Tanishq: Positioning to Capture the Indian Woman’s Heart

Prepared by:

A.Arputha Selvaraj

APMP IIM Calcutta

OVERVIEW Indian Jewellery industry

Tanishq and Goldplus SWOT analysis

Problem Analysis

Success Strategies

Financial Analysis

Recommendations

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

India’s Annual Gold Consumption

The Rising Price of Gold

Gold Consumer Market Segmentation

Tanishq SWOT AnalysisSTRENGTHS WEAKNESSES Capital

Flexibility

Innovative

Modern Style

Excellent & outstanding advertisement strategy

‘Not for me’

Gold Purchase Rituals

Gold Perceptive

Tanishq SWOT AnalysisOPPORTUNITIES THREATS TATA Support

The Wedding Market

Globalization

GoldPlus

Local Jewelers

Gold Significance

Government Regulations

GoldPlus SWOT AnalysisSTRENGTHS WEAKNESSES Marketing Strategy

TATA Support

Traditions & Values

Limited Outlets

GoldPlus SWOT AnalysisOPPORTUNITIES THREATS Outlets

The Rural Market

Tanishq

Government Regualtions

Design Stealers

Vision of Undisciplined Boy!

Problem Analysis

Heavy Competition

Failure of Gold watches

Failure to tap wedding Market

‘‘Not for Me’’ perception

Internal conflicts between Tanishq and Goldplus

Successful Strategies

Complete positioning

Introduction of studded Jewelery

Very high promotion

Pioneering the Karatmeter

Elimination of traditional middlemen

Jewelers Tanishq

Vendor or Middlemen Head Karigars

Head Karigars Unorganized Karigars

Unorganized Karigars

Traditional system Vs. Tanishq system

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

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

Thank you