Titan Industries began in 1984 as a joint venture between TATA Group and Tamil Nadu Development Corporation. Titan segmented the market and developed several sub-brands like Fastrack, Sonata, and Xylys. Titan has a diverse brand portfolio targeting various consumer segments with watches priced between Rs. 550 to Rs. 15,000. Some key sub-brands include Fastrack targeting youth, Titan for upper middle class, and Xylys for upwardly mobile professionals. Titan has also extended its brands into other product categories and launched new brands like Tanishq in jewelry.

1. Titan World
Juhi Vibhakar 657
Malavika Moodliar 640
Reya Reji 631
Shraddha Tambat 689
Palack Khanna 650
Trina D’souza 723

2. About: Titan Industries
- Titan is a joint venture between Tamil Nadu
Development Corporation and the TATA group
which began in 1984.
- Titan scores high on brand awareness, brand image
and brand preference.
- Titan segmented the market and developed sub-
brands like Zoop, Xylys, Sonata, Fastrack.

3. Titan: Financial Aspect

4. Titan: Product Ranges

5. Titan: Brand Portfolio
Name of Brand Segment Average Price Target Audience
Titan Premium Rs. 1100 (approx) Upper Middle Class
Sonata Mass Market Rs. 550 (approx) Lower Middle Class
Fastrack Youth Rs. 850 (approx) Teenagers and
College Students
Xylys Ultra Premium Rs. 15,000 (approx) Upwardly Mobile
Professionals

6. Titan: Line Extension
• Tagged By Titan:
To music we love, to people we like, to places we want to go back to, to moment that
make memories, to memories that make us, to everything we want to keep and to all that
make us tick.
• Titan Raga:
Inspired by the modern woman who transcends roles with poise and elan, Raga is a range
of exquisite watches that have the perfect mix of sensuality and elegance.
• Titan Edge:
Classical elegance coupled with technical mastery is what the Edge is all about. With an
incredibly slip movement of 1.15, the Edge is the slimmest watch in the universe- a mere
3.5mm.
• Titan Purple:
Bold, Brazen, Swarovski studded; Purple lives in a world where rules are for other people
and laws of attraction are in your hands. It's a definitive range of style signatures for the
modern trend bender.

7. Titan: Line Extension cont.
• Titan HTSE:
The HTSE is a range of watches so sensitive that a mere flicker from a candle light is
enough to trigger them. Combined with geometric case designs, anthracite colors and
perforated dials, an HTSE is a must-have for every watch aficionado.
• Obaku By Titan:
Zen by Nature - Be it the scent of a flower, a secret joke or a walk in the rain, it is the
smallest of things that give the greatest of pleasures. The philosophy of simplicity
combined with effortless beauty is what Titan Obaku stands for.
• Octane from Titan:
A blur of motion. The glint of steel. A sudden rush of excitement. This is the world fuelled
by Octane, from Titan. Sporty, stylish and bristling with features Octane is more than just
time ticking on adrenaline. It’s your pulse refusing to slow down.
• Orion from Titan:
Titan salutes the original spirit of exploration in a modern world through Orion, a collection
of precision watches inspired by the last unexplored frontier, and the stars that guide the
way.

8. Titan: Line Extension cont.
• Bandhan from Titan:
Titan's tribute to the everlasting bond between man & woman, Bandhan is a collection of
exquisitely crafted watches in leather, gold & steel gold combinations. There is one for
each in a couple, complementing each other perfectly.
• Titan Tycoon:
Every watch in the Tycoon collection makes a statement about the man who wears it. The
gold-silver exterior shines in the darkest hour. The designs have the grandeur of the calm.
Let each Tycoon say its piece
• Automatic from Titan:
The intricate mechanism of a Titan Automatic recognizes your slightest turn of wrist to
power its precision movements. Mechanized craftsmanship with a range of functions that
keep time on your side make you and your Titan Automatic inseparable from world-class
timekeeping.

9. Titan: Brand Extension
Examples of Titan Brand Extension:
1] Titan Eye Plus
2] Titan Belts
3] Wallets by Titan
Examples of Fastrack Brand Extension:
1] Fastrack Sunglasses
2] Fastrack Bags
3] Fastack Wallets
4] Fastack Belts

10. Titan: Multi Brand
• Fastrack
A range of watches intended for the stylish, trendsetting, wild and wacky youth of India. A
brand owned by Titan but given a totally unrelated name inorder to give it a distinct
identity & also differentiate it from the sophisticated older generation image that Titan has.
This brand targets the age group of 18-30 year olds and promotes itself through
ambassadors that represent the youth of India such as Genelia D’souza and Virat Kohli.
• Xylys
Inspired by good design, this range of exquisite watches is a perfect mix of classic style &
modern technology. Assembled with trademark Swiss precision, it features sought after
materials which make it a presence for the moment. And for time to come.
This brand is Titan’s answer to its Swiss competitors Swatch, Tissot and Timex.
Xylys is positioned as a symbol of the new generation achiever of India. The brand is
promoted through ambassadors such as Rahul Bose and recently, Farhan Akhtar.

11. Titan: Multi Brand cont.
• Sonata
Sonata, as a brand, reflects young India's mindset - of strong aspirations coupled with a
sense of urgency and impatience to make things happen. It’s a brand for the youth that is
just starting out on its journey towards their dreams. Priced in such a way that allows the
youth of today who have just begun to work realize their step into success.
• Helios
Helios is a luxury watchstore launched by Titan. This brandstore contains all the world’s
leading luxury watch brands such as Tagheur, Armani, FCUK, etc under its roof for sale.
[Ask Sir :: Is this Ingredient branding?]
• Zoop
Zoop is a range of funky watches from Titan, designed for the imaginative, talented and
energetic child of today. The bright colours, striking designs and a distinctive childlike
identity make Zoop an accessory every child can identify with.

12. Titan: New Unique Brand
• Fastrack:
Along with watches now it offers sunglasses, wallets, bags and belts now, and all in its own
independent store. Carving out a niche for itself from a very initial stage they have been
loud and clear when calling themselves a youth brand with designs that were refreshing
and affordable.
• Tanishq:
Creating a revolution in the Indian jewelry market, Tanishq is a major jewellery division of
Titan industries with a strong appeal for women. Tanishq has a distinctive brand identity all
its own, and one which flaunts India’s ethos and heritage. Tanishq designs are a truly
stunning testament to the high quality standards that an Indian brand has set. This brand
was initially launched to support Titan’s need for foreign exchange to buy imported
components and machines for watches.
• Zoya:
Zoya is a brand that truly signifies elegance. The Exquisite Diamond Boutique has rare
collection of diamonds where each one of them wants to tell its secret story. The
amalgamation of striking designs with work of art makes Zoya a preferable brand amongst
the elite class.

13. Titan: Other Strategies
• Corporate & Product
Umbrella Brands: eg – Titan
Raga, Edge, HTSE, Purple, etc.
• Co-Brands: eg – Titan Ducati
Collection
• Ingredient Brands: eg –
Helios by Titan

14. David Aaker’s: Ad Exposure Model
Awareness/ Familiarity
with brand
Information regarding
brand attribute
of benefits
Creation of brand
image/ personality
Association of feelings
with brand
Linkage of brand
with peers/ experts
& group norms
Ad
Exposure
Purchase
behavior
Consumer
attitude
formulation
If the result is
satisfactory
Reminder of inducement
about brand trial
ROUTE 2 ROUTE 1

15. Awareness/Familiarity
- Titan watches come form one of the most trusted
companies in the country, TATA
- Titan watches forayed into the market with the trusted
name of TATA
- The Titan watches were introduced as the premium
watches for the Indian market.
- The brand advertisements had actors like Aishwarya Rai
(Titan Quartz) Aamir Khan ( Edge) and Katrina Kaif
(Raga) which instantly brought consumer attention and
created a familiarity with the ambassadors

16. Information Regarding
Brand
- Titan watches were considered to be the watch for ‘any
time, any occasion’
- The TATA name which came with the brand gave an
added advantage of high quality and trust.
- The watches were made of high quality steel, focused on
style and appearance
- The watches also had an added advantage of being water-
resistant and coming in different designs
- The Raga collection focused entirely on today’s woman
while the Edge collection was for men

17. Creation of Brand
- Every brand of the Titan watches has a distinct brand
personality which makes it favorable in the specific market
- The one common element between the sub brands in the
trust in quality and in the name of TATA which came with
all the sub brands
- The Fastrack brand is for the new age generation who
believe in ‘moving on’ and that is why the brand portrays
an edgy, modern attitude
- The Raga brand which is primarily for women portrays a
feminine, sensuous, gentle personality that women can
relate to.

18. Brand-Feeling Association
The Titan brand is associated with a varied range of feelings:
Loyalty: The name of TATA which comes with Titan brings
in the association of loyalty.
Experience: Titan Industries have been in India since 1984
and been the pioneers in the watch-making industry.
Innovation: The Titan watches have always kept up to date
with the changes in technology and have incorporated them
into the watches.

19. Linkage with Peers/Experts
• The Brand Ambassadors represent the brand image of the
brand and the various sub-brands.
• They also have a mass following and immediate connect
with their respective target audience.

20. Brand Trial Reminder
Brand recall and continuous
reminding ads leads to
purchase behavior.
http://titanworld.com/in/
the-brand/ad-campaigns/