Trinity Institute of Professional Studies

8/8/2019 Trinity Institute of Professional Studies

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Trinity institute ofprofessional studies

Minor project report on tanishq

Submitted to: submitted by: sonam

BBA (G)06490401709


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ACKNOWLEDGEMENT

With an overwhelming sense of gratitude I acknowledgment the

valuable and consistent encouragement extended to me. By whose

guidance I am able to accomplish this endeavor .this technical

acumen and year of experience have provided I with crucial input at

critical stage .i am specially thankful to trinity institute of

professional studies provided material which helps me in

accomplishing the task assignment

I also want to thank my project guide (Ms. Vani arora) who

encourage and motivated me to work upon this project.


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CERTIFICATE

This is to certify that sonam is a bonafide student of this institutepursuing BBA full time programme of 3 year duration which is

affiliation with GGSIPU and has it undertaken a minor project report

on in partial fulfillment of BBA degree as required under the rule of

university.


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Content

S.no Topic chapter

1 Introduction Chapter 1

2 Product line and collection Chapter 2

3 Tanishq policy Chapter 3

4 Tanishq marketing strategy Chapter 4

5 competitors Chapter 5

6 Market research Chapter 6

7 Profit Chapter 7

8 Swot analysis Chapter 8

9 Future strategy Chapter 9

10 conclusion Chapter 10

11 Bibliography Chapter 11


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Chapter 1

Introduction

Tanishq in Indias largest most desirable and fastest growing jewelry

brand in India started in 1995.tanishq is the jewelry business group

of titan industries ltd. promoted by the Tata group .Indias most

respected and widely diversified business conglomerate

This year marks a decade of successful inning for tanishq with a

retail sale of 1200 crore last year and gunning for 2000 crore this

year. Tanishq has arrived in in anIndian jewelry market.it is a story of

a successful Indian enterprise. This has delivered value to its

customer and shareholders in a complex category, marked by its

completely localized front end as well as back end.

Tanishq has set up production and sourcing bases with through

research of jewelry crafts of Indian jewelry at tanishq is crafted in one

of the worlds most modern factories .the completewith all labour

and environmental standard located at hosur .tamil nadu ,the

1,35,000sq.ft. Factory is equipped with the latest and most modern

machinery and equipment .every product at tanishq is painstakingly

crafted to perfection. Diligent care and quality processes ensure that

the tanishq finish is unmatched any other jeweler in the country


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tanishq challenged the age-old jewelers word with

Tatasguaranteed purity.it exploded the market with fact about

rampant impurity across india.it introduced technology backedchallenge in a category completely governed by individual trust

.tanishq introduced innovation like karatmeter,the only non-

destructive means to check the purity of god.

Tanishq also introduced professional retailing in the disorganized

Indian jewelry bazaar, where women can shop with comfort and

peace, without worrying about the purity of the jeweler they are

buying, as well as selected from the best jewelry collection available

in the Indian market.

Tanishq today is Indias mostaspiration fine jewelry brand with 91

stores in 64 cities .with an exquisite range of gold jewelry studded


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with diamond or coloured gems and a wide range of equality

spectacular jewelry in 22k pure gold. Exquisite platinum jewelry is

also part of the project

Jewelry is one of the last great commodity frontiers in Indian; it hasremained so because this market is very unorganized .tanishq has

successfully taken on the challenge of transforming this frontier into

a reliable consumer space by bringing to it all the virtues and

benefits that branding offers

-Harish bhat, CEO, tanishq.


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Locating tanishq

Tanishq had its first showroom in Chennai in 1996.today it has over

60 showrooms in 47 cities. Only six of these are ownedbythecompany. The rest are run by the franchises.


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Chapter 2

Product line and collection

Tanishq diamond

The sparkers of diamond has always attracted to a men. Finding your

perfect piece of diamond jewelry is an exhilarating and unique

experience.as with any significant purchase.it is important then you

make an educated decision.

Cut and crafted with utmost care. Tanishq diamond come with acertificate of authenticity, stating and cartage colour and clarity of the

stone to enable you to know exactly what you are paying for.

No gemstone expresses human emotion more powerfully then a diamond

and tanishq transform these precious stones into breathtaking

masterpieces. Each unique and splendid in designer when it comes to

diamond at tanishq you will bespoilt for choice from many collection we

have to offer


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Tanishq gold

From the traditional harams mangal sutras and thralls to the more

fashionable earing, chains, bracelets and ring, thereis a lot to choose

from at tanishq

In India gold has always been associated with security and is the most

valuable form of insvestment.however, it has been observed that

consumer is an easy target to several malpractices like under karatmeter,

under valuation of gold

Sold and unfair buy back policies due to the track of awareness about

these issues


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Tanishq propagated ethical practices not only by assuring that customer

purify and sellingpolicy.but also fair policies to the karigara who craft

the jewelry

Tanishq designs in pure 22 k gold are not only unique expressing thewearer individually but each piece is subject to the intricate process of

designe,craftingand stone setting with stringent quality standard at every

point

Tanishq platinum

Pure

Platinums purity endows it with a brilliant white luster. This help to

reflect the true radian of diamond .because it is generally 95% pure (18k


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gold is 75%pure), platinum jewelry does not fade or tarnish and keep its

looks for a lifetime.

Rare

Platinum is rare, theconverted treasure of descending individual .there is

very little platinum in the earth and it is found in very few places around

the world. This exquisite metal is 30 times rarer then gold platinums

rarity makes its exclusive and distinctive a celebration of your

individuality

External

Platinum jewelry is the perfect choice for lifetime of everyday wear.

Platinum does not wear away and holds precious stone firmly and

securely

Platinum and white gold are distinctly different material and must not be

confused .platinum is a metallic element while white gold is a sold alloy

,which which gets its white colour due to platinum or nicked.

Tanishqs platinum representsexcellent value of money. The price may

be higher than the smaller item in gold but platinum is pure.ratte, ending,


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beautiful, luxious classic and the perfect host for

diamond precious qualities that make it worth thatlittle bit extra for it.

The collection


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The diamond collection

No gemstone express human emotion more powerfully than the

diamond after all, a diamond is a timeless and finding your perfect piece

of diamond jewelry is an exhilarating and unique experience .cut and

crafted with utmost care the diamond collection render each piece

eternal


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The wedding collection

The bride blushes ;everyone around smiles; the shenai announce

festivity; the priest chant auspicious promises that she walk demurely a

vision of beauty her jewels are exquisite .crafted by the best in the land

.as pure as the blessings bestowed on her. The jewels of the bride are

beautiful like a

bride.


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To make the wedding special in different style like heavy weight

jewelry or jewelry inspired by the old days or we can say 18s style

jewelry which is very popular in these days Tanishq launch wedding

collection in diamond ,platinum and white gold

In the Bollywood movie jodha Akbar the jewelry of ashwariya rai

bacchan and kritik roshan was from the tanishq


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The zoya collection

Intricacy coupled with simplicity; the magnificence of history

interwoven with liner contemporary .secrets of the pharaohs masked

with the mystery of the cosmos; oriental act embellished with occidental

architecture; natures bounty matched with mans ingenuity.

The fashion earring collection

The fashion earring collection has with range of over 300 exclusive

designe.keeping in the tune with the ranging popularity that earring

currently enjoy. The tanishq designs team has created the fashion earring


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collection. Inspired by the evergreen jhumkas or karmaphools and the

trendy chandeller and delicate stiletto designs.

Some other collection is

1.The kundan and polka collection2.The colors of royalty collection3.The moham collection4.The aria collection

The fashion earring and the wedding collection is the most popular

collection in the jewelry market. Everywoman wants to look most

beautiful women on the day of her wedding and tanishq make their

dream real

Chapter 3

Some policy for wooing the consumer

Return policy

offer an simple return policy. If you are

not entirely satisfied with your purchase, you may return the

product/s bought from www.tanishq.co.in.*

* In the unlikely event that any merchandise you have ordered

from

us is not received in good condition, is damaged or defective,

or

if merchandise delivered is different from what you had

ordered,


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you may return the merchandise unused, and in the same

condition

as you received it, in its original packaging along with original

tags, for a refund.* You may drop us an email at *_Contact Us_* or call our all-

day

helpdesk at 1800-425-4653 (10:00 am to 7:00 pm India time-

GMT +

0530 hrs)*,* and request a return within 7 days from delivery

of

the product to your shipping address. We will arrange for the

merchandise to be collected from the delivery address through

courier, and returned to us. We shall process the refund subject

to receipt of the merchandise at our location in unused

condition

in its original packaging along with original tags and invoice,

failing which return/ refund may not be possible. Please note

we

shall not entertain any request after 7 days from delivery of the

product. Any returns through courier, must be accompanied by

the

original invoice, which is shipped along with the products. We

will not be able to accept returns which are not accompanied

by

the relevant original invoice. We shall process the refund

subjectto receipt of the merchandise at our location in unused

condition

in its original packaging along with original tags and invoice,

failing which return/ refund may not be possible.* *


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*

.

* Any Anuttara points which are accumulated at the time of

purchase

will be reversed if such products, on which points were earned,

are returned.

* In case of return of product/s the customer shall be liable toreturn all the product/s which were offered free as an offer on

purchase of the original product/s

* In the event you return any item which is delivered to you in

damaged/defective condition, there will be no additional

shipping

charges.

* If you request a return, at the time of collecting the

merchandise, our courier partners shall give you a courier

Airway

Bill, which is to be retained for future reference. Please also

keep a copy of the sales invoice for future reference, before

handing over the return merchandise and original sales invoice

to

the courier. We will send the original invoice back to you

through

courier, after processing your return request.

* Any refund against a return request made to

www.tanishq.co.in

all-day helpdesk, and collected by courier from the delivery


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address where the item was originally delivered, shall be

processed only upon receipt of the merchandise in unused

condition, along with the original sales invoice.

* Refunds of payments charged to the Cardholders debit /credit

card

will only be credited back to the Cardholders debit / credit

card

account, which was used to pay for the original order. Please

note

that we shall not be responsible for any delays in credit to the

Cardholders debit / credit card account as that is managed by

the

Cardholders issuing bank.

* Jewellery being precious in nature can only be returned

through

our authorized courier partners.

* We shall not be allow _any exchange_ of jewellery products

due tothe price differential that exists, as no two similar jewellery

products will be of exactly of the same price. However, we

shall


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make the refund into your account directly and you could make

a

fresh purchase online* *

Privacy policyTanishq follow the privacy policy they believe that customers is very

special to them they never handover any information of the customer to

any one in any condition


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Exchange policy

In the tanishq they offer great deals to thecustomer like they started theexchange policy if you have some old gold jewelry so you can go to the

tanishq showroom and in exchange of that old jewelry you can get some

% discount on the gold or the platinum jewelry or you can get new

fashioned jewelry in the exchange of your jewelry


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Chapter 5

Tanishq marketing strategy


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Chapter 6

Tanishq market research

Tanishq emerges as the known brand with the highest awareness and

recall. The difference between the leader and the follower is always

greater when the former have a head start, and when the pace and effort

of the leader intensify, the possibility that they will continue to be at thetop is a foregone conclusion. The solitate tns survey shows that tanishq

is the best known brand across in Mumbai .new Delhi and Bangalore a

finding which lends credence to the leadership factor more than the 65

% of the target audience has no hesitation in coming up with the name,

providing that the extension branding exercise undertaken by tanishq(a

division of the Tata groups company )titan industries has paid off well

two decades in the business over 70 retail outlet across the country and

pioneering efforts to make jewelry buying into an unforgettable

shopping experience .all these factor combined to make the brand into a

household name


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Indias top ten best known jewelry brands


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Chapter 7

Profit generated bythe tanishq


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Chapter 8

Swot analysis


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Strength

Purity of the jewelry through karatmeter is still the sign of total purity

distribution network and retailing store are in place of the company with

130 store countrywide .mind blogging award winning designs have

come for the country .diversity in jewelry gold diamond

platinuminhance the product range of the company.we also have

competitive price for the entire product ranges as compared to the

competitor

Weaknesses

Capture is 70,000crore Indian jewelry market tanishq comprises a small

share of the overall is 70,000 crore Indian jewelry market and and hence

indeed to increase its market share in this huge industry escalated gold

cost has caused lower margin is to push sales as much as possible

Opportunities

Global market like USA needs to be looked at low cost and easy to wear

jewelry should be further promoted. Customized jewelry designershould


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provided to the customer .concentrate on gen-X by having treated

jewelry .expend retail shop in India to further increase reach

Threats

Competition from the local jewelers all over India lack of skilled worker

in jewelry industry .gold is no longer source of investment people are

more concerned about design and luxury

Chapter 9

FUTURE STRATEGIESout with specific traditional collections to cater to brides from the

regional communities.

To maximize the Tanishq brand presence across regional markets in

India. Large format outlets are intended to act as a one-stop solution and

enhance sales.

At present, Tanishq offers only standard jewelry in its wedding range.

The brand is planning an expansion of its retail business in order to cross

the INR 30 billion sales mark by the end of fiscal With a view to expand

in the estimated INR 1,000 billion Indian jeweler market, Tanishq will

come year 2010.

The company will be opening a total of 17 more Tanishq boutiques in

2010 and its major focus will be on large format stores of over 4,000 sq.

ft., as against the currently existing ones which have an area of around2,500 sq. ft.


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Asin is brand ambassador of the tanishq jewelry currently and its 1st

time

that the south actress is endorsing tanishq


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Chapter 10

Conclusion

Tanishq is a fast growing company, tanishqbelieve in purity of their

product and serve it to the customer but they are lacking in one thing

from their competitor which is advertisement. They should work on their

advertisement because tanishq is a brand which serves to the all category

people, on the other hand competitor are doing great advertisement and

people are known to them . Tanishq is a brand about luxurious designs

and quality. People think that tanishq is for only the high class people,

but tanishq have a collection in all range but because of high standard

reputation. Tanishq should get closer to the customer bywhom they can

know the tanishq and their product. Tanishq have very glorious

collection of different product. But display is very less or branches of

tanishq are only in the limited areas. They have to work on the

distribution of channel is very low and advertisement is also less they

should work on these two points and they can become a top industry in

jewelry market


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Bibliography

Cade studies and management resources www.icmrindia.org/

Tanishq official website- www.tanishq.com

Management student forum-

http://www.managmentparadise.com

The Hindu business line- www.thehindubusinessline.com

Business standard- www.business-standard.com/-

Documents

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