Titan watches changed consumers' motivation in the wrist watch market through brand marketing instead of product marketing. They positioned themselves as a premium brand and segmented the market based on needs. Titan considered variety, quality, and customer service. They aimed to make their brand look global and convince customers that Titan watches offered modern styles and quality on par with foreign brands. Titan chose to position their brands emotionally, focusing on experiences and aspirations rather than just product attributes. They aimed to make watches a fashion accessory rather than just a timekeeping device.

1. Titan Watches
By Group 1:
Jyoti Pati (P122016)
Lakshmi Suraparaju (P122020)
Mehul Jindal (P122021)
Pankaj Sharma (P122031)
Pooja Gupta (P122033)
Prarthana Verma (P122034)

2. How did Titan watches change consumers’ motivation in the wrist
watch market?
 Focus: Brand marketing and not product marketing.
 Customer perception changed from functional product to personal
product.
 Brand Positioning- As a premium brand with a brand personality.
 Positioning backed by need-based segmentation of the wrist watch
market
Eg- Sonata-Value brand: Functionally styled watches at affordable
prices
Raaga: Positioned as a watch for women executives
 Market research: Indian customers preferred watches made abroad.
 Buying considerations used as a criteria for product design Eg-
Straps, Dials

3. How did Titan watches change consumers’ motivation in the wrist watch
market?
Parameters considered:
• Variety of models
VARIETY • Collaboration with European designers: Indo-European style
combinations launched.
• Brand building via quality: Product quality checks from
QUALITY manufacturing to retail stages.
• Eg- Usage of Vacuum technology for gold plated watches .
CUSTOMER SERVICE • Post sales service- Customer retention percentage increased

4. Marketer’s do not create needs; latent needs pre-exist marketers
 Latent needs: needs a consumer is not aware of
 Needs are innate or acquired but cannot be created by a marketer;
but in some instances marketers can make consumers more aware of
latent needs.
 “It is not the consumer’s job to know what they want” – Steve Jobs
 Hence so much is spent in market research to identify consumers’
needs and marketing efforts are generally directed towards translating
these needs into wants.
 Style: Indian consumers preferred foreign made watches, reason
being better quality and style. – from case facts

5. How to use the research data to convince customers
 Make the brand look global
Selecting and using a brand ambassador with global recognition
Open outlets abroad
Give modern styles to the brand
Use international certifications
Innovate, add varieties/products
Associate with events/ shows
Can be used in some movie/show to promote the brand
Position the product as a style accessory

6. How to use the research data to convince customers
Showrooms should also project the same image
Well-trained staff, fluent in English, well-dressed
Look and feel of the store should give an up market and sophisticated image
to the customer
Quality product and excellent post-sale services

7. What kind of emotional message will Titan choose to meet
consumer’s changing desire from durability to sophistication?
Titan’s brand repositioning
Titan saw advertisement as a vital investment to position its brand. Since
the beginning OGILVY & MATHER advertising have been their choice.
Do not focus on the product attributes but to the emotions, experiences
and aspirations.
For the female segment, position it as a fashion accessory rather than
the time keeping device. A watch to be gifted at every occasions
(diwali, dussera, rakhi). Associate ladies brands with beauty and
sensuousness
Get the most sophisticated lady to endorse the brand like Titan raga and
other premium brands

8. What kind of emotional message will Titan choose to meet
consumer’s changing desire from durability to sophistication?
Go for relevant brand extensions like in 1998 they incepted Tanishq
jewelry so can sell raga watches in Tanishq stores (another was stylish
Titan eye +)
For men focus on technology and innovative design like the ‘slimmest
watch of the world’ by Edge to impress other people
Go for exchange offers and discounts so that people are ready to give
away their so called ‘durable watch’ for a sophisticated product
Launch new designs and corresponding communications
frequently, example, 1500 designs, swiss perfection
Association with the countries people aspire to buy watches from

9. Thank You…!!!