MARKETING MANAGEMENT

MARKETING MANAGEMENT

Rohidas Patil Institute of Management Studies

Presented by:
Mukti Artist Harnish Shah Ashwini Wadekar Vaibhav Kamble Smita Patil Manasi Mane

Contents
Titan Introduction Industry role Marketing mix S-T-P SWOT Analysis Market research

Titan
Launched in 1984
A joint venture between the Tata group and the Tamil Nadu Industrial Development Corporation. Titan today is worlds sixth largest, integrated watch manufacturer and Indias largest.

TITANS business
Watches
Jewellery
Currently Marketing Products in 26 countries with a larger footprint in the Middle East and Asia-Pacific regions

Eyewear
Precision Engineering

Vision & Mission

Vision
To be world-Class and innovative organization

Mission
To create wealth for stake-holders

Companys Values and Standards:

Total customer orientation: Employee appreciation: Performance culture and teamwork: Creativity and Innovation: Passion for excellence: Corporate Citizenship:

Competitors
Domestic Level International Level

HMT Maxima Casio

Fashion Houses
Gucci Adidas Nike Dkny

Citizen Tag-Heuer Giordano Espirit Swatch Rado

Industries Role
MARKET SHARE
CASIO, 3% RADO, 7%

HMT, 19%

MAXIMA, 13%

TITAN, 58%

Industries Role
Technological Changes
Heart-Beat checking system Blood Pressure checking system

Socio - Cultural Forces

Improve quality of people Spends 5-7% of its profit after tax on CSR Adopt Corporate Citizenship Index and Tata Business Excellence model

MARKETING MIX

Product Price Promotion

Place

MARKETING MIX
Price

List Price
Exchange Offer Market Skimming

MARKETING MIX

Advertising Exchange offers Gift vouchers

1. 2.

Advertising Media: Television ads Print ads Internet Titan brand Ambassador : Titan brand Amir: Khan Sonata: Mhindra Singh Dhoni Xylys: Rahul Bose

3. Tag line : Titan tagline Be more Fast track tagline Move on

Exchange offers Bangalore, 14th August 2010: It was a historical moment for Titan today, as Indias favourite brand of watches created a new world record for the maximum number of watches exchanged in a single day. This world record was created at the World of Titan showroom in Hosur, Tamil Nadu.

Gift vouchers

MARKETING MIX
Place

World of Titan
Titan Zone Value Mart

Segmentation

Individual Marketing No Segments Segment Marketing Mass Niche Marketing Sub-Segments 42% Youth Fastrack Local Marketing

Age & Life Cycle

Gender Income

Mid-Premium
Luxury

Targeting
Many segments with single product e.g. RAGA Single product for all youth segments e.g. SONATA & FASTRACK Multi-segment Approach
Edge Super Premium Segment Steel Premium Segment Fastrack & Sonata Economy Raga Medium Premium Segment Nebula Super Premium Segment

Positioning
Amir Effect Positioned with Best Gift to be given tag. Introduced World of Titan retail chain in 2004. Introduced Fastrack Eye-gear, Key-chains etc.

SWOT Analysis

Strength

Weakness

Opportunities

Threats

Strength
Titan Retained Its Ranking As The No.1 Brand In The Brand Equity Survey. (A & M Magazine) Super Brand 2003, Brand Equity Award, Images Fashion Award Integrated Manufacturing & World Class Design (Collaborated With WID) Skills Powerful Distribution & Customer Service Network Large & Hi-quality Retail Network: WORLD OF TITAN Over The Time Successful Positioning Of Their Brands With Suitable Celebrity Successfully Identified Changing Consumer tastes about watches & positioned it as lifestyle &fashion products Branded chain outlets :- 6000 outlet across the country 680 service centers

Weakness
Non availability of cheaper raw material from domestic source Titan weakness is that titan has not focused on lower end level in rural area which is contributing about @40% share in India's volume Spurious watches

Threat
Liberalized Import Of Watches In The EXIM Policy Allows Major International Players To Enter In The High End Segment Raw Materials Costs Are Said To Be High Because Of High Import Duties Too many players wil dilute the market and profit volume

Mobile phones
Low priced China watches

Questionnaire
You are Student [ ] House person [ ] When you wear watches Daily [ ] Weekly [ ]

Business person [ ]

Occasionally [ ]

Never [ ]

In which way you prefer watches Necessities [ ] Fashion [ ]

Jewellery [ ]

Preferences of wearing watch Classic [ ] Sports [ ] Party Wear [ ]

 Which watches company you prefer for watches Titan [ ] Timex [ ] Maxima [ ]
Any other [ ] Specify______________

Premium [ ]

What induces you to purchase titan brand Retailer [ ] Advertisement [ ] Brand Image [ ] Discount [ ]

Give the ranking of titan watches on the basis of following round the no between 1 to 10 Brand image [1 2 3 4 5 6 7 8 9 10] Service [1 2 3 4 5 6 7 8 9 10] Quality [1 2 3 4 5 6 7 8 9 10] Price [1 2 3 4 5 6 7 8 9 10] Guarantees [1 2 3 4 5 6 7 8 9 10] Style [1 2 3 4 5 6 7 8 9 10]

S URVEY F EEDBACK
IN WHICH WAY U WEAR WATCHES ?

10% 23% Necessities

Fashion
Jewellery

67%

S URVEY F EEDBACK
Preferences of wearing watches

50% 45% 40% 35% 30% 25% 20% 15% 10%

5%
0%

Classic

Sports
Series1

Party wear

Survey Feedback

Survey Feedback

THANK YOU !!!