Marketing and Communication Strategy of Titan Industries' Watch Division

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This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.

Case Details:


Case Code : MKTG110 For delivery in electronic format: Rs. 400;
For delivery through courier (within India): Rs. 400 + Rs. 25 for Shipping & Handling Charges


Case Length : 17 Pages
Period : -
Pub Date : 2005
Teaching Note : Not Available
Organization : -
Industry : -
Countries : -


Titan Industries Limited (TIL) is a dominant player in the Indian branded watch industry. The company has a presence in most segments of the watch market. The case discusses the various brands/sub-brands of TIL's watch division and talks in detail about the marketing and communication strategies followed by the company.

The case throws light on the company's decision to use celebrities to market its products. It gives an account of the evolving market dynamics in the branded watch market in India and TIL's efforts to sustain its market share. The case also discusses the challenges that the company may face in the future.


• Pros and cons of using celebrity endorsements.

• Efforts made by TIL to evolve a communication strategy to suit the changing times.

• Analyze the positioning and targeting issues of multi-brand marketers.

• The issues concerning branding and brand management in the Indian watch industry.

• The efforts made by the company to expand the watch market.


  Page No.
Introduction 1
Background Note 2
TIL's Communication Strategy 2
Titan 3
The Aamir Effect 4
Titan's Collections 5
Dash! 5
Steel 6
Edge 6
Flip 6
Sonata 7
Fastrack - From Cool to Bold 8
Raga 9
Nebula 11
Challenges 11
Exhibits 13


Titan Industries Ltd., Aamir Khan, Titan Watches Limited, Titan quartz, O&M, Titan Gold & Steel, Celebrity Endorsements, Titan Dash, Titan Steel, Titan Edge, Titan Flip, Titan Sonata Fastrack, Titan Raga, Communication Strategy, Advertising

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