Description
ANALYSIS OF TITAN WATCHES
WATCHES
Presented by:
Anil Nandyala (B11005) Gurcharan Singh (B11021) Mona Kumari (B11028) Sabyasachi Sahoo (B11037)
AGENDA
OVERVIEW OF TITAN
HYPOTHESES
TOOLS FOR DATA ANALYSIS
REPORTS ON PRIMARY RESEARCH
NET TAKE AWAY
Overview of “TITAN”
GENESIS OF TITAN
* • Pre Titan Era • Establishment of Titan Industries * • Launch of Titan Watches • “HMT” – Major Competitor • Titan became Market Leader
INITIAL POSITIONING OF BRAND ‘TITAN’
Sleek Beautiful Trendy Gifting article
Non-sturdy yet durable.
REPOSITIONING OF THE BRAND Why repositioning
New logo & new tagline “Fashion Accessory” – A new phase “Aamir Khan” – Brand Ambassador New range of watches
SEGMENTATION STRATEGY
TITAN WATCHES
PRICE
ELITE OR HIGH CLASS
GENDER
MEN’S SEGMENT
AGE GROUPS
KIDS
MIDDLE INCOME GROUP LOWER MIDDLE INCOME GROUP
WOMEN’S SEGMENT
YOUTH
GENERIC COMPETITION OF THE BRAND
LAPTOPS LOCAL BRANDS
MOBILE PHONES
CHEAP IMPORTS
GOLD BRACELETS
STRATEGIES ADOPTED TO TACKLE COMPETITION
MASS MARKET SONATA
PREMIUM – XYLYS, NEBULA
KIDS - DASH
SEGMENTATION OF TITAN WATCHES
WOMEN’S – RAGA, PURPLE
YOUTH – FAST TRACK
MEN’S – EDGE STEEL
Hypotheses
HYPOTHESES ESTABLISHED
Watches are losing their image as time keeping devices Titan watches are seen as fashion accessory Aamir Khan is the ideal brand ambassador for Titan
HYPOTHESIS - 1
“Watches are losing their image as time keeping devices”
1. What are the various devices used for time keeping ?
2. Are there a majority of users who solely rely on watches ?
HYPOTHESIS - 2
“Titan watches are seen as fashion accessory”
1. What are the various items purchased as fashion accessories and does Titan watches feature in them?
2. What are the reasons for purchase of Titan watches?
HYPOTHESIS - 3
“Aamir Khan Is The Ideal Brand Ambassador for Titan”
1. What are the perceived brand traits of brand Titan in the mind of the consumer?
2. What are the perceived personality traits of Aamir Khan in the minds of the consumer?
3. What is common between Aamir Khan and Titan watches?
4. Are there other personalities who the consumers feel may be able to better represent Titan?
TOOLS FOR DATA ANALYSIS
Instruments of Data Collection Sampling Size & Sampling Plan
Methods of Data Analysis
Pie - Chart
Bar Charts
Analysis of our survey
What are the various devices you use for time keeping?
DEVICE
NUMBER OF RESPONSES
PERCENTAGE
Watches Mobile Phones Laptops I-pod Tablet others
83 94 40 8 2 1
77.57% 87.85% 37.38% 7.48% 2% 1%
Which of these items according to you is a fashion accessory?
ITEM
NUMBER OF RESPONSES
PERCENTAGE
Watches
77
71.96%
Sunglasses
76
71.03%
Bracelets
45
42.06%
Shoes
67
62.62%
Others
20
18.69%
Following are some of the attributes of watches. Kindly let us know how critical these attributes are for you, while you purchase watches.
ATTRIBUTE
RATE
RATE/ SAMPLE SIZE
Style Durability Price Quality Avalibility After sales service
380 354 316 383 276 323
3.55 3.31 2.95 3.58 2.58 3.02
Do you wear different watches at different occasions?
RESPONSES
NUMBER OF RESPONSES
PERCENTAGE
Yes
62
58%
No
45
42%
If you use different watches for different occasions, how many watches do you have?
ITEM
NUMBER OF RESPONSES
PERCENTAGE
2 3 4 5 More than 5 TOTAL
15 20 16 7 4 62
24.19% 32.25% 25.8% 11.29% 6.45% 100
In watches category which brand do you consider as fashion accessory ?
BRAND
RATE * WEIGHT 87.6
PERCENTAGE
TITAN
26.25%
TIMEX
37
11.09%
CASIO
62.4
18.7%
OTHER HIGH END WATCHES GREY WATCHES END
63.4
19%
83.2
24.94%
If Titan were a person, which traits would you associate with it ?
TRAITS Style Innovation Perfection Quality Reliable Leader Fashionable TOTAL
WEIGHTED CALCULATION 97.8 92 83.4 96.8 74.2 85.2 86 615.4
PERCENTAGE 15.89 14.94 13.55 15.72 12.05 13.84 13.97 100
“ The association with this person was mainly due to the brand values that both Titan and the actor are associated with. We are both known for our commitment and obsession towards perfection, quality, innovativeness, setting new trends and our market leadership” This is a statement given for the brand ambassador’s selection? Who do you think this person is?
NAME OF THE PERSON Amitabh Bachan John Abraham M.S.Dhoni Virat Kohli Aamir Khan Genelia D’souza A.R.Rehman
NUMBER OF RESPONSES 7 3 15 0 89 0 3
PERCENTAGE 6.54% 2.80% 4.67% 0% 83.17% 0% 2.8%
Do you think Aamir Khan has enhanced brand image of Titan?
RESPONSE
NUMBER OF RESPONSES 35
PERCENTAGE
Strongly agree
32.71
Agree
52
48.59
Neither agree nor disagree Disagree
16
14.95
3
2.8
Strongly disagree
1
0.93
NET TAKE AWAY
Thank You
doc_335555698.pptx
ANALYSIS OF TITAN WATCHES
WATCHES
Presented by:
Anil Nandyala (B11005) Gurcharan Singh (B11021) Mona Kumari (B11028) Sabyasachi Sahoo (B11037)
AGENDA
OVERVIEW OF TITAN
HYPOTHESES
TOOLS FOR DATA ANALYSIS
REPORTS ON PRIMARY RESEARCH
NET TAKE AWAY
Overview of “TITAN”
GENESIS OF TITAN
* • Pre Titan Era • Establishment of Titan Industries * • Launch of Titan Watches • “HMT” – Major Competitor • Titan became Market Leader
INITIAL POSITIONING OF BRAND ‘TITAN’
Sleek Beautiful Trendy Gifting article
Non-sturdy yet durable.
REPOSITIONING OF THE BRAND Why repositioning
New logo & new tagline “Fashion Accessory” – A new phase “Aamir Khan” – Brand Ambassador New range of watches
SEGMENTATION STRATEGY
TITAN WATCHES
PRICE
ELITE OR HIGH CLASS
GENDER
MEN’S SEGMENT
AGE GROUPS
KIDS
MIDDLE INCOME GROUP LOWER MIDDLE INCOME GROUP
WOMEN’S SEGMENT
YOUTH
GENERIC COMPETITION OF THE BRAND
LAPTOPS LOCAL BRANDS
MOBILE PHONES
CHEAP IMPORTS
GOLD BRACELETS
STRATEGIES ADOPTED TO TACKLE COMPETITION
MASS MARKET SONATA
PREMIUM – XYLYS, NEBULA
KIDS - DASH
SEGMENTATION OF TITAN WATCHES
WOMEN’S – RAGA, PURPLE
YOUTH – FAST TRACK
MEN’S – EDGE STEEL
Hypotheses
HYPOTHESES ESTABLISHED
Watches are losing their image as time keeping devices Titan watches are seen as fashion accessory Aamir Khan is the ideal brand ambassador for Titan
HYPOTHESIS - 1
“Watches are losing their image as time keeping devices”
1. What are the various devices used for time keeping ?
2. Are there a majority of users who solely rely on watches ?
HYPOTHESIS - 2
“Titan watches are seen as fashion accessory”
1. What are the various items purchased as fashion accessories and does Titan watches feature in them?
2. What are the reasons for purchase of Titan watches?
HYPOTHESIS - 3
“Aamir Khan Is The Ideal Brand Ambassador for Titan”
1. What are the perceived brand traits of brand Titan in the mind of the consumer?
2. What are the perceived personality traits of Aamir Khan in the minds of the consumer?
3. What is common between Aamir Khan and Titan watches?
4. Are there other personalities who the consumers feel may be able to better represent Titan?
TOOLS FOR DATA ANALYSIS
Instruments of Data Collection Sampling Size & Sampling Plan
Methods of Data Analysis
Pie - Chart
Bar Charts
Analysis of our survey
What are the various devices you use for time keeping?
DEVICE
NUMBER OF RESPONSES
PERCENTAGE
Watches Mobile Phones Laptops I-pod Tablet others
83 94 40 8 2 1
77.57% 87.85% 37.38% 7.48% 2% 1%
Which of these items according to you is a fashion accessory?
ITEM
NUMBER OF RESPONSES
PERCENTAGE
Watches
77
71.96%
Sunglasses
76
71.03%
Bracelets
45
42.06%
Shoes
67
62.62%
Others
20
18.69%
Following are some of the attributes of watches. Kindly let us know how critical these attributes are for you, while you purchase watches.
ATTRIBUTE
RATE
RATE/ SAMPLE SIZE
Style Durability Price Quality Avalibility After sales service
380 354 316 383 276 323
3.55 3.31 2.95 3.58 2.58 3.02
Do you wear different watches at different occasions?
RESPONSES
NUMBER OF RESPONSES
PERCENTAGE
Yes
62
58%
No
45
42%
If you use different watches for different occasions, how many watches do you have?
ITEM
NUMBER OF RESPONSES
PERCENTAGE
2 3 4 5 More than 5 TOTAL
15 20 16 7 4 62
24.19% 32.25% 25.8% 11.29% 6.45% 100
In watches category which brand do you consider as fashion accessory ?
BRAND
RATE * WEIGHT 87.6
PERCENTAGE
TITAN
26.25%
TIMEX
37
11.09%
CASIO
62.4
18.7%
OTHER HIGH END WATCHES GREY WATCHES END
63.4
19%
83.2
24.94%
If Titan were a person, which traits would you associate with it ?
TRAITS Style Innovation Perfection Quality Reliable Leader Fashionable TOTAL
WEIGHTED CALCULATION 97.8 92 83.4 96.8 74.2 85.2 86 615.4
PERCENTAGE 15.89 14.94 13.55 15.72 12.05 13.84 13.97 100
“ The association with this person was mainly due to the brand values that both Titan and the actor are associated with. We are both known for our commitment and obsession towards perfection, quality, innovativeness, setting new trends and our market leadership” This is a statement given for the brand ambassador’s selection? Who do you think this person is?
NAME OF THE PERSON Amitabh Bachan John Abraham M.S.Dhoni Virat Kohli Aamir Khan Genelia D’souza A.R.Rehman
NUMBER OF RESPONSES 7 3 15 0 89 0 3
PERCENTAGE 6.54% 2.80% 4.67% 0% 83.17% 0% 2.8%
Do you think Aamir Khan has enhanced brand image of Titan?
RESPONSE
NUMBER OF RESPONSES 35
PERCENTAGE
Strongly agree
32.71
Agree
52
48.59
Neither agree nor disagree Disagree
16
14.95
3
2.8
Strongly disagree
1
0.93
NET TAKE AWAY
Thank You
doc_335555698.pptx