Brand Yatra: Dialogue

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"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
n of Brand Speak, Harish Bhatt - VP Retailing, Tanishq, shares valuable insight about Tanishq's brand positioning, how the es in lean periods and key plans of expansion, consolidation and communication, with exchange4media's Jasmeen Dugal. ch is a member of the Tata group, has always been synonymous with pure jewellery and classic designs for Indian women.
about your marketing and communications strategy. Are you aggressively using advertising, PR and events to reach he consumer?
rketing strategy focuses on making Tanishq the most desirable brand of jewellery in India. Tanishq is today rated as one of most aspirational brand of jewellery. We intend to further strengthen this appeal in the months and years ahead by evolving many pportunities for consumers to interact with our brand.
Peo Mo
efore work with two key marketing objectives: first, drawing new customers into our sixty stores located across the country; and, building long-term relationships with our existing and rapidly increasing customer base. Last year, more than 1.2 million Indian shopped at Tanishq - this year, we are targeting a growth of 40% in this figure.
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media advertising, PR, in-store events and a range of direct marketing tools to achieve these marketing objectives. The Tanishq always centre-stage in these marketing efforts; the sanctum sanctorum, where the consumer experiences our brand.
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the extent of your marketing activity? Do you rely heavily on below-the-line support? Tell us about some of your BTL gns.
ng is integral to brand Tanishq. We are transforming the marketplace for jewellery by bringing to this category many proven es of brand marketing. Jewellery is one of the last great commodity frontiers in India; it has remained so because this market is gmented, very unorganized. Tanishq has effectively taken on the challenge of transforming this frontier into a reliable consumer y bringing to it all the virtues and benefits that branding offers.
Editor
ely on below-the-line support, in addition to media advertising. Let me give you an illustration from earlier this year, when we d 'Tanishq Collection-G', a collection of 9-to-5 jewellery for the working woman of today. Our marketing team organised ations to working women at several corporate offices, even corporate canteens during the lunch break. We put in place cross onal tie-ups with other "working women" spaces such as music stores, beauty salons, lifestyle stores and bookstores.
Ind Om New Wins Coll
reached out to this target group through exclusive working women's meets, where well known career women spoke about elevant to working women. In addition, 'Tanishq Collection-G' ran joint promotions with brands such as L'Oreal and Wills e, which we believe appeal to a similar set of consumers.
ecently, Tanishq was perceived to be a premium brand. The company is now changing its focus to include midnt consumers with the launch of
appeals to all discerning consumers of jewellery in India, not merely to the elite. We believe that there are an increasing number n women who seek the values and the benefits that a brand such as Tanishq offers: trust and reliability, exquisite designs, and national shopping experience. To them, Tanishq is a reflection of their own emerging lifestyle, a judicious blend of traditional and a modern outlook.
is a premium brand, but certainly not a narrowly focused elitist brand. It caters to a wide segment of discerning consumers, and eve that Tanishq offers a range of jewellery, which caters across all these consumer segments.
ontext, Tanishq "Solo" follows in the rich tradition already established by our earlier branded collections of jewellery - Tanishq Tanishq "Diva", Tanishq "Hoopla", Tanishq Collection-G, Tanishq Lightweights, Tanishq "Bandhan" - all of which have similar ppeal. your key differentiator? offers consumers a unique value proposition, which combines three relevant and compelling values:
solute trust and reliability. Tanishq is synonymous with purity in gold and diamond jewellery. Our Tata parentage reinforces this ven further.
, discriminating designs and craftsmanship. Tanishq has a team of award-winning jewellery designers, and our designs speak for ves. Women who come into our stores fall in love with our designs, and inevitably come back for more.
differentiated shopping experience, which offers the right ambience, privacy, the comfort of browsing at leisure and transparent ions with respect to all elements of purchase including critical aspects such as pricing and exchange of gold jewellery.
e are key differentiators in a jewellery market which is largely commodity-driven, which is led more by mass-market volumes than entiated design, which is hostage to a number of unethical practices ranging from underkaratage of gold to wrong certification of d quality.
a market, Tanishq is a discriminator
wellery business generally witnesses a demand surge during festival times or the marriage season. During the rest of e, what is your view on advertising? How do you utilize advertising during such lean periods?
that festival times or the marriage season are peak periods of sales of jewellery. However, there is considerable purchase of y, which happens and can potentially happen during the rest of the year as well - for birthdays, anniversaries, gifting, impulse es, etc. I would therefore contend that, in absolute terms, there is no lean period for jewellery - the jewellery market can be ed throughout the year, through a host of well-designed marketing inputs.
has successful stimulated demand for jewellery throughout the year through launches of new jewellery collections, a range of ge programs and other offers (such as our recently concluded "Impure to Pure" exchange offer) and a number of in-store events. sult of these efforts, even while the market for jewellery declined by more than 15% last year, Tanishq grew by 40% for the third sive year.
sful demand generation through a slew of marketing measures is, in fact, at the core of the rapid, profitable growth, which has witnessed during the past three years.

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em BRAND YATRA

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Ind Om New Wins Coll

a market, Tanishq is a discriminator

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