Titan Stp

Segmentation, Targeting and Positioning

Titan first launched its quartz range with heavy advertising. The first advertisement described the titan quartz as the international watch that could be bought in Indian rupees. Later campaigns also positioned the watch as a gift item, with advertisements saying: The next time your husband wants to buy you a saree ask him for a Titan watch. This campaign was an enormous success.

Music became an essential part of Titan’s advertisements. The advertisements featured two or more people- parents, spouses, siblings coming for specific occasions. In the early 2000s, Titan realized it would have to use other ways to motivate people to buy their watches.

Segmentation became an important issue as their operations expanded. Titan believed that different brands have to be created for the different segments. Titan has segmented the watch market and identified clearly the needs of each group. Titan has segmented the market on the basis of the following variables: Demographic (age and social class), Psycho graphic (lifestyle and personality), Behavioural (benefits and occasions, Geographical (region), Targeting segments and User positioning. After carrying out an in depth market study, Titan identified three different specific market segments for its watches. The segments were arrived at using benefit and income level as the bases.

* The first consisted of the high income/ elite consumers who were buying a watch as a fashion accessory. They were also willing to buy a watch on impulse. The price tag did not matter to this segment. The price range between Rs.20, 000 and Rs.1 lakh.

* The next segmented consisted of consumers who preferred some fashion in their watches but to them price did matter. The price range between Rs.500 and 700.

* The third segment consisted of the lower income consumers who saw a watch mainly as a time keeping device and bought mainly on the basis of price. The price range between Rs.350 and...