Tanishq is a jewelry brand owned by Titan Industries, a Tata Group company. It was launched in 1994 to capture the Indian women's jewelry market which was dominated by unorganized local jewelers. Initially, Tanishq faced challenges due to consumers' preference for 22-karat gold and perception of jewelry as investment over ornament. Through market research, Tanishq repositioned itself by offering 22-karat gold, promoting purity using a karat meter, and changing its designs to appeal to local tastes. It also launched sub-brands like GoldPlus to target different segments. Today Tanishq is a leading player with over 165 stores pan-India pursuing opportunities for growth in India and other Asian markets.

1. Positioning to capture
Indian woman’s heart
Abbas Dhuliawala (12)
Prashant Avahad (1)
Jinesh Kantharia (19)
Yogesh Tambe (49)
Akshay Bhat (7)
Ashwin Taware (50)

2. Brand Introduction – Case Background
GoldPlus & Tanishq with Karat Meter.
Consumers buying behavior & Situation Analysis
Marketing Mix
Current Scenario
Market Segmentation
Repositioning Tanishq
SWOT Analysis
Facts & Figures Trivia

3. Started in JULY,1994.
TANISHQ - TATA Group - Subsidiary of Titan Industries Ltd collaboration with TIDCO.
Titan promoted jointly by Questar Investments Limited Incorporated in July 1984 in Chennai,
was started in technical collaboration with France Ebauches with a 25% share of the total
domestic market. Renamed as Titan Industries LTD in 1995
Tanishq - headquarters in Banglore & factory Located in Hosur (Tamil Nadu) is in 12500 Sq
Meter amounting to Rs. 400 M. Presence in 83 Cities
6 brands, Tanishq, Gold +, and ZOYA, MIA , Diva & Aria
TANISHQ (TA – TATA and NISHQ gold coin or necklace in Sanskrit) name was coined by
Xerxes Desai MD of TITAN.
Indian Gold Market - unorganized with few players like TBZ and Mehrason’s.
Indian Jewellery market was valued at Rs 400 B with around 3.5 lakh players.
Bhaskar Bhat (MD) C K Venkataraman

4. Govt Control act of 1962
For the first 3 years Tanishq ran into loss which was admitted by
Jacob Kurain – COO "Tanishq, as a concept, was far too ahead of its times.“
First profit in the year 1999
Certified under ISO 9001:2008 Quality Management System Standards & Current version of
Environment Management System Standard is ISO 14001:2004.
Pioneered the concept of branded jewellery and ornaments in India.
In Nov 2012 150th
Showroom was opened & currently Tanishq has 165+ Stores in India.
Golden Harvest
18-carat gold range, with designs borrowed heavily from contemporary European brands.

5. Gold Plus caters to Smaller towns and Rural markets
The Tanishq portfolio comprises of a wide range of jewellery,
including 18- carat studded products, 22- carat plain-gold products, silverware and coins
Launch of Concept Stores worth costing of 10Cr in kolkata to Harmonize the tradition of
past with modernmity of the present.
Gold Gift Scheme- Say thanks in Gold. – Coins were given to maruti to be distributed to
car owners.
First boutique in Chennai with a limited inventory
Karatometer was imported from Germany with the cost of 10L rupees.
Annutara
CSMM – Customer Satisfaction Measurement Management
which tracked the customers feedback on quarterly basis
Uses shop in shop concept which reduces distribution cost.
Standard Gold Price across Tanishq Stores
Zoya creations - world-class quality crafted in India and abroad. Stores in 2 cities, Delhi
and Mumbai in India.

6. Profit margins on diamond jewellery is estimated to be about 2.5 times higher than
that of gold.
Tanishq’s jewellery sales touched Rs 8,108 crore, of which diamond jewellery
accounted for 30% in 2013-14 in India
Competitors
CARBON – in early 1991 banglore based pealkok jewelers was incorporated and then
they later introduced a brand as Carbon in 1996
GILI- introduced in 1999. Lifestyle and Departmental , College campus through
banners
Nakshatra
Ddamas
TBZ
Relinace Jewels
Kalyan Jewellers
Joyalukkas

7.  A precious metal.
 Part of Indian culture and an inseparable part of
our belief system and it is passed down through generations
 Purchased gold jewellery for the purpose of
investment and it helps them at the time of emergency
Tanishq has focus on “Jewelry for adornment”
in the major cities and towns
Perception of Jewelry - As an adornment / Investment

8.  Most of the consumers are female as jewellery is mainly preferred and worn by women
consumers.
 Status symbol - Serves many functions and female wearing it, has several implications.
 At a minimum, an Indian bride contained at least two bangles, a gold necklace, earrings, a
ring and a nose pin
Purchase Occasions

9. Consumer attitude towards GOLD

10.  Consumer Research
 Purchase Triggers -- When the price of gold fell or was discounted on the onset
of festivals
 Birthdays , anniversaries and weddings or any religious occasions
 Primary consideration :- Quality (22-Karat)
 A trusted individual with good reputation Jeweler considered who can provide purity with
look, finish, color and craftsman ship
 Pride and admiration
 For husband dead investment, same time wives wearing
jewelry as it was their status
 Younger Vs Older research
 College girls and younger crowds attracts towards
light weight, delicate western styles, simple and elegant
 Crowd awareness about Tanishq 18 and 22-karat
 Offerings and purity
 Older visitors felt it was very costly and their
was no bargaining – Standard Pricing

11.  Challenges Faced
 Comes with product “Adornment the body and mind”
 Their studded jewelry was distinctly western in style and design.
 The gold used, to make kind of jewelry was based on 18-karat gold because 22-karat
gold was too soft to hold gemstone
 The gold market was based on 22-karat gold and anything lower considered junk.
 Consumers were stuck on 22-karat jewelry as they did not perceive 18-karat jewelry
suited for weddings and festivals
 Selling plain gold jewelry moved Tanishq from consumer because markup for gold
15% to 25 %
 Local jeweler markup was 5% to 15%, because they were providing under-karatge
jewelry.

12.  Piloted an offering
22-karat plain gold jewelry, with about 400 designs,
Additional 1000 designs in 18-karat diamond studded jewelry.
 Launched multimedia campaign
Television and press focused on the most traditional designs
Inaugural offer to attempt increase walk-ins and purchase
 Pioneer the karat meter
Tanishq was based primarily on quality and purity,
Karat meter a machine that, in three minute measured the karatage of gold
 The press campaign
Confronted the under-karatage problem in using bold stark images,
subsequent ads reinforced the quality of tanishq
Invoking the TATA tradition trust.
 Walk-in numbers shot up
Finally established a beachhead in the 22-karat gold jewelry market and hit in
the 100 corers mark as brand.
 Overcoming Tanishq Challenges

13. 
Product Mix or Marketing Mix Concept – 4Ps
What is product Mix or Marketing Mix Concept – 4Ps?
 Marketing is simply defined as ‘putting the right product in the right place, at
the right price, at the right time.’
 MARKETING mix is an excellent way to help ensure that ‘putting the right
product in the right place,…’
 Executed through the 4 P’s of marketing: Price, Product, Promotion, and Place
Below steps help to define marketing mix:
 • Identify your target market.
 • Determine what the target consumer desires.
 • Assess whether you have any advantages over your competition in delivering the
desired service.
 • Choose the position that is most valued by the consumer.

14. Customer Oriented 4 C’s
 Product to Customer Solution
 Price to Customer Cost
 Promotion to Customer Communication
 Place to Customer Convenience

15.  Value proposition - Cultivate trust by educating customers about the
unethical practices in the business
 Retailing
 Designs became more ethnic
 Gold jewelry was bought for value and not design
 Increasing penetration in the domestic markets
 Going abroad in order to diversify its revenue portfolio
 Change the perception of jewellery as a high-priced purchase.
 Emphasis had to be on design
 In-house design team and also outsourced designs from freelance
designers.
 Based its gold prices on international exchange prices
 Tied up with Countrywide Finance for providing pre-approved credit
line to the customers at selective outlets.

Strategies

16. 
PROMOTION, ADVERTISING & PUBLIC RELATION
Promotion
 Free gold coin offer
 Get Gold free with Diamonds
 Pre-booking scheme
Advertising
 Brand Ambassador of the Product
 T V Advertisement
 Print advertisement
Public Relation
 Bollywood tie-up

17. 
Current Scenario
 Change of Government Policy in Dec 2015
 JV Swiss Luxury jewelry & watch company
 Will open 5 outlets
 Plans to open up 33 new stores
 Opportunity for business to grow as gold price has reduced

18. Market Segmentation
Niche Marketing – After its inception in 1995 focus on exports, Tanishq’s designs had
been conceptualized for the Western markets and were introduced in India without any
alterations.
Tanishq positioned itself as an international brand for the Indian elite.
The brand was targeted at a niche market (However they later on started targeting the
mass marketing since 1997).
Psychographic Segmentation – Life Style: Tanishq has found that 40% of the Indian
women are working and they targeted this segment with a specific group of products
called collection- G, a 9-to-5 jewellery for the working women.

19. Market Segmentation Contd…
Geographical Segmentation – Titan realized that, given the diverse nature of
Indian ethnicity.
It would have to satisfy the tastes of all regions. So, the designs became more
ethnic.
Titan also decided to transpose designs by stocking
Bengali designs in Delhi
Keralite designs in Tamil Nadu
Typical designs from Tamil Nadu in Bombay in order to appeal to a
variety of people.

20. Jewellery Market Segmentation & Stats

21. Brand Repositioning
Started with focus on more Western consumer resulting in “Nice, but not
for me” reaction from Indian women.
Tanishq consumer: 1998 Research
•Purchase triggers
•Quality (22-karat).
•Trust
•Age group of typical consumer.
Tanishq consumer: 2000-2001Research
•Consumers still had immense faith in their family jeweler
•Dual target group: Traditional mother and modern daughter

22. Brand valuation exercise in 2004
•Why people preferred Tanishq?

23. Based on this survey many new collections were launched.
•Daytimes: Reposition diamonds as affordable, casual, young &
contemporary
•Colors: Colored jewelry to correct the perception that Tanishq had only
modern designs
•Aarka: High fashion 22-karat gold collection aimed to position Tanishq’s
design and image leadership. It was a JV with Sabyasachi Mukherjee.
•Aamra: Traditional studded jewelry collection.
•Wedding and festival collection also launched.
Sales exceeded the ambitious target of Rs. 550 crore and closed at Rs. 570 crore.

24. Introduction of GoldPlus in 2005
•Started with an aim to cater to semi-urban and rural market.
•Ethnic design plain gold jewelry at competitive price.
•Test market at Erode and Ratlam.
•Using Tata name aggressively in promotions and communications.
•Positioning GoldPlus in such a way that it does not confuse the consumers and does
not result in cannibalization.

25. STRENGTHS
Strong backing of the Titan Industries of the Tata Group and TN Govt.
Standard gold pricing
Innovative & Modern Styles, Award winning designs
Competitive prices
Caters to all market segments with sub-brands
Retail Chain in 83 Indian cities
Excellent & outstanding advertisement strategy
Information Technology
Credit Line

26. WEAKNESS
Negative perception – Brand was only for the rich “Not For Me”
Gold Purchase Rituals
Gold Perceptive – No Credible for value Estimation, not a perfect Hedge
Limited Global presence as compared to other International brands : Mont Blac,De
Beers
Tough Competition from other Jewelry brands - means limited scope of growth.

27. Globalization
98-99% of potential Indian gold market
Cross Branding the market to own a larger share
Acquisitions of smaller business to increase brand position and reach
Tie-ups with Corporates and Business Partners
PLATINUM SALES RISING
Jewelries for Men
Diversification from Jewelry to other Gold Products like writing pens, car interiors
& accessories, Aircraft interiors, Eyewear & cutlery, Dentistry - TAAIA
Highly Ethical Corporate Player.
Stats says that 1 Billion new customers by 2020
EAST ASIA – Growing Market
OPPORTUNITIES

28. Competition from traditional jewelers
Factors Affecting Gold Market Globally (PESTLE)
Increasing gold price affecting the low end customers
Govt. Regulations, Policies ,Taxes.
Gold Significance(Importance of Gold) .
Trends Changing quickly hence innovations and R&D are investments
THREATS

29. Facts & Figures TRIVIA

30. Facts & Figures TRIVIA Contd..

31.  Gold Demand Trends Full Year 2015

32. Thank You !
Reference Sources
Harvard Business School Case Study - Das Narayandas, Kerry Herman
Wikipedia : https://en.wikipedia.org/wiki/Tanishq
Gold.org : http://www.gold.org/jewellery/india-market
http://www.gold.org/jewellery/about-gold-jewellery
American Bullion : https://www.americanbullion.com/