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V Compiled by:
V Roll no:-7 Raviranjan
V Roll no:-31 abhishek yadav
V Roll no:- 1 dikshit Parekh
V Roll no mary dutt
V Roll no:-25 Ruchita Mishra
V Roll no: Omkar sinde
V VlectronicWatches were introduced in the
world market in the early seventies. They
came to India in 1979 but had to be
withdrawn due to problems with the
product. HMT Ltd (HMT) introduced its
electronic watches in 1981 and was followed
by Hyderabad Allwyn Limited
(Allwyn).Organizations such as Vlectronics
Corporation of Tamil Nadu (VLCOT),
V ãemi Conductor Complex Ltd. (ãCL), etc.
introduced watches but were not successful.
By mid eighties many smaller companies,
originally manufacturing mechanical
watches, diversified into electronic watches.
V In 1987 Titan Watches Ltd. (Titan) a joint
venture of Tata ãons and TamilNadu Industrial
Development Corporation entered the
market and shortly established itself as a
major manufacturer.
' Titan Industries is the world's fifth largest and India's
leading manufacturer of watches. The company has
manufactured more than a 100 million watches till
date; and has a customer base of over 80 million.

' The brand Titan is committed to offering its

consumers watches that represent the compass of
their imagination. The new brand philosophy of Titan,
encapsulated in the words "Be More", touches this as
well as all other aspects of the brand.
' The Titan brand architecture comprises several
collection and subîbrands, each of which is a leader
in its segment. Notable among them are: Titan Vdge
The world's slimmest watch which stands for the
philosophy of "less is more´.

' Today, the Titan portfolio has over 60% of the

domestic market share in the organized watch
market.
V TitanIndustries is the organization that
brought about a paradigm shift in the Indian
watch market when it introduced its
futuristic quartz technology, complemented
by international styling.
V Witha license for premium fashion watches of
global brands, Titan Industries repeated its
pioneering act and brought international
brands into Indian market.

V Vnteringthe largely fragmented Indian

jewellery market with no known brands in
1995.
V ãoTitan, backed by world-class quality
created at a world-class plant located just off
Bangalore, backed by the Tata name, was
launched into the Indian market on the back
of these new rules. Today, in early 21st
century India, it is taken for granted that a
watch is a fashion accessory.
V Titan's quality record is impressive, its sales and
service network is wide and deep, and its network
of exclusive showrooms, The World of Titan, is one
of the most prestigious and visible retail brands in
the country, offering world-class levels of
shopping comfort and customer service.

V What is truly amazing about Titan is the sheer

scale of its offering and the consequent choice it
offers to multiple segments across taste, age and
economic background.
V Vven the early range had distinct offerings for
different requirements: formal watches (gold
plated cases with fine leather straps) for the
executive, dress watches (gold plated cases
with ornamental gold plated bracelets) for
those with a preference for jewellery, rugged
watches (all steel watches with a skew to
functionality) for those whose usage
demanded a certain durability.
V The industry was dominated by the public
sector which had brought in watch
manufacturing into India, enjoyed tremendous
goodwill in the market, but had not really
invested in evolving itself and its consumers:
styling still remained basic, choice was
limited.
V ãub brands under titan
V Timex
V Titan raga
V Raga crystal
V Raga floral
V Chocolate
V Vdge
V sonata
V Fasts rack
V Xylus
V Heritage
V nebula
V HMT
V Maxima-quartz
V Rado
V Casio
V International level:
V Vspirt
V ãwatch
V Citizen
V Tag heuer
V ãeiko
V Cartier
V Giordano
V Fashion Houses:
V Dkny
V Gucci
V Adidas
V Nike
V Bvlgary
V New range of Titan watch purple.
V exotic and elegant for every class.
V solitaire and diamond coated.
V To be launched in Dashera 2010..
V UãP:-skin friendly. Weight regulation and BP controller,
everything in 1 watch.
V ãtarting from 25,000.elite edition.
V Normal leather belt 1000.
V Pure solitare:1lac
V Mixture of diamond and soliatre:75,000
V Only purple:15,000.
V Offers: buy 1 pure solitaire and get 1 mixture
of diamond and solitaire coated watch free.
V Normal leather belt costs 1000 only with all
the features.
V To be launched in mumbai,taj hotel. On 17th
October 2010.
V Brand Vndorser: Ranbir Kapoor, Katrina kaif.
V To be promoted online ticker ads, on yahoo.com,
google.com
V Tvc commercial by ranbir Kapoor and Neil Nitin
Mukesh, Amrita Rao.
V At prime time (7.30-11.00p.m.) on 5 main
channel.
V ãtar plus
V Colors
V ãony
V Zee TV
V Ndtv imagine
V newspapers:-The times of India
V Hindustan Times
V Magazines :FHM, Cosmopolitan ,vogue.
TITAN PURPLV.
V Titan watches launches its new ranges of
watches ´TITAN PURPLV for classes as well
as masses.
V Purple will be launched on 17th October
2010.
V Titan has made sure that its range of wrist
watches have essential features that is
required for people to know like BP
controller,weight scanner,diabets check.
V In this century a person doesn't have time to
take care of their heath therefore titan
thought of an innovative product which takes
care of your health with just a touch of your
pulse.
V The success of titan has been remarkable it
will now take into consideration the effects of
pollution. be it women, men or juvenile.
V This will give anew trend in the market when
you look at the watch you can now even look
at your wight,BP,daibets and weather.
V|

 
 
 



V HMT19%
V Maxima13%
V Rado7%
V Casio3%
V p  |
 
 
V Current marketing objectives of TATA is to
strengthen India·s Industrial base through the
proper utilization of resources like employee and
materials. Besides, the company seeks to reach
the height of excellence atmosphere which is free
from fear and threat.
V a

 
  
V Titan Industries achieved significant growth during
the year ended 2007-08. Watch segment sales also
grew by 17.2 per cent to Rs 918.7 crore. All brands
of the company have performed well and new
introductions in gents· watches, the Raga Crystal
for ladies.
V Titan purple will be one for everyone.
V Its exotic design and features will create a
mark in watch industry.
V The current market is flooded with sub
brands of titan watches. this new range will
set a bench mark fore its competitors.
V Demographic segmentation
V Gender: male, female
V Age 10 to 60
V Income: relatively middle class, upper
middle class and elite class.
Geographic segmentation:
Country: across the world
Urban, suburban, rural, national and
international
Climate: every kind of
V Behavioral segmentation
V Lifestyle :elite, youth, aged. heath conscious
people.
V Benefit segmentation
V The product shall benefit everyone and there
will be les number of diseases around the
world.
V Titan purple will change the watch the world
looks at.
V ãtrengths
V Brand name titan
V For class as well as mass
V Has BP controller, weight monitor ,diabetes
check, weather forecast.
V ãolitaire and diamond coated as well as
simple leather belt.
V For kids also.
V economical
V Weakness
V Colors are very gurly like pink, purple.
V Men might feel awkward.
V No specific features for kids
V Oppournities
V International proclamation.
V Outcast even international brands as it has
many features that generally a wrist watch
doesn·t have
V Wall clock for the same shall be introduced
after the success.
V Threats or trends

V Competitors might copy the idea.

V Competitors might decrease their price
V Titan's sub brands itself.
V Youth appeal will e there
V More and more middle age men and women
will prefer buying this watch.
V|
   
V Marketing plan basically implemented on the
basis of market segmentation .
V We have gone through the target market
segment which basically include
V High income class
V Š  :
V To sustain the brand name titan and give its
customers every range of watch under one
branch.
V |  
V This product will not only show you the time
but also show you the climate, weather
forecast ,BP controller, diabetes check. a
product designed for class and mass.
V|
 
 

V Titan industries in watch holds 70% in Domestic

level and 60% in ãhare in organized sector
market.
V Companies the marketing objectives is to
increase in market share by 5% .
V Before implementing the of marketing strategies
we must have to focus on certain things ,which
include the BCG Matrix representation.
V Titan industries has registered an Income of
Rs.1,104.85 crore as compared to previous year
which was Rs 7,25.11. In all the income the
Titan industry had contributed Rs.3,03.45 crore.
V Titanpurple, marketing mix consists of pricing,
distribution, advertising and promotion and positioning

titan has been priced according to ever

V a


customer·s wants and needs,luxury.starting from
15,000 to 2 cr.

V The price is low as compared to the competitors

V  
 : Product would be launched in all metro

cities in India and would also be available
internationally

Va
   the packaging will be in velvet gold plated
box, for each range of titan purple. The authentic
packaging will attract the customers.
V Titan has always been among the top brands
in India. however it has always tried to
target the mass as far as concerned.
V The international brands of titan have been
very expensive and only classes could afford.
V Titan purple is elegant, authentic, stylish,
informative yet for everyone, it is positioned
for class and mass.
V Its unisex. Vven kids can tie on their wrist.its
safe,skin friendly
V The metal does not harsh the skin.
Titan purple

Change the watch to the world looks at«

V Vlectronic media:approx 3cr
V Print media:1 cr
V Promotional events:1cr
V Production and distribution cost: 50 cr.
V Total cost:55 cr.
V V



V 
 time 7.30 to 11.00 pm
V Colors:Monday,tues,sat ãunday,wed:90,000per day.
V Zee TV: thrus,fri sat,ãunday,mon,tues:40,000 per day.
V Ndtv imagine:everyday:60,000 per day.
V ãtar plus: Monday, Tuesday ,Friday, ãaturday
sunday,75,000 per day.
V The accurate time cannot be calculated as ads are
booked and there is no guarantee that the ad shall be
aired on that particular time.
15 times titan purple will be aired on each channel.
during prime time.
3 sec advertisement.
Total cost:-6,95,000,00
V The Times of India
V Hindustan times
V Below the fold on right hand side.
V On sat ãunday ,Monday ,Tuesday.
V 30,000each day.
V Hindustan times:20,000 each day .everyday
till diwali.
V Complete booklet of titan purple to be given
with TOI and HT.
V Booklet printing cost:1,00,000.
V Magazines
V FHM:-double fold: glitter gloss paper:95,000.
V Cosmopolitan: bread spread, paper quality
thick glossy:80,000.
V Vogue: page no 25,gliter thick:70,000.
V India today: last page:50,000.
V Internet ticker ad on yahoo and google.1 per
hour. to be broadcast twice each day.
V Total:-4 lac each day. till diwali on internet.
V Media expenses:-61,15,45,000
V Marketing expenses:-1,00,00,000
V Production expenses:-55,00,00,000
V Total expenses:-1,16,25,45,000
V Marketing management by Philip Kotler
V www.titian.co.in
V Images courtesy Google images.com