Ppt of Retail Management

7/27/2019 Ppt of Retail Management

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TITAN

Time wear

&

Eye wearAm it Jha(12006)


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OBJECTIVES

MARKETING STRATEGIES BYDIFFERENT WATCH BRANDS IN INDIA.

TITAN OR TIMEX? WHOSE CAPTURING

A GREATER MARKET SHARE. INDIVIDUAL STRATEGIES.

WHAT ARE THE CONSEQUENCES?

RECOMMEMDATIONS FOR THECOMPANY HAVING LOW MARKETSHARE.


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TITANBE MORE


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One of the giant gods in Greek mythology who preceded the Olympian gods.

The largest moon of the planet Saturn.

World's fifth largest and India's leading manufacturer of watches.

The Titan portfolio has over 60% share in the domestic market share.

The company has showrooms in every nook and corner of the countrythat caters to the needs of every segment of the people.


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TITAN

FOUNDED IN: 1987

HEADQUARTERS: India

AREA SERVED: 4 continent and 32 countries

India and other countries esp. Middle east, AsiaPacific and Africa

Has Customer base of over 80 million.

INDUSTRY: Watches

PRODUCTS: Watches, Jewellery, Eyewear &Precision Engineering

EMPLOYEES: 3,000

PARENT COMPANY: TATA


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AWARDS ACHIEVEDThe company has been awarded the following distinctions:

No.1 Brand in the Consumer Durables category in the "Brand

Equity" Survey of The Economic Times

Won the Young Design Entrepreneur of the Year at the National

Institute of Design and Business World

Retail Asia and Media Magazine Singapore adjudged Titan Industriesas amongst the leading Retailing Companies in India.

Titan has won the Brand Leadership award at the India Brand Summit.

The Time Products Division of the company was awarded the JRD QV

Award in 2006.


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Vision To be a world-class, innovative and

progressive organization and to build

Indias most desirable brands.


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Mission To create wealth for all our stakeholders

by building highly successful businesses

based on a customer-centric approach,

and to contribute to the community.


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Values and Standards

Total customer orientation

Employee appreciation

Performance culture and teamwork

Creativity and Innovation

Passion for excellence

Corporate Citizenship


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Strategies

Innovation

Quality

Creative Advertising Aamir Effect

Catalogue Advertising

Retail Stores

Cutting Edge Technology


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Cutting Edge Technology

The Design Studio:

Excellent Watch and Jewellery design.

Has international award winning designs to its credit.

Sophisticated Design & Development Centre

Advanced Pro-E workstations and prototyping facility.

Every Ford Mondeo car rolling out of the plant in Genk,

Belgium has a Titan Clock.


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BRAND POSITIONING

STRATEGIESAttribute Positioning:

First to bring Quartz watches to the Indian market. This helped topenetrate the market and gain a market share. Raga, Classiqueand Regalia

Benefit Positioning:

The Fastrack Digital range offers the customer a functional watch thatis attractive and has superior style.

Competitor Positioning:

With the entry of Omega, Tissot etc into the market who are catering tothe upper end of the market titan has tried to reposition itself byincreasing the price range.

Quality or Price Positioning:

In Indian market, Sonata is a perfect example of Price positioning, titancame up with this segment when it was facing heavy competition.


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BRAND AMBASSADOR


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Retail Stores

Of titan

ALL INDIA10000

Dealers

2300

Towns

World Of Titan177

Showrooms

104

Towns

Service Centers

616

Centers

314

Towns


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Market Capitalization (Rs. inCr.)

218

500

1018

3530

44005300

0

1000

2000

3000

4000

5000

2002-

03

2003-

04

2004-

05

2005-

06

2006-

07

May-08

Market Cap.

CrossedBillion $


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Domestic Level- HMT

Maxima-quartz

Casio

International level- Espirit

Swatch

Citizen

Seiko


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Marketing Mix

(4PS)


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Edge RagaOctan ZoopWWF HeritageOrion NebulaSonata ExactaSpectra DashRegalia FastrackRoyale ClassiqueXylus Eye +Titan Bandhan watches

It also markets Tommy Hilfiger watches under a

licensing arrangement


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Jewellery: Tanishq is India's largest and fastest

grow ing jewel lery brand w ith apremium range of gold

jewellery studded with diamonds or coloured gems. In Indiait has 102 boutiques across the country.

Eye wear: Titan Eye+ producessunglasses underFastrack brand and prescription eyewear consisting of

Frames, Lenses, Sunglasses, Accessories and ContactLenses.


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World of Titan Showrooms

Time Zone

Traditional Outlets

Non Traditional Outlets


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PRICING

Pricing Objectives1. Survival (i.e. Titan Exacta)

2. Market share (i.e. Titan Sonata)

3. Market skimming (i.e. Titan Nebula)

4. Product quality

Pricing method

1. Product line pricing

2. Promotional pricing

Application of pricing strategy

1. Lower segment

2. 1000 plus segment

PRICERaga Diva- Rs 4000-9500Zoop- Rs 5200- 6000

Nebula- Rs 26000- 85000Octane- Rs 5250- 7000Orion- Rs 3200- 7500Fastrack- Rs 500-4500


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PROMOTION1. Advertising

2. Sales promotion

3. Public relation

Titan brand ambassador:

Titan Brand: Aamir Khan Sonata: Mahendra Singh Dhoni

Raga: Gul Panag, Rani Mukherjee

Xylys: Rahul Bose

Fastrack: John Abraham

Titan tagline:Be more

Fast track tagline:How many you have?

Public relation

Gift concept

Promotion On Occasions

Advertising media:

Television Print Internet

Sales promotion

Sponsorship

Seasonality

Promotion throughContests


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SWOT AnalysisSTRENGTHS

Brand image and parentcompany is Tata group

Market segments with largepotential: women, youth,children, sportsmen, the budget-conscious , the big spenders.

Customer value and offeredafter sales service in a

showroom environment

Worlds 5th largest watchmanufacturers

Popular brand ambassdors

WEAKNESSES

High price for jewelley

Lack of scope inentering south indian

market

Service centres are rare

Less number of lowpriced products


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OPPORTUNITIES

Currently, sales in India stand at an low number of 25 watches per 1,000 people,

compared with 250 watches per 1,000 people in a developed society. Exchanging offer

Rural market

Continous innovation

different festive occasions

THREATSToo many players will dilute the market & the profit margin

Low priced China watches

Mobile phones.

Government rules and regulations


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Segmentation of Indian Watch industry

Based on price Mass (Rs.350-600), Popular (Rs.600-900),

Premium (Rs.900-1500), Super-premium (Rs.1500-8000) Connoisseur segments (above Rs.8000)

Based on user category

Mens watches

Womens watches Youth watches Kids watches Sports watches


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POSITIONING

Titan has been positioned as a premium brand, providing high quality products

Titan initially pioneered the concept of "Gifting watches".

Customers who were fed up with ugly time machines welcomed the brand

Titan.

Re- Positioning as a fashion accessory.

Watches were perceived as a onetime buy and consumers seldom ownedmultiple watches.

Titan pushed the concept of "Matching Watches to Clothes" in the recentcommercials.


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Introduction : WWF, Orion,Zoop, Diva, Octane

Growth: Nebula, Insignia,

Raga, Royal, Regalia, Edge etc

Maturity: Sonata, Fastrack,Dash

Decline: Aqura


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THE EYE WEAR BUSINESS

Started in 2004-05 by marketing Sunglasses under theFastrack brand

Targeted the youth segment

Achieved a sales turnover of over Rs 25 crores in 2006-07and Rs 40 crores in 2007-08

Pilot project for Prescription Eyewear started in Q4 2006-07

10 Titan Eye+ outlets as on 31 March 2008


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THE EYEWEAR MARKET AN UNTAPPED OPPORTUNITY

Growth: Market has been growing in double digits ~ 15-20% per annum andlikely to sustain

Demand drivers: Urbanization, literacy, Penetration of TV & computers, Pooreye health due to lifestyles/ improper diet, etc.

Margins: Overall mark ups of up to 300% exist between landed cost & retailprice!

Incidence:

30% of population typically needs correction in vision ~ 300 mn

Users: 84mn users which is about 25% of those who need the correctionConsumers change their glasses / frames once in 3 to 4 years on an average

Market size:

25-35 million units per annum

Rs 1500-1800 crs per annumComparable to the watch industry

Repeat purchase is a regular feature from adolescence to old age.

Customer lifetime value is very high

Almost everyone over 40 yrs needs correction.


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OUR BUSINESS

PROPOSITION

Product / Service Offering:

- Eye checking, Optometry

- Range of frames - Titan & licensed brands

- Range ofBranded Lenses

- Sunglasses Titan, Fastrack & licensed brands

- Contact Lenses, Accessories

To enter as a retail brand Chain of Stand Alone Stores


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WHERE WILL WE PLAY IN THE VALUE CHAIN

Frame andlens blank

manu-facturing

Wholesale

distribution

Lensfinishing

andassembly

RETAIL,

SERVICE

Design

and

Marketing

Mfg is not yet a

desirable option

Focus on strengths and high margin areas:

DESIGN, RETAIL, SERVICE & MARKETING

Tie up with

reputed lens

brands & labs

O U T S O U R C E


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REASONS FOR SUCESS

Brand

Quality

Good marketing and distributionnetwork

Corporate social responsibility


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THANK YOU

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