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TABLE OF CONTENTS

Chapters Page No.

1.

2.

3.

4.

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Acknowledgement

Preparing a project report of this nature is an arduous task but I was fortunate

enough to get support from a large number of humble people.I wish to express

my deep sense of gratitude to all those who generously helped me in successful

completion of this report by sharing their invaluable time, knowledge and ideas.

It is my proud and my priviledge to express my deep regards to respected

Dr.J.P.N.Pandey,Principal of Government Autonomous Girls P.G.College of

Excellence,Sagar,M.P.,Dr.Anand Tiwari,Dept.of Business

Management,Government Autonomous Girls P.G.College of

Excellence,Sagar,for allowing me to undertake this project.

I feel extremely exhilarated to have completed this project under the able and

inspiring guidance of Mr.Chaitanya Kaushakiya.He rendered me all the possible

help and guidance while reviewing the manuscript in finalizing the report.

I also extend my regards to my friends,family members,and all those whose

encouragement has infused courage in me to complete the work successfully.

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COMPANY PROFILE

Overview :

Titan Industries was established in 1984 as a joint venture between the Tata Group

and the Tamil Nadu Industrial Development Corporation. The company brought about a

paradigm shift in the Indian watch market, offering quartz technology with international

styling, manufactured in a state-of-the-art factory at Houser, Tamil Nadu. Leveraging its

understanding of different segments in the watch market, the company launched a second

independent watch brand-Sonata, as a value brand to those seeking to buy functionally styled

watches at affordable prices. In addition it focused on the youth with its third brand –

Fastrack. It has also premium fashion watches by acquiring a license for global brands such

as Tommy Hilfiger and Hugo Boss, while. It has also in its portfolio its first Swiss Made

watch brand – Xylys.

In 1995, the company diversified into jewellery under the brand – Tanishq to

capitalize on a fragmented market operating with no brands in urban cities. In 2005, the

company launched its second Jewellery brand, Gold Plus, for capitalizing on the opportunity

in small towns and rural India.

The company has now diversified into fashion Eyewear by launching Fastrack Eye-

Gear sunglasses, as well as Prescription Eyewear. The Company leveraged its manufacturing

competencies and branched into Precision Engineering Products and Machine Building from

2003.

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Today Titan Industries is India's leading manufacturer of watches and jewellery

employing 4000 people. Titan , Tanishq and Fastrack(for youth) are among the most admired

brands in their categories.

PRODUCTS :

The company manufactures over 8 million watches per annum and has a customer

base of over 80 million. It has manufacturing and assembly operations at Hosure, Dehradun,

Roorkee and Baddi in Himachal Pradesh and an ECB plant in Goa. Its main products are:

1. Watches : Currently manufactures four main watch brands viz.

Titan for the premium segment,

Fast track – focused on the youth and trendy fashion space,

Sonata for the mass market and

Xylys for the premium market.

The Titan brand architecture comprises several sub-brands, each of which is a

leader in its segment. Notable among them are:

Titan Edge – The world's slimmest watch which stands for the philosophy of

"less is more";

Titan Raga – the feminine and sensuous accessory for today's woman,

Nebula - crafted in solid gold and precious stones and several other

collections like Wall Street, Heritage, Regalia, Octane, Orion, Diva, Zoop,

WWF and the Aviator series, all of which form a part of the Titan wardrobe.

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Sonata is today India's largest watch selling brand and is priced between Rs

295/- and Rs 1200/-.

The company's first Swiss Made watch – Xylys is for the hi-end connoisseur

and new age achiever. It also markets Tommy Hilfiger watches under a

licensing arrangement and is introducing Hugo Boss. Today, the Titan

portfolio has about 65% of the domestic market share in the organized watch

market. 

The company has 225 exclusive showrooms christened 'World of Titan', making it amongst

the largest chains in its category. Titan watches are sold through over 12,000 outlets in over

2,500 cities and internationally in over 30 countries, primarily in the Middle-East and Asia

Pacific

2. Jewellery : Tanishq is India's largest and fastest growing jewellery brand with a premium

range of gold jewellery studded with diamonds or colored gems and a wide range in 22kt

pure gold. Platinum jewellery is also a part of the product range Tanishq is one of India's

largest specialty retailers and is transforming the jewellery market in India 102 boutiques

in 72 cities across the country. ‘Gold Plus' is the recent retail offering for the mass market

with plain gold jewellery selling through 19 stores in 19 towns. The jewellery division has its

own design studio.

3. Eye wear :  Titan Eye+ is currently on a pilot mode with 5 stores in 2 cities and has

sunglasses under Fastrack brand and prescription eyewear consisting of Frames, Lenses,

Sunglasses, Accessories and Contact Lenses of in-house brands and other premium brands.

4.Perfume: Titan has recently added a new fragrance product line that is Skinn for both men

and women.

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PRECISION ENGINEERING

The company's Precision Engineering Division supplies precision components to the

avionics and the automotive industry. It also manufactures dashboard clocks as OEM to car

manufacturers in Europe and America. The division also provides fully integrated

Automation solutions

Some of the Awards and Recognitions of TITAN

The company has been awarded the following distinctions:

· Being named the No.1 Brand in the Consumer Durables category in the "Brand

Equity" Survey of The Economic Times, a leading Indian financial daily.

· The Titan Design Team won the Young Design Entrepreneur of the Year award at the

design awards instituted by the National Institute of Design and Business World, a

leading Indian magazine. The team has won 7 accreditations also.

· Both Titan and Tanishq have been adjudged "Most Admired Brands" as well as

"Retailer of the Year" by Images Fashion Forum in consecutive years.

· Retail Asia and Media Magazine – Singapore adjudged Titan Industries as amongst

the leading Retailing Companies in India.

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· Titan has won the Brand Leadership award at the India Brand Summit. The Time

Products Division of the company was awarded the JRD QV Award in 2006.

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ADVERTISING STRATEGIES

Overall strategies:

Since its introduction, Titan has been positioned as a premium brand,

providing high quality products. With its numerous sub-brands catering to different segments,

the challenge that Titan faces is to create a strong brand image. It follows different

positioning strategies; these strategies can also be analyzed as given below:

Attribute Positioning Strategies:

  When the company launched its products, it was the first to bring quartz watches to

the Indian market. The company successfully leveraged this to penetrate the market and gain

a market share. Raga, Classique and Regalia come under this strategy. Classique has been

positioned as elegant corporate wear that leaves a quiet, but definite impression and fusion of

function and sophistication. Power dressing now has a new weapon! As Magic in gold and

bicolour look, the 'Regalia' range represents the essence of dress-wear. Raga has been

differentiated and positioned as exclusive watches for women. The Raga and Silver Raga

collection is elegant, delicate and feminine with each piece being truly unique.

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  User Positioning Strategies:

   Titan caters to several user groups- children (the Dash), sportspersons and

adventurers (PSI4000 and Fast track range). The Fast track range is seen as being

contemporary, sturdy and reliable. The advertising, packaging and merchandising of this

range is young, vibrant and ‘cool’ (the ad line says “Cool watches by Titan”)

Benefit Positioning Strategies:

   The Fast track Digital range offers the customer a functional watch that is also

attractive. The digital watch has a “techno-geek” image, but Titan seeks to differentiate its

offering on the basis of superior style and attractiveness.

Competitor positioning Strategies:

   With the entry of several foreign watchmakers into the market, Titan had to

counter the threat. Most of the entrants are catering to the upper end of the market- Omega,

Tissot, and Cartier etc. Titan already had the Tanishq brand in this segment. However, it has

tried to reposition this brand by increasing the price range to encourage more customers.

Quality & Price Positioning Strategies:

In the overseas market, especially in Europe where it is competing with Swiss and

Japanese watches, it is positioning itself as ‘value- for- money’: reasonably priced (less than

Swiss watches and higher than Japanese), attractively styled and of good quality. In Indian

market, Sonata is a perfect example of Price positioning, titan came up with this segment

when it was facing heavy competition from lower end segment.

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Logo of TITAN before brand repositioning in 2013

Aamir Khan:as the brand Ambassador of TITAN in 2004

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Titan Raga Signs Katrina Kaif As Brand Ambassador in 2012:

September 20th, 2011:

Aiming to widen its appeal amongst Indian women, Titan, India’s most preferred

watch brand, announced their association with Bollywood’s most beautiful and charming

Diva, Katrina Kaif. Ms. Kaif has been signed as the brand ambassador for their exclusive

women’s watch brand, Titan Raga.

Incepted in the year 1992, Titan Raga has won the hearts of millions. Designed

exclusively for women, these exquisite and elegant timepieces perfectly capture the essence

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of beauty, femininity and sensuality. The brand has grown over a period of time in sync with

the evolving tastes of the contemporary Indian woman.

Mr. Ajoy Chawla commenting on the brand said, “Driven by continuous launch of

new designs and collections, Raga has witnessed a 27% CAGR in the last few years and will

be Rs.500 crore brand this year! However, the potential in the women’s segment is still huge

as watch penetration even amongst SEC A/B women is still very low. A brand ambassador

will help to make the watch a desirable accessory amongst women.”

Further talking on their association with Katrina, Mr. Chawla said, “Titan Raga

stands for beauty, femininity and sensuous self expression. While embodying these core

values, Katrina also symbolizes the changing face of the successful, graceful and

contemporary Indian woman.”

Talking about her association with the brand Katrina Kaif said, “ Titan needs no introduction,

this vibrant and ‘up-to-the-minute’ brand has been touching our daily lives in the most

beautiful way possible. It gives me immense pleasure and satisfaction to be associated with

the most popular and only women’s watch brand in the country. Besides being a timekeeper

that helps me keep up with my busy schedules, it also adds to my style quotient. I feel watch

designs from Titan Raga are truly exclusive and contemporary. I am really looking forward to

the exciting days ahead with the iconic brand “Raga”, which embodies beauty, sensuality and

femininity with great creativity.”

As a brand ambassador of Titan Raga, the renowned actress will play a key role in

shaping brand communication on television, print, outdoor and other media.

New Collections and Designs:

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1. Sonata’s sub-brand :

Sonata launched the Yuva 2008 collection, a series of colourful watches. They are

available in both casual and formal styles to complement the young, new look for college or

office wear.

The collection has watches for both men and women at prices starting at Rs 645.

They are available in both gold and steel looks, with both metal and leather straps. Sonata,

the watch brand from the Tata’s, launched the Super Fiber, targeted at the sub-Rs 500 market

in urban, semi-urban and rural India.

The watches have been designed primarily for youth in the 16-30 age group, and will be

available in a price range of Rs 275 to Rs 550. The tag line for this sub-brand is ‘Super

Strong, Super Style.’

The company announced 360-degree marketing campaign for the new offerings. It

also unveiled its TV commercial featuring Indian ODI captain Mahendra Sing Dhoni, “in a

brand new avatar”.

2. Titan Raga – Hazel Collection

Titan Raga has launched the Hazel collection, inspired by the hues of nature. Priced

between Rs 2,195 and Rs 4,000, this range comprises five styles with versions in gold, steel

and bi-metal finish. They are available as bracelets and kadas with textured or patterned look

and mother-of-pearl dials.

3. Octane

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Titan has launched the Octane collection of chronograph, multifunction and

retrograde watches for the urban man. The range is described as blending style and

technology. The collection has over 35 styles and is priced between Rs. 5,000 and Rs 7,500.

4. Nebula Celeste

It is a limited edition collection of jewellery timepieces. They are crafted in 18k white

and yellow gold. Prices range from Rs. 6 lakh to Rs. 12 lakhs.

5. Raga Crystals

Titan Industries Ltd has unveiled its new Raga Crystals collection of watches in

Kerala. The two new watches, called Venus and Fairy Dust, are available in yellow metal and

bi-metal versions. Venus is priced at Rs 4,450 and Fairy Dust at Rs 4,750.

6. Titan’s Stambha

A new ladies Heritage wrist watch ‘Stambha’ signifying fame, prosperity and good

luck was unveiled as part of Heritage collection. Mr.Vijesh Rajan, Regional Sales Manager

(South), launching the watch collection, said that plans are on the anvil to launch one new

collection every month, reflecting the 3000-year old art and cultural history of the country.

A sale of around 7,500 watches has been fixed as a target for this financial year in the

Heritage collection, he added. The prices in the collection range between Rs 5,000 and Rs

10,000.

7. Nebula Zeus

It is a mechanical automatic watch in solid gold for men. Priced at Rs.1, 10,000, the

limited edition watch (500 pieces) harks back to an older era of luxury and romance.

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The Nebula Zeus watch has been crafted using Swiss made mechanical automatic

movement with gold finish and a sapphire crystal back cover. Other features include an

instant start, a second hand stop device for accurate time setting; 42 hours reserve powers and

auto wind convenience. The watch collection was launched by singer and actor, Vasundhara

Das.

8. Raga Shimmer

It comprises of a collection of exquisitely designed studded watches that complement

both Indian-wear as well as Western-wear. Priced between Rs 2,995 and Rs 4,495, the new

collection comprises watches in gold, steel and bi-metal finishes.

9. Raga Diva

An exquisite range of watches for women in the Kerala market. Inspired by traditional

Kundan work, this collection has been rendered in a delightfully contemporary form. It is

priced between Rs 4,000 and Rs 10,000.

10. Titan Nebula – Duet Collection

Titan Nebula, the premium 18K gold watch brand from Titan, today launched the

Duet collection – three pairs of specially crafted gold watches for the wedding season.The

most premium collection for this wedding season was unveiled by popular actor Gul Panag.

Market share of the Competitor in Domestic Market:

Competitor in Domestic Market Market Share

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

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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 competitors,

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.

The company is 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.

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MARKETING MIX:

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· PRICE

· PRODUCT

· PROMOTION

· PLACE

1. PRICE:

As to achieve the marketing objectives, Titan can do some changes 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.

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2. 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 differences 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 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 seeks to achieve both through their

value for products compared to their prices. 

3. PROMOTION:

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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 allowance varies from one segment to another.

a) 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 presented celebrities or superstars like Amir Khan as the brand

ambassador in 2004 freshly the new emerging star,son of south Indian superstar

Nagarjuna,Akkineni Akhil has been introduced as the brand amabassador.Bollywod diva

Katrina Kaif was also made the face of Titan Raga in 2012.

b) Promotion on occasion: Titan is one of the company which formally believes in

the policy of promotion the product based on the occasions.

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4. PLACE:

Keeping in mind about the young trendy and fashionable consumers, Titan distribute its

product and set up ‘world of titan’ in different region. The consumer’s 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:

A Sonata store 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.

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TITAN PERSPECTIVE

All the products of TITAN are addressed to all the customers as a whole. Localized

products are not available. But some products which are available in UK have some

pictures of eminent personalities on their dials like M.K. Gandhi, Mr. Jawaharlal

Nehru, etc. so that the customers can identify the product with those dignitaries.

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POSITIONING

Introduction:

The importance of an image has become an emotional part of everyone. A brand name

represents the image, character and personality of a brand. A brand name should be clear,

lucid, easy to remember, distinct from the competition and should not be generic to the

category. It should become customer's Top of the mind brand (TOMB). Most successful

brand names would satisfy these criterions to quite an extent. Brand loyalty is one thing

which has made the branding more popular. As someone rightly said "Brand loyalty is not

dead, it's just more like loyalty to a girl/boyfriend than loyalty to a husband/wife".

Vast flow of names today makes a brand harder to differentiate them unless they come out

with their own uniqueness. This way, they could come to their special position in everyday

life. The image following a particular name is also determined by the role of communication

it undergoes; of which the followings are included: its manner, personality, behavior, ethics,

values, etc. The importance of brands depends on the true ambitions of the company.

The increasing spread and domination of international brands has seemed inevitable for at

least the last 30 years. All around the world we have witnessed the disappearance of local

brands and local variants.

But despite this trend, local and regional brands still remain strong. In India, for example,

protected for many years by government policy from the invasion of foreign brands,

homegrown brands dominate many sectors - Tata automobiles and Titan watches, to name

but a few. In the end people want both global and local brands - brands that make them feel

part of wider international community and brands that root them in their home culture.

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OBJECTIVES OF STUDY

To know the feedback of customers regarding the services which are being provided

by the company.

2. To understand the importance of client relationship.

To understand customer satisfaction regarding the products offered by the company.

To find out the problems faced by customer.

To know the Advertising Strategies towards the after sales service offers by Titan.

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RESEARCH METHODOLOGY

Research Methodology is a systematic method of discovering new facts or

verifying old facts, their sequence, inter-relationship, casual explanation and the

natural laws which governs them. In it we study the various steps that are

generally adopted by a researcher in the studying his research problem along

with the logic behind them.

Different stages involved in research consists of enacting the problem,

formulating a hypothesis, collecting the facts or data, analyzing the facts and

reaching certain conclusion either in the form of solution towards the concerned

problem or in generalization for some theoretical formulation.

Type of Research Design: Descriptive

Sample Size: 50

In Research Methodology mainly Data plays an important role.

The Data is divided in two parts:

a) Primary Data.

b) Secondary Data.

Primary Data is the data, which is collected directly by direct personal

interview,

Interview, indirect oral investigation, Information received through local agents,

Drafting a schedule, drafting a questionnaire.

Secondary Data is the data, which is collected from:

Various books.

Magazine and material.

Internet

The data which is stored in the organization and provide by the HR people are also secondary data. The various information is taken out regarding that subject as well other subject from various sources and stored. The last years data stored can also be secondary data. This data is kept for the internal use of the organization.

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In this research I have used both primary and secondary data.All the information collected through questionnaire.

The HR manual is for the internal use of the organization they are secondary

data which help people to gain information. In this report the data plays a very

crucial role. For this report the data was provided to me by HR department and

other departmental head in the organization.

DATA COLLECTION AND INTERPRETATION

1. Which sub-brand of Titan do you possess?

Figure 1: Titan sub-brands possessed by respondents

Table No1: Titan sub-brands possessed by respondents

S.NO. Sub Brands Percentage

%

1 Fastrack 72

2 Sonata 14

3 Raga 6

4 Nebula 4

5 WWF 2

6 Edge 2

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Survey Analysis: Titan sub-brand owned

This was a multiple choice question where respondents were asked to choose sub-

brands of Titan which they possess. It was found that around 72% of the consumers in the age

group of 20-30 years possess Fastrack brand, 14% Sonata, 6% Raga, 4% Nebula and only 2%

own WWF and Edge.

2. Since how many months / years have you been using Titan watch?

Figure 2: Period of Titan watch’s use

Table No2: Period of Titan watch’s use

S.NO. Period Of Usage

Years

Percentage

%

1 2001-2004 64

2 2004-2007 24

3 2007-2010 12

Survey Analysis: Period of use

The respondents were asked to mention since how long they have been brand loyal to

Titan. This was an open ended question and hence various responses were received. The

minimum period of use was set as one year, as mentioned earlier, while the maximum period

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of use was determined. For convenience, the different responses are categorized into three:

2001year – 2004years, 2004years – 2007years and 2007years – 2010years.64% of the

respondents fall into first category, i.e., they are using Titan watch in the range of one to four

years. 24% respondents are in second category and the rest 12 % are using it for more than

seven years.

Q3.Why do you prefer Titan brand?

Figure 3: Reasons for brand preference

Table 3: Reasons for brand preference

S.NO. Reasons No. of respondents

(out of total 50)

1 Attractive designs 39

2 Reasonable Price 7

3 Brand image 22

4 Good quality 25

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Survey Analysis: Reasons for brand loyalty

The respondents were asked to select the reasons from the options given for their

preference for Titan watches. For this question, multi-responses were received.

4. Do you remember the original tagline of Titan watches? If yes, please mention.

Figure 4: Recall of Titan’s original tagline

Table No 4: Recall of Titan’s original tagline

S.NO. Recall of Titan’s Tagline Percentage

%

1 YES 22

2 NO 78

Survey Analysis: Recall of Titan’s tagline

Titan’s tagline, before brand repositioning exercise has been undertaken, was

“What’s your style”. This tagline was adopted during first rebranding exercise in 2004.

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The respondents were asked to indicate whether they remember the tagline in

dichotomous way, i.e., as “yes” or “no”. It was found that only 22% of the respondents were

able to recall the tagline and the remaining 78% answered in negative.

5. Have you seen the advertisement of Titan watches? Through which media you

came across the advertisement?

Figure 5: Major Advertisement media

Table No.5 Major Advertisement media

S.NO. Major Advertisement Media No. of respondents

(out of 50)

1 TV 46

2 Magazines 25

3 Newspaper 36

4 Hoardings 15

5 Radio 4

Survey Analysis: Titan’s advertisements

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Titan advertises its watches in almost all media vehicles. The advertisements can be

seen in TV, magazines, newspaper, hoardings, billboards, radio and so on.

All the 50 respondents have seen the advertisements of Titan watches in various

media. This was a multi-response question and the options given to select were restricted to

TV, magazines, newspapers, hoardings and radio.

Figure 6: Awareness of brand ambassador

Figure 6: Awareness of brand ambassador

Table No 6: Awareness of brand ambassador

S.NO. Awareness of Brand Ambassador No. Of Respondents

(out of 50)

1 Don’t know 4

2 Correct responses 46

Survey Analysis: Brand Ambassador of Titan

Aamir Khan is the brand ambassador of Titan since 2004. When the respondents were

asked to recollect the same, it was found that 46 of 50 sample size were able to correctly

mention the brand ambassador while the remaining 4 did not give any response implying that

they are not aware of it.

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7. Are you aware of the new tagline of Titan?

Figure 7: Awareness of new tagline

Table No 7: Awareness of new tagline

S.NO. Awareness of new Tagline Percentage

%

1 Aware 36

2 Not Aware 64

Survey Analysis: Awareness of new tagline – “Be More”

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The survey has revealed that less than half of the total numbers of respondents are

aware of new tagline. 36% of the respondents could correctly mention the tagline while the

rest are not even aware that Titan has adopted major rebranding strategies last year.

8. How do you rate the new designs of Titan?

Figure 8: Consumer perception of new designs

Table No 8: Consumer perception of new designs

S.NO. Consumer Perception No. of Respondents

(out of 50)

1 Poor -

2 Average 4

3 Above Average -

4 Good 39

5 Excellent 7

Survey Analysis: New designs of Titan

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Titan has launched several new designs in 2008 in its existing collections and as per

its plans introduced new product collections also. The respondents were asked to rate the new

designs as “poor”, “average”, “above average”, “good” and “excellent”.7 respondents feel

that their designs are “excellent”, 39 have rated them as “good” and 4 have rated as

“average”.

9. Have you seen the new campaign of Titan?

Figure 9: Awareness of new campaign

Table No 9: Awareness of new campaign

S.NO. Awareness Of New Campaign Percentage

%

1 Aware 50

2 Not Aware 50

Survey Analysis: New Campaign of Titan

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The survey has revealed that the percentage of respondents who have seen the new

campaign focussing on “be more” featuring Aamir Khan is 50%.

10. Do you think the new advertisement is effective in inspiring consumers to have a

new look everyday and be more in lives?

Figure 10: Consumer perception of new campaign

Table No 10: Consumer perception of new campaign

S.NO. Consumer Perception Of New Campaign No. Of Respondents

(out of 25)

1 Not at all effective -

2 Effective 16

3 Highly Effective 9

Survey Analysis: Rating of New Campaign

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The 50% of the respondents who have seen the new campaign were asked to rate it

with respect to how effective the campaign is in inspiring consumers to have a new look

everyday and be more in lives.

The respondents were asked to rate it as “not at all effective”, “effective” and “highly

effective”. 16 out of 25 respondents consider the new campaign to be “highly effective”

while the remaining 9 rated it as “effective”

7.2 FINDINGS

The findings of the consumer awareness survey are listed below:

72% of the respondents in the age group of 20 – 30 years possess fast track watch.

This shows that the positioning strategy of these watches has been good.

Most of the consumers prefer Titan watches for their attractive designs and good

quality. However, there is a misconception about pricing of Titan products among the

consumers. They perceive them to be high priced.

Logos and taglines are rarely noticed by the watch consumers. Hence, any change in

them also goes unnoticed.

Advertisement in mass media such as television, newspapers, and magazines are best

means to spread awareness about brand.

Celebrity endorsement of watches not only increases the visibility of the product but

also gives an assurance to the consumers that it is of high quality.

Titan watches’ designs are rated as “good” by 78% of the respondents. This indicates

that they are looking forward for more innovative designs to be introduced by the

company.

Only 50% of the respondents have seen the new campaign launched by Titan. This

implies that the reach of the campaign has been to more or less half of the consumers.

However, those who have seen the new campaign consider it to be effective in

conveying the message it intended to deliver, i.e., to “be more” in lives.

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SWOT ANALYSIS:

A. Strength

1. Style:

Titan first introduced the ‘style’ concept in India and projected the watch as a fashion

accessory. Now a day’s style is a very much evident factor among the youth. And

there is a craze for stylish wristwatch. So, Titan makes the peoples life more glorious

by making stylish wristwatch.

2. Models:

As Titan offers the best and the biggest range to customer to choose the watch of their

choice with an affordable price.

It offers about 14 different names with about 1000plus different varieties with a watch

for literally everyone.

3. Exclusive products:

Today Titan holds the pride for say that its products both within the country and

internationally running in battle position. Its EDGE the slimmest watch in the world

position.

Other than these there have few more strength like-

Contribution of owned brands and retail. The profit is accounted by being in the retail

space which is booming.

Watches are available with popular functions like dates, multifunction and

chronographic.

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Guarantee/warranty

B. Weaknesses

1. Pricing:

The average price of Titan in mid-price segment is very high than the other

competitor. Average price for Titan is Rs.1100 while the price for HMT is Rs.550. In

the mid-price segment the company is not performing up to the mark due to the lack

of choice of consumers.

2. Market share:

As the average price of Titan wristwatch is far more than the other competitor, Titan

has less market share. The market is more demonstrate by middle class people and for

them Titan is quite costly. Among 75% market share in mid-segment. Titan market

share is between 18-20% which is far lower than HMT and Maxima.

3. Globalized:

As the company is Indian based which leads it to the strength, where as it is the

weakness also because the company not sufficiently globalized.

C. Opportunities

1. Seasonality:

At the time of festival, like Diwali Titan promotes Nebula, Bandhan because there is

demand for the products.

- Gold watches and pairs are the like as a wedding occasion.

-The fast track brand is promoted in month of June-August when schools and

colleges re-open.

2. Gifting concept:

Titan started as a brand which was associated with gifting and relation. The fight

concept sells well for people have come to associate Titan with love care and makes

emotion run high.

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3. Exchanging offer:

The Titan stores offer exchange offer of any old watch, of any make, in any condition

functional or otherwise and receive a flat discount of 25% on their purchase of a

brand new, stylish and technologically advanced watch from Titan.

D. Threats

1. Competitor:

As we know that lots of foreign brands are entering in our country with their branded

watches. As the removal of quantitative restrictions on import watches leads to threat

to titan.

2. Premium segment:

As in premium segment Titan is getting threats from reputed international brand such

as Espirit, Swatch and Citizen.

3. Mobile:

Now a day’s people can get the time and the other feature in mobile phone. So, the

need of wristwatch is in decreasing trend. People can talk and see the time in a cell

phone and some people think that there is no need of wristwatch.

4. Marketing Objectives:

Titan industries in watch hold 70% in domestic level and 60% in Share in organized

sector market. 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.

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A Titan industry 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.

CONCLUSION

To increase its visibility, Titan Company can sponsor events similar to fashion

shows in which all latest designs launched are displayed. This would have

multiplier effect as the latest designs launched by the company get noticed by

different segments of the customers in varied ways.

Tie up with FM radio channels for reminder advertisements and informing

customers about various sales promotion offers from time-to-time.

Invest more in R&D as customer expectations are changing rapidly. Though

Titan has got more product collections, it should focus on introducing more

varieties in already existing product collections. In other words, having a

limited but more depth in product collections would be more advantageous.

Introduce exclusive collection for working women which is more

contemporary and complements both traditional and western wear.

Majority of the population in India live in rural areas. So, showrooms should

be set up at places nearer to them. Introduce cheaper and rough use watches

for this segment.

After sales service has to be improved. That is, the process of servicing and

repairing of watches should be made faster. This can be done by ensuring the

spare parts availability and training all sales personnel in Titan showrooms to

undertake these tasks.

Tie up with international watch brands and make them available locally.

Make use of internet to spread awareness among consumers about the brand.

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SUGGESTIONS AND RECOMMENDATION

Suggestions given by the respondents to improve brand image.

Varied responses were received for this question. All the responses have been

summarized as follows:

-Introduce more trendy and innovative designs

-Focus on niche markets such as working men and women

-Spread awareness about availability of watches in lower segments as most of the

consumers feel that Titan brand is synonymous with premium watches

-Take steps to change consumer perception that Titan watches are high priced.

-Improve after sales service.

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QUESTIONNAIRE

1. Which sub-brand of Titan watches do you possess?

a) Fast track

b) Sonata

c) Raga

d) Nebula

e) Others, please specify…………………………….

2. Since how many months / years have you been using Titan watch?

3. Why do you prefer Titan brand?

a) Attractive designs,

b) Reasonable price

c) Brand image

d) Good quality

4. Do you remember the original tagline of Titan watches? If yes, please mention.

5. Have you seen the advertisement of Titan watches? In which media have you seen the

advertisement?

a) TV

b) Newspaper

c) Magazines

d) Hoardings

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e) Radio

6. Who is the brand ambassador of Titan watches?

7. Are you aware of the new tagline of Titan?

a) Aware

b) Not aware

8. How do you rate the new designs of Titan?

a) Poor

b) Average

c) Above Average

d) Good

e) Excellent

9. Have you seen the new campaign of Titan?

a) Yes b) No

10. Do you think the new advertisement is effective in inspiring consumers to have a new

look everyday and be more in lives?

a) Not at all effective

b) Effective

c) Highly effective

11. How do you rate Titan’s exclusive showrooms with respect to the following:

(1–Poor, 2-Average, 3-Above Average, 4-Good, 5-Excellent)

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a) Ambience -

b) Sales personnel -

c) After sales service -

d) Display of watches -

e) Overall showroom -

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BIBLIOGRAPHY

Marketing Management – Philip Kotler

Special Studies in Marketing- Romeo S. Mascarenhas

www.titanwold.com 

www.tata.com/titan 

www.google.com 

www.indianfoline.com 

www.economictimes.com

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