Watch

Pallavi Khurana (30) Nidhi Godi (27) Neha Kumaran (26) Alexander Shopp (62) Nivedita (29) Nitish Kapoor (28)

India is an under penetrated market for watchesonly 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.

be more

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

BEHAVIORAL Benefits: Quality, Service and Economy User Status: Potential User, First-time User, Regular User, Nonuser Usage Rate: Light User, Medium User, Heavy User Readiness Stage: Unaware, aware, Informed, Interested, Intending to Buy Attitude 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 20072008 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 ?

TARGET MARKET YOUTH o KIDS o HIGH END o FASHION o LUXURY o SPORTS n ATHLETICS o



DATA LINK



PERPETUAL CALENDAR COLLECTION



WATER RESISTANT WATCH



IRONMAN TRIATHLON

Espirit Nautica, FCUK Pierre Cardin Versace Guess Gucci Salvatore Ferragamo

Brand Ambassador Brett Lee- 360 degree Marketing Collections   

 

 

Conversation starters(Rs.1550-8550) Torque collection(Rs. 2495-4995) Timex act golf collection(Rs.19955995) i-control range(Rs.2000-6000) International collection(Rs750015000) Festive collection(Rs. 3500-9900) Reebok timewear(Rs.3500-8000)

  

  

Disney Designer watches Vincert berardhandcrafted 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.

IN RUSSIA Till 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 • 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

Promotion of Swatch produce the watch models suitable for everybody In spite of this they define young people as their target audience The factors of Swatch popularity: • 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 Swatch advertisements: • TV-commercial • Billboards • Famous magazines

Brand Ambassadors

Konstantin Ernst (First Russian Channel Director)

Anna Kournikova

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 minimetros. 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

brand ambassadors punchline logo sign. Tune others

others indicates the brand name only .

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