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Titan

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MARKETING ASSIGNMENT

PERSONAL LEARNING PAPER- TITAN

Submitted By:

Priya Mariam Simon
TITAN

Introduction

Titan is the market leader in the Indian watch industry. Titan had revolutionized the watch market with its emphasis on style and international quality. It had created strong brand equity in India and some overseas market. It has also established a strong presence in the area of branded gold jewellery. Titan with its top management team and the backing of the TATAs has achieved one of the leading marketing companies.

Company History

Titan was set up in July 1984, under the leadership of Xerxes Desai, with its corporate office in Bangalore. When it entered the market, HMT was the market leader. Titan went ahead with its plan to make the quartz watches. The company made only a handful ordinary looking quartz watches and had neglected styling as a whole. Titan believed that the Indian consumers desire to own a good looking watch had been totally ignored.

Titan decided to grow the market by encouraging ownership of multiple watches thereby stimulating the purchase of replacement watches and targeting under penetrated segments like women and first time buyers.

Titan looked at new business opportunities. Titan realized that its watches alone might not be able to price open the global market. The Company’s diversification into jewellery was a good gamble. Tanishq was branded and had been set up as an export- oriented unit to complement the watches division. The company started the manufacture of jewellery and jewellery watches in 1994. Titan decided to focus on the domestic market.

By the early 2000’s Titan’s share of the legal watch market had dropped. Despite these setbacks, Titan started reworking its strategy, making several changes in the product and product mix. In 2002, Titan announced plan

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