The watch brand followed a classic marketing edict of “sell the sizzle” and, in doing so, went on to script several chapters of marketing history in the Indian market, including displacing market leader HMT.

When brands forget the basics, whether they’re small brands or titans, it’s difficult to remain on top. The resulting identity crisis leads to a lack of communication across all types of media. Titanworld.com exemplifies this lack of clarity.

One way the site connects with its consumer audience is through interactive features like Gift a Watch in the Products section. Watch styles are recommended to users after choosing the age and gender of the recipient as well as the occasion and the user’s relation to the recipient. Thumbnails of recommended styles appear along with a product number and price; although you can’t purchase the watch online and more often than not broken images appear with the results.

In addition to targeting consumers, Titan has used its site to provide information to prospective distributors and franchise owners in the Business Opportunities section. Titan’s expertise in this section is evident -- after all, it was the brand that really made India wake up to the potential of retailing and franchising. The Business Opportunities section also offers Titan’s services to provide watches for private labels.