PRESENTED BYPRAMOD KUMARMFM 2009-11

INTRODUCTION• Titan is the largest watch company in India and the fifth largest in the world. • Titan manufactures over 90 million watches across 30 countries and

cumulative. • Titan Industries was established in 1984 as a joint venture between the Tata

Group and Tamil Nadu Industrial Development Corporation (TIDCO).• The company set up its corporate office in Bangalore (Karnataka) and its

watch manufacturing facility in Hosur (Tamil Nadu). • The majority stake in the company is held by the promoters, with TIDCO

having 28 per cent of the shares and Tata Group companies owning 25 percent of the shares.

• Public holding in the company is around 28 per cent. The rest of the stake is held by foreign institutions, non-resident Indians, mutual funds and other institutions.

TITAN: Watches

Titan Eye+: Eye Wear Tanishq: Jewelry

Precision Engineering Division

CORE PRODUCTS

Sonata Dash! Fastrack

Steel Edge Raga

Nebula XYLYS

Market map

SonataHmt

maxima Titan Citizen

Raymond weil,

Tissot

Omega, Rado

Nebula

xylys

Fastrack Esprit, Swatch,Fossil, Giordano,

DKNY, Carrera

Tag huer, Hugo boss,

C.dior

Rs.500 1000 2000 4000 5000 1000030000+

PROMOTION

Advertising media:• Television• Print• Internet

Titan brand ambassador:• Titan Brand: Aamir Khan• Sonata: Mahendra Singh Dhoni• Raga: Gul Panag, Rani Mukherjee• Xylys: Rahul Bose

• Titan tagline: Be more

• Fast track tagline: How many you have?

Public relation

• Gift concept

• Promotion On Occasions

Sales promotion

• Sponsorship

• Seasonality

• Promotion through Contests

SWOT Analysis on titan

Strength• Style• Models• Exclusive products• Other than these there have few more strength like-• Contribution of owned brands and retail. The profit is accounted by being in the retail space which is booming.• Watches are available with popular functions like dates, multifunction and chronographic.• Guarantee/warranty Weaknesses• Pricing of high end products• Globalization – Threat from new entrant Opportunities• Seasonality• Gifting concept • Exchanging offer

D. Threats• Competitor• Premium segment• Mobile Phones

Purchasing power of consumers

BRAND PURCHASING POWER (PRICE) RS. CATEGORY

FAST TRACK 550-1,430 YOUTH

EXCTA 595-1,430 LOWER MIDDLE CLASS (Office wear)

SPECTRA 650-1,830 COMMON CLASS

ROYAL 960-2,830 UPPER- MIDDLE CLASS

TITAN 2000-4000LOWER MIDDLE CLASS & UPPER CLASS

SONATA 350-900LOWER MIDDLE CLASS - UPPER MIDDLE CLASS

RAGA 1,420-4,000 UPPER CLASS

BANDHAN 1,675-8,085 COUPLES

REGALIA 1,725-7770 UPPER MIDDLE CLASS-UPPER CLASS

EDGE 4,500-5,200 BUSINESS CLASS

NUBULA 10,000-45,000 UPPER CLASS

Market Positioning

Research Objectives

• To study the buying behavior of Titan customers.

• To know awareness level about Titan Watches.

• To find out satisfaction level of Titan Watches.

• To study the various factors affecting buying behavior for a watch customer like Quality Price Promotion media. Preferred buying places.

Research Design: A descriptive research design has been followed for the study. Sampling type: Non-Probability Sampling method Judgmental Sampling- as only people using Titan will be approached for the

survey. Volume of data Total sample size 50 People using Titan Watches (Judgmental Sampling) Type of Data Sources a)Primary data collection tool- Structured Questionnaire (online

questionnaire to be sent via mail to the respondents). b)Secondary data sources- previous projects from library, internet resources.

DATA ANALYSIS

Gender No of respondents

% of sample

Male 29 58%

Female 21 42%

GENDER DISTRIBUTION

AGE DISTRIBUTION

Age No of respondents

% of sample

15-25 18 36%

26-35 28 56%

36 and above

4 8%

OCCUPATION

INCOME DISTRIBUTION

Income Group

No of respondents

% of sample

less than 100,000

1 2%

100,001 - 300,000

10 20%

300,001 - 500,000

28 56%

500,001 and above

11 22%

1. Are you Aware of brand Titan?

Awareness

No of respondents

% of sample

Yes 50 100%

No 0 0%

Inference- This can be clearly concluded that Titan has got an extra ordinary awareness level. 

2.Through which of the following media you came to know about Titan?

Media No of respondent

% of sample

TV advertisements

44 88%

Newspaper and magazines

6 12%

Events 0 0%

Online adds 0 0%

Inference- Maximum No of respondents came to know about Titan from TV adds.

3. How many TITAN watches do you possess?

No of watches

No of respondents

% of sample

1 20 40%

2 21 42%

3 6 12%

More than 3 3 6%

Inference- 80% of respondents have 1 to 2 watches, which can be increased. 

4.Which of the following attributes you consider while purchasing the watches?  

RATINGATTRIBUTE

S

1(least important)

2 3 4 5 (most important)

Durability 1(2%) 1(2%) 8(16%) 9(18%) 31(61%)

Style 2(4%) 3(6%) 0 11(22%) 34(64%)

After sale service

1(2%) 2(4%) 23(46%) 16(32%) 8(16%)

Brand Image 2(4%) 1(2%) 7(14%) 11(22%) 29(58%)

Price 4(8%) 5(10%) 13(26%) 10(20%) 18(36%)

Inference- Durability and style are to main attribute which respondents keep in mind while deciding about their purchase. 

5. How do you rate Titan in terms of following attributes?

RATINGATTRIBUTE

S

Excellent Very good Good Satisfactory poor

Durability 28(56%) 17(34%) 4(8%) 1(%) 0

Style 13(26%) 18(36%) 19(38%) 0 0

After sale service

7(14%) 14(28%) 25(50%) 3(6%) 1(2%)

Brand Image 35(70%) 8(16%) 7(14%) 0 0

Price 16(32%) 15(30%) 13(26%) 6(12%) 0

Inference- Titan has got good credits in all attributes except after sale service.

6. Who influences your buying decision most? 

Inference- Still family and friends & colleagues play the most dominating role in decision making process.

7. Which price range would you prefer ?

Price range in Rs

No of respondents

% of sample

500 – 1000 2 4%

1001 – 2000 19 38%

2001 – 5000 22 44%

5001 and above

7 14%

Inference- 80% of respondents are using watches of price range Rs 1000-5000.

8. Where would you like to purchase Titan watches?

Place No of respondents

% of sample

Exclusive Titan Showroom 36 72%

Multi branded Watch showroom 5 10%

Departmental Stores(like Pantaloons, Shoppers Stop, Lifestyle)

9 18%

Online 0 0

Inference- Exclusive outlets are most preferred shopping destination to purchase watches followed by departmental stores and online purchase in nil in case of Titan.

9. Does the brand ambassador Amir Khan or Rani Mukharjee influenced you in the purchase of Titan watches?

Influence No of respondents % of sample

Yes 33 66%

No 17 34%

Inference- Brand ambassadors also have a significant impact on purchase decision of buyers. 

10. Will you recommend the brand Titan to others?

Recommendation

No of respondents

% of sample

Yes 50 100%

No 0 0%

Inference- 100% recommendation clearly reflects satisfaction derived by users is up to expectation.  

11. Are you satisfied with the Titan watch you possess?

Satisfied No of respondents

% of sample

Yes 49 98%

No 1 2%

Inference- Almost respondents are satisfied with Titan product they are using

12.If not TITAN which brand would you like to go for?

Brand No of respondent

% of sample

Citizen 8 23%

Casio 5 15%

Timex 15 44%

Others 6 18%

Inference- Timex can be considered as second most preferable brand after Titan.

SUGGESTIONS

•Internet presence- The Company should try to increase its presence in internet space and try to create a good e-portal for its products to promote e buying.

•Increased usage- As we can see that 80% of users have just one or two watches, so company should try to increase usage by promoting various ranges for various occasion, situation and time.

•After Sale service- It is the single factor where company is lacking and needs to make effort. After sales service has to be improved. That is, the process of servicing and repairing of watches should be made faster. This can be done by ensuring the spare parts availability and training all sales personnel in Titan showrooms to undertake these tasks

•Event sponsorship- To increase its visibility, Titan Company can sponsor events similar to fashion shows in which all latest designs launched are displayed. This would have multiplier effect as the latest design launched by the company gets noticed by different segments of the customers in varied ways.• •Radio adds- Tie –up with FM radio channels for reminder advertisements and informing customers about various sales promotion offers from time-to-time.

•Product Diversification - Titan can also look into diversifying watch business to •wall clocks, •table clocks Business digital clocks

BIBLIOGRAPHY

Books Referred-Consumer Behavior by Schiffman and Kanuk .

Websites visited-•www.titanwold.com•www.tata.com/titan•www.thehindu.com•www.economictimes.com•www.insightory.com

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