Jewellery Market Share Analysis

950 Words2 Pages

8th August 2018, livemint, E-paper, Titan aims to boost jewellery market share, http://www.livemint.com/Companies/zstwe5p9oXctKrVC4cLMBP/Titan-aims-to-boost-jewellery-market-share.html, accessed on 12th January 2018.

• Focus on High-end Luxury segment: More efforts need on communicating Tanishq as luxury brand for Elites. Tanishq has leverage on the popularity of Indian Movie Actors like Amitabh & Jaya Bhachan, Deepika Padukone, etc and they are their brand ambassadors and has made jewellery for Epic Movies based on Royal families. Despite this, the elites are not seen adorning Tanishq jewellery on their wedding, engagement, reception, red carpet events, award functions.
A new trend has emerged where famous fashion designers like Sabyasachi, …show more content…

• Global expansion: Tanishq has a very strong regional presence but no global presence. A handful of companies have an international presence in the jewellery industry. Tanishq can leverage on its strong brand image and expand to cities outside India.
1. Target Indians: Indians are spread across globe and the number is increasing. Tanishq can target Indians outside India which is a large segment.
2. Target Non-Indians: Jewellery is popular with everyone and not just Indians. This is a huge segment which Tanishq can enter with its product range but Tanishq needs to adapt to Westernize, Contemporary, designs which are more favourable in respective regions.
3. Fusion jewellery: This segment is popular more outside India, and this could be another segment for Tanishq to enter. IV] Improved use of owned, earned and paid digital media
From the audit in part1 of the report, following is the overview and recommendations on digital and social media of …show more content…

1. FB campaigns, with good images will do go. Tanishq followers likes the product pics and they have a better engagement rate for product images.
2. Contest are an excellent way to get followers engaged, Tanishq to do more by incorporating product images so the contest doesn’t get overlooked by the posts with only product images.
3. Tanishq’s entire traffic is organic, a mix of organic and sponsored posts is recommended. Promote new products, collections with sponsored posts. This will increase the reach, followers and engagement rate.
4. Survey’s are another way to get information, feedback along with increase in engagement rate. Survey’s on customers feedback on shopping experience, most liked collection, etc.
• Establish a dialogue: Tanishq does not reply, start a dialogue by themselves with the customers. This needs to be done proactively.
• Review: Even though the overall review is great but there are many customers who have complained about product quality, store

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