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Marketing Management Case Study

Case Title:

Titan Industries – Getting the Marketing Mix Right

Publication Month and Year :  July 2009

Authors: D Gayatri, T Phani Madhav

Industry: Watch


Case Code: MM0002

Teaching Note: Available

Structured Assignment: Available


Titan Industries Ltd., TATA Group's watch making division brought about a revolution in the Indian watch industry. Its sophisticated technology, high quality products and innovative marketing made it a market leader. The market endorsement for its undisputed leadership is manifested in its market share, brand awareness, and more importantly its success abroad.

Pedagogical Objective:

  • To discuss how Titan managed its marketing mix elements to attain the leadership position in the Indian watch industry.

Keywords : Target market selection, Differentiation; Segmentation; Innovative Marketing; Indian watch industry; Organized retailing in India; Titan advertising; Product and pricing; Distribution; Product line; Sub brands; Market segmentation; Marketing Strategies Case Study; TATA Group; Hindustan Machine Tools (HMT); Time Zone; World of Titan; Titan into retailing, Marketing Management; Marketing Mix; Market Segmentation; Product Life Cycle; New Product Development; Consumer Behavior; Marketing Case Studies; MBA; Marketing Course for MBA Marketing Course Case Map; Course Case Map; Case Map


  • The Indian Watch Industry
  • Products for Changing Needs
  • Reaching Out Customer
  • The World of Titan – Titan into Retailing
  • Advertising and Promotion
  • Challenges

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