Post on 15-Nov-2014
Pallavi Khurana (30)Nidhi Godi (27)
Neha Kumaran (26)Alexander Shopp (62)
Nivedita (29)Nitish Kapoor (28)
India is an under penetrated market for watches-only 27% of Indians own a watch.
Total estimated volume as per 2007 is 39 mn units and value of Rs 2500 crores ( USD 625 Mn)
Vast proportion of Indian market is below Rs 500 by about 68%
Market has been split into : Low end, Mass market, Premium & Luxury brands.
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FOUNDED IN: 1987 HEADQUARTERS: Hosur, India AREA SERVED: 4 continent and 32
countries India and other countries esp. Middle
east, Asia Pacific and Africa KEY PEOPLE: Xerxes Desai, Founder INDUSTRY: Watches
PRODUCTS: Watches, Jewellery, Eyewear & Precision Engineering
EMPLOYEES: 3,000 PARENT COMPANY:
TATA
Titan Industries is the world's fifth largest manufacturer of Watches
The company has manufactured more than a 100 million watches till date
Has Customer base of over 80 million The company has 247 exclusive showrooms
christened ‘World of Titan’, backed by 700 after-sales-service centers
The Titan Design Studio focuses on design of watches, clocks, eyewear, trophies and a range of other products
Titan introduces Braille watches for the visually impaired
Raga DIVA Zoop WWF Nebula Octane Heritage Edge Orion
Raga Diva- Rs 4000-9500 Zoop- Rs 5200- 6000 WWF Nebula- Rs 26000- 85000 Octane- Rs 5250- 7000 Heritage Edge Orion- Rs 3200- 7500 Fastrack- Rs 500-4500
Advertising:- Electronic & Print ads Sales Promotions:- Consumer Promotions Events :- Launch of the new store Helios Public Relations Vaishnavi Corporate Communications Hoardings/ Billboards
DEMOGRAPHIC
Age: 6-11, 12-19, 20-34, 35-49, 50-64, 65+
Gender: Male, Female
Occupation: Professionals, Retired, Students, Homemakers, Sportsmen
Social Class: Working Class, Middle Class, Upper Middle Class, Lower Upper, Upper Uppers
PSYCHOGRAPHIC
Lifestyle: Culture- Oriented, Sports- Oriented, Outdoor- Oriented
Personality: Gregarious, Ambitious
BEHAVIORALBenefits: Quality, Service and Economy User Status: Potential User, First-time User,
Regular User, NonuserUsage Rate: Light User, Medium User,
Heavy UserReadiness Stage: Unaware, aware,
Informed, Interested, Intending to BuyAttitude toward product: Enthusiastic,
positive, indifferent, negative, hostile
Titan's watches division has a 60% share of the domestic organized watch market, which is estimated at 42 million pieces annually and is growing at 8% year-on-year
The company plans to sell 10 million watches this fiscal compared with 90,00,000 in 2007-2008
Watches currently contribute 30% to Titan's revenues and this division is expected to grow 20% this fiscal against 18% last
TIMEX WORLD In market since 150 years Ranked No. 1 in U.S.A in 2001 Largest selling brand in U.S.A & Canada Focus- Quartz based wrist watches in India. Lowest cost watch manufacturer in the world.
Company market share growth from 12% in 1998 to 28 % in 2008.
WHAT IS THEIR STRATEGY ?
TARGETMARKET
o YOUTHo KIDS
o HIGH END o FASHION o LUXURY
o SPORTS nATHLETICS
DATA LINK
PERPETUAL CALENDAR
COLLECTION
WATER RESISTANT WATCH
IRONMAN TRIATHLON
Espirit Nautica, FCUK Pierre Cardin Versace Guess Gucci Salvatore Ferragamo
Brand AmbassadorBrett Lee- 360 degree
Marketing
Collections Conversation starters(Rs.1550-
8550) Torque collection(Rs. 2495-4995) Timex act golf collection(Rs.1995-
5995) i-control range(Rs.2000-6000) International collection(Rs7500-
15000) Festive collection(Rs. 3500-9900) Reebok timewear(Rs.3500-8000)
Disney Designer watches Vincert berard-
handcrafted mechanical
manufacturer Reliance mobile Versace Valentino
Founded in 1848.
Gents’ Collection Ladies’ Collection Fine Jewellery & Charms Fine Leather & Bags Special timing equipment & gear for
Olympics Standard equipment of the astronauts
and the cosmonauts during their walks in Space.
Sponsorships with Sports- Official timekeeper of
every Olympic Sport since 1932.
- Promotes two major events in India
Sailing & Golf.- Omega’s Olympic Limited
Edition watch released 88 days before the start of the Beijing Olympics
Omega & James Bond- Limited edition watches
with 007 engraved clasps.
Brand Ambassadors Abhishek Bachchan Sonali Bendre Michael Schumacher Ian Thorpe Michael Phelps George Clooney
Tie ups with NASA & ISS
The International Space Station also represents a new era for the Omega's longstanding involvement with space exploration. The Omega Speedmaster Professional X-33 a watch developed to NASA's strict requirements with the help of astronauts and professional pilots once again proves its reliability as the official watch of the ISS
Technology & Design Innovations:-Established world-class recognition for their expertise in manufacturing movements. They have continued to focus on refining and further developing new movements.Omega watches are best known for their unique co-axial movement which was initially released to the marketplace in 1999, following several years of development and rigorous testing. The new De Ville Co-Axial collection was presented in 2001.
• A lot of independent official Swatch outlets appeared in largest cities of Russia• All groups of Russian citizens became interested in Swatch products• Swatch watches was found the post popular of Swiss watch in Russia
IN RUSSIATill 2006 year JamilCo shop distributed the Swatch product in Russia
• The product had wrong position on the Russian watch market• It was defined as usual expensive watch• Customers did not pay attention to the product
From February, 2006 official Swatch distributor started to develop the Swatch brand in Russia
Promotion of
Swatch produce the watch models suitable for everybodyIn spite of this they define young people as their target audience
Value for money Acceptable price for Swiss Watches (starts from 2200 Rs) Wide range of models from usual acceptable for everybody to luxury models Quality and reliability Good warranty conditions Opportunity to buy Swatch product on-line
The factors of Swatch popularity:
Swatch advertisements:
TV-commercial Billboards Famous magazines
Brand Ambassadors
Anna Kournikova
Konstantin Ernst (First Russian Channel Director)
Introduced in the year 1853 Founder : Charles-Felicien Tissot Tissot was the first company to make
watches in plastic. Its parent company is Swatch Tissot merged with Omega watch making
company in 1930
Deepika Padukone is the brand’s Indian ambassador and the ‘Face of Tissot ‘ aroubnd the globe.
Michael James Owen is an other brand ambassador.
Nicky Hayden is a motorcycle racer is also one of the brand ambassador.
Tissot has over 130 outlets all over the country in about 25 cities and towns.
Tissot attracts people from all walks of life; it has got variety.
It has attracted a huge customer segment irrespective of nationality.
They come out with 200 designs every year.
They start with a price of Rs 8000 onwards.
Tag Heuer is a Swiss luxury watch brand. It is a part of the Louis Vuitton Moet Hennessy group.
The brand has been in existence since 1860
In India it was launched in the year 2003
Target Market for Tag Heuer is Luxury Market
Products are priced from Rs.30,000 to Rs.300,000
At the time of launch- "TAG Heuer intends to capture a 10% market share in the Indian Swiss watch segment" which accounts approximately for Rs. 200 crores
Targeted at the age group of 16 to 50 years, TAG Heuer India intends to hit this target with a marketing budget of approximately Rs.10 crores
As brand ambassador, TAG Heuer has choosen Bollywood's star Shah Rukh Khan, focusing on the tag line ‘What are you made of’
Print ads were launched on September 10, 2003, but restricted to newspapers and magazines in A & B cities – metros and mini-metros. Released on October 17, 2003, the cinema commercial was launched through a nationwide theatre release. Trying to capture a niche, the cinema-going segment
Tied up with leading upmarket multiplexes
0% financing Initially, the finance scheme will be
available for a limited period of time, during which the company would assess the response to the initiative.
The scheme is expected to help the company's sales during the festive season. About 60 per cent of watch sales occur during the October to January period.
TAG Heuer is planning to launch 53 global models priced between Rs30, 000 and Rs. 2 lakh this year.
The company is growing at a rate of 40% and currently holds 8% share in the market
At present, the company has around 200 watch models
At present, Tag Heuer has 70 stores and six standalone boutiques across 25 cities in India.
Online Campaign
The Meridiist( Mobile handset)-Rs.2,70,000
Eye Gear(Glasses)
Sample Size of Consumers: 26 Sample Size of Retailers: 4
chart for Q1
Titan
Timex
titan&timex
Omega
Tissot
Tag heur
Others
chart Q2
price
ads
offers
features
brandname
price range
500-2500
2500-4500
4500-6500
6500-8500
8500-above
others indicates the brand name only .
brandambassadors
punchline
logo
sign. Tune
others
Name of the brands available at the outlet Which brand has the highest sales at your shop? What kind of watches have witnessed more
sales? What are the various promotional strategies
adopted by the companies to increase the sales? What are the various incentives offered by the
company to the retailer? Comparison between the high segment brand
sales and the low segment brand sales