TITAN CASE STUDY

PRESENTED BY:
AKASH GUPTA (15005)
DHEERAJ KUMAR (15018)
KRISHNA GOPAL SHARMA (15030)
PRASHANT RAJ (15042)
SONAL GANGWAR (15054)
Wristwatch Industry
 Forms 89% of time pieces market.
 As of June 2012, estimated size is Rs. 5000 crore.
 Expected growth rate of 15%.
 Classified into 3 categories:
 Mass price segment (37%-38%)
 Mid- price segment (37%-38%)
 Premium segment (25%)
 Till 80’s, HMT dominated.
 Titan has a market share of 60%.
Titan Industries

 Titan industry started in 1984.

 Diversified into jewellery in 1994, into precision engineering components etc. in 2005 and
then into eyewear (Titan Eyeplus) in 2007.
 984 retail outlets across 218 towns.
 Titan went global in 1991.
 4 segments:
 Wrist watch segment (Growth rate 6.9%, revenue 15%)
 Jewellery segment (Growth rate 6.5%, revenue 80%)
 Eyewear segment (Growth rate 20.7%)
 Precision engineering segment
Titan- The watch brand

 World’s 5th largest integrated brand watch manufacturer.

 Sold more than 150 million pieces over the world.
 Titan edge in 2002.
 Edge won coveted red dot award.
 Priced between 6000-18000.
 Positioned slimmest watch in the world.
 Titan Raga in 1992.
 Positioned as occasional wear watch.
 Priced between 1300-22000.
 Targets women in metros.
 Titan nebula in 2000.
 Premium 18- carat gold watch brand.
 Priced between 29000-265000.
 Zoop targeting kids aged 5-12.
 Priced between 450-900.
 Positioned as “Be cool…. Be more”.
 Bandhan targeting couples with pair watches.
 Priced between 1800-12500.
 Light powered HTSE: 8000-13000
 Octane: 3500-9500
Other brands in Titan

 Fastrack in 1998.
 Targeting urban youth in 2005.
 Extented to sunglasses in 2002, bags, belts & wallets in 2009.
 Priced between 650-5000.
 Sonata, largest selling watch brand in india.
 Collection of digital and analog watches.
 Priced between 400-3600.
 Value for money watch brand.
 Xylys, exclusive brand of swiss made watches.
 Priced between 8000-30000.
 Style statement for those who stand apart from crowd.
 3 collections: contemporary, classic and sport.
COMPETITORS ANALYSIS

MAXIMA:
 Operates in mass segment, competing with Titan’s Sonata.(Rs300-Rs4000).
 Targeting men, women, kids and couples category.
 Offerings- Fashionable watches, watches with quartz, gold watches, waterproof watches and specialty watches for
scuba drivers.
 80 distributors, 6000 loyal retailers and e-commerce platform including company website.

CITIZEN:
 One of the leading watch brand, present in 150 countries.
 Offerings: Eco-Drive and Pro masters, with each of them further categorized into complications, professional
sports and radio-controlled watches.
 Price range: Rs3000 – Rs39000.
 600 plus point of sales, 20 exclusive showrooms and e-commerce platforms
 Brand position: “Better starts now”
TIMEX:
 Price range: Rs1000- Rs25000.
 Offerings: Outdoor, sports and style category.
 Intelligent quartz (men), weekender, expedition, E-class, bangle (women) etc. are some of its collection.
 Brand position: “Wear it well”.

SEIKO INDIA:
 350 watch models with price range: Rs7000-Rs5,00,000.
 Sub brands include Seiko Velatura, Seiko Premier, Sports, Astron, Seiko Grand and Ananta which competes with
Xylys in premium and luxury brands.
 Invented first quartz watch, Kenetic watch, and GPS Solar that identifies 39 time zones.
 In the top 3 brands in premium segment of Indian watch market.
 350 plus multi brand premium watch stores in India and 5 stand alone Seiko Boutique stores.
 BCG Model for Titan Industries
Xylys
Tanishq Zoop
Edge Bandhan
High
Raga
Market Growth

Low
Rate

astrack,
onata
High Low
Relative Market Share
SWOT ANALYSIS

STRENGTH:
 India’s largest retail network- 984 retail outlets across 218 towns, 11000 multibrand dealer
outlets for watches, 147 fastrack stores, 159 Tanishq boutiques, 248 titan eye+ stores and
more than 7000 employees.
 Has been selling 16 million watches per year in mass segments.

WEAKNESS:
 Customers going for international brand rather than Titan for premium segment.

OPPURTUNITY:
 Expected growth 15% by 2020 in wrist watch industry.
 Luxury segment is growing by 23%.
 Premium segment contributes around 25% to the wrist watch market in terms of value and is
growing by 23.3%.
 Jewelry segment is growing by 6.5% in F.Y 2013-14.
 Eyewear segment is growing by 20.7% in F.Y 2013-14.
THREAT:
 Mobile phones are fast replacing watches in mass segments.
 Increasing competition from Maxima, Citizen, Timex and Seiko India.
Question- What strategic decisions and branding
building exercise should the company adopt to
become a lifestyle aspirational premium brand?

 Brand building: Should sponsor prestigious events like Wibledon, Golf

events, football etc.
 Conducting fashion shows displaying premium TITAN (XYLYS and NEBULA)
watches at international level.
THANK YOU