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8/9/2019 FLC- TITAN
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SUBMITTED BY:
IVANSHI SRIVASTAVA
ROLL NO.: 13
F&LA - 6
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About TITAN
Titan Industries is the world's fifth largest and India's leadingmanufacturer 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 domesticmarketShare in the organized watch market. To ensure a dominantpresence in the market the company has showrooms in everynook and corner of the country that caters to the needs ofevery every segment of the people.
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Titan has built on this principle over the last 15 years,almost year after year:
In 1989, it was Aqura, the trendy range for the youth, colourful, smart andaffordable plastic watches for the youth: The other side of Titan for theother side of you.
In 1992, it was Raga, the ethnic range, with striking symbolism from ethnicIndia, for the sophisticated India woman who appreciated such things.
In 1993, it was Insignia, very distinctive and international-looking top-endwatches, for those seeking exclusivity and status.
In 1994, it was psi 2000, rugged, sporty and very masculine watches withserious sports features (200-m mater resistance, high precisionchronographs) for those with the penchant for adventure.
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In 1996, it was Dash, the cute and colourful range for kids.In 1997, it was Sonata, the affordable, good quality range for the budget-conscious.In 1998, it was Fastrack, the cool, trendy, funky range for the young andyoung-at-heart.
In 1999, it was Nebula, the sold gold and diamond-studded range of luxury watchesfor those affluent people to whom gold is a precious acquisition.
In 2001, it was Steel, the smart and contemporary collection for the young 21stcentury executive.
And in 2008, the brand has collections like the Octane, Diva, WWF and Zoop - eachof them unique and fascinating.
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CORPORATE INFORMATION
In 2002 Mr.Jeyakodi was appointed as a director of the company.
In 2003 Mr.Jacob Kurien tenders his resignation to the company.
In 2006 Mr. Harish Bhatt was being appointed as chief operating officer in
watches and accessories division.
In 2007 Mr.Sunil Palliwal was inducted as additional director in the board
of the company.
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BRANDS
Edge
Raga Octane Zoop WWF Heritage Orion Nebula
Sonata Exacta Titan Bandhan watches Spectra Dash Regalia Fastrack Royale Classique xylus
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PRICING
Mass Market : Rs 350 - 600
Premium Watches : Rs.900-1500
Super Premium Watches : Rs.1500-8000
And the price exceeds
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FASHION LIFE CYCLE OF
TITAN
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CONCEPT OF FLC
Fashion trends have a life cycle.They pass through different stages each having its own opportunities & challenges.Profits rise & fall during the different stages.Different strategies need to be adopted during the different stages.
Fashion Lifecycle Phases Innovation Fashion leaders pay high prices for new looks.
Rise More people start to adopt looks
Acceleration Many knockoffs; looks adopted by fashion followers.
General Acceptance Look maximizes its sales potential, can find
anywhere. Decline Sales diminish; retailers lower prices, replace the look for a
newer trend.
Obsolescence Out
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TITANS TENTATIVE FASHION LIFE CYCLE
Introduction : WWF, Orion, Zoop, Diva, Octane
Growth: Nebula, Insignia, Raga, Royal, Regalia, Edge etc
Maturity: Sonata, Fastrack
Decline: Aqura, Dash
SALE
S
TIME
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TITANS FASHION LIFE CYCLE
Currently, Titan is in the maturity stage, which is evidenced primarily by the factthat they have a large, loyal group of stable customers. But it will start declining in30- 40 yrs. The decline will be gradual seeing the popularity of the brand atpresent.
INTRODUCTION
GROWTH
MATURIT
Y
DECLINE
SALE
S
TIME
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Factors resulting in decline:
Popularity of Premium international watch brands such as Swatch, Esprit,Tissot, Longines, Citizen, Rado and Omega entered in India.
Now that the Indian market is widely open to importations, it will be extremely
difficult for the Indian players to maintain a sustainable growth.
Mobile phones acting as substitutes of the watches.
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FADS
Fad is a fashion that comes quickly, is adopted with great zeal, peak early& decline very fast. They do not survive much time as they do not satisfya strong need. They come and go and lack the character to hold consumerattention for very long.Eg: Friendship bands.
Dash watches introduced by Titan were accepted by the consumers with agreat zeal but they soon lost interest as the watches were considered to be adistraction.
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FAD - DASH
In July 1999, TIL launched Dash!, an exclusive children's watch targeting those
in the age group 6-14. The watch was priced in the range of Rs.250-Rs.395
and came in plastic straps and colourful dials. With this launch, TIL made a
serious attempt to change its 'elegant' and 'old' image.TIL tried to tap the children's watch market, which was an unpenetrated
segment, and believed to be as large as Rs.35 million. The company aimed to
achieve volumes of around one million units from Dash! within a period of 2-3
years of the launch.
The production was stopped in 2002 due falling sales.
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FAD - DASH
SALES
TIME
GROWTH
INTROD
UCT
ION M
ATUR
ITY
DECLIN
E
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CLASSICS
A classic is a fashion look that has been around longer than expected.
Retailers sell classics season after season.
They never become completely obsolete, but remain accepted for an extended
period.
Eg.: blue jeans
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CLASSIC - RAGAIn 1992, Raga was introduced, the ethnic range, with
striking symbolism from ethnic India, for thesophisticated India woman who appreciated such
things.
The magic of ornate motifs and blushing enamels.
From intricate dials glowing with inner radiance to
delicate bracelets that flow around in familiar
embrace. The essence of women revealed at last.The essence of Woman comes alive in flowing enamel
motifs, captured in a swirling dial. A striking statement
of elegance beyond the ordinary.
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SALES
TIME
CLASSIC CURVE :
RAGA WATCHES
INTROD
UC
TION
G
ROWTH
MA
TURIT
Y
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More than Men, Women own watches in India. India is an under-penetrated market for watches only 27 % of Indians own a
watch Market has been split into: Low end, Mass market, Mid market, Premium.
BUSINESS OPPORTUNITIES FOR TITAN: WAY FORWARD
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THANK YOU