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Titan Industries is the world's fifth largest and India's leading manufacturer of watches. It has several popular brands in its fold including Heritage, Aviator, Regalia, Octane and WWF
The Titan portfolio has over 60% share in the domestic market
Share in the organized watch market. To ensure a dominant presence in the market, the company has showrooms in every nook and corner of the country that caters to the needs of every segment of the people.
To be a world-class, innovative and progressive organization and to build Indias most desirable brands.
To create wealth for all our stakeholders by building highly successful businesses based on a customer-centric approach, and to contribute to the community.
Total customer orientation Employee appreciation Performance culture and teamwork Creativity and Innovation Passion for excellence Corporate Citizenship
Creation of Edge Slimmest commercially available watch in the universe.(thickness: 3.5 mm) Four years of intensive R&D. Produced indigenously. Received Best Design Award in Lifestyle Product Category Organized by Business World.
Certified under ISO 9001 in Dec.94 ISO 14000 certification in 2002 TS 16949 certification in Feb 05
Aamir Effect
Created by TVC. TVC introduced in Oct. 2004. Sales soared exponentially. Used effectively to merchandise new models. Newspaper Cuttings.
Catalogue Advertising
ALL INDIA
World Of Titan
Time Zones
616 Centers
Service Centers
Excellent Watch and Jewellery design. Has international award winning designs to its credit.
Every Ford Mondeo car rolling out of the plant in Genk, Belgium has a Titan Clock.
INTERNATIONAL BUSINESS
One of Indias first companies to market a consumer brand overseas. Now present in 26 countries outside India Among the top 3 brands in some Asian countries Selling 650k watches annually with increasing presence in jewellery. Total export sales of over Rs 100 crores in 2006-07 Ranked No.3 amongst the top Life style Brands in the watches category by Business Today ( Oman) for the third year in a row
I nco m e i n R s . C r.
W tc e a hs
Ya er
PBT
in R s. Cr.
PAT
in Rs. Cr.
- - -
Year
- - -
Year
Wt h s ac e
i n R s . C r.
Ya er
M arket Cap.
Crosse d Billion $
- M ay-
Product type
Edge Raga Octane Zoop WWF Heritage Orion Nebula Sonata Exacta Titan Bandhan watches Spectra Dash Regalia Fastrack Royale Classique xylus
Introduction : WWF, Maturity: Sonata, Fastrack, Dash Orion, Zoop, Diva, Octane Growth: Nebula, Insignia, Decline: Aqura Raga, Royal, Regalia, Edge etc
World of Titan Showrooms Time Zone Traditional Outlets Non Traditional Outlets
TITAN PRICING
Pricing Objectives 1. Survival (i.e. Titan Exacta) 2. Market share (i.e. Titan Sonata) 3. Market skimming (i.e. Titan Nebula) 4. Product quality Pricing method 1. Product line pricing 2. Promotional pricing Application of pricing strategy 1. Lower segment 2. 1000 plus segment
Formal / Classic
Raymond Weil Tissot Sonata, HMT, Maxima TITAN Citizen Omega,Rado, Longines
Nebula
XYLYS Price
Rs 500
1000
2000
4000
5000
10000
Timex
30,000 +
Fashion/Sporty
PROMOTION:1. Advertising 2. Sales promotion 3. Public relation Advertising media: Television Print Internet
Titan brand ambassador: Titan Brand: Aamir Khan Sonata: Mahendra Singh Dhoni Raga: Gul Panag, Rani Mukherjee Xylys: Rahul Bose
Titan tagline: Be more Fast track tagline: How many you have?
Public relation Gift concept Promotion On Occasions Sales promotion Sponsorship Seasonality Promotion through Contests
STRENGTHS
Watches as a fashion accessory Quality or price positioning Brand image Market segments with large potential: women, youth, children, sportsmen, the budget-conscious and, of course, the big spenders. Customer value and offered after sales service in a showroom environment.
WEAKNESSES
OPPORTUNITIES
Nearly 34 million watches are sold through gray market channels. Currently, sales in India stand at an low number of 25 watches per 1,000 people, compared with 250 watches per 1,000 people in a developed society. Exchanging offer Rural market
THREATS
Too many players will dilute the market & the profit margin Low priced China watches Mobile phones.
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. Titan has shown its differentiation, and customer centric approach which helped them to get the market.