TanishqIntegrated Marketing

Communication

TANISHQ – AS A BRAND

•The Tanishq saga began in the early 1990’s, primarily got

the leverage by the TATA brand.

•Indian-made jewellery .

•It has created a revolution in the Indian jewellery trade

and in jewellery buying behaviour, and continues to set

new parameters of excellence for others to follow.

•Pioneers to introduce Karatmeter.

INTEGRATED MARKETING COMMUNICATION

•Started with parent company Titan and in 1997 came up

with a campaign focused on 22karat pure gold.

•Key marketing objectives

Drawing new customers into its stores .

Building long-term relationships with the existing.

•Continuous television campaigns around the year.

CORPORATE IMAGE & BRANDING

Tanishq creates its buy by

• Emphasizing on pure 22 carrat gold jewellery.

• Lower labour prices.

• Distribution through company owned outlets.

• Image supported by TATA enterprise(parent company).

BUYING BEHAVIOUR

•Consumer Values

•Evoked Set Method

•Consumer TrendsAge Complexity

Gender complexity

Individual Risk

PROMOTIONAL OPPORTUNITY ANALYSIS

TARGETS• Working women(9-5) • Teenagers• Early nesters

COMPETITORS

PUBLIC RELATIONS

ADVERTISING MANAGEMENT•ATL

Television advertisement

Print advertisement

Cinema halls

Sponsorships

•Public Relations

•Internet marketing and

sales

•BTL

Exhibitions

Occassional ads

DIFFERENT CAMPAIGNS

SOME TV ADVERTISEMENTS

Appeals used• Fear• Rationale• Emotional

SALES PROMOTIONS•Tanishq launches ‘Free gold coin offer’ campaign (July 19, 2008)•Tanishq is a perfect gift for your sister! (August 18, 2007)•Celebrate DHANTERAS with exquisite jewellery from Tanishq (October 10, 2006)

SUGGESTIONS

•More retail outlets.

•Should introduce more low range

collections.

•May try coming up with some limited

edition JV’s with other firms

manufacturing accessories.

THANK YOU

RECOIL

AnamikaBhupinderJyotiHarveenTanya