XAVIER INSTITUTE OF MANAGEMENT AND ENTREPRENEURSHIP

TITAN CASE ANALYSIS

Product And Brand management
Submitted by:
Abhirup Mukhopadhyay(02)
Atasi Das(24)
Charudattta Bhave(27)
Firdaus Iqbal(36)
Timi Chabbra(109)
10/26/2010

[Type the abstract of the document here. The abstract is typically a short summary of the contents of the document.
Type the abstract of the document here. The abstract is typically a short summary of the contents of the document.]
Que. Explain the brand building strategy of Titan?

Ans: Differentiating Titan from competitors brand was the first step taken by Titan in order to make strong base in
market. This leads to ‘Titan’ stand out in market and gave identity for customers. Initially they focus on basic feature of
watch and conveyed their USP as accuracy to customers.Product innovation, targeting various segments based on price
point, providing unique customer experience by opening exclusive outlets, ambience, well trained sales persons and
after sales service were the key plus points helped Titan to recognized as a Quality Brand.Titan created various segments
in its brand basket and positioned them based on certain specific characteristic of the segment. For ex: Fast track is
positioned as youth brand, Xylys is positioned as Premium Brand etc.Titan moved further in developing its brand by
reinventing watch as a fashion accessory and made as important part of wardrobe but while doing these innovations
they kept Titan as brand always relevant to customers. For ex: Titan launched ‘Raga’ collection for upper and middle
class women segment in metros.For this they used Aamir Khan as its brand ambassador and used Mozart’s jingle in
order to create brand association. This helped them to greater brand recollection by customers.This is how they ensure
that brand is delivering what it is promising, which leads each of Titan brands delivering both tangible and intangible
benefits to customer.This is how Titan developed their brand building strategy over the period of 20 years to make it
most trusted and recognized brand in India as well as abroad.

PROMOTION:

Titan uses celebrity endorsements and attempts to promote the latest trends in the industry. The idea was to make
watches that would be seen as style and fashion accessories rather than just utilitarian devices. The company decided to
use Aamir in brand and product communication on television and in the print and outdoor media.

Product: Innovation can be in terms of any of the marketing mix. This quality is clearly reflected in the brand strategy of
Titan. Most of the watch collections are based on a psychographic segmentation. Over the years, TIL launched several
collections/ranges under the mother brand Titan

Place: The vast distribution and service network of TIL serves as an effective entry barrier

Price: TIL follows a four pronged pricing strategy:

1. Sonata: Value for money(395-695)

2. Fastrack: Priced as affordable fashion accessory which can be bought out of a college students’pocket money(695-
2500)

3. Titan Mid premium segment: It is the broadest segment targeted towards the working professional and the upwardly
mobile middle class.(2500-10,000)

4. Xylys: This completes the pricing portfolio covering the top of the range Xylys brand priced as affordable
luxury.(10,000-33,000)

THE MILLWARD BROWN MODEL

Presence – With regard to Brand Awareness

 Flora –Inspired by floral designs. Artistic but brand awareness is quite low.
 Purple- Exclusive and modern designs targeted at the new generation with unique tastes but brand awareness is
very low.

Relevance
 Titan Raga- is targeted at the contemporary woman with a traditional bend of mind. For women who find
appeal in Indian designs and motifs and traditional jewellery. Stays equally relevant with modern style of
dressing in India.
 Nebula – For the working and upwardly mobile women.
  Fast track- Targeted at the young college going crowd, as well as the hip, on the move people who prefer sporty
attire, accessories and designs. Relevant to their lifestyle.

Performance
 Sonata- Long lasting, accurate timing, durable at reasonable prices- Targeted at money conscious segment.
Value for money. Meant for the mass market.
 Automatic from Titan- Mechanical watches with intricate mechanism that recognizes the slightest wrist
movements for its precision functions. Along with this it also carries a wide range of intricate functionalities.

Advantage
 Titan Eye+ -Each store has style consultant and state-of-the-art optometric clinic promising zero error
prescriptions at no cost. These are additional advantages not available to the public at reasonable prices.
 Gold Plus- accessibility and availability to the rural and semi urban where there is a lack of reliable and authentic
quality jewellery.

Bonding
 Tanishq – Urban women connect with the brand. The first branded retail jewellery chain in India. It provides
Carat meter to test purity of gold purchased, ambience, after sales service, guarantee, transparency, purity
and reassurance.
 Titan Edge- For the male mid premium segment. It provided the market with the slimmest designed watch. Over
the years it formed a bond with its wide availability, after sales service, reliability and rich lineage.

CBBE MODEL

The CBBE model is explained by assessing the brand Fast Track

Titan Fast Track

Loyalty
Attachment
Community

Good value Esteem

Stylish Pride
Excitement

Fashionable College students

Bold
Contemporary styles Biker groups
Mid- high prices

Watches, Fashion Accessories