Retail store analysis - category management

1. CATEGORY OF TANSIHQ
WEDDING JEWELLERS SET
Dhwanit Gupta ( 15RM909)
Divya Sharma ( 15RM910)
Lalithasri P (15RM914)
Priti Singh (15RM922)
Pulkit Agarwal (15RM923)

3. INTRODUCTION
• Established in the year 1994
• Pioneered the concept of branded jewellery and ornament in India
• One of the major TATA brand with strong appeal to women
• They have brands as Gold Plus, Zoya, Mia and Platina.
• With Zoya being most premium
• Most trusted and faster moving jewellery brand that offers traditional
standard designs in gold platinum and diamond
• Retail sales of over Rs. 10,000 Crs, over last financial year
• Production and sourcing unit located at Hosur in Tamil Nadu
• Various innovations like Karat meter , gift vouchers, gold exchange scheme
MTO facility and golden harvest
• 200 stores in 80 Indian cities
• They target high and upper middle class people positioned itself as a
luxury, trustworthy, unique experience and superior product brand

4. SEGMENTATION
• Niche marketing – After its inception in 1995 it focused on exports
its design has been conceptualised for western market and were
introduced in India without any alterations. Later started targeting
the mass market
• Physiological segmentation- It found that 40% women are working
and targeted this segment with specific group of products like
collections called 9 to 5 jewellery for the working women
• Geographical segmentation- Titan realised that, given the diverse
nature of Indian ethnicity, it would have to satisfy the taste of all
regions. Hence it becomes more ethnic titan decided to design
more by stocking Bengali design in Delhi, Designs from Tamil nadu
in Bombay etc in order to appeal variety of people

5. BROAD VIEW OF CATEGORIES
gold Diamond Platinum
Finger
rings
Necklace Sets and
earrings Bangles
Finger
rings Earrings

6. Categories and collections
• Broadly platinum gold diamond
• Diamonds – farah khan, solitaire, mia, zuhur,
IVA
• Gold- Necklaces and chains, set, bangles,
• Bangles and bracelets
• Earings
• Fingerings
• Solitaire

7. Collections of TANISHQ
• Farah khan
• Mia
• Zuhur
• Divyam
• IVA ( 1, 2 ,3 )
• Polki ( open, closed)
• Solitaires
• Aurum
• Pallete
• Platina
• Bangles
• Kundan
• Chains
• Pendants & Mangalsutras
• Finger rings
• Earings & Sets
• Diamond & Gold Earings
• Temple Jewellers

8. Category wedding sets (sub categories)
• Divyam
• Polki ( closed and open)
• Kundan
• Temple jeweller
• Jodha Akbar

9. DIVYAM
• Launched during the Diwali
• It’s a combination 12 temple architecture
portraying Indians heritage
• Lot of unmet demand
• Wrong analysis of demand and loss on sale
• No proper data mining
• Earrings and sets

10. POLKI & KUNDAN SETS
• They are of two types
• Namely open and closed
• Sale of 5-6 pieces per day
• Weekly 3 times of replenishment
• Kundan sets move 5-10 pieces per day
• Everyday replenishment
• Kundan is the category killer as it’s the fast
moving

11. TEMPLE JEWELLERS
• Ancient form of jewellery with gods portraits
on it
• 2-3 pieces are being sold per day
• With a weekly replinishtment