QUESTION 1: How did the TITAN watches change consumers

motivation in the wrist watch market? Examine the following statement:

Marketers do not create needs : latent needs pre-exist marketers.
Answer: Earlier watches were considered to be one-time purchase. They
were also considered time-keeping pieces or utilitarian products. Titan
transcended them from the realms of being utilitarian or functional units to
stylish products. They also encouraged customers to buy multiple varieties.
Behavioural change was possible because of :

Advertising & heavily promoting the idea of watch being a style statement.

Introduction of multiple varieties

Stressed on the need to have different watches for different occasions

Appointing Aamir Khan as a brand ambassador.

Visual merchandising : The dingy, old stores were replaced by state-of-art

Titan stores called The World of Titan

Producing quality watches and by providing fast and excellent service.

Earlier none of the brands had a strong personality, Titan exploited this
weakness and positioned itself as a premium brand with a global reach.

Marketers do not create needs: Latent needs pre-exist marketers:

The statement Marketers do not create needs: latent needs pre-exist
marketers can be verified from the case provided:
From the deep market research Titan conducted it found out that Indian
consumers preferred Foreign-made watches over their Indian conunterparts.
It found out that the reason for the same was that they were not only
perceived to have better quality but stylish also. In India, era of late 80s was
marked by hedonism. People were becoming trendier and more fashion
conscious. Even customers desire of buying a durable, timeless watch shifted
to buying a classic and elegant timepiece. Titan sniffed this opportunity and
brought out stylish pieces in different varieties, features and price-range.

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QUESTION 2: How can a product manager of wrist watches use possible

research findings that the Indian market is willing to buy a high priced
Indian made watch when he hears that the same company has a global
reach ? The issue is that of convincing the outer-directed consumers
who are high on innovativeness to acquire an Indian made watch with a
low perceived risk.
Answer:

The product manager of wrist watches can convince such

customers in the following ways:

1)

Appointing a brand ambassador having a global appeal.

2)

Should emulate the superior foreign brands in quality and style. Go for
quality certifications.

3)

Provide quick and excellent post-sale service.

4)

Position yourself as premium brand with global reach.

5)

Introduce various varieties with different features and different brand

name.

6)

Showrooms and service centres should be made world-class that

reflect an air of luxury and quality.

7)

Innovate continuously.

8)

Staff should be well-dressed, conversant in English and well-trained.

9)

Associate directly or indirectly with an international event and publicize

about this association through domestic media.

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QUESTION 3: What kind of emotional message will Titan choose to meet

consumers changing desire from durability to sophistication?
Answer: Titan should choose one of these emotional messages to meet
consumers changing desires :
Because you deserve it:
Advertisement should start by showing a girl (middle class), in her 20s, gifting
her dad (teacher) a watch on his birthday. When he opens the gift he finds it
to be an expensive Titan watch. He scolds his daughter for buying such an
expensive gift. Daughter calmly tell him Papa ! Because you deserve it.
Man breaks into tears.

During Festive season (Diwali, Onam, Chritmas) showcase advertisements

where their product is creating & sharing happiness across faces, Watches
which impresses everyone with its style and design.
Playing EMOTIONALLY:
Titan now is trying to be more contemporary and more relevant to the
consumers by establishing more firmly in the minds of the consumers. "Be
more is the new concept of Titan and it attempts to build a larger life connect
between the Titan brand and consumers.

Titan is changing its portfolio by shifting its focus from product attributes to the
earning, emotions, experiences and aspirations. The Titan aviator is inspired
by world war IInd fighter plane, Titan Octave by cockpit of formula one car and
Titan Raga Diva by beauty and sensuousness.

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QUESTION 4: How personality be associated with watches?

Answer: Personality can be defined as the unique dynamic organization of
characteristics of a particular person, physical and psychological, which
influences behavior and responses to the social and physical environment.

A variety of different self-images have been recognized in the consumer

behavior literature for a long time. Those kinds of self-image are:
1) Actual self image (how consumers in fact see themselves),
2) Ideal self-image (how consumer would like to see themselves),
3) Social self-image (how consumers feel others see them),
4) Ideal social self-image (how consumer would like others to see them).
TITAN: Elegant corporate wear, Life-style watches
Personality is an internal intangible facet which forms the character, soul
and brand personality which are relevant for brands.
TITAN: A complement to dress than just a time showing machine
Relationship is an exterior facet with tangible and intangible areas, and
defines the behaviour that indentifies the brand - the way the brand
connects to its customers.
TITAN: Watches as a practical luxury with a function other than beauty
Culture is an internal intangible facet to integrate the brand into the
organization which is essential in differentiating brands.

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