Case Study: Titan Watches

Group 2:Anjali Nishita Ravindra Vaibhav

How did the TITAN watches change consumers motivation in the wrist watch market?

 In the 1980s no brand had strong personality,. Hence

Titan positioned itself as a premium brand with the global reach.

Post- liberalization, the Titan was threatened by the

entry of various foreign brand in India. In 2004, Titan appointed Aamir Khan to endorse its range of brand.
The brand repositioned itself to a style brand, with the

Whats your style campaign

 The company focused on the following to convince

its consumer:Variety:- introduced a large variety of models, compared to the competitors. Quality:- Right from manufacturing focused on quality of product Service Excellence:- Provide excellent shopping experience to the customers

 Marketers do not create needs; latent needs pre-exist marketers

 From the deep market research Titan conducted it

found out that Indian consumers preferred Foreignmade watches over their Indian counterparts. It found out that the reason for the same was that they were not only perceived to have better quality but stylish also.
Watches were considered a durable and precious

item to be used for the long years. People were becoming trendier and more fashion conscious. Even customers desire of buying a durable, timeless watch shifted to buying a classic and elegant timepiece. Titan sniffed this opportunity and brought out stylish pieces in different varieties, features and price-range

The product manager of wrist watches can convince such customers in the following ways
By Positioning itself as premium brand with global

reach. By Introducing various varieties with different features and different brand name. By focusing the taste of different set of consumer and their likeness Should emulate the superior foreign brands in quality and style Appointing a brand ambassador having a global appeal and representing as role model of being the best Showrooms and service centers should be made world-class.

What kind of emotional message will Titan choose to meet consumers changing desire from durability to sophistication

Titan should choose different emotional campaign to attract customers

By promoting watches as a product of fashion accessories and connecting it as a status symbol the society
A range of watches for different occasion for all

THANK YOU