ACKNOWLEDGEMENT

The report has been made possible due to the invaluable support
of a number of people to whom I owe My heartfelt gratitude and
without whose help, I may not have been able to complete this
report.

I would like to thank Prof. ARPITA SHUKLA, Assistance Professor,

MAHARANA PRATAP COLLEGE OF PROFESSIONAL STUDIES, for
extending full help in my project. Her consistent support and
cooperation showed the way towards the
successful completion of the project.

Finally, I would like to give special thanks to my family and my

friends who make it all happen and make it worthwhile.

AMAN KUMAR.
 INDEX
S.R NO. PARTICULAR
1. Introduction to Titan

2. Objective

3. Corporate Information

4. Research Methodology

5. Source of data Collection

6. competitive

7. STP ( segmentation , target, positioning )

8. Globalization

9. Product

10. Promotion and Advertising

11. Swot analysis

12. Suggestion

13. Titan watch marketing strategy

14. Data Interpretation

15. Limitation and Conclusion

16. Questionnaire
 HISTORY
 In 1992 an mov was signed with Casio computer
company of Japan of manufacture 2 million digital
and digital watches.
 In 1992 over 150 model were introduce.
 in 1986, a satellite case plant was set up in
Dehradun, Uttarakhand at present with a
manufacturing capacity of 500,000 watch cases
annually.
 In 1994 titan launched its jewellary brand
Tanishq.
 In 1998, the company launched its watch &
accessories brand, Fastrack, targeted at a younger
audience in a by to compete with Timex.
 In 1984 the company was incorporated on 26th
July at Chennai.
 In 2001, Titan launched kids’ watches brand,
Dash. The brand saw poor performance and
was discontinued in 2003.
 INTRODUCTION
 Titan was set up in July 1984, by Xerxes Desai.
 A joint venture between the tata group and
the Tamil Naidu industrial development
corporation.
 Titan watches is Indian’s largest watch and
jewellery manufacture.
 Titan is the world’s largest sixth largest ,
integrated manufacturer brand for watches.
 Over 60% share in the domestic market.
 Main watches and jewellery plants is near
Bangalore.
 Watch assembly plants at Dehradun , Baddi ,
and Roorkee. ECB plant in Goa , jewellery plant
at Dehradun.
 Investment of US$ 150 million in a 450,000
Sq.Ft. state of the art facility.
 ABOUT THE TITAN
• It is joint venture of the tata industries and
Tamil Nadu industrial development corporation
limited.
• The major business of the organization is the
manufacturing marketing of quart analog
watches.
• Among the various competitor , titan still
stands as the market leader because of its
brand loyalty and goodwill.
• Titan Company Limited (Titan), a joint venture
between the Tata Group and the Tamil Nadu
Industrial Development Corporation (TIDCO),
commenced its operations in 1984 under the
name Titan Watches Limited. 
• Titan is widely known for transforming the
watch and Jewellary industry in India and for
shaping India's retail market by pioneering
experiential retail.
• We create elevating experiences for the people
we touch and significantly impact the world we
work in.
VISION AND MISSION
OUR VISION

we create elevating
experience for the
Our Vision people we touch
significantly impact
world we work in

We will do this
through a pioneering
spirit and a carring,
value-driven culture
that faster
Our Mission innovation , drives
performance and
ensure the highest
global standers in
everything we do.
 COMPETIVE
FACTORS

SUPPLIER POWER :-
BARRIER TO ENTRY :-
- No strong supplier.
- Cluttered market .
- lake bargaining power.
- Lake of differentiation.
- Risk of china, Taiwan as low cost supplier.

DEGREE OF RIVALARY :-
- Increased number of firms. THERAT OF SUBSTITUTES
- Low switching cost. - No close subsitutes.
- Stretegic stakes are high.

BUYER POWER :-
-Price sensitivity, buyers, preferences.
 EXPANSION
 The TATA Group expended regularly into new
spheres of business.

 The more prominent of these ventures were :-

TATA chemicals ( 1939)

Tata motors and Tata Industries (both 1939)

Voltas (1954)

Tata Tea (1962)

Tata consultancy service (1968)

Titan industries (1984)

 OBJECTIVES
 To review the brand positioning strategies of
different sub-brands of titan watches.
 To analyse the brand repositioning strategies of
titan watches.
 To study consumer awareness and perception
about the brand repositioning strategies of
titan watches.
 To recommend suitable measure to be taken by
the titan company to further improve it’s brand
perception and the loyality among it’s
customers.
 AWARDS
 The watch division won the coveted JRD (malcol
Baldrige) award in 2006.
 India most admired consumer durable company having
the most trusted brand titan.
 President of India award for best employer of the
physically challenged.
 The titan design team won the young design
enterprenour of the year award at the award design
instituted by the national institute of the design and
business world, a leading Indian magazine. The team has
won accreditations also.
 Titan has wow the brand leadership award at the Indian
brand summit.
 The TITAN Business Awards program recognizes,
celebrates, and honors innovative excellence across all
business incorporated industries, as well as the most
outstanding entrepreneurs within high-growing
businesses.
 This award is open to outstanding entrepreneurs, SMEs,
and large organizations, from private to public, for-profit
to non-profit, that extends to all available industries in the
market.
 In its inaugural year, TITAN Business Awards received
more than 1,200 nominations from entrepreneurs and
organizations across all industries, from over 50 countries
worldwide.
 CORPORATE
INFORMATION
 In 2002 Mr. Jayakody was appointed as a director
of the company.

 In 2003 Mr. Jacob Kurian tenders his resignation of

the company.

 In 2006 Harish Bhatt was being appointed as a

chief operating officer in watches and accessories
division.

 In 2007 Mr. Sunil Palliwal was inducted as

additional director in the board of the company. `
 RESEARCH
METHOLOGY
The main strength of the study depended on the
process of collecting. The method employed in the
investigation depends on the purpose and stop of
enquiry.

1. PRIMARY DATA :-
Primary data were generated in an
investigation with the help of
questionnaires.

2. SECONDARY DATA :-
Secondary data collected from internet,
articals and jounals, website and
magazines.
 SOURCE OF DATA
COLLECTION

The relevant data was collected from both primary

source and secondary source. The starting point of
my information gathering has been secondary
such as internet book and journals and so on.

First I made a study of the brand positioning and

repositioning strategics of titan watches through
secondary source such as internet, insurance,
magazine and journals and 80 on. Then I
conducted a consumer awareness survey on brand
repositioning strategics undertaken by titan watch
in recent times.
 SWOT ANALYSIS

The swot of titan discusses the strength and the

weakness, opportunities and threats for one and
the biggest watch companies in India.

STRENGTH IN THE SWOT ANALYSIS

The varied offerings of the divers segments with
a clear cut positioning.
The quality of watches is impressive.
Innovation is core to its strategy.
Good retail network by “word of titan”.
Excellent customer service.
International tie-ups with tommy hiffiger.
 TITAN EDGE
Positioned as word’s thinnest watch with a
thickness of 3.5 mm and an incredible slim
movement of 1-1.5 mm.

The brand is targeting business Executives

and professionals.

NEBUA
A collection of intricately carved design for
women inspired by paisley and floral patterns
perfect to compliment a traditional or
contemporery outfit.

AVIATOR
inspired by the world war 2nd fighter planes.
Targeting the up market global India.
 LIMITATIONS OF THE
TITAN

 The findings are that of titan watches specific

to Erode out stricts.

 The response given by the participates have

been assumed to be true for the purpose of
the study but there may be personal biase.

 The sample size is limited to 1000 customers

only. So the same can not be accurately
finalized to the entire population.
 GLOBALIZATION

 Titan also has presence globally .

 Titan went global in 1991, with the lunch of titan
watches in the UAE, Oman, Bahrain, Qatar.
 Operations in Kuwait and kingdom of Saudi Arabia
were launch in 1995 to 1996.
 Titan further expended into south east Asia,
offering products in Singapore, Malaysia, Thailand,
Vietnam and recently in the Philippines and
Indonesia.
 The African foot print, having started with
distribution in Kenya, Mauritius in the mind
mineties is also stadely growing with operations in
south Africa launch in 2020.
 FASTRACK
Titan recognized a new in the market- a
reasonably priced watch for the year 1998 as a
sub brand of with a range of digital watch starting
from rupees 795, the brand was aimed at the
youth segment (15-25 year).

The brand targeting young consumer who

were moving towards the competitors Fastrack
had a good starts during the first year.
LAMEX
Established in year 1989, we ‘’premier watch
industries’’ are one of the renowned
manufactures , supplier and exported of a
quality range of watch.
These are appreciated across
the global for elegant and trendy design,
dimensional accuracy, water resistance,
durability and many more.
we are looking export quaries from Sri
Lanka, Bangladesh, gulf country Dubai, south
Africa and south east Asia.
 SEGMENTATION
• Titan has segmented the market on the basic
of the following variables:-
Demographic - Age and social class
Psychographic - life style and personality
Behavioural - benefits and occasion
Geographic - region
• The first consisted of the high income
consumer who were buying a watch as a
fashion. The price tag did not matter to this
segment the price range between RS 20,000
and 1 lakh.
• The next segment consisted of consumer
who preferred some fashion in their watch
but to them price did Matter . The price
range between Rs 500 and 700.
Titan Raga

Tian also made its preserve in the ladies

watch segment. It have a sub brand Raga
targeting the upwardly mobile ladies in the
premium segment epitome of feminine grace.
 CONCLUSION
• Titan is successful to be a world class, innovative

and progressive organization and to build india’s

most desirable brands.

• Titan is successful creating wealth for all the stack

holders by building highly successful business

based on a customer centric approach and to

contribute to the community .

DATA
INTERPRETATION

This was a multipule choice question where

asked to choose sub brands of titan which

they process it was found that around 72%

consumer in the age group of 20 to 30 year

posses Fastrack brand , 14% sonata , 6% raga ,

4% nebula and 2% own Wwf and edges.

 TARGET
• DEMOGRAPHIC

AGE : 6-11, 12-19, 20-34, 35-49, 50-64

GENDER : Male, Female

OCCUPATION : professional, retired, students,

homemakers, sportsmen, social class, working class,
middle class, upper class, lower class.

• PSYCHOGRAPHIC

LIFE STYLE : culture- oriented, sports-outdoor.

PERSONALITY : gregarious, ambitious

The third segment consisted of the lower income
consumers who saw a watch mainly as a time
keeping device brought mainly on the basis of
price.
The price range between Rs. 350 and 500.

 Based on price.
 Market segmentation .
 Based on user category.
 Titan watches are also available in the adjoining

countries of dgibout, Uganda, Ethiopia, Nigeria

and ghana.

 As of 2014 titans presence spans across more

than 2000 stores, in over 30 countries.

 With a customers base of 135 million globally,

its no wonder that there in a titan watch being

owned somewhere in the world every three

second.
 TITAN PROMOTION AND
ADVERTISING STRATEGY

The promotional and advertising strategy in the

titan marketing.

Titan has successfully used marketing

communication to its advantage to reposition them
whenever it was needed, titan has had a lot of
association with celebrities such as Amir khan,
Mahendra Singh Dhoni, veer das and Katrina kaif.

titan ragas brands advertisement have always

shown the image of the modern progressive Indian
women and her view on work place, marriage etc.

the advertisement are created by Ogilvy and

mother creative agency and they have been a huge
hit
 PRODUCTS

WATCHES : the watches

division comprise the Eyewear: in the 2007
brand Fastrack, sonata, titan industries
raga and Casio in 2011 farayed into the
the company secured fashion accessories
licence for marketing
and distribution of
industry with launch
tommy Hilfiger and of sunglasses
hugo watches

JEWELLERY : Xerxes PERFUME: titan

Desai start the brand launched 6 varient of
Tanishq in 1995. joy perfume in the
was launched in the Indian perfume
segment sub brand market, brand name
was under Tanishq “Skinn escaped”.
for work wear
 POSITIONING
 Attribute positioning :- Raga exclusive
watch for women .

 User positioning :- Fastrack digital , with “

techno-geek’’ image.

 Benefit positioning :- Fastrack ,

contemporary , sturdy, reliable .

 Competitor :- Edge , slimmest collection of

watches.
 PRMOTION

• Television
• Print
• Internet
• Social media like or facebook for their
ADVERTISING promotion

• Titan brand ambassador is Alia Bhatt

SALES
PROMOTION

• Gifts concept
• Promotion on occasion
PUBLIC
RELATION
 Weakness in the swot analysis

• Water proof watches not a part of its kitly

• Rural India does not from a substantial part of

customer base.

• Kids are fascinated with mobile phone rather than

watches and incidently, they show the time

OPPORTUNITIES IN THE SWOT ANALYS

• Hugs market in the exchange business

• Introducing waterproof watches

• Rural market by be tapped.

• Watch positioned as a fashion wear rather than

just utility products .
 SUGGESTIONS
 The result of analysis show that young age
group had higher satisfaction in utilizing the
titan watches than the middle and old
respondents. Hence it is suggested that titan
industry many aim at attracting middle and
old respondents as well.

 A proper distribution channel of the

product may be developed. Also effective
advertisement can be made.

 The price of titan watches is presumed to

be high and so the price has to be reduced.
MARKETING STRATEGY

Titan is leading watch and jewellery based

product maker from India titan offering range
from watches to belts and wallets in its
marketing strategy. Titan premium collection
of 18k gold watch, Nebula, reflect
sophistication and class. Titan also offer life
time warrenty watches.
Titan collection of
finely designed collection of smart watches a
new era of technology and connectivity it
perform as such Analog watches , automatic
watches and smart watch function.
 TITAN WWF
This series is being launched in collaboration with
the international NGO – world wide fund for nature
[WWF ] .

Targeted at the new generation consumer who want

to express their concern about animals and nature.

Added a touch of social equality to the brand.

THREAT IN THE SWORT
ANALYSIS FROM
COMPETITORS -

o Japanese - Citizen , Casio.

oSwiss – Rolex , Omega , Rado etc

oChinese watches

oThe fashion trend keep on changing .

oMobile phone and well clocks are a

substitude to watches.
 COMPITITIVE
• ROLEX WATCH :-
The great fashion world,
other so many items, most of which belong to
be people daily necessities for instance ,
customer , footwear , sporting goods and
accessories.
Rolex one of the world famous
brands, was registered there in 1980 . At the
beginning , Rolex watches were all features
with a logo looked liked a plan with five finger
stretching out.
Rolex design is first waterproof
watches in 1931, it released perpetual rotor
hand watch which best performance of
automatic brand watch time.
 TITAN
survey

1. NAME -

2. GENDER

MALE
Female
Other:

3. What's your age group

15-20
20-25
25-30
Above 30

4. Have you ever heard about TITAN

.

YES
NO
Other:
5. Which type of watch do you use?

Sport
Chain
Braclet
other

6. Which brand you are currently using ?

Titan
Casio
Timex
other

7. Feature you consider while purchasing a watch?

Warrenty
Quality
Price

brand image

8. Are you satisfied by the brand you using ?

YES
NO
9. Give chance to change the watch which one would you go for?

Titan
Casio

Timex

Other:

10. How many months/year have you been using Titan watch?

1 year to 3 year

3 year to 5 year

5 year to 7 year

Other

Other:

11. Why you prefer Titan brand ?

Attractive design

Reasonable price

Brand image

Good quality

12. Does publicity of watches by celebrity affects your buying decision ?

YES

NO
13. Have you seen advertisement of Titan watch?
YES
NO

14. Have often you switched of the brand?

very often
Depend on mood
Affordability
No ( brand loyal)
Responses