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  • 1. How Titan Builds Brand Imagery and Feelings © Prof. Sameer Mathur 1
  • 2. Overview Company Overview Marketing Strategies Customer Based Brand Equity • Imagery • Feelings © Sameer Mathur 2
  • 3. Sameer Mathur Indian Institute of Management, Lucknow Marketing Professor 2013 – Marketing Professor 2009 – 2013 Ph.D. and M.S. (Marketing) 2003 – 2009 3 © Sameer Mathur Nivedita Singh & Harshit Khaitan (Teaching Assistants) 3
  • 4. The Vision © Sameer Mathur 4
  • 5. Customer-Based Brand Equity Resonance a) Quality b) Credibility c) Consideration d) Superiority Judgments Feelings a) Category Identification b) Needs Satisfied a) Primary Characteristics & Secondary Features b) Reliability Durability & Serviceability c) Style and Design d) Price a) User Profiles b) Purchase & Usage Situations c) Personality & Values d) History, Heritage & Experiences CBBE Pyramid Sub-dimensions Performance Imagery Salience a) Warmth; Fun b) Excitement c) Security d) Social Approval e) Self-Respect © Sameer Mathur a) Loyalty b) Community c) Attachment d) Engagement 5
  • 6. The Journey © Sameer Mathur 6
  • 7. Brand Segmentation © Sameer Mathur 7
  • 8. India’s Largest Specialty Retailer © Sameer Mathur 8
  • 9. International Presence © Sameer Mathur 9
  • 10. Watches Division © Sameer Mathur 10
  • 11. Financial Data © Sameer Mathur 11
  • 12. Titan A beautiful range of Quartz watches Helped Indian consumers to relook at their emotional connection with watches 12 © Sameer Mathur 12
  • 13. Fastrack- 1998 Cool trendy funky range, for youngsters © Sameer Mathur 13
  • 14. ZOOP- 2009 Titan launched a new concept Exciting environment for teenager © Sameer Mathur 14
  • 15. Titan Raga Raga range of watches for women © Sameer Mathur 15
  • 16. 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 16 © Sameer Mathur 16
  • 17. Marketing Strategies Exclusive World of Titan Outlets Sophisticated Design & Development Center Launched New Concept Promotional Program & Services © Sameer Mathur 17
  • 18. 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
  • 19. Loyalty Programs Building a strong connection with the consumers Long run loyalty program, rewards customers with special offers © Sameer Mathur 19
  • 20. 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
  • 21. Exclusive Brand Outlets © Sameer Mathur 21
  • 22. Titan- emotions The Warmth of a Mother © Sameer Mathur 22
  • 23. Titan- emotions © Sameer Mathur 23
  • 24. Titan distributes ‘Braille’ watches © Sameer Mathur 24
  • 25. Redefines the role of watch Not just a utility device but as an expression of personality “Be More” © Sameer Mathur 25
  • 26. Customer-Based Brand Equity Resonance a) Quality b) Credibility c) Consideration d) Superiority Judgments Feelings a) Category Identification b) Needs Satisfied a) Primary Characteristics & Secondary Features b) Reliability Durability & Serviceability c) Style and Design d) Price a) User Profiles b) Purchase & Usage Situations c) Personality & Values d) History, Heritage & Experiences CBBE Pyramid Sub-dimensions Performance Imagery Salience a) Warmth; Fun b) Excitement c) Security d) Social Approval e) Self-Respect © Sameer Mathur a) Loyalty b) Community c) Attachment d) Engagement 26
  • 27. Demographic and psychographic characteristics Actual or aspirational Group perceptions—popularity a) User Profiles b) Purchase & Usage Situations c) Personality & Values d) History, Heritage & Experiences Imagery Imagery User profiles Purchase and usage situations Type of channel, specific stores, ease of purchase Time (day, week, month), location, and context of usage © Sameer Mathur 27
  • 28. Exciting Range of Watches for different age groups a) User Profiles b) Purchase & Usage Situations c) Personality & Values d) History, Heritage & Experiences Imagery Imagery User profiles Purchase and usage situations Exclusive retail chain- World of Titan Store and Service Centers © Sameer Mathur 28
  • 29. a) User Profiles b) Purchase & Usage Situations c) Personality & Values d) History, Heritage & Experiences Imagery Imagery Personality and values Sincerity, excitement, competence, sophistication, and ruggedness 2. MEANING = What are you? History, heritage, and experiences Nostalgia Memories © Sameer Mathur 29
  • 30. a) User Profiles b) Purchase & Usage Situations c) Personality & Values d) History, Heritage & Experiences Imagery Imagery Personality and values Different range and designs to suit user profile 2. MEANING = What are you? © Sameer Mathur 30 History, heritage, and experiences Nostalgia Memories
  • 31. Feelings a) Warmth b) Fun c) Excitement d) Security e) Social Approval f) Self-Respect Feelings 3. RESPONSE = What about you? © Sameer Mathur Warmth Fun Excitement Security Social Approval Self-Respect 31
  • 32. Customer-Based Brand Equity Resonance a) Quality b) Credibility c) Consideration d) Superiority Judgments Feelings a) Category Identification b) Needs Satisfied a) Primary Characteristics & Secondary Features b) Reliability Durability & Serviceability c) Style and Design d) Price a) User Profiles b) Purchase & Usage Situations c) Personality & Values d) History, Heritage & Experiences CBBE Pyramid Sub-dimensions Performance Imagery Salience a) Warmth; Fun b) Excitement c) Security d) Social Approval e) Self-Respect © Sameer Mathur a) Loyalty b) Community c) Attachment d) Engagement 32
  • 33. Summary Company Overview Marketing Strategies Customer Based Brand Equity • Imagery • Feelings Awards and Achievements © Sameer Mathur 33
  • 34. 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
  • 35. Over 1 Million views from more than 100 countries Prof. Sameer Mathur Top 1% most viewed Over 250 presentations on Marketing www.BuddingMarkets.com