Brand Impact Titan

Comparative Study of Titan Watches & Rado
INTRODUCTION
India is an under penetrated market for watches. Only 27% of Indians own a watch. Total
estimated volume as per 2008 is 44 million units and value of
Rs.2700crores. Vast proportion of Indian market is below Rs 500 by about 68%. The market
Share of Indian Watch Industry 2009 Market has been split into:
 Low end
 Mass market
 Premium and Luxury Brands
50 million wristwatches are sold in India every year. Notwithstanding the presence of global
players and the opening up of the market, the Indian market has always been dominated by a
single player. In the past, till the late 80’s, in the mechanical era, HMT dominated the market.
And after that it has again been the domination of a single company, Titan. Today Titan has
almost 65% market share of the organized watch market in the country. The organized watch
market itself is estimated at 35% of the total industry size. In value terms, the size of the
organized market is estimated at around Rs. 1500 crores, which means that the average price
of watches sold even today is less than Rs.1000.
Watches are typically segmented into specialist watches and fashion watches. All
International watch brands have a clear position as to where they belong. In India most sales
are in the fashion segment and this fine distinction has not yet been used by marketers. Male
watch buyers far outnumber females and account for around 65% of sales. Students are the
largest segment of buyers accounting for approximately 30% of the sales.
Since penetration is still low and the unorganized sector big, this industry has a lot of scope to
grow both in value and volume. The jury is still out though whether the Indian companies
like Titan will lead this growth or the global majors like Seiko, Citizen Etc. After all the
domestic players have hitherto grown because of a retail strategy and the wining global
players are clearly focused on product.
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WATCH MARKET MAP
The watch market can be broadly sub divided into formal, classic, fashionable and sporty
kind. The preference of the ‘watch kind’ depends on an array of factors ranging from age
group, income corridor, taste and preference, peer and reference group, occupation, to price,
gender, Fad or trend. The market segmentation may also be done on such basis where various
brands concentrate on specific type, from classic to sporty. More so, the formal and classic
watches are more often than not on the higher range side, while fashionable and sporty
watches generally have a wider price range. There is also the unorganized sector which
majorly deals in fashionable and sporty watches at a much lower price, which becomes a
major concern for the organized sector.
MAJOR PLAYERS
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 HMT-
 First major watch manufacturer in India and undisputed market leader till the entry of
Titan
 Offshoot of India’s self-reliance and import substitution concept
 Main quality offered sturdiness and reliability
 As a market leader very few aggressive advertisement campaign
 No new advertisement drive in recent years
 Still holds a small market share among the old faithful loyal
 Lack of new and trendy design has led to erosion of value among the new generation
 TITAN-
 A joint venture between the Tata group and the Tamil Nadu Industrial Development
Corporation
 Launched in 1984
 Titan is today world’s sixth largest, integrated watch manufacturer and India’s largest
 4 factories - main watch and jewellery plants in Hosur near Bangalore
(India’s ‘Silicon valley’), Watch Assembly plants at Dehradun and in Himachal

Pradesh, with an ECB plant in Goa
 Investment of over US$130 million. A 450,000 sq.ft. state-of-the-art facility
 Leader in the watch and jewellery businesses in India
 First and largest branded player in the jewellery (Tanishq)
 Covers more than 50% share of the organized watch market
 Over 60 million watches sold across 30 countries
 Brands offered: Steel, Edge, Raga, Sonata, Fastrack, Regalia, Bandhan, Sonata,
Nebula, Flip, Purple, Chocolate, Ocean etc.
 Recently Titan has taken a drive to improve its image as a maker of contemporary
style and design in wrist watches
 TIMEX-
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 The main focus is on reflecting a sporty and fashionable look for the men
 In the ladies segment it is offering highly stylized bangle bracelet watches that are
sleek and sophisticated.
 The advertising campaign aims at focusing on power, precision and timing.
 Brett Lee was their brand ambassador.
 OTHER PLAYERS-
 Mainly Rado, Tommy Hilfiger and Evidenza from Longines.
 Tommy Hilfiger is positioned in the mid and premium segment while the other two
players are in the luxury segment.
 Trying to catch the up-market, urban, western-minded youth.
 Also offer a sense of exclusivity and style as their products are distributed through
some selected outlets.
 Using high society and stylish brand ambassadors such as Shahrukh Khan, Aishwarya
Rai, Yana Gupta, Lisa Ray.
THEORY & CONCEPT
"A business has two - and only two - basic functions: marketing and innovation."
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Peter Drunker The rapid pace of change and intense competitive pressure in today's
marketplace demand that brands continuously innovate and reinvent themselves to maintain
their relevance and market position. In this context, brand repositioning and other
revitalization strategies have become a business imperative for battling brand erosion. The
appeal of brand repositioning is further heightened by the rising costs and high risk associated
with launching a new brand.
Brand repositioning has received little attention in the marketing literature and has
mostly been treated as a variation of brand positioning. Biel, for example, has defined brand
positioning as "building (or rebuilding) an image for a brand". The goal of positioning and
repositioning strategies relates to the management of consumers' perceptions. However,
positioning focuses on the creation of brand associations - consumers' perceptions of the
attributes that differentiate the brand from competitive offers – while repositioning also
implies managing existing brand associations. The unique challenge of a repositioning
Strategy, thus, lies in rejuvenating the brand image to make it relevant in an evolving
environment, while honoring the brand equity heritage.
Repositioning can be required as the market changes and new opportunities occur.
Through repositioning the company can reach customers they not intended to reach in the first
place. If a brand has been established at the market for some time and wish to change their
image they can consider repositioning, although one of the hardest actions in marketing is to
reposition a familiar brand.
According to Solomon, position strategy is an essential part in the marketing efforts because
companies have to use the elements in the marketing mix to influence the customers
understanding of the position. During the movement from something less attractive and
relevant towards a more attractive and relevant position several of strategic choices has to be
made. The ones responsible for the repositioning have to evaluate why a reposition is
necessary, and if the offer is the one who will change or just the brand name. There are several
risk factors that have to be taken into consideration when preparation for a repositioning of the
offering or the brand. During repositioning, the risk of losing the credibility and reliability is
high and the need for a thorough strategy is therefore necessary to avoid this occurrence.
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Some analyst argue that to successfully reposition a establish brand name is almost
impossible because repositioning of a brand can make the most loyal customer to switch
brand. But, in some circumstances a repositioning is necessary to gain credibility if the brand
is eroded. Whenever a reposition is in question it has to be of relevance from a customer
perspective, is this achievable? Some brands will on no account be thought on as a luxury
brand and therefore an attempt to reposition will only damage the brand image or the actual
company.
Numerous failed attempts at brand repositioning testify to the difficulty of developing

and implementing such a tactic. For example, while the soft drink brand, Mountain Dew has
remained relevant to the youth market through continuous repositioning in its thirty years of
existence, Levis' Jeans has been losing market share to newcomers such as The Gap, despite
numerous campaigns designed to reposition the brand as trendy.
The strategic importance of brand repositioning in preserving and enhancing brand

equity, coupled with the mixed results of repositioning attempts, underscores the need to
develop a better understanding of the dynamics of brand repositioning. Specifically,
questions of whether, when and how brands should be repositioned need to be addressed.
Research into brand repositioning is relevant not only to the development of brand
management theory, but also extends to corporate strategy through an examination of
corporate brands.
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TITAN COMPANY PROFILE
Titan is a joint venture between TATA and Tamil Nadu Industrial Development Corporation
(TIDCO). Titan is in the forefront of the TATA value system of creating wealth for the
nation and earning the respect of all the stakeholders and the community at large through
excellence in every aspect of the business and individual conducts. Set up in 1985 with an
initial planned annual capacity of two million watches, the company today produces over 6
million watches annually and has successfully diversified into previous jewellery and
premium clocks. The company is acclaimed to be a visionary in the watch industry and is
perhaps one of the few profitable watch businesses in this part of the globe. The company
has passionately pursued the business excellence model based on the Malcolm Baldridge
Criterion and is assessed to be the second best in the group behind TISCO.
 Tata:
The house of Tata’s – The largest private sector group in India. The people who have made
the most significant contribution to India’s industrialization and progress in the 20th century
through their involvement in the diverse industry.
According to the marketing white book 2005, the size of retail is as high as 85%. Within the
organized retail sector, clothing and textile dominate with a 36% share followed by watches
and jewellery, which has a 17% market share
I. Vision Statement:
a) Vision:
To be innovative world class, contemporary and build India’s most desirable brands.
b) Customer focus:
Titan passionate about understanding customer needs and expectation delighting a

customer is therefore a nature outcome.
c) Creativity and innovation:
They were ideas company creativity and innovations are lifeblood.
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d) Performance culture and team work:
They dare to dream big and work together to realize it. High performance is a way of
life with them.
e) Quality:
They will attain and maintain excellence in all that they do.
f) Wealth creation:
They ensure creation of value in all that they do for stake holders.
g) Respect and care for the individual:
They value every Titanian and strive to fulfill his/her needs and aspiration.
h) Corporate citizenship:
They care about the environment and the community; they live in and will invest a part
of their resources in improving them.
II. Mission Statement:
Titan seeks to achieve these value goals through a focused pursuit of outstanding
quality in both the ends that we target and the means that we adopt. Titan encourages and
enables individuals and groups to realize their fullest potential through rationality and
creativity, cerebration and passion, transparency and informality, pride in the past and
excitement about the future.
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Name of the Company
The name TITAN is an acronym derived from the names of the promoters.
Tata Industries & Tamil Nadu Industrial Development Corp.
 “TITAN INDUSTRIES LIMITED’
History of Titan
Early 1980 TIDCO invites TATA to participate in a joint venture to manufacture

wrist watches.
Mar. 1982 Memorandum of understanding signed between TATAS and

FRANCE EBAUCHES to participate in a joint venture for the
manufacture of watch movements.
Aug. 1982 Government of India accords approval to TIDCO for the project.
Mar. 1983 TATA float a new investment company - Questar Investment Limited
specifically for this project.
Feb. 1984 Agreement signed between TIDCO & QUESTAR INVESTMENT

LTD., to set up a joint sector wrist watch manufacturing company –
TITAN WATHCES LTD.,
Jul 1984 Titan Watches Ltd., was incorporated

Mar 1985 Approval received by Titan Watches Ltd., to implement the project
May 1985 Application to Government of India for phased manufacturing
programme.
Oct. 1985 Mr. Robert Director of Overseas, Projects France Ebauche visits
India for finalization of product, product mix and technology.
Mar. 1986 Commencement of building construction

May 1986 Approval received for phased manufacturing of programme for a
production capacity of 2 Million Quartz Analog wrist watches.
Sep. 1994 The name “TITAN WATCHES LTD.,” changed as

“ TITAN INDUSTRIES LTD.,”
 Titan Manufacturing Division and its Products
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A Titan industry has three major manufacturing divisions namely:
 Watch division
 Quartz analog wrist watches
 Jewellery division
 Precision jewellery watches
 Bracelet and new business division.
 Metallic bracelet and pieces.
 Strategies followed by Titan
The following strategic priorities will form the basis for developing the vision of the
division:
 Titan will invest in its watch brands to create profitable, desirable and powerful
brands.
 Titan will create a delightful shopping and service experience for its consumer and
build enduring and profitable relationship with its associates.
 Titan will improve manufacturing efficiencies and reduce capital employed in order to
achieve significant cost reduction and improve profitability.
 Titan will use its core competencies in the areas of design and retailing to extend the
brand strengths to other prestigious, personal accessory category.
 Titan will ensure that it continuously delivers increasing profits and profitability to its
share holders.
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The World of Titan
We have revolutionized watch retailing in India, by setting up a chain of high profile

stores. The World of Titan is our face in the market, a store providing an international
ambience showcasing our entire range. This provides the customer with the complete brand
experience - making it the most preferred place to buy the most preferred watch from.
 Current Network:
Over a period of 20 years, the chain has grown to 235 showrooms at prime locations
across 113 towns in India. These showrooms have grown along with the company, both in
business and profits, which is testimony to the success of the chain.
 The World of Titan is the face of 'Titan' in the marketplace. Hence, each
showroom has a turnover of about Rs. 20 to 30 million a year in large cities and
about Rs. half a million a year in smaller towns. All existing showrooms exhibit a
consistently high growth of about 15% to 25% every year.
 The World of Titan stores show a healthy return on investment of more than 24%.
Although the net earning potential of a showroom varies from market to market,
in all cases it exceeds market rental value of the property.
 Most showrooms break even in the first year and start making profits from the
second year onwards.
 We have a dedicated retail team with professional expertise in setting up and
operating showrooms across the country. This team is dedicated to the World of
Titan and works on improving their business potential.
 Distribution in India:
A key business partner of Titan in the marketplace, is the redistribution stockiest. The
distribution channel handles well over 50% of the watch business of the company. The main
focus of this channel is market penetration and coverage. Currently we have 65 distributors
handling well over 6000 dealers across the country.
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 Watch Industry
Started as a watch company, Titan Industries' main focus has been to increase the breadth
and depth of its portfolio of product offerings. International labels such as Tommy Hilfiger
and Hugo Boss are now a part of its basket, along with Fast track — a brand targeting youth
— and the mid-range brand Sonata. The company manufactures more than nine million
watches every year, has a customer base of over 80 million, and accounts for 60 per cent of
India's organized watch market. In 2005, bolstered by the success of Tanishq —- a range of
premium branded jewellery — the company launched its second jewellery brand, Gold Plus,
aimed at the mass market. The company has recently diversified into fashion eyewear by
launching Fast track Eye-Gear sunglasses and prescription eye wear. Titan's manufacturing
capabilities were leveraged into a new business unit called the Precision Engineering
Division in 2003.
 Competitive Strengths:
o Strong brands
o Strong retailing, distribution and supply network.
o Design experience.
o Integrated manufacturing
o Leading market position
o Focus on quality
o Experienced management and technical team.
 World of titan showrooms
World of Titan showrooms are both company managed and finished. Currently they have
over 179 words of titan showrooms in over 105 towns. The company managed showrooms
serve as flagship retailing stores designed to provide the best that the world of titan has to
offer to customers. They also influence the operations of other franchisees and bring about
uniformity across the retail chain.
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1. Watches:
Titan currently has four main watch brands. The premium brands are Titan and Xylys — a
Swiss made watch designed to attract the highend market segment. The company has
launched two sub-brands under the Titan umbrella; Titan Edge incorporates the world's
slimmest watch movement and Titan Raga is a brand aimed at women. Apart from these, the
other offerings are Heritage, Wall Street, Regalia, Aviator and the premium brand Nebula,
which is crafted with gold and precious stones. Sonata is India's largest selling watch brand.
Fastrack focuses on youth and trendy fashions. The company also markets Tommy Hilfiger
and Hugo Boss under licensing arrangements.
The company has more than 200 exclusive showrooms, christened 'World of Titan', across
112 cities, making it one of the largest chains in its category. Its watches are sold through
over 12,000 outlets in over 2,500 cities and are available in over 30 countries, primarily in the
Middle East and the Asia Pacific regions. Titan's after sales service is a benchmarked
operation, with a network of 750 service centres and amongst the world's fastest turnaround
times. The company has a world-class design studio for watches and accessories.
2. Jewellery:
Tanishq is India's largest jewellery brand, offering a range of gold and platinum jewellery,
embellished with precious stones. It is available in more than a hundred specialty boutiques
in 71 cities across the country. The new brand `Gold Plus' is a retail offering for the mass
market, selling plain gold jewellery in more than 20 cities. The jewellery division has an
exclusive design studio.
3. Eyewear:
Eye+ is Titan's new division, selling Fastrack sunglasses and a range of prescription eyewear
— frames, lenses, sunglasses, accessories and contact lenses.
4. Precision Engineering Division:

This unit supplies precision components to the avionics and the automotive industry. It also
manufactures dashboard clocks as original equipment manufacturer (OEM) to car
manufacturers in Europe and America. The division also provides fully integrated automation
solutions.
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 Location
Headquartered in Bangalore, the company has manufacturing and assembly operations at

Hosur, Dehradun, Roorkee and Baddi (Himachal Pradesh) and an ECB plant in Goa.
 Process Adopted At Titan Watches::

Titan produces stainless steel, brass watch cases by cold forging and machining operations.
Watch movements produced by titan are from highest class of precision technology adopted
by world renowned watch manufacturing in most of the areas automatic and semi-automatic
machinery’s are used for mass production. It is worth mentioning that the tool room is
equipped with state of the art machinery’s which can produce micron accurate precession
tooling for watch movement and case manufacturing.
 Under Watch Division
The watch division is the mother concern for the over all titan group of industries. At present
the watch division consists of young and energetic male and female employees 1798 and 387
respectively. Apart from 31 trainees who are engaged in various multiskilled operators in
different areas like manufacturing or watch case components, module and watch assembly.
 Design and Development:
This is one of the core strengths of Titan. The designs department is well equipped with
workstations and computers to enable the designers to have free hand. The designs
department uses to latest software’s like AutoCAD, Pro Engineer where in all their solid
modeling, drafting is carried out. They have excellent co-ordination between various
departments to support the manufacturing activities. Various developments has enabled the
designs to be flexible and in line with manufacturing as well as with the market. The types of
design is product design tool design packaging design. Design innovation and the
preparation of standard technical designs incorporating manufacturing details.
 Tooling
The tool room is equipped with CNC wire cutting machines capable of handling upto
0.03mm wire, precision CNC milling, Jig Boring, Spark EDM Cylindrical grinding and other
supporting machines
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FINANCE DEPARTMENT
Today, Titan has over 60 per cent of the domestic market share in the organized watch
market. Its exclusive retail showroom chain – World of Titan – is amongst the largest in its
category.
 For the year 2008-09, Sales income grew to Rs. 3,847.72 crores increasing by
26.5% from Rs.3,041.09 crores.
 Profit before taxes grew by 14% to Rs. 230.56 crores from Rs. 202.30 crores
during the previous year.
 Net profit for the year stood at Rs. 158.96 crores as compared to Rs. 150.27 crores
in the previous year.
 Watch segment sales grew by 3.6% to Rs. 908.49 crores, while Jewellery sales
went up by 36.3% to Rs. 2,763.20 crores.
 Sales of other products, including Eyewear, Accessories and Precision Engineering

components, rose by 48.8% to Rs. 136.29 crores.
 International Operations
The Company achieved an export turnover of Rs.130 crores during the year. Exports include
sale of Watches, Jewellery and Precision engineered components.
 Dividend
The Directors are pleased to recommend payment of dividend on equity shares at the rate of
100% (Rs.10.00 per equity share), including a special Silver Jubilee dividend of 20%, subject
to approval by the shareholders at the Annual General Meeting.
 Finance
During the year under review, the Company raised a total of Rs. 249.20 crores from
borrowings, of which Rs. 239.82 crores were from Commercial banks the balance of Rs. 9.38
crores from other sources. Borrowings of Rs. 287.55 crores were repaid during the year.
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 Depreciation
During the year 2008-09, the Company revised the estimated useful life of Furniture &
Fixtures from 15 years to 5 years which has resulted in an additional depreciation charge of
Rs. 7.90 crores.
 Balance sheet
Mar ' 09 Mar ' 08 Mar ' 07

Sources of funds
Owner's fund
Equity share capital 44.39 44.39 44.39
Share application money - - -
Preference share capital - - -
Reserves & surplus 506.85 391.78 283.06
Loan funds
Secured loans 116.76 188.11 172.67
Unsecured loans 58.65 69.78 74.34
Total 726.65 694.06 574.45
Uses of funds
Fixed assets
Gross block 593.04 558.07 515.48
Less : revaluation reserve - - -
Less : accumulated depreciation 318.56 285.61 264.34
Net block 274.48 272.46 251.15
Capital work-in-progress 19.52 9.99 15.97
Investments 7.66 47.39 27.02
Net current assets
Current assets, loans & advances 1,492.42 1,280.79 999.33
Less : current liabilities & provisions 1,067.44 916.58 723.22
Total net current assets 424.98 364.21 276.10
Miscellaneous expenses not written - - 4.21
Total 726.65 694.06 574.45
MARKETING MANAGEMENT
Titan’s watch segment is the India’s chief producer of watches and ranks fifth in the world in
production of watches.
Company really understands the psyche of consumer and they offered quality
products in classical design with superior technology.
Today the company has model for every prices segment and every market. Basically it
deals with three target market
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 High income group

 Middle income group, and
 Lower income group
Titan alone holds 60% market share in domestic level whereas 60% in organized
market. As our Marketing Objectives is to increases Market Share of the company by 5% in
the coming year as well as to increase the profitability of the company by 10%.
The competitor are also playing an important role to grab the market share .We as the
Marketer try to increase the market share by grabbing the opportunity from other company.
To achieve this company have to follow the marketing strategies, which basically include the
marketing mix.
The marketing strategies basically include the 4 ps. There the marketer have to focus at first
on PRICE ,which basically for The titan is not affordable in the Mid –Segment.
We also have to implement this type of innovation to bring the flexibleness in our
product.As it is also important to do some creativity in advertisement by showing the
importance of Time to the mass. The company brand promoter is Amir Khan but the
company can make it attractive by endorsing Katrina Kiaf .
The place can be taken into consideration ,as it is need foe the company to open some show
rooms in the rural area and as the company don/t have so much market share in the foreign
market ,so to expand the business company should launch its showroom all over the globe in
the more number.
Market share of the competitor in domestic market
HMT 17%
Maxima 13%
Rado 7%
Casio 3%
The strongest selling point of Titan is that it is available and affordable. Titan
provides watches for all segments, like from low-cost Sonata for first time user, Fast-track for
the trendy young, Dash for the kids, and the higher priced Regalia and Nebula to the premium
segment customer.
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The Indian watch market is estimated at 25 million watches a year, where the
domestic sales is 6 million watches per annum. The rural segment is the diverse market in the
present scenario. The key success story of Titan is capturing the rural market on a large scale.
The range costs is between Rs. 495 to Rs. 1200. And the model is available exclusively in all
showrooms and is sold mainly in small-town in India.
Though the company faced enormous challenges from its big list of competitor, the
company still in the number one position in domestic market because of the weakness of the
competitor.
The company becomes more reliable and more acceptances to the consumer because
of its marketing mix. The company has adopted the new marketing innovation to improve the
feature of the product by time to time.
Though the current financial environment is not in favor, but the company performing
well and saw an increasing trend in the profit chart.
The company trying hard to convert its weakness into strengths and threats into
strengths and threats into opportunities by bring revolution in the product style, model,
features, pricing policy, product quality, etc.
Companies certain initiatives and policy such as new innovative design, guarantee,
the research and development, wide dealer network, committed service team, discount and
offers make the company.
When we talk about the “wristwatch brand”, remember the only Indian wristwatch
market were so shabby, one more ordinary than other and when the craze for “imported
watch” was not implemented. That was before the time of titan, a name which brought the
revolution in the Indian wristwatch market.
Titan wristwatch brand is the part of titan industry, which was launched in 1987 by
TATA group. TATA group had indentified the watch category as a potential consumer
market for the TATA’s to enter.
Xerxes Desai, a TATA veteran and the MD of TATA Press was elected to that business.
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By offering quality products and classic design with advanced technology to the
consumers, Titan made a success story. Outstanding services, wide variety of models and
effective marketing helped Titan to capture the market in its born stage.
The reason behind the success of Titan watches was their research on the Indian
consumer psychological mind. The company today has a model for every price segment and
every market, urban and rural, regional and international.
Titan brought quartz technology first in the Indian market and acquired first place by
displacing HMT into second place, who offers mechanically driven wristwatch.
It also brought a sense of style and design, which is only available in the West or in Japan at
that point of time.
 The marketing environment.

Competitor
There are lots of competitor in wrist watch segment which directly or in directly affecting the
titan watches industry. The major players’ are-
 Domestic Level:
 HMT
 Maxima-quartz
 Rado
 Casio
 International level:
 Espirt
 Swatch
 Citizen
 Tag heuer
 Seiko
 Cartier
 Giordano
 Fashion Houses:
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 Dkny
 Gucci
 Adidas
 Nike
Purchasing power of consumers
BRAND PURCHASING POWER CATEGORY

(PRICE) RS.
FAST TRACK 550-1,430 YOUTH
EXCTA,SONATA, 595-1,430 LOWER MIDDLE
TITAN CLASS(Office wear)
SPECTRA 650-1,830 COMMON CLASS
ROYAL 960-2,830 UPPER- MIDDLE CLASS
RAGA 1,420-4,000 UPPER CLASS
BANDHAN 1,675-8,085 COUPLES
REGALIA 1,725-7770 UPPER MIDDLE CLASS-
UPPER CLASS
4,500-24,200 BUSINESS CLASS
EDGE
The company’s watch sales grew by 18.8 per cent and its income increasing from
Rs255.34 crore during the second quarter of last year to Rs303.45 crore during the second
quarter of this year. On the basis of the above table and profit figure we easily understand
consumer buying power in target market.
Various models of Titan Watches
Titan Sonata Women Titan Sonata Men
Rs.525.00 Rs.535.00
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Titan Fastrack Men Titan Fastrack Women
Rs.1915.00 Rs.1035.00
Titan Raga Men Titan Raga Women
Rs. 1995.00 Rs. 2095.00
Titan Regalia Men Titan Regalia Women
Rs. 2495.00 Rs. 3495.00
Titan Steel Men Titan Edge
Rs. 3300.00 Rs. 4440.00
Titan Xylys Women Titan Nebula
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Rs. 9250.00 Rs. 70000.00
Titan Xylys Men Titan Xylys Women
Rs. 19000.00 Rs. 18000.00
Taj Heritage Titan Steel
Rs. 10000.00 Rs. 5700.00
Titan Sonata Ladies Titan Sonata
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Rs. 1245.00 Rs. 415.00
Marketing Mix
 PRODUCT
 PRICE
 PLACE
 PROMOTION
 Product:
Quality and leadership are the two main terms for the Titan. As to achieve the marketing
objectives this aspects should also be considered.
A. Product line: To increase the sales, the difference in the prices of the watches are justified
by the features.
B. Product pyramid: Portfolio of Titan’s product is of 3 distinct price-range that can be

defined in general, as Popular, Mid, and Premium. At the popular segment, the emphasis is
on in volumes but not in margins. At the premium segment, the emphasis is on profits and
image but not in volumes. Obviously, company giving more emphasis at the top of the
pyramid as profits at the top of the pyramid is very high. This pyramid guided the strategy of
Titan.
C. Product strategy: Titan was first focused only on the premium segment of the watch
market. As per the product strategy they took, Titan moved in to the mass market for
watches. To widen base, Titan created new segments and increasingly focusing on segments
individually. In the past few years Titan has took a lot of initiatives to focused on specific
segments.
D. Product Quality: Quality and leadership are synonymous to Titan. It seek to achieve both
through their value for products compared to their prices.
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 Price:
As achieve our marketing our marketing objectives, we can do some change in the pricing .
The main consideration will be in changing price are followings.
A. Survival:
In case of some of the watches titan prices them according to the features .The Exacta is a
simple steel watch priced at Rs.600-1,100. As the company also deals with Spectra, Raga
through pricing policy.
B. Market share:
As we know that 70% of sales in watches come from the lower segment, therefore by pricing
Sonata at 350 onwards with guarantee.
Titan prices its world watches which compared equal to an international players like Calvin
Klien where a customer pays 4 times as value of the world watch, therefore market with low
prices to international players to gain market share.
C. Market Skimming: In Indian watch industry there is no one offering pure gold watches,
watches in pair, jewellery watches. Here Titan offers there product with the Indian touch in
its design, the product, the love.
 Place
Keeping in mind about the young trendy and fashionable consumers, Titan distribute its
product and set up ‘world of titan’ in different region. The consumers life style in India,
especially in urban area(because the turnover in urban area is 210 million, while the turnover
in rural area is 90 million) plays a significant role in the success of Titan.
A.Time Zone: Titan Industries brings together the country’s leading watch brands under one
roof, providing the customer with variety in brands, looks and price ranges and also efficient
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after-sales service. These 1142 Time Zones located across 89 towns which offer its customer
the complete watch shopping experience.
B.Value Mart: These outlets sell surplus stocks of Titan watches at reduced prices. By doing
these it offering fabulous value for money with the same warranty as a regular full-priced
watch enjoy. However these shops would not be placed in the main locations and not working
as a normal shops. This is to make the customer go to the shop rather than the shop calling
the customer and hence the locations are not very suitable for shopping.
C.Sonata Stores: Sonata stores is also an Authorized Service Centre for Sonata & Titan
brands. Sonata store meet the large scale demand for the watch and also to attract customers
in more. These shops had full stocks of the watch in demand whereas the others could afford
to maintain only limited stock.
 Marketing Implementations:
Marketing plan basically implemented on the basis of market segmentation .
We have gone through the target market segment which basically include
 High income class

 Middle income class
 Lower income class
The marketing mix is the part of marketing strategies ,which help to the company to match
the needs of the consumer as well as the need of company, because we know that
“MARKETING IS THE SOCITAL PROCESS WHICH HELP IN FULLFILLMENT OF
THE NEED ,DEMAND OF THE CONSUMER AT A PROFIT”.
Implementation is an integral part of strategy. It make sense when it is implemented into

Indian jewellery market it saw an opportunity for an organized sector. The customer was
moving towards branded goods in other segments. Titan did the process of creating brands in
the minds of customer.
 Promotion:
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Promotional pricing:
A. Marketing pricing: As by opening new shops such as the world of Titan – buy
directly from the dealer and hence the element of middleman is not there. In this
category buys watches for 17-18% lesser than MRP and hence they are able to get the
17% profit margin on sales. It is managing to successfully convince to the customer of
the perceived value of ‘WORLD WATCH’ using hoarding all around the city,
increasing buyer image, trust worthiness, innovation, differentiation, value for the
product.
Price discount and allowances: Every year Titan comes with a price discount sale on the
MRP of the watches. The allowances varies from one segment to another.
Creative advertising: Titan introduces a contest on cartoon network in india.com which

invites children to use creativity and design watch.
The prize winning design was launched as a new watch in summer 2002 collection .
Type of advertising: Titan believes in making its ads clean, well made, touch on emotional
chord. As the company is using celebrities or superstars that is Amir Khan for the Titan
watches.
As here we can say that a female actress would be more effective for the promotional
purpose. It can be Katrina Kaif, as now she is one of the popular actress in Bollywood.
A. Promotion on occasion: Titan is one of the company which formally believes in the
policy of promotion the product based on the occasions.
Branding and advertising:
Advertising, sales promotions and visual merchandising are essential for marketing consumer
durable products like watches. The company handles advertising at the national and regional
levels. This includes national advertising in press and TV and producing and distributing
point of sale material like posters. They use celebrity endorsements to increase the visibility
of their brands. Each of celebrity endorsers are carefully picked, keeping in mind their status
in the market and its reflection on brands. For fastrack sunglasses they have signed up with
Bollywood celebrity John Abraham for promoting sunglasses amongst the young audience.
Page 26
For titan watches they have signed with

Amir Khan to promote multiple ownership of
watches.
 Quality Assurance:
The time products division received ISO14001-1996 accreditation in March

2002. Titan derives is main strength from its Sales and Marketing team.
The detailed list of the sales and other distribution network is given
below.Titan has categorized the demand of watches to attract various
sections of the society.
A Time-Tested Symbol of Craftsmanship
Rado watches are associated with top quality timepieces made from the finest scratchproof
materials in the world and the brand has succeeded over a short period in building up a
distinctive brand with successful worldwide distribution. In 1983, Rado joined the elite SMH
group, now known as the Swatch Group, the biggest watch conglomerate in the world. Rado's
sister brands within the Group include Omega, Breguet, Hamilton, Longines and Tissot.
Rado watches are unique in every way. The history of Rado begins in 1917 in the small Swiss
town of Lengnau, when the three brothers Fritz, Ernst, and Werner Schlup open the Schlup &
Co. clockwork factory initially producing watch movements only. In 1957 the company
launched its first collection of watches under the RADO brand. Since its formation, Rado has
continually fascinated watch lovers all over the world with its groundbreaking innovations.
With the classic Original, Rado introduced the first scratch-proof watch to the market in
1962. Many more high-tech developments have followed.
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Page 28
A Brief History of Time
From the earliest periods man has used some form of time measurement, be it
only the seasons of the year or phases of the moon. Earliest of time keeping
instruments were developed along two main lines - from the shadow stick,
probably the earlier, and then the water clock. Sundials (first used in ancient
Egypt, 1500-1300 BC) and water clocks (developed by the Greeks, 400BC)
were eventually developed to give surprising accuracy. Various other
methods were also used. Alfred the Great of England was reputed to use
burning candles to measure time (980 AD) while burning incense was in use
in China about the same time.
By the 1400s mechanical clocks were built in Europe using a mainspring and balance wheel.
In 1510 Peter Heinlein, a Nuremberg locksmith, introduced portability by inventing the
pocket watch. In 1583, Galileo Galilei realizes that the frequency of a pendulum's swing
depends on its length and in 1657 Christiaan Huygens used this theoretical advance to invent
the first pendulum clock, capable of far greater accuracy than any preceding timekeeper. But
the clock did not work at sea, and this was a crucial flaw. In 1759 John Harrison built a clock
that only lost 5 seconds on a voyage from England to Jamaica.
The rise of Swiss watch making
Geneva had been a center for the jewelry industry for centuries, but John
Calvin, a famous theologian and protestant reformist frowned upon it as
a manifestation of luxury and excess. Calvin took power in Geneva in
1541 and promulgated his Ordonnances Ecclesiastiques, one of whose
provisions banned the wearing of the jewelry. The jewelers rapidly
turned their craft skills, knowledge of metals and artistic flair to a useful
industry – watch making. The Watchmakers' Guild of Geneva was formed in 1601 and was
the first watchmakers’ guild in the world. A century after Calvin, Geneva was becoming
overcrowded and many watch makers decided to move out of the city into the surrounding
Jura Mountains. By 1790, Geneva was already exporting more than 60,000 watches. The
explosion of the industrial revolution in England forced the Swiss industry to face the
challenge of foreign competition, particularly in the market for exports. The fragmented
Page 29
Swiss industry undertook several cooperative actions to defend its competitive position. The
industry established several watch making academies at home and watch-repair schools in
major foreign markets.
To differentiate themselves from large foreign competitors, the Swiss industry banded its
small firms together under the umbrella ‘Swiss made’ brand. By 1920, this brand (‘place of
origin’ in legal terms) had become an important symbol of quality, style and prestige. To this
day, watches, clocks and alarm clocks manufactured in Switzerland bear the designation
‘Swiss made’ (or its abbreviation ‘Swiss’) as well as the logo of the producer or distributor.
And globalization of trade has done nothing to diminish its importance. ‘Swiss made’
embodies a concept of quality that includes the technical quality of watches (accuracy,
reliability, water-resistance and shock-resistance), as well as their aesthetic quality (elegance
and originality of design). It covers both traditional manufacturing and new technologies like
micro-electronics.
Even as it continued to push the frontiers of technology, the Great Depression that began in
1929 forced the Swiss industry to consolidate. In 1930, a number of firms including Omega
and Tissot banded together to form SSIH (Societe Suisse pour l’Industrie d’Horlogerie).
Another large consolidation in 1931 led to the formation of ASUAG (Allgemeine
Schweizerische Uhren AG) of which Rado was also a part of. Both groups included watch
brands and companies that were 150 to 200 years old.
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LITERATURE REVIEW
The repositioning strategy is rolled out in three stages: introductory, elaboration and
fortification stages. This involves the introduction of a new or a repositioned brand, seeking to
underline the brand’s value over others, and to broaden the brand proposition. It is truly tough
to change the customer’s perceived attitude towards a brand, and therefore the risk is great that
the attempt to repositioning might be unsuccessful.
After rolling out the strategy, it is time to modify the proposition through update of the
personality and through repositioning. There are benefits and risks with both of this segments
and it is of great significance that they are truly evaluated when deciding the next step in the
process.
Figure 1: Stages in brand strategy development
Establishing the Selecting

Appropriate
Brand Proposition Marketing Mix
Modifying the Proposition Rolling Out the Strategy
-Repositioning -Introductory Stage
-Updating the Personality -Elaboration Stage
-Fortification Stage
The implication with the term” repositioning” is that a company modifies something that is
already present in the market and in the consumer’s mind. The definition of repositioning
changes different individuals and professions.
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To view the different definitions and perceive a greater understanding about this concept,
three examples of repositioning given by individuals in different professions is stated below:
“Repositioning is a change, principally about trigging the vision, mission and value in a new
direction that is more suited for the brand in the future”.
Brand manager consultant “Principally, reposition concerns change the consumer’s perception
of the brand” PR- consultant “Repositioning is built upon the change unique and differentiated
associations with the brand in some kind of direction, it is about having a balance between the
category party and differentiation when using reposition strategies”
Leading brand strategist From these definitions, it is obvious that reposition is about moving
something to a newer and hopefully to a more attractive and relevant position. The purpose of
the movement differs with regards to what the company wants to achieve. A company might
want to reach out to a larger target group, or be involved in several different positions at the
market. There is also a visible relation between price and quantity aspects. When a company
perceives the market as a demand curve, the purpose is to down stretch or up stretch in this
curve. When moving down it is often spoken of as an expansion down wards, and when
moving up and there is a need for reaching the premium segment and expand up wards.
 Anisimova Tatiana Anatolevena (2007), has examined the effects of corporate

brand creation and it’s impact on consumer behaviour for consumer durables. An
absolute in-depth analysis with 80 pages questionnaire has been executed with the
help of seven point likerts scale. Various variables like corporate activities, corporate
associations, corporate values, corporate personality, technology, advancement and
technology sophistication has been into consideration. An attempt of establishing co-
relation between corporate marketing with consumer perception has been made and to
certain extent it has been established. The study clearly reflects that corporate
activities and practices play a very vital role in creating corporate brand which
ultimately convert into consumer brand loyalty. The result shows that there is direct
relationship between corporate activities and corporate image association in the
consumer’s memory and consumer loyalty. Furthermore, attitudinal and behavioural
loyalty can be increased through enhancing consumer personal representation, in the
brand communication and consumer experience. Core values which are reflected in
the mission and vision of the organisation also having impact in consumer image
about the corporate as well as brand. An important implication therefore is that
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beyond conventional marketing mix consumer durable manufacturers should raise

consumer awareness of their core values an organizational culture. Lastly, it shows
the result in the form of clear cut relationship between brand functionality and
consumer evaluation of durable products.
 Bhagaban Das, Mohanty Sangeeta, Sahil Nikhil (2008) reveals that television
brand selection is very complex process, which is highly depending upon word of
mouth publicity and additional information available for brand or product. On the
basis of survey of 80 respondents it was found that sound quality and brand image are
the leading factors taken into account by consumers. Surprisingly, there is no impact
of sales promotion to in the form of discount or gift or any other scheme. Durability
of the product, in-built stabilizer for protecting television from voltage change and
nearby dealer are secondary factors in selecting television brands. The conclusion has
been obtained with factor analysis. Good brand image is the ultimate criteria across
all the sections. It is suggested by them that offering free direct to home connection
might be most effective sales promotion tool.
 Bijapurkar Rama (2007) has nicely explained the concept of bottom of pyramid
with reference to Indian consumers. The size of bottom of pyramid market in India is
very large and one can’t afford to ignore them in any cases it makes one third of the
total consumption expenses and one fifth of the savings. The purchasing power of the
rural consumer of India is low but its size makes it. Still in India a dollar per day is to
be considered as sufficient amount for the average family of India. The affordability
of the chief wage earner of the family may be extended to second hand mobile and
television set and small dwelling in shot time of six months. Hence the affordability is
not the prime issue for rural consumers. Marketers are required to go for sensible
investment in the appropriate brand building and in creation of brand loyalty by
finding right business models for urban and rural poor or bottom of the pyramid
customers. The rural consumers are showing very positive and favorable changes in
their attitude after liberalization which responsible due to enhancement of educational
level. The rural consumers are poor but not backward. As the rural consumers are
becoming struggling and aspiring for better life and stretch themselves for better
environment. The most important and disturbing fact has been brought in the notice
about scattered ness of the rural population which affects the government as well as to
Page 33
the marketer adversely in development of marketing infrastructure. More than two

lacks villages are without shops and seventeen percentages of villages coving more
than half of rural population which indicates the inability of the marketers to serve the
consumers of hinterland. Creating perceived value advantage for consumers and
customers who have modest incomes but are not backward in their thinking and their
aspirations, especially in an environment where innovative direct competition exist
and offers low costs and high benefits offerings.
 Broadbridge Adelina and Marshall Julie (1995), conducted a study of consumer

complaint behaviour with 124 respondents reveals that just 4% respondents are
satisfied with the complaint resolution system of consumer durable companies. Nearly
1/3rdare satisfied with the efforts made by marketers, but 44% are of the opinion that
marketers are not taking appropriate action for resolving complaints of consumer.
Consumer complaint behaviour having direct impact on store patronage and affects
store’s loyalty. Surprisingly, an organization can get back 75 consumers to their store
after hearing and solving their complaint once again. Consumer complaint behaviour
is supposed to be a part of consumer relationship management and retailer is also to
be treated as most important mediator for managing consumer complaint issues
tactfully. Consumer complaint behaviour is basically a hidden cost in the form of
negative word of mouth in case of dissatisfied work, which leads to alternate store as
to the present point of purchase. The study suggests that there should be proper
complaint management system which should give data about total number of
complaints, nature of complaint, timing of resolving, resolving ratio and repetition of
complaint. Marketing is based on exchange of mutually beneficial values. Companies
must strive to ensure that consumer perceives that he has been fairly treated. Hence,
firm must communicate, deliver and share added value by way of excellent services.
Majority of respondents believes that electrical goods were essential rather than
luxury item. Hence, after sales service and complaints, should be resolved at the
earliest.
 Chatterjee (2000) suggests the basic and unique segmentation of rural market based
Page 34
on source of employment which is more sensible and affects directly to purchasing

power of consumer. There should be two segment of market viz consumers who
depend upon land and those who are salary earners. Further consumer classification
on the basis of agricultural aspects like landholding patterns, quality and crop mix
followed by land holders, quality of land, irrigation facilities, product. For other class
of rural population urban segmentation logic is sufficient.
 Chavala (2001) depicts the rural consumer’s relation towards promotion mix and
brand building aspects. The marketing communication should be utilized for the
brand awareness rather than the sales promotion. The complete different use of
integrated marketing communication has been sought by him which ultimately leads
to brand loyalty. Marketing communication for the rural market will be effective in
short run as tactic but can’t be treated as strategy for creating better brand image in
the mind of rural consumers. Consumer’s perception of alternative brands in the
market place is depending upon the amount of available information about the brand.
Brand information is highly depending upon three sources viz. Marketer dominated
communication channels, Consumer Dominated communication channels and Neutral
channel of communication. His study showed that there is great impact of marketer’s
dominated communication channel and it plays very vital role in creating brand
preference. Consumer’s past information is playing very vital role in brand perception
for durable products.
 Dr. Agrawal Manish (2006), has conducted the consumer buying behaviour process
in rural market of Bareli District of U.P. which reveals that lack of electricity in many
rural areas of Bareli District act as barrier to consumer durables and marketers
alteration in the product cannot play any significant role in adopting household.
Decision for the consumer durable brands is dominated by the male member of the
family as well as retailer’s opinion plays very important role in such. Television is
proved as most influencer for creating awareness amongst rural consumer.
Surprisingly, local newspapers and magazines play very important role in making
consumer aware about the product. Price and the size of the product are most
influencing variable affecting purchase decision of consumers. District level town
where more assortment and variety is available for consumer durables is least
preferred for point of purchase.
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 Ganguly, Parthsarathy, Kapse Sampada (2006) has depicted the most important
issue of brand awareness in the rural market. Rural communication is different task
requires deep understanding and insight of rural consumer mind set. Hence, rural
communication should be done after selecting very precise and familiar word, colour,
sign, logo for brand. They emphasized on integrated marketing communication
approach rather than making a personal presentation. One should take care in
recruitment of sales person in the rural area and should prefer local educated youth
familiar with rural geographic culture, tabus, etc. Influence of opinion leader cannot
be ignored in any case. Hence, it is a advisable to go for exposing the new product
amongst such influensive person. For making effective communication to rural
market one should contain local idioms, lingo and dialect as well as it should be
simple, clear and memorable.
 Harish R (2007), depicted that consumer durable markets in India is highly

depending upon various organised and unorganized retailers. Hence, marketer should
develop systematic push strategy along with product development, product
innovation, which converts into brand loyalty through better customer relationship
management. An attempt of creating win-win situation for retailer and marketer,
should be created for long term survival in the present cut-throat competition market
of consumer durables. In the present scenario different retailing formats are
established with a view to capturing more market share and enhance the penetration
level which may be unsuccessful due to high cost of distribution, poor trader-marketer
relationship, high rentals, and lack of trained staffs and development of very low
priced Chinese brands, absence of insight towards actually what consumer wants and
other aspects. Both manufacturers and trader should make an attempt to explore more
conceivable method to improve operational efficiency in order to achieve substantial
and profitable business group.
 Hundal B S. (2001) attempted to study the rural buying behavior in Ludhiana,

Jalandhar and Amritsar districts of the Punjab region. The main objectives of the
Page 36
study were to assess the general attitude of rural consumers for consumer durables; to
find out the durable brand ownership of rural consumers; to examine factors
considered by them in making product brand choice; to investigate the role of family
members, different groups and media in influencing purchase decision of rural
consumers; to analyze the post purchase behavior and satisfaction and to ascertain the
intensity of brand loyalty, and the appeal of promotional schemes. A sample of 325
respondents (households) was selected on the basis of stratified sampling, random
sampling and judgement sampling. Finally, he concluded that the rural consumer
considers consumer durables as a necessity as he perceives them to be a source of
entertainment, education, information and comfort. He suggested increase in the
number of distribution channels, introduction of low-cost products with more focus on
quality, brand image, family preference, and after-sales service.
 Hundal B.S. and Anand (2008), examines the perception of the consumer towards
promotional schemes for consumer durables with the help of primary data from 299
respondents of rural and 297 from urban areas, whose monthly earnings exceeds
Rs.10,000/- with F-Test and Z-Test. The study reveals that replacement is the key
factor for converting potential consumer into actual consumer in case of rural
respondents. But, rural consumers are more concerned about repair and maintenance
of the consumer durables. Hence, after sales service in case of rural area emerges
significant promotional measure but could not be entertained by marketers due to poor
infrastructure. In case of urban consumers, off seasonal benefits is also proved to be
impactive as to their counterpart in the rural area. Festive offer is highly waited sales
promotion tool in the rural area as the harvesting activity in the farm provides
liquidity to the farmers and other rural population. Perhaps, installment purchase and
O% scheme seems very promising tool in urban, which indirectly suggests that
affordability is not the constraint of rural areas, but, it is constraint of entire market.
Customer relationship management practice is extremely difficult in rural areas. Both
the groups like free gift scheme alongwith consumer durables, but it is assumed to be
a routine one alongwith other sales promotion tools.
 Jeyakumar S. (2010), examining the consumer durable market in the rural India
revealing that availability of financing scheme, rise in the share of organised retail,
innovative advertising and appropriate brand promotion and availability of new
Page 37
variants makes durable market boom in the rural India. Study reveals that air-
condition, microwave woven as well as colour TV having potential growth of 20%,
but still Indian market is highly dominated by foreign players like LG, Samsung,
Philips, Whirlpool, and of course Videocon. Marketer should leverage its rural market
opportunity by increasing the penetration level various white goods. Present
penetration level of refrigerator in rural market is just 2%. In washing machine just
0.5% which is sign of great potentiality in the market. Rural market at present
growing faster than urban market. More than 2/3 rd population of the country is below
the age of 35% and nearly half is below 25% is sufficient indicator for future growth
rate of durable markets.
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Objectives:
1. To review the brand positioning strategies of different sub-brands of Titan watches.
2. To analyze the brand repositioning strategies of Titan watches.
3. To study consumer awareness and perception about the brand repositioning

Strategies of Titan watches.
4. To recommend suitable measures to be taken by the Titan Company to further
Improve its brand perception and loyalty among its customers.
This study would help titan industry to understand the gaps in its communication
strategy regarding brand repositioning exercises and the further measures to be taken for
effective marketing communications.
Limitations:
 The study is confined to Navi Mumbai area only
 There is possibility of sampling errors in the study
 The responses of the consumers may not be genuine
 The questions included in the questionnaire may not be comprehensive.
Sources of Data collection
The relevant data was collected from both primary sources and secondary sources.
The starting point of my information gathering has been the secondary sources such as
internet, books, and journals and so on.
First, I made a study of the brand positioning and repositioning strategies of Titan
watches through secondary sources such as internet, insurance magazines, and journals
and so on. Then I conducted a consumer awareness survey on brand repositioning
strategies undertaken by Titan watches in recent times.
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Sampling Procedure:
A sample of 50 consumers who are brand loyal to Titan watches since more than a
year and in the age group of 20 – 30 years have been considered for this study. As Titan has
taken up brand repositioning strategies since July 2008, consumers who have seen the
previous and new campaign have been targeted
Primary Data Collection:
Data was collected through an interview schedule, consisting of both open ended
and closed ended questions. The schedule covered parameters like reasons for consumers’
brand preference; recollection of earlier tagline and advertisement, brand ambassador of
Titan; awareness of new tagline and campaign featuring Aamir Khan, new designs and so on.
The data was collected through e- mails, telephone contacts and one-to-one personal
interviews.
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Area of Study
ULHASNAGAR a small town somewhere in thane district. A PLACE which is nowhere left
behind. A PLACE full of crowd with mostly SINDHI COMMUNITY and other communities
too. A PLACE where doing business is in the BLOOD of people living here.
ULHASNAGAR being called as BUSINESS HUB, divided in five camps , nearby
ambernath and kalyan.
Ulhasnagar, which is once a military camp area for Sindhi refugees migrated from
Pakistan, is now heavily populated with this community people. The city is also known as
Sindhunagar and it is very famous from economic aspect. Ulhasnagar is a very good
business centre not only in Thane district, but also in Maharashtra State. It is a city located on
the coast of West India, which is nearly 60 kilometers northeast of the city of Mumbai.
Birla temple, furniture market, gajanand market, jeans market, Century rayon factory, shiv
mandir etc are the important places in Ulhasnagar.
Brief description:
Ulhasnagar-1 (W): It is also known as Ulhasnagar camp-1 and it is located on the west side
of railway stations. The main center here is a market with famous landmarks like Goal
maindan where many people visit from nearby areas like kalyan, ambernath, badalpur,
dombivili, thane, titvala etc for shopping.
Ulhasnagar-2 (W): The other name of this place is Ulhasnagar Camp-2. It is a market with
popular landmarks like Gajanand market and it is famous for clothing, electrical and
electronics etc. Nehru Chowk is the main centre here.
Ulhasnagar-3 (W): it has another name as Ulhasnagar Camp-3. It is mainly a market and it is
Page 41
located on the west side of railway stations. The famous landmarks here are furniture bazaar,
RKT College, Sapna theatre, Ashok-Anil Multiplex etc. it is mainly a furniture and
electronics market.
Ulhasnagar 5 (E): This locality, which is also known as Ulhasnagar Camp-5, is located on
the eastern side of railway stations and it is mainly a residential area. You can see several
jean making small scale industries here. Jhulelal Mandir, Swami Sarvanand School, Swami
Shantiprakash Chowk, Nethaji Garden, etc are the famous landmarks here. This locality is
heavily populated with Sindhi community people.
Originally, known as Kalyan Military transit camp (or Kalyan Camp), Ulhasnagar was set
up especially to accommodate 6,000 soldiers and 30,000 others during World War II.
Sindhi’s, in particular, began life anew in the new land. The area was converted into a
township in 1949, and named Ulhasnagar by the then Governor-general of India, C.
Rajagopalachari (literally 'city of joy'; ulhas = joy; nagar = city). On August 8, 1949 the first
and last Governor-General of India, C. Rajagopalachari, laid the foundation stone.
As said earlier, ULHANAGAR is a place which is nowhere left behind because each and
everything is available here, as it is good in providing services like – EDUCATION,
HOSPITALITY, BANKING AND INSURANCE SECTOR, TOURS AND TRAVELS,
BEING IMPROVED IN INFRASTUCTURE ALSO , ETC.
Education:
The city has colleges and an industrial-training institute like institute of technology, Holy
family Convent High School, New English (at camp no.5), SST College of Arts and
Commerce etc. Smt. Chandibai Himatmal Mansukhani college and R. K. Talreja are two
major colleges.
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Growth:
Ulhasnagar, one of the busiest business centers in Maharashtra, has several jewellery
showrooms. Some of the popular jewellery showrooms in the city are listed here.
We can watch the gradual development of Ulhasnagar to a shopping hub and business centre
from a military camp area in the pre-independence era only with wonder. Sindhis, who
migrated to this land from Pakistan, has significant role in the growth of Ulhasnagar in the
business field. Even though they came to the city with minimal resources, now most of the
small and big shops in Ulhasnagar are under owned by them. It is nothing else but their hard
work and talent that made them able to develop this city to a ‘mini-Japan’ during the last five
decades.
Specialities:
Ulhasnagar, which is the most popular industrial and commercial township of Thane district,
is famous for shops of wedding costumes, jeans and other readymade garments. Sindhi
people, who live other parts of India such as Gujarat, Goa and Madhya Pradesh, visit
Ulhasnagar to do their wedding purchase. There are many shops, which are exclusively
aimed for wedding costumes
The city is also famous for jeans manufacturing. Jeans and ready made garments
manufactures at Ulhasnagar 5 are sold in all markets of the country. Many popular jeans
brand have factories in Ulhasnagar.
The most busy commercial and shopping center here are Ulhasnagar 2 & 3.
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CHAPTER IV
Finding & Analyzing
1. Which type of watch do you use?
Sports Chain Bracelet others _____________
Types of Watch Sports

Chain
Braclet
19%
Others
11% 48%
22%
 55% of people are like to wearing sports watches

 25% of people are like to wearing chain watches
 12% of people are like to wearing bracelet watches
 22% of people are like to wearing other types of watches
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2. Which brand you are currently using ?
Titan Timex Casio Rado others____________
Currently Using Watches

10%
13%
43%
Titan
Times
Casio
Rado
Others
13%
21%
 55% of people are currently wearing Titan Watches.

 25% of people are currently wearing Times Watches.
 15% of people are currently wearing Casio Watches.
 15% of people are currently wearing Rado Watches.
 12% of people are currently wearing other brands of watches.
Page 45
3. Feature you consider while purchasing a watch ?
Warranty Quality Price Brand image Style /design
Features of Watch
20%
31%
Warranty
9% Quality
Price
Brand image
Style /Design
26% 14%
 55% of people are considering warranty while purchasing watches

 25% of people are considering quality while purchasing watches
 45% of people are considering price while purchasing watches
 15% of people are considering brand image while purchasing watches
 45% of people are considering style and design
Page 46
4. If given a chance to switch your wrist watch brand, you have likelihood to go for which
brand?
Titan Timex Rado Rolex
Brand Switch of Wrist Watch

17% 6%
Titan
Timex
Rado
Rolex
14%
63%
 55% of people will switch Titan watches

 12% of people will switch Timex watches
 15% of people will switch Rado watches
 5% of people will Rolex watches
Page 47
5. Does publicity of watches by celebrity affects your buying decision?
Yes No
Buying Decision
Yes No
25%
75%
 75% of people are affected by publicity while purchasing watches

 25% of people are not affected by publicity while purchasing watches
Page 48
6. Are you satisfide by the brand ou are using ?
Yes No
Satisification By Brand
25%
Yes
No
75%
 75% of people are satisfied by brand while purchasing watches

 25% of people are not satisfied by brand while purchasing watches
Page 49
7. Where did you buy your wrist watch from?
Company Showroom Retail Shop Online
Buying Wrist Watch
20%
35%
Company Showroom
Retail Shop
Online
45%
 20% of people are buying wrist watches from Company Showroom

 45% of people are buying wrist watches from Retail Shops
 35% of people are buying from online
Page 50
8. How often you swtiched off the brand ?
Very often Depends on mood Affordability No (Brand Loyal)
Switched Off Brand
28%
36% Very Often
Depends on Mood
Affordability
No Brand Loyal
24%
12%
 35% of people switched her brand while purchasing watch is very often
 15% of people switched her brand depends on his mood
 30% of people switched her brand of his affordability
 35% of people had no brand loyal
Page 51
9. Given chance to change the watch which one would you go for?
Titan Rado Timex other_____________
Chance to Change Watch
22%
Titan
39% Rado
Timex
Other
9%
30%
 25% of people are having chance to change her Titan watch to other model
 10% of people are having chance to change her Rado watch to other model
 35% of people are having chance to change her Timex watch to other model
 45% of people are having chance to any model
Page 52
10. What kind of warranty you expect ?
1 year 2year 3year
Warranty
5%
27%
1Year
2 Year
3 Year
68%
 5% of people are expecting 1year warranty while purchasing watch

Page 53
CHAPTER IV
Interpertation & Suggesstion
Suggestions given by the respondents to improve brand image.
Varied responses were received for this question. All the responses have been
summarized as follows:
-Introduce more trendy and innovative designs

-Focus on niche markets such as working men and women
-Spread awareness about availability of watches in lower segments as most of the
consumers feel that Titan brand is synonymous with premium watches
-Take steps to change consumer perception that Titan watches are high priced.
-Improve after sales service.
Page 54
CHAPTER VI
Conclusion
To meet changing lifestyles wrist watch market in India has added element of fashion in it.
Also withdrawal of import restrictions has attracted a large number of foreign watch
companies to enter the Indian market. Generally upper middle class people in India are
reported to own more than one watch which matches one’s attire and occasions. Like in
apparel, new styles/models are introduced every season. Large chunky cases with colorful
dials are in vogue. The grey market selling imitations of popular styles and leading brands at
half the price continues to be a menace for the organized sector. The growing popularity of
mobile phones is likely to erode the functional importance of a wrist watch. To increase its
visibility, Titan Company can sponsor events similar to fashion shows in which all latest
designs launched are displayed. This would have multiplier effect as the latest designs
launched by the company get noticed by different segments of the customers in varied ways.
Tie up with FM radio channels for reminder advertisements and informing customers about
various sales promotion offers from time-to-time. Invest more in R&D as customer
expectations are changing rapidly. Though Titan has got more product collections, it should
focus on introducing more varieties in already existing product collections. In other words,
having a limited but more depth in product collections would be more advantageous.
Introduce exclusive collection for working women which is more contemporary and
complements both traditional and western wear. Majority of the population in India live in
rural areas. So, showrooms should be set up at places nearer to them. Introduce cheaper and
rough use watches for this segment. After sales service has to be improved. That is, the
process of servicing and repairing of watches should be made faster. This can be done by
ensuring the spare parts availability and training all sales personnel in Titan showrooms to
undertake these tasks. Tie up with international watch brands and make them available
locally. Make use of internet to spread awareness among consumers about the brand.
Page 55
CHAPTER VII
Reference
Books
 Lehman, Donald R., Product Management 2005, Tata McGraw-Hill
 Ramanuj Majumdar, Product Management in India, 3rd Ed
Page 56
CHAPTERVIII
Questionnaire
(This questionnaire will be used purely or academic research only.
Information provided will be kept confidential.)
Name: ________________________________________ Gender:

Male/Female
Q1. Which type of watch do you use?
Sports Chain Bracelet others _____________
Q2. Which brand you are currently using ?
Titan Timex Casio Rado others____________
Q3. Feature you consider while purchasing a watch ?
Warranty Quality Price Brand image Style /design
Q4. If given a chance to swich your wrist watch brand, you have a likelihood to go for which
brand?
Titan Timex Rado Rolex
Q5. Does publicity of watches by celebrity affects your buying decision?
Yes No
Q6. Are you satisfide by the brand ou are using ?
Yes No
Q7. Where did you buy your wrist watch from?
Company Showroom Retail Shop Online
Q8. How often you swtiched off the brand ?
Very often Depends on mood Affordability No (Brand Loyal)
Q9. Given chance to change the watch which one would you go for?
Titan Rado Timex other_____________
Q10. What kind of warranty you expect ?
1 year 2year 3year
Page 57

Brand Impact Titan

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Comparative Study of Titan Watches & Rado

WATCH MARKET MAP

 Offshoot of India’s self-reliance and import substitution concept

 Main quality offered sturdiness and reliability

 As a market leader very few aggressive advertisement campaign

 No new advertisement drive in recent years

 4 factories - main watch and jewellery plants in Hosur near Bangalore

(India’s ‘Silicon valley’), Watch Assembly plants at Dehradun and in Himachal

 Investment of over US$130 million. A 450,000 sq.ft. state-of-the-art facility

 Leader in the watch and jewellery businesses in India

 First and largest branded player in the jewellery (Tanishq)

 Covers more than 50% share of the organized watch market

 Over 60 million watches sold across 30 countries

 The advertising campaign aims at focusing on power, precision and timing.

 Brett Lee was their brand ambassador.

 Mainly Rado, Tommy Hilfiger and Evidenza from Longines.

 Trying to catch the up-market, urban, western-minded youth.

THEORY & CONCEPT

Numerous failed attempts at brand repositioning testify to the difficulty of developing

The strategic importance of brand repositioning in preserving and enhancing brand

TITAN COMPANY PROFILE

Titan passionate about understanding customer needs and expectation delighting a

c) Creativity and innovation:

They were ideas company creativity and innovations are lifeblood.

d) Performance culture and team work:

g) Respect and care for the individual:

II. Mission Statement:

Name of the Company

Tata Industries & Tamil Nadu Industrial Development Corp.

 “TITAN INDUSTRIES LIMITED’

Early 1980 TIDCO invites TATA to participate in a joint venture to manufacture

Mar. 1982 Memorandum of understanding signed between TATAS and

Feb. 1984 Agreement signed between TIDCO & QUESTAR INVESTMENT

Jul 1984 Titan Watches Ltd., was incorporated

Mar. 1986 Commencement of building construction

Sep. 1994 The name “TITAN WATCHES LTD.,” changed as

 Titan Manufacturing Division and its Products

A Titan industry has three major manufacturing divisions namely:

The World of Titan

We have revolutionized watch retailing in India, by setting up a chain of high profile

 World of titan showrooms

4. Precision Engineering Division:

Headquartered in Bangalore, the company has manufacturing and assembly operations at

 Process Adopted At Titan Watches::

 Under Watch Division

 Design and Development:

 Sales of other products, including Eyewear, Accessories and Precision Engineering

Mar ' 09 Mar ' 08 Mar ' 07

 High income group

Market share of the competitor in domestic market

 The marketing environment.

Purchasing power of consumers

BRAND PURCHASING POWER CATEGORY

Various models of Titan Watches

Titan Sonata Women Titan Sonata Men

Titan Fastrack Men Titan Fastrack Women

Titan Raga Men Titan Raga Women

Rs. 1995.00 Rs. 2095.00

Titan Regalia Men Titan Regalia Women