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    JP Tanishq-IMC

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    Ashish Omar
    Tanishq aims to be the most desirable jewellery brand in India through marketing strategies like store events and direct marketing. The company has two objectives - attracting new customers to its 60 stores and building relationships with existing customers. It uses various advertising, PR, and store events to achieve 40% growth. Tanishq transforms the jewellery market by applying branding principles and appeals to discerning customers across segments with diverse collections. The brand stimulates year-round demand through new collections, exchange programs, and in-store events, enabling its rapid growth.

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    JP Tanishq-IMC

    Uploaded by

    Ashish Omar
    198 views2 pages
    Tanishq aims to be the most desirable jewellery brand in India through marketing strategies like store events and direct marketing. The company has two objectives - attracting new customers to its 60 stores and building relationships with existing customers. It uses various advertising, PR, and store events to achieve 40% growth. Tanishq transforms the jewellery market by applying branding principles and appeals to discerning customers across segments with diverse collections. The brand stimulates year-round demand through new collections, exchange programs, and in-store events, enabling its rapid growth.

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    Tanishq aims to be the most desirable jewellery brand in India through marketing strategies like store events and direct marketing. The company has two objectives - attracting new customers to its 60 stores and building relationships with existing customers. It uses various advertising, PR, and store events to achieve 40% growth. Tanishq transforms the jewellery market by applying branding principles and appeals to discerning customers across segments with diverse collections. The brand stimulates year-round demand through new collections, exchange programs, and in-store events, enabling its rapid growth.

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    Attribution Non-Commercial (BY-NC)
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    198 views2 pages

    JP Tanishq-IMC

    Uploaded by

    Ashish Omar
    Tanishq aims to be the most desirable jewellery brand in India through marketing strategies like store events and direct marketing. The company has two objectives - attracting new customers to its 60 stores and building relationships with existing customers. It uses various advertising, PR, and store events to achieve 40% growth. Tanishq transforms the jewellery market by applying branding principles and appeals to discerning customers across segments with diverse collections. The brand stimulates year-round demand through new collections, exchange programs, and in-store events, enabling its rapid growth.

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    of 2

    Tanishq - Integrated Marketing Communications*

    Tanishq’s marketing strategy focuses on making it the most desirable brand of jewellery in India.
    Tanishq is rated as one of India's most aspirational brand of jewellery. The company aims to
    further strengthen this appeal by evolving many more opportunities for consumers to interact
    with the brand.
    The company has two key marketing objectives-First, drawing new customers into its sixty
    stores located across the country, and second, building long-term relationships with the existing
    and rapidly increasing customer base. The company targets a growth of 40%.
    It uses media advertising, PR, in-store events and a range of direct marketing tools to achieve
    these marketing objectives. The Tanishq store is always centre-stage in these marketing efforts,
    the sanctum sanctorum, where the consumer experiences the brand.
    Marketing is integral to brand Tanishq. The company is transforming the marketplace for
    jewellery by bringing to this category many proven principles of brand marketing. Jewellery is a
    commodity in India, and it has remained so because the market is very fragmented, and
    unorganized. Tanishq has effectively taken on the challenge of transforming this frontier into a
    reliable consumer space by bringing to it all the virtues and benefits that branding offers.
    The brand relies on below-the-Iine support, in addition to media advertising. When ‘Tanishq
    Collection-G’ was launched, a collection of 9-to-5 jewellery for the working woman of today,
    the marketing team organized presentations to working women at several corporate offices, even
    corporate canteens during the lunch break. Cross promotional tie-ups with other ‘working
    women’ spaces such as music stores, beauty saloons, lifestyle stores and bookstores were also
    organized. The company also reached out to this target group through exclusive working
    women's meets, where well known career women spoke about issues relevant to working
    women. In addition, ‘Tanishq Collection-G’ ran joint promotions with brands such as L’Oreal
    and Wills Lifestyle, which appeal to a similar set of consumers.
    Until recently, Tanishq was perceived to be a premium brand. The company is now changing its
    focus to include mid-segment consumers also. Tanishq appeals to all discerning consumers of
    jewellery in India, not merely to the elite. There are an increasing number of Indian women who
    seek the values and the benefits that a brand such as Tanishq offers - trust and reliability,
    exquisite designs, and an international shopping experience. To them, Tanishq is a reflection of
    their own emerging lifestyle, a judicious blend of traditional values and a modern outlook.
    Tanishq is a premium brand, but certainly not a narrowly focused elitist brand. It caters to a wide
    segment of discerning consumers, and offers a range of jewellery, which caters across all these
    consumer segments. In this context, Tanishq ‘Solo’ follows in the rich tradition already
    established by our earlier branded collections of jewellery - Tanishq ‘Aria’, Tanishq ‘Diva’,
    Tanishq ‘Hoopla’, Tanishq Collection-G, Tanishq Lightweights, Tanishq ‘Bandhan’ - all of
    which have similar broad appeal.
    The peak periods of sales of jewellery are festival times or the marriage season. However, there
    is considerable purchase of jewellery which happens, and can potentially happen during the rest

    *
    Source: Kumar Arun, N. Meenakshi (2007), Marketing Management, Vikas Publishing House, New Delhi, pp. 409.

    For any query/discussion, write to jitesh.parmar@srimca.edu.in


    of the year as well for birthdays, anniversaries, gifting, impulse purchases, etc. Therefore, in
    absolute terms, there is no lean period for jewellery - the jewellery market can be stimulated
    throughout the year, through a host of well-designed marketing inputs. Tanishq has successfully
    stimulated demand for jewellery throughout the year through launches of new jewellery
    collections, a range of exchange programs and other offers (for instance, ‘Impure to Pure’
    exchange offer), and a number of in-store events. As a result of these efforts, Tanishq grew
    rapidly for successive years. Successful demand generation through a slew of marketing
    measures is, at the core of the rapid, profitable growth, which Tanishq has witnessed during the
    past years.

    DISCUSSION QUESTION:
    Do you think integrated marketing communications worked meaningfully in this case? Justify
    your stand.

    For any query/discussion, write to jitesh.parmar@srimca.edu.in

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