SEGMENTATION,TARGETING

and
POSITIONING
OF

TITAN INDUSTRIES
”BE MORE”

Submitted by
Biswas.B.C
Sreeju
Seema Rani
Rahul Chakraborty
Vivek.P.N
Krishna Raj
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 SEGMENTATION
TITAN
Titan had traditionally focused on premium segment , in the late 90s Titan segmented the
market in to different groups based on different parameters.

 Demographic segmentation:
In this the market is divided into groups on the basis of variables such as age, family,
size, life cycle, gender, income, occupation, education, religion, race, generation,
nationality, social class. These variables are the most popular basis for distinguishing
customer groups. The following are some of the demographic variables used to segment
the market:

 Age and life cycle stage : Consumer wants and preferences change with age. These tastes
and preferences are not constant and change with time.

TITAN PERSPECTIVE
Titan markets its products for all following age groups:
 Less than 12 : Dash, Zoop.
 Between 12-20 : Dash, Fast Track, Sonata, WWF.
 Between 18-30 : Fast Track, Flora, Sonata, Raga, Edge, Bandhan,
WWF, Nebula, Octane, Technology, Spectra,
 Between 30-55 : Edge, Nebula, Raga, Steel, Xylus, Regalia,
Automatic,Heritage, Bandhan, Orion, Exacta,
Royale, Insignia.
 Above 55 : Regalia, Classique, Sonata.

 Gender : Gender segmentation has been applied to clothing, hairstyling cosmetics, wrist
watches, magazines etc. There are certain brands, which are positioned
exclusively for a specific gender.

TITAN PERSPECTIVE
Titan markets its product across:
➢ Gents : Automatic, Octane, Orion,
➢ Ladies : Raga, Raga Diva, Flora, Nebula, Heritage,
➢ Married couples : Bandhan

 Income : Marketers tend to segment product and services on the basis of income groups.
Nowadays, companies have recognized the potential of lower end income
groups and have started segmenting them.

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 TITAN PERSPECTIVE
Titan offers its products with a price range to suit the different income groups
such as:
 Low ( 1 lakh) : Sonata,
 Lower Middle (1 to 2.5 lakhs): Fast track, Regalia,
 Middle(2.5 lakhs to 4 lakhs ) : Steel, Fast track Ladies, Raga
 Upper Middle( 4 to 6 lakhs) : Nebula, Edge, Steel.
 High ( Above 7 lakhs) : Nebula, Xylus, Bandhan, Insigna

 Generation: Generation plays a major role in segmenting markets. Every generation is

deeply influenced by various activities. Such influences deeply impact their
product purchase pattern.

TITAN PERSPECTIVE
Titan has many products to satisfy all the generations. And through constant
innovation Titan developed many products for new generations too.

 New Generation : Fast Track, Technology, Flip

 Old Generation : Sonata

 Social Class: Social Class segmentation is influenced by customer choices of

automobiles, interior decoration, clothing preferences etc. The tastes and
preferences of the social class also change according to time.

TITAN PERSPECTIVE
Titan has realized the demand of the society and has marketed its products for
each of the following social strata.

 First segment: Fashion statement:

These products have specialties like European leather, sapphire crystal,
scratch resistant, crafted with 18 ct. solid gold & inlaid with precious stones.
Example : Fast Track, Royale, Aurum, Nebula

 Second Segment: For this segment also, watch is all about fashion but price
does matter to them.
These products have digital technology & of trendy shapes. Always splash
oomph on to your ward robes and smear danger on your look.

In this range, Titan has : Raga, Technology, Fast Track etc.

 Third segment: For this segment, watch is just an device to show the time.
They invest after a lot of thoughts. In this category, Titan has Sonata,
Karishma.

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 Psychographic:
Buyers are divided into different groups based on personality, values, belief, lifestyle,
motivation, etc. People within the same demographic group can exhibit very different
psychographic profiles.

 Lifestyle :People generally exhibit different lifestyle depending upon their income,
social group etc. People usually buy the product which suit their
lifestyle

TITAN PERSPECTIVE
According to the life style of people Titan has segmented it’s product to
fit the box. Like in the luxury section it has Nebula, Aurum etc. In the mid-
premium section Raga, Gold -Steel, Technology etc. And in the mass
section, it has Sonata, and Karishma.

 Personality : Marketers can use personality variables to segment markets. They

endow their products with brand personalities that correspond to
consumer personalities

TITAN PERSPECTIVE
Titan advertises its products by portraying movie stars as user of its
products and it offers a lot of option to its customers.
For example:-
In economy category, 60 products
In luxury category, 26 products
In sports & casual category, 76 products
In fashion category, 99 products
In formal category, 14 products
 Values : Values affect customer behavior in the long run. Marketers can use
values and beliefs to segment the markets.

TITAN PERSPECTIVE
Time has the same value for all irrespective of cast, creed and sex. Still,
Titan successfully segmented its products according to customer values.
But it is basically related to type of generation they are in to. So, the
segmentation is also related to that.

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 VALS NETWORK

INNOVATORS
Insignalia, Automatic

IDEALS ACHIEVEMENT SELF- EXPRESSION

THINKERS ACHIVERS
Xylus EXPERIENCER
Steel
Edge Bandhan Fast track
Orion
Octane WWF

BELIEVERS STRIVERS MAKERS

Raga Sonata,
Heritage Nebula Dash, Zoop
Royale

SURVIVOR
Steel, Flora

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The four groups with higher resources are:
1. Innovator
Insignalia, Automatic
People who are sophisticated, have niche oriented products, and are very high on self
esteem, desires for these kinds of watches. These watches are inspired by
architecture and engineered in steel, this is a watch crafted for ‘take charge’ people.

2. Thinkers
Steel, Orion.
Under this category people are matured enough and try to find out the functionality in
the goods. These products are known for their durability, Functionality and Value in
products.

3. Achievers
Xylus, Edge, Bandhan.
In this category titan has tried to fulfil the desires of those people who are focused on
family and career. All these three models come under this category to satisfy the
requirement of a premium product.

4. Experiences
Fast track, Octane, WWF
` This group consist of mostly enthusiastic youngsters. These watches are created to
attract the trendy users today. These are really tempting the youth as well as others.
These people are always searching for variety and like to experience the new trends.

The four in the lower resource are:

1. Believers
Raga,Herritage
All those who have a very conservative kind of thinking process people fall into this
group. These people are traditional and conventional , so they don’t want to experiment
more and are sticking to the traditional things.

2. Strivers
Nebula
Titan has designed this product for those who are trendy and fun loving and resource
constrained . Here the nebula is made up of 18k gold and precious stones.

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 3. Makers
Sonata,Dash, Zoop, Royle
,
These models suits those who are humble and down to earth kind of people. They are
not too much bothered about the fashion and other aspects of the watch, but he
functionality of the watch.

4. Survivors
Steel, Flora

Lastly in this category those people who are elderly and who are loyal to their favourite
brand are included. This catered to all kind of people but always been the favourite of
the elderly people and those who don’t want to change their preferences.

 Behavioral
Organizations can divide markets on the basis of behavior that consumer shows
towards the usage of the products. Various variables for segmenting market on the
basis of purchase behavior of customers are occasions, benefits, user status, usage
rate, loyalty, etc.
 Occasions : Markets can be classified on the basis of various occasions that
customers encounter because people need different products for
different occasions.

TITAN PERSPECTIVE
Titan also offers occasion specific products like Formal (Nebulla, Steel,
Raga, Gold & Steel), Dress wear (Regalia, Raga, Gold & Steel, Royale),
Fashion (Technology, Gold & Steel, Steel, Raga, Fast Track)

 Benefits : Market is divided on the basis of the benefits customers seek from the
products. Benefit segmentation can be used to position various brands
within the Gold & Steel

TITAN PERSPECTIVE
Titan product has benefits like:
➢ It provides the”TITAN WORLD” SERVICE CENTRE in 174 towns.
➢ It provides a huge product range to choose from.
➢ It’s products have good life cycle.

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TANISHQ
 Demographic segmentation:

 Age and life cycle stage:

TITAN PERSPECTIVE
Titan markets its products for all following age groups:
a) Between 14- 20 : Design Accolades, Fashion Earrings,Bangles of
India, Solo, Daisy, Paheli
b) Between 20-30 : Moham, Aria, Zoya, Diamond Collection, Punjabi
wedding, Wedding collection, Nuvo
c) Between 30-50 : Kundan and Polki, Colours of Parity, Diamond
Collection, Ivy, Aqua
d) Above 50 : Colours of Royalty, Ivy.

 Niche Marketing
After its inception in 1995 focus on exports, Tanishq's designs had been
conceptualized for the Western markets and were introduced in India without
any alterations. Tanishq positioned itself as an international brand for the
Indian elite. The brand was targeted at a niche market (However they later
on started targeting the mass marketing since 1997).

 Psychographic Segmentation

 Life Style:
Tanishq has found that 40% of the Indian women are working and
they targeted this segment wth a specific group of products called collection-
G, a 9-to-5 jewellery for the working women.

 Geographical Segmentation
Titan realized that, given the diverse nature of Indian ethnicity, it would have
to satisfy the tastes of all regions. So, the designs became more ethnic. Titan
also decided to transpose designs by stocking Bengali designs in Delhi,
Keralite designs in Tamil Nadu and typical designs from Tamil Nadu in
Bombay in order to appeal to a variety of people.

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FAST TRACK

 Based on price
· Mass (Rs.350-800)
· Popular (Rs.800-1200),
· Premium (Rs.1200-1800),
· Super-premium (Rs.1800-2500)
- Essentials, Bikers, Fall
- Bikers, Summer 08
- Bikers Reloaded, Summer 07, Sports, Campus,
- Army, Sport

 Gender : Though we can classify the products according to gender, most of the fast track
glass brands are having both varieties of men as well as women. And there are
glasses which fit for both men and women which comes under the category
Unisex. For example under the brand Sports it has all the varieties include Guys,
Girls and Unisex. So we cannot say this brand segmenting this gender. The below
classification is based on general basis.

TITAN PERSPECTIVE
Titan markets its product across:
➢ Gents : Army, Bikers, Bikers Reloaded, Fall
➢ Ladies : Essentials, Fall
➢ Unisex : Sports, Summer 07, Summer 08, Campus,

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 TARGETING
After the market has been separated into its segments, the marketer will select a segment or
series of segment and ‘target’ it/them. Resources and efforts will be targeted at the:

Titan
A. The first is the single segment with a single product. In other word, the marketer targets a
single product offering at a single segment in a market with many segments. For
example, Titan’s sub brand, Raga is targeting the upwardly mobile ladies in the upper
premium segment.

B. Secondly, the marketer could ignore the differences in the segments, and choose to aim a
single product at all segments i.e. the whole market. For example, Sonata and Fast track
brands of Titan are targeting mass and mid premium segment. Example : Sonata, as it caters
to all segmentation.

C. Finally, there is a multi-segment approach. Here a marketer will target a variety of

different segments with a series of differentiated products. For example, Titan itself
provides with the number of different brands/products which are targeting different
segments in the market. Following is the table which represents the various sub brands
and their targeted segments of TITAN .

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Targeting of Titan Watches

 FAST TRACK

A collection of watches will contemporary styles that are young and distinctive. Designs
that go from the relaxed and informal to the definitely sporty. The woman’s collection
presents the all new international `Frosted’ look, which is trendy and chic. The Fastrack
collection has elements like cool mesh straps and features that include EL back-light and
dual time. Also presenting a range of fashion digitals in contemporary wrist hugging
cases with oversized displays and features that include countdown timers, chronographs
lap timers, hourly chime, alarm and Hi-light glow.

Price : Rs.550-1,430
Category Aimed at : Urban youth

 EXACTA
A perfect combination of dateless styling and design simplicity, Exacta is the all-steel
look in Titan. Everyday watches for those who value fundamental principles of
durability, reliability and affordability.

Price : Rs.595-1,140
Category Aimed at : Lower Middle Class (Office Wear)

 SPECTRA
A truly unique collection of watches that combines the sturdiness of steel with the
richness of gold. International in styling the `Spectra’ collection is designed for those
who look beyond the ordinary.

Price : Rs.650-1830
Category Aimed at : Common Class

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 ROYALE
A stunning collection of alluring gold-plated cases matched with exquisite gold-plated
straps, the `Royale’ collection has designs that suit everyday wear.

Price : Rs.960-2,830
Category Aimed at : Upper Middle Class

 RAGA
Exclusive watches for women. The Raga and Silver Raga collection is elegant, delicate
and feminine with each piece being truly unique. An existing collection that includes
decorative motifs, `kadas’, studded bracelets and a first of its kind three-in-one watch.
The designs are inspired by traditional Indian as well as contemporary motifs and are
expressed in ropes, `kadas’ and ornamental bracelets. Crafted exclusively for the
sophisticated woman, who wears silver jewellery with élan, the Silver Raga makes a
perfect accessory that completes a woman’s wardrobe.

Price: Rs : 1,420-4,000
Category Aimed at : Upper Class

 BANDHAN
Watches for him and her. The pair watches of the `Bandhan’ range are Titan’s tribute to
the everlasting quality of a bond between a man and woman The Bandhan Collection is
available in both leather straps and gold bracelets and its presented in uniquely
designed packaging.

Price : Rs.1,675-8,085.
Category Aimed at : Couples

 REGALIA
Magic in gold and unique futuristic material. Finely crafted sleek cases and patterned
dials with special appliqué flowing into intricately designed bracelets. A unique
combination of an all-gold and bicolor look, the `Regalia’ range represents the essence
of dress-wear.

Price : Rs.1725-7770
Category Aimed at : Upper Middle Class – Upper Class

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 EDGE
The Titan EDGE is the Slimmest Watch in the Universe; a mere 3.5 millimeter thick, the
watch is practically invisible. Delicately crafted with precision, it has an incredibly Slim
Movement of 1.15 millimetes. Furthermore, the Titan Edge is Water Resistant to a
depth of 30 meters, an attribute rarely ever seen in slim watches. Titan’s Edge comes
with an elemental One-Piece case made from Non-Allergic Stainless Steel, and a
Sapphire Crystal that market it Scratch Resistant.

Price : Rs. 4,500-5,200

Category Aimed at : Business Class

 NEBULA
Nebula, a range of watches crafted from solid gold embellished with precious stones,
available with both leather straps and intricately designed bracelets. With Nebula, Titan
turns watches into precious jewellery. The finishing touch to this exquisite collection is
the sapphire crystal that crowns each of the watches.

Price : 20,000-85,000
Category Aimed at : Upper Class

Fast Track
 Eye wears
Fast track eye wears are obviously targeting the urban youth. That is the college
students between 18 and 22 years and an extended audience of 15 to 25 years. Fast
track is understanding the needs and limitations(in terms of money) and mentality of
targeted group.

 Eye +:
The range of products that Titan Eye + offers include eye-glass frames, lenses, contact
lenses, sunglasses that follow the international designs and style trends. Titan Eye + also
provides an array of optometric services. The friendly environment at the stores and the
specially trained retail as well as clinical staff make the customers’ experience pleasant
and productive
Fast track is aiming to re-define eyewear and fortify the industry with quality standards,
unparalleled in the history of India’s eye-care industry. Given the importance of vision
to quality of life, Titan Industries foresaw the need to venture into the realm of

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 optometry and establish a presence in clinical optical expertise. First steps were a
technical collaboration, under which Sankara Netharalaya ably trained the clinical and
retail staff. Titan Fast Track stores are now staffed with professional optometrists who
deal with every eye-care requirement – be it a need for prescription eyeglasses for
distance or nearsightedness, reading, vision correction, contact lenses or eye
protection. Titan Fast Track stores are equipped to fill prescriptions for single vision
lenses, progressive no line or bifocal lenses.

Tanishq

 Colours of Royalty

Colors of Royalty a range of exquisite studded jewelry, reminiscent of the magical

Victorian era. The collection is inspired by the classic design essence and sensibilities
found in the architecture, fashion, design, drapes and patterns of the Victorian period.

Aimed at : Those who are fashionable but love classical styles.

Zoya

It is simplicity along with magnificence. The magnificence of history interwoven with

linear contemporary; Secrets of the pharaohs masked with the mystery of the cosmos;
oriental art embellished with occidental architecture; nature's bounty matched with
man's ingenuity.

Aimed at : Extreme luxury market

Moham

The collection comprises designs, motifs inspired by nature that have been beautifully
crafted. Moham is a range of exclusive ruby studded jewelry that embodies the
auspiciousness the color red has in our lives.

Aimed at : Premium segment but relatively young women.

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Aria
Mysteries of love; Mysteries of passion; Mysteries of envy; Bewitching; Fascinating;
Enchanting; Hypnotizing; Sensuous; Captivating

Aimed at : Those who want to be fashionable as well as trendy.

Kundan and Polki

Influenced by the Mughal era Kundan work requires special craftsmanship and a myriad
of stages, each crafted by a different set of highly skilled karigars. Tanishq as a
revitaliser of traditions bring to life technologies and traditions through the exquisite
collection of Kundan and Polki( Uncut Diamonds)

Aimed at : Super Premium customers , who love the traditional

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 POSITIONING
TITAN PERSPECTIVE
 Titan initially pioneered the concept of "Gifting watches". The ads captured the essence of
gifting and along with the trendy music, easily caught the imagination of the market.
Customers who were fed up with ugly time machines welcomed the brand and Titan
had a dream run for many years. Titan then moved away from gifting. Titan was
positioning itself as a fashion accessory rather than a time keeping device. Titan also
found its persona in Mr. Aamir khan which provided the much needed edge to the
brand. Titan was careful in keeping the brand above the celebrity. The ads were fresh
and neatly executed. The idea was to make watches that would be seen as style and
fashion accessories rather than just utilitarian devices. The company decided to use
Aamir in brand and product communication on television and in the print and outdoor
media. Though, the vast distribution and service network of TIL had served as an
effective entry barrier in the 1990s, foreign brands were becoming increasingly popular
in the early 2000s, thanks to the paradigm shifts in the retail scenario and the growing
affluence of the Indian consumers.

And TIL found that it was not safe even at the bottom of the pyramid. The grey market
with cheap Chinese imports and the unorganized sector had cornered a sizable chunk
of the low-end market. The appointment of Aamir Khan as brand ambassador for
the Titan brand was seen as an attempt to broad base the appeal of the Titan brand.

 Titan also was pushing another strategy. Watches were perceived as a onetime buy and
consumers seldom owned multiple watches. So Titan pushed the concept of "Matching
Watches to Clothes" in the recent commercials. Since men are becoming more serious
customers of fashion accessories, this is strategy that is worth trying out. For Titan, even
if the concept fails, It has created the much needed freshness in the brand.

 Earlier Fastrack was targeted at 20-25 year olds and positioned along the line "Cool watches
from Titan". Then the company found out that the youth in the age group of 11-20
years account for 42% of watch buying in India. Based on this insight, the company
relaunched the brand lowering the target segment to 18-30 year olds with the baseline
“How many you have?". Again the strategy aimed at promoting the multiple watch
owning concepts. Fastrack also launched a range of fashion accessories like Sunglasses
trying to be a lifestyle brand.

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Positioning According to Product

 WATCHES

 Raga
“The slimmest watch in the universe”
All good things are packaged small. Or we can say they are packaged slim. Titan presents
a large range of Titan Edge watches –the slimmest in the world. Clean –cut, elegant
designs that speak of who you are. Go ahead , choose a style that says so much with so
little. And you can see it is adding an edge to your persona.

 Orion
A unique range of watches inspired by the astral wonders of the universe. The
collection celebrates the intelligence and masculinity of today’s men.

 Octane
“Be speed, Be more”
A range of high octane sports watches personifying speed and power with multi-
functions, retrograde, analog-digital and chronograph.

 Nebula
Inspired by the noble metal. Titan presents a classic collection of stunning jewelry
watches-NEBULA. Crafted superbly from 18 karat solid gold and inlaid with precious
stones, each piece comes with a lifetime guarantee.

 Zoop
Titan presents Zoop- timepieces for young stars. Take your pick from floral, butterfly,
duckling, and base ball themed watches or go digital with features such as dual time,
countdown timer, 50 yr calendar, compass, stopwatch, alarm, EL backlight and more.

 WWF
Titan & WWF have joined hands to celebrate the beauty & behavior of six endangered
species with the launch of six new animal themed watches. A part of the proceeds from
every watch sale is contributed to WWF towards the preservation of these animal.

 Raga
“Unveil the real you, Be more”
The magic of ornate motifs and blushing enamel casts a spell on you. From intricate dials
glowing with inner radiance, to delicate bracelets that flow around you in familiar
embrace. The essence of woman, Revealed at last.

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 FAST TRACK

 Titan Fast track is positioned as an essential thing for the trendy youth of today. With its
special offerings it is really serving the urban youth. Its strongest offerings are
availability and affordability.

 Titan Eye+ of Titan Industries offers sunglasses under its Fastrack brand. Prescription
eyewear such as lenses and contact lenses is also part of the range. Titan Eye+ offers
frames, sunglasses, and accessories of Titan Industries’ in-house brands as well as other
premium brands.

 Fast track was spun of as independent brand of watches targeting the urban youth In
2005. Since then it has carved a niche for itself with designs that were refreshingly
different and affordable. During that time, Fastrack also extended its footprint into eye
gear and in the last 4 years has quickly notched up the title of being the largest sunglass
brand in the country.

 Fastrack has now chartered into newer categories – bags, belts, wallets and wrist bands
– as part of its vision to become a complete fashion brand for the youth. With enough
categories to fill up one cool store, Fastrack has ‘moved on’ to open its own stores for its
young consumers. The store is positioned as a complete accessories destination with all
Fastrack gear under one roof.

 Titan Fast Track provides an impressive range of stylish and contemporary eyewear,
through exclusive optical outlets. Currently, Titan Fast Track boasts 70 stores across 41
cities. Titan Fast Track heralded standardisation by benchmarking with the world’s best,
in sync with the TATA principles of quality and trust. Sales counters now offer products
and services of international quality standards coupled with transparency in pricing,
style, and upbeat designs.

Tanishq
 Colours of Royalty :
Coloured jewelry corrected the impression of tanishq having only modern design

 Aarka:
Positioned thanishq as high fashion 22 karrat gold collection

 Fashion earrings:
A collection of studded jewelry , an attempt to move tanishq from being a
traditional studded collection.

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 Brand Positioning of Tanishq
Promise of purity and a unique experience. Design and retail innovation have been the
hallmark of tanishq all these years.

 Promise of purity and unique experience

o Design and retail innovation have been the hallmark of tannishq all these years
o First and only jeweler to guarantees the purity of its gold jewelry and certifies
the quality of its diamonds and coloured gems in writing.
 Trust
o It has established itself as a highly ethical player in a market that was rated as
having the highest incidents of under karatage (bis)
o They even have gold meters where one can check the purity of the gold.

 Luxury
o Tanishq also has been positioned as a branded jewelry of luxury rather than
commodity. It moves jewelry beyond investments to the fashion and adornment
sector.
o Superionr Product
o In order to compete with the regional players tanishq introduced the concept of
‘consistency in delivering promise’
o Tanishq is known for its ability to develop specialized design collection
o It is the only jewelers that houses a full fledged design studio with a team of
several international award winning Indian designers.
o Offer a totally new perspective to jewelry buying especially when it comes to
exquisite oriental jewelry.

BCG MATRIX
It is used to identify how corporate cash resources can best be used to maximize a
company’s future growth and profitability

Fast Track Xylus

STAR
Steel
? Edge

COW Sonata Flora DOG

Raga Heritage
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 A. Stars
For titan the star is undoubtedly the fast track. Since titan is promoting Fast
Track than any other product and it gives high revenue in return the star is Fast
Track.

B. Cow
Sonata was a star of yesterday. Today without spending much on sonata they are
getting high profits from sonata( Sonata is the most selling watch in india)

C. Question
These can be the stars, cow or dogs. Here the Edge and Xylus were launched
recently and the company is spending good amount of money in these products.
But it is too young to predict the future.

D. Dog
Though titan is not having any product as dog, these two products are
comparatively less in sales. And Business is situated at a declining stage.

Ansoff’s Product Market Expansion Grid

Current Products New Products

Sonata, Fast Track Orion, Automatic
Current Market

Though Sonata is the No 1 selling watch Though Titan has many brands in this
brand in India, still there remains a huge segment, titan is keep on bringing new
potential market. They can go much deeper products like Orion and Automatic to bring
into the market variety to the market.

Edge WWF
This is one of the best products of Titan, as This new brand is the result of titans
New Market

it holds the world record for the slimmest diversification strategy. They are trying to
watch. So this product can be used in other tap the new market with this new product.
countries to attract the new market.

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