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Guess ?Guess ?
1950s
1950-70s
1970-80s
1980s-till date
Indian Watch IndustryIndian Watch Industry
Titan Industries is the world's fifth largest and India's leading manufacturer of watches. It has several popular brands in its fold including Heritage, Aviator, Regalia, Octane and WWF
The Titan portfolio has over 60% share in the domestic market
Share in the organized watch market. To ensure a dominant presence in the market, the company has showrooms in every nook and corner of the country that caters to the needs of every segment of the people.
To be a world-class, innovative and progressive organization and to build India’s most desirable brands.
To create wealth for all our stakeholders by building highly successful businesses based on a customer-centric approach, and to contribute to the community.
Total customer orientation Employee appreciation Performance culture and teamwork Creativity and Innovation Passion for excellence Corporate Citizenship
Innovation Quality Creative Advertising
Aamir Effect ‘Catalogue’ Advertising
Retail Stores Cutting Edge Technology
• Creation of Edge Slimmest commercially available watch “in the universe”.(thickness: 3.5 mm)
Four years of intensive R&D.
Produced indigenously.
Received Best Design Award in Lifestyle Product Category• Organized by Business World.
Certified under ISO 9001 in Dec.’94
ISO 14000 certification in 2002
TS 16949 certification in Feb ‘05
Aamir Effect Created by TVC. TVC introduced in Oct. 2004. Sales soared exponentially.
Catalogue Advertising Used effectively to merchandise new
models. Newspaper “Cuttings”.
ALL INDIA10000
Dealers2300
Towns
World Of Titan177
Showrooms104
Towns
Time Zones119Multi-brand-stores
90Towns
Service Centers616
Centers314
Towns
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.
INTERNATIONAL BUSINESSINTERNATIONAL BUSINESS
One of India’s first companies to market a consumer brand overseas.
Now present in 26 countries outside India Among the top 3 brands in some Asian countries Selling 650k watches annually with increasing presence in
jewellery. Total export sales of over Rs 100 crores in 2006-07 Ranked No.3 amongst the top Life style Brands in the watches
category by Business Today ( Oman) for the third year in a row
655
784919
0
200
400
600
800
1000
Incom
e in R
s. Cr.
2005-06 2006-07 2007-08
Year
Watches
87
132
202
0
50
100
150
200
250
in R
s. C
r.
2005-06 2006-07 2007-08
Year
PBT
7494
150
0
50
100
150
200
250
in R
s. C
r.
2005-06 2006-07 2007-08
Year
PAT
328 338 327
0
100
200
300
400
in R
s. Cr.
2005-06 2006-07 2007-08
Year
Watches
218500
1018
3530
4400 5300
0
1000
2000
3000
4000
5000
2002-03
2003-04
2004-05
2005-06
2006-07
May-08
Market Cap.
Crossed
Billion $
Competitive factors
Technological factors Social factor Economic factors
Michael Porter Model
Product type convenience specialty
Segmentation of TITAN Watch Market segmentation Based on user category Competitive prices
Edge Raga Octane Zoop WWF Heritage Orion Nebula Sonata Exacta Titan Bandhan watches Spectra Dash Regalia Fastrack Royale Classique xylus
Introduction : WWF, Orion, Zoop, Diva, OctaneGrowth: Nebula, Insignia, Raga, Royal, Regalia, Edge etc
Maturity: Sonata, Fastrack, Dash
Decline: Aqura
World of Titan Showrooms Time Zone Traditional Outlets Non Traditional Outlets
TITAN PRICING• Pricing Objectives
1. 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
TITAN Citizen
TimexRs 500 1000 2000 4000 5000 30,000 +
Formal / Classic
Fashion/Sporty
Sonata, HMT,Maxima
Espirit, Swatch Fossil Giordano, DKNY, Carrera Tommy Hilfiger
Raymond WeilTissot
Omega,Rado, Longines
Tag Heuer Hugo BossC Dior
Price
XYLYS
10000
Nebula
PROMOTION:-
1. Advertising2. Sales promotion3. Public relation
• Advertising media:• Television• Print• Internet
• Titan brand ambassador:
• Titan Brand: Aamir Khan • Sonata: Mahendra Singh Dhoni• Raga: Gul Panag, Rani Mukherjee• Xylys: Rahul Bose
Titan tagline: Be more
Fast track tagline: How many you have?
Public relation
•Gift concept
•Promotion On Occasions
Sales promotion
•Sponsorship
•Seasonality
•Promotion through Contests
STRENGTHSSTRENGTHS Watches as a fashion accessory
Quality or price positioning
Brand image
Market segments with large potential: women, youth, children, sportsmen, the budget-conscious and, of course, the big spenders.
Customer value and offered after sales service in a showroom environment.
WEAKNESSESWEAKNESSES
Main USP is low cost watch.
Lack of futuristic approach
Lack of flexible thinking
OPPORTUNITIESOPPORTUNITIES
Nearly 34 million watches are sold through gray market channels.
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
THREATSTHREATS Too many players will dilute the market &
the profit margin
Low priced China watches
Mobile phones.
They have reason to be confident. The Indian watch market is currently estimated to be around 42 million
units, of which only 15 million units are from the organized-retail players Titan leads the pack with a lion's share of around 11 million units across its
watch portfolio of four brands: the flagship brand Titan (mid- and premium segments), Sonata (the budget segment), Fast Track (the youth segment) and Xylys (Titan's top-end, Swiss-manufactured brand).
"Super Fiber." range is priced below US$10. A Cricket Connection-Mahendra Singh Dhoni hails from the small town of
Ranchi.
ConclusionConclusion The opening of the Indian market and the arrival of premium
Swiss brands has certainly led to Indian consumers being exposed to global brands, styles and various price levels. To the Indian consumers, the high price of Swiss watches has helped them to realize the value of Indian brands, particularly of Titan, which offers equivalent quality, but at lower prices and with better distribution and service. Titan has shown its differentiation, and customer centric approach which helped them to get the market.