On Campus

Titan’s ‘house of brands’ strategy will help extensions

| Updated on November 17, 2013 Published on November 17, 2013

Balaji Vanchinathan

Shivam Srivastava

Varun S. Aiyengar

Titan has been extending its brand from watches earlier to jewellery and eyewear and, lately, perfumes. Do you think such brand extensions will work for Titan?

MBA students of the Chennai-based SRM University share their views:

Titan has its main focus on watches and is the fifth largest wrist watch manufacturer.

Now it is focusing on other luxury products like jewellery, eyewear, wallets, bags and perfumes. Internationalisation of the business helps brings in positive energy for innovation and quality. It helps the companies strive for the best.

To prove economic sustainability the assets of the company should be effectively distributed over time as said in the philosophy of the treatise Thirukkural:

“Who swells the revenues, spreads plenty o’er the land, Seeks out what hinders progress, his the workman's hand.”Thirukkural, Couplet 512

Titan's established brand value and its expansion strategies will definitely make the brand stronger.

–Balaji Vanchinathan

Brand extensions work extremely well in India.

The nation is very conscious of the product it chooses. Indians will only buy products whose quality they are assured of, irrespective of its name. A good example is Oreo being launched in India under the name Cadbury Oreo and not Kraft Oreo as Cadbury sells well in India and Kraft itself is not that well known a brand here. In the same way, the name Tatas sells. Keeping this in mind it is obvious that Titan goes down as a brand that the brand conscious Indian will take to.

–Varun S. Aiyengar

Titan’s brand extensions focus on continuous improvement. Now, Titan's brand portfolio follows a ‘house of brands’ strategy. There are many individual brands in the portfolio, at the same time the bulk of the mid-range watches, its eyewear range and lately perfumes are being endorsed under the corporate brand Titan.

I strongly believe the brand extensions will definitely work for Titan to gain a mass-market share.

–Shivam Srivastava

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Published on November 17, 2013
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