19029098 Titan Brand Auditdps

Brand Audit on

About TITAN

•Titan Industries is the world's fifth largest and India's leading manufacturer 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 domestic market •In 1984 the company was incorporated on 26th july at Chennai.•More than 1000 models are there in market

Products

• Edge• Raga• Octane• Zoop• WWF• Heritage• Orion• Nebula• Sonata• Exacta• Titan Bandhan watches• Spectra• Dash• Regalia• Fastrack• Royale• Classique• xylus

Place• Objectives and intentions

– Broad basing their sales and marketing activities across the country.

– In terms of town coverage, dealer network and new approaches to communication strategy, especially in non metros.

– Plan and implement sales and marketing activities to achieve their targets.

– Fine tune all marketing inputs in terms of media and other budgets to meet territory specific needs.

– Identify performance targets with specific responsibility centres and improve cost effectiveness of it’s operations.

TITAN PRICING

• Pricing Objectives

1. Survival (i.e. Titan Exacta)

2. Market share (i.e. Titan Sonata)

3. Market skimming (i.e. Titan Nebula)

4. Product quality

• Pricing method

1. Mark-up pricing

2. Product line pricing

3. Promotional pricing

• Application of pricing strategy

1. Lower segment

2. 1000 plus segment

Distribution channels

PROMOTION:-

1. Advertising2. Sales promotion3. Public relation

• Advertising media:• Television• Print• Internet

• Titan brand ambassador:

• Titan Brand: Aamir Khan• Sonata: Mahendra Singh Dhoni• Raga: Gul Panag, Rani Mukherjee• Xylys: Rahul Bose

Titan tagline: Be more

Fast track tagline: How many you have?

Public relation

•Gift concept

•Promotion On Occasions

Sales promotion

•Sponsorship

•Seasonality

•Promotion through Contests

Factors affecting brand

• Competitive factors

• Technological factors

• Social factor

Titan re-inventing watches brand with new tagline

Titan is planning to invest Rs.15 crore in the next two years towards a re-branding exercise for its brand of watches.

Currently, the watch maker is ‘reinventing’ its brand with new logo and tagline ‘Be More’. Titan is re-inventing the brand today through new designs, retail strategy and advertising.

Product life cycle

Introduction : WWF, Orion, Zoop, Diva, Octane

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

Maturity: Sonata, Fastrack, Dash

Decline: Aqura