tanishq-131022004620-phpapp01
Transcript of tanishq-131022004620-phpapp01
7/23/2019 tanishq-131022004620-phpapp01
http://slidepdf.com/reader/full/tanishq-131022004620-phpapp01 1/41
7/23/2019 tanishq-131022004620-phpapp01
http://slidepdf.com/reader/full/tanishq-131022004620-phpapp01 2/41
JewelleryIndustry In
India
In 2012 jewellery category grows 19% in current value terms toreach Rs1,750 illion
!outh India as a jewellery hu o" India su##orts growth o" jewellery category
$ostume jewellery most dynamic in 2012, rising 25% in currentvalue terms to reach Rs 5&7 illion
Jewellery category remains "ragmented and largely dominated
y local and regional #layers'verall sales led y (anish) "rom (itan Industries *td with +%
value share in 2011
$onstant value sales #rojected to see 1+% constant value$-R over "orecast #eriod
In 2012 costume jewellery grew y 25% in value terms to reach
7/23/2019 tanishq-131022004620-phpapp01
http://slidepdf.com/reader/full/tanishq-131022004620-phpapp01 3/41
.acro/nvironment
randed jewellery is 10% o" the maret&
3ran .aret 4 +% o" this ase&
6roduct .i8 *argely #lane 22 arat with gem set jewellery constituting less than 10% o" the maret
ey #layers8 :ragmented maret, mainly retailer driven&
.ost retailers are unorgani;ed sence o" hallmaring
(anish) is the <rst randed jewellery #layer
Increased investment y industry odies =>($, 6-I,
?-$@ is s#urring ra#id growth o" randed jewellerymaret in India
7/23/2019 tanishq-131022004620-phpapp01
http://slidepdf.com/reader/full/tanishq-131022004620-phpapp01 4/41
Introduction
(anish) is IndiaAs largest, most desirale and "astest growing jewelry rand in India&
!tarted in 1995, (anish) is the jewelry usiness grou# o" (itanIndustries *td 4 #romoted y the (( grou#&
(anish) has set u# #roduction and sourcing ases with throughresearch o" the jewelry cra"ts o" India&
*ocated at Bosur, (amil Cadu, the 1,+5,000 s)& "t& "actory is
e)ui##ed with the latest and most modern machinery ande)ui#ment&
(anish) also introduced #ro"essional retailing in the un4organi;ed Indian jewelry a;aar
(anish) has success"ully taen on the challenge o"
trans"orming this "rontier into a reliale consumer s#ace yringing to it all the virtues and ene<ts that randing oDers
7/23/2019 tanishq-131022004620-phpapp01
http://slidepdf.com/reader/full/tanishq-131022004620-phpapp01 5/41
6rimary $om#etitors
-itanjali -ems Reliance Jewels
.ehrasons Jewellers =>elhi@
(rihuvandas himji Eaveri =.umai@
&$& !en and 6&$&$handra =olata@
-&R&(hanga .aligai =$hennai@
$& rishnaiah $hetty =angalore@
*ami >ia Jewel 6vt *td =!urat@
Rajesh /#orts *td =angalore@
!warnmandir Jewel >esigner =arnataa@
7/23/2019 tanishq-131022004620-phpapp01
http://slidepdf.com/reader/full/tanishq-131022004620-phpapp01 6/41
GenericBusiness
LevelStrategy
7/23/2019 tanishq-131022004620-phpapp01
http://slidepdf.com/reader/full/tanishq-131022004620-phpapp01 7/41
• > e s i g n a n d r e t a i l i n n o v a t i o n h a v e e e n t h e h a l l m a r o " ( a n i s h ) a l l t h e s e y e a r s &
• : i r s t a n d o n l y j e w e l e r w h o g u a r a n t e e s t h e # u r i t y o "
i t s g o l d j e w e l l e r y a n d c e r t i < e s t h e ) u a l i t y o " i t s d i a m o n d s a n d c o l o r e d g e m s i n w r i t i n g &
PROMISE OFPURITY AND A
UNIQUE
EXPERIENCE
• I t h a s e s t a l i s h e d i t s e l " a s a h i g h l y e t h i c a l # l a y e r i n a m a r e t t h a t w a s r a t e d a s h a v i n g t h e h i g h e s t i n c i d e n c e o " u n d e r a r a t a g e = u r e a u o "
I n d i a n ! t a n d a r d s @ & • ( h e y e v e n h a v e g o l d m e t e r s w h e r e o n e c a n
c h e c t h e # u r i t y o " g o l d &
(rust
• (anish) also has een #ositioned as a randed jewellery o" luury rather than commodity& It
moves jewellery eyond investment to the"ashion and adornment sector&
*uury
!u#erior
6roduct
In order to compete with the regional players, Tanishq introduced the
concept of “consistency in delivering promise”.
rand Identity
!(6
7/23/2019 tanishq-131022004620-phpapp01
http://slidepdf.com/reader/full/tanishq-131022004620-phpapp01 8/41
!egmentation
-/'-R6BI$ !/-./C((I'C8 – (anish) has 121 stores across 7 cities =metro#olitan and
cosmo#olitan, small cities and ig towns in India@ and stille#anding&
– /am#le8 .umai, >elhi, olata, $hennai, angalore,
Byderaad, 6une, $ochin, $alicut, $oimatore, Cag#ur,$handigarh, >is#ur, *ucnow, Jalndhar, Cag#ur, Casi etc&
>/.'-R6BI$ !/-./C((I'C8
– !/$8 3##er F middle class to *ower F 3##er class women&
– ge grou#8 21 F 55 married women
/BGI'R* !/-./C((I'C8
– $onsumers, who understands uni)ueness, so#histication,elegance and class&
6!H$B'-R6BI$ !/-./C((I'C
– Life Style: (anish) has "ound that 0% o" the Indian women
7/23/2019 tanishq-131022004620-phpapp01
http://slidepdf.com/reader/full/tanishq-131022004620-phpapp01 9/41
?omen living in metro#olitan andcosmo#olitan cities, ig towns etc&
3##er middle class and aove ge racet8
20 F +0 year old newly married +1 F 0 year old married with children
1 F 55 year old with daughters o"marriageale age&
(argeting
7/23/2019 tanishq-131022004620-phpapp01
http://slidepdf.com/reader/full/tanishq-131022004620-phpapp01 10/41
6ositioning
• > e s i g n a n d r e t a i l i n n o v a t i o n h a v e e e n t h e h a l l m a r o " ( a n i s h ) a l l t h e s e y e a r s &
• : i r s t a n d o n l y j e w e l e r w h o g u a r a n t e e s t h e # u r i t y o " i t s g o l d j e w e l l e r y a n d c e r t i < e s t h e ) u a l i t y o " i t s d i a m o n d s a n d c o l o r e d g e m s i n
w r i t i n g &
6R'.I!/ ':63RI(H C>
3CI3//K6/RI/C$/
• I t h a s e s t a l i s h e d i t s e l " a s a h i g h l y e t h i c a l # l a y e r i n a m a r e t t h a t w a s r a t e d a s h a v i n g t h e h i g h e s t i n c i d e n c e o " u n d e r a r a t a g e = u r e a u o " I n d i a n ! t a n d a r d s @ &
•
( h e y e v e n h a v e g o l d m e t e r s w h e r e
o n e c a n c h e c t h e # u r i t y o " g o l d &
(rust
7/23/2019 tanishq-131022004620-phpapp01
http://slidepdf.com/reader/full/tanishq-131022004620-phpapp01 11/41
• ( a n i s h ) a l s o h a s e e n # o s i t i o n e d a s
a r a n d e d j e w e l l e r y o " l u 7 u r y r a t h e r t h a n c o m m o d i t y & I t m o v e s j e w e l l e r y e y o n d i n v e s t m e n t t o t h e " a s h i o n a n d a d o r n m e n t s e c t o r &
*uury
• ( a n i s h ) i s n o w n " o r i t s a i l i t y t o d e v e l o # s # e c i a l i ; e d d e s i g n c o l l e c t i o n s &
• I t i s t h e o n l y j e w e l e r t h a t h o u s e s a " u l l 4 L e d g e d d e s i g n s t u d i o w i t h a t e a m o " s e v e r a l i n t e r n a t i o n a l a w a r d
w i n n i n g I n d i a n d e s i g n e r s &
!u#erior6roduct
7/23/2019 tanishq-131022004620-phpapp01
http://slidepdf.com/reader/full/tanishq-131022004620-phpapp01 12/41
!wotnalysis
7/23/2019 tanishq-131022004620-phpapp01
http://slidepdf.com/reader/full/tanishq-131022004620-phpapp01 13/41
Weakness
Fluctuating goldprices
Market share of
less than 1% owingto high competitiveintensity
Lower margins
Limited Gloal!resence
"pportunities
#ustomi$ed ewelry design
&apping gloalmarkets
&ie up withcorporate andusinesspartners
&hreats
#ompetition fromlarge unorgani$edsector as well as
local playersFashion trend keeps
changing
'nvestors havestopped investing ingold as a hedgeagainst in(ation
Strengths
"ne of the mosttrusted ewelryrands in 'ndia
&itan 'ndustries ofthe &ata Group
)*cellent randingand advertising
"+ers simplistic andlow,priced ewelryfor daily wear
7/23/2019 tanishq-131022004620-phpapp01
http://slidepdf.com/reader/full/tanishq-131022004620-phpapp01 14/41
7#Ms o" (anish)
7/23/2019 tanishq-131022004620-phpapp01
http://slidepdf.com/reader/full/tanishq-131022004620-phpapp01 15/41
6roduct
•Tanishq Diamond• Tanishq Gold
• Tanishq Platinum
ased on (angiility
• Tanishq wedding collection• oham• !ashion• "olors of royalty
ased on
/#erienceN'ccasion
7/23/2019 tanishq-131022004620-phpapp01
http://slidepdf.com/reader/full/tanishq-131022004620-phpapp01 16/41
>/!I-C8 (anish) is nown "or its aility to develo#
s#eciali;ed design collections&
/ach #iece o" jewellery is designed y a teamo" award winning designers
>esigned to suit all "orms o" attire, westernand Indian, casual and "ormal&
RI, "or seven stone diamond jewelleryBoo#la, "ocused on diamond studded hoo#s
$ollection4- "or lower #riced gold jewellery
RC> C./8 rand name ensures innovation&
$onsidered e)uivalent to #urity and tradition&
6roduct
7/23/2019 tanishq-131022004620-phpapp01
http://slidepdf.com/reader/full/tanishq-131022004620-phpapp01 17/41
6rice
( a n i s h ) r a n g e o " # r o d u c t s s t a r t a t a n a c c e s s i l e l o w o " R s & % 0 0 a n d t h e r a n g e 4 ! o l o , r i a , > i v a , B o o # l a ,
* i g h t w e i g h t s , a n d h a n a n d t h e m o s t r e c e n t , $ o l o u r s 4 c o m # r i s e s w e a r a l e e v e r y d a y
j e w e l l e r y w h i c h h a s e e n d e s i g n e d " o r t h e u r a n
w o r i n g w o m a n &
Gery large collections o"#endants, earrings and
<ngerings in this #ricerange Rs 200045000
(he (anish) GalentineMs>ay collection includes#endants, earrings and
<nger rings starting"rom Rs& 2,000 onwards& ( h e A u # t o 2 5 # e r c e n t A o D
o D e r y ( a n i s h ) i s a u n i ) u e o # # o r t u n i t y & ( h i s a t t r a c t i v e o D e r h a s e e n i n t r o d u c e d t o e n e < t t h e c u s t o m e r s a n d # r o v i d e t h e m w i t h t h e e s t
# r i c e a n d # r o d u c t o # t i o n s.ass .aret6ricing
7/23/2019 tanishq-131022004620-phpapp01
http://slidepdf.com/reader/full/tanishq-131022004620-phpapp01 18/41
6rice
B i g h 4 v a l u e d i a m o n d r a n g e = w i t h r e t a i l # r i c e
o " R s 2 l a h a n d a o v e @ Eoya, (anish)Ms high4end
rand that #rimarily retailsdiamond jewellery, is
showing a slow uild4u#& Itcurrently has two stores =in.umai and >elhi@ with a
range o" 20425 *ah&
undan and 6olirange starts "rom Rs 5
lah onwards& ( a n i s h ) M s P 6 a h e l i Q r a n g e s t a r t s a t R s & 0 0 0 0 a n d P J o d h a a r Q r a n g e a t R s & 1
* a h &Bigh /nd6ricing
7/23/2019 tanishq-131022004620-phpapp01
http://slidepdf.com/reader/full/tanishq-131022004620-phpapp01 19/41
(anish) o#ened +0 retail stores during:H0, taing the tally to 1+0 stores&$urrently, the average store4si;e "or
(anish) is 1,00041,500 s) "t&
(anish) retail identity has evolved over theyears to oDer large "ormat and conce#tstores that reLect the randMs #hiloso#hy
o" eing PRevitali;er o" (raditionQ& It has o#ened two #ilot stores at $hicago
and Cew Jersey with a retail "ormat o"1,0042,000 s) "t&
(he (anish) retail chain currently includes
112 eclusive outi)ues in 75 cities,A
6lace
7/23/2019 tanishq-131022004620-phpapp01
http://slidepdf.com/reader/full/tanishq-131022004620-phpapp01 20/41
(wo #romotion strategies o#ted y (anish)8
$ultivate trust y educating customersaout the unethical #ractices in the
usiness $hange the #erce#tion o" jewellery as a
high4#riced #urchase&
rand massadors
!hridevi
mitah achchan
Jaya achchan
sin
>ee#ia 6aduone
>iya .ir;a arishma a oor
dvertising
6romotion
6roduct6lacements6aheli
Jodha ar$ollection
Race 2
7/23/2019 tanishq-131022004620-phpapp01
http://slidepdf.com/reader/full/tanishq-131022004620-phpapp01 21/41
6rint ds
:estive ads
7/23/2019 tanishq-131022004620-phpapp01
http://slidepdf.com/reader/full/tanishq-131022004620-phpapp01 22/41
6rint
ds.aga;ines
(he #ril 2011 issues o" -rihshoha and ?omanAs /ra saw whatis said to e Pthe largest ever collaorative cover in maga;ine
#ulishing in IndiaQ& #romotion "or (anish) Jewellery, the!u#er?ra# $over was s#read across eight sides and "oldsaround the main maga;ine multi#le times&
7/23/2019 tanishq-131022004620-phpapp01
http://slidepdf.com/reader/full/tanishq-131022004620-phpapp01 23/41
6rint ds F P>iamonds o" $lassQ$am#aign
(he whole idea ehind the cam#aign was to show awoman o" grace and #oise&&&a old, grace"ul, charming,da;;ling woman with uni)ue tastes and #ersonal style,ultimately showcasing (anish) diamonds which
com#liment her eotic li"e and adventurous s#irit&
7/23/2019 tanishq-131022004620-phpapp01
http://slidepdf.com/reader/full/tanishq-131022004620-phpapp01 24/41
P.y /#ressionQ 4 >igital $am#aign"or Mia
'n 2 >ecemer 2011, (anish) launched an online contestinviting consumers to sumit ideas "or su4rand .ia=launched in Covemer 2011@ 4 a new line o" jewellery "oryoung woring women
(anish) "ocused on initiating an online activity mainly throughsocial media, targeting the younger audience grou#&
"We wanted to get inputs from them on what kind of designswould appeal to their age group. We wanted to see how they
interpret design and utility of jewellery, and then create a line of
jewellery that would appeal to this section of the market,“ !irish$handrashehar
(hrough a crowd sourcing cam#aign called A.y /#ressionA, (anish) chose 10 <nalists who have gone on to co4create the.ia collection along with (anish)As design team&
S.y /#ressionA received more than +200 entries, and these
7/23/2019 tanishq-131022004620-phpapp01
http://slidepdf.com/reader/full/tanishq-131022004620-phpapp01 25/41
• (anish) initiated a loyalty #rogram called the !olden ar#est Sa#ings
Scheme, which oDers uyers the ene<t o" getting more jewellery
than what they have #aid "or& (he scheme allows consumers to #lan
"uture #urchases in advance and #ay "or them in easy installments&• In 199, it launched the cor#orate gold gi"t scheme 4 A?hen you want
to say than you, say it in goldS&
• (o ta# the !outhern .aret8
–
(hey have een engaging in #ress advertising and social #rogramsin order to engage culturally with the (amil community&
– (hey are also #lanning to mae a (amil <lm& (he consumer in that
maret still considers (anish) an outsider as o##osed to their local
jeweller& ut they want them to see (anish) as their "amily
jewellers now&
'ther6romotional
ctivities
7/23/2019 tanishq-131022004620-phpapp01
http://slidepdf.com/reader/full/tanishq-131022004620-phpapp01 26/41
6eo#le
> e s i g n e r s . a n a g e m e n
t t r a i n e e s " r o m # r e m i e r e i n s t i t u t e s
6 e r " o r m a n c e N $ o m # e t e n c y l i n e d c a r e e r g r o w t h 6 a t h
a t m a n a g e m e n t
a n d m a n u " a c t u r i n
g l e v e l
- a r i g a r ! a r k • 9 a r i g a r s w o r
e 7 c l u s i v e l y " o r ( a n i s h )
• 6 r o v i d e s t o o l s r a w m a t e r i a l s
•
e t t e r
h y g i e n e a n d m e d i c a l " a c i l i t i e s
7/23/2019 tanishq-131022004620-phpapp01
http://slidepdf.com/reader/full/tanishq-131022004620-phpapp01 27/41
6hysical/vidence
/#erience
• !howcasing• !urround
eDect• !#eaing
eDectively• Eoya8 stores
"or diDerential#remiumse ment
Beritage
• rchitecture ins#iredy heritage
• Revitali;ingtraditionalIndian
Jewellary
(rust
• (hey evenhave goldmeterswhere onecan checthe #urityo" gold&
7/23/2019 tanishq-131022004620-phpapp01
http://slidepdf.com/reader/full/tanishq-131022004620-phpapp01 28/41
randrchitecture
7/23/2019 tanishq-131022004620-phpapp01
http://slidepdf.com/reader/full/tanishq-131022004620-phpapp01 29/41
7/23/2019 tanishq-131022004620-phpapp01
http://slidepdf.com/reader/full/tanishq-131022004620-phpapp01 30/41
&ypes "f .ewellery /vailale
7/23/2019 tanishq-131022004620-phpapp01
http://slidepdf.com/reader/full/tanishq-131022004620-phpapp01 31/41
M'/0
Beautiful ewellery for
workingladies
BLS20
&o celerate the alight 3 youthfulcomination of
feminity4 5ligreeand 5ne
&he &a#ollection
"ne feels like a!rincess with
this eautifuland e*6uisite
Rhythmic :low >esigns8
7/23/2019 tanishq-131022004620-phpapp01
http://slidepdf.com/reader/full/tanishq-131022004620-phpapp01 32/41
Rhythmic :low >esigns8Right "rom her irth in gangotri to her eventualde#arture, ganga is "ull o" emotion& s she journeysdown the icy slo#es o" the Bimalayas, her initial
calm gives way to an elegant Lair
7/23/2019 tanishq-131022004620-phpapp01
http://slidepdf.com/reader/full/tanishq-131022004620-phpapp01 33/41
$/*/!(/8!olitaire
>iamonds
RI8:loral
Cec#iece
IG8racelet
>IGIC/$BC(8:aith:ul
7/23/2019 tanishq-131022004620-phpapp01
http://slidepdf.com/reader/full/tanishq-131022004620-phpapp01 34/41
7/23/2019 tanishq-131022004620-phpapp01
http://slidepdf.com/reader/full/tanishq-131022004620-phpapp01 35/41
7/23/2019 tanishq-131022004620-phpapp01
http://slidepdf.com/reader/full/tanishq-131022004620-phpapp01 36/41
7/23/2019 tanishq-131022004620-phpapp01
http://slidepdf.com/reader/full/tanishq-131022004620-phpapp01 37/41
Its not just any wedding& ItAs yours& (he s#ecial time in yourli"e when all eyes are on you, so loo the est you ever will inundoutedly irresistile (anish) jewellery that honours the
s#ecialness o" every mood, ceremony and community in gold,diamonds, undan, #oli #recious stones&
Wedding #ollections
7/23/2019 tanishq-131022004620-phpapp01
http://slidepdf.com/reader/full/tanishq-131022004620-phpapp01 38/41
Wedding#ollections
dorn Hoursel" withtraditional designs
$a#turing the essence o"sacred rituals that honor
the #ledge o" your journey "orward&
7/23/2019 tanishq-131022004620-phpapp01
http://slidepdf.com/reader/full/tanishq-131022004620-phpapp01 39/41
(han Hou
7/23/2019 tanishq-131022004620-phpapp01
http://slidepdf.com/reader/full/tanishq-131022004620-phpapp01 40/41
>esigned
y
12 4 !hivani >esai
2 4 Ruchita handelwal+9 4 Garun 6unjai+ 4 arishma !avani7 4 Ciraj !heth57 4 >im#le Girani
7/23/2019 tanishq-131022004620-phpapp01
http://slidepdf.com/reader/full/tanishq-131022004620-phpapp01 41/41
Re"erences
• !ource8 /uromonitor
• htt#8NNwww&slideshare&netNRose101Nic4tanish)T"romUsearchV5
• htt#8NNwww&slideshare&netNadavadarNco#y4o"4tanish)4#resentationT"rom
UsearchV•
htt#8NNwww&slideshare&netNmritashaNmaret4review4"or4tanish)4#resentationT"romUsearchV12