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ACKNOWLEDGEMENT
The success and final outcome of this project required a
lot of guidance and assistance from many people and I
am extremely privileged to have got this all along the
completion of my project. All that I have done is only due
to such supervision and assistance and I would not forget
to thank them.
INDUSTRY Jewellery
Founded 1994
WEBSITE www.tanishq.co.in
STRENGTH IN SWOT
ANALYSIS
1) The backing of Tata, Titan and TN government –
Tanishq has a strong backing of Tata Group and TN
government giving it the necessary resources
and markets to function well.
2) A trusted jewelry brand in India – It has been one of
the most trusted jewelry brands in India which brand
recall is very high. This gives Tanishq an edge over its
competitors.
3) Excellent promotional activities – There have been a
lot of advertising and promotions for the brand in terms
of TV ads, hoarding, promotional offers. Again this is
helping in maintaining the brand value of Tanishq in the
market.
4) Multiple award-winning brands – The brand has won
many awards in the past for its designs, marketing, and
Brand Name
Marketing Cost
Research & Development Cost
Expert Designers Cost
Did you know? Tanishq charges four times the cost of its diamonds.
Did you know? Making charges for gold and diamonds are twice for
Tanishq than charged by anyone out there.
With your eyes being blind folded by the looks of Mr. Bachchan and Ms.
Deepika as their brand ambassadors the former defines trust and the latter
defines a youth icon used intelligibly why would anyone question the brand
integrity.
But how does this high marketing cost add on to? Definitely to your
purchase of Jewellery. Lets take a generic view towards this answer.
A clear and precise answer is a NO!! You can argue with me here but being
in the diamond trade and understanding diamonds it would not be prudent
to pay a high premium for the same quality of diamonds that can be
bought from anyone around the world.
Lets take a look the tangibles and intangibles involved in creating a gold or
diamond jewel.
Tangibles : Gold and Diamond are the parameters that define the price.
How to read the table - F-G color with VVS-VS clarity will cost you Rs.
38,000 ($566) per carat. So for example you plan to buy a 0.50 carat ring
with F-g color and VVS-VS clarity the diamonds will cost you 38,000 * 0.50
= Rs. 19,000 ($283) and the rest would be the gold and making part.
3. Design : Is there a need to pay 3 to 5 times the price for a design? You
might be the best judge to answer that. Instead, for the best designs for
diamond engagement ring, pendant, earring ,etc. you can always look on
the internet because you get a wider choice than just going in a particular
store. With the advent of Computer Aided Designing(CAD) and Computer
Aided manufacturing(CAM) any one in the industry can make any intricate
design you would want. So if you have a design in mind it can be custom
made by anyone out there.
4. Premium Pricing : The things that would define the premium pricing
charged by branded diamond players have been laid out on a platter to
you above. You can decide if it is truly worthy to pay a premium for the
brand name or not in case of diamonds.If you pay heed to the advice above
and master the above steps you can avoid the mistakes before making a
diamond jewelry purchase. Never go by the words of a particular seller as
he wants to get the money from your pocket to his.
TANISHQ’s DIVERSIFIED PRODUCT
PORTFOLIO INCLUDES:
1.RINGS
2. PENDANT
3. PENDANT EARRINGS SET
4. NOSE PINS
5. NECKLACES
6. EARRINGS
7. CHAINS
8. BRACELETS
9. BANGLES
2. IVA
3.ZUHUR
4. MEHEK
5. DIVYAM
6. UTTARA
7. NILOUFER
8. MISMATCH
9. ZYRA
10. AMARA
12. SHUBHAM
13. FINE LINE
14. MIA
15. CARATLANE
JEWELLERY HELPS TITAN BECOME 3rd MOST
VALUABLE TATA FIRM
STRATEGIES ADOPTED
TANISHQ COMPETITION
1. DE BEERS
2. NAKSHATRA
3. DDAMAS
4. TBZ
5. RELIANCE JEWELS
CONCLUSIONS
https://www.wikipedia.org/
http://tanishq.co.in
http://forbes.com
https://www.investindia.gov.in/sector/gems-jewellery
https://www.ibef.org/industry/gems-jewellery-india.aspx
https://www.quora.com/What-is-the-future-of-the-gem-jewelry-
industry