Академический Документы
Профессиональный Документы
Культура Документы
INTRODUCTION
Titan Company Limited (earlier known as Titan Industries Limited) is an Indian consumer
goods company. It commenced operations in 1984 under the name Titan Watches
Limited. It is a joint venture between the Tata Group and the Tamil Nadu Industrial
Development Corporation.
1991–2000
In September 1993 - the company changed its name to Titan Industries Ltd. as it ventured into other
range of products other than watches.
In 1998 - launched its watch & accessories brand, FasTrack.
2000–2010
In 2001-launched kids’ watches brand, Dash.
In 2004- agreement with Moet Hennessy Louis Vuitton Group.
In 2005, Fastrack was positioned as an independent accessory brand.
2011–present
IN 2011-Titan acquired Swiss watch maker Favre-LeUBA to enter the EUROPEAN MARKET.
In 2014- it entered into a joint venture with Montblanc to establish its retail stores in India.
IN 2106- introduced SMARTWATCH, Juxt, made through a collaboration with Hewlett
Packard.
IN 2017- launched a fitness tracker, named Gesture Band UNDER, Fastrack.
Products
Brands
FASTRACK
Sonata,
Raga,
Octane and
Xylys.
In 2011, the company secured licence for marketing and distribution of Tommy
Hilfiger and Hugo Boss watches.
Awards
Kaizen national awards for assembly casing team
Good Design Award 2014 by design Council of Japan for Skeletal Edge
"Best Product design of the year-by Red Dot for Skeletal Edge for 2014
Bronze medal at the Indian Effies Award for Fastrack
Competitors
FOLLI FOLLE
Cartier
Swatch Group
Seiko
Online
E-commerce platforms such as amazon , flipkart , myntra etc.
Own website
Pricing objectives
pricing
1. survival (i.e. TITAN EXACTA)
2. MARKET SHARE (I.E. TITAN SONATA)
3. MARKET SKIMMING (I.E. Titan nebula)
4. Product quality
Pricing method
1. Mark-up pricing
2. Product line pricing
3. Promotional pricing
Application of pricing strategy
1. Lower segment
2. 1000 plus segment
promotion
TITAN TAGLINES: BE MORE, WHAT’S YOUR STYLE, THE JOY OF GIFTING
Macro economic factors are national and global events which are out of your
control.
Elements in Macro Environmental Factors-PESTEL.
Example- Unemployment in USA leading to reduction in GDP of china.
Adversely effects the business but taken advantage of.
Strategic tool- Market share , growth & Trends.
PESTEL ANALYSIS
Acronym
Framework or Tool
Used in expanding business in
foreign markets and sustainable
growth
PESTEL ANALYSIS OF TITAN
Political factors
Advent of watch industry in 1961 by hmt, titan establishment.
Titan started in 1984, penetrated market, took advantage of trade barriers, conservative markets.
Scenario change in 1991 lpg reforms.
As the trade barriers reduced, lead to entry of foreign players.
Govt. taxes on imports 50%-60%- leading to Titan’s market leadership.
Titans entry in middle eastern markets in 1991.
ECONOMIC FACTORS:
Foreign investment leading to entry of many players through ecommerce and retail.
Indian watch industry growth rate-20%, luxury watch segment growth rate-25%.
Titan took advantage rising percapita income and information.
Experienced decline in sales during 2008-09 slow down in India, Singapore, Dubai & Malaysia. On the contrary- experience
surge in demand from KSA and Vietnam .
SOCIO-CULTURAL FACTORS
THE INDIANS SEE WATCHES AS FUNCTIONAL TIME KEEPING MACHINES BUT TITAN TRANSFORMED IT INTO
FASHION AND LIFESTYLE, THROUGH HEAVY ADVERTISING- ADDING EMOTIONAL TOUCH TO THE ADVERTISING,
BRAND ENDORSEMENTS.
THE INDIAN CONSUMER IS HIGHLY SEGMENTED WITH RESPECT TO THE INDIAN WATCH INDUSTRY. THE
VARIOUS SEGMENTS CAN BE SEGREGATED AS BELOW:
The Watch industry is one such industry which has one of the
highest scrap age rates. Most of the watches having plastic as one
of their major components are not biodegradable causing serious
threat to the environment.
Majority of the watch components are outsourced from third world
countries like Taiwan where the working conditions are very bad.
Also most of the electronic components that go into the watch like
LED and electronic circuits are not biodegradable.
The gases that are formed after burning of these components are
major constituents of global warming.
Legal Factors:
Although the Indian Government has drastically reduced the Import duty and
tariff rates still the duty is 50-60 % higher than the actual price.
This leads to a lot of smuggling causing a huge dent in the exchequer of the
Indian government.
This is quite prevalent in the watches present in the luxury segment costing
more than Rs 50000.
These watches are bought to India by illegal means in completely knocked
down(CKD) form and then sold at a considerable discount.
Although with the advent of modern retail this has reduced to a slight extent
but it is still prevalent widespread.
PRESENTERS:-
NISHANT SINGH
LOKESH NAGA
LOVELY
MANISH
NITESH KUMAR