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Tata's Titan watches were a huge hit, but they required more capital to import materials for watchmaking. To earn the required foreign exchange capital, they decided to make ornamental watches, which were a big hit abroad. However, when there was a crisis in abroad countries, Tata decided to concentrate on Indian jewellery market, thus challenging the family-jewellery business in India. Tanishq is a prominent jewellery brand of India. It pioneered the concept of branded jewellery and ornaments in India. It is a division of Titan Company Limited,] a company promoted by the Tata Group, one of India's largest conglomerates. The name was formed by combining the first two letters from Tata and a "Nishk" (meaning gold coin or necklace in Sanskrit), although the k has been modified into

q. An alternative explanation is from 'Tan', meaning body and 'Ishq', meaning love Tanishq's

headquarter is at Bengaluru (Bangalore) in Karnataka. Tanishq started in 1994 and challenged the established family jeweller system prevalent in India. They have set up production and sourcing bases with thorough research of the jewellery crafts of India. Their factory located at Hosur , Tamil Nadu (India) spreads over 135,000 sq ft (12,500 m2). Tanishq was launched as a range of jewellery and jewellery watches meant for the European & American markets, but later on shifted focus on Indian markets to tap the domestic opportunity too. They spread awareness to the public about alleged impurity in Gold. Tanishq introduced innovations like Karatmeter, the only non-destructive means to check the purity of gold and machine made jewellery.

In India, Tanishq has country wide presence. In November 2012, Tanishq reached a landmark when it opened its 150th showroom in India. Tanishq is one of the major Tata brands with a strong appeal for women. Tanishq brand has recently been promoted inside popular Hindi movies also, like in Race 2. It runs a popular scheme called Golden Harvest for sales promotion and to help buyers plan for large purchases like during weddings.

Brand Positioning
Design and retail innovation have been the hallmark of Tanishq all these years First Jeweller who guaranteed the purity of its gold jewellery and certifies the quality of its diamonds and colored gems in writing

Promise of Purityand a unique experience


It has established itself as a highly ethical player in the market that was rated as having the highest incidence of under karatage They have gold meters to check purity of gold


Tanishq also has been positioned as a branded jewellery of luxury rather than commodity.

Superior Product

In order to compete with the regional players, Tanishq introduced the concept of "consistency in delivering promise" Known for its ability to develop specialized design collections Houses a full fledged design studio

Key Marketing Objectives

Drawing new customers into its stores Building long-term relationships with the existing customers Continuous television campaigns around the year

Buying Behaviour
Consumer values Evoked Set Method Consumer Trends -Age Complexity -Gender Complexity -Individual Risks o

Promotional Opportunity Analysis

TARGETS Working women(9-5) Teenagers Early nesters

Advertising Management
ATL Television advertisement Print advertisement Cinema halls Sponsorships Public Relations Internet marketing and sales BTL Exhibitions Occassional ads

Public Relations

Different Campaigns

Appeals used for TV Ads are as follows: 1. Fear 2.Rationale 3.Emotional

Sales Promotion
Tanishq launches Free gold coin offer campaign (July 19, 2008) Tanishq is a perfect gift for your sister! (August 18, 2007) Celebrate DHANTERAS with exquisite jewellery from Tanishq (October 10, 2006)

What Women Want? Tanishq knows