Tanishq Marketing Strategies

TANISHQ - STUDY OF MARKETING STRATEGIES
1 | P a g e F A S H I O N M A R K E T I N G
TITLE
Jewelry sector player – Tanishq – Study of Product, Price, Place, Promotion and
Segmentation, Targeting and Positioning
OBJECTIVE
The objective of the study is to understand the current model of marketing Tanishq
follows and the segmentation and positioning strategies followed.
INTRODUCTION- TANISHQ
Tanishq is a prominent jewellery brand of India. It pioneered the concept of branded
jewellery and ornaments in India. It is a division ofTitan Company Limited, a company
promoted by the Tata Group, one of India's largest conglomerates. The name was formed
by combining the first two letters from Tata and "Nishk" (meaning gold coin or necklace
in Sanskrit), although the k has been modified into a q. An alternative explanation is from
'Tan', meaning body and 'Ishq', meaning love. Tanishq's headquarter is at Bengaluru
(Bangalore) in Karnataka.
Tanishq Titan's flagship line of jewellery is today a resounding success with discerning
customers. Tanishq has performed exceedingly well and has set standards, in what could
best be described as a largely unorganised and unscrupulous Indian jewellery market.
The growth of the brand has once again been a testament to our customer focus. Tanishq
is today a hallmark of trust, an island of purity. It is a certified division under the ISO
9001:2008 Quality Management System Standards and the current version of
Environment Management System Standard is ISO 14001:2004.
Tanishq is India's fastest growing jewellery brand with a premium range of jewellery,
studded with diamonds or coloured gems in 18 kt gold, 22 kt pure gold and platinum
jewellery. We are now one of India's largest speciality retailers and are transforming
India's jewellery market with a pan - India presence. Titan felt a need and created a
means to offer elegant gold jewellery to smaller towns and rural markets. The recent
launch of a retail initiative - Goldplus caters to the need.

Both brands contribute to over Rs.1450 million USD, and are still flourishing. Truly a
phenomenon in itself, Tanishq is our pioneering Indian brand storming a market of over
400,000 independent jewellers. The brand is evolving faster than the market and is either
leading or closing gaps between competitors in urban markets where we have a presence.
The trust connotations that the Tata - Titan association evokes, never fails to attract
increasing numbers of jewellery seekers to the fledgling designer brand. Titan ensures
that they are spoilt for choice, transparency and a great shopping experience with
Tanishq, the jewel of its crown.
Tanishq is a trustworthy, popular jewellery brand from India's largest integrated jewellery
manufacturer.
Zoya, by Tanishq is a chain of luxury jewellery boutiques which targets elite, discerning
ladies seeking designer wear of international standards. Zoya is a best-in-class shopping
experience. Stores offer exquisite, artistically styled masterpieces, studded in diamonds,
apart from traditional, fusion polki and kundan jewellery. There are magnificent designs
to choose from, all in ultra-premium luxury, these outlets showcase luxury unsurpassed.
Zoya creations are world-class in terms of quality and have been crafted in India and
abroad. It boasts the finest quality in India and is on par with the best in the world. Zoya
stores are located in GK I, M Block - Delhi and Warden Road – Mumbai in India.
Tanishq, India's largest, most trusted and fastest growing jewellery brand, offers
traditional as well as trendy designs in gold, diamond and platinum. With retail sales of
over Rs. 8000 crores last financial year, Tanishq has delivered value to its customers and
shareholders.
Backed by in-depth research in the jewellery space, the production and sourcing units of
Tanishq create exquisite designs with faultless finish. Located at Hosur (Tamil Nadu) the
1,35,000 sq. ft. manufacturing unit is equipped with the latest and most up-to-date
technology and tools. The unit also complies with the labour and environmental
standards. There are two units in Dehradun and Pantnagar (Uttarakhand) in India.

Stringent quality standards ensure that every product at Tanishq is crafted to perfection
with unmatched finish. With innovations like the Karatmeter the only non-destructive
means to check the purity of gold. Tanishq introduced technology backed challenge in the
category completely governed by individual trust. The brand propagates ethical practices
and provides the customer a certification of purity of material and reselling policies.
Following the line of ethical practice further, adequate policies are in place for the
artisans who create the jewellery.
Tanishq has a Golden Harvest savings scheme which is a unique jewellery purchase
scheme, leading to an easy purchase of Tanishq jewellery of your choice. With this
scheme you can buy for more than what you save because Tanishq will add a special
bonus at the end of the scheme.
Tanishq introduced specialized retailing in the fragmented jewellery market of India.
Today, with over 150 opulent stores in over 85 Indian cities, Tanishq continues to rule
the jewellery space.
Until recently, Tanishq was perceived to be a premium brand. The company is now
changing its focus to include mid-segment consumers also. Tanishq appeals to all
discerning consumers of jewellery in India, not merely to the elite. There are an
increasing number of Indian women who seek the values and the benefits that a brand
such as Tanishq offers - trust and reliability, exquisite designs, and an international
shopping experience. To them, Tanishq is a reflection of their own emerging lifestyle, a
judicious blend of traditional values and a modern outlook. Tanishq is a premium brand,
but certainly not a narrowly focused elitist brand. It caters to a wide segment of
discerning consumers, and offers a range of jewellery, which caters across all these
consumer segments. In this context, Tanishq ‘Solo’ follows in the rich tradition already
established by our earlier branded collections of jewellery - Tanishq ‘Aria’, Tanishq
‘Diva’, Tanishq ‘Hoopla’, Tanishq Collection-G, Tanishq Lightweights, Tanishq
‘Bandhan’ - all of which have similar broad appeal.
Tanishq promises superior quality jewellery with purity in gold. They claim and deliver
the exact carats and weight that they promise. Impurity in gold and not delivering what

was promised is one of the main problems the consumers face when going for gold
purchase. Tanishq eliminated this and has built its brand in trust. Tanishq now stands for
quality and purity. They even have gold meters where one can check the purity of gold.
It is first and only jeweller who guarantees the purity of its gold jewellery and certifies
the quality of its diamonds and colored gems in writing. Thus it has established itself as a
highly ethical player in a market that was rated as having the highest incidence of under
karatage (Bureau of Indian Standards).
Superior products and processes. Widely acknowledged as a design leader, Tanishq is
known for its ability to develop specialized design collections. Tanishq is the only
jeweller that houses a full-fledged design studio with a team of several international
award winning Indian designers. Tanishq was recently adjudged the Most Admired
Jewellery brand (for the third consecutive time) in India at the Images Fashion awards
2004. It has also been judged as the Images Retailer of Year in the fashion category.
Tanishq jewellery is crafted in one of the world's most modern factories. The factory
complies with all labor and environmental standards. Located at Hosur, Tamil Nadu, the
1, 35,000 sq. 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 by any other jeweller in the
country.
Distinctive positioning and customer experience. Yet another aspect of Tanishq that sets
it apart is a whole new jewellery buying experience offered by its exclusive retail
showrooms. Tanishq has not only developed a national retail chain with uniform and
transparent practices and policies but also maintained consistency of retailing standards
across all these showrooms on an ongoing basis.
It has a distinctive positioning in India as it is known for its high quality and jewellery
with international standards. Also, since they have many stores across the country they

give guarantee on their jewellery and also offer to repair it free of cost anywhere across
the country.
An ability to stay relevant. Tanishq was established in 1995 and within ten years it has
become the largest and most desirable brand in the jewellery segment in India. They have
constantly introduced new offering to their consumers and have come up with new
innovative ideas. They have excellent after sales service and they have been committed in
providing good and honest service.
A compelling idea. The idea of having branded jewellery was a totally unique idea.
Coupled with a promise of purity and a unique experience was very compelling. It
persuaded a lot of people especially the people in the metros and semi metros to leave
their traditional jewelers and go for Tanishq.
There was always lack of trust among the consumers for their jewelers. Tanishq removed
that with a promise of purity. Hence what it did in India it can replicate across the globe.
Offer a totally new perspective to jewellery buying especially when it comes to exquisite
oriental jewellery.
Oriental jewellery across the world is usually found in flea markets or place like China
Town or Indian Markets. Going into the main markets in the Western world will give
Tanishq the edge.
A resolute core purpose and supporting values. Tanishq maintains its quality standards in
all its products wherever they are sold. This shows that they have a resolute core purpose.
This is what they will have to maintain even when they global. They have the right range
of products for the different markets across the globe. Only they have to remember their
differentiating factor. The differentiating factor for Tanishq will be the experience and
quality they will be giving the consumer when s/he comes to the store.
A central organizational principle. Tanishq has to translate what its brand signifies to the
whole of their organizations. They have done that exceptionally well in the Indian
context. A visit to any Tanishq outlet shows that. The people behind the counter are
polite and courteous. They know that they are there to deliver the promised exceptional

services. The people at Tanishq know what is required of them and hence this will prove
beneficial when Tanishq goes global to maintain its global standards.
Tanishq, as and when it decides to go global will make a great global brand. As we can
see they have all the characteristics, which all the global brands have, it can be said that
Tanishq has all the potential to become a leading global brand.

BRAND PROFILE
Jewellery is about purity of gold and stone and settings in exquisite designs. But more
than that, it is about emotions, a little secret that Tanishq knows well. And therefore, at
Tanishq, jewellery is not a product but a piece of art; and shopping for jewellery is an
exalting experience.
Footfalls to Tanishq stores have increased in the recent years. Pull factors have been trust,
reliability, designs and the shopping experience. Tanishq stores are quite distinct as the
environment is conducive for customers to browse. The manner of display, ambience,
salesperson behaviour, the showcasing of new collections, is all designed to encourage
the new-age consumer to shop in a friendly environment.
The jewellery spread is a blend of traditional values and modern outlook. The collections
though rooted in Indian ideas have a contemporary expression. Of late, Tanishq has taken
up special projects. Three years back, the company designed the jewellery for Bollywood
movie Paheli. More recently, they spent two years crafting jewellery for historical
magnum opus Jodha Akbar. Through its jewellery, Tanishq captured the opulence and
glory of the Mughal era. This collection has had an immense customer impact.
Catering to the semi-rural and rural population, is the GoldPlus chain of stores. GoldPlus
is strongly positioned to serve the 22-carat gold wedding jewellery market. The jewellery
designs at GoldPlus stores are mostly traditional. The décor is understated with an
emphasis on regional tastes, making customers feel comfortable.
The big moment for Tanishq will come in August 2008 when the company opens Tanishq
stores on US soil — in Chicago and New Jersey. Distinctively targeted at Americans (and
not just NRIs) the stores will encourage browsing and will be a new experience for the
American jewellery buyer.
"Ethical practices and an unmatched shopping experience are key differentiators, as
opposed to other jewellery stores. We broke all rules to make the brand more
approachable. We are looking at a growth of 40 per cent and 40 new stores for the two
brands," says CK Venkataraman, COO, Tanishq, Titan Industries

EVOLUTION OF TANISHQ
The Tanishq saga began in the early 1990's, primarily fuelled by the fabled Tata
entrepreneurial spirit and partly forced by circumstance. The Tanishq saga began in the
early 1990's, primarily fuelled by the fabled Tata entrepreneurial spirit and partly forced
by circumstance.
The splendid Titan watches success story was already up and running, and happened to
need more foreign exchange to purchase the imported components and machines required
to keep up with the burgeoning watch production. But with India going through a foreign
exchange crisis, there was no help coming in, forcing Titan to search for a business that
would earn them the required foreign currency.
Indian-made jewellery was already a big foreign currency earner and being strongly
supported by the central government, and also happened to be a very good fit with the
watch business as articles of adornment.The best known brand names in both Europe and
America had watches and jewellery together, offering further proof that the two
industries are intrinsically linked.
It was a business with a huge wealth potential and it added a very feminine offering to
Tata's long line of products that appealed mostly to the opposite gender. It also called for
an organization that inspired trust and had high order design, manufacturing, marketing
and retailing skills, and Tata fit the bill on all accounts.
Tanishq was coined from a combination of Tata/Tamil Nadu and Nishq (meaning a
necklace of gold coins) and, again, from Tan, meaning body and Ishq, meaning love.
It was launched in 1994 as a range of jewellery and jewellery watches meant for the
European & American markets. But things began to change globally around this time,
and the West entered a protracted period of slow economic growth followed by recession.
Supplying jewellery to the Americans & Europeans suddenly no longer seemed an
attractive proposition.

Initially, the criticism for Titan's foray into jewellery was loud and often bitter.
Eventually, however, the critics were silenced. Tanishq, today, is perhaps the only major
Tata brand with a strong appeal for women. Very importantly, Tanishq has brought to the
market a whole new standard of business ethics and product reliability, in the process
bringing about a transformation in the manner in which jewellery is bought and sold in
India.
It has created a revolution in the Indian jewellery trade and in jewellery buying
behaviour, and continues to set new parameters of excellence for others to follow.
The Indian market, on the other hand, opened its doors to the world, and was now
flooded with foreign currency. By the time Tanishq established its manufacturing facility
and entered the market, the premises on which the project was based had altered
substantially.
Foreign currency was no longer an issue, import licences were easy to obtain and the
global demand-supply equation for jewellery had shifted in favour of buyers. Tanishq,
therefore, switched tracks and shifted its focus to the Indian market and develop a
somewhat grandiose vision of the brand as a composite avatar of Cartier, Tiffany, Esprit,
and Ernest Jones all rolled in one.
Tanishq has set up its 1,35,000 sq ft production factory at Hosur,Tamil Nadu. Well
equipped with modern machinery, this factory functions as the production and sourcing
base for the research of the jewelry crafts in India. Every product here is painstakingly
crafted to perfection to keep in line with Tanishq's repute. Presently, this factory employs
more than three hundred and eighty highly skilled workforces, among who are award
winning designers, who along with the rest of the team support the back end processes.
The capability of Tanishq is supported by a number of tools such as the energetic
Integrated Supply Chain Management system and the Vacuum Melting Unit (which
ascertains the purity of the jewellery) among others. To maintain its status, Tanishq
continuously incorporates different strategies from time to time to keep the fire of
innovation burning, something that is most critical to today's organizations.

Titan Company set up its jewellery manufacturing unit in 1994 with advanced technical
know-how from the UK, Germany and Switzerland. Over the years, the Jewellery
division has transformed the unit into a highly integrated Jewellery manufacturing and
outsourcing facility. Today, Tanishq and Goldplus have grown to be the most reliable
Jewellery manufacturing brands in India.
The manufacturing at the IScM unit at Hosur, Tamil Nadu follows Lost Wax Casting
process. Some of the key facilities for the process include the refining plant with Swiss
technology, the alloying equipment, accurate assaytesting facilities and Yasui waxing and
casting machines from Japan. Led by the most up-to-date Swiss and Japanese
technologies, Titan Company is a pioneer in establishing standards for consistent delivery
of jewellery products, necessary for karatage. The product development cycle is based on
state-of-the-art CAD/CAM technology that enables seamless integration of various
stages: styling, three-dimensional solid modeling, engineering design, tool design, tool
making and prototype making.
Integrated Supply Chain Management (IScM) is backed by high-end machinery such as
Vacuum Melting unit, Rapid Proto Typing machine, fully automated precious stone
sorting machine, 99.99 % fine gold refining system and computerised colour matching
machines that make the division most advanced in the industry. To maintain the quality
standards, IScM has implemented the ISO 9001:2008 standards and put various
initiatives in place: ambitious targets, customer initiatives, and employee initiatives. With
ISO 14001:2004 ISCM implemented, IScM provides better work environment and
upgrades the environment outside the manufacturing unit.
A dedicated Technology Cell has also been established to ensure that cutting-edge
technology is constantly tracked and infused into the business. The division's technology
efforts have been widely recognized by the industry: the Karatmeters pioneered by Titan
Company, jewellery division has gained widespread acceptance, and the Goldmine
system is considered one of the first successful .net, initiatives in retail in India.

Outstanding functional as well as technical expertise coupled with design and world-class
quality transform sketches on paper into astonishing masterpieces and IScM continues to
reach greater heights.

METHODOLOGY
The methodology followed for this research involved visiting the Tanishq Store in
Hyderabad at Banjara Hills.
The other data and information regarding the company and the collections was collected
from the physical store and the online store of Tanishq.
The data was then interpreted to formulate the findings.
REVIEW OF LITERATURE –
Product –
“Product” refers to the goods and services you offer to your customers. Apart from the
physical product itself, there are elements associated with your product that customers
may be attracted to, such as the way it is packaged. Other product attributes include
quality, features, options, services, warranties, and brand name. Thus, you might think of
what you offer as a bundle of goods and services. Your product’s
appearance, function, and support make up what the customer is actually buying.
Successful managers pay close attention to the needs their product bundles address for
customers. Your product bundle should meet the needs of a particular target market. For
example, a luxury product should create just the right image for “customers who have
everything,” while many basic products must be positioned for price conscious
consumers. Other important aspects of product may include an appropriate product range,
design, warranties, or a brand name.
Price -
“Price” refers to how much you charge for your product or service. Determining your
product’s price can be tricky and even frightening. Many small business owners feel they
must absolutely have the lowest price around. So they begin their business by creating an
impression of bargain pricing. However, this may be a signal of low quality and not part

of the image you want to portray. Your pricing approach should reflect the appropriate
positioning of your product in the market and result in a price that covers your cost per
item and includes a profit margin. The result should neither be greedy nor timid. The
former will price you out of the market; pricing too low will make it impossible to grow.
As a manager, you can follow a number of alternative pricing strategies. In the next
column are eight common pricing strategies. Some price decisions may involve complex
calculation methods, while others are intuitive judgments.
Your selection of a pricing strategy should be based on your product, customer demand,
the competitive environment, and the other products you will offer.
• Cost-plus: Adds a standard percentage of profit above the cost of producing a product.
Accurately assessing fixed and variable costs is an important part of this pricing method.
• Value-based: Based on the buyer’s perception of value (rather than on your costs). The
buyer’s perception depends on all aspects of the product, including non-price factors such
as quality, healthfulness, and prestige.
• Competitive: Based on prices charged by competing firms for competing products. This
pricing structure is relatively simple to follow because you maintain your price relative to
your competitors’ prices. In some cases, you can directly observe your competitors’
prices and respond to any price changes. In other cases, customers will select vendors
based on bids submitted simultaneously. In those cases, gathering information will be
more difficult.
• Going-rate: A price charged that is the common or going-rate in the marketplace.
Going-rate pricing is common in markets where most firms have little or no control over
the market price.
• Skimming: Involves the introduction of a product at a high price for affluent consumers.
Later, the price is decreased as the market becomes saturated.
• Discount: Based on a reduction in the advertised price. A coupon is an example of a
discounted price.

• Loss-leader: Based on selling at a price lower than the cost of production to attract
customers to the store to buy other products.
• Psychological: Based on a price that looks better, for example, 499 per product instead
of 500 per product.
Place –
“Place” refers to the distribution channels used to get your product to your customers.
What your product is will greatly influence how you distribute it. If, for example, you
own a small retail store or offer a service to your local community, then you are at the
end of the distribution chain, and so you will be supplying directly to the customer.
Businesses that create or assemble a product will have two options: selling directly to
consumers or selling to a vendor.
Promotion –
“Promotion” refers to the advertising and selling part of marketing. It is how you let
people know what you’ve got for sale. The purpose of promotion is to get people to
understand what your product is, what they can use it for, and why they should want it.
You want the customers who are looking for a product to know that your product satisfies
their needs. To be effective, your promotional efforts should contain a clear message
targeted to a specific audience reached via an appropriate channel. Your target audience
will be the people who use or influence the purchase of your product. You should focus
your market research efforts on identifying these individuals. Your message must be
consistent with your overall marketing image, get your target audience’s attention, and
elicit the response you desire, whether it is to purchase your product or to form an
opinion. The channel you select for your message will likely involve use of a few key
marketing channels. Promotion may involve advertising, public relations, personal
selling, and sales promotions.

Niche Marketing –
A niche market is the subset of the market on which a specific product is focusing. The
market niche defines the product features aimed at satisfying specific market needs, as
well as the price range, production quality and the demographics that is intended to
impact. It is also a small market segment.
Segmentation –
Market segmentation is a marketing strategy that involves dividing a broad target market
into subsets of consumers, who have common needs, and then designing and
implementing strategies to target their needs and desires using media channels and other
touch-points that best allow reaching them.
Market segments allow companies to create product differentiation strategies to target
them.
Targeting –
A target market is a group of customers that the business has decided to aim its marketing
efforts and ultimately its merchandise towards. A well-defined target market is the first
element to a marketing strategy. The marketing mix variables of product, place
(distribution), promotion and price are the four elements of a marketing mix strategy that
determine the success of a product in the marketplace.
Positioning –
Although there are different definitions of brand positioning, probably the most common
is: identifying and attempting to occupy a market niche for a brand, product or service
utilizing traditional marketing placement strategies (i.e. price, promotion, distribution,
packaging, and competition).
Positioning is also defined as the way by which the marketers attempt to create a distinct
impression in the customer's mind.

FINDINGS AND OBSERVATIONS
PRODUCT
Product Collections –
Zoya by Tanishq (Jewels of the crown – 2013)
Taking inspiration from the classical motifs, the collection is a unique blend of Indian
and contemporary styling.Designed at Tanishq's in-house design studio, Zoya offers an
exquisite collection of neckwear, earrings, rings, and bangles.
Tanshiq Taj

Tanishq Taj is tribute to the craftsmanship, wrought in gold, diamonds and precious
stones. An ode to the spirit behind the intricate jaali work, engraved marble and mosaic
panels, exquisite calligraphy and perfect symmetry of the Taj Mahal
Tanishq Wedding Colletion
Its not just any wedding. It's yours.The special time in your life when all eyes are on you,
so look the best you ever will in undoubtedly irresistible Tanishq jewellery that honours
the specialness of every mood, ceremony and community in gold, diamonds, kundan,
polki & precious stones.
Tanishq Divine Chants
World's smallest Bagwad Gita, Gayatri Mantra, Lakshmi and Vishnu sahastranaam,
Ganesh Gayatri and Hanuman Chalisa pendants inscribed in 24K gold on a 1 cm. sq.
tablet.

Tanishq Glam Gold
22 Karat gold jewelry in boldly different forms. An adventurous combination of
exquisite Cuttak wirework with rich Jaipuri enamel and kundan work. A daring fusion of
different looks and techniques, in simple yet contemporary and geometric styles.
Tanishq Aria
The Tanishq Aria collection is inspired by the delicate beauty of flowers and is crafted
into over 300 designs of sheer floral brilliance. This spectacular collection is available as
necklaces, pendants, rings, earrings and complete sets.

Tanishq Conversations
Tanishq Blush
The Tanishq Blush collection is a golden expression of what lies beneath every woman's
tough exterior. A light and youthful combination of femininity, filigree and fine
workmanship available as 18K gold pendants and earrings.
Tanishq Celeste

Celeste, Solitaires by Tanishq, offers authentic diamonds that come with a Certificate of
Authenticity, based on the GIA (Gemological Institute of America) standard, the highest
measure for solitaire grading in the world. Additionally, Tanishq follows a Solitaire Buy
Back Policy allowing you to come back to us in case of your unlikely dissatisfaction with
our quality. Also Tanishq Celeste Solitaires are laser inscribed with a UIN (Unique
Identification Number), which can protect you from any possible fraudulent transactions.
Tanishq Ganga
Right from her birth in gangotri to her eventual departure, ganga is full of emotion. As
she journeys down the icy slopes of the Himanlayas, her initial calm gives way to an
elegant flair.
Tanishq Mia
Feminine, floral, delicate, dazzling and much more, you will now have enough designs to
go with your entire wardrobe. More Mia, more reasons to love work.

Tanishq Iva
Stylishly wrought in yellow gold, white gold and a splash of coloured stones, Iva isn't
mere jewellery. It's a symbol of everything in vogue.
Tansihq Inara
Designs –
Tanshiq as a brand has over a period of time changed its designing sensibilities to suit the
needs of the core indian customer segment that they cater to. The designs that are
available at tanishq vary greatly in terms of the material used and the design methods
employed to create a piece. There are exquisite traditional collections that cater to the
taste of the traditional Indian buyer, who looks at a piece of jewellery as heirloom and
then there are designs that cater to the youth segment of the Indian society who view

jewellery as an investment, catering to the needs of another segment with their Mia
collection, Tanishq has created a hollistic market for itslef with its varied designs and
materials and techniques employed.
Products ranging from rings, earrings, pendants right to brooches and waistbelts with
arm bands are available in the various collections.
Packaging –
A range of Customized Wooden boxes to suit the jewellery storage requirements.
Customized gift-wrap’s, ribbons and gift tags add to the brand value. Carry Bags with the
metal handles are some of the packaging methods employed by Tanishq to give the
customer a feeling of classic jewelry shopping.

Service Warranty and Returns –
Return Policy
We shall not allow any exchange of jewellery products due to the differential that exists,
as no two similar jewellery products will be of exactly of the same price. However, we
shall make the refund into your account directly and you could make a fresh purchase
online.
Jewellery being precious in nature can only be returned through our authorized courier
partners.
Cancellation Policy
There may be certain orders that we are unable to accept and must cancel. We reserve the
right, at our sole discretion, to refuse or cancel any order for any reason. Some situations
that may result in your order being cancelled include limitations on quantities available
for purchase, inaccuracies or errors in product or pricing information, or problems
identified by our credit and fraud avoidance department. We may also require additional
information or verification/s before accepting any order. We will inform you if the entire
order or any portion of your order is cancelled or if additional information is required to
accept your order. If your order is cancelled after your credit / debit card has been
charged, the said amount will be returned to your card account.

PRICE
Price Range –
The price range for the jewelry products in Tanishq ranges from 4500 (Mia) and there are
products available for about 116000 (Wedding Collection).
Product Price Range (Rs.)
Gold Chain 14000 - 110000
Gold Earrings 8000 - 50000
Gold Rings 7000 - 80000
Neckwear 30000 - 67000
Pendants 5000 - 78000
Pendant Sets 12000 - 78000
Discounts –
Tanishq offers discounts on its collection depending on various calendar occasions like a
festival or a particular day where a customer would want to buy a piece of jewelry.

Payment methods and Credit schemes –
Tanishq has tied up with banks to provide an EMI offer to the customer who would wish
to make the payment for their purchase not in a lump sum but in parts. The bank in
question does charge a processing fee for the processing but the customer gets an option
to not make a payment of a huge sum together.

Customers are also offered a gift voucher fcility for the purpose of gifting jewelry. The
customer has to make a payment for the worth of the gift voucher and the voucher can be
redemmed at any of the Tanishq outlets for the same value fo jewelry.

PLACE
Location and stores –
Catering to the semi-rural and rural population, is the GoldPlus chain of stores. GoldPlus
is strongly positioned to serve the 22-carat gold wedding jewellery market. The jewellery
designs at GoldPlus stores are mostly traditional. The décor is understated with an
emphasis on regional tastes, making customers feel comfortable.
The big moment for Tanishq came in August 2008 when the company opened Tanishq
stores on US soil — in Chicago and New Jersey. Distinctively targeted at Americans (and

not just NRIs) the stores encouraged browsing and were a new experience for the
American jewellery buyer.
Merchandise Display –
Tanishq follows the strategy to display bits of its valued collections to the customers
before it finally displays or shows what the customer wants to really see. The
merchandise is positioned such that customer can catch a glimpse of what range of
products Tanishq has on offer. As a theory suggests, the further the merchandise is
displayed lesser is the visibility and hence lesser the value.
But the niche collections at Tanishq are always displayed in sections secluded from the
rest of the collection to create a halo of a niche collection around the merchandise.
Usually the display of such merchandise is coupled with a theme and the accessories and
forms used are in tandem with the theme.
Display for the Taj Collection
The arches and the domes - being an important feature of the architecture of the Taj
mahal –have been used in the display along with motifs from the Taj, screen printed on
them. The backdrop and side panels are sheets of foam-board printed in a gradation of
blue to black, which depicts “Taj at night”. The base is a fleet of steps (as we witness in
the Taj Mahal) again created with frosted acrylic. The neckwear prop is placed on the
highest step which gives it the maximum importance. Earrings hang like chandeliers in
the arches.
Keeping the jewellery as the hero, special props were designed for the neckwear taking
inspiration from the frames of the Taj Mahal. Like the grand entrance of the Taj is a
frame to it, the neckwear prop framed the neckpiece beautifully! Miralic was pasted to
the backside of the frame so that the reflection showcases the menakaari at the back side
of the necklace. There was a special provision to hang earrings on either side of the
necklace which looked like chandeliers inside an arch.

Store Ambience and Sales Personnel –
It has a distinctive positioning in India as it is known for its high quality and jewellery
with international standards. Also, since they have many stores across the country they
give guarantee on their jewellery and also offer to repair it free of cost anywhere across
the country.
According to its band image Tanishq Store have a lavish look with the factor of customer
comfort taken into consideration. The high ceilings and spacious interiors with plush
furnishings and accessories project a traditional classic elegance.

The gold plus store which target a lower segment and a limited segement have a different
store layout and setting with the interiors being more close to home and giving a feeling
of comfort to the prospective buyers. Here the plush furnishings are generally replaced
with a humble furnishing and accessories.

Store Layout –

PROMOTION
Sales Promotion, PR and Marketing –
The company has two key marketing objectives-First, drawing new customers into its
sixty stores located across the country, and second, building long-term relationships with
the existing and rapidly increasing customer base. The company targets a growth of 40%.
It uses media advertising, PR, in-store events and a range of direct marketing tools to
achieve these marketing objectives. The Tanishq store is always centre-stage in these
marketing efforts, the sanctum sanctorum, where the consumer experiences the brand.
Marketing is integral to brand Tanishq. The company is transforming the marketplace for
jewellery by bringing to this category many proven principles of brand marketing.
Jewellery is a commodity in India, and it has remained so because the market is very
fragmented, and unorganized. Tanishq has effectively 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.
The brand relies on below-the-Iine support, in addition to media advertising. When
Tanishq Collection-G’ was launched, a collection of 9-to-5 jewellery for the working
woman of today, the marketing team organized presentations to working women at
several corporate offices, even corporate canteens during the lunch break. Cross
promotional tie-ups with other ‘working women’ spaces such as music stores, beauty
salons, lifestyle stores and bookstores were also organized. The company also reached
out to this target group through exclusive working women's meets, where well known
career women spoke about issues relevant to working women. In addition, ‘Tanishq
Collection-G’ ran joint promotions with brands such as L’Oreal and Wills Lifestyle,
which appeal to a similar set of consumers.
Tanishq has successfully stimulated demand for jewellery throughout the year through
launches of new jewellery collections, a range of exchange programs and other offers (for
instance, ‘Impure to Pure’ exchange offer), and a number of in-store events.

TVC’s and Brand Ambassadors -
Tanishq recently roped in the new Bollywood diva Asin to endorse a collection.To tide
over the issue of low margins, Tanishq has recently launched the diamond collection
which is considered to be a high margin product line.
Tanishq has been trying to differentiate on the designs. It had built lot of product lines
and has branded these lines. The brand feels that consumers will chose Tanishq for its
designs.
Regarding the promotional strategies, Tanishq have the major issue is fighting the
regional players. Consider the Kerala example, the brand Tanishq have zero visibility
compared to the local jewelery chains. The local jewelers of kerala are advertising freaks
and one of the largest spenders in print and visual media in the state.
Jewelers in Kerala have roped in most of the famous models and divas for their
campaigns. Even ex-bollywood divas like Sridevi Jayaprada and Hemamalini are
endorsing some of the Kerala Jewelers.

Loyalty Programs -
Pure like a thousand-petalled lotus. Beautiful like the enticing glow of gold. Radiant like
a woman adorned. Feminine like a flower. Eternal like a great relationship. Welcome to
Anuttara. A perfect relationship program that places you at the highest pedestal amongst
all our customers.

Anuttara is an extension of all that Tanishq stands for. Purity you can trust. Perfection
that is unexcelled. A relationship program that offers you attractive reward points that
you can earn with every purchase you make at a Tanishq store. In addition, you get
special care for your old Tanishq jewellery, exclusive shopping privileges and access to
premium social events.
Anuttara Privileges
Anuttara Preview: The first look
First information on sales or special offers at Tanishq.
Exclusive preview to new jewellery launches (Exclusive for Anuttara Royale members
only.)
Anuttara Factory Visits
We invite select Anuttara members to visit our factory to witness the entire jewellery-
making process first-hand.
Anuttara Forever Value
Special Preventive Checks for your old Tanishq jewellery. Keep that glitter on your
jewellery. Free Karat Meter purity checks at Tanishq for your old jewellery.
Anuttara Page 3 Moments

Type of
Anuttara
Membership Eligibility Reward Points
Temporary
Anuttara
Membership
Any jewellery purchase from
Tanishq.
Once Temporary Card Members
accumulate 500 points, they can start
redeeming them using their new
Permanent Card.
Permanent
Anuttara
Membership
A jewellery purchase worth Rs.
35000 (on a single bill) from
Tanishq or all new Golden
Harvest* Members or temporary
card holders with a cumulative
purchase of Rs. 35000.
You will get reward points equivalent
to 3.5% on making charges for Plain
Gold & 1.5% on net value for Diamond
Studded products.
Royale Anuttara
Membership
A one-time or cumulative jewellery
purchase of Rs. 3 lakhs or a 2 lakh
purchase of ONLY Studded
Diamonds.
to 5% on making charges for Plain
Gold & 2% on net value for Diamond
Studded products.
Royale Super
Elite Anuttara
Membership
purchase of Rs. 25 lakhs or a 15
lakh purchase of ONLY Studded
Diamonds.
Gold & 3% on net value for Diamond
Studded products.
Royale Elite
Anuttara
Membership
purchase of Rs. 10 lakhs or a 5 lakh
purchase of ONLY Studded
Diamonds.
Gold & 2.5% on net value for Diamond
Studded products.
Swarnidhi
Swarnanidhi is a flexible, 12 months jewellery purchase scheme. This scheme will also
help protect you against the rising gold rates.

Under this scheme you can book grams of gold every month for 12 months post one can
redeem the grams booked in form of Tanishq jewellery at gold rate applicable at the time
of redemption, without having to pay even if gold rate increases.
YOU START THE SCHEME ON 1 JAN 2013.
1st Installment 1st Jan 2013
Amount paid ( For ex ) Rs 30000
(assuming) Gold rate on 1st Jan Rs 3000
Hence, Grams booked 10 gms
2nd Instalment 15th Feb 2013
Amount paid ( For ex ) Rs 10000
(assuming) Gold rate on 15thFeb Rs 3100
Hence, Grams booked 3.22 gms
YOU REDEEM
This process continues till the last instalment in December
2013. Assuming that in 12 months you’ve booked 100
grams, this is how you can redeem it.
Date of redemption 1st Jan 2014
Total grams booked 100 gms
(Assuming) Gold rate on 1st Jan Rs 4000
Total value of redemption Rs 400000
You can purchase jewellery worth Rs 400000 on or after
1st Jan 2014. (whereas you might have paid much lesser at
different gold rates through 12 months.
Golden Harvest Scheme
The 11+1 Plan

Under this scheme, one needs to pay a fixed amount every month with Tanishq for 11
months. The 12th month installment is paid by Tanishq, hence one can buy for more than
what you pay. In the scheme, the minimum installment value is Rs.500 and it can
increase to any amount as long as it is in multiples of Rs.500.
11+1 Scheme
Scheme Type: 11+1
You Pay: 3000
No of months: 11
Total Paid: 11 X 3000 = 33000
Discount: 3000 (at time of purchase)
Total Amount: 36000
Time period: after 12 months
Advantage:
Discount - 100% of monthly
installment
NICHE MARKETING

Around 1995 Tanishq had conceptualized its designs for an international market and the
same were introduced in India without any changes. The target consumers were the
Indian elite. However since 1997, they started mass marketing.
SEGMENTATION –
Psychographic Segmentation –
Psychographic segmentation involves creating segemetns in the target group based on the
intrinsic values, perception and attitude of the buyer. Tanishq introduced various price
ranges in its collection since the market it targets has different buying habits and
motivation other than belonging to different economic classes
Geographic Segementation –
Although Tanishq does not offer different completely according to different geographical
locations, there are some variations in the product offerings based on the geographical
location of the store and the end consumer.
Demographic Segementation –
This is the major segementation for Tanishq since based on the response of this
segementation of their buyers the product ranges are tweaked and existing products
updated or rejected. The design sensibilities of the buyer also differ according to their
demographics
Socio – cultural Segmentation –
The social and cultural background of india beign rich it influences the buyng behavior of
the customer. Jewelry as a commodity is bought only after careful anaylsis of the social
validity of the purity and design of the piece.
Situation Segmentation –

Jewelry market booms during the marriage season and hence the situation segment plays
an important role since Tanishq creates various designs specific to occasions like
marriage, valentine’s day or for that matter even akshaya tritiya

TARGETING
Tanishq has expanded its portfolio with the launch of sub-brand Mia, a line of jewellery
targeted at working women. The line comprises two distinct designs directions – one in
the modern and another in the ethno contemporary space.
Commenting on the launch, Sandeep Kulhalli, Vice President, Tanishq, said, “Mia is
meant for women on the go, who are engaged in various professions and have a well-
established accessory ensemble, unfortunately excluding jewellery. Fine jewellery that
working women buy is mostly for traditional occasions, and do not have an offering for

their daily wear in the market. Tanishq is best suited to understand the needs of these
consumers and has put together a wonderfully crafted, well designed jewellery collection,
which will make them love to go to work.”
Aria, for seven stone diamond jewellery, Hoopla, focused on diamond studded hoops and
Collection-G for lower priced gold jewellery with an interesting twist are just a few lines
that have come out of the Tanishq stable in the last three years.
In 2010, Tanishq released their newest line of jewelry called the Glam Gold. Glam Gold
is targeted to females who want the modern looking pieces of jewelry while still
portraying characteristics from the Indian culture. Consumers can find a variety of pieces
from the collection. Pendant earrings, ear studs, bangles, necklaces, and hoop earrings are
just among a few pieces that are available in this line
POSITIONING
Tanishq went through identity crisis when it was introduced because the consumer
perceived it to be a brand catering to a specific niche market and they did not identify
with the way the brand positioned itself to the customers. Earlier when Tanishq was
introduced into the market, their designs were extremely westernized and they evoked a
‘good-but-not-for-me’ emotion among the customers. After which Tanishq positioning
underwent changes and strategic retooling to reach the traditional yet modern Indian
women segment. They also had to change the positioning of jewelry as a whole, the
Indian buyer perceived jewelry as a means of investment and not adornment. It has
established itself as a highly ethical player in a market that was rated as having the
highest incidence of under karatage (Bureau of Indian Standards). They even have gold
meters where one can check the purity of gold. In order to compete with the regional
players, Tanishq introduced the concept of “consistency in delivering promise”. Tanishq
is known for its ability to develop specialized design collections. It is the only jeweler
that houses a full-fledged design studio with a team of several international award

winning Indian designers. Offer a totally new perspective to Jewellery buying especially
when it comes to exquisite oriental jewellery.
Tanishq has kept its focus on the urban population that has an eye for aesthetically
pleasing, creative and innovative jewelry. This jewelry, which is sold in collections, such
as the Aria, Mystique, Nuvo, Noor or Solo collections, offers entrance by those who wear
it into a distinctive group of branded, high quality jewelry purchasers, which again shows
distinction, wealth and status.

OVERALL MARKETING STRATEGY
Tanishq’s marketing strategy focuses on making it the most desirable brand of jewellery
in India. Tanishq is rated as one of India's most aspirational brand of jewellery. The
company aims to further strengthen this appeal by evolving many more opportunities for
consumers to interact with the brand. The company has two key marketing objectives-
First, drawing new customers into its sixty stores located across the country, and second,
building long-term relationships with the existing and rapidly increasing customer base.
The company targets a growth of 40%.
Until recently, Tanishq was perceived to be a premium brand. The company is now
changing its focus to include mid-segment consumers also. Tanishq appeals to all
discerning consumers of jewellery in India, not merely to the elite. There are an
increasing number of Indian women who seek the values and the benefits that a brand
such as Tanishq offers - trust and reliability, exquisite designs, and an international
shopping experience. To them, Tanishq is a reflection of their own emerging lifestyle, a
judicious blend of traditional values and a modern outlook.
Tanishq is a premium brand, but certainly not a narrowly focused elitist brand. It caters to
a wide segment of discerning consumers, and offers a range of jewellery, which caters
across all these consumer segments. In this context, Tanishq ‘Solo’ follows in the rich
tradition already established by our earlier branded collections of jewellery - Tanishq
‘Aria’, Tanishq ‘Diva’, Tanishq ‘Hoopla’, Tanishq Collection-G, Tanishq Lightweights,
Tanishq ‘Bandhan’ - all of which have similar broad appeal.
The peak periods of sales of jewellery are festival times or the marriage season. However,
there is considerable purchase of jewellery which happens, and can potentially happen
during the rest of the year as well for birthdays, anniversaries, gifting, impulse purchases,
etc. Therefore, in absolute terms, there is no lean period for jewellery - the jewellery
market can be stimulated throughout the year, through a host of well-designed marketing
inputs. Tanishq has successfully stimulated demand for jewellery throughout the year
through launches of new jewellery collections, a range of exchange programs and other
offers (for instance, ‘Impure to Pure’ exchange offer), and a number of in-store events.
The brand relies on below-the-Iine support, in addition to media advertising. When
‘Tanishq Collection-G’ was launched, a collection of 9-to-5 jewellery for the working

woman of today, the marketing team organized presentations to working women at
several corporate offices, even corporate canteens during the lunch break. Cross
promotional tie-ups with other ‘working women’ spaces such as music stores, beauty
saloons, lifestyle stores and bookstores were also organized. The company also reached
out to this target group through exclusive working women's meets, where well known
career women spoke about issues relevant to working women. In addition, ‘Tanishq
Collection-G’ ran joint promotions with brands such as L’Oreal and Wills Lifestyle,
which appeal to a similar set of consumers.

SUGGESTIONS
 Kick-start operations by securing export license
 Sell internationally in malls and high-end retail stores
 Promote the Tanishq brand through advertisements, reviews in magazines, news
papers etc. – Although the brand is currently being marketed through these
mediums but having a higher penetration into the Tier – II cities would help
exponential growth
 Experiential positioning by providing unique shopping ambience
 Station a resident trainee graphics designer in-store
 Enable computerized customization of designs
 Introduce low range ethnic jewelry
CONCLUSION
Tanishq as a brand has successfully improved its position in the Indian jewelry market by
introducing different range of products, catering to a vast segment of the jewelry market.
The customer feels satisfied buying a Tanishq product because they get a high quality
standard product with a brand name and some exquisite designs. If Tanishq could
introduce low range of ethnic jewelry into the market, its market share and sales would
definitely rise steadily.

Tanishq Marketing Strategies

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