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- 1. Tanishq: Positioning to Capture the Indian Woman’s Heart Prepared by: Ria Thareja BM-015206 Reshub Agarwal BM-015205 Rozina Askari BM-015208
- 2. OVERVIEW • Indian Jewellery industry • Tanishq and Goldplus SWOT analysis • Problem Analysis • Success Strategies • Financial Analysis • Recommendations
- 3. 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
- 4. The Rising Price of Gold
- 5. Tanishq SWOT Analysis Strengths • Capital • Flexibility • Innovative • Modern Style • Excellent & outstanding advertisement strategy Weaknesses • ‘Not for me’ • Gold Purchase Rituals • Gold Perceptive
- 6. Tanishq SWOT Analysis Opportunities • TATA Support • The Wedding Market • Globalization Threats • GoldPlus • Local Jewelers • Gold Significance • Government Regulations
- 7. Problem Analysis • Heavy Competition • Failure of Gold watches • Failure to tap wedding Market • ‘‘Not for Me’’ perception • Internal conflicts between Tanishq and Goldplus
- 8. Successful Strategies • Complete positioning • Introduction of studded Jewelery • Very high promotion • Pioneering the Karatmeter • Elimination of traditional middlemen
- 9. Jewelers Tanishq Vendor or Middlemen Head Karigars Head Karigars Unorganized Karigars Unorganized Karigars Traditional system Vs. Tanishq system
- 10. Graph showing the total sales of Tanishq from 1998-2007:
- 11. 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