Submitted To :

Dr. Ashish B. Mahera

Assistant Professor & Head
Department of Marketing Management
Marketing Plan On
Titan Raga Watch
 Marketing Objectives
• Luxury brand retailer Titan Company has launched new
measures with the aim of attracting and retaining a more diverse
employee base as it aims to bring more women into its
workforce.
• Titan Company has made all of its policies gender-neutral to
increase equality, especially forts policies related to childbirth
and parenting, ET Bureau reported.
• The business aims to achieve an employee base which is 50%
women, up from its current rate of 25.5%.
 Market Segmentation and Targeting
• As previously said, Titan has about 11 brands along with rights to selling a few
popular international brands like Tommy Hilfiger, Lee Cooper etc.
Target Market and Segmentation of Titan Watches
Brands Target Audience
Zoop Kids
Fastrack Millennials , Teenagers
Sonata , SF General Customers
Titan Millennials and above
Raga Female Audiences
Favre-Leuba, Xylyx ,Nebula Luxury Customers

• As you can see from the above table, Titan Company Limited has a well-curated brand
portfolio that reaches various age demographics.
• Now that we know about the target market and segmentation of Titan’s watches, let us go
through Titan’s 4Ps of the marketing mix in the coming section.
• Titan Watches are positioned as high fashion wear rather than just utility
products ·
• Due to the changing lifestyle, users tend to prefer multiple watches

• Titan Raga Watch launched to appeal to sophisticated women, it was

embellished with striking symbolism from Indian culture.
• Raga by Titan today launches a digital campaign “Proud to be Me”, that
celebrates the spirit of self-expression and inclusivity in the society.
• Through this campaign , the brand talks about nurturing your relationship
with your own self and embracing who you really are.
EXHIBIT SHOWING THE CURRENT MODEL OF TITAN RAGA WATCH OWNED BY THE
RESPONDENTS
S.NO MODEL NUMBER OF PERCENTAGE
RESPONDENTS
1 ROSE GOLD 38 32
2 SILVER DIAL 40 33
3 MOTHER OF PEARL 26 22
4 BLUE DIAL 16 13
TOTAL 120 100

INTERPRETATION:
The above exhibit indicates that 32% of the respondents own rose gold in
Titan raga watch,33% of the respondents own silver dial in Titan raga
watch,22% of the respondents own mother of pearl in Titan raga watch and
13% of the respondents own blue dial in Titan raga watch.
 Marketing Mix of Titan Watches
• Marketing mix model is one of the most important elements of any successful business.
There are four important parameters in a marketing mix model – Product, Price, Place and
Promotion, which are also known as 4Ps.
• So let us go through Titan’s 4Ps of the marketing mix in the coming sections.

Product Strategy of Titan Watches

• Titan Company Limited has a beautifully designed product portfolio of watches that
caters to all demographics.
• Be it an iconic luxury wristwatch or a fitness tracker watch or a kid looking for Marvel’s
Avengers-themed watch, Titan has all kinds of watches to offer.
• Titan also has strong research and development (R&D) facilities through which comes
with the new technology of watches from time to time and thus making the life of the
customers easy.
Price Strategy of Titan Watches
• Titan has a huge range of products to offer but let’s face it, not everyone will
have the same requirement when it comes to purchasing the same.
• With this in mind, its pricing strategy ranges from Rs. 1,000 to Rs. 25,000.
• Titan’s pricing strategy is as per the strength of the products and services
offered.
• That is why we endeavour to offer the best value to our customers and strive to
bring them compelling products at reasonable prices.

Place Strategy of Titan Watches

• Titan has about 800 exclusive stores offering its watch products and is present
in more than 250 towns and cities in India.
• Furthermore, It has not restricted itself just to its own stores.
• It has partnered with various distributors and uses an omnichannel distribution
approach and distributes its products through multi-brand outlets (MBOs), large
format departmental stores and e-commerce websites.
Promotion Strategy of Titan Watches
• Titan has been always active in promoting its products from time to
time, be it digitally or from the traditional.
• Just like its omnichannel distribution strategy, it uses an
omnichannel promotion approach using all necessary mediums of
communication to promote its ads.
• The company uses Newspapers and Television as its primary form of
offline communication.
• It is an effective medium because both media can reach a wider
audience and reach large targeted groups.
• Check out this campaign launched by Titan titled ‘For the
love of watches’ which aims to celebrate and showcase its
wide range of men’s and women’s timepieces.

• This campaign emphasises that one need not wait for a

special occasion to pamper themselves with a beautifully
crafted timepiece.

Marketing Strategy of Titan Watches

• The presence of a quality marketing strategy can have a

very positive influence on the performance of a brand.
• Being so, a company can take advantage of a number of
benefits.
• Here are some of the marketing strategies that Titan has
implemented to come up with a strong and effective
marketing plan.
Collaborations of Titan Watches
• Titan is a clever brand that constantly explores designing
new watches with a collaboration strategy in mind.
• It has its kids targeted brand name Zoop that has
collaborated with Marvel and Doraemon to produce kids-
oriented themed watches.
• It also has recently collaborated with Game of Thrones.

Marketing & Advertising Campaigns of Titan Watches

• Marketing or an advertising campaign is an initiative to
draw the attention of people towards a specific product or
service.
• Such campaigns are also known as promotional activity or
simply advertising campaigns.
• Titan uses a progressive advertising strategy and the
storyline of the campaigns revolve around portraying a
social message.
#BreakTheBias – A Marketing Campaign of Titan Watches
• This campaign was launched on the occasion of Women’s day in the year 2016.
• The beautifully showcases a bias that people have with respect to name and gender
and the way they approach a story relating to the same.
• This advertisement has a subtle twist that left a lot of people in doubts.
(Source :https://www.youtube.com/watch?v=hNqwBTCslMw)
The Joy of Gifting – A Marketing Campaign of Titan Watches
• This campaign was released in 2013, showcasing the bond between a student and a
teacher.
• It also kind of on the lines of thanking teachers for constant support and thanking
them with a gift because if there’s one thing better than a special gift, it’s a gift well
given.
Mom By Choice – A Titan Raga Promotion Campaign

• This campaign was the launch of the new Titan Raga series and a new tagline “Khud Se
Naya Rishta”, to promote the womanhood and the capabilities of women around us.

• This is how Titan has worked on the advertising campaign aspects over the years. Let us
no go through a quick SWOT analysis of Titan Watches in the coming section
 SWOT Analysis of Titan Watches
SWOT Analysis identifies the Strengths, Weaknesses, Opportunities, and Threats of the
business, which helps us make strategic plans and decisions.
Let’s have a look deeper into the SWOT analysis of Titan.

Strengths of Titan Watches

• It has diverse segments and varied offerings in the market
• Innovation Strategy is the core part of the brand
• Good quality and impressive
• International tie-up with various other high brand products
• Retail network all over the world

Weakness of Titan Watches

• Rural India does not have a good customer base
• Teenagers prefer mobile phones over websites
• Waterproof watches are not that high resistance
Opportunities of Titan Watches
• Watches are positioned as high fashion wear rather than just
utility products
• Due to the changing lifestyle, users tend to prefer multiple
watches
• Huge market presence

Threats of Titan Watches

• Huge competition in the market
• Watches become a substitute as mobile and wall clocks are
available
• The fashion style of users keeps changing with the trend

Therefore, Titan has grown immensely and has also received some
great opportunities in the market. They should be consistent in their
work to overcome threats.
Competitors
Titan Company's competitors and similar companies include
• Citizen Watch
• Folli Follie
• Cartier
• Swatch Group and
• Seiko
MARKETING STRATEGY OF TITAN WATCHES
• Product
• Quartz technology
• Better product
• Contemporary styles
• Started with 750 designs
• Faced dilemma
• Mechanical versus quartz
• Finally quartz
• Avoid price competition with HMT
• Do not want to confront a low-cost producer on price .
BRAND AMBASSADOR OF TITAN RAGA WATCH

• Titan Raga Launches 'Love Yourself Boldly' Campaign, Featuring Brand Ambassador,
Alia Bhatt.
• Raga by Titan announces the launch of its latest campaign, Love Yourself Boldly.
• Featuring the Bollywood star and feisty, Alia Bhatt, the new TVC urges women to
unapologetically be themselves.
Thank You