A Case Study On Titan Watches – Integrated Market Communication StrategyPrepared For the learning purpose of Advertising and integrated Brand Management – Module 2 Prof.G S Sreekiran, Acharya Institute of Management and Sciences, Peenya, Bangalore E-mail:[email protected] The notes for the same are available in Students share on thin – M6 Advertisement and Integrated Brand Management – Modules 2 Have a happy learning!! Prof. analyze and come up with individual write – up on 10/03/2011 (Thursday) for the classroom discussion. Module Outline: At the end of the module you will be able to understand • • • • Consumer Behavior for effective communication Role of Integrated Marketing Communication in Marketing Strategies Advertising and promotional research Planning advertising and integrated brand promotion All students are requested to go through the case study. G S Sreekiran Acharya Institute of Management and Sciences .Guidelines The case study on Titan Watches – The integrated Marketing Communications has been developed for the learning purpose of ‘Advertisement and integrated Brand Management – Module 2. Titan decided to make stylish watches and came up with 350 models in the initial stage.Titan Watches – the integrated Marketing Communication Strategy Indian Watch industry is estimated to be around 1600 crores and Titan is riding on top of it with a market share of over 60% and 5th largest watch manufacturer in the world. Titan is a brand that will be of interest to most of the marketers. It created waves right in the early days. established a network of fine showrooms which would later become the world's largest network of exclusive watch stores. thereby creating a certain discomfort in the consumers' mind. These stores not only helped Titan to gain leadership substantially. dingy and uninteresting. backed by world-class quality created at a world-class plant located just off Bangalore. mesmerized consumers and the demolished competition. So Titan. styling was very basic and not known. but also irrevocably altered the retail landscape of the watch market through a demonstration effect on the traditional dealers. OGILVY & Mather Advertising (O&M). backed by the Tata name. and the time considered advertisement as expenditure. Accuracy would become a selling-plank. The time was really difficult with basic mechanical technology – not quartz. G S Sreekiran Acharya Institute of Management and Sciences . Titan brought in the concept of retailing into the watch market. handled the Titan Watches account since its launch in 1987 out of its Bangalore office. Titan saw the opportunity – it came up with quartz watches and built its line based on quartz. realizing fully that the only way to sustain the fashion accessory perception is by continuously coming out with collections that make the current ones somewhat dated. A marketing success story. a brand from TATA in association with Tamilnadu Industrial Development Corporation was launched in 1987. Titan has kept innovation core to its strategy. The shops which were selling watches were dark. Titan invested significantly in advertising and in that process created a set of memorable and effective properties over the years. This impact has shown up in every one of the collections Prof. Titan saw advertisement as a vital investment. was launched into the Indian market on the back of these new rules. At that time watches were seldom stylish and was catering to the basic need of knowing the time. very limited range of models or limited choice for customers. Right from Day 1. During that time Indian watch market was dominated by HMT . Titan. which leads to another purchase. This is a super brand that has changed the way we look at (or wear) watches. These not only helped build a good-sized gift segment for Titan. Titan made a big mistake. Rock.. Fast Track . Aqua etc. G S Sreekiran Acharya Institute of Management and Sciences . By having various products / models and subbrands. and perhaps not coincidentally. A set of 3 films were developed in 1991 around 3 relationships. boyfriend. They were fresh and distinctive. Funk. Chosen by Xerxes Desai (Tata veteran and the then MD of Tata Press was chosen to lead Titan Venture) and the creative head of O & M in 1987 for its class and western vibes.spoken of earlier. During this period. Sub brands like Edge. Titan realized this mistake and took away the Titan brand from Sonata. thief!) and with local flavour (for Onam in Kerala. this piece has been rendered in countless innovative versions over the years: Indian Classical. The ads captured the essence of gifting and along with the trendy music. Titan was able to create freshness about the brand. It wanted to play the volume game. Titan initially pioneered the concept of " Gifting watches". daughter. Starting in 1987 in its pure classical versions. Classique. Now Sonata is endorsed by Tata not Titan. Dash. a series of films involving a variety of characters (father. where a man and his younger daughter conspire to give his older daughter a Titan as a surprise gift at her wedding. unlike what consumers had seen before. the segment from Mozart's 25th Symphony has arguably become Indian Advertising's most memorable track (incidentally. even voted by the viewers of Zee Television as the second most liked TV commercial on the channel. One of the films in the series. easily caught the imagination of the market. with a single violin playing the melody. ex-boyfriend. During those years. released around 1994. walk-ins and sales. where the gifting of a Titan culminated in a moving personal moment and a strengthening of the bond between the protagonists. Indian Folk. this was the most liked advertising track in the same Zee TV survey). Raga. The most enduring part of the Titan advertising has been the music track. These films became a big hit and created a genre of advertising films which lasted a good 8 years. and thus created curiosity. Nebula . building strong emotional values for the brand. Royale. but also became Titan's Theme Campaign. went on to become the most popular Titan film ever. Operatic. Sonata was a huge success because it was a cheap product but at the cost of the mother brand Titan. For that Titan launched another brand Sonata.And has become such a powerful audio mnemonic for the brand. Prof. Puja in Bengal) were created and released. Steel. teacher. Titan carefully segmented the market and developed different subbrands for each segment. Portuguese. Titan pushed the concept of " Matching Watches to Clothes" in the recent commercials to promote multiple purchase of watches. Then the company found out that the youth in the age group was account for 42% of watch buying in India. The current campaign development was is to O&M for reasons of better coordination and consistent positioning. G S Sreekiran Acharya Institute of Management and Sciences .Titan also moved away from gifting . The attempt is to show faces and images which are well known to European consumers The advertising for Titan so far has focused on introducing the brand and building its image. Titan also relaunched the FastTrack brand of watches aiming the target segment of 18-30 yrs old. Dutch. Spanish. French. Prof. WPP's Mindshare will handle the media buys. including Mahatma Gandhi. The campaign is specifically focused on the style-seeking sophisticate who is willing to experiment and is conscious of key social issues. Based on this insight the company relaunched the brand lowering the target segment to 18-30 year olds with the baseline “How many do you have?". The ads were fresh and neatly executed. Titan was careful in keeping the brand above the celebrity. The campaign will run in English. Titan also found its persona in Aamir.Earlier Fast track was targeted at 20-25 year olds and positioned along the line " Cool watches from Titan". comprising six print ads to being with. Mother Teresa and Albert Einstein. Titan and its entry in European Market Titan entered Europe in 1995. It has a sub brand Raga targeting the ladies in the premium segment. Titan was positioning itself as a fashion accessory rather than a time keeping device. and Lowe Howard-Spink created the initial advertising for the brand. has images of major events and wellknown people. The new campaign. and the agency will take stock of the advertising after a year. The account was later shifted to a creative hotshop in New York. Again the strategy aimed at promoting the multiple watch owning concepts. Titan also made its presence in the ladies watch segment. Greek and Italian. Aamir provided the much needed edge to the brand. com www. and integrated marketing communications perspective Aaker. Marketing Management – Asia Pacific Perspective George E Belch. a necessary equipment to carry to a style statement. Discussion Questions 1.Conclusion Titan has carefully created a market for itself through careful segmentation and branding strategies. Discuss the role of carefully crafted advertisement/brand communication in developing the Titan Brand. Advertising and promotion. Discuss the significance of the study of Consumer Behavior in creating effective brand communication with reference to Titan. a sophisticated machine to emotional attachment. References: Philip Kotler. target market selection and product position of Titan Watches.in Prof. The impact of the integrated marketing communications transformed watches to time machine.titanworld. It is a brand that showed the world that Indians are good in Branding. Critically assess the continuous innovation and freshness in advertisement strategy of Titan. 5. 4. Advertising Management www. 3. Evaluate the segmentation strategies and the role of advertisements.Myers. Analyze and discuss the effectiveness of overall brand communication and promotion strategies of Titan Watches. Discuss the significance of difference in brand communication in Indian and European segment. G S Sreekiran Acharya Institute of Management and Sciences .thehindubusinessline.Michael E Belch. 6.Batra. Discuss the market opportunity analysis. 2. Abraham Koshy. 7. G S Sreekiran Acharya Institute of Management and Sciences . Octane and Orion and Newest edition is a Titan Obaku and it says ‘zen by nature’ Prof.each of them unique and fascinating. rugged watches (all steel watches with a skew to functionality) for those whose usage demanded a certain durabilit. the ethnic range. In 1999. for the sophisticated India woman who appreciated such things. Titan saw this approach as the foundation of its leadership strategy in the early days. it was Nebula. it was Aqura. colourful. it was Insignia. very distinctive and international-looking top-end watches. In 1997. Even the early range had distinct offerings for different requirements: formal watches (gold plated cases with fine leather straps) for the executive.worldoftitan. the affordable. high precision chronographs) for those with the penchant for adventure. age and economic background. it was psi 2000. In 1993. the brand launched hip-hop series of watches. it was Sonata. the cool. smart and affordable plastic watches for the youth: The other side of Titan for the other side of you. In 1998. WWF and Zoop . good quality range for the budget-conscious. trendy. with striking symbolism from ethnic India. dress watches (gold plated cases with ornamental gold plated bracelets) for those with a preference for jewellery. the sold gold and diamond-studded range of luxury watches for those affluent people to whom gold is a precious acquisition. funky range for the young and young-at-heart. it was Fastrack. Titan has built on this principle over the last 15 years. In 2010-11. In 1996.Additional Information (www. it was Raga. rugged. the smart and contemporary collection for the young 21st century executive. the brand has collections like the Octane. sporty and very masculine watches with serious sports features (200-m mater resistance. it was Steel.com) What is truly amazing about Titan is the sheer scale of its offering and the consequent choice it offers to multiple segments across taste. In 2001. almost year after year: In 1989. In 2008. In 1994. the trendy range for the youth. Diva. Titan Purple. for those seeking exclusivity and status. it was Dash. the cute and colourful range for kids. In 1992. G S Sreekiran Acharya Institute of Management and Sciences .Prof.
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