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Marketing Channel at Titan

Marketing Channel at Titan

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Published by RAHUL MOHATA

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Published by: RAHUL MOHATA on Oct 01, 2009
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06/05/2013

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INSTITUTE OF MANAGEMENT TECHNOLOGY,NAGPUR 
,
2008-10
COURSE:
Sales & Distribution Management 
COURSE FACILITATOR:
 Prof. S. K. Tripathi
ASSINGMENT – 
Marketing Channels at Titan
Section – B2CGroup – 7
 Nadeshwar Mukherjee (08FT040) Nishat Jain (08FT041) Purva Bhutani (08HR042)Manisha Rawat (08IT021)Manit Singla (08IT022) Rahul Gupta (08IT027) Rahul Mohata (08IT028)
 
[Marketing Channels at Titan]
September 9, 2009
The Titan brand architecture comprises several collection and sub−brands, each of which is aleader in its segment. Market has been split into – 
Low end
Mass market
Premium
Luxury
Notable Brands (sub-brands) of Titan are
– 
Titan Edge: The world's slimmest watch which stands for the philosophy of "less ismore"
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, Octane & WWFalso form a part of the Titan wardrobe
Multi-channel retailing – a concept pioneered by Titan in Watch Industry
Titan has pioneered the concept of specialty retailing in the watches business. Organisedretailing did not exist in the late eighties. The concept of exclusive brand stores was almostnon-existent.
 In a pioneering effort 
that dramatically altered industry standards, the
World of Titan (WOT) was born
.The company reaches out to its target customers through multiple channels.
Variousdistribution channels
through which the different products and sub-brands of Titan flows isshown in the following chart – 
Page
2
of 
8
 
[Marketing Channels at Titan]
September 9, 2009
Major Retail Formats in India
World of Titan Showrooms
- Titan has 255 World of Titan outlets, of which only 8-10are owned while the remaining are under the franchise arrangement. Besides stockingthe entire range of Titan, these outlets sell select models of Sonata (lower end) andTommy Hilfiger (licensed brand) watches.
Time Zone
- Titan also manages 142 Time Zones, which are multi branded outletsoperating in the watches business.
Traditional Outlets
 Non Traditional Outlet 
Time Zone
- Titan also manages 142 Time Zones, which are multi branded outletsoperating in the watches business.
Traditional Outlets
 Non Traditional Outlet 
Generally, there happens to be
no competition across channel members
(here WOT andTime Zone). They maintain almost different product portfolio and targets completelydifferent segments of customers.
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