Brand Positioning- Tanishq
The given case gives us the history of Titan, started as a joint venture between Tata group and TIDCO with the aim to redefine Indian watch industry which at that time in absence of international players was not properly explored. Case talks about how Titan was able to achieve its targets in the domestic market by using multi-brand strategy which allowed the company to cater to all kinds of customers belonging to different age and income groups.
With the watch project being a failure in European market and lifting of controls on import of gold in India, Titan shifted its attention to domestic jewelry market by introducing a new brand Tanishq in 1996. But even after a successful marketing the initial product positioning …show more content…
Tanishq had a markup of 15% to 25% which in comparison to the local jewelers were very high which led to the consumers to question the high mark-up. Thus this lead to though time for company but on conducting research company came to know about the quality compromise done by local jewelers which led the company to come up with new marketing campaign “The karatmeter campaign” whereby company would for free measure the purity of the existing gold the consumer has for his information. This campaign worked well and now Tanishq was viewed as brand of purity and good designs. Thus by early 2001 its sales reached 166 crores …show more content…
Thus a consumer research was conducted in 2004 to identify the further target markets for the company.
According to consumer research of Tanishq (2004-2005), there were four respondent profiles which are mentioned below. –
• The bride: a single woman, age 22-27 years, planning to get married in the next 6-12 months.
• The Young mother: a married woman, age 28-35 years.
• The settled woman: married, age 36-45 years.
• The bride’s mother: mothers, typically age 46-60 years, getting their daughter married in the next 6-12 months.
These four aspects to what women seek in jewelry in descending order of importance: self- actualization and self-expression; self-esteem, perceived attraction, confidence: social affinity; and safety and well-being, affluence. As per Qualitative research, consumers are divided in five psychographic segments
• The confident matriarch- Representing 37% of the market.
• The sanction seeker- Representing 30% of the market.
• The balancer- Representing 20% of the market.
• The individualist- Representing 5% of the
The given case gives us the history of Titan, started as a joint venture between Tata group and TIDCO with the aim to redefine Indian watch industry which at that time in absence of international players was not properly explored. Case talks about how Titan was able to achieve its targets in the domestic market by using multi-brand strategy which allowed the company to cater to all kinds of customers belonging to different age and income groups.
With the watch project being a failure in European market and lifting of controls on import of gold in India, Titan shifted its attention to domestic jewelry market by introducing a new brand Tanishq in 1996. But even after a successful marketing the initial product positioning …show more content…
Tanishq had a markup of 15% to 25% which in comparison to the local jewelers were very high which led to the consumers to question the high mark-up. Thus this lead to though time for company but on conducting research company came to know about the quality compromise done by local jewelers which led the company to come up with new marketing campaign “The karatmeter campaign” whereby company would for free measure the purity of the existing gold the consumer has for his information. This campaign worked well and now Tanishq was viewed as brand of purity and good designs. Thus by early 2001 its sales reached 166 crores …show more content…
Thus a consumer research was conducted in 2004 to identify the further target markets for the company.
According to consumer research of Tanishq (2004-2005), there were four respondent profiles which are mentioned below. –
• The bride: a single woman, age 22-27 years, planning to get married in the next 6-12 months.
• The Young mother: a married woman, age 28-35 years.
• The settled woman: married, age 36-45 years.
• The bride’s mother: mothers, typically age 46-60 years, getting their daughter married in the next 6-12 months.
These four aspects to what women seek in jewelry in descending order of importance: self- actualization and self-expression; self-esteem, perceived attraction, confidence: social affinity; and safety and well-being, affluence. As per Qualitative research, consumers are divided in five psychographic segments
• The confident matriarch- Representing 37% of the market.
• The sanction seeker- Representing 30% of the market.
• The balancer- Representing 20% of the market.
• The individualist- Representing 5% of the