Titan later ventured into the jewelery businesses.
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Brand Tanishq has established itself as the most desirable and trustworthy jewelry brand in India. The product portfolio includes jewellery for everyday wear and for occasions, in carat gold, diamonds and precious gemstones. Tanishq grew by 57 per cent to Rs. There is an immense scope for further growth as Tanishq comprises a small share of the overall Rs 70,crore Indian jewellery market i.
Among the branded jewellery players in the Indian market, Tanishq is considered to be a trendsetter. InGili Jewellery was established as a distinct brand by Gitanjali Jewels. Gili offered a wide range of carat plain gold and diamond-studded jewellery, designed for the contemporary Indian woman.
Encouraged by the response towards its first store, the Zaveris planned to take Trendsmith India Pvt. In earlythe Bangalore based Peakok Jewellery Pvt.
Ina new brand of carat gold-based jewellery called Carbon was launched. Tanishq worked hard on a two-pronged brand-building strategy: One way to create differentiation was through design. Tanishq focused not only on urban markets, but small town markets as well.
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. Diamond was the preferred precious stone, but other colored stones were also used.
Comprising items of everyday use, rings, chains, bracelets, ear studs, tie-pins and cuff links Carbon items were an impulse purchases.
While the cost of traditional jewellery was negotiable, the cost of Carbon items was fixed and nationally uniform. Gili distributed its jewellery priced between Rs. All Gili products came with a guarantee of diamond and gold quality.
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.
Gili also made special promotional offers during festive seasons like Christmas and Diwali. There were different collections for babies, teenagers and weddings.
It changed its collection every season. Trendsmith also had a design studio where customers could design their own jewellery.Tanishq: Positioning to capture Indian Women’s Heart Essay Sample India is the largest consumer of gold in the world to be followed by China and Japan.
India is emerging as world’s largest trading centre of this commodity with a target of US$ 16 bn. set for Tanishq Marketing Report Essay Sample. Tanishq unsuccessful launch (Problems) When Tanishq first came into the Indian market, the company come out with a decision that they wanted their jewellery to be different from the traditional Indian offerings, this had cause them to have lot problem and totally difficult to be accepted by the customers.
A Study On Branded Jewellery. Print Reference this. Disclaimer: Tanishq is India’s largest and fastest growing jewellery brand in India. Started in , Tanishq is the jewellery business group of Titan Industries Ltd, promoted by the TATA group.
Marketing Essay Writing Service Free Essays More Marketing Essays Examples of Our Work. Tanishq (Hindi: तनिष्क़) is a prominent jewellery brand of pfmlures.com pioneered the concept of branded jewellery and ornaments in India. It is a division of Titan Industries Limited, a company promoted by the Tata Group, one of India's largest conglomerates.
Tanishq comprises a small share of the overall Rs 70,crore Indian jewellery market and hence it needs to increase its market share in this huge industry. Escalated gold costs has caused lower margins is to push sales as much as possible.4/4(9).
Subway sandwiches, a world-wide franchised restaurant, uses marketing and marketing tools not only for increased sales but to create an image in the consumers mind. This essay will define and discuss positioning, as well as a case study on how the Subway franchise has positioned their product.