Brand Audit Titan

Brand Inventory
About TITAN

Titan Industries is the world’s fifth largest and India’s leading manufacturer of watches.
The Titan portfolio has over 60% share in the domestic market Share in the organized
watch market. To ensure a dominant presence in the market the company has showrooms
in every nook and corner of the country that caters to the needs of every segment of the
people.

Company History

 In 1984 the company was incorporated on 26th July at Chennai.

 In 1992 an MOU was signed with Casio Computer Company of Japan to
manufacture 2million digital and Ana-digital watches.
 In 1987 the company set up a manufacturing facility at Hosur.
 In 1989 the case plant at Hosur was commissioned. In 1992 over 150 models
were introduced.

Brand profile of TITAN

 Edge
 Raga
 Octane
 Zoop
 WWF
 Heritage
 Orion
 Nebula
 Sonata
 Exacta
 Titan Bandhan watches
 Spectra
 Dash
 Regalia
 Fastrack
 Royale
 Classique
 xylus
 Brand Portfolio

 Titan Edge - World’s slimmest watch (at 3.45mm) that epitomizes the philosophy
‘less is more’.
 Titan Raga - a feminine and opulent accessory for today’s affluent woman
 Nebula - watches crafted with solid 18k gold and precious stones
 Sonata – India’s largest selling watch brand to suite the common man’s wallet.
 Xylys - A Swiss-made, impeccably designed watch for the connoisseur and new
age achiever.
 Fastrack – watches created to accessories the trendy youth of today.
 The watch division also boasts of collections such as Automatic, Heritage,
Nebula, Orion, Raga, Zoop and series like Aviator, Octane and WWF.

Product related attribute

 Distinct watches in Gold and Leather.

 Stylish watches in Gold and Precious metals.
 Contemporary watches in stainless steel to withstand rigors of daily life.
 Casual watches for youngsters and for outdoor use.
 Jewelry watches in 18 carat Gold, studded with Gems and coloured stones.
 Use of plastic dials for bold and contemporary design.

4P’s
1. Place

Objectives and intentions

 Broad basing their sales and marketing activities across the country.
 In terms of town coverage, dealer network and new approaches to communication
strategy, especially in non metros.
 Plan and implement sales and marketing activities to achieve their targets.
 Fine tune all marketing inputs in terms of media and other budgets to meet territory
specific needs.
 Identify performance targets with specific centres and improve cost effectiveness of
operations.

2. TITAN 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•
 Application of pricing strategy

1. Lower segment
2.1000 plus segment

3. PROMOTION:-
1. Advertising
2. Sales promotion
3. Public relation

• Advertising media:
• Television
• Print• Internet

• Titan brand ambassador

:• Titan Brand: Aamir Khan
• Sonata: Mahendra Singh Dhoni
• Raga: Katrina Kaif
• Xylys: Farhan Akhtar

Titan tagline: Be more

Fast track tagline: How many you have?

4. Public relation
•Gift concept
•Promotion On Occasions

Sales promotion
•Sponsorship
•Promotion through Contests

Brand Element

 Tagline: BE MORE. WHAT’S YOUR STYLE

 Substantiality
 Accessibility
 Represent ability
 Measurable
 Likeability
 Transferable
 Legal Protection
 Slogan
 Jingle
 SWOT Analysis

• Titan has a domestic market share in excess of 50 per cent, in the organized watch market.
Indias leading watch manufacturer and the worlds fifth largest . Their global sourcing and
economies of scale give a significant price advantage and enable to offer an easy entry for
consumers to the branded world at this price point. Here we will focus on the SWOT analysis
of Titan.

1-STRENGTH

 The Indian watch market is increasing rapidly & Titan is the leader.
 Sonata is currently India’s largest-selling watch brand.
 Market segments with large potential: women, youth, children, sportsmen, the
budget-conscious and, of course, the big spenders.
 Successful story of Fastrack, Orion, Raga, Octane, Xylys etc. The recent launch is
of the children’s range, Dash & Nebula (Premium class).
 112 The World of Titan across 89 Cities and a chain of to being present in over
5545 dealer outlets in 1470 towns across the country.
 Customer value and offered after sales service in a showroom environment.
Proper differentiation from other.

2-WEAKNESS

 Titan has no such weakness, but it has lots of product in watch. Which don’t create brand
equity to a particular brand.
 Main USP is low cost watch.
 Can’t utilize properly the resources (domestic parts suppliers).

3-OPPURTUNITY

 Growth of Indian watch market is very fast & huge opportunity in organized watch
market.
 Nearly 34 million watches are sold through grey market channels.
 The second-largest branded player in the Indian watch market is Timex, with a
market share of around only 7% & HMT remained into losses for last 5 years.
 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.

4-THREAT

 Premium international watch brands such as Swatch, Esprit, Tissot, Longines, Rado and
Omega entered in India.
 Now that the Indian market is widely open to importations, it will be extremely difficult
for the Indian players to maintain a sustainable growth.
 Too many players will dilute the market & the profit margin
  Mobile phones acting as substitutes of the watches .

Brand Exploratory
Customer Knowledge

• Image:•

 Time
 Amazing Design
 Elegant
 Simple and Stylish
 Totally Inspiring, Talismanic, Amazing and Nice
 Remember the titans movie
 Watch
 Power of TIME
 Distinct sound of their advertisements
 TITANS
 Greek GOD

 Performance:
 Ruggedness
 Durability

 Sports:

 Trendy

 Advanced Features

 DigitaL

 People

 High-Class

 Fashion

 Style
 Customer Knowledge
Image: • Performance:

 Time • Ruggedness
 Amazing Design • Durability
 Elegant
 Simple and Stylish • Sports:
 Totally Inspiring, Talismanic, • Trendy
 Amazing and • Advanced Features•
 Nice • Digital
 Remember the titans movie
 Watch • People:
 Power of TIME • High-Class
 Distinct sound of their advertisements • Fashion
 Style•
 TITANS
 Greek GOD

Positioning
 Attribute Positioning
 User Positioning
 Benefit Positioning
 Competitor Positioning
 Quality or Price Positioning
 Segment
 On the basis of age
– For Youth: Fast Track
– For elder: Sonata
 On the basis of Gender
– For Men: sonata, fast track, titan, nebula etc.
– For Women: Raga, Octane
 On The Basis Of Lifestyle
– For Professional And Elders: Steel and Sonata
– For Students: Fast Track.
 On The Basis Of Income:
– Upper-Middle Class: Price range 20K-1L
 Royal, Aurums, Nebula
– For Middle Segment: Price Range Rs. 500-1500
Exacta, Fast Tracks
– For Lower Segments: Price Range Rs. 350-500
• Sonata
CBBE Model