Mia by Tanishq: Jewellery to entice the working woman in India

In 1995, recognising the opportunity to launch a trustworthy brand in the highly fragmented and disorganised jewellery market, Titan launched the first branded range of jewellery in India - ‘Tanishq’. The Tanishq business performed exceedingly well, attracting a large customer base that was won over...

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Main Authors: SRIVASTAVA, Rajendra K., DUTTA, Shantanu, JOSHI, Havovi
Format: text
Language:English
Published: Institutional Knowledge at Singapore Management University 2015
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Online Access:https://ink.library.smu.edu.sg/cases_coll_all/123
https://cmp.smu.edu.sg/case/2521
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spelling sg-smu-ink.cases_coll_all-11242018-07-13T09:42:51Z Mia by Tanishq: Jewellery to entice the working woman in India SRIVASTAVA, Rajendra K. DUTTA, Shantanu JOSHI, Havovi In 1995, recognising the opportunity to launch a trustworthy brand in the highly fragmented and disorganised jewellery market, Titan launched the first branded range of jewellery in India - ‘Tanishq’. The Tanishq business performed exceedingly well, attracting a large customer base that was won over by the assurance they were getting on quality and purity standards. However, the business is witnessing increasing challenges. Customer sentiments have been impacted by inflation, uncertain economic conditions and the significant increase in the price of gold. Additionally, there is a real concern in the industry that the young Indian woman is no longer interested in jewellery, and does not find it an exciting product. In an attempt to address this challenge, as well as expand the company’s reach and customer base, the Tanishq team identified a hitherto neglected segment – that of working women. Within 12 months, the team conducted a series of activities ranging from customer segment identification, deep customer understanding, and defining the proper distribution channels for aligning with the segments. The result was the launch of the brand ‘Mia’ – taking the position that “Mia was the Tanishq for work wear, for the working women”. In the three years since its launch, Mia’s design and retail strategy has continued to evolve. An initiative to take Mia out of the Tanishq store and into dedicated stand-alone outlets has resulted in great success - with not only the target group buying into the brand, but also with 80 percent of these customers having never shopped at Tanishq before. But while Mia is on an impressive growth path, it is almost impossible to identify the market size of potential Mia customers. Moreover, the needs of these target consumers’ are changing rapidly, and so, refreshing the range - while maintaining its affordability - is a real challenge. How large would Mia’s market be? Does it have the potential to become a brand in its own right? Could it be the next Tanishq for Titan? 2015-04-01T07:00:00Z text application/pdf https://ink.library.smu.edu.sg/cases_coll_all/123 https://cmp.smu.edu.sg/case/2521 Case Collection eng Institutional Knowledge at Singapore Management University Marketing customer segment identification targeting deep customer understanding distribution channels pricing branding market analysis positioning growth India women Asian Studies Marketing Sales and Merchandising
institution Singapore Management University
building SMU Libraries
continent Asia
country Singapore
Singapore
content_provider SMU Libraries
collection InK@SMU
language English
topic Marketing
customer segment identification
targeting
deep customer understanding
distribution channels
pricing
branding
market analysis
positioning
growth
India
women
Asian Studies
Marketing
Sales and Merchandising
spellingShingle Marketing
customer segment identification
targeting
deep customer understanding
distribution channels
pricing
branding
market analysis
positioning
growth
India
women
Asian Studies
Marketing
Sales and Merchandising
SRIVASTAVA, Rajendra K.
DUTTA, Shantanu
JOSHI, Havovi
Mia by Tanishq: Jewellery to entice the working woman in India
description In 1995, recognising the opportunity to launch a trustworthy brand in the highly fragmented and disorganised jewellery market, Titan launched the first branded range of jewellery in India - ‘Tanishq’. The Tanishq business performed exceedingly well, attracting a large customer base that was won over by the assurance they were getting on quality and purity standards. However, the business is witnessing increasing challenges. Customer sentiments have been impacted by inflation, uncertain economic conditions and the significant increase in the price of gold. Additionally, there is a real concern in the industry that the young Indian woman is no longer interested in jewellery, and does not find it an exciting product. In an attempt to address this challenge, as well as expand the company’s reach and customer base, the Tanishq team identified a hitherto neglected segment – that of working women. Within 12 months, the team conducted a series of activities ranging from customer segment identification, deep customer understanding, and defining the proper distribution channels for aligning with the segments. The result was the launch of the brand ‘Mia’ – taking the position that “Mia was the Tanishq for work wear, for the working women”. In the three years since its launch, Mia’s design and retail strategy has continued to evolve. An initiative to take Mia out of the Tanishq store and into dedicated stand-alone outlets has resulted in great success - with not only the target group buying into the brand, but also with 80 percent of these customers having never shopped at Tanishq before. But while Mia is on an impressive growth path, it is almost impossible to identify the market size of potential Mia customers. Moreover, the needs of these target consumers’ are changing rapidly, and so, refreshing the range - while maintaining its affordability - is a real challenge. How large would Mia’s market be? Does it have the potential to become a brand in its own right? Could it be the next Tanishq for Titan?
format text
author SRIVASTAVA, Rajendra K.
DUTTA, Shantanu
JOSHI, Havovi
author_facet SRIVASTAVA, Rajendra K.
DUTTA, Shantanu
JOSHI, Havovi
author_sort SRIVASTAVA, Rajendra K.
title Mia by Tanishq: Jewellery to entice the working woman in India
title_short Mia by Tanishq: Jewellery to entice the working woman in India
title_full Mia by Tanishq: Jewellery to entice the working woman in India
title_fullStr Mia by Tanishq: Jewellery to entice the working woman in India
title_full_unstemmed Mia by Tanishq: Jewellery to entice the working woman in India
title_sort mia by tanishq: jewellery to entice the working woman in india
publisher Institutional Knowledge at Singapore Management University
publishDate 2015
url https://ink.library.smu.edu.sg/cases_coll_all/123
https://cmp.smu.edu.sg/case/2521
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