About the Legend

• Titan Industries -1984.

• JV- Tata Group and the TN Industrial Development Corporation.
• Businesses of watches, jewellery, sunglasses and precision instruments.
• In 1995, the company entered the business of jewellery under the brand
name Tanishq.
• World's fifth largest and India's leading manufacturer of watches
• Titan portfolio has over 60% of the domestic market share in the
organised watch market
 REASONS FOR SUCCESS
• Product Portfolio
– Watches
• Sonata, Titan, Fastrack, Raga, Raga Crystals, Nebula, Xylus: Caters all segments
– Sunglasses
– Tie-ups with Hugo Boss & Tommy Hilfiger
– Jewellery
• Competitive Advantage
– Efficient supply chain
– Materials Management
– Accurate MIS reports
– Web-based order and delivery from wholesalers and dealers
– Storage of data in data center with back-up
 Contd…
• Competitors
– Timex, Casio, Omega, Swatch, Tag Heur, Tissot,
Fossil

• Other Factors
– HR Policies
– Continuous Innovation
 Cycle of Success
Low
customer
turnover Repeat emphasis on
customer loyalty and
retention

Customer
loyalty
Higher
profit
margins
Broadened
Lowered turnover, job designs
high service quality

Continuity in
relationship with Train, empower frontline
customer Employee satisfaction, personnel to control quality
positive service attitude

cl e
Cy
ee
Above average
Extensive ploy wages
training Em
High customer Intensified
satisfaction selection effort

cle
Cy
m er
st o
Cu Source: Heskett and Schlesinger
Introduction
 Route to Success
• Competitive Advantage
– Set up in the year 1897, the company had become a household
name before the MNCs made an entry
– Teams exposed to cutting edge management thinkers
– Large investments in R&D
– ERP system, MFG-PRO earlier and now SAP is used efficiently
which integrates suppliers, customers and distributors
– Several E-business initiatives, both B2B and B2C have been
implemented
– Major organisational and financial restructuring in order to
provide a competitive edge to all the strategic business units in
the group
– Many of the group companies use the Economic Value Added
concept for performance measurement and variable
remuneration plans
 Contd…
• Competitors
– For Durable products:
• Samsung, LG, Haier, Whirlpool, Crompton Greaves, Onida, Carrier

• Brand
– Enriched brand by their repositioning in 2006
– Transformed from conventional to modern tech savvy co.
– Tie ups with Keyline