fñak; ³ briBaØabRtqñaMTI2 ¬qmasTI2¦

Epñk ³ viTüasa®sþesdækic©
muxviC¢a ³ eKalkarN_ Marketing
Rkum ³ E2A4

kic©karRsavRCav RbFanbT³

ENnaMedaysa®sþacarü ³ sUv evgnI

cgRkgedaynisßitRkumTI9 £
-lwm bBaØa -pl burI
-PaC sucinþa -h‘ Esgéh
-ehg suxeLg -Kwm suxb‘un
-Kg´ suFar¨a
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v w matika
TU
TMB½r
1-RbvtþisegçbénRkumh‘un Titan....................................................................................................................................................1
2-xNÐkrN_TIpSarGtifiCn Titan...............................................................................................................................................1
2-1-xNÐkrN_tamPUmisa®sþ ................................................................................................................................................1
2-2-xNÐkrN_tamRbCasa®sþ ............................................................................................................................................ 2
k-xNÐPaKR)ak;cMNUl ............................................................................................................................................................... 2
x-xNÐPaKGayu .......................................................................................................................................................................... 3
K-xNÐPaKePT............................................................................................................................................................................. 4
2-3-xNÐkrN_tamcitþsa®sþ ................................................................................................................................................ 4
2-4-xNÐkrN_tam\riyabfGtifiCn ............................................................................................................................... 4
3-GvsanbT.......................................................................................................................................................................................... 5
Éksareyag ............................................................................................................................................................................................ 6

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GarmÖkfa
enAkñúgGaCIvkmμmYy edIm,I[GPivDÆmUldæankñúgkar)aj;eq<aHeTAGtifiCn nig karkMNt;KMeragTIpSar Rkumh‘un
RtUvGnuvtþ viFIsa®sþxNÐkrN_TIpSarGtifiCn edIm,IeFVIkarsMerccitþGMBIRbBlPaBénskmμPaBTIpSarkñúg xNÐPaKsMxan;
NamYy. cMeBaHxNÐkrN_TIpSarenHEdr eyIgsegáteXIjRkumh‘unnaLikaéd Titan EdlCaRkumh‘un\NÐa )ankMBug
kMNt;xNÐkrN_TIpSarGtifiCnrbs;xøÜny:agc,as;las; nigmanRbsiT§PaB. edaycg;[kan; Etyl;c,as;GMBI
mUldæanxNÐkrN_TIpSarrbs;Rkumh‘un Titan nigmanbMNgcg;TukCaÉksardl;nisiStCMnan;eRkay eTIbeyIg´Ca
nisiStesdækic©én saklviTüal½y PUminÞnItisa®sþ nigviTüasa®sþesdækic© )anrYmKñaCaRkumtUcmYy edIm,IRsavRCav
yuT§sa®sþrbs; Titan nigcgRkgCa esovePA mYyk,alenH EdlmancMNgeCIgfa {xNÐkrN_TIpSarrbs; Titan}
EdlesovePAmYyk,alenHKW niyayBI Rbvtþisegçb nigGefrénxNÐkrN_TIpSarénRkumh‘un Titan.
edaysarEt eBlevlaxøI karyl;dwg nigkarRsavRCavrbs;eyIg´mankMrit RbEhlCaGaceFIV[Gtßn½y
esovePAenHminmanPaBeBjelj. EteTaHCay:agNak¾eday eyIg´sgÇwmfaesovePAenH nwgkøayCa
ÉksarCMnYydl;mitþnisiStTaMgT,ay.
eTaHCaeyIg´)ansikSaRsavRCavy:agNakþI eyIg´eCOCak;fa eyIg´mankMhusedayGectna kñúgesovePAenH
TaMgEpñkkarKNnaelx Gtßn½y nigGkçraviruT§. eyIg´sUmsVaKmn¾cMeBaH ral;mtiriHKn;edImI,sßabna BIRKb;mCÄdæan
GñkGan.
PMñeBj/ éf¶TI08 Exmifuna qñaM2009

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1-RbvtþisegçbénRkumh‘un Titan
Rkumh‘unnaLikaéd\NÐa Titan RtUv)ancUlrYm eday Tata Group nig Tamil Nadu Industrial
Development Corporation (TIDCO). Rkumh‘unenH)ancab;dMeNIrkartaMgBIqñaM 1984 nig BRgwgplitpl

[kan;Etl¥ enAqñaM 1987 sMrab; plitkmμénsIlaexovhnuman (quartz) edIm,IpSMeFVInaLikaéd. Titan KWCaRkumh‘un

Edlman \Ti§BlCageKenARbeTs\NÐa EdlRkumh‘unenH )anTTYlsÁal;BIsMNak;GtifiCnesÞIrRKb;mCÄdæan enA\NÐa.
bc©úb,nñenH Titan køayCaRkumh‘unnaLikaédFMCageKTI6 elIBiPBelak bnÞab;BI Rkumh‘un Casio, Citizen,
Seiko, Swatch nig Timex enAshrdæGaemric. Rkumh‘un Titan KWCa Rkumh‘unTImYyenARbeTs\NÐa Edlcab;epþIm

begáIt KMnitelI rcnabfnaLikaéd edayRkumh‘unenH cg;plitnaLikaéd[CaeRKÓgGlgáar nig]bkrN_ Tan;sm½y.

kñúgRkumh‘unenH naLikaédRtUv)anplit nigGPivDÆ[manTMenIbkmμ edIm,IBRgwgKuNPaB nigRTg;RTay kñúgeKalbMNg
begáIn tMélGtifiCn. Rkumh‘unenH)anbegáInkMeNInyuT§sa®sþ BIdak;bEnßm]bkrN_nightßBlik eTAmeFüa)ay
mYyénkarTTYl )annUvkMeNInplitkmμtamry³KMnitfμI nigplKab;citþkan;EtRbesIrénRbtibtþikar edayEksMrYl
RbtibtþikarGaCIvkmμ. CamYyKñaenHEdrenAeBlfμI²enH Rkumh‘unenH )ancab;epþImepþatsMxan;elI karxNÐkrN_cMENk
xøH²énTIpSar CamYynwg skþanuBld¾FM EdlGefrénxNÐkrN_TaMgenaHmandUcCa ³ narIePT/ yuvv½y/ kumar/ GñkkILa/
GñkcMnayeRcIn. RbB½n§kmμviFITaMgenH )ancab;epþIm nigelIkykeKalsMxan;² kñúgqñaMnImYy² rYmbBa©ÚlTaMg
dMeNIrkareLIgvij nUv m:ak Titan Fastrack nig Titan Raga. b:unμanqñaMfμI²enH eXIjmandMeNIrkar naLikaédm:ak
Titan Dash sMrab;kumar nig Titan Nebula k¾RtUv)andMeNIrkaredIm,I)aj;eq<aHeTA RkumGtifiCnNamYy.

2-xNÐkrN_TIpSarGtifiCn Titan
2-1-xNÐkrN_tamPUmisa®sþ
Titan )andak;BRgayplitplxøÜn enAtamtMbn; dUcCa haglk;esovePA/ hagvtßúGnusSavrIy_/ haglk;

TMnijepSg²/ tamtuebLakñúgePaCNIydæan/ hagrUbft nig hagsMelokbMBak;TMenIb². mUlehtuEdl Rkumh‘unenH

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dak;plitplxøÜnkñúgTItaMgTaMgenH eRBaH Rkumh‘unenHkt;sMKal;eXIjfa ebIplitplrbs;xøÜnCa eRKÓgtubEtg b¤ CMnUn

enaH dUecñHvaKYrEtGacrk)anenARKb;kEnøg CaCagenAkñúghagnaLikaEtmYy. RbtibtþikarenH vaCYy[ plitpl Titan
lk;)aneRcIn eRBaHplitplmYyKWEtgEtRtUv)aneBjcitþ nigTij edaysarEtkarbeBa©j[GtifiCneXIj nigsÁal;
ehIynig edaysarPaBepSg²éntMélTMnijenaH. Titan EfmTaMgyl;RsbnwgKMnitbegáItGKartaMgBiB½rN_eTotpg
EdlmaneQμaHfa BiPBénTitan (The World of Titan) EdlCayIehalk;rayd¾mankitüanuPaB nigGacTsSna)an
enAkñúgRbeTs\NÐa ehIykartaMgBiBN’enH pþl;nUvkMritfñak;BiPBelakénkareFVIgayRsYld¾karCav nigesvaGtifiCn.
edaysarEtTMnijRkumh‘unenH CaeRKÓgBak;Tan;sm½y dUecñHrUbragénhagTMnijsMxan;Nas;RtUvEtsIuKña CamYynwg
TItaMg nigTMnijpgEdr.
rIÉTIpSarBiPBelakvij/ Titan k¾)anQaneCIgcUlkñúgTIpSarGnþrCatiEdr EdlTItaMgRtUvvaylukKW RbeTsedIm
bUBa’. ehtuGVI)aneRCIsykedImbUBa’? karsMerccitþenHKWEp¥kelIkarRsavRCavTIpSar nigkarBitEdl enAkñúgtMbn;enaH
man RbCaCn\NÐaeRcIn EdlsÁal;plitpl Titan y:agc,as;las;. bEnßmBIenHeTot/ karQancUlTIpSarBiPBelak
)anBRgwgCMhr rbs;Rkumh‘unenHenAkñúgRsukxøaMgEmnETn. ehtuGVI? kñúgn½yBaküFmμta/ GtifiCndwgfa plitpl Edl
mkBIbreTs KWl¥CagplitplenAkñúgRsuk. dUecñH karcUlkñúgTIpSarGnþrCatienH pþl;RbeyaCn_dl; yuT§sa®sþTIpSar
rbs;Rkumh‘unenH. eRkABIenH Titan k¾)ancUleTAkñúgTIpSarTVIbGWr:ubpgEdr ehIyk¾RtUvRbQmmuxnwgKUrRbkYtRbECg
dUcCa Rkumh‘unsVIs nigCb:un. bc©úb,nñenH Titan KWCaRkumh‘unGacTukcitþ)an eRBaHBiPBelak)anTTYlsÁal;plitpl
Rkumh‘un enHehIy.
2-2-xNÐkrN_tamRbCasa®sþ
k-xNÐPaKR)ak;cMNUl
Titan )ankMNt;yk GefrénGñkmanR)ak;cMNUlx<s; b¤GtifiCnEdlCaRtkUl

GPiCn EdlGñkTaMgenaHTijnaLikaéd eFVICaeRKÓglMGeBjniymy:agxøaMg EdlminEmn

RKan;EtCa]bkrN_sMrab;emIleBlevlab:ueNÑaHeT. GfitiCnTaMgenaH KWsuxcitþTij
naLika Titan edaysarEtTMrg;EbbbTcitþsa®sþ ehIycMeBaHtMélminecaTCabBaðaeLIy
sMrab;karxNÐPaKGefrmYyenH. sMrab;GefrmYyenH KW Titan )anplitnaLikam:ak Titan Nebula 

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Titan Nebula (Luxury segment watch) EdlCaRbePTnaLikaTan;sm½yTMenIbbMput pliteLIg lMGeTAeday mas

eBCü nig elah³FatumantMélepSg² ehIytMélsMrab;naLika RbePTenH KW BI Rs.20,000 ($US 424.62) eLIgeTA.
cMeBaHkar xNÐPaKmYyeTotkñúgxNÐkrN_R)ak;cMNUlenaH KW Titan sMedAelI GtifiCn Edlcg;)anPaBTan;sm½yxøH²
elIinaLikaBYkeK EttMélx<s;GacCabBaða. GtifiCnEbbenH mansmtßPaBTij naLikatMélsmrmü ehIycg;)an
KuNPaBl¥eTot. cMeBaHGefrenH Titan )anplitpl nig lk;naLikam:ak Titan WWF
EdlCanaLikaplitBIEdkEfbm:üag EdlmineRcHCab;Fn; ehIynaLikaenH man 100m:Ut
epSg²Kña EdlmantMélBI Rs.500-700 (US$ 10.61-14.86). Titan k¾)anpþl; pgEdr
nUvm:ak Titan Raga sMrab;®sþI kñúgxNÐPaKenHEdr. rIÉxNÐPaKTIbIénxNÐkrN_ R)ak;cMNUl
KW GtifiCnEdlmancMNUlTab Edlcat;TuknaLika Ca]bkrN_sMrab;emIlem:ag b:ueNÑaH
nigTijvakñúgtMélTab. cMeBaHGtifiCnRbePTenH Titan )anplit niglk; m:ak Titan Titan WWF 
Sonnata Edlman 200m:UtepSg²Kña nigmantMél BI Rs.350-500 (US$ 7.43-10.61 ).

x-xNÐPaKGayu
mundMbUg Titan )anplitnaLikam:ak Titan Fastrack EdltMrg;rk
GtifiCnmanGayu 20-25qñaM nig )anP¢ab;Baküesøakfa ‘Cool Watches from
Titan’. bnÞab; Rkumh‘unenH)anRsavRCav

eXIjfa Rkumyuvv½ykñúgGayu BI 11-20qñaM

RbmaN 42° TijnaLika\NÐa. Ep¥ktamkar
Titan Fastrack  RsavRCavenH Rkumh‘unenH )ancab;Rbtibtþikar
mþgeTot KWxNÐPaK BIGayu 18-30vij edayP¢ab;CamYyBaküesøakfa ‘Too Sexy
For Your Wrist’ EdlnaLikam:ak Fastrack )aj;eq<aHeTAGtifiCnRbePT v½ysÞav.

cMENkÉsMrab;xNÐPaKv½ymnusScas;vij Titan )anplit niglk; naLikam:ak Titan Dash

Sonata. cMeBaHxNÐkrN_GayuenHEdr sUm,IEtv½ykumar k¾ Titan sMedAykEdr edayRkumh‘un)anpþl;nUvnaLikaédm:ak

Titan Dash edayrcnatMrUvtamGefrenH.

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K-xNÐkrN_ePT
Titan )anxNÐPaKTaMgBIrePTEtmþg. edaysarnaLikaédCaTUeTA GtifiCnCavEtmþg ehIymnusSmñak;

mingayTijnaLikaeRcInenaHeT GBa©wgehIy)anCa Titan )anCMrujyuT§sa®sþmYy

EdlmanmUldæanén {karpÁÚnaLikaédeTAnwgsMelokbMBak;} (‘Matching
Watches to Clothes’) kñúgCMnYjfμI²enH. m:üageTot BIeRBaH burssm½y\LÚv

)ankøayCaGñkniymm:Ut nig]bkrN_TMenIb²/ yuT§sa®sþenHKWpþl;pll¥dl;

Rkumh‘uny:agxøaMg. TnÞwmnwgenHEdr Rkumh‘unenH)an bgðajvtþmankarxNÐkrN_
naLikaédsMrab;narIePT EdlkñúgenaH Titan )anbegáItm:ak mYyeTotKW Titan
Titan Raga 
Raga edIm,ItMrUveTAtamnarIEdleBjniymm:UtTMenIb.

2-3-xNÐkrN_tamcitþsa®sþ
Titan )ansikSa\riyabfrbs;GtifiCn eXIjfayuKsm½yenH naLikaElgRtwmEtCa]bkrN_sMrab;emIlem:ag

eToteT EtvaGacCaeRKÓgtubEtgmYy/ CMnUn/ rcnabfTan;sm½ymYy. dUecñH Titan )ansMerccitþEp¥kelI ktþacitþsa®sþ

énGtifiCn edayeFVIkarEkécñnaLikaéd[manlkçN³TMenIbkmμ Rss;s¥at edIm,ITak;Taj nigtRmg;eq<aHeTA GtifiCn
tamry³eKalCMhrd¾manRbsiT§iPaB.
kñúgkarxNÐkrN_citþsa®sþenHEdr eKaledArbs; Titan )anEbgEckGñkTij CaRkumepSg²eTAtammUldæan
rebobrs;enA nigGtþcrit KWmandUcCaGñkmanCMnajviC¢aCIv³ GñkmanRTBüsm,tþisþúksþmÖ GñkedIrehIreRcIn
Gñkkan;RbéBNICab;lab;. mYyvijeTot edaysarGtifiCnCnCati\NÐamincUlcitþeRbITMnijminFn; dUcenH
naLikaédrbs;; Titan KWm:ak Titan Fastrack RtUv)anplittMrUvtamkarBak;RbRktI b:uEnþmanPaBFn;xøaMgNas;.
2-4-xNÐkrN_tam\riyabfGtifiCn
tamkarxNÐPaKplRbeyaCn_ Titan )anplitesckþIeBjcitþCUndl;GtifiCn edaynaLikaédrbs; Titan
pþl;[GñkeRbIR)as; nUvmuxgarrbs;TMnijpg EfmTaMgPaBTak;Taj nigPaBTukcitþ)an. CamYyKñaenHEdr enATIpSareRkA
RbeTs\NÐa CaBiessenATVIbGWr:ubEdlRtUvRbQmnwgKUrRbkYtRbECg sVIs nigCb:un Rkumh‘unenH )ankMNt;CMhrrbs;

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xøÜn edaydak;tMélsmrmü ¬TabCagsVIs nigx<s;CagCb:un¦ rcnabfKYr[Tak;Taj nigKuNPaBl¥. ehIyRkumh‘unenH

)ankMBugEsVgrkkareFVIGviklkmμkarpÁt;pÁg; Ep¥kelImUldæanénrcnabf nigPaBTak;Taj d¾l¥\tex©aH.
m:üageTot enAkñúgxNÐkrN_enHEdr Rkumh‘unenH )anxNÐPaKeBlevla edayeRtómvaylukdeNþImyk
cMENkTIpSar enABiFIbuNüTanmþg² edayneya)ayCMrujGñkTij (Promotion) tamry³ karbBa©úHtMél.l.
3-Gvsankfa
tameyabl;rbs;BYkeyIg´EdlCaGñkeroberog eyIgyl;eXIjfa Rkumh‘un Titan )anbegáItTIpSarsMrab;
xøÜnÉgpÞal;eday yuT§sa®sþy:agRbugRby½tñ RBmCamYynigxNÐkrN_TIpSary:agc,as;las; edayEp¥kelIkarpøas;bþÚr
m:aRkUbrisßan emsUbrisßan nigmIRkUbrisßan EdlmandUcCa \T§iBlvb,Fm’nigsgÁm/ RbCasa®sþ/ esdækic©RKYsar/
citþsa®sþ/ nigbec©kviTüa. ktþaxNÐkrN_TIpSard¾manRbsiT§PaBenHehIy EdleFVI[ Titan CaRkumh‘unnaMmuxeKenA
\NÐa nigGaclk;plitplxøÜn)anrab;laneRKÓgkñúgmYyqñaM².

rcb;s

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Éksareyag

1- http://titanworld.com/titan_stories, Rbvtþirbs;Rkumh‘un Titan .

2- http://titanworld.com/collections/series/Raga-Diva, naLikaédm:ak Titan Raga.
3- http://titanworld.com/collections/series/Nebula, naLikaédm:ak Titan Nebula.
4- http://marketingpractice.blogspot.com/2006/01/titan-watches-what-is-your-style.html, xNÐkrN_TIpSar
rbs;Rkumh‘un Titan. [16/01/2006]
5- http://mobarezacademician.blogspot.com/2008/12/analysis-of-titan-watches-company.html, karviPaK
elIRkumh‘unnaLikaéd Titan. [28/12/2008]
6- http://scribd.com/doc/6356725/MARKET-SEGMENTATION-TARGETING-AND-POSITIONING,
karxNÐkrN_tamRbCasa®sþ rbs;Rkumh‘un Titan.
7- http://citeman.com/946-psychographic-positioning, eKalCMhrxNÐkrN_citþsa®sþ. [12/8/2006]
8- http://knol.google.com/k/anonymous/titans-brand-building -and-brand/x50slfw081wz/4#Segmentation
_based_on_user_category(3A), yuT§sa®sþkarerobcMm:akrbs;Rkumh‘un Titan.

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