INTRODUCTION

Titan is the largest watch company in India and the fifth largest in the world.
Titan manufactures over 90 million watches across 30 countries and
cumulative.
Titan Industries was established in 1984 as a joint venture between the Tata
Group and Tamil Nadu Industrial Development Corporation (TIDCO).
The company set up its corporate office in Bangalore (Karnataka) and its
watch manufacturing facility in Hosur (Tamil Nadu).
The majority stake in the company is held by the promoters, with TIDCO
having 28 per cent of the shares and Tata Group companies owning 25
percent of the shares.
Public holding in the company is around 28 per cent. The rest of the stake is
held by foreign institutions, non-resident Indians, mutual funds and other
institutions.

TITAN: Watches
Titan Eye+: Eye Wear Tanishq: Jewelry
Precision Engineering Division
CORE PRODUCTS
Sonata Dash! Fastrack
Steel Edge Raga
Nebula XYLYS
PROMOTION

Advertising media:
Television
Print
Internet

Titan brand ambassador:
Titan Brand: Aamir Khan
Sonata: Mahendra Singh Dhoni
Raga: Gul Panag, Rani Mukherjee
Xylys: Rahul Bose

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

Public relation
Gift concept
Promotion On Occasions

Sales promotion
Sponsorship
Seasonality
Promotion through Contests
SWOT Analysis on titan

Strength
Style
Models
Exclusive products
Other than these there have few more strength like-
Contribution of owned brands and retail. The profit is accounted by being in the retail space which is
booming.
Watches are available with popular functions like dates, multifunction and chronographic.
Guarantee/warranty

Weaknesses
Pricing of high end products
Globalization Threat from new entrant

Opportunities
Seasonality
Gifting concept
Exchanging offer

D. Threats
Competitors
Purchasing power of consumers
BRAND PURCHASING POWER (PRICE) RS. CATEGORY
FAST TRACK 550-1,430 YOUTH
EXCTA 595-1,430 LOWER MIDDLE CLASS (Office wear)
SPECTRA 650-1,830 COMMON CLASS
ROYAL 960-2,830 UPPER- MIDDLE CLASS
TITAN 2000-4000
LOWER MIDDLE CLASS & UPPER
CLASS
SONATA 350-900
LOWER MIDDLE CLASS - UPPER MIDDLE
CLASS
RAGA 1,420-4,000 UPPER CLASS
BANDHAN 1,675-8,085 COUPLES
REGALIA 1,725-7770 UPPER MIDDLE CLASS-UPPER CLASS
EDGE 4,500-5,200 BUSINESS CLASS
NUBULA 10,000-45,000 UPPER CLASS
Market Positioning
Gender No of
respondents
% of
sample
Male 29 58%
Female 21 42%
GENDER DISTRIBUTION
AGE DISTRIBUTION
Age No of
respondents
% of
sample
15-25 18 36%
26-35 28 56%
36 and
above
4 8%
Student, 15, 30%
Employed, 21, 42%
Businessman, 8,
16%
Self Employed,
3, 6%
Housewife, 3, 6%
OCCUPATION
INCOME DISTRIBUTION
Income
Group
No of
respondents
% of
sample
less than
100,000
1 2%
100,001 -
300,000
10 20%
300,001 -
500,000
28 56%
500,001 and
above
11 22%
1. Are you Aware of brand Titan?
Awareness No of
respondents
% of
sample
Yes 50 100%
No 0 0%
Inference- This can be clearly concluded that Titan has got an extra ordinary
awareness level.


4.Which of the following attributes you consider while purchasing the watches?


RATING
ATTRIBUTE
S
1(least
important)
2 3 4 5 (most
important)
Durability 1(2%) 1(2%) 8(16%) 9(18%) 31(61%)
Style 2(4%) 3(6%) 0 11(22%) 34(64%)
After sale
service
1(2%) 2(4%) 23(46%) 16(32%) 8(16%)
Brand Image 2(4%) 1(2%) 7(14%) 11(22%) 29(58%)
Price 4(8%) 5(10%) 13(26%) 10(20%) 18(36%)
Inference- Durability and style are to main attribute which respondents keep
in mind while deciding about their purchase.


5. How do you rate Titan in terms of following attributes?

RATING
ATTRIBUTE
S
Excellent Very good Good Satisfactory poor
Durability 28(56%) 17(34%) 4(8%) 1(%) 0
Style 13(26%) 18(36%) 19(38%) 0 0
After sale
service
7(14%) 14(28%) 25(50%) 3(6%) 1(2%)
Brand Image 35(70%) 8(16%) 7(14%) 0 0
Price 16(32%) 15(30%) 13(26%) 6(12%) 0
Inference- Titan has got good credits in all attributes except after sale service.

6. Who influences your buying decision most?


Family, 24, 48%
Friends and
colleagues, 24,
48%
Social Groups,
2, 4%
Brand
ambassadors, 0,
0%
Inference- Still family and friends & colleagues play the most dominating
role in decision making process.

7. Which price range would you prefer ?
Price range in
Rs
No of
respondents
% of sample
500 1000 2 4%
1001 2000 19 38%
2001 5000 22 44%
5001 and
above
7 14%
Inference- 80% of respondents are using watches of price
range Rs 1000-5000.
10. Will you recommend the brand Titan to others?
Recommendati
on
No of
respondents
% of sample
Yes 50 100%
No 0 0%
Inference- 100% recommendation clearly reflects satisfaction
derived by users is up to expectation.


11. Are you satisfied with the Titan watch you possess?
Satisfied No of
respondents
% of
sample
Yes 49 98%
No 1 2%
Inference- Almost respondents are satisfied with Titan product they are using
12.If not TITAN which brand would you like to go for?
Citizen, 8, 23%
Casio, 5, 15%
Timex, 15, 44%
Others, 6, 18%
Brand No of
respondent
% of
sample
Citizen 8 23%
Casio 5 15%
Timex 15 44%
Others 6 18%
Inference- Timex can be considered as second most preferable brand after Titan.
THANK YOU !!!