TATA’S GOLD PLUS

Group Members

Members Roll No* Tushar Nerkar 34 * Prasanna Darekar 03* Karan Punjwani 39* Sameer Shah 28* Shonali Gurnasinghani 07* Shailesh Ubhrani 51

Flow of the presentation

Introduction. Tushar Nerkar

Services and products of Goldplus

Sameer Shah

Reason for success Prasanna Darekar

Why Tata company decided to enter the

rural market & Swarna Samridhi scheme

Shonali Gurnasinghani

SWOT Analysis Karan Punjwani

Case study & conclusion

Sameer Shah

Introduction

• Tata - came into existence in 1868• It focused on 7 main sectors – Communications & IT,

Engineering, Materials, Services, Energy, Chemicals and Consumer products.

• In 1984 TATA joined hands with Tamil Nadu industrial developmental corporation to establish TITAN industries.

• TITAN as a part of diversification , entered into jewellery business with its well known brand Tanishq.

• Tanishq was perceived as a premium urban brand among the indian customers.

• In 2004-05, TATA came up with the concept of GoldPlus which targeted at rural and semi-urban market.

Tata Goldplus

• GoldPlus is designed for the jewellery preferences of the semi-urban and rural Indian customer.

• GoldPlus is the largest jewellery retail chain in Tamil Nadu.

• It stands for purity and fulfilling promises.• It aims to connect with the people living in small

towns and villages• Goldplus strive to help millions of

customers to experience the real value and security of pure gold.

Why Tata company decided to enter the rural market ?

Cheating goldsmiths and jewellers. To help gold buyers in getting pure gold. Nice business opportunity.

Swarna Samridhi‘ scheme• A new scheme Swarna Samridhi for Andhra Pradesh

market in alliance with Muthoot Finance , a gold loan company.

• This gave the customers in rural areas an opportunity to purchase and invest in gold jewellery of their choice from Goldplus, without having to sell their old jewellery and Muthoot will extend finance to jewellery buyers.

• Customers only needed to pay only 20% of actual price on purchase of ornaments

SERVICES OF GOLDPLUS

Promise Of Purity Titan's Experience Karatmeter Quality Assurance

Special products

Diamantine

The following are the benefits of Diamantine™ to consumers:

Shine that last a lifetime Matches the best quality

diamonds in cut, clarity and color

100% buy back (first time for a Non-precious stone)

India 1st jewellery car

SWOT Analysis

STRENGTHS WEAKNESS

Tanishq a niche in urban jewellery market.

Major presence only in south India.

Established brand name Capital intensive and low capital margins

First mover advantage Limited outlets

Established franchise model

No credit facility

Huge market shareOPPURTUNITIES THREATS

Rise in disposable income

Growing competition

Government initiatives Trust in traditional family jewellers

Untapped market in north India

Rising price of gold

Changing preference of customers

Unsecured credit & loan by local jewellers.

Reasons for success 1. Golden Chariot: 2. Rural Ambassadors: 3. Factory Visits: 4. Wedding tracking:

ImpactGoldplus today has 29 stores spread across five states across India. The brand today is the largest jewellery chain across Tamil Nadu. It aspires to be one of the largest across Andhra Pradesh by the end of this year. Goldplus has achieved this without being present in Tier I and II towns. “Goldplus as a brand has transformed the rural jewellery industry in the southern part of the country.”

Case Study

RURAL ADVERTISING

Background Goldplus came up with the specific problem of

having not done much in leveraging the brand/store as an integral part of the community.

Task• Tequila was appointed to come up with a series of consumer connect programs and implement them.

Strategy A large number of women in these markets are

housewives. Perception was that most of them would be spending some out of time in some form of recreation like cooking classes, painting for home, garment making etc.

Since Goldplus is in the business of making gold jewelry, we decided to launch a jewelry-making contest for housewives. Jewelry Making kits were handed out to all participating house wives free of cost.

Program

Jewelry making competition for housewives.

HOW? 15000 entry passes distributed to ladies in each market.

Communication?

CONSUMER CONNECT Bring this pass and

collect the Jewellery making kit FREE.

Entry passes were distributed at Restaurants, Schools, Colleges, Houses & paper inserts.

Van Promo and Hoarding/Standees were placed at Key locations.

Results 1059 Walk-ins for a period of two weeks as against

client expectation of 700. 618 Jewellery submissions as against client expectation

of 100.

Conclusion

• Experience the ultimate security and endless joy of pure gold. Only at Goldplus from Tata. Where gold is as pure as your love.