Titan Market Research Project

Presented By:

Madhur Khatore – PG14001

Manil Bangera – PG14047

Sneha Tyagi – PG14050

Suraj Kanojia – PG14140

Market Share

5%21%

61%

7%

4% 2%

Citizen Timex Titan Casio FastTrack Others

Indian Watch industry is estimated to be around 1600 crores and Titan is

riding on top of it with a market share of over 60%

Smart-watch Market in India

2015

•There is a huge market for smart watches with well established

mobile phone brands as major players.

•There is no watch brand in this market.

Study Background & Need for Research

• Titan has been the Timekeeper of the Indian middle-

class for decades

• With International Brands flooding the market

competition has spurred company to diversify

• Only 5% of its total revenue comes from premium

watch brands such as Zoya, Xylys and Nebula

• Now the main question is whether Titan can become

a Premium Watch Brand?

Type Problem Definition

1. Product Titan Watches

2. Market West Zone with special reference to Mumbai

3. Market Segment

Titan has segmented its business into 3 categories

1. Mid-premium segment

2. Focus on the youth

3. Mass market

4. Current Mkt Share

60% in overall market of Watch Industry

5. Problem Out of total revenue only 5% of income comes from sale of Premium Titan Watches. Rest of the high end segment is

dominated by Foreign players

6. MR Problem To find out the reasons for shortfall in our growth rate in Premium Titan Watches segments & suggest specific strategies

to overcome it.

Problem Definition

• Not too many consumers are purchasing Titan’s

Premium watches(Zoya, Xylys and Nebula) while

other watches in the same segment are doing well.

Can Titan become a Premium Watch Brand?

• If Titan comes out with Smart watches will

consumers purchase smart watches made by

Titan?

Type of Research

• Causal Research

find the reason why consumers are not buying Titan premium Brand watch.

• Predictive Research

we are making an attempts to predict the future outcome of launch of Titan Smartwatch in India

Research Objectives

• To Find out Brand Image of Titan in the minds of the consumers

• To Find out why high income group consumers are not purchasing

Premium Titan Watches.

• To find if prospect customers of Titan are positive and willing to

make purchases, when Titan comes out with a Smart watch.

• To find out what features they look for in the smart watch.

Information To Be Explored

• To know about perception of consumers towards Titan.

• To understand what the consumer desires are from the

product

• Analysing the buying pattern of consumers.

Research Design

Research Methodology

•Interviewing Method: Live Interviews & Questionnaire

•Market: Mumbai

•Target Group:

Potential and Existing users of Titan watch

Age: 20 years and above.

Sex: Male and Females.

Income: 40K and above.

Sampling Methodology

• Population Definition:

Owners & Potential users of Titan watch

High end watches – 30 yrs and above

Smart watches – 20 yrs and above

• Sampling Frame

For existing customers: Database of Titan

For potential customers: People visiting showrooms of premium watch brands.

• Sampling Method

For existing customers: Probabilistic (Random)

For potential customers: Non Probabilistic (Convenient Sampling Method)

•Where will you meet the respondents?

For existing customers: Take an appointment

Malls

Watch Retail Outlets

•Approximate Sample Size

1000

Sampling Methodology cont….

THANK YOU