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Sourav De(37)
Strongest and most inspirational brand in the jewellery category BRAND
Awarded most admired brand and Retailer of the year by Images Fashion
Enjoys a market share of over 40% in branded jewellery
R BASE
Introduction
To maximise the Tanishq brand presence across regional markets in India. Large format
outlets are intended to act as a one-stop solution and enhance sales.
At present, Tanishq offers only standard jewellery in its wedding range. The brand is planning
an expansion of its retail business in order to cross the INR 30 billion sales mark by the end of
fiscal year 2010.
The company will be opening a total of 17 more Tanishq boutiques in 2010 and its major
focus will be on large format stores of over 4,000 sq ft, as against the currently existing ones
which have an area of around 2,500 sq ft.
NEW ALIPUR –Road Map ( Tanishq New
INDIA KOLKATA Destination Store)
New Alipore is situated just south of ipore in betweenn Majherhat and tollygunge stations.
New alipore was created as a planned residential suburb of the city of kolkata by KMDA.
It is one of the better planned and pose areas of the city.
Economic condition of the area is very good.
New Alipore has turned out as one of the most sophisticated place of kolkata with land
price s among the highest in the city.
Per capital income better than the other area of kolkata.
People are well educated , cultured and sophisticated .
New Alipore is connected to all parts of the city by extensive bus services and connected
with diamond harbour road (NH-117)
Over hear, standared of living is high and life style is little different than the other area.
Majority of people are working in corporate sector, Flim industry and business man..
In that place many famous peoples are staying - Amartya Sen= Economist, Brinda Karat=
Politician, Indrani Halder and Dev= Flim Actors
P – Political
- Kolkata has been one of the most politically stable states in india.
- The current Govt. In W.B( TMC) done transparency in administration and diversion –free public
distribution sys tem in successfully.
E - Economic
- Cost of starting business in kolkata is 48.5% of GNI and relatively moderate value (ave-49.65%) in
comparision to major states in India.
- Tax rates in W.B are 80.8% which is comparatively lower than other states (ave-81.94%).
-Cost of labour charges are low.
- Impact of globalization is good.
S - Sociological
- Kolkata ‘s New Alipore ‘s population more than 10 laks. And it is one of the top pose and cultured
area.
- Well educated , working corporate professionals earning capacity are very attractive than the other area
of kolkata.
T - Technological
- I.T sector in kolkata is growing at a rate of almost 70% annually with 180 firms owing software
export.
- The govt. Lays emphasis on certain factors to promote investment in the technological sector.
L - Legal
- current home market legislation, future legislation.
-environmental regulations, employment law, consumer protection
- industry-specific regulations, competitive regulations
E-Environmental
-Kolkata, the second largest city is the capital & the commercial hub of West Bengal .
-It is positioned with three international frontiers, i.e. Bangladesh, Nepal, and Bhutan making it a
favourable destination in terms of trade prospects.
Other Strategic Issues
TARGETS
- For most retailers, the size of the target market
and the location of the highest density of their • Working women(9-5)
target market will help determine where their
business should be located.
• Teenagers
• Early nesters
- Estimates to determine size of
target market
Popular
Mass
Tanshiq main competitors are Anjali jewelers, M.p. jewelers & Senco-
Gold in that area.
Those company had already their own customer at that area, they provided
good service quality about jewelers design & making charges.
Those company well maintain their existing customer & also royal
customer.
Some small-middle level jewelary retail outlet stay hear.
Some senior people always stay their local brand jewelers.
Local brand jewelers businesses strategies is low-middle base customers,
They focus mass marketing.
Brand market wise Getanjali, gili, D’damas, asmi, nakshatra are main
strong competitor.
Basically those brands are available shopper stop, pantaloon’s.etc at
Kolkata
Tanishq has undertaken the following marketing initiatives:
ADVERTISMENT
Print advertisement : In Leading news paper and famine magazines are targeted to do the
advertisement. In short they know their target market and hence do advertising as required.
Bollywood tie-up:
Has done tie up with “Paheli” and in “Jodha Akbar” Movie where they launched a product
line named
Jodha Akbar.
www.tanishq.co.in
www.hoovers.com
RECOIL