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.
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 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 ?

 TARGET
MARKET

o YOUTH
o KIDS

o HIGH END

o FASHION

o LUXURY

o SPORTS n

ATHLETICS
 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.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.
 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 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
 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