BRAND REPOSITIONING 1

Project Report

SUBMITTED FOR THE DEGREE OF B.COM

HONOURS IN ACCOUNTING AND FINANCE
UNDER THE UNIVERSITY OF CALCUTTA

TITLE OF THE PROJECT

BRAND REPOSITIONING OF TITAN
COMPANY
 BRAND REPOSITIONING 2

SUBMITTED BY

NAME: AYAN PRAMANICK

COLLEGE ROLL NO: 220
C.U. REGISTRATION NO: 421-1111-0584-21
C.U. ROLL NO: 211421-21-0075
NAME OF THE COLLGE: BAGNAN COLLEGE

SUPERVISED BY

NAME OF THE SUPERVISOR: RAJU NARU

NAME OF THE COLLEGE: COLLEGE BAGNAN
MONTH AND YEAR OF SUBMISSION: MAY2024
 BRAND REPOSITIONING 3

ANNEXURE I

SUPERVISOR CIRTIFICATE
This is to certify that Mr. Ayan Pramanick a student of
B.Com. Honours in Accounting & Finance of BAGNAN
College, under the University of Calcutta has worked
under my supervision and guidance for her Project
Work and prepared a Project Report with the title
"Brand repositioning on Titan Watch". The project
report which he is submitting in his genuine and
original work to the best of my knowledge.

Signature:- Date:
Name:- prof. Raju Naru Place: Bagnan
Name of the college:- BAGNAN COLLEGE
 BRAND REPOSITIONING 4

ANNEXURE II

STUDENT’S DECLARATION
I hereby declare that the Project Work with the title
“Brand repositioning on Titan Watch " submitted by me
for the partial fulfilment of the degree of B.Com.
Honours in Accounting & Finance under the University
of Calcutta is my original work and has not been
submitted earlier to any other University /Institution
for the fulfilment of the requirement for any course of
study. I also declare that no chapter of this manuscript
in whole or in part has been incorporated in this report
from any earlier work done by others or by me.
However, extracts of any literature which has been used
for this report has been duly acknowledged providing
details of such literature in the references.

Signature: Place:- Bagnan

Name:- Ayan Pramanick Date:-
Registration No:- 421-1111-0584-21
C.U. Roll No:- 211421-21-0075
College Roll No:- 220
 BRAND REPOSITIONING 5

ACKNOWLEDGEMENT
This project report entitled “Brand Repositioning on
TITAN COMPANY” in based on my studies during the
last couple of months. In completing this project many
persons help me by extending their co-operation
valuable suggestion & time. Therefore, I would like to
express my gratitude from the core of my heart to all of
them.
Most specifically, I want to express my sincerest
reverence & thanks to Professor Raju Naru, Associate
Professor, and department of commerce, Continuous
motivation, technical guidance & moral support to
understand the subject matter.
Last but not the least, I am also grateful to all the
members of the department of commerce & library stuff
who directly or indirectly help me in accomplishing this
project, and my parents their inspiration reach me in the
last level of my formal education.
 BRAND REPOSITIONING 6

CONTENT
TOPIC PAGES
INTRODUCTION
1. INTRODUCTION 7
2. BACKGROUND OF THE STUDY 8
3. NEED OF THE STUDY 9-10
4. LITERATURE REVIEW 11
5. OBJECTIVE OF STUDY 12
6. DATE AND METHODOLOGY 13-15
7. LIMITATION OF STUDY 16-17

CONCEPTUAL FRAME WORK

1. NATIONAL SCENARIO 18
2. INTERNATIONAL SCENARIO 19

PRESENTATION AND ANALYSIS 20-35

CONCLUTION AND RECOMMENDATION 36-37
BIBLOGRAPHY 38
ANNEXURE 39-42
THANK YOU 43
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INTRODUCTION
Customers weigh generic products offered by different brands
according to the associations and traits they come along with. The
competition in the market is intense and brand positioning is what
gives a boost to the demand for the products offered by the brand,
even if the offering isn’t much different from the competition.

Brand positioning usually forms the backbone of the brand

strategy of any company. Till the time a positioning strategy
resonates with the needs and wants of the target market, a brand
can thrive. However, a wrong positioning strategy can even make a
good product fail.

Brand positioning is the unique space a brand occupies in the

brains of the customers.

It makes customers view a specific brand in a unique way by

associating emotions, traits, feelings, and sentiments with it. These
associations make it stand out from the competition.

Positioning is usually the reason why customers buy a specific

brand whose product doesn’t necessarily differ from the
competitors.

Brand positioning is an act of designing the company’s offering

and image to occupy a distinct place in the mind of the target
market. – Philip Kotler

Positioning creates a bond between the customer and the business.

It’s that friend of the customer who’ll always stay in their
subconscious mind and will make them recall about the company
whenever they hear about the any of its product or a particular
feature which makes it stand out.
 BRAND REPOSITIONING 8

BACKGROUND OF THE STUDY

People have become quality conscious with time. They want the
best product for the price they are paying to get it. Thus, this is
where brand repositioning steps in. Companies have to be -updated
and keep changing their products, promotional strategies, target
markets with Tim It all started long back – at times when brands
were royal names and their assets were kingdoms. And the first
product brand to be repositioned was not something that we have
imagined.

The Story of Potatoes

Unbelievably, the story of repositioning evolved from King

Friedrich II the 18th-century ruler of Prussia. Prussia then was a
bread-eating state with a dedicated and hearty ruler. But soon this
bread-eating state could not afford bread. The prices of bread went
soaring high, and Prussians saw starving as a better option than
buying the expensive bread.

Within no time, Friedrich II found his kingdom on the brink of

famine.

Now, to save his kingdom, he had to come up with an economical

yet healthy alternative to bread. He examined all crops, their prices,
nutritional value, harvest periods, etc.

The potato’s portfolio topped the exam. Potatoes were cheap, full
of starch, and quick to harvest.

But why weren’t Prussians growing potatoes already?

Well, they were, but for the fresh and beautiful flowers it bore, not
for the muddy and dirty crop.
 BRAND REPOSITIONING 9

NEED OF THE STUDY

Sometimes businesses update their brands or products to remain
relevant and reach new audiences. Repositioning is the marketing
term that refers to making significant changes to a brand or product
so that the way customers perceive the brand or product also
changes. Understanding the concept of repositioning is useful if
you work in marketing or would like to develop your career in this
field. In this article, we explore repositioning in more detail.
Needing to compete with other brands. Competition from other
brands is one of the most common reasons for repositioning a
brand or product. As competitors release new products, they may
release something that rivals the existing product or brand and
might reduce its market share.

Reasons for brand repositioning

There are various reasons why a company might want to reposition
its brand. Repositioning involves a significant commitment, but
when it's effective it can revitalize a brand and customers'
perceptions of it. Before committing to this strategy it's important to
think carefully about whether this is a good strategy for the brand's
circumstances and what the alternative solutions are.
Some common reasons for repositioning are:
Wanting to target a different audience Repositioning can help if the
business is trying to target a different audience. This might happen
if the existing audience is changing or buying less of the product
than they did before. Companies might also aim to widen their
appeal by targeting new audiences whilst still retaining existing
ones. This change can help a company to target an audience that
was previously more challenging to access by making themselves
more appealing to that audience.
 BRAND REPOSITIONING 10

Updating the product or service:

If the company has updated its product or service, a repositioning
might be required to reflect this change. This strategy can also help
the brand to communicate how it has changed. Updates might be
due to technological advances, changing regulatory requirements
or cultural changes. This is a useful marketing tactic for showing
the market how the product has changed and helping to keep it
relevant.
Needing to compete with other brands Competition from other
brands is one of the most common reasons for repositioning a
brand or product. As competitors release new products, they may
release something that rivals the existing product or brand and
might reduce its market share. Changing the quality, price or
marketing strategy to reposition the brand can help to give the
business an advantage over its competitors.

Lowering sales figures:

Lower sales figures need a prompt response and repositioning can
sometimes be a worthwhile solution. Revising a marketing strategy
for a product that needs to increase its profits could involve
changing the packaging and features or targeting a different
market. Changing the way that the market perceives the product
can often help to increase sales and make it more profitable.

Supporting strategic change:

Sometimes repositioning helps to support a business' strategic
changes. For example, if a company is making a commitment to be
more sustainable then adjusting its products or brand to focus on
sustainability can support this. It aligns the products and marketing
strategy with the new message and communicates the changes to
customers. In these circumstances, this option can be part of a more
drastic overhaul for the business.
 BRAND REPOSITIONING 11

LITERATURE REVIEW

When a company changes the status of a brand in the marketplace

but maintains its identity at the same time, it is called “brand
repositioning”. As part of this process, changes are typically made
to the marketing strategy such as product, price, place, or
promotion.

Repositioning is usually done when a company sees a decrease in

sales and they realize it is time to implement some changes and
develop. This is a necessity if they are to stay on top of consumer
wants and needs in order to keep the brand alive.

Repositioning is also defined as the way by which the marketers

attempt to create a distinct impression in the customer's mind;
Specifically, "the place a product, brand, or group of products
occupies in consumers' minds relative to competing offerings".
 BRAND REPOSITIONING 12

OBJECTIVE OF STUDY
The goal of repositioning is to modify your brand's status,
associations, personality, and message while retaining all the
recognizable components of its identity. In short, brand
repositioning aims to change customers' perception of a product or
the brand rather than make a drastic change.
It also proves useful for a new business with a superior value
proposition to enter an industry or if the level of competition has
usurped the position of a business or rendered it ineffective.
Repositioning of brand is also vital to broaden a business to appeal
to additional consumers or consumer need segments for whom the
current brand positioning would not work and is equally effective
to assist a business greatly that is experiencing declining sales, loss
of consumer/user base, stagnant product benefits, or the
competition.
In other words, brand repositioning is an ideal way for every
business to innovate, reinvigorate, update, recalibrate, or just
simply fend off the competition to highlight its supremacy and the
unique selling proposition. This is helpful for a business to reach a
specific type of consumer or customer and deliver benefits that
meet the needs of different key target groups and users.
 BRAND REPOSITIONING 13

METHODOLOGY OF THE STUDY

A four-phased brand repositioning approach will help guide you
through the process and allow your company and brand group to
best calibrate based on timing, budget, and resources to get the job
done.
Phase I. Determining the Current Status of the Brand
The purpose of this phase is to understand the company and
brand, including exploring key issues, opportunities, and
challenges. The reason is to obtain a clear snapshot of the company
and brand in present terms, which will offer a clear insight to
opportunity identification and assessment.
Understanding the brand includes reviewing the complete history
of the company and brand, including its current brand positioning,
the original positioning, how it has evolved, and most important:
what the company and brand stands for today.
Once we better understand the current brand customer, we can
then review the company and brand sales history, including
revenue, growth, and industry and category market share. It is also
important to look at the specific core product and/or service
offerings.
Phase II. What Does the Brand Stand for Today?
We now need to understand how consumers feel about your
company and brand today. In consumer packaged goods (CPG),
this might mean talking to kids and moms, as well as other user
groups, to determine what your company and brand stand for.
Obtaining a clear insight to the way consumers feel and relate to
your company and brand will provide the starting point of the
repositioning work
The first step on the course of brand repositioning is to hold "brand
equity groups," which will directly ask consumers and users of
your brand key questions, including "Why select our brand?" and
 BRAND REPOSITIONING 14

"What was the key decision making element?" Beyond these

general questions, the brand equity groups will also seek to
understand their reasons for purchase, determine their hierarchy of
needs and what your brand currently delivers, understand usage
occasions and patters, and showcase brand equity dimensions. In
addition, one of the most important functions of running brand
equity groups is to identify similar affinity groups, lifestyle, and
behavior patterns among your consumers and loyal customers that
can translate into better understanding your customer profiles.
Phase III. Developing the Brand Positioning Platforms
Now that we have a good and solid understanding of where the
company, business, and brand sit within the overall marketplace, as
well as a good understanding of its value to consumers, the next
step is to find out how far to grow, expand, and stretch the brand.
The purpose of Phase III is to utilize all marketing research, brand,
industry, and consumer information to reposition what your brand
should and can stand for. The key reasoning is that determining
effective and successful brand repositioning will help retain
existing customers and acquire new ones. As we look to begin
brand repositioning, we need to keep in mind that it needs to
capture "How we want consumers to think and feel about your
brand."
This process will develop and create several key brand positioning
platforms to showcase how far your brand can move to retain
existing customers and acquire new ones. So, we go back to the
focus group format in which we would again talk to key consumers
and customers with the purpose of checking back with them to
validate the new brand positioning. This essentially allows for
refinement of the new brand positioning. It will also help determine
just how far your brand can be stretched. It is also essential to
develop visual concept boards to position your brand and its
products in a new light in front of consumers and customers.
 BRAND REPOSITIONING 15

Phase IV. Refining the Brand Positioning and Management

Presentation
Now we have a great start, a new thinking, and (most important)
the beginnings of the new brand positioning for your company,
business, and brand. The purpose now is to review and refine the
new brand positioning and communicate to all function
departments in order to align efforts.
The main reason is that it is important that everyone on the brand
team and all function areas understand, buy in, and support the
new brand positioning. Essentially, this will become the umbrella
strategy for the brand group dictating marketing programs and
tactics.
As part of this final and very important phase in brand
repositioning, we need to refine the positioning. This includes
finalizing the brand by incorporating all feedback from consumers,
customers, vendors and agencies, as well as the brand group, to
ensure achievable positioning vs. aspirational positioning.
The ultimate final stage results in building a strong team to carry
the message to senior management and leaders within your
company. This includes developing and presenting to the brand
group and senior management the new brand positioning.
 BRAND REPOSITIONING 16

Limitation of the study

 Development Costs
 Significant cost of re-educating the market
 Loss of existing sales
 Confused Positioning
 Decision of Repositioning verses a new offering
 Competitive actions
 Brand risks
Development costs
Repositioning is a challenging exercise. In some cases, it is
primarily a communications exercise, but that still requires the
investment in advertising and communications production costs,
usually repackaging expenditure, changing of any other
communications, such as websites, and so on.
Significant cost of re-educating the market
Probably hardest challenge of a product repositioning is re-
educating the marketplace. The target market, most likely has an
established perception of the brand already. Therefore, one of the
communication goals of the repositioning is to give consumers to
“unlearn” their existing knowledge of the brand and then learn an
array of new features and benefits.
Loss of existing sales
Another concern with product repositioning is that the product is
moving away from its existing benefits that are likely to appeal to
some consumers. This will mean that the product in its new form
and market position may no longer meet the needs of its existing
customer base. Obviously, the overall goal is to achieve greater
sales from its new position and generate new customers, with the
expectation that sales to current customers are likely to decline.
 BRAND REPOSITIONING 17

Confused positioning
If the repositioning exercise is poorly executed or not supported
sufficiently over time, then the end result is likely to be quite
confused positioning. The target market will have been mix of
confusing messages and understandings about the product that had
been accumulated over time.
Decision of repositioning versus a new offering
Inside the company there will be discussion of the most
appropriate strategic approach. Because of the challenges listed
above, an alternative approach would be to launch a new
product/brand into the desired positioning, rather than trying to
reinvent an existing product.
Competitive actions
Competitors may take the opportunity of highlighting the
consistency of their offerings, or potentially repositioning
themselves as a counter strategy. Over time a company should get a
sense of what its competitors are likely to do, but this will remain a
risk for unpredictable competition and new market entrants.
Brand risk
Typically a repositioning is a major exercise and carries the risk of
damaging the brand’s integrity and perceived quality in the market.
This risk is amplified by the potential for confused positioning,
which is discussed above.
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CONCEPTTUAL FEAMEWORK
A conceptual framework includes more formal theories as well as
other concepts and empirical findings from the literature. It is used
to show relationships among these ideas and how relate to the
research study. A conceptual framework is an analytical tool with
several variations and contexts. It is used to make conceptual
distribution and organizations.

NATIONAL SCENARIO
Titan has a rich history, and it has been synonymous with watches
for about three decades now. Titan is India’s largest integrated
watch manufacturer and the fifth largest globally.
But over the years, the company has diversified its business
segment into jewelry, eyewear, and other peripheral segments,
including fragrance, wallets, handbags, and clothing. They have
focused on segments that have historically been unorganized, and
they try to become a large organized player in that segment. So this
has been their main strategy.
Titan has 16+ brands in its product portfolio. It also owns a license
to distribute some international brands in India, including Tommy
Hilfiger, Kenneth Cole, and Anne Klein, to name a few. Titan has a
strong presence in the market with ~2000+ retail stores in India
and exports to ~32 countries with 11,000+ multi-brand outlets sell
Titan watches globally.
 BRAND REPOSITIONING 19

INTERNATIONAL SCENARIO

India is a primary market for Titan and contributes 98% to the

company’s total revenue.
International markets contribute just 2% to the company’s total
revenue. UAE is Titan’s largest market outside India. And 50% of
Titan’s international watch business is dependent on Middle East
markets.
After opening its first global store in Dubai under the Tanishq
brand in 2021, Titan Company opened two additional stores – one
in Dubai and the other in Abu Dhabi, intending to expand its
global footprint.
Titan firm had registered a growth of 42 per cent in revenue Rs.
2769.55 crore (approx. $434 million) and a 110 per cent growth in
profit Rs 370.70 crore (approx. $58 million) in its first quarter for
the financial year and their entry into the US market is likely to
further boost the growth of the firm in the coming quarters.
 BRAND REPOSITIONING 20

PRESENTATION & ANALYSIS

DATA COLLECTION AND SERVEY ANALYSIS

1. Which sub-brand of Titan watches do you possess?

Titan Sub-brand possessed by responds

2% 2%
4%
6%

Fastrack

14% Sonata
Raga
Nebula
72% WWF
Edge

Table 1: Titan sub-brands possessed by responds

S. No. Sub-Brands Percentage

1 Fastrack 72
2 Sonata 14
3 Raga 6
4 Nebula 4
5 WWF 2
6 Edge 2
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Survey Analysis: Titan sub-brand owned

This was a multiple choice question where respondents were asked

to choose sub-brands of Titan which they possess. It was found that
around 72% of the consumers in the age group of 20-30 years
possess Fastrack brand, 14% Sonata, 6% Raga, 4% Nebula and only
2% own WWF and Edge.

2. Since how many months / years you have been using Titan
watch?

Period of Titan watch useage

2017-2020
12

2014-2017 24

64
2011-2014

0 10 20 30 40 50 60 70

Table 2: period of Titan watch usage

S.No. Period of usage Percentage

(years)
1 2011-2014 64
2 2014-2017 24
3 2017-2020 12
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Survey Analysis: Period of use:

The respondents were asked to mention since how long they have
been brand loyal to Titan. This was an open ended question and
hence various responses were received. The minimum period of use
was set as one year, as mentioned earlier, while the maximum
period of use was determined. For convenience, the different
responses are categorized into three: 2001year – 2004years,
2004years – 2007years and 2007years – 2010years.64% of the
respondents fall into first category, i.e., they are using Titan watch
in the range of one to four years. 24% respondents are in second
category and the rest 12 % are using it for more than seven years.

Q3. Why do you prefer Titan brand?

Figure 3: Reasons for brand preference

 BRAND REPOSITIONING 23

Table 3: Reasons for brand preference

S.NO. Reasons No. of

respondents
(out of total 50)
1 Attractive designs 39
2 Reasonable Price 7
3 Brand image 22
4 Good quality 25

Survey Analysis: Reasons for brand loyalty

The respondents were asked to select the reasons from the

options given for their preference for Titan watches. For this
question, multi-responses were received.

4. Do you remember the original tagline of Titan watches? If

yes, please mention.

Figure 4: Recall of Titan’s original tagline

 BRAND REPOSITIONING 24

Table No 4: Recall of Titan’s original tagline

S.NO. Recall of Titan’s Tagline Percentage%

1 YES 22

2 NO 78

Survey Analysis: Recall of Titan’s tagline

Titan’s tagline, before brand repositioning exercise has been
undertaken, was
“What’s your style”. This tagline was adopted during first
rebranding exercise in 2004.
The respondents were asked to indicate whether they remember
the tagline in dichotomous way, i.e., as “yes” or “no”. It was
found that only 22% of the respondents were able to recall the
tagline and the remaining 78% answered in negative.

5. Have you seen the advertisement of Titan watches? In which

media have you seen the advertisement?

Figure 5: Major Advertisement media

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Table No.5 Major Advertisement media

S.NO. Major Advertisement Media No. of respondents

(out of 50)
1 TV 46
2 Magazines 25
3 Newspaper 36
4 Hoardings 15
5 Radio 4

Survey Analysis: Titan’s advertisements

Titan advertises its watches in almost all media vehicles. The
advertisements can be seen in TV, magazines, newspaper,
hoardings, billboards, radio and so on.

6. Who is the brand ambassador of Titan watches?

Table No 6: Awareness of brand ambassador

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S.NO. Awareness of Brand No. Of Respondents

Ambassador
(out of 50)
1 Don’t know 4
2 Correct responses 46

Survey Analysis: Brand Ambassador of Titan

Amir Khan is the brand ambassador of Titan since 2004. When the
respondents were asked to recollect the same, it was found that 46
of 50 sample size were able to correctly mention the brand
ambassador while the remaining 4 did not give any response
implying that they are not aware of it.
7. Are you aware of the new tagline of Titan?

Figure 7: Awareness of new tagline

 BRAND REPOSITIONING 27

Table No 7: Awareness of new tagline

S.No. Awareness of new Percentage%

Tagline
1 Aware 36
2 Unaware 64
Survey Analysis: Awareness of new tagline – “Be More”

The survey has revealed that less than half of the total numbers of
respondents are aware of new tagline. 36% of the respondents
could correctly mention the tagline while the rest are not even
aware that Titan has adopted major rebranding strategies last
year.

8. How do you rate the new designs of Titan?

Figure 8: Consumer perception of new designs

 BRAND REPOSITIONING 28

Table No 8: Consumer perception of new designs

S.NO. Consumer Perception No. of Respondents

(out of 50)
1 Poor -
2 Average 4
3 Above Average -
4 Good 39
5 Excellent 7

Survey Analysis: New designs of Titan

Titan has launched several new designs in 2008 in its existing
collections and as per its plans introduced new product
collections also. The respondents were asked to rate the new
designs as “poor”, “average”, “above average”, “good” and
“excellent”.7 respondents feel that their designs are “excellent”,
39 have rated them as “good” and 4 have rated as “average”.

9. Have you seen the new campaign of Titan?

Figure 9: Awareness of new campaign

 BRAND REPOSITIONING 29

Table No 9: Awareness of new campaign

S.NO. Awareness Of New Percentage%

Campaign
1 Aware 50

2 Not Aware 50

Survey Analysis: New Campaign of Titan

The survey has revealed that the percentage of respondents who

have seen the new campaign focusing on “be more” featuring
Amir Khan is 50%.

9. Do you think the new advertisement is effective in inspiring

consumers to have a new look every day and be more in lives?

Figure 10: Consumer perception of new campaign

 BRAND REPOSITIONING 30

Table No 10: Consumer perception of new campaign

S.NO. Consumer Perception Of New No. Of Respondents

Campaign (out of 25)
1 Not at all effective -

2 Effective 16

3 Highly Effective 9

Survey Analysis: Rating of New Campaign

The 50% of the respondents who have seen the new campaign
were asked to rate it with respect to how effective the campaign
is in inspiring consumers to have a new look every day and be
more in lives. The respondents were asked to rate it as “not at all
effective”, “effective” and “highly effective”. 16 out of 25
respondents consider the new campaign to be “highly effective”
while the remaining 9 rated it as “effective”

11. How do you rate Titan’s exclusive showrooms?

Figure 11: Consumer perception of store ambience

 BRAND REPOSITIONING 31

Table No11: Consumer perception of store ambience

S.NO. Store Ambience No. Of Respondents

(out of 50)
1 Poor -
2 Average -
3 Above Average 7
4 Good 36
5 Excellent 7

Survey Analysis: Titan’s exclusive showrooms

The respondents were asked to rate Titan’s exclusive showrooms on 5

point rating scale – Poor, Average, Above Average, Good and
Excellent. The factors related to showrooms that were provided to the
respondents for rating are – store ambience, sales personnel, after
sales service and display of watches.
36 of the 50 respondents have rated store ambience as “Good” and 7
each rated as “Above Average” and “Excellent”. This proves that
store ambience plays an important role in consumer perception of
service quality.

12. How do you rate Titan’s showrooms sales personnel?

Figure 12: Consumer perception of sales personnel

 BRAND REPOSITIONING 32

Table No 12: Consumer perception of sales personnel

S.NO. Sales personnel No. Of Respondents

(out of 50)
1 Poor 4
2 Average 4
3 Above Average 7
4 Good 35
5 Excellent -

Survey Analysis: Sales Personnel

With respect to sales personnel, 35 respondents rated them as

“Good”, while 4 each rated as “Poor” and “Average”, 7
respondents gave rating of “Above Average”.

12. How do you rate after sales service of titan?

Figure 13: Consumer Perception about after sales service

 BRAND REPOSITIONING 33

Table No 13: Consumer Perception about after sales service

S.NO. After Sales Service No. Of Respondents

(out of 50)
1 Poor 7
2 Average 4
3 Above Average 4
4 Good 31
5 Excellent 4

Survey Analysis: After sales service

In the survey, 31 out of 50 respondents rated after sales service

as” Good”, 4 each as “Average”, “Above Average”, “Excellent”
while 7 respondents rated as “Poor”.

14. What is your perception about display of titan watches?

Consumer perception of Display of watches

 BRAND REPOSITIONING 34

Table No 14: Consumer perception of Display of watches

S.NO. Display Of Watches No. Of Respondents

(out of 50)
1 Poor -

2 Average 4

3 Above Average -
4 Good 24

5 Excellent 22

Survey Analysis: Display of Titan watches

Most of the respondents have given high ratings to the display of

watches in Titan showroom. 22 respondents rated it as
“Excellent”, 24 respondents as “Good” and only 4 respondents
gave rating of “Average”.

15. What is your overall perception about Titan showrooms?

Figure 15. Overall perception about Titan showrooms

 BRAND REPOSITIONING 35

Table No15: Overall perception about Titan showrooms

S.NO. Titan Showrooms No. Of Respondents
(out of 50)
1 Poor -
2 Average -
3 Above Average -
4 Good 30
5 Excellent 20

Survey Analysis: Overall perception about titan showroom

The respondents were also asked to give overall rating to Titan’s

exclusive showrooms. It was found that out of total 50
respondents, 30 rated as “good” while the remaining considered
the showrooms to be “excellent”. 50% of the respondents rated all
the variables related to Titan’s exclusive showrooms as “good”.
 BRAND REPOSITIONING 36

CONCLUSION AND RECOMMANDATION

To increase its visibility, Titan Company can sponsor events
similar to fashion shows in which all latest designs
launched are displayed. This would have multiplier effect
as the latest designs launched by the company get noticed
by different segments of the customers in varied ways.
Tie up with FM radio channels for reminder advertisements
and informing customers about various sales promotion
offers from time-to-time.
Invest more in R&D as customer expectations are changing
rapidly. Though Titan has got high product collections, it
should focus on innovating and introducing more varieties
in already existing product collections. In other words,
having a limited but more depth in product collections
would be more advantage plus points.
Introduce exclusive collection for working women which is
more contemporary and complements both traditional and
western wear.
Majority of the population in India live in rural areas. So,
showrooms should be established at places nearer to them.
Introduce low rate and rough use watches for this segment.
After sales service has to be improved. That is, the process of
servicing and repairing of watches should be made faster.
This can be done by providing the spare parts availability
and training all sales personnel in Titan showrooms to
undertake these tasks.
 BRAND REPOSITIONING 37

Joint hands with international watch brands and make them

available locally.
Make use of internet to spread knowledge among
consumers about the brand-product.

SUGGESTIONS AND RECOMMENDATION

Suggestions given by the customers to improve betterment for
brand image. Varied responses were captured for this questions.
All the responses have been summarized as follows:
 Introduce more trendy and innovative designs
 Focus the goal on niche markets such as working men and
women
 Spread information about availability of watches in lower
segments as most of the customers feel that Titan brand is
synonymous with premium watches
 Take steps to change consumer perception that Titan watches
are overpriced.
 Improve after sales service.
 BRAND REPOSITIONING 38

BIBLIOGRAPHY
https://www.titan.co.in/

https://en.wikipedia.org/wiki/Titan_Company

https://www.diamondworld.net/contentview.aspx?it

em=6377

https://economictimes.indiatimes.com/topic/titan

https://www.exchange4media.com/trend-news/aamir-khan-
to-endorsetitan’s-gold-steel- collection-of-watches-
15538.html
https://www.capitalmarket.com/Company-
Information/Information/AboutCompany/Titan-Company-
Ltd/1016
http://www.authorstream.com/Presentation/tpsingh21-
981340-titan-watchppt/
https://www.ukessays.com/essays/marketing/market-
environment-of-titanwatches-marketing-essay.php
 BRAND REPOSITIONING 39

ANNEXURE
QUESTIONNAIRE :
1. Which Sub-brand of Titan watches do you own?
a. Fastrack
b. Sonata
c. Nebula
d. Raga
e. Others, please specify………………..
2. Since how many months-years have you been utilizing
Titan watch?

3. Why do you prefer Titan brand?

a. Attractive design
b. Reasonable Price
c. Brand image
d. Good quality
4. Do you know the original-Real tagline of Titan watches?
If yes, please mention.

5. Have you observe the advertisement of Titan watches? In

which particular media have you seen the advertisement?
a. TV
b. Newspaper
 BRAND REPOSITIONING 40

c. Magazines
d. Hoardings
e. Radio
6. Who is the brand ambassador/promoter of Titan watches?

7. Are you aware of the new tagline of Titan?

a. Aware
b. Not Aware

8. How do you rate the new designs of Titan?

a. Poor
b. Average
c. Above Average
d. Good
e. Excellent
9. Have you seen the latest campaign of Titan?
a. Yes
b. No

10. Do you think the new advertisement is effective in

inspiring consumers to have a new look every day and be
more in lives?
a. Not at all effective
b. Effective
 BRAND REPOSITIONING 41

c. Highly effective

11. How would you rate the Titan’s exclusive

showrooms with respect to the following below?
(1–Poor, 2-Average, 3-Above Average, 4-Good, 5-Excellent)

a. Ambience –
b. Sales personnel -
c. After Sales service –
d. Display of Watches –
e. Overall Showroom –
12. How many times you went to repair the watch?
a. Never
b. One time
c. Two times
d. More than two times
 BRAND REPOSITIONING 42

13. Titan Brands like Raga, Sonata etc. only differ the
price range.
a. Strongly agree
b. Agree
c. Disagree
d. Strongly Disagree
14. Feature you consider while purchasing a watch –
a. Warranty
b. Quality
c. Price
d. Brand image
15. How often you switched off the brand?
a. Very often
b. Depends on mood
c. Affordability
d. No Brand loyal
 BRAND REPOSITIONING 43

THANK YOU