The document outlines a global marketing strategy plan for Tanishq, India's leading jewellery brand. It analyzes Tanishq's strengths in quality craftsmanship and premium positioning. Strategic issues are identified around international competition and cultural barriers. Key recommendations include focusing on ethnic Indian products, premium pricing, and targeting the US, UK and Canadian markets. The action plan is to secure export licenses, sell in high-end international retailers, promote through advertisements and fashion shows, and launch a website to increase collection visibility.

1. Global Marketing Strategy Plan
Group 10A
Ankush Chhabra Archana Kadam
Arun Pappalla Rishi Dixit
Sagar Bavishi Vishal Mittal

2. The Brand
 Tanishq – India’s first and foremost jewellery brand
 Started in 1995, a business under India’s largest
conglomerate – the TATA Group
 High quality, most reliable and a premium line of
jewellery
 Exclusive stores all through India, innovative and consistent
marketing across all channels
 A pioneer in terms of assuring consistent quality products
– 22 karat certified items, technologically proficient
manufacturing and crafting processes

3. Situation Analysis

4. Qual
it y
Targ
e t Ma
rkets
Distr Sales &
ibuti
on C
Skille h an n
d Wo e ls
rkfor
ce
STRATEGIC Onlin
e
Lang
uage
ISSUES p re s
ence
& Cu
Barri ltura
e rs l
Posit
ionin
g
Inter
n Susta
Com ational i n ab
petit ility
i on

5. Market Development And Assessment

6. Market Development And Assessment
(Contd.)

7. Recommendations
 Product
 Focus on ethnic Indian jewellery
 Indian and International segment of products, with
varieties like bridal collection, party wear etc.
 Issue purity certificates along with items
 Price
 Premium pricing of the product
 Price to vary as per the design and purity

8. Recommendations (Contd.)
 Place
 Target markets of US, UK and Canada
 Target population - NRIs and fashion conscious
 Tie up with high-end retailers like Harrods, Cohls
 Promotion
 Fashion Shows
 International Jewellery Fairs
 International Jewellery and Art Magazines

9. Action Plan
 Kick-start operations by securing export license
 Sell internationally in malls and high-end retail stores
 Promote the Tanishq brand through advertisements,
reviews in magazines, news papers etc.
 Impose symbolic positioning of the brand during show-
room inaugrations
 Experiential positioning by providing unique shopping
ambience
 Station a resident trainee graphics designer in-store
 Enable computerized customization of designs
 Launch a website to increase visibility of the collections

10. Ready To Go!!