Case Study-Marketing Myopia

Suppose you are the marketing manager of Titan Watches, Bangalore. What are the steps you will take to guard against the phenomenon of marketing myopia?

Titan and marketing Myopia

Today the marketing is not merely the selling or promoting the goods and services. It is the process of planning and executing the conception, pricing, promotion and distribution of goods and services to create exchanges that satisfy individual and organisational goals.

As the marketing manager of Titan watches, Bangalore I should also keep an eye to prevent the marketing Myopia.

The following form of Myopia may apply in a branded watch company.

1. Narrow definition of the business.

2. Pre occupation with a product or technology.

3. The belief that the product id forever.

4. Too much faith in mass production.

5. Over optimism about the expanding population.

Titan watches Bangalore is a branch of Titan group. They have revolutionized watch retailing in India, by setting up a chain of high profile stores. The world of Titan is their face in the market, a store providing an international ambience, showcasing their entire range. This provide the customer with the compute brand experience - making it the most preferred.

Current Network

Over a period of 15 years the chain has grown to 164 showrooms at prime locations across 100 towns in India. These showrooms have grown along with the company, both in business and profits, which is testimony to the succers of the chain.

Titan is the market leader, having a variety of ranges and introducing around 200 new models every year, ensuring sustained growth.

The World of Titan is the face of 'Titan' in the marketplace. Hence, each showroom has a turnover of about Rs. 20 to 30 million a year in large cities and about Rs. half a million a year in smaller towns. All existing showrooms exhibit a consistently high growth of about 15% to 25% every year.

The World of Titan stores show a healthy return on investment of more than 24%....