INTRODUCTION Titan is the largest watch company in India and the fifth largest in the world.

. Titan manufactures over 90 million watches across 30 countries and cumulative. Titan Industries was established in 1984 as a joint venture between the Tata Group and Tamil Nadu Industrial Development Corporation (TIDCO). The company set up its corporate office in Bangalore (Karnataka) and its watch manufacturing facility in Hosur (Tamil Nadu). The majority stake in the company is held by the promoters, with TIDCO having 28 per cent of the shares and Tata Group companies owning 25 percent of the shares. Public holding in the company is around 28 per cent. The rest of the stake is held by foreign institutions, non-resident Indians, mutual funds and other institutions.

CORE PRODUCTS

Titan Eye+: Eye Wear

Tanishq: Jewelry

TITAN: Watches

Precision Engineering Division

Sonata

Dash!

Fastrack

Steel

Edge

Raga

Nebula

XYLYS

PROMOTION 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

SWOT Analysis on titan

Strength Style Models Exclusive products Other than these there have few more strength like Contribution of owned brands and retail. The profit is accounted by being in the retail space which is booming. Watches are available with popular functions like dates, multifunction and chronographic. Guarantee/warranty

Weaknesses Pricing of high end products Globalization Threat from new entrant
Opportunities Seasonality Gifting concept Exchanging offer D. Threats Competitors

Market Positioning
BRAND FAST TRACK EXCTA SPECTRA ROYAL PURCHASING POWER (PRICE) RS. 550-1,430 595-1,430 650-1,830 960-2,830 CATEGORY YOUTH LOWER MIDDLE CLASS (Office wear) COMMON CLASS

Purchasing power of consumers

UPPER- MIDDLE CLASS LOWER CLASS MIDDLE CLASS &

TITAN
SONATA RAGA BANDHAN

2000-4000
350-900 1,420-4,000 1,675-8,085

UPPER

LOWER MIDDLE CLASS - UPPER MIDDLE CLASS

UPPER CLASS COUPLES

REGALIA EDGE NUBULA

1,725-7770 4,500-5,200 10,000-45,000

UPPER MIDDLE CLASS-UPPER CLASS BUSINESS CLASS UPPER CLASS

GENDER DISTRIBUTION

Gender

No of respondents
29 21

% of sample
58% 42%

Male Female

AGE DISTRIBUTION

Age 15-25 26-35 36 and above

No of respondents 18 28 4

% of sample 36% 56% 8%

OCCUPATION
Housewife, 3, 6%

Self Employed, 3, 6%

Businessman, 8, 16%

Student, 15, 30%

Employed, 21, 42%

INCOME DISTRIBUTION

Income Group less than 100,000 100,001 300,000 300,001 500,000 500,001 and above

No of respondents 1 10

% of sample 2% 20%

28
11

56%
22%

1. Are you Aware of brand Titan?

Awareness Yes No

No of respondents 50 0

% of sample 100% 0%

Inference- This can be clearly concluded that Titan has got an extra ordinary awareness level.

4.Which of the following attributes you consider while purchasing the watches? RATING ATTRIBUTE S Durability 1(least important) 1(2%) 2 3 4 5 (most important) 31(61%)

1(2%)

8(16%)

9(18%)

Style
After sale service Brand Image Price

2(4%)
1(2%)

3(6%)
2(4%)

0
23(46%)

11(22%)
16(32%)

34(64%)
8(16%)

2(4%) 4(8%)

1(2%) 5(10%)

7(14%) 13(26%)

11(22%) 10(20%)

29(58%) 18(36%)

Inference- Durability and style are to main attribute which respondents keep in mind while deciding about their purchase.

5. How do you rate Titan in terms of following attributes? RATING ATTRIBUTE S Durability Excellent Very good Good Satisfactory poor

28(56%)

17(34%)

4(8%)

1(%)

Style
After sale service Brand Image Price

13(26%)
7(14%)

18(36%)
14(28%)

19(38%)
25(50%)

0
3(6%)

0
1(2%)

35(70%) 16(32%)

8(16%) 15(30%)

7(14%) 13(26%)

0 6(12%)

0 0

Inference- Titan has got good credits in all attributes except after sale service.

6. Who influences your buying decision most?

Brand ambassadors, 0, 0% Social Groups, 2, 4%

Family, 24, 48% Friends and colleagues, 24, 48%

Inference- Still family and friends & colleagues play the most dominating role in decision making process.

7. Which price range would you prefer ?

Price range in Rs 500 1000 1001 2000 2001 5000 5001 and above

No of respondents 2 19 22 7

% of sample

4%
38% 44% 14%

Inference- 80% of respondents are using watches of price range Rs 1000-5000.

10. Will you recommend the brand Titan to others?

Recommendati on Yes No

No of respondents 50 0

% of sample 100% 0%

Inference- 100% recommendation clearly reflects satisfaction derived by users is up to expectation.

11. Are you satisfied with the Titan watch you possess?

Satisfied Yes No

No of respondents 49 1

% of sample 98% 2%

Inference- Almost respondents are satisfied with Titan product they are using

12.If not TITAN which brand would you like to go for?

Others, 6, 18% Citizen, 8, 23%

Brand Citizen
Casio, 5, 15%

No of respondent 8 5 15

% of sample 23% 15% 44%

Timex, 15, 44%

Casio Timex

Others

18%

Inference- Timex can be considered as second most preferable brand after Titan.

THANK YOU !!!