DISSERTATION on

Brand Dilution, a positive strategy : A case of Titan Industry Ltd. By Astitva Gaur A0102211047 MBA Class of 2013 Under the Supervision of

Dr. Anurupa B. Singh In Partial Fulfilment of the Requirements for the Degree of Master of Business Administration Marketing & Sales At AMITY BUSINESS SCHOOL AMITY UNIVERSITY UTTAR PRADESH SECTOR 125, NOIDA - 201303, UTTAR PRADESH, INDIA 2012

Declaration

Title of the project Brand Dilution, a positive strategy : A case of Titan Industry Ltd. I declare (a) That the work presented for assessment in this Dissertation report is my own, that it has not previously been presented for another assessment and that my debts (for words, data, arguments, and ideas) have been appropriately acknowledged. (b) That the work conforms to the guidelines for presentation and style set out in the relevant documentation.

Date:

Astitva Gaur A0102211047 M.B.A-M&S Class of 2013

CERTIFICATE

I Dr. Anurupa B.Singh hereby certify that Astitva Gaur student of Masters of Business Administration M&S at Amity Business School, Amity University Uttar Pradesh has completed the dissertation Report on Brand Dilution, A positive strategy- A case of Titan Industry, under my guidance.

Dr..Anurupa B.Singh (Assistant. Professor)

ACKNOWLEDGEMENT

Words never seemed to be adequate to acknowledge the kind cooperation and guidance that has been received for this project. This project report bears the imprints of many people who have given their invaluable suggestions and cooperation to make this project Brand Dilution, a positive strategy : A case of Titan Industry a success. I express my profound gratitude to Dr. Anurupa B .Singh, faculty Amity Business School, Noida for her valuable guidance and help. I am very thankful to all the respondents who filled in my questionnaire for their cooperation and help. This project would not have been possible without them.

Astitva Gaur A0102211047

TABLE OF CONTENTS

Chapter1: INTRODUCTION Company Profile Chapter2: LITERATURE REVIEW Chapter3: RESEARCH METHODOLOGY Limitations Chapter4: DATA ANALYSIS Chapter5: Conclusions and Recommendations Findings Suggestions and Recommendations Chapter6: ANNEXURE AND REFERENCES References Annexure1: Questionnaire

1 3 6 18 21 22 41 42 43 45 46 48

List of Tables

4.1. Nos of watches you own 4.2. Owning a Titan watch 4.3. Sub-brand of titan owned 4.4. Reason for preferring Titan 4.5. nos. of yrs owning a titan watch 4.6. Celebrity endorsing Titan 4.7. Recent Titan advertisement 4.8. Rating in terms of variety 4.9. Rating in terms of design 4.10. Rating on price range offered 4.11. Income v/s Sub-brands of Titan 4.12. Gender v/s Sub-brands owned 4.13.1. Titan v/s Foreign brand 4.13.2. Tommy Hilfiger 4.13.3. Aldo 4.14. Sub-brand of Titan preferred for family 4.15. Views on brands having sub-brands 4.16. Same brand for the entire family

23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40

List of Figures

4.1. Nos of watches you own 4.2. Owning a Titan watch 4.3. Sub-brand of titan owned 4.4. Reason for preferring Titan 4.5. nos. of yrs owning a titan watch 4.6. Celebrity endorsing Titan 4.7. Recent Titan advertisement 4.8. Rating in terms of variety 4.9. Rating in terms of design 4.10. Rating on price range offered 4.11. Income v/s Sub-brands of Titan 4.12. Gender v/s Sub-brands owned 4.13.1. Titan v/s Foreign brand 4.13.2. Tommy Hilfiger 4.13.3. Aldo 4.14. Sub-brand of Titan preferred for family 4.15. Views on brands having sub-brands 4.16. Same brand for the entire family

23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40

ABSTRACT The rapid growth in Brand extension is using the leverage of a well known brand name in one category to launch a new product in a different category. The entire processes of new product developments take significant investment in terms of the number of hours and the amount of effort to bring about a success. From marketing view, brand extension strategy is a solid base and perceived as a main choice to continue the legacy of a successful parent brand. However, brand extension strategy is not a risk-free and does not fully secure the results. It poses some risks since the brand associations of the parent brand must be appropriately transferred and linked to the new product.This research will put light on whether brand dilution is a positive strategy in case of Titan watches.

RATIONALE OF THE STUDY The study focuses on Brand dilution of Titan and tries to find whether Brand Dilution has helped Titan to expand its market share. The study aims to find out the positive and negative aspect of Brand dilution in case of Titan. The study will put light on various affects of brand dilution on the parent brand and the consumer perception on Titan watches, their showrooms, features, etc. It also helps in comparing Titan watches with the other foreign players in the market.