Marketing Communication Effect of Titan: A Study done in Kolkata

A proposal 18-03-2013 Kolkata

Submitted by Urmi Saha PGD-K/Jun11/11

Submitted to TASMAC

Back ground of the study The present facet of the business world is blooming in oligopoly and the only means to stay in the race is to captivate rivalry between the player and the challenger .Yet, the ultimate verdict is affirmed by neither of the performers, for the victor crown is paved by the king the customers. To play the game as well as to hold it, the strategy must be focusing on customers needs economically, conveniently and with effective communication. Two key themes of marketing communication are: Initializing different marketing activities to communicate and deliver its value. Coordination of all marketing procedures to lay out maximization of their joint effects.

Marketing depends heavily on the flow of effective communication between the company and customers. Product manufacturing and bringing its awareness in the market is only a part of thee companys job. It is equally important to bring customers about its knowledge of accessibility. In competitive market scenario where firms are striving to win over customers, it is not enough if its availability is merely known. It is essential to propagate the distinctiveness of the product, its nature and value it carries via different means and media as communication. Various stimuli emanating from all sources are received and interpreted by the consumer on one hand while on the other the process helps to define the feedback from the consumer as to how their offerings are encrypted. Purpose of the study Traditional marketing approach included personal selling, advertising, sales promotion and publicity as the promotion mix, as the only tool of communication to the consumers. The modern approach entities the product, price and channel, apart from the promotion mix, to essay as the vital tools of communication all 4Ps of marketing reckoned communication components. The endeavor of presenting a set of messages to a target market using all the Ps of marketing along with various sources and cues with the sole intention of conveying the value proposition that a product offers. Consequently the feedback from the market for betterment of the product is received. This process is commenced as integrated market communication, and the firms interaction with the market through the means of all marketing mix elements is surmised as the marketing communication mix. All value bearing components must be stated by the marketing communicator and the main questions to be decided upon should be: What to say?

Whom to say it? How to present message effectively? Where to distribute message? When to send message?

Problem statement Titan industries is a good example of a company succeeding in marketing by adopting multimode retailing, consisting of exclusive showrooms owned as well as franchised, semi exclusive outlets, multi brand outlets, institutional buyers and special rural outlets. To keep upto the modernisation, it has also introduced an online store to cater the tech savvy generation. The research work will be focused on following problems: Pros and cons of using celebrity endorsements. Efforts made by TIL to evolve a communication strategy to suit the changing times. Analyze the positioning and targeting issues of multi-brand marketers. The issues concerning branding and brand management in the Indian watch industry. The efforts made by the company to expand the watch market. Research objectives: To find out the various marketing communications programs effect on the consumers. To find out which type of programs are more convincing.. To find out how much people are aware about the products of the company . Which is helpful to measure the effect of the strength of communication plan used by the organization. Consumer perception towards the products of the company. Research Question What suggestions would you like to give to improve Titans brand image among c ustomers? Do you think the new advertisement is effective in inspiring consumers to have a new look everyday and be more in lives?

Why do you prefer Titan brand? In which media have you seen the advertisement? a) TV, b) Newspaper, c) Magazines, d) Hoardings, e) Radio

Literature Review At present time, when competition in business is very tough, communication is the unique tool that marketers use to persuade consumers to act in a desired way. Communication takes many forms: It may be verbal, visual or combination of both. It can also be symbolic- represented, say, by a high price, premium packaging, or memorable logo- and convey special meaning that the marketer wants to impart. Communication can evoke emotions that put consumers in more receptive frames of mind, and it can encourage purchases that help consumers in more receptive frames of mind, it can encourage purchases that help consumers solve problems or avoid negative out-comes. Really, communication is the bridge between marketers and consumers and between consumers and their sociocultural environments. Marketing communications is focused on product/produce/service as opposed to corporate communications where the focus of communications work is the company/enterprise itself. It is primarily concerned with demand generation, product/produce/service positioning while corporate communications deal with issue management, mergers and acquisitions, litigation etc. Marketing communications are messages and related media used to communicate with a market. Those who practice advertising, branding, direct marketing, graphic design, marketing, packaging, promotion, publicity, sponsorship, public relations, sales, sales promotion and online marketing are termed marketing communicators, marketing communication managers, or more briefly as marcom managers. Traditionally, marketing communication practitioners focus on the creation and execution of printed marketing collateral; however, academic and professional research developed the practice to use strategic elements of branding and marketing in order to ensure consistency of message quest delivery throughout an organization. Research methodology The study will be an exploratory study as well as descriptive. Information pertaining to customers usage or non -usage will be collected through administration of questionnaire. Sample size for this study is 100. Sampling method would be logical convenience sampling.

 Secondary data will be collected through company website, company brochures, research, Consumer research journals, Businesses magazines. Limitations: Results of this study and finding are applicable only in Kolkata city and nearby areas other important limitation of the study was that of time limitation due to which it is not possible to do the detailed study. The sample size was taken only 200; therefore it is difficult to say anything concretely. Time plan My dissertation will be completed tentatively within 3 months. The break up time is as follows 1. Reading / note taking / planning / writing introduction 1 Week 2. Writing review of literature 2 Weeks 3. Writing of research methodology 2 Weeks 4. Carrying out work / recording findings 2 Weeks 5. Data analysis 2 Week 6. Preparing conclusions / Bibliography 1 Week 7. Typing / proof reading / corrections / binding 2 Weeks 8. Total Time Taken: 12 Weeks (3 Months)