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Many brands and companies are constantly reinvigorating their businesses and positioning them for growth. There is a constant need to innovate, reinvigorate, update, recalibrate, or just simply fend off the competition in an effort to better explain "why buy me." Brand positioning creates a specific place in the market for the brand and product offerings. It reaches a certain type of consumers and delivers benefits that meet the needs of several key target groups and users. The actual approach of a company or brand's positioning in the marketplace depends on how it communicates the benefits and product attributes to consumers and users. As a result, the brand positioning of a company and/or product seeks to further distance itself from competitors based on a host of items, but most notably on five key issues: Price, Quality, Product Attributes, Distribution, and Usage Occasions. In recent times, consumerism has undergone a sea change. Consumers today are well informed about the products, as compared to earlier times. Hence, the marketplace has become customer centric. Recognizing the importance of the customers in the business structure, companies have started effecting brand repositioning exercises on a regular basis. In the recent times, a major brand repositioning exercise has been planned by Titan Industries Ltd. in order to provide more to its customers. The company has first gone for change in logo and tagline. Then the communication strategy has been revamped to convey its new position. The present study consists of reviewing the positioning strategies of Titan watches. An analysis of repositioning strategies of Titan also forms part of the study. The main objective of the study is to find out whether the loyal consumers of titan watches are aware of the new positioning strategies of the company and how they perceive them.
Primary and secondary sources of data have been made use of in the study. The first part of the project, i.e., analysis of brand repositioning strategies of Titan Company has been
completed on the basis of secondary data. For this purpose, internet, journals, books, magazines and so on have been made use of. The second part of the project comprises of conducting a survey with the help of questionnaire. The survey is proposed to be conducted on a sample of 50 consumers who are loyal to Titan Company, selected through convenience sampling technique. The questionnaire consists of appropriate mix of open ended and closed ended questions. The data is presented using pie charts and bar diagrams. The conclusion part of the report would provide an insight of consumer awareness regarding brand repositioning strategies and their effectiveness in revamping the brand, Titan.
Chapter 1 - Introduction
1.1 Theory & Concept "A business has two - and only two - basic functions: marketing and innovation."
The rapid pace of change and intense competitive pressure in today's marketplace demand that brands continuously innovate and reinvent themselves to maintain their relevance and market position. In this context, brand repositioning and other revitalization strategies have become a business imperative for battling brand erosion. The appeal of brand repositioning is further heightened by the rising costs and high risk associated with launching a new brand. Brand repositioning has received little attention in the marketing literature and has mostly been treated as a variation of brand positioning. Biel, for example, has defined brand positioning as "building (or rebuilding) an image for a brand". The goal of positioning and repositioning strategies relates to the management of consumers' perceptions. However, positioning focuses on the creation of brand associations - consumers' perceptions of the attributes that differentiate the brand from competitive offers – while repositioning also implies managing existing brand associations. The unique challenge of a repositioning strategy, thus, lies in rejuvenating the brand image to make it relevant in an evolving environment, while honoring the brand equity heritage. Repositioning can be required as the market changes and new opportunities occur. Through repositioning the company can reach customers they not intended to reach in the first place. If a brand has been established at the market for some time and wish to change their image they can consider repositioning, although one of the hardest actions in marketing is to reposition a familiar brand. According to Solomon, position strategy is an essential part in the marketing efforts because companies have to use the elements in the marketing mix to influence the customers understanding of the position. During the movement from something less attractive and relevant towards a more attractive and relevant position several of strategic choices has to be made. The ones responsible for the repositioning have to evaluate why a reposition is necessary, and if the offer is the one who will change or just the brand name. There are several risk factors that have to be taken into consideration when preparation for a repositioning of the offering or the brand. During repositioning, the risk of losing the credibility and reliability is high and the need for a thorough strategy is therefore necessary to avoid this occurrence. Some analyst argue that to successfully reposition a establish brand name is almost impossible because repositioning of a
For example. 1. But. . and therefore the risk is great that the attempt to repositioning might be unsuccessful. when and how brands should be repositioned need to be addressed. Research into brand repositioning is relevant not only to the development of brand management theory. seeking to underline the brand’s value over others. This involves the introduction of a new or a repositioned brand. Numerous failed attempts at brand repositioning testify to the difficulty of developing and implementing such a tactic. and to broaden the brand proposition. it is time to modify the proposition through update of the personality and through repositioning. questions of whether. There are benefits and risks with both of this segments and it is of great significance that they are truly evaluated when deciding the next step in the process. elaboration and fortification stages. despite numerous campaigns designed to reposition the brand as trendy. in some circumstances a repositioning is necessary to gain credibility if the brand is eroded. is this achievable? Some brands will on no account be thought on as a luxury brand and therefore an attempt to reposition will only damage the brand image or the actual company. while the soft drink brand. It is truly tough to change the customer’s perceived attitude towards a brand.brand can make the most loyal customer to switch brand. The strategic importance of brand repositioning in preserving and enhancing brand equity. but also extends to corporate strategy through an examination of corporate brands. After rolling out the strategy. coupled with the mixed results of repositioning attempts. underscores the need to develop a better understanding of the dynamics of brand repositioning.2 Literature Review The repositioning strategy is rolled out in three stages: introductory. Mountain Dew has remained relevant to the youth market through continuous repositioning in its thirty years of existence. Levis' Jeans has been losing market share to newcomers such as The Gap. Whenever a reposition is in question it has to be of relevance from a customer perspective. Specifically.
reposition concerns change the consumer’s perception of the brand” (PR. mission and value in a new direction that is more suited for the brand in the future”. principally about trigging the vision. Figure 1: Stages in brand strategy development The implication with the term” repositioning” is that a company modifies something that is already present in the market and in the consumer’s mind. it is about having a balance between the category party and . (Brand manager consultant) “Principally. figure. To view the different definitions and perceive a greater understanding about this concept.consultant) “Repositioning is built upon the change unique and differentiated associations with the brand in some kind of direction.1 will guide you through the different phases that follow after establish a brand proposition.To further understand the stages stated above. three examples of repositioning given by individuals in different professions is stated below: “Repositioning is a change. The definition of repositioning changes different individuals and professions.
The aim with repositioning differ from person to person. and when moving up and there is a need for reaching the premium segment and expand up wards. it is obvious that reposition is about moving something to a newer and hopefully to a more attractive and relevant position. People’s minds select what to remember and it is therefore significant to convince the consumers with great arguments. The purpose of the movement differs with regards to what the company wants to achieve. When moving down it is often spoken of as an expansion down wards. There is also a visible relation between price and quantity aspects. repositioning is a very complicated matter and therefore there are no detailed theories or models. As stated in the literature. Figure 2: The principle of repositioning New Position Price Previous Position Experienced quality When striving towards a new position in the market. The market demand changes rapidly and therefore reposition can be necessary to meet these demands. When a company perceives the market as a demand curve. or be involved in several different positions at the market. and the only connection between all the different theories is that repositioning is moving something from somewhere towards a greater position at the market. the purpose is to down stretch or up stretch in this curve. it is important to understand that consumer’s minds are limited. .differentiation when using reposition strategies” (Leading brand strategist) From these definitions. newer and stronger arguments have to be established to convince them to stay as loyal customers. A company might want to reach out to a larger target group.
Corstjens and Doyle (1989) identified three types of repositioning strategies: (1) zero repositioning. Determining the Current Status of the Brand Phase II. Developing the Brand Positioning Platforms . A four-phased brand repositioning approach can be followed to achieve the intended benefits: Phase I. which is not a repositioning at all since the firm maintains its initial strategy in the face of a changing environment. Making the the Indian brand serious 4. Making the brand contemporary 7. Falling sales 5. After examining the repositioning of several brands from market. What Does the Brand Stand for Today? Phase III. Increasing occasions for use 3. It is not always that these nine categories are mutually exclusive. Bringing in new customers 6. (2) gradual repositioning. These are: 1. and (3) radical repositioning that corresponds to a discontinuous shift towards a new target market and/or a new competitive advantage. continuous adjustments to its positioning strategy to reflect the evolution of its environment. Increasing relevance to the consumer 2. Changed market conditions. the following 9 types of repositioning have been identified. Often one reason leads to the other and a brand is repositioned sometimes for a multiplicity of reasons. where the firm performs incremental. Differentiate from other brands 8.
co-marketing. etc. Three actions can aid in this process: (1) carefully crafted communication. brand repositioning is more difficult than initially positioning a brand because one must first help the customer “unlearn” the current brand positioning (easier said than done). Refining the Brand Positioning and Management Presentation The benefits that can be derived from brand repositioning exercises can be summarized as: • • • • Value over others Updated personality Relevant position “Up to date” image The risks associated with such strategies are: • • • • Loss of focus Neglecting original customers Losing credibility for the brand Confusing the brand Therefore.) that reinforce the new brand positioning. preferably with the help and facilitation of an outside brand-positioning expert. packaging.Phase IV. This exercise is so critical to an organization’s success that the organization’s leadership team and its marketing/brand management leaders should develop it. . etc. (2) new products. strategic alliances. that emphasize the new positioning and (3) associations with other brands (cobranding. ingredient branding.
HMT was the leader in the watch market till the Tatas formed Titan Watches in association with Tamil Nadu Industrial Development Corporation in the year 1987.1 History of the watch market The Indian watch industry began in the year 1961 with the commissioning of the watch division of HMT. The first watch model manufactured by HMT was the Janata model in the year 1962. The import duties on watches are falling which makes the Indian market look attractive for the global majors like Casio. They took a major strategy decision. 3. Tissot.2 Indian Watch industry: Figure 3: Porter’s Five Forces Model . Omega. TAG Heuer. Swatch.to manufacture only quartz watches. which later changed the face of the Indian watch market. Rolex and many others. Swatch and Citizen. Liberalization in 1992 and the removal of quantitative restrictions due to WTO has opened the doors for many foreign brands in the Indian market viz. Rado.Industry Overview 3.
There is still a huge untapped market in India with market penetration of only 20 units per thousand people while the world average is more than 100. Taiwan as low cost suppliers BARRIERS TO ENTRY Cluttered Market Lack of Differentiation DEGREE OF RIVALRY Increased number of firms Low switching costs Strategic stakes are high THREAT OF SUBSTITUTES No close substitutes BUYER POWER Price sensitivity . Also there has been a rise of low cost producers in China & Taiwan which has provided an opportunity for watch makers to outsource watches at low cost. the manufacturing capacity of which is 6 million units. Buyer Power: The Indian watch buyers are very price sensitive. just as Titan has done to outsource the components for Dash. Buyers’ Preferences 1. especially in the lower end of the market. At the same time there are a segment of people who are willing to pay a premium for watches with good performance and with a recognized brand name. 2.SUPPLIER POWER No strong suppliers Lack bargaining power Rise of China. Titan has its own production facilities for which it has invested roughly 120 crore rupees over the years. Due to the large supply of watch movements available. Supplier Power: HMT has its own fully integrated operation for production of its watches. . So understanding the buyers’ preferences is very crucial in this industry in order to gain a substantial market share. there is little supplier power in the watch market.
the largest company in terms of market share in the organized sector has faced losses in the quarter ended June 2001 despite increase in the market share due to macroeconomic situation. HMT faced a similar situation when Titan was introduced in the 1980s leading to a sharp fall in its market share. which can be positioned and differentiated from the other players in the market. in the current context. in terms of the companies offering various variations for watches such as pendant watches and jewellery watches. 4.3. 5. So the prime barrier for entry. The strategic stakes for the producers are very high. This makes the competition very stiff. the product ranges offered by them are manifold.. However. Rich consumers prefer to purchase watches more as a fashion accessory rather than simply for its typical use. Titan Ltd. out which 60% is in the unorganized sector in which the maximum number of watches are sold are below Rs. some sort of substitution has developed. So the new entrant has to have an offering.300. Degree of Rivalry: There are many companies in the Indian watch market. 3. Entry Barriers: The Indian watch market in the recent years has shown a dramatic increase in the number of brands available in the market due to removal of quantitative restrictions. Quartz watches form two thirds of the organized sector and the rest is split between mechanical . which differentiates the players. This could be either price or functional or emotional appeal. for a new entrant is to build a brand image and price competitively. Threat of Substitutes: There are no such substitutes to watch as a product. Also at the lower end of the market it is basically the Value for Money. however.3 Present Situation of the Indian Watch Market The Indian watch market is today of 40 million units.
Premium (Rs.900-1500). So due to high scrap rate.8%(Source: India market demographics report. Maxima. three fourth of the sales by volume comes from watches that are priced below Rs.and digital watches.which translates into a good quality metal model at a reasonable price. Timex watches.600-900). and the shift from the mechanical watches to the quartz watches is causing a very high replacement demand for watches. Watch is one of the consumer durables whose replacement rate is very high. The other players include Westar. which is applicable after 6 years (Source: India market demographics report. 3. They want toughness. Foreign brands such as Cartier. Shivaki.4 Major brands in the Indian watch market The major players in the Indian watch market include HMT. Longines. Titan has been consolidating its market share over the past decade. SITCO. Titan and Timex. 3. Plastic as such is not acceptable to average Indian consumers.8000) Based on user category Men’s watches . now independently has also gained substantial market share. outdated models.350-600). Even in the organized sector. This is also due to the fact that the estimated scrap rate of wrist watches is 7. Citizen. The replacement rate of watch is 33. especially those from the small towns and rural areas who regard it as cheap and flimsy. Piaget. Super-premium (Rs. Gucci. 1998). Popular (Rs. Tag Heuer and Espirit are also making an inroad into the Indian market.8%. Omega.5 Segmentation of Indian Watch industry Based on price Mass (Rs. 1998).1000. Tiffany’s and Corrum. Casio.1500-8000) Connoisseur segments (above Rs. This along with the low penetration levels represent the untapped market potential for watches in India. which entered in India with collaboration with Titan.
Women’s watches Youth watches Kids watches Sports watches Titan watch .
History of Titan watch industry Titan Industries is the world's fifth largest wrist watch manufacturer and India's leading producer of watches under the Titan. It is a joint venture between the Tata Group. and the Tamil Nadu Industrial Development Corporation (TIDCO) Its product portfolio includes watches. Fastrack. which lasted until 1998. Octane & brand names. Store is spread over a . Titan Industries has claimed to have manufactured the world's slimmest wrist watch . Regalia. It exports watches to about 32 countries around the world with manufacturing facilities in Hosur. Raga. making it India's only national jewellery brand. Sonata. the Titan Edge has a total slimness of just 3. Bandhan. in both contemporary and traditional designs. Dubai and Singapore. 2010. Regalia. accessories and jewellery.15 mm. Tamil Nadu.Titan Edge. and setup a strong distribution network across India. Titan also offers Steel. Nebula. Fastrack. Titan watches are sold in India through retail chains controlled by Titan Industries.Produced indigenously after four years of research and development. Octane. Goa and manufactures precious jewellery under the Tanishq brand name. As of 2010. RAGA. Fastrack is a popular brand among youth in India. Apart from the Titan Edge. shapes and colors.5 mm and a wafer thin movement of 1. Dehradun. Titan Industries Announced the launch of its very first Titan flagship store is located at Opposite Shoppers Stop. special RHosur. On 4 March. Watch division Titan watch division was started in 1987. Titan formed a joint venture with Timex. Titan watches account for a 60% share of the total Indian market and are also sold in about 40 countries through marketing subsidiaries based in London. Aden. India. At launch it was the third watch company in India after HMT and Allwyn. Fastrack watches come in a variety of styles. Nebula. Mumbai. Bandra Linking Road. Sonata. Technology. It is a subsidiary of the Tata Group.
The Tooling Sector of Precision Engineering Division manufactures all kinds of Press Tool. Precision Engineering Division Precision Engineering Division of Titan was started in 2002. Clocks for Automobiles and any kind of Injection molded Plastic parts. Later on. Edge. Tanishq at first introduced 18 Kt gold jewellery advertising 18 Kt as the 'international standard. Titan Automation Solution. Jigs. It has become one of the leading manufacturers of Precision Parts for Automotive and Aerospace Industries. Tanishq challenged the age-old jeweller's word with Tata's guaranteed purity. a part of Precision Engineering Division is a leading Automation Solution Provider for all kind of industries. They made significant contributions to add value during the product development stages of the low-cost water purifier. and many more. It introduced technology-backed challenge in a category completely governed by . Gear Shift Indicators. all kinds of pressed and turned parts for automobiles. The name Tanishq has been formed by combining "Ta" (the first two letters of Tata) and "Nishk or Nishkh" (meaning gold coin or necklace in Sanskrit). Raga. Tanishq's initial foray into the jewellery business was a failure though. Fixtures for various industries. Jewellery division Tanishq is currently the most prominent jewellery brand of India. It is the fastest growing jewellery brand in India. dashboard clusters like Fuel Gauge. Tata swach. developed by Tata Chemicals. Temperature Gauge.spacious 2. it exploded the market with facts about rampant impurity across India. Orion. Molds. challenged the established family jeweller and introduced new rules in precious jewellery. The Diverse Product range includes pointers. a category as old as civilization. Tanishq.' This less pure gold was completely rejected by the market dominated by (purported) 22 Kt gold. established in 1995.500 sq ft (230 m2) and houses more than 1500 watches on display from Titan like Purple. and it pioneered the concept of branded jewellery and ornaments in India. Tanishq is India's largest jewellery brand with a wide range of jewellery in 22Kt pure gold studded with diamonds or coloured gems. Electromechanical Assemblies for automobiles. Automatics. The Automation Solution applied its precision engineering capabilities to supply automation solutions for the development of special assembly presses that enabled mass production of Tata swach. Nebula.
who continue to be an exploited lot with other jewellers. The 135. The brand brings together the work of karigars. Prescription Eyewear Division (PEW) The PEW business is Titan's latest retailing venture. Face of Titan The Company also runs a one of a kind contest in the retail industry called the Face Of Titan (FOT) contest to identify the most talented Sales person. that year also saw the introduction of . Karigars. This program enabled the retail wing of Titan to empower staff to take charge of their own skill development and provided them with a healthy and fun environment to compete and showcase their own talent. inspired at that time by staff who expressed their desire to 'perform' and 'be recognized' for what they do. Tamil Nadu. which offers superior finish and value to the customer and handcrafted jewellery which is influenced by various jewellery traditions of India. machine made jewellery. located at Hosur. Tanishq introduced innovations like Karatmeter. are paid fair remuneration and work under good working conditions in Tanishq. the only non destructive means to check the purity of gold.000 sq ft (12. Over the next few years the company plans to expand to 250 stores. who specialize in different styles of making jewellery. Tanishq has set up production and sourcing bases with thorough research of the jewellery crafts of India. The contest leapfrogged into the digital era from the year 2006-07 with the introduction of IT in the capturing of survey data across all of its 200+ stores.The contest recognizes the best based on a set of parameters that give a measure of the overall development of the individual in each of the categories mentioned above and is not solely on sales.by Aparna Ponnappa. This program was conceived as an assessment center for front-line staff .blind individual trust. factory is equipped with the latest and most modern machinery and equipment. Manager & Service personnel Technician & Cashier.500 m2). The factory complies with all labour and environmental standards. The company now has 48 stores under the "Titan Eye+" brand across the country.
offering quartz technology with international styling. Heritage.the data gathered at the store level being used to profile the staff at various levels using a custom built web based software developed by I. Sonata for the mass market and Xylys for the premium market. Titan Raga. In 2005. primarily in the Middle-East and Asia Pacific. The company has now entered into eye wear.The Brand Trust Report conducted by Trust Research Advisory. Titan Industries was established in 1984 as a joint venture between the Tata group and the Tamil Nadu Industrial Development Corporation. Titan Industries is a manufacturing company that produces India's largest and bestknown range of personal accessories – watches. the company launched its second jewellery brand. The company manufactures over 10 million watches per annum and has a customer base of over 100 million. sunglasses and prescription eye wear.000 outlets in more than 2.GEN Labs. Nebula and several other collections like Wall Street. to capitalise on opportunities in small towns and rural India. Watches are sold through exclusive 'World of Titan' showrooms and at 12. Gold Plus. Sonata reached the top 100 most trusted brands of India in a study . Today.500 cities in India and internationally in over 30 countries. launching Fastrack eye-gear sunglasses and prescription eye wear. Its after-sales-service is itself a benchmarked operation with service centres and amongst the world’s fastest turnaround times. the company diversified into jewellery under the brand Tanishq to capitalise on a fragmented market operating with no brands in urban cities. Areas of business Titan's main products are: Watches: The four main watch brands include Titan for the mid-premium segment. Fastrack focused on the youth and trendy fashion space. Tamil Nadu. TITAN company has good reputation in Indian stock market (NSE). Regalia. and the Aviator series. manufactured in a state-of-the-art factory at Hosur. The same study has also ranked Titan as 10th Most Trusted Brand. The company has a world-class design studio for . The company brought about a paradigm shift in the Indian watch market. jewellery. The Titan brand architecture comprises several subbrands: Titan Edge. the Titan portfolio has over 60 per cent of the domestic market share in the organised watch market. In 1995.
sunglasses. . In fact. Titan successfully filled this gap. and provides fully integrated automation solutions. India. Its wide range of designs. It also manufactures dashboard clocks as OEM to car manufacturers in Europe and America. and an ECB plant in Goa. Jewellery: Tanishq is India’s largest. high profile advertising and distribution network helped it gain a substantial market share in a short span of time. accessories and contact lenses of its in-house brands and other premium brands.HMT. and Baddi in Himachal Pradesh.designing watches and accessories. As a result the lower segment was left uncovered. in a recent survey conducted by A&M. a Tata group company entered the watch market in 1987. the undisputed leader of the wristwatch market before Titan's entry completely neglected the quartz watch segment. the company has manufacturing and assembly operations at Hosur. This division is certified under AS 9100B for the aerospace segment. Precision engineering: The company’s Precision Engineering Division supplies precision components to the aviation and automotive industries. Gold Plus is the recent retail plain gold jewellery offering for the mass market. lenses. it made inroads into this segment too. and a wide range in 22kt pure gold and platinum jewellery. After it entered into a joint venture with Timex. Location Headquartered in Bengaluru. TS 16949 for the automotive segment and the coveted Ford Q1 status – the highest possible supplier recognition from Ford. Dehradun.The Titan brand was essentially positioned as a premium brand. Titan emerged as the top brand in the consumer durable segment. Titan-Marketing strategies Titan. Eye wear: Titan Eye+ retails sunglasses under the Fastrack brand and prescription eye wear consisting of frames. Roorkee. fastest growing jewellery brand with a premium range of gold jewellery studded with diamonds or coloured gems. The jewellery division has its own design studio. Since then it has developed into one of the most recognized brands in India.
it did not surprise people that a 13 year-old had managed to upstage many older and more well-known brands: it was expected of Titan to achieve such things. traditional markets of the city. but also brought in world-class benchmarks in product design. a Tata veteran and the then MD of Tata Press. It was also a fitting tribute to a brand. Its association with Titan in India led to wrong segment targeting. like most consumer markets in India. Early 2001. Timex is seen as a mid-priced quality watchmaker. Xerxes Desai. but had not really invested in evolving itself and its consumers: styling still remained basic. this association came to an end erasing Titan's presence in the lower segment. but outdated "Mechanical" technology. The technology in vogue was the reliable. was chosen to lead that venture. it has launched the Sonata range of watches that is in direct competition with the Timex range. was way behind the rest of the world. Since then. Visual merchandising was very much at the stage of "decoration" if any. and neither the brands nor the retailers saw it as important. dingy and typically located in the older. quality and retailing into India. which used the unwinding of a mechanical spring to tell time. Back in the early eighties. In 1998. choice was limited. the Tata Group had identified the watch category as a potential consumer market for the Tatas to enter. when Indian consumers rated Titan ahead of all other brands as the Most Admired Brand in India across all product categories (the first ever such survey done by Brand Equity). The companies . enjoyed tremendous goodwill in the market. Here. but the bulky mechanical movement did not permit the creation of sleek products. it was so natural. which had not only revolutionised the Indian watch industry. The watch shops were narrow. In those days of pre-liberalisation the watch market. the middle and higher income groups were buying its watches. You went there only to buy a watch. The industry was dominated by the public sector which had brought in watch manufacturing into India. never to simply check out. never to browse.Internationally. Not only was the accuracy of time-keeping not good enough.
It was a sellers' market. they were buying another time-keeping device. so one watch was enough.themselves did not have much contact with retailers. that was it. Titan decided to make style a table-stake. it lasted quite a while. Accuracy would become a selling-plank. Watches remained a time-keeping device. He knew that that was the only way that this new brand would explode the market and wrest control from the dominant HMT. . So he and his team went about breaking all the rules in the category: Mechanical technology was the norm . but also irrevocably altered the retail landscape of the watch market through a demonstration effect on the traditional dealers. All this affected the consumers.You had 200 models to pick from. what the hell. 20 years. Xerxes Desai's vision was to dramatically alter this perception of consumers. thank you. they did not pay a high price for the new piece because. Shops were dark. There was hardly any need for consumer contact or research. Styling was basic . The initial range was 350 models. and the consumers did not change it for 10. and therefore no attempt made at it. established a network of fine showrooms which would later become the world's largest network of exclusive watch stores. and make Titan a fashion accessory. doing well that way.Quartz had not really taken off in India. Choice was limited .There was no importance given to presentation. Titan decided to inundate consumers with a wide choice in style. Since the quality of the watch was quite good. These stores not only helped Titan to gain leadership substantially. 15. Titan would go against that and build its line based on quartz. preferring to sell through wholesalers. And when they did change it. functions and price.This was a constraint imposed by the technology as well the outlook of the manufacturers. dingy and uninteresting . Titan brought in the concept of retailing into the watch market.
colourful.Advertising was expenditure . dress watches (gold plated cases with ornamental gold plated bracelets) for those with a preference for jewellery. age and economic background. Right from Day 1. for those seeking exclusivity and status. backed by the Tata name. for the sophisticated India woman who appreciated such things. its sales and service network is wide and deep. Even the early range had distinct offerings for different requirements: formal watches (gold plated cases with fine leather straps) for the executive. with a 60% share of the organised sector market (the total market. it was Raga. In 1993. Titan invested significantly in advertising and in that process created a set of memorable and effective properties over the years. Titan dominates the market. In 1992. with striking symbolism from ethnic India. including the unorganised sector. is estimated at around 42 million units). . the trendy range for the youth. it is taken for granted that a watch is a fashion accessory. mesmerised consumers. smart and affordable plastic watches for the youth: The other side of Titan for the other side of you. What is truly amazing about Titan is the sheer scale of its offering and the consequent choice it offers to multiple segments across taste. rugged watches (all steel watches with a skew to functionality) for those whose usage demanded a certain durability. it was Insignia.Titan saw this as a vital investment. Today. Titan's quality record is impressive. backed by world-class quality created at a world-class plant located just off Bangalore. in early 21st century India. very distinctive and international-looking top-end watches. was launched into the Indian market on the back of these new rules. It created waves right in the early days. demolished competition and rode into the sunset with panache. is one of the most prestigious and visible retail brands in the country. the ethnic range. it was Aqura. Titan has built on this principle over the last 15 years. Titan saw this approach as the foundation of its leadership strategy in the early days. almost year after year: In 1989. and its network of exclusive showrooms. So Titan. The World of Titan. offering world-class levels of shopping comfort and customer service.
15mm thin. good quality range for the budget-conscious. high precision chronographs) for those with the penchant for adventure. the cool. it was Dash. The underpinning of this entire market development and segmentation is Innovation. funky range for the young and young-atheart. WWF and Zoop . In 2001. Titan's R & D talent created a wafer-thin quartz movement. unlike what consumers had seen before. And in 2008. realising fully that the only way to sustain the fashion accessory perception is by continuously coming out with collections that make the current ones somewhat dated. thereby creating a certain discomfort in the consumers' mind. In 1998. This impact has shown up in every one of the collections spoken of earlier. the brand has collections like the Octane. The immensely talented Design team collaborated with the Manufacturing group to create Edge. A stellar example of Titan's Innovation is Edge. trendy. it was Sonata. Titan has kept innovation core to its strategy. a gem of elegance. the smart and contemporary collection for the young 21st century executive. which justly . the sold gold and diamond-studded range of luxury watches for those affluent people to whom gold is a precious acquisition. In 1999. the slimmest watch in the universe.each of them unique and fascinating. which leads to another purchase.In 1994. over 4 years of development work.5-mm watch. it was psi 2000. it was Fastrack. sporty and very masculine watches with serious sports features (200-m mater resistance. the affordable. a mere 1. it was Nebula. a 3. In 1997. It is a design and technological marvel. it was Steel. rugged. walkins and sales. They were fresh and distinctive. and thus created curiosity. Diva. with water-resistance to boot! Edge was launched in India early 2002 to tremendous market acclaim and sales success. In 1996. the cute and colourful range for kids.
and Titan had benefited from that. These films became a big hit and created a genre of advertising films which lasted a good 8 years. These not only helped build a good-sized gift segment for Titan. the segment from Mozart's 25th Symphony has arguably become Indian Advertising's most memorable track (incidentally. this piece has been . In the early nineties. Titan chose to develop the "Gifting" market. teacher. A set of 3 films were developed in 1991 around 3 relationships. building strong emotional values for the brand. From Day 1. Watches had always been favourite things to gift. Titan was convinced that there lay a greater potential in that segment. The catalogue ads also helped customers to shop off the page and almost decide which model they wanted to pick. daughter. went on to become the most popular Titan film ever. and perhaps not coincidentally. One of the films in the series. The most enduring part of the Titan advertising has been the music track. During those years. boyfriend.received the Best Design Award in the Lifestyle Product Category in the first annual design contest organised by Business World and NID. Retailers also became used to seeing customers walking into shops with newspaper "cuttings". asking for the models shown there. thief!) and with local flavour (for Onam in Kerala. this was the most liked advertising track in the same Zee TV survey). Puja in Bengal) were created and released. This approach continues to this day. a series of films involving a variety of characters (father. Chosen by Xerxes Desai and the creative head of O & M in 1987 for its class and western vibes. Starting in 1987 in its pure classical versions. where a man and his younger daughter conspire to give his older daughter a Titan as a surprise gift at her wedding. released around 1994. with a single violin playing the melody. with mostly the same effect. Titan also chose to invest heavily into showcasing all this innovation to the consumer through advertising. where the gifting of a Titan culminated in a moving personal moment and a strengthening of the bond between the protagonists. ex-boyfriend. but also became Titan's Theme Campaign. the 'catalogue" advertising of Titan became its trademark as it was used regularly and effectively to merchandise new models. even voted by the viewers of Zee Television as the second most liked TV commercial on the channel.
You walked away overwhelmed. You could get a better idea about that collection through such a contextual presentation and could make up your mind which collection was right for your requirement. where the entire range was displayed in style. the showroom immediately stood out on the street and attracted walk-ins. increase price premium. Located in the newer parts of a city. in the first such study by Brand Equity done in 2001. improve image. it emerges as the 24th Most . Once inside. Operatic. 8 out of 9 times (the ninth time it was No 2). Helping the brand increase sales. Titan was voted the Most Admired Brand (across categories) in India by consumers. the World of Titan was born. keep competition at bay and keep the brand name salient on the high streets of the country. In a pioneering effort that dramatically altered industry standards. This experience now has over 255 branches and has penetrated the width and breadth of India. The concept of exclusive brand stores was almost non-existent. in A & M's annual survey done between 1992 and 1999. Titan was voted the Most Admired Consumer Durables Marketer by industry professionals. you were totally impressed with the presentation. Then you would walk along to the selling area. Another successful customer-facing aspect about Titan has been its stores. Titan was voted the Most Respected Consumer Durables Company in a Business World Survey in 2003. And in 2008. this chain has become even more integral to the brand's destiny today. Funk. Smart and helpful salespeople waited on you there and helped you choose the best piece by giving you information and suggestions.rendered in countless innovative versions over the years: Indian Classical. Rock. Indian Folk. Refurbished with a contemporary look in 2001.. decorative props and word (the place looked almost like an art gallery). sell the more expensive watches. Doing all this in style has earned Titan enormous goodwill and respect. where recessed "mood windows" showcased specific collections in the appropriate context with the help of visuals.And has become such a powerful audio mnemonic for the brand. Consumers and professionals alike have resonated equally to Titan's successful efforts in bringing international standards to India. You walked along the wall. with a good frontage and layout. Organised retailing did not exist in the late eighties.
typical of the composer himself. Titan has come a long way. The music was such a resounding success that it was never ever dropped. flamboyance and power. It was young and full of zest.Admired Brand in the ET Most Admired Brands survey done annually. tenacity and triumph. and no thoughts were ever entertained of making a change. came from Suresh Mullick who was O & M's creative head in 1986 when Titan's first TV campaign was being planned. which was released in 1984. Malaysia. Mozart's symphony had already been immortalised for contemporary non-cognoscenti in one of the greatest movies of our time. Greece. Both the music and the man who wrote it perhaps the greatest musical . They are the Thais. the Filipinos . Great Quality and Great Prices. Yet it was classy and elegant. Titan has also done the seemingly impossible reverse thing: taking Indian quality to international markets. leave alone heard. of course. AMADEUS. Singapore. the Arabs. The customers are no longer only NRIs. The music was singularly appropriate: it exuded enthusiasm and energy. it was also the most admired Consumer Durable brand. But the original score did go through numerous metamorphoses as it was rendered with musical instruments that Mozart could not have even heard of. Portugal. Titan has put together an irresistible proposition for the people of these countries. Since starting export operations in a small scale to the Middle East in the early nineties to exploit the resident NRI population.through a combination of Contemporary Style. And. excitement and energy. HOW DID THE TITAN MUSIC ORIGINATE The idea of using the flamboyant third movement from Mozart's 25th Symphony in G minor. Philippines and many more countries. Dubai. the Greeks. Oman. Titan today sells in the UK. written when Mozart was only 17 years old. Spain. Moving into the European market in the mid-nineties and Asia Pacific in the late nineties. it was very European. Team Titan faces the 21st Century with a mix of passion. Perhaps it is in the nature of great and enduring music that it can be adapted to such a variety of powerful visual images united only by a single mood and message. With over 100 million satisfied consumers and a track record of breaking the rules.
In addition it focused on the youth with its third brand – Fastrack. manufactured in a state-of-the-art factory at Hosur.1 Overview Titan Industries was established in 1984 as a joint venture between the Tata Group and the Tamil Nadu Industrial Development Corporation. Company profile 4.genius of all time had all the right connotations and fitted so very well with the character of the brand and of the organization that we were seeking to create. Leveraging its understanding of different segments in the watch market. as a value brand to those seeking to buy functionally styled watches at affordable prices. Tamil Nadu. It has also premium . the company launched a second independent watch brand-Sonata. offering quartz technology with international styling. The company brought about a paradigm shift in the Indian watch market.
Its main products are: • Watches : Currently manufactures four main watch brands viz. In 1995. Fastrack – focused on the youth and trendy fashion space. Gold Plus. Heritage. Titan and Tanishq are among the most admired brands in their categories.800 people. Sonata for the mass market and Xylys for the premium market. Dehradun. the company diversified into jewellery under the brand – Tanishq to capitalize on a fragmented market operating with no brands in urban cities. The company's first Swiss Made watch – Xylys is for the hi-end connoisseur and new age achiever.fashion watches by acquiring a license for global brands such as Tommy Hilfiger and Hugo Boss. Sonata is today India's largest watch selling brand and is priced between Rs 295/. all of which form a part of the Titan wardrobe.and Rs 1200/-. Regalia. Orion. Diva. for capitalizing on the opportunity in small towns and rural India. Notable among them are: Titan Edge – The world's slimmest watch which stands for the philosophy of "less is more".2 Products The company manufactures over 8 million watches per annum and has a customer base of over 80 million. It has manufacturing and assembly operations at Hosur. In 2005. Titan Raga – the feminine and sensuous accessory for today's woman. Titan for the premium segment. The Titan brand architecture comprises several sub-brands. the company launched its second Jewellery brand. It also markets . Nebula crafted in solid gold and precious stones and several other collections like Wall Street. The Company leveraged its manufacturing competencies and branched into Precision Engineering Products and Machine Building from 2003. while. Zoop. Octane. Roorkee and Baddi in Himachal Pradesh and an ECB plant in Goa. each of which is a leader in its segment. It has also in its portfolio its first Swiss Made watch brand – Xylys. WWF and the Aviator series. The company has now diversified into fashion Eyewear by launching Fastrack Eye-Gear sunglasses. Today Titan Industries is India's leading manufacturer of watches and jewellery employing 3. as well as Prescription Eyewear. 4.
The division also provides fully integrated Automation solutions Awards The company has been awarded the following distinctions: • Being named the No. Accessories and Contact Lenses of in-house brands and other premium brands. • Jewellery : Tanishq is India's largest and fastest growing jewellery brand with a premium range of gold jewellery studded with diamonds or coloured gems and a wide range in 22kt pure gold. Precision Engineering The company's Precision Engineering Division supplies precision components to the avionics and the automotive industry. Today.500 cities and internationally in over 30 countries. ‘Gold Plus' is the recent retail offering for the mass market with plain gold jewellery selling through 19 stores in 19 towns. Sunglasses. a leading Indian financial daily.1 Brand in the Consumer Durables category in the "Brand Equity" Survey of The Economic Times. making it amongst the largest chains in its category. the Titan portfolio has about 65% of the domestic market share in the organized watch market.000 outlets in over 2. Platinum jewellery is also a part of the product range Tanishq is one of India's largest speciality retailers and is transforming the jewellery market in India 102 boutiques in 72 cities across the country. • Eye wear : Titan Eye+ is currently on a pilot mode with 5 stores in 2 cities and has sunglasses under Fastrack brand and prescription eyewear consisting of Frames. Lenses. It also manufactures dashboard clocks as OEM to car manufacturers in Europe and America. Its after-sales-service is itself a benchmarked operation with a network of 750 service centres and amongst the world's fastest turnaround times. primarily in the Middle-East and Asia Pacific.Tommy Hilfiger watches under a licensing arrangement and is introducing Hugo Boss. Titan watches are sold through over 12. The jewellery division has its own design studio. . The company has 255 exclusive showrooms christened 'World of Titan'. The company has a world-class design studio for watches and accessories.
It follows different positioning strategies. a leading Indian magazine. Power dressing now has a new weapon! As Magic in gold and bicolour look.• The Titan Design Team won the Young Design Entrepreneur of the Year award at the design awards instituted by the National Institute of Design and Business World. The team has won 7 accreditations also.1 Overall strategies Since its introduction. Titan has won the Brand Leadership award at the India Brand Summit. Retail Asia and Media Magazine – Singapore adjudged Titan Industries as amongst the leading Retailing Companies in India. Titan Watches: Brand Positioning Strategies 5. Classique and Regalia come under this strategy. Raga. providing high quality products. delicate and feminine with each piece being truly unique. but definite impression and fusion of function and sophistication. The company successfully leveraged this to penetrate the market and gain a market share. User Positioning: . With its numerous sub-brands catering to different segments. • • • • Both Titan and Tanishq have been adjudged "Most Admired Brands" as well as "Retailer of the Year" by Images Fashion Forum in consecutive years. the challenge that Titan faces is to create a strong brand image. The Raga and Silver Raga collection is elegant. it was the first to bring quartz watches to the Indian market. Raga has been differentiated and positioned as exclusive watches for women. Titan has been positioned as a premium brand. these strategies can also be analyzed as given below: Attribute Positioning: When the company launched its products. Classique has been positioned as elegant corporate wear that leaves a quiet. The Time Products Division of the company was awarded the JRD QV Award in 2006. the 'Regalia' range represents the essence of dress-wear.
packaging and merchandising of this range is young. unlike other forms of art that are meant to be admired. Quality or Price Positioning: In the overseas market. attractively styled and of good quality. They are also realising that. The Fastrack range is seen as being contemporary. Sonata is a perfect example of Price positioning.Titan caters to several user groups. Watches have joined the list of tie. vibrant and ‘cool’ (the ad line says “Cool watches by Titan”) Benefit Positioning: The Fastrack Digital range offers the customer a functional watch that is also attractive. In Indian market. titan came up with this segment when it was facing heavy competition from lower end segment. deodorant and shoes to represent the occasion and flaunt your status. Men’s segment: With Titan positioning its range of watches as a life-style. Titan already had the Tanishq brand in this segment. Most of the entrants are catering to the upper end of the market. Dress Wear . The advertising. it has tried to reposition this brand by increasing the price range to encourage more customers.Omega.for. Tissot. especially in Europe where it is competing with Swiss and Japanese watches.money’: reasonably priced (less than Swiss watches and higher than Japanese). The digital watch has a “techno-geek” image. but Titan seeks to differentiate its offering on the basis of superior style and attractiveness. Cartier etc. it is positioning itself as ‘value.children (the Dash). Competitor Positioning: With the entry of several foreign watchmakers into the market. sturdy and reliable. high-end jewellery watches have that added bonus: practical luxury with a function other than beauty. sportspersons and adventurers (PSI4000 and Fastrack range). Titan had to counter the threat. However. the Indian market started viewing watch more as a complement to dress than just a time showing machine.
5500. Regalia and Insignia. The watch uses the unique combination of gold and bicolour looks representing the essence of dress-wear. Nebula is more of a connoisseur watch with the lowest price model at Rs. Nebula is targeted towards affluent men who consider wearing gold jewellery a symbol of status. It is marketed as a “watch for discerning individual” positioned as a gold jewel. Magical blend of most coveted of metals. Nebula: Marketed as the “Jewellery collection from Titan”. Gold and craftsmanship. This is also marketed as a watch for gift “Special Watch for special occasion”. Though it didn’t meet with much of a success in Europe. With the combination of both. In India.’ The watch with fascinating designs and precision engineering was targeted towards the European markets. Insignia: ‘The World Watch from Titan. gold-look is associated with status but at the same time. Piaget and Rado. Regalia: “Incredibly eye-catching…. this tag line and keyword “International” are used to position this watch as a world-class watch for international traveller with European tastes. The elegant looks and colours make it a strong competitor to the foreign brands like the Tissot. These watches are normally targeted towards middle and upper middle-income class consumers. this watch is targeted towards affluent businessmen.Titan has three brands positioned for this segment: Nebula. magic in gold”. The complexity of this watch is 10 times more than a regular titan watch. positioning this as a costly gift. Classic Watches Watches that are for every-day use and those with less frills and more value are classified as Classic watches. Classique: . the silver-look is the fashion of the day in international watches.
Royale with its gold plated case and golden straps represents a formal every day watch targeted towards the employees who can’t afford multiple watches for occasions. This also reinforces the importance of watch along with the dress worn. The watch includes designs from simple to dressy eveningwear switching between informal and formal looks based on the place and situation. Spectra: “ b e p a s c s T i t e p t o t h s a a o r r i g n n D e x r e y T t i c y m e e n e e t c l l b e l p o t r o t e s m o d w d s o h e e a e i i n i n g d s d s s . These watches are generic in their simplicity and find no real competitors except HMT. i s f u m n a c r t k i e o t n e d a a n s d Classique with its looks fits the formal corporate image and is positioned as a watch for corporate employees. Royale: “Collection of designs that suit everyday wear”. T e t w i i t a o i t o o d c i r c n n f s h f f . c t e h s s g w t l r l a i i s o a l t n g I w .” C a s o p l f h a u i s s s s i t i o i q n c a t i u e ' o o f n .“ n P e o w w e w r e a p d o r n e ! s ” s i n g n o w h a s a “Timeless elegance captured on the wrist. n i w s n i i g t t v h i e t i e o r o t l y w h s a i s i s f c w r n e t d h b o o e r v m p h t r n r i h i i e c e c n c r t a h g l d s n d e s l e f o o a r 9 m h s n t e o a 0 i r r n d d w 0 u i m b u s f r t o h w a d 7 t i h n o a f s r r e 0 w o r s t a e e p r p e d 0 a a i o h s s e y o ” m r 0 t s n f e i a p a a . h s y e g h o l o o k .
l u s t i v e f s o r a t t h e t h e c o r p h o i r g a h t e e r Sports Watches In the Indian scenario the sport awareness is not quite there. achievement oriented person. shirts. in terms of attitude is one who wears an informal dress. Casual Wear: The segment of watches that has a variety of brands and models to appeal to the youth and mentally young people is casual wear. adventure brand. And the market is not mature enough that consumers buy special watches for sporting except in the super-premium and segments above that. wears branded jeans. The target audience for this watch. But in the available market Timex. outdoor. The brand is marketed as tough. The Fast Track personality is that of a young. The Fast Track user. So there is no clear distinction between sports watches and casual watches. PSI2000: Titan has introduced a range of contemporary Precision Sports watches. in the 20-35 age group include working adults and postgraduate students of both sexes in metros and mini metros. The watches in this segment are mainly sporty watches. and Titan are major players and after the lifting of QR restrictions. world famous Tag.Heur has also entered India but in the Connoisseur segment of sports watches. energetic.m e e o x n d e d e c . these watches are in direct competition with foreign brands like Swatch Irony. Titan Fast Track “Cool watches from Titan”. who seeks to express his or her individuality by braking free from constraints of formal . (Psychographically segmented) Ranging from 800 to 7500. A sports watch in the mind of an average Indian is a polyamide watch with stopwatch and trendy look. which are unconventional and typically symbolize the attitudes of younger generation. sunglasses and branded informal shoes. Casio.
Nebula (6000-65000)“The Jeweler’s Collection” Nebula is a precious jewellery watch from Titan.environment. status has in the new technology era is looked for convenience of carrying data. But the underlying concept remained unchanged. Stretching this concept a bit with the development of technology are the technology watches available in the market. This brand is marketed as mergers of classic elegance and technological mastery giving rise to multi-functional chronographs using the solar power. The Nebula range of watches is positioned as objects of ornamentation. Built around the Cool concept. a good number of brands have ventured. Regalia . It is marketed as ‘a magical blend of most coveted of metals and engineering excellence’. Watch for time. In to the competitive market with people willing to pay a premium for that advantage. 5.3 Women’s segment Dress Wear Titan has chiefly three brands in this category. convenience. A 21 carat gold watch. studded with gems it is targeted at the upper most end of the market in competition with brands such as Rolex and Cartier. Technology (2350-8200): “Multi-functional watches for the Tech-savvy”. Technology Watches Wrist Watches have changed a lot from the inception. This brand is positioned to compete against the Citizen’s EcoDrive. this watch from Titan has virtually very few competitors because no one offers the feature combination and price but Casio (in digital range) and Espirit and Swatch (in the analog range) can be considered as competitors feature-wise.a time showing convenience machine to a status symbol. without being a rebel.
aims at building the brand around the ‘cool ‘ concept. Each piece is truly unique and represents elegance. when the brands were launched. who seeks to express her individuality by breaking free from constraints imposed by formal environments. they were positioned as “Watches for all dresses” with changeable dials matching the sari color. Both the watches are exclusively designed to appeal to women more as an ornamental possession than a watch. Regalia is targeted towards middle-aged women who consider watch to be a status symbol and also representing their delicacy. contemporary style. Casual Wear Fastrack The woman's collection presents the all-new international 'Frosted' look. The ad line : ‘Fastrack. delicacy and The designs and the bracelets represent traditional Indian ornaments as well as . energetic. achievement-oriented.1800 onwards. But the proposition was viewed with skepticism and hence didn’t meet with much success. With the unique combination of gold and bicolor looks and sleek case. It is available in many price points between Rs. feminine. The positioning of Fastrack for men and women is almost the same. Raga and the Silver Raga Raga and the Silver Raga collection are positioned as “Ethnic Indian styling for the sophisticated woman”. both these brands are repositioned as a perfect accessory that completes a woman's wardrobe. which is trendy and chic. Fastrack is targeted at a personality that is young. At the beginning. The Silver Raga has been crafted exclusively for the sophisticated woman who believes in value-for-money and who wears silver jewellery with élan.Regalia range is positioned as “Essence of dress wear”. It is marketed as “Incredibly eye catching…magic in gold”. without being a rebel.‘Cool watches from Titan’. Keeping in mind Indian women’s love for jewellery.
The three main collections from Dash include the ‘Popeye Collection’. Titan wants to move from style statements to personality statements. Titan. There are some other watches such as Pop-Swatch from Swatch. These are bright. and his friends. There is also a Digital Range.250 onwards to Rs. watches. And to keep up with them. when Hindi film actor Aamir Khan was appointed brand ambassador. launched more than 24 years ago.“Be More” Beyond style Now. has undergone a major repositioning exercise only once before – five years ago. a watch ought to denote the wearer’s mood and personality. priced at Rs. which tried to increase watch consumption per person. What followed later was the ‘What’s Your Style?’ campaign. chief operating officer. Velco straps. Dash also has a special collection for girls. colorful watches targeted at children aged 6-14 years. “With the explosion of options in a person’s life. Its features such as comic characters also appeal to the frivolous nature of the children. with changeable bezel rings. by suggesting the use of different watches for different occasions. Titan Industries. our core consumer is changing. which has features like Ellight. According to Harish Bhat.” he says. These watches are priced Rs. The brand.4 Children’s Segment Titan has a brand called Dash! for kids.495 and are marketed under the ad line: “Wow! Watches from Titan”. So Titan is positioning Dash watches as ‘Fun’ watches for kids. . Titan has evolved too. New logo and tagline .295. compass. which feature cartoon character Popeye.5. which are positioned using the same appeal that of Dash and are expected to give Dash a tough time at the same competitive prices Titan Industries decided to revamp its flagship watch brand. with the intention of making it more youthful and relevant to the changing times.
just like Titan!’” Khan fit the bill as Ogilvy borrowed from his own life and work and his need to constantly experiment and reinvent himself. Khan reiterates. Bhat says that that statement is supposed to denote the aspirations of consumers to make more of their lives and be whatever they want to be. Titan. has devised a campaign featuring Aamir Khan that encourages people to find a new strand of their personality every day. ‘Why should we be single minded and boring? Time to be multi-faceted. says. in the middle of nowhere. . then. Cut to a shot of children. The next vignette has him practising meditation while slyly checking out a girl walking past (‘Explore’). “Shock your reflection!” says Khan. while his voiceover explains the importance of making one’s own mistakes. We want to trigger people into questioning. Every Day. Next.On the adoption of ‘Be More’. The ad film opens on a shot of Aamir Khan sitting alone on a roller coaster. Wearing armour (sword and all). Here. shown in an ambient way through posters and T-shirts). “Be it Mangal Pandey or Lagaan or Dil Chahta Hai. stating. ‘Be born every day’. group creative director. with a trail of chassis trucks behind him. “‘Be More’ pushes people to live many lives in one. with Khan explaining how we aspired to be different people as kids – “let’s revive that aspiration today”. sitting beside a truck driver. Titan’s agency. As he crashes his vehicle while go-karting. he asks the viewers to try the adventure of getting off at an unknown station.” he says. followed by a campaign rolled out now. Khan waves to the others around him. as we see him with funny accessories framing his face. Further on. It all started with a logo change a few months ago (the same font in a red and white combination). he is seen chasing the shadow of an aircraft on a beach. Malvika Mehra. Be More’. of exploring unknown lands. Ogilvy & Mather Bangalore. Ogilvy India. “The watch allows for such imaginative travels. he talks of not making your passport photos last longer than three months – you need to constantly reinvent yourself and adopt a new look every day (cut to shots of Khan’s varied hairstyles and looks in his movies. ‘Be Born.
“We had fast paced shots to spread the look of the film. To show the aspirations of children. which has Khan dressed as a mock warrior (with an impromptu utensil serving as his helmet). you see the object is a butterfly – the girl wants to fly. was made to look like the man had made use of things lying nearby in a spontaneous way. When asked why Chennai. such as exploring places or go-karting.” Pandey says. this is Pandey’s third Titan film. “That is the way many categories are moving. The film was conceptualised by Mehra along with Amit Akali. “So we showed him doing things that were spontaneous. later in the frame. a young girl was shown staring at an object and. simply put. “It’s about bringing a mindset onto the screen with a better celeb-brand marriage. the spontaneity in the ad is an indication of Titan’s gradual shift from the old to the youthful (from ‘My Dad’s Brand’ to ‘My Brand’).” shrugs Pandey. the film has been shot in a way that suggests that multiple locations were used for the shoot. played by the late Vihang Nayak. Even the last frame of the ad. he quips.” says Pandey. “This third film has a much stronger script than those two.” explains Mehra. “Kids are freer in their thinking than adults and we hope this has been portrayed. The ad making – Aamir Khan The ad was directed by Prasoon Pandey of Corcoise Films. Anil Thomas. is to live life to the fullest – with Titan being the instrument of such expressive liberation. as opposed to one city. The first film had Khan confused about which watch to match with each outfit he’s packing before a trip. says Mehra.” Shot entirely in Chennai. the earlier two involved Khan and his assistant. . In a sense. Kunj Shah (who wrote the script) and N Ajesh of Ogilvy. while the second film showed him delighting a girl in a mall with a watch.” The idea.” she says. “Because it was raining in Mumbai then!” Several layers were added to the film.Aamir always manages to look different in every role.
Prices range from Rs 6 lakh to Rs 12 lakhs. They are available as bracelets and kadas with textured or patterned look and mother-of-pearl dials. Octane Titan has launched the Octane collection of chronograph. They are crafted in 18k white and yellow gold. the watch brand from the Tatas. with both metal and leather straps. this range comprises five styles with versions in gold. The collection has watches for both men and women at price s starting at Rs 645. “in a brand new avatar”. The range is described as blending style and technology. They are available in both gold and steel looks.195 and Rs 4. Nebula Celeste It is a limited edition collection of jewellery timepieces.500. Sonata. The tag line for this sub-brand is ‘Super Strong. 5. . multifunction and retrograde watches for the urban man. They are available in both casual and formal styles to complement the young. a series of colourful watches. It also unveiled its TV commercial featuring Indian ODI captain Mahendra Singh Dhoni. The watches have been designed primarily for youth in the 16-30 age group. steel and bi-metal finish. and will be available in a price range of Rs 275 to Rs 550. semi-urban and rural India. Super Style. Titan Raga – Hazel Collection Titan Raga has launched the Hazel collection.New Collections and Designs Sonata’s sub-brands Sonata has launched the Yuva 2008 collection. The collection has over 35 styles and is priced between Rs.000 and Rs 7. launched the Super Fibre. inspired by the hues of nature. Priced between Rs 2.000.’ The company announced 360-degree marketing campaign for the new offerings. targeted at the sub-Rs 500 market in urban. new look for college or office wear.
Titan’s Stambha A new ladies Heritage wrist watch ‘Stambha’ signifying fame. The Nebula Zeus watch has been crafted using Swiss made mechanical automatic movement with gold finish and a sapphire crystal back cover. Titan Nebula – Duet Collection . The prices in the collection range between Rs 5. prosperity and good luck was unveiled as part of Heritage collection.10.1.000. Vasundhara Das. are available in yellow metal and bi-metal versions. the new collection comprises watches in gold.500 watches has been fixed as a target for this fina ncial year in the Heritage collection. Raga Diva An exquisite range of watches for women in the Kerala market. called Venus and Fairy Dust. The two new watches.000 and Rs 10.995 and Rs 4. steel and bi-metal finishes. Priced at Rs. reflecting the 3000-year old art and cultural history of the country. Priced between Rs 2. Inspired by traditional Kundan work. launching the watch collection.450 and Fairy Dust at Rs 4. Raga Shimmer It comprises of a collection of exquisitely designed studded watches that complement both Indian-wear as well as Western-wear. Other features include an instant start. this collection has been rendered in a delightfully contemporary form.000. MrVijesh Rajan.000. a second hand stop device for accurate time setting.495. It is priced between Rs 4. he added.000 and Rs 10. said that plans are on the anvil to launch one new collection every month. Regional Sales Manager (South).750. A sale of around 7.Raga Crystals Titan Industries Ltd has unveiled its new Raga Crystals collection of watches in Kerala. the limited edition watch (500 pieces) harks back to an older era of luxury and romance. Venus is priced at Rs 4. Nebula Zeus It is a mechanical automatic watch in solid gold for men. The watch collection was launched by singer and actor. 42 hours reserve powers and auto wind convenience.
Titan is also looking at innovative retail strategies and planned to launch ten innovative product collections soon.1. the premium 18K gold watch brand from Titan. Available in mother of pearl dials in both champagne and white options it is priced between Rs. The most premium collection for this wedding season was unveiled by popular actor Gul Panag. 500/and Rs.30. today launched the Duet collection – three pairs of specially crafted gold watches for the wedding season. They are now trying to target all adults in socio economic classes A&B.35. . Other Strategies • • Titan is also trying to reach new customer segments.000.Titan Nebula.
Rado Watch .
Italy) and the USA. now sold as DiaStar The Original. such as e. with headquarters in Lengnau. Breguet. It is noted for its use of scratch-proof materials. Hamilton..History of Rado watch Rado is a Swiss manufacturer of watches. In 1962 the Rado Diastar. RADO has focused on pioneering the use of a number of materials that are unique within the watch making industry. hardmetal(tungsten. ceramics. lanthanum and sapphire crystal. Formed in 1917 as Schlup & Co. Today the company produces about half a million watches a year with a staff of about 470 in total. Germany. Rado's sister brands within the Group include Omega. In 1983 Rado became part of the SMH group which was renamed in 1998 as the Swatch Group. was launched. Rado's watches are obtainable in more than 150 countries. Design RADO differs from the traditional Swiss watch makers in that it leans towards innovative uses of high tech materials in distinct design. a field in which it is considered a pioneer. Middle East as well as countries within Europe (Switzerland. Longines and Tissot.and titanium-carbide). Switzerland. at over 5900 ponts of sale. In 1957 the company launched its first collection of watches under the Rado brand. The most important markets are Southeast Asia. Japan. .g. It has been in production ever since. China. the world's first scratch-proof watch. Rado initially produced watch movements only.
Switzerland Matthias Breschan (CEO) Watches. with many who appreciate the unique and distinct RADO look and those who do not. thus naming the watch the V10K. by the transformation of carbon into a nanocrystalline diamond with a Vickers hardness number of 10. Models that include pave dials of diamonds and baguette diamonds can cost approximately US $30. Pricing RADO watches vary in pricing according to model. from the RED DOT Award to the iF Design Award. 470+ (worldwide) . Lengnau. During their time. age and materials but the core collection of RADO pieces will range from about US$700 to about US$28. Market reaction tends to be mixed to such a strong aesthetic.000. RADO has received more than 20 elite international design awards. Type Industry Founded Headquarters Key people Products Employees Publicly traded limited company Luxury goods. Watch manufacturer 1917 as Schlup Co.000 to $250. their collaboration with Jasper Morrison for an innovative watch box that mimics the shape of the human wrist. certified by the Guinness Book of World Records.000. Rado Watches Co.In 2004 RADO created a 'high-tech diamond'. The newer RADO watches are also distinct from the traditional Swiss watch industry in that their aesthetic is unique. It is the hardest watch on Earth. Ltd. for both their product and most recently.000.
com .Website www.rado.
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