TATA Gold Plus

KEY FACTS
Tata Group company, has introduced a new brand of gold jewellery
Gold Plus targeting rural and semi-urban market

India is the largest gold jewellery consuming country in the world

and association of gold with almost every aspect of Indian life

Customers of rural Market have varied expectations from jewellers

ranging from jewellery for all occasions, purity, discounts, affordable
prices, trust to good retail experience

Competition with Mom and Pop jewellery stores

The Main objective of Tata Gold Plus is to build a distinct market,

while enhancing the market share.
Strategies to compete In the market?

lucky draw scheme every month to keep

customers interest intact

surveys regarding their buying preferences

conducting awareness programs

Competing with Mom and Pop Stores

Create awareness and transparency

Launch of new designs
Promise of purity
Services and gifts
Innovative Marketing Strategies

Low making charges

Corporate Social
Responsibility

Gold Gramm age

Scheme

Launch of Design
school
Brand Expansion In Delhi NCR

In the Current Scenario it is advisable not to launch the

brand in the Delhi / NCR as they cannot launch it in form of
there Own outlets

People In North like to buy in Peer pressure but People in

south buy the jewellery as per the family tradition and we
feel that Company should wait for some time and Focus
only of one region to make it successful in North

Before Launch the Brand in North Market they should of Tier

2 and Tier 3 cities as the Purchasing Power is raising in
these areas
Strengthening Tata Gold Plus brand

Sponsoring the Local

Events

Taking Help of gram

panchayat to make people
understand about gold
plus purity

Franchising with local

shopkeepers and traders
 Analysis of Competition

Gold Plus Competition

Organized
players
Gitanjali,
Adora
Kisna

Porter Model
Regional Unorganized
players players
Allukas, Individual and
Kumaran family
hari krishna, jewelers
MD Khan
 Targeting Approach

Targeting Approaches are Single Segment, Selective

specialization, product specialization and market specialization.
Out of these, Product specialization is applicable to TATAs
jewellery market, as they are covering all segments through their 2
brands with some changes in the designs.
 New Segment
Gold Plus may introduce a new range ANUBANDH
providing gold ornaments in pairs, designed exclusively for
celebrating relationships of mother-in-law and daughter-in-
law, mother-daughter

ANUBANDH
Celebrating
togetherness

ANUBANDH
THANK YOU