Titan Case Study
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Transcript of Titan Case Study
04/17/2023 case study on TITAN wathes - Consumer Motivation
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Case study onTITAN WATCHES
consumer motivation
Prepared by:-Bindiya PethaniJayesh Karetha
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TITAN – at a glance
Established in 1986, with joint venture with TIMEX
At launch it was the third watch company in India after HMT and Allwyn.
Parent group :- TATA Sixth largest manufacturer of wrist
watches 60% market share of indian watch market Headquarters Bengaluru, India
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Production aspect of TITAN
Manufactured in a state-of-the-art factory at HOSUR in TAMIL NADU,INDIA.
Titan Industries has claimed to have manufactured the world's slimmest wrist watch
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Functioning of TITAN industries
sold in about 40 countries through marketing subsidiaries based in London, Aden, Dubai and Singapore.
Selling through TITAN showrooms called “ THE WORLD OF TITAN”
Various franchisees and through retail stores
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Way of TITAN
Joint venture with timex
Sonata
fasttrack
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Segmentation of titan (brand)
Sonata - value brand with affordable prices specially for the rural market and town areas
Fatrrack – focuses on youth segment Steel and edge – middle segment Nebula – high class segment Ladies karisma and titan raga –
feminine segment
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Vision statement
“ to be innovative, world class, contemporary and build India's most desirable brands” Focused on brand marketing rather then
product marketing Changed perception of consumer and
made watch “ a personal product”
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First launch-first strategy
Titan quartz – launched in march 1987
Heavy advertisement Concept of international watch in
indian rupee. Message – need not to go to foreign
country to purchase a good watch
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Aamir khan and titan
Post -liberalization :- titan market deteriorate by the entry of foreign brands.
In 2004 – Amir khan came with titan brand
“ there is a perfect fit between Aamir khan and titan – stature, timelessness, and love and trust they both share with the people.”
- Bijoun ku
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Strategies and positioning of TITAN to capture the market
Concept of watch as a fashion accessories and style
Repositioned as a STYLE BRAND with “ what’s your style” campingn
Open exclusive outlates in most of the malls and hyper markets
Entered in metro cities like mumbai, delhi , calcuta, ahemdabad
Communication strategy Advertise under mother brand Seprate advertisement for sub brands
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Foundation of the brand
Study of Indian customer Indian customer preferred foreign
watches, titan has changed perception Titan examine gapes in service
showroom interiors, and retailing trends in watch industry
Establishment of elusive showrooms with chain of retails outlets
Took initiative to convince its customers about model verity, product quality, service excellence
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Appeal of TITAN
VARIETY :- Brand with a
unique and distinctive style.
Large variety of models.
European designs with a combination of indian touch
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Quality
Quality product with good design Brand building through quality
management Quality maintenance start from
manufacturing to retail store Vacuum technology Minimizing number of returns
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Service excellence
Excellent shopping experience to the customers
Trained service personnel in the service center
Excellent post-sales service Titan’s services are benchmark for
the entire watch industries
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CHANGE IN POSITIONING FOCUS
“ DURABILITY TO SOPHISTICATION”
Desire of customers in past:-
“ durable, timeless watches, which can be handed over generations”
Titan has changed . So now…. Classic, understated
and elegant”
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Strategies of titan to chnge the customer mindset
Indian customer preferred SWISS WATCHES
Titan entered with rugged watches with “ one time purchase”
Introduced TITAN QUARTZ range of watches in 1987
Concentrated on first time buyer of the watch
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Key features of TITAN watch products
Fastrrack :- with affordable price for young segment
Steel look and multidial models for adult male category
Titan RAGA for women executives Different colors straps with different
colors Golden, silver and leather straps
Dial varieties. Big size dial for men Different colors dial for female( golden white
black and blue.)
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Challenges ahead for TITAN
TITAN covers all segments of consumers
Maintenance of image is the difficult task
Training programmes for franchises Maintenance of standard customer
service To maintain design of watches Designer segment with high cost s
still not fully accepted New strategic partnership with
designers have to be forged
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Rural market challenge and TITAN
Rural markets of India is still untapped
Sonata (titan) – a low budget product with Rs. 495-1200
Titan has opened exclusive showrooms in towns
Customer acceptability for this mission is the biggest challenge
Capture up of rural and semi urban market
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Let’s play a
TITAN quiz
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WHERE THE TITAN MANUFACTURING UNIT IS LOCATED???????????????
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ANS:-TAMILNADU
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WHAT IS THE NAME OF TITAN BRAND FOR YOUTH
SEGMENT????
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ANS :-FASTRRCK
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TITAN FOCUSED ON….1. PRODUCT MARKETING
2. BRAND MARKETING
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ANS :-BRAND MARKETING
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FROM WHICH YEAR AAMIR KHAN JOINED TITAN???
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ANS :-2004
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WHAT IS THE BEST STRENGH OF TITAN?????
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ANS :-QUALITY PRODUCT
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WHAT IS THE NAME OF TITAN BRAND FOR WOMEN
EXECUTIVES…????
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ANS :-TITAN RAGA
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WHAT IS THE PRICE RANGE OF TITAN SONATA…..
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ANS :- 450 - 1200
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