Institute of Productivity & Management, Meerut: Report On Marketing of Services

INSTITUTE OF PRODUCTIVITY
&
MANAGEMENT, MEERUT
REPORT ON MARKETING OF SERVICES
SUBMITTED TO:- SUBMITTED BY:-
RESP. PROF. MR. SHAM SHRMA VISHAL KUMAR SINGH
M.A. (LUCKNOW), D.M.M, BIBEK BISWAS

LONDON
KUNDAN KUMAR
RAKESH ROUSHAN
PRASANT KUMAR
2nd SEMESTER, BATCH—2010-12
NO. OF WORDS—7,395
INSTITUTE OF PRODUCTIVITY & MANAGEMENT, MEERUT Page 1

ACKNOWLEDGEMENT
We would like to show our gratitude to Resp. Prof. Mr. Sham Sharma, for
providing us with the golden opportunity to prepare an intellectual report, on
marketing of services of “Titan World Exclusive Showroom for Watches ” in
order to provide delight to the customers.
We are grateful to Resp. Prof. Mr. Sham Sharma, for guiding us to prepare
an aesthetic report on marketing of services by “ TITAN WORLD EXCLUSIVE
SHOWROOM FOR WATCHES” with the proper information and knowledge of
sixteen elements of formal report writing. Without his kind support it would
have been difficult for us to complete the report, so meaningful and
interesting in a short period of time.
We thank him whole heartily for his consent encouragement, warm response
and for filling every gap in our personal development and knowledge
enlightens and valuable idea that made this assignment successful.
We would like to thank the respected faculty members, library staffs, and
seniors of Institute of Productivity & Management, Meerut for providing us
such a valuable guidelines, ideas and intellectual support in order to
complete this report on marketing of services.
We would also like to thank the “World of Titan” people for their warm
response and great support in order to prepare the report aesthetic and
meaningful.

TABLE OF CONTENTS
EXECUTIVE SUMMARY..............................................................................................................................4
RESEARCH METHODOLOGY....................................................................................................................5
TYPES OF DATA...........................................................................................................................................6
INTRODUCTION OF TITAN WORLD......................................................................................................7
COMPANY PROFILE...............................................................................................................................8
GLOBALIZATION AT A GLANCE..........................................................................................................9
ACHIEVEMENTS......................................................................................................................................9
PRODUCT PROFILE.............................................................................................................................10
SERVICE MARKETING OF TITAN WORLD.........................................................................................13
RATER MODEL FOR CUSTOMER SERVICE....................................................................................13
INTERACTION WITH FRONT LINE EMPLOYEE...........................................................................19
RELATIONSHIP BETWEEN SELLER AND BUYER........................................................................20
VALUE CREATION................................................................................................................................23
CUSTOMER FEED BACK FORM.............................................................................................................28
FUCTIONAL AREA OF “WORLD OF TITAN”......................................................................................29
GAP ANALYSIS OF SERVICES OF TITAN—........................................................................................37
CONSUMER REPORT...............................................................................................................................40
CONCLUSION.............................................................................................................................................42
BIBLIOGRAPHY.........................................................................................................................................43

EXECUTIVE SUMMARY
This report is based on marketing of services of “ Titan World exclusive

showroom” for watches. There are businesses that have realized the
importance of customer service and consumer satisfaction as being the key
for sustained business success. Delivering the world class services to the
customers is part all the businesses. In this particular report we have
mentioned the various methods we adopt in order to collect the information
regarding the services delivered by the Titan showroom in order to delight
their customer.
We have written the brief introduction about the “ World of Titan” company
profile, achievements and global policy. We have specifically mentioned the
product profile of Titan world and brief description about the different
products available and the table related to different segments of customer
preferring different brands.
In this report you would see details regarding the fundamental tools of the
marketing of services like RATER model for customer service, relation
between sellers and buyer, the quality of frontline people, location factors.
Beside that we discussed how Titan creates value for its customer and get
feedback about their products and services. We also go through Titan
marketing, financing and HR strategy and brief analysis of gaps in delivering
services. We include charts and tables show consumers report on the
satisfaction and feedback for Titan products and services.
We have tried our level best to analyze the every aspect of services which
are generally rendered by the “World of Titan” exclusive showroom.
For any businesses it takes simple acts that please the customer at the
most unexpected moments, to result in Customer Delight.

RESEARCH METHODOLOGY
Research methodology is a way to systematically solve the research

problems. When we talk about the research methodology we don’t talk
about the research method but also consider the logic behinds the method
use in the context of research results are capable of beings evaluated either
by the researcher himself or by others. Here we used descriptive research
design. In this type of research method researchers are supposed to
describe the research, it is done for existing Products & Services.
It helps segment and target markets, in some cases describing the situation
may provide information and descriptive information is all that is needed to
solve business problems. The major emphasis in such studies is on the
discovery of the ideas and insights. Research design for such studies must
be flexible enough to provide opportunity for considering different aspects of
the problem under study. We collected data from following primary sources.
PRIMARY DATA For the purpose of collecting data we used following method.
 Personal Interview Methods

TYPES OF DATA
In our project we have classified the data into two specific types:
1. PRIMARY DATA
2. SECONDARY DATA
1) PRIMARY DATA: As it is known that primary data are collected a fresh

and for the first time and thus happen to be original in character. So, in
order to collect this type of data various methods are being used, such as:
 QUESTIONNAIRE
 INTERVIEW
2) SECONDARY DATA: Secondary data are those which already exist and
which have been collected for some purpose. In this project the vital sources
for collecting secondary data are:
 LIBRARY BOOKS
 NEWSPAPERS
 INTERNET

INTRODUCTION OF TITAN WORLD

COMPANY PROFILE
Titan Industries is the worlds fifth largest and India's leading manufacturer
of watches. The company has manufactured more than a 100 million
watches till date; and has a customer base of over 80 million. The umbrella
brand Titan is one of India's leading watch brands that brought about a
paradigm shift in the Indian watch market, offering quartz technology with
international styling.
The brand Titan is committed to offering its consumers watches that

represent the compass of their imagination. Titan's customers are therefore
consistently introduced to exciting new collections, which connect, with
various facets of their deep−rooted yearnings for self-expression. The new
brand philosophy of Titan, encapsulated in the words "Be More", touches this
as well as all other aspects of the brand.
The Titan brand architecture comprises several collection and sub−brands,

each of which is a leader in its segment. Notable among them are: Titan
Edge The world's slimmest watch which stands for the philosophy of "less is
more"; Titan Raga the feminine and sensuous accessory for today's woman,
Nebula − crafted in solid 18k gold and precious stones. Several other
popular collections like Heritage, Aviator, Regalia, and Octane & WWF also
form a part of the Titan wardrobe.
Today, the Titan portfolio has over 60% of the domestic market share in the
organized watch market. The company has 247 exclusive showrooms
christened World of Titan', making it amongst the largest chains in its
category backed by 700 after−sales−service centers. The company has a
world−class design studio that constantly invents new trends in wrist
watches.

GLOBALIZATION AT A GLANCE
World's fifth largest watch company
Watches exported to Europe, Middle East, Africa, and Asia Pacific
Launched its own brand in 30 countries
ACHIEVEMENTS
Titan Industries has been awarded the following:
 The President of India’s Award for employing the disabled.

 Friends of BIL Award for employing the handicapped.
 The Titan Design team received 7 accreditations at the NID —
Business World Awards, including the 'Young Design Entrepreneur of
the Year'.
 Titan and Tanishq were adjudged 'Most Admired Brands' as well as
'Retailer of the Year' by Images Fashion Forum.

 Titan retained it ranking as the 'No 1 Brand' in the Brand Equity
Survey, in the Consumer Durables category.
PRODUCT PROFILE

Different collections of Titan products are:--
TITAN EDGE WATCHES
Manufactured using a unique combination of style and technology Titan

Edge watches are ultra slim and exceptionally elegant. They have the
slimmest quartz movement measuring 1.15mm and are the only one of its
kind in the world. Currently Titan Edge has 13 variants, 8 in stainless steel
and 5 in the plated version.
TITAN FASTRACK WATCHES
Titan watches embarked on the fashion watches category with the launch
of 'Fastrack' in the year 1998. It seems like the ever changing fashion
industry just rubbed on a little bit of the novelty factor on the watch industry
as well. Titan's extraordinary and innovative technology coupled with a fresh
sense of style resulted in the Fastrack range of watches. It is believed that
Fast rack contributes to 4% of the Titan portfolio. Significant rise in Fast
rack sales has compelled Titan to establish it as a separate brand.
TITAN RAGA WATCHES
Exquisite, elegant and regal the Titan Raga is a classy feminine brand of
watch from Titan. This is the only brand in India which is designed
exclusively for women.
TITAN REGALIA WATCHES

Titan Regalia is a regal collection of Titan watches. This is an exclusive
brand for men and may be gold or silver plated. Regalia watches are a part
of Titan's luxury watch collection.
TITAN SONATA WATCHES
Associated with the Indian working class, the Sonata range comprises of
both analog and digital watches. The metal strap watches by Sonata was a
big hit with the Indian working class men. Sonata has forayed into the
plastic watch arena as well. Though the watches are of good quality they are
reasonably priced.
TITAN STEEL WATCHES
Most of the Titan steel watches are for gents while the range available for
women is meager. It contains a range of bracelet and leather strap watches
for men and women. There are about 32 models of Gents watches and these
watches are sensibly styled. The shape of the watch dials are rectangle,
round and tonneau.
TITAN BANDHAN WATCHES
Titan Bandhan Watches are meant for formal wear. They come as a set of
two or as a pair. They are a tribute to the undying bond of love between a
man and a woman. One of the pair is a ladies watch and the other is an
elegant looking men's watch. Titan Bandhan watches come in leather, steel
and gold straps and are exquisitely packaged.

Titan offers its products with a price range to suit the different income
groups such as:
- Below Rs 500
- Between Rs (500-1500)
- Between Rs (1500-3000)
- Between Rs (3000-5000)
- Between Rs (5000-10000)
- Above Rs 10000
SERVICE MARKETING OF TITAN WORLD
Purchasing power of consumer
BRAND PURCHASING CATEGORY

POWER(Rs)
Fast rack 550- 1,430 Youth
Exacta 595- 1,430 Lower Middle Class(office wear)
Spectra 650- 1,830 Common Class
Royal 960- 2,830 Upper Middle Class
Raga 1,420- 4,000 Upper Class
Bandhan 1,675- 8,085 Couples
Regalia 1,725- 7,770 Upper Middle & Upper Class
Edge 4,500- 5,200 Business Class
Nebula 10,000- 58,000 Upper Class
Octane 2,955- 8,000 Youth
Heritage 5,000- 10,000 Business Ladies
Orion 4,500- 7,800 Business Class
Flora 6,495- 7,450 Upper Class
Purple(new) 3,495- 6,995 Upper Class
As per the information provided by the responsible authority of “World of

Titan Exclusive Showroom” for watches shop No- G7, G8, City Plaza,
Begum Bridge Road, Meerut. They use all the ways in order to provide
delight to their customers. While discussing the manager of the showroom
about how they use rater model for the customer service.
RATER MODEL FOR CUSTOMER SERVICE:--

The best way of obtaining a better understanding of your customers’ needs
and expectations is to ask them. However, before you do this, it is useful to
put some work into obtaining a view of your services from your customers’
perspective. The RATER Model can be used to do this.
The RATER model, developed by Zeitham et al (1992), defines five

dimensions that customers are believed to consider in their assessments of
service quality:
RELIABILITY— Which means that the service providers ability to identify

and provide business solution to their customers to achieve their goals and
objectives.
ASSURANCE--Employees’ knowledge and courtesy and their ability to

inspire trust and confidence to the buyers with good quality solutions.
TANGIBLES--Appearance of physical facilities, equipment, personnel and

communication materials.
EMPATHY-- Caring individualized attention given to customers.
RESPONSIVENESS-- Willingness to help customers, provide prompt service

and solve problems.
These five dimensions have been found to be relevant for a wide range of
organizations and sectors, although the importance of each dimension will
vary from industry to industry. The model is used by organizations to
identify and assess customer expectations, to plan and improve services,
and to measure customer satisfaction.
Regarding the question we asked the information given by the Titan

showroom are--

Do you deliver the service you promised and what your customers believed
they were promised? Do you do this every time and under all conditions?
Is your service timely, consistent, accurate, and dependable?
When a customer comes in the showroom they give proper help or direction
to the customer to choose their product. They first try to know that up to
what range the customer want to purchase and what actually they want
that’s suits their personality. A customer basically looks for attribute and
quality with minimum price. For example, a youth of age 18- 25 years looks
for sporty and funky design. Then it’s become easy for Titan people to prefer
them to go for the brands like Fast rack or Octane. And if their business
class or upper class people visit in Titan showroom then they prefers them
to go for brands like Nebula, Orion, Raga etc.
Whatever they prefer to the customers most of them choose those brands.
In this way whatever they promise to their customer they are able to deliver
those promises every time, accurately and consistently.
Does your staff have the right knowledge and skills to deliver the service
you promised? Are they respectful of your customers? Do they convey
trust and confidence?
They have one of the largest service networks in the watch industry in India.
A ‘quick service’ initiative has been Customer Service
They have one of the largest service networks in the watch industry in India.
A ‘quick service’ initiative has been implemented at certain of their service
centres, which they believe has further improved their customer relations.
They recently used external surveys to track changing customer

expectations and have provided enhanced training programs for the staff,
which are aligned to customer needs.
Their Customer Service unit is information technology driven and special

initiatives have been made to link the service network through a web based
application. Service centre’s which have been computerized are able to
transfer data on a daily basis to the Company on product performance and
service deliverables. They have set some challenging service deliverables in
the area of post product servicing in India. They aim at creating a platform
to extend this high quality service delivery for their product.
And what we personally observe regarding assurance that in Titan exclusive

showrooms the staff have proper knowledge and skills to deliver best
services to the customers. As in the showroom there has three ladies well
trained, dressed, maintained and educated. Since as we enters in the
showroom all of them stands and one of them come forward and greets us
by saying welcome sir, what you want sir, may I help you sir. In this way
they are respectful to their customers and able to convey the trust and
confidence among the customers.
Do your physical facilities, equipment, employees, and communication

materials look attractive and appropriate?
From the tangibility point of view in the showroom they provide a wide
range of stylish watches that’s suits to the personality of customers. They
provide them catalogue and then identify the customer’s choice. They never
irritate with the customer’s and also show them new arrival watch collection.
During festive season and wedding season they have discount facilities, gifts
in order to delight their customers. Sometimes they gifts to their premium

customers having signature of their brand ambassador Amir Khan. They
have proper computerized billing system, beside that there is facility of
customer watch care centre for repairing work if required. One more thing is
that if anyone purchase watch from Meerut or anywhere they can have the
facility available to go to any of the customer service centre in India in case
of any problem.
But what we personally feel regarding tangibility that the showroom is

lacking in providing some facility like parking facility, sitting facility. They
have very less parking area nearly 600 square feet available in front of the
showroom and it’s not sufficient to park even more than 4-5 cars at a time,
and there is no guard outside the showroom to welcome and open the door.
The other thing is that inside the showroom there is no sitting facility. And it
may be difficult for an old person to stand for a long time. There is also no
security system at the main entrance those are generally available in almost
many showroom likes Big Bazaar, Vishal Mega Mart. One more important
thing we analyze that the showroom is not very spacious, it’s about 500
square feet. And if there will be more than 10- 15 people comes inside
showroom then it’s become difficult to feel comfortable.
Does your staff provide caring, individualized attention to customers; is it

easy to access staff, services and information? Is your communication with
customers clear, appropriate and timely? Do you provide services that are
appropriate to the individual needs of the customer? Does your staff
demonstrate they understand the customer’s needs and situation?
In response to that question the Titan people says that there is three lady,
one manager and one watch care person. So, normally when more
customers visit simultaneously to the showroom it will be difficult to handle

all of them one time. Staffs are not able to provide the individualized
attention to each customer. They try their level best to satisfy the need of
the customers. Basically they face such type of problem in festive and
marriage seasons. They want to know the customers need through formal
conversation with them and it will little bit become easy for Titan people to
access to their customers. They provide information through the catalogue
and try to give 100% satisfaction by identifying their choice and
preferences. They paid attention to the servicing aspect which involved not
only the care of watches but also the projection of company image.
Are you willing to help the customer, provide prompt service, and resolve
problems satisfactorily?
Titan people says that customer service is in our priority list and they try
their best to give 100% customer care facility. They say that their customer
care facility is available not only in India but it is available all over world.
Customer can easily access to our service as a quick service initiative has
been taken by the World of Titan.
They say that their customer service unit is information technology driven
and special initiatives have been made to link the service network through a
web based application. Service centre are fully computerized and able to
transfer data and daily basis information to the company about product and
service deliverables.
According to them all the employee of showroom are willing to help the
customers. They talk with customer very politely and rendering their
services and take care of their demand for services. While purchasing

watches showroom staffs help the customer and explain the features,
qualities, prices of the watch.
Since customer service reaches at their peaks at that time when customers
being offered a drink and place to sit to enjoy their sweet time while they
shopping. But these are some facility in which the showroom is lacking.
INTERACTION WITH FRONT LINE EMPLOYEE
A truly luxurious showroom is the world of comfort which soothes your

entire body down. The interiors gives you feeling of relax and make you feel
an important personality. The collection of 4000 thousand plus watches with
every model being differ from the others makes you just want more and
more. The ever courteous, well dressed and trained staffs of the showroom
show you around catering to the perfect watch for your wrist that’s suits to
your style and personality. They go about explaining the features of the
watch with precise details. They maintained the friendly relationship with
customers. In the Titan showroom the simple definition of business is “ to
keep the customer happy every day”.
The interaction between customer and frontline people shows that they
always ready to help. There politeness and way of talking to their customer
gives them feeling of respect and their importance for the Titan people.
It’s not a thing when you go to purchase in Titan showroom you will buy or
not, but it’s matter of building a good relationship and satisfy their
customer. When you enter the showroom the frontline staffs greet the
customers by welcome them in the showroom and says may I help you sir,
what can I do for you sir. And when the customer leaves the showroom they

says please come again sir, you most welcome sir. So it shows the formal
relationship between customer and frontline people.
Titan has a customer base over eighty million, despite that they maintain
complete information about their customer. As we visit the showroom we
see that frontline people behave very positively and show their curiosity to
help we people. What we see that they keep the information about their
customer and recognize them by their name itself.
RELATIONSHIP BETWEEN SELLER AND BUYER
As we observe in Titan showroom they maintain a positive relationship with

their customer which is base for strong relationship between seller and
buyer. Seller always welcomes the feedback from their customers. In the
same manner Titan also try to build strong relation through welcome their
ideas and feedback about their product and services delivered.
Titan world provides online feedback facility to their customer and request
for suggestion in order to improve their product and services. Through
customer relationship management they maintain the customer I.D. to
redefined to suits them in a variety of ways which not only make them to
purchase more but also be loyal to that brand. So that they visit frequently
to the store and prefers Titan watches in comparison to that of other brands.
WORD OF MOUTH
It’s a way of influencing the decision of the customer. As a youth who use
the Fastrack brand they are very passionate and style conscious. Fastrack is
positioned itself as a youth brand generally prefers by the age group of 18-

25 years people. And they influence other youth customer to go for that
brand.
As Titan targeted its Raga watches for women in the premium segment
which gives them the feeling of intimacy. This brand generally uses by
women during parties and functions, so it becomes easy for Titan to have a
positive word of mouth for their brand. In the Titan they have many
collections which enhance the brand image of leadership, innovation and
pride.
LOCATION
As we are in the way to the “World of Titan” exclusive showroom in Meerut.

We ask many people about the Titan showroom and most of them are not
aware of the exact location of the showroom. This shows that Titan exclusive
showroom is not well known in the Meerut city. Most of the people think that
the franchise of Titan is the exclusive showroom. But as we reach the
showroom we come to know why people are unaware of the location. The
showroom is situated in a much unorganized place.
The showroom is not in any mall and there is also very poor parking facility
in front of the showroom. The other demerit is that the showroom is too far
from the main town. But when we look upon the “Internal marketing” of
the showroom in terms of its interior design, outlook, trained employees
and services regarding purchasing of products and watch care facility its
quite impressive for we people.

PICTURES INSIDE THE TITAN SHOWROOM MEERUT

VALUE CREATION
When businesses claim they are in business for the sake of consumer, they
must live up to the hype of their own creation. While it is true that all
businesses work with the intent of profit maximization, unless stated
otherwise, there are organizations that care for their consumers with
genuine intent. They are not there to exploit their consumers and make as
much profits as they could in as short a period as possible, but
managements intend the best for their consumers.
These are businesses that importance of customer service and customer

satisfaction as being the key for sustained business success. And such
businesses set the standards for other organizations to emulate and with
compete with.
Value in one's product or service should be and almost always is defined on

customers' terms. It is a matter of perception. If your product or service is
perceived by the customer as having value then that perception will result in
a purchase. Customer value may also arise from having used the product
consistently with satisfactory results.
Customer value in its most basic form is merely the difference between the
benefit receive from a product and the cost associated with that product. Of
note, is that today's consumers are much more educated and informed due
to the power of the internet. As such, they will tend to purchase products
they feel are worth the cost needed to obtain such product. Consumers tend
to know exactly what they want to purchase and will not waste time with
unsuitable products.
It is important to have something unique that is not readily available

anywhere else. This s will make your product perceived as very profitable. A

higher price would thus be favorable. In their quest to communicate
information about products and services sales professionals often oversells
and overlook the customer's needs. Consequently, the solution presented
becomes unsuitable and of little value to the customer.
Reducing price dramatically or changing price too often will erode your
products value. To maintain customer value refrain from volatile price
changes and embrace cost. Clearly demonstrating that the benefits of your
products far outweigh the costs associate with the product will work wonders
in wining customers over. Think of a time you purchased a product that you
found completely valuable ad that solved a need you had. Strive to provide
this same feeling of satisfaction to your customers and you will be rewarded
for doing so.
As always, a satisfied customer is a happy customer and will be loyal. The

“World of Titan” creates value for its customers through their services.
Besides that there are many other ways in which the Titan tries its level best
in order to delight their customers like brand loyalty program, offering heavy
discounts, gift vouches, scratch cards, premium customer recognition
program any many more facilities.
An optional service, exclusively available at World of Titan
The EMG guarantees the following for the period of Extended Guarantee
 Free battery replacement for 3 Years after expiry of the original

guarantee.
 Service Overhauling & Movement parts repair.
 No Labor Charges.

Welcome to Titan Signet!
The Exclusive Loyalty program of the World of Titan, designed to give its
members exciting rewards in recognition for their loyalty to World of Titan.
As a Signet Member, your shopping experience becomes even more

enjoyable with
 Reward Points for every time you shop at World of Titan.

 Being the first to know about new products && Invites to previews
 Exclusive offers, benefits & privileges
 Updates on what you can look forward to shop for at World of Titan
Any customer at The World of Titan can become a member by

making a purchase of...
 Any Titan watch priced at Rs 2000 /- or more,

 Or Fastrack Watches, Eye-Gear worth Rs 995/- or more,
 Or any Raga Watch

Advantages of the World of Titan - Gift Card
 Swipe it and only the exact amount is taken.

 You don't have to purchase for the entire value on the card.
 Can be loaded and reloaded with cash anytime.
 It can be used to make purchases at any World of Titan showroom.
 Choose from different Jackets & envelopes as per occasions at the
store.
 Currently applicable only in Bangalore
 No wear and tear
GIFT VOUCHERS
A Titan Edge? Octane? Automatic?
Having trouble picking the best watch ever? Give the

gift of choice with a World of Titan Gift Voucher! Let
your loved ones choose their gift. Gift vouchers from
World of Titan, in denominations of Rs 1001, Rs 501,
Rs 251 and Rs. 101 are available at all World of Titan
Stores across the country.

You can also browse through our collection at
http://www.titanworld.com/collections to recommend
any watch to your friends.
GIFT EXCHANGE
Not sure whether your gift is right?
At the time of purchase, the customer can obtain a Gift

Exchange Card along with the watch which entitles the
recipient of the watch to exchange it for another watch of a
higher value or Gift Voucher of appropriate value at any
World of Titan across the country.
This service is absolutely free and no invoice needs to be

provided at the time of exchange.
GIFT WRAPPING
Want to make your gift look extra special?
Free Gift Wrapping & Special Gift Boxes for single and Pair
watches are available at all World of Titan stores across the
country at anytime in the year.

CUSTOMER FEED BACK FORM
In order to improve the quality of their product and services “ World of

Titan” provides online feedback form facility for their customer. With the
help of that form customer can suggests and views in order to improve their
product and services. The customer feedback for is attached on the back
side of this report. There is basically the view of customer is taken through
this feedback form. If we go through this we will find that customer have to
choose different options available for their product and services in
comparison to the other brands available in the market. Different rating
options after click on the select button are like.
 Excellent
 Very good
 Good
 Average
 Poor

FUCTIONAL AREA OF “WORLD OF TITAN”
MARKETING STARTEGY—
Titan’s marketing strategy had five main bases: a product of international

quality, Indian designs, competitive prices, intensive advertising and
promotion, and specialized retail shops to control the presentation.
Titan’s ambitious marketing program aimed at positioning its watches as

high quality fashionable products available in clean and comfortable
surroundings, priced higher than the other watches. Titan decided not to
compete directly with mechanical watches from HMT. They put in place an
integrated marketing mix consisting of attractive designs, high quality
products, sufficient inventory, a logistical support system and a well timed
promotional campaign.
DISTRIBUTION
Titan’s watches were sold in thousands of stores including company

showrooms and exclusive stores. It has some exclusive showroom in Meerut
(western UP) also. In addition to this they opened hundreds of service
centre’s to repair watches, replace batteries or change straps.
Titan’s approach to distribution marked a different example. They opted to

find a way around wholesalers, reaching out to the retail channels directly.
Titan’s shops were easily recognizable and located in the most fashionable
shopping centre’s. Titan then started a scheme of converting some of the
outlets to Titan shops. These shops acted as Titan dealers, though they
stocked other brands.
Titan decide to first focus creating a format, would enable it to build a strong
retail presence and bring the product closer to the customer. The idea was
to build and enhance the brand experience through retailing. This led to the
creation of the world of titan showroom, which exclusively showcased the
complete product range and provided a brand experience in terms of service
and convince.
The company decides to opt for multiple channels of retailing. The

exclusively showroom would aid market expansion while the multi brands
outlets would help increase the market share. This was necessary to expand
and achieve town penetration. The two channels created to different
customer segments and helped TITAN create a significant retail presence .
At TITAN, retail has its own purpose, role and identity, which draws
inspiration from the product brand, is not subservient to it

HEAD RETAILING
Chanel Manager Channel Manager TZs, Dept

Stores Business
WOTs Development
Regional Retail
Managers
MIS
Signet-
WOT
Loyalty
Club
Training Promotions
Frontline And Visual Merchandisers
Staff Advertising
management

SEGMENTATION, TARGETING AND POSITIONING
Titan first launched its quartz range with heavy advertising. The first
advertisement described the titan quartz as the international watch that
could be bought in Indian rupees. Later campaigns also positioned the watch
as a gift item, with advertisements saying: The next time your husband
wants to buy you a saree ask him for a Titan watch. This campaign was an
enormous success.
Music became an essential part of Titan’s advertisements. The

advertisements featured two or more people- parents, spouses, siblings
coming for specific occasions. In the early 2000s, Titan realized it would
have to use other ways to motivate people to buy their watches.
Segmentation became an important issue as their operations expanded.

Titan believed that different brands have to be created for the different
segments. Titan has segmented the watch market and identified clearly the
needs of each group. Titan has segmented the market on the basis of the
following variables: Demographic (age and social class), Psychographic
(lifestyle and personality), Behavioral (benefits and occasions),
Geographical (region), Targeting segments and User positioning. After
carrying out an in depth market study, Titan identified three different
specific market segments for its watches. The segments were arrived at
using benefit and income level as the bases.

 The first consisted of the high income/ elite consumers who were
buying a watch as a fashion accessory. They were also willing to
buy a watch on impulse. The price tag did not matter to this
segment. The price range between Rs.20, 000 and Rs.1 lakh.
 The next segmented consisted of consumers who preferred
some fashion in their watches but to them price did matter. The
price range between Rs.500 and 700.
 The third segment consisted of the lower income consumers who
saw a watch mainly as a time keeping device and bought mainly
on the basis of price. The price range between Rs.350 and 500.
PRICING STRATEGY
Titan prices according to the features and value delivered. They get the
maximum market 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 out every year with a price discount sale
on watches. The differences in the prices are justified with its important
features and style. They are trying to maximize their profits with the help of
different product mix.
PROMOTION
Titan ties up with various magazines, television and outlets where Titan
watches were given as gifts for winning a particular contest. Another of
promoting the Titan watches is through seasons. For example gold watches
are preferred for a wedding occasion. Titan is directly tapping the customers
by sponsoring major events, cultural and other fests in colleges, schools and
other happenings. Titan introduced a contest on cartoon networkindia.com
which invites children to use their creativity and imagination to design a
watch. Besides that Titan has its brand ambassador as Amir Khan which

leads Titan from front to the customers. We can see different pictures in
which Amir Khan promoting Titan watches.

FINANCIAL STRATEGY—
Today, Titan has over 60 per cent of the domestic market share in the
organized watch market. Its exclusive retail showroom chain – World of
Titan – is amongst the largest in its category. Titan watches are sold
through over 9,000 outlets in over 2,300 cities and internationally in over 30
countries including the UK, Spain, Greece and countries in the Middle East
and Asia Pacific. It’s after sales service is itself a benchmarked operation
with a network of over 616 service centers and has one of the world’s
fastest turnaround times. The company has a world-class design centre both
for watches and jewellery.
The return on capital employed has seen a significant increase driven mainly
by the enhancement in operational efficiency, including a reduction in capital
employed in the jewellery division, despite the rapid top line growth.
Reducing funds were employed in working capital of the domestic business
through new initiatives like supply chain management to bring down

inventories and costs. The company’s continued efforts have resulted in a
significant reduction in the capital employed, despite a considerable growth
in the turnover. The savings from these initiatives are beginning to kick in
and it is expected that operating margins will continue to show a healthy
growth.
Through their strong financial position the Titan world deliver the best
products and services to their customers. With that they able to satisfy their
needs and wants and try their best to feel their customers comfort and
delight.
HU
HUMAN RESOURCE STRATEGY—
Titan appreciate that people are far more productive. And so Titan people
work in a space that’s delightfully creative. That allows for personal growth
and innovative thinking and encourages an easy camaraderie between
seniors and subordinates. They strive for excellence with team sprit fostered
by recreational activates and community service, as well as philosophy of
constant achievement
Titan offer:-
 The opportunity to work with India’s best marketing companies.

 A stimulating work environment that brings out the best in you.
 Growth that is performance-driven
 Mobility across various functions
 Substantial investment in on-going training and development to
prepare you as you grow.

Titan recruits personnel the areas of sales and marketing, manufacturing
operations, Design, visual merchandising, and frontline staff for retailing and
customer service. Titan also takes in candidates from the Tata
Administrative service (TAS), a prestigious recruitment program of the Tata
Group which attracts some of the finest talent in the country. With the help
of that they able to deliver the best talent to the customers who provide
them the best services and fulfill the customer expectation.
GAP ANALYSIS OF SERVICES OF TITAN—

Gap analysis generally refers to the activity of studying the differences
between standards and the delivery of those standards. For example, it
would be useful for a firm to document differences between customer
expectation and actual customer experiences in the delivery of medical care.
The differences could be used to explain satisfaction and to document areas
in need of improvement.
The issue of service quality can be used as an example to illustrate gaps. For
this example, there are several gaps that are important to measure. From a

service quality perspective, these include: (1) service quality gap; (2)
management understanding gap; (3) service design gap; (4) service
delivery gap; and (5) communication gap.
SERVICE QUALITY GAP.
Indicates the difference between the service expected by customers and the
service they actually receive. For example, customers may expect to wait
only 20 minutes to see their doctor but, in fact, have to wait more than
thirty minutes. So, what we observe in Titan showroom is that the
customers have not to wait too much. Titan people deliver fast and best
service to their customers. However during festive and wedding season
customer have to wait for the service to be render. For example the
customer have to wait for the employee to be free from other customers,
they have to wait till the billing completes. And this will create gap in their
service.
MANAGEMENT UNDERSTANDING GAP.
Represents the difference between the quality level expected by customers

and the perception of those expectations by management. For example, in a
fast food environment, the customers may place a greater emphasis on
order accuracy than promptness of service, but management may perceive
promptness to be more important. So, regarding this gap what we observe
that Titan showroom is successful to provide accurate services and products
according to the demand and expectation of the customers.
SERVICE DESIGN GAP.

This is the gap between management's perception of customer expectations
and the development of this perception into delivery standards. For
example, management might perceive that customers expect someone to
answer their telephone calls in a timely fashion. To customers, "timely
fashion" may mean within thirty seconds. However, if management designs
delivery such that telephone calls are answered within sixty seconds, a
service design gap is created. So, there is nothing to mention regarding this
gap as most of the businesses having this gap. For example when we talk to
the customer care executive of our service provider we have to wait for their
response to our problem. As we have already discuss earlier about the
showroom facility and number of employees it will already leads to create
this gap in their service design.
SERVICE DELIVERY GAP.
Represents the gap between the established delivery standards and actual
service delivered. Given the above example, management may establish a
standard such that telephone calls should be answered within thirty seconds.
However, if it takes more than thirty seconds for calls to be answered,
regardless of the cause, there is a delivery gap. So, what we found
regarding this gap is that there is no such type of gap in their service. And
they assured their customer that the services will be render on time. For
example if a customer comes regarding the watch repairing to the
showroom he will be promised to deliver their service on time and Titan
fulfill their promises.

COMMUNICATION GAP.
This is the gap between what is communicated to consumers and what is

actually delivered. Advertising, for instance, may indicate to consumers that
they can have a discount of 20% on shoes. But when customer reaches the
outlet to purchase, he comes to know that the discount will be only in sports
shoes. So, what we found in Titan showroom is that there is no such gap
between what they promise and what they deliver.
CONSUMER REPORT
The following is a consumer report of the Watches from Titan Industries

Limited. It contains statistics of consumer complaints, customer criticisms,
customer praises, consumer reviews and public interest in general about the
product. This consumer report is only applicable to consumers in India.
Consumer Satisfaction Level (CSL)
4.1841 (Below Average Score out of 10)
CONSUMER FEEDBACK
Public Criticisms 1
Public Praises 5
Consumer Complaints(open) 0
Consumer Complaints( Resolved) 0
Consumer Complaints(unresolved) 2
Consumer Interested 963
CONSUMER SATISFACTION LEVELS FOR TRAITS

Design/ Elegance **** (out of 10 stars)

Durability ****
Operational Features/ Technology ****
Performance ****
Reliability ****
Value for Money ****
Consumer satisfaction level summary ****
(Source: - http://www.consumerdaddy.com/consumer-reviews-for-titan-watches-p-
270.htm#satisfactionLevel)
CONCLUSION
Titan is going all out to create and present a watch-buying experience that is
beyond the ordinary. Apart from the stylized and luxurious ambience of its
stores, Titan has designed an array of customer services such as
personalized laser engraving, a full service watch care centre, gift delivery

facility, gift vouchers, and so on, all aimed at converting footfalls into
satisfied customers.
Titan chooses to see that its product can survive, rise and be the product
leader. They have achieved a balance between cost focus and differentiation
focus. They help in providing customers convenience in their shopping. Titan
has its shop in almost all localities so it’s feasible for the customers to walk
in to the Titan shops at any time irrespective to the distance. Titan provides
the best quality watches at affordable price and design. This is the most
salient feature of Titan. Titan concentrates on all economic class of
customers there by achieving maximum customer base. Also its advertising
strategy is so brilliant that it captures the minds of customers thereby
imparting an emotional thirst and motivating them to buy Titan brands.
Titan understood that in many a business, service is a bugbear and often is

the cause of the hurt feelings of the customer. Titan according paid attention
to the servicing aspect which involved not only the repair of watches but
also the projection of company image. Titan has always implemented World
Class Manufacturing (WCM) practices that helped keep costs under control.
As part of the WCM initiatives, Titan implemented practices such as Just-In-
Time Manufacturing, Total Productive Maintenance and Total Quality Control.
With Titan brand's value the company planning to focus all its energy to
meet competition in the lower as well as higher ends of the market, the
watch industry seemed to be all set for an interesting battle.
BIBLIOGRAPHY
Book of service marketing by: - M.K.Ramlal and S.L.Gupta
http://www.scribd.com/doc/28345615/Titan-Marketing

http://www.ilinksystems.com/ThinkingBeyond/Blog/tabid/115/EntryID/11/D
efault.aspx
http://en.wikipedia.org/wiki/SERVQUAL
http://www.thehindu.com/business/
www.titanworld.com/worldoftitan/value-added-services
www.titanworld.com/assistance
www.jantareview.com/advanced-search.php?...TITAN%20SERVICE
%20CENTRE
http://www.titanworld.com/titan_stories
www.linkedin.com/companies/titan-services
http://www.titanworld.com/collections
www.titan.co.in/business-divisions/time-products.../sonata
www.infibeam.com/Watches/Titan.xhtml
www.indianmba.com/Faculty_Column/FC1101/fc1101.html
www.icmrindia.org/casestudies/catalogue/Marketing/MKTG110.
www.managementparadise.com/forums/...php/t-24229.

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INSTITUTE OF PRODUCTIVITY

SUBMITTED TO:- SUBMITTED BY:-

RESP. PROF. MR. SHAM SHRMA VISHAL KUMAR SINGH

M.A. (LUCKNOW), D.M.M, BIBEK BISWAS

2nd SEMESTER, BATCH—2010-12

INSTITUTE OF PRODUCTIVITY & MANAGEMENT, MEERUT Page 1

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This report is based on marketing of services of “ Titan World exclusive

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Research methodology is a way to systematically solve the research

 Personal Interview Methods

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1) PRIMARY DATA: As it is known that primary data are collected a fresh

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The brand Titan is committed to offering its consumers watches that

The Titan brand architecture comprises several collection and sub−brands,

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World's fifth largest watch company

Watches exported to Europe, Middle East, Africa, and Asia Pacific

Launched its own brand in 30 countries

 The President of India’s Award for employing the disabled.

INSTITUTE OF PRODUCTIVITY & MANAGEMENT, MEERUT Page 10

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TITAN EDGE WATCHES

Manufactured using a unique combination of style and technology Titan

TITAN FASTRACK WATCHES

TITAN RAGA WATCHES

TITAN REGALIA WATCHES

INSTITUTE OF PRODUCTIVITY & MANAGEMENT, MEERUT Page 12

TITAN SONATA WATCHES

TITAN STEEL WATCHES

TITAN BANDHAN WATCHES

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SERVICE MARKETING OF TITAN WORLD

Purchasing power of consumer

BRAND PURCHASING CATEGORY

As per the information provided by the responsible authority of “World of

RATER MODEL FOR CUSTOMER SERVICE:--

The RATER model, developed by Zeitham et al (1992), defines five

RELIABILITY— Which means that the service providers ability to identify

ASSURANCE--Employees’ knowledge and courtesy and their ability to

TANGIBLES--Appearance of physical facilities, equipment, personnel and

EMPATHY-- Caring individualized attention given to customers.

RESPONSIVENESS-- Willingness to help customers, provide prompt service

Regarding the question we asked the information given by the Titan

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Their Customer Service unit is information technology driven and special

And what we personally observe regarding assurance that in Titan exclusive

Do your physical facilities, equipment, employees, and communication

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But what we personally feel regarding tangibility that the showroom is

Does your staff provide caring, individualized attention to customers; is it

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INTERACTION WITH FRONT LINE EMPLOYEE

A truly luxurious showroom is the world of comfort which soothes your

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RELATIONSHIP BETWEEN SELLER AND BUYER

As we observe in Titan showroom they maintain a positive relationship with