SWATI THAKKAR

KU ID- 1560018
 Established in 1984
 Joint venture between TATA and TIDCO
 Headquarters in Bengaluru, India
 3rd company to produce watches in India after HMT and
Allwyn
 Diversified in watches and accessories, jewellery and eyewear.
 5th largest watch manufacturer in the world.
 Sold 150 million watches and manufacturers 15 million
every year.
 Bhaskar Bhat is the MD since 2002
Product strategy and product quality, Titan has smartly
classified its products.
 Titan Edge
 Titan Raga
 Nebula
 Sonata
 Xylys
 FastTrack
 Bandhan
 Titan segments the market on three basic criteria's being
Demographics (age, gender, income, social class),
Psychographic (lifestyle and personality) and
Behavioural(occasions and benefits)
 Nebula, Rega, Classique, Titan edge all focus mainly on the
elite group of businessman with higher purchasing power
and consider watches as a luxurious product.
 Raga Diva and Raga crystal are mainly for women who
prefer elegant styles without compromising on price.
 FastTrack(market nicher) focuses on the youth or
teenagers.
 Dash, recent introduction focuses on kids.
 Bandhan is new concept which targets married couples.
PRODUCTION LIFE CYCLE
 Concentrated strategy involves specialisation in in one
specific segment. Raga which offers elegant designs
specially for elite class of women.
 Differentiated strategy follows individual marketing
mixes for different products and brands. Titan offers
different products catering to different social class or
customer needs.
BOSTON MATRIX
 Star product (high share, high growth) Tanishq and Titan edge
 Cash cow (high share, low growth) raga collection and Nebula
 Question mark ( low share, high growth) fast track and Sonata
 Dog (low share, low growth) Aqura
 Attribute positioning- 1st to bring quartz technology to
Indian market which helped them to gain market share(
Raga, Classique and Regalia)
 User positioning- caters to all sections of the society,
children, sportsperson and youth.
 Competitor positioning-threat from international market
such as omega and Tissot made Titan reposition its brand
by providing international styled quality in Indian market.
 Price positioning- positioned as ‘value for money” or
reasonably priced with attractive styles and good quality to
compete in European market. Sonata in the lower end
segment.
 PRICING OBJECTIVES
 Survival (Titan Exacta)
 Market share (Titan Sonata)
 Market skimming(Titan Nebula)
 product quality
 PRICE RANGES
I. ₹300-2000 for youth and kids
II. ₹500-2000 for the common class
III. ₹1000-8000 for upper middle class
IV. ₹5000-45000 for elite business class
 TIME ZONE- offers different brands under one roof
providing more variety. Currently there are 1142 outlets
in 89 towns.
 WORLD OF TITAN- specially designed for the upper
middle class offering best quality high priced watches.
226 showroom in 113 towns.
 Sonata and FastTrack stores are authorised dealers
serving the masses and have heavy stocks of goods to
meet more demand.
 Advertising through television, print media and
collaboration with social networking sites. Known for
clean ads with an emotional touch.
 sales promotion in terms of discounts, sponsorship
and contests.
 Promotion based on occasions and idealise the idea of
gift concept.
 Brand ambassador for Titan is Aamir Khan, Sonata is
Mahendra Singh Dhoni and Raga as Katrina Kaif.
 Tagline for Titan- “Be more” and for FastTrack is “move
on”
STRENGTH WEAKNESS

I. Leading manufacturer I. Waterproof watches

II. Customer base II. Cheaper raw materials
III. Tapping rural areas
III. Market share(60%)
IV. Stiff competition in
IV. world class design studio international market
V. wide choice in style V. Pricing of high end
VI. Advertising products
 OPPORTUNITIES THREATS
I. Increasing scope in i. Prices of gold likely to
jewellery market. fluctuate
ii. prices of raw
II. Seasonality materials may
offerings/gift concept. increase.
III. Diversifying the iii. Competition from
brand. European market in
premium segment
market
 Titanworld.com, (2015). Titan Watches - India's Leading
Producer of Watches. [online] Available at:
http://titanworld.com/in/[Accessed 6 Dec. 2015].
 Samanta, D. (2011). A Marketing Analysis of Four Brands of
Watches: HMT, Titan, Swatch, T…. [online] Slideshare.net.
Available at: http://www.slideshare.net/asokendu/a-marketing-
analysis-of-four-brands-of-watches-hmt-titan-swatch-tag-
heuer?related=2 [Accessed 6 Dec. 2015].
 Scribd, (2015). Marketing Plan for Titan Industry. [online]
Available at:
https://www.scribd.com/doc/16258853/Marketing-Plan-for-
Titan-Industry [Accessed 6 Dec. 2015].