Bic tanishq

Group 2

INTRODUCTIONINTRODUCTION• Tanishq is one of the most prominent jewellery brands in India.

• It is a division of Titan Industries Pvt. Ltd., a unit of TATA Group.

• Tanishq has an exquisite collection of gold, gems and diamond jewellery.

• It is the largest jewellery brand in India, which started in 1995 in retail format.

• Tanishq has 121 stores across 76 cities in India and still expanding.

• The major competition for Tanishq is local brand present in each city and a branded players like TBZ, Gilli, and P. C. Chandra etc.

• The name Tanishq is combination of ‘Tan’ meaning ‘body’ and ‘Ishq’ meaning love.

SEGMENTATIONSEGMENTATION• GEOGRAPHIC SEGMENTATION:• Tanishq has 121 stores across 76 cities (metropolitan and cosmopolitan, small

cities and big towns in India) and still expanding. • Example: Mumbai, Delhi, Kolkata, Chennai, Bangalore, Hyderabad, Pune,

Cochin, Calicut, Coimbatore, Nagpur, Chandigarh, Dispur, Lucknow, Jalndhar, Nagpur, Nasik etc.

• DEMOGRAPHIC SEGMENTATION:• SEC: Upper – middle class to Lower – Upper class women.• Age group: 21 – 55 married women

• BEHAVIORAL SEGMENTATION:• Consumers, who understands uniqueness, sophistication, elegance and class.

TARGET AUDIENCETARGET AUDIENCE

• Women living in metropolitan and cosmopolitan cities, big towns etc.• Upper middle class and above• Age bracket:• 20 – 30 year old newly married• 31 – 40 year old married with children• 41 – 55 year old with daughters of marriageable age.

POSITIONING POSITIONING • Unique Selling Point (USP): ‘ Uniqueness of design’ and secondly,

innovation.• Tagline for Tanishq: “Pure Jewellery, Pure Joy”• Tanishq exemplifies:• Uniqueness of design and innovation• Transparency of dealings and superior service experience• A variety of nice, attractive and fashionable designs• A good store experience, ambience, people• Sophistication, elegance and class• Tata branding• The name Tanishq has appeal

• POSITIONING WITH RESPECT TO RETAIL EXPERIENCE:

• Tradition and modernity• Accessible, caring and transparent

MEDIA PLAN MEDIA PLAN • Duration : 1 month, May 2012• City: Mumbai• Brand: Tanishq• Budget: Rs. 40 cr.

MEDIA PLAN MEDIA PLAN 1. Outdoor – Rs. 1crore with tax2. Newspapers - Rs. 21. 58 crore without tax3. Magazine – Rs. 2 crore without discount and

with tax4. TVC – Rs. 12.8 crore with tax (discount allowed)5. Radio – Rs. 2 crore with Tax

TOTAL – 39.38 cr.

OutdoorOutdoor• Train• Kiosks• Traffic Booths• Hoardings• Bus Backs• Bus Shelters

• TOTAL: 1 crore with Tax

Hoarding spot Size Cost for 1 month

1. Peddar Road, near Jaslok Hospital 16 by 18 2,62,500

2. Kopara, Khargar 30 by 20 52,500

3. Opera House, Kennedy Bride 60 by 30 1,57,500

4. Towards V.T,L.H.S lower. 20 by 20 2,10,000

5. Mahalakshmi,Race course signal 15 by 15 2,10,000

6. PrabhaDevi, Siddhivinayak 40 by 10 1,57,500

7. Dadar, Tilak Bridge 20 by 20 1,05,000

8. Lower Parel, near Phoenix Mills 40 by 20 1,57,500

9. Cadel Road, Hinduja Hospital 20 by 20 1,05,000

10. Mahim Cause-way 40 by 20 1,57,500

11. Bandra, Thakaray bridge, R.H.S 40 by 20 2,10,000

12. Santacruz, Highway, Vakola Flyover 40 by 20 1,57,500

13. Juhu, next to Sea Princess 30 by 20 1,57,500

14. Juhu, opposite Centaur Hotel. 30 by 10 1,57,500

15. Andheri, JVPD circle 40 by 20 1,57,500

16. Andheri- trf from Powai to Andheri 40 by 20 1,05,000

17. Jogeshwari, W.E.H 60 by 20 78,750

18. Goregaon Malad link road 40 by 20 78,750

19. Borivali Exit gate 40 by 20 1,05,000

20. Sion Flyover to Chembur 40 by 20 1,05,000

21. Masjid, P.D Melow road. 60 by 10 1,05,000

22. Vashi Plaza 40 by 20 52,500

23. Thane, Bridge terrace Highway 40 by 20 52,500

24. Kandivali-Link road and M.G road junction 20 by 20 42,000

25. Chembur, near Akbarallys. 40 by 20 78,750

Total: 31,13,250

Bus numbers No. of ads in each Cost per panel Total cost

1. 521 5 15750 78,750

2. 33 5 15750 78,750

3. 374 5 15750 78,750

4. 22 5 15750 78,750

5. 57 5 15750 78,750

6. 21 5 15750 78,750

7. 488 5 15750 78,750

8. 602 5 15750 78,750

9. 710 5 15750 78,750

10. 707 5 15750 78,750

11. 385 5 15750 78,750

12. 319 5 15750 78,750

13. 305 5 15750 78,750

14. 274 5 15750 78,750

15. 256 5 15750 78,750

16. 236 5 15750 78,750

17. 169 5 15750 78,750

18. 153 5 15750 78,750

19. 124 5 15750 78,750

20. 16 5 15750 78,750

100 Total: 15,75,000

Bus Shelters (Stop) Cost Cost for 1 month

1. Deonar depot 25000 25000

2. Vashi 25000 25000

3. Filmistan 30000 30000

4. Andheri (station West) 40000 40000

5. Antop Hill 40000 40000

6. Bandra Hill road 40000 40000

7. Powai 40000 40000

8. Bhandup- Subash Nagar 20000 20000

9. Chinchpokli West 20000 20000

10. Cotton Green 30000 30000

11. Dadar-Ruia College 30000 30000

12. Dahisar Bridge 30000 30000

13. Dharavi Depot 25000 25000

14. Ghatkopar station (E) 25000 25000

15. Ghatkopar station (W) 25000 25000

16. Haji Ali 40000 40000

17. Goregaon East 30000 30000

18. J.J. Hospital 40000 40000

19. Jogeshwari (HDFC colony) 25000 25000

20. Khanjurmarg Village 20000 20000

21. Kalina 20000 20000

22. Kopar Khairane 20000 20000

23. Marol Naka 30000 30000

24. Kurla Depot 35000 35000

25. Walkeshwar 25000 25000

26. Malad Navy Nagar 25000 25000

27. Worli Village 30000 30000

28. Wadala Depot 25000 25000

29. Yari road 20000 20000

30. Mantralaya 40000 40000

TOTAL 870000 870000

Places Number of traffic booths Cost for 1 month

1. Goregaon East 1 1,00,000

2. Lokhandwala 1 1,00,000

3. Andheri West 1 1,00,000

4. Andheri East 1 1,00,000

5. SV road 1 1,00,000

6. Bandra Masjid 1 1,00,000

7. Sion circle 1 1,00,000

8. King circle 1 1,00,000

9. Lalbaug 1 1,00,000

10. Dadar West 1 1,00,000

11. Wadala 1 1,00,000

12. Chembur Diamond Garden 1 1,00,000

13. Vashi-Khopar Khairane 1 1,00,000

14. Powai 1 1,00,000

15. Vikhroli East 1 1,00,000

16. Ghatkopar West 1 1,00,000

17. Breach Candy 1 1,00,000

18. Walkeshwar 1 1,00,000

19. V.T 1 1,00,000

20. Churchgate 1 1,00,000

Total: 20,00,000

GANTRIES

Places No. Cost for 1 month

1. Andheri junction off W.E.H 1 50,000

2. E.E.H-Priyadarshini junction. 1 50,000

3. E.E.H-Mulund junction. 1 50,000

4. Thane. 1 30,000

5. After Vashi toll gate. 1 30,000

Total: 2,10,000

PlacesNumber of kiosks

Cost per kiosk

Total cost for 1 month

1. SV road, Jogeshwari 5 10000 50,000

2. Goregaon Mulund Link road 5 10000 50,000

3. Gulmohar road,Juhu-Vile Parle 5 10000 50,000

4. Lal Bhahadur Sastri Marg-Vikhroli 5 10000 50,000

5. M.G road,Ghatkopar 5 8000 40,000

6. BKC road 5 15000 75,000

7. Bhyramji Jeejeebhoy Rd,Bandra Reclamation 5 15000 75,000

8. Elphinstone Road 5 12000 60,000

9. Meghraj Sethi Marg, Mumbai Central 5 12000 60,000

10. N.S.C Bose road, Churchgate 5 20000 1,00,000

11. Cuffe Parade 5 20000 1,00,000

12. Sewri-Fort road 5 15000 75,000

13. Palm Beach Road, Vashi 5 10000 50,000

14. Thane Belapur Road 5 8000 40,000

15. Narayan Pujari Nagar, Worli 5 15000 75,000

TOTAL 9,50,000

Glow signs at railway stations No. Cost per sign Total cost for 1 month

1. Dadar 2 12000 24,000

2. Mulund 2 12000 24,000

3. Vile Parle 2 20500 41,000

4. Dahisar 2 12000 24,000

5. Mira Road 2 12000 24,000

6. Bhayander 2 12000 24,000

7. Virar 2 12000 24,000

8. Sewri 2 12000 24,000

9. Mahim 2 15500 31,000

10. Govandi 2 12000 24,000

11. Sandhurst road 2 12000 24,000

12. Nerul 2 12000 24,000

13. Sion 2 12000 24,000

14. Wadala 2 12000 24,000

15. Charni Road 2 15500 31,000

TOTAL 3,91,000

PrintPrint Times Of India Mumbai Mirror Bombay Times

Navbharath Times

Hindustan Times Mid day The HIndu

TOTAL : 21.58 crores

FULL PAGE (Full color)Name of Newspaper TOI HT Navbharath Times Hindu

Rate/sq cm 2230 1000 900 1200

Cost of ad (Rate * cm2) 102,99,200 300,40,000 243,36,000 324,48,000

Date of insertion1st,7th,14th,21st,28th of May

1st,7th,14th,21st,28th of May

1st,7th,14th,21st,28th of May

1st,7th,14th,21st,28th of May .

Position Cover page Cover page Cover page Cover page

Total Cost 979,20,200

HALF PAGE- Under the fold (Full colour)

Name of Newspaper TOI HT Navbharath Times Hindu

Rate/sq cm 2230 1000 900 1200

Cost of ad (Rate * cm2) 18553600 10320000 10288000 11584000

Date of insertion

3rd,6th,9th,12th,15th,18th, 21st,27th, 24th, 25th, 29th, 31st of May .




Position Last page Last page Last page Last page

No. of insertions 10 10 10 10

Total Cost 59257600

10 by 10 (Full colour)

Name of Newspaper TOI HT Navbharsth times Hindu

Rate/cm 2230 1000 900 1200

Cost of ad (Rate * cm2) 22300000 10000000 10000000 1200000

Date of insertion

4rd,10th,16th,22nd,28th May .

4rd,10th,16th,22nd,28th of May

4rd,10th,16th,22nd,28th of May

4rd,10th,16th,22nd,28th May

PositionPage 3, bottom right.

Page 3, bottom right.



TOTAL: 543,00,000

MAGAZINE

FeminaPeopleFilmfare OutlookThe WeekElleGraziaGood Housekeeping

FULL PAGE (Full color)Name of NewsMagazine Femina People Filmfare Outlook

Cost of ad 2,80,000 2,27,000 3,50,000 2,00,000

Date of insertion Fortnight Fortnight Fortnight Fortnight

Position 3rd page 2nd page Behind CoverBack Page Inside Cover


Half Page (Full color)T

Name of NewsMagazine The Week Elle Grazia Good Housekeeping

Cost of ad 1,50,000 2,00,000 2,00,000 4,00,000

Date of insertion Fortnight Fortnight Fortnight Monthly

Position 3rd page 4nd page 2nd last page 6th page


TOTAL MAGAZINE 108,96,000

TVCTVC Sony TV Sony Pix Star Plus Star Movies Star Gold HBO Zee TV Zee Studio Zee Café Zee Cinema ColorsTOTAL – 12.8 crore

Name of channel Programme Time slot Days in week

No of spots (for 1 month) Rate Total

Sony Entertainment Bade Ache Lagte Hain

10:30 – 11:00 pm Mon-Fri 60 31500 18,90,000

Sony Pix 9:00 PM movie 9:00 – 11:30 pm Mon-Sun 224 26250 58,80,000

Sony Pix 6:45 pm movie 6:45 – 9:00 pm Thurs - Sun 96 26250 25,20,000

Star PlusYe Rishtha Kya Kehlata Hain 9:30 – 10:00 pm Mon- Fri 40 120000 48,00,000

Star PlusIss pyaar ko kyan naam doon 5:50 – 6:00 pm Mon-Fri 20 115000 23,00,000

Star World Friends 1:30 – 2:00 pm Mon- Fri 40 115000 46,00,000

Star World Desperate Housewives 7:00 – 7:30 pm Mon-Fri 60 115000 69,00,000

Star World Castle10:00 – 11:00 pm Wed - Fri 48 120000 57,60,000

Star Movies 4:00 pm movie 4:00 – 6:30 pm Thurs - Sun 32 110000 35,20,000

Star Movies 9:00 pm movie 9:00 – 11:00 pm Mon – Thurs 32 110000 35,20,000

Star Gold 12:00 pm movie 12:00 – 2:30 pm Mon-Fri 60 45000 27,00,000

HBO 12:00 pm movie 12:00 – 2:00 pm Fri – Sun 38 100000 38,00,000

HBO 9:00 pm movie 9:00 – 11:00 Sat – Sun 16 110000 17,60,000

- Programme Time slotDays in week


Zee TV Choti Bahu 8:00 -8:;30 pm - Mon-Fri 40 26250 10,50,000

Zee TVYahaan Mein Ghar Ghar Kheli

9:00 – 9:30 pm Mon-Fri 60 26,250 15,75,000

Zee Studio 9:00 PM movie9:00 – 11:00pm Mon-Thurs 64 30000 19,20,000

Zee Cafe Cougar Town 12:00– 1:00pm Mon- Fri 40 26250 10,05,000

Zee Cafe Kitchen Masters 2:00 – 3:00 pm Mon-Fri 40 28250 11,30,000

Zee Café Scrubs 8;00 – 9:00 pm Wed – Sun 45 50000 22,50,000

NDTV Good Times

Big Fat Indian Wedding, Band Bajaa Bride

12:00 – 1:00 pm Mon-Sun 112 20000 22,40,000

NDTV 24x7 6:00 pm prime news 6:00 – 7:00pm Mon –Sun 140 22250 31,15,000

TLC Nigella Lawson 2:00 – 3:00 pm Mon – Fri 40 26250 10,50,000

TLC I’m too sexy for my shoes 6:00 7:00 pm Mon - Wed 48 26250 12,60,000

TLC GeVacation, Vacation, Vacation 8:00 – 9:00 pm Mon – Thurs 64 28250 18,08,000

Colors Bhalika Vadhu 8:00 – 8:30 pm Mon – Fri 40 18250 7,30,000

Colors Uttharan 7:00 – 7:30 pm Mon – Fri 40 15000 6,00,000

Total .



Sony Entertainment General Spots 6:00 – 10:00 am Mon-Fri 60 31500 18,90,000

Sony Pix General Spots 6:00 – 10:00 am Mon-Sun 78 26250 20,47,500

Sony Pix General Spots 6:00 – 10:00 am Thurs - Sun 50 26250 13,12,500

Star Plus General Spots 6:00 – 10:00 am Mon- Fri 60 120000 72,00,000

Star Plus General Spots 6:00 – 10:00 am Mon-Fri 40 115000 46,00,000

Star World General Spots 6:00 – 10:00 am Mon- Fri 60 115000 69,00,000

Star World General Spots 6:00 – 10:00 am Mon-Fri 60 115000 69,00,000

Star World General Spots 6:00 – 10:00 am Wed - Fri 48 120000 57,60,000

Star Movies General Spots 6:00 – 10:00 am Thurs - Sun 32 110000 35,20,000

Star Movies General Spots 6:00 – 10:00 am Mon – Thurs 32 110000 35,20,000

Star Gold General Spots 6:00 – 10:00 am Mon-Fri 64 45000 28,80,000

HBO General Spots 6:00 – 10:00 am Fri – Sun 38 100000 38,00,000

HBO General Spots 6:00 – 10:00 am Sat – Sun 30 110000 33,00,000



Zee TV General spots 10:00 – 2:00 PM Mon-Sun 72 26250 1890000

Zee TVGeneral spots 8:00 –

12:00PM Mon-Fri 72 26,2501890000

Zee StudioGeneral spots 7:00 – 11:00

AM Mon-Thurs 64 30000 1920000

Zee CafeGeneral spots 5:00 – 12:00

PM Mon- Fri 60 26250 1575000

Zee CafeGeneral spots 12:00 – 2:00

AM Mon-Fri 60 26250 1575000

NDTV Good Times

General spots 10:00 - 12:00 PM Mon-Sun 112 20000 2240000

NDTV 24x7General spots 8:00 – 12:00

AM Mon –Sun 140 22250 3143000

TLCGeneral spots

6:00 – 9:00 AM Mon – Fri 60 26250 1575000

TLC General spots 12:00 – 2:00

AM Mon - Wed 48 26250 1260000

Colors General spots 10:00 - 111:00

PM Mon – Fri 60 15000 900000

TOTAL 12,80,96,000

RADIORADIO Radio One Radio Mirchi Red FM Radio City BIG FM Fever

TOTAL: 2 crore with Tax

Radio Firm Cost/10sec Duration of ad Time No:of Spots No:of days( 1st May to 31st May, 2012) Cost/ month Radio One 450 60 sec 7:00 - 11:00 AM 8 31 6,69,600

11:00 - 2:00 PM 5 31 418500

2:00 - 5:00 PM 5 31 418500

5:00 - 10:00 PM 8 31 669600

21,76,200

Red FM 400 60 sec 7:00 - 11:00 AM 5 31 372000

11:00 - 2:00 PM 3 31 223200

2:00 - 5:00 PM 3 31 223200

5:00 - 10:00 PM 5 31 372000

1190400

Radio Mirchi 500 60 sec 7:00 - 11:00 AM 4 31 372000

11:00 - 2:00 PM 10 31 930000

2:00 - 5:00 PM 10 31 930000

5:00 - 10:00 PM 4 31 372000

2604000

Radio City 500 60 sec 7:00 - 11:00 AM 7 31 651000

11:00 - 2:00 PM 6 31 558000

2:00 - 5:00 PM 6 31 558000

5:00 - 10:00 PM 7 31 651000

2418000

BIG FM 450 60 sec 7:00 - 11:00 AM 8 31 669600

11:00 - 2:00 PM 7 31 585900

2:00 - 5:00 PM 7 31 585900

5:00 - 10:00 PM 8 31 669600

2511000

Fever 400 60 sec 7:00 - 11:00 AM 10 31 744000

11:00 - 2:00 PM 8 31 595200

2:00 - 5:00 PM 8 31 595200

5:00 - 10:00 PM 10 31 744000

2678400

TOTAL 1,35,78,000

Studio Shift:

Radio One 5th May Phoenix Mall, Lower Parel 10,00,000

Radio Mirchi 12th May Inorbit Mall, Malad 15,00,000

Radio City 19th May Colaba 12,50,000

BIG FM 26th May Bandra 15,00,000

TOTAL 52,50,000

THANK YOUDONE BY:AMIT KUMARKIMJOUJAM LEIVONMALAVIKA PEMMAYAROSEMARY JACOB K.

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