TITAN
A share of 8% of the production is exported and around 5 lac watches are exported to 31 countries.
Titan watches are available in the price range from Rs. 395 to Rs. 40000.
Owned by Tata:25% and TIDCO:27.88%
Professionally managed by the TATA group & an independent Board
Started in 1999-2000 by marketing under the Fastrack brand.
Targeted the youth segment. With Age group of 14-35 yr.
(Mainly targeted towards teenagers & collegians).
There are over 350 designs available for youth within range of Rs 500 To 2995.
Titan Fastrack seeks to bring in a new dimension to the Indian watch market.
With this addition to the Titan portfolio, young consumers can now turn to fulfill their fashion needs.
The watch market in India (by value 2006-07)
VOLUMES HAVE GROWN SIGNIFICANTLY, DRIVEN BY LOW END
Shift towards LIFESTYLE needs
Watch Market Map
PARAMETERS OF MARKET SEGMENTATION
DEMOGRAPHIC
GEOGRAPHICAL
PSHYCHOGRAPHIC
BEHAVIOURAL SCIENCE
DEMOGRAPHIC
GEOGRAPHICAL
PSHYCHOGRAPHIC
Lifestyle
Activities
Interests
Opinions
BEHAVIOURAL SCIENCE
Value for “money”
Usage rate of the product
Brand loyalty – Eg. – swatch, Rolex
User’s status
Readiness to buy
Our market and brand leadership of >50% uses the muscle of a vast distribution network
Advertisement
The whole advertising is covered by media such as Hoarding, POP, Television Ads, Newspaper, Magazines.
As the advertising campaign is carried on through different manners the young generation is attracted toward the brand.
The key role is being done by Television Advertisement.
Sales
In 2001, Fastrack contributed 4% of the total Titan sales.
In 2005, Fastrack contributed 12%.
At present, it contributes more than 20% of the total sales of Titan.
Loops of Fastrack
After Sales Services
Credit Basis
Biased Distribution
Advertisement
Inspite of so many loops, Fastrack is still progressing.
With the new look Fastrack, Titan is getting younger, and hopefully, wiser.