1. :
Ashish Porwal
12 February 2014

2. 
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Titan Industries is the world's fifth largest
Established in 1984, has emerged as a watch, eyewear & jewellery brand
Customer base of 80 million, add 1.2 million customers every year
Major Highlights of its Success are :
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247 exclusive „World of Titan‟ showrooms in 110 cities
12000 outlets in 2500+ cities
International presence in 30 countries
Manufactures 8 million. Watches, 1.5 lac pieces of jewellery
700 after sales service centers
A world−class design studio (R&D)that constantly invents new trends in
wrist watches
12 February 2014

3. 
Titan sells around 7-8 million watches annually
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Timex sells under 1.2 million watches
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Other Brands (all put together sell less than 0.5 million watches)
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The Japanese – Citizen, Casio, have been present, while Seiko has
not made any significant moves in India.
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The Swiss – Rolex, Omega, Rado, Tissot, Tag, Longines, Cartier,
Ebel and a host of others.
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The fashion brands – Esprit, Giordano, Tommy Hilfiger, Calvin
Klien, Fossil, Swatch and many more have recently entered the
Indian market
12 February 2014

4. An Indian Company
Offering International
Quality
12 February 2014

5. Mass marketing (undifferentiated marketing):
offering the same product to the
entire consumer population
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6. Marketing MIX
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7. PRODUCT
WATCHES
JWELLERY
EYE GEAR
EDGE
CHAINS
FRAMES
NEBULA
EARINGS
SUNGLASSES
RAGA
PENDANTS
READY
READERS
12 February 2014

8. PRICE
 Titan prices according to the features and value
delivered.
 They get the maximum market 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 out every year with a price discount
sale on watches.
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TITAN PRICING
Pricing Objectives
Survival (i.e. Titan Exacta)
Market share (i.e. Titan Sonata)
Market skimming (i.e. Titan Nebula)
Product quality
12 February 2014

9. PROMOTION
 Advertising: through print media in leading
newspapers and fashion magazines.
 TV Commercials: on all leading channels.
 E-promotion: through social media like
Facebook, twitter etc. and other most visited
websites to target youth which is target market
for watches.
 Direct Marketing: through invitation to
potential customers to visit stores via email or
calls and other techniques like promotional
display of watches.
12 February 2014

10.  Sales promotion
 Sponsorship
 Seasonality
 Promotion through
Contests
 Titan tagline: Be more
 Fast track tagline: How
many you have?
12 February 2014

11. PEOPLE‟S
 People are a defining factor in a service delivery process, since a service is
inseparable from the person providing it therefore we need to train staff for
better public dealings
 Complaints department
 Servicing and Warranty department
 Receptionist
 Sales force
 Accounting and billing
12 February 2014

12. Physical Environment
 The last element in the service marketing
mix is a very important element a
services are intangible in nature.
However, to create a better customer
experience tangible elements are also
delivered with the service to differentiate
in service marketing.
Luxurious interior
Magazines
Music
Elegant packaging boxes for watches
Well dressed staff
12 February 2014

13. Process
 The process of service delivery is crucial since it ensures that the same
standard of service is repeatedly delivered to the customers.
 All services need to be underpinned by clearly defined and efficient
processes. This will avoid confusion and promote a consistent service.
 In other words processes mean that everybody knows what to do and how
to do it.
 Speedy delivery of watches in e-shopping.
 Payment by new and fast methods including cards and cash payment.
 Good way of greeting customers by sales force and ensuring customers are
attended.
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15. 
ATTRIBUTE POSITIONING ( Raga, exclusive watches for women )
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USER POSITIONING ( Fastrack Digital, with “techno-geek” image )
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BENEFIT POSITIONING ( Fastrack, contemporary, sturdy & reliable )
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COMPETITOR POSITIONING ( Edge, slimmest collection of watches )
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QUALITY OR PRICE POSITIONING ( Sonata, „value for money‟ )
12 February 2014

16. 
Mechanical technology was the norm - Quartz had not really
taken off in India. Titan built its line based on quartz
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Styling was basic - This was a constraint imposed by technology.
Titan decided to make style a table-stake.
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Choice was limited - You had 200 models to pick from, that was it.
Titan decided to inundate consumers with a wide choice in style,
functions and price. The initial range was 350 models.
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Shops were dark, dingy and uninteresting - no importance given
to presentation. Titan brought in the concept of retailing in watches.
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Advertising was expenditure - Titan saw this as a vital investment.
Right from Day 1, Titan invested significantly in advertising.
12 February 2014

17. CRM strategies to acquire, retain and extend customers are:
 Feedback
 Membership Cards
 Delivering higher value
 Potential customer data bank
 Differentiating from rivals
 Advertising and promoting
 Social customer
12 February 2014

18. 
Titan has given a headway in CRM.
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Implemented no. of small, yet significant measures
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Watch Care Centre‟s :
Receptionist – Local Language
Posh showrooms
Late working hours
No Lunchtime
24 Hrs. Voice mail
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Increased Consumer Loyalty And Brand Awareness
12 February 2014

19.  Titan launched “THE TITAN SINGNET” in May 1995 at exclusive world of
Titan.
 The Titan Signet is a select club that recognizes the loyalty of customers at
World of Titan showrooms.
 It is designed to give these select members, exciting rewards as well as tangible
benefits in recognition of their loyalty to the World of Titan showroom.
 These rewards and benefits increase in value as the members increase their
purchases from any World of Titan showroom or Titan Watch Care Centre
participating in the Signet programme.
 The Titan Signet also provides a platform for direct feedback from these valued
customers.
12 February 2014

20. 
The key to availing rewards and benefits is the Titan Signet enrolment and the
Titan Signet membership card.
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You win some …. and then you win some more . That's the idea behind The
Signet Rewards Scheme.
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Any customer at The World of Titan can become a member of The Titan Signet
if he / she has bought:
•Any single product worth Rs 2000 or more.
•Any Titan Raga Watch (irrespective of price)
•Any Fastrack watch or eye gear worth Rs.995 or more
• A total bill value of Rs.3000 or more which may include Titan Gift Vouchers
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23. 
Sustainability of brand reputation comes from service excellence.
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24. 
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Employing the physically challenged
Women's empowerment
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The Titan school and the Titan Foundation for Education
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The Titan Scholarship
The Titan Township -building a sustainable community in Hosur providing
a home to 1300 residents.
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Community Development Forums - Eye care camps, Eye donation
initiatives - Aids Awareness- Programs for the differently abled - No
tobacco drive, Children's programs.
Partnering with NGOs like CRY, Concern India and Ashraya.
Improving the quality of life for children - the TATA -TCCI -TITAN Bal
Bhavan Children's park project at Cubbon Park , Bangalore
12 February 2014

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26. 
The quality of watches is impressive.
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Innovation is core to its strategy.
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Visual Merchandizing has been Titan‟s strength ever since its
inception.
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Good retail network by “WORLD OF TITAN”
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Excellent customer service.
12 February 2014

27. 
Rural India does not form a substantial part of customer base.
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Kids are fascinated with mobile phones rather than watches
and incidentally, they show the time.
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28. 
Only 35% (approx) of Indian population possesses
watches.
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Watches positioned as a fashion wear rather than just
utility products.
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Huge market in the exchange business.
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Rural market may be tapped
12 February 2014

29.  Chinese
 Big
Watches
Multinationals
 Unorganized
 Fashion
Sector/Grey Market
Trends keeps on changing
12 February 2014

30. 
Titan Positions the Generic Device-Watch-As an Ornament
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Distribution and Promotion Further Strengthened
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Always remember the USP
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Don‟t neglect Public Relations
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Communication – tagline
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TV commercial
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Increase penetration in tier 3 cities
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Retaining existing customers
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Increase service centers
12 February 2014

31. 
Titan watches account for a 60% share of the total Indian market
and are also sold in about 40 countries through marketing
subsidiaries based in London, Aden, Dubai and Singapore.
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Titan watches are sold in India through retail chains controlled
by Titan Industries.
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Titan Industries announced the launch of its first Titan flagship
store, located at Opposite Shoppers Stop, Bandra Linking Road,
Mumbai, India.
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Titan Industries acquired Swiss watch maker Favre-Leuba for
Euro 2 million.
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In October 2012, Titan partnered up with Zee Watch Group,
becoming the sole distributors of Titan watches in the U.S.
12 February 2014

32. 
http://titansignetclub.com/titansignet/
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http://www.tata.in/article/inside/Rmjp4NJztqU=/TLYVr3YPkM
U=
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http://www.indiacsr.in/en/?tag=titan-industries
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http://www.ibscdc.org/Case_Studies/Marketing/Brands%20and
%20Branding/BBP0101C.htm
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http://projectsera.blogspot.in/2009/11/titan-industriesprojects-on-watches.html

http://marketingboyz.net/marketing-mix-of-titan-industries/
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