Titan watches

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  • 1. Titan WatchesMarketing Plan
    Presented By:
    HarmeetNatt
    KapilJaitley
    SachinShandil
    VikasHooda
  • 2. Introduction
    Titan was set up in July 1984, by Xerxes Desai.
    A joint venture between the Tata group and the Tamil Nadu Industrial Development Corporation
    Titan Watches is India’s largest watch & jewellerymanufacturer.
    Titan is the world’s sixth largest, integrated manufacturer-brand for watches.
    Over 60% share in the domestic market
    Main Watch & Jewellery plants in Hosur near Bangalore.
    Watch assembly plants at Dehradun, Baddi, and Roorkee. ECB plant in Goa; Jewellery Plant at Dehradun
    Investment of US$150 million in a 450,000 sq.ft. state-of-the-art facility
  • 3. Vision Statement
    To be a world class , innovative and progressive organization and to build India’s most desirable brands.
    Mission Statement
    • To create wealth for all the stakeholders by building highly successful businesses based on a customer centric approach, and to contribute to the community
  • History
    • In 1984 the company was incorporated on 26th July at Chennai.
    • 4. In 1992 an MOU was signed with Casio computer company of Japan to manufacture 2million digital and
    Ana-digital watches.
    In 1992 over 150 models were introduced.
  • 5. Awards
    The Watch Division won the coveted JRD QV (Malcolm Baldrige) Award in 2006.
    India’s most admired consumer durables company having the most trusted brand -TITAN.
    President of India Award for best employer of the physically challenged
  • 6. Corporate Information
    • In 2002 Mr.Jeyakodi was appointed as a director of the company.
    • 7. In 2003 Mr.JacobKurien tenders his resignation to the company.
    • 8. In 2006 Mr. Harish Bhatt was being appointed as chief operating officer in watches and accessories division.
    • 9. In 2007 Mr.SunilPalliwal was inducted as additional director in the board of the company.
  • Competitive Factors
  • 10. Target
    DEMOGRAPHIC
    Age: 6-11, 12-19, 20-34, 35-49, 50-64, 65+
    Gender: Male, Female
    Occupation: Professionals, Retired, Students, Homemakers, Sportsmen
    Social Class: Working Class, Middle Class, Upper Middle Class, Lower Upper, Upper Uppers
    PSYCHOGRAPHIC
    Lifestyle: Culture- Oriented, Sports- Oriented, Outdoor- Oriented
    Personality: Gregarious, Ambitious
  • 11. Diversification
    Currently
    Marketing
    our Products in
    26 countries
    with a larger
    footprint in the
    Middle East and
    Asia-Pacific
    regions
    Watches
    Jewellery
    International Business
    Precision Engineering
    Prescription Eyewear
  • 12. Brands
    TITAN
    SONATA
    FASTRACK
    XYLYS
    TANISHQ
    GOLD PLUS
    TITAN EYE+
  • 13. Marketing Watches
    Titan’s marketing strategy had five main bases: a product of international quality, Indian designs, competitive prices, intensive advertising and promotion, and specialized retail shops to control the presentation.
  • 14. Segmentation
    Titan has segmented the market on the basis of the following variables: Demographic (age and social class), Psycho graphic (lifestyle and personality), Behavioral(benefits and occasions), Geographical (region)
    The first consisted of the high income/ elite consumers who were buying a watch as a fashion accessory. They were also willing to buy a watch on impulse. The price tag did not matter to this segment. The price range between Rs.20, 000 and Rs.1 lakh.
    The next segmented consisted of consumers who preferred some fashion in their watches but to them price did matter. The price range between Rs.500 and 700.
    The third segment consisted of the lower income consumers who saw a watch mainly as a time keeping device and bought mainly on the basis of price. The price range between Rs.350 and 500.
  • 15. Product
    Product type
    convenience
    shopping
    specialty
    Segmentation of TITAN Watch
    Based on price
    Market segmentation
    based on user category
  • 16. Maturity
    Growth
    Introduction
    Decline
    Product Life Cycle
    Introduction : WWF, Orion, Zoop, Diva, Octane
    Maturity: Sonata, Fastrack, Dash
    Growth: Nebula, Insignia, Raga, Royal, Regalia, Edge etc
    Decline:Aqura
  • 17. TITAN EDGE-
    Positioned as World's Thinnest watch. With a thickness of 3.5 mm and an incredible slim movement of 1.15 mm.
    The brand is targeting Business Executives and professionals.
  • 18. NEBULA
    A collection of intricately carved
    designs for women inspired by paisley
    and floral patterns
    Perfect to complement a traditional or contemporary outfit
    AVIATOR
    Inspired by the World War II fighter planes.
    Targeting the up market global
    Indian.
  • 19.
    • TITAN-WWF
    • 20. This series is being launched in collaboration with the International NGO -Worldwide Fund for Nature ( WWF).
    • 21. Targeted at the new generation consumers who wants to express their concern about animals and nature.
    • 22. Added a touch of social equity to the brand
  • TITAN RAGA
    Titan also made its presence in the ladies watch segment. It have a sub brand Raga targeting the upwardly Mobile ladies in the premium segment
    Epitome of feminine grace
  • 23. Price
    Titan prices according to the features and value delivered. They get the maximum market share from Sonata. Since there is no one offering pure gold watches and jewellarywatches so it is able to skim the market with their distinct products. Titan comes out every year with a price discount sale on watches.
  • 24. TITAN PRICING
    • Pricing Objectives
    Survival (i.e. Titan Exacta)
    Market share (i.e. Titan Sonata)
    Market skimming (i.e. Titan Nebula)
    Product quality
    • Pricing method
    Mark-up pricing
    Product line pricing
    Promotional pricing
    • Application of pricing strategy
    Lower segment
    1000 plus segment
  • 25. Promotion
    Advertising
    Sales promotion
    Public relation
    Advertising media:
    • Television
    • 26. Print
    • 27. Internet
    • 28. They have contacts with orkut and face book for their promotion.
    • 29. Titan brand ambassador:
    • 30. Titan Brand: Aamir Khan
    • 31. Sonata: Mahendra Singh Dhoni
    • 32. Raga: GulPanag, RaniMukherjee
    • 33. Xylys: Rahul Bose
  • Public relation
    • Gift concept
    • 34. Promotion On Occasions
    Sales promotion
    • Sponsorship
    • 35. Seasonality
    • 36. Promotion through Contests
    Titan tagline:Be more
    Fast track tagline: How many you have?
  • 37. Place
    World of Titan Showrooms
    Time Zone
    Traditional Outlets
    Non Traditional Outlets
  • 38. Questionnaire
  • 39. Suggestions