Tanishq - Building a Jewellery Brand

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This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.

Case Details:


Case Code : MKTA012 For delivery in electronic format: Rs. 300;
For delivery through courier (within India): Rs. 300 + Rs. 25 for Shipping & Handling Charges


Case Length : 10 Pages
Period : 1984 - 2004
Pub Date : 2004
Teaching Note : Not Available
Organization : Titan, Tata Group
Industry : Textile, Apparel, and Accessories
Countries : India


Titan, a Tata Group company is the clear leader in the Indian watch industry. Titan has also created a strong presence in gold jewellery under the brand name, Tanishq. The main competition has come from the traditional local jewellers, but Titan has positioned itself as a jeweller with a nationwide name. The company is involved in designing, manufacturing, and the marketing of gold-based jewellery, including jewellery watches. The case discusses how Titan has taken on the challenge of transforming the fragmented Indian jewellery market and also illustrates how core competencies can be leveraged to diversify successfully into a new business


  Page No.
Introduction 1
Background Note 1
Marketing Strategy 3
Concluding Notes 7
Exhibits 8


Titan Industries, Branded jewellery, Tanishq, Tata Group, Diva, Golden harvest scheme, White gold, Aria, Jewellery, Light weight diamond jewellery, Gold finance, World Gold Council, Diamond jewellery, Every day wear jewellery, Light weight colours collection

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