Found to appeal to classy women, it was embellished with dramatic symbol for Indian culture. Its target were customers who were progressive homemakers and people who were trying to balance work and family life but who desired to embellish their traditional or Western apparel with a beautiful, lusty timepiece.
The watches were gifted during festivals or events including birthdays. But, the customer profile transformed to the young profession professional with disposable income, who commonly considered the watches to be much like jewellery and impacted by layout defects for example a clasp that was difficult to read face and finicky. By 2010, the promotion team recognized that it had to revisit its branding strategy to satisfy this challenge and its global competitors. Should they relaunch Titan Raga as a stand alone brand with a new brand ambassador who'll appeal to this new demographic?
Shekar Prabhakar is affiliated with Prin.L.N. Welingkar Institute of Management Development and Research. Madhavi Lokhande is associate with Prin.L.N. Welingkar Institute of Management Development and Research. Prasad A. Naik is affiliated with University of California Davis.
Titan Raga Evolving a Watch Brand for the Changing Consumer Case Study Solution
This is just an excerpt. This case is about SALES & MARKETING
PUBLICATION DATE: June 10, 2015 PRODUCT #: W14796-HCB-ENG
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