Their effective use of market segmentation strategies along with sound understanding of the consumer mentality has provided them with considerable weight on the balance sheet. It brought out the Aqua, a trendy collection for the youth. Styling was not a factor initially with the Indian watch industry but Titan was there to make a difference and gave a fresh breath of life to the age-old rusty style of wristwatches.
The needs of women throughout the nation were changing and the brand was aimed to cater these very needs. It has also appointed Mahendra Singh Dhoni himself belonging to Ranchi as the brand ambassador of its Sonata collection to reach out to the rural population.
The three of them have remained established business concerns in the Indian market throughout the past decade in spite of facing new competitors and rivals. It tries to bring forth the excitement, which lies in the minds of the general public as they wait for the first date of each month on the calendar.
Sonata for the masses and the budget-conscious. The treats for passing exams were now a Cadbury instead of a mithai.
Today the company has a model for every price segment and every market.
Its price range starts from Rs. Today, the Titan group has its own retail shops throughout the country. The unique designs and price variations enabled it to reach all classes and customers. The hole-in-one for the company was when it identified sweets to be a very integral part of the Indian culture.
Fastrack for the cool and funky fetishes of the youth while Insignia, Steel and Nebula were all aimed at the luxury watches segment. Today, Titan has also diversified into the eye-wear market thrugh these retail chains.
On the other hand, his counter-part Aamir Khan was capturing the minds of the urban segments. It now catered from children to adults and from chocolate to mithai.
In the early s, it tried to cater to the sweet tooth of the children. These orientations differed with time as India, its society, its mentality and its people were undergoing a massive change during the 90s.
It originated from a town in the United Kingdom, Bournville also the name of its recently launched high-end chocolate in The constant innovation and effective market segmentation has been the great boon of the company.
Initially when the mechanical technology was the norm, Titan went against the tide and built-up its line with Quartz. Titan is also capturing the rural market very efficiently. Raga was for the sophisticated Indian woman. This was a significant move as the women were now more liberal in the society and the corporate culture was establishing its roots in India.
Both helped them crawl their ways through into hearts of the rural population of the country, which had an untapped and astounding potential.
Over the last decade and many years before it as well, the marketers in terms of establishing market control, gaining competitive advantage, customer loyalty and high revenues have put such segmentation to good use.
Having its origination in the consumer market, the concept of segmentation has reached the business-to-business markets as well. Dash for the kids segment.For example, Titan itself provides with the number of different brands/products which are targeting different segments in the market.
Following is the table which represents the various sub brands and their targeted segments of TITAN.5/5(9). Titan entered the Indian market of wristwatches inat a time when HMT watches were enjoying a monopoly-situation. The venture took birth from the TATA group and today is India’s market leader in wristwatches and.
Titan is an Indian watch brand with international styling. Titan STP. Segment. Watch brands from luxury to sporty to fashion. Target Group. Mid and Premium Market Working men and women.
Positioning. Titan is positioned as not just a watch, but a style statement. Product Portfolio. Brands. polkadottrail.comck polkadottrail.com Watches. 3. Titan Raga. Allen Solly is a reputed Indian clothing brand & is a part of the prestigious Aditya Birla Group and the Marketing Mix of Allen Solly is very polkadottrail.com Birla Group has a range of clothing brands but Allen Solly is for the creed looking for something contemporary and very much stylish.
SegmentationTitan has segmented the market on the basis of the following variables: Demographic (age and social class), Psycho graphic (lifestyle and personality), Behavioral(benefits and occasions), Geographical (region)The first consisted of the high income/ elite consumers who were buying a watch as a fashion accessory.
Titan mrktng strategy 1. Overview: Titan Industries was established in as a joint venturebetween the Tata Groupand the Tamil Nadu Industrial polkadottrail.com company brought about a paradigm shift in theIndian watch market, offering quartz technology withinternationals t y l i ng, ma n u f a c t u r e d i n .Download