orignal titian

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H I N D U S T H A N I N S T I T U T E O F T E C H N O L O G Y

C O I M B A T O R E - 3 2

DEPARTMENT OF MBA

ASSIGNMENT REPORT ON

MARKET SURVEY ON TITAN WATCH

Submitted By: SASIKUMAR D

Reg No: 720811631049


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INDIAN WATCH INDUSTRY

The watch market is continuing tobecome a very competitive marketplace fraught with

competition, so much so that consumers are finding it more and

more difficult to know which watch to choose. They want a

trendy and fashionable watch, one that looks cool, but they also

want one that looks nice and reflects their own personality.

Nearly 34 million watches are sold through gray market

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

watches per1, 000 people, compared with 250 watches per 1,000

people in a developed society. So to pick the right watch can

take time. Whether that be time spent researching on the internet

- going from one website to another and comparing different

brands, styles, and prices - or from going into shop after shop on

a sunny Saturday afternoon when there is no space to move andsales assistants are trying their best to earn a sale. Either way,

finding the exact right watch can be very difficult Situation.


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TITAN

INTRODUCTION:

Titan is the market leader in the Indianwatch industry. Titan had revolutionized the watch market with

its emphasis on style and international quality. It had created

strong brand equity in India and some overseas market. It has

also established a strong presence in the area of branded gold

jewelers. Titan with its top management team and the backing of

the TATAs has achieved one of the leading marketing

companies.

COMPANY HISTORY:

Titan was set up in July 1984, under the leadership of

Xerxes Desai, with its corporate office in Bangalore. When it

entered the market, HMT was the market leader. Titan went

ahead with its plan to make the quartz watches. The company

made only a handful ordinary looking quartz watches and had

neglected styling as a whole. Titan believed that the Indian

consumers desire to own a good looking watch had been totally

ignored. Titan decided to grow the market by encouraging

ownership of multiple watches thereby stimulating the purchaseof replacement watches and targeting under penetrated segments

like women and first time buyers.


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Titan looked at new business opportunities.

Titan realized that its watches alone might not be able to price

open the global market. The Companys diversification into

jewelers was a good gamble. Tanishq was branded and hadbeen set up as an export- oriented unit to complement the

watches division.

The company started the manufacture of

jeweler andjewelers watches in 1994. Titan decided to focus on

the domestic market. By the early 2000s Titans share of the

legal watch market had dropped. Despite these setbacks, Titanstarted reworking its strategy, making several changes in the

product and product mix. In 2002, Titan announced plan to

regain its market share.

The company also began extension forays

into silverware, leather accessories and sunglasses. Titan also

looked at opportunities in instrumentation, automobile andaerospace industries where it could leverage its precision

engineering skills.

The venture took birth from the TATA group the constant

innovation and effective Titan watch division was started in

1987. At launch it was the third watch company in India after

HMT and All Titan entered at a time when HMT watches wereenjoying a monopoly-market segmentation has been the great

boon of the company. Today the company has a model for every

price segment and every market.


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Initially when the mechanical technology

was the norm, Titan went against the tide and built-up its line

with Quartz. Styling was not a factor initially with the Indian

watch industry but Titan was there to make a difference andgave a fresh breath of life to the age-old rusty style

of wrist watches.

Titan formed a joint venture with Timex,

which lasted until 1998, and setup a strong distribution network

across India. As of 2005, Titan watches account for a 25% share

of the total Indian market and are also sold in about 40 countriesthrough marketing subsidiaries based in London, Aden, Dubai

and Singapore. Titan watches are sold in India through retail

chains controlled by Titan Industries.

Titan Industries has claimed to have

manufactured the world's slimmest wrist watchTitan Edge.[3]

Produced indigenously after four years of research anddevelopment, the Titan Edge has a total slimness of just 3.5 mm

and a wafer thin movement of 1.15 mm. Apart from the Titan

Edge, Titan also offers Steel, Regalia, Raga, Fastrack,

Technology, Nebula, Bandana, Sonata, Octane, special RHosur,

Tamil Nadu. Fastrack is a popular brand among youth in India.

Fastrack watches come in a variety of styles, shapes and colors.


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The brand Titan is committed to offering

its consumers watches that represent the compass of their

imagination. Titan's customers are therefore consistently

introduced to exciting new collections, which connect, withvarious facets of their deeprooted yearnings for self expression.

The new brand philosophy of Titan, encapsulated in the words

"Be More", touches this as well as all other aspects of the brand.

The Titan brand architecture comprises

several collection and subbrands, each of which is a leader in

its segment. Notable among them are: Titan Edge The world'sslimmest watch which stands for the philosophy of "less is

more"; Titan Raga the feminine and sensuous accessory for

today's woman, Nebula crafted in solid 18k gold and precious

stones. Several other popular collections like Heritage, Aviator,

Regalia, and Octane & WWF also form a part of the Titan

wardrobe.The Titan portfolio has over 60% of the

domestic market share in the organized watch market. The

company has 247 exclusive showrooms christened World of

Titan', making It amongst the largest chains in its category

backed by 700 aftersalesservice centers. The company has a

worldclass design studio that constantly invents new trends inwrist watches.


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And, for the third segment, Titan first offered the TIMEX

watches and later, when the arrangement with Timex was

terminated, the SONATA range. The price range was Rs.350-

500. It was offered in 200 different models. Titan also offeredthe Dash! range for children. In-depth segmentation helped

Titan launch segment-specific product.

THE TITAN VIEW OF A WATCH

A watch is now looked at as a personalaccessory, an extension of a persons lifestyle. The design of the

dial and the strap influence a buyers choice rather than just the

function. Also, a whole new range of technologically superior

watches has also entered the market.

The emergences of this trend, TITAN has clearly

segmented their consumer base targeting niche markets withdifferent products. While Titan introduced `Dash targeted at

children, it introduced `Raga exclusively for Ladies Party

Wear.

Another niche segment caters to the technology savvy

consumers, with brands such as `Edge, `Technology, `PSI

2000 to cater to this segment.

There is also the fashion segment, where TITAN has a

collection for men and women. For instance, Titan has `Fasttrack, and Raga, Regalia and Royale in the stylisth segment.

International styling, such as the `WORLD WATCH which was


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the major revenue generators of the company and every 5 years

the showroom is fully done up updating it to modern

international standards.

VALUE MART

These outlets sell surplus stocks of Titan

watches at reduced prices, offering fabulous value for money

with the same warranty as a regular, full-priced watch. These

concepts in the recent past have caught up with any product with

it being total value for money. However these shops would notbe placed in the main locations so as to interfere with the

working of the normal shops. This is to make the customer go to

the shop rather than the shop calling the customer and hence the

locations are not very suitable for shopping.

MARKETING-WATCHES

The quartz watch was an entirely new product for India. Titan

decided that it would change the way watches were marketed in

the country. Titans marketing strategy had five main bases:a

product of international quality, Indian designs, competitive


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for the different segments. Titan has segmented the watch

market and identified clearly the needs of each group.

Titan has segmented the market on the basis of the

following variables: Demographic (age and social class),

Psycho graphic (lifestyle and personality), Behavioural

(benefits and occasions, Geographical (region), Targeting

segments and User positioning. After carrying out an in depth

market study, Titan identified three different specific market

segments for its watches. The segments were arrived at using

benefit and income level as the bases.

The first consisted of the high income/ elite consumerswho were buying a watch as a fashion accessory. They

were also willing to buy a watch on impulse. The price

tag did not matter to this segment. The price range

between Rs.20, 000 and Rs.1 lakh.

The next segmented consisted of consumers whopreferred some fashion in their watches but to them

price did matter. The price range between Rs.500 and

700.

The third segment consisted of the lower incomeconsumers who saw a watch mainly as a time keeping

device and bought mainly on the basis of price. The

price range between Rs.350 and 500.

FasTrack, Raga, Sonata, Xylys, Nebula and Flip are

sub-brands within Titan that are aimed at the youth, men,


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women and children Sonata is the value for money watch brand

from Titan industries. It is targeted at consumers seeking

durability and value with a clear positioning of No

compromise watch.

Titan targeted its Raga watches at women in the premium

segment which gave them the feeling of intimacy. The company

realized that more women were wearing watches for functions.

It offered slimmed down and sleeker watches for women. The

Raga range remained for more special reasons, like marriages

or parties.

Titan Edge and Titan Steel are the mainstream Titan

products which enhance the brands image of leadership,

innovation and pride. Titan is considered to have one of the

successful segmentation and targeting. Titan adopted a strategy

of focus. Titan tries to achieve competitive advantage by

optimizing its strategy in the different market segments.

POSITIONING

Market Segmentation The young and teenagers, who are looking for their first

watch

The low ownership segment like women


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Middle and upper segments of society Price range of Rs 500Rs 15000 International watch at Indian prices

MARKETING MIX FOR TARGET MARKETING

Once the target segment is decided, the marketing

mix strategy automatically follows. If your product is

independent, but you have adopted geographic segments, thenyour pricing, promotions and placement depends on the

purchasing power and other characteristics of that geographic

segment.

Similarly, if you have decided to target the higher

income group segment, you need to have a product which

appeals to the high income group, it has a premium pricing as

high income groups are not interested in products whicheveryone can buy, it needs to have a good product placement

such that it is in the reach of high income group segment, and

finally the promotions needs to compliment this target marketing

strategy.


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3.PositioningEach product of Titan is positioned

separately. Furthermore when you walk into the retail store ofTitan (World of titan) you will find that there are separate

sections for each class of customers depending on their

income groups.

4.Customer life cycle marketingAnother example of target marketing

is having every product in the kitty for each level of a

customers life cycle. Thus by having brands like Fast track,raga and others, Titan ensures that it has a product whether its

customer is a college going individual, a working women or a

high income professional.

PRICING STRATEGY

Titan prices according to the featuresand value delivered. They get the maximum market share from

Sonata. Since there is no one offering pure gold watches and

jewellary watches so it is able to skim the market with their

distinct products.

Titan comes out every year with a price

discount sale on watches. The differences in the prices arejustified with its important features and style. They are trying to

maximize their profits with the help of different product mix.


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PRECISION ENGINEERING DIVISION

Precision Engineering Division of

Titan was started in 2002. It has become one of the leading

manufacturers of Precision Parts for Automotive and Aerospace

Industries.

The Diverse Product range

includes pointers, dashboard clusters like Fuel Gauge,

Temperature Gauge, Gear Shift Indicators, Clocks for

Automobiles and any kind of Injection molded Plastic parts,

Electromechanical Assemblies for automobiles, all kinds of

pressed and turned parts for automobiles.

The Tooling Sector of Precision Engineering

Division manufactures all kinds of Press Tool, Molds, Jigs, and

Fixtures for various industries.

Titan Automation Solution, a part ofPrecision Engineering Division is a leading Automation

Solution Provider for all kind of industries.

PRICING OBJECTIVES

Titan consists of watches that cater to

various segments and to various categories and so their pricing

strategy is also in accordance to their products and the features

offered by them cashing in on monopoly, unique features,


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outstanding performance and the name TITAN.

Titans primary pricing objective is to

kill Competition. Being an Indian manufacture and infusing the

advantages of the Indian market with the dynamics of thewestern market the company has carved itself a place difficult to

achieve by foreign players.

The Objective for pricing are mixed with them being

Survival: Exacta, Spectra, Raga

Maximum Market ShareSonata, World Watch

Market Skimming- Nebula, The Steel collection Insignia

Product Quality - LeadershipAll watches in their respective

segments.

SURVIVAL

In case of some of the watches titan prices them

according to the features and the value delivered by them. The

exacta is a simple steel watch priced at around 600 to 1,100.

This unique combination of simplicity and good styling is to

keep the brand going with its offering being value for money.


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MARKET SHARE

In India 70% of the sales in watches come from the

lower segment and hence by pricing the sonata at 350 onwards,

backing it with a TATA guarantee no one can match the valuefor the price of Rs.350.

Titan prices its world watches which are compared equal to an

international Player Like Calvin Klein where a customer pays

about 4 times a value of the world watch hence penetrating the

market with low prices to international players to gain market

share.

MARKET SKIMMING

In the Indian watch industry there is no one offering

pure gold watches, watches in pair, Jewellery watches and this

concept though exists with foreign competition has just come to

India.

Though foreign competition has set in to theseconcepts. TITAN offers these products with the Indian touch in

its designs, the products, the looks. Hence it is able to skim the

market with certain products in these ranges.

PRODUCT QULAITY

Quality and leadership are synonymous to Titan. It

seek to achieve both through their value for products compared

to their prices.


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PRICING METHOD

MARK UP PRICING

Titan goes in for the mark up pricingstrategy. The Titan product carries a maximum retail price on it.

Now shops such as the world of titanexclusive showrooms

buy directly from the dealer and hence the element of the

middleman is not there.

A retailer in this category buys the watch for

17-18% lesser than the MRP and hence he is able to get the 17%

profit margin on sales. It is up to the discretion of the retailer tooffer any discount on the MRP as it would affect what he gets in

return.

In the recent past Titan has also used the

PERCEIVED VALUE PRICING to its advantage.

It is managing to successfully convince the

customer of the perceived value of the WORLD WATCH

using billboards and hoardings all around the city, increasing

buyers image, trust worthiness, innovation, differentiation, value

for the product.

The hoardings go about to say the international

presence of an Indian Watch. Titan has also in the past done so

for its steel collection but using Commercial Advertisements.

There is always a positive relationship between

high prices, high quality, and a high advertising budget. Titan

too demonstrates this feature. People are willing to pay the price

for the quality and titan spends 25 crores a year on advertising


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its products. This is the highest spending done in the watch

industry in India. More so ever with high value and lower prices

in case of the sonata, the product is the heart throb in the watch

industry.PROMOTIONAL PRICING

PRICE DISCOUNTS AND ALLOWANCES

Titan once a year comes out with a

Price discount sale on the MRP of the watches. Now this is

entirely based on the stock carried by the company at the yearend.

Allowances are more on the

company to the retailer where the retailer gets a special

allowance if the store picks up more than a certain quantity.

WARRANTIES AND SERVICE CONTRACTS

Titan promotes sales by adding a

free warranty or service contract to its watches and this is

backed up by the name TATA which is especially needed to

convince and march ahead in the lower segment market.

PRODUCT LINE PRICING

The differences in the prices of the

watches are justified by the features, the style, and the


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LOWER SEGMENT

The SONATA Brand which

proudly emphasizes it to be a TATA product is the watch for thecommon man and for the lower class of the society.

Pricing itself between Rs.300

Rs.900 is Titans fastest selling watch.

This watch was launched to make

titan everybodys company from the image of it being a

Richmans company. Watches were offered for as low as Rs.300

with a guarantee of 1 year and the styles were very appealing for

the price. Titan in this case has followed the Penetration policy.

Maxima Quartz is a competitor with

similar offerings at Rs.350. The lower end market being price

sensitive, such pricing used to drive away competition, making

people buy the product to make one trust what a Titan is all

about was promptly why this low price was offered.

There are many in the stable such

as the Exacta, Spectra and Fast Track which is priced at what

one would pay for a simple but impressive watch. These

watches deliver value for money with Titans name and the

innovation done by the company to deliver better models at the

same price.


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BRAND PRICE

Brand Price Range No. of Models (Approx)

Insignia Gents Rs.3750 to Rs.7750 98

Insignia Ladies Rs.1600 to Rs.7500 89PSI2000 Gents Rs.1780 to Rs.7500 61

PSI2000 Ladies Rs.800 to Rs.4350 36

Regalia Gents Rs.1820 to Rs.7790 157

Regalia Ladies Rs.1725 to Rs.7770 168

Royale Gents Rs.960 to Rs.2810 123

Royale Ladies Rs.1120 to Rs.2830 91Classique Gents Rs.850 to Rs.2450 268

Classique Ladies Rs.565 to Rs.2930 161

Spectra Gents Rs.1140 to to Rs.1830 57

Spectra Ladies Rs.650 to Rs.1410 22

Exacta Gents Rs.600 to Rs.1170 48

Exacta Ladies Rs.595 to Rs.800 25

Fast Track Gents Rs.550 to Rs.1430 57

Fast Track Ladies Rs.850 to Rs.1050 11

Technology Rs.2350 to Rs.8170 55

Raga Ladies Rs.1420 to Rs.4000 123

Nebula Gents Rs.8950 to Rs.13500 8

Nebula Ladies Rs.5950 to Rs.6950 4

Bandhan Rs.1675 to Rs.8085 34Sonata Gents Rs.295 to Rs.1195 200

Sonata Ladies Rs.350 to Rs.1100 96

Sonata Pair Rs.1495 to Rs.2000 10


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PROMOTION

Titan ties up with various magazines,

television and outlets where Titan watches were given as gifts

for winning a particular contest. Another of promoting the Titan

watches is through seasons.

For example gold watches are

preferred for a wedding occasion. Titan is directly tapping the

customers by sponsoring major events, culturals and other fests

in colleges, schools and other happenings.

Titan introduced a contest on

cartoonnetworkindia.com which invites children to use their

creativity and imagination to design a watch. The best design

was launched as the new summer collection and also the

received the first watch of that collection.

The one-point agenda of the Tatagroup has been to bring about synergy among its individual

companies, and to promote Tata as a single, unified, central

brand.

The Tatas have realized that many of

their companies are addressing the same target clientele and

share a common customer base. So it makes sound businesssense to synergies the marketing efforts for these companies.

The main reason behind Tata doing this

was the results of a survey which revealed that: the Tata brand


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is like sameone who is established, but not modern, large but not

focused, profitable but not in top gear, a warm person but not

efficient, Tata group is so large and fragmented that the central

brand gets lost in the vastness of the empire.

As a result, the top-of-the-mind recall of the Tata

brand-pegged at Rs.10,000 crore is not so strong amongst its

various products, be it Taj hotels, Titan watches or Westside

garments.

Tata has come to realize that their biggest asset istheir name TATA and not their factories and hence like the

value of the assets the value of a brand can also come down and

so is the name coming down, now the Tata Brand Equity and

Business Promotion Agreement states thatadvertisements and

commercials by any Tata company must carry the TATA mark.

The Tatas may be a 102-year-old company, but

they want to be seen as a young, contemporary, new, entity,.

Besides evolving a central brand for all companies, the Tata

group has also redefined its objectives and laid down three key

themes that would guide the philosophy of the new Tatas

global, futuristic and modern. The target audience? Generation

next.


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THE TATA OPEN

The battle ground for this new strategy of

synergy started with the Tata Open (Indias biggest tennistournament) held every year in DecemberJanuary.

The tatas have paid Rs.10 crore for the three-

year contract. For the Tatas themselves, it meant more than just

sponsorshipit signaled the beginning of a new era in the Tata

regime.

One of the main reasons for the sponsor of

this event isGlobal event like these provide a great

opportunity to corporates to satisfy their marketing

objectives and cross-promote their brands,

CREATIVE ADVERTISINGTitan introduced a contest on

cartoonnetworkindia.com which invites children to use their

creativity and imagination to design a watch.

The prizewinning design was launched as

a new watch in the Summer 2011 collection and the winner

received the first watch of this collection. The Top 5 won aDash! Watch each and all participants were awarded

certificates.


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TYPE OF ADVERTISING

Titan believes in making its ads clean, well

made, touch an emotional chord, convey the message, havecatchy jungles and make an impact. The use of celebrities,

superstars is not there.

These only ad to the expense packet of the

company and companies only catering to the niche market of the

upper cream like a Rolex or an Omega afford these. Majority of

the people are rational buyers and very rarely get carried awayby celebrity endorsements.

They also know that they will eventually

end up paying for such celebrity endorsement. Rich kids, Young

DINKS (Double income, no kids) and Yuppies may fall for such

ads but not ordinary people. At the end of the day, if your

product or service is not good enough or does not offer value formoney, your advertising will get no where.

FACE OF TITAN

The Company also runs a one of a kind contest in the

retail industry called the Face Of Titan(FOT) contest to identify

the most talented Sales person, Manager & Service personnel

Technician & Cashier. The contest recognizes the best based ona set of parameters that give a measure of the overall

development of the individual in each of the categories

mentioned above and is not solely on sales.


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This program was conceived as an assessment centre

for frontline staff - by Aparna Ponnappa, inspired at that time by

staff who expressed their desire to 'perform' and 'be recognized'

for what they do.

This program enabled the retail wing of Titan to

empower staff to take charge of their own skill development and

provided them with a healthy and fun environment to compete

and showcase their own talent. The contest leapfrogged into the

digital era from the year 2006-07 with the introduction of IT in

the capturing of survey data across all of its 200+ stores, thatyear also saw the introduction of the data gathered at the store

level being used to profile the staff at various levels using a

custom built web based software developed by I.GEN Labs

PROMOTION:-

1. Advertising

2. Sales promotion

3. Public relation

ADVERTISING MEDIA:

Television media Print media Internet


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TITAN BRAND AMBASSADOR:

Titan Brand: Aamir Khan

Sonata: Mahendra Singh Dhoni

Raga: Gul Panag, Rani Mukherjee

It has appointed MahendraSing Dhoni (himself

belonging to Ranchi) as the brand ambassador of its Sonata

collection to reach out to the rural population.

On the other hand, his counter-part Aamir Khanwas capturing the minds of the urban segments. It brought out

the Aqua, a trendy collection for the youth.

Raga was for the sophisticated Indian woman.

This was a significant move as the women were now more

liberal in the society and the corporate culture was establishing

its roots in India.

The needs of women throughout the nation

were changing and the brand was aimed to cater these very

needs. Dash for the kids. Sonata for the masses and the budget-

conscious. Its brands like Bandhan were aimed towards couples

while EXCTA and SPECTRA towards the common class for

office wear.


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Titan tagline: Be more

Fast track tagline: How many you have?

PUBLIC RELATION

Gift concept Promotion On Occasions Special discounts on festive and marriage seasons

SALES PROMOTION

Sponsorship Seasonality Promotion through Contests Old watch exchange offer to attract custome

DISTRIBUTION

Titans watches were sold in thousands of stores including

company showrooms and exclusive stores. In addition to this

they opened hundreds of service centres to repair watches,

replace batteries or change straps.Titans approach to distribution marked a different example.

They opted to find a way around wholesalers, reaching out to the

retail channels directly.


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Its good to see corporate in India waking up to

the new web 2.0 oriented media space of today, otherwise many

corporate outside the IT vertical usually do not have a clue about

the whole peer-to-peer thingy or have some vaguemisconception about it. On the Indian watch industry, Fastrack

has taken a lead on this front with this and it will be interesting

to see how much benefit they are able to derive out of it.

It Will be good to follow this campaign and review

in say six months again. Corporate globally have been using the

social media, read these corporate blogging case studies, tobenefit for their businesses.

There have been small organizations that have used

the social media as a cost-effective way of competing their rivals

with huge marketing communication budgets. In India, only a

few seem to have gone on this route.

Fastracks initiative is a good start that will

encourage others to follow and identify social media as a good

and low priced source of advertising.

In its silver jubilee year, Titan Industries Limited has

come out with a sterling performance. Sales income for the year2011-12 was Rs.4,703.12 crores, crossing the billion dollar

(US) figure and registering a growth of 22.2% over last year

sales ofRs. 3,847.72 crores. The year startedon a sombre note

against the backdrop of a slowdown worldwide but the recovery


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of the Indian economy and strategic steps taken by Titan

Industries have helped register a historic performance. Profit

before tax for the Company grew by 39.4% to Rs.321.32

crores, while netprofit grew by 57.5% over last year toRs.250.32 crores.

THE WORLD OF TITAN:COLLECTION OF TITAN:


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concentration is on technological leadership. They decided to

manufacture only quartz (analog and digital) and not

mechanicals, and they would set up state-of-the-art plant to

manufacture watches in a wide variety of designs and prices.

STYLES

Titan was first in India to introduce the `style

concept. They projected the watch as a fashion accessory. They

clearly identified that their main competitor was not HMT, butthe gray market. Style is a very evident factor in Titan watches

and is a part and parcel of the company.

Titan products are shapers and not adapters. Over

the years Titan had built a formidable distribution and support

network.

Titans customer orientation was reflected throughtheir advertising campaigns. Whereas HMT called themselves

timekeepers of the nation,Titan tells the masses if you

have the inclination, we have the time.

By providing a lifestyle product Titan not only got

a premium but also convinced consumers to buy multiple

watches.


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MODELS IN PRODUCT LINE

Today titan offers the best and the biggest

range to choose from offering from the scratch to the highestlevel in watches. With offering such a variety of models.

Titan provides variety to the customer and

still is able to segment itself creating not a niche but its ability to

segment takes it a step further in terms of its product offerings.

If offers about 14 different names with about 1000 plus different

varieties with a watch for literally everyone.

EXCLUSIVE PRODUCTS

Today TITAN holds the monopoly, pride to

say that it owns products both within the country and

internationally which no one offer. Its EDGE the slimmestwatch in the world positions the companys product where the

fashionable, the business class, the innovative would got in for

this EDGE since it being unique in the world and the concept of

UNIQUENESS is catching in any business whether it being

construction or clothing.

In the country it offers the Sonata which isthe watch every player would dream to have under his portfolio

for the guarantee the quality the trust the innovativeness every

thing for as low as Rs.495 which is very much acceptable in the

Indian market. This watch can be sold to the first time user, the


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price sensitive user, in the rural markets, as a gift on occasions, a

great time piece, simplicity with style and value. These products

designed with the view of monopoly go a long way to outshine

titan to its competitors.

CORE COMPETENCY

The TITAN core competency is on many

fronts with Quality being the top runner in the list. This is the

area where a Titan beats players hollow. This is for the lowersegment watches like HMT and Maxima.

People when they buy a Titan they know its a

piece of quality and backed up by the Tatas and the companys

strong presence in India rather now the world the watch is one

which creates absolutely no doubt at all for its quality.

In the Higher priced segments Titan is famous

for pioneering innovations with innovations being in the field of

Technology, Style, Uniqueness, and having a market for every

one to offer from steel to gold to diamonds.

The titan Edge a unique creation in the world

only owned by Titan, The Bandhan The Pair the concept firststarted by Titan in Indian, The Nebula Solid Gold Watches

and a list of many more.


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Titans core competency is Quality

delivered at each purchase and this is for the lower segment

watches like HMT and Maxima. When people buy a Titan they

know its a piece of quality and is backed by the Tatas.

Titans innovations in the field of

technology, style, uniqueness and they have a market from steel

to gold to diamonds. Titan Edge is a unique creation in the

world, owned by Titan.

MARKETING-WATCHES

The quartz watch was an entirely new

product for India. Titan decided that it would change the way

watches were marketed in the country. Titans marketing

strategy had five main bases: a product of international

quality, Indian designs, competitive prices, intensive

advertising and promotion, and specialized retail shops

to control the presentation.

Titans ambitious marketing program

aimed at positioning its watches as high quality fashionable

products available in clean and comfortable surroundings, priced

higher than the other watches.


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Titan decided not to compete directly

with mechanical watches from HMT.

They put in place an integrated

marketing mix consisting of attractive designs, high quality

products, sufficient inventory, a logistical support system and a

well timed promotional campaign.

CONCLUSION

Titan chooses to see that its product can survive, rise

and be the product leader. They have achieved a balance

between cost focus and differentiation focus.

They help in providing customers convenience in their

shopping. Titan has its shop in almost all localities so its

feasible for the customers to walk in to the Titan shops at any

time irrespective to the distance.

Titan provides the best quality watches at affordable

price and design. This is the most salient feature of Titan. Titan

concentrates on all economic class of customers there by

achieving maximum customer base.

orignal titian

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