Brand and company analysis of Titan

Brand and company analysis of Titan In early 80s, it was identified by the Tata Group that the watch industry is a huge potential consumer market for the group to enter. A Tata veteran, Xerxes Desai who was the MD of Tata Press was chosen to head this initiative. Titan was conceived in Tata Press in 1984- a joint venture between Tata the Tamil Nadu Industrial Development Corporation. Like most consumer markets in India during the pre-liberalization era, the watch industry was way behind the rest of the world. The technology at that time was reliable, but outdated. Tata Group entered the watch market with Quartz technology and the brand Titan. Brand identity-Kapferers Model Physique is an exterior tangible facet conveying brand qualities, form, physical specificities and colour. Physique is the starting point of branding. TITAN: Elegant corporate wear, Life-style watches Personality is an internal intangible facet which forms the character, brand personality and soul which are relevant for brands. TITAN: A complement to dress than just a time showing machine Relationship is an exterior facet with tangible and intangible areas, and defines the behaviour that indentifies the brand the way the brand connects to its customers. TITAN: Watches as a practical luxury with a function other than beauty Culture is an internal intangible facet to integrate the brand into the organization which is essential in differentiating brands. TITAN: Indian, traditional and premium quality Reflection is an external intangible facet reflecting the customer as he or she wishes to be seen as a result of using a brand. TITAN: Lives life to the fullest, multi-faceted, revives aspirations Self-Image is an internal intangible facet reflecting the customer attitude towards the brand. These inner thoughts connect personal inner relationship with the brand. TITAN: Be whatever you want to be and extract more from life Stage in the PLC Xylys Fastrack Sonata 1984 Extension of Maturity phase through REPOSITIONING Sales Time Titans winning story began in the year 1984 when there was a joint venture between the Tata Group and the Tamil Nadu Industrial Development Corporation. Introducing Titan quartz watches which donned an international appearance, Titan Industries completely transformed the Indian watch industry. After the launch of Sonata, a value-for-money brand which offered functionally styled watches at reasonable prices, Titan Industries aimed to reach the youth of the nation with its third trendy and chic brand Fastrack. Till date, Titan has sold 100mn watches worldwide and it produces 12mn watches per annum. Steps taken by brand at each stage At Product Level Stage I: Introduction Titan offers a broad variety of choices to numerous segments across taste, gender, age and economic status. in the early days, Titan used this approach path as the cornerstone of its leadership strategy. Their former range had discrete offerings for specific requirements: Gold plated cases having fine leather straps were Formal watches launched specially for the executive Gold plated cases having ornamental bracelets were Dress watches launched for those who prefer jewellery All steel watches with functionality were the Rugged watches for those whose usage demanded more durability Stage II: Growth Launched Aqura In 1989, the trendy range for the youth Raga in 1992, the ethnic range for the sophisticated Indian woman Insignia in 1993, typical and international appearing high-end watches, for those who seek exclusivity Launched psi 2000 in 1994, the rugged, sporty and masculine watches with serious sports features for those who seek adventure. Dash in 1996, the bright and colourful collection for kids Launched Sonata in 1997, the affordable, good quality range for the budget-conscious Stage III: Maturity Titan came out with Fastrack in 1998, the cool, fashionable and funky range for the young Nebula in 1999, the solid gold and diamond-studded range of luxury watches for affluent people Steel in 2001, the smart and contemporary collection for the young 21st century executive In 2006, launched its premium watch brand Xylys Also in 2008, Titan came out with unique collections like the Octane, Diva, WWF and Zoop At Communication Level Stage I: Introduction Titan decided to invest to a great extent into exhibiting all its innovations to the prospective consumers using advertising. From the very first day, the catalogue advertising of Titan was used and it turned out to be its hallmark as it was applied regularly and was very effective in merchandising new models. These catalogue ads were also very helpful to the customers in shopping off the newspaper page, almost deciding which model they were interested in picking up. Retailers also got used to viewing customers who would walk into shops with newspaper cuttings, specifically asking for the models depicted there. The same approach is continued till this day, with almost the same effect. The most persisting part of the Titan advertising has been its music track. It was a segment from Mozarts 25th Symphony which was chosen for its class and western vibes and has become Indian Advertisings most unforgettable track. It started in 1987 in its pure classical versions with only one violin playing the melody and over the years, this piece of music has been delivered in innumerable innovative versions. Stage II: Growth In the early 90s, Titan focused on building up the Gifting market. Watches had always been favourite things to gift and Titan benefited from that. A set of 3 films were developed in 1991 around 3 relationships, where the gifting of a Titan climaxed in a touching personal moment and strengthened the bond between the protagonists. All these films were very big hits and they created a separate genre of advertising films lasting around 8 years. During these years, a series of films involving a variety of characters such as a father, a daughter, a teacher, a boyfriend etc.; with local flavour were created and released. These helped in building a huge gift segment for Titan and also became Titans Theme Campaign. Another flourishing customer-facing aspect about Titan has been its stores. In a pioneering attempt which drastically altered the industry standards, the World of Titan was born. Located in the newer parts of a city, the showrooms immediately stood out on the street and ended up in attracting a lot of walk-ins. One could get a better idea about the collection through a contextual presentation and could make up his mind which collection was right for his requirement. Stage III: Maturity Titan Industries decided to revamp its flagship watch brand with the purpose of making it more youthful and relevant to the changing times. The brand underwent a major repositioning exercise in 2005, when Hindi film actor Aamir Khan was appointed brand ambassador and it was followed by the tagline Whats Your Style? campaign. It tried to increase watch consumption per person, by suggesting the use of different watches for different occasions. In 2008, Titan moved from style statements to personality statements. With the explosion of options in a persons life, their core consumer was changing. Titan has evolved and adopted the tagline Be More. It denotes the aspirations of consumers to make more of their lives and be whatever they want to be. Market Scenario/Challenges Majority of the watch customers tend to prefer Titan because of the appealing designs and supreme quality of Titan watches. However, there is a misconception in the minds of the consumers about the prices of Titan products as they find them to be pretty expensive. Titan is now trying to get hold of newer customer segments and are attempting to target all the adults in SEC A and SEC B. Titan is also considering advanced retail strategies and is projecting to launch modern product collections. Summary Titan is the 5th largest branded watch producer in the world with four major brands in the market namely Titan, Sonata, Fastrack and Xylys, all having several sub-brands and collections. Titan Industries commenced operations with groundbreaking offerings, i.e. Quartz watches which altered the look of the Indian watch industry. Ideas which were ahead of their times at Titan Industries led to substantial accomplishments such as Single Point Solutions to each and every Original Equipment Manufacturer customer. Titan watches are available at exclusive World of Titan outlets, Fastrack outlets, multi brand dealers, Multi brand outlet Helios and multi brand stores. Taking the forecast of brand fatigue earnestly, the brand recreated itself with the flawlessly styled Euro watches collection. In the near future, Titan can introduce an exclusive assemblage for Executive men and women which is contemporary and goes well with both the traditional as well as western wear. Also, the brand needs to spread more awareness about the availability of its lesser-priced watches in lower segments of the society as most of the consumers feel that Titan brand is synonymous with premium watches.

An Evaluation of Blood Brothers

Blood Brothers is about two twins who are separated at birth. One is sold and one is kept. They then meet later on but do not know they are twins until ‘the day they die'. It is told throughout the play, by the interventionist narrator, with songs as soliloquy's, to assist telling the story and explaining the characters thought and feelings. One key theme throughout is superstition. It starts with Mrs Johnstone and her superstitious nature but then develops throughout the narrative as Mrs Lyons then becomes superstitious and things, happenings start to evolve around the superstitious nature. It begins to affect the play, as the characters start to behave differently, Mrs Lyons as she approaches a mental breakdown changes and her change in behaviour is effected by the superstition of having a sold child, and not only a child but a twin, if ever two twins shall meet and know of there brother hood both shall die on that same day. The portrayal of all the characters was extremely good. Especially Mickey. Played by the understudy; Richard Munday. His portrayal of the character I thought was incredible, I knew being a professional actor he would be good and good at playing small children but I was very, very surprised. The way he portrayed his character was (to me) extraordinary. His use of body language was great, the way he moved and walked and talked you could see his seven year old character shining through, so clearly I was amazed, that anyone could use such simple things to completely change their persona. They way he changed from a small child to a teenager, was great, everything changed about him except his true character and Mickey was still very much there, you could just see he had grown up. His character changing in age helped me understand the story more, I knew they grew up but seeing his age and character change and his relationships with different people I understood, the later themes in the play. Mickey and Eddie growing up with Linda. I could really see there relationship change as Linda fell in love with Mickey, his maturity was funny, the way he acted around her but it was distinctively different from when he was a younger child. His body language, speech but most of all the atmosphere was very different between the characters as they grew up especially Mickey's towards Linda. Another character that surprised me was the teacher played by Paul Dallison who played the teacher. The transaction between the two different teachers was really good and surprised me. As well as very good (and quick) change of costume, the change in body language, voice and facial expression was extraordinary. As the posh teacher he was very smart and spoke very properly, articulating all words, standing up straight and being very respectable, then changing to the scruffy, worn down, teacher, who speaks very commonly, body language and posture change is very evident, he slumps, showing wariness and exasperation. His portrayal of the two different characters is great; the very quick change makes it even more impacting. The interventionist narrator plays a very important role in Blood Brothers. Throughout the play he tells the story, but a lot more than that. Being an interventionist narrator he intervenes and interferes with the characters and the play. Simply by bringing on most of the set and props, he becomes a very important part of the play. As the play goes on he beings to affect the play more and interfere. When Mrs Johnstone agrees to sell Mrs Lyons one of the twins, the interventionist narrator hands Mrs Lyons the bible so as to make Mrs Johnstone swear upon it. This is a good example of when the narrator interferes. Not only this but he plays on the characters conscious, playing with their minds, this is where, the songs as soliloquies come in, the narrator whispering in the characters ears, telling them what's right, telling them what's wrong. This adds a lot of dramatic tension to the play, because the narrator becomes very influential. One of the most powerful drama techniques used in blood brothers is the action before narrative. It has such a powerful ending that at first I thought it would take away from that but from seeing it I understand that it doesn't and even gives more to the play and ending. It's all done in silence, which adds dramatic tension in its self because it leaves the audience thinking and questioning. Even though the audience know what happens at the end, it is still shocking when it comes. There is a lot of dramatic irony, the audience know that Eddie and Mickey are twins separated at birth but the characters do not; this adds great tension because every time something serious happens you begin to wonder if their going to find out their twins. This is a very simple yet affective device because it adds more layers to the complex plot but not in a bad way, it positively keeps the audience really attentive. The songs used throughout the play help to enhance the production and add effect. With the narrator being the characters conscious and playing with there minds. Using the songs as soliloquy's I thought was very powerful because it gives them more meaning and impact. Blood Brother being a play with songs and not a musical makes it better, because it not songs for the sake of it, it songs to convey feelings, emotions and happening making it more influential. Connecting to the audience in a different way entirely. They are more engaged and attentive. Listening for meaning and depth. There were many symbols used in blood brothers, the strongest of all being that blood brothers hand clasp. It being so strong and powerful, symbolising unity, love and bonds is used throughout the play. This helps to enforce the themes of unity and love which are shown throughout the play. The bond between Eddie and Mickey being blood brothers is the key symbolism of the hands clasping and is so powerful its and symbolic it's used to enhance the themes and messages throughout the play. The lighting is very impacting on the performance as it changes throughout the play, as the play open there is red lighting; this creates a very sombre feeling. The red being symbolic of blood and death, creates tension, mystery and fear. This helps to convey the mood of the play. The action before narrative begins the show, with the death of both twins; the red light adds great affect and setting to the mood of the scene, as it does throughout the play. The change in lighting from dark to light at different points in the play is well used, the lights darken a lot when the narrator speaks to add dramatic affect, to his normally powerful but solemn speeches, being and interventionist narrator, always interfering this adds greater affect making his role even more mysterious. The lighting when he hands Mrs Lyons the bible is very affective, the narrator in darkness with his back to the audience and his hand and Mrs Lyons spot lighted gives great affect like a grave idea or action being planted so darkly from the shadows. The lighting I think as well as adding affect, gives to the audiences' response more, so they enjoy the play to a greater extent. I thought the play was very, very powerful and I really loved it. You can tell that everything in the play is there for a reason, every prop and every lighting effect is obviously thought out, it adds so much effect and drama. Everything has a meaning and purpose, the play is very symbolic and influential. It has a very powerful ending, with a lot of dramatic potential. I thought Eddie and Mickey not finding out they were twins was very good, as it used a lot of dramatic potential, prolonging the drama, making the ending more impacting and shocking when it happened. I loved the entire play but I thought the ending was so unexpected that it made the play incredible and dominating.

Power, Authority, and Accountability in Politics - 1954 Words

When looking into the ideas of political theorists it is important to the use of political concepts that may play an important role in what the theorists are suggesting and also how they may affect the relationship between to state and the individuals living within a state. The concepts that will be looked at within this essay are: power, authority and also accountability. Power in politics is a person who has the ability to influence a person in terms of their behaviour; however they possess no right to - unlike authority. There are many ways in which a person can influence another’s behaviour; one such example is through coercion. Coercion refers to the use of violence or threats in order to influence someone. [Jones and Norton, 2011]†¦show more content†¦He placed emphasis on how a prince should do anything to maintain and increase their own powers – it was apparent that he felt the individual needs of a prince in terms of the power and authority was important and that a prince should do whatever he felt necessary to protect the state and as a result it would mean a prince’s position as a ruler was also prodected. [Wheeler, 2011] Machiavelli placed a large amount on the emphasis on the fact that a prince must be seen to be a moral - but he is able act un-morally if it contributes to the good of the state or provides him with more power. He must be loved by the people and he must also be feared in order to maintain his role as a ruler of a state. Machiavelli argued that if a prince cannot be both loved and feared - it is better for him to be feared as more people would be scared to question him and afraid of the consequences that may follow. This results in more power and authority for the prince but at the same time it means that the prince is less accountable. This is a benefit for the prince but no for the people living within the state that Machiavelli is suggesting (Macmillian, 2006) Machiavelli saw no difference between power and authority – the political concepts mentioned above – he argued thatShow MoreRelatedNgos As A Part Of Accountability1343 Words   |  6 PagesNGOs AS A PART OF ACCOUNTABILITY CHAIN IN SERBIAN POLITICS INTRODUCTION At the heart of good governance are the ideas of accountability, transparency and participation. These ideas have grown in popularity after democratic changes in 2000; hence it could be said that concept of accountability is relatively new in Serbia. 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Physical Therapy And Traditional Physical Therapists

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