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Be More: Nitusingh Thakur (Gls-1257) Vishal Thakkar (Gls-1256) Bhargav Upadhyay (Gls-1258)

This document provides an overview of the Titan watch company in India. It discusses Titan's history, key founders and leadership, portfolio of brands over time from the 1980s to present, marketing strategies around segmentation and positioning, and a SWOT analysis. Titan was established in 1984 as a joint venture between the Tata Group and Tamil Nadu Industrial Development Corp. It is now India's leading watch manufacturer and among the top 5 globally, with over 100 million watches produced and a customer base of over 80 million people.

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68 views32 pages

Be More: Nitusingh Thakur (Gls-1257) Vishal Thakkar (Gls-1256) Bhargav Upadhyay (Gls-1258)

This document provides an overview of the Titan watch company in India. It discusses Titan's history, key founders and leadership, portfolio of brands over time from the 1980s to present, marketing strategies around segmentation and positioning, and a SWOT analysis. Titan was established in 1984 as a joint venture between the Tata Group and Tamil Nadu Industrial Development Corp. It is now India's leading watch manufacturer and among the top 5 globally, with over 100 million watches produced and a customer base of over 80 million people.

Uploaded by

Bhargav Upadhyay
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as PPT, PDF, TXT or read online on Scribd
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Be More

BY: NITUSINGH THAKUR (GLS-1257) VISHAL THAKKAR (GLS-1256) BHARGAV UPADHYAY (GLS-1258)

THE WATCH INDUSTRY


1980s-till date 1970-80s 1950-70s 1950s

KEY PLAYERS
Indian Brands HMT Titan Timex Westar Shivaki Maxima SITCO Foreign Brands
Cartier Piaget Omega Tiffanys & Corrum Gucci Longines Casio Citizen Tag Heuer Espirit

MARKET SHARE OF KEY PLAYERS

TITAN PORTFOLIO
Type Founded Founder(s) Headquarters Area served Joint venture(Tata Group + TIDCO) 1987 Ratan Tata Bangalore, India 4 continent and 40 countries. India and other

countries esp.Middle east, Asia


Pacific and Africa

Key people
Products

Xerxes Desai, Founder


Watches, Jewellery, Eyewear & Precision Engineering

TITAN PORTFOLIO
Revenue Parent Website 6,532.97 crore (US$1.32 billion) Tata Group www.titanworld.com

TITAN HISTORY
Titan Industries is the world's fifth largest and India's leading manufacturer of watches. The company has manufactured more than a 100 million watches till date; and has a customer base of over 80 million. MEANING OF TITAN : One of the giant gods in Greek mythology who preceded the Olympian. The largest moon of the planet Saturn. Established in 1984 as a joint venture between Tata Group and Tamil Nadu Industrial Development Corp.

BRAND INVENTORY

BRAND ON GOING
1989
AQURA Trendy range,plastic watches for the youth

1992

RAGA Ethnic range

1993

INSIGNIA Distinctive and international-looking,exclusivity and status watches

1994

PSI 2000 Rugged, sporty and watches with serious sports features

1996

DASH The cute and colourful range for kids.

BRAND ON GOING
1997
SONATA Affordable, good quality range for the budget-conscious.

1998

FASTRACK Cool, trendy, funky range for the young and young-at-heart.

1999

NEBULA Sold gold and diamond-studded range , luxury watches

2001

STEEL Smart and contemporary collection for the young 21st century executive.
The brand has collections like the OCTANE, DIVA, WWF and ZOOP Each of them unique and fascinating.

2008

PRODUCT LIFE CYCLE


INTRODUCTION: WWF, Orion,Zoop, Diva, Octane Growth: Nebula, Insignia, Raga, Royal, Regalia,Edge Maturity: Sonata, Fastrack,Dash Decline: Aqura

HOW DID THE TITAN MUSIC ORIGINATE ?


The idea of using the flamboyant third movement from Mozart's 25th Symphony in G minor, written when Mozart was only 17 years old, came from Suresh Mullick who was O & M's creative head in 1986 when Titan's first TV campaign was being planned.

4 PS OF TITAN

PRODUCT LENGTH

PRICE
Mass (Rs.350-600) Popular (Rs.600-900) Premium (Rs.900-1500) Super-premium (Rs.1500-8000)

Connoisseur segments (above Rs.8000 to Rs.150000)

PROMOTION
- Aamir Khan as brand ambassador - Mahendra Singh Dhoni for Sonata - Rani Mukherjee for Raga - Farhan Akhatar for Xylys - Festival Offers - Creative Advertising Tagline :
Titan Fast Track Be More How Many You Have ?

STRATEGIES
(1) Unique Product Strategy (2) Market Map (3) Thoughtful Product MARKETING (4) CAMPAIGN Strategy (5) Innovative Product DISTRIBUTION (6) Strong POSITIONING (7) Success Continues

(1) UNIQUE PRODUCT STRATEGY

On the basis of age

On the basis of Gender For Men: sonata, fast track, titan, nebula etc.

On The Basis Of Lifestyle For Professional And Elders: Steel and Sonata

For Youth: Fast Track

For elder: Sonata

For Women: Raga, Octane

For Students: Fast Track.

(2) MARKET MAP

(3) THOUGHTFUL PRODUCT MARKETING


Showcase trendy watch Pricing & designing perfectly match with taste of different customer. Mantra To keep pace with changing taste & attitudes of new modern India audience

(3) THOUGHTFUL PRODUCT MARKETING


Promoted the concept of a watch being the ideal gift. Next time your husband wants to buy you a saree, ask for a Titan watch instead

We rediscover the joy of giving

(4) CAMPAINGN STRATEGY


Titan have challenge that person has single watch than why should he/she should go for another, Titan take the campaign & whooped people to own multiple watches. Focus on create aspiration amongst the watch buyer to look at titan. Showcase product as hero in every communication.

5) INNOVATIVE PRODUCT DISTRIBUTION


Watches Sold in traditional market where all dealers were located. Titan go beyond that, its available from traditional market as well as they opened TITAN SHOP. Create the credibility for brand. Showroom provide strong Service.

(6) SUCCESS CONTINUES

POSITIONING
Market Segmentation

International watch at Indian prices


A watch that builds your image

A brand which represents style, status and technology


A Good Looking Watch

First watch company to brand its showrooms


Titania Titan watch boutiques in Bangalore The World of Titan
25

ADVERTISING
Targeted the typically price sensitive yet discerning Indian customer International watch you can pay for in rupees You dont need to pay in dollars, pounds or dirhams to buy a Titan watch Targeted the premium segment of look and fashion conscious customers To find watches like these you dont have to go to Europe, Japan, America or a duty free shop

The rationale behind their ads being constant bombardment if the Titan brand name
Ads are a blend of sophistication and simplicity
26

SWOT ANALYSIS

STRENGTH
Watches as a fashion accessory Quality or price positioning Brand image Market segments with large potential: women, youth, children, sportsmen, the budget-conscious and, of course, the big spenders. Customer value and sales service offered in a showroom environment.

WEAKNESS
Dont create brand equity to a particular brand due to lot many brands. Main USP watch. is low cost

OPPERTUNITY
Nearly 34 million watches are sold through gray market channels. Currently, sales in India stand at an low number of 25 watches per 1,000 people, compared with 250 watches per 1,000 people in a developed society. Exchanging offer Rural market

THREAT
Premium international watch brands such as Swatch,Esprit,Tissot,Rado and Omega entered in India. Mobile phones acting substitutes Of the watches. Low priced China watches as

Time is money & money is

Thank You...!

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