Case - Raga

IMB 427

S RAMESH KUMAR, KUMAR, SHILPA S AND AND G KRISHNA KUMAR KUMAR

RAGA AND TANISHQ TANISHQ – SYMBOLIC LINKAGES LINKAGES BETWEEN BETWEEN BRANDS BRANDS (THE INDIAN CONTEXT) This case, based on brands prominently positioned for women, specifically deals with consumers’ perception of brands Raga and Tanishq, Tanishq, and explores explores the possibility possibility that these two brands may be symbolically lin ked in the consumers’ psyche. With the proliferation of lifestyle appeals, the case analyzes the symbolic linkages between the brands that that may be useful to the company company to synergize synergize such such linkages in in marketing strategie strategies. s.

THE INDIAN CONTEXT Consumer lifestyles and consumption-based attitudes have been the major drivers of brand success in the Indian context. Several brands across categories have used lifestyle appeals and related attitudes to succeed in this emerging market. Western influences, higher disposable income, group identification (the individual identifies himself or herself with with a group), group), and a need to differentiate differentiate oneself oneself at an individual level level are some of the important aspects drawn from the lifestyle appeals of brands. Lifestyle-based appeals seem to be reaching a state of saturation.1 Hence, marketers need to think of of other ways of using lifestyle appeals. Brand symbolism between brands is likely to be the logical progression of brands that have a lifestyle positioning. Companies are likely to explore the symbolic relationship between brands when the brands across categories have common benefits to consumers and when the target segment is likely to respond to symbolism across the brands of the company. Symbolism across brands and categories in terms of commonality is likely to give rise to brand constellation. A brand constellation is a collection of brands that share common symbolism as a part of the involved brand associations. associations. 2 This case deals with the behavioral dimension associated with the concept of brand symbolism giving rise to a constellation constellation (the common lifestyle lifestyle symbolic meaning associated associated with a set of brands).

BRANDS AND INDIAN WOMEN The rising power of women in various fields ranging from politics to business has created a trend that is very different and novel to the Indian environment. With 5.5 million women 3 entering India's workforce each year, all overwhelmingly driven to succeed, there has been a tremendous impact on the consumption of products and brands by women. Women have made or influenced between between 60% and 80% of consumption consumption decisions. decisions. 4 The consumption drivers in India India have been manifold manifold – changing demographics demographics,, rising incomes, incomes, and under-penetration under-penetration of consumer consumer products; products; but the strong emergence emergence of women both as consumers consumers and decision-makers decision-makers has been been playing a tremendous tremendous role in the consumption of products products and brands. In the cities, with an increasing number number of women entering the services sector (70% of total women employed in 2010 were in the services sector), household incomes doubled, resulting in a higher propensity to consume and also a demand for better standards of living. livin g. A - survey, by the Indian Market Research Bureau, of about 9,000 urban Indian women found that the income of women living and working in cities increased increased to Rs. 9,457 ($180) a month month in 2010 from Rs. 4,492 ($85) in 2001. 2001. It is not n ot just the rising incomes incomes that have been fuelling the trend but also the changing socio socio-economic -economic environment environment as urban women have 1

Chernev, A., Hamilton, Hamilton, R., and Gal, D., Competing for consumer identity: limits to self-expression self-expression and the perils of lifestyle branding , 2011 , Journal of Marketing , 75, 66–82. 2 world, Amacom (American Management Association), Michael Solomon R., Conquering Consumer space – Marketing strategies for a branded world, Association), 2003, 2003, p. 47. 3 Econo Economi micc Times Times Artic Article le - http://articles.economictimes.indiatimes.com/2012-10-16/news/34499304_1_honour-killings-indian-womenworkforce,, Accessed on October 23, 2012 workforce 4 Econom Economic ic Times Times Artic Article le - http://articles.timesofindia.indiatimes.com/2012-10-18/mumbai/34554083_1_credit-card-indian-women-worldeconomy, Accessed Accessed on October 24, 2012

S Ramesh Kumar, Professor of Marketing, Shilpa S and G Krishna Kumar prepared this case for class discussion. This case is not intended to serve as an endorsement, source of primary data, or to show effective or inefficient handling of decision or business processes. Copyright © 2013 by the Indian Institute of Management Bangalore. No part of the publication may be reproduced or transmitted in any form or by any means – electronic, mechanical, photocopying, photocopying, recording, or otherwise otherwise (including internet) – without the permission of Indian Indian Institute of Management Bangalore.

This document is authorized for educator review use only by Meenakshi Rawani, Foundation for Liberal & Mgmt Education (FLAME) until May 2017. Copying or posting is an infringement of copyright. [email protected] [email protected] or 617.783.7860

Raga and Tanishq – Symbolic Linkages between Brands (The Indian Context)

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been more independent, better educated and career-oriented. Several brands have positioned themselves towards women as a niche segment. Exploring brand constellation could offer useful insights to marketers. Aaker’s (1999) 5 findings indicate that individuals develop a positive attitude towards brands that match both their own self-schemata and traits relevant to different situations. Wheeler et al . (2005) 6 showed that products with messages matching the self-schema increased persuasion, when their argument quality’s effect on attitude was high (i.e., when the message matched the extroversion levels of the users). Thus, portraying the beauty and sensuality of women in an ethnic manner through Raga and Tanishq brands with their symbolic linkages through the constellation of these brands is likely to appeal to the Indian women segment who would include the ethnic aspects of beauty as a part of their self-concept.

BRANDS CHOSEN FOR THE STUDY Women have been drawn towards gold for centuries and this appeal is universal. Gold, as a category associated with self-expression, has been almost part of the culture in most parts of the world. Wristwatches as personal accessory items have been personal statements of consumers, especially after the launch of watches by Titan in India. Both watches and jewelry were purchased to reflect the self-expression of consumers. There have been occasion-specific lines of products in both categories and avenues for differentiation through functional benefits have been limited (almost all jewelry products were Hallmarked and precision in watches became easier to be achieved with the proliferation of technology, leading to a limitation on the cognitive appeals that could be used to position the products in both categories). Hence, symbolic appeals based on affect provided avenues for brand development in both the product categories. As Indian women have been increasingly moving towards modernity while still retaining their core cultural values, this aspect could be used by an Indian company such as Titan to create brands that could match the self-schemata of Indian women. Thus, when Titan offered a designer jewelry brand Tanishq and an exclusive watch brand Raga that addressed the sensuality of the ethnic kind (women's expression of sensuality in an ethnic manner), there was a natural symbolic fit (symbolism associated with self-expression) with contemporary Indian women. This presented an opportunity for exploring two categories and their symbolic appeals with a synergy of symbolism. The exploration raised an important question – "How can the Raga brand appeal to the target segment of women who were attracted to the Tanishq brand?”

Titan Raga Introduced in 1992, Titan Raga was the first ever watch brand launched exclusively for women – a segment where there was huge untapped potential for Titan. It was positioned as an ethnic watch for the sophisticated Indian woman, embellished with striking symbolism from the culture of India. Raga was unique in creating a line of watches for the Indian women, with the insight that they would like to appear beautiful and sensuous in an Indian way. The Raga line of watches, which were made specifically for women and not just modified or downsized men’s watches, perfectly matched other Indian accessories. 7 By 2006, the brand had a strong preference score of 68% among women in the age group of 25–40 years in the SEC AB. 8 Building on this success and identifying future potential, Raga was re-launched in 2006, as a brand that a woman could intimately connect with. The company believed that when a woman bought a Raga watch, she was not merely purchasing a watch, but was investing in a brand that she trusted and confided in. Hence, they signed up with brand ambassadors who embodied the brand values and were those whom the Indian women could identify with. Celebrities from the Hindi film industry, whose image in people’s minds would match with the image that each line of Raga watches intended to convey, were brought in to launch the watches and feature in advertisements in print and mass media. A few of the advertisements are referred to and interpreted in Exhibit 5.

5

Aaker, J. L., The malleable self: the role of self-expression in persuasion, Journal of Marketing Research (JMR), 1999, 36(1), 45-57. Wheeler, S C, Petty, R E, and Bizer, G Y, Self schema matching and attitude change: situational and dispositional determinants of message elaboration , Journal of Consumer Research, 2005, 31(4), 787-797. 7 http://www.thehindubusinessline.com/features/weekend-life/what-indian-women-want/article4508247.ece Accessed on March 15, 2013 8 http://www.tata.in/company/releases/inside.aspx?artid=WvUFQIbKXfo= Accessed on April 18, 2013 6

This document is authorized for educator review use only by Meenakshi Rawani, Foundation for Liberal & Mgmt Education (FLAME) until May 2017. Copying or posting is an infringement of copyright. [email protected] or 617.783.7860


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Inspired by the modern woman who transcends roles with poise and elan, Raga is a range of exquisite watches that have the perfect mix of sensuality and elegance. This statement sums up the brand’s essence. 9 With a sharp positioning focusing on three core values – Beauty, Sensuality and Feminity; Raga brand of watches were available at prices ranging from Rs. 1,850 to Rs. 23,000 ($1 = Rs. 59, in January 2013). Despite the availability of some models at relatively lower prices, the brand maintained a premium image and was seen as an opulent accessory for the modern affluent woman. Raga brand watches were available in World of Titan showrooms, multi-brand outlets, and department stores across India. Raga contributed about 25% to the total annual revenues of Titan Industries Limited. 10

Tanishq Tanishq is another brand that entered a previously unchartered territory – that of branded jewellery in a context where the jewelry market in India had been unorganized and dominated by local jewelry stores and goldsmiths who visited homes to make custom-ornaments. The brand Tanishq, with its name coined from a combination of “Tata/Tamil Nadu” and “Nishq” (meaning a necklace of gold coins) and, again, from “Tan”, meaning body and “Ishq”, meaning love, was launched in 1994 as a range of jewelry and jewelry watches. 11 It was primarily targeted towards the European and American markets, as the purpose of setting up this business was to help Titan earn foreign exchange to fund its imports to keep up with the burgeoning production of watches in India. Initially, Tanishq was not very popular in India. Being branded, it was perceived to be too niche and not for the common Indian woman. The ritual of going to a local jeweller had to be changed and customers had to be induced to visit a Tanishq store without feeling intimidated. This was a huge challenge. As the brand’s target became more localized in the late 1990s, there was an increasing focus on Indian women. This was the evolutionary period when Indian women were embracing modernity gradually even while sticking to their core traditional values. Women wore professional-looking ornaments to work, while adorning traditional jewellery for rituals. Tanishq was positioned to appeal to the women to not buy just trinkets but even classic/traditional jewelry that is adorned on occasions of cultural rituals. Promotions of the jewelry were done through even media such as pre-launch campaigns of a few Bollywood movies where the characters adorned Tanishq jewels. 12 Tanishq was a fast-growing jewelry brand with a premium range of jewelry and offered 18-karat gold, 22-karat pure gold, diamond, gem-studded, and platinum jewelry. The brand was present as one of India's largest specialty retailers with a pan-India presence. In addition, to cater to the need of rural India and smaller towns, the brand Gold Plus was launched. 13 The brand was highly supported by the trust connotations associated with Tata (an established business group in India) and Titan (the watch brand that led the market share in quartz watches). The Tanishq brand had a strong appeal towards women and was primarily positioned for those women who sought classy and beautiful looks, irrespective of age. Realizing that college students were not too keen on wearing traditional gold, Tanishq rolled out “FQ diamond” brand for teens. 14 Tanishq has been associated with trustworthiness, credibility, and variety of innovative as well as r evolutionary designs that made the brand popular among women in India. Reliability of the brand was enhanced further through the introduction of Karat-meters in all Tanishq outlets. 15

COMMONALITY OF APPEALS The commonality of associations across the brands (Raga and Tanishq) results from the fact that inner beauty, sensuality, and a self-concept that innately appreciates both these qualities comprise the common symbolism associated with the brands. Both brands conveyed a departure from the stereotype of the traditional Indian women; the associations portray lifestyle and psychographic associations that not only strengthen the self-concept of target

9

http://www.titanworld.com/in/watches/collections/raga/ Accessed on September 3, 2012 Primary Research: Interview with Head o f Marketing-Titan 11 http://www.tanishq.co.in/tanishq-story Accessed on October 14, 2012 12 http://www.tata.in/company/Media/inside.aspx?artid=PERG2tBcSNk= Accessed on April 18, 2013 13 http://www.titan.co.in/business-divisions/jewellery-division Accessed on October 14, 2012 14 http://www.ibef.org/industry/gemsjewellery.aspx Accessed on October 14, 2012 15 http://www.tata.com/media/articles/inside.aspx?artid=bpa1UvBryIM= Accessed on April 18, 2013 10



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segment of these brands but also help modern women identify with a unique combination of respecting tradition even while pursuing a modern lifestyle. A typical urban Indian woman has been one who is independent, employed, socially active (among at least a small group of friends), and simultaneously follows traditional Indian values. Raga and Tanishq signaled the contemporary changes that were relevant to women who desired an identity of their own. Although the categories were different, they were related to personal grooming. The inter-connectedness of the categories and the commonality of brand associations across categories made an interesting combination in a country such as India where a woman’s identity was undergoing a radical change (though among a small crosssection of women).

METHODOLOGY The objective of the case is to explore the concept of brand symbolism, which would lead to constellation, taking into account the commonality of associations across the brands selected for the study (Raga and Tanishq). The respondents (all female) consisted of young professionals and students, in the age group of 20–26 years, who had owned at least one of the brands selected for the study or aspired to own at least one of the brands selected for the study. The survey measured the attitude of the respondents towards the brands and their lifestyles, using a 5 point Likert scale. Average scores across the 80 respondents for the attitude questions related to Titan Raga and Tanishq are provided in Exhibits 1 and 2, respectively. Lifestyle questions and average scores are provided in Exhibit 3. Exhibit 4a and b contains the authors’ interpretations of the brand communications of Raga and Tanishq, respectively. Exhibit 5 displays a print ad of Raga Cities provided by Titan Industries Ltd. Insights obtained from the survey responses were used along with brand communications to analyze the aspects contributing to commonality and suggest appropriate strategies for Raga, deriving insights from the identified commonalities. Data collection was done by the authors in the months of October and November 2012. The decision areas that the data can help address would be – helping Titan explore the symbolic common ground between Raga and Tanishq; devising a brand strategy for Raga that recognizes the symbolic commonality between the two brands even while retaining its original associations; to attract the segment that is attracted to Tanishq; and establish the effectiveness of symbolism in leading to the formation of a brand constellation.

The authors would like to thank Prof. U Dinesh Kumar, Chairperson of Research and Publications, IIM Bangalore, for his support to the case study. They would also like to thank Manoj Chakravarthi, Chief Operations Officer, Centre for Corporate Governance and Citizenship, IIM Bangalore, for his valuable inputs based on his association with Titan Industries Ltd. and Somprabh Singh, Head-Marketing, Titan Industries Ltd. for being instrumental in preparation of the case by permitting taking-up of the study and providing copies of the ads of Raga.



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Exhibit 1 Attitude towards Titan Raga Sl. No. 1.1

Questions Posed

Average Score

It has a variety of designs and new releases.

3.83

1.2

I perceive the appearance of the watch to be long lasting.

4.05

1.3

It is lightweight and comfortable to wear.

4.01

1.4

It is durable and scratch resistant.

3.46

1.5

The craftsmanship of Raga watches is excellent.

3.81

1.6

I look glamorous when I wear it.

3.60

1.7

The watch boosts my image among peers.

3.50

1.8

It makes me feel young and sophisticated.

3.39

1.9

I feel everyone looking up to me when I wear it.

2.93

1.10

It is a celebration of women gaining prominence in society.

3.09

1.11

I wear it only during important events.

3.21

1.12

I like to be associated with the group using it.

3.00

1.13

I love to shop new collection when launched.

3.31

1.14

I like to receive/gift an exquisite watch on special occasions.

4.13

1.15

I feel women professionals should wear it to office.

3.65

Source: Survey administered by the authors

Exhibit 2 Attitude towards Tanishq Sl. No. 2.1

Questions posed

Average Score

The design collection is unique and elegant.

4.15

2.2

The quality of gold is credible and high.

3.91

2.3

The appearance of jewelry remains same even after many years.

3.60

2.4

Diamond and studded stones are of high quality.

3.84

2.5

Attention to detail is excellent in designs.

3.88

2.6

I look beautiful when I wear it.

3.93

2.7

It makes me feel rich and sophisticated.

3.83

2.8

Wearing it makes me feel important in a group.

3.36

2.9

People yearn to have a second glance when I wear it.

3.51



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Exhibit 2 (contd.) 2.10

It is different from unbranded jewelry.

3.85

2.11

I consider it to be an important purchase for a wedding.

3.78

2.12

I would prefer to wear it during special occasions.

4.01

2.13

I like to be part of a group that uses it.

3.03

2.14

I like to buy fashionable jewelry from a trusted brand.

4.24

2.15

I like to gift it to dear ones during important events.

3.89


Exhibit 3 Lifestyles Sl. No. 1

Questions Posed

Average Score

I often attend parties.

2.86

2

I frequently chat online or through SMS/phone calls with friends.

4.15

3

I watch a lot of TV.

3.64

4

I read newspapers.

3.53

5

I read fashion magazines.

3.31

6

I read generic magazines such as Reader’s Digest .

3.18

7

I do a lot of shopping.

3.79

8

I like to dress for fashion and not for comfort.

2.55

9

I like to visit places where I can meet many people rather than a calm place.

3.18

10

I like to be considered a leader.

3.39

11

I like to be the center of attraction in a gathering.

3.35

12

I like to keep myself updated on the latest fashion trends.

3.53

13

I like to read reviews on products I plan to use.

3.91

14

I like to give reviews on products I have used.

3.71




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Exhibit 4a Examples of brand communication from Titan Raga Storyboard 1 A young woman (enacted by a reigning celebrity) whose weekend plans get cancelled in the last moment, does not give up and goes on an outing with her mother. She is shown to be independent and individualistic, capable of making her own decisions, taking things in her stride and handling them well. The tagline “Life is Now” also indicates that life is to be enjoyed without letting small let-downs affect oneself. The ad has a modern orientation and portrays a mother–daughter relationship in the contemporary age, where they are more similar to friends/equals, and do not stick to the traditional portrayal of generation gap. Raga the brand that was advertised as a classy collection for modern young women has revitalized itself by preserving the classy association (mother–daughter relationship that is an innate part of the ethnic culture), but has made the relationship contemporary with the mother and daughter rejoicing the small pleasures of life that emphasize life is to be lived in the present. The celebrity associations, the modern settings of the interiors, the picturesque outdoors, and the contemporary looks of the mother and daughter made the brand relevant and contemporary to the target segment.

Storyboard 2 The advertisement shows a group of urban sophisticated and fashionable youngsters getting together in an exhibition-like setting. The celebrity who features in the advertisement engages herself in a delicate pottery-making effort and realizes that her Raga is about to be soiled by the mud clay she was working on. The advertisement ends on a romantic note with a hint of fun. The ad strengthens the associations of the brand with the target segment and in addition provides a contemporary dimension to the user imagery of the target segment. The use of a traditional craft form by a modern youngster triggers associations of class and art with regard to the brand. The well-known celebrity used adds to the contemporary appeal besides reinforcing the celebrity appeal that has always been associated with the brand in recent times. Source: The authors analyzed the advertisements for the brand based on their perception of the advertisements as consumers associated with the Indian context. Storyboard 1 - http://www.youtube.com/watch?v=wAXwH9Vq7Fk&feature=player_embedded, accessed on September 3, 2012 Storyboard 2 - http://www.youtube.com/user/titanwatchesindia?v=vwpIiy7NraI, accessed on October 31, 2012



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Exhibit 4b Examples of brand communication from Tanishq Storyboard 1 A girl who is initially uninterested in marriage is shown how beautiful she can look with jewelry. When she gets interested in the jewels, it is made known to her that those were wedding jewels, and she possibly would not need them. She then realizes that she would actually like to get married and shows interest in going ahead with a proposed wedding. The target audience was urban young women – the segment that had a high professional aspiration rather than the aspiration to get married with a traditional mindset. It conveys to the target that professional aspirations need not mean an exclusion from following tradition. An independent, employed woman can also be a married woman with a family – this concept is conveyed clearly through the ad. “Makes one beautiful”, and “Brings out the woman in you” are associations that are created by this ad. This ad tells the woman that she need not give up her independence, but a wedding celebration with Tanishq gives her an opportunity to showcase her beauty and revel in the joy of following a tradition, with friends and family.

Storyboard 2 An old woman is made to feel young and beautiful after adorning Tanishq diamonds. Young men compliment her and dance with her. She enjoys herself, completely. The tagline “New tale of tradition” indicates a revival of the old, which is portrayed by the protagonist in the ad. It also falls in line with the theme of redefining tradition beyond established stereotypes of “old woman” and associated activities. That an old woman is respected for her age as well as admired for her beauty and danced with, in a modern setting, is a strong link between tradition and modern lifestyle. This ad targets fashion-conscious women who are not necessarily young. “Ageless Beauty” and “Youthful enjoyment” are associations that this ad creates. The ad appeals to women who do not want to give up on a life full of merriment just because of age. It shows them that they would also be appreciated by men and they can get back their joyous days of youth by adorning Tanishq. Source: The authors analyzed the advertisements for the brand based on their perception of the advertisements as consumers associated with the Indian context. Storyboard 1 - http://www.youtube.com/watch?v=QfYLu_MhLQQ, accessed on September 3, 2012 Storyboard 2 - http://www.youtube.com/watch?feature=endscreen&NR=1&v=a_uYyczxIuQ, accessed on September 3, 2012



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Exhibit 5 Print ad of Raga Cities

Source: Ad provided by Titan Industries Limited


Case - Raga

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