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Avi Batra
BBA Semester II
Roll No. 4501/09
Comparison of two companies as per
Principles of Marketing
Jewellery Industry
Table of Contents
Chapter 1- Introduction To The Industry

Evolution Of Jewellery Industry

Introduction To Indian Jewellery Industry

SWOT Analysis Of The Industry

Current Scenario Of The Industry

Future Outlook Of The Industry


Chapter 2- Company Profile
Tanishq
Orra
Chapter 3- Research Methodology
Objective
Scope
Data Collection
Limitations
Chapter 4- Comparative Analysis
SWOT Analysis -Ta nis hq
SWOT Analysis - Kiah
Chapter 5- Conclusion
Bibliography
Michael Porters Five Force Model for Jewellery Industry
Inter-Firm Rivalry -HIGH
Two types of rivalry. (1) Inside India & (2) Outside India.
Large presence of unorganized sector. 0.2 Million Gold jewelers and over 8,000

Diamond jewelers

International rivals Such as, China

Threat from producing nation like S.A. & Russia.


Bargaining Power of Suppliers - Medium
In jewellery industry the suppliers are S.A., UAE, Australia, US, Congo, Botswana,
Russia, DTC.
Few Alternatives of cutting & polishing.
Skilled labor
Bargaining power of India is enhanced because India is largest consumer of gold
jewellery.
POTENTIAL
NEW ENTRY
INDUSTRY COMPETITORS
RIVARY AMONG EXISTING
FIRMS
BUYERS
SUPPLIER
SUBSTITUTES
Bargaining Power of Buyers - Low
Divided in two types
1. Domestic buyers &
2. Foreign buyers
As investment (Demand increase)
Bargaining power of Indian exporter is high because Majority of the world's rough
diamond production is cut and polished in India.
Threat of Substitutes: Low
Substitutes are Real assets, Stock market, & Bank deposits & mutual fund
investment and

Other types of jewellery like imitation jewellery, bagasra jewellery, stone jewellery etc.

Second preferred investment behind bank deposits

Status and standard of living increase so demand is increasing at high rate.


Barriers to entry: Low to Medium
Low capital requirement
Government subsidy

EXIM policy & governments rules-regulations are high

Skilled manpower is essential

Advanced technology required


SWOT Analysis
Strengths
Availability of cheap and skilled labor

India has a large labor force and this has made the country the biggest diamond-cutting center for

small roughs. Indeed, were it not for Indian workers, many of these small diamonds would be put

to industrial use rather than jewelry. Indias strength lies in the two million highly skilled workforces

in the country in the gem & jewellery sector, out of which one million are exclusively engaged in

export production, who virtually carve exclusive fancy stones. All the processes, right from sorting

to polishing requires analytical skills, which cannot be relied upon with machines.
Experience

Experience plays a very important role in the success or failure of a business because of the

diversity and unique features of diamonds. It requires a lot of experience to diagnose as to what
you would obtain after polishing a diamond. It is not necessary that two diamonds looking similar

are same. They can be different too. Experience is needed to understand the following features of

rough diamonds, which are to be bought for further processing by any diamond processing

company.

They are: -

Toughness: as to how are diamonds and as to how much effort will be required to

polish them.

Shade: rough diamonds look just like stones and only experience could tell as to what

would be
the shade of the diamond.
Purity: it is also important to examine the purity of the diamond.
Pricing and inventory management

The diamond industry virtually offers the entire range of products, a steady supply of raw

materials and a state of the art manufacturing facilities is something that no other center will be

able to match. Indias USP in the days to come is to achieve all round quality at low price.
Supportive government policy

Since the diamond industry is one of the key contributors to the foreign exchange of our country

the government has played a very supportive role to this sector. Incentives like Diamond Dollar

Account (DDA) and SEZ packages and lowering of import duties are some examples. The

government is always trying to provide a helping hand for the promotion of the diamond industry.
Low cost of production

The cost of production of diamonds in India is much less as compared to other countries. This is

due to the availability of skilled and cheap labour force in the country. The cost of production of

each piece of diamond increases with an increase in the size of the diamond. The government is

also playing and important role by providing incentives which lowers the overall cost of production

of diamonds.
Weaknesses
Less emphasis on quality

The share of India in medium and large sized diamonds is comparatively less as when compared

with other countries is because of less emphasis on quality. It will have a huge impact on large
sized diamonds. Therefore, to remain competitive in the world market Indian businessmen will

have to improve the quality of their diamonds.


Low productivity

The labor force in India is less productive as when compared with China, Thailand, Sri Lanka.

This may be due to reasons like long hours of work, uneasy work environment and no friendly

atmosphere created. The workers therefore are not motivated to work therefore resulting in low

productivity. There will have to be an increase in productivity for the diamond sector to flourish.
No contracts

There is no legal proof of any domestic trade related to diamond transactions in India. Everything

in India works on word-of-mouth. There is no legally binding contract between the people who do

business. Though payment of a high amount is to be made by cheque many transactions are

done with cash.


Lack of standardization

Though India is the largest exporter of diamonds in the world , the diamonds are not

standardized. A same size, colour, weight diamond may mean different things to businessmen

around the world. The Diamond Trading Company should take steps to ensure that the diamonds

are standardized so that the dealers and clients are not cheated at any point of time.
Insolvency

The rate of insolvency is very high in the diamond industry. Payments are not received from

clients even after years of expiry of the credit period. There is a gap created. The rich

businessmen are becoming richer, and the poor are becoming poorer. The newly entered

businessmen are also finding it difficult to survive in the market. One really needs to work hard to

earn a living and to survive in the market place.


Opportunities
New markets

The leading importer of Indian diamonds is US. This is the only country that has been having a

majority share in the world market. The Indians can also explore countries like Europe and Latin

America. There is also increasing demand in South East Asian countries. Using advertising

campaigns and promotion and marketing can do this.


Colored diamonds
One of the major opportunities for the Indian diamond industry is colored diamonds. The clients

now prefer colored gemstones and diamonds instead of the regular white color. Even other

countries in the world are looking up to India for supply of colored diamonds. They are the latest

trend in the market.

Scope in domestic market

Since diamonds are expensive they seem to be possessed by the richer section of the society.

The lower class prefers gold jewelry. They consider diamond and risky and very expensive and

very hard to handle. Therefore the other classes can be made aware of the benefits of diamonds

by advertising and promotion campaigns.


Outsourcing of diamond jewellery

The retailers worldwide have shown keen interest in sourcing diamond jewelry requirements from

India because of easy availability of diamonds. It has been over a decade and a half since Indian

jewelry manufacturers began marketing their products.


Threats
Entry of China and Thailand in the diamond sector

The Indian industry perceives a growing threat from China as a diamond processing and cutting

centre, unless the government backs the industry. Else, India may lose its status as the worlds

largest diamond processing centre. An increasing number of diamond processors from Israel and

Belgium, and even India, are setting up facilities in China for a variety of reasons.

The reasons range from a cheap and disciplined labour force to high economic growth in the

country resulting in a significant increase in potential consumers in the high-income segment

within China, and also to the quality of Chinese workmanship which is steadily improving. China

has all the strengths of Indiacheap economic labour, infrastructure and a welcoming

government. It also offers attractive labour union terms and export-friendly policies.
Conflict diamonds

Another threat to the industry is the recent trade in Conflict Diamonds also called Blood

Diamonds which have become the thriving industrys Achilles heel. Conflict diamonds are those

mined and the income from their sale help finance arms buying and funding activities of terrorist

groups. The three named areas have been Angola, Sierra Leoneand Congo. A great fear in the
industry is that due to a mere 4 per cent of illegitimate trade, the rest might feel immense

ramifications.
Use of child labor

Small boys, sometimes as young as 10 years old, work in hot sheds chiseling roughs which

eventually get sold in the fancy shops. Their nimble fingers and sharp eyes enable them to cut

these diamonds in remarkable shapes, but while they earn well for these skills many of them find

their eyesight getting progressively weaker as they grow older.


Anti social activities and threat of terrorism

Antis social activities are on the rise especially in places like Mumbai. Security has become one

of the major concerns for the diamond industry. A loss of a packet of diamonds can cause of a lot

of money from your pockets. In recent times there are a lot of robberies happening in broad day

light without even anyone noticing it. Therefore there should be an increase in security facilities.
Current Scenario: The Diamond Industry

Today, India is the leader in importing, processing and exporting of diamonds. India has a virtually

complete dominance in small sized diamonds. India now accounts for nearly 55 percent of world

net exports of cut & polished diamonds in value terms, 90 per cent in terms of pieces and 80 per

cent by caratage. No other export segment of the country has such a significant share in the

world market. India accounts for over 70% of the world exports of cut and polished diamonds in

caratage. In other words, roughly 7 out of every 10 diamonds set in jewellery worldwide are from

India.

In the current scenario, apprehensions have been expressed in some quarters that a number of

the small producers would find it difficult to sustain operations on current margins, which would

lead to some turmoil. Industry analysts believe that as the industry matures and takes its next

step forward, many of the smaller independent producers may find themselves being absorbed by

the larger players. The number of firms may reduce in the process, but not the size of the

industry, nor even the levels of activity.

Much has been said about the rising bank debt of the Indian industry and there were a couple of

disturbing cases of bankruptcy. Yet overall the industry has ridden out the threat and as analysts

point out, with manufacturing on the rise and the number of banks providing finance to the trade
on the upswing, it is only natural that debt figures will show an increase as well. What is

significant however and a sign of the maturity of the players is the process of self-regulation

adopted by the industry, in the form of a pact on trading norms. Signed by all major trade bodies

in the country, these will be implemented through a consensus in the trade and interaction with

the banks to encourage them to accept these as well has also got underway.
Future Outlook: The Diamond Industry

Way back in the mid 1990s, when the Indian diamond industry first claimed its rightful status as

the worlds largest manufacturer of polished stones, there were more than a fair share of skeptics,

who refused to accept what the numbers were saying. Not any more. In fact industry analysts are

now voicing their opinion that many of the Israeli sight holders have actually been manufacturing

their goods outside the country over the past two years and that Israel was being used only as a

transit point in the supply chain.

The entire diamond world knows that India has a virtually complete dominance in smalls, and that

the country has for long been the worlds leading manufacturer of cut and polished diamonds. But

behind the scenes, the India centre has been moving confidently to take over a sizeable chunk of

the manufacturing of medium and larger stones from other competing centers, particularly Israel.

Some manufacturers took a step forward in the mid-90s and entered jewellery manufacturing.

India has a definite cost advantage and our strength is diamonds today. Profit margins are also

higher in the competitive retail business. Selling cut and polished diamonds yields margins of just

5 per cent to 10 per cent but selling finished diamond jewelry pieces to wholesalers overseas

yields margins of between 20 per cent to 40 per cent. And retailing overseas offers margins of

between 40 per cent and 60 per cent depending on the value of the diamonds.

But there are challenges ahead. One is the lack of skilled manpower and technology to create

and produce designs for the international markets. The council is hoping to tackle this by setting

up a training institute. Indian firms will have to tightly control costs and prices.

Tanishq
Executive Summary
An Indian Brand, which can make big in the global market, is Tanishq from Tata Group of

Industries. Tanishq is India's largest, most desirable and fastest growing jewellery brand in India.

Tanishq today is India's most aspirational fine jewellery brand with an exquisite range of gold

jewellery studded with diamonds or colored gems and a wide range of equally spectacular

jewellery in 22Kt pure gold. Exquisite platinum jewellery and designer silverware is also part of

the product range.

Though they faced with many difficulty in the early stages they for about six years they then came

with up with good strategies The Tanishq strategy for the coming couple of years relies on two

things increasing penetration in the domestic markets and going abroad in order to diversify its

revenue portfolio.

To push penetration in other markets, Tanishq will use the shop-in-shop concept that it already

does in 50 stores across different West Asian markets. This reduces distribution costs. Also, for

the consumer it remains a Tanishq store and helps us get a foot into the market.

Their main core competency is in designing a wide range of products. They were the first to come

up with the idea of karat meter, which proves the quality of the gold, to win the trust of the

customer.

Evolution of Tanishq
Titan came into existence in July 1984, when the Tata Group joined hands with the
Tamil Nadu
Industrial Development Corporation (TIDCO) to make a foray into the watch industry.

Titan started manufacturing jewellery watches and jewellery in 1994. It set up its fully integrated

Rs. 400 million-jewellery plant in Hosur. The plant had the capacity to manufacture four tonnes of

gold in a year. Titan launched these products under the brand name ofTan ish q, in 1995. The

name Tanishq, a blend of two words, 'tan' (body) and 'ishq' (love), was coined by Xerxes Desai,

the Vice-Chairman and Managing Director of Titan.

To change its image from a watch manufacturer to a fashion accessories manufacturer, Titan was

renamed Titan Industries Ltd. in 1995. Titan scaled the capacity of its Hosur plant to 4.18 million

units in 1996 to meet the domestic and international demand. From the late 1990s, Titan's

commitment to the jewellery business increased.


When Titan launched Tanishq in 1995, the jewellery industry in India valued at Rs 40,000 crore

was mostly unorganized, with around 3.5 lakh players. Before 1992, only the Metal and Mineral

Trading Corporation and the State Bank of India were allowed to import gold. In 1992, as part of

economic liberalization, the government abolished the Gold Control Act of 1962, allowing free

import of gold. In 1993, private companies were allowed to enter the hitherto restricted gold and

diamond mining industry. Foreign investors were allowed to hold up to 50% equity in mining

ventures.
Revenue in million
Revenue in million Rupees
2001
2002
2003
2004
2005
2006
2007
2008
2009
Competitors
Carbon

In early 1991, the Bangalore based Peakok Jewellery Pvt. Ltd., (Peakok) was incorporated and

Mahesh Rao (Rao) was appointed director. Peakok realized that the Indian consumer's
relationship with gold jewellery would grow beyond an investment need towards a lifestyle and

personality statement.

In 1996, within the Peakok fold a new brand of 18-carat gold-based jewellery called Carbon was

launched. In 2000-01 Carbon's focus had always been to move jewellery from the vault to the

dressing table and bring the selling of jewellery out of heavily guarded jewellery stores. This was

achieved by persuading a few lifestyle stores to add branded jewellery to their vast array of

products. Besides selling from lifestyle stores, Carbon also sold its products as gift items over the

internet. Like Tanishq, Carbon laid emphasis on design.

Most of its designs were contributed by students at the National Institute of Fashion Technology

(NIFT) through the diploma programme which the company sponsored. In addition, Peakok's

team of six designers, (headed by Rajeswari Iyer, an alumnus of a German design school who

had worked in the U.K., Germany and India) turned out around 180 to 200 styles in a year, with 75

designs per style.


At any point in time, there are around 600 designs of Carbon on sale. The creation,
manufacture
and marketing of Carbon was different from the making and selling of traditional
jewellery.

It is made available at `shop-in-shop' outlets in large lifestyle stores (such as Shoppers Stop,

Ebony, Globus, The Bombay Store, Lifestyle and Taj Khazana) and some premium boutiques

(such as the Helvetica in Chennai).


Carbon products were priced between Rs. 2,750 and Rs. 20,000 per piece. While the
cost of
traditional jewellery was negotiable, the cost of Carbon items was fixed and
nationally
uniform.The brand is available at 50 outlets in 23 cities.
Gili

Gili launched a collection of traditional Indian ornaments made of 18-carat gold. In 1999, the Gili

Gold range was introduced. This range included rings, pendants, earrings, necklaces and

bangles made of 24-carat gold. All Gili products came with a guarantee of diamond and gold

quality.

Gili distributed its jewellery priced between Rs. 500 and Rs. 40,000 through lifestyle and

department stores across the country to increase accessibility among its target segment, the 15

to 30 age group. Gili distributed its jewellery priced between Rs. 500 and Rs. 40,000 through
lifestyle and department stores across the country to increase accessibility among its target

segment, the 15 to 30 age group.

The collection was promoted at college campuses with banners, pamphlets and a few

advertisements targeted at teens. Gili soon realized that just pushing its product was not enough;

it also had to customize its products for special occasions. Following this, it launched a Diamond

Heart Collection specially designed for Valentine's Day. This collection consisting of tiny, heart-

shaped diamond jewellery was well received by teens. Special packaging, catchy advertising and

extensive press coverage contributed to the success of the collection. Gili also made special

promotional offers during festive seasons like Christmas and Diwali. Having captured the low

price point market of Rs.2000 to Rs.10, 000, the company is focused on penetrating the premium

market of customized jewellery. For this Gitanjali jewels opened a jewellery salon, Gianti, to

provide customized jewellery to clients in India.


4 Ps of Marketing
Product
Product Variety

Tanishq today is India's most aspirational fine jewellery brand with an exquisite range of gold

jewellery studded with diamonds or colored gems and a wide range of equally spectacular

jewellery in 22Kt pure gold. Exquisite platinum jewellery and designer silverware is also part of

the product range.

Tanishq designs and manufactures jewellery that is breath- taking, contemporary and yet has a

tint of tradition. It produces 22 karat pure gold earrings that come in various shapes, sizes and

designs. Some earrings are embedded with precious stones or colour gemstones. These

jewellery sets are overwhelming and could prove to be apt for occasions such as marriage,

festivities etc. Furthermore, they also make bangles, chains, nose pins, pendants, finger rings,

Mangal Sutras etc. They also produce products made from silver such as deity idols etc.

Recently, Tanishq has started producing diamond jewellery that are affordable and stunning. The

diamond jewellery include collections such as: All Day Diamonds, Aria, Dewdrops, Tanishq Solo,

Dancing Diamonds etc. These collections come with a certificate of authenticity that states the

karatage, color and clarity of the diamond.


Quality
Consistency in delivering on their promise - Tanishq promises superior quality jewellery with purity

in gold. It is the first and only jeweller that guarantees the purity of its gold jewellery and certifies

the quality of the precious/semi-precious stones in writing.

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. They eliminated this and have 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. 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).It 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

consumers when they come to the store.


Design
Widely acknowledged as a design leader, Tanishq is known for its ability to develop
specialized
design collections.

Each piece of jewellery is designed by a team of award winning designers. In fact, Tanishq is the

only jeweler to have a full- fledged design studio with one of the largest design teams in the

country. 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.

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. Positioned as 9-to-5 jewellery, the collection is stylish and modern

and is designed to suit all forms of attire, western and Indian, casual and formal.
Brand Name

"Jewellery is one of the last great commodity frontiers in India; it has remained so because this

market is very fragmented, very unorganized. Tanishq has successfully 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".

PROMOTION

The Tata Group has promoted Tanishq as a jewellery store brand, which competes with close to

three lakh traditional jewellers who dominate the domestic market. It has launched new

collections at a quicker rate than its competitors, and conducted marketing promotions and

fashion shows to enhance the shopping experience of consumers. Given the diverse nature of

Indian ethnicity, Titan made the designs more ethnic to satisfy the tastes of all regions. Titan

transposed designs by stocking Bengali designs in Delhi, Keralite designs in Tamil Nadu and

typical designs from Tamil Nadu in Bombay in order to appeal to a variety of people.
Concept stores, the first of which, costing Rs 10 crore, opened in Kolkata . The idea
of such a
store was to harmonize the tradition of the past with the modernity of the present.

In 1998, it launched the corporate gold gift scheme - 'When you want to say thank you, say it in

gold'. In 1999, Tanishq delivered gold coins worth Rs. 20 crores to Maruti Udyog Ltd., to be given

away as gifts to Maruti car owners. By 2001, the scheme accounted for almost 5% of the turnover

and over 30 corporate clients like Coca-Cola, the UB Group, Whirlpool, TVS Group, Ceat and

Liberty shoes. In early 2000, it made miniature gold cars for Hyundai Motors to be given to select

dealers.
Tanishq has also endeavored to be part of every occasion in an Indian womans life through

festive promotions, customer contact programmes as well as through Anuttara, Tanishqs

exclusive consumer reward programme etc. Tanishq provides Gift vouchers in various

denominations for gifting your friends and family.

Tanishq, to set off competition, launched Jodhaa Akbar collection and managed to get lot of

marketing hype. The collection is very pricey and suggested retail price is between Rs 25,000 to

Rs 15 Lakhs.

In 1999-2000 the communication and promotion budget was increased from Rs. 65 million to Rs

100 million in 2000-01. A majority of this was spent towards advertising, while a portion was also

earmarked for promotions tailored to match regional preferences. For instance, in New Delhi,

which was Tanishqs single largest market, substantial promotions were carried out. The
Rs 100 million was split into four parts, comprising national-level spends (both
electronic and
print media), regional budgets, direct mail and research.
Place

Tanishq jewellery is crafted in one of the world's most modern factories. The factory complies with

all labour and environmental standards. Located at Hosur, Tamil Nadu, the 135,000 sq. ft. factory

is equipped with the latest and most modern machinery and equipment.

Tanishq reached the century mark as it unveiled its 100th store in Patna at Hathwa Market.

Having embarked on the retail journey a decade ago, Tanishq today is the largest jewellery

retailer in India. With a strong presence in 70 cities across India, unmatched collections and

assured purity, Tanishq has quickly become the first choice of discerning customers.
Tanishq opened 30 retail stores during FY08, taking the tally to 130 stores. Currently,
the
average store-size for Tanishq is 1,000-1,500 sq ft. The stores operate on the
franchise model.

Tanishq has undertaken several unique retail initiatives keeping in mind the customer demand for

a world class shopping experience. As such Tanishq retail identity has evolved over the years to

offer large format and concept stores that reflect the brands philosophy of being Revitaliser of

Tradition.
Design and retail innovation have been the hallmark of Tanishq all these years. Tanishq has

constantly formulated an innovative product strategy in this journey in line with the evolving

consumer tastes.

Modern retail values and principles in the selling of branded jewellery in India are almost

completely the handiwork of Tanishq. The brand has broken fresh ground in retailing by creating

exclusive outlets with hitherto unknown in-store ambience and hospitality touchstones.

Following more than 40% percent growth in operations last year, Tanishq will invest extensively

during 2008 in marketing and retail initiatives to further develop the market. In addition, Tanishq

will build new logistics centres and upgrade existing ones, laying a solid foundation to meet future

competition.

Besides catering to Indian consumers, Tanishq has successfully entered key export markets

such as the US, the UK, the Middle East, Singapore and Australia. This is testimony to the

brand's ability to craft products that meet the requirements of varied cultures and sensibilities.
Pricing

Tanishq range of products start at an accessible low of Rs. 600 and the range - Solo, Aria, Diva,

Hoopla, Lightweights, Bandhan and the most recent, Colours - comprises wearable everyday

jewellery which has been designed for the urban working woman.

The Tanishq Valentines Day collection includes pendants, earrings and finger rings starting from

Rs. 2,000 onwards. Daytimes collection of all day diamonds, which starts at an affordable Rs.

1,960. The collection combines traditional motifs in sleek contemporary lines with slight touches

of black rhodium. The 'up to 25 per cent' off offer by Tanishq is a unique opportunity. This

attractive offer has been introduced to benefit the customers and provide them with the best price

and product options. Affordably priced from Rs 2,500/- onwards the Tanishq range of diamond

jewellery is the ideal accessory for the customers.This collection is crafted using a special

process called electro-forming. The jewellery is targeted at customers who are looking for

international designs, wearability and value for money. The new collection starts from a price

range of Rs6,000 onwards and available at all Tanishq boutiques across the country.
Tanishq off ers gold and gem-set jewellery in over 6000 traditional, western and

fusion designs. The Tanishq retail chain currently includes 112 exclusive boutiques

in 75 cities, making it India's fi rst and largest jewellery retail chain.

Brand Position

Tanishq has been projected as an impeachable mark of trust by raising the awareness of the

people about unethical practices in the jewellery business and then measuring the gold purity by

caratmeter.
Tanishq also has been positioned as a branded jewellery of luxury rather than
commodity. It
moves jewellery beyond investment to the fashion and adornment sector.

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 later on started targeting the mass marketing since


1997).
Psychographic Segmentation
Life Style: Tanishq has found that 40% of the Indian women are working and they
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 typical designs from Tamil

Nadu in Bombay in order to appeal to a variety of people.

Orra
Executive Summary
The Rosy Blue Group was founded in 1960 by Arunkumar Mehta and Bhanuchandra

Bhansali . The company started as a small Mumbai workshop, but soon became a network of

specialist businesses, each able to successfully fulfill client needs. This eventually formed the

platform for a global company which provides employment to over 10,000 people

ORRA The Diamond Destination is Indias largest and only exclusive diamond jewellery retail

chain. A legacy that has spanned centuries, overwhelming the world with its brilliance can be

summed up in one word, ORRA. Launched in 2004, ORRA has been at the forefront of design

leadership and product innovation. ORRA is renowned for its exquisitely crafted Belgian

Solitaires. Rocks are crafted into beautiful diamonds by descendants of the legendary 14th

century Belgian inventors of diamond sculpting. ORRA is a part of the worlds largest diamond

manufacturing company with a presence across 15 countries headquartered in Antwerp, Belgium.

Set in an international format. ORRA has spread its glow across the length and breadth of India

with 31 exclusive high street boutiques in 21 cities. These boutiques have become the ultimate
destination for the choicest diamonds in the country. In 2007, it earned the prestigious distinction

of being voted as the BEST JEWELLERY RETAIL CHAIN OF THE YEAR and in 2008 its design

was chosen as THE MOST INNOVATIVE DESIGN OF THE YEAR From adorning the likes of

Julianne Moore at Oscars 2008 and Nicole Kidman and Joan Rivers in the past to providing

exquisite jewellery for Mallika Sherawat at Cannes film festival, ORRA has been associated with

the crme la de crme of society. It also created a stunning Million Dollar Bustier
in
honour
of
Prince
and
Princess
of
Belgium.

ORRA has always been the exclusive choice for creating the most stunning pieces of jewellery

and works of art. Define a diamond's size, shape or colour and ORRA will make your dream

come true