Marketing and Communication Strategy of Titan Industries' Watch Division |
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» Marketing Case Studies Please note: 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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Excerpts Contd...EdgeIn May 2002, TIL launched the Titan Edge, the slimmest commercially available watch "in the universe". Produced indigenously after four years of intensive research and development, the Titan Edge had a thickness of just 3.5 mm and a wafer thin movement of 1.15 mm...
SonataIn 1998, to exploit the huge potential in the budget segment, TIL launched Titan Sonata. Priced between Rs.300 and Rs.1,050, Sonata watches were available in plastic, leather, stainless steel and gold plated-straps. The brand Sonata did remarkable business, (it sold around three million watches during 1998-2001) but the company had to contend with two issues...
RagaRaga was introduced as a range for women, with a distinct ethnic character. Though popular among women, the range was not considered 'up-to-date'. Moreover, TIL wanted to broaden the customer base for the brand. Till 2004, many efforts, short of a full-fledged campaign, were made to revive the brand and infuse new energy into it... |
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