1. Project on brand
Presented By
Santosh Singh Bisht
Reg no: 20972
Batch: AM (may/july)2011

2. What is brand...?
The American Marketing Association
defines a brand as a
"Name, term, design, symbol, or any
other feature that identifies one seller's
good or service as distinct from those of
other sellers."
A brand can take many forms, including
a name, sign, symbol, color
combination or slogan. For
example, Coca Cola is the name of a
brand make by a particular company.

3. IMPORTANT OF BRAND
Brands are important because as humans we are trained to like the familiar. This started
when we were born and we latched on to our parents (or parental figures.) While some
people chose to be thrill seekers and constantly seek out the unfamiliar, even those people
like to have some sort of concept of "home" in their lives.
That concept of "home" can actually a brand. The concept of home makes up our core, and
how we think about ourselves. For example, I like Whole Foods Market, and the Whole
Foods brand is somewhere between luxury and good for you and good for the earth -- so
this brand attachment makes me feel good when I shop at whole foods. I like the the Quora
brand because it is about people who like to think deeply about questions and also offer
their expertise on questions. If Quora was just a Q&A community with no branding at all it
would not have the same brand effect.
Additionally, as Lidia Benvie-Ferreiros noted in her response to this question, brands are
important because they allow consumers to form expectations about a brand. Ie if you
purchase a product from Tylenol vs. some random drug company you have never heard
of, you will trust the product is of better quality that you are used to from that brand. Part of
these expectations make sense -- a trusted company with a strong brand name would have
a huge backlash if their product(s) suddenly weren't of the quality their brand is known for --
and part of them relate back to the concept of certainty, familiarity, and our "home"
collection of products, places, and things that we collect through the years that define us.
Brands are a huge part of this.

4. PRODUCT LINE
Tanishq Diamonds Tanishq Platinum
.
Tanishq Gold
Pure
Finding your perfect piece of Platinum's purity endows it
From the traditional
diamond jewelry is an with a brilliant white luster.
harams, mangal sutras
exhilarating and unique This helps to reflect the true
and thalis to the more
experience. As with any radiance of diamonds.
fashionable
significant purchase, it is Because it is generally 95%
earrings, chains, bracele
important that you make an pure (18 karat gold is 75%
ts and rings, there is a
educated decision. Cut and pure), platinum jewelry does
lot to choose from at
crafted with utmost not fade or tarnish and
Tanishq. In India Gold
care, Tanishq diamonds come keeps its looks for a life time.
has always been
with a certificate of Rare
associated with security
authenticity, stating the Platinum is rare, the coveted
and is the most valuable
caratage, colour and clarity of treasure of discerning
form of investment.
the stone, to enable you to individuals..
However, it has been
know exactly what you are Eternal
observed
paying for .No gemstone Platinum jewelry is the
that consumer is an
expresses human emotions perfect choice for a lifetime
easy target to several
more powerfully than a of everyday wear. Platinum
malpractices like under
diamond and Tanishq does not wear away and
karatage, under
transforms these precious hold sprecious stones firmly
valuation of the gold
stones into breathtaking and securely.
masterpieces, each unique and

5. About Tanishq
Tanishq (Hindi: ) is a prominent
jewellery brand of India. It pioneered the
concept of branded jewellery and
ornaments in India. It is a division of Titan
Industries Limited, a company promoted
by the Tata Group, one of India's largest
conglomerates. The name Tanishq
contains the word "Nishk" (meaning
gold coin or necklace in
Sanskrit), although the k has been
modified into a q.
"Tan" in Sanskrit/Urdu means body and
"Ishq" in Urdu means love. Hence
"Tanishq" which is becoming popular as
an Indian baby name means
"embodiment of love". "Tan" in Sanskrit
also means to extend or to spread. Hence
"to extend love" or "to spread love" are
other meanings attributed to the name
Tanishq.

6. Introduction
 Tanishq is India's largest, most desirable
and fastest growing jewelry brand in
India.
 Started in 1995, Tanishq is the jewelry
business group of Titan Industries Ltd -
promoted by the TAT group.
 With a retail sales of 1200 crores last
year and gunning for 2000 crores this
year.
 Tanishq has set up production and
sourcing bases with through research
of the jewelry crafts of India.
 Located at Hosur, Tamil Nadu, the
1,35,000 sq. ft. factory is equipped with
the latest and most modern machinery
and equipment.

7. Tanishq collections:
1.The diamond
collection
2.The wedding
collection
3.The zoya collection
4.The fashion earring
collection
5.The kundan and
polki collection
6.The colours of

8. Introduction
 Tanishq introduced innovations like
Karat meter, the only non destructive
means to check the purity of gold.
 Tanishq also introduced professional
retailing in the un-organized Indian
jewelry bazaar, where women can
shop with comfort and
peace, without worrying about the
purity of the jewelry they are
buying, as well as, select from the
best jewelry collections available in
the Indian market.
 Tanishq has successfully taken on the
challenge of transforming this
frontier into a reliable consumer
space by bringing to it all the virtues
and benefits that branding offers

9. Segment - Jewellery
 Tanishq targets the mid-premium segment in
retail of jewellery business. (premium
segment by ZOYA, mass segment by
GOLDPLUS+)
 Cater with ‘superior craftsmanship, design
expertise, product innovation, and
guaranteed quality’.
 Gold jewellery in 22k pure gold, Also make
platinum jewellery, with diamond and other
precious stones.
 Innovated karat meter, the only non-
destructive method to check purity of metal
and jewellery.
 To promote glamour value of metals (gold)
besides its status as a secure source of
investment.

10. Tanishq to launch sub-brand for youth
MIA
Tata Group’s jewellery brand Tanishq, which recently launched a sub-
brand ‘Mia’ for working women, is now looking at launching another sub-
brand targeting the youth by next year. With over five million working
women in the country, ‘Mia’ was launched to tap the potential of this
growing segment. The collection is created for the women, who are
always on the go, engaged in various professions and have a well-
established accessory ensemble, excluding jewellery.
High on design quotient, light in weight, affordable and apt for today’s
modern woman, Mia has over 100 designs priced at Rs 5,999 onwards.
The collection is available across 130 Tanishq outlets in over 76 towns.
The company is expecting about 30-40 per cent topline growth this fiscal
compared to FY-11, on the back of retail expansions. It also plans to open
about 10-15 stores every year, with a focus on Tier II and III cities, apart
from strengthening its presence in the Tier I cities.

11. FUTURE Prospectus
With a view to expand in the estimated INR 1,000 billion Indian jewellery
market, Tanishq will come out with specific traditional collections to cater
to brides from the regional communities.
To maximise the Tanishq brand presence across regional markets in
India. Large format outlets are intended to act as a one-stop solution and
enhance sales.
At present, Tanishq offers only standard jewellery in its wedding range.
The brand is planning an expansion of its retail business in order to
cross the INR 30 billion sales mark by the end of fiscal year 2010.
The company will be opening a total of 17 more Tanishq boutiques in
2010 and its major focus will be on large format stores of over 4,000 sq
ft, as against the currently existing ones which have an area of around
2,500 sq ft.

12. Tanishq - Format
Tanishq – The Speciality Store
Tanishq, the jewellery business of Titan Industries Ltd, is looking at other alternatives to
capture the market. Apart from the presence in high streets, the retail chain is
embarking on pilot projects, involving presence in shopping malls and shop-in-shops in
retail formats. The move comes in the growing popularity of such formats which are
attracting footfalls, which Tanishq is looking to grab.

13. Tanishq – Store Layout

14. Tanishq – Store Layout

15. Tanishq – Store Layout

16. Tanishq – Store Layout

17. Pricing Strategy
Tanishq being a brand name of TATA,
maintain a standard price for all of their
products. But being in a competitive market
with lots of local as well as branded
competitors, Tanishq offers various attractive
price schemes to allure customers.
Here are some few pricing strategies which is
followed by Tanishq:
 Flexible Pricing
 Market Skimming
 Price Bundling
 Competition Oriented Pricing
 Price Lining

18. Location Strategy
 Prime Locations for Merchandise
 Value of space decreases further away it is
from entry level floor
 Highly trafficked areas
 Store entrances /escalators/ main
aisles
 Near checkout counter
 Highly visible areas
 End aisle
 Displays
 Value of space decreases further away it is
from entry
 Special Considerations
 Avoid the “butt-brush” effect.
 Make merchandise accessible.
 Allow a transition zone.

19. Tanishq news headline
Tanishq launches Glam Gold 2010 Collection
With a continuous effort to promote gold as a fashion accessory, Tanishq in association with AngloGold Ashanti
through World Gold ...
Tanishq launches exquisitely designed diamond jewellery
Diamonds have always been the most desirable jewellery for every woman. Understanding the growing
inclination and fondness for diamond ...
Tanishq launches unique & timeless diamond jewellery
Diamonds have always been the most desirable jewellery for every woman. Understanding the growing
inclination and fondness for diamond ...
Classic Diamond Collection designed for wedding season
November 03, 2009 (India)
Wedding is a new chapter of everyone’s life; Tanishq, India’s most desired jewellery brand understands this.
Known for its product innovation and desi...
Tanishq launches its largest store in Chennai
Tanishq, India’s only national jeweller and leading jewellery brand,unveiled its first “large format” retail store in
Chennai. Located conveniently on...
Doubling of customs duty on gold is fair for retailer – Tanishq COO
Mr. C K Venkataraman, COO- Tanishq, Titan Industries Ltd comments on Union Budget 2009-2010: Excise Duty
on branded Jewellery has been beset with...
Tanishq launches the world's smallest ‘Bhagwad Gita’
April 22, 2009 (India)
Bhagwad Gita, which is the most scared and religious scriptures of Hinduism and also considered to be a
practical, self-contained guide to life, can n...

20. MEDIA COVERAGE
 Personal communication channels  Display Media
 ‡Non - Personal communication channels  Event and Experiences
 Print Media [ Vogue, Femina, Cosmopolitian ]  Online Selling
 Business magazines for men’s collection  Fashion Shows
 Broad Cast Media  International Jewellery Fairs

21. Tanishq brand ambassadors
New Brand
Ambassador for
TANISHQ
Brand Ambassador:
ASIN
brand ambassador of
Tanishq is south Indian
actress Asin. This is
the first time that a
South Indian actor will
endorse the brand.
Amitabh and Jaya Bachchan have
been roped in as brand
ambassadors for Tanishq, Tata’s
jewellery brand.

22. Customer Service
 Golden Harvest Saving Scheme  Purity Checks
 Exchange Policy in Tanishq  Anuttara
 Gift Vouchers

23. Thanks You