Titan Zoop - Growth through Kids

Abstract

In 2010, Titan Industries Limited launched Zoop, a kids watch brand as part of its growth strategy. This was Titan's second attempt in kids segment and this time it has been accepted very well in the market. The idea of re-entering this segment came from an interesting research. Since the factors influencing the performance of the product were positive, Titan developed this product and marketed with its established prowess in marketing and brand building. This case is all about the origin, development, introduction and initial performance of Zoop. The case contains detailed descriptions of strategic approaches in the introduction of Zoop and various factors that have been given attention by Titan. The author brings insights from the perspectives of strategy and marketing.