Brand Audit on

Presented by

Jay Akhani Chetan Panara Jay Ajudia

Brand Inventory

About TITAN
Titan Industries is the world's fifth largest and India's leading manufacturer of watches. The Titan portfolio has over 60% share in the domestic market Share in the organized watch market. To ensure a dominant presence in the market the company has showrooms in every nook and corner of the country that caters to the needs of every segment of the people.

Company History
In 1984 the company was incorporated on 26th july at Chennai. In 1992 an MOU was signed with Casio computer company of Japan to manufacture 2million digital and Ana-digital watches. In 1987 the company set up a manufacturing facility at Hosur. In 1989 the case plant at Hosur was commissioned. In 1992 over 150 models were introduced.

Competitive factors

Brand profile of TITAN

Edge Raga Octane Zoop WWF Heritage Orion Nebula Sonata Exacta Titan Bandhan watches Spectra Dash Regalia Fastrack Royale Classique xylus

Brand Portfolio
Titan Edge - Worlds slimmest watch (at 3.45mm) that epitomizes the philosophy less is more. Titan Raga - a feminine and opulent accessory for today's affluent woman Nebula - watches crafted with solid 18k gold and precious stones Sonata - India's largest selling watch brand to suite the common man's wallet Xylys - a Swiss-made, impeccably designed watch for the connoisseur and new age achiever Fastrack watches created to accessories the trendy youth of today The watch division also boasts of collections such as Automatic, Heritage, Nebula, Orion, Raga, Zoop and series like Aviator, Octane and WWF.

Product related attribute

Distinct watches in Gold and Leather Stylish watches in Gold and Precious metals Contemporary watches in stainless steel to withstand rigors of daily life Casual watches for youngsters and for outdoor use Jewellery watches in 18 carat Gold, studded with Gems and coloured stones Use of plastic dials for bold and contemporary design

Product life cycle

Introduction : WWF, Orion, Zoop, Diva, Octane Growth: Nebula, Insignia, Raga, Royal, Regalia, Edge etc

Maturity: Sonata, Fastrack, Dash

Decline: Aqura

Place
Objectives and intentions - Broad basing their sales and marketing activities across the country. - In terms of town coverage, dealer network and new approaches to communication strategy, especially in non metros. - Plan and implement sales and marketing activities to achieve their targets. - Fine tune all marketing inputs in terms of media and other budgets to meet territory specific needs. -Identify performance targets with specific centres and improve cost effectiveness of operations.

Distribution channels

Cont

TITAN PRICING Pricing Objectives 1. Survival (i.e. Titan Exacta) 2. Market share (i.e. Titan Sonata) 3. Market skimming (i.e. Titan Nebula) 4. Product quality Application of pricing strategy 1. Lower segment 2.1000 plus segment

Watch Market Map

Formal / Classic
Raymond Weil Tissot Sonata, HMT, Maxima TITAN Citizen

Omega,Rado, Longines

Nebula

XYLYS
5000 10000

Rs 500

1000

2000

4000

Timex

30,000 +

Fastrack

Espirit, Swatch Fossil Giordano, DKNY, Carrera Tommy Hilfiger

Fashion/Sporty

Tag Heuer Hugo Boss C Dior

PROMOTION:1. Advertising 2. Sales promotion 3. Public relation

Advertising media: Television Print Internet

Titan brand ambassador: Titan Brand: Aamir Khan Sonata: Mahendra Singh Dhoni Raga: Katrina Kaif Xylys: Farhan Akhtar

Titan tagline: Be more Fast track tagline: How many you have?

Public relation
Gift concept

Promotion On Occasions

Sales promotion
Sponsorship Promotion through Contests

Brand Element
Tagline: BE MORE. WHATS YOUR STYLE Substantiality Accessibility Represent ability Measurable Likeability Transferable Legal Protection Slogan Jingle

SWOT Analysis
Titan has a domestic market share in excess of 50 per cent, in the organized watch market. India's leading watch manufacturer and the world's fifth largest . Their global sourcing and economies of scale give a significant price advantage and enable to offer an easy entry for consumers to the branded world at this price

point. Here we will focus on the SWOT analysis of Titan.

STRENGTH
The Indian watch market is increasing rapidly & Titan is the leader. Sonata is currently India's largest-selling watch brand. Market segments with large potential: women, youth, children, sportsmen, the budget-conscious and, of course, the big spenders. Successful story of Fastrack, Orion, Raga, Octane, Xylys etc. The recent launch is of the children's range, Dash & Nebula (Premium class). 112 'The World of Titan' across 89 Cities and a chain of to being present in over 5545 dealer outlets in 1470 towns across the country. Customer value and offered after sales service in a showroom environment. Proper differentiation from other.

WEAKNESS
Titan has no such weakness, but it has lots of product in watch. Which dont create brand equity to a particular brand.
Main USP is low cost watch. Cant utilize properly the resources (domestic parts suppliers).

OPPURTUNITY
Growth of Indian watch market is very fast & huge opportunity in organized watch market. Nearly 34 million watches are sold through grey market channels. The second-largest branded player in the Indian watch market is Timex, with a market share of around only 7% & HMT remained into losses for last 5 years. Currently, sales in India stand at an low number of 25 watches per 1,000 people, compared with 250 watches per 1,000 people in a developed society.

THREAT
Premium international watch brands such as Swatch, Esprit, Tissot, Longines, Rado and Omega entered in India. Now that the Indian market is widely open to importations, it will be extremely difficult for the Indian players to maintain a sustainable growth. Too many players will dilute the market & the profit margin Mobile phones acting as substitutes of the watches .

Brand Architecture
TITAN Low end Mass market Premium Luxury

Sonata

Fastrack

Fastract

Classique

Spectra

Royal

Raga

Dash

Exacta

Regalia

Xylys

Nebula

Bandhan

Tanishq

PSI2000

Brand Exploratory

Customer Knowledge
Image: Time Amazing Design Elegant Simple and Stylish Totally Inspiring, Talismanic, Amazing and Nice Remember the titans movie Watch Power of TIME Distinct sound of their advertisements TITANS Greek GOD Performance: Ruggedness Durability Sports: Trendy Advanced Features Digital

People: High-Class Fashion Style

Customer Knowledge
Image: Time Amazing Design Elegant Simple and Stylish Totally Inspiring, Talismanic, Amazing and Nice Remember the titans movie Watch Power of TIME Distinct sound of their advertisements TITANS Greek GOD Performance: Ruggedness Durability

Sports: Trendy Advanced Features Digital

People: High-Class Fashion Style

Brand Strategies

Positioning
Attribute Positioning User Positioning Benefit Positioning Competitor Positioning Quality or Price Positioning

Segment
On the basis of age
For Youth: Fast Track For elder: Sonata

On the basis of Gender

For Men: sonata, fast track, titan, nebula etc. For Women: Raga, Octane

On The Basis Of Lifestyle

For Professional And Elders: Steel and Sonata For Students: Fast Track.

Cont
On The Basis Of Income:
Upper-Middle Class: Price range 20K-1L
Royal, Aurums, Nebula

For Middle Segment: Price Range Rs. 500-1500

Exacta, Fast Tracks

For Lower Segments: Price Range Rs. 350-500

Sonata

CBBE Model

Conclusion
The opening of the Indian market and the arrival of premium Swiss brands has certainly led to Indian consumers being exposed to global brands, styles and various price levels. To the Indian consumers, the high price of Swiss watches has helped them to realize the value of Indian brands, particularly of Titan, which offers equivalent quality, but at lower prices and with better distribution and service. Titan has shown its differentiation, and customer centric approach which helped them to get the market.