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Brand Speak
In today's complex scenario of 360 degree communications , Brands and Brand Building is taking on a new meaning. To be able to get insights into Brands and their Brand building strategies, exchange4media brings the freshest and in depth perspectives from marketing and brand honchos of leading brands in this new section BRANDSPEAK.


"Jewellery is one of the last great commodity frontiers in India; it has remained so because this market is very fragmented, 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 Bhatt, VP - Retailing, Tanishq

In this session of Brand Speak, Harish Bhatt - VP Retailing, Tanishq, shares valuable insight about Tanishq's brand positioning, how the company copes in lean periods and key plans of expansion, consolidation and communication, with exchange4media's Jasmeen Dugal. Tanishq, which is a member of the Tata group, has always been synonymous with pure jewellery and classic designs for Indian women.
Tell us about your marketing and communications strategy. Are you aggressively using advertising, PR and events to reach out to the consumer?

Our marketing strategy focuses on making Tanishq the most desirable brand of jewellery in India. Tanishq is today rated as one of India's most aspirational brand of jewellery. We intend to further strengthen this appeal in the months and years ahead by evolving many more opportunities for consumers to interact with our brand.

We therefore work with two key marketing objectives: first, drawing new customers into our sixty stores located across the country; and, second, building long-term relationships with our existing and rapidly increasing customer base. Last year, more than 1.2 million Indian women shopped at Tanishq - this year, we are targeting a growth of 40% in this figure.

We use 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 our brand.


What is the extent of your marketing activity? Do you rely heavily on below-the-line support? Tell us about some of your BTL campaigns.


Marketing is integral to brand Tanishq. We are transforming the marketplace for jewellery by bringing to this category many proven principles of brand marketing. Jewellery is one of the last great commodity frontiers in India; it has remained so because this market is very fragmented, very 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.

We do rely on below-the-line support, in addition to media advertising. Let me give you an illustration from earlier this year, when we launched 'Tanishq Collection-G', a collection of 9-to-5 jewellery for the working woman of today. Our marketing team organised presentations to working women at several corporate offices, even corporate canteens during the lunch break. We put in place cross promotional tie-ups with other "working women" spaces such as music stores, beauty salons, lifestyle stores and bookstores.

We 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 we believe 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 with the launch of "Solo". Is there any specific reason, or is it just an exercise to widen the target audience?


Tanishq appeals to all discerning consumers of jewellery in India, not merely to the elite. We believe that 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 we believe that Tanishq 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.

What is your key differentiator?


Tanishq offers consumers a unique value proposition, which combines three relevant and compelling values:

First, absolute trust and reliability. Tanishq is synonymous with purity in gold and diamond jewellery. Our Tata parentage reinforces this value even further.

Second, discriminating designs and craftsmanship. Tanishq has a team of award-winning jewellery designers, and our designs speak for themselves. Women who come into our stores fall in love with our designs, and inevitably come back for more.

Third, a differentiated shopping experience, which offers the right ambience, privacy, the comfort of browsing at leisure and transparent transactions with respect to all elements of purchase including critical aspects such as pricing and exchange of gold jewellery.

All these are key differentiators in a jewellery market which is largely commodity-driven, which is led more by mass-market volumes than by differentiated design, which is hostage to a number of unethical practices ranging from underkaratage of gold to wrong certification of diamond quality.

In such a market, Tanishq is a discriminator


The jewellery business generally witnesses a demand surge during festival times or the marriage season. During the rest of the time, what is your view on advertising? How do you utilize advertising during such lean periods?


It is true that festival times or the marriage season are peak periods of sales of jewellery. However, there is considerable purchase of jewellery, which happens and can potentially happen during the rest of the year as well - for birthdays, anniversaries, gifting, impulse purchases, etc. I would therefore contend that, 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 successful stimulated demand for jewellery throughout the year through launches of new jewellery collections, a range of exchange programs and other offers (such as our recently concluded "Impure to Pure" exchange offer) and a number of in-store events. As a result of these efforts, even while the market for jewellery declined by more than 15% last year, Tanishq grew by 40% for the third successive year.

Successful demand generation through a slew of marketing measures is, in fact, at the core of the rapid, profitable growth, which Tanishq has witnessed during the past three years.


"The Barista store is our brand. Our brand is also the customer sitting in Barista. And there is a very close correlation and fit between the two"
Basav Mukherjee, Head Marketing, Barista.

"If we look at the market then female segment is very important to us. An Indian woman will always prefer modern scooters and scooterettes for their use. Motorcycles, because of their shape, are a problem for them and they also do not like geared, old-fashioned scooters. I think we would have a 40% share of these buyer."-Sulajja Firodia Motwani, Jt Managing Director, Kinetic Engineering.

"It is the technology advantage and not the lower rates that is attracting more and more customers to Reliance India Mobile"
-Kaushik Roy- Head of Marketing,Reliance India Mobile.

"By continually introducing new products, expanding our target base and with Amitabh Bachchan endorsing our product, we are confident that Parker will be a Rs 100 crore brand by next year."
-D.K. Jain - Chairman and President, Luxor Writing Instruments Pvt. Ltd.

"The basic philosophy of 'Vardaan' is that it can deliver the same level of satisfaction and pleasure that a person gets from a normal bidi but without the ill effects of tobacco."
- Kartik Raina, Chief Operating Officer, Dalmia Consumer Care.

"The people who have already experienced the lifelike sound of Bose are the biggest advertisers for us through the ‘word of mouth’. Besides some routine advertising we believe in letting people experience the products."
- Ratish Pandey, General Manager,Bose Corporation India Pvt. Ltd. - July 10,03

"I have been in this job for 30 years and I can confidently say that the kind of challenges that Eveready has faced, its difficult to find a company that has gone through so much and yet managed to remain on top."
- Roshan L.Joseph, Director Eveready Industries India Ltd. - June 27, 03

"About 50 per cent of the better-known liquor brands in India belong to Shaw Wallace. In that respect, there is no change in the positioning of the company; we are consistently focused on offering powerful brands that set new yardsticks for the industry to match." - A K M A Shamsuddin - President Shaw Wallace - May 17, 03

Our branding techniques have ensured that Zip is not seen as an ordinary phone instrument, we have been able to allot it certain personality traits. Consumers perceive the Zip Fone to be friendly, trustworthy, smart and young"- Shishir Lall, President, Zip Telecom - May 08, 03

"Saffola provides us with an ideal platform to capitalize on the trend of increasing health consciousness by offering a number of new food products that are able to cater to needs in this area"
- Arvind Mediratta, Head-Marketing, Marico Industries Ltd. - April 17, 03

There are a lot of juicewalaas in city markets, so juice is not something Indian consumers had not seen before. And, we felt if we give them juices in a packaged form, which is more hygienic, it should do well"
- Amit Burman, Chief Executive Officer, Dabur Foods Ltd.,- April 08, 03

"In service industry demystifying each product to the customer and demonstrating real benefits meaningful to him, therefore, assumes greater importance"
- Tulsi Mirchandaney, Sr. VP-Mkt & Projects,Blue Dart - April 01, 03
"Timex has captured market share amongst the young and young-at-heart, upwardly mobile, sporty, fashion conscious and those who follow the latest trends in technology"
- Kapil Kapoor, MD, Timex Wathes Ltd - March 22, 03
"In this segment there is a skew in the Indian market. Here investment is done predominantly by males. Also, a person seriously starts looking into investment at an approximate age of thirty, when he has investable surplus"
- Ambareesh Murty, VP - Marketing, Prudential ICICI - March 07, 03
"The demand of tyres in a particular market is determined by the vehicular population in that market. However, the ownership patterns are now slowly changing, specially in the metros, affecting the marketing strategies of tyre majors"
- Neeraj Bhatia, GM (Marketing), J K Tyre - Feb 21, 02

"Loyalty clubs and home to home promotions are more interactive and give greater time to talk to the consumer. I believe it will build brand shares faster than usage of other media vehicles"

- Kartik Raina, MD, Dr.Morepen - Nov 28, 02

"We are trying to position Liberty as a more vibrant and contemporary brand without leaving the current comfort, durability and value planks."

- Adarsh Gupta, Executive Director, Liberty - Nov 08, 02

"Advertising does help in building brand recall, but advertising alone does not sustain a brand"

- Vikram Bakshi, MD, McDonald's - Sep 02, 02
"We are both clear and consistent in our positioning. The tagline is "Hungry Kya" and the business model is delivering hot n fresh pizza in 30 minutes, guaranteed. We have no plans to change this successful positioning in the Indian market."
- Arvind Nair, CEO, Domino's Pizza - August 19, 02
"Below-the-line activity like product demonstrations and cooking classes etc are certainly important for product categories like microwave ovens where there is still a fair degree of concept selling happening"
- M B Lee, VP-Marketing, Samsung India - August 07, 02
"Surrogate advertising ban would not hamper our plans to a large extent because there are a number of alternative media through which you can always address your consumer."
- Abhishek Khaitan,Executive Director, Radico Khaitan - July 08, 02
"We expect our agency to give us best value for money"
- Anand Bharadwaj, EVP (Marketing and Marketing Services), Electrolux Kelvinator - June 24, 02
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