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What is Corporate branding? Corporate branding is the practice of using a company's name as a product brand name.

It is an attempt to use corporate brand equity to create product brand recognition. It is a type of family branding or umbrella brand. Disney, for example, includes the word "Disney" in the name of many of its products; other examples include IBM and Heinz. This strategy contrasts with individual product branding, where each product has a unique brand name and the corporate name is not promoted to the consumer. Corporate branding can result in significant economies of scope since one advertising campaign can be used for several products. It also facilitates new product acceptance because potential buyers are already familiar with the name. However, this strategy may hinder the creation of distinct brand images or identities for different products: an overarching corporate brand reduces the ability to position a brand with an individual identity, and may conceal different products' unique characteristics. Corporate branding is not limited to a specific mark or name. Branding can incorporate multiple touch points. These touch points include; logo, customer, treatment and training of employees, packaging, advertising, stationery, and quality of products and services. Any means by which the general public comes into contact with a specific brand constitutes a touchpoint that can affect perceptions of the corporate brand. It has been argued that successful corporate branding often stems from a strong coherence between what the companys top management seek to accomplish (their strategic vision), what the companys employees know and believe (lodged in its organizational culture), and how its external stakeholders perceived the company (their image of it). Misalignments between these three factors, in turn, may indicate an underperforming corporate brand. This type of corporate brand analysis has been labeled the Vision-Culture-Image (VCI) Alignment Model.

Changes in stakeholder expectations are causing an increasing number of corporations to integrate marketing, communications and corporate social responsibility into corporate branding. This trend is evident in campaigns such as IBM Smarter Planet, G.E. Ecomagination, The CocaCola Company Live Positively, and DOW Human Element. As never before, people care about the corporation behind the product. They do not separate their opinions about the company from their opinions of that company's products or services. This blending of corporate and product/service opinions is due to increasing corporate transparency, which gives stakeholders a deeper, clearer view into a corporation's actual behavior and actual performance. Transparency is, in part, a byproduct of the digital revolution, which has enabled stakeholders -employees, retirees, customers, business partners, supply chain partners, investors, neighbors -- with the ability to share opinion about corporations via social media.



Slogan: Pure jewellery pure joy. PACKAGING:


SHOWROOMS: Location - 290/292 Samul Estate 4TH Floor Room No.27&28 Gandhi Azad Chowk, 30th Floor Tower, Masjid, Mumbai - 400003 - Ground Floor, Near Lifestyle, Inorbit Mall, Link Road, Malad West, Mumbai - 400064 - 365/C, Giriraj Building, Diagonally Opp Citibank, Near Khar Danda Signal, Linking Road, Khar, Mumbai - 400052 - Inorbit Mall,1ST Floor,, Near Vashi Railway Station, Vashi, Navi Mumbai - 400703 - K P Heritage Bldg, Plot No 41, Shop No 5, Sector 7 Opp Post Office, Near Police Station, kopar khairane, Mumbai - 400709 - 40 Durga Chambers, Near Moti Mahal Restaurant, Waterfield Road, Bandra West, Mumbai 400050

Location Location

Location Location


TANISHQ AD CAMPAIGN: Tanishq has a new TVC on air for their Glam Gold collection. In the ad, a female author, whose book is being released, gets upset as her moment in the spotlight at the launch party is taken over by her friend whos wearing Tanishq Glam Gold jewellery. Realising this, the friend makes the excuse of having a headache and exits the party. When her husband asks her why she pretended, she replies, Its better than stealing someones evening. The voiceover then says, "Beautiful gold for beautiful people." Arun Iyer, national creative director at Lowe Lintas, the agency behind the commercial, said, Like in the previous ad for wedding jewellery

[featuring Arundhati Nag], were trying to move Tanishq into a slightly warmer zone with real life insights. Instead of the usual clichs and advertising exaggerations, we took the human angle in this one. The retro-glam mood is evident in the new print and outdoor campaign for Tanishq's range of diamond jewellery. Themed 'Diamonds of Class', the campaign has been created by Bangalore-based Sharon Nayak Design. Amit Jain, who handles account management at the design shop, said, "The whole idea behind the campaign was to show a woman of grace and poise...a bold, graceful, charming, dazzling woman with unique tastes and personal style, ultimately showcasing Tanishq diamonds which compliment her exotic life and adventurous spirit." Describing the shoot, he said, "The shoot was over two days with an additional day for product shots. In choosing the location we wanted to give a European feel to the imagery. We chose the lovely Taj West End in Bangalore and an airstrip in Hosur (which was about two hours from bangalore). Styling, hair and makeup were a big part of the campaign feel. Sharon decided to go with a more vintage/retro feel. And so the styling and hair styles she chose were based on giving a look from that era. She even dug out her mother's coat from the '60s to use on the shoot. We used dogs on the shoot. In choosing the dogs, we had to ensure that they complimented the styling as well as the overall image. After an extensive search we chose three Weimaraners and two minature Pinschers." Sirish Chandrashekar, senior manager marketing, Tanishq, said of the campaign, "Higher value buyers of diamond jewellery are a new segment that Tanishq was entering into. We wanted to make inroads into this customer segment a segment that is evolved in terms of taste and understanding of the category; a set of consumers who seek differentiation that defines status and class. The task was to create communication that reflected their lifestyle without seeming pretentious. The creatives captured this beautifully by treading the fine line between

being there and wannabe all along showcasing the exquisite jewellery on offer."

SECOND AD CAMPAIGN: The exclusive diamond jewellery brand Tanishq has launched True Diamonds campaign featuring Bollywoods leading couple Amitabh Bachchan and Jaya Bachchan. The new campaign including a TVC is conceptualized by Lowe Lintas. This is a unique campaign by Tanishq with the objective to make consumers aware of the various aspects of the diamond quality. Consumers are not too aware of various aspects of the diamond quality. As the leading jeweler in the country what might be the best way of changing this confusion that revolves around diamonds? Working on this brief, Lowe Lintas wanted to introduce a gentleman who is known to be knowledgeable, cultured, refined also he was to be vulnerable about a lack of knowledge of diamonds that he wishes to purchase as a gift to his wife, who surely will know better about jewellery. Introducing Amitabh Bachchan, fraught with concern if Jaya Bachchan will like what he purchases as a gift to her. Lowe Lintas conceptualized the film which revolves around how Amitabh goes about buying diamond jewellery for Jaya by making sure he does not make a fool of himself in front of her. He ensures he knows everything about diamonds before buying her the piece. The campaign has portrayed Amitabh Bachchan as a normal person unlike a celebrity. And the entire is treated in a manner on how a normal man would go through when he goes about buying diamond jewellery. THIRD AD CAMPAIGN:

One day, while I was aimlessly switching channels, I came across Tanishqs latest ad showcasing their wedding jewelry collection. Unlike other ads, this seemed to be a little different. And different it was!. Finally, I found an ad that made me smile!

The ad revolves around a father urging his daughter to tie the knot with an eligible NRI groom. However, the young girl bluntly refuses.Naturally, the father is visibly frustrated but the clever mom has found a cleverer solution. She asks them to accompany her to the nearest Tanishq showroom and has a look at all the beautiful pieces of jewellery that they have. You cant keep women and jewelery away for too long! No women can resist this temptation. The girl then starts examining the jewelery and even tries them out. And within minutes, her Mom and the saleswoman help her with wedding jewellery. And finally the ghunghat is draped on her head to give her the typical bride look. And just when her parents are admiring their lovely daughter, the saleswoman poses a question, So..when is the wedding? The astute mom cleverly replies, Is this wedding jewelry? We are not interested and asks her daughter to give back all the jewelery. The disappointment on the girls face is evident as she leaves the showroom without any gold. And now, while driving back home, she inquires about the groom that her father had mentioned a few hours ago, quietly disclosing the fact that she is finally ready for marriage. And the best part of the ad is the sms that her mother then sends across to her father. She says that even after 25 yrs, he cannot understand a woman! So, true I must say! I loved the ad for its simplistic and realistic portrayal. Arundhati Nag is perfect as the doting mother who wants her daughter to enter into wedlock. And instead of nagging her, she chose a very novel technique to convince her. It is really tough for a woman to say no to jewels! And the makers of this ad have used this idea to market their product

effectively. Generally, all jewellery ads often consist of models clad in gold from head to toe and dancing to a jingle. This ad is strikingly different from the run-of-the-mill ones. This is exactly why I love this ad.

Ready to marry for Tanishq In its new TVC, Tanishq shows a woman changing her mind about marriage, mainly for the sake of owning the brand's wedding jewellery. Is the brand going over the top in portraying today's women? afaqs! explores What do women want? As the question continues to remain a bit of an enigma for men, Tanishq, the jewellery brand, attempts to provide the answer in its new campaign. Jewellery, it says, is the way to her heart; so much so that it can even swing the ideological compass of today's young, ambitious, successful and independent woman, towards the idea of an arranged marriage. The campaign, conceptualised by Lowe Bangalore, aims to establish the brand in the wedding jewellery segment, an area that has traditionally been ruled by family jewellers. The creative brief given to the agency was to use the brand as a catalyst in decision making. Talking more about the strategy, Vikram Satyanath, executive vicepresident planning, says, "We spent a lot of time with the consumers and realised that when it comes to wedding jewellery, people prefer buying it from family jewellers. The first challenge, therefore, was to establish the brand as a serious player in the segment. For that, Tanishq came out with a pretty comprehensive collection of wedding jewellery. That's the tangible part of it."

"We also realised that a wedding, in itself, has a lot of emotion involved in it. So, the second challenge was how to appeal to the ladies emotionally, who are actually going through the process of marriage, so that Tanishq gets on their shopping list. This is the reason behind adding the emotional angle to the communication," he explains. Accordingly, the TVC tells the tale of a mother, who uses Tanishq's range of wedding jewellery to persuade her daughter to see herself as a bride; which consequently, makes the daughter open up to a marriage proposal. Presently, advertising in the jewellery segment is either celebrity-driven, or direct in approach, showing a model decked up in jewellery, or portraying something abstract and aesthetic. This is where Tanishq wanted to do something distinctive. "Earlier too, we have tried to explore interesting storylines in our communication; for instance, the one for Tanishq's traditional jewellery range, where we showed a Bengali family and their love for traditional jewellery. But now, for the first time, we have explored a modern-day storyline, straight out of our everyday lives," explains R Balakrishnan (Balki), chairperson, Lowe Lintas. The insight and execution in the TVC, adds Deepa Geethakrishnan, executive creative director, make the campaign stand out. "Especially the way the characters have performed makes a statement. The music too is really exceptional," she says. The team at Lowe that worked on the campaign includes R Balki, chairman and chief creative officer; Deepa Geethakrishnan, executive creative director; Vikram Satyanath, executive vice- president, planning; GV Krishnan, executive vice-president, servicing; Litna Das (print and TV) and Sharon Nayak (print) in art; Sudir Rajshekar, associate vicepresident, servicing; and Mohit Khambhoj, brand services director. The ad has been produced by Footcandles and directed by Vinil Matthew. The music director is Anand.

The TVC, which has a North version and a South version, will run till the end of June. Both versions have the same storyline and protagonists; but the jewellery used is different -- polki kundan has been used in the North version, while plain gold is showcased in the South version. The ad has been shot in Mumbai and Chennai. "The plan was to do the car sequences in Mumbai and the store sequence in the Chennai store, as it is the largest Tanishq store. It was a particularly gruelling shoot; as we did it over four nights across two cities. And I must say the store managers at the Chennai store were incredibly patient and supportive, despite the two days and nights of disruption," shares Geethakrishnan. This is a 360-degree campaign involving print, TV, digital and BTL initiatives. While TV dwells on the emotional space of weddings; print showcases the width and range of the specific wedding jewellery for different occasions across ethnic groups. From 16 page ads to cover ads, Tanishq has done it all in seven magazines, including Cosmopolitan, Femina and Grihashobha. While talking to afaqs!, a spokesperson from Tanishq informs that the campaign, which has been running for three weeks now, is generating great response. "We have a loyalty programme called Anuttara, where we have 8 lakh loyal customers. A majority of them liked the campaign and have said that they would like to buy our new offerings," he adds. He further informs that apart from TV and print, Tanishq has also launched a BTL campaign, 'Tanishq dulhan' in Tier 2 and 3 cities, where the winning brides are given gifts and styled by the brand on their wedding day. There is also a programme for older couples, who have completed 25 years of marriage. The brand will also launch a big-budget campaign in the digital space. According to research conducted by Tanishq, the size of the Indian jewellery market is estimated to be Rs 80,000 crore, of which the wedding jewellery segment comprises 40-50 percent. Tanishq, India's largest jewellery brand with Rs 3,500 crore in sales, holds only 3 percent of the total market; while the maximum share remains with the

unorganised sector. The brand, therefore, is banking on an aggressive marketing strategy to fight competition from the local jewellers.

EMPLOYEE UNIFORM: The polite and patient staff seems to be all dressed up for a formal event, with men suited in spiffy shirts and ties and women in uniform saris.

COMPANYS REPUTATION THROUGH PUBLICITY: Tanishq is currently the most prominent jewellery brand of India, and it pioneered the concept of branded jewellery and ornaments in India. The name Tanishq has been formed by combining "Ta" (the first two letters of Tata) and "Nishk or Nishkh" (meaning gold coin or necklace in Sanskrit).[7] Tanishq is India's largest jewellery brand with a wide range of jewellery in 22Kt pure gold studded with diamonds or coloured gems. It is the fastest growing jewellery brand in India.[citation needed] Tanishq, established in 1995, challenged the established family jeweller and introduced new rules in precious jewellery; a category as old as civilization. Tanishq challenged the age-old jeweller's word with Tata's guaranteed purity. Tanishq's initial foray into the jewellery business was a failure though. Tanishq at first introduced 18 Kt gold jewellery advertising 18 Kt as the 'international standard.' This less pure gold was completely rejected by the market dominated by (purported) 22 Kt gold. Later on, it exploded the market with facts about rampant impurity across India. It introduced technology-backed challenge in a category completely governed by blind individual trust. Tanishq introduced innovations likeKaratmeter, the only non destructive means to check the purity of gold; machine made jewellery, which offers superior finish and value to the customer and handcrafted jewellery which is influenced by various jewellery traditions of India.

Tanishq has set up production and sourcing bases with thorough research of the jewellery crafts of India. The 135,000 sq ft (12,500 m2). factory is equipped with the latest and most modern machinery and equipment. The factory complies with all labour and environmental standards, located at Hosur, Tamil Nadu. The brand brings together the work of karigars, who specialize in different styles of making jewellery. Karigars, who continue to be an exploited lot with other jewellers, are paid fair remuneration and work under good working conditions in Tanishq.

Tanishq, from the Tata Group, is taking its diamond education campaign to the next level with the launch of a new online campaign called The Curious Case of the Missing Diamonds. In April this year, Tanishq had launched the True Diamonds campaign featuring Bollywoods leading couple Amitabh and Jaya Bachchan. This campaign is aimed at making consumers aware of the various aspects of diamond quality. Tanishq has been synonymous with excellent craftsmanship, exclusive designs, and guaranteed product quality. It has built for itself the reputation of being a brand that strives to understand the Indian woman and provide her with jewellery that meets her traditional as well as contemporary aspirations and desires.

an 18 karat diamond studded brand, was launched in 1994. This ushered in the birth of branded jewellery in India. A radically new concept, it is a range of branded diamond jewellery for the masses. Gili offers pendants, earrings, rings in 18-carat gold studded with small, well-cut, good quality diamonds, as matching sets or by themselves; in a variety of designs that boggle the imagination. It is simply high quality, diamondstudded, designer jewellery at prices The Gili range was launched as more `wearablejewellery, as opposed to the kind you stored in your

`locker. "We wanted the college going generation and office-goers to be able to wear our jewellery without constantly worrying about its safety," says Sangani. Today, Gili offers 18-karat plain and diamond stud jewellery, which is suitable for daily wear. Indians, especially women, have a fascination for jewellery that goes back centuries. One manifestation of this continuous love affair with body ornamentation is the fact that Indians are the worlds biggest buyers of gold. The market for jewellery in the country is second only to that for foods and the trade is built around so-called family jewellers - the relatively small, standalone establishments that are ubiquitous across the land. Tanishq belongs to the House of Tata and, true to the groups policy; it aims at bringing in credibility and professionalism to the jewellery industry. Indias jewellery market is estimated to be worth Rs. 400 billion a year and the share of the organized sector - jewellery stores and brands managed by corporate houses - stands at about Rs. 10 billion. This small but significant niche is largely the creation of Tanishq, a path-breaking effort that has earned a well-deserved reputation for reliability and excellence, and for introducing pioneering concepts in an industry where tradition once ruled. The brand has a 40% share of the organized jewellery market and a 1% bite of the overall jewellery pie (Source: World Gold Council and Mckinsey study 2003). There are more than 300,000 independent, non-branded jewellery retailers in India. The vast majority of these are singular entities that function out of individual cities, though a few have expanded to acquire a state-wide.

RECENT CAMPAIGN PLANNING: Tanishq lets you buy now, pay later The company has unveiled two new schemes to help customers buy jewellery without feeling the

pinch The chit fund style of saving in small amounts every month and collecting a lump sum at the end of a fixed tenure has been picked up by Tanishq to sell its jewellery. Though such schemes have been in existence for many years with small jewellers this scheme is different as it comes with the guarantee of Tanishq. Tanishq's Golden Harvest scheme aims at helping women buy gold jewellery without feeling the pinch. The company will be targeting working women and housewives, who can see a savings of Rs.500 per month turn into gold in 15 months. Under the scheme, a member is required to make a monthly payment of a minimum of Rs.500 or in multiples thereof for 15 months. At the end of the term, the company will add a bonus equal to one monthly installment and the member can buy any piece of jewellery from the Tanishq for the accumulated savings. For example, if you contribute a monthly installment of Rs.500 under the scheme, then in 15 months it will add up to 7,500. The company then adds its contribution equivalent of one monthly installment i.e. Rs.500. So your accumulated savings becomes Rs.8000 with which you can buy jewellery. Says Mr. Jacob Kurian, Tanishq's chief operating officer, "The Tanishq Golden Harvest Scheme was launched on May 28 and has been introduced in over 30 cities around the country." Explaining the reasons why Tanishq went in for such a scheme, Mr. Kurian says, "Jewellers normally

offer schemes in the form of chit funds. Since the risk factors involved with these chit funds are high, customers are averse to investing in these schemes. Tanishq had received requests from many customers to launch a savings scheme." But the bonus offered in the Golden Harvest scheme (equivalent to one month's installment) is not so attractive when compared with the interest on a bank or post office recurring deposit (9-9.5 per cent annually). In a recurring deposit with a monthly installment of Rs.500, you can earn more than Rs.650 after a period of 15 months, while saving the money with Tanishq's Golden Harvest scheme you get only Rs.500 as bonus. If Golden Harvest proposition 'save first, then buy' seems unattractive, then Tanishq has a credit purchase scheme as well for you. And you can buy Tanishq jewellery with your Standard Chartered 'Sapnay' credit card programme, such that a cardholder can pay the half the value of his or her Tanishq jewellery purchase in six interestfree installments. However, you have to pay the other half of the total purchase value in cash. "The bank will debit the monthly installments (six remaining installments) every month to the customer's credit card account." Says Mr. Kurian, adding that under this programme, Indian customers can now buy gold and jewellery on credit. The credit purchase facility is being offered only in the five major cities in the country where Standard Chartered Bank has its offices.

Golden Harvest Scheme: GHS is one of Tanishqs most successful schemes, with over 3 Lakh members across the country and fast growing! So, what is the Golden Harvest Scheme ? Golden Harvest Scheme is a unique and systematic scheme to help you plan your jewellery purchases in advance! It helps you invest monthly to plan for a bigger purchase at the end of the term! Life is full of special events - daughters birthday, your wedding anniversary, sisters wedding or any joyous occasion. By investing systematically, these special occasions can be treasured much more! There are two convenient saving schemes to choose from: The 11+1 plan - where you pay for 11 months and get the 12th month instalment as bonus and the 18 month plan - where you can change your monthly installments each month and get a bonus at the end of the term! You can invest any amount starting from 500/- per month and in multiples of 500. Many customers across the Golden Harvest base have enrolled for 1 Lakh, 2 Lakh and multiples thereof! Tanishq has presence in 75 cities across India with 116 stores. You can choose to move your account wherever you move and purchase from that store!

Golden Harvest online! Golden Harvest Scheme is also available online! So, you can enroll for a GHS account online, manage your account each month by paying through credit / debit card and redeem by purchasing jewellery at any of the Tanishq stores across the country!

Log on to and enjoy the privilege of managing your GHS investment online! Golden Harvest has worked wonders for members from across the country! From easy, no hassle purchase of small Get the smarter advantage of harvesting gold through this unique scheme today!

TARGET AUDIENCE SELECTIONG & ADVERTISING OBJECTIVE: Aria, for seven stone diamond jewellery, Hoopla, focused on diamond studded hoops and Collection-G for lower priced gold jewellery with an interesting twist are just a few lines that have come out of the Tanishq stable in the last three years. The target audience for the Golden Harvest Scheme is the middle class people who cannot buy gold on the spot or at the same time. Their focus is on mid-segment.


When Titan launched Tanishq in 1995, the jewellery industryin India valued at Rs 40,000 crore, was mostly unorganized,with around 3.5 lakh players. India was the second largestconsumer of gold in the world after USA. Before 1992, onlythe Metal and Mineral Trading Corporation and the StateBank of India were allowed to import gold. In 1992, as part ofeconomic liberalization, the government abolished the GoldControl Act of 1962, allowing free import of gold. In 1993,private companies were allowed to enter the hithertorestricted gold and diamond mining

industry. Foreigninvestors were allowed to hold up to 50% equity in miningventures. In the 1990s, a number of brands entered the Indianjewellery market. In 1995, Mumbai based jewellery exporter,Gitanjali Jewels, started selling 18-carat gold jewellery underthe brand name of Gili. Su-Raj (India) Ltd. launched its 22-carat gold and diamond jewellery in 1997. Other well knowndomestic players included Tribhovandas Bhimji Zaveri,Mehrason's and P. C. Chandra. Among the foreign playerswho entered the market were Cartiers, Tiffany, De Beers andAshton Mining. Titan realized that there was a huge untapped market forbranded jewellery in India. The critical success factors in thebusiness were quality, fashionable design, and good after-sales service. Titan also observed that the changinglifestyles demanded lighter and trendier jewellery. After its launch, Tanishq faced several problems. With itsoriginal focus on exports, Tanishq's designs had beenconceptualized for the Western markets and were introducedin India without any alterations. Formal consumer surveysshowed that though brand awareness was quite high, itsuffered from several negative perceptions. Many potentialcustomers thought the products were over priced andassociated the brand only with the rich.

Hence, Titan decided to change its strategy on two fronts: Value proposition Retailing. Since the European designs in 18-carat gold did not find anytakers in 1997, Tanishq introduced 22-carat ornaments.Customer surveys revealed that gold jewellery was notbought so much for design as for value. Titan also decided todo away with the shop-in-shop formats and started retailingits jewellery through exclusive Tanishq outlets from 1998.Titan realized that, given the diverse nature of Indianethnicity, it would have to satisfy the tastes of all regions. So,

the designs became more ethnic. Titan also decided to transpose designs by stocking Bengalidesigns in Delhi, Keralite designs in Tamil Nadu and typicaldesigns from Tamil Nadu in Bombay in order to appeal to avariety of people. The same year, Tanishq entered thestudded jewellery segment, which it had ignored for long.Titan also tapped institutional customers also. In 1998, itlaunched the corporate gold gift scheme - 'When you want tosay thank you, say it in gold'. In 1999, Tanishq delivered goldcoins worth Rs. 20 crores to Maruti Udyog Ltd., to be givenaway as gifts to Maruti car owners. In early 2000, it mademiniature gold cars for Hyundai Motors to be given to selectdealers. The Tanishq strategy for the coming couple of years relies ontwo things increasing penetration in the domestic marketsand going abroad in order to diversify its revenue portfolio.

Tanishq jewellery is sold exclusively through three types of stores namely (a) Company operated stores (b) Management Agent stores and (c) Franchised stores We have Company operated stores in Bangalore, Hosur, Chennai, Calcutta, Mumbai and New Delhi. Tanishq has not only developed a national retail chain with uniform and transparent practices and policies but also maintained consistency of retailing standards across all these stores on an ongoing basis. Tanishq has undertaken certain marketing initiatives, including launching a heritage special collection and conducting sales promotion schemes to activate the market and attract customers. These marketing activities are usually on the basis of collections, seasons and certain customer schemes. Wedding/Heritage Jewellery A wedding is usually the biggest occasion for jewellery purchase in India. Tanishq has a wide collection of jewellery including bangles, ear rings, necklaces, sets specific to culture and ethnic requirements for wedding and wedding related occasions. Tanishq has

launched certain jewellery collections which take inspiration from Indian culture and is designed keeping in mind the modern Indian woman. Festivals We celebrate important festivals like Dhanteras, Akshaya Tritiya, Rakhi and Durga Pooja by offering special advertising, store decoration, promotions/schemes, and sometimes new collections too. Customer Schemes We institute certain schemes on a regular basis to build our existing customer base and to attract new customers. In addition there are certain other initiatives that we have done in our stores like (i) Category melas, where various products like neckwear, bangles, and others in various designs are put together in a store for a limited period and promoted through advertising, store facades and local activities; and (ii) Karat meter testing/jewellery servicing camps/jewellery makeover week.


In the late 1990s and early 2000s, with the increase in the numberof designers from design schools such as the National Institute ofFashion Technology (NIFT), a wide range of new designs becameavailable. In addition, the growing number of manufacturersneeded a retailing platform with global and national reach. Allthese led to the proliferation of branded jewellery players.Tanishq - Strategies for Wooing CustomersIn the late 1990s, players in the branded gold jewellery marketformulated strategies for wooing customers. According to JacobKurian (Kurian), Chief Operating Officer of Tanishq, thechallenges were many.As the jewellery market was highly fragmented, lacked branding,and allowed many unethical practices to flourish, Tanishq workedhard on a two-pronged brand-building strategy: cultivate trust byeducating customers about the unethical practices in the businessand change the perception of jewellery as a high-priced

purchase.Said Kurian, "We are changing the attitudes of customers fromblind trust to informed trust." To increase its marketshare,Tanishq formulated a strategy for luring people away fromtraditional neighborhood jewellers. Tanishqs strategy was tocreate differentiation and build trust.According to Kurian, the first part of the strategy was "to providea point of differentiation in a highly commoditized category which is the whole point of branding."12 The second part of thestrategy was to project Tanishq as an unimpeachable mark oftrust. According to Kurian, "If differentiation plays the role ofprimary attraction, trust takes care of lifelong loyalty."13 One way to create differentiation was through design.