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Titan watches
 

Titan watches

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    Titan watches Titan watches Presentation Transcript

    • Titan WatchesMarketing Plan
      Presented By:
      HarmeetNatt
      KapilJaitley
      SachinShandil
      VikasHooda
    • 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
    • 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.
      • 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.
    • 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
    • Corporate Information
      • In 2002 Mr.Jeyakodi was appointed as a director of the company.
      • In 2003 Mr.JacobKurien tenders his resignation to the company.
      • In 2006 Mr. Harish Bhatt was being appointed as chief operating officer in watches and accessories division.
      • In 2007 Mr.SunilPalliwal was inducted as additional director in the board of the company.
    • Competitive Factors
    • 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
    • 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
    • Brands
      TITAN
      SONATA
      FASTRACK
      XYLYS
      TANISHQ
      GOLD PLUS
      TITAN EYE+
    • 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.
    • 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.
    • Product
      Product type
      convenience
      shopping
      specialty
      Segmentation of TITAN Watch
      Based on price
      Market segmentation
      based on user category
    • 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
    • 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.
    • 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.
      • TITAN-WWF
      • This series is being launched in collaboration with the International NGO -Worldwide Fund for Nature ( WWF).
      • Targeted at the new generation consumers who wants to express their concern about animals and nature.
      • 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
    • 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.
    • 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
    • Promotion
      Advertising
      Sales promotion
      Public relation
      Advertising media:
      • Television
      • Print
      • Internet
      • They have contacts with orkut and face book for their promotion.
      • Titan brand ambassador:
      • Titan Brand: Aamir Khan
      • Sonata: Mahendra Singh Dhoni
      • Raga: GulPanag, RaniMukherjee
      • Xylys: Rahul Bose
    • Public relation
      • Gift concept
      • Promotion On Occasions
      Sales promotion
      • Sponsorship
      • Seasonality
      • Promotion through Contests
      Titan tagline:Be more
      Fast track tagline: How many you have?
    • Place
      World of Titan Showrooms
      Time Zone
      Traditional Outlets
      Non Traditional Outlets
    • Questionnaire
    • Suggestions