Titan Skinn

BRAND EXTENSIONBY HUFRIYA DUDHMAL-PGP30196

TITAN COMPANY LTD

PART OF PRESTIGIOUS TATA GROUP

OWNER OF TWO MOST TRUSTED BRANDS IN INDIA

INDIA’S LARGEST SPECIALTY RETAILER : REVENUE OVER $1.5 BILLION, 1000+ EXCLUSIVE OUTLETS, 175 TOWNS, 12MN ACTIVE CUSTOMERS

ABOUT TITAN

BRANDSPRODUCT CATEGORIES

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Titan entered the fragrances market with Titan Skinn

TITAN COMPANY-

THE JOURNEY

TITAN SKINNFrench Perfumes For Him And Her

FRAGRANCES MARKET

TOP PLAYERS

MARKET

STATISTICS

Market Size-fragrances : 2000CR APPROX

Market Share- Titan Skinn: <0.5 %

FRAGRANCES99.5%

SKINN’S GOAL 20205%

TITAN SKINN<0.5%

Indian perfume market- nascent stage with penetration at only 4%

Growth Of Fragrance Category (3yrs): 25-30 % CAGR

MARKET

STATISTICS

Growth Of Titan Skinn( Oct 2013- Jan

2015): 0%- OVER 1 LAKH BOTTLES

What is Skinn? Fragrances in Eau De Parfum format

What need does it satisfy? The need for Men and Women to smell good throughout the day and attract positive attention

What are the different variants?

Women:

Imera- Sensuality

Nude- Seduction

Celeste- CharmSizes? 50ml and 100ml

What does it look like? Designed in unique bottles reflective of a human body physiology

Special features? Created by six world-renowned master perfumers, Crafted to last longer, Devoid of dyes, Dermatologically tested.

TITAN SKINNPRODUCT

Men:

Extreme- Sporty Vitality

Raw- Masculinity

Steele- Power

The fragrance market is highly expensive with average prices between Rs 1000-5000

Top premium brands like Davidoff, Hugo Boss, Bulgari, Calvin Klein, Channel etc Cost more than Rs 3000

While certain mass market perfumes by Nike, Addidas, Park Avenue, Victorias Secrets and Yardly cost less than Rs 1000

SKINN has launched their perfumes at Rs990 for 50ml and Rs1,790 for100ml in the Mid Market Range.

Skinn is trying to capture a large market share by being at the lower end of the price curve while producing high quality perfumes

PRICE

Bvlgari Hugo Boss

Davidoff Calvin Klien

SKINN Yardley Nike Victorias Secrets

Addidas0

1000

2000

3000

4000

5000

6000

PRICE CHART

The brand may have made a mistake in the pricing strategy as Rs 1800 for a 100 ml perfume makes this brand out of reach for many . At the same time, the brand does not have the equity to compete with the established imported brands

Source: Prices listed in stores

PLACE

World of Titan Stores

department stores

multi-brand outletsLifestyle & Accessory Stores

online Multi Channel Distribution

MEDIUMS TO REACH CUSTOMERS

OOH Campaigns (Outdoor)

In Store Advertising

TV Commercials(Lead Medium)

PROMOTIONS

Target Audience: 20-30Age group. Middle to High income customers in Tier 1 and >1million

population cities.Channels used: Skinn has launched a 360 degree campaign by using various traditional channels like TV Commercials, print, digital etc as well as new creative channels like OOH outdoor channels to reach their target audience.

Print & Digital Campaigns

COMPETITIVE FRAME OF REFERENCE

1. Who is the target customer ?

2. Who are the Main Competitors?

3. How is the Brand Similar to Competitors?

4. How is the Brand Different from/ Better than

Competitors?

BRAND POSITIONING

Titan has Positioned Skinn in the Mid Market segment as Everyday French perfumes for him and her. Since the Brand targets young adults the underlying premise of their positioning and media campaigns is SEDUCTION. They want to convey to their audience that Skinn is a everyday perfume that will go beyond being just an accessary and will become their second skin.

Skinn has used a mix of demographic, geographic and psychographic segmentation

Demographic: Based on Age and Income

Psychographic:Based on lifestyle

Geographic: Based on City of

Residence

Characteristics of Target

Segment The target segment of Titan skinn includes men and women Who are in the 20- 30 age group

Belong to the Middle to High Income category Who reside in Tier 1 and >1million population cities

Segmentation Strategy

CONSIDERATION SET

The perfume industry in India has been dominated by many well know international brands like Chanel, Armani, Bvlgari, Davidoff, Hugo Boss etc. Many of these brands have been in the market for a long time and have amassed a lot of Brand Loyalty

Still…..The fragrance sector in India is highly expensive, under-served, unorganised and under-penetrated which makes it highly attractive to new players .

Prior to Titan no Indian Company had stepped foot in this sector thus giving Titan a unique proposition of being the first India Company to sell fragrances in India

FRAGRANCE INDUSTRY- Nature of Competition

Armani Nina Ricci Bvlgari Chanel Hugo BossOld Spice Elizabeth Arden Davidoff

POINTS OF PARITY

How is Skinn Similar to its Competitors?

POINTS OF PARITY

The perfumes are created in India but bottled and imported from France which is the location from which most top perfumes originate.

Designed in-house and created by six world-renowned master perfumers like Harry Fremont, Michel Girard, Fabrice Pellegrin, Nadege Le Garlantezec and the celebrated Alberto Morillas and Olivier Pescheux who have also created many of the top competitors products

The quality of the perfume is at par with its competitors, also it is Devoid of dyes and is Dermatologically tested.

Its packaging gives the perfume a sophisticated look.

How is Skinn Different compared to its Competitors?

POINTS OF DIFFERENCIATION

Segment: Most International Brands have targeted the premium customer segments while Skinn has positioned itself in the Mid Market Range and thus will appeal to a broader range of audiences

Brand: It the First Indian Brand to enter the fragrance category and it is also linked with the well known Titan and Tata brands which posses high equity in the market

The Indian factor: Compared to international perfumes that are standardised throughout the world, Skinn perfumes have been designed after great research on the Indian Customer and Indian Market places. Its creators have been flown down to India and have used Indian influences to build the perfumes thus making the perfume more appealing to the Indian market

Gifting choice: Skinn is half as expensive as competitors but does not come across as cheap plus it gives the owner a feeling of sophistication thus making it a good choice for giving gifts

POINTS OF DIFFERENCIATION

THANK YOU

REFERENCES

• http://www.portal.euromonitor.com/portal/analysis/tab• http://www.tata.com/company/releasesinside/zoEU8Oa7AFs=/TLYVr3YPkMU

=• http://

www.exchange4media.com/advertising/titan-eyes-rs-2000-cr-perfume-market-with-the-launch-of-skinn_52769.html• http://

marketingpractice.blogspot.in/2014/12/skinn-every-day-french-perfumes.html• http://

www.domain-b.com/companies/companies_t/Titan_Industries/20130917_perfumery.html• http://

businesstoday.intoday.in/story/titan-trying-to-reposition-from-watch-to-lifestyle-brand/1/210089.html