SUBMITTED BY:

IVANSHI SRIVASTAVA
ROLL NO.: 13
F&LA - 6
 About TITAN
Titan Industries is the world's fifth largest and India's leading
manufacturer 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 domestic

market
Share in the organized watch market. To ensure a dominant
presence in the market the company has showrooms in every
nook and corner of the country that caters to the needs of
every every segment of the people.
 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 and
affordable plastic watches for the youth: The other side of Titan for the
other side of you.
• In 1992, it was Raga, the ethnic range, with striking symbolism from ethnic
India, for the sophisticated India woman who appreciated such things.
• In 1993, it was Insignia, very distinctive and international-looking top-end
watches, for those seeking exclusivity and status.
• In 1994, it was psi 2000, rugged, sporty and very masculine watches with
serious sports features (200-m mater resistance, high precision
chronographs) for those with the penchant for adventure.
•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 and
young-at-heart.
•In 1999, it was Nebula, the sold gold and diamond-studded range of luxury watches
for those affluent people to whom gold is a precious acquisition.
•In 2001, it was Steel, the smart and contemporary collection for the young 21st
century executive.
•And in 2008, the brand has collections like the Octane, Diva, WWF and Zoop - each
of them unique and fascinating.
 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.
BRANDS

• Edge
• Raga
• Octane
• Zoop
• WWF
• Heritage
• Orion
• Nebula
• Sonata
• Exacta
• Titan Bandhan watches
• Spectra
• Dash
• Regalia
• Fastrack
• Royale
• Classique
• xylus
 PRICING
Mass Market : Rs 350 - 600

Premium Watches : Rs.900-1500

Super Premium Watches : Rs.1500-8000

“And the price exceeds”

FASHION LIFE CYCLE OF
TITAN
 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”
 TITAN’S TENTATIVE FASHION LIFE CYCLE

SALES

TIME

Introduction : WWF, Orion, Zoop, Diva, Octane

Growth: Nebula, Insignia, Raga, Royal, Regalia, Edge etc
Maturity: Sonata, Fastrack
Decline: Aqura, Dash
 TITAN’S FASHION LIFE CYCLE
INTRODUCTION

MATURITY
GROWTH

DECLINE
SALES

TIME
Currently, Titan is in the maturity stage, which is evidenced primarily by the fact
that they have a large, loyal group of stable customers. But it will start declining in
30- 40 yrs. The decline will be gradual seeing the popularity of the brand at
present.
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.

 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 satisfy
a strong need. They come and go and lack the character to hold consumer
attention for very long.
Eg: Friendship bands.

Dash watches introduced by Titan were accepted by the consumers with a

great zeal but they soon lost interest as the watches were considered to be a
distraction.
 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.
 SALES

INTRODUCTION

GROWTH

MATURITY

DECLINE

TIME
FAD - DASH
 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
 CLASSIC - RAGA
In 1992, Raga was introduced, the ethnic range, with
striking symbolism from ethnic India, for the
sophisticated 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.
 CLASSIC CURVE :
RAGA WATCHES

INTRODUCTION

MATURITY
GROWTH
SALES

TIME
BUSINESS OPPORTUNITIES FOR TITAN: WAY FORWARD

• 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.
THANK YOU