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Presented by Anand Raja

Titan was established in 1984 as a joint venture between the Tata Group and Tamil Nadu Industrial Development Corp. It produces several watch brands including Fastrack, Sonata, and Tanishq. Titan pioneered the concept of gift watches in India and repositioned watches as fashion accessories. It later pushed the concept of matching watches to clothes. Fastrack was initially targeted at 20-25 year olds but was relaunched targeting younger consumers aged 18-30 based on insights about watch purchasing in India.

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137 views

Presented by Anand Raja

Titan was established in 1984 as a joint venture between the Tata Group and Tamil Nadu Industrial Development Corp. It produces several watch brands including Fastrack, Sonata, and Tanishq. Titan pioneered the concept of gift watches in India and repositioned watches as fashion accessories. It later pushed the concept of matching watches to clothes. Fastrack was initially targeted at 20-25 year olds but was relaunched targeting younger consumers aged 18-30 based on insights about watch purchasing in India.

Uploaded by

ptanand_87
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as PPTX, PDF, TXT or read online on Scribd
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Presented by

Anand Raja
Birth of Titan

 Titan

Established in 1984 as a joint venture between Tata

Group and Tamil Nadu Industrial Development Corp.


Brands of Tatas
TITAN

SONATA

FASTRACK

XYLYS

TANISHQ

GOLD PLUS

TITAN EYE+
History of Titan
 HMT was the first Indian brand to launch watches in India in
1961
 First watch model manufactured by HMT was the Janata model
in the year 1962
 Leader in the watch market till the Tatas formed Titan Watches
in 1987
 Liberalization in 1992 and the removal of quantitative restrictions
due to WTO opened the doors for many foreign brands in the
Indian market viz. Swatch, Omega, Rado, TAG Rolex, etc
5,000.00

4,500.00 sales vs profit 4,674.40

4,000.00

3,881.75
3,500.00

3,000.00 3,050.85

2,500.00 Net Sales


Reported Net Profit
2,135.47
2,000.00

1,468.73
1,500.00

1,000.00

500.00

73.62
94.33
0.00 150.27
6-Mar 158.96
250.32
7-Mar
8-Mar
9-Mar
10-Mar
Positioning
 Titan initially pioneered the concept of "Gifting
watches".

 Customers who were fed up with ugly time machines


welcomed the brand Titan.

 Re- Positioning as a fashion accessory.


 Titan also was pushing another strategy. Watches
were perceived as a onetime buy and consumers
seldom owned multiple watches.

 Titan pushed the concept of "Matching Watches


to Clothes" in the recent commercials.
 Earlier Fastrack was targeted at 20-25 year olds and

positioned along the line "Cool watches from Titan".

 It was seen that that the youth in the age group of 11-20

years account for 42% of watch buying in India.

 Based on this insight, the company relaunched the

brand lowering the target segment to 18-30 year olds

with the baseline “How many you have?".

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