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Titan Industries was established in 1984 as a joint venture between the Tata
Group and the Tamil Nadu Industrial Development Corporation. The company
brought about a paradigm shift in the Indian watch market, offering quartz
technology with international styling, manufactured in a state -of-the-art
factory at Hosur, Tamil Nadu. Leveraging its understanding of different
segments in the watch market, the company launched a second independent
watch brand-Sonata, as a value brand to those seeking to buy functionally styled
watches at affordable prices. In addition it focused on the youth with
its third brand – Fastrack. It has also premium fashion watches by acquiring a
license for global brands such as Tommy Hilfiger and Hugo Boss, while. It has
also in its portfolio its first Swiss Made watch brand – Xylys.
In 1995, the company diversified into jewellery under the brand – Tanishq
to capitalize on a fragmented market operating with no brands in urban cities. In
2005, the company launched its second Jewellery brand, Gold Plus, for
capitalizing on the opportunity in small towns and rural India. The company has
now diversified into fashion Eyewear by launching Fastrack Eye-Gear
sunglasses, as well as Prescription Eyewear. The Company leveraged its
manufacturing competencies and branched into Precision Engineering Products
and Machine Building from 2003.Today Titan Industries is India's leading
manufacturer of watches and jewellery employing 3,800 people. Titan and
Tanishq are among the most admired brands in their categories.
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The company manufactures over 8 million watches per annum and has a
customer base of over 80 million. It has manufacturing and assembly
operations at Hosur, Dehradun, Roorkee and Baddi in Himachal Pradesh
and an ECB plant in Goa. Its main products are:
Watches: Currently manufactures four main watch brands viz.Titan for the
premium segment, Fastrack– focused on the youth and trendy fashion space,
Sonata for the mass market and Xylys for the premium market. The
Titan brand architecture comprises several sub -brands, each of
which is a leader in its segment. Notable among them are: Titan
Edge– The world's slimmest watch which stands for the philosophy
of "less is more"; Titan Raga – the feminine and sensuous accessory
for today's woman, Nebula - crafted in solid gold and precious stones and
several other collections like Wall Street, Heritage, Regalia, Octane, Orion,
Diva, Zoop, WWF and the Aviatorseries, all of which form a part of the Titan
wardrobe. Sonata is today India's largest watch selling brand and is priced
between Rs 295/- and Rs 1200/-. The company's first Swiss Made watch –
Xylys is for the hi-end connoisseur and new age achiever. It also markets
Tommy Hilfiger watches under a licensing arrangement and is introducing
Hugo Boss. Today, the Titan portfolio has about 65% of the domestic
market share in the organized watch market.
Jewellery: Tanishq is India's largest and fastest growing jewellery
brand with a premium range of gold jewellery studded with diamonds or
coloured gems and a wide range in 22kt pure gold. Platinum jewellery is
also a part of the product range Tanishq is one of India's largest speciality
retailers and is transforming the jewellery market in India 102 boutiques
in 72 cities across the country. „Gold Plus' is the recent retail
offering for the mass market with plain gold jewellery selling
through 19 stores in 19 towns. The jewellery division has its own design
Eye wear: Titan Eye+ is currently on a pilot mode with 5 stores in 2 cities
and has sunglasses under Fastrack brand and prescription eyewear
consisting of Frames, Lenses, Sunglasses, Accessories and Contact
Lenses of in-house brands and other premium brands.
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Precision Engineering: The Company‟s Precision Engineering Division
supplies precision components to the avionics and the automotive
industry. It also manufactures dashboard clocks as OEM to
car m a n u f a c t u r e r s i n E u r o p e a n d A m e r i c a . T h e d i v i s i o n a l s o
p r o v i d e s f u l l y i n t e g r a t e d Automation solutions.
Since its introduction, Titan has been positioned as a premium brand,
providing high quality products. With its numerous sub-brands catering to
different segments, the challenge that Titan faces is to create a strong
brand image. It follows different positioning strategies, these strategies
can also be analysed as given below:
Attribute Positioning: When the company launched its products, it
was the first to bring quartz watches to the Indian market. The company
successfully leveraged this to penetrate the market and gain a market
share. Raga, Classique and Regalia come under this strategy. Classique
has been positioned as elegant corporate wear that leaves a quiet, but
definite impression and fusion of function and sophistication. Power
dressing now has a new weapon! As Magic in gold and bicolour look,
the 'Regalia' range represents the essence of dress -wear. Raga has
been differentiated and positioned as exclusive watches for women. The
Raga and Silver Raga collection is elegant, delicate and feminine with
each piece being truly unique.
User Positioning: Titan caters to several user groups- children (the Dash),
sportspersons and adventurers (PSI4000 and Fastrack range). The Fastrack
range is seen as being contemporary, sturdy and reliable. The advertising,
packaging and merchandising of this range is young, vibrant and „cool‟
(the ad line says “Cool watches by Titan”).
Competitor Positioning: With the entry of several foreign
watchmakers into the market, Titan had to counter the threat. Most of the
entrants are catering to the upper end of the market- Omega, Tissot, and
Cartier etc. Titan already had the Tanishq brand in this segment. However,
it has tried to reposition this brand by increasing the price range to
encourage more customers.
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Price Positioning: In the overseas market, especially in Europe where
it is competing with Swiss and Japanese watches, it is positioning itself as
„value- for- money‟: reasonably priced (less than Swiss watches and
higher than Japanese), attractively styled and of good quality. In Indian
market, Sonata is a perfect example of Price positioning, titan came up
with this segment when it was facing heavy competition from lower end
With Titan positioning its range of watches as a life-style, the Indian
market started viewing watch more as a complement to dress than just a
time showing machine. They are also realising that, unlike other forms of
art that are meant to be admired, high-end jewellery watches have that
added bonus: practical luxury with a function other than beauty. Watches
have joined the list of tie, deodorant and shoes to represent the occasion
and flaunt your status.
Marketed as the “Jewellery collection from Titan”, Nebula is
targeted towards affluent men who consider wearing gold jewellery a
symbol of status. Magical blend of most coveted of metals, Gold and
craftsmanship; Nebula is more of a connoisseur watch with the lowest
price model at Rs.5500. It is marketed as a “watch for disc erning
individual” positioned as a gold jewel.
“Incredibly eye-catching…. magic in gold”.
The watch uses the unique combination of gold and bicolour looks
representing the essence of dress-wear. In India, gold-look is associated
with status but at the same time, the silver-look is the fashion of the day
in international watches. With the combination of both, this watch is
targeted towards affluent businessmen. The elegant looks and colours
make it a strong competitor to the foreign brands like the Tissot, Piaget
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This is also marketed as a watch for gift “Special Watch for
special occasion”, positioning this as a costly gift.
„The World Watch from Titan.‟ The watch with fascinating designs and
precision engineering was targeted towards the European markets. The
complexity of this watch is 10 times more than a regular titan watch.
Though it didn‟t meet with much of a success in Europe, this tag line and
keyword International” are used to position this watch as a world-class
watch for international traveller with European tastes.
“Power dressing now has a new weapon!”
“Timeless elegance captured on the wrist.”
Classique' is marketed as a fusion of function and sophistication.
Classique with its looks fits the formal corporate image and is positioned
as a watch for corporate employees. This also reinforces the importance of
watch along with the dress worn. These watches are generic in their
simplicity and find no real competitors except HMT.
“Designed for those who look beyond the ordinary”. This brand from
Titan extends over wide range of prices from 900 -7000. It is a
classic premium watch with style, which boasts of combining the
sturdiness of steel with richness of gold. The positioning of the watch is
not very clear as it is targeted towards the salary earners with its lower
price point models and appealing models for the corporate executives at
the higher end.
In the Indian scenario the sport awareness is not quite there. And the
market is not mature enough that consumers buy special watches for
sporting except in the super-premium and segments above that. A sports
watch in the mind of an average Indian is a polyamide watch with
stopwatch and trendy look. So there is no clear distinction between sport
swatches and casual watches. But in the available market Timex, Casio,
and Titan are major players and after the lifting of QR restrictions, world
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famous Tag- Heur has also entered India but in the Connoisseur segment
of sports watches.
Titan has introduced a range of contemporary Precision Sports watches.
The brand is marketed as tough, outdoor, adventure brand.
(Psychographically segmented) Ranging from800 to 7500, these watches
are in direct competition with foreign brands like Swatch Irony.
The segment of watches that has a variety of brands and models to
appeal to the youth and mentally young people is casual wear. The
watches in this segment are mainly sporty watches, which are
unconventional and typically symbolize the attitudes of younger
Titan Fast Track:
“Cool watches from Titan”. The target audience for this watch, in the 20-
35 age groups include working adults and postgraduate students of both
sexes in metros and mini metros. The Fast Track user, in terms of attitude
is one who wears an informal dress, wears branded jeans, shirts,
sunglasses and branded informal shoes. The Fast Track personality is that
of a young, energetic, achievement oriented person, who seeks to express
his or her individuality by braking free from constraints of formal
environment, without being a rebel. Built around the Cool concept, this
watch from Titan has virtually very few competitors because no one offers
the feature combination and price but Casio (in digital range) and Espirit
and Swatch (in the analog range) can be considered as competitors
Wrist Watches have changed a lot from the inception- a time showing
convenience machine to a status symbol. But the underlying concept
remained unchanged, convenience. Stretching this concept a bit with the
development of technology are the technology watches available in the
market. Watch for time, status has in the new technology era is looked for
convenience of carrying data. In to the competitive market with people
willing to pay a premium for that advantage, a good number of brands
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Titan has chiefly three brands in this category.
“The Jeweller‟s Collection” Nebula is a precious jewellery watch from
Titan. It is marketed as „a magical blend of most coveted of metals and
engineering excellence‟. The Nebula range of watches is positioned as
objects of ornamentation. A 21 carat gold watch, studded with gems it is
targeted at the upper most end of the market in competition with brands
such as Rolex and Cartier.
Regalia range is positioned as “Essence of dress wear”. It is marketed as
“Incredibly eye catching…magic in gold”. With the unique combination of
gold and bicolour looks and sleek case, Regalia is targeted towards
middle-aged women who consider watch to be a status symbol and also
representing their delicacy. It is available in many price points
Raga and the Silver Raga
Raga and the Silver Raga collection are positioned as “Ethnic Indian
styling for the sophisticated woman”. Each piece is truly unique and
represents elegance, delicacy and feminine. The designs and the bracelets
represent traditional Indian ornaments as well as contemporary style.
The woman's collection presents the all-new international 'Frosted' look,
which is trendy and chic. The ad line: „Fastrack- „Cool watches from
Titan‟ aims at building the brand around the „cool „concept. Fastrack is
targeted at a personality that is young, energetic, achievement-oriented,
who seeks to express her individuality by breaking free from constraints
imposed by formal environments, without being a rebel. The positioning
of Fastrack for men and women is almost the same.
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Communication, Pricing & Distribution
Aamir Khan is the brand ambassador of TITAN.
Mahendra singh Dhoni is the brand ambassador of SONATA.
Rani Mukherjee is the brand ambassador of RAGA.
Also TITAN releases lot of advertising during festivals.
Mass- INR 350- 600
Popular- INR 600-900
Premium- INR 900-1500
Super Premium- INR 1500-8000
Connoisseur segments- INR 8000-150000.
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The Company has 317 exclusive “World of Titan” showrooms & over 50 Fastrack stores. It
also has a large network of over 650 after sales service centres.
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CBBE model for TITAN
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In the CBBE model , Titan is undoubtedly in the Resonance stage. People used Titan watches
over time & they seem quite satisfied & happy with their experience ,which explains the
New logo and tagline - “Be More” Beyond style
Now, Titan wants to move from style statements to personality statements. According to Harish
Bhat, chief operating officer, watches, Titan Industries, a watch ought to denote the wearer‟s
mood and personality. “With the explosion of options in a person‟s life, our core consumer is
changing. And to keep up with them, Titan has evolved too,” he says .On the adoption of „Be
More‟, Bhat says that that statement is supposed to denote the aspirations of consumers to make
more of their lives and be whatever they want to be. “The watch allows for such imaginative
travels,” he says. Titan‟s agency, Ogilvy India, has devised a campaign featuring Aamir Khan
that encourages people to find a new strand of their personality every day. It all started with a
logo change a few months ago (the same font in a red and white combination), followed by a
campaign rolled out now. The ad film opens on a shot of Aamir Khan sitting alone on a roller
coaster, statin, „Be born every day‟. Next, he is seen chasing the shadow of an aircraft on a
beach, then, sitting beside a truck driver, in the middle of nowhere, with a trail of chassis trucks
behind him. Here, he asks the viewers to try the adventure of getting off at an unknown station,
of exploring unknown lands.
It was found that around 72% of the consumers in the age group of 20-30
years possess Fastrack brand, 14% Sonata, 6% Raga, 4% Nebula and only
2% own WWF and Edge.
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Reasons for Brand Loyalty
The respondents were asked to select the reasons from the options given
for their preference for Titan watches. For this question, multi-responses
were received from the respondents.
Reason % of Respondent
Attractive design 78%
Reasonable price 14%
Brand image 44%
Good quality 50%
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To increase its visibility, Titan Company can sponsor events similar to
fashion shows in which all latest designs launched are displayed. This
would have multiplier effect as the latest designs launched by the
company get noticed by different segments of the customers in varied
Tie –up with FM radio channels for reminder advertisements and
informing customers about various sales promotion offers from time-to-
Invest more in R&D as customer expectations are changing rapidly.
Though Titan has got more product collections, it should focus on
introducing more varieties in already existing product collections. In other
words, having a limited but more depth in product collections would be
Introduce exclusive collection for working women which is more
contemporary and complements both traditional and western wear.
Majority of the population in India live in rural areas. So, showrooms
should be set up at places nearer to them. Introduce cheaper and rough use
watches for this segment.
After sales service has to be improved. That is, the process of servicing
and repairing of watches should be made faster. This can be done by
ensuring the spare parts availability and training all sales personnel in
Titan showrooms to undertake these tasks.
Tie up with international watch brands and make them available locally.
Make use of internet to spread awareness among consumers about the
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