TITA

NTHE TIMES THEY ARE A-CHANGIN`

AGENDA

On which foundations does the empire of Titan built?

How titan brought paradigm shift in Indian watch market?
The Brand power that dictates market- Tata
Improvement needs a rival
Challenges lying ahead
THE WORLD OF TITAN

Vision: To be innovative, JEWELLERY

world class, contemporary
and build Indias most WATCHES EYE-WEAR
desirable brands.
Titan manufactures over
150 million watches PRECISION
ENGINEERING
across 30+ countries and
cumulative.

BRAND BASKET
 INDUSTRY
REVOLUTIONIZED!
Titan the third watch company after HMT and Allwyn in 1987, revolutionized the
industry by changing the norms:

Technology : Mechanical to Quartz

Design : Basic to Stylish

Variety : 200 to 350 models initially

Presentation : uninteresting to fine showrooms

Advertising : Expenditure to vital investment

UPBRINGING OF TITAN
Investment in Quartz only
A key strategic vision of not investing in pass technology
TATA A century old name
Bestowed Titan with associations of reliability, quality and trustworthiness
Multiple Ownership Key to sustained volumes
In 1986, the per capita purchase of watches every year in the USA was higher
than the total ownership of watches in India per capita

Timekeeping devices to fashion accoutrements

TITAN POSITIONING
A premium brand with global reach
Titan Distribution Strategy played a pivotal role-
Away from traditional watch outlets
Places like garment stores, jewelers etc.
Titans own watch showrooms

Titan Marketing Strategy bolstered the positioning-

Advertisements celebrated 3 aspects Quartz technology, TATA, spectacular
designs
Catalogue style print ads a sample preview of what was waiting in the stores.
OVERCOMING
REDUNDANCY

Encouraging watches as a gift even in a non-traditional motive

Commercials which addressed the emotional connect among various relationships

Introducing a range of watches sporting different attributes

CONTD..

Bollywood played an important social context to make style quotient essential

Titan positioned themselves as fashion accessories

Emotional connect
TAILOR-MADE FASHION
Catering needs of different segments.

Introduction of Dash- a range specially created for kids(1999)

Priced at Rs 250-400.
Attempt to change the elegant and old image of Titan.
Target of Dash : Children (Urban) of age 6 to 14 years (35 Million)
In past, HMT and Timex also tried introducing watches for kids but no major
result yield due to lack of advertising and promotion.
Company expected maximum sales to come from gifting route.
FASTRACK

Youth segment.
Fastrack range launched in 1998.
Targeted teenagers and young professionals. Starting price- Rs 600 .
Tagline of How many do you have projected fastrack as a multiple
ownership product.
Similar to Pepsis Yeh dil mange more
RETAILING AND TITAN
SHOWROOM
Watch Shops in those days were like transactional points

Titan wanted to give people an experience

World of Titan Stores Titan Watches

Time Zone Stores Sonata Watches

Used the distribution to fight competition

Presently, there are 438 World of Titan Stores in India

BE MORE.

Moving beyond the watch itself.

600 million people in India Do not wear watches.
Penetration level is just 25 per 1000 people compared to global average of 250
per 1000 people.
How much more can a watch be?
Is a watch just used to watch time at the end of the day?