ASSESSING THE OPPORTUNITY

OF LAUNCHING A PREMIUM
BRAND OF WATCH FROM TITAN
 BACKGROUND
SONATA TITAN

PREMIUM BRAND FROM HOUSE

OF TITAN

• CAPTURE POTENTIAL MARKET

 MARKETING OBJECTIVES

• DOES A PREMIUM BRAND FROM TITAN HAVE

RELEVANCE ?

• AMONGST WHOM?
• WITH WHAT KIND OF A BRAND OFFER ?

NAME PRODUCT NEED

SATISFIED

WHAT WOULD BE THE RELATIONSHIP

BETWEEN TITAN AND XXX
 RESEARCH OBJECTIVES

• TO UNDERSTAND VALUES OF PREMIUM WATCH

IN TERMS OF PRODUCT AND IMAGERY AND
NEEDS THAT THEY SATISFY

• HOW DO CONSUMERS INTERACT WITH VARIOUS

BRANDS (FOREIGN / INDIAN)

• FIT OF A BRAND OFFER FROM TITAN WITH

PREMIUM WATCH VALUES AND BENEFITS.

• EVALUATION OF CONCEPTS
 RESEARCH DESIGN

RESEARCH TOOL •FOCUS GROUP DISCUSSION

TARGET PROFILE •MEN / WOMEN

•SEC A1 / A2
•AGE 25 - 45 yrs
•MHI Rs 25,000 +
•BUSINESSMAN / SEP / CORPORATES
•WIVES OF MALE CORPORATES
•WORKING WOMEN
•REGULAR USERS OF PREMUIM BRANDS
IN OTHER CATEGORIES
•MIX OF IMPORTED AND NON
IMPORTED WATCH OWNERS (DEL, CHE)
RESEARCH CENTRES •MUMBAI
•DELHI
•CHENNAI
 SAMPLE DESIGN
MEN WOMEN

CENTRES BUSINESS CORPORATES WORKING WIVES OF

MAN / SEP CORPORATES

25-35 36-50 25-35 36-50 25-35 36-50 25-35 36-50

MUMBAI 1 1 1

CHENNAI 1 1

DELHI 1 1

TOTAL 1 1 1 1 1 1 1

4 3
ATTITUDES TO WATCH
 WHAT IS DRESSING UP
 Related to occasion
 Should match the mood/environment
 Most important for IMP. MEETINGSs/parties (Men)
 Most important for parties / kitty parties / outings (Women)
 Latest/Trendy () /Fashionable
 What suits you, need not be the latest, but should be
fashionable
 Formal at work
 Casual with friends
 Funky at pubs/discotheques (Younger)
 Right clothes
 Right accessories/Right watches (Designer watches for
imported owners)
 Matching (Clothes/Shoes/ Jewellery/Watch/Accessories)
 WATCH IMPORTANT PART OF DRESSING UP
 RIGHT TYPE OF WATCH FOR THE NON

IMPORTED OWNERS

 BRAND NAME NOT SO CRITICAL?

 DESIGNER (BRAND NAMES) WATCHES FOR

THE IMPORTED OWNERS

 'RIGHT BRANDS' AND THE 'NOT SO RIGHT

BRANDS'
 ACCESSORIES: GENDER
MEN
 Most often spoken in the
context of work
 Accessories and also most clothes
bought for office and then extended
for other occasions
 Some clothes and shoes bought for
occasion specific usage
 Change clothes, shoes, belt depending
on occasions
 Same not true for watch
 Office watch doubles up for other
occasions too
"We don't always change the watch,
the same watch we wear for different
occasions"
 Imported brand owners the exception
WOMEN
 Clothes and accessories
bought for occasion specific
usage
 Parties and regular occasions
 Change clothes and accessories
based on occasions
 For some,a different watch for
parties
 Imported watch owners exhibit
preference for different
brands / look based on occasions
ACCESSORY - HIERARCHY: TO BE
WELL DRESSED

MEN WOMEN

Shoes
Ties Jewellery

Watches
Bags/Shoes
Pen / Belt
Watches
Mobile Phone

Wallet / Socks Sunglasses

 THAT WHICH IS FIRST NOTICED
 WATCHES HIGHER FOR MEN THAN
WOMEN

• ONLY OTHER VISIBLE ACCESSORY

 THE RIGHT WATCH CRUCIAL

 PERCEIVED IMPORTANCE OF A WATCH

NON IMPORTED IMPORTED

• It is an accessory
• Like all other accessories…it
MORE WOMEN MEN, SOME needs to match the dress
THAN MEN WOMEN • Sometimes when I'm in a good
mood, I wear this watch
• It is an accessory • I have a favourite watch…it makes
• For marriages we change me feel good
• Just for seeing time our watch…fits with • Some brands have status…people
• It is not a jewellery… clothes, other jewellery know you are wearing a Rado, or
• You can also go to • One regular wear watch, Omega
parties without a watch one for mariages…this is • There are ordinary watches and
• This watch suffices for gold plated then there are fashionable
all occasions • The expensive watch gives watches…
• Will buy another watch status • Good brands have great designs…
if required • Shows your personality uncommon styles
• More than Rs.5000 is very • Generates enquiries
expensive • Reflects your personality
Party Stops
wear() working
 NON IMPORTED IMPORTED

 FUNCTIONAL…'THE  ACCESSORY  MORE INVOLVED

TIME KEEPER'
 BOTH STATUS AND
 NO OTHER ORDINARY, SPECIAL EMOTIIONAL NEEDS
BENEFIT EVERYDAY OCCASIONS SATISFIED
ATTRIBUTED
 BRAND NAME IMPORTANT
PERSONAL EGO
 WILL ALMOST  PRICE SUBSUMED IN THE
STATEMENT BENEFITS
NEVER BUY A BRAND NAME
OF STATUS
SECOND WATCH
 FASHIONABLE / STYLING
PRICE MORE IMPORTANT IN CHOICE OF
IMPORTANT A BRAND
THAN BRAND

 ALL HAVE A PRICE THRESHOLD

THEREFORE ...CONSUMER AND WATCH

DIFFERENCE IN ATTITUDES AND INVOLVEMENT

EXHIBITED BY IMPORTED AND NON IMPORTED
WATCH OWNERS
ROLE OF
THE WATCH
IN THEIR LIVES

EXPECTATIONS RELEVANCE OF RELEVANCE OF

FROM A PREMIUM A PREMIUM A PREMIUM
WATCH WATCH WATCH FROM
TITAN
 CONSUMER CHARACTERISTICS
IMPORTED BRAND
OWNERS
• Multiple owners and multiplicity
is intentional, differentiated and
with a purpose
• Different types of watch
• Expensive watch : Foreign watch
• Premium watch mostly bought by
self
• Rado, Gucci, Omega, Rolex, Cartier,
Esprit
• Price range:>Rs.5000;mostly>Rs 10000
• Also owns Titan
• Price range : Rs. 2000-Rs.5000
• Seiko, Casio, Citizen
• More knowledgeable about foreign
brands
NON IMPORTED BRAND
OWNERS
• Multiple owners but multiplicity
is limited and accidental
• Bought one and been gifted
the other
• Mostly Titan owners
• Seiko, Casio, HMT, Citizen,
Maxima
• Price range : Rs. 1000 - 3500
Rs. 5000
WATCH AND OCCASIONS
 WATCH WEAR OCCASIONS

• Disco
• Imp. Meetings • Pubs
• Formal parties

• Marriages • Shopping
• Social functions • Day to day
• Festivals • Office

Casual/Fun
Occasions
Special Occasions Regular Occasions
SPECIAL OCCASIONS
IMPORTANCE OF WATCH ...
(Imp. Meetings / Formal parties)
MEN WOMEN

DRESS DRESS
WATCH
SHOE SOBER
Jewelry
WATCH
PERFUME
MOBILE
MAKEUP
HAIR
PERFUME
PEN (IMP. MEETINGS) HAND BAG
BELT / WALLET WATCH (FORMAL PARTIES)

SHOES
WATCH ESSENTIAL TO PROVIDE
A FORMAL LOOK
 OCCASION DIMENSIONS

IED TH
SF AS E L
ATI • Professional look • Sober SO OO
S • Fit in with the crowd • Leather strap / Steel strap CI K
EDS • To be taken seriously • White / off white / matt gold
AT
ED
E
N • Classy dial
• Roman numerals
• Usually round shape
• Gold rimmed
• Decorative / Jewelry (Women)

• My best watch (Non imported owners)

• Rado / Omega • Imported watch (Formal parties)
• Rolex • Expensive watch
• Expensive Titan watch • Titan (< Rs.5000)
W
HA
T ED W
T
A
OCI OR
S N
AS
NDS
A
BR
• PREMIUM TITAN WATCH CAN
WELL FULFILL THIS NEED,
FOR BOTH SETS OF OWNERS

• NEED SATISFIED : APPEAR CLASSY

• CURRENTLY AVAILABLE RANGE FROM

TITAN FITS WELL
IMPORTANCE OF WATCH ...
(Marriage / Festivals/Social functions)
MEN WOMEN

DRESS DRESS
WATCH
SHOE JEWELRY
NO
PERFUME WATCH
MOBILE
WATCH
MAKEUP
HAIR
PERFUME
BELT HAND BAG
JEWELRY (OLDER MEN)

SHOES
WATCH
WATCH AS A JEWELRY ITEM
 OCCASION DIMENSIONS

IED TH
SF AS E L
ATI • Show • Gold watches SO OO
S • Completes dress • Chunky (Men) CI K
EDS • Well dressed / Looking good • Studded (Women)
AT
ED
E
N • Status • Intricate design/ Like bangle /
• Right look Fragile look (Women)
• Silver plated (Women)
• Should look exclusive / showy

• Rado / Omega • Right look watch

• Rolex / Citizen • Expensive looking
• Tanishq • Titan ( ) (Non imported owners)
• Same as Imp. Meetings watch (Men)
W
• Tanishq (Some women) HA
ED • Omega / Rolex / Cartier
T
AT W
OCI OR
S N
AS
NDS
A
BR
• INVOLVEMENT LEVEL VERY HIGH FOR THESE OCCASIONS
• TO LOOK GOOD AND IMPRESS THE MAIN DRIVERS

• BRAND SATISFIES EGO BENEFITS (  AMONG IMPORTED

OWNERS)
• SPECIAL OCCASIONS = SPECIAL WATCH

NON IMPORTED IMPORTED

OWNERS OWNERS
• DESIGNER WATCHES
• RIGHT LOOK • BRAND NAME IMPORTANT
MORE IMPORTANT (STATUS)
THAN THE BRAND • BRAND NAMES WITH
• IMP. MEETINGS HERITAGE
WATCH FOR MEN

TITAN'S CURRENT •TITAN'S CURRENT

OFFERING RELEVANT OFFERING NOT RELEVANT
CASUAL OCCASIONS
 IMPORTANCE OF WATCH ...
Discos, Pubs
MEN WOMEN

CLOTHES CLOTHES

SHOE MAKEUP
MOBILE HAIR
WATCH PERFUME
SHOE

PERFUME WATCH

BELTS / JEWELLERY HANDBAGS

 OCCASION DIMENSIONS

IED TH
SF AS E L
ATI • Sporty / Trendy SO OO
S • Trendy CI K
• Colourful / Classy
EDS • Youthful AT
ED
E • Different / Unique • Unique
N
• Relaxed • Metal / Plastic
• Cast on impression • Chunky
• Features

• Timex • What wear to office

• Swatch • Timex (Expensive / sporty)
• Casio • Swatch
• Esprit • Gucci W
• Gucci HA
T ED W
T
A
OCI OR
S N
AS
NDS
A
BR
• INVOLVEMENT LEVELS HIGH ONLY FOR SOME
• FASHION AND TRENDINESS THE DRIVERS
• WATCH TO MATCH MOOD OF CASUALNESS

• TITAN NOT SEEN TO BE RELEVANT

• WHEN WORN, PERFORMS THE ROLE OF
COMPLETING DRESS, RATHER THAN IMPARTING
TRENDINESS
• IMPORTED, BUT NOT VERY EXPENSIVE WATCHES
HELPS MAKE FASHION STATEMENT
• IMPORTED BRANDS NEED NOT HAVE A LINEAGE

• A 'FOREIGN' SOUNDING SUB BRAND?

REGULAR OCCASIONS
 IMPORTANCE OF WATCH ...
Shopping / Outing with family, friends
MEN WOMEN

CLOTHES CLOTHES

SHOE
MOBILE HAIR
WATCH () PERFUME
(MULTIPLE Jewelry (CHENNAI)
WATCH OWNER)

PERFUME WATCH
WATCH () HANDBAG
SHOES

BELTS / WALLET Jewelry (MUMBAI)

 OCCASION DIMENSIONS

IED TH
SF AS E L
ATI • Functional () • Sporty / Trendy SO OO
S CI K
"To see time" • Colourful / Classy
EDS AT
ED
E • Fashionable () (Imported brand • Unique
N
owners) • Metal / Plastic
• Chunky
• Features • The day to day /
office watch

• Timex • Any watch / my daily watch (most)

• Titan leather belt • Inexpensive watch
• Maxima • Titan
• Casio • Casio
• Esprit ()
W
• Esprit() HA
T ED W
T
A
OCI OR
S N
AS
NDS
A
BR
• INVOLVEMENT LEVEL VERY LOW

• ANY WATCH (SIMPLE) WILL DO

• CASUAL OCCASION = TRENDY WATCH (A FEW)

= REGULAR WATCH (MOST)

• REGULAR WATCH = INEXPENSIVE WATCH

• TITAN'S CURRENT OFFERING RELEVANT

IMPORTANCE OF WATCH ...
OFFICE USE / DAY TO DAY
MEN WOMEN

DRESS DRESS

SHOE HANDBAG
BAG (OFFICE) HAIR
MOBILE PERFUME /
WATCH DEODRANT
WATCH (OFFICE)

PERFUME (MEN) SHOE

WATCH WATCH
 OCCASION DIMENSIONS

IED TH
SF AS E L
ATI SO OO
S • Functional (to see time) CI K
• “No gold watches to work..”
EDS • Look decent
AT
ED
E • Leather belt /Steel belt
N • Presentable • Not very glossy
• Dress code • Sober
• Ordinary
• "Can aslo be digital"

• Titan leather belt • Titan

• HMT • HMT
• Casio • Casio
• Citizen • Citizen W
HA
T ED W
T
A
OCI OR
S N
AS
NDS
A
BR
• LOW INVOLVEMENT LEVELS, ALMOST HABITUAL

• NEEDS VERY FUNCTIONAL IN NATURE

• OFFICE / REGULAR OCASIONS= REGULAR WATCH

• REGULAR WATCH = INEXPENSIVE WATCH

• CURENT OFFERING FROM TITAN RELEVANT

 THEREFORE ….
• DIFFERENT OCCASIONS, DIFFERENT TYPE OF
WATCH ASSOCIATIONS

• THREE BROAD OCCASION CLUSTERS WHERE

WATCH USAGE DIFFER
• SPECIAL OCCASIONS
• CASUAL OCCASIONS
• REGULAR / OFFICE

•SPECIAL OCCASION WATCH

= IMPORTED WATCH
= EXPENSIVE WATCH

• CASUAL OCCASION / OFFICE

= INEXPENSIVE WATCH
= TRENDY WATCH
 WATCH PURCHASE

DAY TO DAY CASUAL GIFTING

• Budget fixed
• Budget fixed • Multibrand outlet • Budget fixed
• Multibrand outlet • Evaluate looks • Titan outlet
• Evaluate looks • Select brand • Evaluate looks
• Select brand EXPENSIVE • If imported, then • Select watch
NON IMPORTED shopping malls
• Budget fixed
• Multibrand outlet
• Titan outlet ()
• Evaluate looks

IMPORTED
• See and come
back later
• Mutibrand outlet
• Shopping mall
• Trips abroad
• Grey market
• May evaluate
looks
CONSUMER AND MARKET
 MARKET SEGMENTATION

PRICE ORIGIN
<2K, 2-5K, >5K, >10K

BRANDS

TYPE
(OCCASION)
Formal/Day to day/ Casual/
Jewellery
 MARKET SEGMENTATION … TYPES

FORMAL DAY TO CASUAL JEWELRY

T DAY
Y • Looks • Trendy look • Designer look
• Sober
P unimportant (Imported)
• Classy
E • Gold / Studded

B • Titan • Timex • Titan / Citizen

• Titan
R • Omega • Casio • Swatch • Tanishq
A • Rado • Seiko • Casio • Cartier
N • Rolex • HMT • Citizen Ecodrive • Rolex
D • Gucci • Omega

P • 1K - 2K • 1K - 3K • 3K - 5K if Indian
• 3K - 5K
R • <5-7K if • > 10K if
• >5K if imported
I imported imported
C
E TITAN SEEMS TO SPAN 1K - 5K PRICE POINTS
 SEGMENTATION BY ORIGIN OF
BRANDS

• FOREIGN • INDIAN

• JAPANESE • SWISS
 SWISS WATCHES

ASSOCIATIONS BRANDS

•Longevity
•Precision
•Irrepairable OMEGA
•Superior finish SWATCH
•Parts made of precious metal RADO
•Status, very premium ROLEX
•Durable RAYMOND WEIL
•Timeless/ resale value TAG HEUER
•Pride
•Heritage
• "I would wear a Rado/ Rolex with
pride even after 20 years.."
• "These brands are fashionable and
you can pass them to your children
too…"
 JAPANESE WATCHES
ASSOCIATIONS BRANDS

• Technology, Features
• Fashionable
• Movement watches
• Quartz
• Automatic SEIKO
• Maintenance CASIO
• Difficult to set right, if CITIZEN
spoilt
• Casual wear watches
• Trendy looks
• Affordable

• “I would choose a Japanese

watch for their technology”.
 INDIAN ORIGIN

ASSOCIATIONS BRANDS

•Rough & tough

•Traditional
•Economical TITAN
•Service TIMEX
•Guarantee HMT
MAXIMA
•“Given a choice,would prefer
an Indian watch over
imported for the guarantee TANISHQ
and service.” (Traditional and
expensive)
MARKET SEGMENTATION … PRICE <2K
• No differences by imported and non imported owners

DAY TO DAY CASUAL

• Familiarity • Familiarity
• Predictable • Spontaneity
VALUES • Solidity • Basic Technology
• No spontaneity • Free
• Trustworthy • No set norms
• Traditional
• Known brand name • Looks
EVALUATION • Branding (< 1K)
• Longevity
PARAMETERS • Known brand name

ROLE OF • Branding, to provide • Branding, to provide

reassurance of quality reassurance of quality
BRAND
• Titan
• Rasi -1500/-, • Timex
• HMT
• Casio
BRANDS • Citizen ladies
• Seiko traditional
MARKET SEGMENTATION …
PRICE <2K: RELEVANCE

DAY TO DAY CASUAL

• Extremely relevant • Relevant for some

• Provides functional benefits • The other watch

• For all other occasions apart
from office

TITAN THE UNANIMOUS CHOICE FOR

DAY TO DAY
MARKET SEGMENTATION … PRICE 2K - 5K
• Differences noticed by imported and non imported owners
NON IMPORTED OWNERS

DAY TO DAY /SPECIAL OCCASIONS CASUAL / TRENDY

• Trustworthy • Spontaneity
• Traditional • Status
VALUES • Status • Self expression
• Ambition • Free
• Maturity • Confidence • No set norms
• Premium • Discovery
• Power • New ideas

• Brand name
EVALUATION • Brand name (Longevity) • Looks
PARAMETERS • Looks • Longevity

ROLE OF • Brand name that is • Status

BRAND associated with quality • Fashionable
• Status (Price / looks)
•Rasi -3-5K • Timex
BRANDS • Titan •Sovereign - 3+, 2-5k • Citizen / Casio
•Celeste - 3-5K, • Imported brands
•Coral - 2-3K,
MARKET SEGMENTATION …
PRICE 2K - 5K : RELEVANCE

DAY TO DAY/ CASUAL

SPECIAL
• Extremely relevant • Not very relevant

• Provides status benefits • Limited occasions of usage

• Also for gifting • Discotheques/ Pubs once in a
while
• Office / Special occasion watch
more important

TITAN IN ITS CURRENT AVATAR

THE ONLY CHOICE
MARKET SEGMENTATION …PRICE 5K - 10K
• Differences noticed by imported and non imported owners

NON IMPORTED OWNERS IMPORTED OWNERS

SPECIAL OCCASIONS FORMAL / SPECIAL CASUAL

• Exclusivity • Spontaneity
• Competitive • Self driven
• Status
• Mind of his own
VALUES • Confidence • Self expression
• Traditional
• Free
• Fashionable • Celebration
• No set norms • Ambition
• Status (Imported brand)
• Maturity • New ideas
• Stand alone
• Power (High end range)
• Brand name (Longevity) • Brand name : Stature
EVALUATION • Material • Looks(Unique / Features)
PARAMETERS • Unique Looks / Exclusivity • Imported (Higher end)

ROLE OF • Brand name (Performance/ • Status

BRAND Longevity, as one time • Fashionable
investment)
• Tanishq • Tissot Nova-5K
BRANDS • Titan () • Omega/Rado Czar-7K
• Coral-5-10K traditional • Gucci Oasis - 5K+
• Celeste - 5-10K •Titan (Formal) Meridian - 5K+
 MARKET SEGMENTATION …
PRICE 5K - 10K: RELEVANCE

NON IMPORTED OWNERS IMPORTED OWNERS

• Low on relevance • Relevant

• Not for self • The fashionable watch

• Perhaps for gifting to
near relation

• RELEVANT ONLY TO IMPORTED WATCH OWNERS

• TITAN RELEVANT ONLY FOR OFFICE WEAR
• THE DOMAIN OF IMPORTED BRANDS START HERE
FOR BOTH FORMAL AND ESPECIALLY FOR THE
CASUAL RANGE
MARKET SEGMENTATION … PRICE 10K +

IMPORTED OWNERS

SOCIAL OCCASIONS

• Mind of his own

• Lineage
VALUES • Fashionable
• Crossing boundaries
• Status
• Celebration
• Maturity
• New ideas
• Power
• Dominance
• Brand name
EVALUATION • Looks
PARAMETERS • Designer

ROLE OF • Brand name that is

BRAND associated with status

• Cartier • Rado
BRANDS • Omega •Aurora - 10K+
• Rolex •Meridian - 10+
 MARKET SEGMENTATION …
PRICE 10K +: RELEVANCE

SOCIAL OCCASIONS

• Extremely relevant

• Provides status benefits

• Sets one apart

• TITAN DOES NOT FIT IN

• BRAND WITH A LINEAGE
• ONLY IMPORTED BRANDS
• LATEST DESIGNS / DESIGNER WATCHES
THEREFORE …THE
PREMIUM WATCH
 NON IMPORTED OWNERS IMPORTED OWNERS

• 5K and above • 7K + / 10K +

• Primarily ladies watch • Designer watches
• Gold and studded • Studded (15K / 20K +)
• Unique design • Watch brands with heritage
• Traditional look • For self
• For keeps • Status
• To be gifted to someone • Discerning
very special • Maturity
• Solidity • Confidence
• Trustworthy • Self expression
• Caring • Competition
• Harmony • Challenge
• Celebration • Drive
• Status • Anticipation
• Titan / Tanishq • Discovery
• Tanishq / Rado / Rolex / Omega

• BRAND NAME PROVIDES • BRAND NAME AS IMPORTANT

REASSURANCE AS LOOKS
• LOOKS GIVE STATUS • BRAND NAME GIVES STATUS
 Compass dimensionalizes Needs on
Two Axes…
INDIVIDUALITY
(What helps me to
satisfy my ego)
anticipate theworld that

(What helps me liberate

FREEDOM LIBERATE
(What helps me
surrounds me)

CONTROL

myself)
BELONGING TO A GROUP
(What helps me to belong)
 Individual SEL
VE F -EXP
DRI R ES
• Rebellion SIO
N
• One-upmanship • No need to connect
• Struggle • Restlessness
• Group disruption

EXP
E C

• No set patterns
EN

• Dominance

E
• Competition • Range of possibilities • Crossing boundaries

RIM
FID

• Fear • Challenge • Timelessness

• Power • No discipline
N

EN
• Pushiness • Confidence • Drive • Self Expression
CO

• Selfishness
•

TAT
Not youthful • Maturity • New ideas • Anticipation
• Solidity • No criticism
• Incompleteness
• No constraints

ION
• Making things happen • Discovery • Drifting
• Directness
Control • Ambition
• Experimentation

•
•
•
Stability
Planning
• Harmony
• Optimism • Open Freedom
Doing, not feeling • Security mindedness
• Celebration
• Predictability • Trust • Acceptance • Over indulgence
SE

• Confidence • No conflicts
• • Support • Freedom
No spontaneity •Intensity
CU

• Familiarity
• Fraternity • Team Spirit • No sense of achievement
• Risk Averse • Risk reduction
R IT

• Empowerment • Intensity
• No variation • Endorsement • Togetherness N Y
Y

• Synergy • No direction O
RM
•Narrow minded ness
•Seclusion HA
•No spontaneity • Clashes / Fights
•Constraints • Low responsibility
• Compromise • No originality
SUP
PO • Strive to impress
RT NCE
TA
Group ACCEP
 Individual SEL
VE F -EXP
DRI R ES
SIO
N

EXP
E C

• Range of possibilities
EN

• Dominance

E
• Competition • Timelessness

RIM
FID

• Power • Challenge • Self Expression

N

EN
• Confidence • Drive • New ideas
CO

TAT
• Maturity • Anticipation
• Solidity • Discovery

ION
• Making things happen • Experimentation

Control • Ambition
•
•
Stability
Planning
• Harmony
• Celebration
Freedom
• Security
• Trust
SE

• Confidence
• Togetherness
CU

• Risk reduction
• Endorsement • Synergy
R IT

N Y
Y

RMO
HA

Non Imported
owners SUP
POR NCE
T TA
Imported Group ACCEP
owners
PREMIUM WATCH :VALUES
• NON IMPORTED • SECURITY VALUES
OWNERS • GROUP VALUES

WHAT THE BRAND

SHOULD ADDRESS

• IMPORTED OWNERS • SELF EXPRESSION

• EXPERIMENTATION
• DRIVE
• INDIVIDUALITY

WHAT THE BRAND

SHOULD ADDRESS
CONSUMER AND TITAN
 CONTEXT MAPPING … NON IMPORTED
OWNERS
Modern
 Cartier
 Rolex
Timex  Rado
 Raymond Weil
 Titan
Titan Gucci
 10+/20K
 Omega
Seiko

Everyday Special

Tanishq
 Rado
Omega
 HMT/ Citizen Rolex

Traditional

• SPANS EVERYDAY - SPECIAL DEPENDING ON

PRICE RANGE
 CONTEXT MAPPING … IMPORTED OWNERS
Modern
 Cartier
 Rolex
Timex  Rado
 Raymond Weil

 Gucci
 Omega
Seiko

Titan
 Titan
Everyday 10+/20K Special

Tanishq
 Rado
Omega
 HMT/ Citizen Rolex

Traditional

• NOT VERY MODERN FOR IMPORTED OWNERS

 TITAN WATCH : NON IMPORTED
WATCH OWNERS
Pro
duc
ns t per
ti o cep
c ia • Quality stuff t io
s so • Modern • Reputed brand
ns
A • Also traditional • Gold / silver / white/
• Reliable leather belt… blue, maroon,
• Trusted brown, purple
• Reputed • Rough and tough
• Indian • VFM
• Shows status (higher range)

• For daily use

• Very good for gifting
• Can wear anywhere

Usage
TITAN …CORE VALUES
Gifting

Status

Stylish

• Gold
• Trustworthy

Modern
• CORE VALUES MATCH PREMIUM WATCH VALUES
• FOR NON IMPORTED OWNERS, PREMIUM RANGE
FROM TITAN CAN EXIST UNDER MOTHER BRAND
NAME
• HOWEVER, NONE FIND THE RANGE ABOVE 5K
RELEVANT
 TITAN … IDENTITY PRISM
 PICTURE OF
SENDER (BRAND)
A ND E PER BRAN
BR IQU SO D
YS
• Metal •Trustworthy NA
P H • Gold •Modern LIT
• Sleek •Well mannered, classy Y
• Respected
• Style • Matured, successful
• Jingle • Warm

RELATIONS • Close friend • Heritage / Tradition

• Yet modern outlook CULTURE

• Upper middle • Modern

class • Wear 'good'
• Doing well in life brands
REF SELF GE
• Matured
LEC ’S A
TIO F IM
L
N SE
PICTURE OF RECIPIENT
(BRAND USER)
• HIGH EMPATHY WITH BRAND

• "PREMIUM WATCH WILL NEVER LET ME DOWN"

• NOT VERY ASPIRATIONAL
• MODERN, BUT NOT TRENDY
 TITAN WATCH : IMPORTED WATCH
OWNERS P ro
du
n s c t
tio pe
cia
• Gold plating comes off
o
• Mass rc
s • Good quality • Other types from Titan are ep
As • Gold very reliable tio
• Traditional • Other (imported) options availale ns
• Indian at affordable range from Rs 5,000 +
• Not exclusive • Jewelry watches are good, but
•Every one wears a Titan Tanishq better
• Limited range
• Designs not trendy

• Meant for office wear

• Have & use other (imported)
watches for other occasions when need
to make an impression

Usage
• RELEVANT BELOW Rs. 5000
• JEWELRY WATCHES / FORMAL WATCHES
AT HIGHER RANGE SOMEWHAT RELEVANT
 TITAN …CORE VALUES

Gifting

Lack of styles

• Gold
• Indian
• VFM

Reliability

• TRADITIONAL
• NOT VERY EXCITING
• CORE VALUES DO NOT GEL WITH PREMIUM
WATCH VALUES
 TITAN … IDENTITY PRISM
 PICTURE OF
SENDER (BRAND)
A ND E PER BRAN
BR IQU SO D
YS
• Metal •Trustworthy NA
P H • Gold •Well mannered LIT
• Variation in •Respected Y
product quality • Matured
• Warm
• Jingle • Middle class

RELATIONS • Close friend • Heritage / Tradition

CULTURE

• Executive
• Wearing a good
• Well dressed
brand
REF SELF GE
LEC ’S A
TIO F IM
L
N SE
PICTURE OF RECIPIENT
(BRAND USER)
• HIGH EMPATHY WITH BRAND

• EXTREMELY USEFUL IN DAY TO DAY WEAR

• NO STATUS CUES, LET ALONE SELF EXPRESSION
OR INDIVIDUALITY

NOT RELEVANT IN THE PREMIUM SEGMENT

 Individual TITAN :VALUES
SEL
VE F -EXP
DRI R ES
SIO
N

EXP
E C
EN

E
RIM
FID

• Timelessness
• Confidence (High end) (Jewelry)
N

EN
• Maturity
CO

TAT
• Solidity
• Ambition (High end)

ION
Control
•
•
•
Stability
Planning
• Harmony
• Celebration
Freedom
Doing, not feeling • Security
• Predictability • Trust • Acceptance
SE

• Confidence
• • Support • Togetherness
No spontaneity
CU

• • Fraternity • Synergy
Familiarity
• Risk Averse
R IT

• No variation N Y
Y

RMO
HA

Non Imported
owners SUP
POR NCE
T TA
Imported
Group ACCEP
owners
Both
• NOT IN SYNC WITH PREMIUM
WATCH VALUES AS REQUIRED BY
THE IMPORTED OWNER
• TIES UP WITH PREMIUM WATCH
VALUES AS ASSOCIATED BY NON
IMPORTED OWNERS
REACTIONS TO THE CONCEPTS
4 CONCEPTS TESTED

– Indian Roots

– Italian Fashion

– Social Cause

– Heirloom
CONCEPT 1 : INDIAN ROOTS
 Pr
s od
ion uc
at t
o c ex
s c
As • “Good idea” • Traditional watches ep
tio
• “This is number 1”
• “Value for money”
ns
• “Since its gold & diamonds it • Rs 5K - 10K for most
should be 10k +..” • May not be
• Totally Indian” – Fashionable
• “Be Indian buy Indian” – Trendy
• “Indian & traditional” – Technologically superior
• “Shows importance of being
an Indian”

EVOKES HIGH EMPATHY

• Awakens the national spirit

• Speaks to and about the

“Indian in me”

Relevance
CONCEPT 2 : ITALIAN FASHION
 Pr
od
n S uc
ti o te
cia xp
As so ec
• “Seems like a good ad” t at
• “Its difficult to understand”() ion
Delhi 25 - 35 yrs
• Should cost Rs 5K - 7K()
• “Seems to be designer stuff…
• Expensive
could be expensive”
• Designer (Non imported)
- Non-imported watch owner Delhi
• Could be trendy (Imported owners)
• “Swiss watches are different they
• Modern (Italian)
have good designer watches”
(Imported owners)
• “Italy is for clothing, Swiss is for
watches(most)
• “Shows that Italians are designing
Indian stuff"

EVOKES MIXED REACTIONS

• Italian design, not much interest generated

Relevance
CONCEPT 3 : SOCIAL CAUSE
 Pr
od
uc
n s t ex
ia tio p ec
c ta
sso tio
A • “This is only a marketing funda” • Does not say much n
• “Why should I buy a watch to about product
contribute to charity”. • Don’t know what to
•Its for a noble cause.” expect
•If Titan claims something like this
we would believe it.”

EVOKES MILD EMPATHY

• Don’t need to buy a

a watch to contribute to
a noble cause
• If want to, will do myself

Relevance
CONCEPT 4 : HEIRLOOM
 Pro
duc
n s t exp
ti o • Exclusive
o c ia ec tat
Ass • “Will
• Hand crafted
work better as a marriage • High quality fabrication io n
gift…touching… emotional” therefore product will last
• “Talking about my daughter”. for generation
•Its a woman’s watch.” • Traditional
•Correct investment.” 
•Can pass it down the line • More of a Jewel
...from mother to daughter • About Rs. 12K to 25K
•“It’s a precious gift.”
•“More than 10K.” • Don’t know what to
expect

EVOKES STRONG EMPATHY • Ideal for gifting

My daughter when she gets married

• Sentimental

A family antique to be passed

down the ages.

Relevance
• HEIRLOOM : WHAT NON IMPORTED OWNERS
EXPECT THE PREMIUM WATCH TO BE
• JEWELLERY / FOR SOMEONE CLOSE

+
• SPECIAL OCCASION WATCH FOR BOTH SEGMENTS
THEREFORE… THE WAY
FORWARD
 THE MARKET

<5K 5K-10K
10K+
• FORMAL OCCASIONS • SPECIAL OCCASIONS • CASUAL OCCASIONS
• SPECIAL OCCASIONS
• OFFICE WEAR • IMP. MEETINGS • DISCOS/PUBS
• CLASSY
• DAY TO DAY • SOCIAL OCCASIONS • CASUAL GET
• STATUS
• SOBER/FORMAL/ • CLASSY TOGETHERS

GOOD LOOKS WATCH • JEWELRY (WOMEN) • TRENDY WATCH

TITAN’S CURRENT • TITAN PRESENT • TITAN NOT DESIRED • IMPORTED

RANGE ADDRESSES • BUT TITAN VALUES • IMPORTED BRANDS • HERITAGE/ LINEAGE
NEEDS EXTREMELY NOT COMPLETELY IN • BUT HERITAGE/ LINEAGE A NECESSARY
WELL SYNC WITH BENEFITS OF BRAND NOT A NEED CONDITION
SOUGHT
 THE MARKET AND CONSUMERS

<5K 5K-10K
10K+
SPECIAL CASUAL
OCCASIONS OCCASIONS

RELEVANT • RELEVANT TO • RELEVANT TO ONLY • RELEVANT TO

TO ALL IMPORTED OWNERS IMPORTED OWNERS ONLY IMPORTED
OWNERS
• RELEVANT TO
SOME NON-IMPORTED
OWNERS

TITAN’S • TITAN NOT

DOMAIN ???? ACCEPTABLE
• UNKNOWN
BRAND NOT
ACCEPTABLE
VALUES… 5K - 10K WATCH…
SPECIAL OCCASION
 Individual SEL
VE F -EXP
DRI R ES
SIO
N
• One-upmanship

EXP
E C

• Range of possibilities
EN

• Dominance

E
• Competition • Crossing boundaries

RIM
FID

• Power • Challenge • Self Expression

N

EN
• Confidence • Drive
CO

• New ideas

TAT
• Maturity • Anticipation
• Solidity • No constraints

ION
• Making things happen • Discovery
• Directness
Control • Ambition
• Experimentation

• Stability Freedom
• Trust
SE

• Risk Averse • Endorsement

CU
R IT

N Y
Y

RMO
HA

SUP
POR NCE
T TA
Group ACCEP
• DOES NOT MATCH COMPLETELY WITH

MOTHER BRAND VALUES

• A SUB BRAND FROM TITAN

LOUIS PHILIPPE OF WATCHES

VALUES… 5K - 10K… CASUAL
OCCASIONS
 Individual SEL
VE F -EXP
DRI R ES
SIO
N

EXP
E C

• No set patterns
EN

• Challenge

E
• Range of possibilities

RIM
• Drive
FID

• Timelessness • Crossing boundaries

N

EN
• Self Expression
CO

TAT
• Confidence • New ideas • Anticipation
• Making things happen • No criticism • No constraints

ION
• Directness • Discovery
• Ambition • Experimentation
Control Freedom
• Freedom
SE

• Togetherness
CU
R IT

N Y
Y

RMO
HA

SUP
POR NCE
T TA
Group ACCEP
• NO FIT WITH TITAN
• FOREIGN BRANDING MUST

TRENDINESS STYLING STATUS SELF EXPRESSION

• NEW BRAND NAME (FOREIGN)

• PROMOTED AS A FOREIGN BRAND
• NOW OR AT A LATER STAGE… MARKETED
BY TITAN ?
THEREFORE, THE TWO OFFERS
 FORMAL WATCH CASUAL WATCH

IMPORTED IMPORTED
FOR WHOM NON IMPORTED

• IMP. MEETINGS • CASUAL OUTINGS

OCCASIONS • IMP. MEETINGS • DISCOS / PUBS
• SOCIAL FUNCTIONS • SOCIAL FUNCTIONS() • PARTIE, BUT NOT
MARRIAGES
• FORMAL • FORMAL • TRENDY
LOOK • CLASSY • CLASSY • NEW DESIGNS
• EXPENSIVE • EXPENSIVE • FEATURES

• SELF EXPRESSION
• CONFIDENCE • CONFIDENCE • EXPERIMENTATION
VALUES • DRIVE • DRIVE • FREEDOM
• SELF EXPRESSION • SELF EXPRESSION • CONFIDENCE
• EXPERIMENTATION • DRIVE
• FOREIGN

BRAND NAME • TITAN • SUB BRAND • DIFFERENT BRAND

• SUB BRAND FROM TITAN • FOREIGN NAME
FROM TITAN
• DISSOCIATED FROM
RELATIONSHIP • FROM TITAN • FROM TITAN TITAN
WITH TITAN
THAT'S ALL FOR NOW !!!