Titan Case Study Of MarketingBy Anu Sharma, Anu Gulati, Deepali Shehrawat, Mohit Tyagi

Case Chronology• In 1962 dominated by HMT .• In 1984 Titan started its operation’s.• In 1990 Titan identified the potential market.• In 1990 Titan and Timex reached an agreement• In 1993 changed its name.• In 1990 Titan identified Jewellery watches under the name of Tanishq .• By 1995 Titan had 44% market share.• In 1998 Titan launched Sonata and fastrack or in 1999 launched Dash .• Again in 1999 Titan entered digital clock called cyber.• In 2001 World of Titan started in Mumbai .• By 2000 most popular wrist watch.

Identify Orientation• Titan identify the watch market in country and also observe that they have

only one rival in the watch market . Which is HMT . And in Premium watches sold were smuggled or assembled .

• Enjoyed protection from government that restricted imports of parts.

Environmental Analysis• HMT had strong hold Presence in the lower end of the market in rural

India.• Macro factor-New to watch manufacturing and several challenges stood in

its way. Related to technology and engineering for excelling in sophisticate product designs in the new watch format.

• The marketing challenge of meeting the diverse taste and preference of the Indian consumers .

• Technological support. Investment.• Micro Factor- Bureaucracy and inability to market quality goods.• Unorganized players also flourished and accounted for 55% of the total

market share.

Consumer Behavior • Factor affecting consumption - Consumer looking style statement watch

at premium price.• Identify decision- Titan identify 40,000 crore domestic jewellery market as

a potential market. The Market was dominated by unorganized players with more than 30% market share. So, Titan launched it’s jewellery watches under the name of tanishq .

Problem • HMT was in production and manufactured long lasting watches. The ratio

of mechanical watches in India 90:10. Quartz watches had a strong presence in the market.

• Evaluating- Titan manufactured on the basis of value –conscious customers who formed the upper income strata of the market.

• The brand was built as a high quality watch from the premium segment.• Purchase- Titan was selling their watches at premium price to capture the

watch market and had different prices for different watch brand such as Sonata ,Dash ,Fastrack.

• Post purchase- Time –zone outlets of Titan were aimed at strengthening the image of its brand at the point of sale. In the addition training session were organized for the franchisees on market trend ,store operations and maintenance ,visual merchandising and customer make purchasing decision.

• Its exclusive stores aimed at bringing the brands close to its customers by creating a comfortable ambience for sale.

Factors Kept in Mind

Basis of segmentation• After the success of titan in Indian market Titan identified different

trend ,style and life style on the basis of that launched other brand such as :

• Fastrack , Sonata ,Dash and Tanishq .• Each brand has different specification one and other and price is also

different .• Age ,Occupation , Area ,Region .

Region South , West, North, East

City Class -1,Class-2, Metros

Rural and semi-urban areas Rural and Urban

Demographic

Age 6-14,14-18,20-above

Income Low , Medium , HighOccupation Student , Businessmen ,self-employed

Psychographic

Lifestyle Culture , Sports and outdoor oriented.

Behavioral

Occasions Regular , Special

Benefits Quality, Service

User Status Potential ,Regular

Usage Rate Medium , Heavy

Loyalty Status Medium , strong

Readiness Stage Interested , Desirous

Attitude toward product Enthusiastic,Positive

Geographic Culture

Effectiveness Criteria • Measurable- The size, purchasing power can be measured .Price was

bearable for the customer.• Substantial-like sonata was introduced in the rural area to beat the

monopoly of the HMT. • Accessible-Time zone aimed at strengthening the sale.102 exclusive

stores,5400 dealer outlet in 1300 cities in the country

Target Customer• Fastrack were targeted for the age group of 14-18 years with starting price

Rs 850• Dash were targeted for 6-14 years price ranged from 250 to 395.• Sonata targeted lower segment market.

Positioning Strategic• Different position for the different segment.• Likely, Titan positioning were meant for premium price.• Sonata were positioned as a” Titan watch at low price”• Fastrack cool watches from Titan .• Dash primarily positioned as a gifting idea.• Initially tanishq positioned as a jewellery watches .

Competitive Frame of Reference

• Closely linked to target market decisions .

• Deciding to target a certain type of consumer.

Brand ,Company & Product

Target Customers Benefits Value Proposition

Titan Student, Youth , Working class people

Durability Style statement.

Indentify point of difference and parity• Point of difference are attributes or benefits that consumers strongly

associate with brand , positively evaluate and believe they could not find extent with a competitive brand.

• Point Of Parity – Selling premium watches at reasonable price.

Competitor Customer Awareness

Product quality

Product Availability

Technical Assistance

Selling Staff

Titan E E E G E

Timex G E G G F

HMT E F F F P

Note :E=excellent,

G=Good F=Fair P= Poor

Perpetual Map

High Manufacturing Swatch , Titan

Timex

Low Sonata , Dash HighPrice Price

HMTLow Manufacturing

Promotion and Advertisement

• Popular Mozart jingles were very popular among the customers and regarded as the property of Titan.

• According to Ogilvy and mother the tune was strongest aspect of the brand identity.

Product life Cycle