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Strategies adopted by Titan

Discuss Strategies adopted by Titan within the Entrepreneurship / Intrapreneurship forums, part of the Resolve Your Query - Get Help and discuss Projects category; TITAN A share of 8% of the production is exported and around 5 lac watches are exported to 31 countries. ...

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Strategies adopted by Titan
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Sunanda K. Chavan
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sunandaC
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Strategies adopted by Titan - September 10th, 2010

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.
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Re: Strategies adopted by Titan
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Sonu Saxena
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crazy_me
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Re: Strategies adopted by Titan - March 30th, 2011

very well written project. Do u have any project on Marketing strategies of Ititan, and its SWOT analysis. Plz submit
Thanks
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