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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Excerpts Contd...
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Distribution
Titan opened its first specialty shop 'The World of Titan', in December 1987 in Bangalore. Apart from Titan controlled outlets, Titan watches were sold in thousands of other stores, franchisee showrooms and multi-brand TimeZone outlets...
Advertising and Promotion
Ogilvy & Mather Advertising (O&M) had been handling the Titan watches account since the brand's inception in 1987. Titan initially positioned its quartz watches as international watches from the Tata group...
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New Product Development
On July 22, 2004, Titan introduced its latest innovation, 'FLIP', India's first dual face watch with dual functionality and styling. FLIP, once again underscored the excellent collaborative work undertaken between Titan's Design Studio, the Production Department and the R&D team...
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Concluding Notes
Titan planned to invest Rs 10 crore in 2004 to strengthen its brand and an additional Rs. 10 crores to brace up its distribution and service network.
Titan showrooms accounted for around one-third of the company's sales, while the remaining came from multi-brand outlets.
Bhat remarked, "We foresee 15-20 per cent year-on-year growth. Our watch business will contribute 55 per cent while the rest of the sales will come from the Tanishq brand of jewelry,"...
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Exhibits
Exhibit I: Titan's Range/Sub-brands of Watches
Exhibit II: Print Campaigns by Titan
Exhibit III: TVC for Sonata
Exhibit IV: Titan: Financial Results as on 31 March 2004
Exhibit V: Titan: Segment Details
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