CBS students present report on Tanishq
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Tanishq is an Indian jewelry brand established in the 1990s that was pioneered by TATA. It created a revolution in the Indian jewelry industry by introducing karatmeters and emphasizing pure 22 karat gold. Tanishq uses integrated marketing communication strategies like television, print, and online advertisements targeting consumers like working women and teenagers. It promotes brand awareness and builds long-term customer relationships while emphasizing its advantage of lower labor costs and distribution through owned outlets supported by the TATA enterprise. Competitors and suggestions for expanding product lines and retail outlets are also discussed.
CBS students present report on Tanishq
- 2. Tanishq – As a brandThe Tanishq saga began in the early 1990’s, primarily got the leverage by the TATA brand.
- 4. It has created a revolution in the Indian jewellery trade and in jewellery buying behaviour, and continues to set new parameters of excellence for others to follow.
- 5. Pioneers to introduce Karatmeter.Integrated Marketing CommunicationStarted with parent company Titan and in 1997 came up with a campaign focused on 22karat pure gold.
- 7. Drawing new customers into its stores .
- 8. Building long-term relationships with the existing.
- 9. Continuous television campaigns around the year.Corporate image & brandingTanishq creates its buy byEmphasizing on pure 22 carrat gold jewellery.
- 11. Distribution through company owned outlets.
- 12. Image supported by TATA enterprise(parent company).Buying behaviourConsumer Values
- 14. Consumer Trends
- 15. Age Complexity
- 17. Individual Risk Promotional Opportunity AnalysisTARGETSWorking women(9-5)
- 18. Teenagers
- 20. Public relations
- 22. Internet marketing and sales
- 23. BTL
- 24. Exhibitions
- 25. Occassional ads
- 26. ATL
- 29. Cinema halls
- 31. Some Tv advertisementsAppeals usedFear
- 32. Rationale
- 33. EmotionalSales promotionsTanishq launches ‘Free gold coin offer’ campaign (July 19, 2008)
- 34. Tanishq is a perfect gift for your sister! (August 18, 2007)
- 35. Celebrate DHANTERAS with exquisite jewellery from Tanishq (October 10, 2006)SuggestionsMore retail outlets.
- 36. Should introduce more low range collections.
- 37. May try coming up with some limited edition JV’s with other firms manufacturing accessories.Thank youRECOILAnamikaBhupinderJyotiHarveenTanya