Titan Case Study

04/17/2023 case study on TITAN wathes - Consumer Motivation

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Case study onTITAN WATCHES

consumer motivation

Prepared by:-Bindiya PethaniJayesh Karetha

http://en.wikipedia.org/wiki/File:Titan_Industries_Logo.svg


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TITAN – at a glance

Established in 1986, with joint venture with TIMEX

At launch it was the third watch company in India after HMT and Allwyn.

Parent group :- TATA Sixth largest manufacturer of wrist

watches 60% market share of indian watch market Headquarters Bengaluru, India


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Production aspect of TITAN

Manufactured in a state-of-the-art factory at HOSUR in TAMIL NADU,INDIA.

Titan Industries has claimed to have manufactured the world's slimmest wrist watch


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Functioning of TITAN industries

sold in about 40 countries through marketing subsidiaries based in London, Aden, Dubai and Singapore.

Selling through TITAN showrooms called “ THE WORLD OF TITAN”

Various franchisees and through retail stores


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Way of TITAN

Joint venture with timex

Sonata

fasttrack


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Segmentation of titan (brand)

Sonata - value brand with affordable prices specially for the rural market and town areas

Fatrrack – focuses on youth segment Steel and edge – middle segment Nebula – high class segment Ladies karisma and titan raga –

feminine segment


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Vision statement

“ to be innovative, world class, contemporary and build India's most desirable brands” Focused on brand marketing rather then

product marketing Changed perception of consumer and

made watch “ a personal product”


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First launch-first strategy

Titan quartz – launched in march 1987

Heavy advertisement Concept of international watch in

indian rupee. Message – need not to go to foreign

country to purchase a good watch


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Aamir khan and titan

Post -liberalization :- titan market deteriorate by the entry of foreign brands.

In 2004 – Amir khan came with titan brand

“ there is a perfect fit between Aamir khan and titan – stature, timelessness, and love and trust they both share with the people.”

- Bijoun ku


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Strategies and positioning of TITAN to capture the market

Concept of watch as a fashion accessories and style

Repositioned as a STYLE BRAND with “ what’s your style” campingn

Open exclusive outlates in most of the malls and hyper markets

Entered in metro cities like mumbai, delhi , calcuta, ahemdabad

Communication strategy Advertise under mother brand Seprate advertisement for sub brands


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Foundation of the brand

Study of Indian customer Indian customer preferred foreign

watches, titan has changed perception Titan examine gapes in service

showroom interiors, and retailing trends in watch industry

Establishment of elusive showrooms with chain of retails outlets

Took initiative to convince its customers about model verity, product quality, service excellence


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Appeal of TITAN

VARIETY :- Brand with a

unique and distinctive style.

Large variety of models.

European designs with a combination of indian touch


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Quality

Quality product with good design Brand building through quality

management Quality maintenance start from

manufacturing to retail store Vacuum technology Minimizing number of returns


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Service excellence

Excellent shopping experience to the customers

Trained service personnel in the service center

Excellent post-sales service Titan’s services are benchmark for

the entire watch industries


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CHANGE IN POSITIONING FOCUS

“ DURABILITY TO SOPHISTICATION”

Desire of customers in past:-

“ durable, timeless watches, which can be handed over generations”

Titan has changed . So now…. Classic, understated

and elegant”


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Strategies of titan to chnge the customer mindset

Indian customer preferred SWISS WATCHES

Titan entered with rugged watches with “ one time purchase”

Introduced TITAN QUARTZ range of watches in 1987

Concentrated on first time buyer of the watch


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Key features of TITAN watch products

Fastrrack :- with affordable price for young segment

Steel look and multidial models for adult male category

Titan RAGA for women executives Different colors straps with different

colors Golden, silver and leather straps

Dial varieties. Big size dial for men Different colors dial for female( golden white

black and blue.)


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Challenges ahead for TITAN

TITAN covers all segments of consumers

Maintenance of image is the difficult task

Training programmes for franchises Maintenance of standard customer

service To maintain design of watches Designer segment with high cost s

still not fully accepted New strategic partnership with

designers have to be forged


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Rural market challenge and TITAN

Rural markets of India is still untapped

Sonata (titan) – a low budget product with Rs. 495-1200

Titan has opened exclusive showrooms in towns

Customer acceptability for this mission is the biggest challenge

Capture up of rural and semi urban market


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Let’s play a

TITAN quiz


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WHERE THE TITAN MANUFACTURING UNIT IS LOCATED???????????????


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ANS:-TAMILNADU


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WHAT IS THE NAME OF TITAN BRAND FOR YOUTH

SEGMENT????


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ANS :-FASTRRCK


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TITAN FOCUSED ON….1. PRODUCT MARKETING

2. BRAND MARKETING


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ANS :-BRAND MARKETING


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FROM WHICH YEAR AAMIR KHAN JOINED TITAN???


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ANS :-2004


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WHAT IS THE BEST STRENGH OF TITAN?????


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ANS :-QUALITY PRODUCT


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WHAT IS THE NAME OF TITAN BRAND FOR WOMEN

EXECUTIVES…????


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ANS :-TITAN RAGA


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WHAT IS THE PRICE RANGE OF TITAN SONATA…..


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ANS :- 450 - 1200


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Titan Case Study

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