IMC Titan Raga&Fastrack

IIM RAIPUR

TITAN RAGA AND FASTRACK  IMC Group Project

Section A | Group 3 | IMC 15PGP005 Akanksha Rajput Rahul Kanjani 15PGP040 15PGP060 Aakanksha Bhatia Manish Kurrey 15PGP086 Rahul Ranjan 15PGP097 15PGP139 Aditi Jangid

Table of Contents

 Titan Raga: Segmentation, Targeting and Positioning......................................2  Titan Raga: Promotional Mi............................................................................! "astrac#: Segmentation, Targeting and Positioning.........................................$ "astrac#: Promotional Mi................................................................................% Critical Comments on Titan Raga IMC strateg&...............................................' Criti(ue o) t*e IMC Strateg& o) "astrac#........................................................+

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Titan Raga: Segmentation, Targeting and Positioning  Segmentation:

!M"GRA#$ICS Gender Inco%e "ccupation

#S&C$"GRA#$ICS 'i(estyle #ersonality

B!$A)I"RA' "ccasions Bene(its

Female More than 35,000 per month Working Independent oman

!el"#dependant and modern li$ing %$ol$ed oman o" toda&, 'el"#re'pe(ting, (on"ident and 'ophi'ti(ated, Free thinking attit)de

!o(ial meeting' *on"iden(e, !el"#%+pre''ion

 Primary Target Group: Feminine, &et independent *o%an  ho i' con(ident  and ha' "ree thinking attit)de  Positioning: Elegant, Sophisticate, exclusive )ni-)e in de'ign., /eelr& like a((e''or& an d '&mol o" 'el"# e+pre''ion, independent thinking and modern li"e't&le

2

Titan Raga: Promotional Mix

aga at(he' are a (olle(tion o" elegant, deli(ate, and "eminine -)alitie' ith ea(h pie(e eing tr)l& )ni-)e2 he 'ame i' e$en re"le(ted in it' promotion'2 Ad+ertising (il%s,

In 014, itan rolled o)t an ad "ilm "or it' line o" aga at(he'2 he "ilm a' (on(ept)alied & gil$& and Mather angalore2 he "ilm "eat)re' oll&ood a(tre'' imrat a)r2 aga i' a re"le(tion o" the modern oman : progre''i$e, (on"ident and  pa''ionate2 oda&;' omen are independent and "ree 'pirited and the ad trie' to de"ine thi' ne dimen'ion2 aga roke thi' 'tereot&pe ith it' (on'i'tent portra&al o" a 'pirited oman ith an air o" 'en')al poer2 When

i'

the

right

time

to

get

married?