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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"There has been a perceptible shift in consumer attitudes, which has tilted towards established brands. More and more people are actually willing to buy branded timepieces at a premium to flaunt them. Today, watches are all about style and statement"1

- Manoj Dhanwani, Managing Director, Megan Impex Pvt. Ltd.2 in 2005.

"The association with Aamir Khan3 was mainly due to the brand values that both Titan and the actor are associated with. We are both known for our commitment and obsession towards perfection, quality, innovativeness, setting new trends and our market leadership."4

- Bijou Kurien, Chief Operating Officer (Watches), Titan Industries Ltd. in 2004.

"With the re-invention of Fastrack, what we are going to be seeing in the future is certainly a lot more investment in the brand, a lot more in terms of product collections, which will come in, in both watches and sunglasses and hopefully a more unified campaign that will span both categories."5

- Bijou Kurien, Chief Operating Officer (Watches), Titan Industries Ltd. in 2005.

Introduction

In October 2004, Titan Industries Ltd. (TIL), a leading manufacturer and marketer of watches, jewelry, eye wear, and other lifestyle products, appointed Aamir Khan (Aamir) as the brand ambassador for its Titan range of watches.

Bijou Kurien (Kurien), Chief Operating Officer (Watches), TIL, said, "There is a perfect fit between Aamir and Titan -- their stature, timelessness, and the love and trust they both share with the people, both nationally and internationally, makes this an ideal partnership. Moreover, Aamir has a universal appeal that extends to everyone, across age groups, just as our watches do."6

With the celebrity endorsement, TIL hoped to promote the latest trends in the industry. The idea was to make watches that would be seen as style and fashion accessories rather than just utilitarian devices. The company decided to use Aamir in brand and product communication on television and in the print and outdoor media.

Though the vast distribution and service network of TIL had served as an effective entry barrier in the 1990s, foreign brands were becoming increasingly popular in the early 2000s, thanks to the paradigm shifts in the retail scenario and the growing affluence of the Indian consumers. And TIL found that it was not safe even at the bottom of the pyramid. The grey market with cheap Chinese imports and the unorganized sector had cornered a sizable chunk of the low-end market. The appointment of Aamir Khan as brand ambassador for the Titan brand was seen as an attempt to broad base the appeal of the Titan brand. In 2004, besides appointing a brand ambassador, TIL made several attempts to revitalize its sub-brands.

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1] www.watchworldreview.com, February 2005.

2] Megan Impex Pvt. Ltd. owns the 'Giordano' brand of watches.

3] Aamir Khan is a world renowned actor of Hindi films.

4] "Aamir Khan is Titan Brand Ambassador," www.tata.com, October 15, 2004.

5] "Titan finds out with its latest ad-sex sells!" www.moneycontrol.com, August 22, 2005.

6] "Aamir Khan is Titan Brand Ambassador," www.tata.com, October 15, 2004.


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