Marketing Practices of Titan Industries Limited - A Case Study
Marketing Practices of Titan Industries Limited - A Case Study
Marketing Practices of Titan Industries Limited - A Case Study
MARKETING PRACTICES OF
TITAN INDUSTRIES LIMITED
A CASE STUDY
Marketing is one of the terms in academia that does not have one
definition which can be commonly agreed upon.
Even after a
Abstract of Thesis
Three reasons have been cited for the shift from domestic to global
marketing by Masaaki Kotabe and Kristiaan Helsen in their book
Global Marketing Management. These are:
i.
ii.
iii.
E-Commerce
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Culture can be
Abstract of Thesis
The global
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choosy about the brand and type of wrist watches they wear.
Being extremely brand conscious, their tastes have evolved over
the years and have gone beyond the realms of durability to choose
in terms of aesthetics and elegance. Thus it is a buyers market
with multitude of designs that have flooded the market place.
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self-expression.
The
new
brand
philosophy
of
Titan,
Early 2001, when Indian consumers rated Titan ahead of all other
brands as the Most Admired Brand in India across all product
categories, it did not surprise people that a 13 year-old had
managed to upstage many older and more well-known brands: it
was expected of Titan to achieve such things, it was so natural. It
was also a fitting tribute to a brand, which had not only
revolutionised the Indian watch industry, but also brought in worldclass benchmarks in product design, quality and retailing into India.
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Abstract of Thesis
Back in the early eighties, the Tata Group had identified the watch
category as a potential consumer market for the Tatas to enter.
Xerxes Desai, a Tata veteran and the then MD of Tata Press, was
chosen to lead that venture.
brought
in
watch
manufacturing
into
India,
enjoyed
-8-
Abstract of Thesis
consumers did not change it for 10, 15, 20 years. And when they
did change it, they did not pay a high price for the new piece
because, what the hell, they were buying another time-keeping
device.
Choice was limited - You had 200 models to pick from, that was
it. Titan decided to inundate consumers with a wide choice in style,
functions and price. The initial range was 350 models.
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Abstract of Thesis
What is truly amazing about Titan is the sheer scale of its offering
and the consequent choice it offers to multiple segments across
taste, age and economic background. Titan saw this approach as
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Abstract of Thesis
the foundation of its leadership strategy in the early days. Even the
early range had distinct offerings for different requirements: formal
watches (gold plated cases with fine leather straps) for the
executive, dress watches (gold plated cases with ornamental gold
plated bracelets) for those with a preference for jewellery, rugged
watches (all steel watches with a skew to functionality) for those
whose usage demanded a certain durability.
Titan has built on this principle over the last 15 years, almost year
after year:
with
serious
sports
features
(200-m
mater
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Abstract of Thesis
In 1998, it was Fastrack, the cool, trendy, funky range for the
young and young-at-heart.
In 1999, it was Nebula, the sold gold and diamond-studded
range of luxury watches for those affluent people to whom
gold is a precious acquisition.
In 2001, it was Steel, the smart and contemporary collection
for the young 21st century executive.
And in 2008, the brand has collections like the Octane, Diva,
WWF and Zoop - each of them unique and fascinating.
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on to become the most popular Titan film ever, even voted by the
viewers of Zee Television as the second most liked TV
commercial.
The most enduring part of the Titan advertising has been the music
track. Chosen by Xerxes Desai and the creative head of O&M in
1987 for its class and western vibes, the segment from Mozart's
25th Symphony has arguably become Indian Advertising's most
memorable track. Starting in 1987 in its pure classical versions,
with a single violin playing the melody, this piece has been
rendered in countless innovative versions over the years: Indian
Classical, Indian Folk, Operatic, Rock, Funk. And has become
such a powerful audio mnemonic for the brand.
Another
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Abstract of Thesis
Titan has also done the seemingly impossible reverse thing: taking
Indian quality to international markets. Since starting export
operations in a small scale to the Middle East in the early nineties
to exploit the resident NRI population, Titan has come a long way.
Moving into the European market in the mid-nineties and Asia
Pacific in the late nineties, Titan today sells in the UK, Spain,
Portugal, Greece, Singapore, Dubai, Malaysia, Oman, Philippines
and many more countries. The customers are no longer only NRIs.
They are the Thais, the Greeks, the Arabs, the Filipinos - through a
combination of Contemporary Style, Great Quality and Great
Prices, Titan has put together an irresistible proposition for the
people of these countries. With over 100 million satisfied
consumers and a track record of breaking the rules, Team Titan
faces the 21st Century with a mix of passion, excitement and
energy.
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trained,
re-trained
and
continuous
improvement
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productive
maintenance)
and
PM
(preventive
of
global
business
management
and
production
and
developed.
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operations
strategies
are
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International
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