Titan is India's largest watch manufacturer and the fifth largest in the world. It was established in 1984 as a joint venture between the Tata Group and Tamil Nadu Industrial Development Corporation. Titan manufactures over 90 million watches across 30 countries annually. It has a global market share of 60% in India and generates annual revenue of over 2853 crore. Titan produces watches, eyewear, jewelry and precision engineering products and has 6,850 employees.

1. TITAN WATCH COMMERCIALS
Sandeep Kumar Behera
Reg-1406107075
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2. Type – Public (Parent TITAN company)
Industry – Luxury accessories market in low income
developing countries like India
Founded – July 1987
Headquarters &
Corporate office
– Bengaluru, Karnataka and Hosur, Tamil Nadu resp.
Area served – Global (60% market share in India)
Key people – Vikram Kapur (Chairman), Bhaskar Bhat (MD)
Products – Watches/accessories, jewellery, Eyewear, frames,
lenses and precision engineering.
Revenue – 2853 crore (FY 2013-14 Q1)
Net income &
Profits
– 439 crore (FY 2013-14 Q1)
Employees – 6,850
Parent – JV Tata Group & TIDCO (Tamil Nadu Industrial
Development Corporation)
Website
- www.titan.co.in
COMPANY PROFILE
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3. INTRODUCTION
• Titan is the largest watch company in India and the fifth
largest in the world.
• Titan manufactures over 90 million watches across 30
countries and cumulative.
• Titan Industries was established in 1984 as a joint venture
between the Tata Group and Tamil Nadu Industrial
Development Corporation (TIDCO).
• The company set up its corporate office in Bangalore
(Karnataka) and its watch manufacturing facility in Hosur
(Tamil Nadu).
• The majority stake in the company is held by the
promoters, with TIDCO having 28 per cent of the shares and
Tata Group companies owning 25 percent of the shares.
• Public holding in the company is around 28 per cent. The
rest of the stake is held by foreign institutions, non-resident
Indians, mutual funds and other institutions.
 Founder of titan is XERXES DESAI.
 The CEO of titan is BHASKAR BHATT.
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4. CORE PRODUCTS
Titan Eye+: Eye Wear Titan Eye+: Eye Wear
TITAN: Watches
Precision Engineering Division
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5. PROMOTION
Advertising media:
• Television
• Print
• Internet
Titan brand ambassador:
• Titan Brand: Aamir Khan
• Sonata: Mahendra Singh Dhoni
• Raga: Gul Panag, Rani Mukherjee
• Xylys: Rahul Bose
 Titan tagline: Be more
 Fast track tagline: How many you have?
Public relation
• Gift concept
• Promotion On Occasions
Sales promotion
• Sponsorship
• Seasonality
• Promotion through Contests 5

6. Pricing method
 Mark-up pricing
 Product line pricing
 Promotional pricing
Pricing policy & strategy
 Three major segments
 Lower segment
 1000 plus segment
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7. 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
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8. Market Positioning
BRAND PURCHASING POWER (PRICE) RS. CATEGORY
FAST TRACK 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 2000-4000
LOWER MIDDLE CLASS & UPPER
CLASS
SONATA 350-900
LOWER MIDDLE CLASS - UPPER MIDDLE
CLASS
RAGA 1,420-4,000 UPPER CLASS
BANDHAN 1,675-8,085 COUPLES
REGALIA 1,725-7770 UPPER MIDDLE CLASS-UPPER CLASS
EDGE 4,500-5,200 BUSINESS CLASS
NUBULA 10,000-45,000 UPPER CLASS
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9. TITAN is a successful, world class, innovative
and progressive organization and to build
India’s most desirable brands. TITAN is
successful in creating wealth for all the
stakeholders by building highly successful
businesses based on a customer centric
approach, and has will to contribute to the
society.
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