Acknowledgement

“The culmination of the project work is cornerstone in the life of

any student with the project guide being the driving force
behind”. We would like to sincerely thank our project guide
Prof. Dr. B R Londhe for giving us an opportunity to do this
research project for our internal evaluation of research
methodology and whose experience and knowledge has helped
us immensely in successful completion of this project.

We are also grateful to our Institute for its guidance.

Working on this project has been a great learning experience.

We are thankful to all concerned people who have played an
active role in the successful completion of this project.

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 TABLE OF CONTENTS

1. Preface
3
2. Introduction
4
3. Product Portfolio Of Titan & product
range 5
4. Methodology Used
9
5. Research Design
10
6. Data Analysis
11
7. Graphical Analysis
12
8. Limitations of the study
13
2
9. Conclusion
14
10. Questionnaire

15
11. Bibliography

16

3
 Preface
Titan entered the watch market as a premium watch. But the
unorganized sector and low priced options from HMT gave Titan
serious competition. The unorganized sector grew very fast —
almost 55% of the demand in the total market size of 45million
watches was being met by the unorganized sector. With the
import duty reduced to 25% (earlier 50%) and with the import
license for watch movement being easy to obtain, many small-
time players cropped up. These small players offered
competition to Titan on the price front. Thus Titan launched low
priced segment Sonata.

"For us, the main concern was: Does the sum of all our
communication for Raga, Classique and Regalia add up to
Titan? We felt it didn't besides; building each of them as
separate brands is a very expensive proposition. So, instead of
a multi - brand strategy here, we're going to unveil a single-
brand one.

Titan has been facing a dilemma that whether it should market

these brands as independent sub-brands or not, but it because
of the high costs carried on with status quo but with more
emphasis on segments.

It is also putting in place a strategy to tap the rural market

rigorously. While has the product and the brand for this market
in the form of 'Sonata', and reach in terms of distribution, but in
terms of Titan they don't have the communication. Mistake
companies generally make in approaching the rural market is
to see as one large lump, while in reality the market is very
segmented and distinct.

4
Titan has been the first one to build upon style, but in terms of
marketing if we consider Classique or any other brand it was
not targeting any particular segment initially with a focus,
whether it was the youngsters or the Children. Thus there was
a need to foray into these already present segments.

Introduction
➢ Title of the project:

“Watch the Titan”

➢ Objective of the Project:

“Time is money”.

With fast pace of economical growth the Indian watch market

has also changed from need to demand. Different brand with
different technology design innovation have entered market.

The project is to give slight insight about customer loyalty to

particular brand (TITAN).

Titan is a trustworthy brand in India, which pertains in all

classes from lower to very high class people.

➢ Executive Summary:

5
Market research is done, collected data from the customer to
arrive at conclusion.

The brand image affects the customer.

What should be the future trend?

On the basis of survey conducted various finding & conclusion

has been explained after analysis.

Titan utilises the celebrities in there advertisement to reach the

all classes of people. It has used the VOLINE tune, which made
the advertisement unique. Their ads are always full of emotion
& catching the heart & attention of people.

Product Portfolio Of Titan &

product range

Sonata from Titan (Now sold under TATA) aims at the mass
market and advertises itself as "a Titan watch at low price".
Sonata sold an estimated 0.8 million pieces (1998-99) within
four years of its launch. It is probably the largest selling sub
brand from Titan. Titan entered the watch market as a
premium watch but competition from the unorganized sector
and low priced options from HMT forced Titan to introduce
Sonata. Sonata was so successful that it cannibalized the brand
from the extension’s low price connotation.

Titan's Exacta, a rugged steel watch starts at the low end of

the price spectrum but offers high price versions as well. It is

6
reportedly selling 1.0 million pieces per year because of the
constant upgradation in its models.

It is difficult to categorize Titan's Royale, Regalia and

Classique as premium or popular. Though they have a
premium image they are available at prices less than Rs.1000.
Regalia (estimated sales - 0.2 million units) is at the higher end
with dress watches for special occasions. The Royale range
(estimated sales - 0.6 million watches) caters to the gift
segment. There is also Royale Crown in the upper end of the
Royale range. Classique is an office wears accessory that is
gold-plated and leather strapped (estimated sales - 1 million
units). Classique watches are targeted at the older, male
segment of the market, and profess timeless elegance through
a combination of fine leather straps, clean classic dials and
sleek cases, thus making it, " A perfect fit for formal wear."
Classique is the embodiment of everything that is everlasting
yet contemporary. These watches tend to be generic in their
simplicity, and find no real competitors, except HMT. These
watches are priced between Rs 550 to Rs 3000. Though there
are very high priced watches in the above three ranges it is the
relatively low-priced ones that sell. They all target the upper
middle class men and women in their thirties. Royale, Classique
and Regalia are the watches that gave Titan the popularity and
the prestige it enjoys.

The Spectra range in this price band is a well-designed

bimetal watch ("stylishness of gold and ruggedness of steel"). It
sold just 70,000 units in 1997-98. Titan Industries launched
(September, 2001) its range of watches in steel, targeted at

7
urban men and women in the age group of 25-35 years. The
Titan Steel collection has a range of bracelet and leather strap
watches for both men and women priced between Rs 1,250 and
Rs 6,000. The range will be retailed through World of Titan,
Time Zone and other retail outlets. The launch of the steel
watches, available in 90 designs, will be followed by an
aggressive marketing campaign.

Titan's Tanishq range initially targeted the European market

with limited success. In India also Tanishq faced resistance
because Indian women do not treat watches as jewellery.

The company is exploring the possibility of filling up the gap in

the super premium segment. At present only Swiss brands
have a presence in this niche. TIL, however, has its Nebula
range for both men and women priced between Rs 6,000 and
Rs 32,000. The new range is expected to higher price than the
Nebula range. In fact the company's focus would be on niche
segments to grow the market. By planning to launch a brand in
the super premium category, Titan perhaps hopes to be
present across all categories.

Titan's Raga is an interesting product concept that offered to

give dials that match with designs on saris. This promise was
unrealistic and Raga flopped (estimated sales - 20,000 units).
Raga is now being launched in more mellow colours and its
positioning changed. Raga silver watch range also did not fare
well because Indian dials.

Titan Industries launched its Fastrack range of watches for

women (For Men It is already present). The ladies watches are
available in different finishes frosted, polished and satin and
come in varied geometric shapes with trendy leather straps
and classy metal bracelets. The watches retail from Rs 995 to

8
Rs 1,950 and are attractively priced. The watches which have
been designed at Titan's creative studio is the outcome of
research that has highlighted the need for a watch that is
fashionable, bold, unconventional and designed to accessories
western wear. A collection of watches with contemporary styles
those are young and distinctive. Designs that go from the
relaxed and informal to the definitely sporty. The woman's
collection presents the all-new international 'Frosted' look,
which is trendy and chic. The Fastrack collection has elements
like cool mesh straps and features that include backlight and
dual time. Also presenting a range of fashion digitals in
contemporary wrist hugging cases with oversized displays and
features that include countdown timers, chronographs, lap
timers, hourly chime, alarm and Hi-light glow. Fastrack goggles
are one of the products of titan which is exclusively marketed
by the company. It is popular amongst the youth.

Dash is Titan’s reply to Gimmix and Zap. Dash is available in 3

new collections for kids - Popeye, Digital and Lumibrite. Titan is
the sole licensee of Popeye in India and this range is priced
between Rs 350 and Rs 395. Giving Popeye of the spinach-
eating fame the additional responsibility of keeping time, the
Popeye brand of watches come in 6 different designs. The
Digital range in a collection of 10 digital watches has features
like El-light compass and Velcro straps for the sporty and is
priced between Rs 425 and Rs 495. And Lumibrite is a glow
watch that comes at Rs 325. The company has also brought out
a collection of five watches for the girls, priced at Rs 295.

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10
Methodology Used:

➢ Gaining knowledge about the product and services offered

by titan watches

11
 ➢ Framing a questionnaire for collection of primary data.

➢ Mapping the city’s market for collection of primary

information.

➢ Conducting a market survey by taking the responses of

the customers around the mapped markets.

➢ Analyzing the data

➢ Sampling method-purposive sampling

➢ Data collection method- primary data collection by

preparing a questionnaire.

➢ Secondary data collection through the internet.

Research Design
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Type of research:

For the project, the type of research is descriptive and

fundamental. Descriptive research is an in-depth study of
an entity, individual, institution, etc. It is in-depth study of
what it is, how it is, etc. Descriptive research includes
surveys and fact-finding enquiries of different kinds. The
major purpose of descriptive research is description of the
state of affairs as it exists at present.

Fundamental research is mainly concerned with

generalizations and with the formulation of a theory. With
the help of fundamental research, new theories can be
derived or existing theories can be modified. The objective of
this research is just to acquire knowledge about certain
things. It is concerning human behaviour carried on with a
view to make generalizations about human behaviour and
not done to aim at certain conclusions.

Data collection:

Sample universe : PUNE

Sample size : 100

Sampling Plan : Stratified Random Sampling

Stratified Random Sampling: Classify the population in

convenient number of groups i.e. strata. The groups should

13
 be such that within the group, there should be homogeneity
in the members and between the groups there should be
heterogeneity.

Data Analysis

The data collected was sorted and then analyzed with the help
of Microsoft Excel. The analysis gave some important results in
the key areas where the products can capitalize on the
opportunity to tap new clients. The Product has the opportunity
to develop new customer relations and increase the market
share.

The project included an in-depth study of the customer’s habits

and their current expectations from the products. The
questionnaire so filled up by their responses acts as a
representative of the same. So it would be easy for the
company’s officials to pitch in to these traders while providing
them the customer services.

The data was analyzed taking into consideration the following

criteria which were the most important according to the
products brand point of view.

14
1. Customer who is not satisfied with the brand has to focus.
2. To tap the customers who are with the habits of changing
taste & frequent switcher.
3. With high class range of watches, they have to tap the
market of good potential people.
4. With the celebrity participation in the promotion of the
brand, the brand’s reorganisation enhances & results in
increase of the sale.

Graphical Analysis

15
The series in the legend are the different criteria on which the
data was analysed which have been mentioned above already.

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 Limitations of the study:

➢ Usually the market is indifferent to providing information

about their personal likes & dislikes.

➢ The customers are busy throughout the day. So they have

to be approached tactfully so as to get the required
information.

➢ They have to be convinced about the secrecy of

information and then the primary data is collected.

➢ The customers have to be convinced about the product

and so one needs to have a thorough knowledge of the
product before interacting with them.

17
 Conclusion
➢ Titan is the most trusted brand under the roof of TATA
group.

➢ Titan should focus on their promotion of high range

products, like tanishq, Raga, etc. As promotion is not up to
the mark & high class people still prefers global brands.

➢ According to the project data analysis it found that titan

has capture the 60% of the Indian watch market. In which
80% market is in low range watches.

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 Questionnaire
Marketing Research of Titan
Dear People,

For the Research Methodology project we are undertaking a survey of

Watches. We request your co-operation.

Sex: Male/Female Age : ______ Basic Qualification: ______

1. Which type of watch do you use?

Sports Chain Bracelet others _____________

2. which brand you are currently using ?

Titan Timex Casio others____________

3. Feature you consider while purchasing a watch ?

Warranty Quality Price Brand image Style

/design

4. What level warranty of watch affects you while making a purchase ?

Priority Often Rare Not Affected

5. Does publicity of watches by celebrity affects your buying decision?

Yes No

6. Are you satisfide by the brand ou are using ?

Yes No

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7. What features would you like to go for?

-------------------------------------------------

8. How often you swtiched off the brand ?

Very often Depends on mood Affordability No

(Brand Loyal)

9. Given chance to change the watch which one would you go for?

Titan Casio Timex other_____________

Bibliography

➢ Research Methodology – Methods and Techniques

-C. R. Kothari
➢ Research Methodology- Dr. v. p. Micahel

➢ www.google.com

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Thank You
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