MARKET STRATERGY OF

Industry Overview
 HMT first Indian brand to launch watches in India in
1961
 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 for many
foreign brands in the Indian market viz. Tissot,
Swatch, Omega, Rado, TAG Heuer, Rolex, etc
Key Players

Indian Brands Foreign Brands

 HMT  Cartier
 Titan  Piaget
 Timex  Omega
 Westar  Tiffany’s & Corrum
 Shivaki  Gucci
 Maxima  Longines
 SITCO  Casio
 Citizen
 Tag Heuer
 Espirit
Market Share of Key Players
Titan( Brand)

 One of the giant gods in Greek mythology who preceded

the Olympian gods.

 The largest moon of the planet Saturn.

 Established in 1984 as a joint venture between Tata Group

and Tamil Nadu Industrial Development Corp.
4 P’s of Titan
PRODUCT
 Titan for the premium segment
 Fastrack – focused 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 of which is

a leader in its segment. Notable among them are:
 Titan Edge – The world's slimmest watch which stands for the philosophy
of "less is more"
 Titan Raga – the feminine and sensuous accessory for today's woman
 Nebula - crafted in solid gold and precious stones and
 Several other collections like Wall Street, Heritage, Regalia, Octane,
Orion, Diva, Zoop, WWF and the Aviator series, all of which form a part
of the Titan wardrobe.
Product Length
PLACE
 The World of Titan

 Direct Dealers

 Time Zone & Non-traditional Outlets

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)
PROMOTION
- Aamir Khan as brand ambassador
- Mahendra Singh Dhoni for Sonata
- Rani Mukherjee for Raga
- Festival Offers
- Creative Advertising
Positioning
 Titan has been positioned as a premium brand, providing
high 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.

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.
Reason for the decline for Titan
 Sales are decreasing due to other international brands

 People feel it’s a very conservative brand.

 Rapid change in technology is not being incorporated into

the brand compare to other brands
Repositioning strategies
 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
Time is money & money is

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