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Titan Raga: Evolving a Watch Brand for the Changing Consumer
Shekar Prabhakar; Madhavi Lokhande; Prasad A. NaikCase IVEY-9B14A076-EMarketing, StrategyIn 1992, for the first time in India, Titan Industries Ltd., headquartered in Bangalore, India, introduced a watch brand exclusively for women — the Titan Raga. Launched to appeal to sophisticated women, it was embellished with striking symbolism from Indian culture. Its first targeted customers were progressive homemakers and those who were trying to balance work and family life but who wanted to embellish their traditional or Western attire wit...Starting at €8.20
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Maruti Suzuki India Limited: Leveraging the Changed Economy
Prateeksha Parihar; Jagrook Dawra; Vinita SahayCase IVEY-9B17A059-EMarketing, StrategyAlthough Maruti Suzuki India Limited (MSIL) was the leader in passenger vehicle sales in India in May 2015, it was having difficulties breaking into the high-end car segment. There were multiple strategies that MSIL could have used to deal with this problem, such as; changing its brand image from small automaker to high-end automaker; staying in the small car market; penetrating the market further by introducing new models and their variants in t...Starting at €8.20