BRAND AUDIT

of

Submitted by:
Group 1

Brand Report Card

Attributes

Your Score (out of 5)

Rate these elements in order of

importance to your brand

Delivering on customers desires

Relevance

Value

Positioning

Portfolio

Integrated Marketing Activities

Management

Support

Monitoring

Problem Areas
Delivering on customers desires
To what extent do you have a system in place for getting your
customers to the people who can effect change
1
2
3
4
5
Portfolio Management
To What extent does the brand portfolio hierarchy makes sense
1
2
3
4
5

About TITAN
Titan Industries is the world's fifth largest and India's
leading manufacturer of watches.

The Titan portfolio has over 60% share in the domestic

market

Share in the organized watch market. To ensure a dominant presence in the

market the company has showrooms in every nook and corner of the country
that caters to the needs of every segment of the people.

Presence in 32 Countries

became one of the first brands in the nonconsumer goods segment from India to be sold in
Middle East, East Asia as well as Europe.

Company History
+

Timeline

Joint venture
Electronic watches
150 designs

1984

Aqura range of
watches launched

1986

1991

1989

+
Digital & ana-digital
watches

Raga range of
watches launched.
Spectra range
reintroduced

Aqura sold
to Timex
Consultancy services
Marketing strategy
outsourced

1994

1992

Tanishq range of
watches launched
Insignia launched
in India

1995

1996

Sonata range of
watches launched

Xylys range of
watches launched

Edge and Braille

watches launched

2006

2013

Octane, Obaku, Automatic,

Purple range of watches
launched

Crown range of
watches launched

2005

2004

Vizag range of
watches launched

Cyber range of
watches launched
Titan-Fastrack
launched
Baarah nai toh
tera ampaign with
pizza hut
Classique collection launched

2001

2000

Dash range of
watches launched

Vision and mission

Vision:

We create elevating experiences for the people we touch

and significantly impact the world we work in

Mission:
We will do this through a pioneering spirit and a caring, value-driven
culture that fosters innovation, drives performance and ensures
the highest global standards in everything we do

Brand strategy
Total customer orientation
Customers take precedence over all else, always.
Performance culture and teamwork
At Titan Company, high performance is a way of life and is nurtured by teamwork.
Creativity and Innovation
Driven by innovation and creativity, we focus on smarter approaches and newer
technologies.

Passion for excellence

In all our pursuits, we ceaselessly strive for excellence.
Corporate Citizenship

We ensure that a part of our resources is invested in environment and community

betterment.

Brand Architecture
TITAN

Low end

Mass
market

Sonata

Fastrack

Dash

Exacta

Premium

Fastract

Classique

Spectra

Luxury

Royal

Regalia

Raga

Xylys

Nebula

Bandhan

Tanishq

PSI2000

Product Range

Titan: Line Extension

Titan Raga
Titan Edge
Titan Purple
Octane from Titan

Titan: Brand Extension

Examples of Titan Brand Extension:
1] Titan Eye Plus
2] Titan Belts
3] Wallets by Titan
Examples of Fastrack Brand Extension:
1] Fastrack Sunglasses
2] Fastrack Bags
3] Fastack Wallets
4] Fastack Belts

Titan: Other Strategies

Corporate & Product Umbrella Brands: eg Titan Raga, Edge, HTSE,
Purple, etc.
Co-Brands: Titan Ducati Collection

Ingredient Brands: eg Helios by Titan

Attributes

Distinct watches in Gold and Leather

Stylish watches in other Precious metals
Contemporary watches in stainless steel to withstand rigors of daily life
Casual watches for youngsters and for outdoor use
Jewellery watches in 18 carat Gold, studded with Gems and coloured stones
Use of plastic dials for bold and contemporary design

Product Related Attributes

Edge & Steel

Thinnest watch produced by Titan

High end consumers
Priced above Rs. 7000.
Developed after 4 years of R&D by both engineers and designers
Punch line How many watches do you have

Sonata

Positioned for Sec C and Sec D customer

Enjoyed enormous goodwill and trust
Price range between Rs.300Rs.1200
For budget conscious consumer

Product Related Attributes

Aqura
Trendy range of the youth
Colorful
Affordable plastic watches for the youth

Insignia
International looking top end watches
Seeking exclusivity and status

Fastrack

Positioned as a fashion product

Targeted at young customers.
John Abraham to endorse the brand
Tagged as How many do you have, move on.

Product Related Attributes

Zoop
Penetrated in Childrens market segment.
Children nowadays have certain amount of disposable pocket money.

Raga
Collection of watches designed for women

Octane
These watches look good and have features such as retrogrades and chronographs

Dash
Colorful range of kids

Points of Difference
World of Titan
Exclusively deals in Titan watches specialized retail shops
350+ exclusive showrooms christened World of Titan making it amongst the largest chains in its category
900+ after sales service centers

Titan Watch Care Centers

Titan has deployed quality after sales service

A TATA group comapny

Wide product portfolio of Titan Watches available for every customer
Womens watches
Mens Watches
Youths Watches

Kids Watches
Sports Watched

Points of Parity
Quartz watches
Durable
Accurate
Attractive
Quality Service
Attractive Price Range
Continuous Innovation

Positioning

Titan Edge the world's slimmest watch (at 3.45mm) that epitomizes the
philosophy less is more. It is targeted at professionals.
Titan Raga A feminine and opulent accessory for today's affluent
woman .
Nebula Watches crafted with solid 18k gold and precious stones. These
watches are perfect to compliment traditional Indian dresses.
Sonata India's largest selling watch brand to suit the common man's
wallet.
Xylys A Swiss-made, impeccably designed watch for the connoisseur and
new age achiever.
Fastrack Watches created to accessorise the trendy youth of today.

Contd..
Tanishq - India's fastest growing jewellery brand with a premium range of
jewellery, studded with diamonds or coloured gems in 18 kt gold, 22 kt pure gold
and platinum jewellery
Zoya, by Tanishq It is a chain of luxury jewellery boutiques which targets elite,
discerning ladies seeking designer wear of international standards. Its stores offer
exquisite, artistically styled masterpieces, studded in diamonds, apart from
traditional, fusion polki and kundan jewellery. These outlets showcase luxury
unsurpassed.
Titan Eye+ - It offers Indian consumers a world class optical retail experience. It
offers a range of optical products from stylish and contemporary frames and
sunglasses to the latest lenses and contact lenses.

Customer
service
Titan Company's Service Centre
750 service contact points in
more than 350 towns
Quick response
Quality service
6 months guarantee
Multiple mode of payments

Service Philosophy: The 3 R's

Repair the hurt feelings of the
customer
Repair the watch
Repair the damage to TITAN
reputation

Place
Multi-mode retail
World of titan exclusive
showrooms and franchisee
Titan time zones
Traditional and non traditional
shops

Promotion
Titan believes in making its ads clean, well made, touch on emotion
chord
Brand ambassadors:

Titan Brand: Aamir Khan

Sonata: Mahendra Singh Dhoni
Raga: Katrina Kaif
Xylys: Rahul Bose
Fastrack: Genialia and Virat Kohli
Titan eye plus- Chitrangda Singh

Promotion
Advertising media:
Television
Print
Internet

They have contracts with facebook and twitter for their promotion.
Titan is one of the companies, which formally believes in the policy of
promotion of the product based on the occasions
Sales Promotions
Sponsorships
Games & contests

Packaging
Titan watches come in a box which is
Fall resistant
Water resistant
Classy

Segmentation
On the basis of age

For Youth: Fast Track

For elder: Sonata

On the basis of Gender

For Men: sonata, fast track, titan, nebula etc.

For Women: Raga, Octane

On The Basis Of Lifestyle

For Professional And Elders: Steel and Sonata

For Students: Fast Track.

On The Basis Of Income:

Upper-Middle Class: Price range 20K-1L

Royal, Aurums, Nebula

For Middle Segment: Price Range Rs. 500-1500

Exacta, Fast Tracks

For Lower Segments: Price Range Rs. 350-500

Sonata

Source of Brand Equity

Titan belongs to the TATA Group and that is the biggest source of
brand equity for it.
Aamir Khan being associated with the brand also has contributed to
the brand equity of the company
Cutting edge technology and style is another source of brand equity
for Titan

Watch Market Map

Formal / Classic
Omega,Rado,
Longines

Raymond Weil
Tissot

Nebula

Sonata,
HMT,
Maxima

Rs 500

TITAN

1000

2000

Timex

Fastrack

Citizen

4000

XYLYS
5000

Espirit, Swatch Fossil

Giordano,
DKNY, Carrera
Tommy Hilfiger

Fashion/Sporty

10000

30,000 +

Tag Heuer Hugo

Boss
C Dior

THANK YOU