1. WATCHES
Presented by:
Anil Nandyala (B11005)
Gurcharan Singh (B11021)
Mona Kumari (B11028)
Sabyasachi Sahoo (B11037)

2. AGENDA
OVERVIEW OF TITAN
HYPOTHESES
TOOLS FOR DATA ANALYSIS
NET TAKE AWAY
REPORTS ON PRIMARY RESEARCH

3. Overview of
“TITAN”

4. GENESIS OF TITAN
* • Pre Titan Era
• Establishment of Titan Industries
* • Launch of Titan Watches
• “HMT” – Major Competitor
• Titan became Market Leader

5. Sleek
Beautiful
Trendy
Gifting article
Non-sturdy yet durable.
INITIAL POSITIONING OF BRAND ‘TITAN’

6. REPOSITIONING OF THE BRAND
Why repositioning
New logo & new tagline
“Fashion Accessory” – A new phase
“Aamir Khan” – Brand Ambassador
New range of watches

7. SEGMENTATION STRATEGY
PRICE
ELITE OR HIGH
CLASS
MIDDLE
INCOME
GROUP
LOWER MIDDLE
INCOME
GROUP
GENDER
MEN’S
SEGMENT
WOMEN’S
SEGMENT
AGE
GROUPS
KIDS
YOUTH
TITAN WATCHES

8. GENERIC COMPETITION OF THE BRAND
GOLD
BRACELETS
CHEAP
IMPORTS
LOCAL BRANDS
LAPTOPS
MOBILE
PHONES

9. STRATEGIES ADOPTED TO TACKLE COMPETITION
SEGMENTATION
OF TITAN
WATCHES
MASS MARKET -
SONATA
KIDS - DASH
YOUTH – FAST
TRACK
MEN’S – EDGE
STEEL
WOMEN’S –
RAGA, PURPLE
PREMIUM –
XYLYS, NEBULA

10. Hypotheses

11. HYPOTHESES ESTABLISHED
Watches are losing their image as time keeping
devices
Titan watches are seen as fashion accessory
Aamir Khan is the ideal brand ambassador for
Titan

12. HYPOTHESIS - 1
1. What are the various devices used for time keeping ?
2. Are there a majority of users who solely rely on
watches ?
“Watches are losing their image as time
keeping devices”

13. HYPOTHESIS - 2
1. What are the various items purchased as fashion
accessories and does Titan watches feature in them?
2. What are the reasons for purchase of Titan watches?
“Titan watches are seen as fashion accessory”

14. HYPOTHESIS - 3
“Aamir Khan Is The Ideal Brand Ambassador for
Titan”
1. What are the perceived brand traits of brand Titan in the
mind of the consumer?
2. What are the perceived personality traits of Aamir Khan in
the minds of the consumer?
3. What is common between Aamir Khan and Titan watches?
4. Are there other personalities who the consumers feel may
be able to better represent Titan?

15. TOOLS FOR DATA ANALYSIS
Instruments of Data Collection
Sampling Size & Sampling Plan
Methods of Data Analysis
Pie - Chart
Bar Charts

16. Analysis of our
survey

17. What are the various devices you use for time keeping?
DEVICE NUMBER OF
RESPONSES
PERCENTAGE
Watches 83 77.57%
Mobile Phones 94 87.85%
Laptops 40 37.38%
I-pod 8 7.48%
Tablet 2 2%
others 1 1%

18. Which of these items according to you is a fashion accessory?
ITEM NUMBER OF
RESPONSES
PERCENTAGE
Watches 77 71.96%
Sunglasses 76 71.03%
Bracelets 45 42.06%
Shoes 67 62.62%
Others 20 18.69%

19. Following are some of the attributes of watches. Kindly let us know how critical
these attributes are for you, while you purchase watches.
ATTRIBUTE RATE RATE/ SAMPLE
SIZE
Style 380 3.55
Durability 354 3.31
Price 316 2.95
Quality 383 3.58
Avalibility 276 2.58
After sales
service
323 3.02

20. Do you wear different watches at different occasions?
RESPONSES
NUMBER OF
RESPONSES
PERCENTAGE
Yes 62 58%
No 45 42%

21. If you use different watches for different occasions, how many watches do you
have?
ITEM NUMBER OF
RESPONSES
PERCENTAGE
2 15 24.19%
3 20 32.25%
4 16 25.8%
5 7 11.29%
More than 5 4 6.45%
TOTAL 62 100

22. In watches category which brand do you consider as fashion accessory ?
BRAND RATE *
WEIGHT
PERCENTAGE
TITAN 87.6 26.25%
TIMEX 37 11.09%
CASIO 62.4 18.7%
OTHER HIGH
END WATCHES
63.4 19%
GREY END
WATCHES
83.2 24.94%

23. If Titan were a person, which traits would you associate with it ?
TRAITS WEIGHTED
CALCULATION
PERCENTAGE
Style 97.8 15.89
Innovation 92 14.94
Perfection 83.4 13.55
Quality 96.8 15.72
Reliable 74.2 12.05
Leader 85.2 13.84
Fashionable 86 13.97
TOTAL 615.4 100

24. “The association with this person was mainly due to the brand values that both Titan and
the actor are associated with. We are both known for our commitment and obsession
towards perfection, quality, innovativeness, setting new trends and our market leadership”
This is a statement given for the brand ambassador’s selection? Who do you think this
person is?
NAME OF THE
PERSON
NUMBER OF
RESPONSES
PERCENTAGE
Amitabh
Bachan
7 6.54%
John Abraham 3 2.80%
M.S.Dhoni 15 4.67%
Virat Kohli 0 0%
Aamir Khan 89 83.17%
Genelia
D’souza
0 0%
A.R.Rehman 3 2.8%

25. Do you think Aamir Khan has enhanced brand image of Titan?
RESPONSE NUMBER OF
RESPONSES
PERCENTAGE
Strongly agree 35 32.71
Agree 52 48.59
Neither agree
nor disagree
16 14.95
Disagree 3 2.8
Strongly
disagree
1 0.93

26. NET TAKE AWAY

27. Thank You