8/9/2019 FLC- TITAN

1/21

SUBMITTED BY:

IVANSHI SRIVASTAVA

ROLL NO.: 13

F&LA - 6

8/9/2019 FLC- TITAN

2/21

About TITAN

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 domesticmarketShare in the organized watch market. To ensure a dominantpresence in the market the company has showrooms in everynook and corner of the country that caters to the needs ofevery every segment of the people.

8/9/2019 FLC- TITAN

3/21

Titan has built on this principle over the last 15 years,almost year after year:

In 1989, it was Aqura, the trendy range for the youth, colourful, smart andaffordable plastic watches for the youth: The other side of Titan for theother side of you.

In 1992, it was Raga, the ethnic range, with striking symbolism from ethnicIndia, for the sophisticated India woman who appreciated such things.

In 1993, it was Insignia, very distinctive and international-looking top-endwatches, for those seeking exclusivity and status.

In 1994, it was psi 2000, rugged, sporty and very masculine watches withserious sports features (200-m mater resistance, high precisionchronographs) for those with the penchant for adventure.

8/9/2019 FLC- TITAN

4/21

In 1996, it was Dash, the cute and colourful range for kids.In 1997, it was Sonata, the affordable, good quality range for the budget-conscious.In 1998, it was Fastrack, the cool, trendy, funky range for the young andyoung-at-heart.

In 1999, it was Nebula, the sold gold and diamond-studded range of luxury watchesfor those affluent people to whom gold is a precious acquisition.

In 2001, it was Steel, the smart and contemporary collection for the young 21stcentury executive.

And in 2008, the brand has collections like the Octane, Diva, WWF and Zoop - eachof them unique and fascinating.

8/9/2019 FLC- TITAN

5/21

CORPORATE INFORMATION

In 2002 Mr.Jeyakodi was appointed as a director of the company.

In 2003 Mr.Jacob Kurien tenders his resignation to the company.

In 2006 Mr. Harish Bhatt was being appointed as chief operating officer in

watches and accessories division.

In 2007 Mr.Sunil Palliwal was inducted as additional director in the board

of the company.

8/9/2019 FLC- TITAN

6/21

BRANDS

Edge

Raga Octane Zoop WWF Heritage Orion Nebula

Sonata Exacta Titan Bandhan watches Spectra Dash Regalia Fastrack Royale Classique xylus

8/9/2019 FLC- TITAN

7/21

PRICING

Mass Market : Rs 350 - 600

Premium Watches : Rs.900-1500

Super Premium Watches : Rs.1500-8000

And the price exceeds

8/9/2019 FLC- TITAN

8/21

FASHION LIFE CYCLE OF

TITAN

8/9/2019 FLC- TITAN

9/21

CONCEPT OF FLC

Fashion trends have a life cycle.They pass through different stages each having its own opportunities & challenges.Profits rise & fall during the different stages.Different strategies need to be adopted during the different stages.

Fashion Lifecycle Phases Innovation Fashion leaders pay high prices for new looks.

Rise More people start to adopt looks

Acceleration Many knockoffs; looks adopted by fashion followers.

General Acceptance Look maximizes its sales potential, can find

anywhere. Decline Sales diminish; retailers lower prices, replace the look for a

newer trend.

Obsolescence Out

8/9/2019 FLC- TITAN

10/21

8/9/2019 FLC- TITAN

11/21

TITANS TENTATIVE FASHION LIFE CYCLE

Introduction : WWF, Orion, Zoop, Diva, Octane

Growth: Nebula, Insignia, Raga, Royal, Regalia, Edge etc

Maturity: Sonata, Fastrack

Decline: Aqura, Dash

SALE

S

TIME

8/9/2019 FLC- TITAN

12/21

TITANS FASHION LIFE CYCLE

Currently, Titan is in the maturity stage, which is evidenced primarily by the factthat they have a large, loyal group of stable customers. But it will start declining in30- 40 yrs. The decline will be gradual seeing the popularity of the brand atpresent.

INTRODUCTION

GROWTH

MATURIT

Y

DECLINE

SALE

S

TIME

8/9/2019 FLC- TITAN

13/21

Factors resulting in decline:

Popularity of Premium international watch brands such as Swatch, Esprit,Tissot, Longines, Citizen, Rado and Omega entered in India.

Now that the Indian market is widely open to importations, it will be extremely

difficult for the Indian players to maintain a sustainable growth.

Mobile phones acting as substitutes of the watches.

8/9/2019 FLC- TITAN

14/21

FADS

Fad is a fashion that comes quickly, is adopted with great zeal, peak early& decline very fast. They do not survive much time as they do not satisfya strong need. They come and go and lack the character to hold consumerattention for very long.Eg: Friendship bands.

Dash watches introduced by Titan were accepted by the consumers with agreat zeal but they soon lost interest as the watches were considered to be adistraction.

8/9/2019 FLC- TITAN

15/21

FAD - DASH

In July 1999, TIL launched Dash!, an exclusive children's watch targeting those

in the age group 6-14. The watch was priced in the range of Rs.250-Rs.395

and came in plastic straps and colourful dials. With this launch, TIL made a

serious attempt to change its 'elegant' and 'old' image.TIL tried to tap the children's watch market, which was an unpenetrated

segment, and believed to be as large as Rs.35 million. The company aimed to

achieve volumes of around one million units from Dash! within a period of 2-3

years of the launch.

The production was stopped in 2002 due falling sales.

8/9/2019 FLC- TITAN

16/21

FAD - DASH

SALES

TIME

GROWTH

INTROD

UCT

ION M

ATUR

ITY

DECLIN

E

8/9/2019 FLC- TITAN

17/21

CLASSICS

A classic is a fashion look that has been around longer than expected.

Retailers sell classics season after season.

They never become completely obsolete, but remain accepted for an extended

period.

Eg.: blue jeans

8/9/2019 FLC- TITAN

18/21

CLASSIC - RAGAIn 1992, Raga was introduced, the ethnic range, with

striking symbolism from ethnic India, for thesophisticated India woman who appreciated such

things.

The magic of ornate motifs and blushing enamels.

From intricate dials glowing with inner radiance to

delicate bracelets that flow around in familiar

embrace. The essence of women revealed at last.The essence of Woman comes alive in flowing enamel

motifs, captured in a swirling dial. A striking statement

of elegance beyond the ordinary.

8/9/2019 FLC- TITAN

19/21

SALES

TIME

CLASSIC CURVE :

RAGA WATCHES

INTROD

UC

TION

G

ROWTH

MA

TURIT

Y

8/9/2019 FLC- TITAN

20/21

More than Men, Women own watches in India. India is an under-penetrated market for watches only 27 % of Indians own a

watch Market has been split into: Low end, Mass market, Mid market, Premium.

BUSINESS OPPORTUNITIES FOR TITAN: WAY FORWARD

8/9/2019 FLC- TITAN

21/21

THANK YOU