markerting plan for titan purple watch_dikshit

8/7/2019 MARKERTING PLAN FOR TITAN PURPLE WATCH_dikshit

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MARKERTING PLAN

FOR THE YEAR

2010-2011



�Compiled by:

�Roll no:-7 Raviranjan

�Roll no:-31 abhishek yadav

�Roll no:- 1 dikshit Parekh

�Roll no mary dutt

�Roll no:-25 Ruchita Mishra

�Roll no: Omkar sinde



� Electronic Watches were introduced in the

world market in the early seventies. They

came to India in 1979 but had to be

withdrawn due to problems with theproduct. HMT Ltd (HMT) introduced its

electronic watches in 1981 and was followed

by Hyderabad Allwyn Limited

(Allwyn).Organizations such asElectronicsCorporation of Tamil Nadu (ELCOT),



� Semi Conductor Complex Ltd. (SCL), etc.

introduced watches but were not successful.

By mid eighties many smaller companies,

originally manufacturing mechanicalwatches, diversified into electronic watches.

� In 1987 Titan Watches Ltd. (Titan) a joint

venture of Tata Sons and TamilNadu Industrial

Development Corporation entered themarket and shortly established itself as a

major manufacturer.



� Titan Industries is the world's fifth largest and India'sleading manufacturer of watches. The company hasmanufactured more than a 100 million watches tilldate; and has a customer base of over 80 million.

� The brand Titan is committed to offering itsconsumers watches that represent the compass oftheir imagination. The new brand philosophy of Titan,encapsulated in the words "Be More", touches this aswell as all other aspects of the brand.



� The Titan brand architecture comprises severalcollection and subîbrands, each of which is a leader

in its segment. Notable among them are: TitanEdgeThe world's slimmest watch which stands for the

philosophy of "less is more´.

� Today, the Titan portfolio has over 60% of the

domestic market share in the organized watchmarket.



�Titan Industries is the organization that

brought about a paradigm shift in the Indian

watch market when it introduced itsfuturistic quartz technology, complemented

by international styling.



�With a license for premium fashion watches of

global brands, Titan Industries repeated its

pioneering act and brought internationalbrands into Indian market.

� Entering the largely fragmented Indian

jewellery market with no known brands in1995.



� So Titan, backed by world-class quality

created at a world-class plant located just offBangalore, backed by the Tata name, was

launched into the Indian market on the back

of these new rules. Today, in early 21st

century India, it is taken for granted that awatch is a fashion accessory.



�Titan's quality record is impressive, its sales and

service network is wide and deep, and its network

of exclusive showrooms, The World of Titan, is oneof the most prestigious and visible retail brands in

the country, offering world-class levels of

shopping comfort and customer service.

� What is truly amazing about Titan is the sheer

scale of its offering and the consequent choice it

offers to multiple segments across taste, age and

economic background.



� Even the early range had distinct offerings for

different requirements: formal watches (gold

plated cases with fine leather straps) for theexecutive, dress watches (gold plated cases

with ornamental gold plated bracelets) for

those with a preference for jewellery, rugged

watches (all steel watches with a skew tofunctionality) for those whose usage

demanded a certain durability.

�The industry was dominated by the public

sector which had brought in watchmanufacturing into India, enjoyed tremendous

goodwill in the market, but had not really

invested in evolving itself and its consumers:

styling still remained basic, choice was

limited.



� Sub brands under titan

�

Timex�Titan raga

�Raga crystal

�Raga floral

�Chocolate� Edge

� sonata

� Fasts rack

�Xylus

�Heritage

� nebula



�HMT

�Maxima-quartz

�Rado

�Casio

� International level:

� Espirt

� Swatch�Citizen



�Tag heuer

� Seiko

�Cartier

�Giordano

� Fashion Houses:

�Dkny�Gucci

�Adidas

�Nike

�Bvlgary



�New range of Titan watch purple.

� exotic and elegant for every class.

� solitaire and diamond coated.

�To be launched in Dashera 2010..

�USP:-skin friendly. Weight regulation and BP controller,everything in 1 watch.



� Starting from 25,000.elite edition.

�Normal leather belt 1000.

� Pure solitare:1lac

�Mixture of diamond and soliatre:75,000

�Only purple:15,000.

�Offers: buy 1 pure solitaire and get 1 mixture

of diamond and solitaire coated watch free.

�Normal leather belt costs 1000 only with all

the features.



�To be launched in mumbai,taj hotel. On 17th

October 2010.

� Brand Endorser: Ranbir Kapoor, Katrina kaif.



�To be promoted online ticker ads, on yahoo.com,

google.com

�Tvc commercial by ranbir Kapoor and Neil Nitin

Mukesh, Amrita Rao.

�

At prime time (7.30-11.00p.m.) on 5 mainchannel.

� Star plus

�Colors

� Sony�Zee TV

�Ndtv imagine



� newspapers:-The times of India

�Hindustan Times

�Magazines :FHM, Cosmopolitan ,vogue.



TITAN PURPLE.



�Titan watches launches its new ranges of

watches ´TITAN PURPLEµ for classes as well

as masses.

� Purple will be launched on 17th October2010.

�Titan has made sure that its range of wrist

watches have essential features that is

required for people to know like BPcontroller,weight scanner,diabets check.



� In this century a person doesn't have time to

take care of their heath therefore titan

thought of an innovative product which takescare of your health with just a touch of your

pulse.

�The success of titan has been remarkable it

will now take into consideration the effects ofpollution. be it women, men or juvenile.

�This will give anew trend in the market when

you look at the watch you can now even look

at your wight,BP,daibets and weather.



�Market share of the competitor in domestic

market

�HMT19%

�Maxima13%

�Rado7%

�Casio3%



�R eview of Marketing Objectives

�Current marketing objectives of TATA is to

strengthen India·s Industrial base through the

proper utilization of resources like employee and

materials. Besides, the company seeks to reachthe height of excellence atmosphere which is free

from fear and threat.

�Performance Analysis

�Titan Industries achieved significant growth duringthe year ended 2007-08. Watch segment sales also

grew by 17.2 per cent to Rs 918.7 crore. All brands

of the company have performed well and new

introductions in gents· watches, the Raga Crystal

for ladies.



�Titan purple will be one for everyone.

� Its exotic design and features will create a

mark in watch industry.

�The current market is flooded with sub

brands of titan watches. this new range will

set a bench mark fore its competitors.



�Demographic segmentation

�Gender: male, female

�Age 10 to 60

� Income: relatively middle class, upper

middle class and elite class.

Geographic segmentation:

Country: across the world

Urban, suburban, rural, national and

international

Climate: every kind of



� Behavioral segmentation

� Lifestyle :elite, youth, aged. heath consciouspeople.

� Benefit segmentation

�The product shall benefit everyone and there

will be les number of diseases around theworld.

�Titan purple will change the watch the world

looks at.



� Strengths

� Brand name titan

� For class as well as mass

�Has BP controller, weight monitor ,diabetes

check, weather forecast.

� Solitaire and diamond coated as well as

simple leather belt.

� For kids also.

� economical



�Weakness

�Colors are very gurly like pink, purple.�Men might feel awkward.

�No specific features for kids

�Oppournities

� International proclamation.

�Outcast even international brands as it has

many features that generally a wrist watch

doesn·t have

�Wall clock for the same shall be introduced

after the success.



�Threats or trends

�Competitors might copy the idea.

�Competitors might decrease their price

�Titan's sub brands itself.

� Youth appeal will e there

�

More and more middle age men and womenwill prefer buying this watch.



�Marketing Implementations:

�Marketing plan basically implemented on the

basis of market segmentation .

�We have gone through the target marketsegment which basically include

�High income class



�Vision:

�To sustain the brand name titan and give its

customers every range of watch under one

branch.�Mission

�This product will not only show you the time

but also show you the climate, weather

forecast ,BP controller, diabetes check. aproduct designed for class and mass.



�Marketing objective

�Titan industries in watch holds 70% in Domestic

level and 60% in Share in organized sectormarket.

�Companies the marketing objectives is to

increase in market share by 5% .

�Before implementing the of marketing strategies

we must have to focus on certain things ,which

include the BCG Matrix representation.

�Titan industries has registered an Income of

Rs.1,104.85 crore as compared to previous year

which was Rs 7,25.11. In all the income the

Titan industry had contributed Rs.3,03.45 crore.



� Titan purple, marketing mix consists of pricing,distribution, advertising and promotion and positioning

� Pricing: titan has been priced according to evercustomer·s wants and needs,luxury.starting from15,000 to 2 cr.

� The price is low as compared to the competitors

�Distribution: Product would be launched in all metro

cities in India and would also be availableinternationally

� Packaging: the packaging will be in velvet gold platedbox, for each range of titan purple. The authenticpackaging will attract the customers.



�Titan has always been among the top brands

in India. however it has always tried to

target the mass as far as concerned.

�The international brands of titan have beenvery expensive and only classes could afford.

�Titan purple is elegant, authentic, stylish,

informative yet for everyone, it is positioned

for class and mass.� Its unisex. Even kids can tie on their wrist.its

safe,skin friendly

�The metal does not harsh the skin.



Titan purple

Change the watch to the world looks at«



� Electronic media:approx 3cr

� Print media:1 cr

� Promotional events:1cr

� Production and distribution cost: 50 cr.

�Total cost:55 cr.



�Electronic media

� Slot: prime time 7.30 to 11.00 pm

�Colors:Monday,tues,sat Sunday,wed:90,000per day.�Zee TV: thrus,fri sat,Sunday,mon,tues:40,000 per day.

�Ndtv imagine:everyday:60,000 per day.

� Star plus: Monday, Tuesday ,Friday, Saturday

sunday,75,000 per day.

�The accurate time cannot be calculated as ads are

booked and there is no guarantee that the ad shall be

aired on that particular time.

15 times titan purple will be aired on each channel.during prime time.

3 sec advertisement.

Total cost:-6,95,000,00



�The Times of India

�Hindustan times

� Below the fold on right hand side.

�On sat Sunday ,Monday ,Tuesday.

� 30,000each day.

�Hindustan times:20,000 each day .everyday

till diwali.

�Complete booklet of titan purple to be given

with TOI and HT.

� Booklet printing cost:1,00,000.



�Magazines

� FHM:-double fold: glitter gloss paper:95,000.

�

Cosmopolitan: bread spread, paper qualitythick glossy:80,000.

�Vogue: page no 25,gliter thick:70,000.

� India today: last page:50,000.

� Internet ticker ad on yahoo and google.1 perhour. to be broadcast twice each day.

�Total:-4 lac each day. till diwali on internet.



�Media expenses:-61,15,45,000

�Marketing expenses:-1,00,00,000

� Production expenses:-55,00,00,000

�Total expenses:-1,16,25,45,000



�Marketing management by Philip Kotler

�www.titian.co.in

� Images courtesy Google images.com

markerting plan for titan purple watch_dikshit

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