Case Studies and Management Resources
Asia's Most Popular Collection of Management Case Studies |
 |
Case Studies and Management Resources
Asia's Most Popular Collection of Management Case Studies |
|
 |
• The younger generation was looking at trendy, contemporary jewellery and clearly avoiding heavy, traditional gold jewellery.
• The consumer wanted a wider selection at a single convenient location and expected an international shopping experience.
• The Indian consumer was willing to experiment with new designs.
|
In the late 1990s and early 2000s, with the increase in the number of designers from design schools such as the National Institute of Fashion Technology (NIFT), a wide range of new designs became available. In addition, the growing number of manufacturers needed a retailing platform with global and national reach. All these led to the proliferation of branded jewellery players. Strategies for Wooing CustomersTanishqIn the late 1990s, players in the branded gold jewellery market formulated strategies for wooing customers. According to Jacob Kurian (Kurian), Chief Operating Officer of Tanishq, the challenges were many. |
As the jewellery market was highly fragmented, lacked branding, and allowed many unethical practices to flourish, Tanishq worked hard on a two-pronged brand-building strategy: cultivate trust by educating customers about the unethical practices in the business and change the perception of jewellery as a high-priced purchase.
Said Kurian, "We are changing the attitudes of customers from blind trust to informed trust."11 To increase its marketshare, Tanishq formulated a strategy for luring people away from traditional neighborhood jewellers. Tanishq's
strategy was to create differentiation and build trust.
Branded Gold Jewellery Market in India - Next Page >>>
11] Tata.com/ tanishq.
Case Code : BSTR041
Themes: Brand Management
Case Length : 16 Pages
Period : 1990-2002
Organization : Gili, Tanishq, Carbon, Oyzterbay and Trendsmith
Pub Date : 2002
Teaching Note : Not Available
Countries : India
Industry : Jewellery
Business Strategy
Finance
HRM
Insurance
IT and Systems
Marketing
Operations
Leadership
More Case Studies >>
Business Environment
Business Ethics
Business Strategy
Human Resource Management
IT and Systems
Marketing
Operations
Micro Case Studies >>
Micro Case Studies
Case Studies
Articles
Interviews
Book Reviews
Glossary
Online Quiz
More Free Resources >>
Best Selling Case Studies
Business Case Studies
Learning With Case Studies
Cases Used in Textbooks
Prize Winning Case Studies
Business Updates
More Case Studies >>