titan (1) (1)
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Titan Watches
SEGMENTATION & POSITIONING
MANTRA
Be more
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CON TEN TS:-
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` Introduction
` Segmentation Strategy By Titan
According to Age
According to income
According to Social Class
` Positioning Strategy By Titans
` Specific Positioning ² Sub brands
` Competitor Brands` Conclusion
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Introduction
` TITAN - Manufacturer of Watches, Jewelleries and Eyewear's.
` Established in year 1984.
` Joint Venture ² Tata's and TIDCO 1984
` 222 showrooms in 109 cities in India.
` 12000 outlets over 2500 cities and 30 countries internationally.
` Launched 1st watch in 1987,
` October 2004-Amir Khan Brand Ambassador.
` Manufactures over 8 million units of watches.
` 1st in India and 5TH in world
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Segmentation Strategy By Titan
Major segmentation
` Fastrack ² Youth
` Sonata ² Mass
` Xylys ² Premium Market
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According to Age
12-20 - Timex, Sonata, etc.
18-30 - Fast Track, Technology, Sonata, etc.
30-55 - Sonata, Nebula, Raga, Steel,
Regalia, Bandhan, etc
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According to income
Youth Below Rs 500-- Sonata
Lower Middle class, Youth- Between Rs (500-1500) Fast Track, Exacta
Common Class - Between Rs (1500-3000) Spectra, Royal
Upper/Business Class - Between Rs (3000-5000) Raga, Edge
Couples - Between Rs (5000-10000) Bandhan, Regalia
Upper Class - Above Rs 10000 Nebula
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According to Social Class
` 1st segment : Fashion Statement. ROYALE, AURUM,
and NEBULA
` 2nd Segment : Fashion but Price.
RAGA, TECHNOLOGY, FAST TRACK
` 3rd segment : Just Time Device. TIMEX,
SONATA,KARISHMA, etc
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Positioning Strategy By Titans
` Selling by retail showrooms(world of titan) and multibranded show
rooms.
` Suits different moods and different personalities.
` Rani Mukherjee and Amir Khan as brand ambassadors.
` Segmental Branding.
` Reliable , Durable and Stylish
`
Multi watch fashion` Matching watches to clothes.
` Traditional
` Worth gifting
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Specific Positioning ² Sub brands
` Titan Raga ² ́Make a professional choiceµ feminine
approach
` Titan Edge ² ´The slimmest watch in the universeµ (slim
equated to celebrity in demand, fashion).
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Competitor Brands
` HMT` RADO
` VLGARY
` CASIO
` SEIKO
` ESPRIT` CITIZEN
` SWATCH CARTIER
` GIORDANO
` ADIDAS, NIKE
` LONGINESS` MAXIMA QUARTZ B
` IMFQ- INDIAN MADE FOREIGN
` FASHION HOUSE ² DKNY, GUCCI
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Conclusion«
` Titan has Segmental Branding ² A successful approach.
` Positioned as ² Stylish, Functional, Variety, and Reliability.
`
Everyone·s brand yet different products to differentpeople.
` Company that makes watches as a fashion statement.
TITANBe more«.
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