TANISHQ

Sheetal Wagh

TANISHQ

•   How Tanishq got its name?

•  Establishment year…

•  Vision:

We create elevating experiences for the people we touch and significantly impact the world we work in

•  Mission:

We will do this through a pioneering spirit and a caring, value-driven culture that fosters innovation, drives performance and ensures the highest global standards in everything we do.

Product Portfolio of Tanishq

  Watches

  Jewellery

Product or Need focus category of Tanishq

“Prestige”

MARKETING MIX - 4Ps

•  Product

•  Promotion

•  Price

•  Place

Product Details   Platinum Jewellery   Designer Silverware   Gold Jewellery studded with diamond and coloured gems   Gold earrings   Chain   Nose pins   Mangalsutra   Finger rings   Pendants

Promotion

PROMOTION

Price Range

PLACE

  Tanishq Jewellery stores – 150 all over India

  Average store-size - 1000 to 1500 sq ft

  Located at Hosur, Tamil Nadu

  Modern machinery and equipment

  International Presence – Chicago, New Jersey

  Franchise Model

Factors Influencing Consumer Behavior

Factors Influencing Consumer Behavior

  Price

  Quality

  Service

  Availability of Pattern

  Proximity to Market

  Ambience of Store

  Cultural

Gold Consumption in India

DISSONANCE - REDUCING BUYING BEHAVIOUR

Sometimes the consumer is highly involved in purchase but sees little difference in brands. The purchase is expensive, infrequent and risky; therefore the consumer is highly involved. Here, the buyer will go around to learn what is available, but will buy when he gets a good price.

AWARENESS SET

CONSIDERATION SET

CHOICE SET DECISION TOTAL SET

SEARCH DYNAMICS

Tanishq  Gitanjali  P.N  Gadgil  Nakshatra  D’Damas  Asmi  

Joyalukkas  Local  

Tanishq  Gitanjali  P.N  Gadgil  Nakshatra  D’Damas  Asmi  Local  

Tanishq  Gitanjali  P.N  Gadgil  

Local  

Tanishq  Gitanjali  

ROLES IN PURCHASE DECISION PROCESS

  Initiator – Mother   Influencer - Family, friends, neighbors   Decider - Father   Buyer – Father   Gatekeeper - Mother   User – Me, Mother

THANK YOU