MARKETING MANAGEMENT LT-B02 RUCHI SINGH SANSKRITI CHATURVEDI PRASHANT SINGH HIMANSHU NISHAD SAGAR ARORA RISHAB SINGH

OVERVIEW India’s most Loved jewellery. Tanishq is a Jewellery Brand of India, Founded in 1994. It is a Division of Titan Industries, a company promoted by TATA group in collaboration with the “Tamil Nadu Industrial Development Corporation (TIDCO)”. The name was formed by combining two letters from TATA- TA and NASHK(meaning Gold or Necklace in Sanskrit) which makes “TANISHQ”. The Headquarter is at Bangalore, Karnataka. Manufacturing Unit is Located at Hosur, Tamil Nadu.

Distribution channels MANUFACTURER RETAILER CONSUMER

Selection of channel Channel plays an important role for the distribution of product. Tanishq reach to its customer with “selective distribution”. Looking at consumer perspective Tanishq keeps its distribution channel low because jewellery is already a high value product. Involvement of low intermediaries cost less to the company and ultimately to the customers.

MANUFACTURER HOSUR CALCUTTA MUMBAI KNOWN FOR DIAMOND WORK KNOWN FOR ARTISTIC CALCUTTA

Product portfolios Rings Earrings Pendents Chains Pendent Earrings set Bracelets NosePins Gold Coins Necklaces Bricks/Biscuits/Bars

Popular products INARA NILOUFER IVA MISMATCH ZUHUR AMARA MEHEK QUEEN OF HEARTS DIVYAM SHUBHAM UTTARA FINE LINE

RETAILER Tanishq has more than 176 stores across India. In Uttar Pradesh there are Approx 30 Outlets. In Lucknow there are 3 outlets. In each outlet there are approx 5,000 designs for the customers.

consumers For consumers there is a wide collection of jewellery within a affordable price range. Tanishq has something for its each customer as it has diversified product portfolios. Tanshiq also conduct contest for the consumers to give their ideas and insight about jewellery, they involved their customers directly and influence them to buy.

Channel desgins Select target customers. Identifying the customer Needs Analyzing the customer demands. Customize its product. Fulfilling the customer needs.

Success Tanishq began by offering jewellery in the 18 carat gold range. For at least three years Tanishq bared a huge loss, as a concept, was far too ahead of its time. Multimedia campaigns were launched in press and on TV to focus on traditional designs. Prevailing under-karatage problem industry wide were countered by installing Karat-Meter.

Seven-stone concept helped Tanishq to overcome the perception of it being a Westernized Brand, this jewellery is named as ‘ARIA’ in the market. A customer satisfaction measurement program was started with the help of customer Satisfaction Measurement Management(CSMM), as associate of IMRB. CSMM tracked customer satisfaction parameters for Tanishq on a quarterly basis. The company’s corporate gold gift scheme (‘when you want to say Thank You, Say it in Gold’), launched in December 1998, which was a huge success for Tanishq.

Our experience

General talks We had a conversation with the Store Manager (Mr. Neelesh) of Tanishq store, Patrakar puram he share with his insights about the company. All the stores of Uttar Pradesh is been headed by Mr Gurpreet Singh, who is an Alumni of our college. He is presently handling the HazratGanj Branch, Lucknow.

THANK YOU