titan edge final
TRANSCRIPT
8/8/2019 Titan Edge Final
http://slidepdf.com/reader/full/titan-edge-final 1/32
Prepared by :
Jyoti singhAnkit sharma
8/8/2019 Titan Edge Final
http://slidepdf.com/reader/full/titan-edge-final 2/32
` Titan Industries is the world's fifth largest and India'sleading 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 domesticmarket
` 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 thatcaters to the needs of every segment of the people.
About Titan
8/8/2019 Titan Edge Final
http://slidepdf.com/reader/full/titan-edge-final 3/32
Industry Overview
` HMT first Indian brand to launch watches in India in 1961
` First watch model manufactured by HMT was the Janata
model in the year 1962
` Leader in the watch market till the Tatas formed Titan
Watches in 1987
` Liberalization in 1992 and the removal of quantitative
restrictions due to WTO opened the doors for many
foreign brands in the Indian market viz. Tissot, Swatch,Omega, Rado, TAG Heuer, Rolex, etc
8/8/2019 Titan Edge Final
http://slidepdf.com/reader/full/titan-edge-final 4/32
8/8/2019 Titan Edge Final
http://slidepdf.com/reader/full/titan-edge-final 5/32
8/8/2019 Titan Edge Final
http://slidepdf.com/reader/full/titan-edge-final 6/32
StrategiesStrategies
Innovation
Quality
Creative AdvertisingÚ Aamir Effect
Ú µCatalogue¶ Advertising
R etail Stores
Cutting Edge Technology
8/8/2019 Titan Edge Final
http://slidepdf.com/reader/full/titan-edge-final 7/32
InnovationInnovation
Creation of Edge
Slimmest commercially available watch ³in
the universe´.(thickness: 3.5 mm)
Four years of intensive R&D.
R eceived Best Design Award in
Lifestyle Product Category Organized by Business World .
8/8/2019 Titan Edge Final
http://slidepdf.com/reader/full/titan-edge-final 8/32
Market Share of KeyPlayers
8/8/2019 Titan Edge Final
http://slidepdf.com/reader/full/titan-edge-final 9/32
4 P·s of Titan
8/8/2019 Titan Edge Final
http://slidepdf.com/reader/full/titan-edge-final 10/32
8/8/2019 Titan Edge Final
http://slidepdf.com/reader/full/titan-edge-final 11/32
The Titan brand architecture comprises
several subbrands, each of which is a
leader in its segment. Notable among them
are:
Titan Edge ± The world's slimmest watchwhich stands for the philosophy of "less is
more"Titan Raga ± the feminine and sensuousaccessory for today's woman
Nebula crafted in solid gold and precious
stones andSeveral other collections like Wall Street,Heritage, Regalia, Octane, Orion, Diva, Zoop,WWF and the Aviator series, all of which
form a part of the Titan wardrobe.
8/8/2019 Titan Edge Final
http://slidepdf.com/reader/full/titan-edge-final 12/32
Product Length
8/8/2019 Titan Edge Final
http://slidepdf.com/reader/full/titan-edge-final 13/32
`The World of Titan
` Direct Dealers
`Time Zone & Non-traditional Outlets
Place
8/8/2019 Titan Edge Final
http://slidepdf.com/reader/full/titan-edge-final 14/32
Mass (Rs.400-700)
Popular (Rs.700-1000)
Premium (Rs.1000-1600)
Super-premium (Rs.1600-10000)
Connoisseur segments (above Rs.10000 to Rs.150000)
Price
8/8/2019 Titan Edge Final
http://slidepdf.com/reader/full/titan-edge-final 15/32
- Aamir Khan as brand ambassador
- Mahendra Singh Dhoni for Sonata
- Rani Mukherjee for Raga- Festival Offers
- Creative Advertising
PROMOTION
8/8/2019 Titan Edge Final
http://slidepdf.com/reader/full/titan-edge-final 16/32
Advertising
8/8/2019 Titan Edge Final
http://slidepdf.com/reader/full/titan-edge-final 17/32
8/8/2019 Titan Edge Final
http://slidepdf.com/reader/full/titan-edge-final 18/32
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.
8/8/2019 Titan Edge Final
http://slidepdf.com/reader/full/titan-edge-final 19/32
Titan was careful in keeping the brand above the celebrity
The ads were fresh and neatly executed
The idea was to make watches that would be seen as styleand fashion accessories rather than just utilitarian devices.
The company decided to use Aamir in brand and productcommunication on television and in the print and outdoormedia
The appointment of Aamir Khan as brand ambassador for theTitan brand was seen as an attempt to broad base the appealof the Titan brand
8/8/2019 Titan Edge Final
http://slidepdf.com/reader/full/titan-edge-final 20/32
Current ads
8/8/2019 Titan Edge Final
http://slidepdf.com/reader/full/titan-edge-final 21/32
Positioning
Titan also was pushing another strategy. Watches were
perceived as a onetime buy and consumers seldom owned
multiple watches.
Titan pushed the concept of "Matching Watches to Clothes"
in the recent commercials.
8/8/2019 Titan Edge Final
http://slidepdf.com/reader/full/titan-edge-final 22/32
Earlier Fastrack was targeted at 20-25 year olds and
positioned along the line "Cool watches from Titan".
It was seen that that the youth in the age group of 11-20 years
account for 42% of watch buying in India.
Based on this insight, the company relaunched the brandlowering the target segment to 18-30 year olds with the
baseline How many you have?".
Again the aimed at promoting the multiple watch owning
concepts.
Fastrack also launched a range of fashion accessories like
Sunglasses trying to be a lifestyle brand.
8/8/2019 Titan Edge Final
http://slidepdf.com/reader/full/titan-edge-final 23/32
Music
The most enduring part of the Titan advertising has beenthe music track.
Chosen by creative head of O & M in 1987 for its class and
western vibes, the segment from Mozart's 25th Symphonyhas arguably become Indian Advertising's most memorabletrack.
Starting in 1987 in its pure classical versions, with a single
violin playing the melody, this piece has been rendered incountless innovative versions over the years: IndianClassical, Indian Folk, Operatic, Rock, Funk. And hasbecome such a powerful audio mnemonic for the brand.
8/8/2019 Titan Edge Final
http://slidepdf.com/reader/full/titan-edge-final 24/32
Titan edge In Case of Decline Stage
8/8/2019 Titan Edge Final
http://slidepdf.com/reader/full/titan-edge-final 25/32
Ad in Context Example
Titan
Edge
8/8/2019 Titan Edge Final
http://slidepdf.com/reader/full/titan-edge-final 26/32
Advertising Plan Components:
Objectives
To create brand awareness- slimiest watch in
universe
To change consumer beliefs towards watches.
To influence purchase intent innovative product.
To stimulate trial use.
8/8/2019 Titan Edge Final
http://slidepdf.com/reader/full/titan-edge-final 27/32
27
Advertising and Movement Toward Action
Conative
Realm of motives.
Ads stimulate or direct
desires.
Affective
Realm of emotions.
Ads change attitudes
and feelings
Cognitive
Realm of thoughts.
Ads provide
information and facts.
Purchase
Conviction
Preference
Liking
Knowledge
Awareness
Point of purchaseRetail store ads, Deals³Last-chance´ offersPrice appeals, Testimonials
Competitive ads Argumentative copy
³Image´ copyStatus, glamour appeals
AnnouncementsDescriptive copyClassified adsSlogans, jingles, skywriting
Teaser campaigns
Related behavioraldimensions
Movementtoward purchase
Types of promotions andadvertising at each step
8/8/2019 Titan Edge Final
http://slidepdf.com/reader/full/titan-edge-final 28/32
Inverted Pyramid of Communications
Effects of Edge
Excellent Awareness
Good amount of Knowledge
moderate Liking
Less Preference
Low Trial
Finally impacted Use
8/8/2019 Titan Edge Final
http://slidepdf.com/reader/full/titan-edge-final 29/32
Reason for the decline for Titan Edge
Sales are decreasing due to other International
brands
People feel its a very conservative brand. Rapid change in technology is not being
incorporated into the brand compare to other
brands
8/8/2019 Titan Edge Final
http://slidepdf.com/reader/full/titan-edge-final 30/32
Repositioning strategies for edge
Communication: tagline
TV commercial
Billboards
Brand ambassador: Aamir suits the best foredge???
Increase penetration in Tier-III cities
Titan should introduce a new brand in Niche
market Retaining existing customers
± Increasing the service centre
8/8/2019 Titan Edge Final
http://slidepdf.com/reader/full/titan-edge-final 31/32
PROPOSED ADVERTISEMENT
8/8/2019 Titan Edge Final
http://slidepdf.com/reader/full/titan-edge-final 32/32
TIME IS MONEY & MONEY IS
Thank You