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Titan-STP

Titan-STP

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Published by rambo_5
Amrita school of business-Amritapuri
Amrita school of business-Amritapuri

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Published by: rambo_5 on Dec 19, 2009
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01/11/2013

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SEGMENTATION,TARGETING
and
POSITIONING
OF
 TITAN INDUSTRIES
”BE MORE”Submitted by
Biswas.B.C
SreejuSeema RaniRahul Chakraborty
1
 
Vivek.P.NKrishna Raj
SEGMENTATION
TITAN
 Titan had traditionally focused on premium segment , in the late 90s Titansegmented the market in to different groups based on different parameters.
Demographic segmentation
:In this the market is divided into groups on the basis of variables suchas age, family, size, life cycle, gender, income, occupation, education,religion, race, generation, nationality, social class. These variables arethe most popular basis for distinguishing customer groups. Thefollowing are some of the demographic variables used to segment themarket:
Age and life cycle stage
: Consumer wants and preferenceschange with age. These tastes and preferencesare not constant and change with time.
TITAN PERSPECTIVE
 Titan markets its products for all following age groups:
Less than 12 :Dash, Zoop.
Between 12-20: Dash, Fast Track, Sonata, WWF.
Between 18-30: Fast Track, Flora, Sonata, Raga,Edge, Bandhan, WWF,Nebula, Octane, Technology, Spectra,
Between 30-55: Edge, Nebula, Raga, Steel, Xylus,Regalia, Automatic,Heritage,Bandhan, Orion, Exacta, Royale,Insignia.
Above 55: Regalia, Classique, Sonata.
Gender
: Gender segmentation has been applied to clothing,hairstyling cosmetics, wrist watches,magazines etc. There are certain brands, which are positionedexclusively for a specific gender.
TITAN PERSPECTIVE
 Titan markets its product across:
2
 
Gents :Automatic, Octane, Orion,
Ladies :Raga, Raga Diva, Flora, Nebula, Heritage,
Married couples :Bandhan
Income :
Marketers tend to segment product and services on the basisof income groups. Nowadays, companies have recognized thepotential of lower end income groups and have started segmentingthem.
TITAN PERSPECTIVE
 Titan offers its products with a price range to suit the differentincome groups such as:
Low ( 1 lakh): Sonata,
Lower Middle (1 to 2.5 lakhs):Fast track, Regalia,
Middle(2.5 lakhs to 4 lakhs ) :Steel, Fast track Ladies, Raga
Upper Middle( 4 to 6 lakhs) :Nebula, Edge, Steel.
High ( Above 7 lakhs):Nebula, Xylus, Bandhan, Insigna
Generation
: Generation plays a major role in segmenting markets.Every generation is deeply influenced by various activities. Suchinfluences deeply impact their product purchase pattern.
TITAN PERSPECTIVE
 Titan has many products to satisfy all the generations. Andthrough constant innovation Titan developed many products for newgenerations too.
New Generation: Fast Track, Technology, Flip
Old Generation:Sonata
Social Class
: Social Class segmentation is influenced bycustomer choices of automobiles, interior decoration, clothing preferences etc. Thetastes and preferences of the social class also change accordingto time.
TITAN PERSPECTIVE
 Titan has realized the demand of the society and has marketedits products for each of the following social strata.
First segment:
Fashion statement:
3

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Wow great brake down !! like your work Fan of fast track sunglasses http://fasttracksunglasses.blog.com/
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