BP Tanishq Ppt

SUBSIDIARY OF TITIAN INDUSTRIES

Presented by RUHE

XERXES DESAI

EVOLUTION OF TANISHQ

• Titan came into existence in July 1984, when the Tata Group joined hands with the Tamil Nadu Industrial Development

• Corporation (TIDCO) to make a foray into the watch industry.

• Titan started manufacturing jewellery watches and jewellery in 1994. It set up its fully integrated Rs. 400 million-jewellery plant in Hosur. The plant had the capacity to manufacture four tonnes of gold in a year.

CONTD..• . Titan launched these products

under the brand name of Tanishq, in 1995. The name Tanishq, is a blend of two words, 'tan' (body) and 'ishq' (love).

• Xerxes Desai, the Vice-Chairman and Managing Director.

• Tanishq is India's 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.

With a retail sales of over 3000 crores last year.

Tanishq has set up production and sourcing bases with through research of the jewelry crafts of India.

.

Introduction

Located at Hosur, Tamil Nadu, the 1,35,000 sq. ft. factory is equipped with the latest and most modern machinery and equipment

Tanishq introduced innovations like Karat meter, the only non destructive means to check the purity of gold.

Introduction

Contd….• FIRST TANISHQ JEWELLERY STORE IN CHENNAI IN

1996• SOURCE OF GOLD: WORLD GOLD COUNCIL• CORPORATE OFFICE: AIRPORT ROAD• HEAD QUARTERS: HOSUR- TAMIL NADU

Customer relationship management

• Tanishq is not just the product, it’s the experience that matters.

• They make sure that they give you the premium quality of not only product but service as well.

• They offer the benefit of any modification or customization on products.

CORPORATE IMAGE AND BRAND

TANISHQ creates its buy by• Emphasizing on pure 22 carat gold jewellery• Lower labour prices• Distribution through company owned

outlets• Image supported by TATA enterprise

( parent company)

MARKETING MIXProduct• 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

Graph showing the total sales of TANISHQ from 1997 to 2007

PROFITS GENERATED

YEAR PROFITS GENERATED (IN CRORES)

1996-97 -10.60

1997-98 -21.96

1998-99 -10.40

2000-01 2.07

2001-02 1.87

2002-03 7.82

TANISHQ WITH OTHER

JEWELLERS

TANISHQ SWOTANALYSIS

STRENGTH• Purity (karat meter)• Distribution network and retailing

store• Award winning designs• Diversity in jewellery• gold/diamond/platinum• Competitive prices

Weakness• Limited outlets• “Not for me”

perception• Design conceptualized

for Western markets• Negative Perception:

products were over priced and

the brand only for RICH

Opportunities• Changing lifestyles that

demanded lighter and trendier jewellery

• TATA support• Wedding market

Threats• Well known domestic players like pc

jewellers, zaveri.• Traditional family jewellers• Heavy competitions• Local jewellers

MARKETING STRATEGYTanishq has undertaken the following

marketing initiatives• Introducing wedding/ heritage jewellery• Celebrating important festivals• Customer schemes• Launch of Gold Plus• Providing quality assurance and introducing carat

meter

COMMUNICATION MIX

Print Media [ Vogue, Femina] Display Media Event and Experiences Online Selling Fashion Shows International Jewellery Fairs

SALES PROMOTIONS• TANISHQ launches Free Gold Coin Campaign offer

(July 19 2008)

• TANISHQ is a perfect gift for your sister ( august 18 2007)

• Celebrate DHANTERAS with exquisite jewellery from TANISHQ ( October 10 2006)

TANISHQ has won 4 awards

• Retail chain of the year

• 360 degrees marketing campaign of the year

• TV campaign of the year

• Gold Vivaha jewellery

COMPETITORS

BRAND AMBASSADORS