1. CONSUMER BEHAVIOUR GROUP 7Manvendra Pratap Singh 350 1/21/2014CONSUMER BEHAVIOUR1

2. 1/21/2014CONSUMER BEHAVIOUR2 3. Only branded watch company to originate from a newly industrializing countryWhy study Titan watches ?Became the best brand in a short timeBrand leader in the country of its origin Broadest range of watchesUse of innovation 1/21/2014CONSUMER BEHAVIOUR3 4. WHO World's fifth largest wrist watch manufacturer Designer and manufacturer of India's largest and best-known range of personal accessories Joint venture between the Tata Group and the Tamil Nadu Industrial Development Corporation1/21/2014CONSUMER BEHAVIOUR4Introduction : History 5. WHEN Established in 1987 Envisioned by Mr. Xerxes Desai, a TATA Veteran and his team Third largest Indian watch manufacturer after HMT and Allwyn1/21/2014CONSUMER BEHAVIOUR5Introduction : History 6. WHAT Indian designer and manufacturer of watches, jewellery and other accessories including sunglasses, wallets, bags and belt Precision engineering is another area of specialisation1/21/2014CONSUMER BEHAVIOUR6 7. 320 STORES1/21/2014130 CITIESCONSUMER BEHAVIOUR7 8. 32 COUNTRIES 2000 stores ; 135 million customers1/21/2014became one of the first brands in the non-consumer goods segment from India to be sold in Middle East, East Asia as well as Europe. CONSUMER BEHAVIOUR Globalization : International reach 8 9. 1/21/2014CONSUMER BEHAVIOUR9 10. 1/21/2014CONSUMER BEHAVIOUR10 11. + TimelineJoint venture Electronic watches Aqura range of watches launched 150 designs198419861989+ Digital & ana-digital watches 1/21/2014 1991Raga range of watches launched. Spectra range reintroduced19941992Aqura sold to Timex Consultancy services Marketing strategy outsourced CONSUMER BEHAVIOUR+19951996Sonata range of watches launched Tanishq range of watches launched Insignia launched in India 11 12. Edge and Braille watches launchedXylys range of Crown range of watches launched watches launched20062013Octane, Obaku, A utomatic, Purple range of watches launched 1/21/2014Cyber range of watches launched Titan-Fastrack launched Classique collection launched20052004Vizag range of watches launchedCONSUMER BEHAVIOUR20012000Dash range of watches launched12 13. Watches for disabled Better finishes of watches Broader ranges of watchesRobust design of watchesInnovation+Increased reach: Retailing Cycle time reduction Continuous feedback Constant review Multi-brand outlets Service excellence1/21/2014CONSUMER BEHAVIOUROrganisationalTechnologicalSlim watchesInnovation13 14. Global brand Worldclass manufacturing New image driven by innovationHigh torque stepper motors for high reliability Vapor deposition technology for appearance parts Cycle time reduction through concurrent engineering Worlds thinnest watch movementConcept marketing instead of product marketing Brand image building in Europe Brand leveraging in other personal product segments 1/21/2014CONSUMER BEHAVIOUR14 15. Marketing Watches 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 1/21/2014CONSUMER BEHAVIOUR15 16. TITAN PRICING Pricing Objectives 1. Survival (i.e. Titan Exacta) 2. Market share (i.e. Titan Sonata) 3. Market skimming (i.e. Titan Nebula) 4. Product quality Pricing method 1. Mark-up pricing2. Product line pricing 3. Promotional pricing1/21/2014CONSUMER BEHAVIOUR16 17. Promotion 1. Advertising 2. Sales promotion 3. Public relation Advertising media: Television Print Internet Contacts with social networking sites for their promotion Titan brand ambassador: Titan Brand: Aamir Khan Sonata: Mahendra Singh Dhoni Raga: Katrina Kaif Xylys: Farhan Akhtar 1/21/2014CONSUMER BEHAVIOUR17 18. Sales promotion Sponsorship Seasonality Promotion through ContestsPublic relation Gift concept Promotion On Occasions Titan tagline: Be more Fast track tagline: How many you have? 1/21/2014CONSUMER BEHAVIOUR18 19. Place World of Titan Showrooms Time Zone Traditional Outlets Non Traditional Outlets1/21/2014CONSUMER BEHAVIOUR19 20. 1/21/2014CONSUMER BEHAVIOUR20 21. SEGMENTATION Titan has segmented the market on the basis of the following variables: Demographic (age and social class) Psychographic (lifestyle and personality) Behavioral (benefits and occasions) Geographical (region)1/21/2014CONSUMER BEHAVIOUR21 22. TARGETING DEMOGRAPHIC Age: 6-11, 12-19, 20-34, 35-49, 50-64, 65+ Gender: Male, Female Occupation: Professionals, Retired, Students, Homemakers, Sportsmen Social Class: Working Class, Middle Class, Upper Middle Class, Lower Upper, Upper Uppers PSYCHOGRAPHIC Lifestyle: Culture- Oriented, Sports- Oriented, OutdoorOriented Personality: Gregarious, Ambitious 1/21/2014CONSUMER BEHAVIOUR22 23. POSITIONING ATTRIBUTE POSITIONING ( Raga, exclusive watches for women ) USER POSITIONING ( Fastrack Digital, with techno-geek image ) BENEFIT POSITIONING ( Fastrack, contemporary, sturdy & reliable ) COMPETITOR POSITIONING ( Edge, slimmest collection of watches ) QUALITY OR PRICE POSITIONING ( Sonata, value for money )1/21/2014CONSUMER BEHAVIOUR23 24. 1/21/2014CONSUMER BEHAVIOUR24 25. Slim watch designClassic elegance coupled with technical mastery is what the Edge is all about. With an incredibly slim movement of 1.15, the Edge is the slimmest watch in the universe - a mere 3.5mm 29 models are available Price: Rs. 7595 - Rs. 17995 1/21/2014CONSUMER BEHAVIOUR25 26. Inspired by the modern woman who transcends roles with poise and elan, Raga is a range of exquisite watches that have the perfect mix of sensuality and elegance151 models available in raga Price: Rs. 1595 - Rs. 11995 1/21/2014CONSUMER BEHAVIOUR26 27. Watches for specially-abled1/21/2014CONSUMER BEHAVIOUR27 28. 52 models are available Price: Rs. 3495 - Rs. 9495 1/21/2014CONSUMER BEHAVIOUR28 29. Better finishes, materials, broader ranges, robust design22 models are available Price: Rs. 2995 - Rs. 12495 1/21/2014CONSUMER BEHAVIOUR29 30. Better finishes, materials, broader ranges, robust design73 models are available in nebula Price: Rs. 29000 - Rs. 275000 1/21/2014CONSUMER BEHAVIOUR30 31. Better finishes, materials, broader ranges, robust design8 models are available Price: Rs. 13995 - Rs. 20995 1/21/2014CONSUMER BEHAVIOUR31 32. Better finishes, materials, broader ranges, robust design19 models are available Price: Rs. 5995 - Rs. 8995 1/21/2014CONSUMER BEHAVIOUR32 33. Better finishes, materials, broader ranges, robust design13 models are available in htse Price: Rs. 7995 - Rs. 12995 1/21/2014CONSUMER BEHAVIOUR33 34. Better finishes, materials, broader ranges, robust design54 models available in purple Price: Rs. 4995 - Rs. 8995 1/21/2014CONSUMER BEHAVIOUR34 35. 33 models are available Price: Rs. 4295 - Rs. 9995 1/21/2014CONSUMER BEHAVIOUR35 36. 29 Models are available Price: Rs. 3985 - Rs. 14695 1/21/2014CONSUMER BEHAVIOUR36 37. 195 models are available in zoop Price: Rs. 350 - Rs. 995 1/21/2014CONSUMER BEHAVIOUR37 38. Product Life CycleOctane WWF Orion Zoop DivaNebula Insignia RagaSonata, Fastrack DashAquraRoyal Regalia Edge1/21/2014CONSUMER BEHAVIOUR38 39. Service excellence Sustainability of brand reputation comes from service excellence1/21/2014CONSUMER BEHAVIOUR39 40. Distinct in appearance & styleHelp from European designer Art software & computer aided design Watches are elegant & rich in styleRetail networking and richness of productStrategy+Competition from lead competitor Minimum return during sale period Quality: Central focus High torque stepper motorsDurable finishes using vacuum deposition Large range of styles in a short time frame 1/21/2014CONSUMER BEHAVIOURStrategyManufacturingDesignArt and design studio was set up40 41. VIDEO OF CONSUMER BEHAVIOUR AND DECISION MAKING PROCESS1/21/2014CONSUMER BEHAVIOUR41 42. 1/21/2014CONSUMER BEHAVIOUR42 43. ANALYSIS OF THE QUESTIONNAIRE1/21/2014CONSUMER BEHAVIOUR43 44. COMPOSITION OF SAMPLE SAMPLE SIZE 93 As per ageBelow 185%22%19-25As per gender 37%26-35 46%20%7%Male36-50Female 63%Above 50As per occupation Working12%37%5%Student Housewife Retired46%1/21/2014CONSUMER BEHAVIOUR44 45. FACTORS CONSIDERED BY DIFFERENT AGE GROUPSAbove 50 36-50 Brand Image26-35Warranty PeriodAesthetic Appeal Price19-25 Below 18 012345Priority level 1/21/2014CONSUMER BEHAVIOUR45 46. FACTORS CONSIDERED BY DIFFERENT OCCUPATION GROUPS RetiredHousewifeBrand Image Warranty PeriodAsethetic AppealStudentPrice Working 012345Priority level 1/21/2014CONSUMER BEHAVIOUR46 47. REASON FOR BUYING (AS PER AGE)GiftingAbove 50Better Model Available36-50 26-35 Style Statement19-25 Below 18Requirement 0 1/21/201412CONSUMER BEHAVIOUR345 47 48. REASON FOR BUYING (AS PER OCCUPATION)GiftingRetiredBetter Model AvailableHousewife Student WorkingStyle StatementRequirement0 1/21/2014123CONSUMER BEHAVIOUR45 48 49. WHAT INFLUENCES THE BUYING BEHAVIOR INFERENCE The buying decision is primarily affected by self. Family, Friends & the celebrity involved in advertisement is also an important influencer.3Celebrity Endrosement 2Advertisement3.6Friends 2.3Family3.8Self0 1/21/2014CONSUMER BEHAVIOUR12 Priority level34 49 50. FREQUENCY OF PURCHASEDuration of last purchase 14%32%Within last year54%1-2years 2years and above1/21/2014CONSUMER BEHAVIOUR50 51. Reasons for Brand Loyalty Y axis 45 40 35 30 25 20 15 10 5 0 Attractive DesignSample size 93Reasonable priceREASONS Attractive DesignBrand image Good qualityNO. OF RESPONDENTSReasonable price Brand image 1/21/2014Good qualityX axis39 7 22CONSUMER BEHAVIOUR2551 52. Contemporary style+ Excellent quality +=Affordable pricesGlobal Success* Regular interaction and systematic analysis of feedback * Training and skill development in cross-cultural marketing* Incremental approach supported by rapid learning and review * Rapid learning and rapid adaptation to changing requirements in new markets * Continuous communication, dialogue-based goal setting & fear-free feedback1/21/2014CONSUMER BEHAVIOUR52Globalization : Strategy 53. CONCLUSION TITAN is successful to be a world class , innovative and progressive organization and to build Indias most desirable brands TITAN is successful in creating wealth for all the stakeholders by building highly successful businesses based on a customer centric approach, and to contribute to the community 1/21/2014CONSUMER BEHAVIOUR53 54. 1/21/2014CONSUMER BEHAVIOUR54