TITAN WATCHES
HOW DID THE TITAN WATCHES CHANGE
CONSUMERS MOTIVATION IN THE WRIST WATCH
MARKET?
EXAMINE THE FOLLOWING STATEMENT:
MARKETERS DO NOT CREATE NEEDS; LATENT
NEEDS PRE-EXIST MARKETER.
BEFORE
Functional product
No brand has strong
personality
Utilitarian devices
AFTER
Personal product
everaged upon the brand
na!e and reputation o" TATA
#ade $atches as "ashion and
style accessories
TRANSITION OF
WATCHES
H! "#" $%#& '%()*+ %(,,+)+"?
Aggressive advertising
Pro!oting $atch as a
style state!ent
Aggressive advertising
Pro!oting $atch as a
style state!ent
%uality $atch
High
&uality service
%uality $atch
High
&uality service
Pro!oting the "act that
people need di'erent
$atch "or di'erent
occasion(
)y appointing A!ir
*han as a brand
a!bassador
Pro!oting the "act that
people need di'erent
$atch "or di'erent
occasion(
)y appointing A!ir
*han as a brand
a!bassador
Introduction o" !ultiple
varieties
Introduction o" !ultiple
varieties
)ehavioral
Change
)ehavioral
Change
M(-.+$+-& " )$ '-+($+ )++"& : /($+)$ )++"&
,-+-+0#&$ 1(-.+$+-&
Earlier people $anted +,urable- ti!eless $atches $hich can be handed
over generations.
Titan recogni/ed this need and ca!e up $ith titan &uart/
ater people0s desire shi"ted to Classic - understand and elegant
People beca!e !ore trendy and "ashion conscious
Titan identi1ed this need and ca!e up $ith Fastrac2 - 3aaga etc
In both the cases Titan did not create the need- Need $as there and they
identi1ed and served the need(
H! '() ( ,-"3'$ 1()(*+- 4 !-#&$ !($'%+& 3&+
,&/+ -+&+(-'% 6)"#)*& $%($ $%+ I)"#() 1(-.+$ #&
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() I)"#() 1("+ !($'% !#$% ( /! ,+-'+#8+" -#&...
U)"+-&$()"#)* $%+ I)"#() C)&31+-
3esearch results 4usti"y the trait
theory o" personality5
+Trait is relatively per!anent
and consistent response
patterns that characteri/e
individuals.
Speci1c Personality traits5
6( Innovativeness
7( ,og!atis!
:. S'#(/ '%(-('$+-
8( #aterialis!
9( Co!pulsiveness
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!) #))+- 8(/3+& #) +8(/3($#)* )+!
,-"3'$& ()" (-+ /#.+/7 $ 5+
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(15(&&("-
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WHAT KIND OF EMOTIONAL MESSAGE WILL
TITAN CHOOSE TO MEET CONSUMER?S
CHANGING DESIRE FROM DURABILIT@ TO
SOPHISTICATION?
T%+ 1+&&(*+ !#// 4'3& ):
The E!otional )ene1t: ;alue $here the ("A+'$#8+ "+&'-#5#)* $%+
&+/4 $ill pro!ote the !essage that 5 I (1 ( &,%#&$#'($+" ,+-&)
5+'(3&+ I 3&+ ( T#$() !($'% to connect to the C)&31+- I"+(/
()" S'#(/ &+/4 #1(*+.
M($3-#$7BS,%#&$#'($#) A,,+(/ S$-($+*7 $here it is Intended to
sho$ that i" you buy a certain product you $ill be !ore gro$n<up-
sophisticated and "ashionable
H+")#' D+&#-+& A,,+(l 5 =n !a2ing the custo!er believe that
these si!ple accessories can spea2 volu!es about its $earer $here It
is a status sy!bol and a $ay o" 1ne living
P&#$#8+ E1$#)& about being sophisticated and classy(
N++" 4- AC/#($#) 5Higher acceptance at social level "or the
$earer o" Titan Watch
S+/4 R+'*)#$#) catering to individualistic shi"t in the society(
T-3&$ $here the brand can be trusted to bought "or onesel" as
$ell as to gi"t to so!eone special(
T%+ 1+&&(*+ !#// 4'3& ):
