prateek,sweta,sreenath,vidisha

7/29/2019 prateek,sweta,sreenath,vidisha

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By:

Prateek Rathore

Shweta Mishra

Sreenath V

Vidisha Pandey



The Watch Industry

1950s

1950-70s

1970-80s1980s-till date



Titan Industries is the world's fifth largest and India's leadingmanufacturer of watches. It has several popular brands in its

fold including Heritage, Aviator, Regalia, Octane and WWF

The Titan portfolio has over 60% share in the domesticmarket

Share in the organized watch market. To ensure a dominant

presence in the market, the company has showrooms in everynook and corner of the country that caters to the needs of

every segment of the people.



-The company was incorporated on 26th July atChennai.

-An MOU was signed with Casio computer company of Japan to manufacture 2million digital and Ana-digital watches.

-The company set up a manufacturing facility at Hosur.

-The case plant at Hosur was commissioned. A newrange of watches called `Aqura' was launched

- Over 150 models were introduced.

- The name of the Company was changed with effectfrom 21st Sept. from Titan Watches, Ltd. to Titan Industries

Ltd.



- The Company introduced `Tanishq'

range of watches.

- introduced new economy range of

watches called Sonata and Tanishq's

-Titan Industries has announced the

launch of Cyber, a range of digital clocks

-Titan re-introduces Fastrack range of

watches.


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DomesticLevel

• HMT

• Maxima-quartz

• Rado

• Casio

Internationallevel

• Espirit

• Swatch • Citizen

• Tag Heuer

• Seiko

• Cartier

• Giordano

FashionHouses

• DKNY • Gucci

• Adidas

• Nike

• Bvlgary



Michael Porter Model



Product type

convenience

specialty

Segmentation of TITAN Watch

Market segmentation

Based on user category

Competitive prices



Edge Raga

Octane

Zoop

WWF

Heritage

Orion Nebula

Sonata

Exacta

Titan Bandhan watches

Spectra

Dash

Regalia Fastrack

Royale

Classique

xylus



Introduction : WWF, Orion,

Zoop, Diva, Octane

Growth: Nebula, Insignia,

Raga, Royal, Regalia, Edge etc

Maturity: Sonata, Fastrack, Dash

Decline: Aqura



World of Titan Showrooms

Time Zone

Traditional Outlets Non Traditional Outlets



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. Product line pricing

2. Promotional pricing

• Application of pricing strategy

1. Lower segment

2. 1000 plus segment



PROMOTION:-

1. Advertising

2. Sales promotion3. Public relation

• 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?

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Public relation

•Gift concept

•Promotion On Occasions

Sales promotion

•Sponsorship

•Seasonality

•Promotion through Contests

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Innovation

Quality

Creative Advertising Aamir Effect

„Catalogue‟ Advertising

Retail Stores

Cutting Edge Technology



• Creation of Edge Slimmest commercially available watch “in

the universe”.(thickness: 3.5 mm)

Four years of intensive R&D.

Produced indigenously.

Received Best Design Award in

Lifestyle Product Category

• Organized by Business World .

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Certified under ISO 9001 in Dec.‟94

ISO 14000 certification in 2002

TS 16949 certification in Feb „05



Aamir Effect

Created by TVC.

TVC introduced in Oct. 2004.

Sales soared exponentially.

Catalogue Advertising

Used effectively to merchandise new models.

Newspaper “Cuttings”.

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ALL INDIA10000

Dealers

2300

Towns

World Of Titan177

Showrooms

104

Towns

Time Zones119

Multi-brand-stores

90

Towns

Service Centers616

Centers

314

Towns



The Design Studio:

– Excellent Watch and Jewellery design.

– Has international award winning designs to its credit.

Sophisticated Design & Development Centre – Advanced Pro-E workstations and prototyping facility.

Every Ford Mondeo car rolling out of the plant in Genk,

Belgium has a Titan Clock.



SWOT



STRENGTHS Watches as a fashion accessory

Quality or price positioning

Brand image

Market segments with large potential:women, youth, children, sportsmen, the

budget-conscious and, of course, the bigspenders.

Customer value and offered after salesservice in a showroom environment.



WEAKNESSES

Main USP is low costwatch.

Lack of futuristicapproach

Lack of flexible thinking



OPPORTUNITIES

Nearly 34 million watches are sold through gray marketchannels.

Currently, sales in India stand at an low number of 25 watches

per 1,000 people, compared with 250 watches per 1,000 people in a developed society.

Exchanging offer

Rural market

THREATS



THREATS Too many players will dilute the market &

the profit margin

Low priced China watches

Mobile phones.



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