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Titan watches
- 1. Titan WatchesMarketing PlanPresentedBy:HarmeetNattKapilJaitleySachinShandilVikasHooda
- 2. IntroductionTitan was setup in July 1984, by Xerxes Desai.A joint venture between the Tata group and the Tamil Nadu Industrial Development CorporationTitan Watches is India’s largest watch & jewellerymanufacturer.Titan is the world’s sixth largest, integrated manufacturer-brand for watches.Over 60% share in the domestic marketMain Watch & Jewellery plants in Hosur near Bangalore.Watch assembly plants at Dehradun, Baddi, and Roorkee. ECB plant in Goa; Jewellery Plant at DehradunInvestment of US$150 million in a 450,000 sq.ft. state-of-the-art facility
- 3. Vision StatementTo bea world class , innovative and progressive organization and to build India’s most desirable brands.Mission StatementTo create wealth for all the stakeholders by building highly successful businesses based on a customer centric approach, and to contribute to the communityHistoryIn 1984 the company was incorporated on 26th July at Chennai.
- 4. In 1992an MOU was signed with Casio computer company of Japan to manufacture 2million digital and Ana-digital watches.In 1992 over 150 models were introduced.
- 5. AwardsThe Watch Divisionwon the coveted JRD QV (Malcolm Baldrige) Award in 2006.India’s most admired consumer durables company having the most trusted brand -TITAN.President of India Award for best employer of the physically challenged
- 6. Corporate InformationIn 2002Mr.Jeyakodi was appointed as a director of the company.
- 7. In2003 Mr.JacobKurien tenders his resignation to the company.
- 8. In2006 Mr. Harish Bhatt was being appointed as chief operating officer in watches and accessories division.
- 9. In2007 Mr.SunilPalliwal was inducted as additional director in the board of the company.Competitive Factors
- 10. Target DEMOGRAPHICAge: 6-11,12-19, 20-34, 35-49, 50-64, 65+Gender: Male, FemaleOccupation: Professionals, Retired, Students, Homemakers, SportsmenSocial Class: Working Class, Middle Class, Upper Middle Class, Lower Upper, Upper UppersPSYCHOGRAPHICLifestyle: Culture- Oriented, Sports- Oriented, Outdoor- Oriented Personality: Gregarious, Ambitious
- 11. DiversificationCurrently Marketing ourProducts in 26 countrieswith a largerfootprint in theMiddle East andAsia-PacificregionsWatchesJewelleryInternational BusinessPrecision EngineeringPrescription Eyewear
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- 13. Marketing WatchesTitan’s marketingstrategy had five main bases: a product of international quality, Indian designs, competitive prices, intensive advertising and promotion, and specialized retail shops to control the presentation.
- 14. SegmentationTitan has segmentedthe market on the basis of the following variables: Demographic (age and social class), Psycho graphic (lifestyle and personality), Behavioral(benefits and occasions), Geographical (region)The first consisted of the high income/ elite consumers who were buying a watch as a fashion accessory. They were also willing to buy a watch on impulse. The price tag did not matter to this segment. The price range between Rs.20, 000 and Rs.1 lakh.The next segmented consisted of consumers who preferred some fashion in their watches but to them price did matter. The price range between Rs.500 and 700.The third segment consisted of the lower income consumers who saw a watch mainly as a time keeping device and bought mainly on the basis of price. The price range between Rs.350 and 500.
- 15. ProductProduct typeconvenience shoppingspecialty Segmentation of TITAN Watch Based on price Market segmentation based on user category
- 16. MaturityGrowthIntroductionDeclineProduct Life CycleIntroduction: WWF, Orion, Zoop, Diva, OctaneMaturity: Sonata, Fastrack, DashGrowth: Nebula, Insignia, Raga, Royal, Regalia, Edge etc Decline:Aqura
- 17. TITAN EDGE-Positioned asWorld's Thinnest watch. With a thickness of 3.5 mm and an incredible slim movement of 1.15 mm.The brand is targeting Business Executives and professionals.
- 18. NEBULAA collection ofintricately carved designs for women inspired by paisley and floral patternsPerfect to complement a traditional or contemporary outfitAVIATORInspired by the World War II fighter planes. Targeting the up market global Indian.
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- 20. This series isbeing launched in collaboration with the International NGO -Worldwide Fund for Nature ( WWF).
- 21. Targeted at thenew generation consumers who wants to express their concern about animals and nature.
- 22. Added atouch of social equity to the brandTITAN RAGATitan also made its presence in the ladies watch segment. It have a sub brand Raga targeting the upwardly Mobile ladies in the premium segmentEpitome of feminine grace
- 23. Price Titan pricesaccording to the features and value delivered. They get the maximum market share from Sonata. Since there is no one offering pure gold watches and jewellarywatches so it is able to skim the market with their distinct products. Titan comes out every year with a price discount sale on watches.
- 24. TITAN PRICINGPricing ObjectivesSurvival(i.e. Titan Exacta)Market share (i.e. Titan Sonata)Market skimming (i.e. Titan Nebula)Product qualityPricing methodMark-up pricingProduct line pricingPromotional pricingApplication of pricing strategyLower segment1000 plus segment
- 25. Promotion AdvertisingSales promotionPublicrelationAdvertising media:Television
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- 28. They have contactswith orkut and face book for their promotion.
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- 33. Xylys: Rahul BosePublicrelationGift concept
- 34. Promotion On OccasionsSales promotionSponsorship
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- 36. Promotion through ContestsTitan tagline:Be moreFast track tagline: How many you have?
- 37. PlaceWorld of TitanShowroomsTime ZoneTraditional OutletsNon Traditional Outlets
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