Raga & Tanishq Symbolic Linkages Between Brands
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This document analyzes the symbolic linkages between the brands Raga and Tanishq in the Indian context. It provides background on the brands and their target markets of women. A survey was conducted of young Indian professionals and students to understand their brand perceptions and associations. The results showed that while Raga performs well in some dimensions, Tanishq has stronger brand equity, resonance, and excitement. Recommendations are provided on how Raga can better leverage the symbolic linkages and equity of Tanishq through co-branding, advertising, and improving its own brand image and resonance.
Raga & Tanishq Symbolic Linkages Between Brands
- 1. Case-Raga and Tanishq – Symbolic Linkages between Brands (The Indian Context) Analysis by Group 5 Dr. Jatindra Kumar Er. Mohd Kazim Abbas CA. Narinder Jit Singh Er. Pankaj Pant (Students of EPGPM 13-15 Batch)
- 2. Introduction Case Based on Brands Prominently Positioned for women. Specifically deals with consumers’ perception of Brands Raga and Tanishq Explores two brands may be symbolically linked in the consumers’ psyche. Symbolic linkages between the brands that may be useful to the company in marketing strategies
- 3. The Indian Context Consumer lifestyles and consumptions based attitudes major drivers of brand success. Several brands across categories have used lifestyle appeals and related Attitudes. Western influences, Higher disposable income, Group identification and need to differentiate oneself at individual level are some of important aspects of lifestyle appeals of brands. Lifestyle-based appeals seems to be reaching a state of saturation and hence, marketers need other ways of using lifestyle appeals. Brand Symbolism between brands – logical progression of brands that have a lifestyle positioning. Symbolism across brands and categories in terms of commonality is likely to give rise to brand constellation. A Brand constellation is a collection of brands that share common symbolism as a part of the involved brand associations.
- 4. Brands & India Women Rising power of women. 5.5 million women entering India’s workforce each year. Overwhelmingly driven to succeed. Tremendous impact on the consumption Women’s made or influenced between 60 to 80% of consumption decisions and Other consumption drivers – Changing demographics, rising incomes, and under penetration of consumer products. Increasing number of women entering services sector ( 70% of Total women employed in 2010 were in the services sector) Household income doubled – resulting higher propensity to consume, also demand for better standards of living. Working women in cities increased from Rs. 4492 ($85) in 2001 to Rs. 9457 ($ 180) a month in 2010. Urban women more independent, better educated and career-oriented. Several Brands have positioned themselves towards women as a niche segment. Aaker’s findings indicate that individuals develop a positive attitude towards brands that match both their own self-schemata and traits relevant to different situations.
- 5. Brands Chosen For The Study Women drawn toward Gold for Centuries and appeal universal. Gold associated with self expression. Wristwatches as personal accessory items of personal statement. Both watches and jewelry purchased to reflect Self-expression of consumers. Occasion specific line of products for both the categories and avenues for differentiation through functional benefits have limited – leading to limitation on the cognitive appeals.So, Symbolic appeals based on affect provided avenues for brand development in both categories Indian women moving towards modernity while still retaining their core cultural values, - This aspect used by Titan to create brands to match Self – Schemata of India women. Thus when Titan offered a designer jewelry brand Tanishq and an exclusive watch brand Raga that addressed the sensuality of the ethnic kind and there was natural symbolic fit with contemporary India Women. This presented an opportunity for exploring two categories and their
- 6. Titan Raga. Introduced in 1992 and first ever watch brand exclusively for women – Untapped potential for Titan Positioned as – Ethnic watch, Sophisticated Indian women, Embellished with Striking symbolism for Indian Culture. Specially made for women not just modified or downsized men’s watches. By 2006 Strong preference score of 68% among women in age group of 25 to 40 years.Re-launched in 2006 – as a brand that a woman could intimately connect with. Women not purchasing watch but investing in a brand she trusted and confided in. So brand ambassadors who embodied the brand image in people’s mind would match with the image that each line of Raga watches intended to convey. “Inspired by the modern woman who transcends roles with poise and élan, Raga is a range of exquisite watches that have the perfect mix of sensuality and elegance.” This statement sums up the brand essence.
- 7. Core Values and Brand essence. Beauty Sensuality Feminity Price Ranging from Rs. 1850 to Rs. 23000. Despite the availability of some model at relatively lower prices, the Brand maintained a premium image and was seen as opulent accessary for modern affluent women Available At Titan Showrooms,Multi-brand outlets and Department Stores Contributed about 25% of Total Annual Revenues of Titan Industries.
- 8. Tanishq Tanishq entered a previously unchartered territory – Unbranded Jewellery.Unorganized and dominated by local Jewelry stores and goldsmiths who visited homes to make customer ornaments. Brand Tanishq – Combination of “Tata/Tamil Nadu” and Nishq (Necklace of Gold Coins) Tan – Body and Ishq – Love Primary target European and American markets – As purpose was to help Titan earn foreign exchange. Initially not popular in India and Perceived to be niche – Not for common Indian woman. Ritual of going to local jeweler had to be changed and visit to Tanishq induced without being feeling intimidate. Period when Indian women was embracing modernity and while sticking to their core traditional values. Women wore professional looking ornaments while adorning traditional Jewellery for rituals Pre launch campaigns of a few Bollywood movies where the characters adorned Tanishq jewels.
- 9. Commonality of Appeals Commonality of associations Categories were different but related to personal grooming. Both are life style brands. Target group- Typical urban indian women. Both brand symbolizes :Inner beauty, sensuality, self concept. More inclined to modern women- departure from traditional Indian women. Both portray lifestyle and psychographic associations and Both strengthen the self concept of target segment.
- 10. To illustrate the concept of brand Symbolism and brand constellation. To link the concept of brand symbolism to strategy of Raga Data survey conducted for 80 young (20 to 26) professionals/students on few questions based on Raga/ Tanishq/their lifestyle on 5 point likert scale. . To devise a brand strategy for Raga that recognizes the symbolic commonality between Tanishq & Raga by data survey. To take mileage out of synergy of symbolism of Raga and Tanishq together. “How can the Raga brand appeal to the target segment of women who were attracted to the Tanishq brand”? Objectives/problem Identification.
- 11. Brand Symbolism Raga & Tanishq comes under Lifestyle brands A symbol-intensive brand is a brand adopted not only for its functional benefits, but above all, for the strong symbolism and significance that it is able to transmit, allowing a consumer to express his or her identity, to signal status or manifest a sense of belonging to a group. Businesses might be based on three different types of knowledge: • Analytical • Synthetic • Symbolic Symbol intensive brands are identified as : Authority brands Solution brands Icon brands Cult brands Lifestyle brands
- 12. Raga & Tanishq (STP)
- 13. Data survey conducted as a method of study. Total 80 respondents were contacted for the same. Gender- Female-Young professionals and students. Age group-20 to 26. Questions related to Raga /Tanishq /Lifetsyle were asked. 5 point likert scale was used for the answers. Average score across different questions are given. Responded owned at least one of the brand selected for study /aspire to own at least one of the brands under consideration. Methodology of study-Survey.
- 19. Raga - CBBE Pyramid (Survey) Resonance Judgment Feelings Performance Imagery Salience Status/Loyalty/Attachment towards Raga. 3.93 3.2 Appearance/Durabili ty of Raga watches. 3.41 Feeling of glamorous/youn g. Sophisticated. self respect. 3.77 Variety of designs. Lightweigh t. Durable. 3.09 Status of Prominence 3.67 Basic Product awareness-For women Professionals.
- 20. Tanishq- CBBE Pyramid (Survey) Resonance Judgment Feelings Performance Imagery Salience Status/Loyalty/Attachment towards Tanishq 3.84 3.43 Quality of Tanishq jewelry 3.88 Feeling of Beautiful Sophisticated. self respect. 3.89 Designs. Unique. Appearance of jewelry. 3.51 Status of Prominence 3.97 Basic Product awareness-Different from unbranded jewelry/Fashionable brand.
- 21. Raga – Parameters on which it is on par/better than Tanishq. Judgment (Quality /Credibility). Raga range performs at par with that of Tanishq brand on quality etc. It is almost at par with Tanishq on performance parameters. Raga- Parameters on which it is lower than Tanishq. Resonance (Lower loyalty/attachment of raga vis a vis of Tanishq brand). Salience (Basic awareness /Needs). Imagery (Lowest score for Raga). Feelings (Low social respect/self respect of Raga vis a via Tanishq). It can be further inferred that Raga lacks the spark/Status symbol as enjoyed by Tanishq brand. Customer attachment and loyalty of Raga brand is much lower. Basic depth of awareness is very low in Raga. Inference from CBBE model.
- 22. Focus on women of today. Epitome of women grace. Female lady endorser with successful professional carrier.- Like Katrina Kaif Outdoor Media. TVC’s. Print Media- Contemporary image. Integrated Marketing Communications - Raga
- 26. TV advertisements- Engagement and marriage. Completely different style. Print media- leading magazines. Bollywood Tie- up’s. Outdoor campaigns – Billboards/Discounts. Integrated Marketing Communications - Tanishq
- 29. Despite having same core brand proposition and essence of inner beauty, sensuality. Marketing approach adopted by them is entirely different Raga focuses on individual endorser/ female protagonist. But, Tanishq focus is mainly on family, marriages. Tanishq uses more of print media/outdoor campaigns like Billboards etc. Raga is more inclined towards launches, events, TV’c. Different approach towards IMC’s
- 30. Brand personality is the human characteristics or traits that consumers can attribute to a brand. If a brand were to come alive, what would it be like? To capture consumers points of view. Big 5 is the most common method to have brand personality ratings. Brand Personality
- 31. Big 5 model –Raga. Excitement- 3.30 Competence- 3.76 Sincerity-4.13 Sophistication- 3.54 Ruggedness- 3.40 Imaginative/unique spirited. Technical/intelligent/ durable/reliable. Western /tough Young/Sophistic ated/Glamorus quotient. Original/real/ sincere
- 32. Big 5 model –Tanishq Excitement- 4.02 Competence- 3.8 Sincerity-3.9 Sophistication- 3.7 Ruggedness- 3.8 Elegant/unique/detailed designs.. Quality jewelry/ durable/reliable. Western /tough/ Important purchase for wedding. Young/Sophisticated/ Glamorus quotient/ Makes me feel rich Original/real/ Sincere/different from unbranded jewelry.
- 33. Lifestyle Traits- Target segment Excitement- 3.4 Competence- 3.4 Sincerity-3.8 Sophistication- 2.93 Ruggedness- 3.5 Elegant/unique/detailed designs.. Quality /leadership traits/Center of attraction Western /tough/ Important purchase for wedding. Young/Sophisti cated/ Glamorus quotient/ Makes me feel rich Original/real/ Sincere/ different from unbranded jewelry.
- 34. Tanishq is on par and even above on all 5 main parameters with that of target segment personality traits. It can be further inferred that Tanishq needs very little to done to be attracted towards target market segment (as per survey). Raga lacks on Excitement (Uniqueness/imaginative) front as compared with the need of target market segment- 3.30 & 3.40. Raga performs on par with the market segment requirement on competence, sincerity and sophisticated traits. Raga again lacks on ruggedness (outdoor/masculine/western) front when compared with Tanishq and personality traits of individuals of the target market segment. Inference from Big 5 model.
- 35. Co- Branding- Since both products have large number of commonalities both the brands can be branded together but occasionally in following: A Tanishq range of raga watches Availability of Raga watches (niche segment) on Tanishq show rooms. An umbrella tag line/Campaign like : “ For Eleanor Woman” Leveraging the Tanishq Brand Equity: The brand association between Tanishq & Raga needs to be created so that the consumers may form a mental map relating both on the basis of particular association, judgement or feeling. Since, Tanishq in strong on symbolic front following measure can be used by Raga to leverage the Tanishq brand equity. Raga can be associated with Tanishq as an opulent Jewellery accessory. Raga can be associated with Tanishq as an accessory which completes woman. Alternatives/probable solution.
- 36. Advertising Tanishq T.V advertisement is more focused than issues rather than individuals as the case with Raga. Secondly, Tanishq has mix of endorsers from high end model to unknown faces whereas Raga usually resides with individual model and tries to personify its image through the celebrity. So Raga can take following step: Can have mix of endorsers from unknown face to famous one Can use same brand endorser. Need to touch women related issues which are prevalent in society to have emotional connect. Improving Resonance, Imagery and Excitement: Analysis of Raga on CBBE model and Big 5 model posits that brand needs to improve on resonance, imagery and excitement primarily. This can be done in following manner. Brand resonance : By creating sense of community ( like Raga community) . By creating attitudinal attachment Brand Imagery: By linking it with History, heritage and experience (TATA brand. By linking it with Personality & social values Alternatives/probable solution.