- Titan Watches has over 1 million customers worldwide through its World of Titan retail stores and third-party dealers. It has a 45% market share in India. - Titan outlines several trade promotion objectives including reducing the role of middlemen by opening more World of Titan stores, increasing publicity of these stores, and promoting online sales through its website and partners like Flipkart. - Titan also aims to improve customer relationships by enhancing after-sales service, training sales staff, and offering discounts on occasions like Mother's Day to boost emotional connections and sales.

1. Background
The Titan Watches division has sold over a million watches through the unique
retail format of 'World of Titan' - where both in-house brands & licensed brands are
offered - and through a vast network of dealers and lifestyle stores in India and in
27 countries worldwide. The division offers after-sales service network that has
been considered a benchmarked operation in the industry. During 2010, TIL
increased its market share in multi-brand outlets (as measured by M/s. Francis
Kanoi Research) by a further 2% to 45%, in the face of competition from over 65
competitor brands. Titan’s share in the total market including sales at exclusive
stores and corporate clients stands at 47% by value.
TRADE PROMOTION
Objective_1 To reduce the middle man
Activity As by opening new shops such as the
World of Titan and hence the element of
middleman is not there. The retailer in this
category buys watches for 17-18% lesser
than MRP and hence Titan may able to
get the profit margin up to 17% on sales.
Reason for choosing ● Will incease the profit margins as,
margins given to retailer will directly
add to companies revenue.
● Will be able to get Customer insight
more easily
How it will be Measured As Company is owning the store, profits as
well as feedback can directly be measured
through retail outlets.
Objective_2 To increase the publicity of company owned
Store

2. Activity Titan can manage the perceived value of
customer on ‘World of Titan’ using
hoarding all around the city, increasing
buyer image, trustworthiness, innovation,
differentiation, value for the product.
Reason for choosing Customer will prefer Company store for
buying Titan products.
How it will be Measured Pre promotion Sales and after promotion
Sales performences will be compared
Objective_3 Promoting Online Trade
Activity As E-commerce is the new trend, for
buying and selling, Titan already has its
own ecommerce website and has tie- ups
with various other vendors like Flipkart
and ebay. Further Strengthening the
relations and providing more 1-2%
margins to the websites vendors.
Reason for choosing Because its the in trend and for consumer its
easy to see and compare all designs, and
then can buy online or through retail stores
How it will be Measured Data can easily be gathered from websites
vendors that how many people visit each
product and how many buy.
Objective_4 To improve Customer relationship by
improving Sales Service by training Sales
Personal
Activity 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.
Reason for choosing This will Improve Customer loyalty and will
improve relationship.

3. How it will be Measured Proper feedback will be taken after every
service given to condumer
CONSUMER PROMOTION
Objective _1 To enhance customer relationship ( emotional ) and to improve
sales
Activity During special occasions like Father’s day, Mother’s day, etc.
Discounts or other offers on related watches with proper
advertising to make people aware that Titan has something
special for them on this special occasion.
Reason for Choosing This will improve customer relationship and also will improve
sales
How will it be
measured
Can be measured by calculating the increase in sales
● Titan is one of the companies, which formally believes in the policy of promotion
of the product based on the occasions.
● 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.
● Provide more discounts on Online buying through Titan’s own website, because
the cost of retail shop is saved.
● Can come up with Corporate Discounts of around 10% in particular sectors, like
corporate discount for IT company employees.