Communication Strategies by Tanishq and Gitanjali

Description
The ppt on the communication strategies used by tanishq jewellers to promote their product of diamond and other jewellery. It includes Tanishq's and Geetanjalis' advertising initiative related to social media, print ads, tv ad. It also includes Pentagon model of Tanishq, triangle model of tanishq, pentagon model of gili.

Communication strategies
Tanishq Gitanjali

History
• Tanishq launched its first retail store in 1996 • Despite its high-blitz ad campaign, many didn't know what Tanishq was about.

History
• Year 2001-02 they started giving discounts • Ad campaigns started listing products Tanishq had. Bracelets, rings, chains, pendants were explicitly mentioned in each ad. • Collections for the working women and a new set of contemporary designs were brought into the stores.

History
• Corporate sales as a new route to customer acquisition companies like Hindustan Lever Limited, Pfizer , National Panasonic, UB Group, Tata Tea and Tata Chemicals among its clients. • A steady stream of jewellery collections each with its distinct target audience has been launched.

History
• Aria, for seven stone diamond jewellery, Hoopla, focused on diamond studded hoops and Collection-G for lower priced gold jewellery with an interesting twist are just a few lines that have come out of the Tanishq stable in the last three years • Tanishq won the Most Desirable Jewellery Brand in India honour in 2003 at the Images Fashion Awards.

• Among the highlights of the 2003 Miss India beauty pageant were the distinctive crowns that adorned the three winners were by Tanishq

Marketing Strategy
• To be the most desirable brand of jewellery in India. • The company has two key marketing objectives1) Drawing new customers into its stores located across the country. 2) Building long-term relationships with the existing and rapidly increasing customer base.

To achieve its marketing objectives Tanishq mainly uses the following modes of communication: 1) Media Advertising 2) Public Relation 3) In-Store Events 4) Various Direct Marketing Tools The Tanishq store is always at centre-stage in these marketing efforts, the sanctum sanctorum, where the consumer experiences the brand.

The company also relies on below-the-line support in addition to media advertising which includes :

• • • • •

Email Campaigns Tele-Marketing Sales Promotion In-shop and Shop-front activities Display Units

Eg : ‘The Launch of Tanishq Collection-G’ Marketing Initiatives : • Presentations were organized for working women at several corporate offices, even corporate canteens during the lunch break. • Cross promotional tie-ups with other ‘working women’ spaces such as music stores, beauty saloons, lifestyle stores and bookstores. • The company 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 appeal to a similar set of consumers.

Going Social
Tanishq is now using all the famous social media networks to make an impact across all channels • Facebook Page • YouTube Channel • Twitter • Blog • Downloadable Widget

Awards
Tanishq has won the following awards recently (July 2011) for its marketing initiatives : • Best Marketing Campaign of the Year - The Wedding Jeweller (Tanishq) • Impactful Retail Design and Merchandising - Tanishq (Titan Industries) • Award for Best Use of Social Media in Marketing - Tanishq (Titan Industries) • Best Loyalty Program - Anuttara, Tanishq (Titan Industries)

Recent Happenings
Lowe Lintas (Bangalore) unveiled a new campaign for Tanishq, that aims to establish the brand in the wedding jewellery segment, an area that has traditionally been a stronghold of family jewellers.

Tanishq Ad

"Tanishq has been a leading player in the jewellery category for the past many years. Despite this, it has never made its presence felt in the wedding segment. It has never been known for wedding jewellery like the way family jewelers are. Also in today’s day and age, women are not too keen on getting married as they want to pursue their careers. Parents meanwhile, are looking at ways to get them married. The two needs felt in sync and we hope to establish Tanishq firmly in the wedding jewellery space by building a strong emotional connect with consumers.”

Geethakrishnan, Executive Creative Director, Lowe
Lintas

• Tanishq has recently announced their association with Amitabh Bachchan and Jaya Bachchan for their diamond campaign • The ad advocates awareness on how to evaluate the purity of these precious stones at the time of purchase.

• This ad will educate consumers about diamonds, about the basic 4Cs - cut, clarity, color and carat.

Print Ads

Print Ad for Valentine’s Day

Print Ad for Mother’s Day

Print Ad for Akshaya Tritiya

Print Ad for Raksha Bandhan

Print Ad for Diwali

Facebook Page

Twitter Page

Billboards

Gitanjali

Communication Strategy
• • • • • • • • Press Releases News coverage Print Electronic Events Advertisements Bollywood associations Fashion associations CSR activities Other

Press Release / News coverage (News papers)
Gitanjali ensures they have a high media presence. • New releases • New designs • CSR Initiatives • Awards and Recognitions All is covered by media specially newspapers

News coverage – Electronic Media
High visibility In Business/News channels as well as General entertainment channels • Events such as Tie-ups with brand ambassadors • Fashion Events • Product launches Ex – Sanjay and Manyata Dutt rampwalk was shown by various channels.

EVENTS
• Various events have been sponsored or organised by Gitanjali. Some of them are:• Asmi – Woman of substance (women’s day) • Sponsorship’s for fashion weeks - Kolkata, Chennai, Mumbai, etc • Ticket to bollywood – Bollywood theme event • Wedding Carnival • And so on…

Advertisements - Print
• Advertisements are printed in leading newspapers as well as reputed magazines. • Newspaper ads are generally full page put in supplement. • Magazines also have full page ads. Preffered magazines are lifestyle magazines and fashion magazines.

Advertisements - Electronic media
• Ads are shown in various channels such as GEC, Lifestyle channels, etc • Ads feature various Actresses and actors. • Each of them represent a distinct brand.

Bollywood Associations
• Leading Bollywood stars as their Brand ambassadors • Feature actresses and actors in both print as well as electronic media • Different stars represent different brands.

Fashion Associations
• Sponsors to many fashion events • Notable participation in events such as Mumbai, Chennai, Kolkata fashion week.

CSR activities
• Supported : ‘Being Human’ campaign • Sambhav : CSR intiative of Gitanjali – Srishti : Green Dream - Environment – Saksham: Empowerment – Training and employment – Sneh – Spreading smiles – Medical help & Health – Sujyot – Lighting up lives – Eye donation and eye care – Saakshar – Empowerment - education

Other
• OOH • Website • Sponsorships

Advertising Budget
(Figures in Rs.) Advertising/Promotions Exp Sales Percentage TANISHQ 332.7million GITANJALI 186 million

3032 miilion ~11%

985 million ~18.9%

Pentagon Model of Tanishq
• Place

India’s largest jewelry showroom with an area of 23000 sq. ft. the building had two floors dedicated one for Diamond jewelry (ground floor) and first floor for golden jewelry • Product Fast moving counters Bridal wear section High Value Sections Color Stone Section New Arrival section

Pentagon Model of Tanishq
• Value (Price and quality ) : The jewelry starts from Rs. 10000 and reach upto lacs and crores of rupees. Jewelry available are Gold jewelry- 22C, 24C Diamond Jewelry- 22C Platinum Certificates available are Certificate of Authenticity Platinum Guild’s Certificate (PGC)

Pentagon Model of Tanishq
• People (Service, Knowledge, Climate) Lifetime guarantee Free cleaning of the jewelry Putting gold( charged for it) Resale of jewelry on the depreciated value of the jewelry Exchange of jewelry on the depreciated value of the jewelry

Pentagon Model of Tanishq
• Communication (Promotional and Positional ) SMS campaigns Newspaper advertisements Temporary and Permanent memberships When customer visit an outlet, they give them a tour of the outlet and inform them about the arrivals

Triangle Model of Tanishq
Systems , Logistics , Suppliers : • The production is done at the Bangalore factory.

• Manufactured on order at the factory.
• No involvement of any warehouse or supplier. • Have stores in Singapore and Dubai. • No manufacturing facility is present in these countries.

Pentagon Model Of Gili
A. GILI) Location:- Shivaji Cowk, Opp Ambarnath Station Layout:- Square layout Size:- 1000 sq. ft area Place Place:- Mankame and Sons (An authorized dealer for

B. Product Brands: D’dmas, nakshatra, Gili, Asmi, Sangini
Categories: Diamond, Gold, White gold, Platinum Available in grades like V(20k Rs.), VS(18k Rs.), SI(15 k Rs.)

Pentagon Model Of Gili
C. Value

Price range available is 20k to 80 lakh Average billing per consumer is 50k Rs. India: 18 karat, 750 hallmark jewelery available Abroad:14 karat, 9 karat, White gold Certifications: IGI certification and Insurance of 1 year.

Pentagon Model Of Gili
D. People (Service, Knowledge, Climate ) Free of charge polishing, sizing, anytime

E.

Communication (Promotional and Positional )

Dealers gives contact database to Gili and the company send text messages and e- mails. Dealers make aware of any such offers. Promotions through sulekha yellow pages and allied advertisers

Triangle Model Of Gili
• No customization is available
• CRM is used to keep an updated customer database\

Net Sales Rs.3355 crs COGS Rs.3095 crs Var. Exp 9.2 Fix. Exp Rs.51.1 crs

Gross Margin 260 crs.
NET Profit 199.7 crs. Total Exp. 60.3 Net Sales Rs.3355 crs

N. Profit Mar 5.9

Investmnts 898 crs. Inventory 789.24 crs. Sundry Debt 1820 crs. Total Current assets 4262 crs Net Sales Rs.3355 crs

ROA 4.59

Cash/ Bank 17.72crs
Loans, adv, 621 crs Others 127 crs. Fixed assets 50 crs Total assets 4312 crs

Asset T/O 0.78

Net Sales Rs.5243 crs COGS Rs.4999 crs Var. Exp 21 crs Fix. Exp Rs.25 crs

Gross Margin 244 crs.
NET Profit 198 crs. Total Exp. 46 Net Sales Rs.5243 crs

N. Profit Mar 3.8

Investmnts 138 crs. Inventory 343 crs. Sundry Debt 1125 crs. Total Current assets 2345 crs Net Sales Rs.5243 crs

ROA 8.15

Cash/ Bank 643 crs
Loans, adv, 73 crs Others 23 crs. Fixed assets 97 crs Total assets 2442 crs

Asset T/O 2.14

SRM Model Ratio
•GEETANJALI GEMS •SHREE GANESH GEMS

Area : 3.6 Lac Square feet

Area : 15600 Square feet

No. of Employees : 2300

No. of Employees : 780

Average Inventory = Rs 728,40,00,000

Average Inventory = 327,00,00,000

Gross Profit : NS-COGS= 259.38 Cr

Gross Profit : NS-COGS= 241.74Cr

SRM Model Ratio
GIMROF : Gross Profit / Square Feet = 7,205 (Rs/ft) GIMROF : Gross Profit / Square Feet = 1,54,961 (Rs/ft)

GIMROL : Gross Profit / Full Time Employees = (259,38,00,00/2300) = 11,27,739

GIMROL : Gross Profit / Full Time Employees = (2417400000/780) = 30,99,230

GIMROI : Gross Profit / Average inventory =0.356

GIMROI : Gross Profit / Average inventory =0.74

Thank You



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