2. Titan watch division was started in 1987. It is a joint
venture between one of India's most respected business
organizations, the Tata Group, and the Tamil Nadu
Industrial Development Corporation (TIDCO).
is the world’s fifth largest and India’s leading
manufacturer of watches.
At launch it was the third watch company in India after
HMT and Allwyn.
3. Titan formed a joint venture with Timex, which lasted
until 1998, and setup a strong distribution network
across India.
Titan Industries has claimed to have manufactured the
world's slimmest wrist watch - Titan Edge.
Produced indigenously after four years of research and
development, Titan has different ranges of watches from
different tastes and styles.
4. After carrying out an in-depth market study, Titan
identified distinct market segments for its watches.
These segments are determined based on
Demographic features and Psychographic and socio
cultural features.
Demographic Factors
Income
Gender
Age
5. This is for high income consumers who buy watch
as a fashion accessory not as a mere instrument
showing time.
They are also willing to buy a watch on impulse.
The price tag does not matter to them. Titan
offered Aurum and Royale in the gold / jewellery
watch range. The prices are between Rs. 20,000
and Rs. 1 lakh.
6. These consumers prefer some fashion in their
watches but to them price does matter. While they
have the capacity to pay the price required for a
good watch, they will not purchase a watch
without comparing various offers in the market.
For this segment, Titan offered the Exacta range
in stainless steel, aimed at withstanding the rigors
of daily life. The price range is Rs. 500-700. Titan
also offered the RAGA range for women in this
segment.
7. The third segment consists of the lower-income
consumers who see a watch mainly as a time-
keeping device and buy mainly on the basis of price.
Titan first offered the TIMEX watches and later,
when the arrangement with Timex was terminated, it
offered the SONATA range. The price range was
Rs. 350-500.
9. For the age group 12-20, brands like Sonata,
etc
For the age group 18-30, brands like Fast
Track, Technology, Sonata etc
For the age group 30-55, brands like Sonata,
Nebula, Raga, Steel, Regalia, Bandhan etc
10. Lifestyle – luxurious
Personality-sports and casual
category, fashion category
Different value system
11. For the gold lovers
Titan offered to this
segment an all gold
watch- the Aurum and
Royal lines.
12. For the More than One Segments:
Titan made those who wanted more than
one watches into a separate segment ad
tempted them by offering a wide range of
models. It offered them matched one’s
dress and occasions.
13. For the youth /the outdoor lovers:
Titan viewed them as a lifestyle
segment and offered them the fast
track.
14. For Designer Segment:
Titan also adopted the designer
segment and offered them all
designer and hand assembled
watches, the Euro collection,
designed by European designers.
15. For Women Seeking Fashion within the Middle-
income Group:
Titan offered the Raga Range for
this segment which was meant exclusively for
women.
16. BRAND PRICE (Rs.) CATEGORY
FAST TRACK 550-4,000 YOUTH
LOWER MIDDLE
EXCTA 595-1,430 CLASS (Office wear)
SPECTRA 650-1,830 COMMON CLASS
UPPER – MIDDLE
ROYAL 960-2,830 CLASS
MIDDLE CLASS &
TITAN 2000-4000 UPPER CLASS
17. LOWER MIDDLE
CLASS & MIDDLE
SONATA 275 – 1400 CLASS
UPPER MIDDLE
RAGA 1,420-4,000 CLASS
BANDHAN 1,675-8,085 COUPLES
UPPER MIDDLE
CLASS-UPPER
REGALIA 1,725-7770 CLASS
EDGE 4,500-5,200 BUSINESS CLASS
NUBULA 10,000-45,000 UPPER CLASS
19. Introduction
Maggi noodles is a brand of instant
noodles made by Nestle.
Nestle is a Swiss company founded in
1866 by Henri Nestle.
It was founded in Switzerland in the
19th century.
20. Nestle sales its products in 130
countries across the world.
Nestle sells over a billion product every
day.
21. Core of Nestle Business
Good Food, Good Life
Food and beverages plays a
important role in people’s life-
not only because of enjoyment
and social pleasure of eating
together, but more in more terms
of personal health and nutrition.
Nestle is committed to provide
their customer, consistent
quality, safety as well as value for
money and convenience.
22. Great taste is the
fundamental of their products
and consumer appreciation of
good food.
Priority on nutrition, health
and wellness.
23. Maggi in India
Nestle introduced the maggi
brand in India in 1982, Maggi
brand is also known as ‘Maggi
mee’
24. Nestle unleashed Brand Maggi in
India almost 25 years ago with the
launch of its traditional ‘2-minute
noodles’ in its masala , tomato and
chicken flavors, followed by its curry
flavor some years down the line.
25. Maggi launched in India at a time
when the instant noodle was not that
well known a category.
When Nestle India launched
Maggi in the country, it used the
tagline, ‘Fast to cook and good to
eat’, to not only promote the
product, but also to educate the ever
growing aspirant consumer about the
advantages of using it.
26. Maggi in India
Maggi in India is best known for its
flagship product of instant noodles with its
various desi sub-segments such as the
traditional dal atta , veg atta and rice noodles
along with their various variants, Curry,
Masala, Tomato, Chicken in the traditional
and Shahi Pulao, Lemon Masala and Chilly
Chow in the rice noodle segments.
27. Maggi is the iconic brand of
Nestle.
Maggi recently introduced
new variety of it’s noodles to
cater the health conscious
customers like less salt and low
trans-fat.
28. Products of Maggi
Maggi Stocks
White Rice Seasoning
Chicken Stock
Chicken Stock- less salt
Beef Stock& Vegetables
Stock
31. Segment Strategy of Maggi
There was a key need for a product
that provides good quality food and
at the same time was convenient.
Maggi visualized that there should
be a product which take less time to
cook and consumer uses that product
to get fast relief from hunger.
32. When Nestle introduced Maggi in
India the target customer was
working women, but after research
they found that the main target
customer of Maggi was the Children
So they changed their positioning
strategy as a healthy fast food.
33. Maggi segmented it’s market on
the basis of life style and eating
habits of the Indian consumers.
Various desi sub-segments such as
traditional dal atta, veg atta and
rice noodles along with their various
variants, curry, tomato, chicken,
shahi pulao, lemon masala and chilly
chao in the rice noodles segments.
34. STP Segmentation:
Age
Analysi Life style
Eating habits of urban families
s Targeting
Kids
Youth
Office Goers
Working women
Positioning
Easy to cook, Good to Eat
2-minute Noodles
