TITAN

submitted to- submitted by-

Mrs.Bindiya ANKUR
Goyal ARORA
Roll No-
80103320073
•World’s sixth largest, integrated manufacturer brand
for watches.

•In the Indian watch sector Titan has always

maintained a strong quality.

•Commencing production in 1986-87, the Company is

today the leader in the Watch & Jewellery businesses
in India

•Four Manufacturing Units

•C.E.O- JIMMY CAYNE
• A share of 8% of the production is exported
and around 5 lac watches are exported to 31
countries.

• Titan watches are available in the price

range from Rs. 395 to Rs. 40000.

• Owned by Tata:25% and TIDCO:27.88%

• Professionally managed by the TATA group &

an independent Board
• Started in 1999-2000 by marketing under the Fastrack brand.

• Targeted the youth segment. With Age group of 14-35 yr.

• (Mainly targeted towards teenagers & collegians).

• There are over 350 designs available for youth within range of Rs
500 To 2995.

• Titan Fastrack seeks to bring in a new dimension to the Indian

watch market.

• With this addition to the Titan portfolio, young consumers can now
turn to fulfill their fashion needs.
The watch market in India (by value 2006-07)

Premium (> Rs. 5k)

Mass (< Rs. 400)
Valued at 370 Crores

Valued at Rs. 300 Crores Swiss brands: Tissot, Omega, Rolex

Grey market, Chinese, etc. Fashion brands: Fossil, Calvin Klein,

Giordano, Esprit
11% 13%

33%
43%

Low-end (Rs. 400-1000) Mid-upper (Rs. 1k - 5k)

Valued at 938 Crores
Valued at 1200 Crores

Sonata, HMT, Maxima Titan, Citizen, Timex,

Swatch, Espirit
VOLUMES HAVE GROWN SIGNIFICANTLY,
DRIVEN BY LOW END
~35-40 mn 2700 crs
Volume of watches sold
0.22
~25 mn 4.5-5.2 375 crs
~21 mn 0.05 850 crs

Luxury (>Rs. 5K) 0.015 3.7

17.5-20
3.9
Mid-upper (1K-5K) 12.0
Low end 9.5 1200 crs
(Rs. 400-1000)

Mass (<Rs. 400) 7.5 9.3 13.5-16

300 crs

Market implications from 01-02 to 06-07

Overall volume growth significantly driven by low-end and mass market
Mid-upper category growing at 7% largely driven by Titan

Source: IRS 95,99,01, NCAER 95,00; internal data; press clippings; interviews; market visits; annual reports
 Shift towards LIFESTYLE
needs
TRADITIONAL NEEDS LIFESTYLE NEEDS

Basic Necessity Leisure needs

Simple Product / Enhanced product /

Service Orientation Service Orientation

Low incremental Higher incremental

consumption consumption

Focus on internal Needs Focus on external Needs

 Watch Market Map

Formal / Classic

Raymond Weil Omega,Rado,

Tissot Longines

Sonata, Nebula
TITAN Citizen
HMT,
Maxima XYLYS
Price

Rs 500 1000Timex 2000 4000 5000 10000 20,000 +

Espirit, Swatch Fossil

Giordano, DKNY, Carrera
Fastrack Tommy Hilfiger
Tag Heuer
Hugo Boss
Fashion/Sporty C Dior
 A vast distribution network

10,000 2300
ALL INDIA Towns
Dealers

204 109
World Of Titan
Showrooms Towns

129 90
Multi-brand-stores Time Zones Towns

679 330
Centers
Service Centers Towns
 Advertisement
• The whole advertising is covered by media
such as Hoarding, POP, Television Ads,
Newspaper, Magazines.

• As the advertising campaign is carried on

through different manners the young
generation is attracted toward the brand.

• The key role is being done by Television

Advertisement.
• Indian television co. advertises of fastrack
 advertisement
Bollywood rock star John Abraham was the brand ambassador for Fastrack. Most of its advertisements
were dominated by youth. Some of the popular Fastrack advertisements are discussed below:
Yes Sir Ad
A teacher was taking attendance, A boy responses his roll by raising his hand
Girls get obsessed by looking at the watch worn by that boy
Which has the message that this watch on your wrist makes you more stylish
 Current advertisement and
brand ambassadors
“MOVE ON……….” “MOVE ON……….”
 Sales
• In 2001, Fastrack contributed 4% of
the total Titan sales.

• In 2005, Fastrack contributed 12%.

• At present, it contributes more than

20% of the total sales of Titan.
 Loops of Fastrack
• After Sales Services

• Credit Basis

• Biased Distribution

• Advertisement
Comparison with competitors
 Conclusion
Inspite of so many loops, Fastrack is
still progressing.

With the new look Fastrack, Titan is

getting younger, and hopefully, wiser.
THANK YOU