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How Titan Builds Brand Imagery and Feelings
 

How Titan Builds Brand Imagery and Feelings

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How Titan Builds Brand Imagery and Feelings

How Titan Builds Brand Imagery and Feelings

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    How Titan Builds Brand Imagery and Feelings How Titan Builds Brand Imagery and Feelings Presentation Transcript

    • How Titan Builds Brand Imagery and © Prof. Sameer Mathur Feelings 1
    • Overview Company Overview Marketing Strategies Customer Based Brand Equity • Imagery • Feelings © Sameer Mathur 2
    • Sameer Mathur Indian Institute of Management, Lucknow Marketing Professor 2013 – Marketing Professor 2009 – 2013 Ph.D. and M.S. (Marketing) 2003 – 2009 Nivedita Singh & Harshit Khaitan (Teaching Assistants) © Sameer Mathur 3 3
    • The Vision © Sameer Mathur 4
    • Customer-Based Brand Equity CBBE Pyramid a) b) c) d) Sub-dimensions Loyalty Community Attachment Engagement Resonance a) b) c) d) Quality Credibility Consideration Superiority a) b) c) d) e) Warmth; Fun Excitement Security Social Approval Self-Respect Judgments Feelings Performance Imagery a) Primary Characteristics & Secondary Features b) Reliability Durability & Serviceability c) Style and Design d) Price Salience © Sameer Mathur a) b) c) d) User Profiles Purchase & Usage Situations Personality & Values History, Heritage & Experiences a) Category Identification b) Needs Satisfied 5
    • The Journey © Sameer Mathur 6
    • Brand Segmentation © Sameer Mathur 7
    • India‟s Largest Specialty Retailer © Sameer Mathur 8
    • International Presence © Sameer Mathur 9
    • Watches Division © Sameer Mathur 10
    • Financial Data © Sameer Mathur 11
    • Titan A beautiful range of Quartz watches © Sameer Mathur Helped Indian consumers to relook at their emotional connection with watches 12 12
    • Fastrack- 1998 Cool trendy funky range, for youngsters © Sameer Mathur 13
    • ZOOP- 2009 Titan launched a new concept Exciting environment for teenager © Sameer Mathur 14
    • Titan Raga Raga range of watches for women © Sameer Mathur 15
    • HMT Before Titan, HMT was synonymous to wrist watches in India Watches were seen as utilitarian, and were suppose to tell time Worn, but not displayed © Sameer Mathur 16 16
    • Marketing Strategies Exclusive World of Titan Outlets Sophisticated Design & Development Center Launched New Concept Promotional Program & Services © Sameer Mathur 17
    • Services Servicing/ Overhauling of watch Replacement of required spare parts Battery Replacement Replacement of strip/Bracelets Stand by watch facility Home delivery facility at nominal cost Extended Maintenance warranty © Sameer Mathur 18
    • Loyalty Programs Building a strong connection with the consumers Long run loyalty program, rewards customers with special offers © Sameer Mathur 19
    • Awards and Accomplishments Titan continues to be in Forbes Asia‟s FAB 50 companies list for 2013 Gold Award (the best in India) and Best-of the Best Award (among the top 5 in Asia Pacific) at the Retail Asia-Pacific Top 500 Awards 2013 Fastrack is placed 4th and Titan is placed 16th in the list of most exciting brands in India, by A C Nielsen and the Economic Times © Sameer Mathur 20
    • Exclusive Brand Outlets © Sameer Mathur 21
    • Titan- emotions The Warmth of a Mother © Sameer Mathur 22
    • Titan- emotions © Sameer Mathur 23
    • Titan distributes „Braille‟ watches © Sameer Mathur 24
    • “Be More” Redefines the role of watch Not just a utility device but as an expression of personality © Sameer Mathur 25
    • Customer-Based Brand Equity CBBE Pyramid a) b) c) d) Sub-dimensions Loyalty Community Attachment Engagement Resonance a) b) c) d) Quality Credibility Consideration Superiority a) b) c) d) e) Warmth; Fun Excitement Security Social Approval Self-Respect Judgments Feelings Performance Imagery a) Primary Characteristics & Secondary Features b) Reliability Durability & Serviceability c) Style and Design d) Price Salience © Sameer Mathur a) b) c) d) User Profiles Purchase & Usage Situations Personality & Values History, Heritage & Experiences a) Category Identification b) Needs Satisfied 26
    • Imagery User profiles Demographic and psychographic characteristics Actual or aspirational Group perceptions—popularity Purchase and usage situations Type of channel, specific stores, ease of purchase Time (day, week, month), location , and context of usage © Sameer Mathur Imagery a) b) c) d) User Profiles Purchase & Usage Situations Personality & Values History, Heritage & Experiences 27
    • Imagery User profiles Exciting Range of Watches for different age groups Purchase and usage situations Exclusive retail chainWorld of Titan Store and Service Centers © Sameer Mathur Imagery a) b) c) d) User Profiles Purchase & Usage Situations Personality & Values History, Heritage & Experiences 28
    • Imagery Personality and values Sincerity, excitement, comp etence, sophistication, and ruggedness 2. MEANING = Imagery What are you? History, heritage, and experiences a) b) c) d) User Profiles Purchase & Usage Situations Personality & Values History, Heritage & Experiences Nostalgia Memories © Sameer Mathur 29
    • Imagery Personality and values Different range and designs to suit user profile 2. MEANING = Imagery What are you? History, heritage, and experiences a) b) c) d) User Profiles Purchase & Usage Situations Personality & Values History, Heritage & Experiences Nostalgia Memories © Sameer Mathur 30
    • Feelings Warmth Fun Excitement Security © Sameer Mathur a) b) c) d) e) f) Warmth Fun Excitement Security Social Approval Self-Respect 3. RESPONSE = What about you? Feelings Social Approval Self-Respect 31
    • Customer-Based Brand Equity CBBE Pyramid a) b) c) d) Sub-dimensions Loyalty Community Attachment Engagement Resonance a) b) c) d) Quality Credibility Consideration Superiority a) b) c) d) e) Warmth; Fun Excitement Security Social Approval Self-Respect Judgments Feelings Performance Imagery a) Primary Characteristics & Secondary Features b) Reliability Durability & Serviceability c) Style and Design d) Price Salience © Sameer Mathur a) b) c) d) User Profiles Purchase & Usage Situations Personality & Values History, Heritage & Experiences a) Category Identification b) Needs Satisfied 32
    • Summary Company Overview Marketing Strategies Customer Based Brand Equity • Imagery • Feelings Awards and Achievements © Sameer Mathur 33
    • Credits • • • • • • • http://www.extramirchi.com/events/titan-kid%E2%80%99s-brand-zoop/ http://titanworld.com/in/ http://fastrack.in/products/watches/ http://www.hindu.com/2009/02/10/stories/2009021050530200.htm http://www.youtube.com/watch?v=PFWSn8PqO0s https://www.youtube.com/watch?v=HY5u1aDpIhA K. L. Keller, M. G. Parameswaram, I. Jacob. (2011) . Strategic Brand Management(3rd edition). India: PEARSON © Sameer Mathur 34
    • Sameer Mathur Indian Institute of Management, Lucknow Marketing Professor 2013 – Marketing Professor 2009 – 2013 Ph.D. and M.S. (Marketing) 2003 – 2009 Harshit Khaitan 35 BTech, IIT Kanpur © Sameer Mathur 35