1) Titan entered the Indian watch market in 1984 as a joint venture between TIDCO and Tatas.
2) Titan popularized quartz watches in India and developed various sub-brands to target different market segments.
3) By 2010, Titan had achieved over 35% annual sales growth and over 60% market share in the organized sector of the Indian watch market.
TITAN- The manufacturers of worlds slimmest wrist watch.
Established in the year 1984 and now is the world's fifth largest manufacturers of wrist watches and exports to 32 countries around the world and accounts for 60% share of of total Indian market.titan watches offers a range of brands including Steel, Regalia, Raga, Nebula, Sonata, Fastrack, Zoop, Orion, Purple, Obaku, Automatic, Tycoon, Bandhan, Octane, the HTSE series and now claims to have manufactured world's slimmest watch.
TITAN- The manufacturers of worlds slimmest wrist watch.
Established in the year 1984 and now is the world's fifth largest manufacturers of wrist watches and exports to 32 countries around the world and accounts for 60% share of of total Indian market.titan watches offers a range of brands including Steel, Regalia, Raga, Nebula, Sonata, Fastrack, Zoop, Orion, Purple, Obaku, Automatic, Tycoon, Bandhan, Octane, the HTSE series and now claims to have manufactured world's slimmest watch.
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.
introduction,Vision and mission statement CEO of Tanishq Logo and their punch line Segmentation Positioning SWOT Analysis Ansoffโs Model 7ps PLC Questionnare
Based on different case studies which revolve around consumer motivation of customers buying titan watches.
This ppt will give an overview of titan watches in India not only about consumer behavior or motivation but also with marketing mix of titan.
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.
introduction,Vision and mission statement CEO of Tanishq Logo and their punch line Segmentation Positioning SWOT Analysis Ansoffโs Model 7ps PLC Questionnare
Based on different case studies which revolve around consumer motivation of customers buying titan watches.
This ppt will give an overview of titan watches in India not only about consumer behavior or motivation but also with marketing mix of titan.
This Presentation is all about the Titan Journey in the Brand Making which explains how the brand was created and how the "Time Based" product was positioned into "Need Based" Product
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www.seribangash.com
A Memorandum of Association (MOA) is a legal document that outlines the fundamental principles and objectives upon which a company operates. It serves as the company's charter or constitution and defines the scope of its activities. Here's a detailed note on the MOA:
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Name Clause: This clause states the name of the company, which should end with words like "Limited" or "Ltd." for a public limited company and "Private Limited" or "Pvt. Ltd." for a private limited company.
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Registered Office Clause: It specifies the location where the company's registered office is situated. This office is where all official communications and notices are sent.
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Capital Clause: This clause specifies the authorized capital of the company, i.e., the maximum amount of share capital the company is authorized to issue. It also mentions the division of this capital into shares and their respective nominal value.
Association Clause: It simply states that the subscribers wish to form a company and agree to become members of it, in accordance with the terms of the MOA.
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Constitutional Document: It serves as the company's constitutional document, defining its scope, powers, and limitations.
Protection of Members: It protects the interests of the company's members by clearly defining the objectives and limiting their liability.
External Communication: It provides clarity to external parties, such as investors, creditors, and regulatory authorities, regarding the company's objectives and powers.
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Binding Authority: The company and its members are bound by the provisions of the MOA. Any action taken beyond its scope may be considered ultra vires (beyond the powers) of the company and therefore void.
Amendment of MOA:
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4. ๏ผ Titan, a joint venture between Tamil Nadu Industrial
Development Corporation (TIDCO) and the renowned Indian
business group Tatas, entered the watch market in 1984.
๏ผ Titan changed the watch market in India completely by making
quartz watch the centerpiece of its strategy.
๏ผ Titan is one of the most powerful brands in the Indian market,
scoring very high on brand awareness, brand image and brand
preference.
๏ผ Titan carefully segmented the market and developed different
sub brands for each segment. Sub brands like Edge, Steel,
Dash, Nebula, Classique, Royale, Fast Track, Raga ..etc
๏ผ Titan has more than 60% share in organized sector
Titan Watches - Case Study - N.L.Dalmia 4
5. Sr. no. Year Net profit Net Sales* Growth %
1 2004 10.27 804.53 -
2 2005 24.95 1136.6 29.22%
3 2006 73.62 1483.15 23.37%
4 2007 94.13 2138.44 30.64%
5 2008 150.27 3042.72 29.72%
6 2010 291.65 4703.12 35.30%
7 2011 322.26 6570.86 28.42%
*Rs in Lacs. Net sales include watches, jewellery and others segments
Titan Watches - Case Study - N.L.Dalmia 5
6. ๏ผTitan Ltd., began their operations with a
complex marketing challenge; how to make
Indian consumers switch over to quartz and
better designed watches from the then just
durable and quality electro-mechanical
watches made by the competitors. (HMT)
Titan Watches - Case Study - N.L.Dalmia 6
7.
8. ๏ผAlso Titan had to present its watches as a
credible Indian alternative to Japanese and
Swiss made watches, which were made
available to the Indian consumers from the
informal import routes.
Titan Watches - Case Study - N.L.Dalmia 8
9.
10. ๏ผThe third part of the challenge was to seek a
behavioural modification among the watch-
owners whereby they start viewing Titan
quartz watches more as a fashion and lifestyle
accessory than a functional time-keeping
device that the watch had traditionally been.
The final part of the challenge was to make
people recall Titan as the first alternative
whenever any buying occasion arose
Titan Watches - Case Study - N.L.Dalmia 10
11.
12. ๏ผ How did the TITAN watches change consumersโ motivation in
the wrist watch market ? Examine the following statement : โ
Marketerโs do not create needs : latent needs pre-exist
marketers.โ
๏ผ Answer: Earlier watches were considered to be one-time
purchase. They were also considered time-keeping pieces or
utilitarian products. Titan transcended them from the realms
of being utilitarian or functional units to stylish products. They
also encouraged customers to buy multiple varieties.
Titan Watches - Case Study - N.L.Dalmia 12
13. โข Advertising & heavily promoting the idea of watch being a style
statement.
โข Introduction of multiple varieties
โข Stressed on the need to have different watches for different
occasions
โข Appointing Aamir Khan as a brand ambassador.
โข Visual merchandising : The dingy, old stores were replaced by state-
of-art Titan stores called โ The World of Titan โ
โข Producing quality watches and by providing fast and excellent
service.
โข Earlier none of the brands had a strong personality, Titan exploited
this weakness and positioned itself as a premium brand with a
global reach.
Titan Watches - Case Study - N.L.Dalmia 13
14. ๏ผ The statement โ Marketerโs do not create needs : latent needs
pre-exist marketers โ can be verified from the case provided
โFrom the deep market research Titan conducted it found out that Indian
consumers preferred Foreign-made watches over their Indian conunterparts. It
found out that the reason for the same was that they were not only perceived
to have better quality but stylish also. In India, era of late 80โs was marked by
hedonism. People were becoming trendier and more fashion conscious. Even
customerโs desire of buying a durable, timeless watch shifted to buying a
classic and elegant timepiece. Titan sniffed this opportunity and brought out
โ
stylish pieces in different varieties, features and price-range.
Titan Watches - Case Study - N.L.Dalmia 14
15.
16.
17. ๏ผ How can a product manager of wrist watches use possible
research findings that the Indian market is willing to buy a high
priced Indian made watch when he hears that the same
company has a global reach ? The issue is that of convincing
the outer-directed consumers who are high on innovativeness
to acquire an Indian made watch with a low perceived risk.
Titan Watches - Case Study - N.L.Dalmia 17
18. ๏ผ The product manager of wrist watches can convince such
customers in the following ways :
1) Appointing a brand ambassador having a global appeal.
2) Should emulate the superior foreign brands in quality and style. Go for
quality certifications.
3) Provide quick and excellent post-sale service.
4) Position yourself as premium brand with global reach.
5) Introduce various varieties with different features and different brand
name.
6) Showrooms and service centres should be made world-class that reflect an
air of luxury and quality.
7) Innovate continuously.
8) Staff should be well-dressed, conversant in English and well-trained.
9) Associate directly or indirectly with an international event and publicize
about this association through domestic media.
Titan Watches - Case Study - N.L.Dalmia 18
19. ๏ผ What kind of emotional message will Titan choose to meet
consumerโs changing desire from durability to sophistication ?
๏ผ Answer: Titan should choose one of these emotional
messages to meet consumerโs changing desires :
โ Because you deserve it โ :
๏ผ Advertisement should start by showing a girl (middle class), in
her 20โs, gifting her dad (teacher) a watch on his birthday.
When he opens the gift he finds it to be an expensive Titan
watch. He scolds his daughter for buying such an expensive
gift. Daughter calmly tell him โ Papa ! Because you deserve it .โ
Man breaks into tears.
Titan Watches - Case Study - N.L.Dalmia 19
20. ๏ผ During Festive season (Diwali, Onam, Chritmas) showcase
advertisements where their product is creating & sharing
happiness across faces.
๏ผ Watches which Impresses everyone with its style and design.
Titan Watches - Case Study - N.L.Dalmia 20
21. ๏ผ Titan now is trying to be more contemporary and more
relevant to the consumers by establishing more firmly in the
minds of the consumers. "Be moreโ is the new concept of
Titan and it attempts to build a larger life connect between
the Titan brand and consumers.
๏ผ Titan is changing its portfolio by shifting its focus from product
attributes to the earning, emotions, experiences and
aspirations. The Titan aviator is inspired by world war IInd
fighter plane, Titan Octave by cockpit of formula one car and
Titan Raga Diva by beauty and sensuousness.
Titan Watches - Case Study - N.L.Dalmia 21