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An Analytical Study on
Titan v/s Timex with respect to STP and Consumer Behaviour

Prepared for:

Prof. Subrat Sahu
(Marketing Management)

By

Khushboo Mandot
Roll no: 23
SKIPS

LETTER OF TRANSMITTAL

November 13, 2008

Prof. Subrat Sahu
Marketing Management
SKIPS

Dear Sir,
I have completed the report that you requested. This report examines the differences between Titan and Timex with respect to its segmentation, targeting and positioning strategies as well as their consumer behavior for the same. This report proved to be very enlightening, as well as a learning experience. At your request, I will discuss the report with you.

Sincerely
Khushboo Mandot

EXECUTIVE SUMMARY

This study talks about the marketing strategy adopted by Titan and Timex with respect to its STP model and attempts to understand their consumer behaviour.

This study talks about the marketing strategy adopted by Titan and Timex with respect to its STP model and attempts to understand their consumer behaviour.

The study reveals that Titan has very systematically and broadly segmented the market according to age, income and tastes and preferences and has satisfied every segment while Timex has also done it on the same basis but did not broaden its market segments. This is the basic reason of Titan’s more popularity in India than Timex.

Titan has targeted every possible market segment according to their segmentation criteria with varied ranges of watches like Fastrack, Raga, Nebula, Xylys, Sonata, Flip, Technology, etc. and Timex has targeted a segment that consists of youth with middle income having a passion for technology. Because of this Timex’s popularity is restricted only to this group and so it fails to be a household name.

Titan’s watches have been perfectly positioned for all of its varied watches having different features but it seems that Timex hasn’t been so perfect with its positioning. Timex has kept on changing its positioning statement, which has led to confusion in customers and Timex’s loose control over the market.

Consumer behavior of Titan is more of variety seeking and habitual buying whereas that of Timex is only habitual buying.

Table of Contents

PART I Page no. Title page 1 Letter of Transmittal 2 Executive Summary 3

Introduction 5
Study Objectives 5
Scope of the study 6
Study Design and Methodology 7 Study Content
PART 1
Segmentation Strategy
Titan 9 Timex 9 Evaluation 10

Targeting Strategy
Titan 11 Timex 12 Evaluation 13

Value Proposition (Positioning strategy)
Titan 14 Timex 15 Evaluation 16

PART II
CONSUMER BEHAVIOUR
a)Titan...
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