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Titan Watches:Consumer MotivationSection B, Group 2Raghav, Rajat, Shivali, Siddhi, Somya, Suryoday


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How did Titan watches change the consumers

motivation in the wrist watch market?

Before: Consumers engaged in trying to fulfill Generic Goals:

Wrist watch was considered afunctional product

Titan identified the weakness of the industry viz. lack of a strong brand

personality

After: Changed consumers behavior- now setting Product SpecificGoals

Made a wrist watch into apersonal product: Watches seen as style and

fashion accessories

Leveraged Tata name and positioned itself as a premium brand with

global reach

Before: customer's desire was: "Durable, timeless watches which can

be handed over generations

Considered a one time purchase

Durable and Precious item


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After: customer's desire is: Classic, understated and elegant

Fashion and Status symbol (attached it to ego needs)

Induced customer to own multiple watches

Before: Indian consumers preferred buying watches made abroad

Swiss and Japanese brands preferred

After: Titan, through initiatives in Variety, Quality, Service excellence

built an Indian brand that took on global competition and won

Titan promoted multiple brands (Raaga, Steel, Fasttrack etc.) and

strengthened them through diverse offerings

Titan improved experience through World of Titan outlets Tapped into rural markets with the Sonata range- capturing latent need

Associated itself with a celebrity with universal appeal

How did Titan watches change the consumers

motivation in the wrist watch market?


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Marketers do not create needs; latent needs pre-

exist marketers

Titan did not create needs. Through well directed research, it was

able to recognize customers latent needs and fulfilled them

The preference for foreign made brands existed

Foreign brands were perceived as having better quality and style

Titan merely delivered the same level of performance as expectedfrom foreign players

Its ability to recognize deficiencies in Indian watchmakers and deliver

superior value in each of these deficiencies set it apart

This period was generally marked by an increase in hedonism in

shopping Titan grabbed the opportunity with its aggressive marketing and wide

range of products

The need for trendier watches for different occasions pre dated

Titan- Titan was the first to fulfill this need


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Positioning as a premium brand with Global Reach

Presence in 32 countriesportray this number going up to 50

Use of Celebrities having Global Appeal as Brand Ambassadors to

encourage and influence the consumer perception of Titan Brand as

a global leader. Quality Certification from countries commonly associated with

superior quality

Reduce consumer's perceived risk and encourage purchases by

strategies such as providing

Securing endorsements from influential people

Providing warranties and guarantees

Quick and Excellent after sale service

Exchange offers/ discounts

How can a product manager of wrist watches use possible

research findings that the Indian market is willing to buy a

high priced Indian made watch when he hears that the same

company has a global reach?


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Promote Titan under the Umbrella of the Tata brand as:

Tatas Vision- We want to create a few Indias outside India

Superior customer experience through World of Titan

Luxurious showroom and service centers - to compete with the global

brands

ExclusivityTitan watches available only at the Titan showrooms

Strengthening sub brands by venturing into more segments

Tap into growing lifestyle segments under different brands

Place Advertisements in International Magazines and National TV

Channels

Sponsor global events and associate with causes trending across the

globe

How can a product manager of wrist watches use possible

research findings that the Indian market is willing to buy a

high priced Indian made watch when he hears that the same

company has a global reach?


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Advertising should tap into the aspirations of consumers depicting the

ease of owning a Titan and the Status associated with it

Titan needs to publicize its association with countries that evoke

images of quality when it comes to watches (Swiss watches-Xylys)

The message should also convey the focus on partnerships withdesigners and the associations that Titan shares with them (Hugo

Boss, Tommy Hilfiger)

Such associations will help create similar perceptions about Titan

Titans messages should also publicize the option to exchange old

Titan watches for new- this will convey the shift from the durable oldTitan ( which still commands a good price in exchange) to the

durable and sophisticated new Titan

hat kind of emotional message will Titan choose to meet

consumer's changing desire from durability to sophistication?


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