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CONSUMER
BEHAVIOUR
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Presentation of case study on

Titan Company Limited
Written by: Manvendra Singh
Student at: University of
Delhi,
Published on: Jan 21-2014
7/26/16

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Group Member:
Muhammad Umer 132
Omer Mushtaq 145
Usman Aziz 152

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Why study Titan

watches ?

Only
branded
watch
company
to
originate
from a
newly
Became
industriali
the best
zing
brand in
country

a short
Brand leader time
in the
country of its
origin
Broad

est
range
of
Use of
innovation
watch
es
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WHO
World's fifth largest wrist watch manufacturer
Designer and manufacturer of India's largest and bestknown range of personal accessories
Joint venture between the Tata Group and the Tamil
Nadu Industrial Development Corporation

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6
Introduction : History

WHEN
Established in 1987
Envisioned by Mr. Xerxes Desai, a TATA Veteran and
his team
Third largest Indian watch manufacturer after HMT
and Allwyn

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7
Introduction : History

WHAT
Indian designer and manufacturer of watches,
jewellery and other accessories including
sunglasses, wallets, bags and belt
Precision engineering is another area of
specialisation

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320 STORES

130 CITIES

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32 COUNTRIES
2000 stores ; 135 million customers

became one of the first brands in

the non-consumer goods segment from India to
be sold in Middle East, East Asia as well as
Europe. CONSUMER BEHAVIOUR Globalization : International reach10

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11

+
Raga range of
Joint venture
watches launched.
Aqura
range
of
Electronic watches
Spectra range
watches launched reintroduced
150 designs

Timelin
e

1984

1986

1989

1991

1992

1994

1995

1996

Sonata range of
Aqura sold
watches launched
to Timex
+
Tanishq range of
Consultancy services
watches launched
Marketing strategy
Insignia launched
Digital & ana-digital outsourced
in India
watches
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12

Edge and Braille

watches launched

2013

Cyber range
of
watches
launched
TitanFastrack
Xylys range of
Crown range of
launched
watches launched
Classique
watches launched
collection
launched

2006

2005

2004

2001

2000

Octane,
Vizag range ofDash range of
watches launched
Obaku,
watches launched
Automatic,
Purple range
of watches CONSUMER BEHAVIOUR
launched

13

Technologi
cal

Slim watches
Watches for disabled
Better finishes of watches
Broader ranges of watches

Innovation

Organisatio
nal

Robust design of watches

Increased reach: Retailing

Cycle time reduction

Continuous feedback

Constant review
Multi-brand outlets

Service excellence

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Innovation

14

Vision

Global brand
Worldclass manufacturing
New image driven by innovation

Technology

High torque stepper motors for high reliability

Vapor deposition technology for appearance parts
Cycle time reduction through concurrent engineer
Worlds thinnest watch movement

rand Building

cept marketing instead of product marketing

nd image building in Europe
nd leveraging in other personal product segments
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15

Marketing Watches
Titans marketing strategy had five
main bases:
Product of international quality
Indian designs
Competitive prices
Intensive advertising and
promotion
Specialized retail shops to control
the presentation
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16

TITAN PRICING
Pricing Objectives
1.Survival (i.e. Titan Exacta)
2.Market share (i.e. Titan Sonata)
3.Market skimming (i.e. Titan Nebula)
4.Product quality
. Pricing method
1.Mark-up pricing
2.Product line pricing
3.Promotional pricing

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Promotion
1. Advertising
2. Sales promotion
3. Public relation
Advertising media:
. Television
. Print
. Internet
. Contacts with social networking sites for their
promotion
Titan brand ambassador:
. Titan Brand: Aamir Khan
. Sonata: Mahendra Singh Dhoni
. Raga: Katrina Kaif
. Xylys: Farhan Akhtar
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18

Place
World of Titan Showrooms
Time Zone
Traditional Outlets
Non Traditional Outlets

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19

SEGMENTATI
ON
TARGETING
&
POSITIONIN
G
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POSITIONING
ATTRIBUTE POSITIONING ( Raga, exclusive watches for
women )
BENEFIT POSITIONING ( Fastrack, contemporary, sturdy &
reliable )
COMPETITOR POSITIONING ( Edge, slimmest collection of
watches )
QUALITY OR PRICE POSITIONING ( Sonata, value for money )

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SEGMENTATION
Titan has segmented the market on
the basis of the following variables:
Demographic (age and social class)
Psychographic (lifestyle and
personality)
Behavioral (benefits and occasions)
Geographical (region)

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TARGETING
DEMOGRAPHIC
Age: 6-11, 12-19, 20-34, 35-49, 50-64, 65+
Gender: Male, Female
Occupation: Professionals, Retired, Students,
Homemakers, Sportsmen
Social Class: Working Class, Middle Class, Upper Middle
Class, Lower Upper, Upper Uppers
PSYCHOGRAPHIC
Lifestyle: Culture- Oriented, Sports- Oriented, OutdoorOriented
Personality: Gregarious, Ambitious
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Product Range
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Slim watch design

Classic elegance coupled with technical mastery is what the

Edge is all about. Edge is the slimmest watch in the universe
- a mere 3.5mm

29 models are available

Price: Rs. 7595 - Rs. 17995

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It is crafted to suit the taste of women who hold a position of

honor in their career and believe in style statements. Raga is
a range of exquisite watches that have the perfect mix of
sensuality and elegance
151 models available in raga
Price:
Rs. 1595 - Rs. 11995
7/26/16
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Simple, durable, long lasting, sporty look, a little more than

time ticking machine.
52 models are available
Price: Rs. 3495 - Rs. 9495
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Better finishes, materials, broader ranges, robust design

A sign of linkage of better halves, beauty and grace for every

gender.
22 models are available
Price: Rs. 2995 - Rs. 12495
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Better finishes, materials, broader ranges, robust design

A combination of jewel and watch giving a confidence to

enjoy time wearing an asset.
73 models are available in nebula
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Price: Rs. 29000 - Rs. 275000

29

Better finishes, materials, broader ranges, robust design

A time watch running on pulse with robust

design(strong/heavy design) and finest machining.
8 models are available
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Price: Rs. 13995 - Rs. 20995

30

Better finishes, materials, broader ranges, robust design

A symbol of simplicity inspired from the natures beauty.

19 models are available
Price: Rs. 5995 - Rs. 8995
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Better finishes, materials, broader ranges, robust design

HTSE(High Tech Self Energized). HTSE has a unique ability of

being charged by any source of light, ranging from Sunlight
to a candle flame. A smart and engineered look
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13 models are availableCONSUMER
in htse

Better finishes, materials, broader ranges, robust design

A design defining its Outlaw characteristics with beauty

where every one finds it simply outstanding.
54 models available in purple
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Price: Rs. 4995 - Rs. 8995

33

33 models are available

Price: Rs. 4295 - Rs. 9995

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29Models are available

Price: Rs. 3985 - Rs. 14695

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Zoop is a range of funky watches with bright colours for little

champs so that new and colourful ideas can emerge in their
minds.
195 models are available
in zoop
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Price: Rs. 350 - Rs. 995

Service excellence

Sustainability of brand reputation comes from

service excellence

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Art and design studio was set up

Help from European designer
Watches are elegant & rich in style
Retail networking and richness of
product

Strategy

Manufacturi
ng

Design

Distinct in appearance & style

Competition from lead competitor

Quality: Central focus

High torque stepper motors

Durable finishes using vacuum

deposition
Large range of styles in a short

Strategy
time frame

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ANALYSIS
OF THE
QUESTIONNAIRE

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COMPOSITION OF SAMPLE
SAMPLE SIZE 93
As per age Below
18

5%

22%

As per gender
37%

19-25

Male
Female

26-35
46%
7%
20
%

36-50
Above
50

63%

As per occupation
Working

12
%
37
%

5%

46%

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Student
Housewi
fe
Retired
40

FACTORS CONSIDERED BY DIFFERENT

AGE GROUPS
Above 50
36-50
Price
Aesthetic Appeal
Warranty Period
Brand Image

26-35
19-25
Below 18
0 0.5 1 1.5 2 2.5 3 3.5 4 4.5 5
Priority level
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FACTORS CONSIDERED BY DIFFERENT

OCCUPATION GROUPS
Retired

Housewife

Price
Asethetic Appeal
Warranty Period
Brand Image

Student

Working
0 0.5 1 1.5 2 2.5 3 3.5 4 4.5 5
Priority level
7/26/16

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REASON FOR BUYING

(AS PER AGE)
Gifting

Below 18
19-25
26-35
36-50
Above 50

Better Model Available

Style Statement

Requirement
0

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5
43

REASON FOR BUYING

(AS PER OCCUPATION)

Gifting

Working
Student
Housewife
Retired

Better Model Available

Style Statement

Requirement

0
4

1
2
5
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3
44

WHAT INFLUENCES THE BUYING

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INFERENCE
The buying
decision is
primarily
affected by
self.
Family,
Friends & the
celebrity
involved in
advertisement
is also an
important
influencer.

Celebrity Endrosement
Advertisement

2
3.6

Friends
Family
Self

2.3
3.8

0 0.5 1 1.5 2 2.5 3 3.5 4

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45

Reasons for Brand Loyalty

Y axis

45
40
35
30
25
20
15
10
5
0

X axis

Sample size 93

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REASO
NS
Attractive
Design
Reasonable
price image
Brand

NO. OF
RESPONDENTS
39
7
22

Good quality
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46

Globalization strategy

Contemporary style
prices

Excellent quality

Affordable

Global Success

* Regular interaction and systematic analysis of feedback

* Training and skill development in cross-cultural marketing
* Incremental approach supported by rapid learning and review

* Rapid learning and rapid adaptation to changing requirements in

new markets

* Continuous communication, dialogue-based goal setting & fearfree feedback

Elements

7/26/16

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Globalization : Strategy

CONCLUSION

TITAN is successful in creating wealth for

all the stakeholders by building highly
successful
businesses
based
on
a
customer centric approach, and to
contribute to the community

7/26/16

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48

THANK YOU
49