TITAN WATCH CO.

INTRODUCTION
 Titan Company Limited (earlier known as Titan Industries Limited) is an Indian consumer
goods company. It commenced operations in 1984 under the name Titan Watches
Limited. It is a joint venture between the Tata Group and the Tamil Nadu Industrial
Development Corporation.

FOUNDER :- XERXES DESAI

(1937-2016)
 HISTORY
 1984–1990
 In 1984- inaugurated on 26th July, 1984 under the name Titan watch co. ltd. A plant was set up to
manufacture quartz analog electronic watches in the State Industries Promotion Corporation
of Tamil Nadu
 In November 1986- Titan Company and Casio signed a MoU.
 In 1989,-a satellite case plant was setup in Dehradun, UttarPradesh, Uttarakhand at present with a
manufacturing capacity of 500,000 watch cases annually.

 1991–2000
 In September 1993 - the company changed its name to Titan Industries Ltd. as it ventured into other
range of products other than watches.
 In 1998 - launched its watch & accessories brand, FasTrack.
2000–2010
 In 2001-launched kids’ watches brand, Dash.
 In 2004- agreement with Moet Hennessy Louis Vuitton Group.
 In 2005, Fastrack was positioned as an independent accessory brand.

 2011–present
 IN 2011-Titan acquired Swiss watch maker Favre-LeUBA to enter the EUROPEAN MARKET.
 In 2014- it entered into a joint venture with Montblanc to establish its retail stores in India.
 IN 2106- introduced SMARTWATCH, Juxt, made through a collaboration with Hewlett
Packard.
 IN 2017- launched a fitness tracker, named Gesture Band UNDER, Fastrack.
Products
Brands
 FASTRACK
 Sonata,
 Raga,
 Octane and
 Xylys.
 In 2011, the company secured licence for marketing and distribution of Tommy
Hilfiger and Hugo Boss watches.

Awards
 Kaizen national awards for assembly casing team
 Good Design Award 2014 by design Council of Japan for Skeletal Edge
 "Best Product design of the year-by Red Dot for Skeletal Edge for 2014
 Bronze medal at the Indian Effies Award for Fastrack
 Competitors
 FOLLI FOLLE

 Cartier

 Swatch Group
 Seiko

 FOSSIL GROUP (USA)

MARKET SHARE ACCORDING TO 2018 analysis
 TITAN
 $170 million
 FOLLI FOLLE
 $226.91 million
 Cartier
 $219.3 million
 Swatch Group
 $367.9 million
 SEIKO
 $257.1 billion
 FOSSIL GROUP
 $229.902 million
Target ED customers
BRAND CATEGORY
FASTRACK YOUTH
EXCTA LOWER-MIDDLE CLASS
SPECTRA COMMON CLASS
ROYAL UPPER-MIDDLE CLASS
TITAN LOWER -MIDDLE & UPPER
CLASS
SONATA LOER-UPPER CLASS
RAGA UPPER CLASS
REGALIA UPPER-LOWE-MIDDLE CLASS
NEBULA UPPER CLASS
The marketing mix
 Product
 PRODUCT TYPE
 convenience
 Specialty

 Segmentation of titan watch

 Based on price
 Market segmentation
 Based on user category
 Place
 Offline
 World of titan showrooms
 Time zones
 Traditional outlets

 Online
 E-commerce platforms such as amazon , flipkart , myntra etc.
 Own website
 Pricing objectives
pricing
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
 Application of pricing strategy
1. Lower segment
2. 1000 plus segment
 promotion
TITAN TAGLINES: BE MORE, WHAT’S YOUR STYLE, THE JOY OF GIFTING

1. Advertising PUBLIC RELATIONS

2. Sales promotion
• GIFT CONCEPT
3. Public relation (CRM)
• PROMOTION ON OCCASIONS
ADVERTISING MEDIA
 TELEVISION SALES PROMOTION
 PRINT • SPONSORSHIP
 INTERNET • SEASONALITY
TITAN BRAND AMBASSADOR
• PROMOTION THROUGH
 TITAN BRAND :AAMIR KHAN
CONTESTS
 SONATA: M.S. DHONI,SUSHANT SINGH RAJPUT
 RAGA: KATRINA KAIF, KRITI SANON
 XYLUS:RAJKUMAR RAO
Macro economic factors

 Macro economic factors are national and global events which are out of your
control.
 Elements in Macro Environmental Factors-PESTEL.
 Example- Unemployment in USA leading to reduction in GDP of china.
 Adversely effects the business but taken advantage of.
 Strategic tool- Market share , growth & Trends.
 PESTEL ANALYSIS
Acronym
Framework or Tool
Used in expanding business in
foreign markets and sustainable
growth
 PESTEL ANALYSIS OF TITAN

Political factors
 Advent of watch industry in 1961 by hmt, titan establishment.
 Titan started in 1984, penetrated market, took advantage of trade barriers, conservative markets.
 Scenario change in 1991 lpg reforms.
 As the trade barriers reduced, lead to entry of foreign players.
 Govt. taxes on imports 50%-60%- leading to Titan’s market leadership.
 Titans entry in middle eastern markets in 1991.

 ECONOMIC FACTORS:
 Foreign investment leading to entry of many players through ecommerce and retail.
 Indian watch industry growth rate-20%, luxury watch segment growth rate-25%.
 Titan took advantage rising percapita income and information.
 Experienced decline in sales during 2008-09 slow down in India, Singapore, Dubai & Malaysia. On the contrary- experience
surge in demand from KSA and Vietnam .
 SOCIO-CULTURAL FACTORS
 THE INDIANS SEE WATCHES AS FUNCTIONAL TIME KEEPING MACHINES BUT TITAN TRANSFORMED IT INTO
FASHION AND LIFESTYLE, THROUGH HEAVY ADVERTISING- ADDING EMOTIONAL TOUCH TO THE ADVERTISING,
BRAND ENDORSEMENTS.
 THE INDIAN CONSUMER IS HIGHLY SEGMENTED WITH RESPECT TO THE INDIAN WATCH INDUSTRY. THE
VARIOUS SEGMENTS CAN BE SEGREGATED AS BELOW:

1) INDIAN URBAN FASHION CONSIOUS ELITE: ZOYA, NEBULA

2)THE INDIAN URBAN UPPER MIDDLE CLASS TITAN
3) MARRIED COUPLES BANDHAN
4) INDIAN URBAN/SEMI-URBAN YOUTH: FASTRACK
5) RURAL MIDDLE CLASS: SONATA
GLOBAL-END
1) Titan entered EUM through heavy ads and participation in trade shows.
2) Decline in EUM leading birth to International business division in 2004-2005.
 Technological Factors:
 The Indian watch industry was kick-started by the launch of HMT.
 HMT produced mainly mechanical watches which dominated the Indian market till Titan
was formed in 1984.
 Titan introduced Quartz watches which were an instant hit in the market.
 The Quartz watches were based on the Quartz crystal technology which did not need
mechanical components for its functioning.
 After Quartz technology came the digital technology.
 Digital watches were popular because of their precision and design flexibility and the
recent technology is Smart bands & smart watches.
 It also drastically reduced the price of the watches making it affordable to the common
man.
 Currently Titan has introduced Smart bands and smart watches.
 Environmental Factors:

The Watch industry is one such industry which has one of the
highest scrap age rates. Most of the watches having plastic as one
of their major components are not biodegradable causing serious
threat to the environment.
Majority of the watch components are outsourced from third world
countries like Taiwan where the working conditions are very bad.
Also most of the electronic components that go into the watch like
LED and electronic circuits are not biodegradable.
The gases that are formed after burning of these components are
major constituents of global warming.
 Legal Factors:
 Although the Indian Government has drastically reduced the Import duty and
tariff rates still the duty is 50-60 % higher than the actual price.
 This leads to a lot of smuggling causing a huge dent in the exchequer of the
Indian government.
 This is quite prevalent in the watches present in the luxury segment costing
more than Rs 50000.
 These watches are bought to India by illegal means in completely knocked
down(CKD) form and then sold at a considerable discount.
 Although with the advent of modern retail this has reduced to a slight extent
but it is still prevalent widespread.
PRESENTERS:-

NISHANT SINGH
LOKESH NAGA
LOVELY
MANISH
NITESH KUMAR