Branded Gold Jewellery Market in India

Tanishq Contd...

According to Kurian, the first part of the strategy was "to provide a point of differentiation in a highly commoditized category – which is the whole point of branding."¹² The second part of the strategy was to project Tanishq as an unimpeachable mark of trust. According to Kurian, "If differentiation plays the role of primary attraction, trust takes care of lifelong loyalty."¹³ One way to create differentiation was through design.

The emphasis had to be on design because local jewellers could offer to design any pattern according to the customer's specifications. For a national brand a generic design concept with regional variations had to be evolved. (Refer Exhibit I for Tanishq's design). For this, Tanishq set up a seven member in-house design team and also outsourced designs from freelance designers.

The designers travelled the length and breadth of the country to get feedback on Tanishq's designs and learn about customer preferences. On the basis of this feedback, each showroom could select the designs it would carry. To stay ahead of competition from local jewellers, Tanishq decided to focus on quality control. In 1999, it introduced caratmeters which showed the purity of gold.

In fact, Tanishq's USP was the purity of its gold. Accordingly, the company's ad campaigns emphasised the purity aspect of all Tanishq ornaments. (Refer Exhibit II for Tanishq's Ad Campaign) In November 2002, Tanishq introduced a new collection of jewellery called 'Lightweights.'

The collection featured neckwear, earrings, bangles, rings and chains in 22 karat gold with prices starting at Rs 1,100. It also launched Lightweight Diamonds, with prices starting at Rs 3,000. Tanishq focused not only on urban markets, but small town markets as well. Real estate was less expensive in the small towns than in large urban centres.

Branded Gold Jewellery Market in India - Next Page >>>

12] A&M, January 15, 2001.

13] A&M, January 15, 2001.

Case Details

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

Free Case Studies

Business Strategy
Finance
HRM
Insurance
IT and Systems
Marketing
Operations
Leadership
More Case Studies >>

Micro Case Studies

Business Environment
Business Ethics
Business Strategy
Human Resource Management
IT and Systems
Marketing
Operations
Micro Case Studies >>

Free Resources

Micro Case Studies
Case Studies
Articles
Interviews
Book Reviews
Glossary
Online Quiz
More Free Resources >>

Case Related Links

Best Selling Case Studies
Business Case Studies
Learning With Case Studies
Cases Used in Textbooks
Prize Winning Case Studies
Business Updates
More Case Studies >>

Case Studies and Management Resources