1

Executive summary

Many br ands and compani es ar e cons t ant l y r ei nvi gor at i ng t hei r
bus i nes s es and pos i t i oni ng t hem f or gr owt h. Ther e i s a cons t ant need t o
i nnovat e, r ei nvi gor at e, updat e, recalibrate, or just simply fend off the
competition in an effort to better explain "why buyme."
Brand positioning creates a specific place in the market for the brand and
productofferings. It reaches a certain type of consumers and delivers benefits that meet the
needs of several key target groups and users.The actual approach of a company or brand's
positioning in the marketplace dependson how it communicates the benefits and
product attributes to consumers and users., In recent times, consumerism has
undergone a sea change. Consumers today are welli nf or med about t he pr odu ct s , as
compar ed t o ear l i er t i mes . Hence, t he mar ket pl ace has become cus t omer
cent r i c. Recogni zi ng t he i mpor t ance of t he cus t omer s i n t he
bus i nes s structure, companies have started effecting brand repositioning exercises on a
regular basis.In the recent times, a major brand repositioning exercise has been
planned by TitanIndustries Ltd. in order to provide more to its customers. The
company has first gone for change in logo and tagline. Then the communication
strategy has been revamped to conveyits new posit ion. The present study consists
of reviewing the positioning strategies of Titanwatches. An analysis of repositioning
strategies of Titan also forms part of the study.The main objective of the study is to
find out whether the loyal consumers of titanwatches are aware of the new
positioning strategies of the company and how they perceivethem.Primary and
secondary sources of data have been made use of in the study. The first part of the project,
2

i.e., analysis of brand repositioning strategies of Titan Company has beencompl et ed on
t he bas i s of s econdar y dat a. For t hi s pur pos e, i nt er net , j our nal s ,
books , magazines and so on have been made use of.The s econd par t of t he pr oj ect
compr i s es of conduct i ng a s ur vey wi t h t he hel p of questionnaire. The survey
is proposed to be conducted on a sample of 50 consumers who areloyal to Titan Company,
selected through convenience sampling technique. The questionnaire
consists of appropriate mix of open ended and closed ended questions. The data is
presentedusing pie charts and bar diagrams.The conclusion part of the report would
provide an insight of consumer awarenessregarding brand repositioning strategies and
their effectiveness in revamping the brand, Titan. -















3

CHAPTER -1 Introduction
The rapid pace of change and intense competitive pressure in today' s
marketplacedemand t hat br ands cont i nuous l y i nnovat e and r ei nvent
t hems el ves t o mai nt ai n t hei r relevance and market position. In this context,
brand repositioning and other revitalizationstrategies have become a business
imperative for battling brand erosion. The appeal of brandrepositioning is further heightened
by the rising costs and high risk associated with launchinga new brand.Brand repositioning
has received little attention in the marketing literatur e and hasmostly been treated
as a variation of brand positioning. Biel, for example, has defined brand positioning as
"building (or rebuilding) an image for a brand". The goal of positioning
andrepositioning strategies relates to the management of consumer s' perceptions.
However, positioning focuses on the creation of brand associations - consumers'
perceptions of theat t r i but es t hat di f f er ent i at e t he br and f r om compet i t i ve
of f er s whi l e r epos i t i oni ng al s o implies managing existing brand associations. The
unique challenge of a repositionings t r at egy, t hus , l i es i n r ej uvenat i ng t he br and
i mage t o make i t r el evant i n an evol vi ng environment, while honoring the brand
equity heritage.Repositioning can be required as the market changes and new
opportunities occur. Through repositioning the company can reach customers they not
intended to reach in the first place. If a brand has been established at the market for
some time and wish to change their image they can consider repositioning, although one
of the hardest actions in marketing is toreposition a familiar brand.According to Solomon,
position strategy is an essential part in the marketing efforts because companies have to use
the elements in the marketing mix to influence the customersunderstanding of the
position. During the movement from something less attractive andrelevant towards
a more attractive and relevant position several of strategic choices has to bemade. The
4

ones r es pons i bl e f or t he r epos i t i oni ng have t o eval uat e why a
r epos i t i on i s necessary, and if the offer is the one who will change or just the brand name.
There are severalrisk factors that have to be taken into consideration when preparation for a
repositioning of theoffering or the brand. During repositioning, the risk of losing the
credibility and reliability
high and the need for a thorough strategy is therefore necessary to avoid this occurrence.
Someanalyst argue that to successfully reposition a establish brand name is
almost impossible because repositioning of a brand can make the most loyal customer to
switch brand. But, insome circumstances a repositioning is necessary to gain
credibility if the brand is eroded. Whenever a reposition is in question it has to be of
relevance from a customer perspective, ist hi s achi evabl e? Some br ands wi l l on
no account be t hought on as a l uxur y br and and therefore an attempt to reposition will
only damage the brand image or the actual company. Numerous failed attempts at brand
repositioning testify to the difficulty of developingand implementing such a tactic. For
example, while the soft drink brand, Mountain Dew hasremained relevant to the youth market
through continuous repositioning in its thirty years of existence, Levis' Jeans has been losing
market share to newcomers such as The Gap, despitenumerous campaigns designed to
reposition the brand as trendy.The strategic importance of brand repositioning in
preserving and enhancing brandequity, coupled with the mixed results of
repositioning attempts, underscores the need todevelop a better understanding of the
dynamics of brand repositioning. Specifically, questionsof whether, when and how brands
should be repositioned need to be addressed.Research into brand repositioning is
relevant not only to the development of brandmanagement t heor y, but al s o
ext ends t o cor por at e s t r at egy t hr ough an exami nat i on of corporate brands.
1.2 Literature Review
5

The repositioning strategy is rolled out in three stages: introductory, elaboration
andfortification stages. This involves the introduction of a new or a repositioned brand,
seeking tounderline the brands value over others, and to broaden the brand proposition. It is
truly toughto change the customers perceived attitude towards a brand, and therefore the risk
is great thatthe attempt to repositioning might be unsuccessful.
high and the need for a thorough strategy is therefore necessary to avoid this occurrence.
Someanalyst argue that to successfully reposition a establish brand name is
almost impossible because repositioning of a brand can make the most loyal customer to
switch brand. But, insome circumstances a repositioning is necessary to gain
credibility if the brand is eroded. Whenever a reposition is in question it has to be of
relevance from a customer perspective, ist hi s achi evabl e? Some br ands wi l l on
no account be t hought on as a l uxur y br and and therefore an attempt to reposition will
only damage the brand image or the actual company. Numerous failed attempts at brand
repositioning testify to the difficulty of developingand implementing such a tactic. For
example, while the soft drink brand, Mountain Dew hasremained relevant to the youth market
through continuous repositioning in its thirty years of existence, Levis' Jeans has been losing
market share to newcomers such as The Gap, despitenumerous campaigns designed to
reposition the brand as trendy.The strategic importance of brand repositioning in
preserving and enhancing brandequity, coupled with the mixed results of
repositioning attempts, underscores the need todevelop a better understanding of the
dynamics of brand repositioning. Specifically, questionsof whether, when and how brands
should be repositioned need to be addressed.Research into brand repositioning is
relevant not only to the development of brandmanagement t heor y, but al s o
ext ends t o cor por at e s t r at egy t hr ough an exami nat i on of corporate brands

6


procedureDefinition
A fixed, step-by-step sequence of activities or course of action (with definite start and end
points) that must be followed in the same order to correctly perform a task. Repetitive
procedures are called routines. See also method.

Process Meaning and Definition
1 (A series of actions, motions, or occurrences; progressive act or transaction; continuous
operation; normal or actual course or procedure; regular proceeding; as, the process of
vegetation or decomposition; a chemical process; processes of nature.
2 A statement of events; a narrative.
3 The whole course of proceedings in a cause real or personal, civil or criminal, from the
beginning to the end of the suit; strictly, the means used for bringing the defendant into court
to answer to the action; -- a generic term for writs of the class called judicial.
4 Any marked prominence or projecting part, especially of a bone; anapophysis.
5 The act of proceeding; continued forward movement; procedure; progress; advance.

PROCESS DEFINITION
1. a particular course of action intended to achieve a result; "the procedure of obtaining a
driver's license"; "it was a process of trial and error"
Synonyms: procedure
2. a sustained phenomenon or one marked by gradual changes through a series of states;
"events now in process"; "the process of calcification begins later for boys than for girls"
7

3. (psychology) the performance of some composite cognitive activity; an operation that
affects mental contents; "the process of thinking"; "the cognitive operation of remembering"
Synonyms: cognitive mental operation, cognitive operation
4. a writ issued by authority of law; usually compels the defendant's attendance in a civil
suit; failure to appear results in a default judgment against the defendant
Synonyms: summons
5. a mental process that you are not directly aware of; "the process of denial"
Synonyms: unconscious
6. a natural prolongation or projection from a part of an organism either animal or plant;
"a bony process"
Synonyms: outgrowth, appendage
7. deal with in a routine way; "I'll handle that one"; "process a loan"; "process the
applicants"
8. subject to a process or treatment, with the aim of readying for some purpose,
improving, or remedying a condition; "process cheese"; "process hair"; "treat the water so it
can be drunk"; "treat the lawn with chemicals" ; "treat an oil spill"
Synonyms: treat
9. perform mathematical and logical operations on (data) according to programmed
instructions in order to obtain the required information; "The results of the elections were still
being processed when he gave his acceptance speech"
10. institute legal proceedings against; file a suit against; "He was warned that the district
attorney would process him"; "She actioned the company for discrimination"
Synonyms: action, sue, litigate
8

11. shape, form, or improve a material; "work stone into tools"; "process iron"; "work the
metal"
Synonyms: work, work on
12. deliver a warrant or summons to someone; "He was processed by the sheriff"
Synonyms: serve, swear out
13. march in a procession; "They processed into the dining room"
Synonyms: march
14. a particular course of action intended to achieve a result; "the procedure of obtaining a
driver''s license"; "it was a process of trial and error"
15. a natural prolongation or projection from a part of an organism either animal or plant;
"a bony process"
16. (psychology) the performance of some composite cognitive activity; an operation that
affects mental contents; "the process of thinking"; "the cognitive operation of remembering"
17. a mental process that you are not directly aware of; "the process of denial"
18. a writ issued by authority of law; usually compels the defendant''s attendance in a
civil suit; failure to appear results in a default judgment against the defendant
19. a sustained phenomenon or one marked by gradual changes through a series of states;
"events now in process"; "the process of calcification begins later for boys than for girls"
20. subject to a process or treatment, with the aim of readying for some purpose,
improving, or remedying a condition; "process cheese"; "process hair"; "treat the water so it
can be drunk"; "treat the lawn with chemicals" ; "treat an oil spill"
21. perform mathematical and logical operations on (data) according to programmed
instructions in order to obtain the required information; "The results of the elections were still
being processed when he gave his acceptance speech"
22. deliver a warrant or summons to someone; "He was processed by the sheriff"
9

23. shape, form, or improve a material; "work stone into tools"; "process iron"; "work the
metal"
24. march in a procession; "They processed into the dining room"
25. deal with in a routine way; "I''ll handle that one"; "process a loan"; "process the
applicants"
26. institute legal proceedings against; file a suit against; "He was warned that the district
attorney would process him"; "She actioned the company for discrimination"
















10

CHAPTER-2 Company History - Titan Industry Ltd.

1984

The Company was Incorporated on 26th July, at Chennai. The Manufacture analog
electronic watches with a choice of over 150 designs. The company was promoted jointly by
Questar Investments, Ltd., a Tata Company with its associates Tata Sons, Ltd., and Tata
Press, Ltd., and Tamil Nadu Industrial Development Corporation, Ltd. (TIDCO). The main
objective of the company is to manufacture analog electronic watches with a choice of over
150 designs.

- The Company undertook to set up a plant for the manufacture of quartz analog electronic
watches in the State Industries Promotion Corporation of Tamil Nadu, Ltd. Industrial area at
Hosur.

The Company entered into a collaboration agreement with France Ebauches (FE) of France,
manufacturers of watch movements and components, for technical documentation, assistance
in procurement of manufacturing equipments, raw materials, etc.
The Company proposed to manufacture 2 million digital and ana-digi watches in
collaboration with Casio Computer Company of Japan. A MOU was signed between the
Company and Casio in November, 1986
- The Company established a manufacturing facility at Hosur for the manufacture of
components for watches.
In April the Company also issued 5,25,000 - 13.5% secured redeemable partly convertible
debentures of Rs 300 each for cash at par. The debentures were allotted on preferential basis:
11

(i) 26,250 debentures to employees/workers of the Company and associate companies (ii)
52,500 debentures to shareholders of Tata Press Ltd. and (iii) 1,31,250 debentures to NRIs on
repatriation basis. The remaining 3,04,500 debentures along with the unsubscribed portion of
78,900 debentures from the preferential quota were offered for public subscription during
April. Additional 1,31,250 debentures were allotted to retain over-subscription.
- The convertible portion of Rs 100 of the face value of each debenture was converted into 10
equity shares of Rs 10 each at the end of three months from the date of allotment of
debentures (65,62,500 equity shares were allotted accordingly).
- The non-convertible portion of Rs 200 of the face value of each debenture was to be
redeemed at par at the end of the 10 years from the date of allotment of debentures.
Titan Industries Ltd has appointed Mrs. Anita Praveen, IAS, Chairperson & Managing
Director of Tamilnadu Industrial Development Corporation Ltd (TIDCO) as an Additional
Director of the Company with effect from June 01, 2009.

Titan-Marketing strategies
Titan, a Tata group company entered the watch market in 1987. Since then it has developed
into one of the most recognized brands in India. In fact, in a recent survey conducted by
A&M, Titan emerged as the top brand in the consumer durable segment. HMT, the
undisputed leader of the wristwatch market before Titan's entry completely neglected the
quartz watch segment. Titan successfully filled this gap. Its wide range of designs, high
profile advertising and distribution network helped it gain a substantial market share in a
short span of time. The Titan brand was essentially positioned as a premium brand. As a
result the lower segment was left uncovered. After it entered into a joint venture with Timex,
it made inroads into this segment too. Internationally, Timex is seen as a mid-priced quality
watchmaker. Its association with Titan in India led to wrong segment targeting. Here, the
12

middle and higher income groups were buying its watches. In 1998, this association came to
an end erasing Titan's presence in the lower segment. Since then, it has launched the Sonata
range of watches that is in direct competition with the Timex range.

These watches are priced between Rs 800 to Rs 7500. If Titan misses an opportunity to attack
itself, it can often recover simply by copying the competitive move. They projected the watch
as a fashion accessory. 2) "Strong competitive moves should always be blocked" Most
companies have only one chance to win, but leaders like Titan have two. 4000 Lower
segment: The Sonata and Exacta range caters to this segment. However this strategy can be
applied mainly to the lower range or digital range of Titan's watches, as the concept of 'class'
remains constant over a period of time. In other words, Titan should strengthen its position by
introducing new products that make obsolete its existing ones. The different market segments
that it targets include: Upper premium segment: This range includes Tanishq and a new brand
(soon to be launched) , Phillipe Charriol. All watches are highly water resistant, ranging from
50m to 100m. Speciality segments: These are special segments that tend to overlap with the
others, because they are not mainly differentiated on the basis of price.

New Products
NEBULA
TITAN Nebula Rambagh Palace Collection as precious

Recreating the timeless moments of the royal era, Nebula from the house of Titan, is
showcasing its most exquisite creation - Palace collection. The collection takes inspiration
from the opulence of rich Indian heritage and manifests in itself the all new Nebula brand
philosophy Interpretation of Indian grandeur. Crafted elegantly for a distinctive appeal
13

and style, each of the two timepieces has a story to narrate, making them unique and timeless.

Speaking about the Nebula collection, Harish Bhat, COO Watches Division, Titan
Industries, said, We, at Titan, have always attempted to give the best to our customers.
Nebula marks the launch of exquisite new range of gold watches from Titan, which truly
reflects the timeless era of Indian history of royalty and grandeur. The first series of this
limited edition Palace collection, that herald an era of timeless beauty, of aristocracy and rare
luxury, has drawn inspiration from the architectural masterpiece - Rambagh Palace.

The special limited edition, Rambagh Palace Collection depicts Titan Nebulas innate
capacity to harmonize the grand splendor of a bygone era with distinctive design features and
sophisticated materials. The two new creative variations - `Maharaja & Maharani watches
in the collection, each sublimely elegant and refined with an alluring design, evoke the
romantic, ethereal feeling associated with the Rambagh Palace. Finely crafted in 18k gold
and studded with certified diamonds, the watch is a perfect blend of superior craftsmanship
and designers interpretation of architectural marvel.

The Maharaja watch is priced at Rs. 3,50,000 and the Maharani watch is priced at Rs.
3,75,000. These limited edition watches will be available at select World of Titan stores in
Mumbai, Bangalore, Chennai, Bhopal, Delhi and Hyderabad.
,
Titan Industries is the world`s fifth largest
wrist watch manufacturer and India's leading producer of watches under the Titan, Fastrack,
Sonata, Nebula, RAGA, Regalia, Octane & Xylys brandnames. It is a joint venture between
the Tata Group, and theTamil Nadu Industrial DevelopmentCorporation (TIDCO).
14

Its product portfolio includes watches, accessories and jewellery, in bothcontemporary and
traditional designs. It exports watches to about 32 countries around the world
withmanufacturing facilities inHosur , Dehradun, Goaand manufactures precious jewellery
under theTanishq brand name, making itIndia's only national jewellery brand. It is a
subsidiary of theTata Group.Titan Watch division was started in 1987. At launch it was the
third watch company in Indiaafter HMTandAllwyn. Titan formed a joint venturewith Timex,
which lasted until 1998, and setup a strong distribution network across India. As of 2010,
Titan watches account for a 60% share of the total Indianmarket and are also sold in about 40
countries through marketing subsidiaries basedin London, Aden, DubaiandSingapore. Titan
watches are sold in India through retail chains controlled by Titan Industries.Titan Industries
has claimed to have manufactured the world's slimmest wrist watch - Titan Edge.
Produced indigenously after four years of research and development, the Titan Edge has a
totalslimness of just 3.5 mm and a wafer thin movement of 1.15 mm. Apart from the Titan
Edge, Titan alsooffers Steel, Regalia, Raga, Fastrack, Technology, Nebula, Bandhan, Sonata,
Octane, special RHosur,Tamil Nadu. Fastrack is a popular brand among youth in India.
Fastrack watches come in a variety of styles, shapes and colors. On 4 March 2010, Titan
Industries Announced the launch of its very first Titanflagship store is located at Opposite
Shoppers Stop, Bandra Linking Road, Mumbai, India. Store is spreadover a spacious 2,500 sq
ft and houses more than 1500 watches on display from Titan likePurple, Automatics, Orion,
Raga, Edge, Nebula, and many more.
On November 16 2011, Titan Industries acquired swiss watch maker Favre-Leuba for Euro 2
million



15

HTSE Technology
In July 2011 Titan launched the HTSE (High Tech Self Energized) collection of watches
which runon light.
According to Titan these watches can be charged with as low as 200 lux of light which
makesthem chargeable with light even from a candle.
In it's press release the company said that "HTSE drawsits design inspiration from the most
complex self-energising bodies built by mankind space stations,satellites and spaceships.
Targeted at the tech-savvy, young urban male, this ultra-modern assortment istruly an
epitome of style and technology."
These watches are at current available at select outlets inselect cities throughout the world.
Titan Inaugurates Largest Watch Store in India
Redefining the Premium Retail Experience1
St one-stop-shop Titan Flagship store in New DelhiNew Delhi receiv
es 1st Helios Store, the high end multi-brand watch chain from TitanUnveils new variants from
Titan Automatic Collection
March 18 th 2011: : In the rapidly burgeoning Indian Retail scenario, the consumerbrigade is
demonstrating a rare aptitude towards shopping. The best and the widestcollection under one
roof, coupled with thefinest retailing experience, is the demand of todays shoppers. Glitzy
stores withthe dazzling productdisplay and the plush interiors are knocking the doors of the
Indian retail space.Anticipating the changes
and foreseeing the imminent scenario, Titan, the leader in the Indian watchindustry, inaugurated
thelargest watch store in India.
Services offered
SERVICING / OVERHAULING OF THE WATCH
REPLACEMENT OF REQUIRED SPARE PARTS
16

BATTERY REPLACEMENT
REPLACEMENT OF STRAP / BRACELETS
STAND BY WATCH FACILITY
HOME DELIVERY FACILITY AT NOMINAL COST
EXTENDED MAINTENANCE WARRANTY
Warrantyrules and regulations:
SERVICING / OVERHAULING OF THE WATCH
RPLACEMENT OF REQUIRED SPARE PART

Maintenance tips:

Periodic Check:Titan watches are designed to provide accurate and reliable service.However, every two
to three years, or when you replace the battery, you should visit a Titan watch care centre or
Authorized Service Center. They will inspect your watch forany worn parts that may need
replacement, check whether it needs lubrication, andwhether perspiration, water, dust, etc.
entered the watch & do the needful to restorethe watch. Titan Automatic watches need to be
serviced once in 2-3 years.Metal bracelet:Metal bracelet should be cleaned carefully in water
when dirty, using asoft toothbrush with soap and water to remove dirt. Rinse with water and
dry carefullywith a soft cloth.Leather strap:Leather strap should be slightly loosened in the
summer, when it mayabsorb perspiration. A tight strap not only prevents the passage of air
over the strapundersurface but can also cause a perspiration rash on the wrist. If the strap
everbecomes wet with perspiration, wipe it dry with a soft cloth. Avoid leaving your watch
indirect sunlight. The strap color may fade.Non water-resistant watch:Non water-resistant
watch - If your watch is not waterresistant, be careful not to get water on the case. The case
should be wiped gently witha slightly moistened soft cloth and then dried carefully.Polishing
17

the case/glass:Polishing the case/glass-When you want to polish the case of your watch, use a
soft and slightly damp cloth .Please do not use any solvents, cleaners,or detergents as this
may harm the watch.When you take off your watch:When you take off your watch, leave it in
a well-ventilated spot. Never put it in a sealed container when it is still damp with
perspiration.Shocks:Your watch is a precision measuring instrument. Treat it carefully, and it
willserve you well. Avoid undue shocks (such as dropping on hard sur You should aim to
protect your watch from heavy perspiration. Please remember to wipe it dry as soon
aspossible.faces).Perspiration: You should aim to protect your watch from heavy
perspiration. Pleaseremember to wipe it dry as soon as possible. Temperature:If your watch is stored
at temperatures outside the normal range (as lowas 5C or as high as +50C) the electronic
components may cease to function.Chemicals:Chemical substances, gases, mercury, etc., may
change the colour of cases,bracelets and straps. Mercury (for instance, from a broken
thermometer) can causeparticularly unsightly grey discoloration of gold plating.Magnetism:Avoid
placing your watch near loudspeakers, refrigerator door magnets,electric mixers and blenders,
headphones and other electrical equipment. These havestrong magnetism that affect the
timekeeping and functioning of your watch. Time Settings:Do not try to change the time setting
of your watch between 22.00 and02.00 hours because the calendar mechanism will be in the
process of changing the dayand date and any manual intervention will cause damage to the
mechanism.
.

BUSINESS OPPORTUNITIES

At Titan we constantly provide opportunities for enterprising business people to
collaborate with us. If you' reinterested in being a franchisee of the World of Titan,
18

Tanishq, Goldplus, Fastrack and Titan Eye+ stores, you're inthe right place. Or if you want to
be a local or international distributor for our world class products, or a vendor for
rawmaterials, do get in touch right away. We're in the licensing business too! Come, share in
our success!

COMPANY PROFILE

Titan Industries is the organization that brought about a paradigm shift in the Indian watch
market when it introducedits futuristic quartz technology, complemented by international
styling. With India's two most recognized and lovedbrands Titan and Tanishq to its credit,
Titan Industries is the fifth largest integrated watch manufacturer in the world.The success
story began in 1984 with a joint venture between the Tata Group and the Tamil
Nadu IndustrialDevelopment Corporation. Presenting Titan quartz watches that
sported an international look, Titan Industriestransformed the Indian watch market.
After Sonata, a value brand of functionally styled watches at affordable prices,Titan
Industries reached out to the youth segment with Fastrack, its third brand, trendy and chic.
The company hassold 100 million watches world over and manufactures 12 million watches
every year.With a license for premium fashion watches of global brands, Titan Industries
repeated its pioneering act and broughtinternational brands into Indian market. Tommy
Hilfiger and f c u k as well as the Swiss made watch Xylys owe their presence in Indian
market to Titan Industries.Entering the largely fragmented Indian jewellery market
with no known brands in 1995, Titan Industries launchedTanishq, Indias most
trusted and fastest growing jewellery brand. Gold Plus, the later addition,
focuses on thepreferences of semi -urban and rural India. Completing the
jewellery portfolio is Zoya, the latest retail chain in theluxury segment.Titan
19

Industries has also made its foray into eyewear, launching Fastrack eyewear and
sunglasses, as well asprescription eyewear. The organization has leveraged its
manufacturing competencies and branched into precisionengineering products and machine
building.With over 786 retail stores across a carpet area of over 10,08,083 sq. ft.
Titan Industries has Indias largest retail network. The company has over 326 exclusive
World of Titan' showrooms and over 69 Fastrack stores. It also has alarge network of over
650 after-sales-service centers. Titan Industries is also the largest jewellery retailer in India
withover 129 Tanishq boutiques and Zoya stores, over 32 Gold Plus stores. It
also sports over 191 Titan Eye+ stores.The company has two exclusive design studios
for watches and jewelleryBacked by over 5,934 employees, two exclusive design studios for
watches and jewellery, 10 manufacturing units,and innumerable admirers world over, Titan
Industries continues to grow and sets new standards for innovation andquality. The
organization is all geared to repeat the Titan and Tanishq success story with each new
offering
PRODUCTS
Titan Industries, best known as India's pioneering manufacturer of quartz watches, has also
etched a niche for itself in some of the most competitive spaces in the fashion industry such
as jewellery and eyewear. Precision engineeringis another area of specialization that Titan
Industries is proud of.
Watches:
Being the world's fifth largest integrated watch manufacturer, Titan Industries has created and
sold morethan a 100 million pieces the world over.Wi t h a pr oduct i on r at e of over
12 mi l l i on wat ches per annum and a cus t omer bas e of over 100 mi l l i on,
Ti t anIndustries owns manufacturing and assembly operation centers in Hosur in Karnataka,
Dehradun, Roorkee and PantNagar in Uttaranchal, Baddi in Himachal Pradesh, and an
20

Electronic Circuit Boards (ECB) plant in Goa.Capturing the important market segments and
the changing fashion trends, Titan Industries has brought forth four core watch brands:
Titan is designed for the mid-premium segment Fastrack is crafted to fit the trendy fashion
space with a focus on the youth Sonata is created for the mass market and has emerged as
Indias largest selling watch brand Xylys is fashioned for the premium market, aiming at the
high-end connoisseur and new-age achiever The Titan brand architecture comprises several
sub-brands, each of which is a market leader in own space. Notableamong them are: Titan
Edge, Titan Raga, Nebula, Heritage and several other collections like WWF,
Zoop, Orion,Purple, Obaku, Automatic and the HTSE series. The Titan portfolio owns over
60% of the domestic market share inthe organized watch market.Titan Industries pride
possession, a world-class design studio for watches and accessories, is the place where
someof the most coveted creations have been conceptualized.Exclusive World of Titan and
Fastrack showrooms and over 12,000 outlets in more than 2,554 cities in India makethese
much-sought-after watches available to the buyers. The watches are also offered
internationally in 30countries, with a special focus on the Middle East and Asia Pacific
regions. The after-sales service, a benchmarkedoperation with a large network of exclusive
service centers spread across the country, is one of the operation unitswith the fastest
turnaround time in the world.


TITAN

Titan is one of India's leading watch brands that brought about a paradigm shift in the Indian
watch market, offeringquartz technology with international styling. The Titan portfolio owns
over 60% of the domestic market share in theorganized watch market.The brand Titan is
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committed to offering its consumers watches that represent the compass of their imagination.
Thebrand regularly introduces exciting new collections, which connect with the
various facets of deep-rooted humanyearnings for self-expression. The new
brand philosophy of Titan, encapsulated in the catchphrase Be More, touches this
as well as all other aspects of the brand.The Titan brand architecture comprises several
collections and sub-brands, each of which is a leader in own space.Notable among them are:
Titan Edge - world's slimmest watch based on the philosophy less is more, Titan Raga -
feminine and sensuous accessory for today' s woman, Nebula - crafted with solid
18k gold and precious stones.Several other popular collections like Heritage,
Aviator, Automatic, Regalia, Obaku, HTSE also form a part of theTitan
portfolio.The watch division boasts of over 326 exclusive showrooms christened World of
Titan', placing the brand amongstthe largest chains in its category backed by over
650 after-sales-service centers. The division has a world-classdesign studio that
constantly invents new trends in wrist watches.


INTERNATIONAL BRANDS
Tommy Hilfiger Watches
Tommy Hilfiger, one of the best -known American fashion brands, has its roots in
Elmore, New York. The brand isrecognized world over for watches, jeans,
fragrance.The Tommy Hilfiger watches are crafted with precision and care and
finished with unique signature details for unmistakable style. The look these watches
represent is cool and classic, spirited, fun and always fashionable. Thewatches strike a
cord with people who espouse the brand attitude of being optimistic, hip, real,
natural, confident, relaxed and spontaneous. The designer styles with an unmistakable
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Tommy twist are offered with collections to suitdifferent tastes, moods and occasions of
wear.Titan Industries Limited has made Tommy Hilfiger Watches available in India at most
World of Titan stores, leadingmulti-brand watch outlets, and department stores like
Shoppers Stop, Central and Lifestyle.
Hugo Boss Watches
Hugo Boss, one of the worlds most popular European brands, has its roots in
Germany. Hugo Boss is known for shoes, accessories, and fragrances. Watches
complement and complete the portfolio. Hugo Boss watches werelaunched globally
early this year. The Hugo Boss watch designs connote European elegance and couture and
are asymbol of power and sophistication.Hugo Boss watches are now available in India,
thanks to Titan Industries Limited.
French Connection Watches
Founded in 1972 by Stephen Marks, French Connection set out to create well -
designed fashionable clothing that appealed to a broad market. f c u k is a short, sharp
acronym for French Connection United Kingdom. It is now oneof the strongest brands in
Britain and operates in over 25 countries. Having established a strong core
clothingbusiness, through unique design and a true sense of style the company has, over
recent years expanded its portfoliointo exciting new areas including mens and womens
toiletries, shoes, jewellery, watches, and eyewear.f c u k has been launched in select
Large Format Stores and Multi Brand Outlers across the country by
TitanIndustries Limited

DESIGN STUDIO
Titan Industries design studio is where Indias most popular watches and eyewear
areconceptualised. The studio is truly a testimonial to the creative and innovative spirit of the
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company.A blend of young and experienced designers - dynamic and original - from Indias
mostprestigious fashion and design institutes creates award-winning pieces year after
year.The studio boasts of a cross-disciplinary amalgam of some of the most imaginative
andinnovative designers across the country.The design studio serves as a one-stop shop for the
design needs of the brands: Titan,Fastrack, Sonata and Xylys. With design and
execution of the Timescapes range of outdoor clocks to its credit, the studio also
designs and manufactures trophies for in-house requirements as well as for various
clients such as Standard Chartered, TajGroup, the Government of India , among
others. These trophies, created under thebrand name Titan Trophe are as much joy to present,
as they are to receive.The Visual Merchandising team that ensures impeccable
implementation of ideasenhances the product design. A robust in-house process, based on
special constraintsof var i ous cr eat i ve act i vi t i es , i s i n pl ace t o manage
des i gn pr oj ect s . Seaml es s synchronization of cutting-edge technology and appealing
designs spells the expertiseof the design team. Marketing requirements are translated into
attractive accessorieswith effortless spontaneity. The studio focuses on user-centric designs
that bring globaltrends to the discerning Indian customer.Titan Global Design is a new multi -
disciplinary design studio known for its innovativeand refreshing approach towards design. It
aims to explore design opportunities in theexternal world & expand its design expertise to newer
horizons.Our holistic (3i) approach involves Immersion, Ideation and Implementation as
thethree main pillars of the design process. This goes hand in hand with
designresearch which is conducted to spot, interact and analyze trends in social behavior. Our passion is to
create user centric design.Wi t h ma n y p r e s t i g i o u s a wa r d s t o p r i d e i t s e l f o n ,
t h e d e s i g n s t u d i o s h a r e s t h e adventurous spirit of Titan Industries and looks into the future
with a will to conquer

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INTEGRATED SUPPLY CHAIN MANAGEMENT
Titan changed the way watches were designed, manufactured and marketed; Titan
revolutionized the Indian WatchIndustry and today watches are considered as a fashion
accessory, rather than a time keeping device.Titan watches, the most trusted and
popular watches in India are manufactured at Hosur, an Industrial suburb
of Tamil Nadu, India. Set up in 1985, with initially planned annual capacity o f 2
million, today the unit producescomponents for over 11 million quartz analog wrist
watches, thanks to the state-of-art manufacturing facilities at theunit.Titan Industries
Movement manufacturing set-up was established in technical collaboration with France
Ebauches, aleading quartz analog movement manufacturer in France. In 1989,
watch case manufacturing technology wasobtained from Citizen Watch Co. of Japan
and in mid 90s, the technology for complicated watch cases and solid linkbracelets
manufacture was obtained from a Swiss company. State of art physical vapour coating
facilities have beenestablished with the help of technology from German and Swiss coating
expert companies.A Watch Assembly unit was established at Dehradun in 1990 and
another since then, three assembly units havebeen added: one at Baddi, Himachal
Pradesh (2004),one at Roorkee, Utharakhand (2007) and the latest one
atPantnagar, Utharakhand (2010). Today, Titan Industries' watch assembly capacity is about
12 million watches per annum.Titan Industries is one of the very few manufacturers in the
world that manufactures watch movements, watch casesand watch assembly under one
roof. It is the fifth largest, integrated watch manufacturer and retailer in the
world.From the initial offering of 150 models in 1987, today the supply chain and
manufacturing set-up has the capability tohandle over 3000 watch variants every year, the
fact that depicts the product mix complexity. In-house watch caseplant has unique capability
to produce range of products that varies from cost effective value for money products
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tocomplex designs that adore the wrists of different brands customers like Titan,
Fastrack and Sonata. In-housemovement plant produces the worlds slimmest movement
Edge with pride.

TITAN CUSTOMER SERVICE
Spread across India, with 786 service contact points across 343 towns, Titan
Industries service centre network iscommitted to deliver a satisfying post-sales
experience to all the customers.The Watch Care Centres are attached to the World of
Titan and Authorised Service Centers are attached to theMulti-brand outlets, both
offer quick and high-quality repairs for all types of watches currently sold by Titan with a
six-month service guarantee. At the Titan Watch Care Centres, all repair activities follow a
strict and systematic processthat is controlled and measured through an ISO audit
system. To ensure good quality, faster turnaround time andcustomer satisfaction,
Titan Industries has various schemes in place. A post service follow-up (for
major repair act i vi t y) i s mandat or y t o compl et e t he cycl e of cus t omer
s at i s f act i on. Ti t an' s l oyal t y Si gnet pr ogr am - wher ecustomers can redeem
their points is part of Titans effort to retain and value its loyal customers.Titan Customer
Service also markets spares and accessories, such as batteries, leather and metal bracelets to
alloutlets that sell Titan, Sonata and Fastrack watches. Staff actively encourage customers to
use only original spares inorder to ensure quality and satisfaction.Titan Customer Service,
with the ISO 9001 & 14001 certification, focuses on the best post -sale
experience andcomplete customer contentment.



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TITAN INTERNATIONAL
Titan Industries entered the international watch market with their business endeavour in the
Middle East in 1991. Thislaunched the Titan brand of watches in the UAE, Oman, Qatar and
Bahrain. Saudi Arabia and Kuwait were added in1994.Titan Industries has distributors in
every country it operates in. The distributors set up exclusive and multi brandstores to
sell Titan products. Apart from this arrangement, retail also takes place via high
street retailers, power retailers and department stores.To remain a successful global
player, Titan has further reinforced its thrust in the international markets by
evolvingproducts to suit the tastes of the local consumer as well as being
contemporary keeping the current international trends in mind.Being the fifth largest
integrated watch manufacturer in the world, Titan emphasizes world-class quality supported
byexcellent after-sales service policy that goes beyond the international norms. At the
international level, Titan operatesin the mid-premium price segment category. With
innovative technology-driven products like Titan Edge - theslimmest watch in the
world - Titan is presently the market leader in its category in Oman and Bahrain, and at No.
2position in the Middle East.Titan expanded to Asia Pacific in the late nineties, and has
recently made a foray into South Africa; Singapore, Dubai,Malaysia, Oman, and Vietnam are
some of the major countries where the brand is offered. The customers includenon-residential
Indians as well as Vietnamese, Thais, Arabs and Filipinos. Through a combination of
contemporarystyle, excellent quality and affordable prices, Titan has put togethe r
an exceptionally appealing proposition for thepeople of these countries.With over a
hundred million satisfied consumers world over, Titan has successfully
established its brand valueinternationally.


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WORKING WITH US
Titan Industries offers critical and challenging roles in a wide range of areas and
responsibilities.The talent management at Titan Industries aims at creating a large
pool of potential leaders. Robust leadership-development systems that accelerate
the growth of current and future leaders, the performance culture that
iscalibrated through rigorous processes, and the innovative reward mechanisms
at Titan Industries are some of thebest customs in the corporate universe.Managers
with a high potential often feel the need to move to new areas of work this
recharges their faculties, strengthens their own abilities and realizes their aspirations. The
company encourages internal mobility as a meansof bui l di ng exper t i s e, gener at i ng
s yner gy, and pr omot i ng s el f - i mpr ovement . I nt er nal mobi l i t y r ei nf or ces
t heprofessionalism, diversity, and competitive spirit at the company, in addition to providing
satisfaction and choice toevery individual.With a strong philosophy of people first, Titan
Industries recognizes the strength and contribution of people in thecompanys success and
growth. The work-culture at Titan Industries encourages the employees to learn,
innovate,experiment and grow.Titan Industries has been rated highly by the Gallup
engagement survey - with scores for satisfaction, loyalty andadvocacy far higher
than the average scores of Gallup India . The Company has also been rated No.1
in Retailcategory and 24th overall by Great Places to Work (2009), an institutional study, in
the Economic Times.To be part of the Tata group can lead to a voyage of discovery for
professionals discovery of industries, businesscultures, people and places.




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CHAPTER -3 PROCESS PROCEDURE
Watch
The oldest means of determining time is by observing the location of the sun in the sky.
When the sun is directly overhead, the time is roughly 12:00 noon. A slightly later
development, and one less subject to an individual's judgment, is the use of a sundial. During
the daylight hours, sunlight falls on a vertical pole placed at the center of a calibrated dial,
thus casting a shadow on the dial and providing the reader with a relatively accurate time
reading.
The invention of the mechanical clock in the fourteenth century was a major advancement
it provided a more concise and consistent method of measuring time. The mechanical clock
includes a complicated series of wheels, gears, and levers powered by a falling weights and
with a pendulum (or later a wound-up spring). These pieces together moved the hand or
hands on a dial to show the time. The addition of chimes or gongs on the hour, half hour, and
quarter hour followed soon afterward. By the eighteenth century, smaller clocks for the home
were available, and, unlike their predecessors, were closed and sealed in a case.
The more exacting the workmanship of the moving parts, the more accurate the clock was.
From invention through to the middle of the twentieth century, developments in clock-
making focused on making the moving parts work as accurately as possible. Developments in
metal technology and in miniaturization, the lubrication of small parts, and the use of first,
natural sapphires (and then artificial sapphires) at the spots that received the most stress (the
jeweled movement) all became integral components of horological science. Small pocket
watches, perhaps two to three inches (five to seven centimeters) in diameter, were available
by the end of the nineteenth century. Mechanical wristwatches were an everyday item in the
United States by the 1960s. And yet, the central problem faced by watch and clockmakers
remained the same: mechanical parts wear down, become inaccurate, and break.
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In the years immediately following World War II, interest in atomic physics led to the
development of the atomic clock. Radioactive materials emit particles (decayed) at a known,
steady rate. The parts of a mechanical clock that ratcheted to keep the time could be replaced
by a device that stimulated the watch movement each time a particle was emitted by the
radioactive element. Atomic clocks, incidentally, are still made and sold, and they are found
to be consistently accurate.
With the development of the microchip in the 1970s and 1980s, a new type of watch was
invented. Wristwatches that mixed microchip technology with quartz crystals became the
standard; there are few non-quartz wristwatches made today. The microchip is utilized to
send signals to the dial of the watch on a continual basis. Because it is not a mechanical
device with moving parts, it does not wear out.
The use of quartz in watches makes use of a long-known type of electricity known as
piezoelectricity. Piezoelectricity is the current which flows from or through a piece of quartz
when the quartz is put under electrical and/or mechanical pressure (piezo is from the Greek
verb meaning "to press")
The heart of a quartz watch is a tiny sliver of quartz. In a natural form, quartz is first loaded
into a giant kettle or autoclave. Hanging from the top of the autoclave are seeds or tiny
particles of quartz with the desired crystalline structure. An alkaline material is pumped into
the bottom of the autoclave, and the autoclave is heated to a high temperature, dissolving the
quartz in the hot alkaline liquid, evaporating it, and depositing it on the seeds. After about 75
days, the chamber can be opened, and the newly grown quartz crystals can be removed and
cut into the correct proportions.
a regular, countable series of signals (oscillations) to one or more microchips. (Electrical wall
clocks, in contrast, use the regularity of wall current to keep track of time.)
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The most accurate quartz watches are those in which the time appears in an electronically
controlled digital display, produced via a light-emitting diode (LED) or a liquid crystal
display (LCD). It is possible, of course, to have the microprocessor send its signals to
mechanical devices that make hands move on the watch face, creating an analog display. But
because the hands are mechanically operated through a portion of the watch known as a gear
train, analogue watches usually are not as accurate as digitals and are subject to wear. Both
types of watches achieve tremendous accuracy, with digital watches commonly being
accurate to within three seconds per month.

Raw Materials
Electronic watches make use of many of the most modern materials available, including
plastics and alloy metals. Cases can be made of either plastic or metal; watches with metal
cases often include a stainless steel backing. Microchips are typically made of silicon, while
LEDs are usually made of gallium arsenide, gallium phosphide, or gallium arsenide
phosphide. LCDs consist of liquid crystals sandwiched between glass pieces. Electrical
contacts between parts are usually made of a small amount of gold (or are goldplated); gold is
an almost ideal electrical conductor and can be used successfully in very small amounts.

The Manufacturing
Process
This section will focus on quartz digital watches with LED displays. Although the assembly
of such watches must be performed carefully and methodically, the most essential aspects of
the manufacturing process are in the manufacture of the components.
Quartz
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1 The heart of a quartz watch is a tiny sliver of quartz. The synthetically produced quartz is
cut by the manufacturer with a diamond saw and shipped to the watchmaker to use. The
production of "grown" quartz is a critical step in the process.
Quartz, in a natural form, is first loaded into a giant kettle or autoclave (the same device used
by doctors and dentists to sterilize instruments). Hanging from the top of the autoclave are
seeds or tiny particles of quartz

In watch assembly, the entire set of crystal and microchips is set onto a circuit board. A
battery is also installed that generates electricity for the quartz crystal and supplies the power
for the LED display.
with the desired crystalline structure. An alkaline material is pumped into the bottom of the
autoclave, and the autoclave is heated to a temperature of roughly 750 degrees Fahrenheit
(400 degrees Celsius). The natural quartz dissolves in the hot alkaline liquid, evaporates, and
deposits itself on the seeds. As it deposits itself, it follows the pattern of the crystalline
structure of the seeds. After about 75 days, the chamber can be opened, and the newly grown
quartz crystals can be removed and cut into the correct proportions. Different angles and
thicknesses in the cutting lead to predictable rates of oscillation. The desired rate of
oscillation for quartz used in wristwatches is 100,000 megaHertz or 100,000 oscillations per
second.
2 To work most effectively, the piece of quartz needs to be sealed in a vacuum chamber of
one sort or another. Most commonly, the quartz is placed into a sort of capsule, with wires
attached to both ends so that the capsule can be soldered or otherwise connected to a circuit
board.


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The microchip
3 The electronic leads generated by a battery through the quartz (producing oscillations) will
go to a microchip that serves as a "frequency dividing circuit." Microchip manufacture, like
the quartz, is also carried out by the supplier to the watch manufacturer. An extensive and
complex process, making microchips involves chemical and/or x-ray etching of a
microscopic electronic circuit onto a tiny piece of silicon dioxide.
4 The oscillation rate of perhaps 100,000 vibrations/second is reduced to 1 or 60 or some
other more manageable number of oscillations. The new pattern of oscillation is then sent to
another microchip that functions as a "counter-decoder-driver." This chip will actually count
the oscillations that it receives. If there are sixty oscillations per second, the chip will change
the reading on an LED every second. After 3,600 oscillations (60 x 60), the counter will
instruct the LED to change the reading for minutes. And, after 60 x 60 x 60 oscillations
(216,000), the counter will change the hour reading.

Assembly
5 The entire set of crystal and microchips is set onto a circuit board. The board incorporates a
space to hold the battery that supplies electricity to the quartz crystal and supplies the power
for the LED display. Generally, the space for the battery is on the outside of the surface
facing the back of the case. The battery can be replaced by removing the back of the watch,
shaking out the old one, and dropping in the new battery.
6 The mechanism used for setting the watch is then connected. This mechanism involves two
pins that extend beyond the case of the watch. One pin lets the counter circuit know which
reading to resetseconds, minutes, or hours. The second pin is pushed a number of times to
bring the display to the desired reading.
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7 The entire circuit board, along with a battery, is then closed into a case, and a wrist strap is
attached.

Additional Watch Features
Because the microchips in a quartz watch are capable of holding large quantities of
information, it is possible, from an engineering standpoint, to add other functions to a watch
without much difficulty. An additional push button on the case connected to the counter
circuit can provide alarms, tide information, and more. The microchip can just as easily be
programmed to set the watch forward or back a defined amount at the push of a button, so
that an owner can determine the time in another time zone, or perhaps have two, three, or
more time zone times displayed successively.

Quality Control
All components of electronic watches are manufactured under a strict system of quality
control. Quartz crystals, for example, have their frequencies tested before being used in a
watch. Microchips must be made in a "clean room" environment with specially filtered air,
since even the tiniest dust particles can render a chip useless. Microchips are examined
carefully and are also bench tested for accuracy before use.
After a watch is manufactured, it is again tested before being shipped to market. In addition
to its time-keeping accuracy, it is also subjected to a drop-test in which it must continue to
operate properly after being dropped and otherwise abused; a temperature test; and a water
test. While a watchmaker may, with proper testing and proof, claim that a watch is "water
resistant" at certain, known specifications, it is inaccurate to say a watch is "waterproof
because without particular specification that designation is meaningless.