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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In May 2002, TIL launched the Titan Edge, the slimmest commercially available watch "in the universe". Produced indigenously after four years of intensive research and development, the Titan Edge had a thickness of just 3.5 mm and a wafer thin movement of 1.15 mm...


TIL launched Titan Flip in July 2004 at Mumbai's Taj Mahal Hotel. And again a celebrity -- film star Akshaye Khanna -- was invited for the launch.

The watch was unique in the sense that it was India's first dual face watch with dual functionality and styling and had two movements. One could use two watches with the mere 'flip' of the dial.

The dual-faced watch allowed customers to switch between international time zones and alternative lifestyles - formal/casual, minimal/sporty etc...


In 1998, to exploit the huge potential in the budget segment, TIL launched Titan Sonata. Priced between Rs.300 and Rs.1,050, Sonata watches were available in plastic, leather, stainless steel and gold plated-straps. The brand Sonata did remarkable business, (it sold around three million watches during 1998-2001) but the company had to contend with two issues...

Fastrack - From Cool to Bold

Fastrack was launched in the late 1990s as a product range within the Titan umbrella. These watches were positioned as 'cool watches from Titan' and as the youth face of the Titan brand. The communication of the brand also reflected the heavy fashion quotient of the watches.

In the early 2000s, the company started developing Fastrack as a distinct sub-brand. A commercial featuring ace Formula-1 driver Narain Karthikeyan.with the tagline -- Are you on it? was launched in 2002...


Raga was introduced as a range for women, with a distinct ethnic character. Though popular among women, the range was not considered 'up-to-date'. Moreover, TIL wanted to broaden the customer base for the brand. Till 2004, many efforts, short of a full-fledged campaign, were made to revive the brand and infuse new energy into it...

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