titan marketing

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Titan Industries (Watches) Executive Summary: Titan’s watch segment is the India’s chief producer of watches and ranks fifth in the world in production of watches. Company really understands the psyche of consumer and they offered quality products in classical design with superior technology. Today the company has model for every prices segment and every market. Basically it deals with three target market High income group Middle income group, and Lower income group Titan alone holds 70% market share in domestic level whereas 60% in organized market. As our Marketing Objectives is to increases Market Share of the company by 5% in the coming year as well as to increase the profitability of the company by 10%. The competitor are also playing an important role to grab the market share .We as the Marketer try to increase the market share by grabbing the opportunity from other company. To achieve this company have to follow the marketing strategies, which basically include the MARKETING MIX. The marketing strategies basically include the 4 p’s. There the marketer have to focus at first on PRICE ,which basically for The titan is not affordable in the Mid –Segment, whereas the competitor like HMT and Maxima are doing good business by holding market share of 45% whereas titan hold the only the 32%,therefore it is important for the company to reduce price in mid –segment. Though in the improperness or in innovation of the Product, Titan doing well, but there is need of few changes. Snehal Mehta --- NIS Academy Page 1

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Titan Marketing , SWOT, Consumer, Business Enviroment Analysis

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Page 1: Titan Marketing

Titan Industries (Watches)

Executive Summary:

Titan’s watch segment is the India’s chief producer of watches and ranks fifth in the world in production of watches.

Company really understands the psyche of consumer and they offered quality products in classical design with superior technology.

Today the company has model for every prices segment and every market. Basically it deals with three target market

High income groupMiddle income group, andLower income group

Titan alone holds 70% market share in domestic level whereas 60% in organized market.

As our Marketing Objectives is to increases Market Share of the company by 5% in the coming year as well as to increase the profitability of the company by 10%.

The competitor are also playing an important role to grab the market share .We as the Marketer try to increase the market share by grabbing the opportunity from other company. To achieve this company have to follow the marketing strategies, which basically include the MARKETING MIX.

The marketing strategies basically include the 4 p’s.

There the marketer have to focus at first on PRICE ,which basically for The titan is not affordable in the Mid –Segment, whereas the competitor like HMT and Maxima are doing good business by holding market share of 45% whereas titan hold the only the 32%,therefore it is important for the company to reduce price in mid –segment.

Though in the improperness or in innovation of the Product, Titan doing well, but there is need of few changes. For example HMT, the nearest competitor innovate ‘BLUE CHIP’ in the watches.

We also have to implement this type of innovation to bring the flexibleness in our product.

As it is also important to do some creativity in advertisement by showing the importance of time to the mass. The company brand promoter is Amir Khan.

The place can be taken into consideration ,as it is need foe the company to open some show rooms in the rural area and as the company don’t have so much market share in the foreign market ,so to expand the business company should launch its showroom all over the globe in the more number.

Snehal Mehta --- NIS Academy Page 1

Page 2: Titan Marketing

Titan Industries (Watches)

METHODOLOGY

Survey was carried out at Titan World.

The survey was conducted at Titan world, Ahmedabad the main reason for choosing v-mart for survey is its demographic outlook (which includes both educated and uneducated, people) consumers of various age groups have been conducted with the research survey.

Research instrument used was questioner in addition, it comprises both open and close-ended questions.

Secondary data: (a) Internet

(b) Magazines

(c) E-media

(d) Books of P.G.D.A.M.

Snehal Mehta --- NIS Academy Page 2

Page 3: Titan Marketing

Titan Industries (Watches)

Introduction

When we talk about the “wristwatch brand”, remember the only Indian wristwatch market were so shabby, one more ordinary than other and when the craze for “imported watch” was not implemented. That was before the time of titan, a name which brought the revolution in the Indian wristwatch market.

Titan wristwatch brand is the part of titan industry, which was launched in 1987 by TATA group. TATA group had identified the watch category as a potential consumer market for the TATA’s to enter.

Xerxes Desai, a TATA veteran and the MD of TATA Press was elected to that business.

By offering quality products and classic design with advanced technology to the consumers, Titan made a success story. Outstanding services, wide variety of models and effective marketing helped Titan to capture the market in its born stage.

The reason behind the success of Titan watches was their research on the Indian consumer psychological mind. The company today has a model for every price segment and every market, urban and rural, regional and international.

Titan brought quartz technology first in the Indian market and acquired first place by displacing HMT into second place, who offers mechanically driven wristwatch.

It also brought a sense of style and design, which is only available in the West or in Japan at that point of time.

Snehal Mehta --- NIS Academy Page 3

Page 4: Titan Marketing

Titan Industries (Watches)

Market share of the Competitor in Domestic Market

HMT 19%

Maxima 13%

Rado 7%

Casio 3%

The strongest selling point of Titan is that it is available and affordable. Titan provides watches for all segments, like from low-cost Sonata for first time user, Fast-track for the trendy young, Dash for the kids, and the higher priced Regalia and Nebula to the premium segment customer.

The Indian watch market is estimated at 25 million watches a year, where the domestic sale is 6 million watches per annum. The rural segment is the diverse market in the present scenario. The key success story of Titan is capturing the rural market on a large scale. The range cost is between Rs. 495 to Rs. 1200. And the model is available exclusively in all showrooms and is sold mainly in small-town in India.

Though, The Company faced enormous challenges from its big list of competitor, the company still in the number one position in domestic market because of the weakness of the competitor. The company becomes more reliable and more acceptances to the consumer because of its marketing mix. The company has adopted the new marketing innovation to improve the feature of the product by time to time.

Though the current financial environment is not in favor, but the company performing well and saw an increasing trend in the profit chart.

The company trying hard to convert its weakness into strengths and threats into strengths and threats into opportunities by bring revolution in the product style, model, features, pricing policy, product quality, etc.

Companies certain initiatives and policy such as new innovative design, guarantee, the research and development, wide dealer network, committed service team, discount and offers make the company.

Snehal Mehta --- NIS Academy Page 4

Page 5: Titan Marketing

Titan Industries (Watches)

OBJECTIVE OF THE PROJECT

To analyze the market of the Watches in India. As first of all concept of branded watches was introduce especially for the Middle Higher and Higher Class basically, it is a impact of socio-cultural environment as preference is given to a Branded watches. To find out that is market of Branded watches is limited to Middle Higher/Higher Class in the country or it has an ability to expend. Now in India watches for Lower class are also available in the market. To find in which segment the market is wide survey was done.

To study the factors influencing brand preference for watches. -Firm’s marketing effort.

-Socio-cultural environment.

-Psychological field.

To study the business environment factor affecting the product category.

General environment.

-Socio-cultural environment.

-Legal environment.

-Technological environment.

Specific environment

-Customers

-Competitors

-Marketing intermediaries

To find out the brand preference for watches.

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Page 6: Titan Marketing

Titan Industries (Watches)

Environmental Analysis

A. The marketing environment.

Competitive ForcesMajor Competitor

There are lots of competitor in wrist watch segment which directly or in directly affecting the titan watches industry. The major players’ are-

Domestic Level: HMT Maxima-quartz Rado Casio

International level: Espirt Swatch Citizen Tag heuer Seiko Cartier Giordano

Fashion Houses: Dkny Gucci Adidas Nike Bvlgary

Among all these competitors, Maxima-quartz and HMT are major players .The strength and weakness of the companies varies from segment to segment.

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Titan Industries (Watches)

Industry’s Role

As there have many competitor exists in this Industry, the competition is too much. Whenever any company bring changes in its marketing mix, all the companies also implement changes in their marketing mix to sustain in the competition. By that the structure of whole industry is changing and affects the competitive forces in the Industry.

Economic forces

Economic landscape

Indian corporate sector is nervous because of current Inflation. This problem occurred not only in India, but it affected all the countries due to United State financial crisis.

As we came to know from Federation of Indian Chamber of Commerce and Industry (FICCI) that 64% of the 413 companies are running currently in worst condition from last 6 months.

Consumers view

As we know that Inflation is in double digit figures, but the people who lives in urban area or metro city, are having optimistic view towards economy.

People think that the economic condition of our country will be improved in the near future.

Purchasing power of consumers

BRAND PURCHASING POWER (PRICE) RS.

CATEGORY

FAST TRACK 550-1,430 YOUTHEXCTA 595-1,430 LOWER MIDDLE

CLASS(Office wear)SPECTRA 650-1,830 COMMON CLASSROYAL 960-2,830 UPPER- MIDDLE

CLASSRAGA 1,420-4,000 UPPER CLASSBANDHAN 1,675-8,085 COUPLESREGALIA 1,725-7770 UPPER MIDDLE

CLASS-UPPER CLASS

EDGE4,500-5,200 BUSINESS CLASS

NUBULA 10,000-45,000 UPPER CLASS

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Page 8: Titan Marketing

Titan Industries (Watches)

The company’s watch sales grew by 18.8 per cent and its income increasing from Rs255.34 crore during the second quarter of last year to Rs303.45 crore during the second quarter of this year. On the basis of the above table and profit figure we easily understand consumer buying power in target market.

Spending habit of consumers

Despite of high inflation, high oil prices and high volatility in gold prices, watch segment of Titan Industries doing well in the current fiscal. For these, watch segment sales income increased from Rs.168.83 crore during the first quarter of last year to Rs.171.89 crore during the corresponding period this year. These data indicate that consumer’s spending pattern is increasing respective target market.

From the above information we can easily understand that consumers buying more of Titan wristwatch. There are few reasons behind the growth in sales of Titan .They are as follow.

Brand name Quality of the products Features ,which differentiate from others Attractive models New innovation

Political forces

Political landscape:

In 2004 /05 the new Government came through election in India.

Our new Government took lots of steps to make the global relation as well as some steps to develop our country GDP, decreasing the rate of Inflation by decreasing rate of Cash Reserve ratio (CRR) as well as by decreasing the Repo rate. These all steps help the Industries to get sustain in the market.

As all the steps help the Titan industry to compete in the watch industry. The performance of this sector for last few years are-

Relation with political officials

As we all know that TATA group is the one of reputed companies in the world, it really helps the country development.

Moreover, the companies always want to make good relation with the political parties, because we know that India is a democratic country which is it- self elected by the people the country.

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Titan Industries (Watches)

Legal and regulatory forces

As the titan industries operates their business in the global area ,they have to follow lots of regulatory norms.

The industry can be directly affected by the certain rules such as change in Taxation rate.

Technological forces

Impact of Technology

Changing in technology always play a great role in the target market. Titan decided to manufacture only QUERTZ (Analog and digital) and not mechanical and they would start plant to manufacture watches in wide variety in design and prices.

Titan changes the technology in that ways which help in enhance the quality and the features to increase buyers’ value. Titan gets advantages in the target market through innovative technology.

As there is too much competition, if Titan not accept the changes in technology then they can’t sustain in the market. In premium segment, competitor will capture whole market by improve technology. And in the mid-price segment, other companies will give a tough competition to titan.

Technological changes

The new marketing innovation can bring a drastically changes in the marketing activities of the company. The new innovations which can differentiate the company from the competitor are

Implementation of Heart-beat checking system in wrist watch. Implementation of Blood pressure checking system in the wristwatch Some companies can come with the watch which help in knowing the mood of

the person.

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Titan Industries (Watches)

Sociocultural Forces

Tata believes that improve the quality of the life of people and the employee is the primary purpose of their business. It uses its resources in the best possible way. They also takes some reasonably steps to improve the quality of life of the people of the areas in which they operates.Tata adopt the Corporate Citizenship Index, Tata Business Excellence Model and Tata Index for Sustainable Development which reflect its commitment to its Corporate Social Responsibility (CSR). Tata spends 5-7% of its profit after tax on several CSR initiatives.These CSR initiatives are spread across three core areas, such as employee welfare, the environment and the welfare of the community at large.

B. Target market

Identification

The titan industry basically deals in three segments for its watches. They were as follow.

High Income/Elite consumers

In this segment mainly the consumer who buys a wrist watch as a fashion accessory.

Middle group:

In this segment mainly consumers like some fashion in their watches. These consumers would not purchase a watch without comparing various offers in the market.

Lower-income people:

This segment mainly consisted of lower- income consumers who want watch mainly as the time –keeping device and purchase on the basis of price.

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Titan Industries (Watches)

Marketing Mix:

PRICE PRODUCT PROMOTION PLACE

Price:

As achieve our marketing our marketing objectives, we can do some change in the pricing .

The main consideration will be in changing price are followings.

A. Survival:

In case of some of the watches titan prices them according to the features .The Exacta is a simple steel watch priced at Rs.600-1,100. As the company also deals with Spectra, Raga through pricing policy.

B. Market share:

As we know that 70% of sales in watches come from the lower segment, therefore by pricing Sonata at 350 onwards with guarantee.

Titan prices its world watches which compared equal to an international players like Calvin Klien where a customer pays 4 times as value of the world watch, therefore market with low prices to international players to gain market share.

C. Market Skimming: In Indian watch industry there is no one offering pure gold watches, watches in pair, jewellery watches. Here Titan offers there product with the Indian touch in its design, the product, the love.

Product:

Quality and leadership are the two main terms for the Titan. As to achieve the marketing objectives this aspects should also be considered.

A. Product line: To increase the sales, the difference in the prices of the watches are justified by the features.

B. Product pyramid: Portfolio of Titan’s product is of 3 distinct price-range that can be defined in general, as Popular, Mid, and Premium. At the popular segment, the emphasis is on in volumes but not in margins. At the premium segment, the emphasis is on profits and image but not in volumes. Obviously, company giving more emphasis at the top of the pyramid as profits at the top of the pyramid is very high. This pyramid guided the strategy of Titan.

C. Product strategy: Titan was first focused only on the premium segment of the watch market. As per the product strategy they took, Titan moved in to the mass market for

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Page 12: Titan Marketing

Titan Industries (Watches)

watches. To widen base, Titan created new segments and increasingly focusing on segments individually. In the past few years Titan has took a lot of initiatives to focused on specific segments.

D. Product Quality: Quality and leadership are synonymous to Titan. It seek to achieve both through their value for products compared to their prices. 

Promotion:

Promotional pricing:

A. Marketing pricing: As by opening new shops such as the world of Titan – buy directly from the dealer and hence the element of middleman is not there.

Here the retailer in this category buys watches for 17-18% lesser than MRP and hence they are able to get the 17% profit margin on sales.

It is managing to successfully convince to the customer of the perceived value of ‘WORLD WATCH’ using hoarding all around the city, increasing buyer image, trust worthiness, innovation, differentiation, value for the product.

Price discount and allowances: Every year Titan comes with a price discount sale on the MRP of the watches. The allowances varies from one segment to another.

B. Creative advertising: Titan introduces a contest on cartoon network in india.com which invites children to use creativity and design watch.

The prize winning design was launched as a new watch in summer 2002 collection .

Type of advertising: Titan believes in making its ads clean, well made, touch on emotional chord. As the company is using celebrities or superstars that is Amir Khan for the Titan watches.

As here we can say that a female actress would be more effective for the promotional purpose. It can be Katrina Kaif, as now she is one of the popular actress in Bollywood.

C. Promotion on occasion: Titan is one of the company which formally believes in the policy of promotion the product based on the occasions.

Place:

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Page 13: Titan Marketing

Titan Industries (Watches)

Keeping in mind about the young trendy and fashionable consumers, Titan distribute its product and set up ‘world of titan’ in different region. The consumers life style in India, especially in urban area(because the turnover in urban area is 210 million, while the turnover in rural area is 90 million) plays a significant role in the success of Titan.

A. Time Zone: Titan Industries brings together the country’s leading watch brands under one roof, providing the customer with variety in brands, looks and price ranges and also efficient after-sales service. These 1142 Time Zones located across 89 towns which offer its customer the complete watch shopping experience.

B. Value Mart: These outlets sell surplus stocks of Titan watches at reduced prices. By doing these it offering fabulous value for money with the same warranty as a regular full-priced watch enjoy. However these shops would not be placed in the main locations and not working as a normal shops. This is to make the customer go to the shop rather than the shop calling the customer and hence the locations are not very suitable for shopping.

C. Sonata Stores: Sonata stores is also an Authorized Service Centre for Sonata & Titan brands. Sonata store meet the large scale demand for the watch and also to attract customers in more. These shops had full stocks of the watch in demand whereas the others could afford to maintain only limited stock.

Consumer Buying Behavior

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Page 14: Titan Marketing

Titan Industries (Watches)

Cultural

Social

Culture

Subculture

Social Class

Reference group

Family

Roles and statuses

Personal

Age and life-cycle stage

Occupation

Economic circumstances

Lifestyle

Personality and self-concept

Psychological

Motivation

Perception

Learning

Beliefs and attitudes

Buyer

A. Cultural Factors Value, perception, and preferences

Nationalities, religion, race, geographical regions

Social class

B. Social Factors Reference Groups

Social Class

Roles & Status

C. Personal Factors Economics Circumstances

Occupation

Age & Life Cycle Stage

Lifestyle

Personality and self-concept

D. Psychological Factors Motivation

Perception

Learning

Beliefs and attitudes

Men’s segment:

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Page 15: Titan Marketing

Titan Industries (Watches)

With Titan positioning its range of watches as a life-style, the Indian market

started viewing watch more as a complement to dress than just a time showing

machine. They are also realising that, unlike other forms of art that are meant to be

admired, high-end jewellery watches have that added bonus: practical luxury with a

function other than beauty. Watches have joined the list of tie, deodorant and shoes

to represent the occasion and flaunt your status.

- Dress Wear

Titan has three brands positioned for this segment: Nebula, Regalia and

Insignia.

Nebula:

Marketed as the “Jewellery collection from Titan”, Nebula is targeted towards

affluent men who consider wearing gold jewellery a symbol of status. Magical blend

of most coveted of metals, Gold and craftsmanship; Nebula is more of a connoisseur

watch with the lowest price model at Rs.5500. It is marketed as a “watch for

discerning individual” positioned as a gold jewel.

Regalia:

“Incredibly eye-catching…. magic in gold”.

The watch uses the unique combination of gold and bicolour looks

representing the essence of dress-wear. In India, gold-look is associated with status

but at the same time, the silver-look is the fashion of the day in international

watches. With the combination of both, this watch is targeted towards affluent

businessmen. The elegant looks and colours make it a strong competitor to the

foreign brands like the Tissot, Piaget and Rado.

This is also marketed as a watch for gift “Special Watch for special occasion”,

positioning this as a costly gift.

Insignia:

‘The World Watch from Titan.’

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Titan Industries (Watches)

The watch with fascinating designs and precision engineering was targeted

towards the European markets. The complexity of this watch is 10 times more than

a regular titan watch. Though it didn’t meet with much of a success in Europe, this

tag line and keyword “International” are used to position this watch as a world-class

watch for international traveller with European tastes.

- Classic Watches

Watches that are for every-day use and those with less frills and more value

are classified as Classic watches. These watches are normally targeted towards

middle and upper middle-income class consumers.

Classique:

“Power dressing now has a new weapon!”

“Timeless elegance captured on the wrist.”

Classique' is marketed as a fusion of function and sophistication. Classique

with its looks fits the formal corporate image and is positioned as a watch for

corporate employees. This also reinforces the importance of watch along with the

dress worn. These watches are generic in their simplicity and find no real

competitors except HMT.

Royale:

“Collection of designs that suit everyday wear”.

Royale with its gold plated case and golden straps represents a formal every

day watch targeted towards the employees who can’t afford multiple watches for

occasions. The watch includes designs from simple to dressy eveningwear switching

between informal and formal looks based on the place and situation.

Spectra:

“Designed for those who look beyond the ordinary”.

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Titan Industries (Watches)

This brand from Titan extends over wide range of prices from 900-7000. It is a

classic premium watch with style, which boasts of combining the sturdiness of steel

with richness of gold. The positioning of the watch is not very clear as it is targeted

towards the salary earners with its lower price point models and appealing models

for the corporate executives at the higher end.

- Sports Watches

In the Indian scenario the sport awareness is not quite there. And the market

is not mature enough that consumers buy special watches for sporting except in the

super-premium and segments above that. A sports watch in the mind of an average

Indian is a polyamide watch with stopwatch and trendy look. So there is no clear

distinction between sports watches and casual watches. But in the available market

Timex, Casio, and Titan are major players and after the lifting of QR restrictions,

world famous Tag- Heur has also entered India but in the Connoisseur segment of

sports watches.

PSI2000:

Titan has introduced a range of contemporary Precision Sports watches. The

brand is marketed as tough, outdoor, adventure brand. (Psychographically

segmented) Ranging from 800 to 7500, these watches are in direct competition with

foreign brands like Swatch Irony.

- Casual Wear:

The segment of watches that has a variety of brands and models to appeal to

the youth and mentally young people is casual wear. The watches in this segment are

mainly sporty watches, which are unconventional and typically symbolize the

attitudes of younger generation.

Titan Fast Track

“Cool watches from Titan”.

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Titan Industries (Watches)

The target audience for this watch, in the 20-35 age group include working

adults and postgraduate students of both sexes in metros and mini metros. The Fast

Track user, in terms of attitude is one who wears an informal dress, wears branded

jeans, shirts, sunglasses and branded informal shoes. The Fast Track personality is

that of a young, energetic, achievement oriented person, who seeks to express his

or her individuality by braking free from constraints of formal environment, without

being a rebel. Built around the Cool concept, this watch from Titan has virtually very

few competitors because no one offers the feature combination and price but Casio

(in digital range) and Espirit and Swatch (in the analog range) can be considered as

competitors feature-wise.

- Technology Watches

Wrist Watches have changed a lot from the inception- a time showing

convenience machine to a status symbol. But the underlying concept remained

unchanged, convenience. Stretching this concept a bit with the development of

technology are the technology watches available in the market. Watch for time,

status has in the new technology era is looked for convenience of carrying data. In to

the competitive market with people willing to pay a premium for that advantage, a

good number of brands have ventured.

Technology (2350-8200):

“Multi-functional watches for the Tech-savvy”.

This brand is marketed as mergers of classic elegance and technological

mastery giving rise to multi-functional chronographs using the solar power. This

brand is positioned to compete against the Citizen’s EcoDrive.

Women’s segment

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Titan Industries (Watches)

- Dress Wear

Titan has chiefly three brands in this category.

Nebula (6000-65000)-

“The Jeweler’s Collection”

Nebula is a precious jewellery watch from Titan. It is marketed as ‘a magical

blend of most coveted of metals and engineering excellence’. The Nebula range of

watches is positioned as objects of ornamentation. A 21 carat gold watch, studded

with gems it is targeted at the upper most end of the market in competition with

brands such as Rolex and Cartier.

Regalia

Regalia range is positioned as “Essence of dress wear”. It is marketed as

“Incredibly eye catching…magic in gold”. With the unique combination of gold and

bicolor looks and sleek case, Regalia is targeted towards middle-aged women who

consider watch to be a status symbol and also representing their delicacy. It is

available in many price points between Rs.1800 onwards.

Raga and the Silver Raga

Raga and the Silver Raga collection are positioned as “Ethnic Indian styling for

the sophisticated woman”. Each piece is truly unique and represents elegance,

delicacy and feminine. The designs and the bracelets represent traditional Indian

ornaments as well as contemporary style.

Both the watches are exclusively designed to appeal to women more as an

ornamental possession than a watch. The Silver Raga has been crafted exclusively for

the sophisticated woman who believes in value-for-money and who wears silver

jewellery with élan.

At the beginning, when the brands were launched, they were positioned as

“Watches for all dresses” with changeable dials matching the sari color. But the

proposition was viewed with skepticism and hence didn’t meet with much success.

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Titan Industries (Watches)

Keeping in mind Indian women’s love for jewellery, both these brands are

repositioned as a perfect accessory that completes a woman's wardrobe.

- Casual Wear

Fastrack

The woman's collection presents the all-new international 'Frosted' look,

which is trendy and chic. The ad line : ‘Fastrack- ‘Cool watches from Titan’, aims at

building the brand around the ‘cool ‘ concept.

Fastrack is targeted at a personality that is young, energetic, achievement-

oriented, who seeks to express her individuality by breaking free from constraints

imposed by formal environments, without being a rebel. The positioning of Fastrack

for men and women is almost the same.

Children’s Segment

Titan has a brand called Dash! for kids. These are bright, colorful watches

targeted at children aged 6-14 years. These watches are priced Rs.250 onwards to

Rs.495 and are marketed under the ad line: “Wow! Watches from Titan”. The three

main collections from Dash include the ‘Popeye Collection’, which feature cartoon

character Popeye, and his friends. There is also a Digital Range, which has features

like Ellight, compass, Velco straps. So Titan is positioning Dash watches as ‘Fun’

watches for kids. Its features such as comic characters also appeal to the frivolous

nature of the children.

Dash also has a special collection for girls, with changeable bezel rings, priced

at Rs.295.

Bibliography

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Titan Industries (Watches)

Source of information’s:

www.titanwold.com www.tata.com/titan www.google.com www.indianfoline.com www.thehindu.com www.economictimes.com

BOOKS REFERED

- MARKETING MANAGEMENT – PHILIP KOTLER

- PGDAM (Post Graduate Diploma in Applied Management) Book – 1st

Semester – Courseware 3

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