Titan Watches

Presented by
Group-3
 track
Income, edu cation, and
occupatio n- EDGE for business

track
Income, edu cation, and
class, REGALIA
occupatio n- EDGEfor forUpp er
business

youth
middle or upper class,

Fast
class, class
REGALIA for Upp er
SPECTRA
middle class common
for or class
upper class,
SPECTRA for common class

forforyouth
Age-Fast
Age-
segmentation
Demographic
gents
couple

female-
Gender

gents
female-
couple for
BANDHAN

Gender
BANDHAN for

andand
Marital status-

Nebula
– male
Marital status-

ladies
Nebula
– male

ladies
&&
forfor
 VALS
Innovators- are framework
change leaders &
more receptive to
new ideas and
technology, &
Achievers-
purchase Upscale motivated by
niche product like Thinkers- achievement, high
Xylys motivated by resources (they
ideals, high prefer premium
Experiencers- resources,& made product like
motivated by self- up of non –allergic NEBULA)
expression, high stainless steel
resources. (EDGE)
Believers- Exclusive watches
consumers for women, highly
believed that fashionable and
this is reliable, aimed at upper
durable & class. (RAGA)
Strivers-price affordable and
range shows gives value for
that their money
consumers can
afford branded (EXACTA)
watches (Fast
Track)
 Elements of consumer learning

Response- how
consumers react to a
Reinforcement- it
drive or cue-how
Motivation- degree increases the likely
they behave
of relevance or hood that specifically
Cues- are the stimuli constitute their
involvement response occur in
that direct these response (casual
determine the the future as a result
motives (Aamir Khan observer buying a
consumer’s level of of particular cues or
with Rani & exclusive watch becomes more
motivation to search stimuli (for ex.
branded outlets like positive rather than
for knowledge or Committed service
world of Titan) the person who
information about team, new
comes to watch
the brand innovative design,
showroom with the
discounts & offers)
intention of buying a
watch)
 Attitude

Cognitive: the basis of Affective

Conative
knowledge & Perception Emotions & feelings about a
last behavior about the
Watches are not one time particular product Aamir
intension to buy
buy, Matching watches with Khan & Rani mukherji
They are buying watches
clothes

This shows that Titan compete with HMT in India.

 Consumer’s Perceived risk

Physical Time Psycholog

Financial Social Risk
risk Functi ical risk :
It was
risk- backed Peopl risk
by the e
:consumer onal Better
guarantee perce product
Relia of TATA,
ive
s spend risk : choice do
ble & new time for product
innovative that not hurt
durab watches & performe
design, brand consumer
le got some
wide dealer was d as ’s ego.
prod value out
network good. of it.
expected.
uct
 Commun-
ication

Ad with Aamir
Khan & Rani
Mukherji

Impersonal
advertisement

When Aamir & Rani made a add on Titan, the attitude of

consumers (Receiver) was in favour of buying the watches,
because source (Both) were well respected.
 the value that
customer receives
form the purchase.
satisfaction based
price (Rs.295-
14000 )

Perceived quality-
consumer used
physical
characteristics
like color & size
etc
Price/quality
relationship- relying
on a well – known
brand name (Titan)as
an indicator of quality
without relying
directly on price per se
Maslow’s Hierarchy of needs
Self-
Actualization

Ego need

Social need
Safety and security need

Physiological need
Thank You