Challenger : Titan Eye+
Challenge : Differentiators for Titan Eyewear
Challenge Owner : TGIF (Tata Group Innovation Forum)
Problem :
Titan Eye+ is a multi brand speciality eyewear retailer. Setup in 2007, it is today the market leader with close to 200 exclusive eyewear stores. Titan Eye+ has brought in world class standards to India and offered excellent products and an unmatched shopping experience.
Some of the key advantages offered by the brand are :
~ Large range of stylish products from Titan (in addition to a large number of international brands)
~ Zero error eye testing aided by the latest equipment and highly trained staff
~ Browse-select- buy display units that helped consumers to easily access and choose from a large variety of products
~ Style section that allowed consumers to photograph themselves and compare their looks with different frames
~ High quality products(frames and lens) backed with warranty
~ Trust and reliability coming from Titan/Tata
However, there is intensive competition in this market. In addition to existing players like Lawrence and Mayo, GKB and large number of regional chains , many new players like Vision express(the largest chain in Europe which has positioned itself as a low price player in India) and Vasan Eyecare have entered the market and with FDI opening up many others are expected to enter the market. Each of the players have been expanding their network of stores and enhancing the products, services and the shopping experience offered by them. Hence over the last 4 years, the advantages offered by Titan Eye+ have reduced in comparison to the other players in the market.
The key challenge facing us therefore is “what are the key differentiators that we should offer in order to enhance our leadership and reach an unassailable position in the market’
Winning Idea Owner : TATA Teleservices
Winning Solution :
Having an online Eye Testing service which results in a prescription. Then the user is prompted to the closest Titan Eye+ store and there is a provision for a follow up as well.
This idea was implemented and has resulted in the creation of www.titaneyeplus.net
The site went live on 18th August and has tested 30,000 individuals so far.