Introduction of Titan Industries and Its Marketing Strategy in Indian Market

1. TITANTITAN LAO,KHUSIYAN PAO

2. • Titan is the largest watch company in India and the 6th largest
in the world.
• Titan manufactures over 90 million watches across 40 countries
and cumulative.
• Titan Industries was established in 1987 as a joint venture
between the Tata Group and Tamil Nadu Industrial
Development Corporation (TIDCO).
• The company set up its corporate office in Bangalore
(Karnataka) and its watch manufacturing facility in Hosur (Tamil
Nadu).
INTRODUCTION

3. TITAN WATCH DIVISION
• TITAN WATCH DIVISION WAS STARTED IN 1987.AT LAUNCH IT
WAS THE 3rd
WATCH COMPANY IN INDIA AFTER HMT AND
ALLWYN
• TITAN FORMED A JOINT VENTURE WITH TIMEX,WHICH LASTED
UNTIL 1998,AND SET UP A DISTRIBUTION NETWORK ACROSS
INDIA
• AS OF 2010,TITAN WATCHES ACCOUNT FOR A 60% SHARE OF THE
TOTAL INDIAN MARKET AND ARE SOLD IN ABOUT 40 COUNTRIES

4. • TITAN INDUSTRIES HAS CLAIMED TO HAVE
MANUFACTURED THE WORLD’S SLIMMEST WRIST
WATCH BRANDED AS TITAN EDGE
• PRODUCED INDIGENOUSLY AFTER 4YRS OF RESEARCH
AND DEVELOPMENT.
• APART FROM THE TITAN EDGE,TITAN ALSO OFFERS
STEEL,NEBULA,RAGA,FASTRACK,SONATA,BANDHAN,OCT
ANE

5. THE AAMIR EFFECT
• THE COMPANY WAS APPREHENSIVE THAT THE ACTOR MIGHT
DOMINATE THE BRAND.
• THE COMPANY THOUGHT THE ACTOR PERSONALITY WITH SUIT
THE BRAND
• THE ALSO THOUGHT THAT IT WILL BE A GREAT MEDIUM TO
PROMOTE THEIR BRAND
• TITAN ALSO USED AAMIR IN THE PRINT AND DISPLAY MEDIA
• THEY ALSO USED AAMIR KHAN BECAUSE THEY PROMOTE
THERE BRAND WITH THE FILMS OF AAMIR KHAN

6. TITAN: Watches
Titan Eye+: Eye Wear Tanishq: Jewelry
Precision Engineering Division
CORE
PRODUCTS

8. Sonata Dash! Fastrack
Steel Edge Raga
Nebula XYLYS

9. DASH
•SPECIALLY MEANT FOR CHILDRENS
•TO MAKE IT AS A FASHION FOR
CHILDRENS
•THE COMPANY TRIED TO TAP THE
CHILDREN’S
• WATCH MARKET,WHICH WAS AN
UNPENEGRATED
• SEGMENT,AND BELIEVED TO BE AS
LARGE SEGMENT

10. STEEL
•TITAN STEEL HAD A COLLECTION RANGE OF BRACELETS AND LEATHER STRAP
WATCHES BOTH FOR MEN AND WOMEN.
•WATCHES WERE POSITIONED TO SUIT ALL TASTES AND BUDGETS,BOTH
URBAND AND RURAL PEOPLE.SPECIALLY MEANT FOR AGE GRP 25-35

11. EDGE
•THE WORLDS SLIMMEST WATCH.THICKNESS OF JUST 3.5MM AND WAFER
THIN MOVEMENT OF 1.15MM
•THE BRAND IS TARGETING CORPORATE WORLD,BUSINESS EXECUTIVES AND
PROFESSIONALS

12. FLIP
•THE WATCH WITH DUAL FUNCTIONALITY
•ALSO HAVE AN AGS SYSTEM[AUTOMIC GENERATING SYSTEM]
•IT HELP THE CUSTOMERS TO SWITCH BETWEEN
INTERNATIONAL TIME ZONES AND ALTERNATIVE LIFESTYLE

13. SONATA
PANCH KE BARABAR
•SONATA,AS A BRAND,REFLECTS YOUNG INDIA’S MINDSET, -
OF STRONG ASPIRATIONS COUPLED WITH A SENSE OF URGENCY AND
IMPATIENCE TO MAKE THINGS
HAPPEN.

14. FASTRACK
• POPULAR BRAND AMONG YOUTH.FOCUSED ON FASHION OF YOUTH
• IT COMES IN A VARIETY OF STYLES,SHAPES AND COLOURS.NEW MODELS
ARE LAUNCED EVERY YEAR

15. RAGA
• SUBSIDIARY BRAND RAGA TARGETS UPWARDLY MOBILE LADIES
• IN THE PREMIUM SEGEMNT
• EPITOME OF FEMININE GRACE.
• IT IS A RANEG OF EXQUISITE WATCHED THAT HAVE THE PERFECT MIX OD
SENSUILATY AND ELEGANCE

16. NEBULA
• A COLLECTION OF INTRICATELY CARVED DESIGNS FOR
WOMEN.
• PERFECT TO COMPLEMENT A TRADITIONAL AND CONTEMPORY
OUTFIT.

17. Advertising media:
• Television
• Print
• Internet
Titan brand ambassador:
• Titan Brand: Aamir Khan
• Sonata: Mahendra Singh Dhoni
• Raga: Gul Panag, Rani Mukherjee
• Titan tagline: Titan lao,Khusiyan Pao
Public relation
• Gift concept
• Promotion On Occasions
Sales promotion
• Sponsorship
• Seasonality
• Promotion through Contests
PROMOTIO
NS

18. Strength
• Style
• Models
• Exclusive products
• 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.
• Guarantee/warranty
Weaknesses
• Pricing of high end products
• Globalization – Threat from new entrant
Opportunities
• Seasonality
• Gifting concept
• Exchanging offer
. Threats
• Competitors
SWOT
ANALYSIS

19. Purchasing power of consumers
BRAND PURCHASING POWER (PRICE) RS. CATEGORY
FAST TRACK 1495/- And Above YOUTH
DASH 250-395/- CHILDRENS
FLIP 5495-6500/- UPPER- MIDDLE CLASS
TITAN 500-3295/-
LOWER MIDDLE CLASS & UPPER
CLASS
SONATA 300-1050/-
LOWER MIDDLE CLASS - UPPER MIDDLE
CLASS
RAGA 1800-4000/- UPPER CLASS
EDGE 4495/- BUSINESS CLASS
NEBULA
STEEL
8000-70000/-
1250-6000/-
UPPER CLASS
ALL CLASSES
MARKET
POSITIONING

20. PRICING
TITAN PRICES ACCORDING TO THE FEATURES AND VALUE
DELIVERED.THEY GET THE MAXIMUM SHARE FROM
SONATA.SINCE THERE IS NO ONE OFFERING PURE GOLD
WATCHES AND JEWELLERY WATCHES SO IT IS ABLE TO SKIM
THE MARKET WITH THEIR DISTINCT PRODUCTS.TITAN COMES
EVERY YEAR WITH A PRICE DISCOUNT SALE ON WATCHES
PRICING OBJECTIVES
1.SURVIVAL
2.MARKET SHARE
3.MARKET SKIMMING
4.PRODUCT QUALITY

21. PRICING METHOD
MARKUP PRICING
PRODUCT LINE PRICING
PROMOTIONAL PRICING
PRICING POLICY & STRATEGY
THREE MAJOR SEGMENTS
LOWER SEGMENT
1000 PLUS SEGMENT
SALES PROMOTION ACROSS THE YEAR
TARGET BEST ADVERTISING SPACE

22. Titan Brand Sonata Raga Xylys Fastrack
Katrina Kaif Rahul Bose Virat KohliAamir Khan M.S.Dhoni

23. 10000
DEALERS
226
SHOWROOMS
117
MULTI-
BRAND
STORES
751
CENTRES
All IndiaAll India
World of TitanWorld of Titan
TIME ZONESTIME ZONES
Service CenterService Center
2300
TOWNS
113
TOWNS
73
TOWNS
348
TOWNS
WORLD OF TITAN SHOWROOMS

24. SALES HISTORY
*Rs in Lacs. Net sales include watches, jewellery and others segments
Sr. no. Year Net profit Net Sales* Growth %
1 2004 10.27 804.53 -
2 2005 24.95 1136.6 29.22%
3 2006 73.62 1483.15 23.37%
4 2007 94.13 2138.44 30.64%
5 2008 150.27 3042.72 29.72%
6 2010 291.65 4703.12 35.30%
7 2011 322.26 6570.86 28.42%

25. CONCLUSION
• TITAN IS A SUCESSFUL,WORLD
CLASS,INNOVATIVE AND PROGRESSIVE
ORGANISATION AND TO BILUD INDIA’S MOST
DESIRABLE BRAND
• TITAN COMPANY HAS ALSO MADE ITS FORAY
INTO NEW SIMILAR BUSINESS SEGMENTS LIKE
SPECTACLE FRAMES,SUNGLASSES,POWERED
LENSES,JEWELLERY,PURSAES,BELTS AND BAGS

26. THANK YOU