tanishq positioning case study solution

Capturing the Indian woman’s heart: Tanishq's repositioning strategy

Tanishq is a jewelry brand owned by Titan Industries, a Tata Group company. It was launched in 1994 to capture the Indian women's jewelry market which was dominated by unorganized local jewelers. Initially, Tanishq faced challenges due to consumers' preference for 22-karat gold and perception of jewelry as investment over ornament. Through market research, Tanishq repositioned itself by offering 22-karat gold, promoting purity using a karat meter, and changing its designs to appeal to local tastes. It also launched sub-brands like GoldPlus to target different segments. Today Tanishq is a leading player with over 165 stores pan-India pursuing opportunities for growth in India and other Asian markets. Read less

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• 1. Positioning to capture Indian woman’s heart Abbas Dhuliawala (12) Prashant Avahad (1) Jinesh Kantharia (19) Yogesh Tambe (49) Akshay Bhat (7) Ashwin Taware (50)
• 2. Brand Introduction – Case Background GoldPlus & Tanishq with Karat Meter. Consumers buying behavior & Situation Analysis Marketing Mix Current Scenario Market Segmentation Repositioning Tanishq SWOT Analysis Facts & Figures Trivia
• 3. Started in JULY,1994. TANISHQ - TATA Group - Subsidiary of Titan Industries Ltd collaboration with TIDCO. Titan promoted jointly by Questar Investments Limited Incorporated in July 1984 in Chennai, was started in technical collaboration with France Ebauches with a 25% share of the total domestic market. Renamed as Titan Industries LTD in 1995 Tanishq - headquarters in Banglore & factory Located in Hosur (Tamil Nadu) is in 12500 Sq Meter amounting to Rs. 400 M. Presence in 83 Cities 6 brands, Tanishq, Gold +, and ZOYA, MIA , Diva & Aria TANISHQ (TA – TATA and NISHQ gold coin or necklace in Sanskrit) name was coined by Xerxes Desai MD of TITAN. Indian Gold Market - unorganized with few players like TBZ and Mehrason’s. Indian Jewellery market was valued at Rs 400 B with around 3.5 lakh players. Bhaskar Bhat (MD) C K Venkataraman
• 4. Govt Control act of 1962 For the first 3 years Tanishq ran into loss which was admitted by Jacob Kurain – COO "Tanishq, as a concept, was far too ahead of its times.“ First profit in the year 1999 Certified under ISO 9001:2008 Quality Management System Standards & Current version of Environment Management System Standard is ISO 14001:2004. Pioneered the concept of branded jewellery and ornaments in India. In Nov 2012 150th Showroom was opened & currently Tanishq has 165+ Stores in India. Golden Harvest 18-carat gold range, with designs borrowed heavily from contemporary European brands.
• 5. Gold Plus caters to Smaller towns and Rural markets The Tanishq portfolio comprises of a wide range of jewellery, including 18- carat studded products, 22- carat plain-gold products, silverware and coins Launch of Concept Stores worth costing of 10Cr in kolkata to Harmonize the tradition of past with modernmity of the present. Gold Gift Scheme- Say thanks in Gold. – Coins were given to maruti to be distributed to car owners. First boutique in Chennai with a limited inventory Karatometer was imported from Germany with the cost of 10L rupees. Annutara CSMM – Customer Satisfaction Measurement Management which tracked the customers feedback on quarterly basis Uses shop in shop concept which reduces distribution cost. Standard Gold Price across Tanishq Stores Zoya creations - world-class quality crafted in India and abroad. Stores in 2 cities, Delhi and Mumbai in India.
• 6. Profit margins on diamond jewellery is estimated to be about 2.5 times higher than that of gold. Tanishq’s jewellery sales touched Rs 8,108 crore, of which diamond jewellery accounted for 30% in 2013-14 in India Competitors CARBON – in early 1991 banglore based pealkok jewelers was incorporated and then they later introduced a brand as Carbon in 1996 GILI- introduced in 1999. Lifestyle and Departmental , College campus through banners Nakshatra Ddamas TBZ Relinace Jewels Kalyan Jewellers Joyalukkas
• 7.  A precious metal.  Part of Indian culture and an inseparable part of our belief system and it is passed down through generations  Purchased gold jewellery for the purpose of investment and it helps them at the time of emergency Tanishq has focus on “Jewelry for adornment” in the major cities and towns Perception of Jewelry - As an adornment / Investment
• 8.  Most of the consumers are female as jewellery is mainly preferred and worn by women consumers.  Status symbol - Serves many functions and female wearing it, has several implications.  At a minimum, an Indian bride contained at least two bangles, a gold necklace, earrings, a ring and a nose pin Purchase Occasions
• 9. Consumer attitude towards GOLD
• 10.  Consumer Research  Purchase Triggers -- When the price of gold fell or was discounted on the onset of festivals  Birthdays , anniversaries and weddings or any religious occasions  Primary consideration :- Quality (22-Karat)  A trusted individual with good reputation Jeweler considered who can provide purity with look, finish, color and craftsman ship  Pride and admiration  For husband dead investment, same time wives wearing jewelry as it was their status  Younger Vs Older research  College girls and younger crowds attracts towards light weight, delicate western styles, simple and elegant  Crowd awareness about Tanishq 18 and 22-karat  Offerings and purity  Older visitors felt it was very costly and their was no bargaining – Standard Pricing
• 11.  Challenges Faced  Comes with product “Adornment the body and mind”  Their studded jewelry was distinctly western in style and design.  The gold used, to make kind of jewelry was based on 18-karat gold because 22-karat gold was too soft to hold gemstone  The gold market was based on 22-karat gold and anything lower considered junk.  Consumers were stuck on 22-karat jewelry as they did not perceive 18-karat jewelry suited for weddings and festivals  Selling plain gold jewelry moved Tanishq from consumer because markup for gold 15% to 25 %  Local jeweler markup was 5% to 15%, because they were providing under-karatge jewelry.
• 12.  Piloted an offering 22-karat plain gold jewelry, with about 400 designs, Additional 1000 designs in 18-karat diamond studded jewelry.  Launched multimedia campaign Television and press focused on the most traditional designs Inaugural offer to attempt increase walk-ins and purchase  Pioneer the karat meter Tanishq was based primarily on quality and purity, Karat meter a machine that, in three minute measured the karatage of gold  The press campaign Confronted the under-karatage problem in using bold stark images, subsequent ads reinforced the quality of tanishq Invoking the TATA tradition trust.  Walk-in numbers shot up Finally established a beachhead in the 22-karat gold jewelry market and hit in the 100 corers mark as brand.  Overcoming Tanishq Challenges
• 13.  Product Mix or Marketing Mix Concept – 4Ps What is product Mix or Marketing Mix Concept – 4Ps?  Marketing is simply defined as ‘putting the right product in the right place, at the right price, at the right time.’  MARKETING mix is an excellent way to help ensure that ‘putting the right product in the right place,…’  Executed through the 4 P’s of marketing: Price, Product, Promotion, and Place Below steps help to define marketing mix:  • Identify your target market.  • Determine what the target consumer desires.  • Assess whether you have any advantages over your competition in delivering the desired service.  • Choose the position that is most valued by the consumer.
• 14. Customer Oriented 4 C’s  Product to Customer Solution  Price to Customer Cost  Promotion to Customer Communication  Place to Customer Convenience
• 15.  Value proposition - Cultivate trust by educating customers about the unethical practices in the business  Retailing  Designs became more ethnic  Gold jewelry was bought for value and not design  Increasing penetration in the domestic markets  Going abroad in order to diversify its revenue portfolio  Change the perception of jewellery as a high-priced purchase.  Emphasis had to be on design  In-house design team and also outsourced designs from freelance designers.  Based its gold prices on international exchange prices  Tied up with Countrywide Finance for providing pre-approved credit line to the customers at selective outlets.  Strategies
• 16.  PROMOTION, ADVERTISING & PUBLIC RELATION Promotion  Free gold coin offer  Get Gold free with Diamonds  Pre-booking scheme Advertising  Brand Ambassador of the Product  T V Advertisement  Print advertisement Public Relation  Bollywood tie-up
• 17.  Current Scenario  Change of Government Policy in Dec 2015  JV Swiss Luxury jewelry & watch company  Will open 5 outlets  Plans to open up 33 new stores  Opportunity for business to grow as gold price has reduced
• 18. Market Segmentation Niche Marketing – After its inception in 1995 focus on exports, Tanishq’s designs had been conceptualized for the Western markets and were introduced in India without any alterations. Tanishq positioned itself as an international brand for the Indian elite. The brand was targeted at a niche market (However they later on started targeting the mass marketing since 1997). Psychographic Segmentation – Life Style: Tanishq has found that 40% of the Indian women are working and they targeted this segment with a specific group of products called collection- G, a 9-to-5 jewellery for the working women.
• 19. Market Segmentation Contd… Geographical Segmentation – Titan realized that, given the diverse nature of Indian ethnicity. It would have to satisfy the tastes of all regions. So, the designs became more ethnic. Titan also decided to transpose designs by stocking Bengali designs in Delhi Keralite designs in Tamil Nadu Typical designs from Tamil Nadu in Bombay in order to appeal to a variety of people.
• 20. Jewellery Market Segmentation & Stats
• 21. Brand Repositioning Started with focus on more Western consumer resulting in “Nice, but not for me” reaction from Indian women. Tanishq consumer: 1998 Research •Purchase triggers •Quality (22-karat). •Trust •Age group of typical consumer. Tanishq consumer: 2000-2001Research •Consumers still had immense faith in their family jeweler •Dual target group: Traditional mother and modern daughter
• 22. Brand valuation exercise in 2004 •Why people preferred Tanishq?
• 23. Based on this survey many new collections were launched. •Daytimes: Reposition diamonds as affordable, casual, young & contemporary •Colors: Colored jewelry to correct the perception that Tanishq had only modern designs •Aarka: High fashion 22-karat gold collection aimed to position Tanishq’s design and image leadership. It was a JV with Sabyasachi Mukherjee. •Aamra: Traditional studded jewelry collection. •Wedding and festival collection also launched. Sales exceeded the ambitious target of Rs. 550 crore and closed at Rs. 570 crore.
• 24. Introduction of GoldPlus in 2005 •Started with an aim to cater to semi-urban and rural market. •Ethnic design plain gold jewelry at competitive price. •Test market at Erode and Ratlam. •Using Tata name aggressively in promotions and communications. •Positioning GoldPlus in such a way that it does not confuse the consumers and does not result in cannibalization.
• 25. STRENGTHS Strong backing of the Titan Industries of the Tata Group and TN Govt. Standard gold pricing Innovative & Modern Styles, Award winning designs Competitive prices Caters to all market segments with sub-brands Retail Chain in 83 Indian cities Excellent & outstanding advertisement strategy Information Technology Credit Line
• 26. WEAKNESS Negative perception – Brand was only for the rich “Not For Me” Gold Purchase Rituals Gold Perceptive – No Credible for value Estimation, not a perfect Hedge Limited Global presence as compared to other International brands : Mont Blac,De Beers Tough Competition from other Jewelry brands - means limited scope of growth.
• 27. Globalization 98-99% of potential Indian gold market Cross Branding the market to own a larger share Acquisitions of smaller business to increase brand position and reach Tie-ups with Corporates and Business Partners PLATINUM SALES RISING Jewelries for Men Diversification from Jewelry to other Gold Products like writing pens, car interiors & accessories, Aircraft interiors, Eyewear & cutlery, Dentistry - TAAIA Highly Ethical Corporate Player. Stats says that 1 Billion new customers by 2020 EAST ASIA – Growing Market OPPORTUNITIES
• 28. Competition from traditional jewelers Factors Affecting Gold Market Globally (PESTLE) Increasing gold price affecting the low end customers Govt. Regulations, Policies ,Taxes. Gold Significance(Importance of Gold) . Trends Changing quickly hence innovations and R&D are investments THREATS
• 29. Facts & Figures TRIVIA
• 30. Facts & Figures TRIVIA Contd..
• 31.  Gold Demand Trends Full Year 2015
• 32. Thank You ! Reference Sources Harvard Business School Case Study - Das Narayandas, Kerry Herman Wikipedia : https://en.wikipedia.org/wiki/Tanishq Gold.org : http://www.gold.org/jewellery/india-market http://www.gold.org/jewellery/about-gold-jewellery American Bullion : https://www.americanbullion.com/

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Tanishq: Positioning to Capture the Indian Woman's Heart

By: Das Narayandas, Kerry Herman

The firm has to choose between an established brand, Tanishq, and a new skunkworks brand, GoldPlus, to go after the Indian plain gold jewelry market: Tanishq, initially targeted at a western…

• Length: 33 page(s)
• Publication Date: Aug 29, 2006
• Discipline: Strategy
• Product #: 507025-PDF-ENG

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This case is accompanied by a Video Short that can be shown in class or included in a digital coursepack. Instructors should consider the timing of making the video available to students, as it may reveal key case details.

The firm has to choose between an established brand, Tanishq, and a new skunkworks brand, GoldPlus, to go after the Indian plain gold jewelry market: Tanishq, initially targeted at a western customer, has undergone strategic retooling and has currently been repositioned to serve the "traditional yet modern" Indian woman. The brand still carries some baggage from its past. GoldPlus, on the other hand, is a new brand that is positioned to serve the plain gold wedding jewelry market. A variety of strategic, economic, organizational and brand investment reasons make the decision an important one.

Learning Objectives

To be used to teach the fundamentals of segmentation, targeting, and positioning (STP).

Aug 29, 2006 (Revised: Feb 10, 2009)

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Retail and consumer goods

Harvard Business School

507025-PDF-ENG

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Home » Business Strategy of Tanishq [Case Study]

Business Strategy of Tanishq [Case Study]

Tanishq is one of the most incredible brands in Indian business history. In the past 20 years, the stock price of its parent company Titan has shot up by not 10% not 20% but 33,000% going from just 7.11 rupees to 2700 rupees. A mere 10,000 rupees invested in titan 20 years back would be worth a minimum of 35 lakh rupees now.

Although Titan has a lot of brands under its canopy the jewelry division alone accounts for 75% of its total business. As of 2021, Tanishq generated a net sales of 20,600 crores. And today it is one of the biggest jewelry sellers in the country.

The question is:-

• How did Titan turn Tanishq into such a huge brand?
• What were the business strategies that enabled them to disrupt the orthodox gold market of India?
• What are the lessons that we need to learn from this case study?

Table of Contents

Story of Tanishq

This is a story that dates back to the late 1980s. By this time it had been four to five years since the Titan brand had started and as we saw from the Titan article Mr. Desai and his team had built an incredible company for the Tatas in Tamil Nadu.

After cementing Titan’s position in India in the 1990s Mr. Xerxes wanted to take Titan to the European markets. However, this proposition did not take off at all.

Because the European watch market was crowded at all levels at the lower end they had local brands, in the middle they had Japanese companies like Seco, and then at the top, they had swiss brands. So while sales of west Asia and Asia pacific were good the Europ business was incurring losses. And eventually, that division had to be shut down.

But, suddenly Titan decided to sell jewelry in Europe.

Now the question is:-

Why would a watch company suddenly start selling jewelry and that too in Europe?

How Titan started selling jewelry

Well, that is because something crazy happened in the middle east during that time. The United States had recently invaded Iraq over Saddam Hussein’s invasion of Kuwait. In the build-up of the invasion, Iraq and Kuwait had been producing a combined 4.3 million barrels of oil a day.

But when the war tensions started rising. It led to the 1990s oil shock. Wherein the price of oil shot up from just 21 dollars per barrel at the end of July to 46 dollars per barrel in mid-October. And this put nations all across the world in deep deep trouble.

In the case of India, since India imported oil and paid for it in dollars or forex, the high prices caused a significant burden on our forex resources by June 1991.

India had less than one billion dollars of foreign reserves left which was just enough for three weeks of inputs. This was a situation even after substantial borrowing from the IMF. So during this time, any company that wanted forex had to generate it completely by itself. In simple words, India said if you’re a businessman who wants dollars don’t come to India for exchange because we need to buy oil. If you want to do any kind of import earn or borrow dollars from someone else and then spend it completely by yourself.

Now in the case of Titan, they needed dollars to import their watch components so they started swelling jewelry with the goal that they would make and sell jewelry in Europe earn forex then use the money to import watch components then use those components to make more watches in India and then sell them all across the world.

But this is when liberalization came into effect in India in 1991. As a result, India’s I.T. companies like Infosys and Wipro started bringing an enormous amount of forex. Eventually, the oil shop faded away and Titan started focusing on the Indian market under a different brand name.

This is how another iconic Indian brand was born which we all know today as  Tanishq .

Why Mr. Desai and the team pursue the jewelry market in India

The reason was that while visiting a jewelry exhibition at the Taj Hotel they made three important observations.

• The Indian household was extremely passionate about jewelry because it was an investment and not an expense and even an orthodox family did not mind spending tens of thousands of rupees on jewelry.
• But secondly, the jewelry designs in India were extremely mediocre and the purity of gold was quite questionable this was because impurity was a very good way for the local jewelers to expand their margins and make a ton of profits.
• In spite of having such an enormous demand and a customer lifetime value in lakhs, the margins in gold were extremely high because of both appreciation in value and more importantly because of cheap labor.

This is what propelled Titan to enter the jewelry business.

Now by the look of it considering the fact that Titan had the cash for the Tatas and the expertise to get world-class tech. It looks as if it must have been easy to crack the jewelry market of India. Well not really in fact Tanish in the initial few years was a loss-making unit and at one point in time the condition was so bad that they were in talks of selling it off. This happened because of two major reasons.

• The Indian jewelry market was very very strongly established with unorganized players why because the only jeweler’s Indian families trusted were the local family jewelers. I say local and family because if you ask your parents they’ll tell you that even your grandparents and their siblings bought from the same jeweler.
• Then 22 karat gold was the de facto standard. This is where you’ve got a product with 91.6% percent gold and 8.4% alloys. But Titan started out with 18-karat jewelry. This was because the 18-karat was sturdier would not get scratched easily and would give a firmer grip to the gems and stones. This way they could focus on innovative designs with started jewelry.

But in India back then and even today design was secondary and proportion of gold was primary. Why, because gold for Indians was an investment and not just a piece of jewelry. So, the weight of gold, the weight of diamonds, making charges, and appreciation value all of it mattered to the Indian buyers and they didn’t mind a simple design as long as it had more gold.

This is when Mr. Xerxes and his team decided to introspect Tanishq very very closely. So, immediately the pricing system was changed. The price tags now display the gold and the gem details that explain the price of each product to the customers and overall the focus shifted from design to purity and value.

Karatmeter (Game changer for Tanishq)

Tanishq made a game-changing investment into something called the Karatmeter. This investment completely changed Titan’s game forever. To tell you about it most families in India trusted one family jeweler who had been selling them gold and other jewelers for 20-30 long years.

But at the same time Tanishq understood that these jewellers were adulterating the products by a large extent and that a common man can not actually differentiate these intricacies. This is also something that you cannot just tackle with marketing campaigns.

This is where the Karatmeter came in. Karatmeter was an important machine from Switzerland that actually used spectroscopy to measure the purity of gold. This machine was installed in all Tanishq outlets. After that Titan launched a special campaign. Wherein they invited customers to walk in with any piece of jewelry and measure its purity for free.

Now since gold was very very important to Indians, people actually flocked to these stores to check the purity of the ornaments that they had actually bought from their family jeweler out of blind trust and the majority of these people were shocked to discover that they had been cheated by their family jewelers for decades.

This was because the gold was not as pure as the jewelers claimed and when lakhs of people felt betrayed or dissatisfied with their jewelry Titan deployed another strategy called the 1922 strategy.

1922 Strategy

In this scheme, women could bring in their gold jewelry and test it in the karatmeter and if the purity of the jewelry was lower than 22 karat and higher than 19 karats it could be exchanged for Tanishq 22 karat jewellery of their choice by paying only the manufacturing charges and Tanishq could bear the cost of gold, yes you read that right Tanishq could bear the cost of gold.

This was Titan’s customer acquisition strategy.

Now although it might look like Titan was draining cash by paying for the gold. what we miss out on is the fact that when it comes to jewelry the customer’s lifetime value goes to lakhs of rupees. If done right just like local jewelers you could be looking at customers from three to four generations of the family. As a result, when this 1922 strategy was executed Titan was very cleverly able to uproot the blind trust of the local jewelers and acquired a lack of customers from all across the country.

This is how Tanishq laid the foundation to build its brand as a synonym of trust and purity.

And the result will be 2002-2003 the jewelry division’s operating income increased from 267.66 crores to 345 crores with profit before tax at 5.37 crores.

This is where Tanishq rise as a blockbuster brand began because it tackled one of the most important batteries of customer acquisition and that is the barrier of trust. This is when they further moved ahead to tackle the second barrier which was the barrier of cost.

After the karatmeter strategy, Tanishq found another gap in the market for expansion. They realized that because of their branding efforts, the middle-class Indian family started to perceive Tanishq as a brand that was too expensive for them. And from the cost standpoint a middle-class family that wanted to purchase gold could not shell out 6 to 7 lakhs at once.

But at the same time, the desire to buy the set was there. Because after all, it was an investment. This is where Tanishq launched the famous gold harvest investment scheme to buy jewelry.

Gold Harvest Investment Scheme

In this scheme, if you wanted to buy a gold chain worth 2.4 lakhs and you didn’t have that kind of money. You could actually deposit 20,000 rupees per month for 11 months with Tanishq. And then Tanishq would pay your 12th installment of 20 000 rupees.

At the end of the year, you would have 2.4 lakh rupees to buy your gold chain. This is almost like a S.I.P. for gold. If you didn’t want to buy gold after a year you could get the money back with a discount voucher for the additional amount.

This is how the barrier of the cost was brought down. As a result, Tanishq became more accessible to the middle-class population of India.

And eventually they tackled yet another important barrier which was the barrier of cost.

And lastly what we love about these classic brands is that they often consider one factor that no other brand considers in order to identify intricate gaps in the market and this is the factor of empathy.

Mia collection and Zoya collection

In this case, Tanishq actually observed that working women didn’t want to wear very ornate jewellery to work. Because it looked too flashy. At the same time, they wanted something affordable, elegant, and easy to wear.

So Tanishq launched the  Mia  collection that specifically addressed this segment of the audience and started their pricing from 3999 onwards. Then they also found that the richest people in society who had the purchasing power wanted to buy unique designs which would distinguish them from the crowd. So they launched the  Zoya  collection that starts from 70,000 rupees and goes all the way up to 70 lakh rupees.

Then they also saw the digital wave rising. So Titan invested in Karatlane 2016 which is an online jewelry company.

In fact even today if you go out in the market and you try to examine the competition of Tanishq you will see that there are very very few brands that actually cater to so many categories of audience. Like Executive, Ultra rich, Traditional, Minimalistic, Designer, etc.

This is how Tanishq evolved to become one of the largest jewelry sellers in the country.

Lessons from Tanishq’s market strategy

• First Lesson:-  There is a thin line between what you think your customers like and what they actually like. So always do your market research thoroughly before stepping into the market. And the most powerful way to do that would be to study the data and then go and talk to people to understand the story behind the data. The point we noted over here is talking to people is more important than analyzing data.
• Second Lesson:-  Sometimes you have to make people aware of the problem before providing the solution. In this case, although people are buying impure gold the blind trust of the local jewelers needed to be broken in order to establish the informed trust Tanishq. This is where Titan’s Karatmeter came in handy.
• Third Lesson:-  Always remember empathy is that superpower that can turn a commoner into a king. In this case, the constant market assessment done by the Tanishq team gave them million-dollar assets in the form of mia and Zoya collections. So always remember to keep updating yourself about what your customers need otherwise they won’t need you tomorrow.

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Tanishq: Positioning to Capture the Indian Womans Heart Case Solution & Answer

Home » Case Study Analysis Solutions » Tanishq: Positioning to Capture the Indian Womans Heart

The company must choose between an established brand, Tanishq, and a new Skunkworks, Goldplus to go after raw gold jewelry Indian market: Tanishq, initially for a client in the West, has been the strategic reorganization and has now been placed again serving traditional Indian and “modern” woman. The brand still carries baggage from his past. Goldplus, on the other hand, is a new brand that is positioned to serve the market of jewelry plain gold wedding. A variety of strategic, economic, organizational and take investment decisions important reasons brand. by Das Narayandas Source: Harvard Business School 33 pages. Release: Aug 29, 2006. Prod #: 507025-PDF-ENG Tanishq: Positioning Solution Case captures the heart of the Indian woman?

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Tanishq: Positioning to Capture the Indian Woman's Heart

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• | Pages: 33

About The Author

Das Narayandas

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Strategic Marketing Cases in Emerging Markets pp 11–25 Cite as

Case Study 2: Tanishq: Bringing Jewellery to Daily Life

• Atanu Adhikari 3 ,
• Ramesh Kumar Sankaran 4 &
• Trupti Karkhanis 5  
• First Online: 04 May 2017

1717 Accesses

1 Citations

Tanishq the leading jewellery brand from Titan, a TATA group company is contemplating the introduction of Mia, the everyday wear jewellery collection focussed on the working women. This offering had its genesis from the earlier offering of 9 to 5 collection and everyday collection. Tanishq has identified that currently the choices of wearable everyday jewellery for the five million working women in India is limited and hence this gap is an opportunity to be tapped. However the challenges of attracting working women are high. Tanishq has to decide on the marketing mix for this offering that will effectively attract this sizeable segment for buying the Mia collection. The case provides an apt simulation of the Indian multinational company who struggles with the challenges posed by the business environment while launching a new product that will compete in the traditional market. In the executive programs the discussion may also lead to business strategy and issues related to the product positioning for a new product, channel selection, pricing of the product and customer segmentation. The case is structured to achieve the following objectives. (1) to understand the challenges of branded player face when it brings a Luxury product for daily consumption, (2) to understand the rationale for segmentation, targeting and positioning for the new offering of Mia from Tanishq, (3) to understand possible effects of cannibalization of Tanishq’s existing product w.r.t marketing channel, and (4) to understand the concept of experience marketing in an emerging country.

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www.tanishq.com accessed 5th January 2014.

Source: www.titan.com accessed 5th January 2014.

http://www.ibef.org/industry/gemsjewellery.aspx accessed 5th January 2014.

Indian Women 2010, Juxt report.

Watch television commercials on https://www.youtube.com/watch?v=0UlGjPDo9iE , https://www.youtube.com/watch?v=BOQn7sWu0wg

Hosur is a town in Southern India and Dehradun is a town in Northern India.

Watch https://www.youtube.com/watch?v=k4Vgr8BRWw0

Watch https://www.youtube.com/watch?v=kGm9qFrdUgI

Watch https://www.youtube.com/watch?v=sL45nvPE2zg

These all are Tier I cities in India having a million plus population.

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Department of Marketing, Indian Institute of Management Kozhikode, Kozhikode, India

Atanu Adhikari

Indian Institute of Management Kozhikode, Kozhikode, India

Ramesh Kumar Sankaran

Economics, Business and Management, IES MCRC, Mumbai, India

Trupti Karkhanis

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Department of Marketing (M263), The University of Western Australia, Perth, WA, Australia

Sanjit Kumar Roy

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Adhikari, A., Sankaran, R.K., Karkhanis, T. (2017). Case Study 2: Tanishq: Bringing Jewellery to Daily Life. In: Adhikari, A., Roy, S. (eds) Strategic Marketing Cases in Emerging Markets. Springer, Cham. https://doi.org/10.1007/978-3-319-51545-8_2

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Tanishq: Positioning to Capture the Indian Womans Heart Harvard Case Solution & Analysis

Home >> Economics Case Solutions >> Tanishq: Positioning to Capture the Indian Womans Heart

The firm must make a choice between the established brand, Tanishq, and new brand skunk, GoldPlus, to go after the Indian plain gold jewelery market: Tanishq, initially oriented to Western clients, has undergone a strategic modernization and has now been moved to serve ' Traditional, yet modern "Indian woman. Brand still carries some baggage from the past. GoldPlus, on the other hand, is a new brand, which is positioned to serve as a simple gold wedding jewelry market. Various strategic, economic, organizational and investment marks an important reason to make a decision. To enhance their effectiveness, color cases should be printed in color. PLEASE NOTE: This event is accompanied by a short video for Premium Teachers to show in class. To view the video, or to show the students, click on the video icon. "Hide by Das Narayandas Source: Harvard Business School 33 pages. Publication Date: August 29, 2006. Prod. #: 507025-PDF-ENG

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Case Study: Tanishq’s campaign for the brand positioning of the new collection “Mia by Tanishq”, the high-end accessory line

The case study follows the ‘Mia by Tanishq’ campaign, entailing an influencers outreach program on Instagram that engaged eight virtuous Social Media influencers explaining how the brand with premium offering leveraged the platform. It enlightens about the different cities’ campaigns, the strategies, and the outcome of the campaign done by Howl India for the brand.

In 2022, Tanishq launched a six cities shoot for its new collection on Instagram to showcase and promote the products by ‘Mia by Tanishq’. The campaign sparks up the festive seasons’ shopping, intended to establish the collection incorporating simplicity yet elegant and stylish. The target audience was the office-going ladies who wanted something simple and elegant to wear for work and married men who wanted to surprise their wives with something special.

Brand Introduction

Tanishq is one of the best and finest names in the Jewellery industry which is famous for its exquisite and graceful designs and craftsmanship. Its accessories are the preference of almost every Indian woman, be it bride, unmarried or married women. It is a division of the Titan Company and was launched around the end of the 1980’s and founded in 1994. Tanishq is the first ever jewellery retail brand in India. It follows the legacy of providing remarkable everyday fashions to ladies of taste all across the world.

Intending to offer women simple, elegant, and light jewellery for every occasion, the brand updated classic motifs of women’s love for jewellery for their festive collection. The collection’s accessories were polished tones with crystal pavé adornment, and new crystal hues, interwoven with a variety of metal finishes.

Tanishq’s latest collection, co-launched with Howl India and Instagram influencers like lifestyle bloggers and fashion bloggers, was inspired by the desire to create a universally flattering expression of love. It inspired the listeners to choose the perfect token of appreciation to show their affection. Tanishq was able to reach a wide network of consumers in a more focused way by collaborating with macro-influencers and digital celebrities.

The influencers shoot aimed at creating awareness of the newly launched collection to their target as well as potential customers and quintessentially brand positioning the collection in the market. Keeping in mind the brand value and the company’s goals the marketing strategies were to be executed.

The success of the mission depended on identifying the appropriate influencers and celebs. They needed to have a strong following among the target demographic for the brand, and they had to be creative enough to come up with great content to raise awareness of the products available and the exact message that the company wanted to deliver to the audience.

In this way, the items that were worn made the wearer feel particularly special and allowed them to connect with the audience. The shoot is done in the Mia by Tanishq stores to instil trust in the audiences and give them a wide insight of the collection. Not just the collection but also the feeling of self-love and self-gifting is promoted through the video.

The strategy was not just confined to Instagram influencer marketing. An effective marketing strategy was practised like In-App campaign, Google Ads to generate leads and to allure a wide range of audiences ranging from various platforms. It involved the marketing from the Wavemaker collection to all over the Mia Sutra collection and was promoted additionally by giving festive season offers to the beautiful and charming Indian ladies.

Tanishq’s goal in releasing the ‘Mia by Tanishq’ collection was to spread a message of optimism, enthusiasm and to encourage people to find reasons to celebrate each day. They intended to promote the idea of love, self-love and its inclusion. The designated influencers participated in a shop shoot ideating royalty in simplicity and minimalism yet versatile, contemporary and classy. The shoot was executed in alignment with the campaign’s goal. The shoot symbolised self-love and self-glory that a woman should give herself, be it in the choice of rings, necklace or mangalsutra.

Specified hashtags like #giftsmartgiftmia #miabytanishq #finejewellery #wavecollection #20%offmiabytanshiq were used for all the promotional videos. The store names were highlighted with their video showcasing vendor sophistication and graceful hospitality.

Find out detailed information on Howl India’s website https://howlindia.com/ or you can also find the video on the Instagram Handle of Howl India.

After the execution of the various marketing strategies, the campaign was a successful one. The campaign not just increased the brand awareness and positioning in the market but was also able to set high standards resulting in the increase of the brand value.

The targeted reach was successfully achieved, engagement inflated and the lead generations were high.

CEO Message

Ashish Pandey , Founder of Howl India, categorically mentions, “We’re glad that as a marketing and advertising firm we could tap into the brand presence and outreach Tier II/III and metro cities alike!

We are fortunate to work with brands such as Mia by Tanishq which is viewed with the same awe throughout the country!

Amalgamating influencer and Tier II/III cities has been a wise choice and the reach is all to be seen in this festive period.

The Millenial Parent has given their blessings to this new #teenmakeupbrand in town

Indian shakira-fitness queen miss piyu chouhan shares the secret of her health on pm’s birthday.

Hindustan Saga

Related posts, sayaji hotel, pune presents: aqua zumba party by the pool, marcadors celebrates profitability and expansion after 2 years of steady growth, introducing new grown diamond: pioneering sustainable luxury from surat, india, a kitchen mishap led to healthy revolution: the indus valley story, stock alert: bodhi tree leaps from 18 to 450 rupees post netflix collaboration, lanxess: price adjustment for hexanediol, leave a comment cancel reply.

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Tanishq: Positioning to Capture the Indian Womans Heart

Subjects Covered Brands International marketing Product positioning Strategic alignment Target markets

by Das Narayandas

Source: Harvard Business School

33 pages. Publication Date: Aug 29, 2006. Prod. #: 507025-PDF-ENG

Tanishq: Positioning to Capture the Indian Woman’s Heart Harvard Case Study Solution and HBR and HBS Case Analysis

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Marketing Process Analysis

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• Tanishq: Positioning to Capture the Indian Woman's Heart
• Strategy & Execution / MBA Resources

Introduction to VRIO / VRIN Analysis

EMBA Pro VRIO / VRIN Analysis Solution for Tanishq: Positioning to Capture the Indian Woman's Heart case study

This case is accompanied by a Video Short that can be shown in class or included in a digital coursepack. Instructors should consider the timing of making the video available to students, as it may reveal key case details.The firm has to choose between an established brand, Tanishq, and a new skunkworks brand, GoldPlus, to go after the Indian plain gold jewelry market: Tanishq, initially targeted at a western customer, has undergone strategic retooling and has currently been repositioned to serve the "traditional yet modern" Indian woman. The brand still carries some baggage from its past. GoldPlus, on the other hand, is a new brand that is positioned to serve the plain gold wedding jewelry market. A variety of strategic, economic, organizational and brand investment reasons make the decision an important one.

Case Authors : Das Narayandas, Kerry Herman

Topic : strategy & execution, related areas : strategy, emba pro vrio / vrin analysis approach to tanishq: positioning to capture the indian woman's heart case study.

At EMBA PRO , we provide corporate level professional Marketing Mix and Marketing Strategy solutions. Tanishq: Positioning to Capture the Indian Woman's Heart case study is a Harvard Business School (HBR) case study written by Das Narayandas, Kerry Herman. The Tanishq: Positioning to Capture the Indian Woman's Heart (referred as “Tanishq Goldplus” from here on) case study provides evaluation & decision scenario in field of Strategy & Execution. It also touches upon business topics such as - Marketing Mix, Product, Price, Place, Promotion, 4P, Strategy. Our immersive learning methodology from – case study discussions to simulations tools help MBA and EMBA professionals to - gain new insight, deepen their knowledge of the Strategy & Execution field, VRIO Analysis, case solution, VRIN Solution, Resource based Strategic Management- Value, Rare, Imitation Risk, Organization Competence, and more.

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What is the VRIO framework / model? What are the components of VRIO? Why is VRIO important?

VRIO Framework was first developed by Jay B Barney to evaluate the relative importance of resources to the firm. VRIO stands for – Value of the resource, Rareness of the resource, Imitation Risk, and Organizational Competence. VRIO is a resource focused strategic analysis tool. Leaders at Tanishq Goldplus can use VRIO to build sustainable competitive advantage by better understanding the role of resources in Tanishq Goldplus’s overall business model.

VRIO Analysis of Tanishq: Positioning to Capture the Indian Woman's Heart

VRIO analysis of Tanishq Goldplus is a resource oriented analysis using the details provided in the Tanishq: Positioning to Capture the Indian Woman's Heart case study. Resource-based strategic analysis is based on the assumption that strategic resources can provide Tanishq Goldplus an opportunity to build a sustainable competitive advantage over its rivals in the industry. This sustainable competitive advantage can help Tanishq Goldplus to enjoy above average profits in the industry and thwart competitive pressures.

***It is a broad analysis and not all factors are relevant to the company specific. For greater details connect with us.

What is a Resource in VRIO? Classification of Resources for VRIO Analysis.

Resources of an organization can be categorized into two categories - Tangible resources and Intangible Resources. Tangible resources of Tanishq Goldplus include - physical entities, such as land, buildings, plant, equipment, inventory, and money. Intangible resources of Tanishq Goldplus are –skill and administrative level of managers, brand names and goodwill of the company, intellectual property rights, copyrights, trademarks, and special relationship with supply chain partners.

The four components of VRIO used in Tanishq: Positioning to Capture the Indian Woman's Heart analysis are –

Valuable – Is the resource valuable to Tanishq Goldplus. According to Das Narayandas, Kerry Herman of the case study following are the critical resources that are valuable to the firm - financial resources, human resources, marketing expertise, and operations management.

Rare – "Tanishq Goldplus" needs to ask is whether the resources that are valuable to the Tanishq Goldplus are rare or costly to attain. If they are not rare than both present competitors and new entrants will easily able to get access to them and enter the competitive landscape.

Costly to Imitate – At present most industries are facing increasing threats of disruption. According to the data provided in Tanishq: Positioning to Capture the Indian Woman's Heart – it seems that the core differentiation of the Tanishq Goldplus is difficult to imitate. On a broader scale – imitation of products of Tanishq Goldplus can happen in two ways – Duplication of the products of the company, and competitors coming up with substitute products that disrupt the present industry structure.

Organizational Competence & Capabilities to Make Most of the Resources – It measures how much the company has able to harness the valuable, rare and difficult to imitate resource in the market place. The exploitation level analysis for Tanishq Goldplus products can be done from two perspectives. Is the firm able to fully exploit the potential of the resource, or it still has lots of upside. Often the exploitation level is highly dependent upon execution team and execution strategy of the firm. So exploitation level is a good barometer to assess the quality of human resources in the organization. Capabilities tend to arise or expand over time as a firm takes actions that build on its strategic resources.

VRIO and VRIN of Tanishq: Positioning to Capture the Indian Woman's Heart

Another extension of VRIO analysis is VRIN where “N” stands non substitutable. A resource is non substitutable if the competitors can’t find alternative ways to gain the advantages that a resource provides. In the VRIO analysis we can include the disruption risk under imitation risk.

Define the four characteristics of resources that lead to sustained competitive advantage as articulated by the resource-based theory of the firm.

The characteristics of resources that can lead to sustained competitive advantage as per the resource based theory of the firm are – Value of the Resources Rareness of the Resources Imitation and Substitution Risks associated with the resources. Organizational Competence to exploit the maximum out of those resources.

How VRIO is Reshaping Business Strategies

For industry specific report please feel free to email us or buy a custom report on - "How VRIO is Reshaping Business Strategies"

5C Marketing Analysis of Tanishq: Positioning to Capture the Indian Woman's Heart

4p marketing analysis of tanishq: positioning to capture the indian woman's heart, porter five forces analysis and solution of tanishq: positioning to capture the indian woman's heart, porter value chain analysis and solution of tanishq: positioning to capture the indian woman's heart, case memo & recommendation memo of tanishq: positioning to capture the indian woman's heart, blue ocean analysis and solution of tanishq: positioning to capture the indian woman's heart, marketing strategy and analysis tanishq: positioning to capture the indian woman's heart, vrio /vrin analysis & solution of tanishq: positioning to capture the indian woman's heart, pestel / step / pest analysis of tanishq: positioning to capture the indian woman's heart, case study solution of tanishq: positioning to capture the indian woman's heart, swot analysis and solution of tanishq: positioning to capture the indian woman's heart, balanced scorecard solution of tanishq: positioning to capture the indian woman's heart, references & further readings.

M. E. Porter , Competitive Strategy(New York: Free Press, 1980) Das Narayandas, Kerry Herman (2018) , "Tanishq: Positioning to Capture the Indian Woman's Heart Harvard Business Review Case Study. Published by HBR Publications. O. E. Williamson , Markets and Hierarchies(New York: Free Press, 1975) Barney, J. B. (1995) "Looking Inside for Competitive Advantage". Academy of Management Executive, Vol. 9, Issue 4, pp. 49-61

Kotler & Armstrong (2017) "Principles of Marketing Management Management", Published by Pearson Publications.

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Tanishq Positioning to Capture the Indian Woman s Heart Case Study Solution

Posted by John Berg on Feb-16-2018

Introduction

Tanishq Positioning to Capture the Indian Woman s Heart Case Study is included in the Harvard Business Review Case Study. Therefore, it is necessary to touch HBR fundamentals before starting the Tanishq Positioning to Capture the Indian Woman s Heart case analysis. HBR will help you assess which piece of information is relevant. Harvard Business review will also help you solve your case. Thus, HBR fundamentals assist in easily comprehending the case study description and brainstorming the Tanishq Positioning to Capture the Indian Woman s Heart case analysis. Also, a major benefit of HBR is that it widens your approach. HBR also brings new ideas into the picture which would help you in your Tanishq Positioning to Capture the Indian Woman s Heart case analysis.

To write an effective Harvard Business Case Solution, a deep Tanishq Positioning to Capture the Indian Woman s Heart case analysis is essential. A proper analysis requires deep investigative reading. You should have a strong grasp of the concepts discussed and be able to identify the central problem in the given HBR case study. It is very important to read the HBR case study thoroughly as at times identifying the key problem becomes challenging. Thus by underlining every single detail which you think relevant, you will be quickly able to solve the HBR case study as is addressed in Harvard Business Case Solution.

Problem Identification

The first step in solving the HBR Case Study is to identify the problem. A problem can be regarded as a difference between the actual situation and the desired situation. This means that to identify a problem, you must know where it is intended to be. To do a Tanishq Positioning to Capture the Indian Woman s Heart case study analysis and a financial analysis, you need to have a clear understanding of where the problem currently is about the perceived problem.

For effective and efficient problem identification,

• A multi-source and multi-method approach should be adopted.
• The problem identified should be thoroughly reviewed and evaluated before continuing with the case study solution.
• The problem should be backed by sufficient evidence to make sure a wrong problem isn't being worked upon.

Problem identification, if done well, will form a strong foundation for your Tanishq Positioning to Capture the Indian Woman s Heart Case Study. Effective problem identification is clear, objective, and specific. An ambiguous problem will result in vague solutions being discovered. It is also well-informed and timely. It should be noted that the right amount of time should be spent on this part. Spending too much time will leave lesser time for the rest of the process.

Tanishq Positioning to Capture the Indian Woman s Heart Case Analysis

Once you have completed the first step which was problem identification, you move on to developing a case study answers. This is the second step which will include evaluation and analysis of the given company. For this step, tools like SWOT analysis, Porter's five forces analysis for Tanishq Positioning to Capture the Indian Woman s Heart, etc. can be used. Porter’s five forces analysis for Tanishq Positioning to Capture the Indian Woman s Heart analyses a company’s substitutes, buyer and supplier power, rivalry, etc.

To do an effective HBR case study analysis, you need to explore the following areas:

1. Company history:

The Tanishq Positioning to Capture the Indian Woman s Heart case study consists of the history of the company given at the start. Reading it thoroughly will provide you with an understanding of the company's aims and objectives. You will keep these in mind as any Harvard Business Case Solutions you provide will need to be aligned with these.

2. Company growth trends:

This will help you obtain an understanding of the company's current stage in the business cycle and will give you an idea of what the scope of the solution should be.

3. Company culture:

Work culture in a company tells a lot about the workforce itself. You can understand this by going through the instances involving employees that the HBR case study provides. This will be helpful in understanding if the proposed case study solution will be accepted by the workforce and whether it will consist of the prevailing culture in the company.

Tanishq Positioning to Capture the Indian Woman s Heart Financial Analysis

The third step of solving the Tanishq Positioning to Capture the Indian Woman s Heart Case Study is Tanishq Positioning to Capture the Indian Woman s Heart Financial Analysis. You can go about it in a similar way as is done for a finance and accounting case study. For solving any Tanishq Positioning to Capture the Indian Woman s Heart case, Financial Analysis is of extreme importance. You should place extra focus on conducting Tanishq Positioning to Capture the Indian Woman s Heart financial analysis as it is an integral part of the Tanishq Positioning to Capture the Indian Woman s Heart Case Study Solution. It will help you evaluate the position of Tanishq Positioning to Capture the Indian Woman s Heart regarding stability, profitability and liquidity accurately. On the basis of this, you will be able to recommend an appropriate plan of action. To conduct a Tanishq Positioning to Capture the Indian Woman s Heart financial analysis in excel,

• Past year financial statements need to be extracted.
• Liquidity and profitability ratios to be calculated from the current financial statements.
• Ratios are compared with the past year Tanishq Positioning to Capture the Indian Woman s Heart calculations
• Company’s financial position is evaluated.

Another way how you can do the Tanishq Positioning to Capture the Indian Woman s Heart financial analysis is through financial modelling. Financial Analysis through financial modelling is done by:

• Using the current financial statement to produce forecasted financial statements.
• A set of assumptions are made to grow revenue and expenses.
• Value of the company is derived.

Financial Analysis is critical in many aspects:

• Decision Making and Strategy Devising to achieve targeted goals- to determine the future course of action.
• Getting credit from suppliers depending on the leverage position- creditors will be confident to supply on credit if less company debt.
• Influence on Investment Decisions- buying and selling of stock by investors.

Thus, it is a snapshot of the company and helps analysts assess whether the company's performance has improved or deteriorated. It also gives an insight about its expected performance in future- whether it will be going concern or not. Tanishq Positioning to Capture the Indian Woman s Heart Financial analysis can, therefore, give you a broader image of the company.

Tanishq Positioning to Capture the Indian Woman s Heart NPV

Tanishq Positioning to Capture the Indian Woman s Heart's calculations of ratios only are not sufficient to gauge the company performance for investment decisions. Instead, investment appraisal methods should also be considered. Tanishq Positioning to Capture the Indian Woman s Heart NPV calculation is a very important one as NPV helps determine whether the investment will lead to a positive value or a negative value. It is the best tool for decision making.

There are many benefits of using NPV:

• It takes into account the future value of money, thereby giving reliable results.
• It considers the cost of capital in its calculations.
• It gives the return in dollar terms simplifying decision making.

The formula that you will use to calculate Tanishq Positioning to Capture the Indian Woman s Heart NPV will be as follows:

Present Value of Future Cash Flows minus Initial Investment

Present Value of Future cash flows will be calculated as follows:

PV of CF= CF1/(1+r)^1 + CF2/(1+r)^2 + CF3/(1+r)^3 + …CFn/(1+r)^n

where CF = cash flows r = cost of capital n = total number of years.

Cash flows can be uniform or multiple. You can discount them by Tanishq Positioning to Capture the Indian Woman s Heart WACC as the discount rate to arrive at the present value figure. You can then use the resulting figure to make your investment decision. The decision criteria would be as follows:

• If Present Value of Cash Flows is greater than Initial Investment, you can accept the project.
• If Present Value of Cash Flows is less than Initial Investment, you can reject the project.

Thus, calculation of Tanishq Positioning to Capture the Indian Woman s Heart NPV will give you an insight into the value generated if you invest in Tanishq Positioning to Capture the Indian Woman s Heart. It is a very reliable tool to assess the feasibility of an investment as it helps determine whether the cash flows generated will help yield a positive return or not.

However, it would be better if you take various aspects under consideration. Thus, apart from Tanishq Positioning to Capture the Indian Woman s Heart’s NPV, you should also consider other capital budgeting techniques like Tanishq Positioning to Capture the Indian Woman s Heart’s IRR to evaluate and fine-tune your investment decisions.

Tanishq Positioning to Capture the Indian Woman s Heart DCF

Once you are done with calculating the Tanishq Positioning to Capture the Indian Woman s Heart NPV for your finance and accounting case study, you can proceed to the next step, which involves calculating the Tanishq Positioning to Capture the Indian Woman s Heart DCF. Discounted cash flow (DCF) is a Tanishq Positioning to Capture the Indian Woman s Heart valuation method used to estimate the value of an investment based on its future cash flows. For a better presentation of your finance case solution, it is recommended to use Tanishq Positioning to Capture the Indian Woman s Heart excel for the DCF analysis.

To calculate the Tanishq Positioning to Capture the Indian Woman s Heart DCF analysis, the following steps are required:

• Calculate the expected future cash inflows and outflows.
• Set-off inflows and outflows to obtain the net cash flows.
• Find the present value of expected future net cash flows using a discount rate, which is usually the weighted-average cost of capital (WACC).
• If the value calculated through Tanishq Positioning to Capture the Indian Woman s Heart DCF is higher than the current cost of the investment, the opportunity should be considered
• If the current cost of the investment is higher than the value calculated through DCF, the opportunity should be rejected

Tanishq Positioning to Capture the Indian Woman s Heart DCF can also be calculated using the following formula:

DCF= CF1/(1+r)^1 + CF2/(1+r)^2 + CF3/(1+r)^3 + …CFn/(1+r)^n

In the formula:

• CF= Cash flows
• R= discount rate (WACC)

Tanishq Positioning to Capture the Indian Woman s Heart WACC

When making different Tanishq Positioning to Capture the Indian Woman s Heart's calculations, Tanishq Positioning to Capture the Indian Woman s Heart WACC calculation is of great significance. WACC calculation is done by the capital composition of the company. The formula will be as follows:

Weighted Average Cost of Capital = % of Debt * Cost of Debt * (1- tax rate) + % of equity * Cost of Equity

You can compute the debt and equity percentage from the balance sheet figures. For the cost of equity, you can use the CAPM model. Cost of debt is usually given. However, if it isn't mentioned, you can calculate it through market weighted average debt. Tanishq Positioning to Capture the Indian Woman s Heart’s WACC will indicate the rate the company should earn to pay its capital suppliers. Tanishq Positioning to Capture the Indian Woman s Heart WACC can be analysed in two ways:

• From the company's perspective, it can be analysed as the cost to be paid to the capital providers also known as Cost of Capital
• From an investor' perspective, if the expected return on the investment exceeds Tanishq Positioning to Capture the Indian Woman s Heart WACC, the investor will go ahead with the investment as a positive value would be generated.

Tanishq Positioning to Capture the Indian Woman s Heart IRR

After calculating the Tanishq Positioning to Capture the Indian Woman s Heart WACC, it is necessary to calculate the Tanishq Positioning to Capture the Indian Woman s Heart IRR as well, as WACC alone does not say much about the company’s overall situation. Tanishq Positioning to Capture the Indian Woman s Heart IRR will add meaning to the finance solution that you are working on. The internal rate of return is a tool used in investment appraisal to calculate the profitability of prospective investments. IRR calculations are dependent on the same formula as Tanishq Positioning to Capture the Indian Woman s Heart NPV.

There are two ways to calculate the Tanishq Positioning to Capture the Indian Woman s Heart IRR.

• By using a Tanishq Positioning to Capture the Indian Woman s Heart Excel Spreadsheet: There are in-built formulae for calculating IRR.

IRR= R + [NPVa / (NPVa - NPVb) x (Rb - Ra)]

In this formula:

• Ra= lower discount rate chosen
• Rb= higher discount rate chosen
• NPVa= NPV at Ra
• NPVb= NPV at Rb

Tanishq Positioning to Capture the Indian Woman s Heart IRR impacts your finance case solution in the following ways:

• If IRR>WACC, accept the alternative
• If IRR<WACC, reject the alternative

Tanishq Positioning to Capture the Indian Woman s Heart Excel Spreadsheet

All your Tanishq Positioning to Capture the Indian Woman s Heart calculations should be done in a Tanishq Positioning to Capture the Indian Woman s Heart xls Spreadsheet. A Tanishq Positioning to Capture the Indian Woman s Heart excel spreadsheet is the best way to present your finance case solution. The Tanishq Positioning to Capture the Indian Woman s Heart Calculations should be presented in Tanishq Positioning to Capture the Indian Woman s Heart excel in such a way that the analysis and results can be distinguished to the viewers. The point of Tanishq Positioning to Capture the Indian Woman s Heart excel is to present large amounts of data in clear and consumable ways. Presenting your data is also going to make sure that you don't have misinterpretations of the data.

To make your Tanishq Positioning to Capture the Indian Woman s Heart calculations sheet more meaningful, you should:

• Think about the order of the Tanishq Positioning to Capture the Indian Woman s Heart xls worksheets in your finance case solution
• Use more Tanishq Positioning to Capture the Indian Woman s Heart xls worksheets and tables as will divide the data that you are looking at in sections.
• Choose clarity overlooks
• Keep your timeline consistent
• Organise the information flow
• Clarify your sources

The following tips and bits should be kept in mind while preparing your finance case solution in a Tanishq Positioning to Capture the Indian Woman s Heart xls spreadsheet:

• Avoid using fixed numbers in formulae
• Avoid hiding data
• Useless and meaningful colours, such as highlighting negative numbers in red
• Label column and rows
• Correct your alignment
• Keep formulae readable
• Strategically freeze header column and row

Tanishq Positioning to Capture the Indian Woman s Heart Ratio analysis

After you have your Tanishq Positioning to Capture the Indian Woman s Heart calculations in a Tanishq Positioning to Capture the Indian Woman s Heart xls spreadsheet, you can move on to the next step which is ratio analysis. Ratio analysis is an analysis of information in the form of figures contained in the financial statements of a company. It will help you evaluate various aspects of a company's operating and financial performance which can be done in Tanishq Positioning to Capture the Indian Woman s Heart Excel.

To conduct a ratio analysis that covers all financial aspects, divide the analysis as follows:

• Liquidity Ratios: Liquidity ratios gauge a company's ability to pay off its short-term debt. These include the current ratio, quick ratio, and working capital ratio.
• Solvency ratios: Solvency ratios match a company's debt levels with its assets, equity, and earnings. These include the debt-equity ratio, debt-assets ratio, and interest coverage ratio.
• Profitability Ratios: These show how effectively a company can generate profits through its operations. Profit margin, return on assets, return on equity, return on capital employed, and gross margin ratio is examples of profitability ratios.
• Efficiency ratios: Efficiency ratios analyse how efficiently a company uses its assets and liabilities to boost sales and increase profits.
• Coverage Ratios: These ratios measure a company's ability to make the interest payments and other obligations associated with its debts. Examples include times interest earned ratio and debt-service coverage ratio.
• Market Prospect Ratios: These include dividend yield, P/E ratio, earnings per share, and dividend payout ratio.

Tanishq Positioning to Capture the Indian Woman s Heart Valuation

Tanishq Positioning to Capture the Indian Woman s Heart Valuation is a very fundamental requirement if you want to work out your Harvard Business Case Solution. Tanishq Positioning to Capture the Indian Woman s Heart Valuation includes a critical analysis of the company's capital structure – the composition of debt and equity in it, and the fair value of its assets. Common approaches to Tanishq Positioning to Capture the Indian Woman s Heart valuation include

• DDM is an appropriate method if dividends are being paid to shareholders and the dividends paid are in line with the earnings of the company.
• FCFF is used when the company has a combination of debt and equity financing.
• FCFE, on the other hand, shows the cash flow available to equity holders only.

These three methods explained above are very commonly used to calculate the value of the firm. Investment decisions are undertaken by the value derived.

Tanishq Positioning to Capture the Indian Woman s Heart calculations for projected cash flows and growth rates are taken under consideration to come up with the value of firm and value of equity. These figures are used to determine the net worth of the business. Net worth is a very important concept when solving any finance and accounting case study as it gives a deep insight into the company's potential to perform in future.

Alternative Solutions

After doing your case study analysis, you move to the next step, which is identifying alternative solutions. These will be other possibilities of Harvard Business case solutions that you can choose from. For this, you must look at the Tanishq Positioning to Capture the Indian Woman s Heart case analysis in different ways and find a new perspective that you haven't thought of before.

Once you have listed or mapped alternatives, be open to their possibilities. Work on those that:

• need additional information
• are new solutions
• can be combined or eliminated

After listing possible options, evaluate them without prejudice, and check if enough resources are available for implementation and if the company workforce would accept it.

For ease of deciding the best Tanishq Positioning to Capture the Indian Woman s Heart case solution, you can rate them on numerous aspects, such as:

• Feasibility
• Suitability
• Flexibility

Implementation

Once you have read the Tanishq Positioning to Capture the Indian Woman s Heart HBR case study and have started working your way towards Tanishq Positioning to Capture the Indian Woman s Heart Case Solution, you need to be clear about different financial concepts. Your Mondavi case answers should reflect your understanding of the Tanishq Positioning to Capture the Indian Woman s Heart Case Study.

You should be clear about the advantages, disadvantages and method of each financial analysis technique. Knowing formulas is also very essential or else you will mess up with your analysis. Therefore, you need to be mindful of the financial analysis method you are implementing to write your Tanishq Positioning to Capture the Indian Woman s Heart case study solution. It should closely align with the business structure and the financials as mentioned in the Tanishq Positioning to Capture the Indian Woman s Heart case memo.

You can also refer to Tanishq Positioning to Capture the Indian Woman s Heart Harvard case to have a better understanding and a clearer picture so that you implement the best strategy. There are a number of benefits if you keep a wide range of financial analysis tools at your fingertips.

• Your Tanishq Positioning to Capture the Indian Woman s Heart HBR Case Solution would be quite accurate
• You will have an option to choose from different methods, thus helping you choose the best strategy.

Recommendation and Action Plan

Once you have successfully worked out your financial analysis using the most appropriate method and come up with Tanishq Positioning to Capture the Indian Woman s Heart HBR Case Solution, you need to give the final finishing by adding a recommendation and an action plan to be followed. The recommendation can be based on the current financial analysis. When making a recommendation,

• You need to make sure that it is not generic and it will help in increasing company value
• It is in line with the case study analysis you have conducted
• The Tanishq Positioning to Capture the Indian Woman s Heart calculations you have done support what you are recommending
• It should be clear, concise and free of complexities

Also, adding an action plan for your recommendation further strengthens your Tanishq Positioning to Capture the Indian Woman s Heart HBR case study argument. Thus, your action plan should be consistent with the recommendation you are giving to support your Tanishq Positioning to Capture the Indian Woman s Heart financial analysis. It is essential to have all these three things correlated to have a better coherence in your argument presented in your case study analysis and solution which will be a part of Tanishq Positioning to Capture the Indian Woman s Heart Case Answer.

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Tanishq: positioning to capture the indian woman's heart case study analysis & solution, harvard business case studies solutions - assignment help.

Tanishq: Positioning to Capture the Indian Woman's Heart is a Harvard Business (HBR) Case Study on Strategy & Execution , Fern Fort University provides HBR case study assignment help for just $11. Our case solution is based on Case Study Method expertise & our global insights.

Strategy & Execution Case Study | Authors :: Das Narayandas, Kerry Herman

Case study description.

This case is accompanied by a Video Short that can be shown in class or included in a digital coursepack. Instructors should consider the timing of making the video available to students, as it may reveal key case details.The firm has to choose between an established brand, Tanishq, and a new skunkworks brand, GoldPlus, to go after the Indian plain gold jewelry market: Tanishq, initially targeted at a western customer, has undergone strategic retooling and has currently been repositioned to serve the "traditional yet modern" Indian woman. The brand still carries some baggage from its past. GoldPlus, on the other hand, is a new brand that is positioned to serve the plain gold wedding jewelry market. A variety of strategic, economic, organizational and brand investment reasons make the decision an important one.

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[10 Steps] Case Study Analysis & Solution

Step 1 - reading up harvard business review fundamentals on the strategy & execution.

Even before you start reading a business case study just make sure that you have brushed up the Harvard Business Review (HBR) fundamentals on the Strategy & Execution. Brushing up HBR fundamentals will provide a strong base for investigative reading. Often readers scan through the business case study without having a clear map in mind. This leads to unstructured learning process resulting in missed details and at worse wrong conclusions. Reading up the HBR fundamentals helps in sketching out business case study analysis and solution roadmap even before you start reading the case study. It also provides starting ideas as fundamentals often provide insight into some of the aspects that may not be covered in the business case study itself.

Step 2 - Reading the Tanishq: Positioning to Capture the Indian Woman's Heart HBR Case Study

To write an emphatic case study analysis and provide pragmatic and actionable solutions, you must have a strong grasps of the facts and the central problem of the HBR case study. Begin slowly - underline the details and sketch out the business case study description map. In some cases you will able to find the central problem in the beginning itself while in others it may be in the end in form of questions. Business case study paragraph by paragraph mapping will help you in organizing the information correctly and provide a clear guide to go back to the case study if you need further information. My case study strategy involves -

• Marking out the protagonist and key players in the case study from the very start.
• Drawing a motivation chart of the key players and their priorities from the case study description.
• Refine the central problem the protagonist is facing in the case and how it relates to the HBR fundamentals on the topic.
• Evaluate each detail in the case study in light of the HBR case study analysis core ideas.

Step 3 - Tanishq: Positioning to Capture the Indian Woman's Heart Case Study Analysis

Once you are comfortable with the details and objective of the business case study proceed forward to put some details into the analysis template. You can do business case study analysis by following Fern Fort University step by step instructions -

• Company history is provided in the first half of the case. You can use this history to draw a growth path and illustrate vision, mission and strategic objectives of the organization. Often history is provided in the case not only to provide a background to the problem but also provide the scope of the solution that you can write for the case study.
• HBR case studies provide anecdotal instances from managers and employees in the organization to give a feel of real situation on the ground. Use these instances and opinions to mark out the organization's culture, its people priorities & inhibitions.
• Make a time line of the events and issues in the case study. Time line can provide the clue for the next step in organization's journey. Time line also provides an insight into the progressive challenges the company is facing in the case study.

Step 4 - SWOT Analysis of Tanishq: Positioning to Capture the Indian Woman's Heart

Once you finished the case analysis, time line of the events and other critical details. Focus on the following -

• Zero down on the central problem and two to five related problems in the case study.
• Do the SWOT analysis of the Tanishq: Positioning to Capture the Indian Woman's Heart . SWOT analysis is a strategic tool to map out the strengths, weakness, opportunities and threats that a firm is facing.
• SWOT analysis and SWOT Matrix will help you to clearly mark out - Strengths Weakness Opportunities & Threats that the organization or manager is facing in the Tanishq: Positioning to Capture the Indian Woman's Heart
• SWOT analysis will also provide a priority list of problem to be solved.
• You can also do a weighted SWOT analysis of Tanishq: Positioning to Capture the Indian Woman's Heart HBR case study.

Step 5 - Porter 5 Forces / Strategic Analysis of Industry Analysis Tanishq: Positioning to Capture the Indian Woman's Heart

In our live classes we often come across business managers who pinpoint one problem in the case and build a case study analysis and solution around that singular point. Business environments are often complex and require holistic solutions. You should try to understand not only the organization but also the industry which the business operates in. Porter Five Forces is a strategic analysis tool that will help you in understanding the relative powers of the key players in the business case study and what sort of pragmatic and actionable case study solution is viable in the light of given facts.

Step 6 - PESTEL, PEST / STEP Analysis of Tanishq: Positioning to Capture the Indian Woman's Heart

Another way of understanding the external environment of the firm in Tanishq: Positioning to Capture the Indian Woman's Heart is to do a PESTEL - Political, Economic, Social, Technological, Environmental & Legal analysis of the environment the firm operates in. You should make a list of factors that have significant impact on the organization and factors that drive growth in the industry. You can even identify the source of firm's competitive advantage based on PESTEL analysis and Organization's Core Competencies.

Step 7 - Organizing & Prioritizing the Analysis into Tanishq: Positioning to Capture the Indian Woman's Heart Case Study Solution

Once you have developed multipronged approach and work out various suggestions based on the strategic tools. The next step is organizing the solution based on the requirement of the case. You can use the following strategy to organize the findings and suggestions.

• Build a corporate level strategy - organizing your findings and recommendations in a way to answer the larger strategic objective of the firm. It include using the analysis to answer the company's vision, mission and key objectives , and how your suggestions will take the company to next level in achieving those goals.
• Business Unit Level Solution - The case study may put you in a position of a marketing manager of a small brand. So instead of providing recommendations for overall company you need to specify the marketing objectives of that particular brand. You have to recommend business unit level recommendations. The scope of the recommendations will be limited to the particular unit but you have to take care of the fact that your recommendations are don't directly contradict the company's overall strategy. For example you can recommend a low cost strategy but the company core competency is design differentiation.
• Case study solutions can also provide recommendation for the business manager or leader described in the business case study.

Step 8 -Implementation Framework

The goal of the business case study is not only to identify problems and recommend solutions but also to provide a framework to implement those case study solutions. Implementation framework differentiates good case study solutions from great case study solutions. If you able to provide a detailed implementation framework then you have successfully achieved the following objectives -

• Detailed understanding of the case,
• Clarity of HBR case study fundamentals,
• Analyzed case details based on those fundamentals and
• Developed an ability to prioritize recommendations based on probability of their successful implementation.

Implementation framework helps in weeding out non actionable recommendations, resulting in awesome Tanishq: Positioning to Capture the Indian Woman's Heart case study solution.

Step 9 - Take a Break

Once you finished the case study implementation framework. Take a small break, grab a cup of coffee or whatever you like, go for a walk or just shoot some hoops.

Step 10 - Critically Examine Tanishq: Positioning to Capture the Indian Woman's Heart case study solution

After refreshing your mind, read your case study solution critically. When we are writing case study solution we often have details on our screen as well as in our head. This leads to either missing details or poor sentence structures. Once refreshed go through the case solution again - improve sentence structures and grammar, double check the numbers provided in your analysis and question your recommendations. Be very slow with this process as rushing through it leads to missing key details. Once done it is time to hit the attach button.

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