A PPT on TITAN's business strategy & policy

1. BUSINESS STRATEGY
OF TITAN
PRESENTED BY:
RAUNAK BISWAS

2. CONTENT
 INTRODUCTION
 VISION & MISSION STATEMENT
 MARKETING MIX
 PRODUCT MIX
 COMPETITORS
 MARKET SHARE
 PESTEL ANALYSIS
 S-W-O-T ANALYSIS
 BRAND POSITIONING
 SUGGESTIONS
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3. INTRODUCTION
• Titan, country's leading watch brand from the Titan Industries Limited,
a joint venture between the Tata Group and the Tamil Nadu Industrial
Development Corporation (TIDCO).
• Titan was set up in July 1984 by Xerxes Desai.
• CEO of titan is BHASKAR BHATT.
• In 1995, the company diversified into jewellery.
• In 2005, the company has diversified into fashion Eyewear.
• Titan Watches is India’s largest watch & jewellery manufacturer.
• Titan is the world’s 6th largest, integrated manufacturer-brand for
watches.
• Watch assembly plants at Dehradun, Baddi, and Roorkee; ECB
(Electronic Circuit Boards) plant in Goa; Jewellery Plant at Dehradun.
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4. VISION & MISSION STATEMENT
VISION:
• The company’s Vision is to create elevating experiences for
the people they touch and significantly impact the world
they work in.
MISSION:
• To create wealth for all the stakeholders by building highly
successful businesses based on a customer centric
approach, and to contribute to the community.
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5. MARKETING MIX
Product
Price
Place
promotion
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6. PRODUCT
PRODUCT LINE:
• Watches
• Jewelry
• Eye ware
• Precision engineering
Segmentation of TITAN
products:
 Based on price
 Market segmentation
 Based on user category
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7. PRODUCT MIX 7

8. 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 jewelry watches 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 OBJECTIVES:
• Survival (i.e. Titan Exacta)
• Market share (i.e. Titan Sonata)
• Market skimming (i.e. Titan Nebula)
• Product quality
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9. PLACE
Titan Company has manufacturing and assembly facilities in
Tamil Nadu and Uttaranchal. Titan has several authorized
outlets. It also showcases its products through showrooms are
called “world of titan”. It boosts of 438 such showrooms across
120 cities. Not just that, Titan is backed by 740 after-sales-
service centers. Titan watches are sold through marketing
subsidiaries in London, Singapore and Dubai.
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10. PROMOTION
Advertising media:
• Television
• Print
• Internet
• Social media
Titan brand
ambassadors:
 Titan Brand: Aamir Khan
 Sonata: Mahindra Singh
Dhoni
 Raga: Gul Panag, Rani
Mukherjee
 Xylys: Rahul Bose
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11. COMPETITORS
• HMT
• Maxima
• Rado
• Casio
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12. MARKET SHARE (INDIA)
Titan
58%
Hmt
19%
Maxima
13%
Rado
7%
Casio
3%
MARKET SHARE
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13. PESTEL ANALYSIS
Political Factors –
• Political stability and
importance of Farm &
Construction
Machinery
• Trade regulations &
tariffs related to
Industrial Goods
• Taxation - tax rates and
incentives
• Favored trading
partners
• Level of corruption
Economic Factors –
• Economic growth rate
• Unemployment rate
• Inflation rate
• Education level in the
economy
• Labor costs and
productivity in the
economy
Social Factors –
• Class structure,
hierarchy and power
structure in the society
• Culture (gender roles,
social conventions etc.)
• Leisure interests
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14. PESTEL ANALYSIS (Contd.)
Technological Factors
–
• Technology's impact on
product offering
• Impact on cost
structure in Farm &
Construction
Machinery industry
• Impact on value chain
structure in Industrial
Goods sector
• Rate of technological
diffusion
Environmental
Factors –
• Weather
• Climate change
• Laws regulating
environment pollution
• Air and water pollution
regulations
• Recycling
• Waste management
Legal Factors –
• Anti-trust law
• Discrimination law
• Copyright, patents /
Intellectual property
law
• Consumer protection
and e-commerce
• Employment law
• Health and safety law
• Data Protection
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15. SWOT ANALYSIS
Strength
• Leading Manufacturer
• Customer Base
• Market Share
• World Class Design Studio
• Wide Choice in Style
• Brand image
• Advertising
Weakness
• Waterproof watches not a
part of its kitty
• Lack of approach for rural
market
• Lack of futuristic approach
• Lack of flexible thinking
Opportunities
• Scope in Jewellery Market
• Global expansion of the
Brand
• Exchanging offers
• Rural market
Threats
• Foreign Competitors
• Fashion Change
• Low priced China watches
• Mobile phones
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16. BRAND POSITIONING
• Attribute Positioning: When the company launched
its products, it was the first to bring quartz watches to the
Indian market.
• User Positioning: Titan caters to several user groups-
children, sportspersons and adventurers.
• Competitor Positioning: With the entry of several
foreign watchmakers into the market, Titan had to counter
the threat.
• Price Positioning: value- for- money products.
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17. SUGGESTIONS
• To increase its visibility, Titan Company can
sponsor events.
• Tie -up with FM radio channels.
• Invest more in R&D.
• Introduce exclusive collection for working women.
• showrooms should be set up at rural areas.
• After sales service has to be improved.
• Make use of internet to spread awareness.
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