon-Thurs 64 30000 19,20,000
Zee Cafe Cougar Town 12:00– 1:00pm Mon- Fri 40 26250 10,05,000
Zee Cafe Kitchen Masters 2:00 – 3:00 pm Mon-Fri 40 28250 11,30,000
Zee Café Scrubs 8;00 – 9:00 pm Wed – Sun 45 50000 22,50,000
NDTV Good Big Fat Indian Wedding,
Times Band Bajaa Bride 12:00 – 1:00 pm Mon-Sun 112 20000 22,40,000
NDTV 24x7 6:00 pm prime news 6:00 – 7:00pm Mon –Sun 140 22250 31,15,000
TLC Nigella Lawson 2:00 – 3:00 pm Mon – Fri 40 26250 10,50,000
TLC I’m too sexy for my shoes 6:00 7:00 pm Mon - Wed 48 26250 12,60,000
GeVacation, Vacation,
TLC Vacation 8:00 – 9:00 pm Mon – Thurs 64 28250 18,08,000
Colors Bhalika Vadhu 8:00 – 8:30 pm Mon – Fri 40 18250 7,30,000
Colors Uttharan 7:00 – 7:30 pm Mon – Fri 40 15000 6,00,000

28. No of
Name of spots (for
channel Programme Time slot Days in week 1 month) Rate Total
Sony
Entertainment General Spots 6:00 – 10:00 am Mon-Fri 60 31500 18,90,000
Sony Pix General Spots 6:00 – 10:00 am Mon-Sun 78 26250 20,47,500
Sony Pix General Spots 6:00 – 10:00 am Thurs - Sun 50 26250 13,12,500
Star Plus General Spots 6:00 – 10:00 am Mon- Fri 60 120000 72,00,000
Star Plus General Spots 6:00 – 10:00 am Mon-Fri 40 115000 46,00,000
Star World General Spots 6:00 – 10:00 am Mon- Fri 60 115000 69,00,000
Star World General Spots 6:00 – 10:00 am Mon-Fri 60 115000 69,00,000
Star World General Spots 6:00 – 10:00 am Wed - Fri 48 120000 57,60,000
Star Movies General Spots 6:00 – 10:00 am Thurs - Sun 32 110000 35,20,000
Star Movies General Spots 6:00 – 10:00 am Mon – Thurs 32 110000 35,20,000
Star Gold General Spots 6:00 – 10:00 am Mon-Fri 64 45000 28,80,000
HBO General Spots 6:00 – 10:00 am Fri – Sun 38 100000 38,00,000
HBO General Spots 6:00 – 10:00 am Sat – Sun 30 110000 33,00,000

29. No of
Name of spots (for
channel Programme Time slot Days in week 1 month) Rate Total
Zee TV General spots 10:00 – 2:00 PM Mon-Sun 72 26250 1890000
General spots 1890000
Zee TV 8:00 – 12:00PM Mon-Fri 72 26,250
General spots
Zee Studio 7:00 – 11:00 AM Mon-Thurs 64 30000 1920000
General spots
Zee Cafe 5:00 – 12:00 PM Mon- Fri 60 26250 1575000
General spots
Zee Cafe 12:00 – 2:00 AM Mon-Fri 60 26250 1575000
NDTV Good General spots
Times 10:00 - 12:00 PM Mon-Sun 112 20000 2240000
General spots
NDTV 24x7 8:00 – 12:00 AM Mon –Sun 140 22250 3143000
General spots
TLC 6:00 – 9:00 AM Mon – Fri 60 26250 1575000
General spots
TLC 12:00 – 2:00 AM Mon - Wed 48 26250 1260000
General spots 10:00 - 111:00
Colors PM Mon – Fri 60 15000 900000
12,80,96,00
TOTAL 0

30. RADIO
 Radio One
 Radio Mirchi
 Red FM
 Radio City
 BIG FM
 Fever
 TOTAL: 2 crore with Tax

31. Radio Firm Cost/10sec Duration of ad Time No:of Spots No:of days( 1st May to 31st May, 2012) Cost/ month
Radio One 450 60 sec 7:00 - 11:00 AM 8 31 6,69,600
11:00 - 2:00 PM 5 31 418500
2:00 - 5:00 PM 5 31 418500
5:00 - 10:00 PM 8 31 669600
21,76,200
Red FM 400 60 sec 7:00 - 11:00 AM 5 31 372000
11:00 - 2:00 PM 3 31 223200
2:00 - 5:00 PM 3 31 223200
5:00 - 10:00 PM 5 31 372000
1190400
Radio Mirchi 500 60 sec 7:00 - 11:00 AM 4 31 372000
11:00 - 2:00 PM 10 31 930000
2:00 - 5:00 PM 10 31 930000
5:00 - 10:00 PM 4 31 372000
2604000
Radio City 500 60 sec 7:00 - 11:00 AM 7 31 651000
11:00 - 2:00 PM 6 31 558000
2:00 - 5:00 PM 6 31 558000
5:00 - 10:00 PM 7 31 651000
2418000
BIG FM 450 60 sec 7:00 - 11:00 AM 8 31 669600
11:00 - 2:00 PM 7 31 585900
2:00 - 5:00 PM 7 31 585900
5:00 - 10:00 PM 8 31 669600
2511000
Fever 400 60 sec 7:00 - 11:00 AM 10 31 744000
11:00 - 2:00 PM 8 31 595200
2:00 - 5:00 PM 8 31 595200
5:00 - 10:00 PM 10 31 744000
2678400
TOTAL 1,35,78,000

32. Studio Shift:
Radio One 5th May Phoenix Mall, Lower Parel 10,00,000
Radio Mirchi 12th May Inorbit Mall, Malad 15,00,000
Radio City 19th May Colaba 12,50,000
BIG FM 26th May Bandra 15,00,000
TOTAL 52,50,000

33. THANK YOU
DONE BY:
AMIT KUMAR
KIMJOUJAM LEIVON
MALAVIKA PEMMAYA
ROSEMARY JACOB K.