Presentation on

Presented By: Chandrama Goswami Debayan Mukherjee Enakshi Dutta Paroma Roy Subhajit Das

A classic blend of traditional design, contemporary details & technological innovation

TITAN

• Turning back time to 1984 when TATA Group started a joint venture with Tamil Nadu Industrial Development Corporation (TIDCO).

• Titan Industries is the fifth largest integrated watch manufacturer in the world.(Source: Company website)

• The company set up its corporate office in Bangalore and its watch manufacturing unit in Hosur.

IMC of Titan

Outdoor campaign:-"Wildlife Conservation"

Experiences:-Light Powered Facebook app & website: experience the functionality of HTSE (High Tech Self Energized)

PR Campaign:-"Gifting Watches"

OOH

Print Ad

Walk with TIME

Target the middle class family-Titan Quartz

Absolute transparency in every investment-Sonata

Gift-”Pyaar ke baad sabse pyaara uphar”-Titan Marriage

Commercial

Binding relationships-(Bandhan---Wedding)

character endorse/ co branding-Aamir Khan's inspirational Titan Ad

Here Titan jingle plays an important role

Sub Branding

Today’s Feminism-Raga

Slenderize yourself- EDGE

Catch the eye-Titan Watches Ad( REGELIA)

Be a star- ZOOP

An Obsession- Xylys

Light within- HTSE

Continued….

Line Extension- March 2007, Titan Eye+ (PEW)

Quality of gracefulness

Transition

Fastrack was primarily a sub-brand of TITAN

It was mostly portraying the image of casual watch segment

2005:-How many you have - repositioning strategy

2009:-Move On -another repositioning strategy

Brand Definitions:

The brand is a complex symbol used for expressing seller’s promise to deliver a specific set of features, benefits and services consistently to the buyers. Jean-Noel Kapferer  

Branding is a name, term, sign, symbol or design or a combination of them, intended to identify the goods or services of one seller or group of sellers and to differentiate them from those of competitors American Marketing Association (AMA)

A genuine brand is the internalized sum of all the impressions received by the customers (and consumers) resulting in a distinctive position in their mind’s eye based on perceived emotional and functional benefits. Duane E. Knapp

Brand DNA: Kapferer’s Prism of Brand identity

BTL strategy-Recommendations

Focusing on Fastrack: College events, occasion.

Zoop; “Come n Play”

Mall activation programs on occasions like Mother’s Day, International Woman’s Day, Father’s Day, New year’s Day

Sources

• www.titanworld.com• http://titan.co.in/business-

divisions/time-products-division

• www.afaqs.com• www.youtube.com