Titan is India's largest watchmaker and fifth largest in the world. It has established strong brand loyalty through innovative yet affordable designs. Titan has expanded to jewelry and other products while maintaining a customer-centric approach. This includes the Titan Signet loyalty program which recognizes customer value and gathers feedback to enhance service. Titan aims to transform satisfied customers into loyal brand ambassadors through quality products and services.

2. Titan most admired brand
•The Titan customer is known to indicate a strong sense of trust and loyalty
towards the brand.
• Titan has been voted Most Admired Brand (across categories) and the Most
Admired Consumer Durable Brand several times.
•Titan is now the 5th largest watch producer in the world.

3. The Watch Market & Industry in India
• India is an under-penetrated market for
watches – only 27 % of Indians own a watch
• Total estimated market in 2008-09 Volume ~
43.5 mn units & Value: Rs 3000 Crores (USD
600 Mn)
• Vast proportion of the Indian market is below
Rs 500 ~ 68% (85% by volume)
• Market has been split into: Low end, Mass
market, Premium, Luxury

4. INTERNATIONAL BUSINESS
• One of India’s first companies to market a
consumer brand overseas.
• Now present in 26 countries outside India
• Among the top 3 brands in some Asian countries
• Selling over 675k watches annually with
increasing presence in jewellery.
• Total export sales of over Rs 130 crores in
2008-09

5. TITAN Citizen
Timex
Rs 500 1000 2000 4000 5000 30,000 +
Formal / Classic
Fashion/Sporty
Sonata,
HMT,
Maxima
Espirit, Swatch Fossil
Giordano, DKNY, Carrera
Tommy Hilfiger
Raymond Weil
Tissot
Omega,Rado,
Longines
Tag Heuer
Hugo Boss
C Dior
Price
Fastrack
XYLYS
10000
Nebula

6. The Five Year Story….Multiple Businesses, Brands &
Geographies
Watches
Jewellery
Watches
Jewellery
Sunglasses
Eyewear
Precision parts
PRODUCTS
TITAN
SONATA
TANISHQ
TITAN
SONATA
FASTRACK
XYLYS
TANISHQ
GOLD PLUS
TITAN EYE +
BRANDS
200 STORES
IN INDIA
AND
PRESENCE
IN 17
COUNTRIES
500 STORES
IN INDIA
AND
PRESENCE
IN 26
COUNTRIES
GEOGRAPHIES
2 DIVISIONS
3 PLANTS
WITH
2500
PEOPLE
10 SBUs
9 PLANTS
WITH
4500
PEOPLE
UNITS

7. Watch Care Center
Close to 300 Titan service centers across Indian
All repair activities follow a strict and systemic process,
controlled & measured through ISO audit system
A chain of high profile outlets called “the world of titan”
Features: decent seating, air conditioning, magazines etc
Services Offered:-
•Servicing of the watch.
•Replacement of required spare parts.
•Replacement of strap/bracelets and battery.

8. Frontline Performance Important
Programme
Recruiting right person for the right job
Training given to ensure high quality customer interaction. Such
as:-
•Greeting the customer.
•Problem Understanding.
•Resolving Doubts & quarries.
The quality of service was maintained by monitoring & measuring
their performance
Customer satisfaction was measured through a feedback form
Value addition by offering stand by watches in case of long repair
times and home delivery
Feedback from customers on their experience was solicited
Greeting customers, problem understanding, resolving doubts

9. Point of Sale
Titan is an innovative leader in the supply of Point of Sale ( POS ) software and solutions,
with a special focus on the retail sector.
•Progressive
•Scalable
•Affordable Retail Solutions
Titan’s success in both the supply of turnkey solutions, software and
other services relies on their customer centric approach
This point of sale solutions are designed to deliver
- improved operational productivity
- greater control of inventory
- management of the business process
This is scalable from a single independent retailer through to a
multi-branch enterprise

10. Multi-user Terminal POS System
Invoicing
Quick Search
Scale Items
Discounts
Cash Record
Payment Splits
Multiple Tax Rates
Re-Print
Modification Option

11. Touch Point
Win pos – 1.quick search
2.customer and transactions records
3.track report sales
Trade soft- 1.stock control facility
2.full client history of all transactions

12. Value Addition & Re-Shaping Watch Industry
In 1985-86 – No choice available
In 1986-87 – Titan enter in the market
Titan offer international quality/style at an affordable price
Offered different range of product according to the taste & preference of the customer
Shift in the structure of demand. Eg: Titan, Sonata
Emergence of distinct consumer segment.
Sub branding strategy
•Raga
•Fastrack
•Nebula

13. Gap Identification
Existed in the product & retailing standards in the Indian watch
industry
Premium brand for luxury segment
Emergence of new channels
Significant increase in competitions in all segment
Set up a chain of service centers, with the close proximity to the
market place
The Titan Signet Club
Customer loyalty programme

14. Customer Relationship Model

16. After Sales Service

17. Human Resources
Appointment of right staff & train them to ensure high quality customer interaction
 Interaction involved- Greeting the customer, Problem Understanding, Stand by watches
in case of long repair, Home delivery
 Collected feedbacks from customers
 Increased service period by two hours i.e. 9am- 7pm with no breaks in b/w -before it
was 9am -5pm
The Human Resources Focus checks the appraisal system, the work environment, and
the Training and development of the employees
High quality tools and equipment was supplied to sustain repair quality
Updates on technical information were provided
The quality of service was maintained by monitoring and measuring their performance

18. Complaint Handling Technique
 Titan realized that relationship with its customers just starts with
the customer buying its product.
 Set up After Sales Service & support centre called ‘Watch care
Centers, through out the country.
 It Includes: Decent seating-A/c, Drinking water, Magazines,
Browsing, Pleasant music, Education posters, See through repair
Shop to let customer know what is taking place.

19. Benchmarking
Bench marked better with best service centers to improve
efficiency-customer evaluated service on 10 parameters & gave
their feed back on 10 points-suggestions were welcomed & best
suggestions were rewarded-introduced SIGNET program focused
on
 Building a special relationship with high lifetime value titian
customers
 Recognizing & rewarding the loyalty of customer to titan
 Providing a platform for direct feedback from the valued
customers to the company
Company has a world class design studio for watches

20. 85% of Watch Population
Titan received the award for the most admired Time wear Brand
of the year in 2009
Titan is ranked No.1 in the consumer durable category
Titan is a leading brand in India & the World’s fifth largest
watchmakers
Titan watches collections caters everyone’s fashion taste
Value for money
Innovative Technology

21. Quality of Service
Replacement of required spare parts
Battery replacement
Replacement of strap and bracelet
Home delivery facility at nominal cost
Extended maintenance warranty
2 years guarantee from the date of retail purchase
Guarantee of plating and battery for the period of 1 year from the date of
original purchase
Titan Customer Service markets spares and accessories, such as batteries,
leather and metal bracelets to all outlets that sell Titan, Sonata and Fastrack
watches
Staff encourage customers to use only original spares in order to ensure quality
and satisfaction
Titan Customer Service, is ISO 9001 & 14001 certified
All repair activities follow a strict and systematic process that is controlled and
measured through an ISO audit system

22. Feedback Forms
We enjoy having you as our customer and we are committed to
making our relationship together as exciting as possible. In order to
continue this journey smoothly we would like to appreciate your
suggestion and would like to know about our service.
Your name
Your address
Your email-id
Your mobile

23. Customer expectation
Offering quartz technology with international styling
It brought international brand into Indian Market. eg.: Tommy Hilfiger
Integrated supply chain management changed the way watches are designed,
manufacture and marketed
Understanding the Indian consumer’s psyche
Best quality material and watches offer long-lasting value to customer
Titan follow 3R’s
•Repair the hurt feeling of customer
•Repair the watch.
•Repair damage to Titan reputation.

24. Signet Programme
Titan has Titan Signet a 130000 member club that looks to build
relationship through rewards, regular discount and special offers
Titan Signet also provide a platform for direct feedback from
these valued customers
Titan Signet enrollment and membership card is provide if he
become a member of titan Signet
Most of exclusive service and benefits are available to Signet
member

25. A host of exclusive services and benefits are available to
Signet members , such as:
 Exclusive Offers on Watches and eye gear at The World
of Titan , Titan Watch Care Centres as well as on other
premium brands
 Being the first to know about new product launches &
Invites to previews
 Free Gift Delivery Service through The World of Titan
 Priority Service at the Titan Watch Care Centres

26.  The key to availing rewards and benefits is the Titan
Signet enrollment and the Titan Signet membership card.
Any customer at The World of Titan can become a
member of The Titan Signet if he / she has bought:
 Any single product worth Rs 2000 or more
Any Titan Raga Watch (irrespective of price)
Any Fastrack watch or eye gear worth Rs.995 or more
A total bill value of Rs.3000 or more which may include
Titan Gift Vouchers

27. •Earn reward points every time you shop at
World of Titan; these points can be accumulated
and availed as a discount on future purchases
•An investment for future purchases
•Receive a welcome gift on enrolment
•Be privy to exclusive offers/bonus points from
time to time
•Receive regular updates via sms and e-mail on
new arrivals, latest offers and campaigns
Titan Signet is the exclusive Loyalty Programme of the World of
Titan. As a Signet member, you will -

28. Transformation of Satisfied to Loyal Customer
The role of salespeople in the world of titan is both building and
promoting relationship
The basic premise of Titan’s Service Program is to offer superior
value to customers in an effort to turn prospects into customers,
customers into satisfied customer, satisfied customer into loyal
customers.

29. Positive Image Building
Its mission was to create a sense of belonging of the customer to the
store and vice versa by.
Building a special relationship with high life time value Titan
customers
• Recognizing and rewarding his/her loyalty to Titan
• Providing a platform for direct feedback from these valued
customers to the company

30. Brand Ambassadors
Titan Brand: Aamir Khan
Sonata: Mahendra Singh Dhoni
Raga: Gul Panag, Rani Mukherjee
Xylys: Farhan Akhtar

31. World of Titan Store
Titan provides an ‘extra’ touch to its special customers at the
exclusive “World of Titan stores” where Titan Signet is the
exclusive Loyalty program
•Complimentary membership
•Reward points
•Welcome gift on enrolment
•Gift Cards

32. Sense of Belonging/Mind Share
Service centre
Feedback system
Gift card

33. Building Customer Loyalty
Trained Showroom Personnel
Tracking of enrolments in the program are tracked on a monthly
basis for each showroom, along with data on purchases made by
Signet members who have returned to the showroom to buy again.

34. Retain Loyal Customer
Titan's loyalty Signet program - where customers can redeem their points –
is part of Titan’s effort to retain and value its loyal customers
Titan Industries’ service centre network is committed to deliver a satisfying
post-sales experience to all the customers.
A post service follow-up (for major repair activity) is mandatory to complete
the cycle of customer satisfaction.
Signet operations form a part of the quarterly appraisal for their showrooms,
thereby ensuring that they earn more marks on their efficient and effective
performance
• A grievance re- dressal system is in place to ensure that our valued customers
are responded to within stipulated time.

35. Up selling
Up-selling is a sales technique whereby a seller induces the
customer to purchase more expensive items, upgrades, or other add-
ons in an attempt to make a more profitable sales.
Some examples of up-sales include:
•Suggesting a premium brand of alcohol when a brand is not
specified by a customer (such as if a customer simply requests a
“Rum and Coke").
•Suggesting a customer purchase more RAM or a larger hard drive
when servicing his or her Computer
•Selling luxury finishing on a vehicle
•Suggesting a brand of watch that the customer hasn't previously
heard of as an alternative to the one being considered

36. Cross Selling
Cross-selling is the action or practice of selling an additional product or service
to an existing customer
Examples
•A Life Insurance company suggesting its customer sign up for car or health
insurance
•An wholesale mobile retailer suggesting a customer choose a network or carrier
after one purchases a mobile.
•A television brand suggesting its customers go for a [home theater] of its or
another's brand.
Factors that Increase Cross-Sales
First is the price . Also, how well the additional product or service fits their needs
and wants, how much the customers appreciate the main product they want to
buy.

37. Subconscious Brand Shape
Right Brain
Habitual Habits
Left Brain
Logical Reasoning
creative
5% - 15%
95% - 85%
Habitual Buying
behavior

38. QUESTIONNAIRE
1.Which sub-brand of Titan watches do you possess?
a) Fastrack
b) Sonata
c) Raga
d) Nebula
e) Others, please specify……………………………
2.Since how many months / years have you been using Titan watch?
3.Why do you prefer Titan brand?
a) Attractive designs,
b) Reasonable price
c) Brand image
d) Good quality
4.Do you remember the original tagline of Titan watches? If yes, please mention.
5.Have you seen the advertisement of Titan watches?
a) Yes b)No
6.In which media have you seen the advertisement?
a) TV
b) Newspaper
c) Magazines
d) Hoardings
e) Radio

39. 7.Who is the brand ambassador of Titan watches?
8.Are you aware of the new tagline of Titan?
9.How do you rate the new designs of Titan?
a) Poor
b) Average
c) Above Average
d) Good
e) Excellent
10.Have you seen the new campaign of Titan?
a)Yes b) No
11.Do you think the new advertisement is effective in inspiring consumers to have a newl ook everyday and be
more in lives?
a) Not at all effective
b) Effective
c) Highly effective
12.How do you rate Titan’s exclusive showrooms with respect to the following:
(1–Poor, 2-Average, 3-Above Average, 4-Good, 5-Excellent)
a) Ambience
b)Sales personnel
c)After sales service
d)Display of watches
e)Overall showroom
13. What suggestions would you like to give to improve Titan’s brand image among customers?

40. 3D’S
DATABASE
Membership through value based
enrollment which records profile of the
customer through data base
DIALOGUE
Process of interacting directly with
prospects and customers
DIRECT MEDIA
Rewards programme through points
reward system for each purchase

42. Market Share of Key Players

43. Market Capitalization (Rs. Crores)
Crosse
d US$
1
Billion

44. * Significant growth over the past three years
* Rs. 800 Crores Sales excluding exports and
after-sales service (over Rs 1200 crores at
retail prices)
Profits
Consistent growth
* PBT (2005/06) - Rs. 90 Crores
* PBT (2006/07) - Rs. 96 Crores
* PBT (2007/08) - Rs. 133 Crores
* PBT (2008/09) - Rs. 127 Crores
ROCE
* ROCE (2005/06) - 50%
* ROCE (2006/07) - 50%
* ROCE (2007/08) - 62%
* ROCE (2008/09) - 52%
Revenues
ROCE
OUR WATCH BUSINESS – OVERVIEW

47. Domestic
Level
• HMT
• Maxima-quartz
• Rado
• Casio
International
level
• Espirit
• Swatch
• Citizen
• Tag Heuer
• Seiko
• Cartier
• Giordano
Fashion
Houses
• DKNY
• Gucci
• Adidas
• Nike
• Bvlgary