Case study analysis
Retail marketing
Submitted to: Submitted by:
Mrs Nidhi Phutela Tushar Arora
15021021140
Titan
Titan initially focused on the market scenario of the mid
1980s. There were very few domestic and international
brands available in the market. The challenge was to
offer a superior shopping experience while building
lasting relationships with the customers. So in the initial
years, the focus was on retailing which resulted in the
creation of world of titan showrooms. Further they
decided to opt for multiple channels of retailing. Retailing
at titan was given priority and was handled by a separate
group of people. Titan aimed to achieve brand awareness
by the process of retailing. So different showrooms were
established throughout the country. For eg world of
titans, titan showrooms,titan value mart etc.
Each titan showroom has a turnover of 20 to 30 millions
per year. The average cost to set up a franchise is 20-30
lakhs for stre interiors. Operational costs is around 75k to
100000. The company spends a huge amount of money
in the training of its employees to make sure they
perform upto the mark.
Situation Analysis
PRODUCT SITUATION:
Currently Titan offers following products in Indian market
Watches : Popular Priced, Mid Priced and Premium
Priced
Eye Gear : Sunglasses, Prescription Glasses. Contact
Lenses
Accessories: Wallets, Purses, Bekts, Wrist Bands
Sub Brands of Titan
Titan’s brand architecture comprised of several sub
brands. Titan offered a wide array of products, which
were positioned on the basis of function, price points,
design and lifestyle.
SONATA
After Timex spun off Titan decided to fill up the void with
its own brand Sonata.
Positioned for Sec C and Sec D customer with
the price range between Rs.300–Rs.1200.
Sonata leverage Tata’s heritage which enjoyed
enormous goodwill and trust amongst the vast mass
of Indians.
Sold through exclusive showrooms as a TATA
product.
Fastrack
Positioned as a fashion product
Targeted at young customers.
John Abraham to endorse the brand
Tagged as “How many do you have”, “move on”.
On Fastlane
Fastrack has moved into sunglasses
Plan to open 50 exclusive fastttrack outlets
apart from Metro in other top 20 cities.
ZOOP
Penetrated in Children’s market segment.
Children nowadays have certain amount of
disposable pocket money.
COMPETITIVE SITUATION:
Timex
Timex has captured around 22 per cent of the Rs
1,500 crore branded watches market in India
It had signed in Brett Lee, the Australian pace
bowler as its brand ambassador to make an impact
on the youth of India who are passionate about the
game of cricket.
Planned to set up 120 showrooms in different
parts of the country.
HMT watches
Lost significant market share and currently a
shadow of its past and has a share of about 4
percent.
Maxima
Its range starts from Rs.350/- and wanted to
reach out to the nooks and corners of the country.
Have 56 distributors and 5000 loyal retailers
across the country.
DISTRIBUTION SITUATION:
World of Titan
Exclusively deals in Titan watches.
Stores are augmented as per international
standards.
222 exclusive showrooms christened 'World of
Titan', making it amongst the largest chains in its
category.
750 after sales service centers.
Time Zone
It was designed for variety seeking behavior
consumers
These are frenchise locations which agree for
allocating more than 60% of space to Titan brands.
1142 Time Zones across 89 towns made titan
capture a big geography.
Titan Watch Care Centers
As Parity of difference Titan had deployed
quality after sale service.
ENVIRONMENTAL SITUATION:
Indian demography:
The percentage of people below the poverty line had
declined from 40% a decade back to 23% in 2008.
India has a staggering 51% of its population of 1.1
billion people under 25 and two-thirds under 35.
Watch Market in India:
40-45 million pieces annually.
Watch penetration in India is about 27 percent
with a huge potential base to be tapped.
Average growth in the size of the market is slated
to be around 10 -15 percent per year.
PROMOTION AND BRAND BUILDING EFFORTS
Titan valued advertising as an investment to
merchandise new models.
Build a good-sized gift market and emotional
market.
Roped Amir Khan as brand ambassador.
Tagline ‘Be More’ reflecting the youth’s
multitasking lifestyle of the day.
Sonata was launched as “waqt se do kadam age”
Sonata was sold highest and Dhoni been signed as
brand ambassador.
Fastrack made use of social media like orkut,
facebook, etc.
Launched several sales promotion programmes
around festivals.
TIL received the “Reader's Digest Trusted Brand
Platinum Award” for the watch category.
PROBLEM IDENTIFICATION
Overlapping of sub brands
Competitors entering mid price market range (RS
1500-3500)
Stiff competition in premium segment market by
international players.
Premium segment market are the only revenue
generating market.
Failure of launch in European market.
How to create global brand identity like
TOMMY,ESPIRIT etc.
ALTERNATIVES
Mid price market price range (up to RS3500) and sec
C & D brands can go with umbrella branding
strategy.
Brands like Fastrack can diversify further in other
accessories like MP3 players, digital cameras.
Repositioning Xylis and Nebula with powerful
emotional attribute.
Creating a joint ventures with the high end
international brands.
a) when an international brand entering Indian
market
b) when Titan is entering foreign market
Entering new international geography by acquiring
“Me too” players and positioning as durable product.
Endorsing the product through international events
like FIFA, World Cup, Olympics, etc.
Establishing a chain of after sale services in
international market.
Conclusion
Titan has emerged as a very popular brand in india. It has
been successful in creating an international image.
Starting from nowhere to where they are now is a big
task to achieve. They have earned a huge amount of
customer satisfaction and customer loyalty at the same
time. Retail management at titan has been a key factor in
gaining success. The brand name of titan has also helped
its sub brands like fast track , loop to earn a huge
popularity. This shows how smartly titan has emerged as
a brand in the Indian and international markets.
