This document analyzes the Indian jewelry industry and the positioning of Tanishq and Goldplus within that market. It provides an overview and breakdown of the industry, including key facts about consumption and market segmentation. It then performs SWOT analyses of Tanishq and Goldplus, identifying their strengths, weaknesses, opportunities, and threats. Some of Tanishq's successes are outlined, like pioneering karatmeter technology. The document also notes problems like competition and the failure to fully tap the wedding market. It concludes with recommendations like cross-branding between Tanishq and Goldplus to expand their combined market share.

1. Tanishq: Positioning to Capture
the Indian Woman’s Heart
Prepared by:
A.Arputha Selvaraj
APMP IIM Calcutta

2. OVERVIEW
 Indian Jewellery industry
 Tanishq and Goldplus SWOT analysis
 Problem Analysis
 Success Strategies
 Financial Analysis
 Recommendations

3. India’s Gold Jewelry Industry
 Indian gold jewelry market ~ $12 Billion
 Indian wedding jewelry - ~ 70% of jewelry market
 Wedding trousseau consisting of at least 5 pieces ~ $7500 (2008 Gold
Price)where per capita income was ~ $1,089

4. India’s Annual Gold Consumption

5. The Rising Price of Gold

6. Gold Consumer Market Segmentation

7. Tanishq SWOT Analysis
STRENGTHS WEAKNESSES
 Capital
 Flexibility
 Innovative
 Modern Style
 Excellent & outstanding
advertisement strategy
 ‘Not for me’
 Gold Purchase Rituals
 Gold Perceptive

8. Tanishq SWOT Analysis
OPPORTUNITIES THREATS
 TATA Support
 The Wedding Market
 Globalization
 GoldPlus
 Local Jewelers
 Gold Significance
 Government Regulations

9. GoldPlus SWOT Analysis
STRENGTHS WEAKNESSES
 Marketing Strategy
 TATA Support
 Traditions & Values
 Limited Outlets

10. GoldPlus SWOT Analysis
OPPORTUNITIES THREATS
 Outlets
 The Rural Market
 Tanishq
 Government Regualtions
 Design Stealers
 Vision of Undisciplined Boy!

12. Problem Analysis
Heavy Competition
Failure of Gold watches
Failure to tap wedding Market
‘‘Not for Me’’ perception
Internal conflicts between Tanishq and Goldplus

13. Successful Strategies
 Complete positioning
 Introduction of studded Jewelery
 Very high promotion
 Pioneering the Karatmeter
 Elimination of traditional middlemen

14. Jewelers Tanishq
Vendor or Middlemen Head Karigars
Head Karigars Unorganized Karigars
Unorganized Karigars
Traditional system Vs. Tanishq system

15. Graph showing the total sales of Tanishq from 1998-
2007:

16. Recommendations
 Tanishq & GoldPlus, compliment each other
 Understand their market territories & Characteristics
 Capitalize their strengths
 Cross Branding the market to own a larger share
 Going Global and teaming up with Indian entertainment products
internationally

17. Thank you