Tanishq - Integrated Marketing Communications*

Tanishq’s marketing strategy focuses on making it the most desirable brand of jewellery in India.
Tanishq is rated as one of India's most aspirational brand of jewellery. The company aims to
further strengthen this appeal by evolving many more opportunities for consumers to interact
with the brand.
The company has two key marketing objectives-First, drawing new customers into its sixty
stores located across the country, and second, building long-term relationships with the existing
and rapidly increasing customer base. The company targets a growth of 40%.
It uses media advertising, PR, in-store events and a range of direct marketing tools to achieve
these marketing objectives. The Tanishq store is always centre-stage in these marketing efforts,
the sanctum sanctorum, where the consumer experiences the brand.
Marketing is integral to brand Tanishq. The company is transforming the marketplace for
jewellery by bringing to this category many proven principles of brand marketing. Jewellery is a
commodity in India, and it has remained so because the market is very fragmented, and
unorganized. Tanishq has effectively taken on the challenge of transforming this frontier into a
reliable consumer space by bringing to it all the virtues and benefits that branding offers.
The brand relies on below-the-Iine support, in addition to media advertising. When ‘Tanishq
Collection-G’ was launched, a collection of 9-to-5 jewellery for the working woman of today,
the marketing team organized presentations to working women at several corporate offices, even
corporate canteens during the lunch break. Cross promotional tie-ups with other ‘working
women’ spaces such as music stores, beauty saloons, lifestyle stores and bookstores were also
organized. The company also reached out to this target group through exclusive working
women's meets, where well known career women spoke about issues relevant to working
women. In addition, ‘Tanishq Collection-G’ ran joint promotions with brands such as L’Oreal
and Wills Lifestyle, which appeal to a similar set of consumers.
Until recently, Tanishq was perceived to be a premium brand. The company is now changing its
focus to include mid-segment consumers also. Tanishq appeals to all discerning consumers of
jewellery in India, not merely to the elite. There are an increasing number of Indian women who
seek the values and the benefits that a brand such as Tanishq offers - trust and reliability,
exquisite designs, and an international shopping experience. To them, Tanishq is a reflection of
their own emerging lifestyle, a judicious blend of traditional values and a modern outlook.
Tanishq is a premium brand, but certainly not a narrowly focused elitist brand. It caters to a wide
segment of discerning consumers, and offers a range of jewellery, which caters across all these
consumer segments. In this context, Tanishq ‘Solo’ follows in the rich tradition already
established by our earlier branded collections of jewellery - Tanishq ‘Aria’, Tanishq ‘Diva’,
Tanishq ‘Hoopla’, Tanishq Collection-G, Tanishq Lightweights, Tanishq ‘Bandhan’ - all of
which have similar broad appeal.
The peak periods of sales of jewellery are festival times or the marriage season. However, there
is considerable purchase of jewellery which happens, and can potentially happen during the rest

*
Source: Kumar Arun, N. Meenakshi (2007), Marketing Management, Vikas Publishing House, New Delhi, pp. 409.

For any query/discussion, write to jitesh.parmar@srimca.edu.in

of the year as well for birthdays, anniversaries, gifting, impulse purchases, etc. Therefore, in
absolute terms, there is no lean period for jewellery - the jewellery market can be stimulated
throughout the year, through a host of well-designed marketing inputs. Tanishq has successfully
stimulated demand for jewellery throughout the year through launches of new jewellery
collections, a range of exchange programs and other offers (for instance, ‘Impure to Pure’
exchange offer), and a number of in-store events. As a result of these efforts, Tanishq grew
rapidly for successive years. Successful demand generation through a slew of marketing
measures is, at the core of the rapid, profitable growth, which Tanishq has witnessed during the
past years.

DISCUSSION QUESTION:
Do you think integrated marketing communications worked meaningfully in this case? Justify
your stand.

For any query/discussion, write to jitesh.parmar@srimca.edu.in