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 3rdWATCH 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
 T H E 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 PROMOTETHEIR 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
PRO D U C
TS

Titan Eye+: Eye Tanishq: Jewelry

Wear

TITAN: Precision Engineering

Watches 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 TOTAP THE
CHILDREN’S
•WATCH MARKET,WHICH WAS AN
UNPENEGRATED
•SEGMENT,AND BELIEVED TO BE AS
LARGE SEGMENT
 STEE
L

•TITAN STEEL HAD A COLLECTION RANGEOF 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
 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 RANEGOF EXQUISITE WATCHED THAT HAVE THE PERFECT MIX OD
SENSUILATY AND ELEGANCE
 NEBUL
A

• A COLLECTION OF INTRICATELY CARVED DESIGNS

FOR WOMEN.
• PERFECT TO COMPLEMENT A TRADITIONAL AND
CONTEMPORY OUTFIT.
 PRO MO T IONS
Advertising
media:
• Televisio
n
• 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
ANALYSI
• Style
• Model
S
• s
• Exclusi
• ve
produc
• ts
• Other
than
Weaknesse
these
• Pricing
s there of high end products
• Globalization
have – Threat from new
entrant
few
Opportunities
more
• Seasonality
strengt
• Gifting
h like- concept
• Exchanging
Contribution of owned brands and retail. The profit is accounted by being in the retail space
which
offer is booming.
Watches are available with popular functions like dates, multifunction and
chronographic. Guarantee/warranty
. Threats
• Competitors
 MARKET
PO SIT IO N IN
G
FAST TRACK 1495/- And Above YOUTH

DAS 250-395/-

P rchasing power
CHILDRENS
H
FLIP 5495-6500/- UPPER- MIDDLE CLASS

TITAN u o 500-3295/-
LOWER MIDDLE
CLASS CLASS
&
UPPER

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

 PRICIN
TITAN PRICES G
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

PRICIN G PO LICY & ST RATEGY

THREE MAJOR SEGMENTS
LOWER SEGMENT
1000 PLUS SEGMENT
SALES PROMOTION ACROSS THE YEAR
TARGET BEST ADVERTISING SPACE
Titan Sonat Rag Xyly Fastrac
Brand a a s k

Aamir Khan M.S.Dhoni Rahul Virat

Katrina
Bose Kohli
Kaif
 W O RLD O F T IT AN S
HOWROOMS
10000 2300
DEALERS All India
ALLN
I DA
I TOWN
S

226 113
SHOWROOMS World of Titan TOWN
S

117
MULTI 73
- Time Zones TOWN
BRAND S
STOR
ES

751 Service Centre’s 348

CENTRES TOWN
S
 SALES
H IST O RY
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 BUSINESSSEGMENTS LIKE
SPECTACLE FRAMES,SUNGLASSES,POWERED
LENSES,JEWELLERY,PURSAES,BELTS AND
BAGS
THANK YOU