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INTRODUCTION Titan a Tata group company entered the watch market in 1987 Since then it has developed into one of the most recognized brands in India In fact in a recent survey conducted by AM Titan emerged as the top brand in the consumer durable segment HMT the undisputed leader of the wristwatch market before Titans entry completely neglected the quartz watch segment Titan successfully filled this gap Its wide range of designs high profile advertising and distribution network helped it gain a substantial market share in a short span of time The Titan brand was essentially positioned as a premium brand As a result the lower segment was left uncovered After it entered into a joint venture with Timex it made inroads into this segment too Internationally Timex is seen as a mid-priced quality watchmaker Its association with Titan in India led to wrong segment targeting Here the middle and higher income groups were buying its watches In 1998 this association came to an end erasing Titans presence in the lower segment Since then it has launched the Sonata range of watches that is in direct competition with the Timex range Marketing Data Market share From its inception Titan decided that it would be the shaper of the watch industry and not an adapter They created competitive advantage through differentiation They first concentrated on technological leadership The Tatas took 2 decisions they will manufacture only quartz analog and digital and not mechanicals and they would set up state-of-the-art plant to manufacture watches in a wide variety of designs and prices HMT and local players had always looked at the functional utility of the watch Titan was first in India to introduce the style concept They projected the watch as a fashion accessory They clearly identified that their main competitor was not HMT but the gray market A firm differentiates itself from its competitors if
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