Titan: Building a Brand

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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.

Case Details:


Case Code : MKTA013 For delivery in electronic format: Rs. 500;
For delivery through courier (within India): Rs. 500 + Rs. 25 for Shipping & Handling Charges


Case Length : 17 Pages
Period : 1970-2004
Pub Date : 2004
Teaching Note : Not Available
Organization : Titan, Tata Group
Industry : Watch
Countries : India


In 2004, Titan, the world's sixth largest manufacturer brand of watches is the clear leader in the Indian watch market.

The company's watches are sold in over 1,800 towns across India and in 40 countries across the world.

Titan has changed the rules of the game in the Indian watch industry by its reasonably priced sleek models, elegant showrooms and imaginative advertising have helped create one of India's most well known brands.




  Page No.
Introduction 1
Background Note 1
Marketing Strategy 4
New Product Development 10
Concluding Notes 10
Exhibits 5


Titan Industries, Titan watches, World of Titan, Tata Group, Tamil Nadu Industrial Development Corporation (TIDCO), Timex, Sonata, Fastrack, Dash, Titan Edge, TimeZone programme, Titan quartz, Titan Signet, FLIP

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