Analyzing the brand: Titan eye plus from marketing and strategy viewpoint

Abstract

The marketing team at Titan EyePlus was wondering, about the future strategy in terms of a mix of online & offline channels. With the transition of spectacles from being a clinical requirement to a fashion accessory, the consumer segment has become highly diverse. Desirable product attributes have extended from precision of lens to quality of lens, frames, styles. Because of increasing western influence on consumers' style statement, people are more conscious of their looks and health and are opting for contact lens instead of glasses, anti-glare glasses for prolonged computer exposure, different sunglasses & goggles for different occasions. Due to the increasingly hectic lifestyles of young working population eye diseases are no more an aging issue. This has forced the company to expand its product offerings. And to ensure its products & services are available on both offline stores and online channels to cater to all consumer segments.