logging in or signing up Titan aatif.a Download Post to : URL : Related Presentations : Share Add to Flag Embed Email Send to Blogs and Networks Add to Channel Uploaded from authorPOINT lite Insert YouTube videos in PowerPont slides with aS Desktop Copy embed code: (To copy code, click on the text box) Embed: URL: Thumbnail: WordPress Embed Customize Embed The presentation is successfully added In Your Favorites. Views: 2772 Category: Education License: All Rights Reserved Like it (1) Dislike it (1) Added: November 07, 2009 This Presentation is Public Favorites: 3 Presentation Description repositioning of titan incase of decline in PLC Comments Posting comment... By: shahvijaym (10 month(s) ago) HI CAN YOU PLS SEND ME THE PPT ON MY ID shahvijaym@gmail.com Saving..... Post Reply Close Saving..... Edit Comment Close By: salluparvez (20 month(s) ago) thanks Saving..... Post Reply Close Saving..... Edit Comment Close By: rambo_5 (26 month(s) ago) gud work!! Saving..... Post Reply Close Saving..... Edit Comment Close Premium member Presentation Transcript Group Members : Group Members Aatif Ansari 01 Sufiyan Boira 110 Swati Bhandari 112 Zainab Siddique 120 Zainali Hussain 121 Industry Overview : 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 Key Players : Key Players Indian Brands HMT Titan Timex Westar Shivaki Maxima SITCO Foreign Brands Cartier Piaget Omega Tiffany’s & Corrum Gucci Longines Casio Citizen Tag Heuer Espirit Market Share of Key Players : Market Share of Key Players Titan( Brand) : Titan( Brand) One of the giant gods in Greek mythology who preceded the Olympian gods. The largest moon of the planet Saturn. Established in 1984 as a joint venture between Tata Group and Tamil Nadu Industrial Development Corp. 4 P’s of Titan : 4 P’s of Titan PRODUCT : PRODUCT Titan for the premium segment Fastrack – focused on the youth and trendy fashion space, Sonata for the mass market Xylys for the premium market. The Titan brand architecture comprises several sub-brands, each of which is a leader in its segment. Notable among them are: Titan Edge – The world's slimmest watch which stands for the philosophy of "less is more" Titan Raga – the feminine and sensuous accessory for today's woman Nebula - crafted in solid gold and precious stones and Several 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 : Product Length PLACE : PLACE The World of Titan – 247 Direct Dealers Time Zone & Non-traditional Outlets PRICE : PRICE Mass (Rs.350-600) Popular (Rs.600-900) Premium (Rs.900-1500) Super-premium (Rs.1500-8000) Connoisseur segments (above Rs.8000 to Rs.150000) PROMOTION : PROMOTION - Aamir Khan as brand ambassador - Mahendra Singh Dhoni for Sonata - Rani Mukherjee for Raga - Festival Offers - Creative Advertising Classic Ad : Classic Ad Classic Ad of Titan : Classic Ad of Titan Classic Teacher Ad : Classic Teacher Ad Positioning : 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. Slide 18: 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 style and fashion accessories rather than just utilitarian devices. The company decided to use Aamir in brand and product communication on television and in the print and outdoor media The appointment of Aamir Khan as brand ambassador for the Titan brand was seen as an attempt to broad base the appeal of the Titan brand Current Ad : Current Ad Positioning : 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. Slide 21: 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 brand lowering the target segment to 18-30 year olds with the baseline “How many you have?". Again the strategy 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 : Music 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. Slide 23: Repositioning of Titan In Case of Decline Stage Reason for the decline for Titan : Reason for the decline for Titan Sales are decreasing due to other international brands People feel it’s a very conservative brand. Rapid change in technology is not being incorporated into the brand compare to other brands Repositioning strategies : Repositioning strategies Communication: tagline TV commercial Billboards Brand ambassador: Aamir suits the best Increase penetration in Tier-III cities Titan should introduce a new brand in Niche market Retaining existing customers Increasing the service centre Proposed Advertisement : Proposed Advertisement Time is money & money is : Time is money & money is Thank You You do not have the permission to view this presentation. In order to view it, please contact the author of the presentation.
Titan aatif.a Download Post to : URL : Related Presentations : Share Add to Flag Embed Email Send to Blogs and Networks Add to Channel Uploaded from authorPOINT lite Insert YouTube videos in PowerPont slides with aS Desktop Copy embed code: (To copy code, click on the text box) Embed: URL: Thumbnail: WordPress Embed Customize Embed The presentation is successfully added In Your Favorites. Views: 2772 Category: Education License: All Rights Reserved Like it (1) Dislike it (1) Added: November 07, 2009 This Presentation is Public Favorites: 3 Presentation Description repositioning of titan incase of decline in PLC Comments Posting comment... By: shahvijaym (10 month(s) ago) HI CAN YOU PLS SEND ME THE PPT ON MY ID shahvijaym@gmail.com Saving..... Post Reply Close Saving..... Edit Comment Close By: salluparvez (20 month(s) ago) thanks Saving..... Post Reply Close Saving..... Edit Comment Close By: rambo_5 (26 month(s) ago) gud work!! Saving..... Post Reply Close Saving..... Edit Comment Close Premium member Presentation Transcript Group Members : Group Members Aatif Ansari 01 Sufiyan Boira 110 Swati Bhandari 112 Zainab Siddique 120 Zainali Hussain 121 Industry Overview : 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 Key Players : Key Players Indian Brands HMT Titan Timex Westar Shivaki Maxima SITCO Foreign Brands Cartier Piaget Omega Tiffany’s & Corrum Gucci Longines Casio Citizen Tag Heuer Espirit Market Share of Key Players : Market Share of Key Players Titan( Brand) : Titan( Brand) One of the giant gods in Greek mythology who preceded the Olympian gods. The largest moon of the planet Saturn. Established in 1984 as a joint venture between Tata Group and Tamil Nadu Industrial Development Corp. 4 P’s of Titan : 4 P’s of Titan PRODUCT : PRODUCT Titan for the premium segment Fastrack – focused on the youth and trendy fashion space, Sonata for the mass market Xylys for the premium market. The Titan brand architecture comprises several sub-brands, each of which is a leader in its segment. Notable among them are: Titan Edge – The world's slimmest watch which stands for the philosophy of "less is more" Titan Raga – the feminine and sensuous accessory for today's woman Nebula - crafted in solid gold and precious stones and Several 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 : Product Length PLACE : PLACE The World of Titan – 247 Direct Dealers Time Zone & Non-traditional Outlets PRICE : PRICE Mass (Rs.350-600) Popular (Rs.600-900) Premium (Rs.900-1500) Super-premium (Rs.1500-8000) Connoisseur segments (above Rs.8000 to Rs.150000) PROMOTION : PROMOTION - Aamir Khan as brand ambassador - Mahendra Singh Dhoni for Sonata - Rani Mukherjee for Raga - Festival Offers - Creative Advertising Classic Ad : Classic Ad Classic Ad of Titan : Classic Ad of Titan Classic Teacher Ad : Classic Teacher Ad Positioning : 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. Slide 18: 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 style and fashion accessories rather than just utilitarian devices. The company decided to use Aamir in brand and product communication on television and in the print and outdoor media The appointment of Aamir Khan as brand ambassador for the Titan brand was seen as an attempt to broad base the appeal of the Titan brand Current Ad : Current Ad Positioning : 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. Slide 21: 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 brand lowering the target segment to 18-30 year olds with the baseline “How many you have?". Again the strategy 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 : Music 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. Slide 23: Repositioning of Titan In Case of Decline Stage Reason for the decline for Titan : Reason for the decline for Titan Sales are decreasing due to other international brands People feel it’s a very conservative brand. Rapid change in technology is not being incorporated into the brand compare to other brands Repositioning strategies : Repositioning strategies Communication: tagline TV commercial Billboards Brand ambassador: Aamir suits the best Increase penetration in Tier-III cities Titan should introduce a new brand in Niche market Retaining existing customers Increasing the service centre Proposed Advertisement : Proposed Advertisement Time is money & money is : Time is money & money is Thank You