Titan Watches: Advertising in Global Markets December 22, 2009

Titan- as it name says it is really a behemoth in Indian watch industry. A trusted Brand since its
Inception (1986), with a watch for every person, from youth to old age, medium to luxury
segment, simplest watch to the high end technological watches, giving every reason to its
customer feel happy and derive the maximum value out of its product range. Titan is a synonym
of Trust, elegance, design and Quality in India. They Focused on the concept of quartz watch in
India, which were not ever taken seriously. They are catering to the need of every Indian with
the powerful sub brands like Sonata, Raga, FastTrack, Raga, Nebula, Edge, Dash and Flip. Their
success in Indian market is justifiable as we can see around 58 % of market share is captured by
Titan only.

In early good old days Watches were used to know the time, but as the time progress, mobile
cannibalized this need of people and giving many solutions indirectly. Watch, MP3, Camera
three things are comes under three names which have been hit by the technological advancement
in the mobile industry. A single mobile can solve all the three basic purpose of keeping these
three needs with a way to communicate which is add on above all these needs. So these three
Industries were challenged to reposition themselves due to the single product Known as
“Mobile”. Titan understood this thing very soon and repositioned with an emotional appeal,
which says that watch is not just about knowing the time, but it is about something more, it
shows your personality , your social status etc. With the changing time and vision of Titan, they
want to make their presence felt in Global Market. They used Water Flow Model to enter in
different markets depending on the suitability of the market. Firstly they moved to Middle Asia,
and then to Europe, finally in Africa they started their business.

For their Marketing and Advertisement , earlier they were using an International Ad Agency for
the global market but when things dint start working for them they understood that it is better to
take their domestic partner Ogilvy & Mather India( O & M) which gave them following
advantages-

✔ Cost Effectiveness.
✔ Better Understanding of Values /Belief of the Client (Titan).
✔ Better Coordination and consistent Positioning of the brand.
✔ Tried and Tested Domestic Ad Agency can help you creating the fortune.
Titan Spent heavily on celebrity endorsement, in – store advertising, Outdoor branding
Activities, Sponsoring events like Titan Cup and selective mass media for its product. It has
shared the expensed on sales promotional schemes with the local distributors. They beautifully
created a Print campaign of six print ads in the different languages. Titan tried to associate
themselves with great names like Mahatma Gandhi, Mother Teresa and Albert Einstein whom
people not only respect but want to be like them who can change the society with their efforts.
With the time they were trying out new design which shows that they were focusing on design,
fashion rather than need, dedicated campaigns on rakhshabandhan, Marriage, Valentine day
were there. They have also used local and social issues in a very good manner.

1 Mradul Raj pachouri 08BS0001794 IMC | IBS Pune

 Titan Watches: Advertising in Global Markets December 22, 2009

My Suggestions

1. Special Exchange offers on Diwali and New Year in India where as such offers on
Christmas try to position their product as best gift that one could give to his/her dear
ones.
2. 3- D virtual Java based online sales support which can further add value to the brand.
3. Using right media fit
➢ FastTrack- Mtv, V Music etc.
➢ Edge- Espn, star sports & Tensports.
➢ Nabula, Flip- News Channels
“Innovate your Product and Promotional strategy to carve the niche in your customers’
heart.”

2 Mradul Raj pachouri 08BS0001794 IMC | IBS Pune