Professional Documents
Culture Documents
Titan Case Study
Titan Case Study
7/18/2013
Established in 1986, with joint venture with TIMEX At launch it was the third watch company in India after HMT and Allwyn. Parent group :- TATA Sixth largest manufacturer of wrist watches 60% market share of indian watch market Headquarters Bengaluru, India
7/18/2013
Manufactured in a state-of-the-art factory at HOSUR in TAMIL NADU,INDIA. Titan Industries has claimed to have manufactured the world's slimmest wrist watch
7/18/2013
sold in about 40 countries through marketing subsidiaries based in London, Aden, Dubai and Singapore. Selling through TITAN showrooms called THE WORLD OF TITAN Various franchisees and through retail stores
7/18/2013
Sonata fasttrack
7/18/2013 case study on TITAN wathes Consumer Motivation 7
7/18/2013
Sonata - value brand with affordable prices specially for the rural market and town areas Fatrrack focuses on youth segment Steel and edge middle segment Nebula high class segment Ladies karisma and titan raga feminine segment
7/18/2013
to be innovative, world class, contemporary and build India's most desirable brands
Focused on brand marketing rather then product marketing Changed perception of consumer and made watch a personal product
7/18/2013
10
Titan quartz launched in march 1987 Heavy advertisement Concept of international watch in indian rupee. Message need not to go to foreign country to purchase a good watch
7/18/2013
11
7/18/2013
12
Post -liberalization :- titan market deteriorate by the entry of foreign brands. In 2004 Amir khan came with titan brand
there is a perfect fit between Aamir khan and titan stature, timelessness, and love and trust they both share with the people. - Bijoun ku
case study on TITAN wathes Consumer Motivation 13
7/18/2013
7/18/2013
14
Concept of watch as a fashion accessories and style Repositioned as a STYLE BRAND with whats your style campingn Open exclusive outlates in most of the malls and hyper markets Entered in metro cities like mumbai, delhi , calcuta, ahemdabad Communication strategy Advertise under mother brand Seprate advertisement for sub brands
case study on TITAN wathes Consumer Motivation 15
7/18/2013
Study of Indian customer Indian customer preferred foreign watches, titan has changed perception Titan examine gapes in service showroom interiors, and retailing trends in watch industry Establishment of elusive showrooms with chain of retails outlets Took initiative to convince its customers about model verity, product quality, service excellence
case study on TITAN wathes Consumer Motivation 16
7/18/2013
VARIETY :Brand with a unique and distinctive style. Large variety of models. European designs with a combination of indian touch
7/18/2013
17
Quality product with good design Brand building through quality management Quality maintenance start from manufacturing to retail store Vacuum technology Minimizing number of returns
7/18/2013
18
7/18/2013
19
Excellent shopping experience to the customers Trained service personnel in the service center Excellent post-sales service Titans services are benchmark for the entire watch industries
7/18/2013
20
DURABILITY TO
SOPHISTICATION
Desire of customers in past: durable, timeless watches, which can be handed over generations Titan has changed . So now. Classic, understated and elegant
case study on TITAN wathes Consumer Motivation
7/18/2013
21
Indian customer preferred SWISS WATCHES Titan entered with rugged watches with one time purchase Introduced TITAN QUARTZ range of watches in 1987 Concentrated on first time buyer of the watch
7/18/2013
22
7/18/2013
23
Fastrrack :- with affordable price for young segment Steel look and multidial models for adult male category Titan RAGA for women executives Different colors straps with different colors
Golden, silver and leather straps Big size dial for men Different colors dial for female( golden white black and blue.)
case study on TITAN wathes Consumer Motivation 24
Dial varieties.
7/18/2013
TITAN covers all segments of consumers Maintenance of image is the difficult task Training programmes for franchises Maintenance of standard customer service To maintain design of watches Designer segment with high cost s still not fully accepted New strategic partnership with designers have to be forged
case study on TITAN wathes Consumer Motivation 25
7/18/2013
Rural markets of India is still untapped Sonata (titan) a low budget product with Rs. 495-1200 Titan has opened exclusive showrooms in towns Customer acceptability for this mission is the biggest challenge Capture up of rural and semi urban market
7/18/2013
26
7/18/2013
27
7/18/2013
28
7/18/2013
29
7/18/2013
30
7/18/2013
31
7/18/2013
32
7/18/2013
33
7/18/2013
34
7/18/2013
35
7/18/2013
36
7/18/2013
37
7/18/2013
38
7/18/2013
39
7/18/2013
40
7/18/2013
41
7/18/2013
42