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Titan Case Analysis Group 75

Titan Case Analysis Group 75

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Published by: punnulabdhi on Dec 22, 2009
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08/06/2012

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 Name of Faculty: Dr. Sanjay PatroSubject: Product and Brand Management
CASE ANALYSIS: TITAN
GROUP NUMBER: 75Chandni Sachdeva (103753)Deepesh Saxena (104365)Punit Bafna (103714) 
 
 
 Titan India Ltd., formerly (Titan watches limited) is a joint venture between Tata group of companies and Tamil Nadu Industrial Development Corporation (TIDCO) was incorporated in1987, and within three years of inception became a market leader. By 2009 Titan is a marketleader with 65% market share and also sixth largest watch makers of the world. Also adopteddiversification in jewelry market “Tanishq” and grown its market share up to 68% in jewelrymarket.
 Titan’s portfolio of products can be divided into three distinct price-bands whichwere popular, mid, and premium. Titan first focused only on the mid and premium segmentof the watch market. At the top, the emphasis was on profits and image not volumes. At thebottom, the emphasis was on volumes.
Situation Analysis
PRODUCT SITUATION:
Currently Titan offers following products in Indian market
Watches
: Popular Priced, Mid Priced and Premium Priced
Eye Gear
: Sunglasses, Prescription Glasses. Contact Lenses
Accessories
: Wallets, Purses, Bekts, Wrist Bands
Sub Brands of Titan
 
 Titan’s brand architecture comprised of several sub brands. Titan offered a wide array of products, which were positioned on the basis of function, price points, design and lifestyle.
SONATA
After Timex spun off Titan decided to fill up the void with its own brand Sonata.
Positioned for Sec C and Sec D customer with the price range between Rs.300–Rs.1200.
Sonata leverage Tata’s heritage which enjoyed enormous goodwill and trust amongstthe vast mass of Indians.
Sold through exclusive showrooms as a TATA product.
Fastrack 
Positioned as a fashion product
 Targeted at young customers.
 John Abraham to endorse the brand
 Tagged as “How many do you have”, “move on”.
On Fastlane
Fastrack has moved into sunglasses
Plan to open 50 exclusive fastttrack outlets apart from Metro in other top 20 cities.
ZOOP
Penetrated in Children’s market segment.
Children nowadays have certain amount of disposable pocket money.

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