PRESENTED BY

PRAMOD KUMAR
MFM 2009-11
INTRODUCTION
• Titan is the largest watch company in India and the fifth largest
in the world.
• Titan manufactures over 90 million watches across 30 countries
and cumulative.
• Titan Industries was established in 1984 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).
• The majority stake in the company is held by the promoters, with
TIDCO having 28 per cent of the shares and Tata Group
companies owning 25 percent of the shares.
• Public holding in the company is around 28 per cent. The rest of
the stake is held by foreign institutions, non-resident Indians,
mutual funds and other institutions.
CORE
PRODUCTS

Titan Eye+: Eye Tanishq:

Wear Jewelry

TITAN: Precision Engineering

Watches Division
Sonata Dash! Fastrack

Steel Edge Raga

Nebula XYLYS
PROMOTION

Advertising media:
• Television
• Print
• Internet

Titan brand ambassador:

• Titan Brand: Aamir Khan
• Sonata: Mahendra Singh Dhoni
• Raga: Gul Panag, Rani Mukherjee
• Xylys: Rahul Bose

• Titan tagline: Be more

• Fast track tagline: How many you have?

Public relation
• Gift concept
• Promotion On Occasions

Sales promotion
• Sponsorship
• Seasonality
• Promotion through Contests
SWOT Analysis on titan
Strength
• Style
• Models
• Exclusive products
• Other than these there have few more strength like-
• Contribution of owned brands and retail. The profit is accounted by being in the retail space
which is booming.
• Watches are available with popular functions like dates, multifunction and chronographic.
• Guarantee/warranty
 
Weaknesses
• Pricing of high end products
• Globalization – Threat from new entrant
 
Opportunities
• Seasonality
• Gifting concept
• Exchanging offer

D. Threats
• Competitor
• Premium segment
• Mobile Phones
Market
Positioning
BRAND PURCHASING POWER (PRICE) RS. CATEGORY

FAST TRACK 550-1,430 YOUTH

EXCTA

SPECTRA
Purchasing power of
595-1,430

650-1,830
LOWER MIDDLE CLASS (Office wear)

COMMON CLASS

ROYAL consumers
960-2,830 UPPER- MIDDLE CLASS

TITAN 2000-4000 LOWER MIDDLE CLASS & UPPER CLASS

SONATA 350-900 LOWER MIDDLE CLASS - UPPER MIDDLE

CLASS
RAGA 1,420-4,000 UPPER CLASS

BANDHAN 1,675-8,085 COUPLES

REGALIA 1,725-7770 UPPER MIDDLE CLASS-UPPER CLASS

EDGE 4,500-5,200 BUSINESS CLASS

NUBULA 10,000-45,000 UPPER CLASS

 Research Objectives

• To study the buying behavior of Titan customers.

• To know awareness level about Titan Watches.
• To find out satisfaction level of Titan Watches.
• To study the various factors affecting buying behavior for a watch customer like
 Quality
 Price
 Promotion media.
 Preferred buying places.
 
Research Design: 
A descriptive research design has been followed for the study.
Sampling type:
Non-Probability  
Sampling method
Judgmental Sampling- as only people using Titan will be approached for the
survey.
Volume of data
Total sample size 50 People using Titan Watches (Judgmental Sampling)
Type of Data Sources
a)Primary data collection tool- Structured Questionnaire (online questionnaire
to be sent via mail to the respondents). 
b)Secondary data sources- previous projects from library, internet resources.
 
DATA ANALYSIS
GENDER DISTRIBUTION

Gender No of % of sample
respondents

Male 29 58%

Female 21 42%
AGE DISTRIBUTION

Age No of % of sample
respondents
15-25 18 36%
26-35 28 56%
36 and above 4 8%
OCCUPATION
INCOME DISTRIBUTION

Income Group No of % of
respondents sample
less than 1 2%
100,000
100,001 - 10 20%
300,000
300,001 - 28 56%
500,000
500,001 and 11 22%
above
 1. Are you Aware of brand Titan?

Awareness No of % of
respondents sample
Yes 50 100%
No 0 0%

Inference- This can be clearly concluded that Titan has got an extra ordinary
awareness level.
 2.Through which of the following media you came to know about Titan?

Media No of % of
respondent sample
TV 44 88%
advertisements
Newspaper and 6 12%
magazines
Events 0 0%
Online adds 0 0%

Inference- Maximum No of respondents came to know about Titan from TV adds.

3. How many TITAN watches do you possess?

No of watches No of % of
respondents sample
1 20 40%
2 21 42%
3 6 12%
More than 3 3 6%

Inference- 80% of respondents have 1 to 2 watches, which can be increased.

4.Which of the following attributes you consider while purchasing the watches?
RATING 1(least 2 3 4 5 (most
ATTRIBUTES important) important)

Durability 1(2%) 1(2%) 8(16%) 9(18%) 31(61%)

Style 2(4%) 3(6%) 0 11(22%) 34(64%)

After sale 1(2%) 2(4%) 23(46%) 16(32%) 8(16%)

service

Brand Image 2(4%) 1(2%) 7(14%) 11(22%) 29(58%)

Price 4(8%) 5(10%) 13(26%) 10(20%) 18(36%)

Inference- Durability and style are to main attribute which respondents keep
in mind while deciding about their purchase.
 5. How do you rate Titan in terms of following attributes?
RATING Excellent Very good Good Satisfactory poor
ATTRIBUTES

Durability 28(56%) 17(34%) 4(8%) 1(%) 0

Style 13(26%) 18(36%) 19(38%) 0 0

After sale 7(14%) 14(28%) 25(50%) 3(6%) 1(2%)

service

Brand Image 35(70%) 8(16%) 7(14%) 0 0

Price 16(32%) 15(30%) 13(26%) 6(12%) 0

Inference- Titan has got good credits in all attributes except after sale service.
6. Who influences your buying decision most?

Inference- Still family and friends & colleagues play the most dominating
role in decision making process.
7. Which price range would you prefer ?

Price range in No of % of sample

Rs respondents
500 – 1000 2 4%

1001 – 2000 19 38%

2001 – 5000 22 44%

5001 and above 7 14%

Inference- 80% of respondents are using watches of price

range Rs 1000-5000.
8. Where would you like to purchase Titan watches?

Place No of % of sample
respondents

Exclusive Titan Showroom 36 72%

Multi branded Watch showroom 5 10%
Departmental Stores(like Pantaloons, 9 18%
Shoppers Stop, Lifestyle)

Online 0 0

Inference- Exclusive outlets are most preferred shopping destination to

purchase watches followed by departmental stores and online purchase in nil
in case of Titan.
9. Does the brand ambassador Amir Khan or Rani Mukharjee
influenced you in the purchase of Titan watches?

Influence No of respondents % of sample

Yes 33 66%

No 17 34%

Inference- Brand ambassadors also have a significant impact

on purchase decision of buyers.
10. Will you recommend the brand Titan to others?

Recommendatio No of respondents % of sample

n
Yes 50 100%
No 0 0%

Inference- 100% recommendation clearly reflects satisfaction

derived by users is up to expectation.
11. Are you satisfied with the Titan watch you possess?

Satisfied No of % of
respondents sample
Yes 49 98%

No 1 2%

Inference- Almost respondents are satisfied with Titan product they are using
12.If not TITAN which brand would you like to go for?

Brand No of % of sample
respondent
Citizen 8 23%

Casio 5 15%

Timex 15 44%

Others 6 18%

Inference- Timex can be considered as second most preferable brand after Titan.
 SUGGESTIONS

•Internet presence- The Company should try to increase its presence in internet space
and try to create a good e-portal for its products to promote e buying.

•Increased usage- As we can see that 80% of users have just one or two watches, so
company should try to increase usage by promoting various ranges for various
occasion, situation and time.

•After Sale service- It is the single factor where company is lacking and needs to make
effort. After sales service has to be improved. That is, the process of servicing and
repairing of watches should be made faster. This can be done by ensuring the spare
parts availability and training all sales personnel in Titan showrooms to undertake these
tasks
•Event sponsorship- To increase its visibility, Titan Company can sponsor events
similar to fashion shows in which all latest designs launched are displayed. This would
have multiplier effect as the latest design launched by the company gets noticed by
different segments of the customers in varied ways.
•
•Radio adds- Tie –up with FM radio channels for reminder advertisements and
informing customers about various sales promotion offers from time-to-time.

•Product Diversification - Titan can also look into diversifying watch business to
•wall clocks,
•table clocks
Business digital clocks
 BIBLIOGRAPHY

Books Referred-
Consumer Behavior by Schiffman and Kanuk .

Websites visited-
•www.titanwold.com
•www.tata.com/titan
•www.thehindu.com
•www.economictimes.com
•www.insightory.com
THANK
YOU !!!