Professional Documents
Culture Documents
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
Nebula XYLYS
Market map
Raymond weil,
Tissot
Omega,
Rado
Sonata
Hmt Nebula
maxima Titan Citizen
xylys
Advertising media:
• Television
• Print
• Internet
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
Gender No of % of
respondents sample
Male 29 58%
Female 21 42%
AGE DISTRIBUTION
Age No of % of
respondents sample
15-25 18 36%
26-35 28 56%
36 and 4 8%
above
OCCUPATION
INCOME DISTRIBUTION
Income No of % of
Group 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?
Awarenes No of % of
s 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%
No of No of % of
watches respondents sample
1 20 40%
2 21 42%
3 6 12%
More than 3 3 6%
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
ATTRIBUTE
S
Durability 28(56%) 17(34%) 4(8%) 1(%) 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 ?
Place No of % of sample
respondents
Online 0 0
Influence No of respondents % of
sample
Yes 33 66%
No 17 34%
Recommendati No of % of sample
on respondents
Yes 50 100%
No 0 0%
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
respondent sample
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 !!!