1

A1A PROJECT REPORT ON

Submitted in partial fulfilment of the requirement
For the award of the degree of

BACHELOR OF BUSINESS ADMINISTRATION

SESSION (2019-2020)

(Name of Supervisor)
Mrs. Anamika Yadav
Name of Student:
Designation:- Professor Shaleen Tripathi

Roll No.:0203390
Batch: B.B.A. (2017-2020)

JAGRAN COLLEGE OF ARTS, SCIENCE AND COMMERCE

AFFLIATED TO
C.S.J.M. UNIVERSITY, KANPUR
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CERTIFICATE
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ACKNOWLEDGEMENT
I would like to express my special thanks of gratitude to our principal Mrs. Asmita Dubey
Ma’am who gave me the golden opportunity to do this wonderful project on the topic
“Consumers perception towards online advertising with Indian perspective”, which also helped
me in doing a lot of Research and I came to know about so many new things during the
course of my research.

I would also like to express my sincere gratitude to my supervisor Mrs. Anamika Yadav
Ma’am for providing me her invaluable guidance , comments and suggestions throughout the
course of the project. It helped me not only in finishing my project on time, but also in
completing my project in the best possible way. I also thank her to consistently motivating
me to work harder so to complete the project within the allotted time frame.

I am so grateful to the college authorities for letting me use the needed resources like the
books from the library, the computer system in the lab etc. for the research work of the
project. It simplified my work to a great extent.
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STUDENT DECLARATION

I, Shaleen Tripathi student of B.B.A. at Jagran College of Arts , Science and Commerce,
Kanpur hereby declare that the Project work entitled “Consumer Preference towards Titan”
is compiled and submitted under the guidance of Mrs .Anamika Yadav. This is my original
work.

Whatever , information furnished in this project report is true to the best of my knowledge.

Shaleen Tripathi
B.B.A. VI Semester
Roll No:--0203390
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PREFACE

Titan entered the watch market as a premium watch. But the unorganized sector and low priced
options from HMT gave Titan serious competition. The unorganized sector grew very fast — almost 55% of
the demand in the total market size of 45million watches was being met by the unorganized sector. With the
import duty reduced to 25% (earlier 50%) and with the import license for watch movement being easy to
obtain, many small-time players cropped up. These small players offered competition to Titan on the price
front. Thus Titan launched low priced segment Sonata. "For us, the main concern was: Does the sum of all our
communication for Raga, Classique and Regalia add up to Titan? We felt it didn't besides; building each of
them as separate brands is a very expensive proposition. So, instead of a multi - brand strategy here, we're
going to unveil a single-brand one. Titan has been facing a dilemma that whether it should market these
brands as independent sub-brands or not, but it because of the high costs carried on with status quo but with
more emphasis on segments. It is also putting in place a strategy to tap the rural market rigorously. While has
the product and the brand for this market in the form of 'Sonata', and reach in terms of distribution, but in
terms of Titan they don't have the communication. Mistake companies generally make in approaching the
rural market is to see as one large lump, while in reality the market is very segmented and distinct. Titan has
been the first one to build upon style, but in terms of marketing if we consider Classique or any other brand it
was not targeting any particular segment initially with a focus, whether it was the youngsters or the Children.
Thus there was a need to foray into these already present segments
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LIST OF CONTENT
S.NO. NAME OF THE CHAPTER PAGE
NO.

1. INTRODUCTION

2. REVIEW OF THE LITERATURE

3. RESEARCH METHEDOLOGY
 Objective of the study
 Hypothesis of the study
 Data Collection
 Statistical Tools used
4. ANALYSIS AND INTERPRETATION
5. FINDINGS
6. RECOMMENDATION/SUGGESTION
7. CONCLUSION
8. LIMITATIONS
9. ANNEXURE(Questionnaire)
10. BIBLIOGRAPHY
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CHAPTER-1
INTRODUCTION
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INTRODUCTION

Over the centuries wrist watches has been used as a status symbol by those who wear them. The
vogue, elegance and convenience are just some of the attributes that a wrist watch represents.

Clocks and Watches are devices used to measure or indicate the passage of time. A clock, which is
larger than a watch, is usually intended to be kept in one place; a watch is designed to be carried
or worn. Both types of timepieces require a source of power and a means of transmitting and
controlling it, as well as indicators to register the lapse of time units. Wrist watches were once a need,
but now it has become a demand. Different brands with different technology, design and innovations
have entered into the market.

The first wristwatch invented by Swiss watch manufacturer Patek Philippe in 1868. Although it was
invented as a timekeeping device but it was used as a piece of a decorative jewellery.

These are some famous players in wrist watch industry:

Titan: From the house of TATAS – the very name exemplifies the quality. Titan is the market leader
in the Indian market today. Its produces ranges from titan Regalia to Fastrack

Timex: Originally an American company, now merged with TATAS group, is beginning to make an
impact in the wrist watch scenario in India, particularly in the trendy and sports watches. It has
gradually gained acceptance into Indian hearts as a “Swadeshi” product.

Maxima: Another Indian brand fighting for its place, it specializes in quality Wristwatches at cheap
prices. The cost of a watch is only Rs.350 and is the cheapest branded watch around.

Rado, Omega & Swatch: Global market leaders from Switzerland, the land of watches They are
frontrunners in wristwatch technology and their styling and product range is widely accepted as the
BEST in world.

Casio, Seiko & Citizen: From the land of rising sun comes quality regarded as second to none. These
watches epitomize reliability and accuracy. They specialize in digital and sports watches.

Market size of Indian wrist watches industry:

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The Indian market in watch industry for timepieces has grown at a rapid pace in the last few years
clocking a CAGR of 9.3% for the period FY'2008-FY'2013. The market for timepieces includes wrist
watches, wall clocks, alarm clocks and table clocks. But the market for wrist watches formed the
major proportion of the market for time pieces with a contribution of about 89% in the total watch
market in India by revenue while the market for wall clocks formed the rest of the market share of
11% in FY'2013. 3 .

The Indian wristwatch market has grown in terms of value from INR 33,731.0 million in FY'2008 to
INR ~ million in FY'2013 . The Indian wrist watch industry can be classified into three major
categories based on price. The first is the mass price segment comprising of watches priced lower
than INR 1,000 which are mainly the wrist watches sold by the unorganized players. The second
category of watches is the mid-range price segment priced between INR 1,000 and INR 10,000. The
third is the luxury watch segment with watches priced above INR 10,000.

In India, the highest market share (in terms of volume) contributes by the mass segment
of watches. On the other hand, in terms of value, each of the mass and the mid-range price
segments contribute about 37%-38% to the total wristwatch market in the country. The rest is
contributed by the luxury segment which includes around 25% of the INR ~ million wristwatch
industry in India. The luxury wrist watch market has been the fastest growing segment in the Indian
wrist watch industry during FY'2008-FY'2013. As the size of the population with high disposable
income has increased significantly over the past years, the demand for luxury goods have substantially
increased in the country. The premium segment wristwatch market in India can be further subdivided
into three price categories. In value terms , the Affordable luxury wristwatch segment has the highest
market share of about 44% in the premium wristwatch market in India. The main consumers of this
segment of watches are the rising urban population with higher spending capacity. This segment is
expected to more than double from about ~ million in FY'2013 to about ~ million in FY'2018 by
experiencing a high growth at a CAGR of 23.3 % in the period FY'2014-FY'2018.

Report of federation of Swiss watch industry FH:

The heights growth of exports of watch industry reported in January was confirmed even bettered in
February. Their value reached 1.7 billion francs, an increase of 12.9% on the February 2017 figure.
 10

 Table 1.1: Swiss watch exports in February 2018:

Products Units in mio. Change in Mil. of CHF Change in

% %

Wrist 1.9 +3.8% 1,594.9 +13.8%

Watch

Others 95.9 +0.2%

Total 1,690.9 +12.9%

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 THE MAIN COUNTRIES:-

Countries Mil. Of CHF Change Share

Hong Kong 255.2 +35.7% 15.1%

USA 186.7 +26.3% 11.0%

China 131.0 +21.7% 7.7%

Japan 99.3 +7.1% 5.9%

Germany 89.6 +6.0% 5.3%

Singapore 85.7 +7.0% 5.1%

Total 847.6 +20.9% 50.1%

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 13

The three leading markets for Swiss watch industry exports reported much stronger growth than the
global average. Hong Kong (+35.7%) and the United States (+26.3%) saw their strongest monthly
advance for six years. China (+21.7%) also exceeded the 20% growth mark after +44.3% in January
despite an unfavorable base effect. Japan (+7.1%), Germany (+6.0%) and Singapore (+7.0%) posted
significant growth, while other markets such as the United Kingdom (-16.8%) or Italy (-13.0%)
declined.

 1.1 Theory & Concept(Repositioning strategies)

"A business has two - and only two - basic functions: marketing and innovation."

Peter Drucker

The rapid pace of change and intense competitive pressure in today’s market place demands that
brands continuously innovate and reinvent themselves to maintain their relevance and market position.
In this context, brand repositioning and other revitalization strategies have become a business
imperative for battling brand erosion. The appeal of brand repositioning is further heightened by the
rising costs and high risk associated with launching a new brand.

Brand repositioning has received little attention in the marketing literature and
Has mostly been treated as a variation of brand positioning . Biel for example, has
Defined brand positioning as "building (or rebuilding) an image for a brand". The goal
of positioning and repositioning strategies relates to the management of consumers'
Perceptions. However, positioning focuses on the creation of brand associations
consumers' perceptions of the attributes that differentiate the brand from competitive
offers – while repositioning also implies managing existing brand associations. The unique challenge
of a repositioning strategy, thus, lies in rejuvenating the brand
Equity heritage.
Repositioning can be required as the market changes and new opportunitiesoccur. Through
repositioning the company can reach customers they never intendedto reach in the first place. If a
brand has been established at the market for some timeand wish to change their image they can
consider repositioning, although one of thehardest actions in marketing is to reposition a familiar
brand.
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According to Solomon, position strategy is an essential part in the marketingefforts because

companies have to use the elements in the marketing mix toinfluence the customers understanding
of the position. During the movement from something less attractive and relevant towards a more
attractive and relevant position several of strategic choices have to be made. The ones
responsible for the repositioning have to evaluate why a reposition is necessary, and if the offer is
the one that will change or just the brand name. There are several risk factors that haveto be
taken into consideration when preparing for a repositioning of the offering or thebrand. During
repositioning, the risk of losing the credibility and reliability is high andthe need for a thorough
strategy is therefore necessary to avoid this occurrence.
Some analyst argue that to successfully reposition a establish brand name is almost
impossible because repositioning of a brand can make the most loyal customer to
switch brand. But, in some circumstances a repositioning is necessary to gain
credibility if the brand is eroded. Whenever a reposition is in question it has to be of
relevance from a customer perspective, is this achievable? Some brands will on no
account be thought on as a luxury brand and therefore an attempt to reposition will
only damage the brand image or the actual company.
Numerous failed attempts at brand repositioning testify to the difficulty of
Developing and implementing such a tactic. For example, while the soft drink brand,
mountain Dew has remained relevant to the youth market through continuous
repositioning in its thirty years of existence, Levis' Jeans has been losing market
share to newcomers such as The Gap, despite numerous campaigns designed to
reposition the brand as trendy.
The strategic importance of brand repositioning in preserving and enhancing brand equity, coupled
with the mixed results of repositioning attempts, underscores the need to develop a better
understanding of the dynamics of brand repositioning. Specifically, questions of whether, when and
how brands should be repositioned need to be addressed.

History of Titan

1984

 The Company was Incorporated on 26th July, at Chennai. The Manufacture analog
electronic watches with a choice of over 150 designs. The company was promoted jointly by
Questar Investments, Ltd., a Tata Company with its associates Tata Sons, Ltd., and Tata Press,
 15

Ltd., and Tamil Nadu Industrial Development Corporation, Ltd. (TIDCO). The main objective
of the company is to manufacture analog electronic watches with a choice of over 150 designs.

 The Company undertook to set up a plant for the manufacture of quartz analog
electronic watches in the State Industries Promotion Corporation of Tamil Nadu, Ltd.
Industrial area at Hosur.

 The Company entered into a collaboration agreement with France Ebauches (FE) of
France, manufacturers of watch movements and components, for technical documentation,
assistance in procurement of manufacturing equipments, raw materials, etc.

 The Company proposed to manufacture 2 million digital and ana-digi watches in

collaboration with Casio Computer Company of Japan. A MOU was signed between the
Company and Casio in November, 1986.

1987

 The Company established a manufacturing facility at Hosur for the manufacture of

components for watches.

 In April the Company also issued 5,25,000 - 13.5% secured redeemable partly
convertible debentures of Rs 300 each for cash at par. The debentures were allotted on
preferential basis: (i) 26,250 debentures to employees/workers of the Company and associate
companies (ii) 52,500 debentures to shareholders of Tata Press Ltd. and (iii) 1,31,250
debentures to NRIs on repatriation basis. The remaining 3,04,500 debentures along with the
unsubscribed portion of 78,900 debentures from the preferential quota were offered for public
subscription during April. Additional 1,31,250 debentures were allotted to retain over-
subscription.

 The convertible portion of Rs 100 of the face value of each debenture was converted
into 10 equity shares of Rs 10 each at the end of three months from the date of allotment of
debentures (65,62,500 equity shares were allotted accordingly).

 The non-convertible portion of Rs 200 of the face value of each debenture was to be
redeemed at par at the end of the 10 years from the date of allotment of debentures.

1989
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 A new range of watches called `Aqura' was launched in December.

 The case plant at Hosur was commissioned. The plant was to produce 1.5 million watch
cases. The project cost was financed partly through internal resources and largely through
borrowings from IFC, Washington and the Tamil Nadu Industrial Development Corporation,
Ltd

 The Company set up a satellite case plant at Dehra Dun in Uttar Pradesh with a capacity
of 5,00,000 watch cases per annum to improve operating efficiency and reduce costs.

 During August, the Company issued 2,52,000 - 12.5% convertible debentures of Rs

500 each as follows: (i) 2,40,000 debentures on rights basis in the proportion 1 debenture: 100
equity shares held and (ii) 12,000 debentures to employees/workers of the Company on an
equitable basis. A total of 2,84,455 debentures were allotted under this issue including
retention of oversubscription.

 Part `A' of each debenture of face value of Rs 100 was compulsorily and automatically
converted into 10 equity shares of Rs 10 each at par on expiry of six months from the date of
allotment of debentures.

 Part `B' of each debenture of the face value of Rs 200 was converted into 4 equity
shares of Rs 10 each at a premium of Rs 50 per share on 1.10.92.

 Part `C' the non-convertible portion of each debenture of face value of Rs 200 was to be
redeemed at par at the end of the 10th year from the date of allotment of debentures.

 The proceeds of the issue were to be utilised to meet a part of the fund requirement of
the company's project to manufacture watch cases and other critical components inhouse.

 The Company proposed to offer 40,26,700-12.5% fully convertible debentures of Rs

100 each on Rights basis in the proportion 2 debs: 20 equity shares held. Another 2,012,340 -
12.5% debentures were to be issued to the employees' on an equitable basis.

 Rs 40 of the face value of each debenture was to be converted into 1 equity share of Rs
10 each at a premium of Rs 30 per share on or before 30th September, 1995.

 Rs 60 of the face value of each debenture was to be converted into 1 equity share of Rs
10 each at a premium not exceeding Rs 50 per share on or before 30th September, 1996.
 17

 A joint venture Company along with Economic Development Council of Goa, Daman
& Diu Ltd., in the name of Titan Time Products, Ltd., was set up at Goa, for the manufacture
of Electronic Circuit Blocks.

 The company undertook to set up a jewellery business at Hosur. The jewellery

repertoire was to include both daily-wear jewellery and luxury products.

 Grant Walker, a U.K. based firm, was to provide the necessary consultancy services and
the marketing was to be undertaken worldwide through an offshore company controlled by
Titan Watches Ltd., with its mainbase in London.

 The Company along with other Tata Associates were to participate in the equity of
Timex, who were to offer equity shares of Rs 10 each at a premium of Rs 40 per share. It was
also proposed to make a Partly convertible debenture of nearly Rs 60 crores.

1992

 Over 150 new models were introduced of which `Raga' introduced in June, `Spectra' a
range of watches in steel and gold plated was reintroduced with a new look in August. It was
proposed to introduce a host of new products based on new movements.

 It was also proposed to sell the brand name `Aqura' and the right to make Aqura
products to Timex, with a view to move up market With a view to streamling the Company's
international operations, it was decided to set up a wholly owned subsidiary "Titan Holdings
BV" in Netherlands. Approval was received for investment of share capital of 2 million U.S. $
in that Company.

 Titan Time Products, Ltd., is a joint sector project set up with the Economic
Development Council of Goa, Daman and Diu.

 Titan Properties Ltd., was incorporated to undertake land development and housing
scheme for the Company's employees at Hosur.

 The Company issued 134,22,300 Rights equity shares of Rs 10 each for cash at a
premium of Rs 40 per share in the proportion 1:2 (all were taken up).
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 Another 5,69,000 No. of equity shares of Rs 10 each were issued at a premium of Rs 40

per share in proportion 2 shares: 1 debenture held to Part B holders of 12.5%. Convertible
debentures issued in 1989. (all were taken up).

 6,99,600 No. of equity shares of Rs 10 each were offered at a premium of Rs 40 per

share to employees of the Company and those of promoter companies on an equitable basis
(only 3,02,600 shares taken up).

1993 

 The name of the Company was changed with effect from 21st Sept. from Titan
Watches, Ltd. to Titan Industries Ltd., in view of the fact that the Company's products
consisted of not only watches but also jewellery.

1994 

 The Company introduced `Tanishq' range of watches made of 18 carat gold and studded
with precious stones. A new range of watch `Insignia' manufactured for the European market
likely to be introduced in the domestic market.

 The Company proposed to expand the watch manufacturing to 5 million pieces by

adding some balancing equipment and productivity devices in the component manufacturing
plants.

 The Company proposed to establish new facilities for the manufacture of table clocks
with a capacity of 1.5 million pieces per annum. New facilities were also being established for
the manufacture of complex integrated metal bracelets with a capacity of 1.2 million bracelets
with technical assistance from a reputed manufacturer in Japan.

 A new Company was established in Singapore to market products in South and South
East Asian countries.

1995 
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 The Company proposed to set up a joint venture company with Hour Glass of
Singapore to set up watch boutiques in leading Indian cities for the sale of luxury watches and
also be responsible for wholesale and after-sales operations.

1996 

 The Company has introduced new economy range of watches called "Sonata" and
Tanistiq's 22 Karat ethnic Jewellery during the year.

 23,00,000 Pref. shares issued on private placement basis.

1998 

 3.5%, 14% and 12% redeemable cumulative preference shares has been fully redeemed.

 The Company now has 102 exclusive Titan Showrooms and a chain of 83 Timezone
outlets in addition to being present in over 5400 dealer outlets in 1300 towns and cities across
the country.

 Mr A C Mukherji and Mr T K Balaji retire by rotation and are eligible for

reappointment.

 During the year, the Tamilnadu Industrial Development Corporation (TIDCO)

nominated Mr R Gopalan, their Chairman and Managing Director.

 The Research & Development Group has developed a slim movement with date which
has been introduced in the market.

2000 

 Titan Industries has announced the launch of Cyber, a range of digital clocks.

 ICRA has withdrawn the A1+ rating assigned to the Rs 15 crore CP programme of the
company as there is no outstanding against the instrument.

 Titan Industries has been conferred the award for excellence in electronics for the year
1998 by the ministry of information technology (MIT).

 Titan has launched a new `Style at Work' collection under its Classique range.
 20

 Tanishq, the jewellery division of Titan Industries Ltd, has opened its second showroom
in Kerala.

 Pizza Hut has introduced baarahnahitohtera, a new deal in which a customer who
orders a `speed lunch' gets it in 12 minutes, or gets it free. As part of the offer, Pizza Hut has
entered into a tie-up with Titan, through which a Titan Fast-track watch will be displayed on
every table to mark the 12 minute countdown.

 Titan Industries' jewellery arm Tanishq is getting into an memorandum of understading

with Canara Bank and Corporation Bank to convert gold articles into slabs.

 Titan Industries is considering launching a `third brand' for the upper end.

 Titan Industries unveiled a new range of wrist-watches, called the Classique range, for
Corporate Executives.

 Titan Industries has announced a new range of Fastrack watches for young women in
the city

2001 

 Titan Industries Ltd. has launched three new collections of its popular Dash brand of
watches for kids -- Popeye, Digital and Lumibrite.

 Titan Industries on June 27 reported its profit rose 21.8 per cent in the past year to
March, reflecting strong sales growth by its jewellery division.

2002

 Titan Industries Ltd informs that the Board of Directors have appointed Mr.
V.K.Jeyakodi, IAS, Executive Director, Tamil Industrial Development Corporation Ltd as a
Director of the Company, in place of Mr. Hemant Kumar Sinha who has resigned.

 Titan Industries Ltd informs that MrBhaskarBhat is appointed as Managing Director of

the Company.MrBhaskarBhat succeeds Mr Xerxes Desai who steps down as Managing
Director on March 31, 2002, at the end of his tenure.

 Titan Industries Ltd, the Board of Directors have appointed Mr M Kalaivanan,

appointment in place of Mr V K Jeyakodi who has resigned from the Board on March 27,
 21

2002.The Board of Directors have also appointed MrKrishnadas Nair as an additional

independent Director on the Board of the Company effective May 02, 2002.

 At the Board meeting of Titan Industries Ltd held today (June 26, 2002), the Board of
Directors noted and accepted the resignation of Mr A Gowrishankar as Chairman and Director
and Mr M Kalaivanan as a Director, both of them were nominee directors of TamilNadu
Industrial Development Corporation Ltd (Tidco) The Directors have also approved the
appointment of Dr R Vijaykumar as a Nominee Director of Tidco in place of Mr M
Kalaivanan.

 Titan Industries Ltd decides that it would be in the long-term interest of the company to
rationalise its manpower and to improve productivity. With a view to achieve this objective
and keeping the best interests of both employees and the company in mind the company has
decided to introduce a Voluntary Retirement Scheme to its permanent employees. The scheme
has been notified today July 25, 2002 to the employees of the company.

 Arun Kumar appointed as Director & Chairman of Titan Industries.

2003

 Tanishq steps into a new segment Silverware. The silverware range has been designed
by Michael Folly, the designer for Titan. We have introduced silverware in all metros, said YL
Saroja, group manager, sales and marketing, Tanishq. This is a Rs 5,000 crore market and has
few organised and branded players.

 Management decided to declare partial lock-out at the company's manufacturing

facilities at Hosur.

 Floats towards automotive and aerospace precision mechatronics for aviation and auto
tools.

2004

 GVM International Ltd., a licensee of Tommy Hilfiger Licensing Inc (a wholly-owned

subsidiary of Tommy Hilfiger Corporation), and a member of the Murjani Group, enters into
 22

an exclusive sub-licensing agreement with Titan Industries Ltd to market and distribute
Tommy Hilfiger watches in the country

 Relaunches 'Raga', the women's watch range

 Titan has announced the launch of a new collection of women's watches called 'Raga
Miniatures'. Small and delicate in size the watches bracelets in 15 varieties of gold and steel
and is priced at Rs 2995 onwards.

 Titan Industries Ltd announced the launch of the customer service `Original Spares'
logo

 Titan has announced the launch of Raga 9 to 5 collection of watches aimed at working
women. The collection comprises around 40 designs and is targeted at women in the age group
of 25 to 45. The new range is available at a price ranging from Rs 1650 to Rs 5000.

 Titan Industries on June 18, 2004, announced the launch of the Tommy Hilfiger watch
collection in India. Titan has entered into an exclusive sub-licensing arrangement with GVM
International Ltd, a member of the Murjani Group, for the marketing and distribution of
Tommy Hilfiger watches in India

 Watch and jewellery manufacturer Titan Industries forayed into the fashion accesssories
industry with the launch of sunglasses, a Rs 330-crore market

 Rolls out new range of designer eyewear in Chennai

 Titan Industries on July 22, 2004, launched the Flip collection - a dual-faced watch that
incorporates two watch movements embedded in a single case

 Titan rolls out new range of jewellery watches under the 'Nebula' brand

 Titan Industries launches Crown Collection watches

 Titan partners with LVMH Group

 Titan Industries launches Cal Track

2005

 Titan re-introduces Fastrack range of watches

 23

 Titan introduces new gold & steel collection in Coimbatore

 Titan rolls out bi-metal range of watches in Vizag

 Titan launches multiple watches under Raga coordinate range

2006

 Titan Industries Ltd has informed that Mr. Harish Bhat is being appointed as Chief
Operating Officer (COO) - Watches and Licensing & Accessories Division of the Company.

 Titan to set up Tanishq exclusive stores in US

 Titan Industries unveils Xylyswatche

 Titan Ind sets up boutique in Banjara Hill

2008

 Titan Industries Ltd has informed that Mr. Sunil Paliwal, IAS, Executive Director,
Tamilnadu Industrial Development Corporation Ltd (TIDCO) has been inducted as an
Additional Director in the Board of the Company with effect from February 26, 2008.

 Titan Industries Ltd has informed that the Board of Directors of the Company at its
meeting held on October 29, 2008, inter alia, has appointed Mr. Kumar Jayant, IAS, nominee
Director, Tamilnadu Industrial Development Corporation Ltd as an Additional Director in the
Board of the Company with effect from October 29, 2008.

 Mr. Sunil Paliwal, IAS, nominee Director, Tamilnadu Industrial Development

Corporation Ltd has resigned as Director of the Company

 2009: TIL ties up with Sankara Nethralaya

2010:

 Titan Industries Ltd has appointed Mrs. Anita Praveen, IAS, Chairperson & Managing
Director of Tamilnadu Industrial Development Corporation Ltd (TIDCO) as an Additional
Director of the Company with effect from June 01, 2010.
 24

The success story began in 1984 with a joint venture between the Tata Group and the Tamil
Nadu Industrial Development Corporation. Presenting Titan quartz watches that sported an
international look, Titan Industries transformed the Indian watch market. After Sonata, a value
brand of functionally styled watches at affordable prices, Titan Industries reached out to the
youth segment with Fastrack, its third brand, trendy and chic. The company has sold over
135million watches world over and manufactures 13 million watches every year.

With a license for premium fashion watches of global brands, Titan Industries repeated its
pioneering act and brought international brands into Indian market. Tommy Hilfiger and FCUK
as well as the Swiss made watch Xylys owe their presence in Indian market to Titan Industries.

Entering the largely fragmented Indian jewellery market with no known brands in 1995, Titan
Industries launched Tanishq, India's most trusted and fastest growing jewellery brand. Gold Plus, the
later addition, focuses on the preferences of semi-urban and rural India. Completing the jewellery
portfolio is Zoya, the latest retail chain in the luxury segment.

Titan Industries has also made its foray into eyewear, launching Fastrack eyewear and sunglasses, as
well as prescription eyewear. The organization has leveraged its manufacturing competencies and
branched into precision engineering products and machine building.With over 827 retail stores across
a carpet area of over 10,08,083 sq. ft. Titan Industries has India’s largest retail network spanning over
155 towns. The companyhas over 340 exclusive ‘World of Titan' showrooms and over 125 Fastrack
stores. It also has a large network of over 700 after-sales-service centers.

Titan Industries is also the largest jewellery retailer in India with over 130 Tanishq boutiques and
Zoya stores, over 31 Gold Plus stores. It also sports over 204 Titan Eye+ stores. The company has
two exclusive design studios for watches and jewellery.

Backed by over 6,000 employees, two exclusive design studios for watches and jewellery, 9
manufacturing units, and innumerable admirers world over, Titan Industries continues to grow and
sets new standards for innovation and quality. The organization is all geared to repeat the Titan and
Tanishq success story with each new offering.

Marketing Mix: • • • • PRICE PRODUCT PROMOTION PLACE

 Price: As achieve our marketing our marketing objectives, we can do some change in the
pricing . The main consideration will be in changing price are followings. A. Survival: In case
of some of the watches titan prices them according to the features .The Exacta is a simple steel
 25

watch priced at Rs.600-1,100. As the company also deals with Spectra, Raga through pricing
policy. B. Market share:As we know that 70% of sales in watches come from the lower
segment, therefore by pricing Sonata at 350 onwards with guarantee. Titan prices its world
watches which compared equal to an international players like Calvin Klien where a customer
pays 4 times as value of the world watch, therefore market with low prices to international
players to gain market share. C. Market Skimming: In Indian watch industry there is no one
offering pure gold watches, watches in pair, jewellery watches. Here Titan offers there product
with the Indian touch in its design, the product, the love.

 Product: Quality and leadership are the two main terms for the Titan. As to achieve the
marketing objectives this aspects should also be considered. A. Product line: To increase the
sales, the difference in the prices of the watches are justified by the features. B. Product
pyramid: Portfolio of Titan’s product is of 3 distinct price-range that can be defined in general,
as Popular, Mid, and Premium. At the popular segment, the emphasis is on in volumes but not
in margins. At the premium segment, the emphasis is on profits and image but not in volumes.
Obviously, company giving more emphasis at the top of the pyramid as profits at the top of the
pyramid is very high. This pyramid guided the strategy of Titan. C. Product strategy: Titan was
first focused only on the premium segment of the watch market. As per the product strategy
they took, Titan moved in to the mass market for watches. To widen base, Titan created new
segments and increasingly focusing on segments individually. In the past few years Titan has
took a lot of initiatives to focused on specific segments. D. Product Quality: Quality and
leadership are synonymous to Titan. It seek to achieve both through their value for products
compared to their prices.

 Promotion: Promotional pricing: A.Marketing pricing: As by opening new shops such as the
world of Titan – buy directly from the dealer and hence the element of middleman is not there.
Here the retailer in this category buys watches for 17-18% lesser than MRP and hence they are
able to get the 17% profit margin on sales. It is managing to successfully convince to the
customer of the perceived value of ‘WORLD WATCH’ using hoarding all around the city,
increasing buyer image, trust worthiness, innovation, differentiation, value for the product.
Price discount and allowances: Every year Titan comes with a price discount sale on the MRP
of the watches. The allowances varies from one segment to another. B.Creative advertising:
Titan introduces a contest on cartoon network in india.com which invites children to use
 26

creativity and design watch.The prize winning design was launched as a new watch in summer
2002 collection . Type of advertising: Titan believes in making its ads clean, well made, touch
on emotional chord. As the company is using celebrities or superstars that is Amir Khan for
the Titan watches. As here we can say that a female actress would be more effective for the
promotional purpose. It can be Katrina Kaif, as now she is one of the popular actress in
Bollywood. C.Promotion on occasion: Titan is one of the company which formally believes in
the policy of promotion the product based on the occasions.

 Place-: Keeping in mind about the young trendy and fashionable consumers, Titan distribute
its product and set up ‘world of titan’ in different region. The consumers life style in India,
especially in urban area(because the turnover in urban area is 210 million, while the turnover
in rural area is 90 million) plays a significant role in the success of Titan. A. Time Zone: Titan
Industries brings together the country’s leading watch brands under one roof, providing the
customer with variety in brands, looks and price ranges and also efficient after-sales service.
These 1142 Time Zones located across 89 towns which offer its customer the complete watch
shopping experience.

 Awards
The company has been awarded the following distinctions:
 Being named the No.1 Brand in the Consumer Durables category in the "Brand Equity" Survey
of The Economic Times, a leading Indian financial daily.
 The Titan Design Team won the Young Design Entrepreneur of the Year award at the design
awards instituted by the National Institute of Design and Business World, a leading Indian
magazine.
 The team has won 7 accreditations also.
 Both Titan and Tanishq have been adjudged "Most Admired Brands" as well as "Retailer of
the Year" by Images Fashion Forum in consecutive years. • Retail Asia and Media Magazine –
Singapore adjudged Titan Industries as amongst the leading Retailing Companies in India.
 Titan has won the Brand Leadership award at the India Brand Summit.

 The Time Products Division of the company was awarded the JRD QV Award in 2006.
27
 28

CHAPTER-2

REVIEW OF THE LITERATURE

 29

INTRODUCTION

Consumer behaviour has always been of great interest to marketers. The knowledge of consumer
behaviour helps the marketer to understand how consumers think, feel and select from alternatives
like products, brands and the like and how the consumers are influenced by their environment,
the reference groups, family, and salespersons and so on Consumer’s personal and psychological
factors. Most of these factors are uncontrollable and beyond the hands of marketers but they
have to be considered while trying to understand the complex behaviour of the consumers. In this
study, the researcher emphasizes the importance of lifestyle and its impact on the buyer behaviour.
There are two factors mainly influencing the consumers for decision making: Risk
aversion and innovativeness. Risk aversion is a measure of how much consumers need to be
certain and sure of what they are purchasing (Donthu and Gilliland, 1996).Highly risk adverse
consumers need to be very certain about what they are buying. Whereas less risk adverse
consumers can tolerate some risk and uncertainty in their purchases. The second variable,
innovativeness, is a global measure which captures the degree to which consumers are willing to take
chances and experiment with new ways of doing things (Donthu and Gilliand, 1996).The shopping
motivation literature is abound with various measures of individual characteristics (e.g.,
innovative, venturesome, cosmopolitan, variety seeking), therefore, innovativeness and risk
aversion were included in this study to capture several of these traits. Measures by Donthu and
Gilliland (1996) were used to measure innovativeness and risk aversion. Perception is a mental
process, whereby an individual selects data or information from the environment, organizes it
and then draws significance or meaning from it. Product class knowledge is a measure of consumers
perceptions of how much they know about a specific class of products (e.g., cars)This type of measure
is consistent with what Brucks(1985) called subjective knowledge, that is, consumers self
-perceptions of knowledge levels. This is often contrasted with objective knowledge, which is
what consumers actually know. Park and Lessing (1981) proposed that subjective knowledge
provides a better understanding of consumers decision making processes because consumers level of
confidence in their search and decision making behavior, independent of their objective knowledge.
Past research indicates that consumers purchase and channel decisions might be influenced by the
type of product being investigated (Cox and Rich 1964; Lumpkin and Hawes 1985; Morrison
and Roberts 1998; Papadopoulos 1980; Prasad 1975; Sheth 1983; Thompson 1971). In
particular, these authors state that certain products might be more appropriate for one channel or
another, which ultimately influences consumers channel preference and choice. Packaging
est.Consumer behaviour has always been of great interest to marketers. The knowledge of
 30

consumer behaviour helps the marketer to understand how consumer think, feel and select from
alternatives like products, brands and the like and how the consumers are influenced by their
environment, the reference groups, family, and salespersons and so on Consumer’s personal and
psychological factors. Most of these factors are uncontrollable and beyond the hands of
marketers but they have to be considered while trying to understand the complex behaviour of the
consumers. In this study, the researcher emphasizes the importance of lifestyle and its impact on the
buyer behaviour. There are two factors mainly influencing the consumers for decision making:
Risk aversion and innovativeness. Risk aversion is a measure of how much consumers need to
be certain and sure of what they are purchasing (Donthu and Gilliland, 1996).Highly risk adverse
consumers need to be very certain about what they are buying. Whereas less risk adverse
consumers can tolerate some risk and uncertainty in their purchases. The second variable,
innovativeness, is a global measure which captures the degree to which consumers are willing to take
chances and experiment with new ways of doing things (Donthu and Gilliand, 1996).The shopping
motivation literature is abound with various measures of individual characteristics (e.g.,
innovative, venturesome, cosmopolitan, variety seeking), therefore, innovativeness and risk aversion
were included in this study to capture several of these traits. Measures by Donthu and Gilliland
(1996) were used to measure innovativeness and risk aversion. Perception is a mental 3 process,
whereby an individual selects data or information from the environment, organizes it and then
draws significance or meaning from it. Product class knowledge is a measure of consumers
perceptions of how much they know about a specific class of products (e.g., cars)This type of measure
is consistent with what Brucks (1985) called subjective knowledge, that is, consumers self
-perceptions of knowledge levels. This is often contrasted with objective knowledge, which is
what consumers actually know. Park and Lessing (1981) proposed that subjective knowledge
provides a better understanding of consumers decision making processes because consumers level of
confidence in their search and decision making behaviour, independent of their objective knowledge.
Past research indicates that consumers purchase and channel decisions might be influenced by the
type of product being investigated (Cox and Rich 1964; Lumpkin and Hawes 1985; Morrison
and Roberts 1998; Papadopoulos 1980; Prasad 1975; Sheth 1983; Thompson 1971).
A brand attitude cannot be performed, unless a consumer is aware of the brand. In memory theory,
brand awareness is positioned as a vital first step in building the bundle of associations which are
attached to the brand in memory (Stokes, 1985). A family exerts a complex influence on the
behaviours of its members. Prior family influence research has focused on inter-generational
rather than intra-generational influence in consumer generationalization. As has been
compellingly demonstrated, parents influence children (Moore, Wilkie, and Lutz 2002; Moschis
1987).Yet, consumption domains clearly exist where sibling efforts may also be exerted.
 31

Shopping motives are defined as consumer’s wants and needs as they relate to outlets at which to
shop. Two groups of motives, functional and non-functional, have been proposed by Sheth
(1983).Functional motives are associated with time, place, and possession needs and refer to rational
aspects of channel choice. Whereas, non-functional motives related to social and emotional factors
are reasons for patronage. The functional motives included: convenience, price comparison,
merchandise assortment.
 32

Consumer behavior has always

been of great interest to
marketers. The knowledge of
consumerbehavior helps the
marketer to understand how
consumers think, feel and select
from
alternatives like products, brands
and the like and how the
consumers are influenced by their
environment, the reference groups,
family, and salespersons and so on
Consumer’s personal and
psychological factors. Most of
these factors are uncontrollable
and beyond the hands of
 33

marketers but they have to be

considered while trying to
understand the complex behavior of
the
consumers. In this study, the
researcher emphasizes the
importance of lifestyle and its
impact on
the buyer behavior.
There are two factors mainly
influencing the consumers for
decision making: Risk
aversion and innovativeness. Risk
aversion is a measure of how
much consumers need to be
 34

certain and sure of what they are

purchasing (Donthu and Gilliland,
1996).Highly risk adverse
consumers need to be very
certain about what they are
buying. Whereas less risk adverse
consumers can tolerate some risk
and uncertainty in their purchases.
The second variable,
innovativeness, is a global measure
which captures the degree to which
consumers are willing to
take chances and experiment with
new ways of doing things (Donthu
and Gilliand, 1996).The
 35

shopping motivation literature is

abound with various measures of
individual characteristics
(e.g., innovative, venturesome,
cosmopolitan, variety seeking),
therefore, innovativeness and risk
aversion were included in this study
to capture several of these traits.
Measures by Donthu and
Gilliland (1996) were used to
measure innovativeness and risk
aversion. Perception is a mental
3

process, whereby an individual

selects data or information
fromthe environment, organizes it
 36

and then draws significance or

meaning from it.
Product class knowledge is a
measure of consumers perceptions
of how much they know
about a specific class of products
(e.g., cars)This type of measure is
consistent with what Brucks
(1985) called subjective
knowledge, that is, consumers
self -perceptions of knowledge
levels.
This is often contrasted with
objective knowledge, which is
what consumers actually know.
 37

Park and Lessing (1981) proposed

that subjective knowledge provides
a better understanding of
consumers decision making
processes because consumers level
of confidence in their search and
decision making behavior,
independent of their objective
knowledge. Past research indicates
that
consumers purchase and channel
decisions might be influenced by
the type of product being
investigated(Cox and Rich 1964;
Lumpkin and Hawes 1985;
Morrison and Roberts 1998;
 38

Papadopoulos 1980; Prasad 1975;

Sheth 1983; Thompson 1971). In
particular, these authors
state that certain products might
be more appropriate for one
channel or another, which
ultimately influences consumers
channel preference and choice.
Packaging establishes a direct
link with the consumers at the point
of purchase as it can very well
change the perceptions they
have for a particular brand. A
product has to draw the attention
of the consumers through an
 39

outstanding packaging design.

Earlier packaging was considered
only a container to put a
product in, but today, research in to
the right packaging is beginning at
the product development
stage itself. Packaging innovation
has been at the heart spends large
sums annually on packaging
research. –“We have been laying
emphasis appeal and convenience
for consumer” says
Deepak M., a senior market
analyst.The greatest challenge
faced by companies today is
 40

holding and increasing their market

share and value. This is always a
strenuous exercise and one
of the tools for the same is
marketing. There is no specific
game rule available for using these
marketing tools .The reason is:
each promotional tool has its own
characteristics. Consumer’s
familiarity with a channel is a
measure of products through
specific channels (i.e. catalogue,
internet, and bricks-and-mortar
retailer). Through frequent use
consumers should become
 41

accustomed to using the channel,

which reduces their apprehension
and anxiety in purchasing
products through the channel.
According toRossiter and Prey
(1987), brand awareness
precedes all other steps in the
buying process. A brand attitude
cannot be performed, unless a
consumer is aware of the brand. In
memory theory, brand awareness is
positioned as a vital first
step in building the bundle of
associations which are attached to
the brand in memory (Stokes,
4
 42

1985).
A family exerts a complex
influence on the behaviors of its
members. Prior family
influence research has focused on
inter-generational rather than
intra-generational influence in
consumer generationalization. As
has been compellingly
demonstrated, parents influence
children (Moore, Wilkie, and
Lutz2002; Moschis 1987).Yet,
consumption domains clearly
exist where sibling efforts may
also be exerted. Shopping motives
are defined as consumer’s
 43

wants and needs as they relate to

outlets at which to shop. Two
groups of motives, functional and
nonfunctional, have been proposed
by Sheth (1983).Functional
motives are associated with
time, place, and possession needs
and refer to rational aspects of
channel choice. Whereas, non-
functional motives related to
social and emotional factors are
reasons for patronage. The
functional motives included:
convenience, price comparison,
merchandise assortment

CHAPTER-3
44
 45

CHAPTER 3
RESEARCH METHODOLGY
 46

INTRODUCTION

 RESEARCH DESIGN-: The Research Design adopted in the study was descriptive in nature because
the study aims at describing the situation as it exists at present. It shows consumer awareness and
perception about the brand repositioning strategies of Titan watches Sample size.
 The framework of research methods and techniques chosen for this study is “Quantitative research
design” under which the “Descriptive research design” is taken into use.
 Quantitative Research Design-: It is for cases where statistical conclusions to collect actionable
insights are essential. Numbers provide a better perspective to make critical business decisions.
Quantitative research design methods are necessary for the growth of any organization. Insights drawn
from hard numerical data and analysis prove to be highly effective when making decisions related to the
future of the business.
 Descriptive Research Design: -In a descriptie design, a researcher is solely interested in describing the
situation or case under their research study. It is a theory-based design method which is created by
gathering, analysing, and presenting collected data. Which is exactly something we are intending to do in
this study. Descriptive design helps us better understand the need for the research.

OBJECTIVE OF THE STUDY: -

 The major objective of the study was as follows: -
 The consumer preference towards the TITAN as a brand.
 The watch market share that the brand TITAN shares
 Area of improvement for the TITAN in watch industry.

HYPOTHESIS OF THE STUDY: -The hypothesis of the study refers to a specific, testable prediction. It
describes in concrete terms what you expect will happen in a certain circumstance.
The hypothesis for this research study is as follows:

a. Null Hypothesis Ho: There is no significant effect of other brand of over consumers’ attitude.

b. Alternative Hypothesis Ha: There is significant effect of Titan over consumers’ attitude
 47

POPULATION: -Population is generally a large collection of individuals or objects that is the main focus of
a scientific query. The Population of this study is consumer from KANPUR as a city.

SAMPLING UNIT: -The population divided into a finite number of distinct and identifiable units is called
sampling units. The sampling unit for this research study is a CONSUMER of “KANPUR”

Sample Size: Sample size determination is the act of choosing the number of observations or replicates to
include in a statistical sample. The sample size is an important feature of any empirical study in which the
goal is to make inferences about a population from a sample.

A sample size of 100 was considered adequate for this study. :

SAMPLING PROCEDURE: -Sampling is a process or technique of choosing a sub-group from a population

to participate in the study; it is the process of selecting a number of individuals for a study in such a way that
the individuals selected represent the large group from which they were selected.

For this study, the Random Sampling Method were used so they can represent the whole population that is to
be studied.

Random Sampling Method:

Random sampling is a part of the sampling technique in which each sample has an equal probability of being
chosen. A sample chosen randomly is meant to be an unbiased representation of the total population.

Data Collection:

This study used a survey method to collect data. An online Questionnaire with close ended questions as well
as ratings based on the Likert scale, to collect data for the study.

Sources of Data Collection:-The relevant data was collected from both primary sources and secondary
sources.

• Secondary data Collection-: The starting point of my information gathering has been the secondary
sources such as internet, books, and journals and so on.

• First, I made a study of the brand positioning and repositioning strategies of Titan watches through
secondary sources such as internet, insurance magazines, and journals and so on.

• Then I conducted a consumer awareness survey on brand repositioning strategies undertaken by Titan
watches in recent times. It was also collected from the company’s official website.
 48

• Primary Data Collection-: Data was collected through an interview schedule, consisting of both open
ended and closed ended questions.

• The schedule covered parameters like reasons for consumers’ brand preference; recollection of earlier
tagline and advertisement, brand ambassador of Titan; awareness of new tagline and campaign featuring
Katrina Kaif, new designs and so on.

• The data was collected through e- mails, telephone contacts and one-to-one personal interviews.

Statistical tools to be used:

The responses received were coded to facilitate basic statistical analysis. Descriptive statistics were used to
summarize the data. This was done by organizing the data into contingency tables to help establish the mean,
and mode of the data. Percentages, frequency distribution tables, pie charts, bar graphs were used for
presenting the analysed data.

Afterwards, chi square test will also be taken into use for testing the hypothesis and coming to a result. A chi-
square (χ2) statistic is a test that measures how expectations compare to actual observed data (or model
results). Chi-square test in hypothesis testing is used to test the hypothesis about the distribution of
observations/frequencies in different categories.

 Limitations: -
 The study is confined to Kanpur areaonly.
 There is possibility of sampling errors in the study.
 The responses of the consumers may not be genuine.

 The questions included in the questionnaire may not be comprehensive.

49
 50

CHAPTER-4
ANALYSIS AND INTERPRETATIONS
 51

1. TITAN SUB BRAND OWNED: -

This was a multiple-choice question where respondents were asked to choose sub brands of Titan which they
possess.

 Fastrack brand-72
 Sonata-14
 Raga-6
 Nebula-4
 WWF -2
 EDGE-2

FASTRACK
SONATA
RAGA
NEBULA
WWF
EDGE

2.PERIOD OF TITAN WATCH USED: -

 21year TO 4years-:644
 52

 4years TO 7years-:24
 7years TO 10years-12

12%

1-4 YEAR
24% 4-7 YEARS
7-10 YEARS

64%

3.REASON FOR BRAND LOYALTY: -

The respondents were asked to select the reasons from the options given for their preference for Titan
watches. For this question, multi-responses were received from the respondents.

 Attractive designs -72

 Reasonable Price-12
 53

 Brand image-10
 Good quality-6

6%
10%

ATTRACTIVE DESIGN
12%
REASONABLE PRICE
BRAND IMAGE
GOOD QUALITY

72%

4.RECALL OF TATA TAGLINE: -

Before brand repositioning exercise has been undertaken, was “What’s your style”. This tagline was adopted
during first rebranding exercise in 2004. The respondents were asked to indicate whether they remember the
tagline in dichotomous way, i.e., as “yes” or “no”. It was found that only 22% of the respondents were able to
recall the tagline and the remaining 78% answered in negative.
 54

22%

YES
NO

78%

5.TITAN’S ADVERTISEMENT:-
Titan advertises its watches in almost all media vehicles. The advertisements can be seen in TV, magazines,
newspaper, hoardings, billboards, radio and so on. All the 100 respondents have seen the advertisements of
Titan watches in various media. This was a multi-response question and the options given to select were
restricted to TV, magazines, newspapers, hoardings and radio. The findings of the survey have been
summarized in a table as follows:

 TV -46
 Magazines- 25
 Newspapers-12
 55

 Hoardings -12
 Radio-5

13%

13%
48% TV
MAGAZINE
NEWSPAPERS
HOARDINGS
26% RADIO

6.BRAND AMBASADOR OF TITAN:-

KATRINA KAIF is the brand ambassador of Titan. When the respondents were asked to recollect the
same, it was found that 92 out of 100 sample size were able to correctly mention the brand
ambassador while the remaining 8 did not give any response implying that they are not aware of it.
 56

8%

AWARE
NOT AWARE

92%

7.AWARENESS OF NEW TAGLINE: -

The survey has revealed that less than half of the total numbers of respondents are aware of new
tagline. 36% of the respondents could correctly mention the tagline while the rest are not even aware
that Titan has adopted major rebranding strategies last year.
 57

36%
AWARE
NOT AWARE
64%

8.NEW DESIGN OF TITAN: -

Titan has launched several new designs in 2008 in its existing collections and as per its plans
introduced new product collections also. The respondents were asked to rate the new designs as
“poor”, “average”, “above average”, “good” and “excellent.
 58

6%
12%

POOR
40%
AVERAGE
12% ABOVE AVERAGE
GOOD
EXCELLENT

30%

9.NEW CAMPAIGN OF TITAN:-

The survey has revealed that the percentage of respondents who have seen the new campaign
featuring is 50%.
 59

50% 50%
AWARE
NOT AWARE

10.RATING OF NEW CAMPAIGN: -

The 50% of the respondents who have seen the new campaign were asked to rate it with respect to
how effective the campaign is in inspiring consumers to have a new look every day and be more in
lives. The respondents were asked to rate it as “not at all effective”, “effective” and “highly effective.
 60

12%

50%
EFFECTIVE
38% HIGHLY EFFECTIVE
NOT AT ALL EFFECTIVE

11.TITAN’S EXCLUSIVESHOWROOM:-

The respondents were asked to rate Titan’s exclusive showrooms on 5-point rating scale – Poor,
Average, Above Average, Good and Excellent. The factors related to showrooms that were provided
to the respondents for rating are – store ambience, sales personnel, after sales service and display of
watches.
 61

2%
10%
28%
POOR
20% AVERAGE
ABOVE AVERAGE
GOOD
EXCELLENT

40%

12. AREA REQUIRING MOST IMPROVEMENT:

 Product variety-20
 Prices-5
 Offers-15
 Quality-20
 Accessibility of outlets-10
 Advertising-30
 62

20%
30%

5% PRODUCT VARIETY
PRICES
OFFERS
15% QUALITY
10% ACCESSIBILITY OF OUTLETS
ADVERTISING
20%

13.PREFER TO PURCHASE AT TITAN OUTLETS:

 Only during offers-75

 Any time-25
 63

25%

ONLY DURING OFFERS

ANY TIME

75%

14.PREFERNCE TOWARDS JEWELLERY: -

 Tanishq-45
 Navratan-25
 Abraham-15
 Others-15
 64

1%
17%

52%

29%

Tanishq Navratan Abraham Others

15.PREFERNCE TOWARDS PERFUME: -

1.Skinn (Titan)-20
2.Fogg-15
3.Axe-40
4.Chanel-10
5.Others-15
 65

15%
20%

10%

15%

40%

SKINN(Titan) FOGG AXE CHANEL OTHERS

16. PREFERNCE TOWARDS TO BACKPACK: -

 Fastrack (Titan)-25
 Wildcraft-50
 Puma-10
 Reebok-5
 Others-25
 66

10%

5% 25%

10% Fastrack(Titan)25
Wildcraft
Puma
Reebok
Others

50%

17. Preference with regard to Eye Glasses: -

 Titan Eye-45
 Ray- Ban-15
 Calvin Klein-20
 Gucci-20
 67

20%

45%

20%

15%

Titan Eye Ray Ban Calvin Klein Gucci

18. Preference towards watches: -

 Titan- 45
 Casio-25
 Police-5
 Tag – Huer-5
 Fastrack-20
 68

20%

5% 45% Titan
5% Casio
Police
Tag Huer
Fastarck
25%

18. QUALITY OF PRODUCTS MANUFACTURED BY TITAN INDUSTRIES

 Highly satisfied-50
 Satisfied-25
 Average-10
 Good-10
 Poor-5
 69

5%
10%

10%
HIGHLY SATISFIED
50%
SATISFIED
AVERAGE
GOOD
25% POOR

19. Watched the advertisement-

 Yes-76
 No-24
 70

24%

Yes
No

76%

20. Major Age of respondents-

 Above 20 years-49
 Above 40 years-28
 Above 60 years-23
 71

23%

49%

28%

ABOVE 20 YEARS ABOVE 40 YEARS ABOVE 60 YEARS

 72

CHAPTER-5
FINDINGS OF THE STUDY
 73

 FINDINGS OF THE STUDY: -

 Fastrack has been the most used sub brand.

 The period for which the brand has been used refers to the 1-4 years.

 The reason for brand loyalty goes for attractive design.

 The Tag line of TATA can be recalled through 78%.

 The Titan advertisement is done basically through television.

 Most people were aware of brand ambassador.

 Less people were aware of the new tagline.

 The new design was appreciated by customers.

 The awareness of new campaign was almost 50%.

 The new campaign was considered to be highly effective.

 The showroom was highly compatible.

 The company has great expenditure towards advertisement.

 Customer purchase during the offer time only.

 Tanishq has been the most used jewellery.

 Perfume domain should be looked after. The most used perfume is axe.

 The Backpack goes for wildcraft.

 The TITAN EYE glasses are the most used brand in the domain of eye glasses.

 The most range used in watch industry is TITAN itself.

 The advertisement is seen by most of the people.

 The major age of respondents was below the age of 40 years.

 The quality of product was appreciated by the customer.

 Most of the consumers prefer Titan watches for their attractive designs and good quality. However,
there is a misconception about pricing of Titan products among the consumers. They perceive them
to be high priced.
 Logos and taglines are rarely noticed by the watch consumers. Hence, any change in them also goes
unnoticed.
 Advertisement in mass media such as television, newspapers, and magazines are best meaning to
spread awareness about brand.
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 Celebrity endorsement of watches not only increases the visibility of the product but also gives an
assurance to the consumers that it is of high quality.
 They are looking forward for more innovative designs to be introduced by the company.
 The reach of the campaign in six months has been to more or less half of the consumers. However,
those who have seen the new campaign consider it to be effective in conveying the message it
intended to deliver, i.e., to “be more” in lives.
 The after sales service and behaviour of sales personnel have been given low ratings compared to
other variables mentioned in the questionnaire with respect to Titan’s exclusive showrooms.
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CHAPTER-6
RECOMMENDATION/SUGGESTION
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 SUGGESTIONS: -
Suggestions given respondents to improve brand image. Varied responses were received for this question. All
the responses have been summarized as follows:

 Introduce more trendy and innovative designs

 Focus on niche markets such as working men and women.
 Spread awareness about availability of watches in lower segments as most of the consumers feel that
Titan brand is synonymous with premium watches.
 Take steps to change consumer perception that Titan watches are high priced.
 Improve after sales service.
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CHAPTER-7
LIMITATIONS OF THE STUDY
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 LIMITATIONS OF THE STUDY: -

• The study is confined to Kanpur area only.

• There is possibility of sampling errors in the study.

• The responses of the consumers may not be genuine.

• The questions included in the questionnaire may not be comprehensive.

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CHAPTER-8
CONCLUSION
 80

 Conclusion: -
The conclusion to improve consumer awareness about brand repositioning strategy of Titan are as follows:

 To increase its visibility, Titan Company can sponsor events similar to fashion shows in which all
latest designs launched are displayed.

 This would have multiplier effect as the latest designs launched by the company gets noticed by
different segments of the customers in varied ways.

 Tie –up with FM radio channels for reminder advertisements and informing customers about various
sales promotion offers from time-to-time.

 Invest more in R&D as customer expectations are changing rapidly.

 Though Titan has got more product collections, it should focus on introducing more varieties in
already existing product collections. In other words, having a limited but more depth in product
collections would be more advantageous.

 Introduce exclusive collection for working women which is more contemporary and complements both
traditional and western wear.

 Majority of the population in India live in rural areas. So, showrooms should be set up at places nearer
to them. Introduce cheaper and rough use watches for this segment.

 After sales service has to be improved. That is, the process of servicing and repairing of watches
should be made faster. This can be done by ensuring the spare parts availability and training all sales
personnel in Titan showrooms to undertake these tasks.

 Tie up with international watch brands and make them available locally.

 Make use of internet to spread awareness among consumers about the brand.
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ANNEXURE
COPYOF QUESTIONAIRE: -
 82

1. Name:

2. Age Group:

 16-25 years
 26-35 years
 36-45 years
 46 years & above

3. Gender

 Male
 Female

4. Occupation:

 Business
 Salaried Employee
 Student
 Professional
 Others (please specify) __________________

5. Have you ever visited Titan Showroom?

 Yes
 No

6. How often do you visit Titan Showroom?

 Quarterly
 Half-Yearly
 Once in a year
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 Once in 2 years

7. Indicate your opinion on promotional strategy of Titan Industries.

 Highly Satisfied
 Satisfied
 Average
 Dissatisfied
 Highly Dissatisfied

8. What is the satisfaction level of the Products of Titan Industries?

 Highly Satisfied
 Satisfied
 Average
 Dissatisfied
 Highly Dissatisfied

9. Which of these sources give you awareness about the products of Titan Industries?

 Newspaper (please specify which one) __________________

 Advertisements
 Word of Mouth
 Leaflets
 Hoarding
 Television

10. The services at Titan Showrooms are:

 Highly Satisfied
 Satisfied
 Average
 Dissatisfied
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 Highly Dissatisfied

11. Indicate your response about the pricing strategy of Titan Industries:

 Very High
 High
 Reasonable
 Low

12. Would you like to recommend about Titan products to others?

 Yes (please specify why) ____________________

 No (please specify why) ____________________

13. When do you wish to purchase a product of Titan Industries?

 Birthday
 Special Occasion
 Any time
 During Offers or Discounts
 Others (please specify) _________________________

14. Do you think Titan Industries offer enough variety of Product Lines?

 Yes
 No

15. Would you like them to offer or come up with new products?

 YES
 No

16.Are you satisfied with the quality of the products manufactured by Titan Industries?

 Highly Satisfied
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 Satisfied
 Average
 Dissatisfied
 Highly Dissatisfied

17. Indicate your preference with regard to watches.

 Titan
 Casio
 Police
 Tag-Huer
 Fastrack
 Others (please specify) ______________

18. Indicate your preference with regard to Eye Glasses.

 Titan Eye+
 Ray-Ban
 Calvin Klein
 Gucci
 Other (please specify) _______________

19. Indicate your preference with regard to Backpacks.

 Fastrack (Titan)
 Wildcraft
 Puma
 Reebok
 Others (please specify) _______________
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20. Indicate your order of preference with regard to perfume.

 Skinn (Titan)
 Fogg
 Axe
 Chanel
 Other (please specify) ________________

21. Indicate your preference with regard to Jewellery.

 Tanishq (Titan)
 Navaratan
 Abraham
 Others (please specify) _______________

22. When do you prefer to purchase at Titan outlets?

o Only during offers

o Any time
o Others (please specify) _______________

23. Which area do you think needs the most improvement?

 Product Variety
 Prices
 Offers
 4) Quality
 5) Accessibility of outlets
 6) Advertising
 7) Others (please specify) ______________________

Please specify any more suggestions………………

87
 88

BIBLIOGRAPHY
 89

 Sengupta Subroto (2006), “Brand Positioning: Strategies for Competitive Advantage”

 Second Edition, Tata McGraw Hill Publishing Company Limited, New Delhi.
 Gopalakrishnan PS (ed.) (2007),” Rebranding: An Introduction”. ICFAI University Press, Hyderabad.
 ICFAI Journal of Marketing Management
 ICFAI Journal of Brand Management
 www.marketingprofs.com 43
 www.brandingstrategyinsider.com
 www.scribd.com
 www.thehindubusinessline.com
 www.economictimes.com