There Is a perfect fit between Mall and Titan heir stature, timelessness, and the love and trust they both share with the people, both nationally and Internationally, makes this an Ideal partnership.
Moreover, Mall has a universal appeal that extends to everyone, across age groups, just as our watches do. ” The Institute reserves the right to conduct a separate Viva exam on telephone, as a part of the student’s exam in case the Subject Lecturer recommends it in any particular student’s case. With the celebrity endorsement, TILL hoped to promote the latest trends In the industry. The Idea was to make watches that would be seen as style and fashion accessories rather than Just utilitarian devices.
The company decided to use Mall In brand and product communication on television and In the print and outdoor media. Though the vast distribution and service network of TILL had served as an effective early sass, thanks to the paradigm shifts in the retail scenario and the growing affluence of the Indian consumers. And TILL found that it was not safe even at the bottom of the pyramid. The grey market with cheap Chinese imports and the normalized sector had cornered a sizable chunk of the low-end market.
The appointment of Mari Khan as brand ambassador for the Titan brand was seen as an attempt to broad base the appeal of the Titan brand. In 2004, besides appointing a brand ambassador, TILL made several attempts to revivalist its sub-brands. It introduced several collections/ranges under each of its sub-brands. Moreover, it participated in the retail boom that the country was experiencing. It opened several outlets in the huge malls and hypermarkets that were mushrooming in the big cities.
It also paid attention to its communication strategies. And its attempts seemed to have paid off the company posted good annual profits (Refer to Exhibit I for TILL’S financial) and its image was rejuvenated. Questions: 1 . What are the Pros and cons of using celebrity endorsements? 2. What are efforts made by TILL to evolve a communication strategy to suit the changing times? 3. Analyze the positioning and targeting issues of multi-brand marketers. 4. The issues concerning branding and brand management in the Indian watch industry. 2
