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    MARKET SEGMENTATION, TARGETING & POSITIONING - by Arihant Aski Goswami

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    Arihant Aski Goswami
    Titan watches segments the market and targets different customer groups. It divides the market into mass, mid-premium, and luxury segments based on income. It further segments the market demographically by gender, age, social class, and lifestyle. Titan then positions its various watch brands like Fast Track, Sonata, and Raga to target specific segments. For example, Fast Track is targeted towards younger consumers with its "Cool watches" positioning. This segmentation, targeting, and positioning allows Titan to optimize its products for different customer groups.

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    MARKET SEGMENTATION, TARGETING & POSITIONING - by Arihant Aski Goswami

    Uploaded by

    Arihant Aski Goswami
    13K views26 pages
    Titan watches segments the market and targets different customer groups. It divides the market into mass, mid-premium, and luxury segments based on income. It further segments the market demographically by gender, age, social class, and lifestyle. Titan then positions its various watch brands like Fast Track, Sonata, and Raga to target specific segments. For example, Fast Track is targeted towards younger consumers with its "Cool watches" positioning. This segmentation, targeting, and positioning allows Titan to optimize its products for different customer groups.

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    Presentation on titan watches regarding it's segmentation,targeting and positioning process.

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    MARKET SEGMENTATION, TARGETING & POSITIONING - By arihant aski goswami

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    Titan watches segments the market and targets different customer groups. It divides the market into mass, mid-premium, and luxury segments based on income. It further segments the market demographically by gender, age, social class, and lifestyle. Titan then positions its various watch brands like Fast Track, Sonata, and Raga to target specific segments. For example, Fast Track is targeted towards younger consumers with its "Cool watches" positioning. This segmentation, targeting, and positioning allows Titan to optimize its products for different customer groups.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    13K views26 pages

    MARKET SEGMENTATION, TARGETING & POSITIONING - by Arihant Aski Goswami

    Uploaded by

    Arihant Aski Goswami
    Titan watches segments the market and targets different customer groups. It divides the market into mass, mid-premium, and luxury segments based on income. It further segments the market demographically by gender, age, social class, and lifestyle. Titan then positions its various watch brands like Fast Track, Sonata, and Raga to target specific segments. For example, Fast Track is targeted towards younger consumers with its "Cool watches" positioning. This segmentation, targeting, and positioning allows Titan to optimize its products for different customer groups.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
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    At a glance
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    The presentation discusses market segmentation, targeting and positioning of watches by Titan. It explains the three stage process of S-T-P and provides examples of how Titan has implemented segmentation and positioning for some of its brands.

    The three stages are segmentation, which determines customer groups; targeting, which selects the most attractive groups to offer products to; and positioning, which crafts the offer for the targeted group.

    According to Titan, the different levels of market segmentation are segment marketing, individual marketing, niche marketing and local marketing.

    Presentation

    on
    Market Segmentation, Targeting, and
    Positioning 

    Of
    Watches

    -BY Arihant Aski Goswami,


    Sonyog Goswami
    Priyanka Hazarika,
    Jessimuddin Ahmad,
    Pradyut
    What is Segmentation,Targetting and
    Positioning in a nut shell
     Segmentation, targeting, and positioning together comprise a
    three stage process.

     
     determine which kinds of customers exist, then

     select which ones we are best off trying to serve and, finally,

     implement our segmentation by optimizing our products/services for that


    segment and communicating that we have made the choice to distinguish
    ourselves that way
    The Three Stage Process(S-T-P)
    Positioning Process
    The S-T-P Process of Titan watches

    Step 1 :Segmentation- the Titan Perspective


    The levels of market segmentation are:

     · Segment Marketing
     · Individual Marketing
     · Niche Marketing
     · Local Marketing

    .
    Segment Marketing

    “Marketers target more than one segment when it is not


    economically feasible to design products and services for
    individual segments.”

     TITAN PERSPECTIVE
    Titan has segmented its business into three main categories:
     Mass
     Mid-premium
     luxury
    Individual Marketing
    “Individual Marketing is the extreme level of
    segmentation in which marketers focus on individual
    customers.”

    TITAN PERSPECTIVE

    Titan has not applied this for its marketing !!


    NICHE MARKETING

    “A niche is more narrowly defined group, typically a small market whose


    needs are not well served. Marketers usually identify niches by dividing a
    segment into sub segments or defining a group seeking a distinctive mix of
    benefits”

    TITAN PRESPECTIVE
    Serving the youth since they form the majority of customer base.

     introducing FAST TRACK


     · price offering from Rs 500(affordable)
     · watches with style statements
    LOCAL MARKETING
    “Marketing programs being tailored to the needs and wants of local customer
    groups. The prominence of local marketing has also become very
    dominant.”

    TITAN PERSPECTIVE

    All the products of TITAN are addressed to all the customers as a whole.
    Localized products are not available. But some products which are
    available in UK have some pictures of eminent personalities on their Dial
    like M.K. Gandhi, Mr. Jawaharlal Nehru,etc. so that the customers can
    identify the product with those dignitaries.
    Criteria for segmentation
    (Demographic segmentation )
    Below Rs 500
    Between Rs (500- GENDER Gents
    Income 1500)
    Between Rs (1500- Ladies
    3000)
    Between Rs (3000-
    Marrie
    5000) d
    Between Rs (5000- couple
    10000)
    Above Rs 10000
    s

    AGE AND LIFE CYCLE Social class Fashion


    Statem
    STAGE ent
    12--20 Fashion
    18--30 Statem
    30--35 ent but
    price
    sensitiv
    e
    Utility
    Criteria for segmentation
    (Psychographic Segmentation)
    Lifestyle: Personality
    economy
    category
    Luxury luxury
    Mid category
    Premium
    Mass sports &
    casual
    category,
    fashion
    category,
    Criteria for segmentation
    (BEHAVIORAL SEGMENTATION)

    Occasions Benefits

    SERVICE
    CENTRE
    Formal huge
    Dress wear product
    Fashion range
    good life
    cycle
    TARGETING
    Four main activities in this stage

     Defining the abilities of the company and resources needed to


     enter a market
     Analyzing competitors on their resources and skills
     Considering the company’s abilities compared to the
     competitors’
     Deciding on the actual target markets.
    TARGETING
    Segment 1
    single segment with a single product

    SUPPLIER Segment 2

    Segment 3

    The first is the single segment with a single product.

    For example, Titan’s sub brand, Raga is targeting the upwardly mobile ladies in
    the upperpremium segment.
    TARGETING
    Segment 1
    One product for all segments
    Segment 2
    Supplier
    Segment 3

    Secondly, the marketer could ignore the differences in the segments, and choose to
    aim a single product at all segments i.e. the whole market.

    FAST
    SONATA
    TRACK
    TARGETING
    Brand A SEGEMENT 1
    Supplier Brand B
    Brand C SEGEMENT 2
    Brand D
    SEGEMENT 3

    Finally, there is a multi-segment approach. Here a marketer will target a variety of


    different segments with a series of differentiated products.

    For example, Titan itself provides with the number of different brands/products which
    are targeting different segments in the market
    POSITIONING
    “Positioning is statement that shows how you are different, better or more special than your
    competition.”

    TITAN PERSPECTIVE

     Titan initially pioneered the concept of "Gifting watches“

    Titan pushed the concept of "Matching Watches to Clothes”

    Earlier Fastrack was targeted at 20-25 year olds and positioned along the line
    "Cool watches from Titan".The company re launched the brand lowering the
    target segment to 18-30 year olds with the baseline “How many you have?".
    GREAT TEAMS MAKE GREAT PRESENTATIONS 
    EXAMPLES
    Criteria Segment Basis of Example
    distribution

    Demographic INCOME Between Rs (500- TITAN Fast Track


    1500)

    Between Rs (1500- TITAN


    3000) REGALIA,FAST
    TRACK,RAGA
    Between Rs (5000- TITAN EDGE
    10000)

    Above Rs 10000 TITAN NEBULA


    EXAMPLES
    Criteria Segment Basis of Example
    distribution

    Demographic GENDER GENTS TITAN FLIP

    LADIES TITAN RAGA

    MARRIED TITAN BANDHAN


    COUPLES
    EXAMPLES
    Criteria Segment Basis of Example
    distribution

    Demographic Age and life cycle 12-20 TIMEX, Sonata, etc

    18-30 FAST TRACK,


    TECHNOLOGY,
    SONATA,
    etc.

    30-55 SONATA, NEBULA,


    RAGA, STEEL,
    REGALIA,
    BANDHAN, etc.
    EXAMPLES
    Criteria Segment Basis of distribution Example

    Demographic SOCIAL CLASS FASHION ROYALE,


    STATEMENT AURUM, and
    NEBULA

    FASHION RAGA,
    STATEMENT BUT TECHNOLOGY ,
    PRICE SENSITIVE FAST TRACK etc

    UTILITY WATCHES TIMEX, SONATA,


    KARISHMA, etc
    EXAMPLES
    Criteria Segment Basis of Example
    distribution

    Psychographic Life style LUXURY NEBULA, AURUM

    Mid premium RAGA,


    GOLD-STEEL,
    TECHNOLOGY

    Mass SONATA,TIMEX
    and KARISHMA
    EXAMPLES
    Criteria Segment Basis of Example
    distribution

    Psychographic Personality ECONOMY TITAN KARISHMA

    LUXURY TITAN RAGA

    SPORTS AND TITAN FASTRACK


    CASUAL

    FASHION RAGA,NEBULA
    STATEMENT
    EXAMPLES
    Criteria Segment Basis of distribution Example

    BEHAVIORAL OCCASIONS FORMAL NEBULLA, STEEL,


    RAGA,
    GOLD&STEEL

    DRESS WARE REGALIA, RAGA,


    GOLD&STEEL,
    ROYALE

    FASHION TECHNOLOGY,
    STEEL, RAGA,
    GOLD&STEEL,
    FAST TRACK
    EXAMPLES
    Criteria Segment Basis of distribution Example

    BEHAVIORAL benefits WIDE SERVICE SERVICE CENTRE in


    174 towns

    HUGE RANGE FASTRACK,RAGA,


    NEBULA,KARISHMA
    ETC

    GOOD LIFE CYCLE FASTRACK FOR


    YOUTH TO
    BANDHAN FOR
    MARRIED PEOPLE

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