WATCHES

Presented by:
Anil Nandyala
(B11005)
Gurcharan Singh
(B11021)
Mona Kumari (B11028)
Sabyasachi Sahoo

AGENDA
OVERVIEW OF TITAN

HYPOTHESES

TOOLS FOR DATA ANALYSIS

REPORTS ON PRIMARY RESEARCH

NET TAKE AWAY

Overview of
TITAN

GENESIS OF TITAN

INITIAL POSITIONING OF BRAND TITAN

Sleek
Beautiful
Trendy
Gifting article
Non-sturdy yet durable.

REPOSITIONING OF THE BRAND

Why repositioning

SEGMENTATION STRATEGY
TITAN WATCHES

GENERIC COMPETITION OF THE BRAND

STRATEGIES ADOPTED TO TACKLE COMPETITION

Hypotheses

HYPOTHESES ESTABLISHED

HYPOTHESIS - 1

Watches are losing their image

as time keeping devices

1. What are the various devices used for

time keeping ?
2. Are there a majority of users who
solely rely on watches ?

HYPOTHESIS - 2

Titan watches are seen as

fashion accessory

1. What are the various items purchased as

fashion accessories and does Titan
watches feature in them?
2. What are the reasons for purchase of
Titan watches?

HYPOTHESIS - 3

Aamir Khan Is The Ideal Brand

Ambassador for Titan

1. What are the perceived brand traits of

brand Titan in the mind of the consumer?
2. What are the perceived personality traits
of Aamir Khan in the minds of the
consumer?
3. What is common between Aamir Khan
and Titan watches?
4. Are there other personalities who the
consumers feel may be able to better
represent Titan?

TOOLS FOR DATA ANALYSIS

Pie - Chart
Bar Charts

Analysis of
our survey

What are the various devices you use for time keeping?

DEVICE

NUMBER OF
RESPONSES

PERCENTAGE

Watches

83

77.57%

Mobile Phones

94

87.85%

Laptops

40

37.38%

I-pod

7.48%

Tablet

2%

others

1%

Which of these items according to you is a fashion accessory?

ITEM

NUMBER OF
RESPONSES

PERCENTAGE

Watches

77

71.96%

Sunglasses

76

71.03%

Bracelets

45

42.06%

Shoes

67

62.62%

Others

20

18.69%

Following are some of the attributes of watches. Kindly let us

know how critical these attributes are for you, while you
purchase watches.

ATTRIBUTE

RATE

RATE/ SAMPLE
SIZE

Style

380

3.55

Durability

354

3.31

Price

316

2.95

Quality

383

3.58

Avalibility

276

2.58

After sales
service

323

3.02

Do you wear different watches at different occasions?

NUMBER OF
RESPONSES

PERCENTAGE

Yes

62

58%

No

45

42%

RESPONSES

If you use different watches for different occasions, how many

watches do you have?

ITEM

NUMBER OF
RESPONSES

PERCENTAGE

15

24.19%

20

32.25%

16

25.8%

11.29%

More than 5

6.45%

TOTAL

62

100

In watches category which brand do you consider as fashion

accessory ?

BRAND

RATE *
WEIGHT

PERCENTAGE

TITAN

87.6

26.25%

TIMEX

37

11.09%

CASIO

62.4

18.7%

OTHER
HIGH
END WATCHES

63.4

19%

GREY
WATCHES

83.2

24.94%

END

If Titan were a person, which traits would you associate with it ?

TRAITS

WEIGHTED
CALCULATION

PERCENTAGE

97.8

15.89

Innovation

92

14.94

Perfection

83.4

13.55

Quality

96.8

15.72

Reliable

74.2

12.05

Leader

85.2

13.84

86

13.97

615.4

100

Style

Fashionable
TOTAL

The association with this person was mainly due to the brand values that
both Titan and the actor are associated with. We are both known for our
commitment and obsession towards perfection, quality, innovativeness,
setting new trends and our market leadership
This is a statement given for the brand ambassadors selection? Who do
you think this person is?

NAME OF THE
PERSON

NUMBER OF
RESPONSES

PERCENTAGE

Amitabh
Bachan

6.54%

John Abraham

2.80%

M.S.Dhoni

15

4.67%

Virat Kohli

0%

Aamir Khan

89

83.17%

Genelia
Dsouza

0%

A.R.Rehman

2.8%

Titan?

Do you think Aamir Khan has enhanced brand image of

RESPONSE

NUMBER OF
RESPONSES

PERCENTAGE

Strongly agree

35

32.71

Agree

52

48.59

Neither agree
nor disagree

16

14.95

Disagree

2.8

Strongly
disagree

0.93

NET TAKE AWAY

Thank
You