GROUP 11 RUSHIN P -1501098 ; ANAND J S -1501066 ; ULKRISHT S -1501112 ; VIGNESHWAR P -1501114
PRODUCT AND BRAND MANAGEMENT CASE SUBMISSION: RAGA AND TANISHQ Watches and jewelry were purchased to reflect the self-expression of consumers. The strong emergence of women both as consumers and decision-makers has played a tremendous role in consumption of products and brands. Titan offered a designer jewelry brand Tanishq (1994) and an exclusive watch brand Raga (1992) 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. ‘Inspired by the modern woman who transcends roles with poise and élan, Raga is a range of exquisite watches that have the perfect mix of sensuality and elegance.’ – Brand essence Raga’s positioning focus was on three core values – Beauty, Sensuality and Feminity. Whereas Tanishq had a strong brand appeal towards women and was primarily positioned for those women who sought classy and beautiful looks, irrespective of age. Trustworthiness, Credibility and variety of innovative as well as revolutionary designs made the brand popular among women in India. Consumer lifestyles, consumption-based attitudes, lifestyle appeals, western influences, higher disposable income, group identification and a need to differentiate oneself at an individual level are some of the aspects drawn from lifestyle appeal of brands. Brand symbolism between brands is likely to be the logical progression of brands that have a lifestyle positioning. Symbolism across brands and categories in terms of commonality is likely to give rise to brand constellation. Thus portraying the inner 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 ethnic aspects of beauty as a part of their self-concept. The analysis of Customer Based Brand Equity models are given here in below
GROUP 11 RUSHIN P -1501098 ; ANAND J S -1501066 ; ULKRISHT S -1501112 ; VIGNESHWAR P -1501114
Raga Brand Salience - Brand awareness among working women Performance – Design variety (3.83), long lasting appearance (4.05), light weight and comfort (4.01), durable and scratch resistant (3.46), craftsmanship (3.81) [Average Score – 3.832] Imagery - Intangible aspects including appearance. Glamorous (3.60), boosting image (3.50) [Average Score – 3.55] Judgments- Personal opinions and brand evaluation. Wearing during important events (3.21), celebration of woman gaining prominence in society (3.09) [Average Score – 3.15] Feelings – Feeling of young and glamorous. Feeling young and sophisticated (3.39), getting attention from others (2.93), feeling of office wear (3.65) [Average Score – 3.32] Resonance- Association with Raga (3.00), Shop new collections on launch (3.31), like to receive/gift an exquisite watch on special occasion (4.13) [Average Score – 3.48] Tanishq Brand Salience - Brand awareness as a fashionable branded jewelry Performance – Unique and elegant collection (4.15), Attention to detail is excellent in designs (3.88) [Average Score – 4.01] Imagery – Feeling important in a group (3.36), getting second glance attention (3.51) [Average Score – 3.435] Judgments- High gold quality and credible (3.91), High quality diamonds and studded stones (3.84), Important for wedding (3.78), Special occasion wear (4.01) [Average Score – 3.885]
GROUP 11 RUSHIN P -1501098 ; ANAND J S -1501066 ; ULKRISHT S -1501112 ; VIGNESHWAR P -1501114 Feelings – Feeling of beautiful (3.93), rich and sophisticated feeling (3.83), Unchanged appearance for many years (3.60) [Average Score – 3.786] Resonance- Association with Tanishq (3.03), Fashionable jewelry from trusted brand (4.24), Like to gift during important events (3.89) [Average Score – 3.72
