Brand Dossier of Titan Watches

3,048 views
2,751 views

Published on

0 Comments
3 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
3,048
On SlideShare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
169
Comments
0
Likes
3
Embeds 0
No embeds

No notes for slide
  • Content Background informationSummaryPersonal resources and goalsThe product or serviceThe marketSale and marketing planManagement & organisationDevelopment of the businessBudgetsFinancial requirementsAppendices
  • Brand Dossier of Titan Watches

    1. 1. WATCHES Presented by: Anil Nandyala (B11005) Gurcharan Singh (B11021) Mona Kumari (B11028) Sabyasachi Sahoo (B11037)
    2. 2. AGENDA OVERVIEW OF TITAN HYPOTHESES TOOLS FOR DATA ANALYSIS NET TAKE AWAY REPORTS ON PRIMARY RESEARCH
    3. 3. Overview of “TITAN”
    4. 4. GENESIS OF TITAN * • Pre Titan Era • Establishment of Titan Industries * • Launch of Titan Watches • “HMT” – Major Competitor • Titan became Market Leader
    5. 5. Sleek Beautiful Trendy Gifting article Non-sturdy yet durable. INITIAL POSITIONING OF BRAND ‘TITAN’
    6. 6. REPOSITIONING OF THE BRAND Why repositioning New logo & new tagline “Fashion Accessory” – A new phase “Aamir Khan” – Brand Ambassador New range of watches
    7. 7. SEGMENTATION STRATEGY PRICE ELITE OR HIGH CLASS MIDDLE INCOME GROUP LOWER MIDDLE INCOME GROUP GENDER MEN’S SEGMENT WOMEN’S SEGMENT AGE GROUPS KIDS YOUTH TITAN WATCHES
    8. 8. GENERIC COMPETITION OF THE BRAND GOLD BRACELETS CHEAP IMPORTS LOCAL BRANDS LAPTOPS MOBILE PHONES
    9. 9. STRATEGIES ADOPTED TO TACKLE COMPETITION SEGMENTATION OF TITAN WATCHES MASS MARKET - SONATA KIDS - DASH YOUTH – FAST TRACK MEN’S – EDGE STEEL WOMEN’S – RAGA, PURPLE PREMIUM – XYLYS, NEBULA
    10. 10. Hypotheses
    11. 11. HYPOTHESES ESTABLISHED Watches are losing their image as time keeping devices Titan watches are seen as fashion accessory Aamir Khan is the ideal brand ambassador for Titan
    12. 12. HYPOTHESIS - 1 1. What are the various devices used for time keeping ? 2. Are there a majority of users who solely rely on watches ? “Watches are losing their image as time keeping devices”
    13. 13. HYPOTHESIS - 2 1. What are the various items purchased as fashion accessories and does Titan watches feature in them? 2. What are the reasons for purchase of Titan watches? “Titan watches are seen as fashion accessory”
    14. 14. HYPOTHESIS - 3 “Aamir Khan Is The Ideal Brand Ambassador for Titan” 1. What are the perceived brand traits of brand Titan in the mind of the consumer? 2. What are the perceived personality traits of Aamir Khan in the minds of the consumer? 3. What is common between Aamir Khan and Titan watches? 4. Are there other personalities who the consumers feel may be able to better represent Titan?
    15. 15. TOOLS FOR DATA ANALYSIS Instruments of Data Collection Sampling Size & Sampling Plan Methods of Data Analysis Pie - Chart Bar Charts
    16. 16. Analysis of our survey
    17. 17. What are the various devices you use for time keeping? DEVICE NUMBER OF RESPONSES PERCENTAGE Watches 83 77.57% Mobile Phones 94 87.85% Laptops 40 37.38% I-pod 8 7.48% Tablet 2 2% others 1 1%
    18. 18. Which of these items according to you is a fashion accessory? ITEM NUMBER OF RESPONSES PERCENTAGE Watches 77 71.96% Sunglasses 76 71.03% Bracelets 45 42.06% Shoes 67 62.62% Others 20 18.69%
    19. 19. Following are some of the attributes of watches. Kindly let us know how critical these attributes are for you, while you purchase watches. ATTRIBUTE RATE RATE/ SAMPLE SIZE Style 380 3.55 Durability 354 3.31 Price 316 2.95 Quality 383 3.58 Avalibility 276 2.58 After sales service 323 3.02
    20. 20. Do you wear different watches at different occasions? RESPONSES NUMBER OF RESPONSES PERCENTAGE Yes 62 58% No 45 42%
    21. 21. If you use different watches for different occasions, how many watches do you have? ITEM NUMBER OF RESPONSES PERCENTAGE 2 15 24.19% 3 20 32.25% 4 16 25.8% 5 7 11.29% More than 5 4 6.45% TOTAL 62 100
    22. 22. In watches category which brand do you consider as fashion accessory ? BRAND RATE * WEIGHT PERCENTAGE TITAN 87.6 26.25% TIMEX 37 11.09% CASIO 62.4 18.7% OTHER HIGH END WATCHES 63.4 19% GREY END WATCHES 83.2 24.94%
    23. 23. If Titan were a person, which traits would you associate with it ? TRAITS WEIGHTED CALCULATION PERCENTAGE Style 97.8 15.89 Innovation 92 14.94 Perfection 83.4 13.55 Quality 96.8 15.72 Reliable 74.2 12.05 Leader 85.2 13.84 Fashionable 86 13.97 TOTAL 615.4 100
    24. 24. “The association with this person was mainly due to the brand values that both Titan and the actor are associated with. We are both known for our commitment and obsession towards perfection, quality, innovativeness, setting new trends and our market leadership” This is a statement given for the brand ambassador’s selection? Who do you think this person is? NAME OF THE PERSON NUMBER OF RESPONSES PERCENTAGE Amitabh Bachan 7 6.54% John Abraham 3 2.80% M.S.Dhoni 15 4.67% Virat Kohli 0 0% Aamir Khan 89 83.17% Genelia D’souza 0 0% A.R.Rehman 3 2.8%
    25. 25. Do you think Aamir Khan has enhanced brand image of Titan? RESPONSE NUMBER OF RESPONSES PERCENTAGE Strongly agree 35 32.71 Agree 52 48.59 Neither agree nor disagree 16 14.95 Disagree 3 2.8 Strongly disagree 1 0.93
    26. 26. NET TAKE AWAY
    27. 27. Thank You

    ×