The document presents a market research study conducted by Titan to understand opportunities for their premium watch brands and potential for smart watches. It provides an overview of Titan's current market share of 60% in the Indian watch industry. However, only 5% of their revenue comes from premium brands. The study aims to understand why consumers are not purchasing Titan's premium watches and whether Titan can become a premium watch brand. It also examines the potential for Titan smart watches. The research will use interviews and questionnaires with 1000 potential and existing Titan customers aged 20+ years in Mumbai to understand brand perception, purchase patterns, and desired product features.

1. Presented By:
Madhur Khatore – PG14001
Manil Bangera – PG14047
Sneha Tyagi – PG14050
Suraj Kanojia – PG14140

2. Market Share
5%
21%
61%
7%
4% 2%
Citizen Timex Titan Casio FastTrack Others
Indian Watch industry is estimated to be around 1600 crores and Titan is
riding on top of it with a market share of over 60%

3. Smart-watch Market in India
2015
•There is a huge market for smart watches with well established
mobile phone brands as major players.
•There is no watch brand in this market.

4. Study Background & Need for Research
• Titan has been the Timekeeper of the Indian middle-
class for decades
• With International Brands flooding the market
competition has spurred company to diversify
• Only 5% of its total revenue comes from premium
watch brands such as Zoya, Xylys and Nebula
• Now the main question is whether Titan can become
a Premium Watch Brand?

5. Type Problem Definition
1. Product Titan Watches
2. Market West Zone with special reference to Mumbai
3. Market
Segment
Titan has segmented its business into 3 categories
1. Mid-premium segment
2. Focus on the youth
3. Mass market
4. Current Mkt
Share
60% in overall market of Watch Industry
5. Problem Out of total revenue only 5% of income comes from sale of
Premium Titan Watches. Rest of the high end segment is
dominated by Foreign players
6. MR Problem To find out the reasons for shortfall in our growth rate in
Premium Titan Watches segments & suggest specific strategies
to overcome it.

6. Problem Definition
• Not too many consumers are purchasing Titan’s
Premium watches(Zoya, Xylys and Nebula) while
other watches in the same segment are doing well.
Can Titan become a Premium Watch Brand?
• If Titan comes out with Smart watches will
consumers purchase smart watches made by
Titan?

7. Type of Research
• Causal Research
find the reason why consumers are not
buying Titan premium Brand watch.
• Predictive Research
we are making an attempts to predict
the future outcome of launch of Titan
Smartwatch in India

8. Research Objectives
• To Find out Brand Image of Titan in the minds of the consumers
• To Find out why high income group consumers are not purchasing
Premium Titan Watches.
• To find if prospect customers of Titan are positive and willing to
make purchases, when Titan comes out with a Smart watch.
• To find out what features they look for in the smart watch.

9. Information To Be Explored
• To know about perception of consumers towards Titan.
• To understand what the consumer desires are from the
product
• Analysing the buying pattern of consumers.

10. Research Design

11. Research Methodology
•Interviewing Method: Live Interviews & Questionnaire
•Market: Mumbai
•Target Group:
Potential and Existing users of Titan watch
Age: 20 years and above.
Sex: Male and Females.
Income: 40K and above.

12. Sampling Methodology
• Population Definition:
Owners & Potential users of Titan watch
High end watches – 30 yrs and above
Smart watches – 20 yrs and above
• Sampling Frame
For existing customers: Database of Titan
For potential customers: People visiting showrooms of
premium watch brands.
• Sampling Method
For existing customers: Probabilistic (Random)
For potential customers: Non Probabilistic (Convenient
Sampling Method)

13. •Where will you meet the respondents?
For existing customers: Take an appointment
Malls
Watch Retail Outlets
•Approximate Sample Size
1000
Sampling Methodology cont….

14. THANK YOU