COMPANY PROFILE• Titan Industries is the worlds fifth largest and Indias leading manufacturerof watches.• The company has manufactured more than a 100 million watches till date;and has a customer base of over 80 million.• The umbrella brand Titan is one of Indias leading watch brands thatbrought about a paradigm shift in the Indian watch market, offering quartztechnology with international styling.• The brand Titan is committed to offering its consumers watches thatrepresent the compass of their imagination.• Today, the Titan portfolio has over 60% of the domestic market share inthe organized watch market.
• The company has 247 exclusive showrooms christened World of Titan,making it amongst the largest chains in its category backed by 700 aftersales service centres.• The company has a world class design studio that constantly invents newtrends in wrist watches.
SERVICE MARKETING OF TITAN WORLDBRANDPURCHASING POWER(Rs) CATEGORYFast rack 550- 1,430 YouthExacta 595- 1,430 Lower Middle Class(officewear)Spectra 650- 1,830 Common ClassRoyal 960- 2,830 Upper Middle ClassRaga 1,420- 4,000 Upper ClassBandhan 1,675- 8,085 CouplesRegalia 1,725- 7,770 Upper Middle & Upper ClassEdge 4,500- 5,200 Business ClassNebula 10,000- 58,000 Upper ClassOctane 2,955- 8,000 YouthHeritage 5,000- 10,000 Business LadiesOrion 4,500- 7,800 Business ClassFlora 6,495- 7,450 Upper ClassPurple(new) 3,495- 6,995 Upper Class
GAP ANALYSIS OF SERVICES OF TITAN• Gap analysis generally refers to the activity of studying the differencesbetween standards and the delivery of those standards.• For example, it would be useful for a firm to document differences betweencustomer expectation and actual customer experiences in the delivery ofmedical care.• The differences could be used to explain satisfaction and to document areasin need of improvement.
• The issue of service quality can be used as an example to illustrate gaps.For this example, there are several gaps that are important to measure.• From a service quality perspective, these include:(1) service quality gap;(2) management understanding gap;(3) service design gap;(4) service delivery gap; and(5) communication gap.
SERVICE QUALITY GAP• Indicates the difference between the service expected by customers andthe service they actually receive.• For example, customers may expect to wait only 20 minutes to see theirdoctor but, in fact, have to wait more than thirty minutes.• So, what we observe in Titan showroom is that the customers have not towait too much. Titan people deliver fast and best service to theircustomers. However during festive and wedding season customer have towait for the service to be render.• For example the customer have to wait for the employee to be free fromother customers, they have to wait till the billing completes. And this willcreate gap in their service.
MANAGEMENT UNDERSTANDINGGAP• Represents the difference between the quality level expected by customersand the perception of those expectations by management.• For example, in a fast food environment, the customers may place a greateremphasis on order accuracy than promptness of service, but managementmay perceive promptness to be more important.• So, regarding this gap what we observe that Titan showroom is successful toprovide accurate services and products according to the demand andexpectation of the customers.
SERVICE DESIGN GAP• This is the gap between managements perception of customer expectationsand the development of this perception into delivery standards.• For example, management might perceive that customers expect someoneto answer their telephone calls in a timely fashion. To customers, "timelyfashion" may mean within thirty seconds.• However, if management designs delivery such that telephone calls areanswered within sixty seconds, a service design gap is created.• So, there is nothing to mention regarding this gap as most of the businesseshaving this gap.
• For example when we talk to the customer care executive of our serviceprovider we have to wait for their response to our problem. As we havealready discuss earlier about the showroom facility and number ofemployees it will already leads to create this gap in their service design.
SERVICE DELIVERY GAP• Represents the gap between the established delivery standards and actualservice delivered.• Given the above example, management may establish a standard suchthat telephone calls should be answered within thirty seconds.• However, if it takes more than thirty seconds for calls to be answered,regardless of the cause, there is a delivery gap.• So, what we found regarding this gap is that there is no such type of gap intheir service. And they assured their customer that the services will berender on time.• For example if a customer comes regarding the watch repairing to theshowroom he will be promised to deliver their service on time and Titanfulfil their promises.
COMMUNICATION GAP• This is the gap between what is communicated to consumers and what isactually delivered.• Advertising, for instance, may indicate to consumers that they can have adiscount of 20% on shoes.• But when customer reaches the outlet to purchase, he comes to knowthat the discount will be only in sports shoes.• So, what we found in Titan showroom is that there is no such gap betweenwhat they promise and what they deliver.