Tanishq brand analysis

Titan An Overview
1.Founded in 1984
2.Joint Venture between Tata Group and Tamil Nadu
Industrial Development Corporation (TIDCO)
3.World's sixth largest wrist watch manufacturer 7 mn
watches/annum with customer base of 65 million
4.Market Cap: 4460 Cr
5.Product Portfolio Watches, Clocks, fashion eyewear,
Jewellery
Tanishq - An Overview
1.Tanishq the Jewelery Division of Titan
established in 1995.
2.The name comes from Ta (from Tata) and
Nishk (golden coin in sanskrit)
3.It pioneered the concept of branded jewelery and
ornaments in India.
 4.When Tanishq was launched it sold its products
through multi brand stores. In 1998 it decided to
come up with its own chain of retail show rooms to
create distinctive brand image.
Size and Growth:
1.It is a Rs 927-crore brand.
2.40% Market Share in branded jewellery
3. Growth of 40% over the past 4 years
4.The profit chart has also seen almost a
vertical climb.
5.The contribution to Titan has increased
considerably. It is now more than 50% OF
Total Titan earnings.
6.It has 87 boutiques in 64 cities across the
country.
Market Structure:
1.Oligoply Market with players like Oyzterbay,
Gili and Carbon having branded jewelery
occupying around 4% of the market while the
rest being unorganized retail sector.

SWOTANALYSIS
STRENGTH
1. Purity (karat meter)

2 . D i s t r i b u t i o n n e t w o r k a n d retailing store

3. Award winning designs

4 . D i v e r s i t y i n j e w e l l e r y gold/diamond/platinum

5. Competitive prices

OPPORTUNITIES

1.Global markets

2.Low cost jewellery

3 . C u s t o m i z e d j e w e l l e r y designs

4.Concentrate on Gen-X by having trendy jewellery

5.Expand retail stores

WEAKNESS

1.Capture Rs 70,000-crore

2 . E s c a l a t e d g o l d c o s t s l o w e r margins

THREATS
1.Competition

2.Lack of Skilled workers

3.Gold not seen as s source
of i n v e s t m e n t . ( L u x u r y i s needed).
SEGMENTATION

Niche Marketing
After its inception in 1995 focus on exports, Tanishq's
designs had been conceptualized for the Western markets and were
introduced in India without any alterations. Tanishq positioned
itself as an international brand for the Indian elite. The brand was
targeted at a niche market
(However they lateron
started targeting the mass marketing since 1997).

Psychographic Segmentation

Life Style
: Tanishq has found that 40% of the Indian women are working
andthey targeted this segment wth a specific group of products called
collection-G, a 9-to-5 jewellery for the working women.

Geographical Segmentation
Titan realized that, given the diverse nature of Indian ethnicity, it
would have to satisfy the tastes of all regions. So, the designs became
more ethnic. Titan also decided to transpose designs by
stocking Bengali designs in
Delhi,Keralite designs in Tamil Nadu and typica l designs
from Tamil Nadu inBombay in order to appeal to a variety of
people

Ansoffs Model

Market Penetration
(Present product-present market)
1.
Currently Market Share of Tanishq is 2.9%.So Tanishq
has a scope for increasing its market share.
2.Provide EMI by tying up with banks.
3.Find new applications to current users: Increasing the
versatility of the product in terms of usage. For example,
provision for using pendant as ear-rings, finger rings and vice versa.

Market Development
(Present Product- New Market)1.Expand geographically: Opening
new outlets in new cities and increasing thenumber of outlets in
the existing cities.

Diversification
(New Product- New market)1.Related: Gold and diamond studded
buckles in belts and footwear.

Complied by: choudhary harish pemaramji

College: IFIM B-SCHOOL