Group 1 Pragathi Subha Jaideep Preeti Gayatri Afsal

Contents
Introduction Marketing mix Understanding buying behaviour of customers Customer services offered Segmentation and Positioning The turnaround story SWOT Analysis

Introduction
Titan came into existence July 1984 Jewelry watches and jewelry 1994 Tanishq tan (body) , ishq (love) To change its image watch manufactures fashion accessories manufacturer

product

promotion

Marketing mix

place

price

Product
Product variety Plain gold jewelry, studded gold jewelry, Platinum jewelry, silverware-product range and solitaires. 22K, 18K and 9K pure gold ear rings, bangles, chains, rings, nose pins etc.

Quality 1st & the only jeweller-guarentees at the store Claim and deliver quality Built trust based on the same Gold meters- check gold purity Established as ethical player in the market Differentiating factor experience & quality in store

Design Frequent new and unique collections to cater to variety seeking customers Full fledged design studio and largest design team in the country Each piece is designed by team of award winning designers Adjudged the most admired jewelry brand in 2004 Breath taking jewelry- contemporary with traditional touch

Place
Crafted as one of the worlds most modern factories Factory complies- labor and environmental standards Located at Hosur Tamilnadu Largest jewelry retailer in India 131 in 83 cities Export market

Pricing
Products starting from Rs 600 Valentines day collections from Rs 2000 Attractive offers up to 25% off All day Diamonds from Rs 1960

Promotion Mix
Advertising : Through print media, social media and television

Emotional appeal

Celebrity Endorsements

Collaboration Promotion Corporate Gold Gift Scheme(1998)

When you want to say thank you, say it in gold. 1999 Rs.20 crores worth gold coins to Maruti Udyog Ltd 2001 5% of turnover and 30 clients Miniature gold cars Hyundai Motors

Publicity
Sponsorships: Bollywood Tie-ups

Miss India Crowns and Colors of Royalty Range

Tanishq Swarna Sangeetham

Public Relations
Customer satisfaction measurement programme with CSMM Anuttara Customer Loyalty Programme

Sales Promotion

Understanding buying behaviour of customers

Till the early 1990s: Investment rather than adornment => 18 kt was not favoured Confidence in local jewellers => ignorant Late 1990s : shift in consumer tastes Regarded jewelry as an accessory Customers wanted a wider selection

Customization Exchange policy Purity checks: Karatmeter Anuttara

First jewelry retailer to focus on experience factor

 Golden Harvest Savings scheme

Swarna nidhi scheme

Concept stores Revitalizer of Tradition

Segmentation & Postioning

Niche Marketing Positioned international brand for Indian elite Since 1997: Mass marketing Geographical segmentation Satisfy tastes of all regions Ethnic designs Transpose designs-Bengali in Delhi . Psychographic segmentation Lifestyle Working women

REPOSITIONING
Same product and target market Change in image of product Product Repositioning : Product modified to make it more acceptable to its target segment to serve the customer needs effectively

Intangible repositioning Different market segment with same product Ex- Diamonds starting from Rs15000 onwards Tangible repositioning Product and target market changed Move up or down a market Gold plus and Zoya

Trading up and down

Goldplus Low end customers Plain gold jewelry + very less studded jewelry : Diamantine (first time in India) Presence in 32 towns spread across 5 states Zoya High end customers Exquisite diamond jewelry 2 boutiques

Competitors for Tanishq

Gitanjali group

Traditional jewellers

The Turnaround Story

Unsuccessful Launch
Unorganised jewelry sector New concept : 18 kt and contemporary Family jewellers

Setting things right

Gone wrong in 2 areas 1. Product proposition 2. Retailing

Westernised to Indian 18 kt to 22 and 24 kt Designs from various states and transmigration Localised promotions In-house designers designed based on current trends Complete freedom to retail outlets to pick up designs Karatmeter Bold step towards professionalizing Indian jewelry business Focus on smaller cities Standard gold price

SWOT Analysis Strengths

Strong backing of the Titan Industries of the Tata Group and TN Govt. Standard gold pricing Award winning designs Competitive prices Caters to all market segments with sub-brands Has its presence in over 83 Indian cities

Weakness
Negative perception Brand was only for the rich Strong labour union

Opportunities
Expanding to global markets 99% of potential Indian gold market

Threats
Competition from traditional jewellers Increasing gold price affecting the low end customers

Thank You!