Titan Case Study of Marketing: by Anu Sharma, Anu Gulati, Deepali Shehrawat, Mohit Tyagi

Titan Case Study Of Marketing
By
Anu Sharma, Anu Gulati, Deepali Shehrawat, Mohit
Tyagi
Case Chronology
In 1962 dominated by HMT .

In 1984 Titan started its operations.
In 1990 Titan identified the potential market.
In 1990 Titan and Timex reached an agreement
In 1993 changed its name.
In 1990 Titan identified Jewellery watches under the name of
Tanishq .
By 1995 Titan had 44% market share.
In 1998 Titan launched Sonata and fastrack or in 1999
launched Dash .
Again in 1999 Titan entered digital clock called cyber.
In 2001 World of Titan started in Mumbai .
By 2000 most popular wrist watch.
Identify Orientation
Titan identify the watch market in country and also observe

that they have only one rival in the watch market . Which is
HMT . And in Premium watches sold were smuggled or
assembled .
Enjoyed protection from government that restricted imports
of parts.
Environmental Analysis
HMT had strong hold Presence in the lower end of the market
in rural India.
Macro factor-New to watch manufacturing and several
challenges stood in its way. Related to technology and
engineering for excelling in sophisticate product designs in
the new watch format.
The marketing challenge of meeting the diverse taste and
preference of the Indian consumers .
Technological support. Investment.
Micro Factor- Bureaucracy and inability to market quality
goods.
Unorganized players also flourished and accounted for 55%
of the total market share.
Consumer Behavior
Factor affecting consumption - Consumer looking style

statement watch at premium price.
Identify decision- Titan identify 40,000 crore domestic
jewellery market as a potential market. The Market was
dominated by unorganized players with more than 30%
market share. So, Titan launched its jewellery watches
under the name of tanishq .
Problem
HMT was in production and manufactured long lasting

watches. The ratio of mechanical watches in India 90:10.
Quartz watches had a strong presence in the market.
Factors Kept in Mind

Evaluating- Titan manufactured on the basis of value
conscious customers who formed the upper income strata of the
market.
The brand was built as a high quality watch from the premium
segment.
Purchase- Titan was selling their watches at premium price to
capture the watch market and had different prices for different
watch brand such as Sonata ,Dash ,Fastrack.
Post purchase- Time zone outlets of Titan were aimed at
strengthening the image of its brand at the point of sale. In the
addition training session were organized for the franchisees on
market trend ,store operations and maintenance ,visual
merchandising and customer make purchasing decision.
Its exclusive stores aimed at bringing the brands close to its
customers by creating a comfortable ambience for sale.
Basis of segmentation
After the success of titan in Indian market Titan identified

different trend ,style and life style on the basis of that
launched other brand such as :
Fastrack , Sonata ,Dash and Tanishq .
Each brand has different specification one and other and
price is also different .
Age ,Occupation , Area ,Region .
Geographic Culture
Region
South , West, North, East
City
Class -1,Class-2, Metros
Rural and semi-urban

areas
Rural and Urban
Demographic
Age
6-14,14-18,20-above
Income
Low , Medium , High
Occupation
Student , Businessmen ,self-employed
Psychographic
Lifestyle
Culture , Sports and outdoor oriented.
Behavioral
Occasions
Regular , Special
Benefits
Quality, Service
User Status
Potential ,Regular
Usage Rate
Medium , Heavy
Loyalty Status
Medium , strong
Readiness Stage
Interested , Desirous
Effectiveness Criteria
Measurable- The size, purchasing power can be

measured .Price was bearable for the customer.
Substantial-like sonata was introduced in the rural area to
beat the monopoly of the HMT.
Accessible-Time zone aimed at strengthening the sale.102
exclusive stores,5400 dealer outlet in 1300 cities in the
country
Target Customer
Fastrack were targeted for the age group of 14-18 years

with starting price Rs 850
Dash were targeted for 6-14 years price ranged from 250
to 395.
Sonata targeted lower segment market.
Positioning Strategic
Different position for the different segment.

Likely, Titan positioning were meant for premium price.
Sonata were positioned as a Titan watch at low price
Fastrack cool watches from Titan .
Dash primarily positioned as a gifting idea.
Initially tanishq positioned as a jewellery watches .
Competitive Frame of Reference
Closely linked to target market decisions .
Deciding to target a certain type of consumer
Brand
,Company &
Product
Target
Customers
Benefits
Value
Proposition
Titan
Student, Youth ,
Working class
people
Durability
Style statement.
Indentify point of difference and parity
Point of difference are attributes or benefits that

consumers strongly associate with brand , positively
evaluate and believe they could not find extent with a
competitive brand.
Competit Custome
or
r
Awarene
ss
Product
quality
Product
Technical Selling
Availabili
Staff
ty
Assistan
ce
Titan
Timex
HMT
Note
G=Good
F=Fair
P= Poor
:E=excell
Point Of Parity Selling premium watches at reasonable
ent, price.
Perpetual Map
High Manufacturing
Swatch ,
Timex
Low
Sonata , Dash
Price
Price
HMT
Low Manufacturing
Titan
High
Promotion and Advertisement
Popular Mozart jingles were very popular among the

customers and regarded as the property of Titan.
According to Ogilvy and mother the tune was strongest
aspect of the brand identity.
Product life Cycle

Titan Case Study of Marketing: by Anu Sharma, Anu Gulati, Deepali Shehrawat, Mohit Tyagi

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Titan Case Study Of Marketing

In 1962 dominated by HMT .

Titan identify the watch market in country and also observe

Factor affecting consumption - Consumer looking style

HMT was in production and manufactured long lasting

Factors Kept in Mind

After the success of titan in Indian market Titan identified

South , West, North, East

Class -1,Class-2, Metros

Rural and semi-urban

Rural and Urban

Low , Medium , High

Student , Businessmen ,self-employed

Culture , Sports and outdoor oriented.

Measurable- The size, purchasing power can be

Fastrack were targeted for the age group of 14-18 years

Different position for the different segment.

Competitive Frame of Reference

Closely linked to target market decisions .

Deciding to target a certain type of consumer

Indentify point of difference and parity

Point of difference are attributes or benefits that

Promotion and Advertisement

Popular Mozart jingles were very popular among the

Product life Cycle

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