Titan Group has 3 jewelry brands Tanishq, Zoya and Gold Plus. Tanishq’s target audience has been mid-tier segment targeting progressive and modern women. The Zoya collection has been targeted at the premium segment buyers and the Gold Plus for the mass segment. Tanishq has introduced various sub brands targeting different segments of women.
Tanishq’s brand imaging has changed since its inception in 1994. Originally it was positioned around gold and the purity of gold. With the progress of the brand, the communication strategy changed to affordability and accessibility. Tanishq’s sub brands like Mia, IVA and Inara have been targeted at young women. These young women were targeted through television and digital marketing. For collections targeted at smaller cities for less income women, the mode of communication was through print and regional media.
The traditional image of wearing gold jewelry suitable only for traditional occasions was broken by the introduction of its sub brand Mia. It was positioned as a trendy, lightweight and stylish jewelry set. It was directly targeted young working women. The advertisement consists of youth-centric jingles resonating with music and to which the women can connect to. It aimed to be a part of every working woman’s life and celebrate their work.
Extensive use of digital and mobile platforms was used for marketing Mai. Tanishq addressing the wave of smartphones introduced Mia’s separate mobile website. Tanishq also made its customers a