Titan WatchesMarketing Plan

Presented By:Harmeet Natt

Kapil JaitleySachin Shandil

Vikas Hooda

Introduction

• Titan was set up in July 1984, by Xerxes Desai.• A joint venture between the Tata group and the Tamil Nadu Industrial

Development Corporation• Titan Watches is India’s largest watch & jewellery manufacturer.• Titan is the world’s sixth largest, integrated manufacturer-brand for

watches.• Over 60% share in the domestic market• Main Watch & Jewellery plants in Hosur near Bangalore.• Watch assembly plants at Dehradun, Baddi, and Roorkee. ECB plant in

Goa; Jewellery Plant at Dehradun• Investment of US$150 million in a 450,000 sq.ft. state-of-the-art facility

Vision Statement

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

Mission Statement•To create wealth for all the stakeholders by building highly successful businesses based on a customer centric approach, and to contribute to the community

History

In 1984 the company was incorporated on 26th July at Chennai.

In 1992 an MOU was signed with Casio computer company of Japan to manufacture 2million digital and

Ana-digital watches.• In 1992 over 150 models were introduced.

Awards

• The Watch Division won the coveted JRD QV (Malcolm Baldrige) Award in 2006.

• India’s most admired consumer durables company having the most trusted brand -TITAN.

• President of India Award for best employer of the physically challenged

Corporate Information

In 2002 Mr.Jeyakodi was appointed as a director of the company.

In 2003 Mr.Jacob Kurien tenders his resignation to the company.

In 2006 Mr. Harish Bhatt was being appointed as chief operating officer in watches and accessories division.

In 2007 Mr.Sunil Palliwal was inducted as additional director in the board of the company.

Competitive Factors

Target

• DEMOGRAPHICAge: 6-11, 12-19, 20-34, 35-49, 50-64, 65+Gender: Male, FemaleOccupation: Professionals, Retired, Students, Homemakers,

SportsmenSocial Class: Working Class, Middle Class, Upper Middle Class,

Lower Upper, Upper Uppers• PSYCHOGRAPHICLifestyle: Culture- Oriented, Sports- Oriented, Outdoor- Oriented Personality: Gregarious, Ambitious

Diversification

Currently

Marketing

our Products in

26 countries

with a larger

footprint in the

Middle East and

Asia-Pacific

regions

Watches

Jewellery

International Business

Precision Engineering

Prescription Eyewear

BrandsTITAN

SONATA

FASTRACK

XYLYS

TANISHQ

GOLD PLUS

TITAN EYE+

Marketing Watches

• Titan’s marketing strategy had five main bases: a product of international quality, Indian designs, competitive prices, intensive advertising and promotion, and specialized retail shops to control the presentation.

Segmentation• Titan has segmented the market on the basis of the following variables:

Demographic (age and social class), Psycho graphic (lifestyle and personality), Behavioral (benefits and occasions), Geographical (region)

• The first consisted of the high income/ elite consumers who were buying a watch as a fashion accessory. They were also willing to buy a watch on impulse. The price tag did not matter to this segment. The price range between Rs.20, 000 and Rs.1 lakh.

• The next segmented consisted of consumers who preferred some fashion in their watches but to them price did matter. The price range between Rs.500 and 700.

• The third segment consisted of the lower income consumers who saw a watch mainly as a time keeping device and bought mainly on the basis of price. The price range between Rs.350 and 500.

Product• Product type– convenience – shopping – specialty

• Segmentation of TITAN Watch – Based on price – Market segmentation – based on user category

Product Life Cycle

Introduction : WWF, Orion, Zoop, Diva, Octane

Maturity: Sonata, Fastrack, Dash

Growth: Nebula, Insignia, Raga, Royal, Regalia, Edge etc

Decline: Aqura

TITAN EDGE-

• Positioned as World's Thinnest watch. With a thickness of 3.5 mm and an incredible slim movement of 1.15 mm.

• The brand is targeting Business Executives and professionals.

NEBULAA collection of intricately carved designs for women inspired by paisley and floral patternsPerfect to complement a traditional or contemporary outfitAVIATORInspired by the World War II fighter planes. Targeting the up market global Indian.

•TITAN-WWF•This series is being launched in collaboration with the International NGO -Worldwide Fund for Nature ( WWF).

•Targeted at the new generation consumers who wants to express their concern about animals and nature.

• Added a touch of social equity to the brand

TITAN RAGATitan also made its presence in the ladies watch segment. It have a sub brand Raga targeting the upwardly Mobile ladies in the premium segmentEpitome of feminine grace

Price • Titan prices according to the features and value delivered. They get the

maximum market share from Sonata. Since there is no one offering pure gold watches and jewellary watches so it is able to skim the market with their distinct products. Titan comes out every year with a price discount sale on watches.

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. Mark-up pricing

2. Product line pricing

3. Promotional pricing

• Application of pricing strategy

1. Lower segment

2. 1000 plus segment

Promotion 1. Advertising2. Sales promotion3. Public relation

Advertising media:• Television• Print• Internet• They have contacts with orkut and face book for their promotion.

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

Public relation

• Gift concept

• Promotion On Occasions

Sales promotion

• Sponsorship

• Seasonality

• Promotion through Contests

Titan tagline: Be more

Fast track tagline: How many you have?

Place

World of Titan ShowroomsTime ZoneTraditional OutletsNon Traditional Outlets

Questionnaire

Suggestions