Case study for Titan Watches

1. Case Study
on Titan
SUBMITTED TO: SUBMITTED BY:
ASSISTANT PROF. RAHUL SRIVASTAVA TOOBA ZAHEER
TANU SINGH
TEJASWANI AGARWAL

2. Question : What product,
promotion and pricing strategies
would you suggest for Titan
Watches?

3. About Titan
Titan Company Limited was established back in 1984 as is currently headquartered in Bangalore
Karnataka. It is a part of an ever-popular business conglomerate, the Tata Group.
Initially, Titan started as a watchmaking company through a joint venture between the Tamil Nadu
Industrial Development (TIDCO) and the Tata Group.
It later went on to explore various business opportunities and today it has popular brands such as
Titan, Fastrack, Sonata, Tanishq and Caratlane selling accessories such as watches, jewellery,
perfumes, belts, etc.

5. About Titan Watches
Talking about the watch section, the company has about 11 brands including popular ones like Titan,
Sonata, Fastrack and Zoop. It also has the license to sell watches of popular brands like Tommy
Hilfiger, Police, Lee Cooper, Kenneth Cole etc.
Today, Titan Company Limited has a 65% market share in the watch industry and it contributes to
12.98 per cent of the company’s turnover.
Now we know about Titan as a company and its watch segment, let us learn more about the company
by understanding its target market by examining Titan’s watch segmentation

6. Target Market and Segmentation
Strategy of Titan Watches
As previously said, Titan has about 11 brands along with rights to selling a few popular international
brands like Tommy Hilfiger, Lee Cooper etc.

7. As you can see from the above table, Titan Company Limited has a well-curated brand portfolio that
reaches various age demographics.
Now that we know about the target market and segmentation of Titan’s watches, let us go through
Titan’s 4Ps of the marketing mix in the coming section.

8. Marketing Mix of Titan Watches
Marketing mix model is one of the most important elements of any successful business. There are
four important parameters in a marketing mix model – Product, Price, Place and Promotion, which
are also known as 4Ps. So let us go through Titan’s 4Ps of the marketing mix in the coming sections.

9. Product Strategy of Titan Watches
Titan Company Limited has a beautifully designed product portfolio of watches that caters to all
demographics. Be it an iconic luxury wristwatch or a fitness tracker watch or a kid looking for Marvel’s
Avengers-themed watch, Titan has all kinds of watches to offer.
Titan also has strong research and development (R&D) facilities through which comes with the new
technology of watches from time to time and thus making the life of the customers easy.

10. Price Strategy of Titan Watches
Titan has a huge range of products to offer but let’s face it, not everyone will have the same
requirement when it comes to purchasing the same. With this in mind, its pricing strategy ranges
from Rs. 1,000 to Rs. 25,000.
Titan’s pricing strategy is as per the strength of the products and services offered. That is why we
endeavor to offer the best value to our customers and strive to bring them compelling products at
reasonable prices.

11. Place Strategy of Titan Watches
Titan has about 800 exclusive stores offering its watch products and is present in more than 250
towns and cities in India.
Furthermore, It has not restricted itself just to its own stores. It has partnered with various
distributors and uses an omnichannel distribution approach and distributes its products through
multi-brand outlets (MBOs), large format departmental stores and e-commerce websites.

12. Promotion Strategy of Titan
Watches
Titan has been always active in promoting its products from time to time, be it digitally or from the
traditional. Just like its omnichannel distribution strategy, it uses an omnichannel promotion
approach using all necessary mediums of communication to promote its ads.
The company uses Newspapers and Television as its primary form of offline communication. It is an
effective medium because both media can reach a wider audience and reach large targeted groups.
Talking more about its digital marketing approach, the company has swiftly adapted to changing
customer patterns and promotes accordingly. Fastrack is its most-followed page on social media and
creates a digital short term campaign around festivals and other latest happenings in the country.

13. Marketing Strategy of Titan Watches and
Brand Ambassadors of Titan Watches
The presence of a quality marketing strategy can have a very positive influence on the performance of
a brand. Being so, a company can take advantage of a number of benefits. Here are some of the
marketing strategies that Titan has implemented to come up with a strong and effective marketing
plan.
When it comes to Titan watches, you’re definitely in for a treat. The brands have been around longer
than the watch industry and have much history behind them, which makes them perfect for gaining
brand ambassadors.
Titan is a clever brand that constantly explores designing new watches with a collaboration strategy in
mind. It has its kids targeted brand name Zoop that has collaborated with Marvel and Doraemon to
produce kids-oriented themed watches. It also has recently collaborated with Game of Thrones.

14. SWOT Analysis of Titan Watches
Strengths of Titan Watches
It has diverse segments and varied offerings in the
market
Innovation Strategy is the core part of the brand
Good quality and impressive
International tie-up with various other high brand
products
Retail network all over the world
Weakness of Titan Watches
Rural India does not have a good customer base
Teenagers prefer mobile phones over websites
Waterproof watches are not that high resistance
Opportunities of Titan Watches
Watches are positioned as high fashion wear rather
than just utility products
Due to the changing lifestyle, users tend to prefer
multiple watches
Huge market presence
Threats of Titan Watches
Huge competition in the market
Watches become a substitute as mobile and wall
clocks are available
The fashion style of users keeps changing with the
trend

15. Conclusion
Titan Watches is known for creating the most unique and extravagant accessories as well as extremely
simple accessories. It has managed to become market in most of the segments it operates in thanks
to a well-managed product portfolio.
Over and above, Titan managed to work on all aspects of the business from producing new designs,
collaborating with trends to utilizing all kinds of marketing channels available. The company has all
the bases covered very well.