Documenti di Didattica
Documenti di Professioni
Documenti di Cultura
• Threat of substitute
product - Medium
• Intensity of competitive
rivalry - Medium to high
Players in the market
• Titan
• HMT
• Citizen
• Maxima
• Timex
• Casio
Brand Inventory of Players
Titan HMT Timex
• EDGE • Sangam • Automatics
• Lalit • Perpetual calendar
• FASTRACK • Swarna • Chronographs
• NEBULA • Shreyas • Fashion
• RAGA • Chandan • Outdoor
• Pace • Sports, Fitness and Advanced
• STEEL
• Braille • Empera
• REGALIA • Sona • Formals
• BANDHAN • Kanchan • SLX series
• Janta • E-Tide-Temp_compass
• FLIP
• Tenmax • Retrogrades
Brand Perception
PRICE PERCEPTION
TITAN (sonata) maxima HMT Timex TITAN (fastrack) TANISHQ TITAN(Raga) ROLEX CITIZEN CASIO RADO
ROLEX
TANISHQ
RADO
BRANDS
CASIO
CITIZEN
TITAN(Raga)
PERCEPTION
Titan Strategy
• Titan - Focus on mid and upper-mid market
segment
• Sonata – Growing Mass Market
• Separate Sales, marketing, supply chain and
servicing facilities for two brands
Titan Strategy – Segmentation and
Targeting
• High income / Elite consumers - Price
insensitive – Buys watch as an fashion
accessory
• Utility and fashion conscious mid Segment –
can afford a costly watch but compares with
all products in market
• Mass Market – use of watch merely as time
keeping device – hence price conscious
Titan’s Offerings
• High Income/ Elite Customer
– Aurum and Royale in the gold/ jewellery watch
range
– Xylys, Nebula
– Stylish dress watches in all gold and precious
metals
– Price range – 20000 to 1 lakh
Titan’s Offerings
• Utility and fashion conscious mid Segment
– Exacta range in stainless steel
– RAGA range for women
– Price range - 500 to 2000
– Good quality watches with reasonable fashion
– Ability to withstand the rigors of daily life
Titan’s Offerings
• Mass Market – also includes college and high
school students
– Earlier had Timex for this segment
– Later on Sonata
– Dash! For children
– Price range – 200 to 500
Watch Market Map
Formal / Classic
Omega,Rado, Longines
Raymond Weil
Tissot
HMT,
Maxima XYLYS
Price
Fashion/Sporty
Marketing mix priorities and
synchronization for Titan
• Maximizing profit through brand inventory
• Approach towards marketing mix is
methodical
• Unorganized quartz market much larger than
organized quartz market
• Carefully orchestrated marketing mix
Titan Marketing Strategy
• During the 80s - only in the quartz watch
market (product decision)
• Titan is as good as foreign makes
• Developed the emotional appeal by projecting
the popular Titan jingle
• Transformed the `watch buying' experience
from bazaar shops to exclusive outlets which
offered ambience and comfort
Titan Marketing Strategy
Owning watches – no more tradition needs – it’s
a lifestyle need
Shift towards LIFESTYLE needs
T IT A N
SO N ATA
d u r a b le ,
r o b u s t lo n g fe e lin g o f s e lf
la s tin g a ssu ra n ce
c o m fo r ta b le
and cheap
Fastrack : Youth brand
• "Cool watches from Titan“