Innovation is the word which is very common to speak but very hard to find in company's tactics and strategies ! From 1991 till date, TITAN is the no.1 brand in Indian Watch Industry and have retained its monopoly with it continuous innovations in every aspect of their strategic decisions ! You will get to know lot of insights on hw TITAN became the NO.1 brand.

1. WHICH IS THE NO.1 WATCH
BRAND OF INDIA ?
By Mihir UpadhyayTITAN ? SONATA ?
STEEL ? FASTRACK ?
RAGA ?

2. Mastermind Credo
For Customers
We Will Always Work For The Need Of Micro, Small And
Medium Enterprises And For The Individual
Entrepreneurs. We Will Always Learn & Upgrade And
Develop Our Capacities To Serve Them, To Empower
Them, To Develop Their Confidence And Make Them
Successful And Happy In Life.

3. A brand innovation case study
By Mihir Upadhyay

4. OBJECTIVE
• To understand how TITAN brand evolved as the
BIGGEST Watch Brand in Indian Market
• To study how TITAN implemented
INNOVATIONS & became Market Leader

5. TITAN: Watches
Titan Eye+: Eye Wear Tanishq: Jewelry
Precision Engineering Division
CORE PRODUCTS

6. Why study Titan
watches ?
Constantly Keeping
the No.1 Position
Broadest
range of
watches
Brand leader in the
country of its origin
Only branded
watch company to
originate from a
newly
industrializing
country
Became the best
brand in a short
time with its
Innovations

7. A Brief About TITAN !
• Parent Group(s) :
• Founder Names :
• Established in :
• Competitors in 1987 :
• Current Market Share in India –
• Current Turn Over :
• Net Income :
TATA Group & TIDCO – Tamilnadu Ind Development
Corporation
XERXES
DESAI
Year 1984, started TITAN in 1987
Hindustan Machine Tools (HMT) &
Allwyn
60%
2853 Crores INR
439 Crores INR (15.38%)

8. Introduction : History
• World's fifth largest wrist watch manufacturer.
• Designer and manufacturer of India's largest and best-known range of personal accessories
• Joint venture between the Tata Group, and the Tamil Nadu Industrial Development Corporation.
WHO?WHEN?WHAT?

9. Introduction : History
• World's fifth largest wrist watch manufacturer.
• Designer and manufacturer of India's largest and best-known range of personal accessories
• Joint venture between the Tata Group, and the Tamil Nadu Industrial Development Corporation.
• Established in 1987
• Envisioned by Mr. Xerxes Desai, a TATA Veteran and his team.
• Third Indian watch manufacturer after HMT and Allwyn.
WHO?WHEN?WHAT?

10. Introduction : History
• World's fifth largest wrist watch manufacturer.
• Designer and manufacturer of India's largest and best-known range of personal accessories
• Joint venture between the Tata Group, and the Tamil Nadu Industrial Development Corporation.
• Indian designer and manufacturer of watches, jewellery and other accessories including
sunglasses, wallets, bags and belt.
• Precision engineering is another area of specialisation.
• Established in 1987
• Envisioned by Mr. Xerxes Desai, a TATA Veteran and his team.
• Third Indian watch manufacturer after HMT and Allwyn.
WHO?WHEN?WHAT?

11. Today, Titan watches account for more than 60%
share of the total Indian Watch Market.
Sold in about 32 countries through marketing
subsidiaries based in London, Aden, Dubai and
Singapore.
Titan offers various brands including Steel, Regalia,
Raga, Nebula, Sonata, Fastrack, Zoop, Orion, Purple,
Obaku, Automatic, Tycoon, Bandhan, Octane and the
HTSE series.
Introduction : History

12. 1984
+
• Joint venture
• Electronic watches
• 150 designs
1986
+
Digital & ana-digital
watches
1989
‘Aqura’ range of
watches launched
• ‘Aqura’ sold
to Timex
1991 1992
• ‘Raga’ range of
watches launched.
• “Spectra” range
reintroduced
1994
• ‘Tanishq’ range of
watches launched
• ‘Insignia’ launched
in India
‘Sonata’ range of
watches launched
1996
Timeline

13. ‘Dash’ range of
watches launched
2001 2000
• ‘Cyber’ range of
watches launched
• ‘Titan-Fastrack’
launched
• ‘Classique’ collection
launched
2004
‘Crown’ range of
watches launched
‘Vizag’ range of
watches launched
20052006
‘Xylys’ range of
watches launched
2013
‘Edge’ and Braille
watches launched
‘Octane’, ‘Obaku’,
‘Automatic’, ‘Purple’
range of watches
launched

14. Innovation

15. Technological
Innovation
Increased reach: Retailing
Cycle time reduction
Continuous feedback
Constant review
Multi-brand outlets
Service excellence
Slim watches – World’s Slimmest – 3.5 mm
Watches for disabled – Braille Watch
Better finishes of watches
HTSE – High Tech Self Energized Technology
Broader ranges of watches
Robust design of watches -
Organisational
Innovation
+Innovation in Value Chain
• Design
• Operations
• Distribution
• Marketing & Sales
• Services

16. Concept marketing instead of product
marketing
Brand image building in Europe
Brand leveraging in other personal
product segments
Innovation
Minimum return during sale period
Quality: Central focus
High torque stepper motors
Durable finishes using vacuum deposition
Large range of styles in a short time frame
Distinct in appearance & style
Art and design studio was set up
Help from European designer
Art software & computer aided design
Watches are elegant & rich in style
Retail networking and richness of product
Designing
Innovation
Manufacturing
Innovation
+

18. ‘Telling the time’ product
‘Personal’
product
Rock-solid vision
Best staff-mix
Thorough market
analysis
Right market segment – R & D
on Design – Innovations in
different segments

19. Innovation
• Started associating Century Old TATA name to gain TRUST
• POSITINING as Fashion Accessory rather than just a Time keeping tool
• Kept watches in all ‘ambience’ stores wherein people would treat WATCH as a
Branded Fashion Accessory
• Created high end retail presence for watches
• From Day 1, they tried positioning WATCH as a Unique Gifting Option
• Used attractive NEW Ranges for new SEGMENTS (DASH for Kids / FASTRACK for
Youngsters / Raga for Females etc.
• Signed different celebrities for different products (Just like Kelloggs)
• Targeted 35 mn Urban Children & 42% Youth – 85000 units Sale per year
Strategic Innovations

20. ‘Telling the time’ product to
BRAND PURCHASING POWER (PRICE) RS. CATEGORY
FAST TRACK – Virat Kohli 550-1,430 YOUTH
EXCTA 595-1,430 LOWER MIDDLE CLASS (Office wear)
SPECTRA 650-1,830 COMMON CLASS
ROYAL 960-2,830 UPPER- MIDDLE CLASS
TITAN – Aamir Khan 2000-4000 LOWER MIDDLE CLASS & UPPER CLASS
SONATA – MS Dhoni 350-900 LOWER MIDDLE CLASS - UPPER MIDDLE CLASS
RAGA – Katrina / Rani
Mukherjee / Shradhha
Kapoor /
1,420-4,000 UPPER CLASS
BANDHAN 1,675-8,085 COUPLES
REGALIA 1,725-7770 UPPER MIDDLE CLASS-UPPER CLASS
EDGE / HTSE – Saina Nehwal 4,500-5,200 BUSINESS CLASS / SPORTY
NUBULA 10,000-45,000 UPPER CLASS
Market Positioning
‘Personal’ product

21. Innovative Service policy
Repair the hurt
feelings of the
customer
Repair the
watch
Repair the
damage to
TITAN
reputation
www.titancare.co.in
Repair status
Service news
Service network information
Service feedback
Do’s, Don'ts, Tips
Quality policy & Service offerings

22. Increased reach: Retailing
320 Stores – 32 Countries – 135 MN Customers

23. Innovation in Advertising
TITAN Quartz Ad – Aishwarya Rai Bachchan

24. Innovation in Advertising
TITAN Celestial Ad – Rajkumar Rao

25. Thank You