Customer Relationship Managemant At Titan


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Customer Relationship Managemant At Titan

  1. 1. : Ashish Porwal 12 February 2014
  2. 2.    Titan Industries is the world's fifth largest Established in 1984, has emerged as a watch, eyewear & jewellery brand Customer base of 80 million, add 1.2 million customers every year Major Highlights of its Success are :       247 exclusive „World of Titan‟ showrooms in 110 cities 12000 outlets in 2500+ cities International presence in 30 countries Manufactures 8 million. Watches, 1.5 lac pieces of jewellery 700 after sales service centers A world−class design studio (R&D)that constantly invents new trends in wrist watches 12 February 2014
  3. 3.  Titan sells around 7-8 million watches annually  Timex sells under 1.2 million watches  Other Brands (all put together sell less than 0.5 million watches)  The Japanese – Citizen, Casio, have been present, while Seiko has not made any significant moves in India.  The Swiss – Rolex, Omega, Rado, Tissot, Tag, Longines, Cartier, Ebel and a host of others.  The fashion brands – Esprit, Giordano, Tommy Hilfiger, Calvin Klien, Fossil, Swatch and many more have recently entered the Indian market 12 February 2014
  4. 4. An Indian Company Offering International Quality 12 February 2014
  5. 5. Mass marketing (undifferentiated marketing): offering the same product to the entire consumer population 12 February 2014
  6. 6. Marketing MIX 12 February 2014
  8. 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 jewellery 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 Pricing Objectives Survival (i.e. Titan Exacta) Market share (i.e. Titan Sonata) Market skimming (i.e. Titan Nebula) Product quality 12 February 2014
  9. 9. PROMOTION  Advertising: through print media in leading newspapers and fashion magazines.  TV Commercials: on all leading channels.  E-promotion: through social media like Facebook, twitter etc. and other most visited websites to target youth which is target market for watches.  Direct Marketing: through invitation to potential customers to visit stores via email or calls and other techniques like promotional display of watches. 12 February 2014
  10. 10.  Sales promotion  Sponsorship  Seasonality  Promotion through Contests  Titan tagline: Be more  Fast track tagline: How many you have? 12 February 2014
  11. 11. PEOPLE‟S  People are a defining factor in a service delivery process, since a service is inseparable from the person providing it therefore we need to train staff for better public dealings  Complaints department  Servicing and Warranty department  Receptionist  Sales force  Accounting and billing 12 February 2014
  12. 12. Physical Environment  The last element in the service marketing mix is a very important element a services are intangible in nature. However, to create a better customer experience tangible elements are also delivered with the service to differentiate in service marketing. Luxurious interior Magazines Music Elegant packaging boxes for watches Well dressed staff 12 February 2014
  13. 13. Process  The process of service delivery is crucial since it ensures that the same standard of service is repeatedly delivered to the customers.  All services need to be underpinned by clearly defined and efficient processes. This will avoid confusion and promote a consistent service.  In other words processes mean that everybody knows what to do and how to do it.  Speedy delivery of watches in e-shopping.  Payment by new and fast methods including cards and cash payment.  Good way of greeting customers by sales force and ensuring customers are attended. 12 February 2014
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  15. 15.  ATTRIBUTE POSITIONING ( Raga, exclusive watches for women )  USER POSITIONING ( Fastrack Digital, with “techno-geek” image )  BENEFIT POSITIONING ( Fastrack, contemporary, sturdy & reliable )  COMPETITOR POSITIONING ( Edge, slimmest collection of watches )  QUALITY OR PRICE POSITIONING ( Sonata, „value for money‟ ) 12 February 2014
  16. 16.  Mechanical technology was the norm - Quartz had not really taken off in India. Titan built its line based on quartz  Styling was basic - This was a constraint imposed by technology. Titan decided to make style a table-stake.  Choice was limited - You had 200 models to pick from, that was it. Titan decided to inundate consumers with a wide choice in style, functions and price. The initial range was 350 models.  Shops were dark, dingy and uninteresting - no importance given to presentation. Titan brought in the concept of retailing in watches.  Advertising was expenditure - Titan saw this as a vital investment. Right from Day 1, Titan invested significantly in advertising. 12 February 2014
  17. 17. CRM strategies to acquire, retain and extend customers are:  Feedback  Membership Cards  Delivering higher value  Potential customer data bank  Differentiating from rivals  Advertising and promoting  Social customer 12 February 2014
  18. 18.  Titan has given a headway in CRM.  Implemented no. of small, yet significant measures  Watch Care Centre‟s : Receptionist – Local Language Posh showrooms Late working hours No Lunchtime 24 Hrs. Voice mail  Increased Consumer Loyalty And Brand Awareness 12 February 2014
  19. 19.  Titan launched “THE TITAN SINGNET” in May 1995 at exclusive world of Titan.  The Titan Signet is a select club that recognizes the loyalty of customers at World of Titan showrooms.  It is designed to give these select members, exciting rewards as well as tangible benefits in recognition of their loyalty to the World of Titan showroom.  These rewards and benefits increase in value as the members increase their purchases from any World of Titan showroom or Titan Watch Care Centre participating in the Signet programme.  The Titan Signet also provides a platform for direct feedback from these valued customers. 12 February 2014
  20. 20.  The key to availing rewards and benefits is the Titan Signet enrolment and the Titan Signet membership card.  You win some …. and then you win some more . That's the idea behind The Signet Rewards Scheme.  Any customer at The World of Titan can become a member of The Titan Signet if he / she has bought: •Any single product worth Rs 2000 or more. •Any Titan Raga Watch (irrespective of price) •Any Fastrack watch or eye gear worth Rs.995 or more • A total bill value of Rs.3000 or more which may include Titan Gift Vouchers 12 February 2014
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  23. 23.  Sustainability of brand reputation comes from service excellence. 12 February 2014
  24. 24.   Employing the physically challenged Women's empowerment  The Titan school and the Titan Foundation for Education  The Titan Scholarship The Titan Township -building a sustainable community in Hosur providing a home to 1300 residents.     Community Development Forums - Eye care camps, Eye donation initiatives - Aids Awareness- Programs for the differently abled - No tobacco drive, Children's programs. Partnering with NGOs like CRY, Concern India and Ashraya. Improving the quality of life for children - the TATA -TCCI -TITAN Bal Bhavan Children's park project at Cubbon Park , Bangalore 12 February 2014
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  26. 26.  The quality of watches is impressive.  Innovation is core to its strategy.  Visual Merchandizing has been Titan‟s strength ever since its inception.  Good retail network by “WORLD OF TITAN”  Excellent customer service. 12 February 2014
  27. 27.  Rural India does not form a substantial part of customer base.  Kids are fascinated with mobile phones rather than watches and incidentally, they show the time. 12 February 2014
  28. 28.  Only 35% (approx) of Indian population possesses watches.  Watches positioned as a fashion wear rather than just utility products.  Huge market in the exchange business.  Rural market may be tapped 12 February 2014
  29. 29.  Chinese  Big Watches Multinationals  Unorganized  Fashion Sector/Grey Market Trends keeps on changing 12 February 2014
  30. 30.  Titan Positions the Generic Device-Watch-As an Ornament  Distribution and Promotion Further Strengthened  Always remember the USP  Don‟t neglect Public Relations  Communication – tagline  TV commercial  Increase penetration in tier 3 cities  Retaining existing customers  Increase service centers 12 February 2014
  31. 31.  Titan watches account for a 60% share of the total Indian market and are also sold in about 40 countries through marketing subsidiaries based in London, Aden, Dubai and Singapore.  Titan watches are sold in India through retail chains controlled by Titan Industries.  Titan Industries announced the launch of its first Titan flagship store, located at Opposite Shoppers Stop, Bandra Linking Road, Mumbai, India.  Titan Industries acquired Swiss watch maker Favre-Leuba for Euro 2 million.  In October 2012, Titan partnered up with Zee Watch Group, becoming the sole distributors of Titan watches in the U.S. 12 February 2014
  32. 32.   U=   %20Branding/BBP0101C.htm   12 February 2014
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