PROJECT REPORT ON

submitted by
En. No. 137290592170
Arjun Vagh
submitted to
DR. ABHINAVA S.SINGH

About TITAN
Titan Industries is the world's fifth largest and India's
leading manufacturer of watches.
The Titan portfolio has over 60% share in the domestic
market
Share in the organized watch market. To ensure a
dominant presence in the market the company has
showrooms in every nook and corner of the country that
caters to the needs of every segment of the people.

Company History
In 1984 the company was incorporated on 26th july at
Chennai.
In 1992 an MOU was signed with Casio computer
company of Japan to manufacture 2million digital and
Ana-digital watches.
In 1987 the company set up a manufacturing facility at
Hosur.
In 1989 the case plant at Hosur was commissioned.
In 1992 over 150 models were introduced.

Competitive factors

Brand profile of TITAN

Edge
Raga
Octane
Zoop
WWF
Heritage
Orion
Nebula
Sonata
Exacta
Titan Bandhan watches
Spectra
Dash
Regalia
Fastrack
Royale
Classique
xylus

Brand Portfolio
Titan Edge - Worlds slimmest watch (at 3.45mm) that epitomizes the
philosophy less is more.
Titan Raga - a feminine and opulent accessory for today's affluent woman
Nebula - watches crafted with solid 18k gold and precious stones
Sonata - India's largest selling watch brand to suite the common man's
wallet
Xylys - a Swiss-made, impeccably designed watch for the connoisseur
and new age achiever
Fastrack watches created to accessories the trendy youth of today
The watch division also boasts of collections such as Automatic, Heritage,
Nebula, Orion, Raga, Zoop and series like Aviator, Octane and WWF.

Product related attribute

Distinct watches in Gold and Leather
Stylish watches in Gold and Precious metals
Contemporary watches in stainless steel to withstand rigors of
daily life
Casual watches for youngsters and for outdoor use
Jewellery watches in 18 carat Gold, studded with Gems and
coloured stones
Use of plastic dials for bold and contemporary design

Product life cycle

Introduction : WWF, Orion,

Zoop, Diva, Octane
Growth: Nebula, Insignia,
Raga, Royal, Regalia, Edge etc

Maturity: Sonata, Fastrack, Dash

Decline: Aqura

Place
Objectives and intentions
- Broad basing their sales and marketing activities
across the country.
- In terms of town coverage, dealer network and new
approaches to communication strategy, especially in
non metros.
- Plan and implement sales and marketing activities to
achieve their targets.
- Fine tune all marketing inputs in terms of media and
other budgets to meet territory specific needs.
-Identify performance targets with specific centres and
improve cost effectiveness of operations.

Distribution channels

Cont

TITAN PRICING
Pricing Objectives
1. Survival (i.e. Titan Exacta)
2. Market share (i.e. Titan Sonata)
3. Market skimming (i.e. Titan Nebula)
4. Product quality
Application of pricing strategy
1. Lower segment
2.1000 plus segment

Watch Market Map

Formal / Classic
Raymond Weil
Tissot
Sonata,
HMT,
Maxima

Rs 500

TITAN

1000

Timex

Fastrack

2000

Citizen

4000

Nebula

XYLYS

5000

10000

Espirit, Swatch Fossil

Giordano,
DKNY,
Carrera
Tommy Hilfiger

Fashion/Sporty

Omega,Rado,
Longines

30,000 +

Tag Heuer
Hugo Boss
C Dior

PROMOTION:1. Advertising
2. Sales promotion
3. Public relation
Advertising media:
Television
Print
Internet
Titan brand ambassador:
Titan Brand: Aamir Khan
Sonata: Mahendra Singh Dhoni
Raga: Katrina Kaif
Xylys: Farhan Akhtar

Titan tagline: Be more

Fast track tagline: How many you have?

Public relation
Gift concept
Promotion On Occasions

Sales promotion
Sponsorship
Promotion through Contests

Brand Element

Tagline: BE MORE. WHATS YOUR STYLE

Substantiality
Accessibility
Represent ability
Measurable
Likeability
Transferable
Legal Protection
Slogan
Jingle

SWOT Analysis

Titan has a domestic market

share in excess of 50 per cent,
in the organized watch market.
India's leading watch
manufacturer and the world's
fifth largest . Their global
sourcing and economies of
scale give a significant price

advantage and enable to offer

an easy entry for consumers to
the branded world at this price
point. Here we will focus on the
SWOT analysis of Titan.

STRENGTH

The Indian watch market is increasing rapidly & Titan is

the leader.

Sonata is currently India's largest-selling watch brand.

Market segments with large potential: women, youth,

children, sportsmen, the budget-conscious and, of
course, the big spenders.

Successful story of Fastrack, Orion, Raga, Octane,

Xylys etc. The recent launch is of the
children's range, Dash & Nebula (Premium class).

112 'The World of Titan' across 89 Cities and a chain of

to being present in over 5545 dealer outlets in 1470
towns across the country.

Customer value and offered after sales service in a

showroom environment. Proper differentiation from
other.

WEAKNESS
Titan has no such
weakness, but it has lots of
product in watch. Which
dont create brand equity to
a particular brand.
Main USP is low cost
watch.
Cant utilize properly the
resources (domestic parts
suppliers).

OPPURTUNITY
Growth of Indian watch market is very fast & huge
opportunity in organized watch market.
Nearly 34 million watches are sold through grey market
channels.
The second-largest branded player in the Indian watch
market is Timex, with a market share of around only 7%
& HMT remained into losses for last 5 years.
Currently, sales in India stand at an low number of 25
watches per 1,000 people, compared with 250 watches
per 1,000 people in a developed society.

 Premium international watch brands

such as Swatch, Esprit, Tissot,
Longines, Rado and Omega
entered in India.

THREAT

Now that the Indian market is widely

open to importations, it will be
extremely difficult for the Indian players
to maintain a sustainable growth.
Too many players will dilute the market
& the profit margin
Mobile phones acting as substitutes of
the watches .

Brand Architecture
TITAN

Low end

Mass
market

Sonata

Fastrack

Dash

Exacta

Premium

Fastract

Classique

Spectra

Luxury

Royal

Regalia

Raga

Xylys

Nebula

Bandhan

Tanishq

PSI2000

Brand
Exploratory

Customer Knowledge

Image:
Time
Amazing Design
Elegant
Simple and Stylish
Totally Inspiring, Talismanic, Amazing and
Nice
Remember the titans movie
Watch
Power of TIME
Distinct sound of their advertisements
TITANS
Greek GOD
Performance:
Ruggedness
Durability

Sports:
Trendy
Advanced Features
Digital

People:
High-Class
Fashion
Style

Customer Knowledge

Image:
Time
Amazing Design
Elegant
Simple and Stylish
Totally Inspiring, Talismanic,
Amazing and
Nice
Remember the titans movie
Watch
Power of TIME
Distinct sound of their
advertisements
TITANS
Greek GOD

Performance:
Ruggedness
Durability

Sports:
Trendy
Advanced Features
Digital

People:
High-Class
Fashion
Style

Brand Strategies

Positioning

Attribute Positioning
User Positioning
Benefit Positioning
Competitor Positioning
Quality or Price Positioning

Segment
On the basis of age
For Youth: Fast Track
For elder: Sonata

On the basis of Gender

For Men: sonata, fast track, titan, nebula etc.
For Women: Raga, Octane

On The Basis Of Lifestyle

For Professional And Elders: Steel and Sonata
For Students: Fast Track.

Cont
On The Basis Of Income:
Upper-Middle Class: Price range 20K-1L
Royal, Aurums, Nebula

For Middle Segment: Price Range Rs.

500-1500
Exacta, Fast Tracks

For Lower Segments: Price Range Rs.

350-500
Sonata

CBBE Model

Conclusion

The opening of the Indian market and the arrival of

premium Swiss brands has certainly led to Indian
consumers being exposed to global brands, styles and
various price levels. To the Indian consumers, the high
price of Swiss watches has helped them to realize the
value of Indian brands, particularly of Titan, which offer
equivalent quality, but at lower prices and with better
distribution and service. Titan has shown its
differentiation, and customer centric approach which
helped them to get the market.