Based on different case studies which revolve around consumer motivation of customers buying titan watches. This ppt will give an overview of titan watches in India not only about consumer behavior or motivation but also with marketing mix of titan.

1. Case Study
Consumer Behaviour
By :
Ankit Rajput

2. INDEX
Summary of the Case
Brand Overview
Marketing Mix
Question - Answers
Key Learnings

3. Summary of the Case
The vision is, “To be innovative, world class,
contemporary and build India’s most desirable brand”
Titan focused on “ Brand marketing rather than
product marketing”
Post liberalization, the market of Titan was threaten
by entry of various foreign brands in India.

4. Summary Cont.
Foundations of TITAN : Variety, Quality and
Service Excellence
Change in Positioning Focus : Durability to
Sophistication
Titan made certain efforts in order to capture
the rural markets along with the urban ones..

5. Brand Overview
Titan is an Indian owned
consumer goods company
which started its operations in
1986
Titan industries is world’s sixth
largest manufacturer of wrist
watches and has 60% of the
organised watch share in India
Titan formed a joint venture
with Timex, which lasted until
1998
When it was launched, it was
the third watch company in
India after HMT and Allwyn

6. PRODUCT RANGE
PREMIUM
Xylys
Nebula
BUDGET FRIENDLY
Sonata
Zoop
MID RANGE
Titan Bandhan
Fasttrack
Raga

7. Brand Overview Cont.
Titan watches are sold in India through
exclusive TITAN showrooms called “The
World of Titan”
The company launched its second
independent watch brand ‘Sonata’
Its focused on the youth segment with
its third brand ‘Fasttrack’
Titan changed the watch market in India
completely by making Quartz technology
watches with international styling

8. WORLD OF TITAN

9. PRODUCT
*The company believes in
diversity
*Watch brands include Titan,
Nebula, Fasttrack, Raga etc.
PRICE
*Watches cost from as low as Rs.
249 all the way above Rs. 10,000
*Pricing cut across line from low
to premium prices.
PLACE
*Both Online and Offline
*332+ Exclusive showrooms
PROMOTION
*Mainly on TV and PoP ups.
*Loyalty and Gift Cards to attract
customers.
MARKETING MIX

10. How did the TITAN watches change consumer’s motivation in the wrist watch
market?
Examine the following statement: “Marketer’s do not create needs, latent needs
pre-exist marketers”.
Question 1

11. • ‘MARKETERS DO NOT CREATE NEEDS RATHER LATENT NEEDS PRE-EXIST
MARKETERS’ clearly mentioned by PHILIP KOTLER.
Answer 1
 People only buy things when they need and they don’t purchase things when
they don’t need so as a marketer you need to find out the needs of customer as
strategize by Titan, it is follows:
1.Indian customers are fond of foreign watches, so the need is foreign watch.
2. They did extensive research and developed exclusive showrooms that attract the customer.
3.They promised quality and service excellence to customer and provide huge variety for each
age group and in different ranges.

12. Question 2
How can a product manager of wrist watches use possible research findings
that the Indian market is willing to buy a high priced Indian made watch when
he hears that the same company has a global reach?
The issue is that of convincing the outer-directed consumers who are high on
innovativeness to acquire an Indian made watch with a low perceived risk.

13. Answer 2
Through market research it was clear that customer are
fond of foreign brands when it comes to watches
So TITAN need to convince that in-spite of Indian brand it
is able to achieve global reach because of quality, variety
and excellence
They trained their staff to maintain higher customer
service
They have products for every class ranging from rural to
urban from sonata to nebula as Indian customer focus is
always on reliability and less risk

14. What kind of emotional message will Titan choose to meet consumer’s
changing desire from sophistication?
Question 3

15. • Watches as accessories for their fashion statement
• You want unique watch to team up with your unique attires.
• To get the recognition in their peer groups
• To have variety of watches
• To have a trendy and matching accessories with their outfits
Answer 3
To hit the emotional quotient of the consumers and to convince them to take watches as the sophisticated
trend of fashion titan have to position their watches and brand as-
These are some areas where as a market player TITAN can play with the market share.

16. Key Learnings
Clear vision
Effective
strategy
formulation
Always be on
foundations
Acceptance of
challenges

17. Questions if Any ?
Ask in comments

18. Gratitude