By:

Prateek Rathore Shweta Mishra Sreenath V Vidisha Pandey

The Watch Industry

1980s-till date 1970-80s 1950-70s 1950s

Titan Industries is the world's fifth largest and India's leading manufacturer of watches. It has several popular brands in its fold including Heritage, Aviator, Regalia, Octane and WWF

The Titan portfolio has over 60% share in the domestic market

Share in the organized watch market. To ensure a dominant presence in the market, the company has showrooms in every nook and corner of the country that caters to the needs of every segment of the people.

-The company was incorporated on 26th July at Chennai. -An MOU was signed with Casio computer company of Japan to manufacture 2million digital and Ana-digital watches.

-The company set up a manufacturing facility at Hosur.

-The case plant at Hosur was commissioned. A new range of watches called `Aqura' was launched - Over 150 models were introduced. - The name of the Company was changed with effect from 21st Sept. from Titan Watches, Ltd. to Titan Industries Ltd.

- The Company introduced `Tanishq' range of watches. - introduced new economy range of watches called Sonata and Tanishq's -Titan Industries has announced the launch of Cyber, a range of digital clocks -Titan re-introduces Fastrack range of watches.

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Domestic Level

HMT Maxima-quartz Rado Casio

Espirit Swatch Citizen Tag Heuer International Seiko level Cartier Giordano

Fashion Houses

DKNY Gucci Adidas Nike Bvlgary

Michael Porter Model

Product type

convenience specialty
Market segmentation Based on user category Competitive prices

Segmentation of TITAN Watch

Edge Raga Octane Zoop WWF Heritage Orion Nebula Sonata Exacta Titan Bandhan watches Spectra Dash Regalia Fastrack Royale Classique xylus

Introduction : WWF, Orion, Zoop, Diva, Octane Growth: Nebula, Insignia, Raga, Royal, Regalia, Edge etc

Maturity: Sonata, Fastrack, Dash

Decline: Aqura

World of Titan Showrooms Time Zone Traditional Outlets Non Traditional Outlets

TITAN PRICING
Pricing Objectives 1. Survival (i.e. Titan Exacta) 2. Market share (i.e. Titan Sonata)

3. Market skimming (i.e. Titan Nebula)

4. Product quality

Pricing method

1. Product line pricing 2. Promotional pricing

Application of pricing strategy

1. Lower segment 2. 1000 plus segment

PROMOTION:1. Advertising 2. Sales promotion 3. Public relation

Advertising media: Television Print Internet Titan brand ambassador: Titan Brand: Aamir Khan Sonata: Mahendra Singh Dhoni Raga: Gul Panag, Rani Mukherjee Xylys: Rahul Bose ad

Titan tagline: Be more Fast track tagline: How many you have?

Public relation Gift concept Promotion On Occasions

Sales promotion Sponsorship

Seasonality
Promotion through Contests

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Innovation Quality Creative Advertising

Aamir Effect Catalogue Advertising

Retail Stores Cutting Edge Technology

 Creation of Edge Slimmest commercially available watch in the universe.(thickness: 3.5 mm) Four years of intensive R&D. Produced indigenously.

Received Best Design Award in Lifestyle Product Category Organized by Business World.
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Certified under ISO 9001 in Dec.94 ISO 14000 certification in 2002 TS 16949 certification in Feb 05

Aamir Effect

Created by TVC. TVC introduced in Oct. 2004. Sales soared exponentially.

Used effectively to merchandise new models. Newspaper Cuttings.

Catalogue Advertising

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10000 Dealers 177 Showrooms 119

Multi-brand-stores

ALL INDIA

2300 Towns

World Of Titan

104 Towns
90 Towns 314 Towns

Time Zones

616 Centers

Service Centers

 The Design Studio:

Excellent Watch and Jewellery design. Has international award winning designs to its credit.

Sophisticated Design & Development Centre

Advanced Pro-E workstations and prototyping facility.

Every Ford Mondeo car rolling out of the plant in Genk, Belgium has a Titan Clock.

SWOT

STRENGTHS

Watches as a fashion accessory Quality or price positioning Brand image Market segments with large potential: women, youth, children, sportsmen, the budget-conscious and, of course, the big spenders.

Customer value and offered after sales service in a showroom environment.

WEAKNESSES

Main USP is low cost watch. Lack of approach futuristic

Lack of flexible thinking

OPPORTUNITIES

Nearly 34 million watches are sold through gray market channels. Currently, sales in India stand at an low number of 25 watches per 1,000 people, compared with 250 watches per 1,000 people in a developed society. Exchanging offer Rural market

THREATS

Too many players will dilute the market & the profit margin Low priced China watches Mobile phones.

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