TITAN RAGA CASE STUDY

Group 5
 Q4. Tracing the history of Raga , comment on its STP strategy. Did you
feel it has changed ever? You can look for ads outside the case study.

● LEVELS OF TITAN RAGA SEGMENTATION:

NICHE MARKETING:
IN 1992, TITAN LAUNCHED THE TITAN RAGA RANGE OF WATCHES EXCLUSIVELY
FOR WOMEN. FOCUSED ON TRADITIONAL INDIAN DESIGN AND HERITAGE
BRAND LAUNCHED TITAN RAGA AS THE ETHNIC WATCH FOR SOPHISTICATED
INDIAN WOMEN.

2. SEGMENT MARKETING: TITAN RAGA SUB-SEGMENTED THE WOMEN

SEGMENT IN THE FOLLOWING TWO SEGMENT DEPENDING ON THEIR LIFESTYLE.

PROGRESSIVE HOMEMAKERS:- WOMEN WHO WERE NOT EMPLOYED BUT

LOOKED AFTER THE FAMILY AND HOME WHILE HAVING THE PROGRESSIVE
OUTLOOK AND MODERN THINKING.

BALANCE SEEKERS:- WOMEN WHO HAD TO WORK FOR FINANCIAL REASONS

AND SOUGHT BALANCE BETWEEN HOME AND WORK LIFE.
CHARACTERISTICS OF TITAN RAGA SEGMENTATION:

1)MEASURABLE: TITAN RAGA IS ASSOCIATED WITH WOMEN AND A GREAT

NUMBER OF WOMEN WHO WERE NOW A PART OF WORKFORCE.

2)ACCESSIBLE: TITAN WATCHES WERE SOLD IN THE MIDDLE EAST, SOUTH EAST
ASIA ETC. AND THEY ALSO HAVE VERY GOOD RETAILER NETWORK IN INDIA.

3)DIFFERENTIABLE: THE TITAN RAGA IS THE FIRST WHO CAME UP WITH

WATCHES EXCLUSIVELY FOR WOMEN.

4)GROWING: A GREAT NUMBER OF WOMEN, WHO WERE NOW PART OF PART

OF THE WORKFORCE, WERE CLEARLY INDEPENDENT THINKERS AND HAD
HIGHER DISPOSABLE INCOME AVAILABLE TO THEM. THIS IS THE REASON
THAT MARKETING OPPORTUNITY IN THE WATCHES FOR WOMEN SEGMENT
WAS GROWING.

5)PROFITABLE: THE ORGANIZED WATCH MARKET WAS DOMINATED BY TITAN,

WITH ITS COLLECTION OF BRANDS HAVING A MARKET SHARE EXCEEDING 65 PER
CENT BY VOLUME AND 24 PER CENT BY VALUE. THAT’S THE REASON THAT RAGA
ALSO BECOME THE PROFITABLE BUSINESS.
● BASIS OF MARKET SEGMENTATION:

DEMOGRAPHIC:
AGE- THE YOUNG WOMEN, AGED BETWEEN 20 TO 35 YEARS, AS THE CUSTOMER ARCHETYPE.

GENDER- TITAN RAGA RANGE OF WATCHES EXCLUSIVELY FOR WOMEN.

2. GEOGRAPHIC: URBAN INDIAN WOMEN, WHO HAD THE ECONOMIC POWER AND FREEDOM
TO MOVE WITH THE CHANGING TIMES WAS THE IDEAL RAGA CUSTOMER.

3. PSYCHOGRAPHIC:
BRAND PERSONALITY- IN THE WORDS OF A TITAN RAGA CONSUMER, “RAGA ENABLES ME TO
BECOME MORE OF THE WOMEN I AM.”
LIFE STYLE- INDIAN WOMEN WHO CAME FROM NUCLEAR FAMILY, WAS LITERATE AND
EMPLOYED- SHE HAD MORE PURCHASING POWER AND MORE INVOLVED IN DECISION MAKING
THAN A DECADE AGO.

4. BEHAVIORAL:
OCCASION- TITAN RAGA COLLECTION AS A FEMININE WATCH TO GO WITH INDIAN ETHNIC
WEAR AND USUALLY WORN ON FESTIVE OCCASIONS SUCH AS WEDDINGS AND FESTIVALS (E.G.
RAKSHA BANDHAN AND DIWALI), WHEN IT WAS GIVEN AS A GIFT.

BENEFITS DESIRED- WOMEN FELT A STRONG ASSOCIATION WITH THE WATCH, AS IF IT

COMPLETED THE LOOK, THEY DESIRED FOR A GIVEN OCCASION. THEY LIKED TO LOOK, FEEL
AND BE THE BEST AT ALL TIMES
 TARGETING STRATEGY OF TITAN RAGA

● Titan Raga targeted single segment (or concentration marketing)

● Their targeted customers are female audience and they focus on the needs and wants of this
segment only.
● Titan Raga is a watch brand introduced exclusively for women.

Targeted Targeted
People Market
Female
Mid
Audienc Market
e
 CHANGES IN TARGETING STRATEGY OF TITAN RAGA

1992-2005 (Ethnic Era) From 2006 (Sensual Era)

• Titan Raga was launched in • In 2006, Quantum research

1992 as a watch brand that pointed out  changing woman
introduced a collection profile towards more
exclusively for woman. purchasing power and had
higher disposable income.
• Titan Raga was the ethnic
• So, under Project Athena the
watch targeting single
segment of sophisticated brand management team
Indian woman embellished decided to shift their
with striking symbol from targeting more towards 
Indian culture. progressive homemakers
and balance seekers.
• They focused on traditional
• They targeted young urban
Indian design and heritage.
woman of 20-35 years. 
• However they still continued
with single segment
targeting.
• The segment was large and
evolving at a rapid pace.
Positioning Strategies used:

❖ 1992-2005 - The Ethnic Era:

➢ User Positioning Strategy: Titan Raga watch collection was exclusively for women. It was launched as the ethnic watch for the
sophisticated Indian woman, embellished with striking symbols from Indian culture.
➢ Benefit Positioning Strategy: The Titan Raga watches were often given as a gift during festive occasions as the watches were
seen as feminine watches to go with Indian ethnic wear.
❖ 2006-2010 - The Sensual Era:
➢ Use Positioning Strategy: The Rani Mukherjee ad talks about how to use the Titan Raga watch as an ornament as she removes
all her adornments and wears the Titan Raga watch while waiting for someone special.
➢ The ad ended with a tagline “Ek Khoobsurat Rishta” symbolising the special relationship the watch has for someone special or
some special occasion.
➢ Value Positioning Strategy: Titan Raga Crystals ad featuring Rani Mukherjee also talks about the special Crystal studded
watches which can be seen as some form of jewellery. [Link]
❖ 2011-2017 Titan Raga Ads:
➢ User Positioning Strategy: [Link] The Katrina Kaif ad is targeting young, independent women who
love to travel and live life each and every moment.
➢ Product Attributes Strategy: Titan Raga Viva ad talks about the uniquely designed watches for everyday usage for women.
[Link]
❖ Post 2017 Titan Raga Ads:
➢ Product Attributes Strategy: Titan Raga in collaboration with Masaba Gupta launched new line of watches which are elegant
yet edgy. The watches are quirky, young and beautiful and it is targeting young women in their 20s.
[Link]
elegant-yet-edgy-campaign/61722894

➢ User Positioning Strategy: [Link] [Link] The International Women’s day ad

and the Flaunt Your Flaw ads by Titan Raga talks about ‘Making Time for Yourself’ and ‘Be who you are’ ideas prominently.
 POSITIONING STRATEGIES

1992-2005 (Ethnic 2006-2010 (Sensual Post 2011

Era) Era)

• User – • Use – Titan Raga • User – The

Exclusively for watch as an International
Women, Ethnic ornament in the Women’s day ad
watch for Rani Mukherjee and the Flaunt
sophisticated ad. Your Flaw ads by
Indian women. • Value – Titan Titan Raga
• Benefit – Given Raga Crystals ad • Product
as a gift during shows the Attributes –
festive occasions special Crystal Elegant yet edgy
studded watches watches designed
seen as some by Masaba Gupta
form of jewellery for the quirky,
young and
beautiful Indian
• Crystals ad - . [Link]
women in their
• Katrina Kaif ad - [Link]
20s.
• International Womens day ad - : [Link] [Link]
• Masaba Gupta Brand equity article -
[Link]
 . Create watches that are more rugged and To target Tier 2 cities, Raga can introduce a
target women who are redefining societal new range of robust watches with lower price
norms. range that can target this segment.

Digital watches specifically for women Provide discounts on Women’s, Mother’s day,
segment with features like menstruation daughter’s day
tracker, SOS facility.

Online community of exclusively Titan Raga PRODUCT PRICE

users where they can share their experiences.

Design a variety of ads to expand the horizon of PROMOTIO The exclusive Raga showrooms should be
N PLACE more women driven, with female salesperson
the utility of the product, gauge the brand from
Ideal social self to actual social self. so to have women driven product proposition.

. Join hands with women from varied occupations To create a unique retail experience for our
• consumers, on every purchase they get to
like army, wildlife photographer, travellers to
s present our new Titan Raga as a watch that
dress up as their preferred celebrity of Titan
synergizes with women from non-traditional Raga and join for a photoshoot done by our
backgrounds, the ruggedness adding to the in-house professional photographer.
longevity of the product.

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