Mktng Stg Ppt

8/13/2019 Mktng Stg Ppt

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Team Members :

Mr. Kuntal Pal

Mr. Gaurav Mestry

Mr. Aditya Shukla

Mr. Manish Tiwari

Mr. Rishikesh Lhm

Miss. Shierley Colaco

Miss. Veena Dhuri

Case Study Analysis

on

A Titanic Success

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World watch market

2 watch co. with well known leading world market

ASAUG

SSIH

Merge of both co. & launch SWATCH

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The Indian watch market - 1985

Regulated

Lagged technology

Mechanical technology Reliable but outdated

Very basic & bulky design

Grey market flourish

HMT & Allwyn was major player

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The Indian watch market - 1985

Penetration rate 25 out 1000 watches

42 % youth in watch market

10-15 % growth per year

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Titan entry

Incorporation of Titan in July 26, 1984

JV with Tata group & Tamil Nadu Industrial

Development Corp. Ltd.

60% market share

Income of 1678.87 crore

Growth of 9.6%

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Classique Range"

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Royale Range"

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Exacta Range"

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Fastrack Range"

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Current Collections

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Frontal Attack- A direct head-on Confrontation Strategy

V/S

Innovation

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T I T A N s

ConfrontationStrategy

New Distribution

Strategy with

Showrooms as key

element

Procurement of

Optimal

Resources forInnovative Quartz

watch making

Choosing New Styling for

watches instead of old

mechanistic styling

Positioning Strategy

Watch as a Jewelry, a

part of apparels

GrowthStrategy :

tie ups,

joint Ventures

Promotions

& Advertising

Strategies

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Procurement for New Style Design

Innovative Product strategy - fusion of technology & quality

International collaborations for worlds best technology

e.g. France Ebauches , Citizen Watch Co. Japan.

Secured best equipment's from Switzerland, Japan & France

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Positioning

A far sighted brand positioning strategy

Rather than jut time tell , watches are part of apparel

Change in mindset of customers

Watches expression of individuals life style & preferences

Demand Of high style watches increased

Thats the True Success ..!!!

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Titans promotions

Promoting Titan watches as corporate gift

HLL , Brooke Bond , Eureka Forbs , Lipton , Dinners Club etc. Companies

used watches as a corporate gift

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Titans Promotional Slogans

Is your wrist still living in the past?

With split second accuracy.

An international standards of style & elegance.

Only Titan can give you all this

You can have the choice of 700 models

No wonder over 10 million people have chosen a Titan

And , you will always find a service centre near you

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Titan Industries Ltd.Distribution

ManufacturerRetailerCustomer

First to go for exclusive showrooms

Did away with retailers

Wholesellers importance reduced

Set up a chain of service centres, with close proximity to the

marketplace

Innovative planning of showrooms

Watch buying a pleasurable experience

Extensive use of C&F agents to reduce distribution costs

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Distribution Channels

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Innovative Distribution Strategy

Survey of 8000 retail watch outlets

Opt for Exclusive Showrooms

House of TATA

Showroom is the Key

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Retail Stores

ALL INDIA10000

Dealers

2300

Towns

World Of Titan177

Showrooms

104

Towns

Time Zones119

Multi-brand-stores

90

Towns

Service Centers616

Centers

314

Towns

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Expansion strategies

Titan had a tie-up with Timex.

With the help of Timex, Titan entered in international market.

Titan established companies in Netherlands, Europe, the USA and

middle east.

Sonata is one of the titan brand with targeted lower end of the

market.

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International Expansion 1991 - Titan had a joint venture along with Economic Development

Council of Goa, Daman & Diu Ltd. for the manufacture of ElectronicCircuit Blocks.

1995-The Company had a joint venture with Hour Glass of Singaporeto set up watch boutiques in leading Indian cities for the sale of luxuryproducts.

2004- GVM International Ltd. a licensee of Tommy Hilfiger enters into

an exclusive sub-licensing agreement with Titan Industries Ltd tomarket and distribute Tommy Hilfiger watches in the country.

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Titan to focus on licensed watches.

Titan ventures into the America

http://www.fashionunited.in/news/apparel/titan-to-focus-

on-licensed-watches-090720135703

http://www.fashionunited.in/news/apparel/titan-ventures-

into-the-america-090520135415

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http://www.fashionunited.in/news/apparel/titan-to-focus-on-licensed-watches-090720135703http://www.fashionunited.in/news/apparel/titan-to-focus-on-licensed-watches-090720135703http://www.fashionunited.in/news/apparel/titan-ventures-into-the-america-090520135415http://www.fashionunited.in/news/apparel/titan-ventures-into-the-america-090520135415http://www.fashionunited.in/news/apparel/titan-ventures-into-the-america-090520135415http://www.fashionunited.in/news/apparel/titan-ventures-into-the-america-090520135415http://www.fashionunited.in/news/apparel/titan-ventures-into-the-america-090520135415http://www.fashionunited.in/news/apparel/titan-ventures-into-the-america-090520135415http://www.fashionunited.in/news/apparel/titan-ventures-into-the-america-090520135415http://www.fashionunited.in/news/apparel/titan-ventures-into-the-america-090520135415http://www.fashionunited.in/news/apparel/titan-ventures-into-the-america-090520135415http://www.fashionunited.in/news/apparel/titan-ventures-into-the-america-090520135415http://www.fashionunited.in/news/apparel/titan-ventures-into-the-america-090520135415http://www.fashionunited.in/news/apparel/titan-ventures-into-the-america-090520135415http://www.fashionunited.in/news/apparel/titan-ventures-into-the-america-090520135415http://www.fashionunited.in/news/apparel/titan-ventures-into-the-america-090520135415http://www.fashionunited.in/news/apparel/titan-to-focus-on-licensed-watches-090720135703http://www.fashionunited.in/news/apparel/titan-to-focus-on-licensed-watches-090720135703http://www.fashionunited.in/news/apparel/titan-to-focus-on-licensed-watches-090720135703http://www.fashionunited.in/news/apparel/titan-to-focus-on-licensed-watches-090720135703http://www.fashionunited.in/news/apparel/titan-to-focus-on-licensed-watches-090720135703http://www.fashionunited.in/news/apparel/titan-to-focus-on-licensed-watches-090720135703http://www.fashionunited.in/news/apparel/titan-to-focus-on-licensed-watches-090720135703http://www.fashionunited.in/news/apparel/titan-to-focus-on-licensed-watches-090720135703http://www.fashionunited.in/news/apparel/titan-to-focus-on-licensed-watches-090720135703http://www.fashionunited.in/news/apparel/titan-to-focus-on-licensed-watches-090720135703http://www.fashionunited.in/news/apparel/titan-to-focus-on-licensed-watches-090720135703http://www.fashionunited.in/news/apparel/titan-to-focus-on-licensed-watches-090720135703http://www.fashionunited.in/news/apparel/titan-to-focus-on-licensed-watches-090720135703http://www.fashionunited.in/news/apparel/titan-to-focus-on-licensed-watches-090720135703


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Thank you

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Mktng Stg Ppt