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Executive Summary When Titan Company launched Titan Eye+ in March 2007, it entered a category that was approximately 90% unorganized — dominated by local opticians offering functional eyewear with no standardized pricing, limited assortment, and negligible service protocols. Rather than compete on price within an existing market structure, Titan Eye+ pursued a category creation strategy: redefining eyewear from a medical utility into a branded, fashion-forward lifestyle produ