Session 3 & 4

TITAN & TANISHQ

Group 1 & 6
1. Narrate the category environment and
competitive scenario across the 4Ps before the
launch of Titan.

2. Trace the history of the Titan business with
special understanding of the innovation involved
in the conceptualization, and the consumer
insights

3. Use competitive advertising to underscore your
conclusions
Group 2 & 7
1. Highlight the innovations in Titan product design, and
study their products in detail and narrate how the
product portfolio has evolved over the years.

2. Comment on the validity of the product strategy

3. Has the product logic resonated with the way the
consumer also has evolved


4. Use Titan advertising to underscore your conclusions
Group 3 & 8
1. How would you segment the watch market across geographic,
demographic, psychographic and behavioral contexts

2. Identify which segments are targeted by Titan

3. Comment on their targeting

4. What is the positioning of Titan watches? Cast this in a positioning
statement

5. Use TV commercials extensively to comment on the
appropriateness of their positioning


Group 3 & 8
Test the positioning across the following:

1. What is the consumer insight behind this positioning
2. Are the products current looks and ingredients compatible with this
positioning
3. What is the size of the market in this positioning
4. Is this a believable position
5. Does this capitalize on the competitors durable weakness
6. What financial investments does this call for
7. Is this positioning specific and distinctive
8. Is this sustainable against imitation from competition
9. Does this position also allow a second choice if we fail
10. Does this justify a price premium
11. Is there growth potential under this positioning



Group 4 & 9
From what you can see of the Titan business, develop one brand identity across the
aspects listed below.

1. What is the brands particular aim and vision
2. What makes it different
3. What need is the brand fulfilling
4. What is its permanent crusade
5. What are its values
6. Competence and legitimacy
7. Signs that make it recognizable

8. Develop the Brand Identity Prism

9. Depict the sources of Brand Identity

10. What are the innovations in the Titan business in the areas of Distribution , Sales
and Customer service

Group 5 & 10
1. Understand and share the communication
strategy

2. What is their advertising concept based on?

3. Describe their execution and all its nuances in
detail

4. Use TV ads liberally to make your points