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Titan's Market Strategy Insights

Titan adopted market segmentation and target marketing strategies. It segmented the market based on geography, demographics, psychographics, and behaviors. It targeted all consumer segments from lower to higher income groups. It positioned its brands based on attributes, user benefits, competitors, and established brands like Edge to compete with foreign brands. A SWOT analysis identified innovation as a strength while foreign and Chinese competition posed threats. In conclusion, Titan offers quality at affordable prices compared to premium foreign brands.

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Siddharth Misra
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171 views22 pages

Titan's Market Strategy Insights

Titan adopted market segmentation and target marketing strategies. It segmented the market based on geography, demographics, psychographics, and behaviors. It targeted all consumer segments from lower to higher income groups. It positioned its brands based on attributes, user benefits, competitors, and established brands like Edge to compete with foreign brands. A SWOT analysis identified innovation as a strength while foreign and Chinese competition posed threats. In conclusion, Titan offers quality at affordable prices compared to premium foreign brands.

Uploaded by

Siddharth Misra
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
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4/18/12

TITAN CASE STUDY


ClickThe 6 Markeeters By: to edit Master subtitle style

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Introduction

Focuses on how TITAN adopted market segmentation and target group strategy . Market Segmentation Target Marketing Market Positioning

Analysis: 1. 2. 3.

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Market Segmentation

Levels of Market SegmentationMicromarketing

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Segment Marketing:

Caters to all segments of consumers like

Lower- example Sonata Stores in small towns Middle- Fast Track High- Edge, Nebula, Wall Street, Regalia, Xylys

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Niche Marketing

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Local Marketing

10000 Dealer s 177 Showr ooms


Multibrandstores

ALL INDIA

2300 Towns 104 Towns 90 Towns 314 Towns

World Of Titan Time Zones

119

616 Center s

Service Centers

Basis for Market segmentation

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Geographic Segmentation
sold

across 222 showrooms in 109 cities in India and over 12 000 outlets in over 2500 cities and in 30 countries internationally(Middle East).

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Demographic Segmentation

Psychographic Segmentation

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Nebula crafted in solid 18k gold and precious stones. Rs 5000+

Titan Raga the feminine and sensuous accessory for today's woman Ra 2500-6000

Dressy Sona Sitara watches for special occasions

Fast Track the urban youth Xylys Rs8500

Behavioral segmentation

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Target Market Segmentation


Based

on the following strategies:

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Positioning

Attribute Positioning: e.g. Raga, Regalia etc.

User Positioning: for children, sports person, old people etc.

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Benefit Positioning: benefits like Durability, Reliability, Affordability, Repairability, TITAN Exchange Offer.

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Competitor

Positioning: competitors like foreign brands such as Tommy Hilfiger, Swatch, Rado etc.

Titan came up with TITAN EDGE

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SWOT ANALYSIS- Strengths


Strengths Weightage Innovation is core to itsstrategy 65%
Visual Merchandizing Good retail network by WORLD OF TITAN Excellent customer service International tie-ups with Hugo Boss and Tommy Hilfiger

5% 10% 10$ 10%

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Weakness
Weakness
its kitty.

Weightage Waterproof watches not a part of 40%


Rural India does not form a substantial part of customer base.

60%

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Opportunities
Opportunities
Under-penetrated market for watches as only 35% (approximately) of Indian population possesses watches. Individual marketing: Customization Introducing waterproof watches Rural market may be tapped

Weightage 30%

Probability 0.1

25% 30% 15%

0.6 0.2 0.1

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Threats
Threats
From competitors/Foreign Markets Citizen,Casio, Rolex, Omega, Rado, Tissot, Tag Heur. Chinese watches unorganized sector/ Grey market Mobile phonesand wall clocks are a substitute to watches.

Weightage 35%

Probability 0.1

25% 40%

0.4 0.5

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Conclusion
Opening

of Indian Market and arrival of

premium brands has led to a wide variety of choice for the consumer at various price levels.
But

the high price of foreign brands has led

the consumers to realize that TITAN offers the

Click icon to add picture

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