Titan watch division was started in 1987. It is a joint venture between one of India's most respected business organizations, the Tata Group, and the Tamil Nadu Industrial Development Corporation (TIDCO).

is the world’s fifth largest and India’s leading manufacturer of watches.

At launch it was the third watch company in India after HMT and Allwyn.

Titan formed a joint venture with Timex, which lasted until 1998, and setup a strong distribution network across India.

Titan Industries has claimed to have manufactured the world's slimmest wrist watch - Titan Edge.

Produced indigenously after four years of research and development, Titan has different ranges of watches from different tastes and styles.

After carrying out an in-depth market study, Titan identified distinct market segments for its watches.

These segments are determined based on Demographic features and Psychographic and socio cultural features.

Demographic Factors

IncomeGenderAge

This is for high income consumers who buy watch as a fashion accessory not as a mere instrument showing time.

They are also willing to buy a watch on impulse. The price tag does not matter to them. Titan offered Aurum and Royale in the gold / jewellery watch range. The prices are between Rs. 20,000 and Rs. 1 lakh.

These consumers prefer some fashion in their watches but to them price does matter. While they have the capacity to pay the price required for a good watch, they will not purchase a watch without comparing various offers in the market. For this segment, Titan offered the Exacta range in stainless steel, aimed at withstanding the rigors of daily life. The price range is Rs. 500-700. Titan also offered the RAGA range for women in this segment.

The third segment consists of the lower-income consumers who see a watch mainly as a time-keeping device and buy mainly on the basis of price. Titan first offered the TIMEX watches and later, when the arrangement with Timex was terminated, it offered the SONATA range. The price range was Rs. 350-500.

Gender Wise:  (e.g. Steel, Regalia, Nebula, Fast Track,

Sonata, Edge, Flip) Gents (e.g. Flip) Ladies (e.g. Raga) Married couples (e.g. Bandhan)

For the age group 12-20, brands like Sonata, etc

For the age group 18-30,  brands  like  Fast Track,  Technology,  Sonata etc

For the age group  30-55, brands like Sonata, Nebula,  Raga,  Steel, Regalia,  Bandhan etc

Lifestyle – luxurious

Personality- sports and casual category, fashion category

Different value system

For the gold lovers

Titan offered to this segment an all gold watch- the Aurum and Royal lines.

For the More than One Segments: Titan made those who wanted more

than one watches into a separate segment ad tempted them by offering a wide range of models. It offered them matched one’s dress and occasions.

For the youth /the outdoor lovers:

Titan viewed them as a lifestyle segment and offered them the fast track.

For Designer Segment: Titan also adopted the

designer segment and offered them all designer and hand assembled watches, the Euro collection, designed by European designers.

For Women Seeking Fashion within the Middle-income Group:

Titan offered the Raga Range for this segment which was meant exclusively for women.

BRAND PRICE (Rs.) CATEGORY

FAST TRACK 550-4,000 YOUTH

EXCTA 595-1,430LOWER MIDDLE CLASS (Office wear)

SPECTRA 650-1,830 COMMON CLASS

ROYAL 960-2,830UPPER – MIDDLE CLASS

TITAN 2000-4000MIDDLE CLASS & UPPER CLASS

SONATA 275 – 1400

LOWER MIDDLE CLASS & MIDDLE CLASS

RAGA 1,420-4,000UPPER MIDDLE CLASS

BANDHAN 1,675-8,085 COUPLES

REGALIA 1,725-7770

UPPER MIDDLE CLASS-UPPER CLASS

EDGE 4,500-5,200 BUSINESS CLASS

NUBULA 10,000-45,000 UPPER CLASS

Marketsegmentation of maggi

Maggi noodles is a brand of instant noodles made by Nestle. Nestle is a Swiss company founded in 1866 by Henri Nestle. It was founded in Switzerland in the 19th century.

Introduction

Nestle sales its products in 130 countries across the world.

Nestle sells over a billion product every day.

Food and beverages plays a important role in people’s life- not only because of enjoyment and social pleasure of eating together, but more in more terms of personal health and nutrition. Nestle is committed to provide their customer, consistent quality, safety as well as value for money and convenience.

Core of Nestle Business Good Food, Good Life

Great taste is the fundamental of their products and consumer appreciation of good food.

Priority on nutrition, health and wellness.

Nestle introduced the maggi brand in India in 1982, Maggi brand is also known as ‘Maggi mee’

Maggi in India

Nestle unleashed Brand Maggi in India almost 25 years ago with the launch of its traditional ‘2-minute noodles’ in its masala , tomato and chicken flavors, followed by its curry flavor some years down the line.

Maggi launched in India at a time when the instant noodle was not that well known a category.

When Nestle India launched Maggi in the country, it used the tagline, ‘Fast to cook and good to eat’, to not only promote the product, but also to educate the ever growing aspirant consumer about the advantages of using it.

Maggi in India is best known for its flagship product of instant noodles with its various desi sub-segments such as the traditional dal atta , veg atta and rice noodles along with their various variants, Curry, Masala, Tomato, Chicken in the traditional and Shahi Pulao, Lemon Masala and Chilly Chow in the rice noodle segments.

Maggi in India

Maggi is the iconic brand of Nestle.

Maggi recently introduced new variety of it’s noodles to cater the health conscious customers like less salt and low trans-fat.

Maggi Stocks

White Rice Seasoning Chicken Stock Chicken Stock- less salt Beef Stock& Vegetables Stock

Products of Maggi

Soups Cook up Soups Instant Soups

Ketchups Tomato Chilli Garlic Chilli Extra-Hot Chilli

Products of Maggi Products of Maggi 2

minute Noodles Chicken flavor Vegetables flavor Pizza flavor Curry flavor Cheese flavor

There was a key need for a product that provides good quality food and at the same time was convenient.

Maggi visualized that there should be a product which take less time to cook and consumer uses that product to get fast relief from hunger.

Segment Strategy of Maggi

When Nestle introduced Maggi in India the target customer was working women, but after research they found that the main target customer of Maggi was the ChildrenSo they changed their positioning strategy as a healthy fast food.

Maggi segmented it’s market on the basis of life style and eating habits of the Indian consumers.

Various desi sub-segments such as traditional dal atta, veg atta and rice noodles along with their various variants, curry, tomato, chicken, shahi pulao, lemon masala and chilly chao in the rice noodles segments.

Segmentation: Age Life style Eating habits of urban families

Targeting Kids Youth Office Goers Working women

Positioning Easy to cook, Good to Eat 2-minute Noodles

STP Analysis