WHATS YOUR STYLE

CASE STUDY PRESENTATION

CONSUMER BEHAVIOUR

Group Details
1. Sandeep Chaubey 109
2. Marshall Dsouza 115
3. Nikhil Mehta - 137
4. Vishal Pansari 149
5. Kamlesh Parmar - 150

Titan Watches - Case Study N.L.Dalmia

Titan Watches - Case Study N.L.Dalmia

Introduction
Titan, a joint venture between Tamil Nadu
Industrial Development Corporation (TIDCO) and
the renowned Indian business group Tatas,
entered the watch market in 1984.
Titan changed the watch market in India
completely by making quartz watch the
centerpiece of its strategy.
Titan is one of the most powerful brands in the
Indian market, scoring very high on brand
awareness, brand image and brand
preference.
Titan carefully segmented the market and
developed different sub brands for each segment.
Titan Watches - Case Study 4
Sub brands like Edge, Steel, Dash, Nebula,
N.L.Dalmia

Sales History

*Rs in Lacs. Net sales include watches, jewellery and others

segments
2010-11 Titan
Industries Annual Report

Titan Watches - Case Study N.L.Dalmia

The Initial Challenge

Titan Ltd., began their operations
with a complex marketing challenge;
how to make Indian consumers
switch over to quartz and better
designed watches from the then just
durable and quality electromechanical watches made by the
competitors. (HMT)

Titan Watches - Case Study N.L.Dalmia

Quartz Commercial

Titan Watches - Case Study N.L.Dalmia

The Initial Challenge

(contd)

Also Titan had to present its watches

as a credible Indian alternative to
Japanese and Swiss made watches,
which were made available to the
Indian consumers from the informal
import routes.

Titan Watches - Case Study N.L.Dalmia

The New World Class

Titan Watches - Case Study N.L.Dalmia

The Initial Challenge

(contd)

The third part of the challenge was to

seek a behavioural modification
among the watch-owners whereby
they start viewing Titan quartz
watches more as a fashion and
lifestyle accessory than a functional
time-keeping device that the watch
had traditionally been. The final part
of the challenge was to make people
recall Titan as the first alternative
whenever any buying occasion arose

Titan Watches - Case Study N.L.Dalmia

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Titan EDGE

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Question 1
How did the TITAN watches change consumers
motivation in the wrist watch market ? Examine
the following statement : Marketers do not
create needs : latent needs pre-exist marketers.
Answer: Earlier watches were considered to be
one-time purchase. They were also considered
time-keeping pieces or utilitarian products. Titan
transcended them from the realms of being
utilitarian or functional units to stylish products.
They also encouraged customers to buy multiple
varieties.

Titan Watches - Case Study N.L.Dalmia

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Behavioural change was possible

because of :
Advertising & heavily promoting the idea of watch
being a style statement.
Introduction of multiple varieties
Stressed on the need to have different watches for
different occasions
Appointing Aamir Khan as a brand ambassador.
Visual merchandising : The dingy, old stores were
replaced by state-of-art Titan stores called The World
of Titan
Producing quality watches and by providing fast and
excellent service.
Earlier none of the brands had a strong personality,
Titan exploited this weakness and positioned itself as a
premium brand with a global reach.
Titan Watches - Case Study N.L.Dalmia

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Examine the following

statement :
Marketers do not create needs :
Latent needs pre-exist marketers
The statement Marketers do not create needs :
latent needs pre-exist marketers can be verified
from the case provided

From the deep market research Titan conducted it found out

that Indian consumers preferred Foreign-made watches over
their Indian conunterparts. It found out that the reason for the
same was that they were not only perceived to have better
quality but stylish also. In India, era of late 80s was marked by
hedonism. People were becoming trendier and more fashion
conscious. Even customers desire of buying a durable,
timeless watch shifted to buying a classic and elegant
timepiece. Titan sniffed this opportunity and brought out stylish
Titan Watches
Case Study - varieties, features and price-range.
pieces
in -different
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N.L.Dalmia

Marriage as a Occassion

Titan Watches - Case Study N.L.Dalmia

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Marriage as a Occassion

Titan Watches - Case Study N.L.Dalmia

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Question 2
How can a product manager of wrist watches use
possible research findings that the Indian market
is willing to buy a high priced Indian made watch
when he hears that the same company has a
global reach ? The issue is that of convincing the
outer-directed consumers who are high on
innovativeness to acquire an Indian made watch
with a low perceived risk.

Titan Watches - Case Study N.L.Dalmia

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The product manager can

convince customers in the
following ways

The product manager of wrist watches can

convince such customers in the following ways :

1) Appointing a brand ambassador having a global appeal.
2) Should emulate the superior foreign brands in quality and
style. Go for quality certifications.
3) Provide quick and excellent post-sale service.
4) Position yourself as premium brand with global reach.
5) Introduce various varieties with different features and
different brand name.
6) Showrooms and service centres should be made world-class
that reflect an air of luxury and quality.
7) Innovate continuously.
8) Staff should be well-dressed, conversant in English and welltrained.
9)
Associate directly or indirectly with an international event
Titan Watches - Case Study 18
N.L.Dalmia
and publicize about this association through domestic

Question 3
What kind of emotional message will Titan choose
to meet consumers changing desire from
durability to sophistication ?
Answer: Titan should choose one of these
emotional messages to meet consumers
changing desires :
Because you deserve it :
Advertisement should start by showing a girl
(middle class), in her 20s, gifting her dad
(teacher) a watch on his birthday. When he opens
the gift he finds it to be an expensive Titan watch.
He scolds his daughter for buying such an
expensive gift. Daughter calmly tell him Papa !
Titan Watches - Case Study Because you deserve it . Man breaks19into tears.
N.L.Dalmia

 During Festive season (Diwali, Onam, Chritmas)

showcase advertisements where their product is
creating & sharing happiness across faces.
Watches which Impresses everyone with its style
and design.

Titan Watches - Case Study N.L.Dalmia

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Playing EMOTIONALLY
Titan now is trying to be more contemporary and
more relevant to the consumers by establishing
more firmly in the minds of the consumers. "Be
more is the new concept of Titan and it attempts
to build a larger life connect between the Titan
brand and consumers.
Titan is changing its portfolio by shifting its focus
from product attributes to the earning, emotions,
experiences and aspirations. The Titan aviator is
inspired by world war IInd fighter plane, Titan
Octave by cockpit of formula one car and Titan
Raga Diva by beauty and sensuousness.
Titan Watches - Case Study N.L.Dalmia

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BE MORE

Titan Watches - Case Study N.L.Dalmia

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THANK YOU
!!!

Titan Watches - Case Study N.L.Dalmia

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