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Integrated marketing Communication TANISHQ

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Tanishq pioneered branded jewellery in India in 1995. It introduced concepts like purity certification and standardized pricing. Tanishq uses a variety of marketing strategies including owned retail stores, advertising, celebrity endorsements, and digital campaigns. It sponsors events and runs promotional contests to engage customers. Tanishq's marketing emphasizes trust, luxury, and tradition to position itself as a premier branded jewellery retailer in India.

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Group-3 Ayush Agarwal Mano Prathap N.Sujitha Thiyagarajan Vishal Ranjan C.Thejaswi 30007 30022 30046 30048 30052 30070

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INTRODUCTION  Tanishq pioneered the concept of branded jewellery and ornaments in India.  Name was formed from first two letters from Tata and "Nishk" meaning gold coin An alternative explanation is from 'Tan', meaning body and 'Ishq', meaning love.  Started in 1995,with its headquarters at Bangalore.First showroom in chennai launched by Karishma Kapoor.  Challenged the established family jeweller system prevalent in India.  Introduced Karatmeter.

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Brand Positioning  Promise of purity and a unique experience.  Trust  Luxury  Superior product Strategies  Transmigration of designs: Tamilnadu designs in Mumbai ; Bengal in Delhi .  Continuous change in designs  Own Chain of Retail stores.  Standardized Price  Return guarantee and exchange offers.

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SWOT ANALYSIS

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PERSONAL SELLING  In the starting phase the company sold its products through multibrand stores.But now it has 150 tanishq showrooms in 86 cities.  “The Revitalizer of Tradition”- First-of-its-kind „Concept stores‟ which combine the grandeur of the past with the reality of the present without loosing its inherent character an appeal.  Right assortment according to the locality.  A KYC (Know Your Customer) programme through which each store keeps in touch with every customer of the store, detects any significant shift to a neighbouring competitor and puts together a response basis

6

ADVERTISING AND PROMOTION     Through print media, social media and television Print media:Vogue,Femina,Cosmopolitan Business magazines for men‟s collections Festive Ads

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TELEVISION ADS EMOTIONAL APPEAL A top-of-the-line advertising campaign effort, based on deep customer insights and loads of creativity, resulting in very effective, much-talked-about TV commercials throughout the year

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SALES PROMOTIONS

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MIA CONTEST “MY EXPRESSIONS”  On 26th December 2011,tanishq launched an online contest inviting consumers to submit ideas for sub-brand Mia- a new line of jewellery for young working women  The contest was a big hit. It received more than 3200 entries, and these attracted 40,000 people to vote online

10

OUT DOOR ADVERTISING  High quality huge hoardings showing latest designs and offers are placed at all busy places.  People are given details about the nearest showrooms through these billboards.

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DIGITAL MARKETING  Tanishq keeps updating jewellery lovers about its latest trends and designs through social networking sites.  Posts the pictures of latest jewellery which gets a great publicity through its „Shares‟ and „Retweets‟.  Not just marketing but also gives tips and suggestions through these pages which helps prospects to approach the stores.

12

BLOGS  Tanishq is a prominent name in the jewellery section, through its blog it is also proving itself as a „Thought leader‟ in this section.  Effective Content is generated through the blogs which have a potential to be shared among their friends, which provides a good third party publicity to Tanishq.  Blog is used to keep constantly update about latest designs, events, competitons and offers.

13

DIGITAL CAMPAIGNCONFESSIONS OF A BRIDE • Invited to-be-brides to tell Tanishq their most unique wedding wishes. • Confess their secretive wedding desires to Tanishq and stand a chance to make their wedding more memorable. • This website- also has interesting bridal apps like Create your Unique Hashtags, Wedding Planner, Gift Registry etc which will help her organize the wedding better.

14

Integrated marketing Communication TANISHQ

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WEBSITE  Tanishq website is used for online selling of the jewllery.  Latest offers , designs are frequently updated in the site.  It also gives information about the showrooms in the needed locality.

16

PRODUCT PLACEMENTS  Bollywood tie-ups Race 2

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CELEBRITY ENDORSEMENTS  Nation wide well known Actors like Amitabh BachchanJaya Bachchan Sridevi Asin Deepika Padukone Karishma Kapoor are chosen for an India wide common ads.  Actors are carefully chosen to reflect the trust, beauty and trendiness of the Brand.

18

GOLDEN HARVESTMENT SCHEME The 11+1 Plan • Under this scheme, you need to pay a fixed amount every month with Tanishq for 11 months. The 12th month installment is paid by Tanishq, hence you can buy for more than what you pay. • We can Plan in advance • Better Value scheme

19

TANISHQ SWARNA SANGEETHAM Tanishq Swarna Sangeetham is an initiative to help the younger generation reaffirm their ties with the roots The reality show of Tanishq in collaboration with Raj TV

20

PUBLIC RELATIONS  A customer satisfaction measurement programme Customer Satisfaction Measurement Management (CSMM), tracks customer satisfaction parameters of Tanishq on a quarterly rolling basis. This would give the benefit of benchmarking against local and international players.  Anuttara by Tanishq: Customer loyalty program. Gives reward points on our purchases which can be used to avail discount on next purchases.

21

SPONSORSHIPS Femina Miss India 2006: Brand-„Colours of reality‟ The 25 finalists at the Ponds Femina Miss India 2006 showcased this exclusive collection Pantaloons Miss India 2007:Pantaloons Femina Miss India 2007 presented its 25 finalists and unveiled the crowns designed especially by Tanishq

22

COLLABORATION PROMOTION „Mirror, mirror on Femina’, Tanishq teams up with Maxus for Aleya collection Femina was selected for the innovation as Tanishq identified it to be catering to its target group for „Aleya‟. The Femina innovation puts every woman on the cover of the magazine. She can „see‟ herself looking like a cover girl, wearing gorgeous Tanishq jewellery. It completely cuts the clutter in the crowded Diwali season and stands out amongst the plethora of similar advertising

23

COLLABORATION PROMOTION CORPORATE GOLD GIFT SCHEME: The scheme was started in December 1998 and was a major success, when Tanishq delivered 50,000 customised gold coins to 2.5 lakh Maruti dealers nationwide on the 15th anniversary celebrations of MUL. It has now over 30 corporate clients and the list includes Coca Cola, UB group, Whirlpool, TVS group, Liberty and Ceat. In early 2000,it made miniature gold cars for Hyundai motors to be given to select dealers

24

KARVA CHAUTH-MOBILE APP • Karva Chauth App from Tanishq comes with a generous wealth of mehendi designs, a detailed compilation of traditional rituals, Moon Rise Timings. • It does advertising through this app providing catalog of all the latest models. • There was a good number of downloads. • On the day of karvachauth free mehendhi to ladies in their showrooms.

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EVENTS • Bridal styling tips by experts at various metro cities like bangalore, Hyderabad were organized which saw a huge response. • Consumer education especially on bridal wear. • Events are generally organized on a constant basis by engaging people • This gives a good advertising to the products, and good media coverage which is helping in a Brand Building.

26

LIST OF UPCOMING EVENTS POSTED ON FACEBOOK

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Integrated marketing Communication TANISHQ

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Integrated marketing Communication TANISHQ

  • 1. Group-3 Ayush Agarwal Mano Prathap N.Sujitha Thiyagarajan Vishal Ranjan C.Thejaswi 30007 30022 30046 30048 30052 30070
  • 2. INTRODUCTION  Tanishq pioneered the concept of branded jewellery and ornaments in India.  Name was formed from first two letters from Tata and "Nishk" meaning gold coin An alternative explanation is from 'Tan', meaning body and 'Ishq', meaning love.  Started in 1995,with its headquarters at Bangalore.First showroom in chennai launched by Karishma Kapoor.  Challenged the established family jeweller system prevalent in India.  Introduced Karatmeter.
  • 3. Brand Positioning  Promise of purity and a unique experience.  Trust  Luxury  Superior product Strategies  Transmigration of designs: Tamilnadu designs in Mumbai ; Bengal in Delhi .  Continuous change in designs  Own Chain of Retail stores.  Standardized Price  Return guarantee and exchange offers.
  • 5. PERSONAL SELLING  In the starting phase the company sold its products through multibrand stores.But now it has 150 tanishq showrooms in 86 cities.  “The Revitalizer of Tradition”- First-of-its-kind „Concept stores‟ which combine the grandeur of the past with the reality of the present without loosing its inherent character an appeal.  Right assortment according to the locality.  A KYC (Know Your Customer) programme through which each store keeps in touch with every customer of the store, detects any significant shift to a neighbouring competitor and puts together a response basis
  • 6. ADVERTISING AND PROMOTION     Through print media, social media and television Print media:Vogue,Femina,Cosmopolitan Business magazines for men‟s collections Festive Ads
  • 7. TELEVISION ADS EMOTIONAL APPEAL A top-of-the-line advertising campaign effort, based on deep customer insights and loads of creativity, resulting in very effective, much-talked-about TV commercials throughout the year
  • 9. MIA CONTEST “MY EXPRESSIONS”  On 26th December 2011,tanishq launched an online contest inviting consumers to submit ideas for sub-brand Mia- a new line of jewellery for young working women  The contest was a big hit. It received more than 3200 entries, and these attracted 40,000 people to vote online
  • 10. OUT DOOR ADVERTISING  High quality huge hoardings showing latest designs and offers are placed at all busy places.  People are given details about the nearest showrooms through these billboards.
  • 11. DIGITAL MARKETING  Tanishq keeps updating jewellery lovers about its latest trends and designs through social networking sites.  Posts the pictures of latest jewellery which gets a great publicity through its „Shares‟ and „Retweets‟.  Not just marketing but also gives tips and suggestions through these pages which helps prospects to approach the stores.
  • 12. BLOGS  Tanishq is a prominent name in the jewellery section, through its blog it is also proving itself as a „Thought leader‟ in this section.  Effective Content is generated through the blogs which have a potential to be shared among their friends, which provides a good third party publicity to Tanishq.  Blog is used to keep constantly update about latest designs, events, competitons and offers.
  • 13. DIGITAL CAMPAIGNCONFESSIONS OF A BRIDE • Invited to-be-brides to tell Tanishq their most unique wedding wishes. • Confess their secretive wedding desires to Tanishq and stand a chance to make their wedding more memorable. • This website- also has interesting bridal apps like Create your Unique Hashtags, Wedding Planner, Gift Registry etc which will help her organize the wedding better.
  • 15. WEBSITE  Tanishq website is used for online selling of the jewllery.  Latest offers , designs are frequently updated in the site.  It also gives information about the showrooms in the needed locality.
  • 17. CELEBRITY ENDORSEMENTS  Nation wide well known Actors like Amitabh BachchanJaya Bachchan Sridevi Asin Deepika Padukone Karishma Kapoor are chosen for an India wide common ads.  Actors are carefully chosen to reflect the trust, beauty and trendiness of the Brand.
  • 18. GOLDEN HARVESTMENT SCHEME The 11+1 Plan • Under this scheme, you need to pay a fixed amount every month with Tanishq for 11 months. The 12th month installment is paid by Tanishq, hence you can buy for more than what you pay. • We can Plan in advance • Better Value scheme
  • 19. TANISHQ SWARNA SANGEETHAM Tanishq Swarna Sangeetham is an initiative to help the younger generation reaffirm their ties with the roots The reality show of Tanishq in collaboration with Raj TV
  • 20. PUBLIC RELATIONS  A customer satisfaction measurement programme Customer Satisfaction Measurement Management (CSMM), tracks customer satisfaction parameters of Tanishq on a quarterly rolling basis. This would give the benefit of benchmarking against local and international players.  Anuttara by Tanishq: Customer loyalty program. Gives reward points on our purchases which can be used to avail discount on next purchases.
  • 21. SPONSORSHIPS Femina Miss India 2006: Brand-„Colours of reality‟ The 25 finalists at the Ponds Femina Miss India 2006 showcased this exclusive collection Pantaloons Miss India 2007:Pantaloons Femina Miss India 2007 presented its 25 finalists and unveiled the crowns designed especially by Tanishq
  • 22. COLLABORATION PROMOTION „Mirror, mirror on Femina’, Tanishq teams up with Maxus for Aleya collection Femina was selected for the innovation as Tanishq identified it to be catering to its target group for „Aleya‟. The Femina innovation puts every woman on the cover of the magazine. She can „see‟ herself looking like a cover girl, wearing gorgeous Tanishq jewellery. It completely cuts the clutter in the crowded Diwali season and stands out amongst the plethora of similar advertising
  • 23. COLLABORATION PROMOTION CORPORATE GOLD GIFT SCHEME: The scheme was started in December 1998 and was a major success, when Tanishq delivered 50,000 customised gold coins to 2.5 lakh Maruti dealers nationwide on the 15th anniversary celebrations of MUL. It has now over 30 corporate clients and the list includes Coca Cola, UB group, Whirlpool, TVS group, Liberty and Ceat. In early 2000,it made miniature gold cars for Hyundai motors to be given to select dealers
  • 24. KARVA CHAUTH-MOBILE APP • Karva Chauth App from Tanishq comes with a generous wealth of mehendi designs, a detailed compilation of traditional rituals, Moon Rise Timings. • It does advertising through this app providing catalog of all the latest models. • There was a good number of downloads. • On the day of karvachauth free mehendhi to ladies in their showrooms.
  • 25. EVENTS • Bridal styling tips by experts at various metro cities like bangalore, Hyderabad were organized which saw a huge response. • Consumer education especially on bridal wear. • Events are generally organized on a constant basis by engaging people • This gives a good advertising to the products, and good media coverage which is helping in a Brand Building.
  • 26. LIST OF UPCOMING EVENTS POSTED ON FACEBOOK