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Case Research

 Case Studies Essay

An Conditional Study on

Titan v/s Timex with respect to STP and Consumer Behaviour

Prepared pertaining to:

Prof. Subrat Sahu

(Marketing Management)

By

Khushboo Mandot

Roll not any: 23

SKIPS

LETTER OF TRANSMITTAL

The fall of 13, 08

Prof. Subrat Sahu

Marketing Management

SKIPS

Dear Friend,

I have completed the report that you just requested. This report investigates the differences among Titan and Timex regarding its segmentation, targeting and positioning strategies as well as all their consumer habit for the same. This kind of report turned out to be very informative, as well as a learning experience. At your request, Let me discuss the report with you.

Sincerely

Khushboo Mandot

BUSINESS SUMMARY

This study talks about the online marketing strategy adopted by simply Titan and Timex regarding its STP model and attempts to comprehend their buyer behaviour.

This study talks about the marketing strategy followed by Ti (symbol) and Timex with respect to it is STP style and attempts to understand their consumer behaviour.

The study discloses that Titan has very systematically and broadly segmented the market relating to era, income and tastes and preferences and has happy every segment while Timex has also completed it on the same basis nevertheless did not increase its market segments. This is the basic purpose of Titan's more acceptance in India than Timex.

Titan offers targeted every possible market segment according for their segmentation requirements with different ranges of watches just like Fastrack, Raga, Nebula, Xylys, Sonata, Switch, Technology, and so forth and Timex has targeted a section that includes youth with middle profits having a love 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 designer watches have been properly positioned for all of its various watches having different features but it really seems that Timex hasn't been and so perfect with its positioning. Timex has maintained changing the positioning affirmation, which has triggered confusion in customers and Timex's loose control over the industry.

Consumer habit of Ti (symbol) is more of variety in search of and recurring buying although that of Timex is only regular buying.

Table of Material

PART I Page no . Title site 1 Notice of Transmittal 2 Business Summary several

Introduction 5

Study Objectives 5

Scope of the study 6

Examine Design and Methodology 7 Study Articles

PART 1

Segmentation Strategy

Titan being unfaithful Timex being unfaithful Evaluation 12

Targeting Technique

Titan 11 Timex doze Evaluation 13

Value Proposition (Positioning strategy)

Titan 16 Timex 15 Evaluation 18

PART II

CONSUMER BEHAVIOUR

a)Titan...

Bibliography: 1) www.titanworld.com

2) www.timexindia.com

3) www.books.google.com

4) www.hindubusinessline.com

5) www.business-standard.com

6) www.indiainfoline.com

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