Of Watches

-BY Arihant Aski Goswami, Sonyog Goswami Priyanka Hazarika, Jessimuddin Ahmad, P
radyut

Segmentation, targeting, and positioning together comprise a three stage process

.
determine which kinds of customers exist, then select which ones we are best off
trying to serve and, finally, implement our segmentation by optimizing our prod
ucts/services for that segment and communicating that we have made the choice to
distinguish ourselves that way

Step 1 :Segmentation- the Titan Perspective

The levels of market segmentation are:
.
Segment Marketing Individual Marketing Niche Marketing Local Marketing

Marketers target more than one segment when it is not economically feasible to d
esign products and services for individual segments. TITAN PERSPECTIVE Titan has
segmented its business into three main categories:  Mass  Mid-premium  luxury

Individual Marketing is the extreme level of segmentation in which marketers foc

us on individual customers. TITAN PERSPECTIVE
Titan has not applied this for its marketing !!

A niche is more narrowly defined group, typically a small market whose

needs are not well served. Marketers usually identify niches by dividing a segme
nt into sub segments or defining a group seeking a distinctive mix of benefits
TITAN PRESPECTIVE
Serving the youth since they form the majority of customer base.
introducing FAST TRACK price offering from Rs 500(affordable) watches with style
statements

Marketing programs being tailored to the needs and wants of local customer group
s. The prominence of local marketing has also become very dominant. TITAN PERSPE
CTIVE All the products of TITAN are addressed to all the customers as a whole. L
ocalized products are not available. But some products which are available in UK
have some pictures of eminent personalities on their Dial like M.K. Gandhi, Mr.
Jawaharlal Nehru,etc. so that the customers can identify the product with those
dignitaries.

B low Rs 500
Income
B tw Rs (5001500) B tw Rs (15003000) B tw Rs (30005000) B tw Rs (500010000) Abov
Rs 10000

AGE AND LIFE CYCLE STAGE
12--20 18--30 30--35


GENDER
ts Ladi s Marri d coupl s
Fashion Statement
Social class
Fashion Statement but price sensitive
Utility

Lifestyle:
Luxury Mid Premium Mass
Personality
economy category luxury category sports & casual category, fashion category,

Occasions
Benefits
SERVICE CENTRE uge product ra ge good life cycle
Formal Dress wear Fas io

Four main activities in this stage Defining the abilities of the company and res
ources needed to enter a market Analyzing competitors on their resources and ski
lls Considering the company s abilities compared to the competitors Deciding on
the actual target markets.

Segment 1 single segment with a single product SUPPLIER Segment 2 Segment 3 The
first is the single segment with a single product. For example, Titan s sub bran
d, Raga is targeting the upwardly mobile ladies in the upperpremium segment.

Segment 1 One product for all segments Segment 2 Supplier Segment 3

Secondly, the marketer could ignore the differences in the segments, and choose
to aim a single product at all segments i.e. the whole market. SONATA FAST TRACK

Supplier
Brand A Brand B Brand C Brand D
SEGEMENT 1 SEGEMENT 2 SEGEMENT 3
Finally, there is a multi-segment approach. Here a marketer will target a variet
y of different segments with a series of differentiated products. For example, T
itan itself provides with the number of different brands/products which are targ
eting different segments in the market

Positioning is statement that shows how you are different, better or more specia
l than your competition. TITAN PERSPECTIVE Titan initially pioneered the concept
of "Gifting watches Titan pushed the concept of "Matching Watches to Clothes Ea
rlier Fastrack was targeted at 20-25 year olds and positioned along the line "Co
ol watches from Titan".The company re launched the brand lowering the target seg
ment to 18-30 year olds with the baseline How many you have?".

GREAT TEAMS MAKE GREAT PRESENTATIONS

Criteria Demographic
Segment INCOME
Basis of distribution Between Rs (5001500) Between Rs (15003000) Between Rs (500
010000) Above Rs 10000
Example TITAN Fast Track
TITAN REGALIA,FAST TRACK,RAGA TITAN EDGE
TITAN NEBULA

Criteria
Segment
Basis of distribution GENTS
Example
Demographic
GENDER
TITAN FLIP
LADIES
TITAN RAGA
MARRIED COUPLES
TITAN BANDHAN

Criteria
Segment
Basis of distribution 12-20
Example
Demographic
Age and life cycle
TIMEX, Sonata, etc
18-30
FAST TRACK, TECHNOLOGY, SONATA, etc. SONATA, NEBULA, RAGA, STEEL, REGALIA, BANDH
AN, etc.
30-55

Criteria
Segment
Basis of distribution Example
Demographic
SOCIAL CLASS
FASHION STATEMENT
ROYALE, AURUM, and NEBULA RAGA, TECHNOLOGY , FAST TRACK etc
FASHION STATEMENT BUT PRICE SENSITIVE
UTILITY WATCHES
TIMEX, SONATA, KARISHMA, etc

Criteria
Segment
Basis of distribution LUXURY
Example
Psychographic
Life style
NEBULA, AURUM
Mid premium
RAGA, GOLD-STEEL, TECHNOLOGY SONATA,TIMEX and KARISHMA
Mass

Criteria
Segment
Basis of distribution ECONOMY
Example
Psychographic
Personality
TITAN KARISHMA
LUXURY
TITAN RAGA
SPORTS AND CASUAL FASHION STATEMENT
TITAN FASTRACK
RAGA,NEBULA

Criteria
Segment
Basis of distribution Example
BEHAVIORAL
OCCASIONS
FORMAL
NEBULLA, STEEL, RAGA, GOLD&STEEL REGALIA, RAGA, GOLD&STEEL, ROYALE
DRESS WARE
FASHION
TECHNOLOGY, STEEL, RAGA, GOLD&STEEL, FAST TRACK

Criteria
Segment
Basis of distribution
Example
BEHAVIORAL
benefits
WIDE SERVICE
SERVICE CENTRE in 174 towns
HUGE RANGE
FASTRACK,RAGA, NEBULA,KARISHMA ETC FASTRACK FOR YOUTH TO BANDHAN FOR MARRIED PEO
PLE
GOOD LIFE CYCLE