Presentation

on
Market Segmentation, Targeting, and
Positioning 

Of
Watches

-BY Arihant Aski Goswami,

Sonyog Goswami
Priyanka Hazarika,
Jessimuddin Ahmad,
Pradyut
What is Segmentation,Targetting and
Positioning in a nut shell
 Segmentation, targeting, and positioning together comprise a
three stage process.

 
 determine which kinds of customers exist, then

 select which ones we are best off trying to serve and, finally,

 implement our segmentation by optimizing our products/services for that

segment and communicating that we have made the choice to distinguish
ourselves that way
The Three Stage Process(S-T-P)
Positioning Process
The S-T-P Process of Titan watches

Step 1 :Segmentation- the Titan Perspective

The levels of market segmentation are:

 · Segment Marketing
 · Individual Marketing
 · Niche Marketing
 · Local Marketing

.
Segment Marketing

“Marketers target more than one segment when it is not

economically feasible to design products and services for
individual segments.”

 TITAN PERSPECTIVE
Titan has segmented its business into three main categories:
 Mass
 Mid-premium
 luxury
Individual Marketing
“Individual Marketing is the extreme level of
segmentation in which marketers focus on individual
customers.”

TITAN PERSPECTIVE

Titan has not applied this for its marketing !!

NICHE MARKETING

“A niche is more narrowly defined group, typically a small market whose

needs are not well served. Marketers usually identify niches by dividing a
segment into sub segments or defining a group seeking a distinctive mix of
benefits”

TITAN PRESPECTIVE
Serving the youth since they form the majority of customer base.

 introducing FAST TRACK

 · price offering from Rs 500(affordable)
 · watches with style statements
LOCAL MARKETING
“Marketing programs being tailored to the needs and wants of local customer
groups. The prominence of local marketing has also become very
dominant.”

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 Dial
like M.K. Gandhi, Mr. Jawaharlal Nehru,etc. so that the customers can
identify the product with those dignitaries.
Criteria for segmentation
(Demographic segmentation )
Below Rs 500
Between Rs (500- GENDER Gents
Income 1500)
Between Rs (1500- Ladies
3000)
Between Rs (3000-
Marrie
5000) d
Between Rs (5000- couple
10000)
Above Rs 10000
s

AGE AND LIFE CYCLE Social class Fashion

Statem
STAGE ent
12--20 Fashion
18--30 Statem
30--35 ent but
price
sensitiv
e
Utility
Criteria for segmentation
(Psychographic Segmentation)
Lifestyle: Personality
economy
category
Luxury luxury
Mid category
Premium
Mass sports &
casual
category,
fashion
category,
Criteria for segmentation
(BEHAVIORAL SEGMENTATION)

Occasions Benefits

SERVICE
CENTRE
Formal huge
Dress wear product
Fashion range
good life
cycle
TARGETING
Four main activities in this stage

 Defining the abilities of the company and resources needed to

 enter a market
 Analyzing competitors on their resources and skills
 Considering the company’s abilities compared to the
 competitors’
 Deciding on the actual target markets.
TARGETING
Segment 1
single segment with a single product

SUPPLIER Segment 2

Segment 3

The first is the single segment with a single product.

For example, Titan’s sub brand, Raga is targeting the upwardly mobile ladies in
the upperpremium segment.
 TARGETING
Segment 1
One product for all segments
Segment 2
Supplier
Segment 3

Secondly, the marketer could ignore the differences in the segments, and choose to
aim a single product at all segments i.e. the whole market.

FAST
SONATA
TRACK
 TARGETING
Brand A SEGEMENT 1
Supplier Brand B
Brand C SEGEMENT 2
Brand D
SEGEMENT 3

Finally, there is a multi-segment approach. Here a marketer will target a variety of

different segments with a series of differentiated products.

For example, Titan itself provides with the number of different brands/products which
are targeting different segments in the market
POSITIONING
“Positioning is statement that shows how you are different, better or more special than your
competition.”

TITAN PERSPECTIVE

 Titan initially pioneered the concept of "Gifting watches“

Titan pushed the concept of "Matching Watches to Clothes”

Earlier Fastrack was targeted at 20-25 year olds and positioned along the line
"Cool watches from Titan".The company re launched the brand lowering the
target segment to 18-30 year olds with the baseline “How many you have?".
GREAT TEAMS MAKE GREAT PRESENTATIONS 
 EXAMPLES
Criteria Segment Basis of Example
distribution

Demographic INCOME Between Rs (500- TITAN Fast Track

1500)

Between Rs (1500- TITAN

3000) REGALIA,FAST
TRACK,RAGA
Between Rs (5000- TITAN EDGE
10000)

Above Rs 10000 TITAN NEBULA

 EXAMPLES
Criteria Segment Basis of Example
distribution

Demographic GENDER GENTS TITAN FLIP

LADIES TITAN RAGA

MARRIED TITAN BANDHAN

COUPLES
 EXAMPLES
Criteria Segment Basis of Example
distribution

Demographic Age and life cycle 12-20 TIMEX, Sonata, etc

18-30 FAST TRACK,

TECHNOLOGY,
SONATA,
etc.

30-55 SONATA, NEBULA,

RAGA, STEEL,
REGALIA,
BANDHAN, etc.
 EXAMPLES
Criteria Segment Basis of distribution Example

Demographic SOCIAL CLASS FASHION ROYALE,

STATEMENT AURUM, and
NEBULA

FASHION RAGA,
STATEMENT BUT TECHNOLOGY ,
PRICE SENSITIVE FAST TRACK etc

UTILITY WATCHES TIMEX, SONATA,

KARISHMA, etc
 EXAMPLES
Criteria Segment Basis of Example
distribution

Psychographic Life style LUXURY NEBULA, AURUM

Mid premium RAGA,

GOLD-STEEL,
TECHNOLOGY

Mass SONATA,TIMEX
and KARISHMA
 EXAMPLES
Criteria Segment Basis of Example
distribution

Psychographic Personality ECONOMY TITAN KARISHMA

LUXURY TITAN RAGA

SPORTS AND TITAN FASTRACK

CASUAL

FASHION RAGA,NEBULA
STATEMENT
 EXAMPLES
Criteria Segment Basis of distribution Example

BEHAVIORAL OCCASIONS FORMAL NEBULLA, STEEL,

RAGA,
GOLD&STEEL

DRESS WARE REGALIA, RAGA,

GOLD&STEEL,
ROYALE

FASHION TECHNOLOGY,
STEEL, RAGA,
GOLD&STEEL,
FAST TRACK
 EXAMPLES
Criteria Segment Basis of distribution Example

BEHAVIORAL benefits WIDE SERVICE SERVICE CENTRE in

174 towns

HUGE RANGE FASTRACK,RAGA,

NEBULA,KARISHMA
ETC

GOOD LIFE CYCLE FASTRACK FOR

YOUTH TO
BANDHAN FOR
MARRIED PEOPLE