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TITAN CASE STUDY

By: The 6 Markeeters

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Introduction

Focuses on how TITAN adopted marketsegmentation and target group strategy .

Analysis:

1. Market Segmentation

2. Target Marketing

3. Market Positioning

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Market Segmentation

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Levels of Market Segmentation-Micromarketing

Segment Marketing:

Caters to all segments of consumers like

Lower- example Sonata Stores in small towns

Middle- Fast Track

High- Edge, Nebula, Wall Street, Regalia, Xylys

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Niche Marketing

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Local Marketing

ALL INDIA10000Dealer

s

2300Towns

World OfTitan

177Showrooms

104Towns

Time Zones119

Multi-brand-stores

90

Towns

ServiceCenters

616Center

s

314Towns

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Basis for Market segmentation

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Geographic Segmentation

sold across 222 showrooms in 109 cities inIndia and over 12 000 outlets in over 2500cities and in 30 countriesinternationally(Middle East).

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Demographic Segmentation

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Psychographic Segmentation

Titan Raga the feminine andsensuousaccessory for today's womanRa 2500-6000

Nebula crafted insolid 18kgold and preciousstones. Rs 5000+

Dressy Sona Sitarawatches for

special occasions

Fast Track the urban youth

Xylys Rs8500

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Behavioral segmentation

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Target Market Segmentation

Based on the following strategies:

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Positioning

Attribute Positioning: e.g. Raga, Regaliaetc.

User Positioning: for children, sportsperson, old people etc.

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Benefit Positioning: benefits likeDurability, Reliability, Affordability,Repairability, TITAN Exchange Offer.

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Competitor Positioning: competitors likeforeign brands such as Tommy Hilfiger,Swatch, Rado etc.

Titan came up withTITAN EDGE

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SWOT ANALYSIS- Strengths

Strengths Weightage

Innovation is core to its strategy65%

Visual Merchandizing 5%

Good retail network by WORLDOF TITAN

10%

Excellent customer service 10$

International tie-ups with HugoBoss and Tommy Hilfiger

10%

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Weakness

Weakness Weightage

Waterproof watches not a part ofits kitty.

40%

Rural India does not form asubstantial part of customerbase.

60%

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Opportunities

Opportunities Weightage Probability

Under-penetratedmarket for watchesas only 35%(approximately) of

Indian populationpossesses watches.

30% 0.1

Individual marketing:Customization

25% 0.6

Introducingwaterproof watches 30% 0.2

Rural market may betapped

15% 0.1

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Threats

Threats Weightage Probability

Fromcompetitors/ForeignMarkets -Citizen, Casio, Rolex,

Omega, Rado, Tissot,Tag Heur.

35% 0.1

Chinese watchesunorganized sector/Grey market

25% 0.4

Mobile phones andwall clocks are asubstitute towatches.

40% 0.5

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Conclusion

Opening of Indian Market and arrival of

premium brands has led to a wide variety of

choice for the consumer at various price

levels.

But the high price of foreign brands has led

the consumers to realize that TITAN offers the

Cli k i t dd i t

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