Abstract

This caselet highlights the different advertising media used by Titan Industries Ltd. to establish itself in various international markets. The caselet emphasizes upon the need to develop products that cater to the needs of the various customer segments like mass market, youth, luxury, and premium. It also describes the emergence of Indian advertising agencies as a global force and the need to devise promotional methods based on the country of operation.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• The importance of selecting a proper advertising agency while entering international markets
• The emergence of Indian advertising agencies as a global force
• Need to adapt or standardize the advertising content
• and Importance of segmentation

Keywords

Titan Industries Ltd (TIL), Lowe-Howard Spink, Ogilvy & Mather (O&M), WPP Mindshare, FasTrack, Nebula, Sonata, Watches