PRESENTED BY PRAMOD KUMAR MFM 2009-11

INTRODUCTION Titan is the largest watch company in India and the fifth largest in the world. Titan manufactures over 90 million watches across 30 countries and cumulative. Titan Industries was established in 1984 as a joint venture between the Tata Group and Tamil Nadu Industrial Development Corporation (TIDCO). The company set up its corporate office in Bangalore (Karnataka) and its watch manufacturing facility in Hosur (Tamil Nadu). The majority stake in the company is held by the promoters, with TIDCO having 28 per cent of the shares and Tata Group companies owning 25 percent of the shares. Public holding in the company is around 28 per cent. The rest of the stake is held by foreign institutions, non-resident Indians, mutual funds and other institutions.

CORE PRODUCTS

Titan Eye+: Eye Wear

Tanishq: Jewelry

TITAN: Watches

Precision Engineering Division

Sonata

Dash!

Fastrack

Steel

Edge

Raga

Nebula

XYLYS

Market map
Raymond weil, Tissot Omega, Rado Sonata Hmt maxima Nebula Titan Citizen xylys

Rs.500

1000

2000

4000

5000

10000 30000+

Fastrack

Esprit, Swatch, Fossil, Giordano, DKNY, Carrera

Tag huer, Hugo boss, C.dior

PROMOTION Advertising media: Television Print Internet Titan brand ambassador: Titan Brand: Aamir Khan Sonata: Mahendra Singh Dhoni Raga: Gul Panag, Rani Mukherjee Xylys: Rahul Bose Titan tagline: Be more Fast track tagline: How many you have?

Public relation Gift concept Promotion On Occasions

Sales promotion Sponsorship Seasonality Promotion through Contests

SWOT Analysis on titan

Strength Style Models Exclusive products Other than these there have few more strength like Contribution of owned brands and retail. The profit is accounted by being in the retail space which is booming. Watches are available with popular functions like dates, multifunction and chronographic. Guarantee/warranty Weaknesses Pricing of high end products Globalization Threat from new entrant Opportunities Seasonality Gifting concept Exchanging offer D. Threats Competitor Premium segment Mobile Phones

Market Positioning
BRAND FAST TRACK EXCTA SPECTRA ROYAL TITAN SONATA RAGA BANDHAN REGALIA EDGE NUBULA PURCHASING POWER (PRICE) RS. 550-1,430 595-1,430 650-1,830 960-2,830 2000-4000 350-900 1,420-4,000 1,675-8,085 1,725-7770 4,500-5,200 10,000-45,000 CATEGORY YOUTH LOWER MIDDLE CLASS (Office wear) COMMON CLASS

Purchasing power of consumers

UPPER- MIDDLE CLASS LOWER CLASS MIDDLE CLASS &

UPPER

LOWER MIDDLE CLASS - UPPER MIDDLE CLASS

UPPER CLASS COUPLES UPPER MIDDLE CLASS-UPPER CLASS BUSINESS CLASS UPPER CLASS

Research Objectives

   

To study the buying behavior of Titan customers. To know awareness level about Titan Watches. To find out satisfaction level of Titan Watches. To study the various factors affecting buying behavior for a watch customer like Quality Price Promotion media. Preferred buying places.

Research Design: A descriptive research design has been followed for the study. Sampling type: Non-Probability Sampling method Judgmental Sampling- as only people using Titan will be approached for the survey. Volume of data Total sample size 50 People using Titan Watches (Judgmental Sampling) Type of Data Sources a)Primary data collection tool- Structured Questionnaire (online questionnaire to be sent via mail to the respondents). b)Secondary data sources- previous projects from library, internet resources.

DATA ANALYSIS

GENDER DISTRIBUTION

Gender

No of respondents 29 21

% of sample 58% 42%

Male Female

AGE DISTRIBUTION

Age 15-25 26-35 36 and above

No of respondents 18 28 4

% of sample 36% 56% 8%

OCCUPATION
Self Employed 3 6% Housewife 3 6%

Student 15 30% Businessman 8 16%

Employed 21 42%

INCOME DISTRIBUTION

Income Group less than 100,000 100,001 300,000 300,001 500,000 500,001 and above

No of respondents 1 10 28 11

% of sample 2% 20% 56% 22%

1. Are you Aware of brand Titan?

Awareness Yes No

No of respondents 50 0

% of sample 100% 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 TV advertisements Newspaper and magazines Events Online adds

No of respondent 44 6 0 0

% of sample 88% 12% 0% 0%

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

3. How many TITAN watches do you possess?

No of watches 1 2 3 More than 3

No of respondents 20 21 6 3

% of sample 40% 42% 12% 6%

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

4.Which of the following attributes you consider while purchasing the watches? RATING ATTRIBUTE S Durability Style After sale service Brand Image Price 1(least important) 1(2%) 2(4%) 1(2%) 2 3 4 5 (most important) 31(61%) 34(64%) 8(16%)

1(2%) 3(6%) 2(4%)

8(16%) 0 23(46%)

9(18%) 11(22%) 16(32%)

2(4%) 4(8%)

1(2%) 5(10%)

7(14%) 13(26%)

11(22%) 10(20%)

29(58%) 18(36%)

Inference- Durability and style are to main attribute which respondents keep in mind while deciding about their purchase.

5. How do you rate Titan in terms of following attributes? RATING ATTRIBUTE S Durability Style After sale service Brand Image Price Excellent Very good Good Satisfactory poor

28(56%) 13(26%) 7(14%)

17(34%) 18(36%) 14(28%)

4(8%) 19(38%) 25(50%)

1(%) 0 3(6%)

0 0 1(2%)

35(70%) 16(32%)

8(16%) 15(30%)

7(14%) 13(26%)

0 6(12%)

0 0

Inference- Titan has got good credits in all attributes except after sale service.

6. Who influences your buying decision most?

Social Groups 2 4% Brand ambassadors 0 0%

Family 24 48% Friends and colleagues 24 48%

Inference- Still family and friends & colleagues play the most dominating role in decision making process.

7. Which price range would you prefer ?

Price range in Rs 500 1000 1001 2000 2001 5000 5001 and above

No of respondents 2 19 22 7

% of sample 4% 38% 44% 14%

Inference- 80% of respondents are using watches of price range Rs 1000-5000.

8. Where would you like to purchase Titan watches? Place No of respondents 36 5 9 % of sample

Exclusive Titan Showroom Multi branded Watch showroom Departmental Stores(like Pantaloons, Shoppers Stop, Lifestyle) Online

72% 10% 18%

Inference- Exclusive outlets are most preferred shopping destination to purchase watches followed by departmental stores and online purchase in nil in case of Titan.

9. Does the brand ambassador Amir Khan or Rani Mukharjee influenced you in the purchase of Titan watches?

Influence Yes No

No of respondents 33 17

% of sample 66% 34%

Inference- Brand ambassadors also have a significant impact on purchase decision of buyers.

10. Will you recommend the brand Titan to others?

Recommendati on Yes No

No of respondents 50 0

% of sample 100% 0%

Inference- 100% recommendation clearly reflects satisfaction derived by users is up to expectation.

11. Are you satisfied with the Titan watch you possess?

Satisfied Yes No

No of respondents 49 1

% of sample 98% 2%

Inference- Almost respondents are satisfied with Titan product they are using

12.If not TITAN which brand would you like to go for?

Others 6 18%

Citizen 8 23%

Brand Citizen

No of respondent 8 5 15 6

% of sample 23% 15% 44% 18%

Timex 15 44%

Casio 5 15%

Casio Timex Others

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 ReferredConsumer Behavior by Schiffman and Kanuk . Websites visitedwww.titanwold.com www.tata.com/titan www.thehindu.com www.economictimes.com www.insightory.com

THANK YOU !!!