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TITAN CASE STUDY

ClickThe 6 Markeeters By: to edit Master subtitle style

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Introduction

Focuses on how TITAN adopted market segmentation and target group strategy . Market Segmentation Target Marketing Market Positioning

Analysis: 1. 2. 3.

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Market Segmentation

Levels of Market SegmentationMicromarketing

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Segment Marketing:

Caters to all segments of consumers like

Lower- example Sonata Stores in small towns Middle- Fast Track High- Edge, Nebula, Wall Street, Regalia, Xylys

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Niche Marketing

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Local Marketing

10000 Dealer s 177 Showr ooms

Multibrandstores

ALL INDIA

2300 Towns 104 Towns 90 Towns 314 Towns

World Of Titan Time Zones

119

616 Center s

Service Centers

Basis for Market segmentation

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Geographic Segmentation
sold

across 222 showrooms in 109 cities in India and over 12 000 outlets in over 2500 cities and in 30 countries internationally(Middle East).

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Demographic Segmentation

Psychographic Segmentation

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Nebula crafted in solid 18k gold and precious stones. Rs 5000+

Titan Raga the feminine and sensuous accessory for today's woman Ra 2500-6000

Dressy Sona Sitara watches for special occasions

Fast Track the urban youth Xylys Rs8500

Behavioral segmentation

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Target Market Segmentation

Based

on the following strategies:

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Positioning

Attribute Positioning: e.g. Raga, Regalia etc.

User Positioning: for children, sports person, old people etc.

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Benefit Positioning: benefits like Durability, Reliability, Affordability, Repairability, TITAN Exchange Offer.

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Competitor

Positioning: competitors like foreign brands such as Tommy Hilfiger, Swatch, Rado etc.

Titan came up with TITAN EDGE

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SWOT ANALYSIS- Strengths

Strengths Weightage Innovation is core to itsstrategy 65%
Visual Merchandizing Good retail network by WORLD OF TITAN Excellent customer service International tie-ups with Hugo Boss and Tommy Hilfiger

5% 10% 10$ 10%

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Weakness
Weakness
its kitty.

Weightage Waterproof watches not a part of 40%

Rural India does not form a substantial part of customer base.

60%

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Opportunities
Opportunities
Under-penetrated market for watches as only 35% (approximately) of Indian population possesses watches. Individual marketing: Customization Introducing waterproof watches Rural market may be tapped

Weightage 30%

Probability 0.1

25% 30% 15%

0.6 0.2 0.1

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Threats
Threats
From competitors/Foreign Markets Citizen,Casio, Rolex, Omega, Rado, Tissot, Tag Heur. Chinese watches unorganized sector/ Grey market Mobile phonesand wall clocks are a substitute to watches.

Weightage 35%

Probability 0.1

25% 40%

0.4 0.5

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Conclusion
Opening

of Indian Market and arrival of

premium brands has led to a wide variety of choice for the consumer at various price levels.
But

the high price of foreign brands has led

the consumers to realize that TITAN offers the

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