• Need of relaunch TITAN RAGA without Umbrella Branding

• Change the perception about TITAN RAGA• Repositioning of brand in target market

segment

FOUR PHASE APPROACH FOR REPOSITIONING

CURRENT STATUS OF BRAND

Since 2006 in project ATHENA :-• They have been targeting balance seekers and

progressive homemakers, aged between 20-35.• Signified by lover archetype relationship with

consumer.• Brand stands for something special in her mind.

TODAY BRAND STANDS FOR

• Feminine• Better than the rest• Special occasion• Noticeable• Substitute for jewelry

DEVELOPING THE BRAND REPOSITIONING PLATFORM

Project Mystique(2016):-• Class- Progressive homemaker, Balance Seeker, Modern Women• Beauty and aspiration• Quality and feeling of trust• Change in brand perception • Change the perception of high price• Usage occasion• New age segment 18-40• Gold, silver and stone

PERFORMING THE BRAND REPOSITIONING

• In marketing campaign select a personality who is young, modern and admired most by all classes of women.

• Spend 15-20% of profit• TVC, magazine and digital platform• Sponsor women sports and fashion events• Exclusive collection for different class of

women with innovative design