Titan Industries emerged as the leader in the Indian watch market by successfully displacing the former leader HMT through an innovative product strategy and aggressive marketing. Titan launched over 500 quartz watch models in different styles and prices, combining quality and fashion. It utilized showroom-based distribution and promotional campaigns emphasizing its wide variety to attract customers. Titan's strategic acquisition of Timex and expansion into international markets further solidified its position as India's top watch brand.

1. The Titanic
Success
Presented by
Rahul Jain
Anurag Lad
Onkar Rane

2. GIST OF CASE(SUMMARY)
The case explains the success story of Titan co.
This is a story of new entrant challenging and
confronting the former leader and successfully
displacing it and emerging as the new leader.
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 CO. claimed that its watch division has a
domestic market share of over 70 % in the organized
market.

3. According to this case study :-
Quartz is the fastest growing segment of the watch
industry in India.
Titan acquired the leadership position against the
former leader HMT.
“Innovative product strategy”
Varieties over 500 Quartz in different quality, fashion,
style and models.
E.g.. Classic, Royal, Exacta & Fastrack range.
Titan provided a product that combined quality and
fashion extremely well.
Product Positioning-
Taste and lifestyle rather than as a time telling device.

4. To match the positioning Titan experimented with distribution,
pricing & promotion strategies.
Pricing
Place (Distribution strategy)
showroom concept and franchising
(exclusive decor, ambience and staff)
Promotional strategy (Aggressive approach)
 Is your wrist still living in the past?
 You can have a choice of 700 models.
 No wonder over 10m people have chosen a Titan.

5. The most successful strategic move was its tie up with
Timex.
The ideal corporate gift.
Going Global (Titan International marketing ltd.) – first
Indian company to export watches.
Established a co. in the Netherlands to control over
Europe, USA and Middle east.
After Titan which is the India’s 2nd watch brand today?
By A & M, Titan was rated as the most admired
consumer durable marketing co. in India.

6. LEARNINGS
Titan’s confrontation strategy complete in all
respects – High quality & technology, Innovation in
product, Varieties of model, High profile promotion,
Showroom led distribution, Enviable marketing.
Since Titan entered very early in the market so as per
porters five force model they got competitive advantages in
all 5 five aspects.

8. Learning's on a 4 p’s based on case study
• Product - The two way product strategy was followed.
Product Mix strategy
• product width- Time product, Eyewear, Jewellery.
• product length-
 Time product : FastTrack, Raga, Sonata, Zoop, Bandhan,
Purple.
 Eyewear : Frames, lenses, contact lenses, sun glasses.
 Jewellery : Tanishq, Gold plus, zoya.
• product depth : product variation in all category

11. • Price - Titan prices according to the features and
value.
• Pricing Objectives - Survival & Market share
Product Pricing method
• 1. Mark-up pricing- The markup percentage could
be based on other cost-related factors and may vary
from 20 to 500%.
• 2. Product line pricing- Price of the product based
on their brand category. For example, Titan watches
price varies from 350 to 800 rupees.
• 3. Promotional pricing- Every year Titan comes with
a price discount sale on the MRP of the watches

12. • Place - showroom concept and franchising
• Promotion –
• Advertising
• Sales promotion
• Public relation
• On Occasions Sales promotion Sponsorship
• Seasonality
• Corporate gifts
• Titan brand ambassador:
• Titan Brand: Aamir Khan
• Sonata: Mahendra Singh Dhoni
• Raga: GulPanag, RaniMukherjee
• Rahul Bose Public relation Gift concept

13. CURRENT SENARIO
Watch market with an income of Rs.1266.46 Crores.
Healthy growth of 23.3% and enhanced market share to 45.1%.
Launched new ‘Purple’ range of watches.
Untapped market waiting - 600 people in India do not wear a watch.
Titan has 60-65% market share in wrist watch segment.
Firm launches its first integrated store in Bhopal, offering watches and
eye care products under one roof.
Despite competition, the wrist watch market is growing annually by
nearly nine per cent.
The new integrated store has two sections 'World of Titan' and 'Titan
Eye Plus’ and houses national and international watch brands and
eyewear frames and sunglasses.
On the occasion, the company also launched its latest 'Autumn
Winter Collection' of time pieces.

14. INDUSTRY
• The Quartz Crisis, (also known as the Quartz
Revolution), is a term used in the watch
making industry to refer to the economic
upheavals caused by the advent of quartz
watches in the 1970s and early 1980s, which
largely replaced mechanical watches.
The majority of world watch production
shifted to Asian companies that embraced the
new technology.

15. CURRENT SCENARIO
• TITAN is expanding with new divisions year by year
Watches
Jewelry
Accessories
Precision Engineering
Eyewear

16. WATCH
• Titan watches account for more than 60% market share
• Titan watches sold in about 32 countries
• Titan has claimed to have manufactured the world's
slimmest wrist watch branded as Titan Edge
• 16 Nov 2011, Titan Industries acquired Swiss watch
maker Favre Leuba for Euro 2 millions.

17. JEWELRY
• Titan manufactures and sells it through three types of stores based on the
segment of the society they target at - Tanishq, Zoya and Goldplus.
• Tanishq started in 1994 and challenged the established family jeweller system
prevalent in India.
• In India, Tanishq has country wide presence
• In November 2012, Tanishq reached a
landmark when it opened its
150th showroom in India
• Tanishq is one of the major Tata brands
with a strong appeal for women.

18. EYEWEAR
• In March 2007, Titan entered the prescription eyewear
segment under the brand name Titan Eye+.
• Titan has set up its own lens manufacturing lab
• Titan Eye+ offers wide range of stylish and
contemporary eyewear through exclusive optical stores
across the country.
• Titan Eye + is in sync with Tata ‘s principles of quality
and trust
• Eyewear offers international quality standards and
practices

19. PRECISION ENGINEERING
• It is Division of Titan was started in 2002 to manufacture
parts for automotive and aerospace Industries.
• The product range includes pointers, dashboard clusters
like fuel gauge, temperature gauge, gear shift
indicators, clocks, injection molded plastic
parts, electromechanical assemblies for automobiles
and press tool, molds, jigs, fixtures for other industries.

20. RECOMMENDATIONS
• JRD Tata said : "If Quartz is the future, why invest
in past technology?“
• Brand Trial Reminder Brand recall and continuous
reminding ads leads to purchase behavior.
• Keep focusing on innovations.
• Appointing a brand ambassador having a global
appeal.
• Provide quick and excellent post-sales service.
• Showroom should reflect as luxuries.