Business Case Studies, Brands & Branding and Private Labels Case Study, Titan Watches, Indian Watch Industry

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Case Title:

Titan Watches – Creating a ‘Stylish, Functional’ Brand

Publication Year : 2008

Authors: Sheeja.S, Lekha Ravi

Industry: Home Appliances and Personal Care Products

Region:India

Case Code: BBP0101C

Teaching Note: Available

Structured Assignment: Available

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Abstract:
The Indian watch industry was in a state of flux and market leader ‘Titan’ had to gear up its marketing strategies to retain its brand positioning. Titan as a brand had established itself for its style and choice of design. Titan’s clear segmentation strategy had served it well and the challenge Titan faced was to combat the onslaught of popular international brands like Rado and Rolex. Would Titan be able to match up by leveraging on its brand equity?

Pedagogical Objectives:

  • To comprehend the market segmentation strategy of Titan
  • To study the challenges faced by an Indian watch brand due to the entry of foreign players
  • To analyse the impact of brand equity for market sustenance.

Keywords : Indian Watch Industry, Titan Watches, Price range of Titan Watches, Domestic and foreign players, Functional and Trendy Watches, market Segmentation, Branding Case Studies, strategy, Innovation, Business, Titan

Contents:

  • Building 'Brand Titan'
  • Recognition for Titan Company – Awards Won in 2006-2007
  • Titan's Global Footprint – Challenges Ahead
  • Titan Watch Models and the Target Market of Titan Watches

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