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Titan Watches:

Consumer Motivation
Section B, Group 2
Raghav, Rajat, Shivali, Siddhi, Somya, Suryoday
How did Titan watches change the consumers
motivation in the wrist watch market?
Before: Consumers engaged in trying to fulfill Generic Goals:
Wrist watch was considered a functional product
Titan identified the weakness of the industry viz. lack of a strong brand
personality
After: Changed consumers behavior- now setting Product Specific
Goals
Made a wrist watch into a personal product: Watches seen as style and
fashion accessories
Leveraged Tata name and positioned itself as a premium brand with
global reach
Before: customer's desire was: "Durable, timeless watches which can
be handed over generations
Considered a one time purchase
Durable and Precious item

After: customer's desire is: Classic, understated and elegant
Fashion and Status symbol (attached it to ego needs)
Induced customer to own multiple watches
Before: Indian consumers preferred buying watches made abroad
Swiss and Japanese brands preferred
After: Titan, through initiatives in Variety, Quality, Service excellence
built an Indian brand that took on global competition and won
Titan promoted multiple brands (Raaga, Steel, Fasttrack etc.) and
strengthened them through diverse offerings
Titan improved experience through World of Titan outlets
Tapped into rural markets with the Sonata range- capturing latent need
Associated itself with a celebrity with universal appeal


How did Titan watches change the consumers
motivation in the wrist watch market?
Marketers do not create needs; latent needs pre-
exist marketers
Titan did not create needs. Through well directed research, it was
able to recognize customers latent needs and fulfilled them
The preference for foreign made brands existed
Foreign brands were perceived as having better quality and style
Titan merely delivered the same level of performance as expected
from foreign players
Its ability to recognize deficiencies in Indian watchmakers and deliver
superior value in each of these deficiencies set it apart
This period was generally marked by an increase in hedonism in
shopping
Titan grabbed the opportunity with its aggressive marketing and wide
range of products
The need for trendier watches for different occasions pre dated
Titan- Titan was the first to fulfill this need
Positioning as a premium brand with Global Reach
Presence in 32 countries portray this number going up to 50
Use of Celebrities having Global Appeal as Brand Ambassadors to
encourage and influence the consumer perception of Titan Brand as
a global leader.
Quality Certification from countries commonly associated with
superior quality
Reduce consumer's perceived risk and encourage purchases by
strategies such as providing
Securing endorsements from influential people
Providing warranties and guarantees
Quick and Excellent after sale service
Exchange offers/ discounts


How can a product manager of wrist watches use possible
research findings that the Indian market is willing to buy a
high priced Indian made watch when he hears that the same
company has a global reach?
Promote Titan under the Umbrella of the Tata brand as:
Tatas Vision- We want to create a few Indias outside India
Superior customer experience through World of Titan
Luxurious showroom and service centers - to compete with the global
brands
Exclusivity Titan watches available only at the Titan showrooms
Strengthening sub brands by venturing into more segments
Tap into growing lifestyle segments under different brands
Place Advertisements in International Magazines and National TV
Channels
Sponsor global events and associate with causes trending across the
globe


How can a product manager of wrist watches use possible
research findings that the Indian market is willing to buy a
high priced Indian made watch when he hears that the same
company has a global reach?
The consumers changing desire is a testimony of a generational
shift amongst consumers
Titan needs to create a message that builds upon its trusted, high
quality image and combines it with the needs of the next generation
consumers
The message should focus on how Titan is the original pioneer in the
stylish watches segment
It should focus on a rerun of the earlier campaigns with above JND
changes to include modern elements- to drive home its positioning
as the original
Advertising as a medium needs to be used extensively. Advertising
messages should use:
Association with style icons, actresses who symbolize beauty to promote
the Raaga line of watches
Mens watches should use the innovation and technology rhetoric
focusing on the superiority of Titan watches

What kind of emotional message will Titan choose to meet
consumer's changing desire from durability to sophistication?
Advertising should tap into the aspirations of consumers depicting the
ease of owning a Titan and the Status associated with it
Titan needs to publicize its association with countries that evoke
images of quality when it comes to watches (Swiss watches- Xylys)
The message should also convey the focus on partnerships with
designers and the associations that Titan shares with them (Hugo
Boss, Tommy Hilfiger)
Such associations will help create similar perceptions about Titan
Titans messages should also publicize the option to exchange old
Titan watches for new- this will convey the shift from the durable old
Titan ( which still commands a good price in exchange) to the
durable and sophisticated new Titan
What kind of emotional message will Titan choose to meet
consumer's changing desire from durability to sophistication?

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