brand dossier of titan watches

WATCHES

Presented by:

Anil Nandyala (B11005)Gurcharan Singh (B11021)Mona Kumari (B11028)Sabyasachi Sahoo (B11037)

AGENDA

OVERVIEW OF TITAN

HYPOTHESES

TOOLS FOR DATA ANALYSIS

NET TAKE AWAY

REPORTS ON PRIMARY RESEARCH

Overview of “TITAN”

GENESIS OF TITAN

* • Pre Titan Era• Establishment of Titan

Industries* • Launch of Titan Watches

• “HMT” – Major Competitor

• Titan became Market Leader

Sleek

Beautiful

Trendy

Gifting article

Non-sturdy yet durable.

INITIAL POSITIONING OF BRAND ‘TITAN’

REPOSITIONING OF THE BRAND

Why repositioning

New logo & new tagline

“Fashion Accessory” – A new phase

“Aamir Khan” – Brand Ambassador

New range of watches

SEGMENTATION STRATEGY

PRICE

ELITE OR HIGH CLASS

MIDDLE INCOME GROUP

LOWER MIDDLE INCOME GROUP

TITAN WATCHES

GENERIC COMPETITION OF THE BRAND

GOLD BRACELETS

CHEAP IMPORTS

LOCAL BRANDS

LAPTOPSMOBILE PHONES

STRATEGIES ADOPTED TO TACKLE COMPETITION

SEGMENTATION OF TITAN WATCHES

MASS MARKET - SONATA

KIDS - DASH

YOUTH – FAST TRACK

MEN’S – EDGE STEEL

WOMEN’S – RAGA, PURPLE

PREMIUM – XYLYS, NEBULA

Hypotheses

HYPOTHESES ESTABLISHED

Watches are losing their image as time keeping devices

Titan watches are seen as fashion accessory

Aamir Khan is the ideal brand ambassador for Titan

HYPOTHESIS - 1

1. What are the various devices used for time keeping ?

2. Are there a majority of users who solely rely on watches ?

“Watches are losing their image as time keeping devices”

HYPOTHESIS - 2

1. What are the various items purchased as fashion accessories and does Titan watches feature in them?

2. What are the reasons for purchase of Titan watches?

“Titan watches are seen as fashion accessory”

HYPOTHESIS - 3

“Aamir Khan Is The Ideal Brand Ambassador for Titan”

1. What are the perceived brand traits of brand Titan in the mind of the consumer?

2. What are the perceived personality traits of Aamir Khan in the minds of the consumer?

3. What is common between Aamir Khan and Titan watches?

4. Are there other personalities who the consumers feel may be able to better represent Titan?

TOOLS FOR DATA ANALYSIS

Instruments of Data Collection

Sampling Size & Sampling Plan

Methods of Data Analysis

Pie - Chart

Bar Charts

Analysis of our survey

What are the various devices you use for time keeping?

DEVICE NUMBER OF RESPONSES

PERCENTAGE

Watches 83 77.57%

Mobile Phones 94 87.85%

Laptops 40 37.38%

I-pod 8 7.48%

Tablet 2 2%

others 1 1%

Which of these items according to you is a fashion accessory?

ITEM NUMBER OF RESPONSES

PERCENTAGE

Watches 77 71.96%

Sunglasses 76 71.03%

Bracelets 45 42.06%

Shoes 67 62.62%

Others 20 18.69%

Following are some of the attributes of watches. Kindly let us know how critical these attributes are for you, while you purchase watches.

ATTRIBUTE RATE RATE/ SAMPLE SIZE

Style 380 3.55

Durability 354 3.31

Price 316 2.95

Quality 383 3.58

Avalibility 276 2.58

After sales service

323 3.02

Do you wear different watches at different occasions?

RESPONSES

NUMBER OF RESPONSES

PERCENTAGE

Yes 62 58%

No 45 42%

If you use different watches for different occasions, how many watches do you have?

ITEM NUMBER OF RESPONSES

PERCENTAGE

2 15 24.19%

3 20 32.25%

4 16 25.8%

5 7 11.29%

More than 5 4 6.45%

TOTAL 62 100

In watches category which brand do you consider as fashion accessory ?

BRAND RATE * WEIGHT

PERCENTAGE

TITAN 87.6 26.25%

TIMEX 37 11.09%

CASIO 62.4 18.7%

OTHER HIGH END WATCHES

63.4 19%

GREY END WATCHES

83.2 24.94%

If Titan were a person, which traits would you associate with it ?

TRAITS WEIGHTED CALCULATION

PERCENTAGE

Style 97.8 15.89

Innovation 92 14.94

Perfection 83.4 13.55

Quality 96.8 15.72

Reliable 74.2 12.05

Leader 85.2 13.84

Fashionable 86 13.97

TOTAL 615.4 100

“The association with this person was mainly due to the brand values that both Titan and the actor are associated with. We are both known for our commitment and obsession towards perfection, quality, innovativeness, setting new trends and our market leadership” This is a statement given for the brand ambassador’s selection? Who do you think this person is?

NAME OF THE PERSON

NUMBER OF RESPONSES

PERCENTAGE

Amitabh Bachan

7 6.54%

John Abraham 3 2.80%

M.S.Dhoni 15 4.67%

Virat Kohli 0 0%

Aamir Khan 89 83.17%

Genelia D’souza

0 0%

A.R.Rehman 3 2.8%

Do you think Aamir Khan has enhanced brand image of Titan?

RESPONSE NUMBER OF RESPONSES

PERCENTAGE

Strongly agree

35 32.71

Agree 52 48.59

Neither agree nor disagree

16 14.95

Disagree 3 2.8

Strongly disagree

1 0.93

Deep insight- entry & evolution of Titan

Ideal steps taken- Repositioning of Titan

Titan’s image- in consumer’s mind

Our perception- Titan a true market leader

NET TAKE AWAY

Thank You