MARKETING

MANAGEMENT PROJECT
MEDIA MARKETING

SUBMITTED TO: SUBMITTED BY:

DR. AMANDEEP SINGH GARAI ANMOL DHIR
2020982007
MBA(MARKETING)
 Media Marketing Communication Plan
 PRELIMINARY DATA (TANISHQ)
 Posters & Trailers
 Budgeted Media Plan
 Timeline
Preliminary Data
INTRODUCTION
 Tanishq is India’s largest, most desirable and fastest growing jewellery brand.
 Started in 1995, Tanishq is the jewellery based business based in Bangalore launched by
TITAN.
 The company wanted to be different by offering 18 carat gold with contemporary
European Design. However this strategy of company didn’t went well and they suffered
losses in 1995-96, 1996-97, 1997-98.
 But very soon company realized its mistake, Tanishq took various steps to correct the
mistakes it had committed and posted its first ever operating profit in 1999.
Product Offering By Tanishq
 Tanishq diversified product portfolio includes
o Rings
o Pendants
o Pendant Earnings Set
o Nosepins
o Necklaces
o Earrings
o Chains
o Bracelets
o Bangles
o Gold Coins
o Bricks/Biscuits/Bars
Ad Campaigns done by TANISHQ
 Company used various hashtags, events, film ventures for marketing their products.
 Mia-#BestAtWork
 Tanishq-Celebrating Sisterhood
 Divyam By Tanishq- Diwali Ad
 Pehla Heera for your daughter-in-law
 Rivaan by Tanishq- You always want the best for your little girl
 Mirayah By Tanishq – Celebrate With Colours
 Aao Manaye Tanishq wali Diwali
 Tanishq – making of Jodha Akbar
 Tanishq – making of Padmaavat
 #DuaKaSona
Celebrities Used by Tanishq for AD Campaigns

 Ambitabh Bachhan
 Jaya Bacchan
 Karishma Kapoor
 Dia Mirza
 Asin
 Shridevi
 Tisca chopra
 Neena Gupta
 Deepika Padukone – Brand Ambassador
 Nayanthara – Brand Ambassador(South India)
EVENT MEDIA MARKETING DONE BY TANISHQ
EARLIER
 IN 2008 TANISHQ came with new
strategy of event media marketing
 Company ventured with Ashutosh
Gowariker's historical film Jodhaa
Akbar.
 Two hundred craftsmen worked for
600 days, molded 400 kg of gold and
precious and semi-precious stones to
recreate jewelleries of Mughal era.
 Also company launched more than 400
products under the Jodhaa Akbar
Jewellery.
 The venture of company with the film became very fruitful
for them.
 Jewellery designs under Jodha Akbar collection became
very popular among the masses.
 People were to able to connect them to the ancient period
and could feel the royalty.
 Though 2008-09 was though period threatened by
slowdown & recession in several sectors but still due to its
great marketing strategies and beautiful designs which were
liked by many people Tanishq was able to increase its sales
and profit.
 After the success of the Jodha Akbar
collection. Company decided to use the
same market strategy.
 In 2018 Tanishq ventured with Sanjay
Leela Bhansali’s film “PADMAVATI”
which was later changed to
“PADMAAVAT” due to some controversy.
 So in 2018 Tanishq came with “Padmaavat
Collection” jewellery which have
traditional rajasthani designs of jewellery.
 Repeating the Jodha Akbar collection
success, Padmaavat collection was also
liked by the masses.
 And this time also Tanishq was able to
achieve significant growth in sales and
profit.
Existing Problems with TANISHQ

 Low weight designs or low range designs: Tanishq might offer you brilliant designs but
they might not have been designed with low gold weight in mind. It is like: if you can pay
well they have good designs for you.
 Customization: At Tanishq, customization is only available on heavy weight designs/high
range design. Moreover they would not customize the items based on your instructions.
You would have to choose from what they have to offer.
 Turnaround time: In case you place a custom order at Tanishq, the standard turnaround
time is more than one month.
 Making Charges: Making Charges of Tanishq are high as compared to Kalyan and other
local Jewellers.
SWOT Analysis Of Tanishq

Strength Weakness
capital "Not for Me"
flexibility Fluctuating gold prices
modern style Limited Global
Presence
Excellent Branding &
Advertising

Oppourtunity Threats
Customized Jewellery Competition
Tapping Global Market Changing Trends
Tie-Ups with Lack of Skilled
corporates & Business Workers
Partners Govt. Policies
“Not For ME”

 In India there is a big section of “Lower Middle Class”. Most of the people of lower
middle class think that a Brand like Tanishq is not for them.
 As tanishq is a one of the most popular jewllery brand in India and they have huge
showrooms in all over India. So Lower Middle Class people that their prices and making
charges must be very high as compared to their local jeweler.
 They have a misconception that Tanishq is only for Higher Class people.
 Though Tanishq Have range in low price also but that’s very limited.
 Also there is another misconception that the brand offers wedding range which is much
suited only for North Indians.
STRATEGY

 As “Not For Me” is one of the weakness of the brand.

 So We will target to Overcome this weakness by introducing a new collection called
“SWABHIMAAN” .
 In this our target audience will be the Lower Middle Class.
 In this collection ornaments will start from Rs4000 onwards and necklace sets will start from
Rs40,000 onwards.
 In this collection there will a lot of designs and also customization will be possible on nominal
charges.
 Also company will charge the lowest making charges & will also provide free theft insurance.
 This collection will have all the benefits which a Lower Middle Class looks for i.e.
authenticity, purity, brand trust, low price and variety.
 We will release this collection 4 days before the eve of auspicious Hindu festival i.e.
DHANTERAS.
POSTERS
FILM POSTER
VIDEO AD
SCRIPT

 Video advertisement will be of a brother and sister who belongs to a lower middle class family.
 On the festival brother wants to make his sister special by gifting something special so he gifts
her a ring of gold from Tanishq Swabhimaan collection which is very beautiful and fits in his
budget too.
 So video starts from a scene where sister applies red tika on her brother forehead, brother in
return gifts her a ring from Tanishq.
 SISTER(SHOCKED): This must be very Expensive, from where you got so much money,
haven’t you started doing gambling or other illegal act?
 BROTHER(SMILING): No Didi I haven’t started anything illegal. This ring is from Tanishq
Swabhimaan collection which is very budgetable. This collection starts from Rs5000 only and
they charge very minimum making charges in this range.
 SISTER(SMILING): WOW that’s great from now I will also buy jewellery from Tanishq only.
 Film Advertisement
SCRIPT

 In Sooryavanshi there will a scene where Akshay Kumar tooks his wife to a party where his wife see that the wife
of all other colleagues of Akshay are wearing beautiful necklace.
 So Akshay wife insist him to buy a necklace. Akshay agrees ; so his wife tooks him to Tanishq showroom.
 Akshay after entering into a huge showroom seems very much tensed as Akshay is an uncorrupted officer who
doesn't takes any bribes.
 After seeing Akshay tensed customer relationship officer recognize the reason of his tension as Akshay is popular
in city as a honest, uncorrupted officer.
 So customer relationship officer shows his wife swabhimaan colection which his wife likes a lot and they book
one necklace set for billing.
 When Akshay goes to billing counter and saw a bill of just Rs60,000. Akshay thought they thought him like other
officers who takes bribes and misuse their power Akshay got angry. But Customer Relationship Manager tell
Akshay that they are not doing any favour on him, this necklace is from their SWABHIMAAN range which is
very affordable and they charge very low making charges in this range.
 After listening this both Akshay & his wife got very happy & Akshay appreciates his wife decision of coming to
Tanishq showroom.
Jingles

 “Jinko Hai Apni Mehnat Ki Kamaai Par Abhimaan, Unke Liye Tanishq
Swaabhimaan”
 “Badao Apni Behen/Family Ka Maan, With Tanishq Swaabhimaan”
 “Bharosa, Sasta, Pasandida Sabka Tanishq”
BUDGET
 Total Budget to be allocated for this collection will be 10 Crores for 1 year which will distributed in 2 half
(5 Crores for first 6 Months and 5 Crores for another 6 Months)
 As now a days customer is scattered on different platforms also the traditional concept of marketing is
dead so we will advertise our collection on different available online & offline platforms to reach among
common masses.
 We will distribute this 10crore among
o Brand influencers
o Ads on social media
o Ads on television
o Ads on website
o Blogs
o Magazines
o Hoardings
o Newspapers
o Film ventures
Advertisement Budget Distribution

INITIAL BUGET DISTRIBUTION

Vlogs

Social Media

5% 5% Hoardings
12%
Telivision Ads
20%

Brand Influencers

15% Website Ads

5%
Newspaper

8%
Film Venture
20%
10%
Magazines
ADVERTISEMENT TIMELINE
 We will start advertising this collection from Dussehra.
 We will start will with video advertisement on social media & television.
 4 Days before the launch of the collection we will start advertising it on print
media(Newspapers , Magazines & Hoardings) Side By Side our video advertisement will
also run.
 As we have also ventured with Film Sooryavanshi seeing the success of the film we will
change our advertisement to Sooryavanshi ad.
 Then 1 month after successful launch of the collection we will also advertise the collection
with the help of the brand influencers & Bloggers who will be our real customer and will
share their real experience.
 We will request our customers to fill the feedback form in which they will asked from where
they get to know about the collection.
 After analyzing the feedback results and also after 6 months we will have Income Statements
& Balance Sheets as new financial year will start from April. Based on the spending and
revenue revenue generated from each media we will restructure our advertisement plan &
budget.
ADVERTISEMENT TIMELINE
FLOWCHART
ANNEXURE -1
FACEBOOK
HOW FACEBOOK INTRODUCED

 Facebook is a social networking service launched as TheFacebook on February 4, 2004. It

was founded by Mark Zuckerberg with his college roommates and fellow Harvard
University students Eduardo Saverin, Andrew McCollum, Dustin Moskovitz and Chris
Hughes.
  In 2003, there were no universal online facebooks at Harvard, with only paper sheets
distributed and private online directories. Facebook was developed with intention to create
a universal website that could connect people around the university.
HOW FACEBOOK EVOLVED
 When facebook was launched the website's membership was initially limited by the
founders to Harvard students.
 Its popularity increased, and soon students from other prestigious schools, such as Yale and
Stanford universities, were allowed to join.
 By June 2004 more than 250,000 students from 34 schools had signed up. By the end of
2004, TheFacebook had reached one million active users.
 In 2005 high-school students and students at universities outside the United States were
allowed to join the service. By year’s end it had six million monthly active users.
 In 2006 Facebook opened its membership beyond students to anyone over the age of 13
who have a valid e-mail id.
 By late 2011 there were more than 500 million users, which, according to USA Today,
represented 7 percent of the world’s population.
WHO IS THE TARGETED AUDIENCE OF FACEBOOK

 Facebook was initially developed for the college students only. At that time their targeted
audience were college students only.
 But as in 2006 Facebook opened its membership beyond students to anyone over the age of
13 who have a valid e-mail id and then its target audience also changed.
 Targeted audience can be differentiated on the basis
o Age
o Gender & Education
o Location.
Active Users on Facebook
How To Use Facebook?

 As most of the Indians are on facebook so we can use facebook as a medium to spread
awareness of the collection that we are going to launch.
 We will upload sponsored video ad on facebook so that people can know about the benefits
they are getting.
How FACEBOOK EARNS MONEY

 Despite having over two billion users on its platform, Facebook doesn't actually make any money on
content or directly through its user base.
 Instead, it makes billions via digital advertising. The company earns about 85% of its money from
advertising.
 Forms of advertising does Facebook use to make its money
o Self-Serve Advertising
o Targeted Advertisements
o Facebook Messenger Ads
o Video Ads
o Facebook Mobile
o Data Generation
WHO ARE COMPETITORS OF FACEBOOK
 Advertising Competitors Of Facebook are:
o GOOGLE
o AMAZON
WHO ARE COMPETITORS OF FACEBOOK
 According To User-Base
 Facebook isn’t the only website when it comes to social media networking. It shares its
user-base with the following competitors. Competitors of facebook in terms of user base
are
o TIKTOK
o SNAPCHAT
o YOUTUBE
o TWITTER
o PININTEREST
o LINKEDIN
 Strategy facebook uses to compete with its competitors

 In order to one step ahead of its competitors facebook uses following strategies.
o Market Penetration : Facebook achieves growth primarily through the market penetration
intensive strategy. The objective of this intensive growth strategy is to maximize current
market share.
o Market Development : Market development is the secondary intensive strategy that
Facebook uses for business growth. The objective in this intensive growth strategy is to enter
new markets.
o Diversification : Facebook Inc. uses diversification as a supporting intensive strategy for
growth. The main objective in this intensive growth strategy is to establish new businesses.
o Product Development : Product development is a supporting intensive growth strategy used
in Facebook Inc.’s social media business. This intensive strategy involves offering new
products. . This intensive strategy influences Facebook’s marketing mix or 4Ps.
Facebook’s Mergers & Acquisition
 Throughout its existence, Facebook has merged & acquired multiple companies. Some of its
famous Mergers & Acquisitions are:
o In April 2012, Facebook acquired Instagram for approximately US$1 billion.
o In October 2013, Facebook acquired Onavo, an Israeli mobile web analytics company.
o In February 2014, Facebook announced that it would be buying mobile messaging company
WhatsApp for US$19 billion.
o Later that year, Facebook bought Oculus VR for $2.3 billion.
o In late November 2019, Facebook acquired game developer Beat Games.
o In April 2020, Facebook announced a $5.7 billion deal with the Indian multinational
conglomerate Reliance Industries to purchase approximately 10 percent of Jio Platforms,
Reliance's digital media and services entity.
o In May 2020, Facebook acquired Giphy for a $400 million.
References

 https://en.wikipedia.org/wiki/History_of_Facebook#cite_note-totalactiveusers-29
 https://www.britannica.com/topic/Facebook
 https://www.feedough.com/facebook-competitors/
 https://www.thestreet.com/technology/how-does-facebook-make-money-14754098#:~:text
=Despite%20having%20over%20two%20billion,directly%20through%20its%20user%20b
ase.&text=A
 http://panmore.com/facebook-inc-generic-strategy-intensive-growth-strategies#:~:text=Fac
ebook's%20Generic%20Strategy%20(Porter's%20Model,to%20reduce%20its%20
 https://en.wikipedia.org/wiki/Facebook,_Inc.
ANNEXURE-2
TINDER
HOW TINDER WAS DEVELOPED?

 Tinder is a geosocial networking and online dating application that allows users to
anonymously swipe to like or dislike other profiles based on their photos, a small bio, and
common interests. Once two users have "matched", they can exchange messages.
 Tinder launched in 2012 within startup incubator Hatch Labs as a joint venture between
IAC and mobile app development firm Xtreme Labs.
 Tinder was developed with the idea that "no matter who you are, you feel more
comfortable approaching somebody if you know they want you to approach them."
 The app was initially named as Matchbox in its prototype. But In August 2012, Matchbox
renamed to Tinder to match the already designed logo, and soft launched in the App Store.
HOW TINDER EVOLVED?  

 In 2012 TINDER was launched as a startup.

 By May 2013, Tinder was one of the top 25 social networking apps online, based on frequency of use and
number of users.
 In2013 tinder won TechCrunch’s Crunchie Award for Best New Startup of 2013 because of its unique
business & operating model.
 By October 2014, Tinder users completed over one billion swipes per day, producing about twelve
million matches per day.
 In October 2015, Tinder released the Super Like feature worldwide. This allows non-paying users to
Super Like one profile every 24 hours for free.
 In September 2016, Tinder invested in Vina, a social network for women to meet and nurture new
friendships.
 In March 2017, Tinder launched Tinder Online, a web-optimized version of the dating app so people can
access Tinder at their desktops
 In 2018, Tinder had over 3.7 million paid subscribers, up to 81 percent over the same quarter in 2017.
 In 2019, Tinder had 5.2 million paying subscribers at the end of 2019's second quarter, Tinder became the
highest grossing non-gaming app, beating Netflix
 In January 2020, the Tinder administration enabled a panic button and anti-catfishing tech to improve the
safety of US users.
WHO IS THE TARGETED AUDIENCE OF TINDER

 Although Anyone above 18years of age can use tinder. But the main targeted audience of
tinder are youngsters between 18-35 years of age.
 
Active users of Tinder
How to use Tinder?

 As most of the tinder users are college going students. These students have limited source
of income.
 So we can also advertise our product on tinder so that these college students got aware
about our collection and if they want to impress their partner by gifting some jewellery
they can think of Tanishq Swabhimaan.
How TINDER EARNS MONEY

 Tinder Business Model gained popularity among users not only as a free app under the
Tinder Basic Model but also for the paid membership under the
o Tinder Plus
o Tinder Gold Models
o Boost
 Sponsored Profiles: Tinder has smartly camouflaged the sponsored content/advertisements
to its usual interface to make it look less intruding.
Tinder Revenue Projection
Competitors of Tinder

 There are many Competitors of Tinder.

o Plenty of fish
o Match.com
o Ok Cupid
o Grindr
o Bumble
o Meetme
o Badoo
 Strategy TINDER uses to compete with its competitors

 Utilizing mobile: Tinder set out just as people were becoming more and more reliant on
Internet of Things (IoT) operated mobile technology.
 Targeting millennials: A recent study found that among millennials aged 18–22, 72% have
used or are actively using Tinder. As such, “swipe left” and “swipe right” are terms now
cemented in the vernacular of an entire generation.
 Fully free application: The fact Tinder is free has been hugely beneficial to its success.
 Marketing Strategy: Traditional advertising is dead. Today, people are hyper-aware that
they are being marketed to, so companies are well-placed to find a subtle way of speaking
to their consumers.
Tinder’s Mergers & Acquisitions

 Famous Mergers & Acquisitions done by Tinder are:

o In Jan 12, 2015, Tinder acquired Tappy(Chill), a Los Angeles-based mobile startup offering
a mobile application for iPhones.
o In Mar 29, 2016, Tinder acquired Humin, a revolutionary new contacts platform.
o In Feb 16, 2017, Tinder acquired Wheel, an app that was designed to make mobile videos
watchable and shareable.
References

 https://en.wikipedia.org/wiki/Tinder_(app)
 https://medium.com/@monalisapaul_88268/tinder-business-model-how-does-tinder-make-
money-498659f3f7cc
 https://channels.theinnovationenterprise.com/articles/four-key-takeaways-from-tinder-s-str
ategy
 https://www.crunchbase.com/search/acquisitions/field/organizations/num_acquisitions/tind
er