TITAN

TITAN LAO,KHUSIYAN PAO

 INTRODUCTION
• Titan is the largest watch company in India and the 6th largest
in the world.
• Titan manufactures over 90 million watches across 40 countries
and cumulative.
• Titan Industries was established in 1987 as a joint venture
between the Tata Group and Tamil Nadu Industrial
Development Corporation (TIDCO).
• The company set up its corporate office in Bangalore
(Karnataka) and its watch manufacturing facility in Hosur (Tamil
Nadu).
 TITAN WATCH DIVISION
• TITAN WATCH DIVISION WAS STARTED IN 1987.AT LAUNCH IT
WAS THE 3rd WATCH COMPANY IN INDIA AFTER HMT AND
ALLWYN
• TITAN FORMED A JOINT VENTURE WITH TIMEX,WHICH LASTED
UNTIL 1998,AND SET UP A DISTRIBUTION NETWORK ACROSS
INDIA
• AS OF 2010,TITAN WATCHES ACCOUNT FOR A 60% SHARE OF THE
TOTAL INDIAN MARKET AND ARE SOLD IN ABOUT 40 COUNTRIES
• TITAN INDUSTRIES HAS CLAIMED TO HAVE
MANUFACTURED THE WORLD’S SLIMMEST WRIST
WATCH BRANDED AS TITAN EDGE
• PRODUCED INDIGENOUSLY AFTER 4YRS OF RESEARCH
AND DEVELOPMENT.
• APART FROM THE TITAN EDGE,TITAN ALSO OFFERS
STEEL,NEBULA,RAGA,FASTRACK,SONATA,BANDHAN,OCT
ANE
 THE AAMIR EFFECT
• THE COMPANY WAS APPREHENSIVE THAT THE ACTOR MIGHT
DOMINATE THE BRAND.
• THE COMPANY THOUGHT THE ACTOR PERSONALITY WITH SUIT
THE BRAND
• THE ALSO THOUGHT THAT IT WILL BE A GREAT MEDIUM TO
PROMOTE THEIR BRAND
• TITAN ALSO USED AAMIR IN THE PRINT AND DISPLAY MEDIA
• THEY ALSO USED AAMIR KHAN BECAUSE THEY PROMOTE
THERE BRAND WITH THE FILMS OF AAMIR KHAN
 CORE
PRODUCTS

Titan Eye+: Eye Wear Tanishq: Jewelry

TITAN: Watches Precision Engineering Division

Sonata Dash! Fastrack

Steel Edge Raga

Nebula XYLYS
 DASH
•SPECIALLY MEANT FOR CHILDRENS
•TO MAKE IT AS A FASHION FOR
CHILDRENS
•THE COMPANY TRIED TO TAP THE
CHILDREN’S
• WATCH MARKET,WHICH WAS AN
UNPENEGRATED
• SEGMENT,AND BELIEVED TO BE AS
LARGE SEGMENT
 STEEL

•TITAN STEEL HAD A COLLECTION RANGE OF BRACELETS AND LEATHER STRAP

WATCHES BOTH FOR MEN AND WOMEN.
•WATCHES WERE POSITIONED TO SUIT ALL TASTES AND BUDGETS,BOTH
URBAND AND RURAL PEOPLE.SPECIALLY MEANT FOR AGE GRP 25-35
 EDGE

•THE WORLDS SLIMMEST WATCH.THICKNESS OF JUST 3.5MM AND WAFER

THIN MOVEMENT OF 1.15MM
•THE BRAND IS TARGETING CORPORATE WORLD,BUSINESS EXECUTIVES AND
PROFESSIONALS
 FLIP

•THE WATCH WITH DUAL FUNCTIONALITY

•ALSO HAVE AN AGS SYSTEM[AUTOMIC GENERATING SYSTEM]
•IT HELP THE CUSTOMERS TO SWITCH BETWEEN
INTERNATIONAL TIME ZONES AND ALTERNATIVE LIFESTYLE
 SONATA
PANCH KE BARABAR

•SONATA,AS A BRAND,REFLECTS YOUNG INDIA’S MINDSET, -

OF STRONG ASPIRATIONS COUPLED WITH A SENSE OF URGENCY AND
IMPATIENCE TO MAKE THINGS
HAPPEN.
 FASTRACK

• POPULAR BRAND AMONG YOUTH.FOCUSED ON FASHION OF YOUTH

• IT COMES IN A VARIETY OF STYLES,SHAPES AND COLOURS.NEW MODELS
ARE LAUNCED EVERY YEAR
 RAGA

• SUBSIDIARY BRAND RAGA TARGETS UPWARDLY MOBILE LADIES

• IN THE PREMIUM SEGEMNT
• EPITOME OF FEMININE GRACE.
• IT IS A RANEG OF EXQUISITE WATCHED THAT HAVE THE PERFECT MIX OD
SENSUILATY AND ELEGANCE
 NEBULA

• A COLLECTION OF INTRICATELY CARVED DESIGNS FOR

WOMEN.
• PERFECT TO COMPLEMENT A TRADITIONAL AND CONTEMPORY
OUTFIT.
 PROMOTIO
NS
Advertising media:
• Television
• Print
• Internet

Titan brand ambassador:

• Titan Brand: Aamir Khan
• Sonata: Mahendra Singh Dhoni
• Raga: Gul Panag, Rani Mukherjee

• Titan tagline: Titan lao,Khusiyan Pao

Public relation
• Gift concept
• Promotion On Occasions

Sales promotion
• Sponsorship
• Seasonality
• Promotion through Contests
 SWOT
Strength
ANALYSIS
• Style
• Models
• Exclusive products
• Other than these there have few more strength like-
• Contribution of owned brands and retail. The profit is accounted by being in the retail space which
is booming.
• Watches are available with popular functions like dates, multifunction and chronographic.
• Guarantee/warranty

Weaknesses
• Pricing of high end products
• Globalization – Threat from new entrant

Opportunities
• Seasonality
• Gifting concept
• Exchanging offer

. Threats
• Competitors
 MARKET
POSITIONING
BRAND PURCHASING POWER (PRICE) RS. CATEGORY

FAST TRACK 1495/- And Above YOUTH

Purchasing power of consumers

DASH 250-395/- CHILDRENS

FLIP 5495-6500/- UPPER- MIDDLE CLASS

LOWER MIDDLE CLASS & UPPER

TITAN 500-3295/-
CLASS

LOWER MIDDLE CLASS - UPPER MIDDLE

SONATA 300-1050/- CLASS

RAGA 1800-4000/- UPPER CLASS

EDGE 4495/- BUSINESS CLASS

NEBULA 8000-70000/- UPPER CLASS

STEEL 1250-6000/- ALL CLASSES

 PRICING
TITAN PRICES ACCORDING TO THE FEATURES AND VALUE
DELIVERED.THEY GET THE MAXIMUM SHARE FROM
SONATA.SINCE THERE IS NO ONE OFFERING PURE GOLD
WATCHES AND JEWELLERY WATCHES SO IT IS ABLE TO SKIM
THE MARKET WITH THEIR DISTINCT PRODUCTS.TITAN COMES
EVERY YEAR WITH A PRICE DISCOUNT SALE ON WATCHES

PRICING OBJECTIVES
1.SURVIVAL
2.MARKET SHARE
3.MARKET SKIMMING
4.PRODUCT QUALITY
 PRICING METHOD
MARKUP PRICING
PRODUCT LINE PRICING
PROMOTIONAL PRICING

PRICING POLICY & STRATEGY

THREE MAJOR SEGMENTS
LOWER SEGMENT
1000 PLUS SEGMENT
SALES PROMOTION ACROSS THE YEAR
TARGET BEST ADVERTISING SPACE
Titan Brand Sonata Raga Xylys Fastrack

Aamir Khan M.S.Dhoni Katrina Kaif Rahul Bose Virat Kohli

 WORLD OF TITAN SHOWROOMS

10000 2300
DEALERS All
AllIndia
India TOWNS

226 113
SHOWROOMS World
Worldof
ofTitan
Titan TOWNS

117
MULTI- 73
BRAND TIME
TIMEZONES
ZONES TOWNS
STORES

751 348
Service
ServiceCenter
Center TOWNS
CENTRES
 SALES HISTORY

Sr. no. Year Net profit Net Sales* Growth %

1 2004 10.27 804.53 -
2 2005 24.95 1136.6 29.22%
3 2006 73.62 1483.15 23.37%
4 2007 94.13 2138.44 30.64%
5 2008 150.27 3042.72 29.72%
6 2010 291.65 4703.12 35.30%
7 2011 322.26 6570.86 28.42%
*Rs in Lacs. Net sales include watches, jewellery and others segments
 CONCLUSION

• TITAN IS A SUCESSFUL,WORLD
CLASS,INNOVATIVE AND PROGRESSIVE
ORGANISATION AND TO BILUD INDIA’S MOST
DESIRABLE BRAND
• TITAN COMPANY HAS ALSO MADE ITS FORAY
INTO NEW SIMILAR BUSINESS SEGMENTS LIKE
SPECTACLE FRAMES,SUNGLASSES,POWERED
LENSES,JEWELLERY,PURSAES,BELTS AND BAGS
THANK YOU