Subject category:
Marketing
Published by:
Amity Research Centers
Length: 11 pages
Data source: Published sources
Abstract
Tata Group was founded by late Jamsetji Tata in 1868. Over the years, the company diversified into the retail business of accessories and manufacturing of precision engineering products. The company forayed into the eyewear segment under the Titan brand and offered lenses, frames and contact lenses. Titan offered international and in-house brands in frames, which included Hugo Boss, Esprit, Levis, Dash and Titan Eye. In 2013, Titan planned to expand into personal lifestyle segment and as part of that ventured into new categories. Titan decided to enter into the fragrances market and launched the Titan 'SKINN' brand. Initially, the company launched six perfumes, three each for men and women. During the course of its journey, SKINN curated Sheer and Verge with perfumers Nathalie Lorson and Nadege Le Garletanzec. Having diversified into perfume market, Titan felt the need to position itself differently in the unorganised segment. As part of that, in 2016, Titan launched a new campaign for its fragrance brand 'SKINN' entirely in French. The television commercial was initially showcased without subtitles, in a bid to 'create intrigue' and to emphasise the 'French connect'. However, some analysts were skeptical about Titan SKINN's move to tweak its brand sales in the wake of stiff competition from international brands.
Subject category:
Marketing
Published by:
Amity Research Centers
Length: 6 pages
Data source: Published sources
About
Abstract
Tata Group was founded by late Jamsetji Tata in 1868. Over the years, the company diversified into the retail business of accessories and manufacturing of precision engineering products. The company forayed into the eyewear segment under the Titan brand and offered lenses, frames and contact lenses. Titan offered international and in-house brands in frames, which included Hugo Boss, Esprit, Levis, Dash and Titan Eye. In 2013, Titan planned to expand into personal lifestyle segment and as part of that ventured into new categories. Titan decided to enter into the fragrances market and launched the Titan 'SKINN' brand. Initially, the company launched six perfumes, three each for men and women. During the course of its journey, SKINN curated Sheer and Verge with perfumers Nathalie Lorson and Nadege Le Garletanzec. Having diversified into perfume market, Titan felt the need to position itself differently in the unorganised segment. As part of that, in 2016, Titan launched a new campaign for its fragrance brand 'SKINN' entirely in French. The television commercial was initially showcased without subtitles, in a bid to 'create intrigue' and to emphasise the 'French connect'. However, some analysts were skeptical about Titan SKINN's move to tweak its brand sales in the wake of stiff competition from international brands.
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Subject category:
Marketing
Published by:
Amity Research Centers
Length: 6 pages
Data source: Published sources