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 Titan Watches

SEGMENTATION & POSITIONING

 MANTRA

Be more

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CON TEN TS:-

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` Introduction

` Segmentation Strategy By Titan

According to Age

According to income

According to Social Class

` Positioning Strategy By Titans

` Specific Positioning ² Sub brands

` Competitor Brands` Conclusion

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Introduction

` TITAN - Manufacturer of Watches, Jewelleries and Eyewear's.

` Established in year 1984.

`  Joint Venture ² Tata's and TIDCO 1984

` 222 showrooms in 109 cities in India.

` 12000 outlets over 2500 cities and 30 countries internationally.

` Launched 1st watch in 1987,

` October 2004-Amir Khan Brand Ambassador.

` Manufactures over 8 million units of watches.

` 1st in India and 5TH in world

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Segmentation Strategy By Titan

Major segmentation

` Fastrack ² Youth

` Sonata ² Mass

` Xylys ² Premium Market

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According to Age

12-20 - Timex, Sonata, etc.

18-30 - Fast Track, Technology, Sonata, etc.

30-55 - Sonata, Nebula, Raga, Steel,

Regalia, Bandhan, etc

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According to income

Youth Below Rs 500-- Sonata

Lower Middle class, Youth- Between Rs (500-1500) Fast Track, Exacta

Common Class - Between Rs (1500-3000) Spectra, Royal

Upper/Business Class - Between Rs (3000-5000) Raga, Edge

Couples - Between Rs (5000-10000) Bandhan, Regalia

Upper Class - Above Rs 10000 Nebula

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According to Social Class

` 1st segment : Fashion Statement. ROYALE, AURUM,

and NEBULA

` 2nd Segment : Fashion but Price.

RAGA, TECHNOLOGY, FAST TRACK 

` 3rd segment : Just Time Device. TIMEX,

SONATA,KARISHMA, etc 

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Positioning Strategy By Titans

` Selling by retail showrooms(world of titan) and multibranded show

rooms.

` Suits different moods and different personalities.

` Rani Mukherjee and Amir Khan as brand ambassadors.

` Segmental Branding.

` Reliable , Durable and Stylish

`

Multi watch fashion` Matching watches to clothes.

` Traditional

` Worth gifting

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Specific Positioning ² Sub brands

` Titan Raga ²  ́Make a professional choiceµ feminine

approach

` Titan Edge ² ´The slimmest watch in the universeµ (slim

equated to celebrity in demand, fashion).

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Competitor Brands

` HMT` RADO

` VLGARY

` CASIO

` SEIKO

` ESPRIT` CITIZEN

` SWATCH CARTIER

` GIORDANO

` ADIDAS, NIKE

` LONGINESS` MAXIMA QUARTZ B

` IMFQ- INDIAN MADE FOREIGN

` FASHION HOUSE ² DKNY, GUCCI

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Conclusion«

` Titan has Segmental Branding ² A successful approach.

` Positioned as ² Stylish, Functional, Variety, and Reliability.

`

Everyone·s brand yet different products to differentpeople.

` Company that makes watches as a fashion statement.

TITANBe more«.

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