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1.Executive Summary
2.Current Marketing Strategy
3.SWOT Analysis
4.Objective and Issues
5.Marketing Strategy
6.Action Programme
7. Budget Control
Indian Gems And Jewellery
Industry
ß ÷old jewellery demand in India was around 558 tonnes in 2007.
ß Largest consumer of gold (around 27 percent of global
consumption) and also the largest diamond processor (around 90
percent by pieces and 55 percent by value of the global market).
ß Domestic diamond jewellery market is estimated at around 115
billion in retail value during 2007 and is expected to increase at an
annual rate of 8.5-9%.
ß Highly unorganized and fragmented with 96 percent of the total
players being family owned businesses.
ß India is also home to around 450,000 goldsmiths, 100,000 gold
jewellers along with 6,000 diamond processing players and 8,000
diamond jewellers.
ianishq
ß Started in 1995, Tanishq is the jewellery
business group of Titan Industries Ltd -
promoted by the TATA group.
ß The product portfolio includes jewellery for
everyday wear and for occasions, in 22-carat
gold, diamonds and precious gemstones.
ß The jewellery designs range from traditional to
contemporary and are available in several
styles such as ã   and  
ß Tanishq also produces platinum jewellery
ß Tanishq collaborated with POND¶s FEMINA
Miss India for making beautiful Crown.
ß Tanishq grew by 57 per cent to Rs. 2,028 crore
during financial year 2008 on the back of retail
expansion and improvement in per-store growth.
ß There is an immense scope for further growth as
Tanishq comprises a small share of the overall Rs
70,000-crore Indian jewellery market i.e. 2.89%.
ß Core Competencies
ß Consistency in delivering on their promise
ß Superior products and processes
ß Distinctive customer experience
jj
  

ß Consistency in delivering on their


promise
ß Superior products and processes
ß Distinctive customer experience
 

Strengths
‡Strong brand Image
‡Perceived as high quality Indian brand
‡Strong and Focused Brand Portfolio
‡Established Design Studio
‡National retail chain of exclusive stores.
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‡Lower market share.


‡Higher prices than competitive market price.
‡No online selling
˜    

‡÷rowing economy and demand


‡÷rowing disposable income
‡÷rowth in women executives
‡Product & Brand extension to other categories
‡Emerging modern / organized retail markets
 


‡Competition from unorganized sector of


industry
‡Entry of other international brands giving rise to
competition
nvironment Analysis: Porter¶s
five forces
ß ± |  
ß Bargaining Power in gold jewellery is limited to fabrication charges
only.
ß r  |  
ß With negligible domestic production of gold and gemstones, India
relies largely on imports. Bargaining power of Indian Ind. is
enhanced by the fact that India is largest consumer of gold.
ß      
 
ß Bulk of the industry in India is concentrated in the unorganized
sector and employs around 1.5 million workers serving over 0.1
million gold jewellers and over 8,000 diamond jewellers. The
majority of India's diamond workforce is employed by small units
that process diamonds on a job-lot basis. However, the share of the
unorganized sector has declined in recent years.
ß ±
 !  " 
ß Low capital requirements, but skilled manpower is
essential. Ability to invest in more advanced technology is
becoming increasingly critical.
ß  
# " 
ß From historic times, gold has played a pivotal role in the
Indian social fabric. ÷old is valued in India as a savings and
investment vehicle and is the second preferred investment
behind bank deposits. ÷old is also the preferred metal in
jewellery. Domestic diamond jewellery demand is low, but
increasing at a high rate because of higher incomes and
aggressive marketing strategies.
| j|  
Tanishq offers a wide product portfolio through its different collection and tries to cater

all the segments according to segmentation followed in the present jewelry industry .
±
 r 
  r  jollections
r  Traditional ÷|
Contemporary  
Fusion   j!
 "
˜
  Weddings  j 
Special Occasion/ Festivals " 
Everyday Wear 


Plain ÷old 22k  j  ÷|
Diamond #  j 
÷ems and Stone Studded ÷old j!  "
Kundan and Polki $   |%
Solitaire  
 ÷÷
1. Women, progressive and modern, who still
values tradition
2. Men at the age group of 25 and above.
|  ÷
ianishq¶s jomparison with
other Market Players
ianishq Other Branded Local Jewelers
jewelers
   ! & ÷|   !       |   !  
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"% j  (501253 (2201,60   /1 631
733
jonsumer Analysis: 7 O¶s
Occupants ƒWomen in the age group of 15-60
(who they are) ƒMen in the age group of 18 ± 50
ƒCollege going students
ƒExecutives
ƒHouse wives
Objects ƒNecklace, Pendant, Chains
(what they buy) ƒEar rings
ƒRings
ƒBangles, Bracelets
ƒNose Pin
ƒAnklets etc.
Occasions ƒRegular use
(When they buy) ƒMarriages/ functions/Festivals
ƒParties
ƒInvestment in gold is seen profitable
Organization ƒConsumers-Those who buy for themselves
(Who is involved in the buying) ƒPayer ± Those who pay for the use of others
ƒInfluencers like friends, colleagues, family members, sellers
Objectives ƒCustom/Tradition
(Why they buy) ƒAccessory
ƒStatus
ƒ÷ifts
ƒInvestment
jonsumer Analysis: 7 O¶s
Operations ƒ Information search-
(How they buy) Spread over few days, through word of mouth,
past experiences, learning from the experiences
of others, television, and point of sales.
ƒ Evaluation-
Based on intended purpose i.e. personal use, gift
etc., price, brand image, quality, collection,
availability of desired product
ƒ Purchase decision-
Based on the evaluation done, purchase decision
is made which is influenced by family, friends
and selling agents
Outlets ƒLocal Jewellery Stores (Unbranded jewellery)
(Where they buy) ƒExclusive Stores (For Branded jewellery)
ƒShopping Malls
ƒOnline Retailing
Marketing Strategy:
Goals & Objectives
1. Increasing penetration in domestic market
- Aggressive promotion techniques
- Shop in Shop concept.
- Expanding ÷old Plus.

2. ÷oing abroad in order to diversify its revenue


portfolio.
- Through more global expansion.
- Tapping online foreign market.
ëew Product jollection:
|  $%#   | 
 
  
Cufflinks Cufflinks are the widest They can be made to be Working or office going men
selling men¶s jewellery available in the price range of in the age of 25 and above.
product. 10000-35000

Brooch Widely selling fashion In the range of Rs 5000-10000 Tanishq can make a foray in
accessory. men in the age group of 19
and above who are fashion
conscious.

Rings Tanishq can focus on In the price range of 25000- Men of age group 25-30,
engagement rings as it is 200000. typically falling in the
the time in men¶s life marriageable age.
when he likes to buy an
exclusive ring.

Chains Chains with pendants for The price range of the gold The target customers of this
men in sleek, executive chain along with the pendants range can be men of age group
designs. can be begin from 50000 25+.
onwards

Bracelets Tanishq can bring out a This piece of jewellery can be ÷enerally worn by young
range of casual looking, priced around the price range fashion conscious men in the
smart bracelets. above 15000. age group of 20+.
Pricing Strategy for the year
2009-10
ß Tanishq brand will continue to have perceived value pricing, though
the premium paid will be a bit less to penetrate into the marriage
gold market.
ß Offering special discount of 10% (shared equally between the
franchise & the company) on jewelry purchased for the marriage. It
will be signified as someone buying gold(or diamond converted to
gold based on value) in excess of 100gm
ß Tanishq can save 7-11% margin earned by the franchisee through
selling online and pass a part of the same to the online consumer.
ß ÷old plus will continue to have value pricing and being a lucrative
option for consumers looking for 22 karat gold in sub urban areas.
ß Pricing for the new men¶s collection that will be launched next year
will also be in line with our current perceived value pricing
|      ! 
7338123
ß Personal communication channels
ß Non ±personal communication channels
print media [vouge,femina, cosmopolitian }
and business magazines for men¶s collection
broad cast media
display media
Event and experiences
Online selling
jompetitors Website Review
|

 &±
 
  '

 ! 
Brand Ambassador - Bipasha Basu Neha Dhupia Karishma Kapoor
Selling Online No Yes Yes No
Product Range Very Low High Medium Limited
Attractiveness Very ÷ood ÷ood Average Average
Occasion wise Jewellery No Yes Yes No
Navigational Ease Low High High Medium
Price Range No 5000-50000 1000-70000 No

Store Locator Yes Yes Yes No


Variety Very Low High Medium Limited
÷ift Ideas No Yes No No
†     
  

Server

Order
fulfillment Catalogue
and and
Customer shopping
Service cart
Systems

Payment processing
systems
  !   
Saves money (high overhead margins).

Will provide the consumer a wider choice

A wide increase in the market (people in any


city, any country could buy the product.)

New distribution network that works 24*7,


365 days a year and helps make sale even in
those areas where retail outlets have not been
established
        /
'&   
Talk to our experts /jewelry designer
Design your own jewelry
Auction for limited / special edition of jewelry
Save online / online harvest scheme
Best sellers
Tanishq experience
÷ift your loved ones
&9(
ß At the present times when gold and related metals offer one of
the highest returns and the share of the organized sector is low,
the growth potential for a company like tanishq is very high.
To attain that growth the company needs to be innovative in its
approach towards the designing and promotion of its various
range of products.

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