Segmentation .targeting and Positioning
Steps involved in STP
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
Titan arrives in three broad Segmentes :-
-Timex, Sonata, Dash.
Titan is positioned as a premium brand providing high quality products. •
Titan initially pioneered as gifting watches.
Customer woofed up with ugly time machine welcomed the brand titan . •
Repositioning as a fashion accessory.
Titan was careful in keeping the brand above celebrity. •
The advertisement were fresh and neatly executed
The ideas was to make watches that would be seen as style & fashion accessories •
Aamir as a brand ambassador
as an attempt to broad base the appeal of titan brand. •
Earlier fast track was targeted at 20-25 year old and positioning doing the line. •
“cool watches from Titan”
Based on this insight the co. relaunch lowering target segment to 18-30 yearwith tag. “how many have”
Reason For Decline
Sale are decreasing due to other international brand enter into market.
People feel it is very conservative brand.
Communication - tagline
Brand ambassador- Aamir khan.
Increase penetration in tier 3 cities.
Retaining existing customers.
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