TITAN – S.T.P Presented by Vishal Kmar Gupta Devendra kumar
INDUSTRY OVERVIEW <ul><li>A joint venture between the Tata group and the Tamil Nadu Industrial Development Corporation. </...
<ul><li>Leader in the watch and jewellery businesses in India </li></ul><ul><ul><li>First and largest branded player in th...
The Emerging Trends
TITAN BRAND <ul><li>One of Giant God in Greek mythology who preceeded the Olympian God. </li></ul><ul><li>Established in 1...
Major Players <ul><li>HMT Watches  Ltd.- ( 34% ) </li></ul><ul><li>Titan Industries  Ltd. – ( 39% ) </li></ul><ul><li>Time...
4 P’s OF TITAN <ul><li>PRODUCT </li></ul><ul><li>PLACE </li></ul><ul><li>PRICE </li></ul><ul><li>PROMOTION </li></ul>
PRODUCT <ul><li>Insignia </li></ul><ul><ul><li>Made with high-grade anti-allergenic steel, scratch-resistant sapphire crys...
 
<ul><li>Exacta </li></ul><ul><ul><li>The “Everyday Watch” </li></ul></ul><ul><li>Raga </li></ul><ul><ul><li>Exclusive watc...
Titan Industries Ltd. – Strategies <ul><li>Early to manufacture watches targeted at US and European markets </li></ul><ul>...
PLACE <ul><li>The world of titan 247 as direct dealer </li></ul><ul><li>Time zone and non traditional zones </li></ul>
Titan Industries Ltd. – Distribution <ul><li>Manufacturer – Retailer – Customer </li></ul><ul><li>First to go for exclusiv...
  PRICE <ul><li>Mass  350-600 </li></ul><ul><li>Popular  600 -900 </li></ul><ul><li>Premium  900-1500 </li></ul><ul><li>Su...
PROMOTION <ul><li>Aamir khan as a brand ambassador. </li></ul><ul><li>Mahendra Singh Dhoni for sonata. </li></ul><ul><li>R...
Titan Industries Ltd. – Advertising <ul><li>Targeted the typically price sensitive yet discerning Indian customer </li></u...
SEGMENTATION <ul><li>Titan arrives in three broad Segmentes :- </li></ul><ul><li>The rich  -Aurum, Royale. </li></ul><ul><...
POSITIONING <ul><li>Titan is positioned as a premium brand providing high quality products. </li></ul><ul><li>Titan initia...
<ul><li>The ideas was to make watches  that would be seen as style & fashion accessories </li></ul><ul><li>Aamir as a bran...
Reason For Decline <ul><li>Sale are decreasing due to other international brand enter into market. </li></ul><ul><li>Peopl...
Repositioning strategies <ul><li>Communication  - tagline </li></ul><ul><li>TV commercial </li></ul><ul><li>Bill board </l...
Strategy follow to grow in future <ul><li>Improved feedback  system online/offline. </li></ul><ul><li>Trade fair – front l...
REFERENCES <ul><li>http://www.indiainfoline.com </li></ul><ul><li>http://www.titanworld.com </li></ul><ul><li>http://www.t...
 
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Industry overview

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Industry overview

  1. 1. TITAN – S.T.P Presented by Vishal Kmar Gupta Devendra kumar
  2. 2. INDUSTRY OVERVIEW <ul><li>A joint venture between the Tata group and the Tamil Nadu Industrial Development Corporation. </li></ul><ul><li>Launched in 1984. </li></ul><ul><li>Titan is today world’s sixth largest, integrated watch manufacturer and India’s largest. </li></ul><ul><li>4 factories - main watch and jewellery plants in Hosur near Bangalore (India’s ‘Silicon valley’), Watch Assembly plants at Dehradun and in Himachal Pradesh, with an ECB plant in Goa. </li></ul><ul><li>Investment of over US$130 million. A 450,000 sq.ft. state-of-the-art facility. </li></ul>
  3. 3. <ul><li>Leader in the watch and jewellery businesses in India </li></ul><ul><ul><li>First and largest branded player in the jewellery (Tanishq) </li></ul></ul><ul><ul><li>>50% share of the organized watch market </li></ul></ul><ul><ul><li>Over 60 million watches sold across 30 countries </li></ul></ul><ul><li>Brands offered: Steel, Edge, Raga, Sonata, Fast track, Regalia, Bandhan, Sonata, Nebula, Flip </li></ul><ul><li>Recently Titan has taken a drive to improve its image as a maker of contemporary style and design in wrist watches </li></ul><ul><li>Titan is trying to offer international quality/style at an affordable price </li></ul>
  4. 4. The Emerging Trends
  5. 5. TITAN BRAND <ul><li>One of Giant God in Greek mythology who preceeded the Olympian God. </li></ul><ul><li>Established in 1984 as joint venture between TATA group and Tamilnadu industrial development corporation. </li></ul>
  6. 6. Major Players <ul><li>HMT Watches Ltd.- ( 34% ) </li></ul><ul><li>Titan Industries Ltd. – ( 39% ) </li></ul><ul><li>Timex Watches Ltd. – ( 23%) </li></ul>
  7. 7. 4 P’s OF TITAN <ul><li>PRODUCT </li></ul><ul><li>PLACE </li></ul><ul><li>PRICE </li></ul><ul><li>PROMOTION </li></ul>
  8. 8. PRODUCT <ul><li>Insignia </li></ul><ul><ul><li>Made with high-grade anti-allergenic steel, scratch-resistant sapphire crystal and special hard gold plating </li></ul></ul><ul><li>Psi2000, Technology </li></ul><ul><ul><li>Sports & Multi-functional watches </li></ul></ul><ul><li>Regalia, Royale </li></ul><ul><ul><li>Magic in gold and unique futuristic material </li></ul></ul><ul><li>Classique </li></ul><ul><ul><li>Elegant corporate wear </li></ul></ul>
  9. 10. <ul><li>Exacta </li></ul><ul><ul><li>The “Everyday Watch” </li></ul></ul><ul><li>Raga </li></ul><ul><ul><li>Exclusive watches for women </li></ul></ul><ul><li>Fastrack </li></ul><ul><ul><li>Contemporary styles for the young </li></ul></ul><ul><li>Dash! </li></ul><ul><ul><li>For young boys and girls </li></ul></ul><ul><li>Bandhan </li></ul><ul><ul><li>Watches for him and her </li></ul></ul><ul><li>Spectra </li></ul><ul><ul><li>Combines the sturdiness of steel with the richness of gold </li></ul></ul>
  10. 11. Titan Industries Ltd. – Strategies <ul><li>Early to manufacture watches targeted at US and European markets </li></ul><ul><ul><li>The “Insignia Collection” </li></ul></ul><ul><ul><li>Also makes watches for international labels </li></ul></ul><ul><li>Roping in the crème of designers </li></ul><ul><ul><li>Pierre Ludwig (Cartier) </li></ul></ul><ul><ul><li>Francis Humbertdiz (Omega) </li></ul></ul><ul><li>Diversification into jewellery – Tanishq </li></ul><ul><li>Very wide range of products in terms of looks, function and price points </li></ul>
  11. 12. PLACE <ul><li>The world of titan 247 as direct dealer </li></ul><ul><li>Time zone and non traditional zones </li></ul>
  12. 13. Titan Industries Ltd. – Distribution <ul><li>Manufacturer – Retailer – Customer </li></ul><ul><li>First to go for exclusive showrooms </li></ul><ul><ul><li>Did away with retailers </li></ul></ul><ul><ul><li>Wholeseller’s importance reduced </li></ul></ul><ul><li>Set up a chain of service centres, with close proximity to the marketplace </li></ul><ul><li>Innovative planning of showrooms </li></ul><ul><ul><li>Watch buying a pleasurable experience </li></ul></ul><ul><li>Extensive use of C&F agents to reduce distribution costs </li></ul>
  13. 14. PRICE <ul><li>Mass 350-600 </li></ul><ul><li>Popular 600 -900 </li></ul><ul><li>Premium 900-1500 </li></ul><ul><li>Super premium 1500-8000 </li></ul><ul><li>Connoisseur segment 8000-150000 </li></ul>
  14. 15. PROMOTION <ul><li>Aamir khan as a brand ambassador. </li></ul><ul><li>Mahendra Singh Dhoni for sonata. </li></ul><ul><li>Rani Mukherjee for raga. </li></ul><ul><li>Festive offers. </li></ul><ul><li>Creative advertisement. </li></ul>
  15. 16. Titan Industries Ltd. – Advertising <ul><li>Targeted the typically price sensitive yet discerning Indian customer </li></ul><ul><ul><li>“ International watch you can pay for in rupees” </li></ul></ul><ul><ul><li>“ You don’t need to pay in dollars, pounds or dirhams to buy a Titan watch” </li></ul></ul><ul><li>Targeted the premium segment of “look and fashion conscious” customers </li></ul><ul><ul><li>“ To find watches like these you don’t have to go to Europe, Japan, America or a duty free shop” </li></ul></ul><ul><li>Promoted the concept of a watch being the ideal gift </li></ul><ul><ul><li>“ Next time your husband wants to buy you a saree, ask for a Titan watch instead </li></ul></ul>
  16. 17. SEGMENTATION <ul><li>Titan arrives in three broad Segmentes :- </li></ul><ul><li>The rich -Aurum, Royale. </li></ul><ul><li>The middle -Exacta, Raga. </li></ul><ul><li>The lower -Timex, Sonata, Dash. </li></ul>
  17. 18. POSITIONING <ul><li>Titan is positioned as a premium brand providing high quality products. </li></ul><ul><li>Titan initially pioneered as gifting watches. </li></ul><ul><li>Customer woofed up with ugly time machine welcomed the brand titan . </li></ul><ul><li>Repositioning as a fashion accessory. </li></ul><ul><li>Titan was careful in keeping the brand above celebrity. </li></ul><ul><li>The advertisement were fresh and neatly executed </li></ul>
  18. 19. <ul><li>The ideas was to make watches that would be seen as style & fashion accessories </li></ul><ul><li>Aamir as a brand ambassador </li></ul><ul><li>as an attempt to broad base the appeal of titan brand. </li></ul><ul><li>Earlier fast track was targeted at 20-25 year old and positioning doing the line. </li></ul><ul><li>“ cool watches from Titan” </li></ul><ul><li>Based on this insight the co. relaunch lowering target segment to 18-30 yearwith tag. </li></ul><ul><li>“ how many have” </li></ul>
  19. 20. Reason For Decline <ul><li>Sale are decreasing due to other international brand enter into market. </li></ul><ul><li>People feel it is very conservative brand. </li></ul>
  20. 21. Repositioning strategies <ul><li>Communication - tagline </li></ul><ul><li>TV commercial </li></ul><ul><li>Bill board </li></ul><ul><li>Brand ambassador- Aamir khan. </li></ul><ul><li>Increase penetration in tier 3 cities. </li></ul><ul><li>Retaining existing customers. </li></ul><ul><li>Increase service centers. </li></ul>
  21. 22. Strategy follow to grow in future <ul><li>Improved feedback system online/offline. </li></ul><ul><li>Trade fair – front line executive meet with customer. </li></ul><ul><li>Increase availability of economic range of sub hand watches to selective value chain. </li></ul><ul><li>Control over working capital- material usage </li></ul><ul><li>& store operation cost. </li></ul><ul><li>High level control on over marketing & advertising. </li></ul><ul><li>Titan stores have go for lifecycle product at their store i.e wallet, perfumes, music collections </li></ul><ul><li>Control over high % dividend payout to shareholder. </li></ul>
  22. 23. REFERENCES <ul><li>http://www.indiainfoline.com </li></ul><ul><li>http://www.titanworld.com </li></ul><ul><li>http://www.timex.com </li></ul>

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