[SWOT ANYALSIS OF TITAN]

Company Overview
Titan Industries Ltd. is Indias largest fashion accessories manufacturer including watches,
jewellery, sunglasses, and prescription eyewear. Titan Industries Ltd, a Joint Venture
between the Tata Group and TIDCO (Tamilnadu Industrial Development Corporation) began
on 27th July 1984. HMT was first major watch manufacturer in India and undisputed market
leader till the entry of Titan. In 1987 Titan established a manufacturing unit at Hosur for the
making watches. The main objective of the company is to manufacture analog electronic
watches. The Company projected to manufacture 2 million digital and ana-digi watches in
collaboration with Casio Computer Company of Japan. A MOU was signed between Titan
and Casio in November, 1986. Titan exports their watches in 32 countries around the world.
Now it is fifth largest watch manufacturer in the world. Titan Industries launched Tanishq; a
jewellery brand in 1995, In 2002 Titan initiated a new business unit of Precision engineering
components for aerospace, automotive, oil & gas, engineering, hydraulics, solar and medical
industry. Titan industries added Titan Eye+, an eye wear brand in the year 2007. The
company operates in Asia Pacific, Middle East and the UK. Its headquarter is located in
Bangalore, India and employs around 4514 people.

Strategic Business Units

Watch segment

Jewellery segment

Others (eyewear and precision component)

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Titan Industries Ltd.

Sales (2007-2008) = Rs. 3000 crores (rounded off)

Net profit after tax = Rs. 160 crores (rounded off)

In its silver jubilee year, Titan Industries Limited has come out with a sterling performance.
Sales income for the year 2009-10 was Rs.4,703.12 crores, crossing the billion dollar (US)
figure and registering a growth of 22.2% over last year sales of Rs. 3,847.72 crores. The year
started on a sombre note against the backdrop of a slowdown worldwide but the recovery of
the Indian economy and strategic steps taken by Titan Industries have helped register a
historic performance. Profit before tax for the Company grew by 39.4% to Rs.321.32 crores,
while net profit grew by 57.5% over last year to Rs.250.32 crores.

The World of Titan

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PRECISION ENGINEERING DIVISION

Precision Engineering Division of Titan was started in 2002. It has become one of the leading
manufacturers of Precision Parts for Automotive and Aerospace Industries.

The Diverse Product range includes pointers, dashboard clusters like Fuel Gauge,
Temperature Gauge, Gear Shift Indicators, Clocks for Automobiles and any kind of Injection
molded Plastic parts, Electromechanical Assemblies for automobiles, all kinds of pressed and
turned parts for automobiles. The Tooling Sector of Precision Engineering Division
manufactures all kinds of Press Tool, Molds, Jigs, and Fixtures for various industries.

Titan Automation Solution, a part of Precision Engineering Division is a leading Automation

Solution Provider for all kind of industries.

FACE OF TITAN

The Company also runs a one of a kind contest in the retail industry called the Face Of Titan
(FOT) contest to identify the most talented Sales person, Manager & Service personnel
Technician & Cashier. The contest recognizes the best based on a set of parameters that give
a measure of the overall development of the individual in each of the categories mentioned
above and is not solely on sales.
This program was conceived as an assessment centre for frontline staff - by Aparna
Ponnappa, inspired at that time by staff who expressed their desire to 'perform' and 'be
recognized' for what they do. This program enabled the retail wing of Titan to empower staff
to take charge of their own skill development and provided them with a healthy and fun
environment to compete and showcase their own talent.

The contest leapfrogged into the digital era from the year 2006-07 with the introduction of
IT in the capturing of survey data across all of its 200+ stores, that year also saw the
introduction of the data gathered at the store level being used to profile the staff at various
levels using a custom built web based software developed by I.GEN Labs

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IMC Strategies
Personal Selling

The traffic and the transactions: To confirm the effectiveness of the advertising campaign,
Rado can compare the amount of customers and transactions in the periods of before, during,
and after broadcasting by calculating the foot traffic in each of the Swatch stores. This will be
calculated two weeks before broadcasting, during the broadcasting, and two weeks after
broadcasting. Also based on the transactions, Rado can analyze what product of the CreArt
Collection is selling best and can modify the lead product in the media of the Indian market.

Sales Promotion

Online Coupons: Rado can measure the effectiveness of the online coupons by providing
customers a promotion code for online coupons on the official website, Facebook, or Twitter.
Rado then will know the number of customers who use the online coupons, the total purchase
amount, and what online shopping channels they chose to purchase from, such as Rados
official site, Amazon, or Yahoo! Shopping.

Online Ratings: Consumer engagement can be measured through ratings and comments on
the commercials on the Internet. Rado then can understand the customerscommercial
preference, and properly judge which commercial to run.

Print Ad Coupons: If Rado decides to place coupons with a promotion code in printed ads,
like newspapers and magazines, they could measure interest based on the number of
customers who redeem the coupon, the total of the purchase, where they purchase, such as in
Swatch stores or department stores.

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Publicity

The media coverage is examined in each medium. The success of the IMC strategy will be
determined on whether the news is covered in the main media.

The press

Television

Magazine-General interest

Magazine- Fashion and beauty

Cyber Marketing

Click-Through Rates

Mobile text message: The click-through rate will measure the percentage of people that
clicked on a CreArt Campaign text message to enter campaign related websites.

Internet: The click-through rate will be measured by the percentage of people that landed on
a Rado-related website and social media site and the duration in which they stayed.

Social Media: Rado MTV Playground and Swatch website, face book and twitter.
Twitter: The Swatch.br group, which was created in June 2009, and has 230 followers as of
today. The goal was to increase the number of users by 15% (by 15 people) during the
campaign. Metrics will include engagement measurements, reach measurements, and trend
measurements. These will measure the number of tweets, retweets, followers, among other
measurements. Progress can also be tracked via TwitterGrader.coms online tools.

Direct Market: Create fashionable posters and brochures that the target market will want
to keep forever. In china as a youth awareness campaign they launched a young design
prize to create a brand image and target market in china.

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Distribution

To maintain a direct link with end consumers, The Rado has created a retail section that
develops global retail strategies and new approaches to consumer market. The distribution
channels that they have strongly focused on are Tourbillion Boutiques, Tech-Airports,
selected Boutiques, and worldwide distribution.

IMC Mission

The overall IMC mission of the 2009 CreArt Collection campaign is to create a connection
between Swatch group and art in order to increase sales. CreArt combines events, live
music, and monumental video projections with contemporary performance art. Currently,
there are four television spots, each unique to the four artists who are highlighted in this
campaign. This campaign also utilizes a partnership with MTVs Playground website,
among other elements that are further discussed in IMC Tactics.

What is going on in the target market right now?

The Rado watch has a global target: young students or professionals, aged 18-35. The
target embodies youthful, provocative, stylish, and artistic traits. The wearable art is
suitable for this target and any casual and joyful moment they might experience. Based on
VALs, these people are Experiencers and Strivers. Experiences are motivated by selfexpression and are avid consumers who spend a comparatively high proportion of their
income on fashion, entertainment, and socializing. Their purchases reflect the emphasis that
they place on looking good and having cool stuff. Meanwhile, Strivers are trendy and fun
loving. They favour stylish products that emulate the purchases of people with greater
material wealth.

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Company Environment Analysis (Pest Analysis)

Political Factors

Indian Jewelry Industry is getting strong government support in form of incentives

and formation of SEZs, According to (Gujarat Government Industrial policy 2009),
Gujarat government gives scheme for insurance coverage. Gems & Jewellery Parks
have been set up to promote investments in this sector.

By Stable macroeconomic policies of India, International watch companies are

entering in Indian watch Industry.

100% FDI is allowed in the Gems & Jewellery sector and Watch sector through the
automatic route. (Investment Communication, n.d.)

Government provide excise duty free zone where companies establish their
manufacturing units and obtain policy benefit.
(Example Titan assemble his manufacturing unit in Uttrakhand which is excise
duty free zone) (India Extension Bureau, 2009)

Social Factors

Gift trend of watches and jewellery in special occasions in India support watch and
jewellery sector.

Indian Life style is improving which is supportive for Jewellery and watch sector.

The Indian gems and jewellery market is set to cross US$ 26 billion by 2012, on the
back of getting better lifestyle and availability of skilled labour.(Investment
Communication.)

Indian consumer views jewellery purchase as an investment. India is the largest

consumer of gold jewellery in the world, utilizing 20% of global gold (Gold, 2010).

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As per a report by the Automotive Component Manufacturers Association of India

(ACMA), the turnover of the auto component industry is being estimated at around US$
19.2 billion in 2009-10. (Investment commission, n.d.b)

Indian Diamond Institute (IDI), National Institute of Design (NID), National Institute of
Jewellery Design (NIJD) and National Institute of Fashion Technology (NIFT) have had a
substantial impact on development of the jewellery sector in India.

Technological Factors

Companies are using innovation to establish their brand in the market (ex-Titan
produce world slimmest watch).

Innovative technologies certify the finest use of gold in the electronics sector.

Japanese companies have come to Indian market with their highly technological
watches.

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[SWOT ANYALSIS OF TITAN]

Swot Analysis
Strength

Tata is finest and reliable group of companies name in India and Titans collaboration
with Tata has helped them to establish their brand in the market.

Titan is market leader of watch industry in India with 60% market share.

Titan has efficient customer touch point (300 exclusive World of Titan' showrooms,
740 after-sales-service centres, 113 Tanishq boutiques and Zoya stores, 28 Gold Plus
stores, 88 Titan Eye+ stores)

Titan has capable Production capacity they have 11 manufacturing units in India.

Weakness

Poor market share in high cost watches.

Less number of low priced products.

High prices jewellery comparison to local players.

Opportunity

Titan can venture into different sector, as Titan doing innovation in their services
where they launch design studio where they did designer work for titan watches,
Tanishq jewellery, and fastrack gogals and bag. In 2009 Titan launched Titan trophy
where they made trophies for various companies.

Titan has developed foreign potential market, as now they are exporting watches in 32
countries.

In India on every 1000 people, only 25 have watches.

The estimated annual watch market size is around USD 195 million. The average

(World amazing records, n.d.)

growth rate is 10 -15 percent per year. (World amazing records, n.d.)

In India more than 58% of the population is under 25 years and more than 80% of the
population is below 45 years of age. (World amazing records, n.d.)
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Expected to grow at 40% p.a. to US$2.2 billion by 2010, India is the fastest increasing
jewellery market in the world. Estimated jewellery export revenue of up to us $ 25-30
billion in next five year .(Investment Communication of India, n.d.a)

The auto component industry in India has possibility to grow at a CAGR of 13% to
reach US$40 billion by 2015. (Investment Communication of India, n.d.b)

Threaths

Swiss automatic, stylish and super premium watches & Japnese automatic and new
technological watches have increased the competition.

Too many players will dilute the market & the profit margin.

Low priced China watches are also a concern.

Mobile phones are also a threat for watches in mass market. People prefer 1000rs
mobile in which they get calculator and alarm watch.

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SWOT ANALYSIS OF INDIAN WATCH INDUSTRY
STRENGTHS

WEAKNESSES

Watches as a fashion accessory

Quality or price positioning

Main USP is low cost watch.

Brand image
Market segments with large potential:

Lack of futuristic approach

women, youth, children, sportsmen, the

budget-conscious and, of course, the

Lack of flexible thinking

big spenders.
Customer value and offered after sales
service in a showroom environment.
OPPORTUNITIES
Nearly 34 million watches are sold
through gray market channels.

THREATS
Too many players will dilute the
market & the profit margin

Currently, sales in India stand at an low

number of 25 watches per 1,000

Low priced China watches.

people, compared with 250 watches per

1,000 people in a developed society.
Exchanging offer
Rural market

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Evolution of Mobile phones.

[SWOT ANYALSIS OF TITAN]

Current Financial Data

(These Financial data is According to Titan Industries Limited annual report)

In Titan silver jubilee year (2009-10) growth rate is 22.2%.

Sales(in crores)
5000
4500
4000
3500
3000
2500
2000
1500
1000
500
0

Watches
1060
1040
1020
1000
980
Sales(in
crores)

960

Sales(in crores)

940
920
900

2007-08

2008-09

2009-10

880
2008-09

2009-10

Company revenue Rs. 4703.12 Crores.

Watch segment sales grew by 13% to Rs.1052.78 crores.

The Jewellery segment sales grew by 26.8% to Rs. 3,504.19 crores.

Other segment (Eyewear and Precision Engineering) rose by 11.4% toRs.151.76

crores.

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Net profit Rs. 250.32 crores company grew by 57.5%.

International Operations
The Company export turnover of Rs.101 crores during the year. Exports include sale
of watches and precision engineered components

Challenges Titan Industries Ltd experienced

In 1998-99, Titan tried to tap kids watch segment with a brand Dash. But Dash failed
to catch the market. Dash was withdrawn in 2003. Experts say that Dash was too early
for the Indian consumers. During that time, parents were not that interested in
spending on kid's accessories like Watches.
Now Titan feels that the market is ready for a brand like Zoop. The Company has reentered the childrens watch segment. Zoop is being positioned as a cool, fancy
accessory for kids.

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Competitors
Top competitors
According to Data monitor (2010) these are main competitors in watch and jewellery
sector.

HMT Ltd.

Timex Group India Ltd.

Gitanjali Gems Ltd.

Su-Raj Diamonds and Jewellery Ltd.

Vaibhav Gems Ltd

Porters Five forces Analysis (Industry Analysis)

(Diagram of Porters five forces)

More global
and local
playeras

Shift in
structure of
demand

Industry
rivalry

Emergence
of distinct
consumer
segments

Emergence
of new
channels

Threat of new entrants - More global and local players

Increase in competition in all segments

Super premium segment : Swiss brands

Premium segment : Global fashion House / Japanese brands

Mass market : Local/regional, Chinese Watches

Power of buyers - Emergence of different consumer segments

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Defined consumer segments around distinct purchasing factors

More awareness of brands and global trends among rich urban consumers

Threat of substitutes - Emergence of new channels

Emergence new retail outlets emerging (Dept. stores/malls)

Existing outlets (MBOs) getting attractive looking

Unorganized retail network for mass market

Power of suppliers - Shift in structure of demand

Volume growth driven by the mass market

Value growth driven by premium segment

(Nag, 2008, P.226)

Portfolio analysis tools

a) Brand Life Cycle
(Brand life cycle)

Introduction

Growth

Maturity

Decline

Obaku

Xylys

Sonata

Royal

WWF

Raga

Nebula

Regalia

Orion

Purple

Edge

Dash

Zoop
Octane

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Fastrack

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In introduction stage brand needs much investment to create awareness in the

market.

In growth stage sales increases because customers aware the brand and its quality so
brand needs more attention on 4ps of marketing mix for establishing brand
preference.

In maturity stage brand set its position in customer mind. Brand main goal is to
maintain market share.

In decline stage sales begin to decline as the market saturated, brand technologically
absolute, or customer taste change.

b) Boston Consulting Group matrix analysis

In BCG Matrix Company analyse its current SBU portfolio and decide which SBU
need more or less investment and company develop growth strategies for adding new
products and businesses to the portfolio.
Plotting two SBU Titan Industries Ltd
i) Watch Sector
Watch Industry Growth- 13%
Titan Industries Sales in Watch Sector- 1,026.78 crores
Market leader or Close Competitors (Timex India) sale- 140.07 crores
= 1,026.78/140.07
Relative Market Share = 7.33%

ii) Jewellery Sector

Jewellery Industry Growth- 40%
Titan Industries Sales in Jewellery Sector- 3,504.19 crores
Market leader or Close Competitors (Gitnjali Gems Ltd) sale- 1,257.8 crores
= 3,504.19/1,257.8
Relative Market Share = 2.78%
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(BCG Model)
Relative Market Share
(Cash Generation)
50

Stars

Question mark

Cash Cow

Dog

Market Growth Rate

(Cash usage)

10

0.1

On the horizontal axis: Relative market share

On the vertical axis: market growth rate

Titans jewellery unit come in star because it has a high market share in fast
growing sector. Jewellery sector may generate cash but model predicts that
jewellery units will have a very strong need to support their growth.

Titans watch unit come in cash cow because it market leader in Indian watch
market. Watch unit has large market share in a slow growing Industry. Because of
their market position Titan watches generate cash.

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c) Ansoff Matrix
Ansoff Growth matrix is a tool that helps companies to grow depends on whether it
markets new or existing products in new or existing markets.
(Nag, 2008, P.245)
(Ansoff Matrix Model)

Existing

Existing Product

New Products

Market penetration

Product development

Market development

Diversification

Markets

New
Markets

Market penetrationTitan has two brands in jewellery segment and Indian jewellery industry growth rate
is 40% pa. The company promote their brand at high level in this growing industry.
Market developmentIndian Tier II and Tier III cities are growing rapidly and Titan SBUs Eyewear and
Jewellery sector need more retail network to reach them.
Product developmentTitan has good opportunity to introduce new technological watches like iPod watch
(music enable), voice recorder watch, hard drive watch and USB interface to control
it. Because Titan is market leader of Indian wrist watch market with 60% market
share and company have to do innovations in their products for maintaining their
market share.

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Companys target customers

Brand /Sub Brand

Segmentation

Target Customer

Titan Watches

Casual Wear

Mid-premium Class

Edge Watches

Stylish casual wear

Premium Class

Nebula Watches

Jewellery watches

Super Premium Class

Octane Watches

Sporty

Premium Class

Heritage Ladies Watches

Casual wear

Premium Class

Orion Watches

Casual wear

Mid-premium Class

WWF Watches

Nature lover

Mid-premium Class

Raga diva Ladies Watches

Party wear

Super Premium Class

Raga flora Ladies Watches

Jewellery watches for ladies

Premium Class

Zoop Watches

Kids

Premium class

Purple Ladies Watches

Trendy

Mid- premium Class

Obaku Watches

Casual wear

Middle class

Automatic Watches

Automatic function lover

Premium Class

Xylys Watches

New-age achiever

Super premium Class

Fastrack Watches, Goggles,

Youth

Mass market

Sonata Watches

Casual wear

Mass market

Gold Plus jewellery

Party wear

Semi-urban and middle class

Tanishq jewellery

Party wear

Urban class and premium Class

Titan Eye+

Casual, Trendy

Mid- premium Class

Bags, Belts.

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Positioning Strategy

Titan mainly focus on two positioning strategy for their watch brands

Price and Quality

Lifestyle
(Nag, 2008, P.125)

(Titan Watches perceptual mapping)

Formal / classic

Xylus

Nebula

Titan & Sub brands

Sonata

500

1000

2000

4000

5000

10000

Zoop

Fastrack

Fashion/Sporty
Analyse two web pages for making Titan perceptual Map (Infibeam, 2010a )(Titan, 2009c)
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Titan brand perception in consumers mind

Titan previous tagline was Whats your style, by which they want to create
perception in consumers mind as a fashion accessory. Titan repositioning itself with
new tagline Be More with this new campaign they move from style statement to
personality statement. Titans brand ambassador Aamir khan provides much needed
frame to fire.

Fastrack is a brand for youth. Fastracks brand ambassador actor Genelia D'Souza and
cricketer Virat Kohli using tagline Move on in television campaign and Fastrack
want to create perception that we are sporty, stylish and moving towards Success.

Xylys positioned as a premium class watch. They are targeting new age achiever. By
their new television campaign they Creating perception that Xylys is a exceptional
brand, which can change your thinking in this campaign they are using tagline You
dont possess a Xylys, it possesses you

Eye+ is being positioned as a style foil. Eye+ has the tagline Kuch To Hua Hai"
meaning Something has happened to you". In this campaign they are creating
perception that Eye+ makes you attractive and Eye+ is nothing but very basic.

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Promotional Activities
The company use different communication technique for promoting their brands.

a) Advertising media:

Broadcasting (Television Campaign, Radio)

Print(Magazines, newspaper)

Internet

Hoardings, billboards.

b) Public relation

Gift concept (Any customer picking up a Nano booking form from a World of Titan
outlet gets gift voucher worth Rs 200.)

Exchange offer (Aug 16 2010 Titan Exchange Offer 2010. The exchange offer
allows the customer to avail a flat 20% discount on exchange of any old watch)

Jingles titan use jingles to reflects the brand personality

c) Sales promotion

Sponsorship

Seasonal campaign (Tanishq, successful promotion the Queen of Diamonds in 200910 first quarter of the year, Jewellery segment sales grew by 26.8 %.)

Promotion through Contests

Titan launches off-season discount scheme

Titan uses their brand ambassador for promoting their brands which suites brand
personality
Titan: Aamir Khan
Sonata: Mahendra Singh Dhoni
Raga: Amrita Rao
Xylys: Rahul Bose
Fastrack: Genelia dsouza, Virat Kohli
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Company maintain a high level of customer service

Titan Customer Service centres are certified with the ISO 9001 & 14001
certification, focuses on the best post-sale experience and complete customer
contentment

Titan connects with their customers by website (www.titancare.co.in) where they

said our relationship doesnt end with the sale of watch...... but begins.....

Titan gives 2 year warrantee on their watches.

The company encourage their employees give fast and better services to
customers.

Titan Customer Service also sale spares and accessories, such as batteries, leather
and metal bracelets. Staffs actively encourage customers to use only original
spares in order to ensure quality and satisfaction

Company pursue and ensure customer loyalty

Titan authorised Service Centres are attached to the Multi-brand outlets both offer
quick and high-quality service for all types of watches.

To ensure good quality and customer satisfaction Titan Industries gives various
schemes.

Titan's loyalty Signet program is component of Titans effort to retain and value its
loyal customers. Under this program they give membership to their customer for
joining the club.

Titan gives opportunity to their customer every year to exchange their watch by new
one in Exchange Offer Campaign.

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Pricing strategy
Titan Industries mainly used three types pricing Objectives

i) Market share - In this objective product capture market share price main purpose
is serve maximum people. (i.e. Titan, Sonata, Fastrack, Goldplus)
ii) Market skimming product main objective is maximize the profit and attract
price sensitive customer. (i.e. Titan Nebula, Raga, Tanishq)
iii) Value-based pricing - product based on the value it creates for the
customer(zoop)

Pricing methods of Titan Industries

iv) Product line pricing Titan use product line pricing method. The company
select price according to products specification.
v) Promotional pricing In promotional activities company give discount in
products price.

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Pricing compare with that of its competitors
Indian watch market is clearly divided and lot of players are fighting out. The mass market
segment has HMT, Titan, Maxima fighting it out. The mid-premium segment has Titan,
Timex etc and the premium segment has Titan, Citizen etc. The super premium segment is
also hitting up with lot of international brands setting shops in India.

TITAN
Mass Market 400-1,500
Mid-

HMT

MAXIMA

400-1,500 380-1,200

TIMEX

CITIZEN

600-1,500

2000-4,000

-----

-------

2,500-6,000

2,760-6,000

Premium

5,000-10,000

-------

-------

6,000-10,000

8,000-14,000

Super

10,000-85,000

--------

--------

premium

14,000-31,100

Premium

Distribution of products/services

Titan Industries operates stores under the flagship of World of Titan, Tanishq boutiques,
Zoya Stores, Gold plus Stores, Titan Eye+ Stores. It also provides after sale services, home
delivery, and repairing services of watches. The company expanding its retail network with a
net addition of 52 stores of Watches, Jewellery and Eyewear businesses. As on 31st March
2010, the Company has a total of 539 stores, with over 6, 85,000 sq. ft of retail space.

In India Titan has 786 service points across 343 towns.

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300 exclusive World of Titan' showrooms

113 Tanishq boutiques and Zoya stores

28 Gold Plus stores

88 Titan Eye+ stores

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Strategic alliances

Titan Industries Limited tied up with Sankara Nethralaya for supporting their Titan
eye+ brand.

The company tied-up with Essilor and Kodak for manufacturing lenses

Titan has entered into an exclusive sub-licensing arrangement in 2003 with GVM
International Ltd, for marketing and distribution of Tommy Hilfiger watches in
India.

Company adopted these strategies to achieve success in the market

Diversification
Diversification into jewellery sector, with upper class and middle class brand Tanishq,
Goldplus. Because Indian jewellery sector is unorganized and one of the fastest growing
sector of India.

Proper segmentation and Targeting

Wide range of products with proper segmenting and targeting as stylish, function and price
points.
Public Relation
The company doing public relations by Titan Signet Club, gift concept and Exchange offers.
This helps to make Customer loyalty for company.

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Performance measurements Criteria

Market share
As earlier says in this report Titan is market leader with 60% market share.
Relative market share of Watch sector which comes from BCG matrix-7.33%
Jewellery sector- 2.78
Brand equityTitan Industries has been awarded with these awards like which shows Brand equity of
Titan

Titan and Tanishq were adjudged 'Most Admired Brands'

'Friends of BIL Award' - for employing handicapped person.

The Titan Design team received 7 accreditations at the National Institute of Designs Business World Awards, including the 'Young Design Entrepreneur of the Year'.

The President of India's Award - for employing disabled person.

Titan retained its ranking as the 'Number 1 Brand' in the Brand Equity Survey, in the
Consumer Durables category.

Strategy Recommendation
1. Expand the showroom numbers in Tier II and III cities Titan eye+, Fastrack and
tanishq)
2. The company should diversification in other products (fastrack Belt, Cap)
3. Titan should launch new brand in premium goggle market
4. Promotion in foreign market
5. Promotion campaigns of Sonata Yuva collection & TitanEye+ on Internet advertising
(Tier2 &Tier3 cities for new age achievers)
6. More focus Jewellery segment because In jewellery Market growth rate is 40% p.a.

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CONCLUSION

The opening of the Indian market and the arrival of premium Swiss brands has certainly led
to Indian consumers being exposed to global brands, styles and various price levels. To the
Indian consumers, the high price of Swiss watches has helped them to realize the value of
Indian brands, particularly of Titan, which offers equivalent quality, but at lower prices and
with better distribution and service same time it has also exposed them to real quality and
style. Titan has shown its differentiation, and customer centric approach which helped them
to get the market. Whereas Rado is maintaining its international standards and targeting a
totally different class, but if they really want to compete Titan in Indian market they have
to reframe their pricing strategy by launching some medium priced watches with
international standards to target mass. It also need to target different Indian masses with a
wide range of differentiated products.
Both the companies had a lot to learn from each others unique strategies in all respect.

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Biblography
www.infoindia.com
www.masmedia.com
www.metroworld.com
www.in.cg.co.in
www.millionerpro.co.in
www.jpro.co.in

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