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Team Members :
Mr. Kuntal Pal
Mr. Gaurav Mestry
Mr. Aditya Shukla
Mr. Manish Tiwari
Mr. Rishikesh Lhm
Miss. Shierley Colaco
Miss. Veena Dhuri
Case Study Analysis
on
A Titanic Success
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World watch market
2 watch co. with well known leading world market
ASAUG
SSIH
Merge of both co. & launch SWATCH
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The Indian watch market - 1985
Regulated
Lagged technology
Mechanical technology Reliable but outdated
Very basic & bulky design
Grey market flourish
HMT & Allwyn was major player
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The Indian watch market - 1985
Penetration rate 25 out 1000 watches
42 % youth in watch market
10-15 % growth per year
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Titan entry
Incorporation of Titan in July 26, 1984
JV with Tata group & Tamil Nadu Industrial
Development Corp. Ltd.
60% market share
Income of 1678.87 crore
Growth of 9.6%
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Classique Range"
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Royale Range"
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Exacta Range"
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Fastrack Range"
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Current Collections
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Frontal Attack- A direct head-on Confrontation Strategy
V/S
Innovation
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T I T A N s
ConfrontationStrategy
New Distribution
Strategy with
Showrooms as key
element
Procurement of
Optimal
Resources forInnovative Quartz
watch making
Choosing New Styling for
watches instead of old
mechanistic styling
Positioning Strategy
Watch as a Jewelry, a
part of apparels
GrowthStrategy :
tie ups,
joint Ventures
Promotions
& Advertising
Strategies
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Procurement for New Style Design
Innovative Product strategy - fusion of technology & quality
International collaborations for worlds best technology
e.g. France Ebauches , Citizen Watch Co. Japan.
Secured best equipment's from Switzerland, Japan & France
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Positioning
A far sighted brand positioning strategy
Rather than jut time tell , watches are part of apparel
Change in mindset of customers
Watches expression of individuals life style & preferences
Demand Of high style watches increased
Thats the True Success ..!!!
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Titans promotions
Promoting Titan watches as corporate gift
HLL , Brooke Bond , Eureka Forbs , Lipton , Dinners Club etc. Companies
used watches as a corporate gift
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Titans Promotional Slogans
Is your wrist still living in the past?
With split second accuracy.
An international standards of style & elegance.
Only Titan can give you all this
You can have the choice of 700 models
No wonder over 10 million people have chosen a Titan
And , you will always find a service centre near you
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Titan Industries Ltd.Distribution
ManufacturerRetailerCustomer
First to go for exclusive showrooms
Did away with retailers
Wholesellers importance reduced
Set up a chain of service centres, with close proximity to the
marketplace
Innovative planning of showrooms
Watch buying a pleasurable experience
Extensive use of C&F agents to reduce distribution costs
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Distribution Channels
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Innovative Distribution Strategy
Survey of 8000 retail watch outlets
Opt for Exclusive Showrooms
House of TATA
Showroom is the Key
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Retail Stores
ALL INDIA10000
Dealers
2300
Towns
World Of Titan177
Showrooms
104
Towns
Time Zones119
Multi-brand-stores
90
Towns
Service Centers616
Centers
314
Towns
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Expansion strategies
Titan had a tie-up with Timex.
With the help of Timex, Titan entered in international market.
Titan established companies in Netherlands, Europe, the USA and
middle east.
Sonata is one of the titan brand with targeted lower end of the
market.
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International Expansion 1991 - Titan had a joint venture along with Economic Development
Council of Goa, Daman & Diu Ltd. for the manufacture of ElectronicCircuit Blocks.
1995-The Company had a joint venture with Hour Glass of Singaporeto set up watch boutiques in leading Indian cities for the sale of luxuryproducts.
2004- GVM International Ltd. a licensee of Tommy Hilfiger enters into
an exclusive sub-licensing agreement with Titan Industries Ltd tomarket and distribute Tommy Hilfiger watches in the country.
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Titan to focus on licensed watches.
Titan ventures into the America
http://www.fashionunited.in/news/apparel/titan-to-focus-
on-licensed-watches-090720135703
http://www.fashionunited.in/news/apparel/titan-ventures-
into-the-america-090520135415
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http://www.fashionunited.in/news/apparel/titan-to-focus-on-licensed-watches-090720135703http://www.fashionunited.in/news/apparel/titan-to-focus-on-licensed-watches-090720135703http://www.fashionunited.in/news/apparel/titan-ventures-into-the-america-090520135415http://www.fashionunited.in/news/apparel/titan-ventures-into-the-america-090520135415http://www.fashionunited.in/news/apparel/titan-ventures-into-the-america-090520135415http://www.fashionunited.in/news/apparel/titan-ventures-into-the-america-090520135415http://www.fashionunited.in/news/apparel/titan-ventures-into-the-america-090520135415http://www.fashionunited.in/news/apparel/titan-ventures-into-the-america-090520135415http://www.fashionunited.in/news/apparel/titan-ventures-into-the-america-090520135415http://www.fashionunited.in/news/apparel/titan-ventures-into-the-america-090520135415http://www.fashionunited.in/news/apparel/titan-ventures-into-the-america-090520135415http://www.fashionunited.in/news/apparel/titan-ventures-into-the-america-090520135415http://www.fashionunited.in/news/apparel/titan-ventures-into-the-america-090520135415http://www.fashionunited.in/news/apparel/titan-ventures-into-the-america-090520135415http://www.fashionunited.in/news/apparel/titan-ventures-into-the-america-090520135415http://www.fashionunited.in/news/apparel/titan-ventures-into-the-america-090520135415http://www.fashionunited.in/news/apparel/titan-to-focus-on-licensed-watches-090720135703http://www.fashionunited.in/news/apparel/titan-to-focus-on-licensed-watches-090720135703http://www.fashionunited.in/news/apparel/titan-to-focus-on-licensed-watches-090720135703http://www.fashionunited.in/news/apparel/titan-to-focus-on-licensed-watches-090720135703http://www.fashionunited.in/news/apparel/titan-to-focus-on-licensed-watches-090720135703http://www.fashionunited.in/news/apparel/titan-to-focus-on-licensed-watches-090720135703http://www.fashionunited.in/news/apparel/titan-to-focus-on-licensed-watches-090720135703http://www.fashionunited.in/news/apparel/titan-to-focus-on-licensed-watches-090720135703http://www.fashionunited.in/news/apparel/titan-to-focus-on-licensed-watches-090720135703http://www.fashionunited.in/news/apparel/titan-to-focus-on-licensed-watches-090720135703http://www.fashionunited.in/news/apparel/titan-to-focus-on-licensed-watches-090720135703http://www.fashionunited.in/news/apparel/titan-to-focus-on-licensed-watches-090720135703http://www.fashionunited.in/news/apparel/titan-to-focus-on-licensed-watches-090720135703http://www.fashionunited.in/news/apparel/titan-to-focus-on-licensed-watches-0907201357038/13/2019 Mktng Stg Ppt
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Thank you
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