SONATA

WATCH
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TITLE PAGE NO.

INTRODUCTION-----------------------------------------------------------------2-6

SWOT ANALYSIS-----------------------------------------------------------------6-7

MARKETING MIX POLICY------------------------------------------------------7-10

SONATA WATCHES COMPETITORS -----------------------------------------11

CONCLUSION--------------------------------------------------------------------11

RECOMMENDATION----------------------------------------------------------12
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Parent Company - Titan Industries Limited (Tata Group)

Key People - Vikram Kapur (Chairman), C K Venkataraman (MD)

C K Venkataraman, CEO S Ravi Kant, CEO (Watches & Accessories)

Ronnie, CEO (Eyewear)

Category - Watches and Accessories

Sector - Lifestyle and Retail

Tagline/ Slogan - What are you waiting for?

USP - Aesthetic watches for the masses

Segment - Mass Market

Target Group - Consumer Mass market, predominantly youth market

Positioning - Watches for those who do not like to wait

Sonata Titan Watches is one of the most popular brands of watches in India for quality and reasonable price
tags. Comprising of both analog and digital watches, the metal strap of the Sonata Watches is a big hit with
the Indian working-class men.

Today, Sonata continues to serve across Titan Company's 11,000+ authorized watch outlets and the
exclusive World of Titan stores chain. There's a watch for every occasion, mood, and even age-group.

* Formal - a perfect fusion between sophistication and function, the watches are available in haute
fashion of leather and metal combinations.
* Dresswear - another fusion, this time between ethnic and contemporary. These designer watches
come in all-gold and bicolour look with intricately designed bracelets and patterned dials.
* Fashion - the steel-gold, steel-leather and all-steel perfectly suit the hands of young professionals
and range from highly fashionable to simple looks.
* Sporty/Casual - the collection features wrist-gears with groovy colors and funky styles; bold, broad
straps and trendy metal bracelets for girls and sports watches in leather and metal straps for the boys.
* Luxury - these are crafted from 18 karat solid gold and inlaid with precious stones, pure leather
straps, sapphire crystal for resistance against scratch, customized message engraving and a lifetime
guarantee.
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* Economy - designed for the largest set of customers, the watches in this category are stylish yet
affordable.
* Technology - in keeping with the demands of changing times, the watches have features like
stopwatch, timer, and magnetic compass, to name a few.

With exquisite looks, world-class quality and millions of admirers, Sonata has become an essential part of
families through these years. Redefining a watch from being just an accessory to making it a symbol of pride
and confidence, Sonata aims to spread the message in every corner of the nation. The Sonata Titan Watches
comes in over 650 models in plain gold, steel, dual tone and plastic watches that are suitable for various
occasions, styles and personalities.
Types of Sonata Watches
Titan Sonata SF Watches:
The Titan Sonata SF (Super Fiber) watches have been introduced in India to counter the threat of cheap
Chinese watches and others of spurious quality. A perfect combination of analogue and digital watches, the
Titan Sonata SF Watches are priced in the band Rs 275-Rs 550 and targets the youth segment in the age
group of 16-20 years.
Titan Sonata Delightful Duo:
Titan has come up with two wonderful watches that come in a pair- one for man and the other for woman.
Dubbed as Sonata Delightful Duo the watches have refreshingly new design. The Titan Sonata watches for
men have large rectangular dials with a delicate finish and golden chain like bands. The watches for women
have a similar make with a personification of feminine grace. The Sonata Delightful Duo is a wonderful gift
item.
Titan Sonata Yuva Collection:
The Sonata Yuva collection consists of a series of young, trendy and colorful watches targeted for the
younger generation of India. This is also captured in the tag line that says Naya Josh, Naya Vishwas.
Every watch in this collection has a combination of patterns and colors on the dial, which are extended on
the straps. The Yuva collection watches are available in both gold and steel look, with both metal and leather
straps thereby offering a great variety.
Titan Sonata Solid Steel Collection:
The Titan Sonata Solid Steel Collection of watches has been designed for the consumers in the age group of
20-30 years across all urban classes. This "solid style" collection comprises 24 models and is expected to
redefine the style quotient of the growing steel watch category.
Titan Sonata Gold Plated Watches:
The Titan Sonata gold plated watches are popular with specially the Indian middle class. The collection start
at Rs 395 in a leather strap (gold plated case) and Rs 550 with a gold-plated metal strap (gold plated case).
There are 40 models in this collection. Titan Sonata Watches known as "5 Ghadi ke barabar" comes with the
backing of being a Tata product with five clear functional attributes, Affordability, looks, 1 Year Guarantee,
Waterproof and Durability. You better own one!
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Sonata ACT

App Enabled Coordinates Tracker. This unique safety watch makes use of the custom-made technology that
uses the user's smartphone to trigger emergency alerts to a network of pre-set recipients. Stylish and yet
affordable made Sonata ACT a path breaking innovation for Titan and a great value addition to Indian
women.

Titan Sonata Watches in India

Associated with the Indian working class, the Titan Sonata watches collection comprises of both analog and
digital watches. The metal strap of the Sonata watches is a big hit with the Indian working class men. Today,
Sonata is Titan's brand for the economy market and is the largest watch brand in India in terms of volume
sales. The Titan Sonata watches come in over 650 models across various looks and designs in plain gold,
steel and dual tone watches that are suitable for various occasions, styles and personalities. Recently, Titan
Sonata watches has forayed into the plastic watch arena as well. Here are some of the Titan Sonata watches
available in India:

* Titan Sonata SF Watches

* Titan Sonata Delightful Duo Watches
* Titan Sonata Yuva Collection
Titan Sonata SF Watches
The Titan Sonata SF (Super Fiber) watches have been introduced at the watch market in India to counter the
threat of cheap Chinese watches and others of spurious quality. A perfect combination of analogue and
digital watches, the Titan Sonata SF Watches are priced in the band Rs. 275-Rs. 550 and targets the youth
segment in the age group of 16-20 years.
Titan Sonata Delightful Duo Watches
Titan has come up with two wonderful watches that come in a pair - one for man and the other for woman.
Dubbed as Sonata Delightful Duo the watches have refreshingly new design. The Titan Sonata watches for
men have large rectangular dials which a delicate finish and golden chain like bands. The watches for
women have a similar make with a personification of feminine grace. The Sonata Delightful Duo is a
wonderful gift item.
Titan Sonata Yuva Collection
The Sonata Yuva collection consists of a series of young, trendy and colorful watches targeted for the
younger generation of India. This is also captured in the tag line that says 'Naya Josh, Naya Vishwas'. The
watches in the Yuva collection are available for both ladies and gents at an extremely affordable price. The
Yuva collection watches are available in both gold and steel look, with both metal and leather straps thereby
offering a great variety to the consumer. The Titan Sonata "Yuva" watches are available at all World of
Titan stores and exclusive Sonata showrooms and more than 10,000 authorized Sonata dealers across India.
Titan Sonata Solid Steel Collection
The Titan Sonata Solid Steel collection of watches has been designed for the consumers in the age group of
20-30 years across all urban classes. Steel look watches are a growing trend among the young, trendy and
style conscious buyer. The overall watch market in India is estimated to be around 36 million and steel look
watches comprise about 30 percent of the market. This "solid style" collection comprises 24 models and is
expected to redefine the style quotient of the growing steel watch category. While steel has always stood for
being durable and strong, it is now being increasingly seen as stylish and sporty.
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Titan Sonata Gold Plated Watches

The Titan Sonata gold plated watches are popular with specially the Indian middle class. The collection
starts at Rs. 395 in a leather strap (gold plated case) and Rs. 550 with a gold plated metal strap (gold plated
case). There are 40 models in this collection. Sonata is the 'Value for Money' watch brand from Titan
Industries Ltd. It is targeted at consumers seeking durability and value, with a clear positioning of "No
compromise watch". Sonata comes with the backing of being a TATA product with five clear functional
attributes - Affordability, Looks, 1 Year Guarantee, Waterproof (up to 30m water resistant) and Durability.
It is therefore known as "5 GHADI KE BARABAR” an equivalent for no-compromise watch. It is India's
largest selling watch brand with a wide range of watches in different traditional designs for gents and ladies.

Sonata brand ambassador – Sushant Singh Rajput

https://www.youtube.com/watch?v=FDLnX-CrUTI

The company is extensively promoting the offer through a series of TV ad campaigns featuring none other
than the hottest young most popular actor and Sonata’s brand ambassador, Sushant Singh Rajput. Sushant
Singh Rajput can be caught on all leading TV channels across the country announcing the offer and
expressing his readiness to wear a Sonata watch with a tagline “Jo Karein Khud Par Yakeen|”. The ad comes
across as a short and witty offer announcement and seems to work well due to the surprise element emoted
perfectly by the movie star.
Sonata is associated with the much-decorated Indian Premier League (IPL) franchise, Chennai Super Kings
as an official merchandise partner. Sonata has launched an exciting range of CSK watches and fitness bands
to delight the fans.
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The specially designed watches are bold and colourful, matching the exuberance of brand CSK. The trendy
dials feature the roaring lion logo and the iconic #whistlepodu tagline of CSK. The collection includes bold
and trendy watches for stadium fashion, minimalist design watches for everyday fashion and trendy SF Rush
fitness bands for the smart CSK fans.
Speaking on the occasion, Mr Utkarsh Thakur – Marketing Head – Sonata, Titan Company Limited, said
“We are immensely happy to partner with CSK. Tamil Nadu is a key market for Sonata and CSK is a strong
brand in Tamil Nadu with a loyal fan base across age groups. The brand ethos of Sonata ‘Khud Par Yakeen’
is about believing in self and it resonates with CSK’s journey over the years in IPL. With this collection, we
want to be a part of the CSK fans' exciting and emotional journey during this IPL season.”
The Sonata Offer is in line with brand strategy to compel customers to create a distinct style and personality
with the season’s ‘must have’ accessory – a Sonata watch. What makes this offer extra special is that
consumers can now buy a more expensive watch of their choice and get a greater discount”
The Sonata consumer offer can be availed at all Sonata showrooms, World of Titan Showrooms, Timezones
and all authorized Sonata stores across the country.

SWOT Analysis of Sonata

Strengths

1. Mass appeal, especially for the youth

2. Association with Tata Groups Titan Industries increases brand reliability

3. Changing designs reflecting the changing needs of the Indian consumer

4. One of the most trusted brands in India

5. Good marketing and advertising strategies by roping in celebrities to attract the customers

Weaknesses

1. Positioned as a watch for the masses, it will be difficult for Sonata as a brand to establish itself in the mid
income category

2. Despite being a quality product, it has limited global presence compared to some other brands
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Opportunities

1.The lower end market for Sonata is highly unorganised with few brands having brand recall as high as
Sonata

2. Global penetration would help brand grow and target youth worldwide

3.Tie-up with fashion houses and special schemes for youth

Threats

1. The Lower end Watch market is highly price sensitive with higher chances of brand switching

2. Entry of foreign players has led to tough competition

Marketing Mix Policy

The marketing mix is the interplay of 4 basic and inter related elements of a marketing program the 4 P’s –
product, price, promotion and physical distribution. They will be examined one at a time, but it is of primary
importance that to realize that they are interdependent. A change in one element usually brings on a change
in the others. Proper organization of these elements is the key to a sound marketing program.

Product mix policy of Sonata:

One major management aspect involved in product policy is the decisions concerning product mix. The
product mix is one of the elements in product policy. This more important now a days since most of the
manufacturers are diversifying their products. The products policy decisions are made of these different
levels; products mix, product items and product lines. These three in one element make the product planning
effective.

Product mix is the list of all products from sale by a company. The composite of products offered for sale by
a firm or a business unit. The product mix is three dimensioned; it has breadth, depth and consistency.
Breadth is measured by the number of variety of products manufactured by a single manufacturer. Depth
refers to the assortment of sizes, colours and models offered with in each product lines either to their end use
or the production requirements or to distribution channels or to other variables.

Branding Policy of Sonata:

The term’ Brand’ is a comprehensive one. In one way or the other, it includes more particularized terms. A
brand is a name, symbol or design or a combination of them, which is intended to identify the goods or
service of one seller or group of sellers and to differentiate them from those of competitors. A brand name
consists of words and letters. A brand mark is a part of the brand. It appears in the form of symbol or design.
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The brand and trademark more or less synonymously are to be differentiated. A trademark is an identifying
mark that gives legal protection to a company. Hence all the products of that, if it is so desires, will go with
the same trade mark. It is for the customers to identify the company for its good will.

The entire products manufactured by the Sonata will have the brand name printed and also covered about the
product.

Because of the popularity of the Sonata brand name is it easy for the agent to market the product without
much difficulty. It is also advantages on part of the consumers to purchase Sonata watches without any
suspects about the quality of the products.

Packing Policy of Sonata watches:

A good package is the representation of the artistic combination of the designer’s creative skills and the
product and marketing and sales knowledge of the manufacturer management team. The development of
packaging is the sum total of the talents of the designs, the researcher, technicians, the advertising man, the
marketing export, the sales department and the top management. At the time, it may include in the team of
the use of packaging committee and packaging directions, the role of independent designer and delegation of
market research in the solution of the packaging problem.

Packaging is general group of activities in product planning which involve designing and producing the
container for the product. Packaging is a brand activity that require careful consideration by the
management.

The potentialities of packaging especially in the field of demand creation have been widely accepted now. It
is often remarked as a silent salesman. This is perfectly correct because of its advertising appeal, identifying
power and intristinsic value.

Packaging is more important to the Sonata Company because all its products are sensitive and delicate.
SONATA sonata watches require a flexible plastic stand and a transparent plastic cap to cover watch and the
stick to the stand. The container should be of good quality and it should be easy to open and close the
container. Good packaging can attract more consumers, it is a strategy of marketing product.

Pricing Policy of Sonata:

One of the most important and critical areas in marketing management is the pricing of product. It is the
second ‘P’ in the marketing mix. Decisions on pricing have considerable effect in marketing. A wrong
pricing decision can nullify the effect of a right decisions relating to price and reflect many things. Price is a
vital importance to both the buyer and sellers. In money economy without price there can be no marketing.

Price is one of the most important elements in the marketing mix. It is the only element in the marketing
mix that produces revenue, all other elements represent cost. Hence companies will have to give utmost
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importance to pricing and handle it very carefully. Price is not revised often enough to capitalize on market
changes. Price is set independently of the rest of the marketing mix rather than as an intrinsic element of
market positioning strategy and price is not varied enough for different product items and market segments.

The price of various models of Sonata watches are done carefully and through investigations of the cost of
the goods, the market position, the competitors and the rise in price etc. as for a pricing policy is concerned,
they will give least importance to competitive because they have competitors over the market.

Distribution policy of Sonata:

In the modern world, production and distribution have become very complex. Goods are produced in
faraway places, where as consumers are scattered throughout the country and abroad in certain
circumstances. The producers will not be able to sell goods directly to the ultimate consumers. The reasons
are many, the producers lacks financial resources, he has to maintain large sales force. The products may not
justify the establishment of separate sales outlets, problems of management and control arise instead of
spending a lot of time and energy on distribution, he can concentrate on production, and so on.

Naturally he has to depend on intermediaries for the physical distribution of his goods.

A channel of distribution is an organized network of agencies and institution that in combination performs
all the activities required to link producers with users and users with producers, in order to accomplish the
marketing task. The channel enables the seller to find out the users of its merchandise and helps the buyers
to obtain the product he wants. A channel of distribution for a product is the route taken by the title to the
product as it moves from the producers to the ultimate consumers or industrial users. A channel is the
pipeline through which a product follows on its way to the consumers. The manufacturer puts his products
into the pipeline or marketing channel and various marketing people move it along to the consumers at the
other end of the channel. A channel of distribution is the particular route through which a product moves
from the manufacturer to the consumer who wants it and in this process the title is also transferred to the
consumer. A channel usually includes three parts – The producers, Final consumers and the Middleman who
are engaged in the transfer of title.
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Channel of the distribution of the company is as follows:

Sonata Co.

C & F AGENT

Company Exclusive R.D.S ( Re –

Show Room Distributor Stockist)

Dealers
Consumer Subbabhatta &
Brothers

Promotion mix policy of Sonata:

The term promotion is very often need as a synonymous world for selling, but selling is narrow term which
includes only transfer of title. Promotion is a broader term and includes varieties of activities. Promotion
involves the creation and expansion of demand. After product planning and development, it is introduced in
the market and its demand is enhanced through the promotional activities.

Promotion is any communicating activities whose main objectivities are to move forward product, service or
idea in a channel of distribution. It is an effort by the marketer to inform and persuade buyers to accept
research recommend or used in the article, service or ideal which is being promoted. The promotional
activity always attempts to effect knowledge, attitude and preferences and behaviour of buyers.

The overall purpose of promotion is to influence buyer’s behaviour and to establish a link between the
products and consumers. The increased competition between different industries has mad customers more
selective in their buying choice and a good promotional program is need to reach them.
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A good promotional mix involves by the company or co-operation of sales force activities and other
promotional efforts. Each promotional route has its own unique characteristics and cost.

Sonata Watches Competitors

1. HMT Watches
2. Timex
3. Maxima
4. Fastrack

Conclusion
Most preferred watch styles are Day/Date, scratch proof watches, waterproof watches. This category
possesses knowledge about the variety of brands available but is price sensitive.
Young men. New generation is highly trends conscious and prefers functionnalities (whether useful or not)
with hot looks. The categories most sought after are chronographs, scubas, digital, sports watches. Nike,
Swatch, Esprit are at the top list of the most popular brands in this category.
Young men from higher middle families. They prefer branded watches. One young man contacted in the
field survey commented: "I get respect in my friend's circle because of the uniqueness and the value that my
watch carries.
Young men from middle class families. They change watches frequently, but solely rely on the grey market,
where they can get cheap imitations of high value brands. The are equally trend conscious but highly price
sensitive. Women
Jewellery is supposedly Indian women's prime "weakness". Some of the Indian watch manufacturers, like
Titan, have launched solid gold collections. This range has been immensely appreciated by women having
good disposable incomes and has also established itself as a regular marriage gift item.
Indian women want accessories to match their different dress codes and colours. This particular fact has
been noticed by all the major watch manufacturers who are flooding the Indian market with "vibrant"
colours and rich designs.
The popular "James Bond" Omega watch is very much in demand among the men (in 2000 Omega sold
12'000 pieces). However, this trend is also shifting towards the women wanting to project a "confident,
bold" image.
Sports watches and digital watches with futuristic designs are fast becoming very popular amongst college
girls.
The upper income group and upper middle class women are very conscious about their respective choices in
terms of apparels and accessories. Watches are in no way different and designers watches are logically
taking the lead in this snob value society.
Middle class women prefer to buy an all occasion watch. They are price conscious and prefer to buy not
very expensive branded watches.
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Recommendation
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Source - https://www.bollywoodhungama.com/news/bollywood/revealed-sonata-watches-signs-sushant-singh-
rajput-brand-ambassador/

https://www.fibre2fashion.com/news/company-news/tanishq/newsdetails.aspx?news_id=43228&amp=true

https://www.titancompany.in/news/sonata-and-csk-partnership-celebrates-%E2%80%98khud-par-
yakeen%E2%80%99-spirit-tn-youth

https://www.titancompany.in/news/sonata-act-safety-watch-women

https://www.titancompany.in/news/sonata-act-safety-watch-women