titan watches

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TITAN WATCHES : 

TITAN WATCHES Launched in 1987, Titan is credited with transforming the face of Indians watch industry. By offering consumers quality products that bended classy designs with superior technology, Titan became a byword for success stories. Outstanding service, a wide variety of models, and effective marketing have helped Titan consolidate its early gains, to the point where the company is a force to be reckoned with beyond Indian shores.

Slide 2: 

More men than women own watches in India, and more working women than housewives own watches. It is the rural segment within this diverse market that Titan is now looking to tap. The companys Sonata range is targeted at rural customers, and is part of a strategy where the alignment of price and reliability are crucial. The range costs between Rs 495 and Rs 1,200, has showrooms exclusively for it, and is sold mainly in small-town India. Fast Track is a different kettle of fish. This range is broadly aimed at young Indians looking for watches that are fashionable and stylish. Then theres Dash, a range that Titan launched for children. Introduced in early 2000, Dash is priced low, but it hasnt sold too well. The company plans to change that with enhanced advertising and a different marketing strategy

Slide 3: 

Understanding the Indian consumer's psyche has been vital to Titan reaching its current position of strength. The company today has a model for every price segment and every market, urban and rural, regional and international. Within the Titan mother brand are Nebula, which comes draped in 18-carat gold; the exclusive Insignia; PSI, for those turned on by technology; and Raga, which has been designed exclusively for women. Titans focus has always been on India. Research reveals some interesting facts and figures about this heterogeneous market. There are 190 million watch-owning Indians; between them they own about 210 million watches.

Slide 4: 

Titans focus has always been on India. Research reveals some interesting facts and figures about this heterogeneous market. The Indian market is estimated at 25 million watches a year, with 50 per cent being sold by the organised sector. Titan is the runaway market leader, with domestic sales of 6 million watches a year. There are 190 million watch-owning Indians; between them they own about 210 million watches. Urban India accounts for 120 million of these watches and 90 million are on rural wrists. More men than women own watches in India, and more working women than housewives own watches.

Slide 5: 

It is the rural segment within this diverse market that Titan is now looking to tap. "The key to success," says Bijou Kurien, vice-president (sales and marketing), "is getting into the rural market on a larger scale." The companys Sonata range is targeted at rural customers, and is part of a strategy where the alignment of price and reliability are crucial. The range costs between Rs 495 and Rs 1,200, has showrooms exclusively for it, and is sold mainly in small-town India Fast Track is a different kettle of fish. This range is broadly aimed at young Indians looking for watches that are fashionable and stylish. Then theres Dash, a range that Titan launched for children. Introduced in early 2000, Dash is priced low, but it hasnt sold too well. The company plans to change that with enhanced advertising and a different marketing strategy.

Slide 6: 

Titans retail operations are a mix of company-owned and franchisee outlets, with the idea being to ensure a dominant presence in all market areas through different kinds of stores, and to assure the availability of every Titan product. Says Mr Kurien: "We have concentrated on customer perspective, and we have engineered the entire chain to suit different customers." For its many customers Titan has Tata Signet, a 1,36,000-member club that looks to build relationships through rewards, regular discounts and special offers. Customers can also count on a service-centre network thats 550-strong and spread over 30-odd cities and towns across the country. The service centres have been deliberately kept apart from Titans showrooms. "The business is different and the customer is in two different moods at the two places,"