Titan: Building a Brand

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Case Details:

Case Code : MKTA013
Case Length : 17 Pages
Period : 1970-2004
Pub Date : 2004
Teaching Note :Not Available
Organization : Titan, Tata Group
Industry : Watch
Countries : India

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This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.

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The Titan brand has three attributes - leadership, innovation and pride in the consumer's mind. Research tells us that even to an up-market SEC A customer, Titan means style and elegance. Where we fell short was in these "softer" attributes. Primarily because innovation was less frequent and less visible from Titan in the last few years. However, we are back on the track with innovation, which is the essence of Titan, apart from leadership and pride.

- Bhaskar Bhat, Managing Director, Titan Industries.¹

Introduction

In 2004, Titan, the world's sixth largest manufacturer brand of watches after Casio, Citizen, Seiko, Swatch and Timex enjoyed a 58% market-share in the Indian watch market. The company's watches were sold across India in over 1800 towns through some 7000 outlets. Of these, 150 were exclusive World of Titan stores and another 136 were multi-brand TimeZone outlets.

The company's watches were also sold in about 40 countries across the world through its marketing subsidiaries.

Titan International Marketing Ltd. (TIML) based in London looked after the European operations; Titan International (Middle East) took care of Titan's business in the Middle East and Africa and Titan Watches and Jewelry (Asia Pacific) Ltd. based in Singapore, managed the South Asian and South East Asian markets.

In a survey conducted by The Economic Times in 2000, Titan was voted the 'Most Admired Brand' by consumers all over India across all product categories.

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Background Note

The Indian watch industry

The history of watches in India dated back to 1957. During a visit to Japan, Prime Minister, Jawaharlal Nehru (Nehru), received a watch as a gift. This sparked off his dream of seeing watches being manufactured in India.

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1] Pande, Shamni. "Interview with Bhaskar Bhat,” www.agencyfaqs.com, 20^th January 2003.

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