Tanishq
MARKETING MANAGEMENT I
FINAL PROJECT REPORT
[pic]
SUBMITTED BY: -
Abhishek Kumar Sinha(8002)
Hira Suryani(8015)
Prodyut Kumar Saha(8037)
Sachdev Pisharodi(8043)
Shwetha Rao Yermal(8048)
Swati Bansal(8054)
Varun Kumar(8056)
ACKNOWLEDGEMENT
We are extremely thankful to Dr. H Gayathri for giving us the opportunity to undertake this project in Marketing Management and for her overall support, valuable guidance, astute judgment, constructive criticism and an eye for perfection without which this project would not have been in its present shape.
And last but not the least; we are thankful to all our fellow classmates who made valuable contributions and constructive feedbacks towards the completion of this project.
Contents
Executive Summary 5
The Gems & Jewellery industry 6
Evolution of Tanishq 7
Growth of Tanishq 8
Competitors 9
• Carbon 9
• Gili 10
4 P’s of Marketing 11
PRODUCT 11
• PRODUCT VARIETY 11
• QUALITY 11
• DESIGN 12
• BRAND NAME 12
• SERVICES 13
PROMOTION 14
PLACE 16
PRICING 19
Ansoff’s Model 20
• Market Penetration 20
• Market Development 20
• Diversification 20
BRAND POSITION 21
SEGMENTATION 21
• Niche Marketing 21
• Psychographic Segmentation 21
• Geographical Segmentation 21
SWOT ANALYSIS 22
• Strength 22
• Weaknesses 23
• Opportunities 23
• Threats 23
THE MAKING OF A GREAT GLOBAL BRAND 24
An ability to stay relevant 25
A resolute core purpose and supporting values 26
A central organizational principle 26
RECOMMENDATIONS 27
REFERENCES 28
BOOKS 28
WEB 28
Executive Summary
An Indian Brand, which can make big in the global market, is Tanishq from Tata Group of Industries. Tanishq is India 's largest, most desirable and fastest growing jewellery brand in India. Tanishq today is India 's most aspirational fine jewellery brand with an
FINAL PROJECT REPORT
[pic]
SUBMITTED BY: -
Abhishek Kumar Sinha(8002)
Hira Suryani(8015)
Prodyut Kumar Saha(8037)
Sachdev Pisharodi(8043)
Shwetha Rao Yermal(8048)
Swati Bansal(8054)
Varun Kumar(8056)
ACKNOWLEDGEMENT
We are extremely thankful to Dr. H Gayathri for giving us the opportunity to undertake this project in Marketing Management and for her overall support, valuable guidance, astute judgment, constructive criticism and an eye for perfection without which this project would not have been in its present shape.
And last but not the least; we are thankful to all our fellow classmates who made valuable contributions and constructive feedbacks towards the completion of this project.
Contents
Executive Summary 5
The Gems & Jewellery industry 6
Evolution of Tanishq 7
Growth of Tanishq 8
Competitors 9
• Carbon 9
• Gili 10
4 P’s of Marketing 11
PRODUCT 11
• PRODUCT VARIETY 11
• QUALITY 11
• DESIGN 12
• BRAND NAME 12
• SERVICES 13
PROMOTION 14
PLACE 16
PRICING 19
Ansoff’s Model 20
• Market Penetration 20
• Market Development 20
• Diversification 20
BRAND POSITION 21
SEGMENTATION 21
• Niche Marketing 21
• Psychographic Segmentation 21
• Geographical Segmentation 21
SWOT ANALYSIS 22
• Strength 22
• Weaknesses 23
• Opportunities 23
• Threats 23
THE MAKING OF A GREAT GLOBAL BRAND 24
An ability to stay relevant 25
A resolute core purpose and supporting values 26
A central organizational principle 26
RECOMMENDATIONS 27
REFERENCES 28
BOOKS 28
WEB 28
Executive Summary
An Indian Brand, which can make big in the global market, is Tanishq from Tata Group of Industries. Tanishq is India 's largest, most desirable and fastest growing jewellery brand in India. Tanishq today is India 's most aspirational fine jewellery brand with an
References: • Economic Times - 14 Dec, 2007, Vidyalaxmi & Preeti Kulkarni - http://economictimes.indiatimes.com/Personal_Finance/Savings_Centre/Savings_News/How_to_do_your_bridal_shopping/rssarticleshow/msid-2621101,curpg-2.cms [pic]