The document discusses the brand repositioning strategies of Titan Watches in India. It provides background on brand positioning, repositioning theories and strategies. The study aims to analyze Titan's repositioning approaches, assess consumer awareness and perception of their new strategies, and recommend ways to further improve the brand. Primary and secondary research methods are used, including a consumer survey to understand the effectiveness of Titan's repositioning efforts.
Brand Maggi :Nestle's powerful Arm
The report entitled A Study of “Brand Maggi” deals with the study of Maggi brand that was launched in India in the year 1983, by Nestle India Limited, which became synonymous with noodles. This research tries to find awareness of Maggi& its product line with that of its competitors. The introduction provides the company background, operational & other important information provided by the company, which would assist in taking the decision for the right brand extension strategy for Maggi.
A report on the Financial Analysis of Nestle India Ltd. and its comparison with the other leading Fats Moving Consumer Goods (FMCG) players in India. The Analysis also includes Trend Analysis and Industry Analysis.
This Presentation gives the information about how cadbury use their distribution channel as well as about their sales strategy and salesforce structure, how they give training etc
TITAN- The manufacturers of worlds slimmest wrist watch.
Established in the year 1984 and now is the world's fifth largest manufacturers of wrist watches and exports to 32 countries around the world and accounts for 60% share of of total Indian market.titan watches offers a range of brands including Steel, Regalia, Raga, Nebula, Sonata, Fastrack, Zoop, Orion, Purple, Obaku, Automatic, Tycoon, Bandhan, Octane, the HTSE series and now claims to have manufactured world's slimmest watch.
The presentation talks about Pantaloons. The company's 5 P's of Marketing, SWOT Analysis, PESTEL Analysis, Organisation Structure and Finances have been covered.
Brand Maggi :Nestle's powerful Arm
The report entitled A Study of “Brand Maggi” deals with the study of Maggi brand that was launched in India in the year 1983, by Nestle India Limited, which became synonymous with noodles. This research tries to find awareness of Maggi& its product line with that of its competitors. The introduction provides the company background, operational & other important information provided by the company, which would assist in taking the decision for the right brand extension strategy for Maggi.
A report on the Financial Analysis of Nestle India Ltd. and its comparison with the other leading Fats Moving Consumer Goods (FMCG) players in India. The Analysis also includes Trend Analysis and Industry Analysis.
This Presentation gives the information about how cadbury use their distribution channel as well as about their sales strategy and salesforce structure, how they give training etc
TITAN- The manufacturers of worlds slimmest wrist watch.
Established in the year 1984 and now is the world's fifth largest manufacturers of wrist watches and exports to 32 countries around the world and accounts for 60% share of of total Indian market.titan watches offers a range of brands including Steel, Regalia, Raga, Nebula, Sonata, Fastrack, Zoop, Orion, Purple, Obaku, Automatic, Tycoon, Bandhan, Octane, the HTSE series and now claims to have manufactured world's slimmest watch.
The presentation talks about Pantaloons. The company's 5 P's of Marketing, SWOT Analysis, PESTEL Analysis, Organisation Structure and Finances have been covered.
Marketing Management Project Business Studies Class 12 CBSE Sahil Kumar
Class Xll Business Studies - B.st Cbse Project Practical File on Marketing Management sample last year topper cbse usp unique selling proposition
Start a company of your choice, brand name, product name conclusion acknowledgement teachers signature
Syllabus of Project Work Practical File Class 12
1. Elements of Business Environment:
a) Changes in mode of Packaging. (milk supplied in plastic bottles to vending machines)
b) Change from Coca cola and fanta in the seventies to pepsi and coke in nineties.
c) Change in role of women in the past 25 years relating to joint families, Women as bread earner of family , Changes in the requirement of trend of mixers , washing machines , micro wave and standard of living.
Abstract – Canon, one of the most trusted brands in the world of photography and digital camera (consumer electronics good sector), has maintained its brand image for decades. Though, originally founded in Tokyo, Japan in 1937, it has opened its subsidiary in India in 1997 as Canon India Private Limited. Canon has several products, namely copier, projector, printer etc. However its most renowned products are digital cameras (Fig. 0.1) and in this present report, analyses are limited to digital camera sector where Canon has several variants. Through its innovation by research, Canon has been producing world class digital cameras decades after decade and attracted numerous consumers throughout the globe. Its brand image is so powerful, that consumers find no reason in changing the brand. In the present report discussions are made on its brand equity, brand building, positioning, new product lines, competition with its peers and Canon India’s pricing strategy and effort to bolster its world class brand image.
A Marketing Analysis of Four Brands of Watches: HMT, Titan, Swatch, TAG HeuerDr. Asokendu Samanta
Preface: Time is Money. With the advent of new technology, a revolutionary change is occurred in the watch market of India. Previously only a few brands were ruling the market. However with the passage of time and with the opening of free trade, there is no dearth of various national and international brands in the market. A few years ago, people used to buy watch, only to check time. However, now they buy not only to check time but also for fashion.
In the present report an attempt has been made to analyze the four brands of the watch namely, HMT and Titan of India and Swatch and Tag Heuer of Switzerland. SWOT analyses of the each brand are presented in evaluating their prospect in Indian market.
The first chapter deals with HMT, one of the national brands of India. In the second chapter, various aspects of Titan, the market leader of India are presented. Third and fourth chapters deal with international brands, Swatch and Tag Heuer respectively. Emphasis is given particularly to analyze the advertisements of each brand, identifying what marketers are trying to achieve. At the end, conclusions are drawn in chapter five summarizing various critical aspects.
The GoodWorks “Engagement Platform” is a web-based enterprise social network that
inspires spontaneous collaboration, empowers action, and stimulates innovation.
Critical Success Factors in a Furniture Development ProcessAntti Pitkänen
The work by the Designer presented here, the chair and the written thesis were the outcome of a project carried out under the Invited Overseas Designers program organized between Oribe Design Centre and University of Art and Design Helsinki. The client in this project was a Japanese furniture manufacturer Toyoisu Co, Ltd. The official part of the project started on the 19th of September 2006 and carried on until 18th of January 2007. The final result of the project was a chair called Neo which was launched commercially in March 2008 in Japan.
The chair made out three-dimensionally curved steel pipe chair was designed to support user in comfort. The chair is conceived to change the atmosphere and give a new face to offices and shops. The gap between the back of the seat and the pipe frame gives elasticity to the backrest and makes it comfortable even when sitting for a long time. Neo-chairs are stackable and available in other colours and materials for special orders.
The written work is a review of the critical success factors of the product development process used in the furniture industry. The thesis draws together the best practices of established companies, together with thoughts presented in the main product development literature. In the end, it looks at the experience of the designer in the program in the light of the findings of the literature review and the interview based case studies, to conclude in describing practices that can be seen to be critical in determining the success of a furniture development project
BBA Internship Report on Brand Building & Sustainable Development of Unilever...Md. Abdur Rakib
Unilever works both on domestic & international bases & has a great impact on the global economy. It is the world’s 3rd largest consumer goods company on the basis of revenue. It is a British FMCG (Fast Moving Consumer Goods Company) that manufactures personal care, home care, beverage and food items for the consumers. Followings are some recommendations:
• The sustainable development factors and issues like CSR are given too much priority to leverage the brand.
• Unilever’s U has been a great strength for its individual brands.
• Home care and food products brands are very few in numbers.
• Unilever has contributed a lot on sustainability issues than any other FMCG manufacturers.
• The share prices and the turnover have increased over the past few years in significant figures.
• There are no R&D centers in BD.
• Sustainable development program has not been taken effectively in BD as taken globally.
• 5 levers of changing behavior and sustainable living plan are not familiar to the people.
• The corporate culture and CSR has been a great success for them.
• As a customer I have found I including my family are purchasing and consuming about 40% of our weekly purchases.
Although UBL has been successful they must look over the following matters very carefully:
• Unilever should work on their visibility and relevance to their offer.
• The must look even for closer to make the customer feel like buying not only the physical product but also a trust with it.
• By joining “Poribesh Bandhob” (a social community) UBL can reduce its environmental impact as well as create awareness among people in a large scale.
• Create new sustainable agricultural sources from Bangladesh.
• Creating awareness regarding saving the utilities (water & electricity) and reducing the waste.
• Introduce more brands in Bangladesh.
• Making people aware of the environmental impacts caused by the consumption process & inform how they can help it by taking Unilever products and behaving in a sustainable way.
• Packaging of a few brands must be changed to lift up its vitality & position UBL brands.
Branding strategies, Sustainability and a lot about UBL has been the important discussion. Besides, there is relative impact of sustainability on the brand building of Unilever. There is a huge impact of Unilever on the globe as well as on Bangladesh. As 1 billion people use its products daily it is obvious that their brand building & its key factors are well organized and effective in a country like BD having a consumer groups with reasonable price and less concerned with brand performance and its core values. To sustain their growth and gain success in the new markets & cope with the upcoming futures, the above findings and recommendations will be a significant concern to them
Public Procurement for Research and InnovationJon Hansen
Public Procurement for Research and Innovation (Developing procurement practices favourable to R&D and innovation), was an Expert Group Report prepared in 2005 for the European Commission.
Of particular importance given the emergence of the procurement contests approach in government purchasing is Section 6 (Contracting For Innovation), and in particular Section 6.1 (Treatment of intellectual property rights).
Similar to A project on titan watches brand repositioning (20)
When we think about refreshment, the first thing that comes to our mind is coffee or tea. Most people prefer coffee and most prefer tea and these two drinks have become a part of a human being’s life.
Here we (I) have concentrated on coffee which is considered as a traditional drinks especially in south India. People here start their everyday life with a cup of coffee. Not only in south India but in all parts of the world people are so dependent and addicted to coffee that it acts as a daily schedule to every body every where. But this coffee is not grown in all parts of the world but is grown in very few places with right kind or weather, atmosphere and most important of all, the soil of that region.
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The sugar industry occupies a major portion in the (organization) industries of India. The sugar industries have rank second next to cotton and textile industries. The sugar industry started since 1830. China is the first producer of sugar in the world. It provides highest direct employment opportunities.
The sugar industry is one of the important Ago-based industry of the country India is the fourth major sugar production in the world. The first three is Russia, Brazil and Cuba. Sugar industry provides direct employment to nearly 3lakh persons this industry supports about 25 million agriculturists. It pay’s both to the central government and the state government about Rs.350 crores by way of different taxes. The capital employed in the industry is of the order of Rs.780 crores. There are about 414 mills producing sugar, which are spread all over the country.
When we think about refreshment, the first thing that comes to our mind is coffee or tea. Most people prefer coffee and most prefer tea and these two drinks have become a part of a human being’s life.
Here we (I) have concentrated on coffee which is considered as a traditional drinks especially in south India. People here start their everyday life with a cup of coffee. Not only in south India but in all parts of the world people are so dependent and addicted to coffee that it acts as a daily schedule to every body every where. But this coffee is not grown in all parts of the world but is grown in very few places with right kind or weather, atmosphere and most important of all, the soil of that region. It is usually grown in hill stations with adequate amount of rainfall and such places which are high above sea level. Therefore in India, Karnataka is such a place, especially South Karnataka which produces the highest amount of coffee in whole India. Most parts of Karnataka such as Chikmagalur district and many parts in Hassan District, and also Coorg.
A Study on Sugar Industry at Chamundeshwari SugarProjects Kart
The discovery of sugarcane from which sugar was produced had been known since thousands of years. It is thought to have originated in New Guinea, and was spread along routes to Southeast Asia and India. The process known for creation of sugar, by pressing out the juice and then boiling it into crystals, was developed in India around 500 BC.
Its cultivation was not introduced into Europe until the middle-ages, when it was brought to Spain by Arabs to thrive in a most favorable climate.
Study on Inventory Management at Reid & Taylor (India) LtdProjects Kart
Inventory is a list of goods and materials, or those goods and materials themselves, held available in stock by a business. Inventory management is primarily about specifying the size and placement of stocked goods. Inventory management is required at different locations within a facility or within multiple locations of a supply network to protect the regular and planned course of production against the random disturbance of running out of materials or goods. The scope of inventory management also concerns the fine lines between replenishment lead time, carrying costs of inventory, asset management, inventory forecasting, inventory valuation, inventory visibility, future inventory price forecasting, physical inventory, available physical space for inventory, quality management, replenishment, returns and defective goods and demand forecasting.
Study on Working Capital Management at PNBProjects Kart
The prime objective of any business is to maximize the value of the company and to maximize the wealth of its shareholders. Working capital management has its own role to play in attaining this goal. Working capital is the funds required for day to day working in a business concern. The working capital management involves deciding upon the amount and composition of current assets and how to finance those assets. There should be a proper trade off between risk and profitability in each decision relating to it. This project work has been undertaken to know the procedures involved in the working capital management in PUNJAB NATIONAL BANK. An attempt is made to study the factors contributing towards working capital and the sources on which the company is depending for funds. The research study was also conducted to derive working capital ratios, to know the performance and efficiency of working capital management and to know the kind of policy adopted in this part of the management. For analyzing the factors and conditions influencing working capital tables and graphs were drawn based on the study. pubjab national bank mba project, summer internship 2017, project reprot, punjab national bank pdf, risk, project report pdf, project report, customer satisfaction in punjab national bank
Study on Mutual Fund is the Better Investment PlanProjects Kart
Mutual funds have become a hot favorite of millions of people all over the world. The driving force of mutual fund is the ‘safety of the principal’ guaranteed, plus the added advantage of capital appreciation together with the income earned in the form of interest or dividend. People prefer Mutual Funds to bank deposits, life insurance and even bond because with a little money, they can get into the investment game. One can own string blue chips like ITC, TISCO, Reliance etc., through mutual funds. Thus, mutual funds act as a gateway to enter into big companies hitherto inaccessible to an ordinary investor with his small investment.
Study on Store Environment and Merchandising Mix at Big BazaarProjects Kart
Retailing consists of those business activities involved in the sale of goods and services to consumers for their personal, family, or household use. Retailing comprises of four elements customer orientation, coordinated effort, value-driven, and goal orientation. The word "Retail" originates from a French-Italian word. Retailer-someone who cuts off or sheds a small piece from something. Retailing is the set of activities that markets products or services to final consumers for their own personal or household use. It does this by organizing their availability on a relatively large scale and supplying them to customers on a relatively small scale. Retailer is a Person or Agent or Agency or Company or Organization who is instrumental in reaching the Goods or Merchandise or Services to the End User or Ultimate Consumer.
Initial Public Offers and Due DiligenceProjects Kart
This report, as the Title “Initial Public Offers and Due Diligence: The Role of a Investment Banker”, is an attempt to bring forth the importance of the process of Due Diligence and the significance of the vital role played by the Investment Banker in managing the issue of an Initial Public Offer (IPO).
When a Company issues an IPO, it means it is going public. The issue of an IPO introduces a great degree of transparency in a Company‟s operations. All the relevant and updated information pertaining to the company is laid down before the investors so that they may make an investment decision. Again, there are set procedures, rules, regulations and laws to be followed in laying down this information before the investors. A document called the Prospectus‟ must be prepared. The Prospectus captures all the necessary information that is to be made available to the investors. Apart from the Prospectus, there are various other company documents that need to be verified and summarized in order to present them before the investors.
Influence of ADR on Underlying Stock PricesProjects Kart
Globalization has opened the door for the investors to avail various investment avenues across the globe. American Depository Receipt (ADR) is one such opportunity to the investing community. The ADR is a proxy for the Indian shares to enable them to be traded in the American stock exchanges. Various studies conducted on Depository Receipts (DRs) have shown that the trading on the DR sin the foreign market has its influence in the home country’s stock in terms of price, volatility and volume. This interested me and this project is concerned about studying “Whether the price fluctuations of ADR affect the corresponding Indian share prices?”
After the liberalization of the economy in 1991, the corporatist started sourcing their capital from both domestic and foreign markets. The Indian shares cannot be directly listed in the American stock exchanges. ADRs have been very helpful in this purpose. So a custodian bank receives the shares as deposit and issues receipt to the market. These receipts are issued in appropriate ratio to the shares deposited with the depository. The market players in the stock exchanges trade these receipts.
Impact of ERP on Organizational Functions in Retail SectorProjects Kart
The business environment has changed more in the last five years than it did in the previous five decades. Winning in today’s business climate requires more than just providing high-quality, low-cost products to customers, when and how the customers want them. The ability to respond to new customer needs and seize market opportunities as they arise, without compromising on the profitability of the firm is critical for the success of any organization. Competitive pressures frequently force manufacturers to decrease prices in spite of the fact that their internal costs continue to rise. Enterprises are continuously striving to improve themselves in the areas of quality, time to market, customer satisfaction, performance and profitability. Making informed business decisions in this manner would enable organizations to accomplish their business growth and at the same time enable them to utilize the information to competitive advantage. To make it possible for the companies to execute this vision, there is a need for an infrastructure that will provide information across all functions and locations within the organization and this is the Enterprise Resource Planning (ERP) solution available in the market today.
The Impact of Creativity and Wow Factor in AdvertisingProjects Kart
The approach used in this report is a case study approach. It essentially deals with two aspects; creativity and WOW factor. These two terms have been defined and the impact they have in advertising has been studied. The objectives of doing such a study were to understand creativity, to define it and to find factors that elicit a WOW response from viewers.
Impact of Advertisements on Investors at HDFC Standard Life InsuranceProjects Kart
This project is managing study on “Impact of advertisement on Investors – A case study in HDFC Standard Life Insurance” The scope of study is regarding the advertisements and therefore the presence of HDFC SLIC with relation to in door advertisements and their advertisements & their effectiveness & out door advertisements, however the folks wish to watch them. to understand the notice within the public like better to watch the ads and medium.
Impact of Advertising on Customers in Tata MotorsProjects Kart
The consumer durable market in India has been very competitive in the recent years, with opening up of market for international players due to liberalization; the domestic players are facing a tough competition. So it‟s time for domestic companies to frame new strategies for their production and marketing activities. An evaluation of the effectiveness of the past activities of a company will enable the company in framing these new strategies. Such an effort has been made through this market research to know the http://www.projectskart.com/ on Customers in TATA MOTORS (A case study in AUTO MATRIX, HASSAN).
Recruitment and Selection at Aviva Life InsuranceProjects Kart
The MBA project titled “RECRUITMENT AND SELECTION” Undertaken in AVIVA life insurance.
AVIVA is a UK based insurance group. It has a long history dating back to 1834 and has a joint venture with DABUR groups. Aviva holds a 26 per cent stake in the joint venture and the Dabur group holds the balance 74 per cent share.
It is one of the leading providers of life and pensions products to Europe and has substantial businesses elsewhere around the world.
The project report is about recruitment and selection process that‟s an important part of any organization. Which is considered as a necessary asset of a company? In fact, recruitment and selection gives a home ground to the organization acumen that is needed for proper functioning of the organization.
Financial Freedom through Reverse MortgageProjects Kart
The world population structure shows that population worldwide is ageing owing to exaggerated longevity of older folks and small birth rates in developed and most developing countries. Visit www.projectskart.com for more information. In Asian nation alone, statistics show that variety of older as a proportion of population can show a 107% growth, from 113 million in 2016 and 179 million by 2026 severally.
Financial Analysis on Recession Period at M&M TractorsProjects Kart
Financial ANalysis (also stated as financial plan analysis or accounting analysis) refers to an assessment of the viability, stability and profitable of a business, sub-business or project. Visit www.projectskart.com for more information. It is performed by professionals World Health Organization prepare reports exploitation ratios that create use of data taken from monetary statements and different reports. These reports area unit typically given to prime management mutually of their bases in creating business selections.
Effective Supply Chain Management as a Strategic AdvantageProjects Kart
TSS was established in 1913 and since then it has been in Sirsi. The products have got their own brand image and also customers. Based on the service provided by TSS to its customers we can know how the organization considers its customers and its products to the customers. A study Effective supply chain management as a strategic advantage at TSS is undertaken for assessing the supply towards the customers and to understand the expectations of the customers towards arecanut and its products which will in turn help to take appropriate action by the management for removing the loop holes.
Brand Awareness of Spencer's and Comparative Analysis with Big BazaarProjects Kart
By 2004 the retail industry was growing rapidly in India, and Spencer's Retail decided to pursue an aggressive expansion strategy. The company had the customers, the products, and the employees to make it happen. It just needed an IT infrastructure that could support rapid growth. Visit http://www.projectskart.com/p/contact-us.html for more information. Current servers were at capacity, and the company needed to upgrade before adding new stores. Amit Mukerjee, Group CIO of the RPG Group, describes the challenge as part of the learning curve for retail development in India. ―Retailing is a new business in this country. As the business matures, the process matures, and IT systems must evolve accordingly. The company also needed an enterprise resource planning (ERP) solution to handle critical processes such as supply-chain management. It decided to implement mySAP ERP, now called SAP ERP, and realized the solution needed to run on high-performance servers. Spencer's Retail evaluated several possibilities, including servers from HP, IBM, and Sun Microsystems. It decided to build its IT infrastructure on Sun systems for several reasons. Sun SPARC Enterprise Servers had the performance and scalability needed to sustain its business, and they delivered higher performance at less cost. Sun's knowledge of the retail space in India, as well as its long history with RGP Enterprises, were also deciding factors.
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[Note: This is a partial preview. To download this presentation, visit:
https://www.oeconsulting.com.sg/training-presentations]
Sustainability has become an increasingly critical topic as the world recognizes the need to protect our planet and its resources for future generations. Sustainability means meeting our current needs without compromising the ability of future generations to meet theirs. It involves long-term planning and consideration of the consequences of our actions. The goal is to create strategies that ensure the long-term viability of People, Planet, and Profit.
Leading companies such as Nike, Toyota, and Siemens are prioritizing sustainable innovation in their business models, setting an example for others to follow. In this Sustainability training presentation, you will learn key concepts, principles, and practices of sustainability applicable across industries. This training aims to create awareness and educate employees, senior executives, consultants, and other key stakeholders, including investors, policymakers, and supply chain partners, on the importance and implementation of sustainability.
LEARNING OBJECTIVES
1. Develop a comprehensive understanding of the fundamental principles and concepts that form the foundation of sustainability within corporate environments.
2. Explore the sustainability implementation model, focusing on effective measures and reporting strategies to track and communicate sustainability efforts.
3. Identify and define best practices and critical success factors essential for achieving sustainability goals within organizations.
CONTENTS
1. Introduction and Key Concepts of Sustainability
2. Principles and Practices of Sustainability
3. Measures and Reporting in Sustainability
4. Sustainability Implementation & Best Practices
To download the complete presentation, visit: https://www.oeconsulting.com.sg/training-presentations
Kseniya Leshchenko: Shared development support service model as the way to ma...Lviv Startup Club
Kseniya Leshchenko: Shared development support service model as the way to make small projects with small budgets profitable for the company (UA)
Kyiv PMDay 2024 Summer
Website – www.pmday.org
Youtube – https://www.youtube.com/startuplviv
FB – https://www.facebook.com/pmdayconference
"𝑩𝑬𝑮𝑼𝑵 𝑾𝑰𝑻𝑯 𝑻𝑱 𝑰𝑺 𝑯𝑨𝑳𝑭 𝑫𝑶𝑵𝑬"
𝐓𝐉 𝐂𝐨𝐦𝐬 (𝐓𝐉 𝐂𝐨𝐦𝐦𝐮𝐧𝐢𝐜𝐚𝐭𝐢𝐨𝐧𝐬) is a professional event agency that includes experts in the event-organizing market in Vietnam, Korea, and ASEAN countries. We provide unlimited types of events from Music concerts, Fan meetings, and Culture festivals to Corporate events, Internal company events, Golf tournaments, MICE events, and Exhibitions.
𝐓𝐉 𝐂𝐨𝐦𝐬 provides unlimited package services including such as Event organizing, Event planning, Event production, Manpower, PR marketing, Design 2D/3D, VIP protocols, Interpreter agency, etc.
Sports events - Golf competitions/billiards competitions/company sports events: dynamic and challenging
⭐ 𝐅𝐞𝐚𝐭𝐮𝐫𝐞𝐝 𝐩𝐫𝐨𝐣𝐞𝐜𝐭𝐬:
➢ 2024 BAEKHYUN [Lonsdaleite] IN HO CHI MINH
➢ SUPER JUNIOR-L.S.S. THE SHOW : Th3ee Guys in HO CHI MINH
➢FreenBecky 1st Fan Meeting in Vietnam
➢CHILDREN ART EXHIBITION 2024: BEYOND BARRIERS
➢ WOW K-Music Festival 2023
➢ Winner [CROSS] Tour in HCM
➢ Super Show 9 in HCM with Super Junior
➢ HCMC - Gyeongsangbuk-do Culture and Tourism Festival
➢ Korean Vietnam Partnership - Fair with LG
➢ Korean President visits Samsung Electronics R&D Center
➢ Vietnam Food Expo with Lotte Wellfood
"𝐄𝐯𝐞𝐫𝐲 𝐞𝐯𝐞𝐧𝐭 𝐢𝐬 𝐚 𝐬𝐭𝐨𝐫𝐲, 𝐚 𝐬𝐩𝐞𝐜𝐢𝐚𝐥 𝐣𝐨𝐮𝐫𝐧𝐞𝐲. 𝐖𝐞 𝐚𝐥𝐰𝐚𝐲𝐬 𝐛𝐞𝐥𝐢𝐞𝐯𝐞 𝐭𝐡𝐚𝐭 𝐬𝐡𝐨𝐫𝐭𝐥𝐲 𝐲𝐨𝐮 𝐰𝐢𝐥𝐥 𝐛𝐞 𝐚 𝐩𝐚𝐫𝐭 𝐨𝐟 𝐨𝐮𝐫 𝐬𝐭𝐨𝐫𝐢𝐞𝐬."
What is the TDS Return Filing Due Date for FY 2024-25.pdfseoforlegalpillers
It is crucial for the taxpayers to understand about the TDS Return Filing Due Date, so that they can fulfill your TDS obligations efficiently. Taxpayers can avoid penalties by sticking to the deadlines and by accurate filing of TDS. Timely filing of TDS will make sure about the availability of tax credits. You can also seek the professional guidance of experts like Legal Pillers for timely filing of the TDS Return.
Enterprise Excellence is Inclusive Excellence.pdfKaiNexus
Enterprise excellence and inclusive excellence are closely linked, and real-world challenges have shown that both are essential to the success of any organization. To achieve enterprise excellence, organizations must focus on improving their operations and processes while creating an inclusive environment that engages everyone. In this interactive session, the facilitator will highlight commonly established business practices and how they limit our ability to engage everyone every day. More importantly, though, participants will likely gain increased awareness of what we can do differently to maximize enterprise excellence through deliberate inclusion.
What is Enterprise Excellence?
Enterprise Excellence is a holistic approach that's aimed at achieving world-class performance across all aspects of the organization.
What might I learn?
A way to engage all in creating Inclusive Excellence. Lessons from the US military and their parallels to the story of Harry Potter. How belt systems and CI teams can destroy inclusive practices. How leadership language invites people to the party. There are three things leaders can do to engage everyone every day: maximizing psychological safety to create environments where folks learn, contribute, and challenge the status quo.
Who might benefit? Anyone and everyone leading folks from the shop floor to top floor.
Dr. William Harvey is a seasoned Operations Leader with extensive experience in chemical processing, manufacturing, and operations management. At Michelman, he currently oversees multiple sites, leading teams in strategic planning and coaching/practicing continuous improvement. William is set to start his eighth year of teaching at the University of Cincinnati where he teaches marketing, finance, and management. William holds various certifications in change management, quality, leadership, operational excellence, team building, and DiSC, among others.
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A project on titan watches brand repositioning
1. A Project Report
On
Titan Watches Brand Repositioning
Submitted by
MBA 4th semester
PEOPLE’S INSTITUTE OF MANAGEMENT
AND RESEARCH, BHOPAL
BARKATULLAH UNIVERSITY, BHOPAL
2010
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DECLARATION
I hear by declare that the following documented project report titled “titan watches brand
repositioning” is an authentic work done by me.
The project was undertaken as a part of the course curriculum of M.B.A. programme,
Barkatullah University, Bhopal. This has not been submitted to any other examination
body earlier.
Signature
MBA IV Semester
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Table of Contents
Page No.
List of Illustrations 5
List of Tables 6
Executive Summary 7
Chapter 1 – Introduction 9
1.1 Theory and concept 9
1.2 Literature Review 11
Chapter 2 -Research methodology 16
2.1 Objectives 16
2.2 Limitations 16
2.3 Sources of Data Collection 17
2.4 Sampling Procedure 17
2.5 Primary Data Collection 17
Chapter 3 - Industry Overview 18
3.1 History of watch market 18
3.2 Indian watch industry 18
3.3 Present situation of Indian watch market 20
3.4 Major brands in Indian watch market 21
3.5 Segmentation of Indian watch market 21
Chapter 4 - Company Profile 22
4.1 Overview 22
4.2 Products 23
4.3 Precision Engineering 24
4.4 Awards 24
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Chapter 5 - Titan watches: Brand positioning strategies 25
5.1 Overall strategies 25
5.2 Men’s segment 26
5.3 Women’s segment 30
5.4 Children’s segment 31
Chapter 6 - Titan watches: Brand Repositioning strategies 32
6.1 New logo and tagline – “Be More” 32
6.2 The ad making – Aamir Khan 34
6.3 New collections and designs 34
6.4 Other strategies 37
Chapter 7 – Consumer Awareness Survey 38
7.1 Data Interpretation 38
7.2 Findings of the survey 53
Chapter 8 – Conclusion 55
Biblioghraphy 56
Appendix 57
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List of illustrations
Number Title Page No.
1 Stages in brand strategy development
13
2 The principle of repositioning
15
3 Porter’s Five Forces Model
20
4 Titan sub-brands possessed by respondents
40
5 Period of Titan watch’s use
41
6 Reasons for brand preference
42
7 Recall of Titan’s original tagline
43
8 Major advertisement media
44
9 Awareness of brand ambassador
45
10 Awareness of new tagline
46
11 Consumer perception of new designs
47
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12 Awareness of new campaign
48
13 Consumer perception of new campaign
49
14 Consumer perception of store ambience
50
15 Consumer perception of sales personnel
51
16 Consumer perception about after sales
service 52
17 Consumer perception about display of
watches 53
18 Overall perception about Titan showroom
54
List of Tables
Number Title Page No.
1 Reasons for brand preference 42
2 Major Advertisement media 44
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Executive Summary
Many brands and companies are constantly reinvigorating their businesses and
positioning them for growth. There is a constant need to innovate, reinvigorate, update,
recalibrate, or just simply fend off the competition in an effort to better explain "why buy
me."
Brand positioning creates a specific place in the market for the brand and product
offerings. It reaches a certain type of consumers and delivers benefits that meet the needs of
several key target groups and users.
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The actual approach of a company or brand's positioning in the marketplace depends
on how it communicates the benefits and product attributes to consumers and users. As a
result, the brand positioning of a company and/or product seeks to further distance itself from
competitors based on a host of items, but most notably on five key issues: Price, Quality,
Product Attributes, Distribution, and Usage Occasions.
In recent times, consumerism has undergone a sea change. Consumers today are well
informed about the products, as compared to earlier times. Hence, the marketplace has
become customer centric. Recognizing the importance of the customers in the business
structure, companies have started effecting brand repositioning exercises on a regular basis.
In the recent times, a major brand repositioning exercise has been planned by Titan
Industries Ltd. in order to provide more to its customers. The company has first gone for
change in logo and tagline. Then the communication strategy has been revamped to convey
its new position. The present study consists of reviewing the positioning strategies of Titan
watches. An analysis of repositioning strategies of Titan also forms part of the study.
The main objective of the study is to find out whether the loyal consumers of titan
watches are aware of the new positioning strategies of the company and how they perceive
them.
Primary and secondary sources of data have been made use of in the study. The first
part of the project, i.e., analysis of brand repositioning strategies of Titan Company has been
completed on the basis of secondary data. For this purpose, internet, journals, books,
magazines and so on have been made use of.
The second part of the project comprises of conducting a survey with the help of
questionnaire. The survey is proposed to be conducted on a sample of 50 consumers who are
loyal to Titan Company, selected through convenience sampling technique. The questionnaire
consists of appropriate mix of open ended and closed ended questions. The data is presented
using pie charts and bar diagrams.
The conclusion part of the report would provide an insight of consumer awareness
regarding brand repositioning strategies and their effectiveness in revamping the brand, Titan.
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Chapter 1 - Introduction
1.1 Theory & Concept
"A business has two - and only two - basic functions: marketing and innovation."
- Peter Drucker
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The rapid pace of change and intense competitive pressure in today's marketplace
demand that brands continuously innovate and reinvent themselves to maintain their
relevance and market position. In this context, brand repositioning and other revitalization
strategies have become a business imperative for battling brand erosion. The appeal of brand
repositioning is further heightened by the rising costs and high risk associated with launching
a new brand.
Brand repositioning has received little attention in the marketing literature and has
mostly been treated as a variation of brand positioning. Biel, for example, has defined brand
positioning as "building (or rebuilding) an image for a brand". The goal of positioning and
repositioning strategies relates to the management of consumers' perceptions. However,
positioning focuses on the creation of brand associations - consumers' perceptions of the
attributes that differentiate the brand from competitive offers – while repositioning also
implies managing existing brand associations. The unique challenge of a repositioning
strategy, thus, lies in rejuvenating the brand image to make it relevant in an evolving
environment, while honoring the brand equity heritage.
Repositioning can be required as the market changes and new opportunities occur.
Through repositioning the company can reach customers they not intended to reach in the first
place. If a brand has been established at the market for some time and wish to change their
image they can consider repositioning, although one of the hardest actions in marketing is to
reposition a familiar brand.
According to Solomon, position strategy is an essential part in the marketing efforts
because companies have to use the elements in the marketing mix to influence the customers
understanding of the position. During the movement from something less attractive and
relevant towards a more attractive and relevant position several of strategic choices has to be
made. The ones responsible for the repositioning have to evaluate why a reposition is
necessary, and if the offer is the one who will change or just the brand name. There are several
risk factors that have to be taken into consideration when preparation for a repositioning of the
offering or the brand. During repositioning, the risk of losing the credibility and reliability is
high and the need for a thorough strategy is therefore necessary to avoid this occurrence. Some
analyst argue that to successfully reposition a establish brand name is almost impossible
because repositioning of a brand can make the most loyal customer to switch brand. But, in
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some circumstances a repositioning is necessary to gain credibility if the brand is eroded.
Whenever a reposition is in question it has to be of relevance from a customer perspective, is
this achievable? Some brands will on no account be thought on as a luxury brand and
therefore an attempt to reposition will only damage the brand image or the actual company.
Numerous failed attempts at brand repositioning testify to the difficulty of developing
and implementing such a tactic. For example, while the soft drink brand, Mountain Dew has
remained relevant to the youth market through continuous repositioning in its thirty years of
existence, Levis' Jeans has been losing market share to newcomers such as The Gap, despite
numerous campaigns designed to reposition the brand as trendy.
The strategic importance of brand repositioning in preserving and enhancing brand
equity, coupled with the mixed results of repositioning attempts, underscores the need to
develop a better understanding of the dynamics of brand repositioning. Specifically, questions
of whether, when and how brands should be repositioned need to be addressed.
Research into brand repositioning is relevant not only to the development of brand
management theory, but also extends to corporate strategy through an examination of
corporate brands.
1.2 Literature Review
The repositioning strategy is rolled out in three stages: introductory, elaboration and
fortification stages. This involves the introduction of a new or a repositioned brand, seeking to
underline the brand’s value over others, and to broaden the brand proposition. It is truly tough
to change the customer’s perceived attitude towards a brand, and therefore the risk is great that
the attempt to repositioning might be unsuccessful.
After rolling out the strategy, it is time to modify the proposition through update of the
personality and through repositioning. There are benefits and risks with both of this segments
and it is of great significance that they are truly evaluated when deciding the next step in the
process. To further understand the stages stated above, figure.1 will guide you through the
different phases that follow after establish a brand proposition.
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Figure 1: Stages in brand strategy development
The implication with the term” repositioning” is that a company modifies something
that is already present in the market and in the consumer’s mind. The definition of
repositioning changes different individuals and professions. To view the different definitions
and perceive a greater understanding about this concept, three examples of repositioning
given by individuals in different professions is stated below:
“Repositioning is a change, principally about trigging the vision, mission and value in a new
direction that is more suited for the brand in the future”. (Brand manager consultant)
“Principally, reposition concerns change the consumer’s perception of the brand”
(PR- consultant)
“Repositioning is built upon the change unique and differentiated associations with the brand
in some kind of direction, it is about having a balance between the category party and
differentiation when using reposition strategies” (Leading brand strategist)
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From these definitions, it is obvious that reposition is about moving something to a
newer and hopefully to a more attractive and relevant position. The purpose of the movement
differs with regards to what the company wants to achieve. A company might want to reach
out to a larger target group, or be involved in several different positions at the market. There is
also a visible relation between price and quantity aspects. When a company perceives the
market as a demand curve, the purpose is to down stretch or up stretch in this curve. When
moving down it is often spoken of as an expansion down wards, and when moving up and
there is a need for reaching the premium segment and expand up wards.
Figure 2: The principle of repositioning
New Position
Price
Previous Position
Experienced quality
When striving towards a new position in the market, it is important to understand that
consumer’s minds are limited. People’s minds select what to remember and it is therefore
significant to convince the consumers with great arguments. The market demand changes
rapidly and therefore reposition can be necessary to meet these demands, newer and stronger
arguments have to be established to convince them to stay as loyal customers.
As stated in the literature, repositioning is a very complicated matter and therefore
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there are no detailed theories or models. The aim with repositioning differ from person to
person, and the only connection between all the different theories is that repositioning is
moving something from somewhere towards a greater position at the market.
Corstjens and Doyle (1989) identified three types of repositioning strategies:
(1) zero repositioning, which is not a repositioning at all since the firm maintains its initial
strategy in the face of a changing environment;
(2) gradual repositioning, where the firm performs incremental, continuous adjustments to
its positioning strategy to reflect the evolution of its environment; and
(3) radical repositioning that corresponds to a discontinuous shift towards a new target
market and/or a new competitive advantage.
After examining the repositioning of several brands from the Indian market, the
following 9 types of repositioning have been identified. These are:
1. Increasing relevance to the consumer
2. Increasing occasions for use
3. Making the brand serious
4. Falling sales
5. Bringing in new customers
6. Making the brand contemporary
7. Differentiate from other brands
8. Changed market conditions.
It is not always that these nine categories are mutually exclusive. Often one reason
leads to the other and a brand is repositioned sometimes for a multiplicity of reasons.
A four-phased brand repositioning approach can be followed to achieve the intended
benefits:
Phase I. Determining the Current Status of the Brand
Phase II. What Does the Brand Stand for Today?
Phase III. Developing the Brand Positioning Platforms
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Phase IV. Refining the Brand Positioning and Management Presentation
The benefits that can be derived from brand repositioning exercises can be
summarized as:
• Value over others
• Updated personality
• Relevant position
• “Up to date” image
The risks associated with such strategies are:
• Loss of focus
• Neglecting original customers
• Losing credibility for the brand
• Confusing the brand
Therefore, brand repositioning is more difficult than initially positioning a brand
because one must first help the customer “unlearn” the current brand positioning (easier said
than done). Three actions can aid in this process: (1) carefully crafted communication, (2)
new products, packaging, etc. that emphasize the new positioning and (3) associations with
other brands (co-branding, co-marketing, ingredient branding, strategic alliances, etc.) that
reinforce the new brand positioning.
This exercise is so critical to an organization’s success that the organization’s
leadership team and its marketing/brand management leaders should develop it, preferably
with the help and facilitation of an outside brand-positioning expert.
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Chapter 2 - Research Methodology
2.1 Objectives
• To review the brand positioning strategies of different sub-brands of Titan watches
• To analyze the brand repositioning strategies of Titan watches.
• To study consumer awareness and perception about the brand repositioning
strategies of Titan watches
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• To recommend suitable measures to be taken by the Titan Company to further
improve its brand perception and loyalty among its customers.
This study would help titan industry to understand the gaps in its communication
strategy regarding brand repositioning exercises and the further measures to be taken for
effective marketing communications.
2.2 Limitations
The study is confined to Bhopal area only
There is possibility of sampling errors in the study
The responses of the consumers may not be genuine
The questions included in the questionnaire may not be comprehensive.
2.3 Sources of Data Collection
The relevant data was collected from both primary sources and secondary sources.
The starting point of my information gathering has been the secondary sources such as
internet, books, and journals and so on.
First, I made a study of the brand positioning and repositioning strategies of Titan
watches through secondary sources such as internet, insurance magazines, and journals and so
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on. Then I conducted a consumer awareness survey on brand repositioning strategies
undertaken by Titan watches in recent times.
2.4 Sampling Procedure
A sample of 50 consumers who are brand loyal to Titan watches since more than a
year and in the age group of 20 – 30 years have been considered for this study. As Titan has
taken up brand repositioning strategies since July 2010, consumers who have seen the
previous and new campaign have been targeted
2.5 Primary Data Collection
Data was collected through an interview schedule, consisting of both open ended and
closed ended questions. The schedule covered parameters like reasons for consumers’ brand
preference; recollection of earlier tagline and advertisement, brand ambassador of Titan;
awareness of new tagline and campaign featuring Aamir Khan, new designs and so on. The
data was collected through e- mails, telephone contacts and one-to-one personal interviews.
Chapter 3 - Industry Overview
3.1 History of the watch market
The Indian watch industry began in the year 1961 with the commissioning of the
watch division of HMT. The first watch model manufactured by HMT was the Janata model
in the year 1962. HMT was the leader in the watch market till the Tatas formed Titan
Watches in association with Tamil Nadu Industrial Development Corporation in the year
1987. They took a major strategy decision, which later changed the face of the Indian watch
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market- to manufacture only quartz watches. Liberalization in 1992 and the removal of
quantitative restrictions due to WTO has opened the doors for many foreign brands in the
Indian market viz. Tissot, Swatch, Omega, Rado, TAG Heuer, Rolex and many others. The
import duties on watches are falling which makes the Indian market look attractive for the
global majors like Casio, Swatch and Citizen.
3.2 Indian Watch industry:
Figure 3: Porter’s Five Forces Model
SUPPLIER POWER
No strong suppliers
Lack bargaining power
Rise of China, Taiwan as low cost suppliers
BARRIERS DEGREE OF RIVALRY
TO ENTRY THREAT OF
Increased number of firms
Cluttered Market SUBSTITUTES
Low switching costs
No close substitutes
Lack of Differentiation Strategic stakes are high
BUYER POWER
Price sensitivity , Buyers’ Preferences
1. Supplier Power:
HMT has its own fully integrated operation for production of its watches. Titan has
its own production facilities for which it has invested roughly 120 crore rupees over the years,
the manufacturing capacity of which is 6 million units. Also there has been a rise of low cost
producers in China & Taiwan which has provided an opportunity for watch makers to
outsource watches at low cost, just as Titan has done to outsource the components for Dash.
Due to the large supply of watch movements available, there is little supplier power in the
watch market.
2. Buyer Power:
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The Indian watch buyers are very price sensitive, especially in the lower end of the
market. There is still a huge untapped market in India with market penetration of only 20
units per thousand people while the world average is more than 100. At the same time there
are a segment of people who are willing to pay a premium for watches with good
performance and with a recognized brand name. So understanding the buyers’ preferences is
very crucial in this industry in order to gain a substantial market share.
3. Entry Barriers:
The Indian watch market in the recent years has shown a dramatic increase in the
number of brands available in the market due to removal of quantitative restrictions. So the
new entrant has to have an offering, which can be positioned and differentiated from the other
players in the market. This could be either price or functional or emotional appeal. So the
prime barrier for entry, in the current context, for a new entrant is to build a brand image and
price competitively.
4. Threat of Substitutes:
There are no such substitutes to watch as a product. However, in terms of the
companies offering various variations for watches such as pendant watches and jewellery
watches, some sort of substitution has developed. Rich consumers prefer to purchase watches
more as a fashion accessory rather than simply for its typical use.
5. Degree of Rivalry:
There are many companies in the Indian watch market, however, the product ranges
offered by them are manifold. This makes the competition very stiff. Also at the lower end
of the market it is basically the Value for Money, which differentiates the players. The
strategic stakes for the producers are very high. Titan Ltd., the largest company in terms of
market share in the organized sector has faced losses in the quarter ended June 2001 despite
increase in the market share due to macroeconomic situation. HMT faced a similar situation
when Titan was introduced in the 1980s leading to a sharp fall in its market share.
3.3 Present Situation of the Indian Watch Market
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The Indian watch market is today of 40 million units, out which 60% is in the
unorganized sector in which the maximum number of watches are sold are below Rs.300.
Quartz watches form two thirds of the organized sector and the rest is split between
mechanical and digital watches. Even in the organized sector, three fourth of the sales by
volume comes from watches that are priced below Rs.1000.
Plastic as such is not acceptable to average Indian consumers, especially those from
the small towns and rural areas who regard it as cheap and flimsy. They want toughness-
which translates into a good quality metal model at a reasonable price.
Watch is one of the consumer durables whose replacement rate is very high. The
replacement rate of watch is 33.8%(Source: India market demographics report, 1998). This
is also due to the fact that the estimated scrap rate of wrist watches is 7.8%, which is
applicable after 6 years (Source: India market demographics report, 1998). So due to high
scrap rate, outdated models, and the shift from the mechanical watches to the quartz watches
is causing a very high replacement demand for watches. This along with the low penetration
levels represent the untapped market potential for watches in India.
3.4 Major brands in the Indian watch market
The major players in the Indian watch market include HMT, Titan and Timex. The
other players include Westar, Shivaki, Maxima, SITCO. Foreign brands such as Cartier,
Piaget, Omega, Tiffany’s and Corrum, Gucci, Longines, Casio, Citizen, Tag Heuer and
Espirit are also making an inroad into the Indian market.
Titan has been consolidating its market share over the past decade. Timex watches,
which entered in India with collaboration with Titan, now independently has also gained
substantial market share.
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3.5 Segmentation of Indian Watch industry
Based on price
• Mass (Rs.350-600),
• Popular (Rs.600-900),
• Premium (Rs.900-1500),
• Super-premium (Rs.1500-8000)
• Connoisseur segments (above Rs.8000)
Based on user category
• Men’s watches
• Women’s watches
• Youth watches
• Kids watches
• Sports watches
Chapter 4 - Company Profile
4.1 Overview
Titan Industries was established in 1984 as a joint venture between the Tata Group
and the Tamil Nadu Industrial Development Corporation. The company brought about a
paradigm shift in the Indian watch market, offering quartz technology with international
styling, manufactured in a state-of-the-art factory at Hosur, Tamil Nadu. Leveraging its
understanding of different segments in the watch market, the company launched a second
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independent watch brand-Sonata, as a value brand to those seeking to buy functionally styled
watches at affordable prices. In addition it focused on the youth with its third brand –
Fastrack. It has also premium fashion watches by acquiring a license for global brands such
as Tommy Hilfiger and Hugo Boss, while. It has also in its portfolio its first Swiss Made
watch brand – Xylys.
In 1995, the company diversified into jewellery under the brand – Tanishq to
capitalize on a fragmented market operating with no brands in urban cities. In 2005, the
company launched its second Jewellery brand, Gold Plus, for capitalizing on the opportunity
in small towns and rural India.
The company has now diversified into fashion Eyewear by launching Fastrack Eye-
Gear sunglasses, as well as Prescription Eyewear. The Company leveraged its manufacturing
competencies and branched into Precision Engineering Products and Machine Building from
2003.
Today Titan Industries is India's leading manufacturer of watches and jewellery
employing 3,800 people. Titan and Tanishq are among the most admired brands in their
categories.
4.2 Products
The company manufactures over 8 million watches per annum and has a customer
base of over 80 million. It has manufacturing and assembly operations at Hosur, Dehradun,
Roorkee and Baddi in Himachal Pradesh and an ECB plant in Goa. Its main products are:
• Watches : Currently manufactures four main watch brands viz. Titan for the premium
segment, Fastrack – focused on the youth and trendy fashion space, Sonata for the
mass market and Xylys for the premium market. The Titan brand architecture
comprises several sub-brands, each of which is a leader in its segment. Notable among
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them are: Titan Edge – The world's slimmest watch which stands for the philosophy
of "less is more"; Titan Raga – the feminine and sensuous accessory for today's
woman, Nebula - crafted in solid gold and precious stones and several other
collections like Wall Street, Heritage, Regalia, Octane, Orion, Diva, Zoop, WWF
and the Aviator series, all of which form a part of the Titan wardrobe. Sonata is today
India's largest watch selling brand and is priced between Rs 295/- and Rs 1200/-. The
company's first Swiss Made watch – Xylys is for the hi-end connoisseur and new age
achiever. It also markets Tommy Hilfiger watches under a licensing arrangement and
is introducing Hugo Boss. Today, the Titan portfolio has about 65% of the domestic
market share in the organized watch market.
The company has 255 exclusive showrooms christened 'World of Titan', making it
amongst the largest chains in its category. Titan watches are sold through over 12,000
outlets in over 2,500 cities and internationally in over 30 countries, primarily in the
Middle-East and Asia Pacific. Its after-sales-service is itself a benchmarked operation
with a network of 750 service centres and amongst the world's fastest turnaround
times. The company has a world-class design studio for watches and accessories.
• Jewellery : Tanishq is India's largest and fastest growing jewellery brand with a
premium range of gold jewellery studded with diamonds or coloured gems and a wide
range in 22kt pure gold. Platinum jewellery is also a part of the product range Tanishq
is one of India's largest speciality retailers and is transforming the jewellery market in
India 102 boutiques in 72 cities across the country. ‘Gold Plus' is the recent retail
offering for the mass market with plain gold jewellery selling through 19 stores
in 19 towns. The jewellery division has its own design studio.
• Eye wear : Titan Eye+ is currently on a pilot mode with 5 stores in 2 cities and has
sunglasses under Fastrack brand and prescription eyewear consisting of Frames,
Lenses, Sunglasses, Accessories and Contact Lenses of in-house brands and other
premium brands.
4.3 Precision Engineering
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The company's Precision Engineering Division supplies precision components to the
avionics and the automotive industry. It also manufactures dashboard clocks as OEM to car
manufacturers in Europe and America. The division also provides fully integrated
Automation solutions
4.4 Awards
The company has been awarded the following distinctions:
• Being named the No.1 Brand in the Consumer Durables category in the "Brand
Equity" Survey of The Economic Times, a leading Indian financial daily.
• The Titan Design Team won the Young Design Entrepreneur of the Year award at the
design awards instituted by the National Institute of Design and Business World, a
leading Indian magazine. The team has won 7 accreditations also.
• Both Titan and Tanishq have been adjudged "Most Admired Brands" as well as
"Retailer of the Year" by Images Fashion Forum in consecutive years.
• Retail Asia and Media Magazine – Singapore adjudged Titan Industries as amongst
the leading Retailing Companies in India.
• Titan has won the Brand Leadership award at the India Brand Summit.
• The Time Products Division of the company was awarded the JRD QV Award in
2006.
Chapter 5 - Titan Watches: Brand Positioning Strategies
5.1 Overall strategies
Since its introduction, Titan has been positioned as a premium brand, providing high
quality products. With its numerous sub-brands catering to different segments, the challenge
that Titan faces is to create a strong brand image. It follows different positioning strategies,
these strategies can also be analyzed as given below:
Attribute Positioning:
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When the company launched its products, it was the first to bring quartz watches to
the Indian market. The company successfully leveraged this to penetrate the market and gain
a market share. Raga, Classique and Regalia come under this strategy. Classique has been
positioned as elegant corporate wear that leaves a quiet, but definite impression and fusion of
function and sophistication. Power dressing now has a new weapon! As Magic in gold and
bicolour look, the 'Regalia' range represents the essence of dress-wear. Raga has been
differentiated and positioned as exclusive watches for women. The Raga and Silver Raga
collection is elegant, delicate and feminine with each piece being truly unique.
User Positioning:
Titan caters to several user groups- children (the Dash), sportspersons and adventurers
(PSI4000 and Fastrack range). The Fastrack range is seen as being contemporary, sturdy and
reliable. The advertising, packaging and merchandising of this range is young, vibrant and
‘cool’ (the ad line says “Cool watches by Titan”)
Benefit Positioning:
The Fastrack Digital range offers the customer a functional watch that is also
attractive. The digital watch has a “techno-geek” image, but Titan seeks to differentiate its
offering on the basis of superior style and attractiveness.
Competitor Positioning:
With the entry of several foreign watchmakers into the market, Titan had to counter
the threat. Most of the entrants are catering to the upper end of the market- Omega, Tissot,
Cartier etc. Titan already had the Tanishq brand in this segment. However, it has tried to
reposition this brand by increasing the price range to encourage more customers.
Quality or Price Positioning:
In the overseas market, especially in Europe where it is competing with Swiss and
Japanese watches, it is positioning itself as ‘value- for- money’: reasonably priced (less than
Swiss watches and higher than Japanese), attractively styled and of good quality. In Indian
market, Sonata is a perfect example of Price positioning, titan came up with this segment
when it was facing heavy competition from lower end segment.
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5.2 Men’s segment:
With Titan positioning its range of watches as a life-style, the Indian market started
viewing watch more as a complement to dress than just a time showing machine. They are
also realising that, unlike other forms of art that are meant to be admired, high-end jewellery
watches have that added bonus: practical luxury with a function other than beauty. Watches
have joined the list of tie, deodorant and shoes to represent the occasion and flaunt your
status.
Dress Wear
Titan has three brands positioned for this segment: Nebula, Regalia and Insignia.
Nebula:
Marketed as the “Jewellery collection from Titan”, Nebula is targeted towards
affluent men who consider wearing gold jewellery a symbol of status. Magical blend of most
coveted of metals, Gold and craftsmanship; Nebula is more of a connoisseur watch with the
lowest price model at Rs.5500. It is marketed as a “watch for discerning individual”
positioned as a gold jewel.
Regalia:
“Incredibly eye-catching…. magic in gold”.
The watch uses the unique combination of gold and bicolour looks representing the
essence of dress-wear. In India, gold-look is associated with status but at the same time, the
silver-look is the fashion of the day in international watches. With the combination of both,
this watch is targeted towards affluent businessmen. The elegant looks and colours make it a
strong competitor to the foreign brands like the Tissot, Piaget and Rado.
This is also marketed as a watch for gift “Special Watch for special occasion”,
positioning this as a costly gift.
Insignia:
‘The World Watch from Titan.’
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The watch with fascinating designs and precision engineering was targeted towards
the European markets. The complexity of this watch is 10 times more than a regular titan
watch. Though it didn’t meet with much of a success in Europe, this tag line and keyword
“International” are used to position this watch as a world-class watch for international
traveller with European tastes.
Classic Watches
Watches that are for every-day use and those with less frills and more value are
classified as Classic watches. These watches are normally targeted towards middle and upper
middle-income class consumers.
Classique:
“Power dressing now has a new weapon!”
“Timeless elegance captured on the wrist.”
Classique' is marketed as a fusion of function and sophistication. Classique with its looks
fits the formal corporate image and is positioned as a watch for corporate employees. This
also reinforces the importance of watch along with the dress worn. These watches are
generic in their simplicity and find no real competitors except HMT.
Royale:
“Collection of designs that suit everyday wear”.
Royale with its gold plated case and golden straps represents a formal every day
watch targeted towards the employees who can’t afford multiple watches for occasions. The
watch includes designs from simple to dressy eveningwear switching between informal and
formal looks based on the place and situation.
Spectra:
“Designed for those who look beyond the ordinary”.
This brand from Titan extends over wide range of prices from 900-7000. It is a
classic premium watch with style, which boasts of combining the sturdiness of steel with
richness of gold. The positioning of the watch is not very clear as it is targeted towards the
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salary earners with its lower price point models and appealing models for the corporate
executives at the higher end.
Sports Watches
In the Indian scenario the sport awareness is not quite there. And the market is not
mature enough that consumers buy special watches for sporting except in the super-premium
and segments above that. A sports watch in the mind of an average Indian is a polyamide
watch with stopwatch and trendy look. So there is no clear distinction between sports
watches and casual watches. But in the available market Timex, Casio, and Titan are major
players and after the lifting of QR restrictions, world famous Tag- Heur has also entered
India but in the Connoisseur segment of sports watches.
PSI2000:
Titan has introduced a range of contemporary Precision Sports watches. The brand is
marketed as tough, outdoor, adventure brand. (Psychographically segmented) Ranging from
800 to 7500, these watches are in direct competition with foreign brands like Swatch Irony.
Casual Wear:
The segment of watches that has a variety of brands and models to appeal to the youth
and mentally young people is casual wear. The watches in this segment are mainly sporty
watches, which are unconventional and typically symbolize the attitudes of younger
generation.
Titan Fast Track
“Cool watches from Titan”.
The target audience for this watch, in the 20-35 age group include working adults and
postgraduate students of both sexes in metros and mini metros. The Fast Track user, in terms
of attitude is one who wears an informal dress, wears branded jeans, shirts, sunglasses and
branded informal shoes. The Fast Track personality is that of a young, energetic,
achievement oriented person, who seeks to express his or her individuality by braking free
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from constraints of formal environment, without being a rebel. Built around the Cool
concept, this watch from Titan has virtually very few competitors because no one offers the
feature combination and price but Casio (in digital range) and Espirit and Swatch (in the
analog range) can be considered as competitors feature-wise.
Technology Watches
Wrist Watches have changed a lot from the inception- a time showing convenience
machine to a status symbol. But the underlying concept remained unchanged, convenience.
Stretching this concept a bit with the development of technology are the technology watches
available in the market. Watch for time, status has in the new technology era is looked for
convenience of carrying data. In to the competitive market with people willing to pay a
premium for that advantage, a good number of brands have ventured.
Technology (2350-8200):
“Multi-functional watches for the Tech-savvy”.
This brand is marketed as mergers of classic elegance and technological mastery
giving rise to multi-functional chronographs using the solar power. This brand is positioned
to compete against the Citizen’s EcoDrive.
5.3 Women’s segment
Dress Wear
Titan has chiefly three brands in this category.
Nebula (6000-65000)-
“The Jeweler’s Collection”
Nebula is a precious jewellery watch from Titan. It is marketed as ‘a magical blend of
most coveted of metals and engineering excellence’. The Nebula range of watches is
positioned as objects of ornamentation. A 21 carat gold watch, studded with gems it is
targeted at the upper most end of the market in competition with brands such as Rolex and
Cartier.
Regalia
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Regalia range is positioned as “Essence of dress wear”. It is marketed as “Incredibly
eye catching…magic in gold”. With the unique combination of gold and bicolor looks and
sleek case, Regalia is targeted towards middle-aged women who consider watch to be a status
symbol and also representing their delicacy. It is available in many price points between
Rs.1800 onwards.
Raga and the Silver Raga
Raga and the Silver Raga collection are positioned as “Ethnic Indian styling for the
sophisticated woman”. Each piece is truly unique and represents elegance, delicacy and
feminine. The designs and the bracelets represent traditional Indian ornaments as well as
contemporary style.
Both the watches are exclusively designed to appeal to women more as an ornamental
possession than a watch. The Silver Raga has been crafted exclusively for the sophisticated
woman who believes in value-for-money and who wears silver jewellery with élan.
At the beginning, when the brands were launched, they were positioned as “Watches
for all dresses” with changeable dials matching the sari color. But the proposition was viewed
with skepticism and hence didn’t meet with much success. Keeping in mind Indian women’s
love for jewellery, both these brands are repositioned as a perfect accessory that completes a
woman's wardrobe.
Casual Wear
Fastrack
The woman's collection presents the all-new international 'Frosted' look, which is
trendy and chic. The ad line : ‘Fastrack- ‘Cool watches from Titan’, aims at building the
brand around the ‘cool ‘ concept.
Fastrack is targeted at a personality that is young, energetic, achievement-oriented,
who seeks to express her individuality by breaking free from constraints imposed by formal
environments, without being a rebel. The positioning of Fastrack for men and women is
almost the same.
5.4 Children’s Segment
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Titan has a brand called Dash! for kids. These are bright, colorful watches targeted at
children aged 6-14 years. These watches are priced Rs.250 onwards to Rs.495 and are
marketed under the ad line: “Wow! Watches from Titan”. The three main collections from
Dash include the ‘Popeye Collection’, which feature cartoon character Popeye, and his
friends. There is also a Digital Range, which has features like Ellight, compass, Velco straps.
So Titan is positioning Dash watches as ‘Fun’ watches for kids. Its features such as comic
characters also appeal to the frivolous nature of the children.
Dash also has a special collection for girls, with changeable bezel rings, priced at
Rs.295.
There are some other watches such as Pop-Swatch from Swatch, which are positioned
using the same appeal that of Dash and are expected to give Dash a tough time at the same
competitive prices
Chapter 6 - Titan Watches: Brand Repositioning Strategies
Titan Industries decided to revamp its flagship watch brand, Titan, with the intention
of making it more youthful and relevant to the changing times. The brand, launched more
than 24 years ago, has undergone a major repositioning exercise only once before – five years
ago, when Hindi film actor Aamir Khan was appointed brand ambassador. What followed
later was the ‘What’s Your Style?’ campaign, which tried to increase watch consumption per
person, by suggesting the use of different watches for different occasions.
6.1 New logo and tagline - “Be More”
Beyond style
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Now, Titan wants to move from style statements to personality statements. According
to Harish Bhat, chief operating officer, watches, Titan Industries, a watch ought to denote the
wearer’s mood and personality. “With the explosion of options in a person’s life, our core
consumer is changing. And to keep up with them, Titan has evolved too,” he says.
On the adoption of ‘Be More’, Bhat says that that statement is supposed to denote the
aspirations of consumers to make more of their lives and be whatever they want to be. “The
watch allows for such imaginative travels,” he says.
Titan’s agency, Ogilvy India, has devised a campaign featuring Aamir Khan that
encourages people to find a new strand of their personality every day. It all started with a logo
change a few months ago (the same font in a red and white combination), followed by a
campaign rolled out now.
The ad film opens on a shot of Aamir Khan sitting alone on a roller coaster, stating,
‘Be born every day’. Next, he is seen chasing the shadow of an aircraft on a beach, then,
sitting beside a truck driver, in the middle of nowhere, with a trail of chassis trucks behind
him. Here, he asks the viewers to try the adventure of getting off at an unknown station, of
exploring unknown lands.
As he crashes his vehicle while go-karting, Khan waves to the others around him,
while his voiceover explains the importance of making one’s own mistakes. Further on, he
talks of not making your passport photos last longer than three months – you need to
constantly reinvent yourself and adopt a new look every day (cut to shots of Khan’s varied
hairstyles and looks in his movies, shown in an ambient way through posters and T-shirts).
“Shock your reflection!” says Khan, as we see him with funny accessories framing his
face. The next vignette has him practising meditation while slyly checking out a girl walking
past (‘Explore’). Cut to a shot of children, with Khan explaining how we aspired to be
different people as kids – “let’s revive that aspiration today”. Wearing armour (sword and
all), Khan reiterates, ‘Be Born, Every Day. Titan. Be More’.
Malvika Mehra, group creative director, Ogilvy & Mather Bangalore, says, “‘Be
More’ pushes people to live many lives in one. We want to trigger people into questioning,
‘Why should we be single minded and boring? Time to be multi-faceted, just like Titan!’”
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Khan fit the bill as Ogilvy borrowed from his own life and work and his need to
constantly experiment and reinvent himself. “Be it Mangal Pandey or Lagaan or Dil Chahta
Hai, Aamir always manages to look different in every role,” explains Mehra. “So we showed
him doing things that were spontaneous, such as exploring places or go-karting.” The idea,
simply put, is to live life to the fullest – with Titan being the instrument of such expressive
liberation.
The film was conceptualised by Mehra along with Amit Akali, Anil Thomas, Kunj
Shah (who wrote the script) and N Ajesh of Ogilvy. In a sense, says Mehra, the spontaneity in
the ad is an indication of Titan’s gradual shift from the old to the youthful (from ‘My Dad’s
Brand’ to ‘My Brand’). “That is the way many categories are moving,” she says.
6.2 The ad making – Aamir Khan
The ad was directed by Prasoon Pandey of Corcoise Films; this is Pandey’s third Titan
film, the earlier two involved Khan and his assistant, played by the late Vihang Nayak. The
first film had Khan confused about which watch to match with each outfit he’s packing
before a trip, while the second film showed him delighting a girl in a mall with a watch. “This
third film has a much stronger script than those two,” shrugs Pandey. “It’s about bringing a
mindset onto the screen with a better celeb-brand marriage.”
Shot entirely in Chennai, the film has been shot in a way that suggests that multiple
locations were used for the shoot, as opposed to one city. “We had fast paced shots to spread
the look of the film,” says Pandey. When asked why Chennai, he quips, “Because it was
raining in Mumbai then!”
Several layers were added to the film. To show the aspirations of children, a young
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girl was shown staring at an object and, later in the frame, you see the object is a butterfly –
the girl wants to fly.
“Kids are freer in their thinking than adults and we hope this has been portrayed,”
Pandey says. Even the last frame of the ad, which has Khan dressed as a mock warrior (with
an impromptu utensil serving as his helmet), was made to look like the man had made use of
things lying nearby in a spontaneous way.
6.3 New Collections and Designs
Sonata’s sub-brands
Sonata has launched the Yuva 2010 collection, a series of colourful watches. They are
available in both casual and formal styles to complement the young, new look for college or
office wear. The collection has watches for both men and women at price s starting at Rs 645.
They are available in both gold and steel looks, with both metal and leather straps.
Sonata, the watch brand from the Tatas, launched the Super Fibre, targeted at the
sub-Rs 500 market in urban, semi-urban and rural India. The watches have been designed
primarily for youth in the 16-30 age group, and will be available in a price range of Rs 275 to
Rs 550. The tag line for this sub-brand is ‘Super Strong, Super Style.’
The company announced 360-degree marketing campaign for the new offerings. It
also unveiled its TV commercial featuring Indian ODI captain Mahendra Singh Dhoni, “in a
brand new avatar”.
Titan Raga – Hazel Collection
Titan Raga has launched the Hazel collection, inspired by the hues of nature. Priced
between Rs 2,195 and Rs 4,000, this range comprises five styles with versions in gold, steel
and bi-metal finish. They are available as bracelets and kadas with textured or patterned look
and mother-of-pearl dials.
Octane
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Titan has launched the Octane collection of chronograph, multifunction and
retrograde watches for the urban man. The range is described as blending style and
technology. The collection has over 35 styles and is priced between Rs. 5,000 and Rs 7,500.
Nebula Celeste
It is a limited edition collection of jewellery timepieces. They are crafted in 18k white
and yellow gold. Prices range from Rs 6 lakh to Rs 12 lakhs.
Raga Crystals
Titan Industries Ltd has unveiled its new Raga Crystals collection of watches in
Kerala. The two new watches, called Venus and Fairy Dust, are available in yellow metal and
bi-metal versions. Venus is priced at Rs 4,450 and Fairy Dust at Rs 4,750.
Titan’s Stambha
A new ladies Heritage wrist watch ‘Stambha’ signifying fame, prosperity and good
luck was unveiled as part of Heritage collection. MrVijesh Rajan, Regional Sales Manager
(South), launching the watch collection, said that plans are on the anvil to launch one new
collection every month, reflecting the 3000-year old art and cultural history of the country. A
sale of around 7,500 watches has been fixed as a target for this fina ncial year in the Heritage
collection, he added. The prices in the collection range between Rs 5,000 and Rs 10,000.
Nebula Zeus
It is a mechanical automatic watch in solid gold for men. Priced at Rs.1,10,000, the
limited edition watch (500 pieces) harks back to an older era of luxury and romance.
The Nebula Zeus watch has been crafted using Swiss made mechanical automatic
movement with gold finish and a sapphire crystal back cover. Other features include an
instant start, a second hand stop device for accurate time setting; 42 hours reserve powers and
auto wind convenience. The watch collection was launched by singer and actor, Vasundhara
Das.
Raga Shimmer
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It comprises of a collection of exquisitely designed studded watches that complement
both Indian-wear as well as Western-wear. Priced between Rs 2,995 and Rs 4,495, the new
collection comprises watches in gold, steel and bi-metal finishes.
Raga Diva
An exquisite range of watches for women in the Kerala market. Inspired by traditional
Kundan work, this collection has been rendered in a delightfully contemporary form. It is
priced between Rs 4,000 and Rs 10,000.
Titan Nebula – Duet Collection
Titan Nebula, the premium 18K gold watch brand from Titan, today launched the
Duet collection – three pairs of specially crafted gold watches for the wedding season. The
most premium collection for this wedding season was unveiled by popular actor Gul Panag.
Available in mother of pearl dials in both champagne and white options it is priced between
Rs.30, 500/- and Rs.1,35,000.
6.4 Other Strategies
• Titan is also trying to reach new customer segments. They are now trying to target all
adults in socio economic classes A&B.
• Titan is also looking at innovative retail strategies and planned to launch ten
innovative product collections soon.
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Chapter 7 – Consumer Awareness Survey
7.1 Data Interpretation
Titan sub-brand owned
This was a multiple choice question where respondents were asked to choose sub-
brands of Titan which they possess. It was found that around 72% of the consumers in the age
group of 20-30 years possess Fastrack brand, 14% Sonata, 6% Raga, 4% Nebula and only 2%
own WWF and Edge.
Figure 4: Titan sub-brands possessed by respondents
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Period of use
The respondents were asked to mention since how long they have been brand loyal to
Titan. This was an open ended question and hence various responses were received. The
minimum period of use was set as one year, as mentioned earlier, while the maximum period
of use was determined. For convenience, the different responses are categorized into three:
1year – 4years, 4years – 7years and 7years – 10years.
64% of the respondents fall into first category, i.e., they are using Titan watch in the
range of one to four years. 24% respondents are in second category and the rest 12 % are
using it for more than seven years.
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Figure 5: Period of Titan watch’s use
Reasons for brand loyalty
The respondents were asked to select the reasons from the options given for their
preference for Titan watches. For this question, multi-responses were received from the
respondents.
Table 1: Reasons for brand preference
Reasons No. of respondents ( out of total 50)
Attractive designs 39
Reasonable Price 7
Brand image 22
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Good quality 25
Figure 6: Reasons for brand preference
Recall of Titan’s tagline
Titan’s tagline, before brand repositioning exercise has been undertaken, was
“What’s your style”. This tagline was adopted during first rebranding exercise in 2004.
The respondents were asked to indicate whether they remember the tagline in
dichotomous way, i.e., as “yes” or “no”. It was found that only 22% of the respondents were
able to recall the tagline and the remaining 78% answered in negative.
Figure 7: Recall of Titan’s original tagline
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Titan’s advertisements
Titan advertises its watches in almost all media vehicles. The advertisements can be
seen in TV, magazines, newspaper, hoardings, billboards, radio and so on.
All the 50 respondents have seen the advertisements of Titan watches in various
media. This was a multi-response question and the options given to select were restricted to
TV, magazines, newspapers, hoardings and radio.
The findings of the survey have been summarized in a table as follows:
Table 2: Major Advertisement media
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Figure 8: Major advertisement media
Types of media No. of respondents
TV 46
Magazines 25
Newspapers 36
Hoardings 15
Radio 4
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Brand Ambassador of Titan
Aamir Khan is the brand ambassador of Titan since 2004. When the respondents were
asked to recollect the same, it was found that 46 of 50 sample size were able to correctly
mention the brand ambassador while the remaining 4 did not give any response implying that
they are not aware of it.
Figure 9: Awareness of brand ambassador
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Awareness of new tagline – “Be More”
The survey has revealed that less than half of the total numbers of respondents are
aware of new tagline. 36% of the respondents could correctly mention the tagline while the
rest are not even aware that Titan has adopted major rebranding strategies last year.
Figure 10: Awareness of new tagline
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New designs of Titan
Titan has launched several new designs in 2010 in its existing collections and as per
its plans introduced new product collections also. The respondents were asked to rate the new
designs as “poor”, “average”, “above average”, “good” and “excellent”.
7 respondents feel that their designs are “excellent”, 39 have rated them as “good” and
4 have rated as “average”.
Figure 11: Consumer perception of new designs
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New Campaign of Titan
The survey has revealed that the percentage of respondents who have seen the new
campaign focussing on “be more” featuring Aamir Khan is 50%.
Figure 12: Awareness of new campaign
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Rating of New Campaign
The 50% of the respondents who have seen the new campaign were asked to rate it
with respect to how effective the campaign is in inspiring consumers to have a new look
everyday and be more in lives.
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The respondents were asked to rate it as “not at all effective”, “effective” and “highly
effective”. 16 out of 25 respondents consider the new campaign to be “highly effective” while
the remaining 9 rated it as “effective”
Figure 13: Consumer perception of new campaign
Titan’s exclusive showrooms
The respondents were asked to rate Titan’s exclusive showrooms on 5 point rating
scale – Poor, Average, Above Average, Good and Excellent. The factors related to
showrooms that were provided to the respondents for rating are – store ambience, sales
personnel, after sales service and display of watches.
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Figure 14: Consumer perception of store ambience
36 of the 50 respondents have rated store ambience as “Good” and 7 each rated as
“Above Average” and “Excellent”. This proves that store ambience plays an important role in
consumer perception of service quality.
Figure 15: Consumer perception of sales personnel
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With respect to sales personnel, 35 respondents rated them as “Good”, while 4 each
rated as “Poor” and “Average”, 7 respondents gave rating of “Above Average”.
Figure 16: Consumer Perception about after sales service
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In the survey, 31 out of 50 respondents rated after sales service as” Good”, 4 each as
“Average”, “Above Average”, “Excellent” while 7 respondents rated as “Poor”.
Figure 17: Consumer perception of Display of watches
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Most of the respondents have given high ratings to the display of watches in Titan
showroom. 22 respondents rated it as “Excellent”, 24 respondents as “Good” and only 4
respondents gave rating of “Average”.
Figure 18: Overall perception about Titan showrooms
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The respondents were also asked to give overall rating to Titan’s exclusive
showrooms. It was found that out of total 50 respondents, 30 rated as “good” while the
remaining considered the showrooms to be “excellent”.
Around 50% of the respondents rated all the variables related to Titan’s exclusive
showrooms as “good”. This shows that the store ambience, sales personnel, after sales service
and display of watches in the showrooms play a major role in determining the customer
perception about brand.
Suggestions given by the respondents to improve brand image
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Varied responses were received for this question. All the responses have been
summarized as follows:
• Introduce more trendy and innovative designs
• Focus on niche markets such as working men and women
• Spread awareness about availability of watches in lower segments as most of the
consumers feel that Titan brand is synonymous with premium watches.
• Take steps to change consumer perception that Titan watches are high priced.
• Improve after sales service.
7.2 Findings
The findings of the consumer awareness survey are listed below:
72% of the respondents in the age group of 20 – 30 years possess fastrack watch. This
shows that the positioning strategy of these watches has been good.
Most of the consumers prefer Titan watches for their attractive designs and good
quality. However, there is a misconception about pricing of Titan products among the
consumers. They perceive them to be high priced.
Logos and taglines are rarely noticed by the watch consumers. Hence, any change in
them also goes unnoticed.
Advertisement in mass media such as television, newspapers, and magazines are best
means to spread awareness about brand.
Celebrity endorsement of watches not only increases the visibility of the product but
also gives an assurance to the consumers that it is of high quality.
Titan watches’ designs are rated as “good” by 78% of the respondents. This indicates
that they are looking forward for more innovative designs to be introduced by the
company.
Only 50% of the respondents have seen the new campaign launched by Titan watches.
This implies that the reach of the campaign in six months has been to more or less half
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of the consumers. However, those who have seen the new campaign consider it to be
effective in conveying the message it intended to deliver, i.e., to “be more” in lives.
The after sales service and behavior of sales personnel have been given low ratings
compared to other variables mentioned in the questionnaire with respect to Titan’s
exclusive showrooms.
Chapter 8 – Conclusion
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The suggestions to improve consumer awareness about brand repositioning strategy of
Titan are as follows:
• To increase its visibility, Titan Company can sponsor events similar to fashion shows
in which all latest designs launched are displayed. This would have multiplier effect
as the latest designs launched by the company get noticed by different segments of the
customers in varied ways.
• Tie –up with FM radio channels for reminder advertisements and informing customers
about various sales promotion offers from time-to-time.
• Invest more in R&D as customer expectations are changing rapidly. Though Titan has
got more product collections, it should focus on introducing more varieties in already
existing product collections. In other words, having a limited but more depth in
product collections would be more advantageous.
• Introduce exclusive collection for working women which is more contemporary and
complements both traditional and western wear.
• Majority of the population in India live in rural areas. So, showrooms should be set up
at places nearer to them. Introduce cheaper and rough use watches for this segment.
• After sales service has to be improved. That is, the process of servicing and repairing
of watches should be made faster. This can be done by ensuring the spare parts
availability and training all sales personnel in Titan showrooms to undertake these
tasks.
• Tie up with international watch brands and make them available locally.
• Make use of internet to spread awareness among consumers about the brand.
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Bibliography
• Sengupta Subroto(2006), “Brand Positioning: Strategies for Competitive Advantage”.
Second Edition, Tata McGraw Hill Publishing Company Limited, New Delhi.
• Gopalakrishnan PS (ed.) (2007),”Rebranding: An Introduction”.
• www.marketingprofs.com
• www.brandingstrategyinsider.com
• www.thehindubusinessline.com
• www.economictimes.com
Appendix
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QUESTIONNAIRE
1. Which sub-brand of Titan watches do you possess?
a) Fastrack
b) Sonata
c) Raga
d) Nebula
e) Others, please specify…………………………….
2. Since how many months / years have you been using Titan watch?
3. Why do you prefer Titan brand?
a) Attractive designs,
b) Reasonable price
c) Brand image
d) Good quality
4. Do you remember the original tagline of Titan watches? If yes, please mention.
5. Have you seen the advertisement of Titan watches?
a) Yes b) No
6. In which media have you seen the advertisement?
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a) TV
b) Newspaper
c) Magazines
d) Hoardings
e) Radio
7. Who is the brand ambassador of Titan watches?
8. Are you aware of the new tagline of Titan?
9. How do you rate the new designs of Titan?
a) Poor
b) Average
c) Above Average
d) Good
e) Excellent
10. Have you seen the new campaign of Titan?
a) Yes b) No
11. Do you think the new advertisement is effective in inspiring consumers to have a new
look everyday and be more in lives?
a) Not at all effective
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b) Effective
c) Highly effective
12. How do you rate Titan’s exclusive showrooms with respect to the following:
(1–Poor, 2-Average, 3-Above Average, 4-Good, 5-Excellent)
a) Ambience -
b) Sales personnel -
c) After sales service -
d) Display of watches -
e) Overall showroom -
13. What suggestions would you like to give to improve Titan’s brand image among
customers?
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