Raga and Tanishq - Symbolic Linkages between Brands (The Indian Context) Case Solution And Analysis, HBR Case Study Solution & Analysis of Harvard Case Studies

Abstract (Maximum of 2,000 Characters): Briefly describes content of case. There is an emergence of a fresh segment in the Indian context - Young women in urban India, who are educated, independent, driven towards professional aims embracing a modern lifestyle , even while keeping their ethnic cultural values. This segment is thrilled about using brands whose symbolic meanings are associated with their self concepts, as it would progress their very unique self-expression. Raga was the first ever watch brand on the planet that was alone established for women, by Titan Industries Limited. Raga was placed as an ethnic watch for the classy Indian woman, embellished with stunning symbolism from the culture of India.

Tanishq offered professional work-wear traditional jewellery in addition to jewelry that women wore for Indian rites, catching the evolving girls who wore traditional as well as professional jewelry on the basis of the context. Women associated Tanishq jewelry and amazing as well as appropriate appearances. The case investigates if the use of psychographics to brands could be taken to the next level - how can a business with similar symbolic brands (Raga watches and Tanishq jewelry) in different groups appeal to the target segment that will have a similar psychographic profile. A few of these challenges include - Should similar attractiveness be supported and reinforced? Would such an appeal be advantageous to both the brands? Should the placement of either brand be changed? How do the appeals impact the creation of groups (reference groups) involved with these brands?

Raga and Tanishq - Symbolic Linkages between Brands (The Indian Context) Case Study Solution

PUBLICATION DATE: September 01, 2013 PRODUCT #: IMB427-PDF-ENG

This is just an excerpt. This case is about SALES & MARKETING