TIMEX

VS
TITAN
Shamoeel J
OBJECTIVES
 MARKETING STRATEGIES BY
DIFFERENT WATCH BRANDS IN INDIA.
 TITAN OR TIMEX? WHOSE CAPTURING
A GREATER MARKET SHARE.
 INDIVIDUAL STRATEGIES.
 WHAT ARE THE CONSEQUENCES?
 RECOMMEMDATIONS FOR THE
COMPANY HAVING LOW MARKET
SHARE.
TITAN
BE
MORE
 ABOUT TITAN
One of the giant gods in Greek mythology who preceded the Olympian gods.

The largest moon of the planet Saturn.

World's fifth largest and India's leading manufacturer of watches.

The Titan portfolio has over 60% share in the domestic market share.

The company has showrooms in every nook and corner of the country
that caters to the needs of every segment of the people.
TITAN
 FOUNDED IN: 1987
 HEADQUARTERS: India
 AREA SERVED: 4 continent and 32 countries
India and other countries esp. Middle east, Asia
Pacific and Africa
 Has Customer base of over 80 million.
 INDUSTRY: Watches
 PRODUCTS: Watches, Jewellery, Eyewear &
Precision Engineering
 EMPLOYEES: 3,000
 PARENT COMPANY: TATA
 AWARDS ACHIEVED
The company has been awarded the following distinctions:

 No.1 Brand in the Consumer Durables category in the "Brand

Equity" Survey of The Economic Times

 Won the Young Design Entrepreneur of the Year at the National

Institute of Design and Business World

 Retail Asia and Media Magazine – Singapore adjudged Titan Industries

as amongst the leading Retailing Companies in India.

 Titan has won the Brand Leadership award at the India Brand Summit.

The Time Products Division of the company was awarded the JRD QV
Award in 2006.
 Vision
 To be a world-class, innovative and
progressive organization and to build
India’s most desirable brands.
     
 Mission
 To create wealth for all our stakeholders
by building highly successful businesses
based on a customer-centric approach,
and to contribute to the community.
 Values and Standards

 Total customer orientation

 Employee appreciation
 Performance culture and teamwork
 Creativity and Innovation 
 Passion for excellence      
 Corporate Citizenship
TITAN’S BUSINESSES
Watches

Jewellery

Precision Engineering

Prescription Eyewear
 Strategies
 Innovation
 Quality
 Creative Advertising
Aamir Effect
‘Catalogue’ Advertising
 Retail Stores
 Cutting Edge Technology
Cutting Edge Technology
 The Design Studio:
 Excellent Watch and Jewellery design.
 Has international award winning designs to its credit.

 Sophisticated Design & Development Centre

 Advanced Pro-E workstations and prototyping facility.

 Every Ford Mondeo car rolling out of the plant in Genk,

Belgium has a Titan Clock.
 BRAND POSITIONING
STRATEGIES
 Attribute Positioning:
First to bring Quartz watches to the Indian market. This helped to
penetrate the market and gain a market share. Raga, Classique
and Regalia

 Benefit Positioning:
The Fastrack Digital range offers the customer a functional watch that
is attractive and has superior style.

 Competitor Positioning:
With the entry of Omega, Tissot etc into the market who are catering to
the upper end of the market titan has tried to reposition itself by
increasing the price range.

 Quality or Price Positioning:

In Indian market, Sonata is a perfect example of Price positioning, titan
came up with this segment when it was facing heavy competition.
BRAND AMBASSADOR
 Retail Stores
Of titan
10000 2300
Dealers ALL INDIA Towns

177 104
World Of Titan
Showrooms Towns

314
616
Service Centers Towns
Centers
Market Capitalization (Rs. in Cr.)

Market Cap.
5000 5300
4400
4000 3530

3000

2000 Crossed
1018 Billion $
1000 500
218
0
2002- 2003- 2004- 2005- 2006- May-08
03 04 05 06 07
MAJOR COMPETITORS
 Domestic Level- HMT
Maxima-quartz
Casio

 International level- Espirit

Swatch
Citizen
Seiko
Marketing Mix
(4P’S)
PRODUCT
Edge Raga
Octan Zoop
WWF Heritage
Orion Nebula
Sonata Exacta
Spectra Dash
Regalia Fastrack
Royale Classique
Xylus Eye +
Titan Bandhan watches
It also markets Tommy Hilfiger watches under a
licensing arrangement
Jewellery : Tanishq is India's largest and fastest
growing jewellery brand with a premium range of gold
jewellery studded with diamonds or coloured gems. In India
it has 102 boutiques across the country.

· Eye wear : Titan Eye+ produces sunglasses under

Fastrack brand and prescription eyewear consisting of
Frames, Lenses, Sunglasses, Accessories and Contact
Lenses.
 PLACE
 World of Titan Showrooms
 Time Zone
 Traditional Outlets
 Non Traditional Outlets
Distribution channels
 PRICING
Pricing Objectives
1.Survival (i.e. Titan Exacta)
2.Market share (i.e. Titan Sonata)
3.Market skimming (i.e. Titan Nebula)
4.Product quality

 Pricing method
1.Product line pricing PRICE
2.Promotional pricing Raga Diva- Rs 4000-9500
Zoop- Rs 5200- 6000
Nebula- Rs 26000- 85000
 Application of pricing strategy
Octane- Rs 5250- 7000
1.Lower segment Orion- Rs 3200- 7500
2.1000 plus segment Fastrack- Rs 500-4500
 PROMOTION
1. Advertising Public relation
2. Sales promotion •Gift concept
3. Public relation •Promotion On Occasions

 Titan brand ambassador: Advertising media:

• Television
 Titan Brand: Aamir Khan • Print
 Sonata: Mahendra Singh Dhoni • Internet
 Raga: Gul Panag, Rani Mukherjee Sales promotion
 Xylys: Rahul Bose •Sponsorship
 Fastrack: John Abraham
•Seasonality
•Promotion through Contests
 Titan tagline: Be more
 Fast track tagline: How many you have?
 SWOT Analysis
STRENGTHS WEAKNESSES
 Brand image and parent
High price for jewelley
company is Tata group
 Lack of scope in
 Market segments with large
entering south indian
potential: women, youth,
market
children, sportsmen, the budget-
conscious , the big spenders.
 Service centres are rare
 Customer value and offered
Less number of low
after sales service in a
priced products
showroom environment

 World’s 5th largest watch

manufacturers

Popular brand ambassdors

 OPPORTUNITIES
 Currently, sales in India stand at an low number of 25 watches per 1,000 people,
compared with 250 watches per 1,000 people in a developed society.
 Exchanging offer
 Rural market
 Continous innovation
 different festive occasions

THREATS
Too many players will dilute the market & the profit margin
Low priced China watches
Mobile phones.
Government rules and regulations
Segmentation of Indian Watch industry
Based on price
· Mass (Rs.350-600),
· Popular (Rs.600-900),
· Premium (Rs.900-1500),
· Super-premium (Rs.1500-8000)
· Connoisseur segments (above Rs.8000)

Based on user category

· Men’s watches
· Women’s watches
· Youth watches
· Kids watches
· Sports watches
 POSITIONING
Titan has been positioned as a premium brand, providing high quality products

Titan initially pioneered the concept of "Gifting watches".

Customers who were fed up with ugly time machines welcomed the brand
Titan.

Re- Positioning as a fashion accessory.

Watches were perceived as a onetime buy and consumers seldom owned

multiple watches.

Titan pushed the concept of "Matching Watches to Clothes" in the recent

commercials.
 PRODUCT LIFE CYCLE
Sales

Time
Introduction : WWF, Orion,
Zoop, Diva, Octane Maturity: Sonata, Fastrack, Dash

Growth: Nebula, Insignia, Raga,

Royal, Regalia, Edge etc Decline: Aqura
Market Share of Key
Players
Michael Porter Model
COMPETITIVE FORCES
 JOINT VENTURE WITH TIMEX
TITAN HAD A 5 YEAR COLLABRATION WITH
TIMEX.

BOTH THE COMPANY MERGED TO GRAB A

BETTER MARKET SHARE.

AFTER ACHIEVING THEIR RESPECTIVE

POSITIONS THEY DECIDED TO PART AWAY.

THEIR DEAL ENDED ON 23RD DECEMBER 1997.

TITAN IS NOW WORKING AT A HIGHER

POISITION AFTER THE SPILT UP BUT ITS STILL
SEEN THAT TIMEX WAS WORKING UNDER THE
NAME OF TITAN.
 timex
Since 1854
 TIMEX
Timex began life in 1857 as the Waterbury Clock Company, specializing in
grandfather clocks.

The company's highly developed R&D and its knowledge of mass

production techniques led to the creation of the world's first personal watch - the
Timex.

Today Timex Corporation employs over 7,500 people across four continents
TIMEX WORLD

 In market since 150 years

 Ranked No. 1 in U.S.A in

2001

 Largest selling brand in

U.S.A & Canada

 Focus- Quartz based wrist

watches in India.

 Lowest cost watch

manufacturer in the world.
TIMEX Mission Statement

 Bringing innovation and reliability to a broad consumer

base.

 Timex is committed to staying relevant to today’s changing

consumer and lifestyle needs by:

Creative,technologically advanced product design

Incorporating an accessories focus in our approach
Bridging active and healthy lifestyle needs
Bringing technology closer to the sports consumer
SEGMENTATION
o YOUTH

o KIDS

o HIGH END

o FASHION

o SPORTS
TIMEX PRODUCTS
PRICE

 Timex Chronographs T27601 Rs. 5,595

 Timex Formals A047 Rs. 835
 Timex Formals LX00 Rs.1485
 Timex watch EJ04 Retro Range Rs.400
 Timex Steel UT09 Rs.1345
PROMOTION
Timex-The Official Timekeeper India
Open2006

Timex amongst Top 50 power brands

in the US.

Timex introduces special offer this

Valentines for Cupid Struck hearts

TIMEX Brand Ambassador Brett Lee

unveils the "new look" TIMEX in 2009

Timex is the official licensors of the

ICC cricket world cup in India in 2011.
PLACE
 Traditional Outlets (only 6)
THE TIME WALK

 Non Traditional Outlets

 20 service centers in India

 TIMEX GLOBAL MARKETING

Keep on Dashing. Keep on Pushing. Keep on Daring. These

messages are designed to keep Timex on the minds of
consumers. The visual style is hip, contemporary, fresh and
universal. Leaving little doubt that Timex is an
up-to-date, 153 year old company.
FUTURE

The Nail Watch

known as the TX54.

The nail watch is

designed to be hooked to
the thumbnail.

The user will be able

view the time in the dark
just by pressing the tip of
the nail

 it’s waterproof as well

 ERRORS
Joint Venture with titan

No differentiated marketing strategy for India

Name of the showroom

Comparison - Titan and Timex
 Celebrity
 Price
 Distribution channel
 Advertisements
 Parent company
 Matching watches to clothes vs. sports
watch
 Large product line
 R&D
RECCOMENDATIONS
PRODUCT
 Should make more designs trendy watches for the gen x

 More variety for girls’ watches.

 Should launch a different product line E.g.. Eye wear, bags, laptops.

 Better CRM-increase in consumer affluence

 Attractive packaging

PROMOTION
Using Indian celebrities in the ads which focus on Indian context like festivals.

Funny or impressive punch line.

Special offers.

Colorful banners.
RECCOMENDATIONS
o PRICE
youth watches between Rs.500-1800
sports watch- Rs1200-6000
men’s and women’s collection- Rs800-6200

 PLACE
Increase the number of Exclusive outlets
Name the showroom under the name of TIMEX
THANK YOU