Product details

The case intends to give a detailed insight into the reasons behind the success of the Tanishq venture. The branded jewellery line from Titan Industries was not very successful when launched in 1995. The case examines in detail the measures adopted by the company to correct its mistakes. The case is so structured as to enable students to understand the importance of proper product designing and distribution in the branded jewellery business. The students should also understand how a focus on attaining competitive advantages, enhancing customer satisfaction and innovative marketing techniques can help a company tide over the obstacles in its way. The case is aimed at the MBA/PGDBA students as part of the marketing curriculum.