This document summarizes Titan's watch brands and target segments. It discusses that Titan targets different income segments with brands like FastTrack, Karishma, Raga, Octane, and JUXT. It profiles the target demographics like gender, age, income, and lifestyle for each brand. The document also discusses Titan's positioning in the market as an affordable luxury Indian brand with international styling. It compares Titan to competitors on attributes like style, price, features, and technology. Finally, it discusses Titan's core competencies in quality, differentiation, and celebrity brand ambassadors.

1. BY LT 10

5.  TIMEX : Low to Mid level segment
 CASIO : Middle level income segment for both men & women
 TAG HEUER : Premium watches segment across the world
 OMEGA : Premium luxury watches for both men and women.
 GUESS: luxury watches for high income people.

6. PSYCHOGRAPHIC BEHAVIOURALDEMOGRAPHIC

7. Income Gender Age and life cycle
• 500-1500
(FASTTRACK,KARISHMA)
• 1500-3000
• ( REGALIA,RAGA)
• 5000-10000 (EDGE ,
JUXT)
• Above 10000 (NEBULA)
Men vs Women
Octane vs Raga
• Children (ZOOP)
• Youth (FASTTRACK)
• Adults (OCTANE , JUXT)
• Married (BANDHAN)
• Old (STEEL)

8. SOCIAL
ECONOMIC
CLASS
MODEST
LIFESTYLE
FLAMBOYANT

9. PERSONALITY
SPORTS CASUALFASHION

10. OCCASION
USER
STATUSBENEFITS

11.  Individual Marketing (not adopted by the Company)
 Niche Marketing
 Titan’s major customer base was the youth , so it introduced FastTrack to target the youth
 Segment Marketing
 Titan has segmented its business into 3 heads :-
 Mass Karishma)
 Mid-Luxury (Raga)
 Luxury (Octane , JUXT)
 Local Marketing
 All products are addressed to all customers as a whole . Localized products are not available
as such .

12.  Titan Raga : made for women , exclusively designed to be feminine,delicate and
elegant . Shown as a accessory that completes a women’s wardrobe
 Titan Edge : Slimmest watch , made of stainless steel and
 Bandhan : Symbolizes the unique bond between a man and woman
 Juxt :
 Fast track :

13. POSITIONING MAPPING :
People view Titan as a
 Style statement
 An affordable luxury.
Titan is an Indian watch brand with international styling
PRODUCT DIFFERENTIATION
 STYLE / DESIGN
 Price
 FEATURES
 Water resistant
 Technology Equipped
 Scratch and break resistant

14. Titan
 Style : Refining outlook with the
changing trend
 Price: Affordable luxury
 New technological advancements
 Elegance
Competitors

15.  Titan watches are designed to provide reliable and accurate service .
 Titan automatic watches need to be checked periodically after every 2-3 years.
 Core competency of Titan
 Titan beats other players in the market by keeping quality as top on its list.
 Titan creates competitive advantage by way of differentiation (decided to manufacture only
quartz and not mechanicals).

16.  Famous Personalities as Brand Ambassadors.

17. Prepared by LT 10 : Aishani Khanna , Ankita Suryawanshi , Avrojit Saha ,
Arpita Singh , Aishwarya ,Aman Marwah , Ankita Goel