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49023064-12496444-titan-watches-brand-repositioning (1).doc

49023064-12496444-titan-watches-brand-repositioning (1).doc

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Published by Avesh Kazi

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Published by: Avesh Kazi on Jul 03, 2012
Copyright:Attribution Non-commercial

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12/01/2013

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Table of Contents
Page No.
List of Illustrations7List of Tables8Executive Summary 9Chapter 1 Introduction11
1.1 Theory and concept111.2 Literature Review13
Chapter 2 -
 
Research methodology18
2.1
 
Objectives182.2 Limitations182.3Sources of Data Collection192.4Sampling Procedure192.5 Primary Data Collection19
Chapter 3 - Industry Overview20
3.1
History of watch market203.2 Indian watch industry203.3 Present situation of Indian watch market223.4 Major brands in Indian watch market233.5 Segmentation of Indian watch market23
Chapter 4 - Company Profile24
4.1
Overview244.2 Products25
 
4.3 Precision Engineering264.4 Awards26
Chapter 5 - Titan watches: Brand positioning strategies27
5.1 Overall strategies275.2
Mens segment285.3 Womens segment325.4 Childrens segment33
Chapter 6 - Titan watches: Brand Repositioning strategies34
6.
1 New logo and tagline Be More346.2 The ad making Aamir Khan366.3 New collections and designs366.4 Other strategies39
Chapter 7 Consumer Awareness Survey40
7.1 Data Interpretation407.2 Findings of the survey55
Chapter 8 Conclusion57Appendix58References60
 [2]
 
List of illustrations
NumberTitle Page No.
1
Stages in brand strategy development13
2
The principle of repositioning15
3
Porters Five Forces Model20
4
Titan sub-brands possessed by respondents40
5
Period of Titan watchs use41
6
Reasons for brand preference427 Recall of Titans original tagline43
8
Major advertisement media44
9
Awareness of brand ambassador45
10
Awareness of new tagline46
11
Consumer perception of new designs47
12
Awareness of new campaign4813 Consumer perception of new campaign4914 Consumer perception of store ambience5015 Consumer perception of sales personnel5116 Consumer perception about after sales service5217 Consumer perception about display of watches5318 Overall perception about Titan showroom54
 
[3]

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