Retail management strategy of Titan Watches

1. Retail Strategy of Titan
Presented By:
Ankita Shriwardhankar (PM1325)
Vaishakh Nethrekere (PM1319)
SIMSREE Part Time Batch 2013-16

2. Index
Overview of Titan - Watches
Retail Strategy
Retail Market & Retail Format
Building Sustainable Competitive
Advantage
Retail Branding
Retail Positioning
Multiple Sources of Advantage
Growth Strategy
Market Penetration
Conclusion

3. Overview of Titan -
Watches
• Titan Industries was established in 1984 as a joint venture
between the Tata Group and Tamil Nadu Industrial
Development Corporation (TIDCO).
• Corporate office in Bangalore (Karnataka) & watch
manufacturing facility in Hosur (Tamil Nadu).
• Titan Industries Limited is the world's fifth largest wrist
watch manufacturer.
• Titan manufactures over 100 million watches across 30
countries and cumulative. Has 10 manufacturing bases across
India. Customer base of over 80 million
• Brands under Titan- Steel, Regalia, Raga, Fastrack, Nebula,
Xylys, Bandhan, Sonata, Octane, Purple, Classique, Automatic,
Zoop.
• MD- Mr. Bhaskar Bhat, Mr. H G Raghunath- CEO, Titan
watches and accessories, Mr. C Srinivasan Vice President -
Chief Sales & Retail Officer

4. Retail Strategy
• A retail strategy is a statement identifying
• The retailers target market
• The format of retailers plans to use to satisfy the target
market needs and
• The bases upon which the retailers plans to build the
sustainable competitive advantage
• The target market is the market segment towards which
the retailers plans to focus its resources and retailers mix.
Introducti
on to the
world of
retailing
Merchan
dise
Managem
ent
Store
managem
ent
Retailing
strategy

5. Retail Market
First segment
High income/
elite
consumers
Price Range -
Rs 34,000 -Rs
25,000
Brands -
Xylys, Helios
Second
Segment
Higher
middle class
and middle
class
Price Range-
Rs 24,000 - Rs
11,000
Brands-Raga,
Regalia, Edge,
HTSE,
Automatic ,
Octane
Third
Segment
Middle Class
& Young
salaried class
Price Range-
Rs 10,000 - Rs
2500
Brands-Fastrack,
HTSE, Octane,
Purple, Raga,
Steel, Classique,
Sonata
Forth
Segment
Lower class
Price Range -
Rs 2500 - Rs
500
Brands-
Fastrack,
Sonata, Zoop,
Purple

6. Retail Format
World of Titan Showrooms - Helios
Time Zone
Traditional Outlets
Non Traditional Outlets
10,000 Dealers
113 Towns226 Showrooms
2300 Towns
117 Multi Brand
Stores
348 towns751 centers
104 Towns
Across India
Service Centers
Time Zone
World of Titan

7. Sustainable Competitive Advantage
(SCA) for Titan
• SCA- New benchmarks in
design and style.
• Vision & Mission- Create
elevating experiences for the
people through innovation
and value addition.
• Received Best Design Award
in Lifestyle Product Category
Organized by Business World

8. Retail Branding
• Retail Branding is THE EXPERIENCE! It’s
“your BRAND in ACTION! ” It’s how your
brand translates/transforms into a tangible
feeling.

9. Retail Positioning
Demographi
cs
• Raga,
exclusive
watches
for
women
Age Group
Youth
• FastTrack
Digital,
with
“techno-
geek”
image
Reliability
• FastTrack,
contempo
rary,
sturdy &
reliable
Technology
• Edge,
slimmest
collection
of
watches
Affordability
• Sonata,
‘value for
money’

10. Multiple Sources of
Advantage
• Titan has not been dependent on single
approach such as low cost or quality product
instead built a high wall around its position for
every brand.
• Eg: Raga- Feminine and classy
• FastTrack- Fashion Statement
• Xylys- Designer watches
• Additional sources of advantage which helped
build a high wall is marketing & distribution of
Titan watches

11. Growth Strategy
• Increased focus on higher priced watches,
as it looks to recover margins, improve its
brand image and fire up sales growth
• Titan has also acquired the 18th century
Swiss brand Favre Leuba as part of its plan
to launch its luxury offering in the range of
Rs 75,000 to Rs 1 lakh
• Earlier, each brand operated on its own and
had separate management teams. Now only
the Helios brand, which has 60 stores,
remains a separate business.
• All the watches under the brand of Titan will
be sold in Helios.

12. Market Penetration
• Built brand visibility and weight through social media website like face book and
Twitter
• New ad campaigns
• Sales promotion across the year-
– Flat 20% off, Exchange offers,
– Gold and Diamond Tanishq pendant free on the purchase of watches priced below Rs.
60,000
– Launch new brands every time with trendy designs.
– Advertising with celebrities like Katrina Kaif and Amir Khan
– Making the watches available on the e-c commerce websites.

13. Distribution Strategy
• Currently we have 65 distributors
handling well over 11,000 dealers
across the country.
• Titan's growth rate in the
marketplace requires us to
appoint new distributors every
year.
• The distributor channel operates
independent of all other channels
and reaches out to its own set of
distinct dealer
Creative Advertising
• Be one with the wild Amir Khan
Ad brought a range of watches
dedicated to wild life.
• Titan also found its persona in
Aamir. Aamir provided the much
needed edge to the brand.
• Fastrack “Move on” Ad made a
strong impact on youth.
• The Raga ad spoke about
elegance
• The Farahan Akhtar ad brought
the class distinction for Xylys.

16. Conclusion
• Titan is classic example of sensational
brands having made in India tag. it's high
on latest technology, precision &
features, Indian cultural ethos and
International fashion. Titan boosts large
customer base with ethnocentric loyalty.
Titan boosts large indigenous R&D centre
and has proved its calibre and
capabilities. Titan has large product
range of successful subsidiary brands
under its credit.