BUSINESS STRATEGY OF

TITAN
Group 5
Kunal Dhanwani -17A3HP523
Chirayu Jain -17A3HP480
N Manasa -17A1HP322
Madhulika Bhardwaj -17A1HP590
Anamika Sinha-17A3HP288
Subash S -17A3HP468
Rashi Srivastava-17A3HP582
 WHY DIFFERENTIATION STRATEGY?

• Titan has created the image of international look and premium quality in Indian
market.
• It deals in variety of segments (medium to high)
• It has unique resources and capabilities (patents, human resource, technical
expertise)
• Convenience (location) – largest retail network
TECHNOLOGY DEVELOPMENT

• HTSE technology
• Achieved this feat to compete with
Citizen's Eco Drive 'light-powered'
watches.
• Watch manufacturers, including
Junghans, Casio G-shock and Casio
Oceanus.
• It is astonishing but true that even
candlelight can charge HTSE watches.
 HUMAN RESOURCE MANAGEMENT

Internal
‘Army of one’ employee ‘Tell me ‘ –
program engagement annual survey
survey
GENERAL ADMINISTRATION

Titan has a Customer -

feedback system specially
related to new trend demand in
ERP from SAP & Oracle
the market and makes a point
to come up with new models
ever Quarter of the year

General Administration
Departments
• R&D department,
• EDP or IT&SYSTEMS department,
• Design & Development department,
• Purchase department,
• Production,
• Planning & Control department and
• Maintenance department.
 Sourcing of well known
component from over-seas Offloading from Mundra Port
(China, Switzerland & Japan )

Reorder point – 5 to 6 months

PROCUREMENT Domestic sourcing

Payment terms- flexible

About 300 vendors in India

 INBOUND LOGISTICS

Technical
Vapour coating
In-house production collaboration with
facilities
France Ebauches

Rare components of
the watches made Transportation like
at the -GATI EXPRESS &
manufacturing DHL are used
facilities
 OPERATIONS
Diamond Bagging –
Eliminates errors
• Using robots and
sensors as
compared to
Timex.

Assortment
Planning -
• Reducing lead
time

Quality check

heating
OUTBOUND LOGISTICS

• Carrying and forward agents for distribution.

• 3 Assembly plants located in Hosur, Dehradun and Ooty.
• These plants further dispatch watches via Gati Express (Transportation) to CFAs.
• CFAs distribute the product to different distribution channels which include stockist,
Dealers, Titan shops.
• Currently Titan has 190 CFAs who handle 14000 dealers, largest distribution network
across India as compared to other brands.
CFA RS

LFS

CFA

EBO

CFA
 PRICING:
.

Pricing Titan Competitor Target Pricing

Objective Segment Policy
Market share Sonata Maxima Mass Mark-up
Pricing
Market Titan Nebula Timex Mid range Product line
Skimming buyers and price
skimming
Pricing
Product Titan Raga, Tissot Premium Premium
Quality Xylys crowd Pricing
 MARKETING AND SALES

• ‘What’s your style?’

Differentiation • This campaign helped increase watch consumption per
Strategy person, by help suggesting different watches for
different occasions.

• Titan moved from style statements to personality styles.

Beyond Style • Ad- where Aamir Khan is encouraging people to find a
new strand to their personality.
‘Personal touch’ -
kind of marketing
Katrina Kaif- • Raga witnessed 27% CAGR in its initial period
boom in sales
New Collection of • ‘YUVA’
• with the success of YUVA they came with- Octance, Nebula Celeste, Raga
Watches: Crystals, Titan’s Stambha, Nebula Zeus, Raga Shimmer, Raga Diva

Target other socio • strongest selling point -always available and is not very expensive.
• Titan has come up with models which are only available in the rural
economic classes, market.
 SERVICE

Titan has the largest retail network with 1400 stores in 240 towns which other companies
like Citizen and maxima are far behind.

Titan even differentiates itself when it comes to satisfying post sales experience of all
the customers, it has over 740 service contact points in more than 250 towns.

All repair activities follow systematic process which is controlled and managed through
an ISO audit system.

Titan even offers best reward schemes (loyalty programs) to attract and retain their
customers and improve their experience.
THANK YOU