Description
This is a presentation about the marketing of titan industries.
Titan Industries
Introduction
•Titan , a brand from TATA was incorporated on 26th July 1984, jointly promoted by Questar Investments & (TIDCO) •Titan business includes – Watches, Jewellery, International business, precision engineering, prescription eyewear. •Titan watches includes following brands – ?Fastrack ?Dash ?Nebula ?Titan Steel ?Raga ?Regalia & Classique ?Sonata ?Aqura ?Tanishq ?Xylys
Vision & Goals
•Vision: To be Innovative, World class, Contemporary and build India’s most desirable brands. •Customer Focus: To understand customer needs & expectations. Delighting customers is therefore a natural outcome. •Creativity and Innovation: Creativity and Innovation are the lifeblood. •Quality: To attain and maintain excellence in all that we do. •Wealth Creation: To ensure creation of Value in everything for our stakeholders. •Respect and Care for the Individual: To value every Titanian and strive to fulfill his / her needs and aspirations. •Corporate Citizenship: To care about the environment and the community & invest a part of the resources in improving them.
Motto
If one takes care of the minutes, the hours will take care of themselves
Titan’s strategy
GENERIC STRATEGY: Best Innovative PRODUCT aligned with vision
• Promote multiple ownership of watches – How many you have? • Matching Watches to Clothes • Launching multiple brands for sustainability – a gist ? 1989 – Aqura launched ? 1992 – Raga introduced, Spectra re-introduced ? 1994 – Tanishq ranges of watches ? 2000 – Cyber, style at work, Fastrack for women was launched ? 2001 – Dash brand launched ? 2006 – Xylys launched ? 2007 – Raga shrimmer, Raga crystals, Heritage, wedding collection, Aviator launched
Brand & Target group
• Fastrack – youth 18 to 25 • Dash – Children
• Titan steel – Trendy urban 25 to 35
• Titan Raga – silver for working women
• Nebula – gold for high class
• Sonata – Mid priced for one & all
Sonata Strategy
Launched in 1998 – Strategy – • Internally, the company has further restructured its watch division to separate Sonata from Titan. • Sonata sold through exclusive Sonata outlets • Sonata pushed deeper into the rural market—a virgin territory so far for branded watches • First time ownership of watches
Fastrack Strategy
Launching fastrack was a reactive strategy.
Swatch had deep pockets vs. Titan had distribution, retail & leadership. • Multiple watch owning • Matching watches to clothes
• Positioning from ?Cool watch from Titan? to ?How many you have??
• Target age group from 20-25 to 18-30
Titan Vs. Competitors
Distribution - Service Strategy
• 170 exclusive 'World of Titan' showrooms • 8,000-odd dealers. The availability of spares and accessories is critical to ensure that every watch sold can be quickly and reliably repaired so that Titan's customers remain loyal and satisfied. • Titan has a network of spares distributors across the country, and stays connected using a web application. • Titan has a commitment that 80% of the watches get fixed in 30mins @ the repair centre.
Michael’s Porters 5 Forces Model
New Entrants
High
Suppliers
low
Competition
Substitutes
low
Customer
High
SWOT Analysis
S O Market Share Segment specific Brands Brand Diversification
Customer Service Distribution Network W Consumer perception T International Players Mobile Phones
6S
Staff: largest employee System: ERP 1999 Skill: Inhouse talent
Style: Watch per segment
Structure: Manu. units Shared Value: Vision
Achievements
• Titan Industries (watches division) bags the Golden Peacock EcoInnovation Award
• Titan wins Reader's Digest Trusted Brand Platinum Award
• "Run for a smile" — Titan Industries reaches out to a community
• Titan, Hosur, bags Srishti Good Green Governance Award 2006
doc_834437661.ppt
This is a presentation about the marketing of titan industries.
Titan Industries
Introduction
•Titan , a brand from TATA was incorporated on 26th July 1984, jointly promoted by Questar Investments & (TIDCO) •Titan business includes – Watches, Jewellery, International business, precision engineering, prescription eyewear. •Titan watches includes following brands – ?Fastrack ?Dash ?Nebula ?Titan Steel ?Raga ?Regalia & Classique ?Sonata ?Aqura ?Tanishq ?Xylys
Vision & Goals
•Vision: To be Innovative, World class, Contemporary and build India’s most desirable brands. •Customer Focus: To understand customer needs & expectations. Delighting customers is therefore a natural outcome. •Creativity and Innovation: Creativity and Innovation are the lifeblood. •Quality: To attain and maintain excellence in all that we do. •Wealth Creation: To ensure creation of Value in everything for our stakeholders. •Respect and Care for the Individual: To value every Titanian and strive to fulfill his / her needs and aspirations. •Corporate Citizenship: To care about the environment and the community & invest a part of the resources in improving them.
Motto
If one takes care of the minutes, the hours will take care of themselves
Titan’s strategy
GENERIC STRATEGY: Best Innovative PRODUCT aligned with vision
• Promote multiple ownership of watches – How many you have? • Matching Watches to Clothes • Launching multiple brands for sustainability – a gist ? 1989 – Aqura launched ? 1992 – Raga introduced, Spectra re-introduced ? 1994 – Tanishq ranges of watches ? 2000 – Cyber, style at work, Fastrack for women was launched ? 2001 – Dash brand launched ? 2006 – Xylys launched ? 2007 – Raga shrimmer, Raga crystals, Heritage, wedding collection, Aviator launched
Brand & Target group
• Fastrack – youth 18 to 25 • Dash – Children
• Titan steel – Trendy urban 25 to 35
• Titan Raga – silver for working women
• Nebula – gold for high class
• Sonata – Mid priced for one & all
Sonata Strategy
Launched in 1998 – Strategy – • Internally, the company has further restructured its watch division to separate Sonata from Titan. • Sonata sold through exclusive Sonata outlets • Sonata pushed deeper into the rural market—a virgin territory so far for branded watches • First time ownership of watches
Fastrack Strategy
Launching fastrack was a reactive strategy.
Swatch had deep pockets vs. Titan had distribution, retail & leadership. • Multiple watch owning • Matching watches to clothes
• Positioning from ?Cool watch from Titan? to ?How many you have??
• Target age group from 20-25 to 18-30
Titan Vs. Competitors
Distribution - Service Strategy
• 170 exclusive 'World of Titan' showrooms • 8,000-odd dealers. The availability of spares and accessories is critical to ensure that every watch sold can be quickly and reliably repaired so that Titan's customers remain loyal and satisfied. • Titan has a network of spares distributors across the country, and stays connected using a web application. • Titan has a commitment that 80% of the watches get fixed in 30mins @ the repair centre.
Michael’s Porters 5 Forces Model
New Entrants
High
Suppliers
low
Competition
Substitutes
low
Customer
High
SWOT Analysis
S O Market Share Segment specific Brands Brand Diversification
Customer Service Distribution Network W Consumer perception T International Players Mobile Phones
6S
Staff: largest employee System: ERP 1999 Skill: Inhouse talent
Style: Watch per segment
Structure: Manu. units Shared Value: Vision
Achievements
• Titan Industries (watches division) bags the Golden Peacock EcoInnovation Award
• Titan wins Reader's Digest Trusted Brand Platinum Award
• "Run for a smile" — Titan Industries reaches out to a community
• Titan, Hosur, bags Srishti Good Green Governance Award 2006
doc_834437661.ppt