Made By: Hiteshwar Jindal Rachit Jain Click to edit Master subtitle style Utkarsh Verma Megha Gupta

Salman Ali

4/29/12

The Story of Titan

The Brand Titan

Titan Industries is the world's fifth largest

4/29/12

Established in 1984, has emerged as a watch, eyewear & jewellery brand Customer base of 80 million, add 1.2 million customers every year

Major Highlights of its Success

247 exclusive World of Titan showrooms in 110 cities 12000 outlets in 2500+ cities

Vision

4/29/12

To be a world-class, innovative and progressive organization and to build Indias most desirable brands.

The Watch Market & Industry in India

Total estimated market in 2008-09 Volume - 20 Mn units & Value: Rs 1600 Crores Vast proportion of the Indian market is below Rs 500 ~ 68% (85% by volume) Market has been split into: Low end, Mass market, Premium, Luxury Organised Sector = 46%

4/29/12

India is an under-penetrated market for watches only 27 % of Indians own a watch

The Competition in India around 7-8 million watches annually Titan sells

Timex sells under 1.2 million watches Other Brands (all put together sell less than 0.5 million watches) The Japanese Citizen, Casio, have been present, while Seiko has not made any significant moves in India. The Swiss Rolex, Omega, Rado, Tissot, Tag, Longines, Cartier, Ebel and a host of others The fashion brands Esprit, Giordano, Tommy Hilfiger,

4/29/12

Watch Market Map

Raymond Weil Tissot Sonata, HMT, Maxima

Omega,Rado, Longines

Nebul a XYLYS

TITAN

Citizen

Rs 500

100 0

Timex

200 0

400 0

500 0

1000 0

Fastrack

Espirit, Swatch Fossil Giordano, DKNY, Carrera Tommy Hilfiger

30,000 +

Pric e

Fashion/Sp orty

Tag Heuer Hugo Boss C Dior

4/29/12

Formal / Classic

USP
An Indian Company Offering International Quality
4/29/12

Mass marketing (undifferentiated marketing): offering the same product to the entire consumer population

4/29/12

Breaking the Rules

Mechanical technology was the norm- Quartz had not really taken off in India. Titan built its line based on quartz Styling was basic- This was a constraint imposed by technology. Titan decided to make style a table-stake.

4/29/12

Making the Rules

If

cant be first Be Better they used aggressive advertising to make the consumers believe about their superior quality Essentially positioned as a premium brand J.V. with Timex to cover the lower segment

4/29/12

Customer Relations Management

Titan has given a headway in CRM Implemented no. of small, yet significant measures Watch Care Centres

Receptionist Local Language Posh showrooms Late working hours No LunchTime 24 Hrs. Voice mail Also, Home Delivery

4/29/12

Product Offerings
Year Brand Target Youngsters Women Symbolisim Affordable Ethnic Range Exclusivity Sporty Colourful Range Affordable,Quality Trendy Luxury Watches Smart, Contemporary Unique, Fascinating
4/29/12

1989 Aqura 1992 Raga

1993 Insignia High end PSI 1994 2000 Adventurous 1996 Dash Kids Budget 1997 Sonata Conscious Fastrac 1998 k Youth 1999 Nebula Affluent Young 2001 Steel Executives 2008 Octane High End

2 , 6 6 2

Our businesses
B2C businesses: Products B2C businesses: Retail

1 store 2,700 sq ft

Midpremi um

273 stores 2,50,000 sq ft Fastrack accessorie s 7 stores,3500 sq ft

115 stores 2,25,000 sq ft

77 stores 68,000 sq ft

Mass

30 stores 48,000 sq ft

Watches Jewellery

Others

Watches Jewellery

Others

+
B2B businesses: PED and MBA

4/29/12

Premi um

2 stores 6,700 sq ft

Why HMT lost its leadership?

Not responding to change Being a PSU didnt helped the company either Mere 18% of the High Margin Quartz Segment

4/29/12

Strengths SWOT Weaknesse s Opportuniti es Threats

4/29/12

Strengths

Innovation is core to its strategy. Visual Merchandizing has been Titans strength ever since its inception. Good retail network by WORLD OF TITAN

4/29/12

The quality of watches is impressive.

Weaknesses
4/29/12

Rural India does not form a substantial part of customer base. Kids are fascinated with mobile phones rather than watches and incidentally, they show the time.

Opportunities

Watches positioned as a fashion wear rather than just utility products. Huge market in the exchange business. Rural market may be tapped

4/29/12

Only 35% (approx) of Indian population possesses watches.

Threats

Big Multinationals Unorganized Sector/Grey Market Fashion Trends keeps on changing

4/29/12

Chinese Watches

Promotional Plan

Titan Positions the Generic Device-Watch-As an Ornament Distribution and Promotion Further Strengthened Always remember the USP Dont neglect Public Relations

4/29/12

The Road Ahead

A Marketing War Defensive Strategies to be used:

Courage To Attack Yourself Strong Competitive Moves Should Always Be Blocked

4/29/12

Click to edit Master subtitle style

4/29/12

Conclusion

Click to edit Master subtitle style

4/29/12

Thank You !!