This document summarizes Titan's watch brands and target segments. It discusses that Titan targets different income segments with brands like FastTrack, Karishma, Raga, Octane, and JUXT. It profiles the target demographics like gender, age, income, and lifestyle for each brand. The document also discusses Titan's positioning in the market as an affordable luxury Indian brand with international styling. It compares Titan to competitors on attributes like style, price, features, and technology. Finally, it discusses Titan's core competencies in quality, differentiation, and celebrity brand ambassadors.
5. TIMEX : Low to Mid level segment
CASIO : Middle level income segment for both men & women
TAG HEUER : Premium watches segment across the world
OMEGA : Premium luxury watches for both men and women.
GUESS: luxury watches for high income people.
7. Income Gender Age and life cycle
• 500-1500
(FASTTRACK,KARISHMA)
• 1500-3000
• ( REGALIA,RAGA)
• 5000-10000 (EDGE ,
JUXT)
• Above 10000 (NEBULA)
Men vs Women
Octane vs Raga
• Children (ZOOP)
• Youth (FASTTRACK)
• Adults (OCTANE , JUXT)
• Married (BANDHAN)
• Old (STEEL)
11. Individual Marketing (not adopted by the Company)
Niche Marketing
Titan’s major customer base was the youth , so it introduced FastTrack to target the youth
Segment Marketing
Titan has segmented its business into 3 heads :-
Mass Karishma)
Mid-Luxury (Raga)
Luxury (Octane , JUXT)
Local Marketing
All products are addressed to all customers as a whole . Localized products are not available
as such .
12. Titan Raga : made for women , exclusively designed to be feminine,delicate and
elegant . Shown as a accessory that completes a women’s wardrobe
Titan Edge : Slimmest watch , made of stainless steel and
Bandhan : Symbolizes the unique bond between a man and woman
Juxt :
Fast track :
13. POSITIONING MAPPING :
People view Titan as a
Style statement
An affordable luxury.
Titan is an Indian watch brand with international styling
PRODUCT DIFFERENTIATION
STYLE / DESIGN
Price
FEATURES
Water resistant
Technology Equipped
Scratch and break resistant
14. Titan
Style : Refining outlook with the
changing trend
Price: Affordable luxury
New technological advancements
Elegance
Competitors
15. Titan watches are designed to provide reliable and accurate service .
Titan automatic watches need to be checked periodically after every 2-3 years.
Core competency of Titan
Titan beats other players in the market by keeping quality as top on its list.
Titan creates competitive advantage by way of differentiation (decided to manufacture only
quartz and not mechanicals).