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Tuesday, October 03, 2006

Colossal Brand -III ::::: TITAN:::::


...Time Has Changed...

Titan the big Indian brand, has changed the entire outlook of Indian watch industry, Watches were no more time keeping instrument but a fashion accessory ....lets have a peep into how this brand has evolved and changed Indian market scenarion
Titan Industries Limited is a joint venture involving the Tata Group and the Tamil Nadu Industrial Development Corporation. Established in 1987, the company is now one of the largest integrated watch and jewellery manufacturers in the world. Titan was the Tata Group's foray into the precision engineering time-keeping industry..
Titan manufactures over 6.6 million watches and 150,000 pieces of jewellery every year .Titan's offerings cut across diverse consumer segments and take into consideration a variety of factors such as taste, age and affordability. The brand saw this, from the very beginning, as the foundation of its leadership strategy. Its initial product range presented distinctive offerings for diverse requirements: formal watches for urban executives, dress watches for those with a preference for jewellery, and rugged watches where durability counted.
Titan has built on its more-is-merrier principle by presenting niche offerings for specific consumer segments. In 1989 it was Aqura, a trendy and inexpensive range for youth; 1992's Raga was a standout collection with striking Indian motifs for woman seeking ethnic chic; 1993's Insignia had top-end watches with an international look; 1994's psi 2000 was a rugged and sporty series of chronographs; and 1996's Dash was aimed at kids. Titan has set the standard on every parameter of watch-making excellence in India. The initial range with which Titan introduced itself comprised 350 different models, whereas the rest of India's watch market at the time together had just 200. With the introduction of steel ,edge ,raga and fastrack Titan changed the convetional look of watches in India and these models became instant hit the market.
Titan turned what were essentially timekeeping instruments into lifestyle accessories. In terms of technology, Titan based its line on quartz when 95% of all watches sold in India were mechanical. Consumers could set their time by a Titan model and take accuracy for granted. However, it was in design and overall styling that the brand really scored. Titan adopted the highest touchstones of international design as the definitive element for its entire range of products. No other watch brand in the country has come close to matching Titan on the design front.
In terms of variety, Titan rendered asunder the narrow range of watches hitherto available and inundated consumers with unprecedented choice in looks, function and price. In terms of sales strategy, it introduced the concept of premium retailing through its 'World of Titan' showrooms, which is today among the world's largest network of branded watch outlets.Titan Ads have indeed influenced a lot in building up the brand when the Titan signature tune was first introduced in 1988, from Mozart's Fifth Symphony - quickly became something of an `earworm': the tune stayed in people's heads, and everyone hummed along when the tune appeared.Over the change of time and culture the current ads that feature amir khan have become much more trendy and more relevant to the current lifestyle. This brand has come a long way from just being a gift for important occasions to a brand for all occasions….
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2 Comments:

Blogger Harish B said...

hi anoop and pravin

happen to see your blog from sabusir's blog. great work and keep it up

harish

9:16 PM  
Blogger Saikrupa said...

Hi Praveen and Anoop,

Good stuff man... lot of information.. keep going..

Saikrupa

6:29 PM  

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