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How TITAN Watches Changed Consumers Perception aboutWrist Watch?????
Consumer Behavior
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The Perception
In 1980s wrist watches were seen as.
A Functional Product
Durable & Precious
A one time purchase
Timeless - Can be handed over generations
The Indian Watch Industry
HMT and Allwyn were the only companies.
No brand with strong personality
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The TITAN Story
In the 1980s, Xerxes Desai and his team dreamed about a range of watches thatcould revolutionize the attitude of people towards the accessory that so far
only indicated the time. They foresaw a future where style and design coexistedwith utility; where a watch would flatter a dress or make a look.
The Titan customer is known to indicate a strong sense of trust and loyaltytowards the brand. Titan has been voted Most Admired Brand (across
categories) and the Most Admired Consumer Durable Brand several times.Titan is now the 5th largest watch producer in the world.
Titan has left an indelible footprint across the world, taking itsdedication to quality and flair for design to 27 countries
worldwide, including the Middle-East, South-East Asia and Africa.As you read this, a Titan watch is being bought somewhere in the
world.
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Durability to Sophistication
UtilityDevice
Personal
Product
Style andFashion
Accessories
Strategy:
Brand Marketing
Well-Planned Advertising
Segmentation
Targeting
Value Proposition
Right Product Mix
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Breaking The Rules!!!!
Mechanical technology was the norm - Quartz had not really takenoff in India. Titan built its line
Styling was basic - This was a constraint imposed by technology.Titan decided to make style a table-stake.
Shops were dark, dingy and uninteresting - no importance given topresentation. Titan brought in the concept of retailing in watches.
Advertising was expenditure - Titan saw this as a vital investment.Right from Day one, Titan invested significantly in advertising.
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Market Segmentation
Demographic
Age
Gender
Education
Income
ReligionOccupation
Family Lifestyle
Psychographic
Lifestyles
Psychological
Variables
- Personality
- Self-image
Benefits
ExpectedBenefits from
Product use
Geographic
CountryRegion
Urban/Sub-urban/Rural
Population Density
City Size
Climate
Potential
Markets
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Strategic Targeting
Segment customers into clusters
Caters to all segments of consumers
High Income Group
Middle Income Group
Low Income Group
Marketing plan based on product and media mix
for the respective target audience
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There is a TITAN for every occasion,
every mood and every look.
1986: The New World Watch
Target: Un penetrated segment
Objective: Position as a Premiumbrand with global reach.
2004: Whats Your Style
Objective: To position as a
Style Brand. Aamir Khan asBrand Ambassador
1997: Launched Sonata
Target: Budget Conscious
Symbolism: Affordable,Quality
1998: Launched Fastrack
Target: Youth
Symbolism: Trendy
2006 - Collaborated with
European Designers to Design
New Watches & Launched Xylys
Target: High End
Symbolism: Luxury Swiss Made
1992: Launched RAGA
Target: WomenSymbolism: Ethnic Range
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Targeting Latent NeedsMens
Collection (Premium Segment)
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Strategic Targeting Perfection
between Aamir and Titan
Celebrity Endorsements Observational Learning'sPositive Motivation Induced to own multiple
watches Sophistication- Taste - Status Symbol
Brand PersonalityCultural Appeal
Ap
pealingvisualize
rs
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Strategic TargetingWomens
Collection Premium Segment
Target- Modern Women
Behaviors -
Celebrities Endorsements
Quick Visual Grasp
Building Positive
Perception
Motivation for Unique
Possessions
Positive Inducement
Signature Style
Emergence of distinct consumers.
Distinct buying factors Sub-branding strategy
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Strategic Targeting Low Price Segment
Wait Mat Kar
Collection
Yuva Collection
Youth Fashion@ affordableprice
Solid SteelCollection
Target: Impatient Youth
Positioning: For those who are impatient for
progress.
Symbolism: Dynamism and optimism of the
Indian youth.
Target: Needs and aspirations of 15-28 yrs
generation
Positioning: Naya Josh, Naya Style.
Symbolism: Energy and confidence of youth
Target: Age group of 20-30 years across all
town classes.
Positioning: Change the dynamics of the
economy price segment
Symbolism: redefine the style quotient
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Strategic Targeting Urban Youth
Fashion
Sharply defined consumer segmentsaround distinct buying factors
More awareness of brands and global
trends among urban consumers
Target: aimed at young urban
Indians looking for watches
that are fashionable and
stylish.
Generating youth appeal.
Positioning: Fastrack wants to be. Cool.
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Brand Loyalty Recall Measures
Build relationships through rewards, regulardiscounts and special offers.
Titan Signet, a 1,36,000-member club
Gift Cards from Titan are designed to
offer your loved ones the joy of
choosing their own gift.
Large network of showrooms andservice centers offering superior
customer service
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Ajaz Siddiqui
Sunil Jaiswal
Sushant Bhosale
Ashish Shukla
Kalpesh Modi
Mehul Kanakia
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