COMPETITIVE OVERLAPS OUTSIDE TITAN
With an understanding of titan’s product portfolio, a comparative analysis can be done to see where the company stands with respect to its immediate competition. Titan is compared with six other major watch manufacturers that it competes within its price bracket. They are: 1) Timex 2) Casio 3) Fossil 3) Citizen 4) Seiko 5) Skagen We will lay out Titan’s primary sub brands and collections and show how they compare in contrast with three main competitors in that given segment. Each competitor focuses mainly on producing quartz watches for the Indian consumer. Thus this comparison will be grouped on the genre of watches offered and the consumers that they are targeted at. Contrast will be shown by virtue of comparing price, movements, complications and materials. A clear understanding of each of the sub brand was necessary to carry out such an analysis and the process to reach such an understanding involved the following processes: 84 | Jansher Aidan Bakhshi Nongrum | Product Design
Mapping out the design codes for each sub brand and collection Identifying how the consumer segments were divided and catered to Exploring the Unique Selling Point (USP) of each brand and their individual sectors. Locating gaps within the product portfolio Understanding the psychographic profile evolution that sub brands are going through. A lot of this will not be printed in this document to maintain client confidentiality. Before the comparison is done, two points must be noted: 1) We will not be including mechanical watches or watches with highly specialized features like diver’s rating water resistance, barometer, temperature gauge, etc. These watches fall into the category of ‘tool watches’ and are used in extremely specialized fields. Titan neither competes with these watches nor has any plan to venture into this space. Existing as a lifestyle company, Titan may sport the dive watch aesthetic or the master chronometer styling cues but does not claim to have a diving watch or a chronometer in its portfolio. You can think of this as Titan designing a watch inspired from a plane’s cockpit,
but not designing a pilot’s watch. 2) While the comparison draws things out neatly, reality is not as neat. Other companies approach the idea of a designing for a wide audience differently. While Titan may have different sub brands and collections that cater to each customer segment that they have identified, other companies may not divide their audience in the same way or even create sub brands to resolve this problem. The comparison is pitted against those portions of the competitor’s portfolio that intersect with Titan and thus the portion used to for the comparison may not be the whole collection or sub brand of the competitor’s portfolio.
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