Titan Edge Final

8/8/2019 Titan Edge Final

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Prepared by :

Jyoti singhAnkit sharma



` Titan Industries is the world's fifth largest and India'sleading manufacturer of watches. It has several popular

brands in its fold including Heritage, Aviator, Regalia,

Octane and WWF

` The Titan portfolio has over 60% share in the domesticmarket

` Share in the organized watch market. To ensure a

dominant presence in the market, the company has

showrooms in every nook and corner of the country thatcaters to the needs of every segment of the people.

About Titan



Industry Overview

` HMT first Indian brand to launch watches in India in 1961

` First watch model manufactured by HMT was the Janata

model in the year 1962

` Leader in the watch market till the Tatas formed Titan

Watches in 1987

` Liberalization in 1992 and the removal of quantitative

restrictions due to WTO opened the doors for many

foreign brands in the Indian market viz. Tissot, Swatch,Omega, Rado, TAG Heuer, Rolex, etc



StrategiesStrategies

Innovation

Quality

Creative AdvertisingÚ Aamir Effect

Ú µCatalogue¶ Advertising

R etail Stores

Cutting Edge Technology



InnovationInnovation

Creation of Edge

Slimmest commercially available watch ³in

the universe´.(thickness: 3.5 mm)

Four years of intensive R&D.

R eceived Best Design Award in

Lifestyle Product Category Organized by Business World .



Market Share of KeyPlayers



4 P·s of Titan



The Titan brand architecture comprises

several subbrands, each of which is a

leader in its segment. Notable among them

are:

Titan Edge ± The world's slimmest watchwhich stands for the philosophy of "less is

more"Titan Raga ± the feminine and sensuousaccessory for today's woman

Nebula crafted in solid gold and precious

stones andSeveral other collections like Wall Street,Heritage, Regalia, Octane, Orion, Diva, Zoop,WWF and the Aviator series, all of which

form a part of the Titan wardrobe.



Product Length



`The World of Titan

` Direct Dealers

`Time Zone & Non-traditional Outlets

Place



Mass (Rs.400-700)

Popular (Rs.700-1000)

Premium (Rs.1000-1600)

Super-premium (Rs.1600-10000)

Connoisseur segments (above Rs.10000 to Rs.150000)

Price



- Aamir Khan as brand ambassador

- Mahendra Singh Dhoni for Sonata

- Rani Mukherjee for Raga- Festival Offers

- Creative Advertising

PROMOTION



Advertising



Positioning

Titan has been positioned as a premium brand, providing high

quality products

Titan initially pioneered the concept of "Gifting watches".

Customers who were fed up with ugly time machines

welcomed the brand Titan.

Re- Positioning as a fashion accessory.



Titan was careful in keeping the brand above the celebrity

The ads were fresh and neatly executed

The idea was to make watches that would be seen as styleand fashion accessories rather than just utilitarian devices.

The company decided to use Aamir in brand and productcommunication on television and in the print and outdoormedia

The appointment of Aamir Khan as brand ambassador for theTitan brand was seen as an attempt to broad base the appealof the Titan brand



Current ads



Positioning

Titan also was pushing another strategy. Watches were

perceived as a onetime buy and consumers seldom owned

multiple watches.

Titan pushed the concept of "Matching Watches to Clothes"

in the recent commercials.



Earlier Fastrack was targeted at 20-25 year olds and

positioned along the line "Cool watches from Titan".

It was seen that that the youth in the age group of 11-20 years

account for 42% of watch buying in India.

Based on this insight, the company relaunched the brandlowering the target segment to 18-30 year olds with the

baseline How many you have?".

Again the aimed at promoting the multiple watch owning

concepts.

Fastrack also launched a range of fashion accessories like

Sunglasses trying to be a lifestyle brand.



Music

The most enduring part of the Titan advertising has beenthe music track.

Chosen by creative head of O & M in 1987 for its class and

western vibes, the segment from Mozart's 25th Symphonyhas arguably become Indian Advertising's most memorabletrack.

Starting in 1987 in its pure classical versions, with a single

violin playing the melody, this piece has been rendered incountless innovative versions over the years: IndianClassical, Indian Folk, Operatic, Rock, Funk. And hasbecome such a powerful audio mnemonic for the brand.



Titan edge In Case of Decline Stage



Ad in Context Example

Titan

Edge



Advertising Plan Components:

Objectives

To create brand awareness- slimiest watch in

universe

To change consumer beliefs towards watches.

To influence purchase intent innovative product.

To stimulate trial use.



27

Advertising and Movement Toward Action

Conative

Realm of motives.

Ads stimulate or direct

desires.

Affective

Realm of emotions.

Ads change attitudes

and feelings

Cognitive

Realm of thoughts.

Ads provide

information and facts.

Purchase

Conviction

Preference

Liking

Knowledge

Awareness

Point of purchaseRetail store ads, Deals³Last-chance´ offersPrice appeals, Testimonials

Competitive ads Argumentative copy

³Image´ copyStatus, glamour appeals

AnnouncementsDescriptive copyClassified adsSlogans, jingles, skywriting

Teaser campaigns

Related behavioraldimensions

Movementtoward purchase

Types of promotions andadvertising at each step



Inverted Pyramid of Communications

Effects of Edge

Excellent Awareness

Good amount of Knowledge

moderate Liking

Less Preference

Low Trial

Finally impacted Use



Reason for the decline for Titan Edge

Sales are decreasing due to other International

brands

People feel its a very conservative brand. Rapid change in technology is not being

incorporated into the brand compare to other

brands



Repositioning strategies for edge

Communication: tagline

TV commercial

Billboards

Brand ambassador: Aamir suits the best foredge???

Increase penetration in Tier-III cities

Titan should introduce a new brand in Niche

market Retaining existing customers

± Increasing the service centre



PROPOSED ADVERTISEMENT



TIME IS MONEY & MONEY IS

Thank You

Titan Edge Final

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