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
c h a r t fo r Q 1

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T im e x
t it a n & t im e x
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Tag heur
O t h e rs
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price range

500-2500
2500-4500
4500-6500
6500-8500
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 brand
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 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