TITAN : CASE STUDY

STP ; 4PS OF MARKETING; BRAND

POSITIONING; CONSUMER BEHAVIOR;
CONSUMER SATISFACTION

Presented to:-
Dr.Renuka Garg

Presented by:-
Sumit Chopra()
Gunjan Dada (17)
Jaya Dakwani(18)
Shweta Dastidar(19)
Amardeep Desai(20)
Bhavik Desai(21)
Company Profile

 Titan Industries is the world's fifth largest and

India's leading manufacturer of watches. The
company has manufactured more than a 100
million watches till date; and has a customer
base of over 80 million.
 The umbrella brand Titan is one of India's
leading watch brands that brought about a
paradigm shift in the Indian watch market,
offering quartz technology with international
styling.
 The Titan brand architecture comprises several collection
and 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
18k gold and precious stones.
 Several other popular collections like Heritage, Aviator,
Regalia, Octane & WWF also form a part of the Titan
wardrobe.
 Today, the Titan portfolio has over 60% of the domestic
market share in the organized watch market.
 The company has 247 exclusive showrooms christened
World of Titan', making it amongst the largest chains in
its category backed by 700 after−sales−service centers.
 The company has a world−class design studio that
constantly invents new trends in wrist watches.
History
 Sales and Marketing
 Titan launched totally a new product; quartz
analog watch was an entirely new product for
India in 1987. Titan’s marketing strategy was
initially built around five features:
 A product of international quality;
 Indian designs;
 Competitive prices;
 An intensive advertising and promotion campaign; and
 Specialized retail shops to control the presentation,
since the general quality of watch merchandising in
India was low.
 STP : Segmentation
 The levels of market segmentation are:
 Segment Marketing :-
 Titan has segmented its business into three main
categories:
 Mass
 Mid-premium
 Luxury & Premium
 Niche Marketing :-more narrowly defined group
 In a study conducted to study the customers of
watch market, it is revealed that 42% of them are
youth. So, TITAN tried to target this by:
 introducing FAST TRACK
 price offering from Rs 500(affordable)
 LOCAL MARKETING :-
 All the products of TITAN are addressed to all the
customers as a whole. Localized products are not
available. But some products which are available
in UK have some pictures of eminent personalities
on their Dial like M.K. Gandhi, Mr. Jawaharlal
Nehru, etc. so that the customers can identify the
product with those dignitaries.

  
 Geographic segmentation
 Urban and Rural
 Demographic segmentation
 Age and life cycle stage
 For the age group 12-20, brands like TIMEX, SONATA,DASH,FOOP etc.
 For the age group 18-30, brands like FAST TRACK, TECHNOLOGY, SONATA, etc.
 For the age group 30-55, brands like SONATA, NEBULA, RAGA, STEEL, REGALIA,
EDGE,BANDHAN, etc.
 Gender
 Sex (steel, regalia, nebula, fast track, technology, sonata, edge, flip)
 Gents (Edge,)
 Ladies (raga,raga flora)
 Married couples (bandhan)
 Income
 Below Rs 500
 - Between Rs (500-1500)
 - Between Rs (1500-3000)
 - Between Rs (3000-5000)
 - Between Rs (5000-10000)
 - Above Rs 10000
 Psychographic Segmentation:
 Lifestyle
 The luxury section it has NEBULA, AURUM,EDGE etc.
In the mid-premium section RAGA, GOLD-STEEL,
TECHNOLOGY, etc. And in the mass section, it has
SONATA,TIMEX,FAST-TRACK etc .
 Personality
 Ambitious : In sports & casual category, 76 products
 Authoritarian : Nebula,Edge,Orion
 Behavioral
 Occasions : Formal (NEBULLA, STEEL, RAGA), Dress
wear (REGALIA, RAGA), Fashion (TECHNOLOGY,
STEEL, RAGA, FAST TRACK)
 Diwali, Marriage,Birthdays etc.
 Benefits : World Of Titan
 TARGETING

 The first is the single segment with a single

product. Titan’s sub brand, Raga is
targeting the upwardly mobile ladies in the
upper premium segment.
 Secondly, the marketer could ignore the
differences in the segments, and choose to
aim a single product at all segments.
 For example, Sonata and Fast track brands of
Titan are targeting mass and mid premium
segment.
 Multi-segment approach
BRANDS TARGET PRICING FEATURES
CONSUMER
EDGE SUPER PREMIUM 6800 Slimmest watch
SEGMENT Onwards
SONATA ECONOMY 400-1500 Common man watch
Heritage PREMIUM 5500 Defined by names
SEGMENT Onwards such as
Jharokha,Taj,Jhantar
Mantar.

RAGA DIVA SUPER PREMIUM 8995 Gold finish,22 jewels

SEGMENT Onwards
FAST-TRACK ECONOMY 400 Youth-centric
Onwards
Octane PREMIUM 5000 Targeting
Orion SEGMENT Onwards Men,Contructive
Automatic watches
NEBULA SUPER PREMIUM 50000 Rose-gold finish,33
SEGEMENT Onwards jewels,Lifetime
warrenty
 POSITIONING

 Titan initially pioneered the concept of "Gifting

watches".
 Titan found its persona in Mr. Aamir khan which
provided the much needed edge to the brand.
 Titan pushed the concept of "Matching Watches
to Clothes" in the recent commercials.
 “BE MORE EVERYDAY” or “REDISCOVER THE
JOY OF GIVING” to name a few.
INTEGRATED MARKETING: 4Ps

 PRODUCT AND PRICE STRATEGY

 Strong brands for each segment of the
market which suite their need and traits.
 For Various Age Groups
 For Various Type of Access/Occasions
 For All Level Of Community People
 DISTRIBUTION STRATEGY
 “Watch Stores : WORLD OF TITAN”
 Applied three level strategy
 Product Visiblilty
 Affordable, Available at bookstores,
 Boutiques, gift hopes,
 Malls.
 Youth hang-outs.
PROMOTIONAL STRATEGY

 Celebrity Endorsements
 Amir Khan-Titan Rising and others
 Rani Mukherji-Titan Raga
 Making the product visible :- Shifted a
commodity product to fashionable &
Implusive Choice ; affordable & available at
unconventional location.
 Attractive tag-lines.
 Youth & Advertisement
AGAINST THE GRAY MARKET

 Tied with Timex and introduced 250 variants

under the brand name of Timex with
economical prices.
 Extensive advertising, marketing and at the
same time provided low-priced products to
the practically feasible.
 Got cheaper raw material to fight against
gray market on price factor.
What Influences Consumer
Behavior ??
 Cultural Factors
 Lower lowers.
 Upper lowers.
 Working Class.
 Middle Class.
 Upper Middles.
 Lower Uppers.
 Upper Uppers.
 Social Factors
 Reference Group :-It includes family, friends, neighbour and co-
workers.
 Family of orientation
 Husband & Wife
 Youth and Family
 Role and Status
 Aamir Khan is shown with different type of watches according to
the clothes he is going to put on.
 Titan is associating itself with status.
 Personal Factors
 Age and Stages in Life cycle : Aamir and grandmother
 Personality and self-concept : Nebula, Quartz, Xylus which is
associating a person with his sincerity and soberness.
 Lifestyle
 Sonata
 Nebula
 Titan Watches: Brand
Positioning Strategies

 Attribute Positioning
 User Positioning
 Benefit Positioning
 Competitor Positioning
 Quality or Price Positioning
 Men-Segment :Watches have joined the list of tie, deodorant and shoes to represent
the occasion and flaunt your status.
 Dress Wear
 Nebula, Regalia and Insignia.
 Classic Watches
 Classique:
 Royale
 Spectra
 Sports Watches
 PSI2000
 Titan Fast Track
 Technology Watches
 Technology (2350-8200)
 Women Segment
 Dress Wear
 Nebula (6000-65000)-
 Regalia
 Raga and the Silver Raga
 Child Segment
 Dash {Popeye Collection’}
 Zoop
CUSTOMER RELATIONSHIP:-

 Delivering high customer value

 Titan core positioning has been durability ,but the buyer
is promised more than just durability, other includes
stylish, classic, multidial model etc.
 Product and service quality
 Titan right from the beginning stressed on the
importance of quality. E.g, tropical country like India,
gold plated watches lose their shine within a few
months of usage.
 After recognizing this problem Titan go for vacuum
technology which would increase the life of the product.
 Excellence service
 Titan employed trained service personnal in its
service center.
 With excellent post service, the brand captured
the customer confident Once sales rep logs on to
Office Titan , he/she can add new clients using
default address input that actually improves their
typing skills.
 Telemarketing, post card mailing, client addressed
letters and e-mail list serving to you their clients is
a major function of all great marketing strategies.
 Office Titan  has all these tools integrated for
seamless operation.
 Customer Product and Service Fulfillment
 From customer contact to customer product and service
fulfillment, Titan handles all procedures involved.
 They track their inventory and know what inventory is required
for "Invoices not Shipped“.
 Create commercial invoices for international shipping. Use the
automated reordering tool to order standard products that they
stock. 
 Value Added Services of Titan
 Gift vouchers from World of Titan, in denominations of Rs 1001,
Rs 501, Rs 251 and Rs. 101 are available at all World of Titan
Stores across the country.
 The customer can obtain a Gift Exchange Card along with the
watch which entitles the recipient of the watch
to exchange it for another watch of a higher value or Gift Voucher
of appropriate value at any World of Titan across the country.
 Enterprise Capable
 They create multiple passwords for their sales
representatives. Track their sales and their work
performance. Office Titan security allows their sales team to
harness just the program capabilities they need to do their
job efficiently.
 Office Titan
 Is sales accounting software that was developed for business
that require quotations/sales orders, marketing and billing.
 Writing quotations are easy with the quotation tool. It is easy
to reference a quote at a later date, because the quote stays
with the client file. 
 Create invoices by using the inventory tool or create a
custom invoice as required.
Bibliography :-
THANK YOU..