Guess ?Guess ?

1950s

1950-70s

1970-80s

1980s-till date

Indian Watch IndustryIndian Watch Industry

Titan Industries is the world's fifth largest and India's leading manufacturer of watches. It has several popular brands in its fold including Heritage, Aviator, Regalia, Octane and WWF

The Titan portfolio has over 60% share in the domestic market

Share in the organized watch market. To ensure a dominant presence in the market, the company has showrooms in every nook and corner of the country that caters to the needs of every segment of the people.

To be a world-class, innovative and progressive organization and to build India’s most desirable brands.     

To create wealth for all our stakeholders by building highly successful businesses based on a customer-centric approach, and to contribute to the community.

Total customer orientation Employee appreciation Performance culture and teamwork Creativity and Innovation  Passion for excellence       Corporate Citizenship

Innovation Quality Creative Advertising

Aamir Effect ‘Catalogue’ Advertising

Retail Stores Cutting Edge Technology

• Creation of Edge Slimmest commercially available watch “in the universe”.(thickness: 3.5 mm)

Four years of intensive R&D.

Produced indigenously.

Received Best Design Award in Lifestyle Product Category• Organized by Business World.

Certified under ISO 9001 in Dec.’94

ISO 14000 certification in 2002

TS 16949 certification in Feb ‘05

Aamir Effect Created by TVC. TVC introduced in Oct. 2004. Sales soared exponentially.

Catalogue Advertising Used effectively to merchandise new

models. Newspaper “Cuttings”.

ALL INDIA10000

Dealers2300

Towns

World Of Titan177

Showrooms104

Towns

Time Zones119Multi-brand-stores

90Towns

Service Centers616

Centers314

Towns

The Design Studio:– Excellent Watch and Jewellery design.– Has international award winning designs to its credit.

Sophisticated Design & Development Centre – Advanced Pro-E workstations and prototyping facility.

Every Ford Mondeo car rolling out of the plant in Genk, Belgium has a Titan Clock.

INTERNATIONAL BUSINESSINTERNATIONAL BUSINESS

One of India’s first companies to market a consumer brand overseas.

Now present in 26 countries outside India Among the top 3 brands in some Asian countries Selling 650k watches annually with increasing presence in

jewellery. Total export sales of over Rs 100 crores in 2006-07 Ranked No.3 amongst the top Life style Brands in the watches

category by Business Today ( Oman) for the third year in a row

655

784919

0

200

400

600

800

1000

Incom

e in R

s. Cr.

2005-06 2006-07 2007-08

Year

Watches

87

132

202

0

50

100

150

200

250

in R

s. C

r.

2005-06 2006-07 2007-08

Year

PBT

7494

150

0

50

100

150

200

250

in R

s. C

r.

2005-06 2006-07 2007-08

Year

PAT

328 338 327

0

100

200

300

400

in R

s. Cr.

2005-06 2006-07 2007-08

Year

Watches

218500

1018

3530

4400 5300

0

1000

2000

3000

4000

5000

2002-03

2003-04

2004-05

2005-06

2006-07

May-08

Market Cap.

Crossed

Billion $

Competitive factors

Technological factors Social factor Economic factors

Michael Porter Model

Product type convenience specialty

Segmentation of TITAN Watch Market segmentation Based on user category Competitive prices

Edge Raga Octane Zoop WWF Heritage Orion Nebula Sonata Exacta Titan Bandhan watches Spectra Dash Regalia Fastrack Royale Classique xylus

Introduction : WWF, Orion, Zoop, Diva, OctaneGrowth: Nebula, Insignia, Raga, Royal, Regalia, Edge etc

Maturity: Sonata, Fastrack, Dash

Decline: Aqura

World of Titan Showrooms Time Zone Traditional Outlets Non Traditional Outlets

TITAN PRICING• Pricing Objectives

1. Survival (i.e. Titan Exacta)

2. Market share (i.e. Titan Sonata)

3. Market skimming (i.e. Titan Nebula)

4. Product quality

• Pricing method

1. Product line pricing

2. Promotional pricing

• Application of pricing strategy

1. Lower segment

2. 1000 plus segment

TITAN Citizen

TimexRs 500 1000 2000 4000 5000 30,000 +

Formal / Classic

Fashion/Sporty

Sonata, HMT,Maxima

Espirit, Swatch Fossil Giordano, DKNY, Carrera Tommy Hilfiger

Raymond WeilTissot

Omega,Rado, Longines

Tag Heuer Hugo BossC Dior

Price

XYLYS

10000

Nebula

PROMOTION:-

1. Advertising2. Sales promotion3. Public relation

• Advertising media:• Television• Print• Internet

• Titan brand ambassador:

• Titan Brand: Aamir Khan • Sonata: Mahendra Singh Dhoni• Raga: Gul Panag, Rani Mukherjee• Xylys: Rahul Bose

Titan tagline: Be more

Fast track tagline: How many you have?

Public relation

•Gift concept

•Promotion On Occasions

Sales promotion

•Sponsorship

•Seasonality

•Promotion through Contests

STRENGTHSSTRENGTHS Watches as a fashion accessory

Quality or price positioning

Brand image

Market segments with large potential: women, youth, children, sportsmen, the budget-conscious and, of course, the big spenders.

Customer value and offered after sales service in a showroom environment.

WEAKNESSESWEAKNESSES

Main USP is low cost watch.

Lack of futuristic approach

Lack of flexible thinking

OPPORTUNITIESOPPORTUNITIES

Nearly 34 million watches are sold through gray market channels.

Currently, sales in India stand at an low number of 25 watches per 1,000 people, compared with 250 watches per 1,000 people in a developed society.

Exchanging offer

Rural market

THREATSTHREATS Too many players will dilute the market &

the profit margin

Low priced China watches

Mobile phones.

They have reason to be confident. The Indian watch market is currently estimated to be around 42 million

units, of which only 15 million units are from the organized-retail players Titan leads the pack with a lion's share of around 11 million units across its

watch portfolio of four brands: the flagship brand Titan (mid- and premium segments), Sonata (the budget segment), Fast Track (the youth segment) and Xylys (Titan's top-end, Swiss-manufactured brand).

"Super Fiber." range is priced below US$10. A Cricket Connection-Mahendra Singh Dhoni hails from the small town of

Ranchi.

ConclusionConclusion The opening of the Indian market and the arrival of premium

Swiss brands has certainly led to Indian consumers being exposed to global brands, styles and various price levels. To the Indian consumers, the high price of Swiss watches has helped them to realize the value of Indian brands, particularly of Titan, which offers equivalent quality, but at lower prices and with better distribution and service. Titan has shown its differentiation, and customer centric approach which helped them to get the market.