Abstract

Titan Industries Limited (TIL) is a dominant player in the Indian branded watch industry. The company has a presence in most segments of the watch market. The case discusses the various brands/sub-brands of TIL’s watch division and talks in detail about the marketing and communication strategies followed by the company. The case throws light on the company’s decision to use celebrities to market its products. It gives an account of the evolving market dynamics in the branded watch market in India and TIL’s efforts to sustain its market share. The case also discusses the challenges that the company may face in the future.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• Pros and cons of using celebrity endorsements
• Efforts made by TIL to evolve a communication strategy to suit the changing times
• Analyze the positioning and targeting issues of multi-brand marketers
• The issues concerning branding and brand management in the Indian watch industry
• The efforts made by the company to expand the watch market.

Keywords

Titan Industries Ltd., Aamir Khan, Titan Watches Limited, Titan quartz, O&M, Titan Gold & Steel, Celebrity Endorsements, Titan Dash, Titan Steel, Titan Edge, Titan Flip, Titan Sonata Fastrack, Titan Raga, Communication Strategy, Advertising