trinity institute of professional studies
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Trinity institute ofprofessional studies
Minor project report on tanishq
Submitted to: submitted by: sonam
BBA (G)06490401709
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ACKNOWLEDGEMENT
With an overwhelming sense of gratitude I acknowledgment the
valuable and consistent encouragement extended to me. By whose
guidance I am able to accomplish this endeavor .this technical
acumen and year of experience have provided I with crucial input at
critical stage .i am specially thankful to trinity institute of
professional studies provided material which helps me in
accomplishing the task assignment
I also want to thank my project guide (Ms. Vani arora) who
encourage and motivated me to work upon this project.
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CERTIFICATE
This is to certify that sonam is a bonafide student of this institutepursuing BBA full time programme of 3 year duration which is
affiliation with GGSIPU and has it undertaken a minor project report
on in partial fulfillment of BBA degree as required under the rule of
university.
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Content
S.no Topic chapter
1 Introduction Chapter 1
2 Product line and collection Chapter 2
3 Tanishq policy Chapter 3
4 Tanishq marketing strategy Chapter 4
5 competitors Chapter 5
6 Market research Chapter 6
7 Profit Chapter 7
8 Swot analysis Chapter 8
9 Future strategy Chapter 9
10 conclusion Chapter 10
11 Bibliography Chapter 11
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Chapter 1
Introduction
Tanishq in Indias largest most desirable and fastest growing jewelry
brand in India started in 1995.tanishq is the jewelry business group
of titan industries ltd. promoted by the Tata group .Indias most
respected and widely diversified business conglomerate
This year marks a decade of successful inning for tanishq with a
retail sale of 1200 crore last year and gunning for 2000 crore this
year. Tanishq has arrived in in anIndian jewelry market.it is a story of
a successful Indian enterprise. This has delivered value to its
customer and shareholders in a complex category, marked by its
completely localized front end as well as back end.
Tanishq has set up production and sourcing bases with through
research of jewelry crafts of Indian jewelry at tanishq is crafted in one
of the worlds most modern factories .the completewith all labour
and environmental standard located at hosur .tamil nadu ,the
1,35,000sq.ft. Factory is equipped with the latest and most modern
machinery and equipment .every product at tanishq is painstakingly
crafted to perfection. Diligent care and quality processes ensure that
the tanishq finish is unmatched any other jeweler in the country
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tanishq challenged the age-old jewelers word with
Tatasguaranteed purity.it exploded the market with fact about
rampant impurity across india.it introduced technology backedchallenge in a category completely governed by individual trust
.tanishq introduced innovation like karatmeter,the only non-
destructive means to check the purity of god.
Tanishq also introduced professional retailing in the disorganized
Indian jewelry bazaar, where women can shop with comfort and
peace, without worrying about the purity of the jeweler they are
buying, as well as selected from the best jewelry collection available
in the Indian market.
Tanishq today is Indias mostaspiration fine jewelry brand with 91
stores in 64 cities .with an exquisite range of gold jewelry studded
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with diamond or coloured gems and a wide range of equality
spectacular jewelry in 22k pure gold. Exquisite platinum jewelry is
also part of the project
Jewelry is one of the last great commodity frontiers in Indian; it hasremained so because this market is very unorganized .tanishq has
successfully 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
-Harish bhat, CEO, tanishq.
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Locating tanishq
Tanishq had its first showroom in Chennai in 1996.today it has over
60 showrooms in 47 cities. Only six of these are ownedbythecompany. The rest are run by the franchises.
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Chapter 2
Product line and collection
Tanishq diamond
The sparkers of diamond has always attracted to a men. Finding your
perfect piece of diamond jewelry is an exhilarating and unique
experience.as with any significant purchase.it is important then you
make an educated decision.
Cut and crafted with utmost care. Tanishq diamond come with acertificate of authenticity, stating and cartage colour and clarity of the
stone to enable you to know exactly what you are paying for.
No gemstone expresses human emotion more powerfully then a diamond
and tanishq transform these precious stones into breathtaking
masterpieces. Each unique and splendid in designer when it comes to
diamond at tanishq you will bespoilt for choice from many collection we
have to offer
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Tanishq gold
From the traditional harams mangal sutras and thralls to the more
fashionable earing, chains, bracelets and ring, thereis a lot to choose
from at tanishq
In India gold has always been associated with security and is the most
valuable form of insvestment.however, it has been observed that
consumer is an easy target to several malpractices like under karatmeter,
under valuation of gold
Sold and unfair buy back policies due to the track of awareness about
these issues
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Tanishq propagated ethical practices not only by assuring that customer
purify and sellingpolicy.but also fair policies to the karigara who craft
the jewelry
Tanishq designs in pure 22 k gold are not only unique expressing thewearer individually but each piece is subject to the intricate process of
designe,craftingand stone setting with stringent quality standard at every
point
Tanishq platinum
Pure
Platinums purity endows it with a brilliant white luster. This help to
reflect the true radian of diamond .because it is generally 95% pure (18k
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gold is 75%pure), platinum jewelry does not fade or tarnish and keep its
looks for a lifetime.
Rare
Platinum is rare, theconverted treasure of descending individual .there is
very little platinum in the earth and it is found in very few places around
the world. This exquisite metal is 30 times rarer then gold platinums
rarity makes its exclusive and distinctive a celebration of your
individuality
External
Platinum jewelry is the perfect choice for lifetime of everyday wear.
Platinum does not wear away and holds precious stone firmly and
securely
Platinum and white gold are distinctly different material and must not be
confused .platinum is a metallic element while white gold is a sold alloy
,which which gets its white colour due to platinum or nicked.
Tanishqs platinum representsexcellent value of money. The price may
be higher than the smaller item in gold but platinum is pure.ratte, ending,
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beautiful, luxious classic and the perfect host for
diamond precious qualities that make it worth thatlittle bit extra for it.
The collection
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The diamond collection
No gemstone express human emotion more powerfully than the
diamond after all, a diamond is a timeless and finding your perfect piece
of diamond jewelry is an exhilarating and unique experience .cut and
crafted with utmost care the diamond collection render each piece
eternal
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The wedding collection
The bride blushes ;everyone around smiles; the shenai announce
festivity; the priest chant auspicious promises that she walk demurely a
vision of beauty her jewels are exquisite .crafted by the best in the land
.as pure as the blessings bestowed on her. The jewels of the bride are
beautiful like a
bride.
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To make the wedding special in different style like heavy weight
jewelry or jewelry inspired by the old days or we can say 18s style
jewelry which is very popular in these days Tanishq launch wedding
collection in diamond ,platinum and white gold
In the Bollywood movie jodha Akbar the jewelry of ashwariya rai
bacchan and kritik roshan was from the tanishq
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The zoya collection
Intricacy coupled with simplicity; the magnificence of history
interwoven with liner contemporary .secrets of the pharaohs masked
with the mystery of the cosmos; oriental act embellished with occidental
architecture; natures bounty matched with mans ingenuity.
The fashion earring collection
The fashion earring collection has with range of over 300 exclusive
designe.keeping in the tune with the ranging popularity that earring
currently enjoy. The tanishq designs team has created the fashion earring
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collection. Inspired by the evergreen jhumkas or karmaphools and the
trendy chandeller and delicate stiletto designs.
Some other collection is
1.The kundan and polka collection2.The colors of royalty collection3.The moham collection4.The aria collection
The fashion earring and the wedding collection is the most popular
collection in the jewelry market. Everywoman wants to look most
beautiful women on the day of her wedding and tanishq make their
dream real
Chapter 3
Some policy for wooing the consumer
Return policy
offer an simple return policy. If you are
not entirely satisfied with your purchase, you may return the
product/s bought from www.tanishq.co.in.*
* In the unlikely event that any merchandise you have ordered
from
us is not received in good condition, is damaged or defective,
or
if merchandise delivered is different from what you had
ordered,
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you may return the merchandise unused, and in the same
condition
as you received it, in its original packaging along with original
tags, for a refund.* You may drop us an email at *_Contact Us_* or call our all-
day
helpdesk at 1800-425-4653 (10:00 am to 7:00 pm India time-
GMT +
0530 hrs)*,* and request a return within 7 days from delivery
of
the product to your shipping address. We will arrange for the
merchandise to be collected from the delivery address through
courier, and returned to us. We shall process the refund subject
to receipt of the merchandise at our location in unused
condition
in its original packaging along with original tags and invoice,
failing which return/ refund may not be possible. Please note
we
shall not entertain any request after 7 days from delivery of the
product. Any returns through courier, must be accompanied by
the
original invoice, which is shipped along with the products. We
will not be able to accept returns which are not accompanied
by
the relevant original invoice. We shall process the refund
subjectto receipt of the merchandise at our location in unused
condition
in its original packaging along with original tags and invoice,
failing which return/ refund may not be possible.* *
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*
.
* Any Anuttara points which are accumulated at the time of
purchase
will be reversed if such products, on which points were earned,
are returned.
* In case of return of product/s the customer shall be liable toreturn all the product/s which were offered free as an offer on
purchase of the original product/s
* In the event you return any item which is delivered to you in
damaged/defective condition, there will be no additional
shipping
charges.
* If you request a return, at the time of collecting the
merchandise, our courier partners shall give you a courier
Airway
Bill, which is to be retained for future reference. Please also
keep a copy of the sales invoice for future reference, before
handing over the return merchandise and original sales invoice
to
the courier. We will send the original invoice back to you
through
courier, after processing your return request.
* Any refund against a return request made to
www.tanishq.co.in
all-day helpdesk, and collected by courier from the delivery
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address where the item was originally delivered, shall be
processed only upon receipt of the merchandise in unused
condition, along with the original sales invoice.
* Refunds of payments charged to the Cardholders debit /credit
card
will only be credited back to the Cardholders debit / credit
card
account, which was used to pay for the original order. Please
note
that we shall not be responsible for any delays in credit to the
Cardholders debit / credit card account as that is managed by
the
Cardholders issuing bank.
* Jewellery being precious in nature can only be returned
through
our authorized courier partners.
* We shall not be allow _any exchange_ of jewellery products
due tothe price differential that exists, as no two similar jewellery
products will be of exactly of the same price. However, we
shall
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make the refund into your account directly and you could make
a
fresh purchase online* *
Privacy policyTanishq follow the privacy policy they believe that customers is very
special to them they never handover any information of the customer to
any one in any condition
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Exchange policy
In the tanishq they offer great deals to thecustomer like they started theexchange policy if you have some old gold jewelry so you can go to the
tanishq showroom and in exchange of that old jewelry you can get some
% discount on the gold or the platinum jewelry or you can get new
fashioned jewelry in the exchange of your jewelry
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Chapter 5
Tanishq marketing strategy
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Chapter 6
Tanishq market research
Tanishq emerges as the known brand with the highest awareness and
recall. The difference between the leader and the follower is always
greater when the former have a head start, and when the pace and effort
of the leader intensify, the possibility that they will continue to be at thetop is a foregone conclusion. The solitate tns survey shows that tanishq
is the best known brand across in Mumbai .new Delhi and Bangalore a
finding which lends credence to the leadership factor more than the 65
% of the target audience has no hesitation in coming up with the name,
providing that the extension branding exercise undertaken by tanishq(a
division of the Tata groups company )titan industries has paid off well
two decades in the business over 70 retail outlet across the country and
pioneering efforts to make jewelry buying into an unforgettable
shopping experience .all these factor combined to make the brand into a
household name
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Indias top ten best known jewelry brands
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Chapter 7
Profit generated bythe tanishq
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Chapter 8
Swot analysis
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Strength
Purity of the jewelry through karatmeter is still the sign of total purity
distribution network and retailing store are in place of the company with
130 store countrywide .mind blogging award winning designs have
come for the country .diversity in jewelry gold diamond
platinuminhance the product range of the company.we also have
competitive price for the entire product ranges as compared to the
competitor
Weaknesses
Capture is 70,000crore Indian jewelry market tanishq comprises a small
share of the overall is 70,000 crore Indian jewelry market and and hence
indeed to increase its market share in this huge industry escalated gold
cost has caused lower margin is to push sales as much as possible
Opportunities
Global market like USA needs to be looked at low cost and easy to wear
jewelry should be further promoted. Customized jewelry designershould
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provided to the customer .concentrate on gen-X by having treated
jewelry .expend retail shop in India to further increase reach
Threats
Competition from the local jewelers all over India lack of skilled worker
in jewelry industry .gold is no longer source of investment people are
more concerned about design and luxury
Chapter 9
FUTURE STRATEGIESout with specific traditional collections to cater to brides from the
regional communities.
To maximize 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 jewelry 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 With a view to expand
in the estimated INR 1,000 billion Indian jeweler market, Tanishq will
come 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 around2,500 sq. ft.
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Asin is brand ambassador of the tanishq jewelry currently and its 1st
time
that the south actress is endorsing tanishq
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Chapter 10
Conclusion
Tanishq is a fast growing company, tanishqbelieve in purity of their
product and serve it to the customer but they are lacking in one thing
from their competitor which is advertisement. They should work on their
advertisement because tanishq is a brand which serves to the all category
people, on the other hand competitor are doing great advertisement and
people are known to them . Tanishq is a brand about luxurious designs
and quality. People think that tanishq is for only the high class people,
but tanishq have a collection in all range but because of high standard
reputation. Tanishq should get closer to the customer bywhom they can
know the tanishq and their product. Tanishq have very glorious
collection of different product. But display is very less or branches of
tanishq are only in the limited areas. They have to work on the
distribution of channel is very low and advertisement is also less they
should work on these two points and they can become a top industry in
jewelry market
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Bibliography
Cade studies and management resources www.icmrindia.org/
Tanishq official website- www.tanishq.com
Management student forum-
http://www.managmentparadise.com
The Hindu business line- www.thehindubusinessline.com
Business standard- www.business-standard.com/-