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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Introduction Contd...

It introduced several collections/ranges under each of its sub-brands. Moreover, it participated in the retail boom that the country was experiencing. It opened several outlets in the huge malls and hypermarkets that were mushrooming in the big cities. It also paid attention to its communication strategies. And its attempts seemed to have paid off -- the company posted good annual profits (Refer to Exhibit I for TIL's financials) and its image was rejuvenated.

Background Note

TIL, a joint venture between the Tata Group and the Tamil Nadu Industrial Development Corporation, commenced operations in 1987 under the name Titan Watches Limited (TWL). With the diversification of TWL into jewelry in 1994, the company changed its name to TIL.

In June 2004, the company diversified into other lifestyle products like eyewear by extending its watch sub-brand Fastrack and perfumery with a new brand Evolve, launched in early 2005. The main manufacturing plants of the company were situated at Hosur in Tamil Nadu.

It also had an assembly unit at Dehradun in Uttaranchal and a unit that produced electronic circuitry for quartz watches in Goa. TIL reported a turnover of Rs.9.58 billion for the year ended 2003-04. Till 2004, TIL had sold more than 60 million watches. TIL's brands were sold from more than 5,000 multi-brand outlets and 175 exclusive 'World of Titan' outlets.

In 2004, TIL manufactured and marketed more than 7 million watches. It was India's leading producer of watches and the sixth largest global player in the category of manufacturer brands7. Its watches were sold in about 40 countries through its marketing subsidiaries based in London, Dubai, and Singapore. TIL also made watches for international labels.

TIL's Communication Strategy

TIL's communication strategy evolved over time. In 1987, the company was known only for the parent brand.

Through the 1990s, the company introduced several collections and sub-brands for different segments of the market. Though innovative and appealing, the marketing and communication efforts of these sub-brands were not integrated. Initially, they were advertised under the mother brand, but with the development of the market, it became necessary for TIL to develop separate communication and marketing campaigns for its sub-brands...

Excerpts >>

7] Companies that manufacture the components that comprise the branded watches they market.

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