Abstract

The case ‘Titan’s SKINN’ focuses on the entry of Titan Company into the perfumes segment in India. Under the brand name ‘SKINN’ Titan launched six variants of perfume in the largely unorganized Indian perfume market. It widened the company’s portfolio in the personal lifestyle segment. Titan’s venture into the fragrances segment came at the right time, as there were no other familiar competing Indian brands. The market was also seeing exponential growth and was expected to reach INR 150 billion by the year 2015. The case provides details of the diversification strategy adopted by Titan. The case can be used as a pedagogical tool for management students pursuing the Business Strategy Course.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• Understand the concept of diversification and its impact on long-term growth
• Develop an understanding of the Indian fragrance industry.
• Explore the reasons behind the decision of Titan Company for diversification.
• Assess the effectiveness of the diversification strategy Understand the opportunities and challenges faced by Titan associated with its diversification decision.

Keywords

Titan, Titan SKINN, Fragrances Market, Diversification, Long-term growth, Challenges , Distribution, Products, market penetration, Indian Fragrances market