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7/18/2013

case study on TITAN wathes Consumer Motivation

7/18/2013

case study on TITAN wathes Consumer Motivation

Established in 1986, with joint venture with TIMEX At launch it was the third watch company in India after HMT and Allwyn. Parent group :- TATA Sixth largest manufacturer of wrist watches 60% market share of indian watch market Headquarters Bengaluru, India

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case study on TITAN wathes Consumer Motivation

Manufactured in a state-of-the-art factory at HOSUR in TAMIL NADU,INDIA. Titan Industries has claimed to have manufactured the world's slimmest wrist watch

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case study on TITAN wathes Consumer Motivation

sold in about 40 countries through marketing subsidiaries based in London, Aden, Dubai and Singapore. Selling through TITAN showrooms called THE WORLD OF TITAN Various franchisees and through retail stores

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case study on TITAN wathes Consumer Motivation

Joint venture with timex

Sonata fasttrack
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case study on TITAN wathes Consumer Motivation

Sonata - value brand with affordable prices specially for the rural market and town areas Fatrrack focuses on youth segment Steel and edge middle segment Nebula high class segment Ladies karisma and titan raga feminine segment

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case study on TITAN wathes Consumer Motivation

to be innovative, world class, contemporary and build India's most desirable brands

Focused on brand marketing rather then product marketing Changed perception of consumer and made watch a personal product

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Titan quartz launched in march 1987 Heavy advertisement Concept of international watch in indian rupee. Message need not to go to foreign country to purchase a good watch

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Post -liberalization :- titan market deteriorate by the entry of foreign brands. In 2004 Amir khan came with titan brand

there is a perfect fit between Aamir khan and titan stature, timelessness, and love and trust they both share with the people. - Bijoun ku
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Concept of watch as a fashion accessories and style Repositioned as a STYLE BRAND with whats your style campingn Open exclusive outlates in most of the malls and hyper markets Entered in metro cities like mumbai, delhi , calcuta, ahemdabad Communication strategy Advertise under mother brand Seprate advertisement for sub brands
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Study of Indian customer Indian customer preferred foreign watches, titan has changed perception Titan examine gapes in service showroom interiors, and retailing trends in watch industry Establishment of elusive showrooms with chain of retails outlets Took initiative to convince its customers about model verity, product quality, service excellence
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VARIETY :Brand with a unique and distinctive style. Large variety of models. European designs with a combination of indian touch

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Quality product with good design Brand building through quality management Quality maintenance start from manufacturing to retail store Vacuum technology Minimizing number of returns

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Excellent shopping experience to the customers Trained service personnel in the service center Excellent post-sales service Titans services are benchmark for the entire watch industries

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DURABILITY TO

SOPHISTICATION

Desire of customers in past: durable, timeless watches, which can be handed over generations Titan has changed . So now. Classic, understated and elegant
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Indian customer preferred SWISS WATCHES Titan entered with rugged watches with one time purchase Introduced TITAN QUARTZ range of watches in 1987 Concentrated on first time buyer of the watch

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Fastrrack :- with affordable price for young segment Steel look and multidial models for adult male category Titan RAGA for women executives Different colors straps with different colors

Golden, silver and leather straps Big size dial for men Different colors dial for female( golden white black and blue.)
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Dial varieties.

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TITAN covers all segments of consumers Maintenance of image is the difficult task Training programmes for franchises Maintenance of standard customer service To maintain design of watches Designer segment with high cost s still not fully accepted New strategic partnership with designers have to be forged
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Rural markets of India is still untapped Sonata (titan) a low budget product with Rs. 495-1200 Titan has opened exclusive showrooms in towns Customer acceptability for this mission is the biggest challenge Capture up of rural and semi urban market

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