Titan vs. Timex_IMC

8/8/2019 Titan vs. Timex_IMC

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TIMEX

VS

TITAN


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Group Members

Omkar Inamdar 70

Smitha Nair 80

Mugdha Parab 81 Sowseelya Pedamalu 84

Krunal Punjani 86

Avanti Shirsat 96


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Flow of presentation

Introduction to the company

Product mix

Target audience profiling Positioning

Communication strategy

Comparison

Suggestions


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TITAN

BE MORE


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TITANBE MORE AD


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About TITAN

FOUNDED IN: 1987

JV between TATA GROUP and TIDCO

World's fifth largest and India's leadingmanufacturer of watches.

The company has showrooms in every nook

and corner of the country that caters to theneeds of every segment of the people

65% market share in organized sector.


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PRODUCT MIX AND SEGMENTATION

Brand Segment

Dash! Kids

Sonata* Low-end

TitanSynchrony Clocks

Fastrack Corporate (Semi-formal)

Exacta Daily wear

Classique Corporate (Formal)

Spectra Corporate (Semi-formal)

Royale Daily wear

Technology Sophisticated multi-functional watches

Raga Ladies

Regalia Affluent businessmen


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POSITIONING

Titan has been positioned as a premium

brand, providing high quality products

Attribute Positioning:

First to bring Quartz (Raga and Regalia)watches to

the Indian market. This helped to penetrate the

market and gain a market share


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Benefit Positioning:

The Fastrack Digital range offers the customer a functional watch thatis attractive and has superior style.

Competitor Positioning:With the entry of Omega, Tissot etc into the market who are catering

to the upper end of the market titan has tried to reposition itself byincreasing the price range.

Qualityor Price Positioning:

In Indian market, Sonata is a perfect example of Price positioning,titan came up with this segment when it was facing heavycompetition.


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Communication Strategy of

TITAN


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Advertising company

OGILVY & Mather Advertising (O&M), is theadvertising company which has handled theTitan Watches account since its launch in 1987

O&M has handled the creative strategy anddevelopment for the brand, and launched a

number of campaigns for Titan. For Fastrack brand the ad agency is Lowe

Lintas


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Advertising Budget

In 2006-07: 100 crores

In 2007-08: 120 crores

In 2008-09: 150 crores

In 2009-10: 180 crores

For 2010-11 it is estimated to be about Rs 220

crore


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In 1987, the company was known only for the parentbrand

Through the 1990s, the company introduced severalcollections and sub-brands for different segments of the

market Though innovative and appealing, the marketing and

communication efforts of these sub-brands were notintegrated

Initially, they were advertised under the mother brand,

but with the development of the market, it becamenecessary for TIL to develop separate communicationand marketing campaigns for its sub-brands


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Communication mix consists of:

Advertising

Salespromotions

Storepromotions


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Advertising

Titan chose to invest heavily into showcasing all the

innovations to the consumers through advertising.

Advertisingmedium used:

Television

Print

Internet

Radio

Outdoor


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Advertising

Giftconcept

In the early nineties, Titan chose to develop the"Gifting" market

A set of 3 films were developed around 3relationships, where the gifting of a Titan culminatedin a moving personal moment and a strengthening ofthe bond between the protagonists.

Helped build a good-sized gift segment for Titan Became Titan's Theme Campaign, building strong

emotional values for the brand


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AD OF MARRIAGE


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Advertising

Promotiononoccasions

A series of Ads with local flavour was created

and released which became a big hit For Onam in Kerala, Puja in Bengal

The company initiated a TV ad campaign titled

Dil se, Shaan se with its brand ambassadorAamir Khan on the occasion of Diwali


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SHOW AD WITH LOCAL FLAVOUR ONAM IN

KE

RALA


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Other occasional promotions

Initiatives such as dealer and consumer

promotions are held seasonally

At the time of festival, like Diwali Titan promotes

Nebula, Bandhan because there is demand for

the products.

Gold watches and pairs are the like as a wedding

occasion. The fast track brand is promoted in month of

June-August when schools and colleges re-open


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Celebrity endorsements

Aamir effect

Created by TVC introduced in 2004

Sales soar exponentially

There is a perfect fit between Aamir and Titantheir stature, timelessness, and the love andtrust they both share with the people, both

nationally and internationally, makes this anideal partnership

Style Concept of matching watches toclothes


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TVC OF AAMIR KHAN


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Other Brand Ambassadors

Sonata: Mahendra SinghDhoni

Raga:Gul Panag, Rani Mukherjee

Xylys: Rahul Bose,Sara Mohan

Fastrack: John Abraham


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Catalogue Advertising

Trademark of Titan

used effectively to merchandise new models

catalogue ads helped the customers to shopoff the page and almost decide which model

they wanted to pick

Retailers also became used to seeingcustomers walking into shops with newspaper

"cuttings", asking for the models shown there


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Other Creative Touch points

Titan logo:

Titantagline: Bemore

Fasttracktagline: Moveon

Musical Advertisements:The Titanmusictrack

the segment from Mozart's 25th Symphony hasarguably become Indian Advertising's most memorable

track

the most liked advertising track in the Zee TV survey


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Outdoor Campaign

Titanoutdoorcampaign 2008 Titan and World Wildlife Fund (WWF) India

announced a tie up to celebrate World EnvironmentDay and launched an exclusively designed range of

watches inspired by six endangered species thetiger, the Indian rhino, the Ganges River dolphin, thered panda, the whale shark and the Olive Ridleyturtle.

It dwells on the importance of wildlife conservationand targets youngsters who are sensitive towardsanimals

The outdoor campaign has been supported by

television, print and radio


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Delhi University metro stationRajiv Chowk metro station


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Outdoor advertising

TITAN hoardings display its prominence in thestreets of an urban city

Hoardings with attractive, clear, simple but

catchy slogans are put up and a particularproduct or some times the name TITAN ingeneral

One of the hoarding promotes the WorldWatch where the hoarding states MADE ININDIA CHERISHED IN GREECE


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Sponsorships

Titan is involved in sponsoring major events, culturaland other fests in colleges, schools and nation widehappenings.

TITAN sponsors programs, serial or ties up with forexample a show like MTV TIMECHECK done byESPRIT. Such promotion done as an exclusive sponsorand targeted at a particular segment.

F

or example, if a youth program then fast Trackwould be focused on and on CNBC or CNN businessprograms the Steel or the World watch


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Sales promotions

Discountsandoffers

Titan has always come up with exciting offers

and discounts as a part of promotions Titan once a year comes out with a Price

discount sale on the MRP of the watches


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16 Aug 2010 - Titancreateda worldrecordformaximumnumberof

watches(1750) exchangedonasingleday


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Sales Promotions

Promotionthrough Contests

Titan introduced a contest on cartoon network in india.comwhich invited children to use creativity and design watch. Theprize winning design was launched as a new watch in summer

2002 collection Titan Bemore Legendscontest (2010)

Titan Be More Legends is a search for explorers; for people whobelieve that they weren't born to live just one life. People whopursue a passion, explore the new; places, people, interests,challenges, dreams, and a new side to their personality

Idea - Every Titan watch is a compass to find a new within you


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Store Promotions

The WorldofTitan 298 STORES

Introduced the concept of exclusive brandstores

The showroom stood out on the street andattracted walk-ins

Along the walls, the recessed "mood

windows" showcased specific collections inthe appropriate context with the help of visuals, decorative props and word


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Storyboard Video


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Social Media

Titan uses social networking sites as a part of

promotions

It has opened applications and communities inFacebook and Twitter to connect with the

customers


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TIMEX WORLD

In market since 150 years

Ranked No. 1 in U.S.A in 2001

Largest selling brand in U.S.A & Canada

Focus- Quartz based wrist watches in India

Market share 25% in Indian organised watchmarket


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TIMEX PRODUCTS


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Segmentation

YOUTH

KIDS

HIGH END

FASHION

SPORTS


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Positioning

Fashion + Technological innovation

Temperature watch

Heart rate monitor iPod compatible watch


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Communication Strategy of

TIMEX


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Ad Agency

Advertising agency - JWT India

Media buying Madison India


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Communication Mix

Communication mix consists of:

Advertising

Salespromotion Store Promotion


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Advertising

Advertisingmedium used:

Television

Print Internet


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Advertising

Timex released a new commercial for the

Expedition range in 2006 with the tagline

What next?


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WHAT NEXT AD


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Continued

In 2008, Timex launched a new campaign for

their latest collection of watches

The collection is branded as Conversation

Starters. They released an ad for the same


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CONVERSATION AD


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Celebrity endorsements

Brand ambassador Timex: Brett Lee

Brand ambassador for Indian market: Virendra

Sehwag (2010)

Others include

Mandira Bedi

Anu Vaidyanathan the only Indian Ironmanathlete


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TIMEX announces Anu Vaidyanathan the only Indian

Ironman athlete as a Brand Ambassador (2009)


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Print Media

Timex also advertises its new models using

the print media.

Advertises through Magazines and

Newspapers


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Print ad in Newspaper


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Print ads in magazines


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Mobile communication

Launched a mobile commerce-enabled site

The strategy behind the mobile site is to

enable consumers to access detailed product

information and branded content using their

smartphone or other hand-held device

Timex is the first watch company to deliver

detailed product information using mobile

technology


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Sponsorships

Timex announced its product licensee

association with ICC Cricket world cup 2011

It organized an event for the ICC Cricket World

Cup 2011 Collection Launch


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Timex ICC Cricket World Cup 2011

Collection Launch (2010)


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Sales Promotions

Discountsandoffers

Timex Stores and Factory Outlets issue

coupons for discounts as a part of salespromotion


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Sales promotion coupons issued by

Timex


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Suggestions for Timex

Focus on regional language print media

Increase the number and frequency of TVC

More variety for girls

Using Indian celebrities in the ads which focus on

Indian context like festivals

Funny or impressive punch line

Special offers

Colorful banners


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Suggestion for Titan

Sponsor international events

Technological Innovations


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THANK YOU

Documents

Titan vs. Timex_IMC