Project on Titan
CONTENTS
ACKNOWLEDGEMENT
INTRODUCTION
EXECUTIVE SUMMARY
COMPANY BACKGROUND
SITUATION ANALYSIS
SWOT ANALYSIS
SEGMENTATION STRATEGY
MARKET RESEARCH
MARKETING PROGRAM
CONCLUSION
BIBLIOGRAPHY
ACKNOWLEDGEMENT
We wish to express our sincere thanks to Ms. Aparna Goel, Lecturer Consumer Behaviour, and FACULTY- AMITY BUSINESS SCHOOL for giving us the opportunity to work on this exciting project. This has given us the insight of how the various theoretical concepts are applied in an organization.
We are also grateful to MS. NARISHIMA – TITAN REGIONAL OFFICE and Mr. SURESH MAHBOOBANI, Proprietor “THE WORLD OF TITAN” – USMAN ROAD for their valuable inputs which helped enrich this project.
AN INTRODUCTION
Remember when the only Indian wristwatch brand you could buy came in a clutch of clunky models, one more ordinary than the other, when the craze for an `imported watch’ never seemed to wane? That was before the time of Titan, a name which changed forever the way watches made in this country were seen by Indians and the world.
Launched in 1987, Titan is credited with transforming the face of India’s watch industry. By offering consumers quality products the blended classy designs with superior technology, Titan became byword for success stories. Outstanding service, wide variety of models, and effective marketing has helped Titan consolidate its early gains, to the point where the company is a force to be reckoned with beyond Indian shores.
Understanding the Indian consumer’s psyche has been vital to Titan reaching its current position of strength. The company today has a model for every price segment and every market, urban and rural, regional and international. Within the Titan mother brand are Nebula, which comes draped in 18-carat gold; the exclusive Insignia; PSI, for those turned on by technology; and Raga, which has been designed exclusively for women. Titan’s focus has always been on India.
ACKNOWLEDGEMENT
INTRODUCTION
EXECUTIVE SUMMARY
COMPANY BACKGROUND
SITUATION ANALYSIS
SWOT ANALYSIS
SEGMENTATION STRATEGY
MARKET RESEARCH
MARKETING PROGRAM
CONCLUSION
BIBLIOGRAPHY
ACKNOWLEDGEMENT
We wish to express our sincere thanks to Ms. Aparna Goel, Lecturer Consumer Behaviour, and FACULTY- AMITY BUSINESS SCHOOL for giving us the opportunity to work on this exciting project. This has given us the insight of how the various theoretical concepts are applied in an organization.
We are also grateful to MS. NARISHIMA – TITAN REGIONAL OFFICE and Mr. SURESH MAHBOOBANI, Proprietor “THE WORLD OF TITAN” – USMAN ROAD for their valuable inputs which helped enrich this project.
AN INTRODUCTION
Remember when the only Indian wristwatch brand you could buy came in a clutch of clunky models, one more ordinary than the other, when the craze for an `imported watch’ never seemed to wane? That was before the time of Titan, a name which changed forever the way watches made in this country were seen by Indians and the world.
Launched in 1987, Titan is credited with transforming the face of India’s watch industry. By offering consumers quality products the blended classy designs with superior technology, Titan became byword for success stories. Outstanding service, wide variety of models, and effective marketing has helped Titan consolidate its early gains, to the point where the company is a force to be reckoned with beyond Indian shores.
Understanding the Indian consumer’s psyche has been vital to Titan reaching its current position of strength. The company today has a model for every price segment and every market, urban and rural, regional and international. Within the Titan mother brand are Nebula, which comes draped in 18-carat gold; the exclusive Insignia; PSI, for those turned on by technology; and Raga, which has been designed exclusively for women. Titan’s focus has always been on India.