copy of 52169186 titan ppt

8/3/2019 Copy of 52169186 Titan Ppt

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TIMEX

VS

TITAN

Shamoeel J


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OBJECTIVES

MARKETING STRATEGIES BYDIFFERENT WATCH BRANDS IN INDIA.

TITAN OR TIMEX? WHOSE CAPTURING

A GREATER MARKET SHARE. INDIVIDUAL STRATEGIES.

WHAT ARE THE CONSEQUENCES?

RECOMMEMDATIONS FOR THECOMPANY HAVING LOW MARKETSHARE.


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TITANBE MORE


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One of the giant gods in Greek mythology who preceded the Olympian gods.

The largest moon of the planet Saturn.

World's fifth largest and India's leading manufacturer of watches.

The Titan portfolio has over 60% share in the domestic market share.

The company has showrooms in every nook and corner of the countrythat caters to the needs of every segment of the people.


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TITAN

FOUNDED IN: 1987

HEADQUARTERS: India

AREA SERVED: 4 continent and 32 countries

India and other countries esp. Middle east, AsiaPacific and Africa

Has Customer base of over 80 million.

INDUSTRY: Watches

PRODUCTS: Watches, Jewellery, Eyewear &Precision Engineering

EMPLOYEES: 3,000

PARENT COMPANY: TATA


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AWARDS ACHIEVEDThe company has been awarded the following distinctions:

No.1 Brand in the Consumer Durables category in the "Brand

Equity" Survey of The Economic Times

Won the Young Design Entrepreneur of the Year at the National

Institute of Design and Business World

Retail Asia and Media Magazine Singapore adjudged Titan Industriesas amongst the leading Retailing Companies in India.

Titan has won the Brand Leadership award at the India Brand Summit.

The Time Products Division of the company was awarded the JRD QVAward in 2006.


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Vision To be a world-class, innovative and

progressive organization and to build

Indias most desirable brands.


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Mission To create wealth for all our stakeholders

by building highly successful businesses

based on a customer-centric approach,

and to contribute to the community.


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Values and Standards

Total customer orientation

Employee appreciation

Performance culture and teamwork

Creativity and Innovation

Passion for excellence

Corporate Citizenship


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Strategies

Innovation

Quality

Creative Advertising Aamir Effect

Catalogue Advertising

Retail Stores

Cutting Edge Technology


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Cutting Edge Technology

The Design Studio:

Excellent Watch and Jewellery design.

Has international award winning designs to its credit.

Sophisticated Design & Development Centre

Advanced Pro-E workstations and prototyping facility.

Every Ford Mondeo car rolling out of the plant in Genk,

Belgium has a Titan Clock.


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BRAND POSITIONINGSTRATEGIES

Attribute Positioning:First to bring Quartz watches to the Indian market. This helped to

penetrate the market and gain a market share. Raga, Classiqueand Regalia

Benefit Positioning:

The Fastrack Digital range offers the customer a functional watch thatis attractive and has superior style.

Competitor Positioning:

With the entry of Omega, Tissot etc into the market who are catering tothe upper end of the market titan has tried to reposition itself byincreasing the price range.

Quality or Price Positioning:

In Indian market, Sonata is a perfect example of Price positioning, titancame up with this segment when it was facing heavy competition.


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BRAND AMBASSADOR


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Retail Stores

Of titan

ALL INDIA10000

Dealers2300

Towns

World Of Titan177

Showrooms104

Towns

Service Centers

616

Centers

314

Towns


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Market Capitalization (Rs. inCr.)

218

500

1018

3530

44005300

0

1000

2000

3000

4000

5000

2002-

03

2003-

04

2004-

05

2005-

06

2006-

07

May-08

Market Cap.

CrossedBillion $


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Domestic Level- HMT

Maxima-quartz

Casio

International level- Espirit

Swatch

Citizen

Seiko


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Marketing Mix(4PS)


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Edge RagaOctan ZoopWWF HeritageOrion NebulaSonata ExactaSpectra DashRegalia FastrackRoyale ClassiqueXylus Eye +Titan Bandhan watches

It also markets Tommy Hilfiger watches under a

licensing arrangement


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Jewellery: Tanishq is India's largest and fastestgrowing jewellery brand with apremium range of gold

jewellery studded with diamonds or coloured gems. In Indiait has 102 boutiques across the country.

Eye wear: Titan Eye+ producessunglasses underFastrack brand and prescription eyewear consisting of

Frames, Lenses, Sunglasses, Accessories and ContactLenses.


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World of Titan Showrooms

Time Zone

Traditional Outlets

Non Traditional Outlets


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PRICING

Pricing Objectives1. Survival (i.e. Titan Exacta)

2. Market share (i.e. Titan Sonata)

3. Market skimming (i.e. Titan Nebula)

4. Product quality

Pricing method

1. Product line pricing

2. Promotional pricing

Application of pricing strategy

1. Lower segment

2. 1000 plus segment

PRICERaga Diva- Rs 4000-9500Zoop- Rs 5200- 6000

Nebula- Rs 26000- 85000Octane- Rs 5250- 7000Orion- Rs 3200- 7500Fastrack- Rs 500-4500


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PROMOTION1. Advertising

2. Sales promotion

3. Public relation

Titan brand ambassador:

Titan Brand: Aamir Khan Sonata: Mahendra Singh Dhoni

Raga: Gul Panag, Rani Mukherjee

Xylys: Rahul Bose

Fastrack: John Abraham

Titan tagline:Be more

Fast track tagline:How many you have?

Public relation

Gift concept

Promotion On Occasions

Advertising media:

Television Print Internet

Sales promotion

Sponsorship

Seasonality

Promotion throughContests


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SWOT AnalysisSTRENGTHS

Brand image and parentcompany is Tata group

Market segments with largepotential: women, youth,children, sportsmen, the budget-conscious , the big spenders.

Customer value and offeredafter sales service in a

showroom environment

Worlds 5th largest watchmanufacturers

Popular brand ambassdors

WEAKNESSES

High price for jewelley

Lack of scope inentering south indian

market

Service centres are rare

Less number of lowpriced products


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OPPORTUNITIES

Currently, sales in India stand at an low number of 25 watches per 1,000 people,

compared with 250 watches per 1,000 people in a developed society. Exchanging offer

Rural market

Continous innovation

different festive occasions

THREATSToo many players will dilute the market & the profit margin

Low priced China watches

Mobile phones.

Government rules and regulations


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Segmentation of Indian Watch industryBased on price Mass (Rs.350-600), Popular (Rs.600-900),

Premium (Rs.900-1500), Super-premium (Rs.1500-8000) Connoisseur segments (above Rs.8000)

Based on user category Mens watches

Womens watches Youth watches Kids watches Sports watches


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POSITIONING

Titan has been positioned as a premium brand, providing high quality products

Titan initially pioneered the concept of "Gifting watches".

Customers who were fed up with ugly time machines welcomed the brand

Titan.

Re- Positioning as a fashion accessory.

Watches were perceived as a onetime buy and consumers seldom ownedmultiple watches.

Titan pushed the concept of "Matching Watches to Clothes" in the recentcommercials.


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Introduction : WWF, Orion,Zoop, Diva, Octane

Growth: Nebula, Insignia,

Raga, Royal, Regalia, Edge etc

Maturity: Sonata, Fastrack,Dash

Decline: Aqura


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Michael Porter Model


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JOINT VENTURE WITH TIMEX

TITAN HAD A 5 YEAR COLLABRATION WITH

TIMEX.

BOTH THE COMPANY MERGED TO GRAB ABETTER MARKET SHARE.

AFTER ACHIEVING THEIR RESPECTIVE

POSITIONS THEY DECIDED TO PART AWAY.

THEIR DEAL ENDED ON 23RD DECEMBER 1997.

TITAN IS NOW WORKING AT A HIGHERPOISITION AFTER THE SPILT UP BUT ITS STILL

SEEN THAT TIMEX WAS WORKING UNDER THENAME OF TITAN.


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THANK YOU

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