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STUDY OF INDIAN WRIST WATCH INDUSTRY AND
REPOSITIONING STRATEGY OF TITAN WATCHES
A PROJECT REPORT SUBMITTED IN PARTIAL FULFILLMENT OFTHE REQUIREMENTS FOR THE AWARD OF THE DEGREE OF
MASTER OF MANAGEMENT STUDIES(2007-2009)
Submitted By
Anuranjan Jee
Roll N0.-24
Under the Guidane !"
Prof. Sachin Desh!"h
H.O.D. #$ar"e%in&'
Y$T(s Co))e&e of $ana&een%
#MT$% COLLEGE OF MANAGEMENT
Institutional Area, Sector-4, Kharghar,
Navi-Mumbai (Maharashtra)
University of Mumbai
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GUIDE CERTIFICATE
This is to certify that Mr Anuran!an "ee, #oll No-$4, stu%ent of Master of
Management Stu%ies, II year, &MT's ollege of Management of Mumbai niversity
has com*lete% his +or &S%!*+ of In*ian Wris% Wa%ch In*!s%r+ an*
Re,osi%ionin& S%ra%e&+ of Ti%an Wa%ches' un%er my gui%ance an% su*ervision for
the fulfillment of the MMS curriculum of &MT's ollege of Management, Mumbai
niversity for the aca%emic session $.-$/
To the best of my no+le%ge an% belief, this +or contains true an% com*leteinformation collecte%, stu%ie% an% com*ile% by the stu%ent himself
0rof Sachin 1eshmuh
231 (Mareting)
&MT's ollege of Management
University of Mumbai
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CERTIFICATE
This is to certify that Mr Anuran!an "ee, stu%ent of Master of Management Stu%ies-II
&ear of &MT's ollege of Management has com*lete% the *ro!ect +or title% S%!*+
of In*ian Wris% Wa%ch In*!s%r+ an* Re,osi%ionin& S%ra%e&+ of Ti%an Wa%ches
as *artial fulfillment of the re5uirement of the course curriculum of Mumbai niversity
for the aca%emic session $.-$/ The +or has been foun% satisfactory to the
e6tent that it is acce*te% as a *er5uisite to the %egree for +hich it +as submitte%
It is ho+ever un%erstoo% that the un%ersigne% %o not necessarily en%orse any
conclusion %ra+n or o*inion e6*resse% therein, but a**rove the *ro!ect for the
*ur*ose for +hich it is submitte%
Pr!"( Sahin De%h)u*h Dr( C( Ba+u
Pr!,et Guide Diret!r
AC-NOWLEDGEMENT
University of Mumbai
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7ith great *leasure an% a %ee* sense of gratitu%e I hereby acno+le%ge everyone
+ho *rovi%e% me +ith their hel*, assistance an% sustaine% su**ort +ithout +hich,
even if I have ha% %one this +or, it +oul% not have been as it has turne% out to be
Their enlightene% fee%bacs an% %irections can be sense% as the *ro!ect moves on
I am sincerely thanful to my *ro!ect gui%e, 0rof Sachin 1eshmuh, +ho
*rovi%e% me +ith all the theoretical an% *ractical in*uts for my *ro!ect 7ithout his
thoughtful su**ort this *ro!ect +oul% not have been com*lete%
I +oul% lie to use this *rivilege of mine to recogni8e the gratuitous hel* of Mr
hetan Anan% (#egional Manager, Mareting, North 1ivision, Titan), +ho gave me
an insi%er vie+ of the +orl% of Titan
0rimary %ata collection for the *ro!ect +as %one +ith the hel* of !unior
management stu%ents from colleges across Navi Mumbai I than them all for their
valuable time an% consi%erate assistance
Anuran!an "ee
$949$/
PREFACE
To%ay, a +rist+atch is consi%ere% as much of a status symbol as a %evice to tell
time In an age +hen cell *hones an% %igital *agers %is*lay tiny 5uart8 clocs, the
University of Mumbai
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mechanical +rist+atch has slo+ly become less of an ob!ect of function an% more a
*iece of mo%ern culture The In%ian +atch in%ustry began in the year :/;: +ith the
commissioning of the +atch %ivision of 2MT The first +atch mo%el manufacture% by
2MT +as the "anata mo%el in the year :/;$ 2MT +as the lea%er in the +atch
maret till the Tata's forme% Titan 7atches in association +ith Tamil Na%u In%ustrial
1evelo*ment or*oration in the year :/ ?uart8 +atches form t+o thir% of the organi8e% sector an% the rest is s*lit
bet+een mechanical an% %igital +atches @ven in the organi8e% sector, three fourth
of the sales by volume comes from +atches that are *rice% belo+ #s:
7atch is one of the consumer %urables +hose re*lacement rate is very high
The re*lacement rate of +atch is >>< =( Source: India market demographics report,
1998) This is also %ue to the fact that the estimate% scra* rate of +rist +atches is
.
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u*%ate, recalibrate, or !ust sim*ly fen% off the com*etition in an effort to better
e6*lain C+hy buy meC
Bran% *ositioning creates a s*ecific *lace in the maret for the bran% an%
*ro%uct offerings It reaches a certain ty*e of consumers an% %elivers benefits that
meet the nee%s of several ey target grou*s an% users
The actual a**roach of a com*any or bran%Ds *ositioning in the maret*lace
%e*en%s on ho+ it communicates the benefits an% *ro%uct attributes to consumers
an% users As a result, the bran% *ositioning of a com*any an%9or *ro%uct sees to
further %istance itself from com*etitors base% on a host of items, but most notably on
five ey issuesE 0rice, ?uality, 0ro%uct Attributes, 1istribution, an% sage 3ccasions
In recent times, consumerism has un%ergone a sea change onsumers
to%ay are +ell informe% about the *ro%ucts, as com*are% to earlier times 2ence, the
maret*lace has become customer centric #ecogni8ing the im*ortance of the
customers in the business structure, com*anies have starte% effecting bran%
re*ositioning e6ercises on a regular basis
In the recent times, a ma!or bran% re*ositioning e6ercise has been *lanne% by
Titan In%ustries t% in or%er to *rovi%e more to its customers The com*any has first
gone for change in logo an% tagline Then the communication strategy has been
revam*e% to convey its ne+ *osition The *resent stu%y consists of revie+ing the
*ositioning strategies of Titan +atches An analysis of re*ositioning strategies of
Titan also forms *art of the stu%y
The main ob!ective of the stu%y is to broa%ly un%erstan% the overall +rist
+atch in%ustry in In%ia Secon%arily to stu%y the bran% *ositioning an% re-*ositioning
strategy of Titan +rist +atches an% to fin% out +hether the loyal consumers of titan
+atches are a+are of the ne+ *ositioning strategies of the com*any an% ho+ they
*erceive them
University of Mumbai
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0rimary an% secon%ary sources of %ata have been ma%e use of in the stu%y
The first *art of the *ro!ect, ie, analysis of In%ian +rist +atch in%ustry an% analysis
of bran% re*ositioning strategies of Titan om*any has been com*lete% on the basis
of secon%ary %ata For this *ur*ose, internet, !ournals, boos, maga8ines an% so on
have been ma%e use of
The secon% *art of the *ro!ect com*rises of con%ucting a survey +ith the hel*
of 5uestionnaire The survey is *ro*ose% to be con%ucte% on a sam*le of G
consumers +ho are loyal to Titan om*any, selecte% through convenience sam*ling
techni5ue The 5uestionnaire consists of a**ro*riate mi6 of o*en en%e% an% close%
en%e% 5uestions The %ata is *resente% using *ie charts an% bar %iagrams
The conclusion *art of the re*ort +oul% *rovi%e an insight of consumer
a+areness regar%ing bran% re*ositioning strategies an% their effectiveness in
revam*ing the bran%, Titan
TABLE OF CONTENT
Sr( N!( T!1i% Pa2e N!(
University of Mumbai
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$ The *rinci*le of re*ositioning
:G
> 0orter's Five Forces Mo%el
$
4 Titan sub-bran%s *ossesse% by
res*on%ents 44
G 0erio% of Titan +atch's use
4G
; #easons for bran% *reference
4;
. #ecall of Titan's original tagline
4.
< Ma!or a%vertisement me%ia
4 onsumer *erce*tion of ne+ cam*aign
G:
University of Mumbai
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:4 onsumer *erce*tion of store
ambience G$
:G onsumer *erce*tion of sales
*ersonnel G>
:; onsumer *erce*tion about after sales
service G>
:. onsumer *erce*tion about %is*lay of
+atches G4
:< 3verall *erce*tion about Titan
sho+room G4
Li%t !" Ta+3e%
Nu)+er Tit3e Pa2e N!(
: #easons for bran% *reference 4>
$ Ma!or A%vertisement me%ia 4G
University of Mumbai
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Chapter 1 - Introduction
4(4 The!r0 5 C!ne1t
"A business has two - and only two - basic unctions: marketing and inno!ation"
- Peter Dru*er
The ra*i% *ace of change an% intense com*etitive *ressure in to%ayDs
maret*lace %eman% that bran%s continuously innovate an% reinvent themselves to
maintain their relevance an% maret *osition In this conte6t, bran% re*ositioning an%
other revitali8ation strategies have become a business im*erative for battling bran%
erosion The a**eal of bran% re*ositioning is further heightene% by the rising costs
an% high ris associate% +ith launching a ne+ bran%
University of Mumbai
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Bran% re*ositioning has receive% little attention in the mareting literature an%
has mostly been treate% as a variation of bran% *ositioning Biel, for e6am*le, has
%efine% bran% *ositioning as Cbuil%ing (or rebuil%ing) an image for a bran%C The goal
of *ositioning an% re*ositioning strategies relates to the management of consumersD
*erce*tions 2o+ever, *ositioning focuses on the creation of bran% associations -
consumersD *erce*tions of the attributes that %ifferentiate the bran% from com*etitive
offers +hile re*ositioning also im*lies managing e6isting bran% associations The
uni5ue challenge of a re*ositioning strategy, thus, lies in re!uvenating the bran%
image to mae it relevant in an evolving environment, +hile honoring the bran%
e5uity heritage
#e*ositioning can be re5uire% as the maret changes an% ne+ o**ortunities
occur Through re*ositioning the com*any can reach customers they never inten%e%
to reach in the first *lace If a bran% has been establishe% at the maret for some time
an% +ish to change their image they can consi%er re*ositioning, although one of the
har%est actions in mareting is to re*osition a familiar bran%
Accor%ing to Solomon, *osition strategy is an essential *art in the mareting
efforts because com*anies have to use the elements in the mareting mi6 to
influence the customers un%erstan%ing of the *osition 1uring the movement from
something less attractive an% relevant to+ar%s a more attractive an% relevant *osition
several of strategic choices has to be ma%e The ones res*onsible for the
re*ositioning have to evaluate +hy a re*osition is necessary, an% if the offer is the
one that +ill change or !ust the bran% name There are several ris factors that have
to be taen into consi%eration +hen *re*aring for a re*ositioning of the offering or the
bran% 1uring re*ositioning, the ris of losing the cre%ibility an% reliability is high an%
the nee% for a thorough strategy is therefore necessary to avoi% this occurrence
Some analyst argue that to successfully re*osition a establish bran% name is almost
im*ossible because re*ositioning of a bran% can mae the most loyal customer to
s+itch bran% But, in some circumstances a re*ositioning is necessary to gain
cre%ibility if the bran% is ero%e% 7henever a re*osition is in 5uestion it has to be of
relevance from a customer *ers*ective, is this achievableL Some bran%s +ill on no University of Mumbai
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account be thought on as a lu6ury bran% an% therefore an attem*t to re*osition +ill
only %amage the bran% image or the actual com*any
Numerous faile% attem*ts at bran% re*ositioning testify to the %ifficulty of
%evelo*ing an% im*lementing such a tactic For e6am*le, +hile the soft %rin bran%,
Mountain 1e+ has remaine% relevant to the youth maret through continuous
re*ositioning in its thirty years of e6istence, evisD "eans has been losing maret
share to ne+comers such as The Ha*, %es*ite numerous cam*aigns %esigne% to
re*osition the bran% as tren%y
The strategic im*ortance of bran% re*ositioning in *reserving an% enhancing
bran% e5uity, cou*le% +ith the mi6e% results of re*ositioning attem*ts, un%erscores
the nee% to %evelo* a better un%erstan%ing of the %ynamics of bran% re*ositioning
S*ecifically, 5uestions of +hether, +hen an% ho+ bran%s shoul% be re*ositione%
nee% to be a%%resse%
4(6 Literature Re/ie7
The re*ositioning strategy is rolle% out in three stagesE intro%uctory, elaboration
an% fortification stages This involves the intro%uction of a ne+ or a re*ositione%
bran%, seeing to un%erline the bran%'s value over others, an% to broa%en the bran%
*ro*osition It is truly tough to change the customer's *erceive% attitu%e to+ar%s a
bran%, an% therefore the ris is great that the attem*t to re*ositioning might be
unsuccessful
After rolling out the strategy, it is time to mo%ify the *ro*osition through u*%ate
of the *ersonality an% through re*ositioning There are benefits an% riss +ith both of
this segments an% it is of great significance that they are truly evaluate% +hen
%eci%ing the ne6t ste* in the *rocess To further un%erstan% the stages state% above,
figure: +ill gui%e you through the %ifferent *hases that follo+ after establishing a
bran% *ro*osition
University of Mumbai
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Fi2ure 48 Sta2e% in +rand %trate20 de/e3!1)ent
The im*lication +ith the term re*ositioning is that a com*any mo%ifies
something that is alrea%y *resent in the maret an% in the consumer's min% The
%efinition of re*ositioning changes %ifferent in%ivi%uals an% *rofessions To vie+ the
%ifferent %efinitions an% *erceive a greater un%erstan%ing about this conce*t, three
e6am*les of re*ositioning given by in%ivi%uals in %ifferent *rofessions is state%
belo+E
#epositioning is a change, principally about trigging the !ision, mission and !alue in
a new direction that is more suited or the brand in the uture$
%Bran% manager consultant)
&'rincipally, reposition concerns changing the consumer(s perception o the brand$
(0#- consultant)
epositioning is built upon the change o uni)ue and dierentiated associations with
the brand in some kind o direction, it is about ha!ing a balance between the category
University of Mumbai
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party and dierentiation when using reposition strategies$ (ea%ing bran% strategist)
From these %efinitions, it is obvious that re*osition is about moving something
to a ne+er an% ho*efully to a more attractive an% relevant *osition The *ur*ose of
the movement %iffers +ith regar%s to +hat the com*any +ants to achieve A com*any
might +ant to reach out to a larger target grou*, or be involve% in several %ifferent
*ositions at the maret There is also a visible relation bet+een *rice an% 5uantity
as*ects 7hen a com*any *erceives the maret as a %eman% curve, the *ur*ose is
to %o+n stretch or u* stretch in this curve 7hen moving %o+n it is often s*oen of as
an e6*ansion %o+n +ar%s, an% +hen moving u* an% there is a nee% for reaching the
*remium segment an% e6*an% u* +ar%s
Fi2ure 68 The 1rini13e !" re1!%iti!nin2
Ne+ 0osition
0rice
0revious 0osition
@6*erience% 5uality
7hen striving to+ar%s a ne+ *osition in the maret, it is im*ortant to
un%erstan% that consumer's min%s are limite% 0eo*le's min%s select +hat to
remember an% it is therefore significant to convince the consumers +ith great
arguments The maret %eman% changes ra*i%ly an% therefore re*ositioning can be
necessary to meet these %eman%s, ne+er an% stronger arguments have to be
University of Mumbai
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establishe% to convince them to stay as loyal customers
As state% in the literature, re*ositioning is a very com*licate% matter an%
therefore there are no %etaile% theories or mo%els The aim +ith re*ositioning %iffer
from *erson to *erson, an% the only connection bet+een all the %ifferent theories is
that re*ositioning is moving something from some+here to+ar%s a greater *osition at
the maret
orst!ens an% 1oyle (:/) Radia3 re1!%iti!nin2that corres*on%s to a %iscontinuous shift to+ar%s a ne+
target maret an%9or a ne+ com*etitive a%vantage
After e6amining the re*ositioning of several bran%s from the In%ian maret,
the follo+ing < ty*es of re*ositioning have been i%entifie% These areE
: Increasing relevance to the consumer
$ Increasing occasions for use
> Maing the bran% serious
4 Falling sales
G Bringing in ne+ customers
; Maing the bran% contem*orary
. 1ifferentiate from other bran%s
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It is not al+ays that these nine categories are mutually e6clusive 3ften one
reason lea%s to the other an% a bran% is re*ositione% sometimes for a multi*licity of
reasons
A four-*hase% bran% re*ositioning a**roach can be follo+e% to achieve the
inten%e% benefitsE
Pha%e I(1etermining the urrent Status of the Bran%
Pha%e II(7hat 1oes the Bran% Stan% for To%ayL
Pha%e III 1evelo*ing the Bran% 0ositioning 0latforms
Pha%e I: #efining the Bran% 0ositioning an% Management 0resentation
The benefits that can be %erive% from bran% re*ositioning e6ercises can be
summari8e% asE
Jalue over others
*%ate% *ersonality
#elevant *osition
The riss associate% +ith such strategies areE
oss of focus
Neglecting original customers
osing cre%ibility for the bran%
onfusing the bran%
Therefore, bran% re*ositioning is more %ifficult than initially *ositioning a bran%
because one must first hel* the customer unlearn the current bran% *ositioning
(easier sai% than %one) Three actions can ai% in this *rocessE (:) carefully crafte%
communication, ($) ne+ *ro%ucts, *acaging, etc that em*hasi8e the ne+
*ositioning an% (>) associations +ith other bran%s (co-bran%ing, co-mareting,
University of Mumbai
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ingre%ient bran%ing, strategic alliances, etc) that reinforce the ne+ bran%
*ositioning
This e6ercise is so critical to an organi8ation's success that the organi8ation's
lea%ershi* team an% its mareting9bran% management lea%ers shoul% %evelo* it,
*referably +ith the hel* an% facilitation of an outsi%e bran%-*ositioning e6*ert
Cha1ter 6 ; Re%earh Meth!d!3!20
6(4 O+,eti/e%
: To stu%y the current scenario of In%ian +rist +atch in%ustry
$ To revie+ the bran% *ositioning strategies of %ifferent sub-bran%s of Titan
+atches
> To analy8e the bran% re*ositioning strategies of Titan +atches
4 To stu%y consumer a+areness an% *erce*tion about the bran% re*ositioning
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strategies of Titan 7atches
This stu%y +oul% hel* titan in%ustry to un%erstan% the ga*s in its communication
strategy regar%ing bran% re*ositioning e6ercises an% the further measures to be
taen for effective mareting communications
6(6 Li)itati!n%
The stu%y is confine% to Navi Mumbai area only
There is *ossibility of sam*ling errors in the stu%y
The res*onses of the consumers may not be genuine
The 5uestions inclu%e% in the 5uestionnaire may not be com*rehensive
6(< S!ure% !" Data C!33eti!n
The relevant %ata +as collecte% from both 1ri)ar0 %!ure%an% %e!ndar0
%!ure% The starting *oint of my information gathering has been the secon%ary
sources such as internet, boos, an% !ournals an% so on
First, I ma%e a stu%y of the bran% *ositioning an% re*ositioning strategies of
Titan +atches through secon%ary sources such as internet, insurance maga8ines,
an% !ournals an% so on Then I con%ucte% a consumer a+areness survey on bran%
re*ositioning strategies un%ertaen by Titan +atches in recent times
University of Mumbai
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6(= Sa)13in2 Pr!edure
A sam*le of G consumers +ho are bran% loyal to Titan +atches since more
than a year an% in the age grou* of $ > years have been consi%ere% for this
stu%y As Titan has taen u* bran% re*ositioning strategies since "uly $ Pri)ar0 Data C!33eti!n
1ata +as collecte% through an intervie+ sche%ule, consisting of both !1en
ended and 3!%ed ended ?ue%ti!n%( The sche%ule covere% *arameters lie
reasons for consumers' bran% *reference recollection of earlier tagline an%
a%vertisement, bran% ambassa%or of Titan a+areness of ne+ tagline an% cam*aign
featuring Aamir Khan, ne+ %esigns an% so on The %ata +as collecte% through e-
mails, tele*hone contacts an% one-to-one *ersonal intervie+s
Cha1ter < ; Indu%tr0 O/er/ie7
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are falling +hich maes the In%ian maret loo attractive for the global ma!ors lie
asio, S+atch an% iti8en
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There are no such substitutes to +atch as a *ro%uct 2o+ever, in terms of the
com*anies offering various variations for +atches such as *en%ant +atches an%
!e+ellery +atches, some sort of substitution has %evelo*e% #ich consumers *refer
to *urchase +atches more as a fashion accessory rather than sim*ly for its ty*ical
use
>( De2ree !" Ri/a3r08
There are many com*anies in the In%ian +atch maret ho+ever, the *ro%uct
ranges offere% by them are manifol% This maes the com*etition very stiff Also at
the lo+er en% of the maret it is basically the Jalue for Money, +hich %ifferentiates
the *layers The strategic staes for the *ro%ucers are very high Titan t%, the
largest com*any in terms of maret share in the organi8e% sector has face% losses in
the 5uarter en%e% "une $: %es*ite increase in the maret share %ue to
macroeconomic situation 2MT face% a similar situation +hen Titan +as intro%uce%
in the :/
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1998) So, %ue to high scra* rate, out%ate% mo%els, an% the shift from the
mechanical +atches to the 5uart8 +atches it is causing a very high re*lacement
%eman% for +atches This along +ith the lo+ *enetration level re*resents the
unta**e% maret *otential for +atches in In%ia
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>G Bran% 0erce*tion for %ifferent +atches
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>; 7atch In%ustry Ma*
>. Segmentation of In%ian 7atch in%ustry
Base% on *rice
Mass (#s>G-;),
0o*ular (#s;-/),
0remium (#s/-:G),
Su*er-*remium (#s:G-
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onnoisseur segments (above #s
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Cha1ter = ; C!)1an0 Pr!"i3e
=(4 O/er/ie7
Titan In%ustries +as establishe% in :/
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The com*any manufactures over < million +atches *er annum an% has a
customer base of over
countries, *rimarily in the Mi%%le-@ast an% Asia 0acific Its after-sales-service
is itself a benchmare% o*eration +ith a net+or of .G service centers an%
amongst the +orl%Ds fastest turnaroun% times The com*any has a +orl%-class
%esign stu%io for +atches an% accessories
-ee))er+E Tanish5 is In%iaDs largest an% fastest gro+ing !e+ellery bran% +ith
a *remium range of gol% !e+ellery stu%%e% +ith %iamon%s or colore% gems
an% a +i%e range in $$t *ure gol% 0latinum !e+ellery is also a *art of the
*ro%uct range Tanish5 is one of In%iaDs largest s*ecialty retailers an% is University of Mumbai
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transforming the !e+ellery maret in In%ia 46bouti5ues in 6cities across
the country PHol% 0lusD is the recent retail offering for the mass maret +ith
*lain gol% !e+ellery selling through 4stores in 4to+ns The !e+ellery
%ivision has its o+n %esign stu%io
E+e earE Titan E0eis currently on a *ilot mo%e +ith G stores in $ cities an%
has sunglasses un%er Fastrac bran% an% *rescri*tion eye+ear consisting of
Frames, enses, Sunglasses, Accessories an% ontact enses of in-house
bran%s an% other *remium bran%s
=(< Prei%i!n En2ineerin2
The com*anyDs 0recision @ngineering 1ivision su**lies *recision com*onents
to the avionics an% the automotive in%ustry It also manufactures %ashboar% clocs
as 3@M to car manufacturers in @uro*e an% America The %ivision also *rovi%es fully
integrate% Automation solutions
=(= A7ard%
The com*any has been a+ar%e% the follo+ing %istinctionsE
Being name% the No: Bran% in the onsumer 1urables category in the
CBran% @5uityC Survey of The @conomic Times, a lea%ing In%ian financial
%aily
The Titan 1esign Team +on the &oung 1esign @ntre*reneur of the &ear
a+ar% at the %esign a+ar%s institute% by the National Institute of 1esign an%
Business 7orl%, a lea%ing In%ian maga8ine The team has +on .
accre%itations also
Both Titan an% Tanish5 have been a%!u%ge% CMost A%mire% Bran%sC as +ell
as C#etailer of the &earC by Images Fashion Forum in consecutive years
University of Mumbai
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#etail Asia an% Me%ia Maga8ine Singa*ore a%!u%ge% Titan In%ustries as
amongst the lea%ing #etailing om*anies in In%ia
Titan has +on the Bran% ea%ershi* a+ar% at the In%ia Bran% Summit
The Time 0ro%ucts 1ivision of the com*any +as a+ar%e% the "#1 ?J A+ar%
in $;
Cha1ter > ; Titan Wathe%8 Brand P!%iti!nin2 Strate2ie%
>(4 O/era33 %trate2ie% University of Mumbai
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Since its intro%uction, Titan has been *ositione% as a *remium bran%,
*rovi%ing high 5uality *ro%ucts 7ith its numerous sub-bran%s catering to %ifferent
segments, the challenge that Titan faces is to create a strong bran% image It follo+s
%ifferent *ositioning strategies these strategies can also be analy8e% as given
belo+E
Attri+ute P!%iti!nin28
7hen the com*any launche% its *ro%ucts, it +as the first to bring 5uart8
+atches to the In%ian maret The com*any successfully leverage% this to *enetrate
the maret an% gain a maret share #aga, lassi5ue an% #egalia come un%er this
strategy lassi5ue has been *ositione% as elegant cor*orate +ear that leaves a
5uiet, but %efinite im*ression an% fusion of function an% so*histication 0o+er
%ressing no+ has a ne+ +ea*onQ As Magic in gol% an% bicolor loo, the D#egaliaD
range re*resents the essence of %ress-+ear #aga has been %ifferentiate% an%
*ositione% as e6clusive +atches for +omen The #aga an% Silver #aga collection is
elegant, %elicate an% feminine +ith each *iece being truly uni5ue
U%er P!%iti!nin28
Titan caters to several user grou*s- chil%ren (the 1ash), s*orts*ersons
an% a%venturers (0SI4 an% Fastrac range) The Fastrac range is seen as
being contem*orary, stur%y an% reliable The a%vertising, *acaging an%
merchan%ising of this range is young, vibrant an% Pcool' (the a% line says ool
+atches by Titan)
Bene"it P!%iti!nin28
The Fastrac 1igital range offers the customer a functional +atch
that is also attractive The %igital +atch has a techno-gee image, but Titan sees
to %ifferentiate its offering on the basis of su*erior style an% attractiveness
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C!)1etit!r P!%iti!nin28
7ith the entry of several foreign +atchmaers into the maret, Titan
ha% to counter the threat Most of the entrants are catering to the u**er en% of the
maret- 3mega, Tissot, artier etc Titan alrea%y ha% the Tanish5 bran% in thissegment 2o+ever, it has trie% to re*osition this bran% by increasing the *rice range
to encourage more customers
Qua3it0 !r Prie P!%iti!nin28
In the overseas maret, es*ecially in @uro*e +here it is com*eting +ith S+iss
an% "a*anese +atches, it is *ositioning itself as Pvalue- for- money'E reasonably
*rice% (less than S+iss +atches an% higher than "a*anese), attractively style% an%
of goo% 5uality In In%ian maret, Sonata is a *erfect e6am*le of 0rice *ositioning,
titan came u* +ith this segment +hen it +as facing heavy com*etition from lo+er
en% segment
>(6 Men$% %e2)ent8
7ith Titan *ositioning its range of +atches as a life-style, the In%ian maret
starte% vie+ing +atch more as a com*lement to %ress than !ust a time sho+ing
machine They are also realising that, unlie other forms of art that are meant to be
a%mire%, high-en% !e+ellery +atches have that a%%e% bonusE *ractical lu6ury +ith a
function other than beauty 7atches have !oine% the list of tie, %eo%orant an% shoes
to re*resent the occasion an% flaunt your status
Dre%% Wear
Titan has three bran%s *ositione% for this segmentE Nebula, #egalia an%
Insignia
Ne/!)a0
Marete% as the "e+ellery collection from Titan, Nebula is targete% to+ar%s
affluent men +ho consi%er +earing gol% !e+ellery a symbol of status Magical blen% University of Mumbai
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of most covete% of metals, Hol% an% craftsmanshi* Nebula is more of a
connoisseur +atch +ith the lo+est *rice mo%el at #sGG It is marete% as a
+atch for %iscerning in%ivi%ual *ositione% as a gol% !e+el
Re&a)ia8
Incre%ibly eye-catchingR magic in gol%
The +atch uses the uni5ue combination of gol% an% bicolour loos
re*resenting the essence of %ress-+ear In In%ia, gol%-loo is associate% +ith status
but at the same time, the silver-loo is the fashion of the %ay in international
+atches 7ith the combination of both, this +atch is targete% to+ar%s affluent
businessmen The elegant loos an% colours mae it a strong com*etitor to the
foreign bran%s lie the Tissot, 0iaget an% #a%o
This is also marete% as a +atch for gift S*ecial 7atch for s*ecial occasion,
*ositioning this as a costly gift
Insi&nia8
PThe 7orl% 7atch from Titan'
The +atch +ith fascinating %esigns an% *recision engineering +as targete%
to+ar%s the @uro*ean marets The com*le6ity of this +atch is : times more than
a regular titan +atch Though it %i%n't meet +ith much of a success in @uro*e, this
tag line an% ey+or% International are use% to *osition this +atch as a +orl%-class
+atch for international traveller +ith @uro*ean tastes
C3a%%i Wathe%
7atches that are for every-%ay use an% those +ith less frills an% more value
are classifie% as lassic +atches These +atches are normally targete% to+ar%s
mi%%le an% u**er mi%%le-income class consumers
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0o+er %ressing no+ has a ne+ +ea*onQ
Timeless elegance ca*ture% on the +rist
lassi5ueD is marete% as a fusion of function an% so*histication lassi5ue +ith its
loos fits the formal cor*orate image an% is *ositione% as a +atch for cor*orate
em*loyees This also reinforces the im*ortance of +atch along +ith the %ress +orn
These +atches are generic in their sim*licity an% fin% no real com*etitors e6ce*t
2MT
Ro+a)e0
ollection of %esigns that suit every%ay +ear
#oyale +ith its gol% *late% case an% gol%en stra*s re*resents a formal every
%ay +atch targete% to+ar%s the em*loyees +ho can't affor% multi*le +atches for
occasions The +atch inclu%es %esigns from sim*le to %ressy evening+ear
s+itching bet+een informal an% formal loos base% on the *lace an% situation
S,ec%ra8
1esigne% for those +ho loo beyon% the or%inary
This bran% from Titan e6ten%s over +i%e range of *rices from /-. It is a
classic *remium +atch +ith style, +hich boasts of combining the stur%iness of steel
+ith richness of gol% The *ositioning of the +atch is not very clear as it is targete%
to+ar%s the salary earners +ith its lo+er *rice *oint mo%els an% a**ealing mo%els
for the cor*orate e6ecutives at the higher en%
S1!rt% Wathe%
In the In%ian scenario the s*ort a+areness is not 5uite there An% the maret
is not mature enough that consumers buy s*ecial +atches for s*orting e6ce*t in the
su*er-*remium an% segments above that A s*orts +atch in the min% of an average
In%ian is a *olyami%e +atch +ith sto*+atch an% tren%y loo So there is no clear
%istinction bet+een s*orts +atches an% casual +atches But in the available maret
Time6, asio, an% Titan are ma!or*layers an% after the lifting of ?# restrictions,
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+orl% famous Tag- 2eur has also entere% In%ia but in the onnoisseur segment of
s*orts +atches
PSI23330
Titan has intro%uce% a range of contem*orary 0recision S*orts +atches The
bran% is marete% as tough, out%oor, a%venture bran% (0sycho gra*hically
segmente%) #anging from
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technology are the technology +atches available in the maret 7atch for time,
status has in the ne+ technology era is looe% for convenience of carrying %ata In to
the com*etitive maret +ith *eo*le +illing to *ay a *remium for that a%vantage, a
goo% number of bran%s have venture%
Techno)o&+ #245367233'0
Multi-functional +atches for the Tech-savvy
This bran% is marete% as mergers of classic elegance an% technological
mastery giving rise to multi-functional chronogra*hs using the solar *o+er This
bran% is *ositione% to com*ete against the iti8en's @co1rive
>(< W!)en$% %e2)ent
Dre%% Wear
Titan has chiefly three bran%s in this category
Ne/!)a #8333685333'6
The "e+eler's ollection
Nebula is a *recious !e+ellery +atch from Titan It is marete% as Pa magical
blen% of most covete% of metals an% engineering e6cellence' The Nebula range of
+atches is *ositione% as ob!ects of ornamentation A $: carat gol% +atch, stu%%e%
+ith gems it is targete% at the u**er most en% of the maret in com*etition +ith
bran%s such as #ole6 an% artier
Re&a)ia
#egalia range is *ositione% as @ssence of %ress +ear It is marete% as
Incre%ibly eye catchingRmagic in gol% 7ith the uni5ue combination of gol% an%
bicolor loos an% slee case, #egalia is targete% to+ar%s mi%%le-age% +omen +ho
consi%er +atch to be a status symbol an% also re*resenting their %elicacy It is
available in many *rice *oints bet+een #s:
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Ra&a an* %he Si)9er Ra&a
#aga an% the Silver #aga collection are *ositione% as @thnic In%ian styling
for the so*histicate% +oman @ach *iece is truly uni5ue an% re*resents elegance,
%elicacy an% feminine The %esigns an% the bracelets re*resent tra%itional In%ian
ornaments as +ell as contem*orary style
Both the +atches are e6clusively %esigne% to a**eal to +omen more as an
ornamental *ossession than a +atch The Silver #aga has been crafte% e6clusively
for the so*histicate% +oman +ho believes in value-for-money an% +ho +ears silver
!e+ellery +ith lan
At the beginning, +hen the bran%s +ere launche%, they +ere *ositione% as
7atches for all %resses +ith changeable %ials matching the sari color But the
*ro*osition +as vie+e% +ith se*ticism an% hence %i%n't meet +ith much success
Kee*ing in min% In%ian +omen's love for !e+ellery, both these bran%s are
re*ositione% as a *erfect accessory that com*letes a +omanDs +ar%robe
Ca%ua3 Wear
Fas%rac"
The +omanDs collection *resents the all-ne+ international DFroste%D loo, +hich
is tren%y an% chic The a% line E PFastrac- Pool +atches from Titan', aims at buil%ing
the bran% aroun% the Pcool P conce*t
Fastrac is targete% at a *ersonality that is young, energetic, achievement-
oriente%, +ho sees to e6*ress her in%ivi%uality by breaing free from constraints
im*ose% by formal environments, +ithout being a rebel The *ositioning of Fastrac
for men an% +omen is almost the same
>(= Chi3dren$% Se2)ent
Titan has a bran% calle% 1ashQ for i%s These are bright, colorful +atches
targete% at chil%ren age% ;-:4 years These +atches are *rice% #s$G on+ar%s to
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#s4/G an% are marete% un%er the a% lineE 7o+Q 7atches from Titan The three
main collections from 1ash inclu%e the P0o*eye ollection', +hich feature cartoon
character 0o*eye, an% his frien%s There is also a 1igital #ange, +hich has features
lie @llight, com*ass, Jelco stra*s So Titan is *ositioning 1ash +atches as PFun'
+atches for i%s Its features such as comic characters also a**eal to the frivolous
nature of the chil%ren
1ash also has a s*ecial collection for girls, +ith changeable be8el rings,
*rice% at #s$/G
There are some other +atches such as 0o*-S+atch from S+atch, +hich are
*ositione% using the same a**eal that of 1ash an% are e6*ecte% to give 1ash a
tough time at the same com*etitive *rices
Cha1ter ; Titan Wathe%8 Brand Re1!%iti!nin2 Strate2ie%
Titan In%ustries %eci%e% to revam* its flagshi* +atch bran%, Titan, +ith the
intention of maing it more youthful an% relevant to the changing times The bran%,
launche% more than $4 years ago, has un%ergone a ma!or re*ositioning e6ercise
only once before five years ago, +hen 2in%i film actor Aamir Khan +as a**ointe%
bran% ambassa%or 7hat follo+e% later +as the P7hat's &our StyleL' cam*aign,
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+hich trie% to increase +atch consum*tion *er *erson, by suggesting the use of
%ifferent +atches for %ifferent occasions
(4 Ne7 3!2! and ta23ine ; &Be M!re'
Be0!nd %t03e
No+, Titan +ants to move from style statements to *ersonality statements
Accor%ing to 2arish Bhat, chief o*erating officer, +atches, Titan In%ustries, a +atch
ought to %enote the +earer's moo% an% *ersonality 7ith the e6*losion of o*tions in
a *erson's life, our core consumer is changing An% to ee* u* +ith them, Titan has
evolve% too, he says
3n the a%o*tion of PBe More', Bhat says that that statement is su**ose% to
%enote the as*irations of consumers to mae more of their lives an% be +hatever
they +ant to be The +atch allo+s for such imaginative travels, he says
Titan's agency, 3gilvy In%ia, has %evise% a cam*aign featuring Aamir Khan
that encourages *eo*le to fin% a ne+ stran% of their *ersonality every %ay It all
starte% +ith a logo change a fe+ months ago (the same font in a re% an% +hite
combination), follo+e% by a cam*aign rolle% out no+
The a% filmo*ens on a shot of Aamir Khan sitting alone on a roller coaster,
stating, PBe born every %ay' Ne6t, he is seen chasing the sha%o+ of an aircraft on a
beach, then, sitting besi%e a truc %river, in the mi%%le of no+here, +ith a trail of
chassis trucs behin% him 2ere, he ass the vie+ers to try the a%venture of getting
off at an unno+n station, of e6*loring unno+n lan%s
As he crashes his vehicle +hile go-arting, Khan +aves to the others aroun%
him, +hile his voiceover e6*lains the im*ortance of maing one's o+n mistaes
Further on, he tals of not maing your *ass*ort *hotos last longer than three
months you nee% to constantly reinvent yourself an% a%o*t a ne+ loo every %ay
(cut to shots of Khan's varie% hairstyles an% loos in his movies, sho+n in an
ambient +ay through *osters an% T-shirts)
University of Mumbai
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Shoc your reflectionQ says Khan, as +e see him +ith funny accessories
framing his face The ne6t vignette has him *racticing me%itation +hile slyly checing
out a girl +aling *ast (P@6*lore') ut to a shot of chil%ren, +ith Khan e6*laining ho+
+e as*ire% to be %ifferent *eo*le as i%s let's revive that as*iration to%ay
7earing armor (s+or% an% all), Khan reiterates, PBe Born, @very 1ay Titan Be
More'
Malvia Mehra, grou* creative %irector, 3gilvy O Mather Bangalore, says, PBe
More' *ushes *eo*le to live many lives in one 7e +ant to trigger *eo*le into
5uestioning, P7hy shoul% +e be single min%e% an% boringL Time to be multi-facete%
Khan fit the bill as 3gilvy borro+e% from his o+n life an% +or an% his nee% to
constantly e6*eriment an% reinvent himself Be it Mangal 0an%ey or agaan or 1il
hahta 2ai, Aamir al+ays manages to loo %ifferent in every role, e6*lains Mehra
So +e sho+e% him %oing things that +ere s*ontaneous, such as e6*loring *laces or
go-arting The i%ea, sim*ly *ut, is to live life to the fullest +ith Titan
The film +as conce*tuali8e% by Mehra along +ith Amit Aali, Anil Thomas,
Kun! Shah (+ho +rote the scri*t) an% N A!esh of 3gilvy In a sense, says Mehra, the
s*ontaneity in the a% is an in%ication of Titan's gra%ual shift from the ol% to the
youthful (from PMy 1a%'s Bran%' to PMy Bran%') That is the +ay many categories are
moving, she says
(6 The ad )a*in2 Aa)ir -han
The a% +as %irecte% by 0rasoon 0an%ey of orcoise Films this is 0an%ey's
thir% Titan film, the earlier t+o involve% Khan an% his assistant, *laye% by the late
Jihang Naya The first film ha% Khan confuse% about +hich +atch to match +ith
each outfit he's *acing before a tri*, +hile the secon% film sho+e% him %elighting a
girl in a mall +ith a +atch This thir% film has a much stronger scri*t than those t+o,
shrugs 0an%ey It's about bringing a min%set onto the screen +ith a better celeb-
bran% marriage University of Mumbai
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Shot entirely in hennai, the film has been shot in a +ay that suggests that
multi*le locations +ere use% for the shoot, as o**ose% to one city 7e ha% fast
*ace% shots to s*rea% the loo of the film, says 0an%ey 7hen ase% +hy hennai,
he 5ui*s, Because it +asraining in Mumbai thenQ
Several layers +ere a%%e% to the film To sho+ the as*irations of chil%ren, a
young girl +as sho+n staring at an ob!ect an%, later in the frame, you see the ob!ect
is a butterfly the girl +ants to fly
Ki%s are freer in their thining than a%ults an% +e ho*e this has been
*ortraye%, 0an%ey says @ven the last frame of the a%, +hich has Khan %resse% as
a moc +arrior (+ith an im*rom*tu utensil serving as his helmet), +as ma%e to loo
lie the man ha% ma%e use of things lying nearby in a s*ontaneous +ay
(< Ne7 C!33eti!n% and De%i2n%
S!nata$% %u+;+rand%Sonata has launche% the#u/a 6 collection, a series of colourful +atches
They are available in both casual an% formal styles to com*lement the young, ne+
loo for college or office +ear The collection has +atches for both men an% +omen
at *rice s starting at #s ;4G They are available in both gol% an% steel loos, +ith
both metal an% leather stra*s
Sonata, the +atch bran% from the Tatas, launche% the Su1er Fi+retargete%
at the sub-#s G maret in urban, semi-urban an% rural In%ia The +atches have
been %esigne% *rimarily for youth in the :;-> age grou*, an% +ill be available in a
*rice range of #s $.G to #s GG The tag line for this sub-bran% is Su1er Str!n2
Su1er St03e($
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The com*any announce% >;-%egree mareting cam*aign for the ne+
offerings It also unveile% its TJ commercial featuring In%ian 31I ca*tain Mahen%ra
Singh 1honi, in a bran% ne+ avatar
Titan Ra2a HaKe3 C!33eti!n
Titan #aga has launche% the 2a8el collection, ins*ire% by the hues of nature
0rice% bet+een #s $,:/G an% #s 4,, this range com*rises five styles +ith
versions in gol%, steel an% bi-metal finish They are available as bracelets an% kadas
+ith te6ture% or *atterne% loo an% mother-of-*earl %ials
Otane
Titan has launche% the 3ctane collection of chronogra*h, multifunction an%
retrogra%e +atches for the urban man The range is %escribe% as blen%ing style an%
technology The collection has over >G styles an% is *rice% bet+een #s G, an%
#s .,G
Ne+u3a Ce3e%te
It is a limite% e%ition collection of !e+ellery time*ieces They are crafte% in :
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Ne+u3a 9eu%
It is a mechanical automatic +atch in soli% gol% for men 0rice% at
#s:,:,, the limite% e%ition +atch (G *ieces) hars bac to an ol%er era of
lu6ury an% romance
The Nebula eus +atch has been crafte% using S+iss ma%e mechanical
automatic movement +ith gol% finish an% a sa**hire crystal bac cover 3ther
features inclu%e an instant start, a secon% han% sto* %evice for accurate time setting
4$ hours reserve *o+ers an% auto +in% convenience The +atch collection +as
launche% by singer an% actor, Jasun%hara 1as
Ra2a Shi))er
It com*rises of a collection of e65uisitely %esigne% stu%%e% +atches that
com*lement both In%ian-+ear as +ell as 7estern-+ear 0rice% bet+een #s $,//G
an% #s 4,4/G, the ne+ collection com*rises +atches in gol%, steel an% bi-metal
finishes
Ra2a Di/a
An e65uisite range of +atches for +omen in the Kerala maret Ins*ire% by
tra%itional Kun%an +or, this collection has been ren%ere% in a %elightfully
contem*orary form It is *rice% bet+een #s 4, an% #s :,
Titan Ne+u3a Duet C!33eti!n
Titan Nebula, the *remium :, G9- an% #s:,>G,
(= Other Strate2ie%
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Titan is also trying to reach ne+ customer segments They are no+ trying to
target all a%ults in socio economic classes AOB
Titan is also looing at innovative retail strategies an% *lanne% to launch teninnovative *ro%uct collections soon
Cha1ter C!n%u)er A7arene%% Sur/e0
7.1 Data Interpretation
Titan %u+;+rand !7ned
This +as a multi*le choice 5uestion +here res*on%ents +ere ase% to choose
sub-bran%s of Titan +hich they *ossess It +as foun% that aroun% .$= of the
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consumers in the age grou* of $-> years *ossess Fastrac bran%, :4= Sonata,
;= #aga, 4= Nebula an% only $= o+n 77F an% @%ge
Fi2ure =8 Titan %u+;+rand% 1!%%e%%ed +0 re%1!ndent%
Peri!d !" u%e
The res*on%ents +ere ase% to mention since ho+ long they have been
bran% loyal to Titan This +as an o*en en%e% 5uestion an% hence various res*onses
+ere receive% The minimum *erio% of use +as set as one year, as mentione%
earlier, +hile the ma6imum *erio% of use +as %etermine% For convenience, the
%ifferent res*onses are categori8e% into threeE :year 4years, 4years .years an%
.years :years
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;4= of the res*on%ents fall into first category, ie, they are using Titan +atch
in the range of one to four years $4= res*on%ents are in secon% category an% the
rest :$ = are using it for more than seven years
Fi2ure >8 Peri!d !" Titan 7ath$% u%e
Rea%!n% "!r +rand 3!0a3t0
The res*on%ents +ere ase% to select the reasons from the o*tions given for
their *reference for Titan +atches For this 5uestion, multi-res*onses +ere receive%
from the res*on%ents
Ta+3e 48 Rea%!n% "!r +rand 1re"erene
Rea%!n% N!( !" re%1!ndent% (out of total
G)
Attractive %esigns >/
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#easonable 0rice .
Bran% image $$
Hoo% 5uality $G
Fi2ure 8 Rea%!n% "!r +rand 1re"erene
Rea33 !" Titan$% ta23ine
Titan's tagline, before bran% re*ositioning e6ercise has been un%ertaen, +as
7hat's your style This tagline +as a%o*te% %uring first rebran%ing e6ercise in
$4
The res*on%ents +ere ase% to in%icate +hether they remember the tagline in
%ichotomous +ay, ie, as yes or no It +as foun% that only $$= of the
res*on%ents +ere able to recall the tagline an% the remaining .
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Fi2ure 8 Rea33 !" Titan$% !ri2ina3 ta23ine
Titans advertisements
Titan a%vertises its +atches in almost all me%ia vehicles The a%vertisements
can be seen in TJ, maga8ines, ne+s*a*er, hoar%ings, billboar%s, ra%io an% so on
All the G res*on%ents have seen the a%vertisements of Titan +atches in
various me%ia This +as a multi-res*onse 5uestion an% the o*tions given to select
+ere restricte% to TJ, maga8ines, ne+s*a*ers, hoar%ings an% ra%io
The fin%ings of the survey have been summari8e% in a table as follo+sE
Table 2: Major dvertisement media
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Fi2ure 8 Ma,!r ad/erti%e)ent )edia
Brand A)+a%%ad!r !" Titan
Aamir Khan is the bran% ambassa%or of Titan since $4 7hen the
res*on%ents +ere ase% to recollect the same, it +as foun% that 4; of G sam*le
si8e +ere able to correctly mention the bran% ambassa%or +hile the remaining 4 %i%
not give
any
res*onse im*lying that they are not a+are of it
Fi2ure 8 A7arene%% !" +rand a)+a%%ad!r
A7arene%% !" ne7 ta23ine &Be M!re'
The survey has reveale% that less than half of the total numbers of
res*on%ents (>;=) are a+are of ne+ tagline
Fi2ure 48 A7arene%% !" ne7 ta23ine
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T01e% !" )edia N!( !" re%1!ndent%
TJ 4;
Maga8ines $GNe+s*a*ers >;
2oar%ings :G
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Ne7 de%i2n% !" Titan
Titan has launche% several ne+ %esigns in $< in its e6isting collections an%as *er its *lans intro%uce% ne+ *ro%uct collections also The res*on%ents +ere
ase% to rate the ne+ %esigns as *oor, average, above average, goo% an%
e6cellent
. res*on%ents feel that their %esigns are e6cellent, >/ have rate% them as
goo% an% 4 have rate% as average
Fi2ure 448 C!n%u)er 1ere1ti!n !" ne7 de%i2n%
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Ne7 Ca)1ai2n !" Titan
The survey has reveale% that the *ercentage of res*on%ents +ho have seen
the ne+ cam*aign focussing on be more featuring Aamir Khan is G=
Fi2ure 468 A7arene%% !" ne7 a)1ai2n
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Ratin2 !" Ne7 Ca)1ai2n
The G= of the res*on%ents +ho have seen the ne+ cam*aign +ere ase% to
rate it +ith res*ect to ho+ effective the cam*aign is in ins*iring consumers to have a
ne+ loo every%ay an% be more in lives
:; out of $G res*on%ents consi%er the ne+ cam*aign to be highly effective
+hile the remaining / rate% it as effective
Fi2ure 4
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Titan$% e.3u%i/e %h!7r!!)%
The res*on%ents +ere ase% to rate Titan's e6clusive sho+rooms on G *oint
rating scale 0oor, Average, Above Average, Hoo% an% @6cellent The factors
relate% to sho+rooms that +ere *rovi%e% to the res*on%ents for rating are store
ambience, sales *ersonnel, after sales service an% %is*lay of +atches
Fi2ure 4=8 C!n%u)er 1ere1ti!n !" %t!re a)+iene
>; of the G res*on%ents have rate% store ambience as Hoo% an% . each
rate% as Above Average an% @6cellent This *roves that store ambience *lays an
im*ortant role in consumer *erce*tion of service 5uality
Fi2ure 4>8 C!n%u)er 1ere1ti!n !" %a3e% 1er%!nne3
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7ith res*ect to sales *ersonnel, >G res*on%ents rate% them as Hoo%, +hile
4 each rate% as 0oor an% Average, . res*on%ents gave rating of Above
Average
Fi2ure 48 C!n%u)er Pere1ti!n a+!ut a"ter %a3e% %er/ie
In the survey, >: out of G res*on%ents rate% after sales service as Hoo%, 4
each as Average, Above Average an% @6cellent +hile . res*on%ents rate% as
0oor
Fi2ure 48 C!n%u)er 1ere1ti!n !" Di%13a0 !" 7athe%
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Most of the res*on%ents have given high ratings to the %is*lay of +atches in
Titan sho+room $$ res*on%ents rate% it as @6cellent, $4 res*on%ents as Hoo%
an% only 4 res*on%ents gave rating of Average
Fi2ure 48 O/era33 1ere1ti!n a+!ut Titan %h!7r!!)%
The res*on%ents +ere also ase% to give overall rating to Titan's e6clusive
sho+rooms It +as foun% that out of total G res*on%ents, > rate% as goo% +hile
the remaining consi%ere% the sho+rooms to be e6cellent
Aroun% G= of the res*on%ents rate% all the variables relate% to Titan's
e6clusive sho+rooms as goo%
Su22e%ti!n% 2i/en +0 the re%1!ndent% t! i)1r!/e +rand i)a2e
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Jarie% res*onses +ere receive% for this 5uestion All the res*onses have
been summari8e% as follo+sE
Intro%uce more tren%y an% innovative %esigns
Focus on niche marets such as +oring men an% +omen
S*rea% a+areness about availability of +atches in lo+er segments as most of
the consumers feel that Titan bran% is synonymous +ith *remium +atches
Tae ste*s to change consumer *erce*tion that Titan +atches are high *rice%
Im*rove after sales service
(6 Findin2% !" the %ur/e0
The fin%ings of the consumer a+areness survey are liste% belo+E
.$= of the res*on%ents in the age grou* of $ > years *ossess Fastrac
+atch This sho+s that the *ositioning strategy of these +atches has been
goo%
Most of the consumers *refer Titan +atches for their attractive %esigns an%
goo% 5uality 2o+ever, there is a misconce*tion about *ricing of Titan
*ro%ucts among the consumers They *erceive them to be high *rice%
ogos an% taglines are rarely notice% by the +atch consumers 2ence, any
change in them also goes unnotice%
A%vertisement in mass me%ia such as television, ne+s*a*ers, an% maga8ines
are best means to s*rea% a+areness about bran%
elebrity en%orsement of +atches not only increases the visibility of the
*ro%uct but also gives an assurance to the consumers that it is of high 5uality
Titan +atches' %esigns are rate% as goo% by .
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have seen the ne+ cam*aign consi%er it to be effective in conveying the
message it inten%e% to %eliver, ie, to be more in lives
The after sales service an% behavior of sales *ersonnel have been given lo+
ratings com*are% to other variables mentione% in the 5uestionnaire +ithres*ect to Titan's e6clusive sho+rooms
Cha1ter C!n3u%i!n
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The suggestions to im*rove consumer a+areness about bran% re*ositioning
strategy of Titan are as follo+sE
To increase its visibility, Titan om*any can s*onsor events similar to fashion
sho+s in +hich all latest %esigns launche% are %is*laye% This +oul% have
multi*lier effect as the latest %esigns launche% by the com*any get notice% by
%ifferent segments of the customers in varie% +ays
Tie u* +ith FM ra%io channels for remin%er a%vertisements an% informing
customers about various sales *romotion offers from time-to-time
Invest more in #O1 as customer e6*ectations are changing ra*i%ly Though
Titan has got more *ro%uct collections, it shoul% focus on intro%ucing more
varieties in alrea%y e6isting *ro%uct collections In other +or%s, having a
limite% but more %e*th in *ro%uct collections +oul% be more a%vantageous
Intro%uce e6clusive collection for +oring +omen +hich is more contem*orary
an% com*lements both tra%itional an% +estern +ear
Ma!ority of the *o*ulation in In%ia live in rural areas So, sho+rooms shoul%
be set u* at *laces nearer to them Intro%uce chea*er an% rough use +atches
for this segment
After sales service has to be im*rove% That is, the *rocess of servicing an%
re*airing of +atches shoul% be ma%e faster This can be %one by ensuring the
s*are *arts availability an% training all sales *ersonnel in Titan sho+rooms to
un%ertae these tass
Tie u* +ith international +atch bran%s an% mae them available locally
Mae use of internet to s*rea% a+areness among consumers about the
bran%
QUESTIONNAIRE
: 7hich sub-bran% of Titan +atches %o you *ossessL
a) Fastrac University of Mumbai
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b) Sonatac) #aga%) Nebulae) 3thers, *lease s*ecifyRRRRRRRRRRR
$ Since ho+ many months 9 years have you been using Titan +atchL
> 7hy %o you *refer Titan bran%La) Attractive %esigns,b) #easonable *ricec) Bran% image%) Hoo% 5uality
4 1o you remember the original tagline of Titan +atchesL If yes, *lease
mention
G 2ave you seen the a%vertisement of Titan +atchesLa) &es b) No
; In +hich me%ia have you seen the a%vertisementL a) TJ
b) Ne+s*a*erc) Maga8ines%) 2oar%ingse) #a%io
. 7ho is the bran% ambassa%or of Titan +atchesL
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(:0oor, $-Average, >-Above Average, 4-Hoo%, G-@6cellent)
a) Ambience -b) Sales *ersonnel -c) After sales service -
%) 1is*lay of +atches -e) 3verall sho+room -
13 7hat suggestions +oul% you lie to give to im*rove Titan's bran% image
among customersL
Re"erene%
Sengu*ta Subroto ($;), *rand 'ositioning: Strategies or +ompetiti!e
Ad!antage Secon% @%ition, Tata McHra+ 2ill 0ublishing om*any imite%,
Ne+ 1elhi
Ho*alarishnan 0S (e%) ($.),#ebranding: An Introduction$ IFAI
niversity 0ress, 2y%eraba%
IFAI "ournal of Mareting Management
IFAI "ournal of Bran% Management
+++mareting*rofscom
+++bran%ingstrategyinsi%ercom
+++thehin%ubusinesslinecom
+++economictimescom