TRIPURA UNIVERSITY

A PROJECT REPORT ON
PRODUCT DIFFERENTIATION OF

SUMBITTED BY PURBA DAS MBA 2ND SEMESTER ROLL NO- 41 TRIPURA UNIVERSITY

PRODUCT DIFFERENTIATION
The topic called product diffrentiation can be defind as-------y Difference in Quality accompanied by Difference in price y Difference in functional features or design y Sales promotion activities y Difference in availability

INTRODUCTION
Tanishq jewellery, from the Tata Group, has been synonymous with superior craftsmanship, exclusive designs and guaranteed product quality. It has built itself the envious reputation of being the only jewellery brand in the country that strives to understand the Indian woman and provide her with jewellery that meets her traditional and contemporary aspirations and desires. Tanishq is India's only national jeweller that offers gold and gem-set jewellery (in 22 and 18 karat gold) in over 5000 traditional, western and fusion looks. The Tanishq retail chain currently includes 115 exclusive boutiques in 75 cities, making it India's first and largest jewellery retail store chain.

Tanishq is a prominent jewellery brand of India. The name Tanishq contains the word "Nishk" meaning gold coin or necklace in Sanskrit. It pioneered the concept of branded jewellery and ornaments in India. It is a division of Titan Industries Limited, a company promoted by the Tata Group, one of India's largest conglomerates. Tanishq started in 1995 and challenged the established family jeweller system prevalent in India.Tanishq has an exquisite range of gold, gems and diamonds jewelery. It is the largest and fastest growing jewellery brand in India.Tanishq has set up production and sourcing bases with thorough research of the jewelery crafts of India. The Tanishq factory located at Hosur, Tamil Nadu (India) spreads over 135,000 sq ft (12,500 m2) and complies with all labor and environmental standards.

Tanishq spread awareness to the public about alleged impurity in Gold jewelery across India. Tanishq introduced innovations like Karatmeter, the only non-destructive means to check the purity of gold and machine made jewelery. Tanishq has had to negotiate many bumps and curves to reach the highway to success. The story began when Titan entered the jewellery business in 1995, primarily as a manufacturer, with retailing as a distribution channel.

But the company soon realised that selling jewellery was actually a more retail-intensive business, and that the real value addition and competitive challenge was to establish itself at the front end.In early 2000, Titan organised itself into two small business units: watches and clocks, and jewellery. According to Jacob Kurian, chief operating officer, Tanishq, this helped the company redefine its business purpose and focus. "We are retailers," he says. "We design, manufacture, market and build a brand, but the primary focus is to define ourselves as retailers and create a unique proposition that consumers can relate to." Tanishq eventually has managed to carve a niche for itself within this segment by becoming India's first branded jewellery manufacturer and retailer, and by bringing professionalism to the market. Tanishq's arrival has helped change customer attitudes, while altering the traditional way jewellers did business.

** Difference in Quality accompanied by Difference in price

At Tanishq, the certificate of Authenticity provided with the jewellery ensures that you get what you pay for. Charging the rate of gold for the weights of stones used in a product. At Tanishq, you are charged only for the net weight of gold used in the product. The price of stones is added separately.Having a different rate for selling and buying gold jewellery. At Tanishq, a single gold rate is maintained for buying or selling gold jewellery.In some cities across the country there is a wastage component attached to making charges. Tanishq was the first jeweller to provide certification for the purity of gold used in products. Tanishq has its own hallmark to certify the purity of Gold. Every peace of jewellery has a Q mark which stands for Quality indicating that the products has undergone that quality check. You can walk into any Tanishq store and check the purity of products. Recently Tanishq has launched a new collection of 22-karat lightweight gold jewellery at all its 48 showrooms across the country.Lightweight jewellery is popular with modern, young women. he Tanishq lightweight range has superbly designed pieces, which look heavy, but are light to

wear. They meet a growing need for affordable jewellery, that looks great. The collection is targeted at the discerning Indian woman who combines tradition with modernity. It is extremely affordable, contemporary yet has a traditional look and feel.Research has shown that while lightweight jewellery is in great demand, women are concerned about a possible compromise on karatage and quality. The new collection addresses all these concerns, because it carries with it Tanishq's uncompromising standards of 22 karat gold purity, and is put through stringent quality tests. The starting price in this collection is as low as Rs 733. A set of neckwear and earrings in 22 karat gold will cost only Rs 10,000. The starting prices of Tanishq's lightweight products are as follows: Lightweight chains Rs. 5,000 Lightweight stud earrings Rs. 1,595 Lightweight drop earrings Rs. 3,135 Lightweight bangles Rs. 5,605 Lightweight pendants Rs. 733

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Difference in functional features or design

Tanishq gives innovative and unique designs,which is accepted by maximum number os womwn who buy tanishq products. Tanishq alwaz focuses on consumer likings and prefferences,they depend on deep customer tresearch study and then execute their designs.They got highly skilled and experienced designers who concentrate while designing on each and every corners of any particular jwellery. they alwaz come uo with innovative and latest designs and few of their latest launches are:the wedding collections,with high range stones like ruby with variety of colours - Teenager collections which are 9 karat diamond products with light designs. - Brass Collections are 18 karat gold products which are light weight and can easily used as daily wears,mostly preffered by working womens. - Glamour Gold which are all of modern designs with diamonds and various stones with all heavy and light designs.

- And the latest Taj Collections are the gorgeous high range collections with 22 karat gold in it and the desings are very much unique in nature and are taken from the Taj Mahal wall designs.

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Sales promotion activities

The primary promotional medium for Tanishq is its boutiques, which explains the emphasis on store design and layout. "Our stores demonstrate design leadership and differentiation. Our challenge is to provide excitement around the collections in our outlets." The flagship store, on Dickenson Road in Bangalore, is as spacious as they come. For the launch of Diva, Tanishq's pearl and diamond collection, the store had two huge cutouts of models displaying the designs. Inside the store, jewellery is artistically displayed in floor- and wall-mounted showcases, and highlighted through lighting. The entire ambience is one of opulence. Other than that the regular promotional programmes are the y National advertisements on different television channels, y Tanishq hodings on metro cities,

y y y y y y

News paper addvertisements, promotional tanishq text messages to various customers (tanishq TD), Telecalling with a toll free number face to face meetings by the marketing executives awareness programs by management trainees. then the regular get together for tanishq related awareness on the basis of region, store locatons,cities etc. Few of Tanishq's programes made huge succcess and made a strong space in the minds of their loyal customers and also the jwellery buyers in india and abroad these areThe Femina Miss India Crown is made and designed totally by Tanishq everytime. The Jwellries showed in the muvi "jodha Akbar" and was worn by actress Aishwaria Rai was sponsered by Tanishq and all are tanishq's unique product.and the recent addvertisement coming on television with brand ambassador Amitava Bachhan and his wife Jaya Bachhan is also liked by many number of customers.

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Difference in availability

Tanishq today has 48 exclusive showrooms, five owned by the company and the rest franchisees spread across 37 cities in India. The locations are chosen on the basis of geographical spread and the shopping dynamics of a particular metro.There are basically three kind if stores L1, L2 & L3.L1 type of stores are fully company stores,L2 stores are 50% company & 50% franchiscee,and lastly the L3 type stores are fully franchiscee stores.generallly all the stores gets open and close at normal timings according the place rules and are easily reachable.

Tanishq 's Contribution to the film "Jodhaa Akbar"

Tanishq, Indias leading innovative jewellery brand, unveiled its biggest campaign ever focusing on recreation of all that glitters in the upcoming historical epic Jodhaa Akbar.

In association with the movie Jodhaa Akbar, Tanishq brings out the divine details of the art forms from the medieval era giving an insight to Indias glorious past by creating jewellery complementing the Mughal and Rajput excellence in jewellery craftsmanship. The campaign highlights Tanishqs initiative to revive unique head to toe royal Jewellery and reviving a lot of beautiful ornaments including sarpech, archers ring, arsi, bhor, hansli, which are lost in sands of time. The film, directed by Academy Award nominated Ashuthosh Gowarikar, is an epic tale of love and passion between Akbar, the greatest Mughal emperor and his Rajput wife, Jodhaa Bai. Tanishqs quest for authenticity and fineness is portrayed in Jodhaa Akbar collection. For Jodhaa and Akbar, magnificent ornaments were a part of life that defined their status and royal lineage. Accordingly, Tanishq bedecked the emperor and his bride with a dazzling array of precious ornaments ranging from elaborate neckwears, rings, bangles, earrings and chains to more traditional pieces such as the sarpech (turban ornament), hathphool (hand ornament) and bhor (forehead ornament) Jewellery plays a significant role in my film, right from defining the cultural background of the characters (Rajput or Mughal) to signifying the role the royalty is playing at a specific occasion. The ornaments had to be created keeping in mind its relevance to the two rich India traditions i.e. Mughals and Rajputs, depicting the opulence of royal trousseau. We needed to collaborate with a jewellery expert that could not only bring alive the past but also create pieces of precision so fine. And this was made possible by Epigram Advertising that brought Tanishq and us together on this project. Tanishq has crafted jewellery for not only Jodhaa and Akbar, but also other Rajputh kings, queens and Akbars navratnas.

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Some diamond collection of tanishq which makes them completely different from its competetors.

Diamonds have always been the most desirable jewellery for every woman. Understanding the growing inclination and fondness for diamond jwellery, Tanishq, Indias most preferred jewellery brand introduced over 200 new exquisitely crafted designs in high value diamond jewellery segment amidst glitz & glamour in Mumbai. Crafted elegantly for a distinctive appeal and style, each piece of jewellery has a story to speak, making them unique and timeless. These beautiful and magnificently designed hi-value diamond jewellery collections comprising of necklace, earring and bangles. The evening saw some prominent names from the entertainment & fashion industry present at the wine and cheese party organized to launch the exquisite designs in hi-value diamond jewellery from Tanishq. Gorgeous and renowned super models Nethra Raghuraman, Tapur & Tupur Chatterjee, Alecia Raut among others walked the ramp at the fashion show showcasing the exclusive fashion colllection. It was an evening adorned with style and substance.

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Speaking about the collection, Mr. Sandeep Kulhalli, Vice President, Tanishq said, The demand for diamonds has been rising steadily and even the conventional gold buyer is now opting for diamond jewellery. As a part of our strategy, we are focusing on high value jwellery which is targeted at the affluent buyer who is less focused on the investment value and is looking more at the ornamental value. Tanishq, from the Tata Group, has been synonymous with superior craftsmanship, exclusive designs and guaranteed product quality. Designed to embody the modern day Indian women, Tanishq hi-value diamond jewellery is an ode to her sensibilities. Tanishq has been continuously evolving to suit her needs at various occasions in her life. It has built itself the envious reputation of being the only jewellery brand in the country that strives to understand the Indian woman and provide her with pure jewellery that meets both her traditional and contemporary jewellery needs. Tanishq, India's only national jeweler offers gold and gem-set jewellery (in 22 and 18 karat gold) in over 6000 traditional, western and fusion looks. The jewellery is manufactured in a fully integrated manufacturing plant with state-of-the-art equipment. The Tanishq retail chain currently includes 115 exclusive boutiques in 75 cities, making it India's first and largest jewellery retail store chain.

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Tanishq's light diamond jwelleries

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Other unique Collections

Tanishq Design Accolades

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Tanishq Moham Jwellery

Tanishq Kundani And Polki

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Tanishq Diamond Collection

16 LATEST VARIETIES

Everydays: Like apples, diamond jewellery from Tanishq that is not just wearable everyday but makes you feel beautiful everyday too.

Jodhaa Akbar: A marvelous amalgamation of the rich Mughal and Rajput cultures. A rhapsody of gems and artistry that brings ancient traditions alive in a modern context.

17 Sampoornam: Authentically South Indian in essence and elegantly crafted in a traditional closed, complete setting- a symbolic celebration of everything you hold sacred in your marriage.

Aleya: Raw, beautiful, elemental range of jewellery that showcases uncut diamonds in open setting. Brings to life the sheer grandeur of raw diamonds that also makes them lighter to wear.

Aria: The diamond flower collection using the traditional set of floral motifs. A celebration of all that makes a simple flower a captivating creation.

Special thanks to Mr.Kaushik (Tanishq employee) for helping us in makiing this particular project successful.

THANKING YOU