IMCADVERTISINGPLAN&BRAND

STUDYFORTITANWATCHES

Group 9

ARCHANA M

JAIKESH K

JAISHANKAR K

KAMALA PRIYADARSINI S

VIVEDHINI J B

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TABLE OF CONTENTS

EXECUTIVE SUMMARY ......................................................................................................... 1

CHAPTER 1 ........................................................................................................................ 3

COMPANY PROFILE .............................................................................................................. 3

Watches & Accessories .............................................................................................................. 3

Titans History ........................................................................................................................... 4

About Titan Watch Industry & Products ...................................................................................... 5

SWOT Analysis .......................................................................................................................... 5

CHAPTER 2 ........................................................................................................................ 7

SITUATIONAL ANALYSIS ..................................................................................................... 7

HISTORICAL CONTEXT .............................................................................................................. 7

TITAN AD CAMPAIGN #1: JOY OF GIFTING................................................................................ 7

Back in 2013: Re-discover the joy of giving .............................................................................. 14

CHAPTER 3 ...................................................................................................................... 15

HOW THE BRAND EVOLED FROM 1987 .............................................................................. 15

TITAN AD CAMPAIGN #2(1990S) ............................................................................................ 16

TITAN AD CAMPAIGN #3 ........................................................................................................ 16

TITAN AD CAMPAIGN #4 ........................................................................................................ 17

TITAN AD CAMPAIGN #5 RAGA ............................................................................................ 18

TAKEAWAYS FROM BRAND STUDY .................................................................................... 22

CHAPTER 4 ...................................................................................................................... 24

INDUSTRY ANALYSIS ......................................................................................................... 24

MARKET ANALYSIS ................................................................................................................. 26

CHAPTER 5 ...................................................................................................................... 34

COMPETITOR ANALYSIS .................................................................................................... 34

CHAPTER 6 ...................................................................................................................... 37

OBJECTIVES OF ADVERTISING CAMPAIGN ....................................................................... 37

TO CHECK THIS AD WORKS OR NOT?...................................................................................... 37

BUDGETING ........................................................................................................................ 37

CHAPTER 7 ...................................................................................................................... 39

STRATEGY .......................................................................................................................... 39

EXECUTION ........................................................................................................................ 39

CREATIVE BRIEF ..................................................................................................................... 39

MEDIA PLAN ........................................................................................................................... 39

EVALUATION ...................................................................................................................... 39

CONCLUSION...................................................................................................................... 40

REFERENCES ...................................................................................................................... 41

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EXECUTIVE SUMMARY

Titan watches, Indias largest organised watch retailer, controls 55% of Rs. 5,000

Crore organised Watch market as per data posted in Business standard on August

20131. Growth of Indian watch industry is expected to be around 20-25% in terms

of Value. For the last quarter-ended December 2013, Titan Watch segments value

saw a growth of 7.5% year-on-year whereas volumes declined by 10%.

The Market share of Titan Watches has been around 70% in 20122.

In 2012-13, Titan Watches grew by 9.6% to Rs. 1,675.87 Crores. Reason for decline

in growth is attributed to Less Wedding dates compared to 2011-12. Malls and

Department stores also witnessed lower walk-ins. The brand continued its strong

presence on the social media network through innovative digital campaigns, which

led to increase in its fan base on Facebook to 5.9 million3.

Titan Watches Segment and Target focused

Market Targeted Brands

Premium Xylys

Middle-End Titan, Zoop, Fastrack

Mass Market Sonata

Our main study is focused on Titan (Middle-End).

In Titan, Raga was the sub-brand which contributes more to the total turnover

during 2005 and it was increasing till 2007. Still major promotions were focused on

Raga, where Katrina Kaif has been hired as Brand Ambassador. Previously it was

done Rani Mukerjee. During 2005, Titan used Raga as the key driver for the entire

brand. Women's watches contribute 34% to the total turnover. Of these, watches

priced Rs.1,500 and above were branded Raga and accounted for 24%.4

As of now there are 11 sub-brands under Titan Brand alone apart from Fastrack,

Zoop, Xylys, and Sonata.

Under this brand there are some sub-brands and they are,

1 http://www.business-standard.com/article/management/titan-readies-own-brand-in-premiumisation-bid-113081301080_1.html 2 http://archive.indianexpress.com/news/titan-claims-70--market-share/969828/ 3 Titan Industries Limited Annual Report 2013 4 http://www.thehindubusinessline.in/2005/11/03/stories/2005110301990800.htm

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Titan Tagged (2013)

Titan Octane

Titan Purple (2011)

Titan Raga (1992)

Titan Steel (2001)

Titan Orion

Titan HTSE (2011)

Titan Edge (2002)

Titan Automatic (2009)

Titan Regalia (2001)

Titan Bandhan (2003)

Titan was launched as a joint venture between the Tata Group and the Tamil Nadu

Industrial Development Corporation in 1984. The main players during that period

were HMT and Allwyn.

Their first commercial Ad was launched in 1987 which was still known for its Music.

Chosen by Xerxes Desai, founder of Titan Industries in 1984 and the creative head

of O & M in 1987 for its class and western vibes, the segment from Mozart's 25th

Symphony has arguably become Indian Advertising's most memorable track. Starting

in 1987 in its pure classical versions, this music has been rendered in countless

innovative versions over the years.

In this report we have studied the brand for past 25 years and we have done an

advertising plan based on it. Titans classic is Joy of gifting and our proposed plan

is to extend to Joy of gifting through Gratefulness.

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CHAPTER 1

COMPANY PROFILE

Titan Company becomes a boon to the Indian watch market when it introduced its

quartz technology. With India's two most recognized and loved brands Titan and

Tanishq to its credit, Titan Company is the fifth largest integrated own brand watch

manufacturer in the world.

Titan is a joint venture between the Tata Group and the Tamil Nadu Industrial

Development Corporation.

Watches & Accessories

After Sonata, a value brand of functionally styled watches at affordable prices,

Titan Company targeted the youth segment with Fastrack which is trendy

Titan Company brought international brands into the Indian market.

Tommy Hilfiger, FCUK, Timberland & Police as well as the Swiss made watch

Xylys

In addition the company retails personal accessories such as bags, belts,

wallets and most recently perfumes under Skinn Brand.

Titan Company has Indias largest retail network spanning over 218 towns

and 367 exclusive World of Titan' showrooms

Titan Company continues to grow and set new standards for innovation and

quality.

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Titans History

Titan now is the world's largest integrated own brand manufacturer of watches. A

major brand player, Titan stakes claim to 60% of the organized watch market, with

over 150 million pieces sold across 32 countries collectively.

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About Titan Watch Industry & Products

Being the world's fifth largest integrated own brand watch manufacturer,

Titan Company has manufactured and sold more than a 150 million pieces the world

over. The Titan portfolio owns over 60% of the domestic market share in the

organized watch market.

The new brand philosophy of Titan, encapsulated in the catchphrase 'Be More',

touches this as well as all other aspects of the brand.

The Titan brand architecture comprises several collections and sub-brands, each of

which is a leader in own space. Notable among them are:

Titan Edge - world's slimmest watch based on the philosophy 'less is more,

Titan Raga - feminine and sensuous accessory for today's woman,

Nebula - crafted with solid 18k gold and precious stones.

Several other popular collections like Purple, Orion, Automatic, Bandhan, Octane,

Obaku, HTSE and Zoop also form a part of the Titan portfolio.

SWOT Analysis

Strength

One of the worlds top five and Indias biggest watch manufacturer

Different sub-brands under the brand Titan have been successful in their

positioning based on Demographic segmentation

The quality of watches is impressive.

Innovation is core to its strategy.

Visual Merchandizing has been Titans strength ever since its inception.

Good retail network by WORLD OF TITAN

International tie-ups with Hugo Boss and Tommy Hilfiger.

Titan watches are exported in over 40 countries

Weakness

Rural India does not form a substantial part of customer base.

Kids are fascinated with mobile phones rather than watches and incidentally,

they show the time.

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High cost operation due to high labour costs is major factor in sales turnover

also.

Opportunities

India is an under penetrated market for watches

Global expansion and tie-ups with global watch and Jewellery brand.

It also viewed as an individuals taste and style than a mere timekeeping

device.

With a changing consumer attitude, people like to possess multiple watches

for different occasions and events.

Threats

From competitors:

o Japanese- Citizen, Casio

o Swiss- Rolex, Omega, Rado, Tissot, Tag Heur, etc.

o Chinese watches

Mobile phones and wall clocks are a substitute to watches.

The fashion trend keeps on changing

Keeping the same trend over long period of time could saturate customers.

Hence, resulting in weaker product life cycle.

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CHAPTER 2

SITUATIONAL ANALYSIS

HISTORICAL CONTEXT

TITAN AD CAMPAIGN #1: JOY OF GIFTING

In 1990s Titan had a sub-brand Quartz and they launched a series of Ad-

campaigns. Theme of that campaign is Re-discover the Joy of gifting.

OBJECTIVE OF THE CAMPAIGN

In India watch markets were dominated by HMT during 1980s and perception of

watches was different. Titan created a series of ads to make this brand more

attached to the heart of person. Because when you gift, the person feels great. So

when you want to gift someone, then Watches should come to the mind.

1. Watches should be considered as an essential thing when the concept of

gifting comes to the mind.

2. This ad would be suited for all products but need to convince customers to

buy Titan Watches.

3. This ad focused on National level and it can be identified for all cultural kinds

of people.

4. Primary focus was on Emotional Benefit of Product.

METHODS

Titan made sure that they had more creative ads for this campaign and the strategy

they used here is

1. Repetition of ads (more than 12 creatives)

2. Slogan: Re-discover the joy of giving

3. Jingle: Famous Mozart's 25th symphony.

All the ads have a same idea and in each one the person gifts, jingle starts, unwraps

the gift paper, looks at watch, watch shown in close-up, and finally ends with a

slogan Re-discover the joy of giving, followed by Titan.

In each creative, the lead actors demographics varies. Demographics that are

focused in the creatives are,

Young couples walking leisurely gifting between couple

Upper class couples in a 5-star hotel gifting between couple

Middle class family gifting focused on family (anniversary)

Middle class family Husband gifting to wife

Middle class family Father gifting her daughter for Diwali

Upper middle class Father gifting her daughter for her Wedding

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College couples Just to attract fellow classmate

Old student presenting gift to her teacher on Birthday

Husband gifting her wife gift during their Honeymoon

JOY OF GIFTING #1

A couple walking on a park leisurely. Actor hides

something in his pocket.

Jingle starts !!

Next Sequence, actress tries to pull that out and was

surprised to see it as a gift.

Jingle continues !!

Unwraps the cover and was surprised to see the gift in it.

The advertisement ends with a quote saying

Rediscover the joy of giving.

Many creative were done for promoting the

same Theme.

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JOY OF GIFTING #2

A couple were in a restaurant. Actor keeps

a gift in front of her and jingle starts

beautifully once again. She unwraps the

gift, there is a watch inside in it and she

was so pleased to have one like that and

jingle still continues. The jingle and ad

ends as shown in right side.

JOY OF GIFTING #3

In the above commercial ad, a

daughter returns back home for

vacation. She enters her home

silently and she wants to give a

surprise. After making a surprise, she

gifted something for their parents

anniversary and its watches. Jingle

continues and ends with a quote.

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JOY OF GIFTING #4

In this commercial ad, it was a Festive occasion; the husband enters the room

silently and keeps something on the bed. Wife accidently noted that and she founds

that to be a gift. She opens find a watch and she looks at mirror by wearing it. Jingle

continues and in the end commercial ends without wordings.

JOY OF GIFTING #5

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Festive occasion! Daughter gifts a shirt to his father but it was oversized. She got

upset. Daughter gets her a gift. Same wrap, opens it and was amazed to see a

watch. Hugs her father and in the background it ends saying Joy of giving.

Jingle throughout and same way of positioning the product. No specific functional

benefit but stressing emotional benefits throughout the campaign.

JOY OF GIFTING #6

Its wedding for her daughter. Father has kept the gift on the table, she looks at her,

opens it, and comes down from upstairs to see her father. She finds him and hugs

him. Jingle continues throughout. In the end usually it would be Lead actor and

actress image that would be focused and the word Titan would appear. But here

they changed.

JOY OF GIFTING #7

In this commercial ad, the location is in library. Actor empties a space of books from

shelf and keeps on librarian table. Packs a watch and keeps it in the Book shelf.

Actress walks-in and the gift wrap caught her eyes. But another friend of her said

something. Actor thought it didnt work. Next shot actress shows her watch to him

and they finally move out. The visual ends with Librarian as shown above. Same

Jingle from start till end.

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JOY OF GIFTING #8

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JOY OF GIFTING #9

RESULT OF CAMPAIGN

After this campaign along with many other campaigns, Titan pushed out the major

Market share holder HMT and Titans market share went up immensely.

Titan maintained consistency in all campaigns

Jingle which rocked

Pleasant looks of different demographics which could be easily attached

Made sure that their brand is above all in each creative

Used some Movie actors for lead roles, apart from that all the characters appeared

where easily attachable to our surroundings

Brilliant campaign!!

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Back in 2013: Re-discover the joy of giving

Titan launched a campaign in 2013 which was very much the same way it launched

during 1990s and once again the theme of the campaign was Re-discover the joy

of gifting.

The campaign explores deep human emotions associated with gifting. The first in

the series is a tribute to the great Indian tradition of guru-shishya, says Piyush

Pandey, Executive Chairman & National Creative Director, Ogilvy.5

5 http://www.exchange4media.mobi/Story.aspx?news_id=53953&section_id=1

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CHAPTER 3

HOW THE BRAND EVOLED FROM 1987

After the success of Joy of Gifting campaign, they started to focus its attention on

Lifestyles of people. Titan created more sub-brands and some may have not

succeeded like TITAN Psi2000 focusing on Sports/adventure.

In 1990s Titans major brand was Quartz and they launched a series of creative

focusing on,

1. Varieties of Watches

2. Lifestyle and Profession

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TITAN AD CAMPAIGN #2(1990S)

Objective of creative : Focus on collection and variety of Titan watches

Method : Same Jingle that has been used for Joy of gifting

Specifies that they had 400+ collections of watches and their starting price in this

category is around Rs.500+.

TITAN AD CAMPAIGN #3

Objective of creative : Lifestyle of Professions

Method : Titan Jingle along with display of watches

Specifies that watch is of International class and targeted audience were people who

seek international style watches with Gold/Silver chain.

And they carry forward this idea to Insignia which was focused on Swiss Tradition

watches.

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This creative speaks about Lifestyle. Persons who are like Pilots or who works in

Aircrafts, then for those people these are the watches to be look forward. Again its

focus was on Emotional benefits.

TITAN AD CAMPAIGN #4

This ad speaks about, How Geography has re-shaped History and it speaks about

how Titan watches were made. The focus is to convince people who are more likely

to buy grand Swiss watches and they launched TITAN-INSIGNIA, a Swiss Based

Tradition watch.

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TITAN AD CAMPAIGN #5 RAGA

Titan Ragas main focus was on Indian Women and stressed on ethnic aspect which

was arising because of Fashion trends.

TITAN RAGA CAMPAIGN #1 (1992)

Objective : Launch of New Titan Raga Watches

Method : Titan Jingle

Target Audience : Urban Woman who feels freedom

Emotional Benefit : Feel/Hear the angel in yourself

Narration of Ad : In this specific commercial, a woman was lying in the forest

and she hears a sound. She tries to find where the sound was from and she finds a

kind of person near a tree. She goes and finds no-one. She looks at her watch. Then

she crosses a lake, where she looks at her reflection. In her reflection she looks

herself as an angel. The story ends with saying Launch of New Raga from Titan.

TITAN RAGA CAMPAIGN #2 (Late 1990s)

Objective : To target Woman who were more towards Fashion Lifestyle

Method : Titan Jingle; Display of Watches

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Emotional Benefit : Feel Beautiful

TITAN RAGA CAMPAIGN #3 (2005)

Raga re-launched in 2005 and this campaign was launched during November

2005(festive season). Titan used Raga as the key driver for the entire brand.

Objective : To communicate that Raga has different collection of watches

differing from larger age groups to taste preferences and by enabling users to

assemble their own look, from formal to dressy.

Method : Titan Jingle

Emotional Benefit : Different looks from one watch

TITAN RAGA CAMPAIGN #4 (2006-07)

Rani Mukerjee was signed as Brand Ambassador to promote the Brand.

Objective : Re-launch of Titan and stressing on Watch as an accessory

Method : Same Jingle and Used Actress Brand Ambassador

Functional Benefit : Watch as a Jewel

Emotional Benefit : Feel/Look Beautiful

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TITAN RAGA CAMPAIGN #5 (2007-08)

Objective : Launch of Raga Crystals

Target Audience : For Premium end Women; Seeking Accessible luxury

Methods : Jingle

Emotional Benefit : Feel Great and easily attracted in any party/occasions

TITAN RAGA CAMPAIGN #6 (2009)

Objective : Launch of Raga Flora;

Method : Mild Titan Jingle

Target Audience : Urban, Fashion seeking; Share Love through Raga Flora watch

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TITAN RAGA CAMPAIGN #7 (2013)

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In 2010-13, Titan signed brand ambassadors like Katrina Kaif, Shradda Kapoor for

Promotions. Titan also introduced Raga Diva, Raga Pearls, Raga Silver and many

more.

Ragas contribution is believed to be highest in Titan Watches, but the exact

numbers are yet to be seen.

TAKEAWAYS FROM BRAND STUDY

From 1987 till 2013, Titan Industries and our focus on Titan Watches have evolved

into a huge segment. Huge collection of watches and there was a specific ad which

celebrated selling of 50 million watches and as of March 2013, company has sold

nearly 150 Million watches all over the country.

There was a campaign which focused on International Users

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Titan made a Classic ad, in which, two friends share a beer and two start to argue

about the watch that they wore.

At the international level they positioned themselves as a New World Watch. In

2013-14, Titan acquired Swiss brand Faver Leuba

So the major takeaways of Titan Brand before creating an ad-plan are

[1] Titan Jingle is the heart and soul of this Brand

[2] Culture & Lifestyle is stressed a lot in each ad

[3] Titan Raga is an altogether different brand and in that sub-brand lot of

variants are introduced

[4] Titan in old days had a specific format for advertisement. But Titan Raga can

be used for different commercials to and it doesnt get attached to the

consumer. Rani Mukerjee ad overlaps the brand and there is a strong chance

that people might think its for some other product.

[5] Raga sub-brand contributes more than of total turnover.

[6] Titan Edge, Purple, Steel, HTSE all sub-brands which has its own style of

creative and some dont use the Traditional Jingle. All sub-brands focuses on

different target segments.

[7] In December 2013, Titan re-launched Joy of giving idea which is the one to

be continued.

[8] Titan is the leader in this category but its market share is declining and new

ad plan should bring back the old enthusiasm and must easily attach to the

brand.

[9] Right from the launch the pre-dominant focus of ads is on Emotional benefits

and mainly focusing on Family relationships.

[10] The new ad should focus on bringing back the Tradition of Titan through its

Jingle and its emphasis once again on Joy of Gifting.

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CHAPTER 4

INDUSTRY ANALYSIS

History of Watch Market

Indian watch industry was originated in the year 1961 with the watch division of

HMT. The first watch model manufactured by HMT was the Janata Model in the year

1962. HMT was the leader in watch market till Tatas formed Titan in association

with Tamil Nadu Industrial Development Corporation in the year 1987. Liberalization

in 1992 has opened the doors for many foreign brands in the Indian Market like

Tissot, Omega, Rolex, Rado, Swatch and others. Also the import duties on watches

are falling which makes Indian Market attractive for global majors like Casio, Swatch

and Citizen.

Present situation of Indian Watch Market:

The rapidly growing urban population along with increasing number of millionaires is

expected to bring vigorous growth in the premium segment wrist watch category in

coming years. The Indian watch industry among the three price segments of mass,

mid and premium watches is witnessing highest growth in the premium segment.

This is primarily because of the growing size of the urban middle class population in

the country which has high spending capacity and which is increasingly becoming

more open towards spending on the consumption of the luxury goods.

These consumers mainly include young entrepreneurs, sportspersons, corporate

executives, celebrities and others who have high disposable incomes and have

higher inclination to experience luxury provided by goods of international standard.

As a result, the watch market in India has evolved into a competitive market with a

large number of market players offering new and innovative products to their

consumers in order to capture high shares in the rapidly expanding market.

This market has witnessed the influx of a large number of international brands which

have entered the country in order to establish their position in the close to INR

60,000.0 million Indian watch industry.

According to Ken Research, Industry Outlook to 2018 - Premium Segment and

Online Retail to Lead the Growth.

Today the Indian watch market is characterized by variety of formal watches,

designer wrist watches, sports wrist watches, chronographs and other stylish wrist

watches. This has ensured steady increase in demand for wrist watches from

different sections of the Indian consumers. The number of internet users is expected

to increase from the 154 million users in FY2013 to about 470 million users in

FY2018. This will boost up the sales of the wrist watches through online mode.

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It has been also learnt from the study that the watches within the INR 500 to INR

5000 price range enjoy the maximum sales and are followed by watches priced

between INR 5000 and INR 25000.

Growth Prospects of Indian watch industry

The Assocham study reveals that the market size of the countrys watch industry is

expected to touch the INR 15 thousand crore mark by 2020. The major factors

behind this rise are increasing levels of consumerism and income.

Segmentation of Indian Watch Industry

Based on price

In India, the mass segment of watches contributes the highest to the market in

terms of volume. On the other hand, in terms of value, each of the mass and the

mid-price segments contribute about 37%-38% to the total wristwatch market in

India. The rest is contributed by the premium segment which constitutes around

25% in India.

Mass

Mid

Premium

Based on User Category

Mens Watches

Womens watches

Youth Watches

Kids Watches

Sports Watches

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MARKET ANALYSIS

Marketing Strategy

Titans marketing strategy had five main bases

Product of international quality

Indian designs

Competitive prices

Intensive advertising and promotion

Specialized retail shops to control the presentation

Market Segmentation of Titan Watches,

Segment Marketing

Niche Marketing

Segment Marketing

Titan has segmented its market in to 3

categories

Mass - SONATA

Mid premium- TITAN, FAST

TRACK

Luxury TITAN RAGA, XYLYS

Niche Marketing

Serving the youth since they form the

majority of Customer base

Introducing Fast track

Affordable

Watches with style statements

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Medias used

TV

Magazine

Newspaper

Radio

Hoardings

Segmentation based on Users

Mens Watches

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Watches Marketed as Positioned as

Nebula Watch for discerning

individual

Gold jewel

Regalia Special watch for special

occasion

Costly gift

Insignia International World class watch for

International travellers

Womens Watches

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Watches Marketed as Positioned as

Nebula A magic blend of most

coveted of metals and

engineering excellence

Objects of Ornamentation

Regalia Incredibly eye

catching...magic in gold

Essence of dress wear

Raga and the Silver Raga Perfect accessory that

completes the woman

wardrobe

Ethic Indian styling for the

sophisticated woman

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Youth Watches

Gender Watches Marketed as Positioned as

Men

Fast track

Cool watches from

Titan

Free from

constraints of

formal environment Women All new

international

Frosted look

Kids Watches

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Watches Marketed as Positioned as

Dash

Wow!!! watches from

Titan

Dash for kids

Zoop Be cool Be a star

Sports Watches

Watches Marketed as Competitor

PSI2000 Tough, Outdoor,

Adventure brand

Swatch Irony

Criteria for Segmenting Consumer Market

Here the markets are segmented based on demographic and Psychographic factors

Demographic Segmentation

Based on age

Age Brands

Below 12 Zoop, Dash

12- 20 Timex, Sonata, Fast track

18-30 Fast track, Technology, Sonata

30-55 Nebula, Raga, Regalia, Bandhan etc

Gender

There are certain watches which are positioned exclusively for particular sex

Sex Brands

Gents Flip

Ladies Raga

Married Couples Bandhan

Both Regalia, Nebula, Fast track, Sonata, Edge

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Income

Titan offers its products with a price range to suit the different income groups

Below Rs 500 to above Rs. 50,000

Generation

Titan influenced every generation by various kinds of its products and that deeply

impacted their product purchase pattern.

Psychographic Segmentation

Life style

According to the Lifestyle of the people Titan has segmented its product to fit to the

box.

Section Brands

Luxury Section NEBULA, AURUM

Mid premium section RAGA, GOLDSTEEL, TECHNOLOGY

Mass section SONATA, TIMEX, KARISHMA

Behavioral Segmentation

Titan divided its market based on the behavior that consumer shows towards the

usage of products

Occasion

Formal Nebula, Gold & Steel

Dress wear Raga, Regalia

Fashion Fast track, Raga

Target Market

It basically deals in three segments for its watches

High Income / Elite Customers

Here the consumer buys a wrist watch is a Fashion Statement.

E.g. ROYALE, AURUM, NEBULA

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Middle group

Also in this segment watch is all about Fashion but price does matter to them. Here

they would not purchase a watch without comparing the offers in the market.

E.g. RAGA, TECHNOLOGY, FAST TRACK

Lower- income people

Here it consists of only low income people who want watch as the time keeping

device and purchase on the basis of price

E.g. TIMEX, SONATA, KARISHMA

Distribution

Distribution channel handles over 50% of watch business of the company.

Main focus of this channel is penetration and coverage.

Currently they have 65 distributors handling well over 11,000 dealers across

the country.

In addition to this they opened hundreds of service centers to repair watches,

replace batteries or change straps.

The distributor channel operates independent of all other channels and

reaches out to its own set of distinct dealers.

Titan distributes through an exclusive distributor in each country, who is

responsible for indenting, distributing, servicing, assisting and providing

marketing support for the brand.

Titans shops were easily recognizable and located in the most fashionable

shopping centers.

Brand positioning strategies

Titan makes themselves different, better and more special than their competitors by

various strategies like

It Initially founded the concept of Gifting Watches

Then broke the concept of Matching Watches to Clothes

And they launched Fast track targeting people with the age group of 20 25

along the line Cool watches from Titan

Now they re-launched the brand lowering the target segment to 18 30

years with the tag line How many you have

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CHAPTER 5

COMPETITOR ANALYSIS

Titan industries is Indias fifth largest manufacturer of watches in India

The Titan portfolio has over 60% market share in the domestic portfolio. They have

one of the major share in organized watch markets. Also to ensure dominant

presence in the market, the company has showrooms in every corner of the country

that caters to the needs of all the segment people.

Strategies of Titan over its competitors

Innovation

Quality

Creative Advertising

Retail stores

Cutting edge technology

Innovation

Titan created an over its competitors by its innovations

Slimmest watch commercially available (thickness of 3.5mm)

Intensive R&D unit

Product indigenous

Received Best Design Award in Lifestyle product category (Source: Business

World)

Quality

Certified under ISO 9001 in Dec 1994

ISO 14000 certification in 2002

TS16949 certification in Feb 2005

Recently selected for the National Aerospace and Defense Contractors

Accreditation program for its non-destructive testing capabilities.

(Source: http://titan.co.in/hot-products)

Creative Advertising

After introducing Aamir Khan as the brand ambassador the sales expanded

exponentially

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Use of catalogue advertising to merchandize new models

Use of newspaper cuttings

Retail Stores

It has over 984 retail stores across a area of 1.3 million sq. feet. Titan

Company has Indias largest retail network spanning over 218 towns. The company

has over 367 exclusive World of Titan showrooms and over 147 Fastrack stores. It

has a large network of over 748 after sales service centers

(Source: http://titan.co.in/company-profile)

Cutting Edge Technology

Sophisticated Design and Development Centre

Has international award winning designs to its credit

Recently introduced the new range of watches under the High Tech Self

Energized (HTSE) watches have a photovoltaic panel under the watch dial

that converts light into electrical energy. (Source: http://www.business-

standard.com/)

Major Competitors

Among all these competitors HMT and Maxima-Quartz are major players with

approximately 19% and 13% share in domestic markets

Strengths

Quality price positioning

Watches as fashion accessory

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Brand image

Market segments with large potential which caters to women, youth,

childrens, sportsmen and big spenders

Customer service and after sales service in a showroom environment

Weakness

Lack of low quality watches to cater lower middle class segments

Lack of flexible thinking

Barriers that hinder the market entrance

Building scale in an already crowded market requires huge financial muscle and

unrelenting marketing efforts. This might deter a large number of players from

venturing into this business. Also, there are restrictions on FDI investments in retail.

Titan has travelled a long and successful journey in its effort to build one of the

strongest consumer brands in India. It will be an interesting spectacle to see how

Titans branding to success will play out when globalization kicks in at full swing in

India.

Threat of Substitutes

There is very low threat of substitutes because Watches and jewelry have been in

usage for decades and we see no scope for substitutes for these products.

Window of opportunity to enter the market

Nearly 34 million watches are sold through gray market channels

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CHAPTER 6

OBJECTIVES OF ADVERTISING CAMPAIGN

The main objective of this ad campaign would be to

[1] Change consumers beliefs in gifting

[2] Change the behaviour by inducing Gratefulness

[3] To maintain Brand Awareness

For this, it would be better if an advertising campaign is launched which focuses

Titans tradition of Joy of Gifting. This new series of ads which we as a team

would suggest is to run a similar kind of Advertisements like one launched in 2013

between Teacher and Student.

A similar kind of Ads would be between Employer and Employee for Best

Performance ads.

TO CHECK THIS AD WORKS OR NOT?

A time frame of 12-months could be fixed in which 3-months could be used for

Creative work and next 6-months for launch of the campaign. Final 3-months could

be used for effectiveness of the ad.

BUDGETING

Usually the Budgeting for advertising would be as % of Sales value. Some factors

that are to be considered before Budgeting are,

[1] Industry spending

[2] Market share

a. Share your brand possess in the Industry

[3] Brand Loyalty

a. If the loyalty of Brand is high, then spending could be adjusted.

[4] Purchase cycle

a. If Purchase cycle is too less, then spending can also be accordingly

modified.

Based on the above data, cost of ad campaign could be decided and analysis must

include,

Production costs

The best way to reduce the production cost is to employ normal people

rather than leading movie/sports actors.

Other promotion/IBP

P a g e | 38

Big Hoardings conveying Joy of gifting on Forgiving others

message between Employer and Employee

Joy of Gifting promotions of Police & Thief; In which thief become

good because of that Police

Reach

Frequency

How you want the consumers to see this? More often or Less often.

It would be very ideal if it has been launched during October 2014 to

Jan 2015 (Festive Period)

Time frame

How long it would take to shoot and how long the campaign should

be?

If a TV commercial is prepared for additional 10 seconds, then Budget

plan increases

Media

What kind of media to adopt TV, Newspapers, Radio

Newspapers are more important because

Local emphasis

Geographic

flexibility

Ethnic Appeal

Magazines

Specific Audience (Femina for Raga)

TV

Reach & attachment

Frequency

Cost efficient

P a g e | 39

CHAPTER 7

STRATEGY

Titan Jingle is the heart & soul of its brand. Brand is recognised more often through

its Jingle.

In this advertisement we would take historical Joy of gifting advertisement, a step

ahead to Joy of gifting for Gratefulness.

In this creative idea is to feel the slice of life by feeling great by gifting to others

who were pivotal in your changes of life.

Following are the scenarios (examples) where the ad could be suited,

[1] Teacher who encouraged a dull student

[2] Police who stood behind a thief and changed him

[3] Employee whose attitude changed because of employer

EXECUTION

CREATIVE BRIEF

IDEA

A man presses the calling bell; he looks at the name of the person in front of the

house. 20 years back, flash back, where he was a thief who used to steal things

because of poverty was arrested and in jail he got transformed because of an Ethical

Police person. He got released and he became a successful industrialist and door-

opens, flash back ends. He enters the house, takes the gift from his pocket.

Uncovers the gift and Titan watches. The story ends Joy of gifting for Gratefulness.

MEDIA PLAN

The time to launch the campaign would be festive period and also along with

programs which focuses on success after failures.

Magazines which focus on Self-improvement and the ad can be present at thWe

back cover.

In Newspapers a series of images could be launched during festive periods, which

are during October 2014 to January 2015.

A series of ads can be made and run in TV during the same mentioned period.

EVALUATION

Criteria should be after the launch of ads and grace period for reaction from

customers 4-6 months after campaign.

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To evaluate the advertising plan based on media,

Cost per thousand (CPT): Cost of 1 page*1000/Circulation or readership

Cost per rating point

Cost of a commercial/Rating of that ad

CONCLUSION

Titan is one of the traditional brands in India. People still remember the Jingle of

Titan ads. But in some way or the other because of evolution of more sub-brands,

the historical look of branding is getting de-graded. So we propose to bring back the

same Joy of gifting campaign with some modifications like Joy of gifting for

gratefulness and launch it during the festive season of the coming year. Hope it

would succeed in great run.

P a g e | 41

REFERENCES

[1] Titan Company, http://titan.co.in/distribution

[2] Consumer Behavior and Brand preference of Titan Watches,

http://www.iosrjournals.org/iosr-jbm/papers/Vol7-issue1/A0710107.pdf

[3] Ken Research, India Watch Industry Outlook to 2018 - Premium Segment

and Online Retail to Lead the Growth : Ken Research,

http://www.prweb.com/releases/2013/10/prweb11265130.html

[4] https://www.youtube.com/user/boopeshg

[5] Business-standard