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MARKET STRATERGY OF
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IndustryOverview
` HMT first Indian brand to launch watches in India in1961
` First watch model manufactured by HMT was the
Janata model in the year 1962
` Leader in the watch market till the Tatas formed
Titan Watches in 1987
` Liberalization in 1992 and the removal of quantitative
restrictions due to WTO opened the doors formany foreign brands
in the Indian market viz. Tissot,
Swatch, Omega, Rado, TAG Heuer, Rolex, etc
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KeyPlayers
Indian Brands
` HMT
` Titan
` Timex` Westar
` Shivaki
` Maxima
`
SITCO
Foreign Brands
` Cartier
` Piaget
` Omega` Tiffanys & Corrum
` Gucci
` Longines
`
Casio` Citizen
` Tag Heuer
` Espirit
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MarketShare of KeyPlayers
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Titan(Brand)
` One of the giant gods in Greek mythology who precededthe
Olympian gods.
` The largest moon of the planet Saturn.
` Established in 1984 as a joint venture between Tata Groupand
Tamil Nadu Industrial Development Corp.
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4 Psof Titan
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PRODUCT
` Titan for the premium segment` Fastrackfocused on the youth
and trendy fashion space,
` Sonata for the mass market
` Xylys for the premium market.
` The Titan brand architecture comprises several sub-brands,
each ofwhich is a leader in its segment. Notable among them
are:
` Titan Edge The world's slimmest watch which stands for
thephilosophy of "less is more"
` Titan Raga the feminine and sensuous accessory for
today'swoman
` Nebula - crafted in solid gold and precious stones and
` Several other collections like WallStreet, Heritage,
Regalia,Octane, Orion, Diva, Zoop,WWF and the Aviatorseries, all
ofwhich form a part of the Titan wardrobe.
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ProductLength
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PLACE
` The World of Titan
` Direct Dealers
` Time Zone & Non-traditional Outlets
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PRICE` Mass (Rs.350-600)
` Popular (Rs.600-900)
` Premium (Rs.900-1500)
` Super-premium (Rs.1500-8000)` Connoisseur segments (above
Rs.8000 to Rs.150000)
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PROMOTION
- Aamir Khan as brand ambassador- Mahendra Singh Dhoni for
Sonata
- Rani Mukherjee for Raga
- Festival Offers
- Creative Advertising
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Positioning
` Titan has been positioned as a premium brand, providinghigh
quality products
` Titan initially pioneered the concept of "Gifting
watches".
` Customers who were fed up with ugly time machines
welcomed the brand Titan.
` Re- Positioning as a fashion accessory.
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Positioning
` Titan also was pushing another strategy. Watches were
perceived as a onetime buy and consumers seldom
owned multiple watches.
` Titan pushed the concept of "Matching Watches to
Clothes" in the recent commercials.
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Reasonforthe decline forTitan
` Sales are decreasing due to other international brands
` People feel its a very conservative brand.
` Rapid change in technology is not being incorporated into
the brand compare to other brands
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Repositioningstrategies
` Communication: tagline` TV commercial
` Billboards
` Brand ambassador: Aamir suits the best
` Increase penetration in Tier-III cities
` Titan should introduce a new brand in Niche market
` Retaining existing customers
` Increasing the service centre
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Time is money & money is
ThankYou
