Titan: Building a Brand
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ICMR HOME | Case Studies Collection
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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Please note:
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
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Recent Developments
In the 1990s, liberalization brought with it a host of luxury watch brands into India like Piguet, Cartier, Christian Dior, Omega, Raymond Weil, Rolex, and Tissot.
The Exim policy announced on 31st March 1999 removed all quantitative restrictions on the import of fully assembled watches, three years ahead of the commitment made to the World Trade Organization (WTO).
With a penetration level of 20 pieces per 1000, the Indian market presented a great opportunity for watchmakers...
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Marketing Strategy
Segmentation
Titan had traditionally focused on the premium segment. In the late 1990s, Titan segmented the market into different groups based on lifestyle, socio-economic groups and personalities...
Fastrack
Launched in 1998 as `Cool Watches' from Titan, Fastrack targeted customers in the age group of 22-30. Titan decided to promote Fastrack as an independent brand...
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Sonata
Titan's stakes were high at the lowest end of the watch market where around 15 million watches were sold.
Of this, only about seven million were branded...
Dash
In July 1999, Titan launched a new children's watch brand called 'Dash'...
Edge
Introduced in 2002, Titan Edge was positioned as the world's slimmest watch, with a slimness measure of 3.5 millimetre (mm), a movement of 1.15 mm, beating the Swatch Skin range by 0.45 mm...
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Excerpts Contd...>>
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