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WHAT’S YOUR STYLE
1. Sandeep Chaubey – 109                            2. Marshall D’souza – 115                                  3. Nikhil M...
 Titan, a joint venture between Tamil Nadu Industrial  Development Corporation (TIDCO) and the renowned Indian  business ...
Sr. no.               Year            Net profit Net Sales*   Growth %     1               2004                  10.27    ...
Titan Ltd., began their operations with a    complex marketing challenge; how to make    Indian consumers switch over to ...
Also Titan had to present its watches as a    credible Indian alternative to Japanese and    Swiss made watches, which we...
The third part of the challenge was to seek a    behavioural modification among the watch-    owners whereby they start v...
 How did the TITAN watches change consumers’ motivation in  the wrist watch market ? Examine the following statement : “ ...
• Advertising & heavily promoting the idea of watch being a style  statement.• Introduction of multiple varieties• Stresse...
 The statement “ Marketer’s do not create needs : latent needs    pre-exist marketers “ can be verified from the case pro...
 How can a product manager of wrist watches use possible    research findings that the Indian market is willing to buy a ...
 The product manager of wrist watches can convince such   customers in the following ways :1) Appointing a brand ambassad...
 What kind of emotional message will Titan choose to meet   consumer’s changing desire from durability to sophistication ...
 During Festive season (Diwali, Onam, Chritmas) showcase  advertisements where their product is creating & sharing  happi...
 Titan now is trying to be more contemporary and more  relevant to the consumers by establishing more firmly in the  mind...
THANK YOU !!!Titan Watches - Case Study - N.L.Dalmia   23
Titan Watches Case Study Presentation
Titan Watches Case Study Presentation
Titan Watches Case Study Presentation
Titan Watches Case Study Presentation
Titan Watches Case Study Presentation
Titan Watches Case Study Presentation
Titan Watches Case Study Presentation
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Titan Watches Case Study Presentation

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Titan Watches Case Study Presentation

  1. 1. WHAT’S YOUR STYLE
  2. 2. 1. Sandeep Chaubey – 109 2. Marshall D’souza – 115 3. Nikhil Mehta - 137 4. Vishal Pansari – 149 5. Kamlesh Parmar - 150Titan Watches - Case Study - N.L.Dalmia 2
  3. 3.  Titan, a joint venture between Tamil Nadu Industrial Development Corporation (TIDCO) and the renowned Indian business group Tatas, entered the watch market in 1984. Titan changed the watch market in India completely by making quartz watch the centerpiece of its strategy. Titan is one of the most powerful brands in the Indian market, scoring very high on brand awareness, brand image and brand preference. Titan carefully segmented the market and developed different sub brands for each segment. Sub brands like Edge, Steel, Dash, Nebula, Classique, Royale, Fast Track, Raga ..etc Titan has more than 60% share in organized sectorTitan Watches - Case Study - N.L.Dalmia 4
  4. 4. Sr. no. Year Net profit Net Sales* Growth % 1 2004 10.27 804.53 - 2 2005 24.95 1136.6 29.22% 3 2006 73.62 1483.15 23.37% 4 2007 94.13 2138.44 30.64% 5 2008 150.27 3042.72 29.72% 6 2010 291.65 4703.12 35.30% 7 2011 322.26 6570.86 28.42%*Rs in Lacs. Net sales include watches, jewellery and others segmentsTitan Watches - Case Study - N.L.Dalmia 5
  5. 5. Titan Ltd., began their operations with a complex marketing challenge; how to make Indian consumers switch over to quartz and better designed watches from the then just durable and quality electro-mechanical watches made by the competitors. (HMT)Titan Watches - Case Study - N.L.Dalmia 6
  6. 6. Also Titan had to present its watches as a credible Indian alternative to Japanese and Swiss made watches, which were made available to the Indian consumers from the informal import routes.Titan Watches - Case Study - N.L.Dalmia 8
  7. 7. The third part of the challenge was to seek a behavioural modification among the watch- owners whereby they start viewing Titan quartz watches more as a fashion and lifestyle accessory than a functional time-keeping device that the watch had traditionally been. The final part of the challenge was to make people recall Titan as the first alternative whenever any buying occasion aroseTitan Watches - Case Study - N.L.Dalmia 10
  8. 8.  How did the TITAN watches change consumers’ motivation in the wrist watch market ? Examine the following statement : “ Marketer’s do not create needs : latent needs pre-exist marketers.” Answer: Earlier watches were considered to be one-time purchase. They were also considered time-keeping pieces or utilitarian products. Titan transcended them from the realms of being utilitarian or functional units to stylish products. They also encouraged customers to buy multiple varieties.Titan Watches - Case Study - N.L.Dalmia 12
  9. 9. • Advertising & heavily promoting the idea of watch being a style statement.• Introduction of multiple varieties• Stressed on the need to have different watches for different occasions• Appointing Aamir Khan as a brand ambassador.• Visual merchandising : The dingy, old stores were replaced by state- of-art Titan stores called “ The World of Titan “• Producing quality watches and by providing fast and excellent service.• Earlier none of the brands had a strong personality, Titan exploited this weakness and positioned itself as a premium brand with a global reach.Titan Watches - Case Study - N.L.Dalmia 13
  10. 10.  The statement “ Marketer’s do not create needs : latent needs pre-exist marketers “ can be verified from the case provided“From the deep market research Titan conducted it found out that Indianconsumers preferred Foreign-made watches over their Indian conunterparts. Itfound out that the reason for the same was that they were not only perceivedto have better quality but stylish also. In India, era of late 80’s was marked byhedonism. People were becoming trendier and more fashion conscious. Evencustomer’s desire of buying a durable, timeless watch shifted to buying aclassic and elegant timepiece. Titan sniffed this opportunity and brought out ”stylish pieces in different varieties, features and price-range.Titan Watches - Case Study - N.L.Dalmia 14
  11. 11.  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.Titan Watches - Case Study - N.L.Dalmia 17
  12. 12.  The product manager of wrist watches can convince such customers in the following ways :1) Appointing a brand ambassador having a global appeal.2) Should emulate the superior foreign brands in quality and style. Go for quality certifications.3) Provide quick and excellent post-sale service.4) Position yourself as premium brand with global reach.5) Introduce various varieties with different features and different brand name.6) Showrooms and service centres should be made world-class that reflect an air of luxury and quality.7) Innovate continuously.8) Staff should be well-dressed, conversant in English and well-trained.9) Associate directly or indirectly with an international event and publicize about this association through domestic media. Titan Watches - Case Study - N.L.Dalmia 18
  13. 13.  What kind of emotional message will Titan choose to meet consumer’s changing desire from durability to sophistication ? Answer: Titan should choose one of these emotional messages to meet consumer’s changing desires :‘ Because you deserve it ‘ : Advertisement should start by showing a girl (middle class), in her 20’s, gifting her dad (teacher) a watch on his birthday. When he opens the gift he finds it to be an expensive Titan watch. He scolds his daughter for buying such an expensive gift. Daughter calmly tell him “ Papa ! Because you deserve it .” Man breaks into tears.Titan Watches - Case Study - N.L.Dalmia 19
  14. 14.  During Festive season (Diwali, Onam, Chritmas) showcase advertisements where their product is creating & sharing happiness across faces. Watches which Impresses everyone with its style and design.Titan Watches - Case Study - N.L.Dalmia 20
  15. 15.  Titan now is trying to be more contemporary and more relevant to the consumers by establishing more firmly in the minds of the consumers. "Be more“ is the new concept of Titan and it attempts to build a larger life connect between the Titan brand and consumers. Titan is changing its portfolio by shifting its focus from product attributes to the earning, emotions, experiences and aspirations. The Titan aviator is inspired by world war IInd fighter plane, Titan Octave by cockpit of formula one car and Titan Raga Diva by beauty and sensuousness.Titan Watches - Case Study - N.L.Dalmia 21
  16. 16. THANK YOU !!!Titan Watches - Case Study - N.L.Dalmia 23

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