Marketing and Communication Strategy of Titan Industries' Watch Division

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Case Details:

Case Code : MKTG110
Case Length : 17 Pages
Period : -
Pub Date : 2005
Teaching Note :Not Available
Organization : -
Industry : -
Countries : -

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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.

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When the first Titan quartz range was launched in March 1987, it was accompanied by heavy advertising. The first advertisement described the Titan quartz as the international watch one could pay for in rupees. Later campaigns emphasized that to find such watches it was not necessary to go to Europe, Japan, America, or a duty-free shop...

The Aamir Effect

Though the decision had been made to use Aamir, the company was apprehensive that the actor might dominate the brand (Titan) or the message (multiple ownership).

The marketing team at Titan wanted to keep the focus on the brand and the message. A TVC created by O&M was launched in October 2004.

The commercial showed Aamir packing to leave for a tour and his assistant bringing him his collection of watches to ask which ones he should take out for the trip...

Titan's Collections

Over the years, TIL launched several collections/ranges under the mother brand Titan (Refer to Exhibit III for a list of the collections)...


In July 1999, TIL launched Dash!, an exclusive children's watch targeting those in the age group 6-14. The watch was priced in the range of Rs.250-Rs.395 and came in plastic straps and colorful dials. With this launch, TIL made a serious attempt to change its 'elegant' and 'old' image.

TIL tried to tap the children's watch market, which was an unpenetrated segment, and believed to be as large as Rs.35 million. The company aimed to achieve volumes of around one million units from Dash! within a period of 2-3 years of the launch...


In September 2001, TIL launched Titan Steel watches in Kolkata. As the name suggests, the watches were created out of steel. The Titan Steel collection had a range of bracelets and leather strap watches for both men and women and were priced between Rs.1,250 and Rs.6,000...

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