WHAT I LEARNT FROM MY COMPETITOR (2)
Swatch's Segment Strategies
and Quality Obsession are Worth Emulating“
Bhaskar Bhat, Managing Director, Titan
CLAIM TO FAME: Credited
with turning Titan Industries around and making it a market leader in mass
premium “ watches and branded jewellery
THE LESSON: In watches and
jewellery, the segments in which Titan dominates, most of the competition is
from the unorganised sector, which is tough to compete against, says Bhat. In
watches, for instance, there was a lot of smuggling. “But at the same time, by
being an organ ised player you have an advantage of being a brand the customer
can trust.“
In watches, rather than
naming a rival brand, Bhat prefers to dis cuss “companies to benchmark oneself
against, such as the Swatch group“, even though they might be in different
segments, with Swatch being a luxury brand. “That's a profitable, very
formidable group with a set of brands. Though they are much bigger than us
globally and we are not a luxury brand, their market segment strate gies and
obsession with quality are worth emulating,“ says Bhat.
Such luxury brands have a
single-minded approach to segmenta tion, whereby they will not dilute their
strategy to remain sharply focused on a certain kind of consumer, whatever be
the prevailing conditions. “They'll continue to target that consumer,“ he adds.
When asked to comment on
HMT, the erstwhile dominant player in watches, Bhat says Titan's larger focus
had always been on the con sumer and not the competition. “We try and offer
customers what best we can give them. When you go enter the market, you under
stand what consumers are not getting and offer them that.“ Similarly, in
jewellery, there were several regional players but no player with a national
footprint till they entered. “The market was fragmented with local players. We
entered with the aim of serving a slightly different consumer, who would be
younger, upwardly mobile and probably had shifted 2-3 cities. To them, we were
a desirable brand,“ he says.
(Indulekha Aravind)
ETM27DEC15
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