VISION & MISSION

Our Vision: To be a world-class, innovative, progressive organisation and to build Indias most desirable brands. Our Mission: To create wealt !or all our sta"e olders b# building ig l# success!ul businesses based on a customer-centric approac , and to contribute to t e communit#. Our Values and Standards: Total customer orientation - $ustomers ta"e precedence over all else, alwa#s. Employee appreciation - %e value and respect Titanians and endeavour to !ul!ill t eir needs and aspirations. Performance culture and teamwork - &t Titan Industries, ig per!ormance is but a wa# o! li!e and is nurtured b# teamwor". Creativity and Innovation - 'riven b# innovation and creativit#, we !ocus on smarter approac es and newer tec nologies. Passion for excellence - In all our pursuits, we ceaselessl# strive !or e(cellence. Corporate Citi ens!ip - %e ensure t at a part o! our resources is invested in environment and communit# betterment.

Introduction

% en we tal" about t e )wristwatc brand*, remember t e onl# Indian wristwatc mar"et were so s abb#, one more ordinar# t an ot er and w en t e cra+e !or )imported watc * was not implemented. T at was be!ore t e time o! titan, a name w ic broug t t e revolution in t e Indian wristwatc mar"et. Titan wristwatc brand is t e part o! titan industr#, w ic was launc ed in ,-./ b# T&T& group. T&T& group ad indenti!ied t e watc categor# as a potential consumer mar"et !or t e T&T&s to enter. 0er(es 'esai, a T&T& veteran and t e M' o! T&T& 1ress was elected to t at business. 2# o!!ering 3ualit# products and classic design wit advanced tec nolog# to t e consumers, Titan made a success stor#. Outstanding services, wide variet# o! models and e!!ective mar"eting elped Titan to capture t e mar"et in its born stage. T e reason be ind t e success o! Titan watc es was t eir researc on t e Indian consumer ps#c ological mind. T e compan# toda# as a model !or ever# price segment and ever# mar"et, urban and rural, regional and international. Titan broug t 3uart+ tec nolog# !irst in t e Indian mar"et and ac3uired !irst place b# displacing 4MT into second place, w o o!!ers mec anicall# driven wristwatc .

TIT&N IN'5ST6I7S-%&T$47S

It also broug t a sense o! st#le and design, w ic is onl# available in t e %est or in 8apan at t at point o! time.

Ma"or Competitor

T ere are lots o! competitor in wrist watc segment w ic directl# or in directl# a!!ecting t e titan watc es industr#. T e ma9or pla#ers are-

#omestic $evel: %MT Maxima&'uart (ado Casio International level: Espirt Swatc! Citi en
Ta)

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!euer Seiko Cartier *iordano +as!ion %ouses: #kny *ucci ,didas -ike .vl)ary
&mong all t ese competitors, Ma(ima-3uart+ and 4MT are ma9or pla#ers .T e strengt and wea"ness o! t e companies varies !rom segment to segment.

Spendin) !a/it of consumers

'espite o! ig in!lation, ig oil prices and ig volatilit# in gold prices, watc segment o! Titan Industries doing well in t e current !iscal. ;or t ese, watc segment sales income increased !rom 6s.,<...= crore during t e !irst 3uarter o! last #ear to 6s.,/,..- crore during t e corresponding period t is #ear. T ese data indicate t at consumers spending pattern is

increasing respective target mar"et. ;rom t e above in!ormation we can easil# understand t at consumers bu#ing more o! Titan wristwatc . T ere are !ew reasons be ind t e growt in sales o! Titan .T e# are as !ollow.
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2rand name >ualit# o! t e products ;eatures ,w ic di!!erentiate !rom ot ers &ttractive models New innovation

III0 S1OT ,nalysis ,0 Stren)t!:

,. Style: Titan !irst introduced t e ?st#le concept in India and pro9ected t e

watc as a !as ion accessor#. Now a da#s st#le is a ver# muc evident !actor among t e #out . &nd t ere is a cra+e !or st#lis wristwatc . So, Titan ma"es t e peoples li!e more glorious b# ma"ing st#lis wristwatc . :. Models: &s Titan o!!ers t e best and t e biggest range to customer to c oose t e watc o! t eir c oice wit an a!!ordable price. It o!!ers about ,@ di!!erent names wit about ,AAAplus di!!erent varieties wit a watc !or literall# ever#one. =. Exclusive products: Toda# Titan olds t e pride !or sa# t at its products bot wit in t e countr# and internationall# running in battle position. Its 7'B7 t e slimmest watc in t e world position.
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Ot er t an t ese t ere ave !ew more strengt li"e20 Contri/ution of owned /rands and retail0 T!e profit is accounted /y /ein) in t!e retail space w!ic! is /oomin)0 C. 1atc!es are availa/le wit! popular functions like dates3 multifunction and c!rono)rap!ic0 <. *uarantee4warranty

,0 1eaknesses
t e ot er

,. Pricin): t e average price o! Titan in mid-price segment is ver#

ig t an

competitor. &verage price !or Titan is 6s.,,AA w ile t e price !or 4MT is [Link]. In t e mid-price segment t e compan# is not per!orming up to t e mar" due to t e lac" o! c oice o! consumers. :. Market s!are: &s t e average price o! Titan wristwatc is !ar more t an t e ot er competitor, Titan as less mar"et s are. T e mar"et is more demonstrate b# middle class people and !or t em Titan is 3uite costl#. &mong /CD mar"et s are in midsegment. Titan mar"et s are is between ,.-:AD w ic is !ar lower t an 4MT and Ma(ima. =. *lo/ali ed: &s t e compan# is Indian based w ic leads it to t e strengt , w ere as it is t e wea"ness also because t e compan# not su!!icientl# globali+ed.

.0 Opportunities

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50 Seasonality: &t t e time o! !estival, li"e 'iwali Titan promotes Nebula,

2and an because t ere is demand !or t e products. - Bold watc es and pairs are t e li"e as a wedding occasion. &T e !ast trac" brand is promoted in mont o! 8une-&ugust w en sc ools and colleges re-open. 60 *iftin) concept: Titan started as a brand w ic was associated wit gi!ting and relation. T e !ig t concept sells well !or people ave come to associate Titan wit lovecare and ma"es emotion run ig . 70 Exc!an)in) offer: T e Titan stores o!!er e(c ange o!!er o! an# old watc , o! an# ma"e, in an# condition !unctional or ot erwise and receive a !lat discount o! :CD on t eir purc ase o! a brand new, st#lis and tec nologicall# advanced watc !rom Titan.

#0 T!reats

50 Competitor: &s we "now t at lots o! ;oreign brands are entering in our countr# wit t eir branded watc es. &s t e removal o! 3uantitative restrictions on import watc es leads to t reat to titan. 60 Premium se)ment: &s in premium segment Titan is getting t reats !rom reputed international brand suc as 7spirit, Swatc and $iti+en.

70 Mo/ile: Now a da#s people can get t e time and t e ot er !eature in mobile p one. So, t e need o! wristwatc is in decreasing trend. 1eople can tal" and see t e time in a cell p one and some people t in" t at t ere is no need o! wristwatc .
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Marketin) Mix:
P(ICE P(O#8CT P(OMOTIO P$,CE

Price:

&s ac ieve our mar"eting our mar"eting ob9ectives, we can do some c ange in t e pricing . T e main consideration will be in c anging price are !ollowings. ,0 Survival: In case o! some o! t e watc es titan prices t em according to t e !eatures .T e 7(acta is a simple steel watc priced at 6s.<AA-,,,AA. &s t e compan# also deals wit Spectra, 6aga t roug pricing polic#. .0 Market s!are: &s we "now t at /AD o! sales in watc es come !rom t e lower segment, t ere!ore b# pricing Sonata at =CA onwards wit guarantee. Titan prices its world watc es w ic compared e3ual to an international pla#ers li"e $alvin Elien w ere a customer pa#s @ times as value o! t e world watc , t ere!ore mar"et wit low prices to international pla#ers to gain mar"et s are. C0 Market Skimmin): In Indian watc industr# t ere is no one o!!ering pure gold watc es, watc es in pair, 9eweller# watc es. 4ere Titan o!!ers t ere product wit t e Indian touc in its design, t e product, t e love.

Product:
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>ualit# and leaders ip are t e two main terms !or t e Titan. &s to ac ieve t e mar"eting ob9ectives t is aspects s ould also be considered. ,0 Product line: To increase t e sales, t e di!!erence in t e prices o! t e watc es are 9usti!ied b#

t e !eatures. .0 Product pyramid: 1ort!olio o! Titans product is o! = distinct price-range t at can be de!ined in general, as 1opular, Mid, and 1remium. &t t e popular segment, t e emp asis is on in volumes but not in margins. &t t e premium segment, t e emp asis is on pro!its and image but not in volumes. Obviousl#, compan# giving more emp asis at t e top o! t e p#ramid as pro!its at t e top o! t e p#ramid is ver# ig . T is p#ramid guided t e strateg# o! Titan. C0 Product strate)y: Titan was !irst !ocused onl# on t e premium segment o! t e watc mar"et. &s per t e product strateg# t e# too", Titan moved in to t e mass mar"et !or watc es. To widen base, Titan created new segments and increasingl# !ocusing on segments individuall#. In t e past !ew #ears Titan as too" a lot o! initiatives to !ocused on speci!ic segments. #0 Product 9uality: >ualit# and leaders ip are s#non#mous to Titan. It see" to ac ieve bot t roug t eir value !or products compared to t eir prices.

Promotion:
,0

Promotional pricin):

Marketin) pricin): &s b# opening new s ops suc as t e world o! Titan F bu# directl# !rom t e dealer and ence t e element o! middleman is not t ere. 4ere t e retailer in t is categor# bu#s watc es !or ,/-,.D lesser t an M61 and ence t e# are able to get t e ,/D pro!it margin on sales. It is managing to success!ull# convince to t e customer o! t e perceived value o! ?%O6G' %&T$4 using oarding all around t e cit#, increasing bu#er image, trust wort iness, innovation, di!!erentiation, value !or t e product.
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Price discount and allowances: 7ver# #ear Titan comes wit a price discount sale on t e M61 o! t e watc es. T e allowances varies !rom one segment to anot er. .0 Creative advertisin): Titan introduces a contest on cartoon networ" in [Link] w ic invites c ildren to use creativit# and design watc . T e pri+e winning design was launc ed as a new watc in summer :AA: collection .

Type of advertisin): Titan believes in ma"ing its ads clean, well made, touc on emotional c ord. &s t e compan# is using celebrities or superstars t at is &mir E an !or t e Titan watc es. &s ere we can sa# t at a !emale actress would be more e!!ective !or t e promotional purpose. It can be Eatrina Eai!, as now s e is one o! t e popular actress in 2oll#wood. C0 Promotion on occasion: Titan is one o! t e compan# w ic !ormall# believes in t e polic# o! promotion t e product based on t e occasions.

Place:

Eeeping in mind about t e #oung trend# and !as ionable consumers, Titan distribute its product and set up ?world o! titan in di!!erent region. T e consumers li!e st#le in India, especiall# in urban areaHbecause t e turnover in urban area is :,A million, w ile t e turnover in rural area is -A millionI pla#s a signi!icant role in t e success o! Titan. ,0Time :one: Titan Industries brings toget er t e countr#s leading watc brands under one roo!, providing t e customer wit variet# in brands, loo"s and price ranges and also e!!icient a!ter-sales service. T ese ,,@: Time Jones located across .- towns w ic o!!er its customer t e complete watc s opping e(perience. .0Value Mart: T ese outlets sell surplus stoc"s o! Titan watc es at reduced prices. 2# doing t ese it o!!ering !abulous value !or mone# wit t e same warrant# as a regular !ull-priced watc en9o#. 4owever t ese s ops would not be placed in t e main locations and not wor"ing as a normal s ops. T is is to ma"e t e customer go to t e s op rat er t an t e s op calling t e customer and ence t e locations are not ver# suitable !or s opping.
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C0Sonata Stores: Sonata stores is also an &ut ori+ed Service $entre !or Sonata & Titan brands. Sonata store meet t e large scale demand !or t e watc and also to attract customers in more. T ese s ops ad !ull stoc"s o! t e watc in demand w ereas t e ot ers could a!!ord to maintain onl# limited stoc". #0 %ead office3 re)ional office3 s!owrooms: Offices ,ddress Telep!one +ax Email

$orporate O!!ice Tower &, Bolden 7nclave &irport 6oad, 2angalore C<A A,/ K-,-.A-<<<A -AAA, K-,-.A<<<A -A:/, K-,.A-<<<A -A:. K-,-.A-:C:< --:=, K-,-.[Link]< =AA, [Link] 6egional O!!ice F Nort No. :A:, O" la Industrial &rea, 1 ase =, New 'el i A,,-<<<A=:<A M <<<:.<.A M :<==:<,- M :<==:<:A A,,-:<=:,--@[Link] 6egional O!!ice F 7ast 2loc" N$N, .t ;loor, &pee9a# 4ouse ,C, 1ar" Street Eol"ata - /AA A,< A==-::@-CCC= M CCC< ::@-C,</ A==-::@-@-@,[Link] 6egional O!!ice F %est T e Metropolitan -t ;loor, 1lot No. $-:<M:/ 2andra-Eurla $omple( 2andra 7ast Mumbai - @AA AC, A::-:<C/,,:. =: A::-:<C/,/,/[Link] 6egional O!!ice F Sout Mitra Towers O,AM@ Easturba 6oad 2angalore -

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Marketin) Implementations: Mar"eting plan basicall# implemented on t e basis o! mar"et segmentation . %e ave gone t roug t e target mar"et segment w ic basicall# include 4ig income class Middle income class Gower income class T e mar"eting mi( is t e part o! mar"eting strategies ,w ic elp to t e compan# to matc t e

needs o! t e consumer as well as t e need o! compan#, because we "now t at )M&6E7TINB IS T47 SO$IT&G 16O$7SS %4I$4 47G1 IN ;5GG;IGGM7NT O; T47 N77' ,'7M&N' O; T47 $ONS5M76 &T & 16O;IT*. Implementation is an integral part o! strateg#. It ma"e sense w en it is implemented into Indian 9eweller# mar"et it saw an opportunit# !or an organi+ed sector. T e customer was moving towards branded goods in ot er segments. Titan did t e process o! creating brands in t e minds o! customer.

.ud)et and control:

It is ver# important to ma"e a control on 2udget to reduce t e operating cost w ic we can reduce to certain amount b# t e !ollowing wa#s. (etailin): Titan bring in t e concept o! retailing into t e watc mar"et ,w ic will reall# elp in ma"ing t e 'irect relation wit customer. T is will elp in reducing t e cost o! intermediaries.
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,dvertisements cost: &s !or reducing t e cost o! companies we can ta"e advertisement into consideration. %e can reduce t e TV ads cost b# reducing t e duration o! advertisement.

Source of informationFs:
[Link] [Link]/titan [Link] [Link] [Link] [Link]

.OOGS (E+E(E#

MARKETING MANAGEMENT PHI IP K!T ER

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