TABLE OF CONTENTS

COMPANY PROFILE

TITAN INDUSTRIES

Titan began its business activities with the aim of thoroughly shaking up the Indian watch
market. This was done by leveraging its futuristic quartz technology to produce cutting edge
timepieces, complemented by international styling.

Titan Industries is the world's fifth largest wrist watch manufacturer and India's leading producer
of watches under the Titan, Fastrack, Sonata, Nebula, RAGA, Regalia, Octane & Xylys brand
names. It is a joint venture between the Tata Group, and the Tamil Nadu Industrial Development
Corporation (TIDCO). Its product portfolio includes watches, accessories and jewellery, in both
contemporary and traditional designs. It exports watches to about 32 countries around the world
with manufacturing facilities in Hosur, Dehradun, Goa and manufactures precious jewellery
under the Tanishq brand name, making it India's only national jewellery brand. It is a subsidiary
of the Tata Group. Titan Watch division was started in 1987. At launch it was the third watch
company in India after HMT and Allwyn. Titan formed a joint venture with Timex, which lasted
until 1998, andsetup a strong distribution network across India. As of 2010, Titan watches
account for a 60%share of the total Indian market and are also sold in about 40 countries through
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 watch – Titan Edge. Produced indigenously after four
years of research and development, 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, Bandhan, 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. On 4 March 2010, Titan Industries Announced the launch of its very first
Titan flagship store is located at Opposite Shoppers Stop, Bandra Linking Road, Mumbai, India.
Store is spread over a spacious 2,500 sq ft (230 m sq) and houses more than1500 watches on
display from Titan like Purple, Automatics, Orion, Raga, Edge, Nebula, and many more. On
November 16, 2011, Titan Industries acquired Swiss watch maker Favre-Leuba for Euro 2
million Titan watches, the major Indian watchmaker embarked on the fashion watches category
with the launch of the Titan Fastrack watches in the year 1998. As the ever changing fashion
industry influenced the watch industry during this era, Titan watches came up with the stylish
and trendy Titan Fastrack watches collection. Extraordinarily innovative technology coupled
with a fresh sense of style in the Titan Fastrack watches became an instant rage especially with
youths. In the Titan portfolio it is believed to contribute a 4% value. Significant rise in Titan
Fastrack watches sales has subsequently compelled Titan to establish it as a separate brand. Titan
has an enviable brand image in India, being ranked number 1 six times in the last seven years,
and second once. Reason for success- appeals to youth market and is inspirational. Mass market
brand with a strong presence at the lower end. ‘Mass with class‘ Equally popular with men and
women. Brand expenditure = £339,305 - £407,166 brand building. Value for money. Titan ranks
very highly in all surveys. Company is now keen to translate its brand advantage into profit.

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 personnelTechnician & Cashier. The contest recognizes the best
based on a set of parameters that give ameasure of the overall development of the individual in
each of the categories mentioned aboveand is not solely on sales. This program was conceived as
an assessment center for front-line 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, that year also saw the introduction ofthe 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.
ITAN company has good reputation in Indian stock market (NSE). Sonata reached the top
100most trusted brands of India in a study - The Brand Trust Reportconducted by Trust
ResearchAdvisory. The same study has also ranked Titan as 10th Most Trusted Brand.

FASTRACK WATCHES

Fastrack is the brand for the young generation which is part of the Titan brand. Many brands
have vice lines which target a separate segment of population. This helps to maintain a unique
identity for each brand and also helps the mother company to differentiate between the
focusareas for the different brands. Thus, in India, Titan is a company which is part of the
renownedTata group and it has launched Fastrack which caters mostly to the young generation.
When a brand targets the youth, it needs to keep changing and reinventing itself to stay in tune
with the latest trends in the market which attract the urban youth. Fastrack similarly is one such
brand which has been changing its product lines, introducing new elements in accessories as well
as in designs so that it attracts the urban youth of India today. It is said to be one of the inventive
youth brands. Initially the brand started off with watch designs which were trendy and youthful;
since then it has moved onto eyewear, bags which are again marketed in different eye catching
ways. While watches are marketed as wrist gear, sunglasses are marketed as eye gear. The
campaigns for Fastrack are loud and shocking, with taglines open to interpretation and
innovative designs in their showrooms. Today Fastrack features a wide range of products for the
young at heart. From watches and sunglasses, they have moved onto bags, belts, wallets and
even wristbands.

Watches

There are various collections which can be found amongst the Fastrack watches. Each collection
signifies a certain style which is present in each of the models in that collection. The New
collection signifies all the latest models being introduced by Fastrack while there are the Grunge,
Hip Hop, Neon, Digital Fashion, Aluminum, Colour Play, Bikers, Army and others, each
withtheir distinct range of watches.

VISION OF TITAN
 We create elevating experiences for the people we touch and significantly impact the world
we work in.

MISSION OF TITAN

We will do this through a pioneering spirit and a caring, value-driven culture that fosters
innovation, drives performance and ensures the highest global standards in everything we
do.

VALUES

Customer first: Customers take precedence over all else, always.

People make the brand: Titanians are at the heart of our success and that is why their dreams
and aspirations are at the forefront of our brand policy.

Culture and teamwork: High performance is a way of life.

Creativity and innovation: Driven by innovation and creativity, we focus on smarter

approaches and newer technologies.

Passion for excellence: In all our pursuits, we ceaselessly strive for excellence.

Corporate citizenship: We ensure that a part of our resources is invested in environment and
community betterment.

Marketing objective and Goal (SMART)

Marketing objective is the clear goal on what the Titan has to be achieved. Titan should set
SMART goal to gain 15% market share in the Mizoram and Manipur market. Effective
marketing goal can provide guidance and direction for Titan to work toward to achieve it. Next,
effective goal also can help Titan to evaluate and improve the performance of the organization.
The SMART goals for Titan are showed in the below:

Specific, Titan must gain 15% market share in the Mizoram and Manipur market.

Measurable, to measure to achieve the 15% market share, Titan offer wide range product for
consumer to choose and build more store in different state to target more consumer.
Attainable, to achieve the goal, Titan provide good quality product and services to customer.
Titan has ability and financial budget to do a lot of promotion to attract customer purchase Titan
wristwatch.Realistic, base on the past experience of Titan, this goal is logically achievable and
able meets the aspiration of Titan.Time based, Titan must gain 15% market share in Mizoram
and Manipur within 3 years.

SWOT Analysis of TITAN

SWOT analysis is a framework for analysis organization and its environment. SWOT analysis
provides the information that help Titan utilized the resources and capability to compete with
competitors. The SWOT analysis of Titan is shown below.

1. Strength

Titan is the market leader in the India and this is one of the strength for Titan. Titan gain the
larger market share which is 60%, the competitor Timex has owned 18%, HMT owned 12% and
other brand companies has owned 10% in the domestic market. (Aatif, et al., 2009) Secondly,
Titan has cutting edge technology to offer exclusive products. Titan holds the monopoly and
offer the unique product, Titan Edge (slimmest watch in the world) and in the international
market which no one watch manufacture can offer it. Thirdly, Titan offer the wide range
products, start from general watches to the luxury watches. Titan offer about 14 different models
and about 1000 plus different variety watches. (Titan.com, 2008). Therefore we can put it in
points as follows-

a) The varied offerings to diverse segments with a clear cut positioning.

b) The quality of watches is impressive.

c) Innovation is core to its strategy.

d) Visual Merchandizing has been Titan’s strength ever since its inception

2. Weaknesses
Titan is a market leader and own 60% shares in the domestic market

 Offer exclusive product

 Offer wide range products
 Failure to keep up the middle income segment market share
 Do not tap the rural market
 Certain sub-brand of Titan does not create brand equity

One of the weaknesses for Titan is failed to keep up the middle income segment market share.
About 75% market share in the middle segment but Titan just owned 20% and 55% owned by
other competitor such as Timex and HMT. Titan fails in this segment because the price charge
by Titan is higher than other competitors. Example, the price for Titan is Rs.1100 and HMT is
Rs.550. (Ashutosh & Netai, 2009) Moreover, Titan do not tap the rural market. Rural India has
grew very fast many competitor has plan to tap the market. In order to maintain in the market,
Titan should first enter to the rural market and target large scale of customer. Next, Titan has
about 1000 plus different watches but some certain sub-brand of Titan does not create brand
equity such as Spectra.

a) Waterproof watches not a part of its kitty.

b) Rural India does not form a substantial part of customer base.

c) Kids are fascinated with mobile phones rather than watches and incidentally, they show the
time.

2. Opportunities

India watches market grow very fast and just 35% of population owned the watch.
(Marketing91.com, n.d.) This created the opportunity for Titan to expand the business in the
different area in India. Besides that, due to emerge the fashion trends Indian prefers have
different variety watch in different occasion. So, nowadays most of the Indian has possess more
than one watch. Furthermore, with the improve technology in India, online selling is a great
distribution channel for Titan. Through the online selling Titan can gain more market share.
a) Under-penetrated market for watches as only 35% (approximately) of Indian population
possesses watches.

b) Watches positioned as a fashion wear rather than just utility products.

c) With a changing consumer attitude, people like to possess multiple watches for different
occasions and events.

d) Huge market in the exchange business.

e) Introducing waterproof watches.

f) Rural market may be tapped.

3. Threats

From competitors –

a) Japanese- Citizen, Casio

b) Swiss- Rolex, Omega, Rado, Tissot, Tag Heur, etc.

c) Chinese watches

d) Unorganized sector/ Grey market.

e) Mobile phones and wall clocks are a substitute to watches.

f) The fashion trend keeps on changing.D OF TITAN”

f) Excellent customer service.

g) International tie-ups with Hugo Boss and Tommy Hilfiger.

PESTLE Analysis TITAN

PESTLE analysis is a tool used for look at the environment of the business. PESTLE analysis
provide the information that help Titan to understand the market situation, business position and
the direction of Titan operation. In the following PESTLE analysis will be discussed besides the
environmental factor as it is not really affect to the Titan industry.

Political

India is the largest democracy in the world. In the past, India has instability political but
nowadays the political of India has become stable. In 2004, Indian National Congress (INC) won
a lot of seats in election and formed a new government. The new government has taken some
steps to improve the rate of gross domestic product (GDP) and decrease the inflation rate in
India. All this steps help Titan maintain in the market and perform well in the watch industry.
(Ashutosh & Netai, 2009) The profits of Titan for last few years are summarized in the table
below. Following the economic growth in India, the corruption becomes a big problem.
According to the Transparency International (2010), India is a number of 87 of 178 countries on
corruption and India gets 3.3 points, which 0 represent the most corrupt country. So, as the Titan
operates business in India, it must have a good relationship with political parties because it may
help Titan to minimize the risk on business.

Economic
India has become a populous country and it is one of the fast emerging and powerful economic
in the world. Based on the Times of India (2010), in 2008 the India per capital income is
Rs.40,141 and in 2009 it raises 10.5% to Rs.44,345. Increasing the income as well as by
increasing the purchasing power in India. As show in figure above the purchasing power in India
has been increase year by year. This reflects that many people have ability to purchase the luxury
products. Since, India is an attractive market many foreign brands enter into market of India and
affect the profit margin of Titan. This creates challenge for Titan to keep up its market share.

Social-cultural

India is the second largest population in the world with 1.2 billion people, which about 16.9% of
the world population. (BBC News, 2010) From being a backward country, nowadays India has
become a powerful country and the Indian standard of living has improved a lot. Changes in the
political and economic, has significant changes the Indian lifestyle. This lead to Indian prefers
purchase the good quality and foreign brand product. So, Titan must emphasis on quality and
create strong brand image for the product. Besides that, gold and jewellery is very important in
Indian life. Example, in India, gold is a symbol of elite status and for woman, gold is the
"Stridhan", mean property of woman. Hence, most of the Indian love to wear gold and jewellery
watch. Selling gold and jewellery watch is a potential business for Titan to gain the market share.

Technology

India has emerged into global research & development hub. Ali Sadhik (2009) stated that India
has one million knowledge and skills workers and a pool of workers are able to speak in English
which is useful in technology area. TATA is reputed organization in the India which has the
advanced technology. As Titan backed up of TATA group, it has better technological practices
than other competitors and able to produce the good quality product. In addition, with the
improve technology in India and increase the percentage of people using internet, India has
entered to Top 10 list of higher internet user in the world. (FIPP New.com, 2006) So, the e-
business will become opportunity for Titan. Even this moment ebusiness not extensive diffused
in India but Titan should invest in this area now because in the few years it will become a gold
mine.

Legal

India government has opened the market to encourage foreign investment. The import license for
watch is easy to obtain by foreign organization. This created the challenge for Titan because
many foreign brands are entering into market of India. Furthermore, by 1992, WTO has removal
quantitative restriction and reduces the import duty to 25% which earlier is 50% on import
watches. (Dahiya, 2009) This influences Titan difficult to maintain a sustainable growth because
increase the competition of foreign brand.

Business strategies: Since from the beginning Titan has been positioned as a premium brand, because it's
high quality products for its customer. Titan is struggling to have a strong brand image in UK market due
to its numerous sub-brands that caters to different segments in India. It follows different positioning
strategies; these strategies can also be analyzed as given below: Attribute Positioning: The company
launched first quartz watches to Indian market as its product. The company successfully penetrate the
market by this launch, under this strategy came Raga, Classique and Regalia. Classique positioned as
style corporate wear that leaves a quiet definite impression and qualities of function. Regalia ranger
represent the elegant-wear. Raga is an exclusive watch as positioned. The Raga and silver Raga collection
of style, delicate and feminine with each piece unique truly. User Positioning: Titan provides to several
user groups - children (the Dash), sportspersons and adventurers. The fastrack range is seen as being
modern and related to present time, reliable and sturdy. The advertising, packaging and merchandising of
this range is young, cool and vibrant. Benefit Positioning: Titan offer many deals to differentiate its
offering on the basis of superior style and attractiveness which is offered by Digital range fastrack.
Competitors Positioning: Titan had to encounter the threat with the entry of several foreign watchmakers
into the market; most the entrants are catering to the upper end of the market - Omega, Cartier etc.
Quality or Price Positioning: In the overseas market, especially in Europe where it is competing with
Swiss and Japanese watches, it is position itself as "value-for-money" (less than Swiss watches and higher
than Japanese), by giving attractively styled and of good quality.

Titan’s contribution in making “Made in India” global

PRODUCTS EXPORTED

Titan’s first foray into international markets was through the export of watch movements in 1989. The
first global footprint was placed in the United Arab Emirates — the largest market in the Middle
East.This was followed by an entry into Kuwait, Oman, Saudi Arabia, Egypt and a few key markets in
Africa. Despite competition from global majors, Titan achieved sales of over 100,000 watches within a
year of its launch.With the success of the Middle East venture, the company was eager to advance its
geographic presence.The neighbouring countries of Sri Lanka, Bangladesh, Nepal and Maldives were
identified as ideal locations.The company also moved into the Asia-Pacific markets of
Singapore,Vietnam, Malaysia,Thailand, Fiji and Philippines.

After covering these markets, the company set its sights on Europe.The company decided against the soft
option of driving its globalisation through private label exports. It launched its watches under its own
brand name in the UK market in 1993.The direct sales route was employed in the UK and the distributor-
led route in other markets.

The Mecca of Swiss watches was a huge challenge in every sense of the word.The company hired
leading European designers on a time sharing contract to design a distinctive watch collection to
spearhead its entry in the world market. It also set up a separate manufacturing facility with an annual
capacity of 200,000 watches per annum for manufacturing its range of Euro watches. After an extensive
survey of the European market, Titan found that with brands jostling for shelf space, retailers needed
good reasons to stock the brand.The need of the hour was also to create strong consumer demand. So the
company unleashed a massive advertising campaign to create brand awareness. It also participated in the
worldrenowned Basle Fairs, an annual event in which the world’s biggest watch and jewellery
manufacturers customarily participate in and unveiled its Eurowatch range at this fair.The company
received a huge amount of interest from major watch distributors and companies. Soon thereafter Titan
inducted a French watch industry veteran and the man credited with establishing Seiko in Europe, Jacques
Meyer, to the board of its overseas subsidiary TIME. Meyer had a host of distribution contacts throughout
the continent and Titan leveraged these to expand its presence in twelve European markets. It also created
a specific campaign for each market. However, the investments required for such a strategy were huge.
Also, in the time taken to launch, the initial designs had to be augmented with a new collection. So the
company went back to the drawing board and created a completely new collection for the European
market.

A few years into its European operations, the company realised that its returns were not concomitant with
the investments made.The country of origin is very important in the international watch industry.The
‘Made in India’ tag was more of a disadvantage for Titan.The cumulative losses of its European operation
touched GBP 9 million.This led the company to shape a new business model for Europe.The company’s
presence was focused on four key European markets, Spain, Portugal, Greece and UK, in which it had a
fairly large presence.All sales and marketing efforts were only on these markets. This move halved the
advertising spend in the European market.The company also decided to shift its warehouse to lower cost
locations to reduce the overhead costs and rationalize its manpower employed in managing European
operations in its subsidiary TIME. To consolidate the operations in overseas markets and provide a
unifiedthrust across countries, a new division, the International Business Division was formed in the
financial year 2004-05 for watches, jewellery and other products of Titan.The globalisation efforts of the
company rested with this division with a sharp focus on country prioritisation, market positioning and
identification of profitable business opportunities across the globe.The same year also marked the entry of
Titan into a new product category - perfumes, under the brand name Evolve, launched initially in the
Middle East region. The International Business Division launched the Titan brand in two new countries -
Kazakhstan and Yemen and its second brand Sonata in Kuwait.Today Titan watches are sold
internationally through a network of approximately 2500 dealers across the world with increasing
presence in jewellery. Plans are on to enter the markets of Pakistan and Indonesia, for which market
surveys have already been conducted
CHANGES MADE TO EXPORT ABROAD

Titan’s Global Entry Strategy Of all the operational functions, global marketing is perhaps one of the
most crucial. The success of any corporations in the days of globalization critically depends on the choice
of an optimal global marketing strategy. The Ps of domestic marketing are easily extended to the domain
of global marketing. Notwithstanding the peculiarity of global marketing, the corporations are required to
choose specific strategies with respect to product, price, promotion and people. For Titan Industries
Limited, this can be defined in the following lines: Chapter-6: Global Marketing Strategies of Titan 210
(A) Product is the first element of a marketing mix. Accordingly, any corporation must start its operations
by choosing an appropriate global product strategy. The first thing to decide is what kind of product it is
going to market – homogeneous (standardized) or heterogeneous (differentiated). The decision to market
a standardized product poses great challenges because the corporation has to decide about productad
aptations, specific to a particular foreign market. (B) If we discuss global pricing strategy. The example of
Titan fits in here as well. Prices have to be country-specific. The rate of exchange, fixed or floating, in a
given country is often taken as a constraint for designing pricing tactics and strategies. Apart from the
exchange rate, the global marketer must take care of other factors like local costs of production, transport
costs/ distribution and selling costs, local taxes and tariffs, etc. Local inflation rate is also a crucial
determinant of international prices. In normal cases, there is not much difference between domestic
pricing and international pricing. In either field, we can meaningfully talk about the contrasts such as:
Chapter-6: Global Marketing Strategies of Titan 211 (a) Cost plus pricing strategy or price minus costing
strategy; (b) Penetration price or skimming price strategy; (c) Product life cycle pricing or seasonal /
cyclical pricing strategy. (d) Sales maximizing or profit maximizing pricing strategy. (e) Internal pricing
or marginal pricing strategy; and (f) Full cost pricing or direct cost pricing strategy. These issues are
examined by the company keeping in view the compulsion of global market situation. There are two areas
of international pricing where the company needs to pay careful attention: i. Transfer pricing: This has
reference to pricing of business that takes place between two subsidiaries of the same corporation. ii.
Dumping: This is a form of price discrimination. A firm may decide to sell its product at a lower price
abroad and at a higher price at home. Much would depend upon the possibility of seepage between home
and foreign markets and demand elasticity. Chapter-6: Global Marketing Strategies of Titan 212 (C) Next
in focus is the international promotional strategy. Sales promotion is a very broad strategic area which
works through tactical operation of media planning, advertising, customer relations and the like. There is
no much difference between domestic and international promotional strategies. The basic idea is to create
product knowledge, brand awareness and brand loyalty of the customers. Existing customers have to be
retained and new customers have to be won; the market has to be procured and secured. Promotional
methods like publicity, advertising, price and non-price competition through product differentiation may
vary in detail depending upon the international markets which are being served. In promoting global
market, the ideal strategy is to develop the brand name, specific to the situation where the product
becomes ‘generic’. Titan is a good example of such generic products. (D) People are the focus of
marketing. The size of the market is determined by the number of customers. From the standpoint of the
marketing, the customer is treated as the king. In the present day competitive world, customer service is a
very important decision factor in promotion, stability and growth of a market. A company does not serve
the customers merely in Chapter-6: Global Marketing Strategies of Titan 213 terms of the product it
produces and sells, but also in terms of services particularly after-sale services it renders to the customer.
This calls for market research and distribution of customized product and services.

CHALLENGES FACED BY THE OWNERS OF TITAN

Serving consumers across segments while maintaining the ethos of brand Titan has probably
been the hallmark for Titan Watches. While staying relevant at a time when consumption
patterns are constantly changing is a challenge, Suparna Mitra, Chief Marketing Officer, Titan
Watches & Accessories, Titan Company Limited, is betting big on the premium segment, smart
bands, and customized watches to drive growth.

The watches segment is undergoing a lot of churn. While it has been an exciting phase of
growth, there have also been big trend shifts like the rise in Wearable Devices. We are tracking
the changes and it’s quite a challenge in itself to stay relevant and exciting.

Innovation plays a key role in this category-

Innovation, I would say, is an overused word and often becomes a cliché. Everything we do is an
innovation of some kind. Brands like ours can’t sell anything that is seen as old and
unfashionable as nobody will buy it. Innovation is a survival mantra that just needs to be part and
parcel of what we do; it is the way we have to work.
There are base inclusions that will be taken care of, but also advertising is a challenge as it is
very complex because of the fragmentation of consumer attention and media, as well as the rise
of social media and digital. This has made the ecosystem very complex and in such a scenario
there are two things we need to do. One is to increase the effectiveness of advertising and
communication and how we look at the changing media dynamics. Two, we need to increase our
spends on doing a lot more initiatives and actions to keep pace with the changing consumer
behavior.
Price:
Below is the pricing strategy in Titan marketing strategy:
Titan watches have diverse price range. Titan doesn’t follow just one pricing strategy in its
marketing mix. It has prices for masses which start from Rs. 350 to Rs.600. One ones which are
very popular lie in the range of Rs. 600 to Rs. 900. Titan has a premium, super premium and an
exclusive Connoisseur price segment. Each of their collection is differently designed and priced.
Titan Sonata is one of the highest selling watches in India, despite its stylish looks and amazing
features it is affordable and offers long lasting value to the consumers. The range offers
affordable prices from Rs.400 to Rs.3600. Even within the collection titan has different price
segment. Titan Raga has watches starting from Rs.2000 to 18,000. The edge collection has a
little higher price range from Rs. 9,000 to 20,000. They also offer great and reasonable prices in
pair collection. Titan also provides gift cards in the denominations off Rs. 500, 1000, 2000 and
5000.

Promotion:
The promotional and advertising strategy in the Titan marketing strategy is as follows:
Titan has successfully used marketing communication to its advantage to reposition them whenever it
was needed. They have marketed themselves through Print, television and digital media in their
marketing mix promotion strategy. Titan has had a lot of association with celebrities such as Aamir
khan, Mahendra Singh Dhoni, Vir Das and Katrina Kaif. Over the years’ Titan has come up with
excellent campaigns and advertisements. They have always kept the brand above the celebrities and
designed their advertisements around a story and crafted beautiful messages.
Titan Raga’s brand advertisements have always shown the image of the modern progressive Indian
woman and her views on workplace, motherhood, marriage etc. The advertisements are created by
Ogilvy & Mather creative agency and they have been a huge hit. To launch Titan Juxt, Titan chose
Vir das as their brand ambassador to connect with the youth which were the primary target segment
of the smart watch. To increase its brand awareness and visibility Titan has time to time sponsored
events, tied up with FM radio to reiterate its message and sales promotion. Hence, this summarizes
the Titan marketing mix.
)

4.0 Unique selling proposition of Titan

Unique selling proposition is marketing concepts that help organization to distinguish itself from
other competitor. The unique selling propositions for Titan are quality, distribution channel and
technology