8/14/2019 Titan Watches Write Up Mradul
1/2
Titan Watches: Advertising in Global Markets December 22,
2009
1 Mradul Raj pachouri 08BS0001794 IMC | IBS Pune
Titan- as it name says it is really a behemoth in Indian watch
industry. A trusted Brand since its
Inception (1986), with a watch for every person, from youth to
old age, medium to luxury
segment, simplest watch to the high end technological watches,
giving every reason to its
customer feel happy and derive the maximum value out of its
product range. Titan is a synonym
of Trust, elegance, design and Quality in India. They Focused on
the concept of quartz watch in
India, which were not ever taken seriously. They are catering to
the need of every Indian with the
powerful sub brands like Sonata, Raga, FastTrack, Raga, Nebula,
Edge, Dash and Flip. Their
success in Indian market is justifiable as we can see around 58
% of market share is captured by
Titan only.
In early good old days Watches were used to know the time, but
as the time progress, mobile
cannibalized this need of people and giving many solutions
indirectly. Watch, MP3, Camera
three things are comes under three names which have been hit by
the technological advancement
in the mobile industry. A single mobile can solve all the three
basic purpose of keeping these
three needs with a way to communicate which is add on above all
these needs. So these three
Industries were challenged to reposition themselves due to the
single product Known as
Mobile. Titan understood this thing very soon and repositioned
with an emotional appeal,
which says that watch is not just about knowing the time, but it
is about something more, it
shows your personality , your social status etc. With the
changing time and vision of Titan, they
want to make their presence felt in Global Market. They used
Water Flow Model to enter in
different markets depending on the suitability of the market.
Firstly they moved to Middle Asia,
and then to Europe, finally in Africa they started their
business.
For their Marketing and Advertisement , earlier they were using
an International Ad Agency for
the global market but when things dint start working for them
they understood that it is better to
take their domestic partner Ogilvy & Mather India( O &
M) which gave them following
advantages-
Cost Effectiveness. Better Understanding of Values /Belief of
the Client (Titan). Better Coordination and consistent Positioning
of the brand. Tried and Tested Domestic Ad Agency can help you
creating the fortune.
Titan Spent heavily on celebrity endorsement, in store
advertising, Outdoor branding
Activities, Sponsoring events like Titan Cup and selective mass
media for its product. It has
shared the expensed on sales promotional schemes with the local
distributors. They beautifully
created a Print campaign of six print ads in the different
languages. Titan tried to associatethemselves with great names like
Mahatma Gandhi, Mother Teresa and Albert Einstein whom
people not only respect but want to be like them who can change
the society with their efforts.
With the time they were trying out new design which shows that
they were focusing on design,
fashion rather than need, dedicated campaigns on rakhshabandhan,
Marriage, Valentine day were
there. They have also used local and social issues in a very
good manner.
