Welcome to Scribd, the world's digital library. Read, publish, and share books and documents. See more
Standard view
Full view
of .
Look up keyword
Like this
0 of .
Results for:
No results containing your search query
P. 1
Titan Case Analysis Group 75

Titan Case Analysis Group 75

Ratings: (0)|Views: 996 |Likes:
Published by punnulabdhi

More info:

Published by: punnulabdhi on Dec 22, 2009
Copyright:Attribution Non-commercial


Read on Scribd mobile: iPhone, iPad and Android.
download as DOC, PDF, TXT or read online from Scribd
See more
See less





 Name of Faculty: Dr. Sanjay PatroSubject: Product and Brand Management
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
Currently Titan offers following products in Indian market
: Popular Priced, Mid Priced and Premium Priced
Eye Gear
: Sunglasses, Prescription Glasses. Contact Lenses
: 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.
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.
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.
Penetrated in Children’s market segment.
Children nowadays have certain amount of disposable pocket money.

Activity (48)

You've already reviewed this. Edit your review.
1 hundred reads
1 thousand reads
Shashi Thakur liked this
Nadeem Usmani liked this
Vivek Gupta liked this
ronnie81286 liked this
Ronnie Kuriakose liked this
srikrishnan1984 liked this
bindasravish liked this
Arpit Surana liked this

You're Reading a Free Preview

/*********** DO NOT ALTER ANYTHING BELOW THIS LINE ! ************/ var s_code=s.t();if(s_code)document.write(s_code)//-->