TITAN (watches)

PRESENTED BY : SHIVANGI SHARMA

MBA SPECIALIZATION 2nd Sem.
 Introduction
• Established in 1984.
• Joint ventured between Titan & TIDCO.
• Founder: Xerxe Desai.
• CEO- Bhaskar Bhatt.
• Corporate office: Bangalore.
• Largest watch Company In India.
• 5th Largest Watch Manufacturer in the World.
• Introduced quartz technology with international styling.
• From “Titan Industries Ltd” to Titan Company Ltd- aug 2013.
• Ranked 21 in the “most trusted brands of India.”
• Market Share: more than 60% (watch Market)
Titan Collections
• Titan Edge: The world's slimmest watch.
• Titan Raga: For Today's Affluent woman.
• Nebula: Solid 18k Gold and precious stones.
• Sonata: India's largest selling watch brand to suit the common man's
wallet.
• Xylys: A Swiss-made, Designed watch for new age achiever.
• Fastrack: Watches created for trendy youth of today
• Retail: Acess to premium brands
• Helios: India's multi brand watch showroom
 Vision

• “We create elevating experiences for the people we touch

and significantly impact the world we work in .”
Mission

• “We will do this through a pioneering spirit and a caring ,

value -driven culture that fosters innovation, drivers
performance and ensures the highest global standards in
everything we do.”
CORE Products
World Of Titan Showrooms
Major highlights of its Success
• 247 exclusives “World of Titan” showrooms in 110 cities
• 12000 outlets in 2500+cities
• International presence in 30 countries
• Manufactures 8million watches, 1.5 lac pieces of Jewellery
• 700 after sales service centers
• A world-class design studio (R&d) that constantly invents new trends
in wrist watches
Titan today
Customer Relations Management
• Titan has given a headway in CRM.
• Implemented no. of small, yet significant measures.
• Watches Care Centre's :
1) Receptionist - Local language
2) Posh showrooms
3) Late working hours
4)No Lunchtime
5)24Hrs. Voice mail
• Increased Consumer Loyalty and Brand Awareness
CRM Strategies
CRM Strategies to Acquire, retain
and external Customer are :
• Feedback
• Membership Cards
• Delivering higher value
• Potential customer data bank
• Differentiating from rivals
• Advertising and promoting
• Social customer
CRM Strategies By Titan (Signet Programme)

• Titan launched “The Titan Signet '' in may 1995 at exclusive World Of Titan .
• The Titan Signet is a select club that recognizes the loyalty of customers at
World Of Titan Showrooms.
• It is designed to give these select members, exciting rewards as well as tangible
benefits in recognition of their loyalty to the World of Titan Showroom.
• These rewards and benefits increase in value as the members increase their
purchase from any World Of Titan Showroom or Titan watch care center
participating in the Signet Programme.
• The Titan Signet also provides a platform for direct Feedback From these
valued customers.
• The key for availing rewards and benefits is the Titan Signet Enrolment And the
Titan Signet membership card.

• You win some .... and then you win some more. That's the idea behind the signet
rewards Scheme.

• Any customer At The World Of Titan can become a member of the titan Signet if
he/she has bought:
1) Any single product worth Rs 2000 or more.
2) Any Titan Raga Watch (Irrespective of price )
3) Any Fastrack watch Or eye Gear worth Rs 995 or more
4) A total bill value of Rs 3000 or more which may include Titan Gift Vouchers.
Service Policy
Service excellence
Sustainability of reputation comes from service excellence.

• Service Offered
1. Service/overhauling of the watch
2. Replacement of required spare parts
3. Battery replacement
4. Replacement of strap/ bracelets
5. Stand by watch facility
6. Home Delivery Facility at normal Cost
7. Extended Maintenance warranty
Unique Selling Proposition

• An Indian Company offering International Quality

“Be more” concept

• Titan is changing its portfolio by shifting its focus from product

attributes to the yearnings, emotions, experiences and aspirations by
introducing new products
Manufacturing Facilities
Values of Titan

• Customer first
• People make the brand
• Culture and Teamwork
• Creativity and Innovation
• Passion for excellence
• Corporate citizenship
Titan Innovation Engine

Titan Innovation Engine

Process + Toolkit
=
Innovation as a way of life
 Promises
Pioneering innovation, international design ethos, customer-oriented
values and top-notch services have always formed the cornerstones for
brand Titan

• International styling
• Unparalleled post sale services
• Mark of quality
Market Share of Key Players
Meeting Customer Expectation
• Offering Quartz technology with international Styling
• It brought international Brand into Indian Market. eg. : Tommy Hilfiger
• Integrated supply chain management changed the way the watches are
designed, manufacture and marketed.
• Understanding the Indian customer's psyche.
• Best quality material and watches offer long-lasting value t customer
• Titan follow 3R's
1) Repair the hurt feelings of customer
2) Repair the watches
3) Repair damage to Titan Reputations
Retain Loyal Customer
• Titan's loyalty Signet Program- where customers can redeem their points is a
part of Titan's effort to retain And Value its loyal Customers
• Titan industries' Service centre network is Committed To deliver a satisfying
post-sales experience to all the customers.
• A post service follow-up (for major repair Activity) is mandatory to complete
The life cycle of customer satisfaction.
• Signet Operation From s part of the quaterally appraisal for their showrooms,
thereby ensuring that they earn more marks on their efficient and effective
performance.
• A Grievance re- dressal system is in place to ensure that our valued
customers are responded to within stipulated time.
Building Customer Loyalty

• Trained Showroom personnel

• Tracking of enrolments in the program are tracked on a monthly basis
of each showroom, along with data on purchase made by signets
members who have returned to the showroom to buy again.
Transformation of satisfied to loyal customer

The role of salespeople in the world of titan is both building and

promoting relationship

The basis promise of titan's service program is to offer superior value to

customers in an effort to turn prospects into customers, customers into
satisfied customers, satisfied customers into loyal customers.
Dealing with Complaints
• Having the skills to interact with different types of people. Trained in
methods of interaction and in different style of communication.
• Be customer-centric. Let the customers know that they have been
understood.
• Express regret
• Resolve conflicts- Accommodation, Compromise, Termination
• Follow-up and prevent Recurrence.
• Keep in touch and listen to customer
Complaint Handling Technique
• Titan realized that relationship with its customers just starts with the
customer buying its product.
• Set up after sales service & support center called 'Watch Care Centers
through out the country.
• It includes: Decent Seating -A/c, Drinking water, Magazines, Browsing,
Pleasant music, Education posters, See through repair shop to let
customer know what is taking place.
 Front Performance Important Programme
• Recruiting right Person for the right job.
• Training Given to ensure high Quality Customer Interaction. Such as:
1)Greeting the customer
2)Problem Understanding
3) Resolving doubts & quarries
• The Quality of service was maintained by monitoring & measuring their performance
• Customer satisfaction was measured through a feedback from
• Value addition by offering stand by watches in case of long repair times and home
delivery.
• Feedback from customers on their experience was solicited.
Customer Retention Strategies

• Welcome
• Reliability
• Responsiveness
• Recognition
• Personalization
• Reward Strategies
A Welcome Strategy
• The organization's Appreciation for the initiation of a relationship.
• Creating A delightful Superise, making a good first impression
• First Touch: Additional Customer information
• Reassure the buyers that they have made the correct choices.
• Treat like a first date. Don't overdo it.
Reliability
The organization can repeat the exchange time and time again with the
same satisfying results.
• Keep promise
• Ensure consistent Quality
• Continuous Promotion is still the key.
Responsiveness
• The Organization shows customer it really cares about their needs
and feelings.
• Loyal employees create loyal customers(Internal marketing).
• Customer-contacted employees should have the authority as well as
the responsibility for date to date operational activities and CRM
decisions.
Recognitions

• Special Attention Or appreciation that identifies someone as having

been known before.
• People respond to recognition.
• Recognition and appreciation help maintain and reinforce
relationships.
Personalization
Use CRM system to tailor promotions and products to the specific
customers.
• Offer engine: Take customer data after it is analyzed and applies it to
create the offer or message that is appropriate to the individual
customer. Ex., My site, Click stream analysis, free ride, etc.
• Identify how customer will be able to interact with the organization.
• General contact , product return, technical report, service
representative, change a mailing address.
Reward strategies
• Frequent, best customers.
• Partnership Management program
• Switching costs : financial penalty, time, loss, Psychological barrier
• Discounts, Suitable Offers, gift vouchers, Coupons etc.
Resolve Conflict
A disagreement in which the view of the customer and the organization
appear to be incompatible.
• Accommodation: a settlement that emphasizes cooperative behavior.
• Compromise: Mutually acceptable middle ground that is Somewhat
satisfactory to both parties.
• Termination.
When the respondents wish to buy a Product of
Titan company
The level of satisfaction of products
manufactured by Titan company
Customers buying decision most influenced
by :
 CSR Related Projects
• Employing the Physically Challenged
• Women's Empowerment
• The Titan school and the Titan Foundation for Education
• The Titan scholarship
• Community Development Forums - Eye Care Camps , Aids Awareness
Programs for the Differently abled- No tobacco Drive , Children's programs
• Partnering with NGOs like CRY, Conern India and Ashraya
• Improving the quality of life for children the TATA -TCCI -TITAN Bal Bhavan
Children's park Projects at Cubbon Park, bangalore