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    Titans

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    Mohamed Thoufeeq
    Titan is an Indian watch brand established in 1984 as a joint venture between the Tata Group and Tamil Nadu Industrial Development Corporation. It was initially positioned as a premium brand providing high quality products and pioneered the concept of watches as gifts in India. However, its market share has declined with the entry of numerous international brands. To reposition itself, Titan needs to focus on communicating a new tagline through advertising, retain existing customers, and expand into niche markets and tier 3 cities while also improving customer service.

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    Titans

    Uploaded by

    Mohamed Thoufeeq
    15 views17 pages
    Titan is an Indian watch brand established in 1984 as a joint venture between the Tata Group and Tamil Nadu Industrial Development Corporation. It was initially positioned as a premium brand providing high quality products and pioneered the concept of watches as gifts in India. However, its market share has declined with the entry of numerous international brands. To reposition itself, Titan needs to focus on communicating a new tagline through advertising, retain existing customers, and expand into niche markets and tier 3 cities while also improving customer service.

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    Titan is an Indian watch brand established in 1984 as a joint venture between the Tata Group and Tamil Nadu Industrial Development Corporation. It was initially positioned as a premium brand providing high quality products and pioneered the concept of watches as gifts in India. However, its market share has declined with the entry of numerous international brands. To reposition itself, Titan needs to focus on communicating a new tagline through advertising, retain existing customers, and expand into niche markets and tier 3 cities while also improving customer service.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    15 views17 pages

    Titans

    Uploaded by

    Mohamed Thoufeeq
    Titan is an Indian watch brand established in 1984 as a joint venture between the Tata Group and Tamil Nadu Industrial Development Corporation. It was initially positioned as a premium brand providing high quality products and pioneered the concept of watches as gifts in India. However, its market share has declined with the entry of numerous international brands. To reposition itself, Titan needs to focus on communicating a new tagline through advertising, retain existing customers, and expand into niche markets and tier 3 cities while also improving customer service.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    of 17

    MARKET STRATERGY OF

    Industry Overview
     HMT first Indian brand to launch watches in India in
    1961
     First watch model manufactured by HMT was the
    Janata model in the year 1962
     Leader in the watch market till the Tatas formed Titan
    Watches in 1987
     Liberalization in 1992 and the removal of quantitative
    restrictions due to WTO opened the doors for many
    foreign brands in the Indian market viz. Tissot,
    Swatch, Omega, Rado, TAG Heuer, Rolex, etc
    Key Players

    Indian Brands Foreign Brands


     HMT  Cartier
     Titan  Piaget
     Timex  Omega
     Westar  Tiffany’s & Corrum
     Shivaki  Gucci
     Maxima  Longines
     SITCO  Casio
     Citizen
     Tag Heuer
     Espirit
    Market Share of Key Players
    Titan( Brand)

     One of the giant gods in Greek mythology who preceded


    the Olympian gods.

     The largest moon of the planet Saturn.

     Established in 1984 as a joint venture between Tata Group


    and Tamil Nadu Industrial Development Corp.
    4 P’s of Titan
    PRODUCT
     Titan for the premium segment
     Fastrack – focused on the youth and trendy fashion space,
     Sonata for the mass market
     Xylys for the premium market.

     The Titan brand architecture comprises several sub-brands, each of which is


    a leader in its segment. Notable among them are:
     Titan Edge – The world's slimmest watch which stands for the philosophy
    of "less is more"
     Titan Raga – the feminine and sensuous accessory for today's woman
     Nebula - crafted in solid gold and precious stones and
     Several other collections like Wall Street, Heritage, Regalia, Octane,
    Orion, Diva, Zoop, WWF and the Aviator series, all of which form a part
    of the Titan wardrobe.
    Product Length
    PLACE
     The World of Titan

     Direct Dealers

     Time Zone & Non-traditional Outlets


    PRICE
     Mass (Rs.350-600)
     Popular (Rs.600-900)
     Premium (Rs.900-1500)
     Super-premium (Rs.1500-8000)
     Connoisseur segments (above Rs.8000 to Rs.150000)
    PROMOTION
    - Aamir Khan as brand ambassador
    - Mahendra Singh Dhoni for Sonata
    - Rani Mukherjee for Raga
    - Festival Offers
    - Creative Advertising
    Positioning
     Titan has been positioned as a premium brand, providing
    high quality products

     Titan initially pioneered the concept of "Gifting watches".

     Customers who were fed up with ugly time machines


    welcomed the brand Titan.

     Re- Positioning as a fashion accessory.


    Positioning

     Titan also was pushing another strategy. Watches were


    perceived as a onetime buy and consumers seldom owned
    multiple watches.

     Titan pushed the concept of "Matching Watches to


    Clothes" in the recent commercials.
    Reason for the decline for Titan
     Sales are decreasing due to other international brands

     People feel it’s a very conservative brand.

     Rapid change in technology is not being incorporated into


    the brand compare to other brands
    Repositioning strategies
     Communication: tagline
     TV commercial
     Billboards
     Brand ambassador: Aamir suits the best
     Increase penetration in Tier-III cities
     Titan should introduce a new brand in Niche market
     Retaining existing customers
     Increasing the service centre
    Time is money & money is

    Thank You

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