Rebranding and Brand extension

Abhishek Vyas

PGP30007

IIM LUCKNOW

Titan Industries Limited to Titan Company Limited

MARKET SIZE

$2316.8 million by 2013

CAGR 12.60%

between 2009 and 2013

MARKET LEADERS

"It was time for us to widen our footprint in the personal lifestyle categories that are currently unorganized, underserved and under penetrated.”

- Bhaskar Bhat

Managing Director

Titan Company Limited

Market Size

INR 13.2 Billion by 2013

Growth Rate

25% Major

Players

Lifestyle Adult college goers

Young earning

population

Old earning

population

Demographics

(AGE)

Less than 20

20-25

25-35

Greater than 35

WOMEN MEN CELESTE RAW IMERA EXTREME NUDE STEELE

Format : Eau de Parfum (EDP)

Size : 50 ml and 100 ml

Utility to customers : To smell fresh

6 VARIANTS 3 for men 3 for women

STEELE : Woody and Warm

EXTREME : Spicy and Seductive

RAW : Citrusy and Cool

NUDE : Floral and Feminine

IMERA : Musky and Mysterious

CELESTE : Fruity and Flesh

Rs. 990 for 50

ml

Rs. 1790 for

100 ml

Targeting Mid premium segment of the market

0.00

2000.00

4000.00

6000.00

8000.00

10000.00

12000.00

14000.00

16000.00

18000.00

Park

Avenue 9 to

5 EDP

Adidas Ice

Dive EDT

UDV For

Men

Jovan

BLACK

MUSK EDT

Beverly

Hills Polo

Club No 9

Perfume

EDP

Titan Skinn

Extreme

EDP

Jacques

Bogart

Silver Scent

Intense EDT

Police To Be

Illusionist

EDT

David

Beckham

Instinct EDT

Hugo Bvlgari BLV

Pour

Homme -

Set of 2 (2 x

100 ml) EDT

- 200 ml

Burberry

Summers

EDT - 100

ml

Davidoff

Silver

Shadow

Pure Blend

EDT

Hermes

Terre D'

Hermes

EDT

Price per 100 ml*

* Prices taken from Flipkart.com and Snapdeal.com

https://www.youtube.com/watch?v=epPBQoLTdnA https://www.youtube.com/watch?v=tI11SjQiIIE

Promotional campaigns in

Malls

During promotional campaign

for Titan SKINN in Grauda mall

Bangalore

Titan SKINN perfume are retailed through :

WORLD OF TITAN stores

Large Format stores like Lifestyle and Shoppers Stop

Cosmetic stores

Online: http://titan.co.in/shop-online/skinn

Online Retail channels like Flipart.com

SKINN is positioned as a premium Indian fragrance brand with a French connection for the consumers who want high quality products at affordable price

MASS BRANDS

Less than

Rs. 1000/100 ml

Park Avenue, UDV,

ADIDAS

AFFORDABLE

LUXURY

Lacoste, Escada,

DKNY

Rs 2500- Rs 3500

for 100 ml

Mid Premium

Rs. 1000-2500

Titan SKINN, Jaques

Bogart, Police

PREMIUM

LUXURY

RS. 3500 + for 100

ml

Bvlgari, Hermes,

Burberry, Davidoff

P

R

I

C

E

100

ml

POP

‘MADE IN FRANCE’ - Scent created by French Perfumers like Alberto Morillas and Michael Girard

Availability : Titan SKINN has visibility in all the stores where its competitors are present

POD

First perfume launched by any Indian Company

Affordable Pricing

Crucial Point of difference : Value for money

http://titan.co.in/TitanEcom/corporate/pdflinks/performance/2013-14/Titan%20AR%202014.pdf

http://www.tata.com/company/releasesinside/zoEU8Oa7AFs=/TLYVr3YPkMU=

https://www.portal.euromonitor.com/portal/analysis/tab

http://titan.co.in/shop-online/accessories/fragrances?gclid=CL6SvaCQ0MYCFRMljgodO2MNqA

Prof. Sameer Mathur

Indian Institute of Management, Lucknow

Marketing Professor: August 2013 – Present

McGill University

Marketing Professor: July 2009 – July 2013

Carnegie Mellon University

Ph.D. in Marketing : August 2003 – June 2009

ABHISHEK VYAS

Indian Institute of Management, Lucknow

MBA Student