Titan was established in 1984 as a joint venture between the Tata Group and the Tamil Nadu Industrial Development Corporation. It is India's largest manufacturer and retailer of watches and jewellery. Titan has over 60% market share in the domestic watch and jewellery market. It operates various watch brands like Sonata, Fastrack, and Titan Edge. Titan's marketing strategy focuses on providing international quality products with Indian designs at competitive prices through extensive advertising and specialized retail shops. A SWOT analysis found that Titan's strengths include its stylish designs, exclusive products, and contribution from owned brands and retail operations, while weaknesses include pricing of high-end products and threats from global competitors.

1. Titan
Rahul Jain
PG-17

2. Introduction
• Titan was set up in July 1984, by Xerxes Desai.
• A joint venture between the Tata group and the Tamil Nadu
Industrial Development Corporation
• Titan Watches is India’s largest watch & jewellery
manufacturer.
• Titan is the world’s sixth largest, integrated manufacturer-
brand for watches.
• Over 60% share in the domestic market
• Main Watch & Jewellery plants in Hosur near Bangalore.
• Watch assembly plants at Dehradun, Baddi, and Roorkee.

3. History
In 1984 the company was incorporated on 26th July at
Chennai.
In 1992 an MOU was signed with Casio computer company
of Japan to manufacture 2million digital and Ana-digital
watches.
• In 1992 over 150 models were introduced.

4. Vision Statement
• To be a world class , innovative and progressive
organization and to build India’s most desirable
brands.
Mission Statement
•To create wealth for all the stakeholders by building
highly successful businesses based on a customer
centric approach, and to contribute to the community

6. Marketing Watches
•Titan’s marketing strategy had five main bases: a
product of international quality, Indian designs,
competitive prices, intensive advertising and
promotion, and specialized retail shops to
control the presentation.

7. Purchasing power of consumers
Market Positioning Of

8. Product Life Cycle
Introduction : WWF, Orion, Zoop, Diva,
Octane
Maturity: Sonata, Fastrack, Dash
Growth: Nebula, Insignia, Raga, Royal,
Regalia, Edge etc
Decline: Aqura

9. GENDER DISTRIBUTION

10. AGE DISTRIBUTION

11. Are you Aware of brand Titan?
Inference- This can be clearly concluded that Titan has got an extra ordinary
awareness level.

12. Who influences your buying decision most?
Family, 24, 48%
Friends and colleagues, 24,
48%
Social Groups, 2, 4%
Brand ambassadors, 0, 0%
Family
Friends and colleagues
Social Groups
Brand ambassadors
Inference- Still family and friends & colleagues play the most dominating
role in decision making process.

13. Which price range would you prefer ?
Inference- 80% of respondents are using watches of price range Rs 1000-5000.

14. SWOT Analysis on titan
Strength
• Style
• Models
• Exclusive products
• Other than these there have few more strength like-
• Contribution of owned brands and retail. The profit is accounted by being in the retail space which is
booming.
• Watches are available with popular functions like dates, multifunction and chronographic.
• Guarantee/warranty
Weaknesses
• Pricing of high end products
• Globalization – Threat from new entrant
Opportunities
• Seasonality
• Gifting concept
• Exchanging offer
D. Threats
• Competitors

15. Thank You