Analysing Titan Marketing Strategies

Analysing Titan Marketing Strategies Titan, a Tata group company entered the watch market in 1987. Since then it has developed into one of the most recognized brands in India. In fact, in a recent survey conducted by A the exclusive Insignia; PSI, for those turned on by technology; and Raga, which has been considered exclusively for women. Titan’s focus has always been on India. Research reveals some interesting facts and figures about this diverse market. The Indian market is estimated at 25 million watches a year, with 50 per cent being sold by the organized sector. Titan is the runaway market leader, with domestic sales of 6 million watches a year. There are 190 million watch-owning Indians; between them they own about 210 million watches. Urban India accounts for 120 million of these watches and 90 millions are on rural wrists. More men than women own watches in India, and more working women than housewives own watches. It is the rural segment within this diverse market that Titan is now looking to tap. â₠¬Å"The key to success is getting into the rural market on a larger scale. The company’s Sonata range is targeted at rural customers, and is part of a strategy where the alignment of price and reliability are crucial. The rage costs between Rs.495 and Rs.1,200 has showrooms exclusively for it, and is sold mainly in small-town India (Kelly, 2006, 144).