A PROJECT REPORT ON

BRAND EFFECTIVENESS ON BUYING PATTERN

OF CONSUMERS IN ACCESSORIES CATEGORY
(WRIST WATCHES)

A PROJECT SUBMITTED TO

SUBMITTED BY:
AYESHA ANSAR SHAIKH
ROLL NO. 77

( MANAGEMENT)

DECEMBER 2021
 INDEX

SR.NO CHAPTERS PAGE .NO

1. CHAPTER NO. 1 7-9

2. CHAPTER NO.2 9 - 35

3. CHAPTER NO. 3 36 - 39

4. CHAPTER NO. 4 40 - 55

5. CHAPTER NO.5 56 - 100

 CHAPTER NO 1:- INTRODUCTION

CHAPTER NO 2:- OBJECTIVE OF TITAN,

G-SHOCK AND FASTRACK.

CHAPTER NO 3:- DATA ANALYSIS,

HYPOTHESIS, CONSUMER PREFENCE.

CHAPTER NO 4:-FASTRACK WATCH

STUDY, G-SHOCK BACKGROUND AND TITAN
COMPANY INFORMATION .

CHAPTER NO 5:- COMPANY

BACKGROUND, CONCLUSION, BIBLIOGRAPHY
AND REFERENCE.
 RIZVI COLLEGE OF ARTS, SCIENCE AND COMMERCE. RIZVI
EDUCATIONAL COMPLEX, OFF CARTER ROAD, RIZVI
COMPLEX, BANDRA (WEST).

CERTIFICATE

This is to certify that Ms./Mr. has worked and duly completed her /his
project work for the degree of Master in commerce under the faculty of
commerce in the subject of and her/his project is
entitled, “ ’’under my
supervision.
I further certify that the entire work has been done by the learner under
my guidance and that no part of its been submitted previously for any
Degree or Diploma of any University.
Its is her/ his own work and facts reported by her/his personal finding and
Investigations.

Name and signature of

Guiding teacher,
 Declaration

I the undersigned Miss / Mr. AYESHA ANSAR SHAIKH

Here by, declare that the work embodied in this project work titled “

’’from my own contribution to the research work carried out under the
guidance of is a result of my own research
work and has not been previously submitted to any other university for
any other Degree /Diploma to this or any other university.
Wherever reference has been made to previous work of other, it has been
clearly indicated as such and included in the bibliography.
I, here by further declare that all information of this document has been
obtained and presented in accordance with academic rules and ethical
conduct.

AYESHA ANSAR SHAIKH

 Acknowledgment

To list who all have helped me is difficult because they are so

numerous and depth is enormous.

I would like to acknowledge and express my gratitude to the

following respected mentors for providing idealistic channels and
fresh dimensions in the completion of this project
I would like to thank my principle, for
providing the necessary facilities for completion of this project.
I take this opportunity to thank our coordinator ,
For his moral support and guidance from time to time
I would like to express my sincere gratitude towards my project
guide, whose guidance and care made the project successful.

I would also like to thank my college library for having provided me

various reference books and magazines related to my project.
Lastly , I would like to thank each and every person who directly or
indirectly was involved in making of this project and helped me in
completion of the project especially my parents and peers, who
supported me throughout the journey of this projects.
 INTRODUCTION

WRIST WATCH MARKET IN INDIA:

Watches are no longer just time-keeping devices. Going beyond its generic role, wrist
watches now focuses on performing a voguish role as a fashion accessory that helps in
making a self-expressive style statement. From being a “Need”, wrist watch has turned
to become a “Demand”.

The Indian watch market has matured over the years and has seen a paradigm shift,
keeping abreast with international trends.

Different brands with different technology, design and innovations have entered into
the market. . Indian consumers have evolved considerably with time and their
aspirations are now global.

CONSUMER PREFERENCES FOR WRIST WATCHES

There is a lot of personal preference with a watch.

Consumers reach their final purchase choice, not on a single attribute but on multi-
attribute.

It is important for companies to determine the most favorable features for their
product that can optimize the level of satisfaction.

CONSUMER BEHAVIOUR

Buying Behaviors is the decision processes and acts of people involved in buying and
using products.
 There are five stages of consumer purchase behavior: • Problem/Need Recognition •
Information search. • Evaluation of purchases. • Purchase decision. • Post purchase
behavior.

INTRODUCTION OF THE STUDY

Fastrack is one of the leading wrist watch brand in India, Fastrack was launched in
1998. The brand was aimed at the youth segment (15-23 years of age).
The brand was promoted with the slogan “cool watches from titan” Fastrack has an
established brand images for quality, price and ranges of style it offers.
However, it is often found that consumers have still certain issues with this brand, one
of the issue is that the services after sales id not good.
Consumer often find it difficult to repair the watch or change the strap, daily etc. most
of the retail stores doesn’t keep spare parts reason being that Fastrack watches style
changes at a faster rate, hence consumer are forced to go with domestic brands straps
which doesn’t even suit the watch.
Another issue is that all varieties of the brand is not available in all retail store, the
consumer are forced for online shopping to get their desired watches. Sonata, India’s
largest selling watch brand, offers style and contemporary watches for everyone.
The bold and beautiful designs of sonata watches capture the aspirations and the
exciting range of sonata is available in more than 600 designs.
There is a watch for every occasion and every mood. It’s a powerful and well–equipped
wearable with a good screen and a reasonable battery life.
If it could do all that while looking like an actual wrist watch it would be a real winner.
The positive of Sony is slick performance built in GPS good screen micro USB charger.
The issue of Sony is not super stylish iffy GPS performance fit charger port non–
standard watch sharp.
 OBJECTIVES OF THE STUDY

1. To understand the existing product quality in wrist watches.

2. To investigate whether the product quality of wrist watches is capable of

addressing all demands made by consumer.

3. To identify the difference between expectation & perception of consumers

in product quality offered by wrist watches.

4. To understand about the consumer satisfaction for wrist watches

 RESEARCH METHODOLOGY

RESEARCH :
Once the problem has been carefully defined, the researcher needs to establish the plan
that will outline the investigation to be carried out.
The research design indicates the steps that have been taken and in what sequence they
occurred. It is a systematic and purposive investigation of facts with an objective of
understanding the consumer satisfaction for wrist watches. The methodology that will
be applied by the study has been chosen in order to acquire information and deduce
conclusions about the “consumers’ behaviour towards wrist watches”.

RESEARCH DESIGN:
Research design is the arrangement of conditions for collection and analyze of data in
a systematic manner that combine relevance to research purpose with an economy in
procedure. The research study applied here is purely descriptive.

SAMPLING TECHNIQUE:
The simple random sampling method was used for the primary data collection. Simple
random sampling is the basic technique where we select a group of subjects (a sample)
for study from a larger group (a population). Each individual is chosen entirely by
chance and each member of the population has an equal chance of being included in the
sample. Every possible sample of a given size has the same chance of selection; i.e.
each member of the population is equally to be chosen stage in the sampling process.
There are two types of sampling techniques.
They are probability sampling and non - probability sampling. The research adopted
non–probability sampling.

NON–PROBABILITY SAMPLING:
Non–probability sampling procedure, which does not afford any basis for estimating the
probability that each item in the population has been included in the sample.

CONVENIENCE SAMPLING
The researcher has adopted convenience sampling method for this study.
SAMPLE SIZE: Respondents are chosen as a sample size 40 for the study.

DATA COLLECTION Target audience:

Wrist watches consumers in Mumbai Educational Institutions, Andrei, and Mira road.
Area of the study Mumbai Rizvi College of arts, science and commerce.

PRIMARY DATA:
Information obtained from the original source by research is called primary data. They offer
much greater accuracy and reliability. The data was collected from the respondents through
the questionnaire.

SECONDARY DATA
In means data that are already available i.e. it refers to the data which have already
been collected and analyzed by someone else. The data was collected from the websites
and journals.

SIGNIFICANCE OF THE STUDY:

The watch industry is in the current scenario is booming and undergoing a rapid
growth. The emergence of a new generation private and foreign watches in the Indian
watch market has raised the competitiveness in the industry. The study aims at
identifying the extent to which the product quality of a watch affects its
competitiveness. The outcome of the study reveals the current perception about the
watches rooted in the minds of the consumers which could be useful in formulating the
strategies in future operations of the company, for the attainment of its goals in this
competitive scenario.

LIMITATION OF STUDY:
The following are the limitation of the study • 40 respondents cannot represent the
population as a whole. So, the findings may be biased. • Time plays a havoc role in data
collection. So, the sample is restricted to 40. • Chances of biased responses from the
consumers.
QUESTIONNAIRE CIRCULATED IN MUMBAI (Maharashtra)
(opinion survey)

NAME: OF THE RESPONDENT

GENDER: OF THE RESPONDENT (male, female, prefer not to mention)
AGE: OF THE RESPONDENT (18-24, 25-30, 31-44, 44 and Above)
QUESTION: Do you use wrist watch? Which brand (s) if more than one?
QUESTION: Are you satisfied with your wrist watch? Yes or no question
QUESTION: What and who influence your buying behavior?
QUESTION: Where did you buy your wrist watch from?
QUESTION: Which brand you will prefer?
QUESTION: If given a chance to switch your wrist watch brand what brand you will
prefer?
QUESTION: what is the price range for your wrist watch?
QUESTION: what is your reason for buying a new wrist watch?
QUESTION: what affects you when you purchase wrist watch?
QUESTION: What do you look for when buying a watch?
QUESTION: How do you choose a watch that suits you?
QUESTION: Does celebrity endorsement affects you to purchase wrist watch?
QUESTION: would you like to recommend a brand depending on your past
experience?
QUESTION: In your views, which brand affects you while purchasing (buying) wrist
watch?
 ANALYSIS:

For evaluating the quality of consumer satisfaction of wrist watches, a number of

critical variables are selected for conducting a depth analysis.
The results of the analysis are presented in the following:

GENDER OF THE RESPONDENCE:

GENDER NO. OF RESPONDENTS PRECENTAGE %

MALE
14 35%
 FEMALE
26 65%

NOT PREFERABLE
TO SAY ------ -----

Table no 1

The above table 1 shows that 14 male respondent, percentage are 35% and 26 female
respondent, percentage are 65%.

AGE OF THE RESPONDENCE :

AGE NO. OF RESPONDENCE PRECENTAGE %

18-24 25 61%

25-30 10 24.4%

31-44 5 12.2%
44-Above
1 2.2%

Table no. 2
The above table 2 shows that 61% of the respondent’s age is 18-24, 24.4% of the
respondent’s age is 25-30, 12.2% of the respondent’s age is 31-44 & 2.2% of the
respondent’s age is 44 and above.

USAGE OF WRIST WATCH:

SR.NO: NO OF RESPONDENCE PRESENTAGE %

YES 38 92,7%

NO 2 4.5%

MAY BE 1 2.4%

Table no 3

The above table 3 shows that 38 of the respondents is say yes then use watch percentage of
92.7% , 4.5% of the respondents says no and the numbers of no is 2 ,respondents is 1
percentage is 2.4%
SATISFIED ANALYSIS

PARTICULARS NO OF RESPONCESE PRECENTAGE

YES 39 95.1%

NO 2 4.9%

Table no.4

The above table no 4 number of responses are 39 shows yes and the percentage are 95.1%
and number of responses are 2 shows no and the percentage are 4.9%.

INFLUENCED BY BUYING BEHAVIOUR

 PARTICULARS NO OF RESPONCESE PERCENTAGE

PRICE 6 14.6%

DURABILITY 27 65%

CELEBRETITY 1 2.4%
ENDORSEMENT

LONG WARRANTY 7 17.1%

Table no 5

The above table no 5 shows that in price the number of responses are 6 and the percentage
are 14.6%, durability are 65%and responses are 27, celebrity endorsement is 2.4 % and
responses are 1, long warranty 17.1% number of Reponses are 7.
PURCHASES WRIST WATCH:

PARTICULARS NO OF RESPONSES PRECENTAGE

COMPANY 14 34.1%
SHOWROOM

RETAIL SHOP 16 39%

ONLINE 8 19.5%

OTHER 3 7.3%
The above table shows that the responses of the customer while purchasing the watches
are ; company showroom 14 (34.1%) ,retail shop 16 (39%) , online 8 (19.5%) and other
3(7.3%).

BRAND PREFRANCE:

PARTICULARS NO OF RESPONSES PERCENTAGE

TITAN 19 46.3%

FAST TACK 11 26.8%

G-SHOCK 7 17.1%

CASIO 4 9.8%

The above table shows that brand preference of the titan number of responses is 19 are
46.3%, fast track number of responses are 11 and 26.8%, and G-shock number of
responses are 7 & 17.1% and Casio number of responses 4 and 9.8%
BRAND SWICHING:

PARTICULAR NO OF RSPONSES PERCENTAGE

TITAN 13 31.7%

FAST TRACK 10 24.4%

G-SHOCK 9 22%

FOSSIL 9 22%

The above table shows that Titan number of responses 13 and 31.7%, fastrack number
of 10 and 24.4%, G-shock number of 9 and 22% and same for fossil.
PRICE RANGE:

PRATICULAR NO OF RESPONCESE PERCENTAGE

Less than 1000 9 22.5%

Between 1000 to 5000 26 65%

More than 5000 5 22.5%

The above table shows less than 1000 number of responses 9 and 22.5%, between 1000
to 5000 number of responses 26 and 65% and more than 5000 are 22.5%.
REASON FOR BUYING:

PARTICULAR NO OF RESPONSES PERCENTAGE

Requirement 19 46.3%

Style statement 16 39%

Better model in market 6 14.6%

The above table shows the reason of buying wrist watches , requirement are 19 and
46.3%, style management are 16 for 39% and better model in market 6 and 14.6%.
PURCHASES WRIST WATCH:

PARTICULAR NO OF RESPONCESE PRECENTAGE

Self 32 78%

Family 3 7.3%

Friends 4 9.8%

Advertisement 2 4.8%

The above table shows that number of respondent of self is highest then family, friends,
and advertisements. Self are 32(78%), family 3(7.3%) friends 4(9.8%) and
advertisement 2(4.8%)
LIKES AND REQURIMENTS:

PARTICULAR NO OF RESPONDENCE PERCENTAGE

Features 19 47.5%

Dial size and style 16 42.5%

Material 6 10%

The above table shows that the number of respondent are 19 in features and 47.5%, the
number of respondent in dial size and style are 16 and percentage is 42.5%. The material
number of respondent are 6(10%).
DIAL SIZE:

PARTICULAR NO OF RESPONDENCE PERCENTAGE

38-42 mm wide 28 73.7%

44-46 mm wide 10 26.3%

The above table shows that the dial size of 38-42 mm wide is most preferable dial in
wrist watches. Number of respondent are 28 (73.7%) and for 44-46 mm wide
respondent are 10 (26.3).
CELEBRITY ENDORSEMENT:

PARTICULAR NO OF RESPONDENCE PERCENTAGE

Yes 7 17.1%

No 25 61%

May Be 9 22%

The above table shows that NO Is the highest number of response are 25 (61%), YES
are 7 (17.1%) and MAY BE 9 (22%).
PAST EXPERIENCE:

PARTICULAR NO OF RESPONDENCE PERCENTAGE

YES 25 61%

NO 9 29.3%

MAY BE 7 9.8%

The above table shows that for YES number of respondence are 25(61%), NO number
of respondence 9 (29.3%) and MAY BE the number of respondent 7 (9.8%).
FINDINGS AND SUGGESTION FINDINGS:

1. Majority of respondents are aware about the various range of products provided by wrist
watches through advertisement.

2. Majority of respondents agreed Fas track and another titan brand only differ in the price
range.

3. Majority of the respondents felt that Fas track watches are good than its competitors.

4. Majority of the respondents used the Fas track watches for more than 1 year

SUGGESTION:

1. Consumer of Fastrack watches is well known about the product range provided by the
brand.

2. From the survey it is clear that majority of the consumers were young people and the
advertisements, products offered by Fastrack watches exactly matches the demand
of youth. This makes Fastrack watches ahead of its competitors.

3. From the survey it is clear that service quality offered by the Fastrack brand has a good
influence on consumers. So Fastrack should improve its consumer service quality to
retain and satisfy consumers.

4. In order to improve its sales, a promotion should be taken care, excellent consumer
care should be provided and also it should reduce its service time.
OPINION:

❖ A study on customer preference and buying behaviour towards branded watches in

Coimbatore district

Author: (Dr.Kavya, 2018)

❖ The main intention of the study is to find out the preference and
buying behavior about branded watch, the primary data of 250
respondents were formulated and consolidated into master table.

❖ In this research, the statistical tools were used like simple

percentage, chi-square and ANOVA has been analyzed in the
customer preference and buying behavior towards branded watches .

❖ Watches have become almost a very necessary for all the human
beings, to whichever commercial class they belong. Now-a-days, a
plenty of different brands of wristwatches are available in the
market. The customers in the different forms of age groups and in
the different income groups consider the various features like price,
quality, appearance, design, water resistivity and brands. While
purchasing a watch “price is considered as the highest importance
than the other attributes.

❖ when selecting the wristwatch and the appearance is the next

important factor they considered when selecting a wristwatch”
 METHOLOGY:

In India certain occasions has a great importance and has a great

impact on buying decisions of durable products like wrist watch.

Especially youngsters in India has multiple of occasions when they

can buy the wrist watch as well as demographic factors and attributes
of wrist watch also significantly associated with the buying decision
of wrist watch among youngsters

The Sonata brand of wrist watches is known for quality and

performance in the domestic and international markets.

The consumer of Sonata brand wrist watches are highly satisfied

customers having pride in owning and wearing the most
sophisticated, highly reliable and superior performance watch

RESEARCH METHODOLOGY:-

► Research Method:-

To conduct this study, quantitative and Descriptive research approach was used.
Inferences drawn on the basis of primary as well as secondary data collection. Analysis
was done with different quantitative techniques. Findings were drawn on the basis of
observation from the analysis.

► Data Collection:-

Primary Data Collection: - Primary data was collected through structured

questionnaire. One to one approach was adopted to collect the data from the
respondents.
Secondary Data: - Secondary data was collected through Journals, Research Papers,
and from different websites.

► Sampling Technique:

Area sampling technique is used in the research. Respondents were approached

according to location of colleges, retail brand store etc. Through these locations,
respondents were selected randomly.

► Hypothesis:-

H1:- “Occasion and buying wrist watch has a significant association”

H2:- “Price, Brand, Look impacts on wrist watch buying decision of the customers”.

Table no 2

The above table shows influencing wrist watch in price, brand, style, look, color,
design and quality. It shows the agree and disagree of the customer and their
agreements towards wrist and watches.
 FACTORS INFLUENCING WRIST WATCH:

Interpretation:

From the table it has been observed that p-value of Price (0.006), Brand (0.0003), and
Look (0.042) is less than 0.05 at 95% significance level. Other factor i.e. Style, Color,
and Quality were observed less associated and had less association. Design factor which
was not including in the hypothesis was observed strong association with buying
behavior. Hence above statistics supports the hypothesis statements and rejects the null
hypothesis. Hence Alternative hypothesis is accepted.
Hypothesis- 2

Null Hypothesis: “Occasion and buying wrist watch doesn’t have any
association”

H1:- “Occasion and buying wrist watch has a significant association”

The above table shows the occasions to buy the wrist watch frequency and
percentage on birthday, anniversary, on the academic result, any sports
achievements, festivals, no any such occasion required.
Interpretation:-

Chi-square test is applied to check the association between buying of wrist watch and
impacts of any particular occasion.

Some major occasions were included in the list. From the chi-square test it has been
observed that Birthday (0.000), Any Academic achievements (0.000) and festivals
(0.000) had a great association as compared to other factor such as Anniversary, Sports
achievement etc.

Out of the seven occasions in the list, five occasions found associated with the wrist
watch buying decision. Hence above statistics does not support the null hypothesis and
accepts the alternative hypothesis.
Hence “Occasion and buying wrist watch has a significant association” is accepted.
 MOST PREFFERED WRIST WATCH IN MUMBAI:

• TITAN The brand Titan is committed to offering its consumers watches that
represent the compass of their imagination.

World−class design product and constantly inventing new trends in wrist

watches.

Available in different price • segments, namely as low priced (under brand

“Sonata”), medium priced (as “Fastrack”) and high priced watches (as
“Nebula”). • Effective philosophies “Be More”, “Less is more” and applauded
celebrity endorsement.

• 247 exclusive showrooms, backed by 700 after−sales−service centers.

• Casio is one such company leading this iconic change, known worldwide for its
vast in house research and development (R & D) excellence, the technological
innovation and creativity they incorporate, and the customer centric their
products are. Their vision is to 'Envision a world no one has ever seen' by
continuously creating for their customers from zero to one.

• Like any other company, Casio has various strategic business units (SBUs), and
the products offered by them under these SBU consist of calculators,
synthesizers, watches, projectors, electronic dictionary, digital printers, and
many more (Casino, 2018)
MOST PREFFERED WRIST WATCH BRAND:

Advertising: advertising is in the form of television commercials. The company uses

youth icons to portray the trendy and funky look of the brand and to associate with it.
Public displays also play an important role in promotion. The colorful and lively bill
boards play an important role in promotion.

• Fossil

• Casio

• Gucci

• Rado

• Rolex

• Timex

• Titan

❖ The company uses youth icons to portray the trendy looks of the watches. It also
advertises aggressively in internet, print media and television. Therefore it’s
quite easy on the part of consumers to make an informed decision regarding
Fastrack watches by collecting data from various sources of mass media and
from family, friends etc. In the survey we have conducted majority have
responded that television and print media have major influence on their
purchase decisions.
FREQUENCY OF PURCHASE

Duration of last purchase 14% within last year 54%, 32% 1-2years
2years and above

PARTICULARS DURATION OF LAST PERCENTAGE

PURCHASE

BLUE 30 54%

RED 9 32%

GREEN 7 14%

The above table shows duration of last purchases, blue red and green.
Blue 30 (54%), red 9(32%), green 7(14%).
REASON FOR BUYING A WRIST WATCH (AS PER
OCCUPATION):

1. Gifting Better Model Available Retired Housewife Student Style Statement

Working Requirement

PARTICULAR Y-AXIS X-AXIS

RETIRED GRIFTING 55%

BETTER MODEL
HOUSEWIFE AVAILABLE 14%

STUDENT STYLE STATEMENT 3.6%

WORKING REQUIREMENT 24%

Hypothesis Analysis:

In tune with the objectives of the study, the following null hypothesis have been framed
to test their association with the personal variables.

❖ The null hypothesis are:  Age and level of preference of respondents has been
influenced on the various branded watch.

❖ Area and level of preference of respondents has been influenced on the various
branded watch.

❖  Gender and level of preference of respondents has been influenced on the

various branded watch.

❖  Marital status does not influence the level of preference of respondents on the
various branded watch.

❖  Educational qualification does not influence the level of preference of

respondents on the various branded watch.

❖  Occupation does not influence the level of preference of respondents on the

various branded watch.

❖  Type of family and level of preference of respondents has been influenced

on the various branded watch.

❖ .  Monthly family income and level of preference of respondents has been

influenced on the various branded watch.
The shock-resistant design on the original G-Shock has 10 layers protecting the quartz
timekeeping module,[3] including a urethane rubber bumper, the stainless steel case,
the hardened mineral glass watch crystal, the stainless steel screwed down case back,
and the "floating module"

Where the quartz mechanism floats free in a urethane foam cradle, with the outer
buttons and LCD module attached with flexible cables.

The strap of the watch is also designed to protect the module during a fall.[7]
Casio released the G-Shock in April 1983, to fill the demand for durable watches.
Sales were sluggish in Japan as people preferred dress watches.

In order to promote the G-Shock worldwide, the American division of Casio released
a commercial in which an ice hockey player used the DW-5000C as a hockey puck to
demonstrate the toughness of the watch. The commercial gained negative publicity
and Casio was accused of false advertising.

A TV news channel then set out to conduct live tests on the DW-5000C to check
whether it was as tough and durable as advertised. This involved repeating the action
shown in the commercial.

The DW-5000C survived the impact of the hockey stick, and the G-Shock gained
popularity among the general public. The popularity of G-Shocks increased
throughout the 1990s. By 1998, Casio had released more than 200 different G-Shock
models, with worldwide sales at 19 million units.

In 1994, Casio introduced the Baby-G brand G-Shock watches designed for women.[9]

G-Shock Mini are 30% smaller than a regular G-Shock and were originally marketed
for women. However, they were later released in unisex variants intended for people
who have smaller wrists.[10]

In 2013 in order to celebrate 30 years of the G-Shock, Casio arranged a party in New
York and showcased new models as well as various prototypes of upcoming models.
The party included a performance from rapper Eminem.[7]

On 1 September 2017, Casio celebrated its 100 millionth sale of G-Shocks worldwide
The line of watches now includes atomic clock synchronization and tough solar
technology. Many newer models feature metal (steel or titanium) bands and a mix of
analogue-digital timekeeping, analogue timekeeping or digital timekeeping.

The DW models are standard battery-powered G-Shocks while GW models of the G-

Shock come with either Tough Solar or Multi-Band atomic timekeeping or both.

Twice a year, the basic models are updated. New limited models are introduced more
frequently throughout the year. Special models are released upon the anniversary
celebration of the G-Shock brand and are sold through selected retail channels.

Casio also produces collaboration models, often with popular fashion brands and
artists, like A Bathing Ape (Bape), Stüssy,[11] Xlarge, Eric Haze, KIKS TYO, Nano
Universe, Levi's, Lifted Research Group, as well as Coca-Cola, Pulp68
Skateshop, Lucky Strike and Marlboro.

G-Shock watches are popular with mountaineers, firefighters, paramedics, people

working in the offshore, police officers, astronauts, film directors (Tony Scott was
often pictured wearing a GW-3000B, as is Ron Howard and Francis Ford Coppola)
and soldiers. Ex-Special Forces-British SAS soldier Andy McCabe mentions in
several of his novels how his character Nick Stone relies on a G-Shock watch.

According to Mark Bowden's book Blackhawk Down, the DELTA Operators wore G-
Shock watches during the combat events of 3 and 4 October 1993. Since then, G-
Shock watches have become very popular with Special Forces groups in both
American and other NATO nation units, due to being "battle tested".
[Citation needed]

The DW-5600C, DW-5600E, DW-5900, DW-6600 and DW-6900 models are flight-
qualified for NASA space travel.[12] Casio has updated the DW-5600E module,
replacing the usual 1545 module with module number 3229 (in 2010).[13]

In 2012, Casio released the GB-6900, a Bluetooth-capable model of the G-Shock.

Casio claimed the battery life of 2 years on a single CR2032 battery.[14] Since then,
the Bluetooth technology has been incorporated in many top-of-the-line models
 TITAN WATCHES

Titan Company Limited was established back in 1984 as is currently headquartered in

Bangalore Karnataka. It is a part of an ever-popular business conglomerate, the Tata
Group.

Initially, Titan started as a watchmaking company through a joint venture between the
Tamil Nadu Industrial Development (TIDCO) and the Tata Group.

It later went on to explore various business opportunities and today it has popular brands
such as Titan, Fastrack, Sonata, Tannish and Caratlane selling accessories such as
watches, jewellery, perfumes, belts, etc.
Casio continues to add new features to G-Shock watches.
Some include Tough Solar battery charging and Multiband 6 time synchronisation
through radio signals from six transmission stations worldwide.
The GW-9400 Rangeman and GWN-1000 Gulfmaster models have a Triple Sensor
with a digital compass, thermometer, and barometer/altimeter.

The MTG-S1000, GW-A1000, and GPW-1000 feature Triple G Resist which includes
resistance to shock, centrifugal gravity, and vibration. In 2014, Casio introduced the
GPS Hybrid Wave Ceptor feature in the GPW-1000 Gravitymaster that allows the
watch to synchronize the time through GPS signals and also adjusts the time zone
automatically.
The MRG-G1000 is also equipped with this feature.[15]

In September 2018, to mark the 35th anniversary of G-Shock, Casio released a

collection of four clear model of G-Shock watches called "The Glacier
Gold" collection.[16][17]

In late 2018, Casio introduced the newest addition to the G-Shock Rangeman series of
models. The GPR-B1000 is a GPS centred model, which can use the GPS receiver to
maintain the exact time, down to the second.

This model also has triple sensors (altimeter, barometer and compass) as well as a
backtracking function which allows the user to return to the same point from where he
started the journey by the use of a map, a function which was previously exclusive for
Casio's ProTrek line of watches.

The watch also features Bluetooth connectivity which allows it to connect to a

smartphone via an app and allows it to upload log data in the phone, download map
information from the phone and also synchronise itself with the phone in order to
keep perfect time.

The watch comes without a replaceable battery. The battery is either charged by solar
cells present on the face of the watch (called Tough Solar by Casio) or via a wireless
charger supplied with the watch, a first for a Casio watch
Multi-Band 6:

The Multi-Band 6 is a radio control technology first introduced on the GW9200

Riseman in 2008[19] and is a successor to the Multi-Band 5 (which supported
synchronisation with 5 atomic time transmitters around the world) and Wave
Ceptor (which supported synchronisation with atomic time transmitters present in the
United States and Japan only) technologies.

G-Shock watches with Multi-Band 6 technology can synchronise with one of the six
atomic time transmitters in the world in order to keep accurate time. The following is
a list of the six atomic time transmitters:

Japan

Watches can tune in to two locations:

The 40 kHz signal from JJY at Mount Otakadoya,
near Fukushima (Ohtakadoyayama).
The 60 kHz signal from the Haganeyama Transmitter at Mount Hagane
(Haganeyama).
China
Watches tune to the 68.5 kHz signal from BPC at Shangqiu. This is the newest
additional signal; older multi-band 5 watches will not be able to connect to this signal,
and must be upgraded to a newer multi-band 6 watch in order to synchronise from
there.

Built to last:

Sure, Swiss watches have finesse, but if you have a reputation for being ‘indestructible’,
G-Shock is the watch for you, and perhaps the only watch in the world that gives you a
‘Triple-10’ guarantee, i.e., 10 bar or 100 meters water resistance, a 10 year battery life
and the ability to withstand a 10m drop(a three story building).

Add a couple of bucks more for a premium version and you’ll get one that’s even 200m
water resistant
More for less:

Not just durability, but a plethora of features are a big reason why several armed forces
around the world made the G-Shock their preferred watch.
Not only did the watch stand out in terms of durability and ruggedness, it allowed
wearers to view the time to the second with incomparable accuracy (after all it’s digital).
The rubber strap and casing just made the watch a perfect companion for long treks and
missions in the most challenging of conditions.

“I got one about 7 years ago when I was in the military. They are pretty rugged, work
well, and the one I had also had a digital compass and altimeter that came in handy. It’s
still going strong after all these years later while my Armani has popped out twice.” –
Ex U.S. Armed Forces Serviceman.
Well.

Wise investment (clearly):

If time is money for you, then you’re clearly getting more than what you asked for.
The newest collection of the ‘G’ comes with exciting features like a built-in altimeter,
navigating compass, bluetooth connectivity and a world timer accurate to 1-2 seconds
a month. And such is their durability (mentioning it for the third time now) that G-
Shocks last for generations rather than years.
Even ‘the most expensive’ one for Rs. 16k is a no-brainer: if you wore it each day for
a decade, it represents a cost per wear of roughly Rs. 4 a day. Again, that’s for the
most expensive one.

Wise investment (clearly):

If time is money for you, then you’re clearly getting more than what you asked for. The
newest collection of the ‘G’ comes with exciting features like a built-in altimeter,
navigating compass, bluetooth connectivity and a world timer accurate to 1-2 seconds
a month. And such is their durability (mentioning it for the third time now) that G-
Shocks last for generations rather than years.
Even ‘the most expensive’ one for Rs. 16k is a no-brainer: if you wore it each day for
a decade, it represents a cost per wear of roughly Rs. 4 a day. Again, that’s for the most
expensive one.
Your survival ‘sidekick’

How fast? How hot? How deep? How high? The G-shock shall tell you that with ease.
The tools and features offered in their collections are immense and of course, accurate.
With just the touch of a button, you get all the information you need, whether you’re
moving in the right direction, controlling your music, traveling around the world
switching time zones, or even scaling a mountain.

Just so you know, their watches with an altimeter can read altitude ranging between
700m to 10,000m (Mt. Everest is 8,848m).

Sport-proof (the all-rounder):

Mud, sweat, and dirt might not be high up on your list of problems, but ask an athlete
and they’ll tell you how dirty your watch can get after a jog or session of football,
cricket or tennis. Dirt caused by playing can get problematic if it gets into the
mechanism or (worst case scenario) dial of the watch and this is where the G-Shock
aces it again.

The rubber body is sealed to withstand any onslaught of dust, sand or water particles
and houses the unique “floating module” where the quartz mechanism of the watch
literally floats free in a urethane foam inside, which therefore allows the watch to
withstand all forms of shocks while you’re playing
About Titan Watches

Talking about the watch section, the company has about 11 brands including popular
ones like Titan, Sonata, Fastrack and Zoop.

It also has the license to sell watches of popular brands like Tommy Hilfiger, Police,
Lee Cooper, Kenneth Cole etc.
.
Today, Titan Company Limited has a 65% market share in the watch industry and it
contributes to 12.98 per cent of the company’s turnover.

Now we know about Titan as a company and its watch segment, let us learn more
about the company by understanding its target market by examining Titan’s watch
segmentation.

India’s premier watch company- Titan is also a Jeweler as both the business compliment
to each other. These are associated with Glamour.

The celebrities are employed as Brand ambassadors by them. The Global brands like
Cartier, Piaget, and Chopard etc. form their exclusive boutiques.

Other retailers like Bucherer, operate multi brand boutiques that sell watches as well as
Jewellery.

For a Jeweler, there are many benefits of associating with brands. The brands lend
credibility to an outlet selling them. They also make the consumers feel secure in
making purchases from a Jeweler.

It draws additional footfalls from the customers, as the watch buyers are pre-dominantly
males, it helps him to get incremental revenues from existing buyers.
Target Market and Segmentation Strategy of Titan Watches

As previously said, Titan has about 11 brands along with rights to selling a few
popular international brands like Tommy Hilfiger, Lee Cooper etc.

Target Market and Segmentation of Titan

Watches

Brands Target Audience

Zoop Kids
Fastrack Millennials, Teenagers
Sonata, SF General Customers
Titan Millennials and above
Raga Female Audiences
Favre-Leuba, Xylyx,
Luxury Custome
Nebula

As you can see from the above table, Titan Company Limited has a well-
curated brand portfolio that reaches various age demographics.

Now that we know about the target market and segmentation of Titan’s
watches, let us go through Titan’s 4Ps of the marketing mix in the coming
section.
BRAND THEORY:

-Brands such as Rolex, Cartier and Piaget have a policy of selective distribution.
Retailing such brands gives a luxurious feeling to the buyers. The brand ambassadors
are employed by Swiss brands outlets which help the retailers to strengthen their
relationship with the customers.

The retailers of the watches also earn various foreign trips on the completion of pre-
determined sales targets. In India, notable Jewelers are Talwar Jewelers, Meena
Jewelers- Hyderabad etc.

Malabar Gold & Diamonds is one of the largest stores generating the highest value for
Rado and Tissot watches. The Watch Bar in South Mumbai is famous exclusively for
retailing of high Swiss brands. Rado and Tissot are Jewelers’ favorite watch brands.

They are very popular due to their unique positioning. Rado is very popular in India
and the UAE. Malabar has opened many Rado boutiques in Kerala. Kalyan Silks have
already entered retailing Rado from Cochin Stores. Jewelers like Anupchand
Trilokchand in Raipur, Alankar in Patna etc. have also been retailing watches.

Despite the number of Jewelers retailing watches, the volumes and profitability
generally are low and inconsistent.

Tissot specifically feels that in India the jewelers need to start retailing brands. The
tendency of a jeweler has a dual role- Manufacturing as well as retailing which
therefore gives better control over profit margin and pricing.

A jeweler should therefore be careful in choosing appropriate brands of watches for

retail. Malabar started retailing watches from their Jewellery outlets and have now
moved to opening boutiques and other multi-brand watch stores.

Separate Business Heads for watches have been dedicated to ensure sales, profitability
and expansion. Rolex is the most preferred watch brand in India among jewelers for
retailing. Out of 21 Rolex retailers in pan India, 7 are jewelers.
A prospective Rolex dealer has to invest Rs 5 crores in stocks alone. Opening a
boutique involves an even higher investment.

TBZ- The original, a traditional Jewellery store chain recently breached in the retail of
watches and launched a private label TBZ by signing an exclusive deal with Karloff
and France.

Summary of the findings:

Socio-economic profile: An attempt has been to identify the work of the socio-
economic profile of the respondents has been evaluated by using simple percentage
analysis and the results are summarized in the following table shown below.

SR NO FACTORS NO OF PERCENT
RESPONDENT

1 AGE

Up to 15 to 21 above 82 32.8

22- 30 years 87 34.8

31-40 years 49 19.6

Above 40 years 32 12.8

2 AREA

Rural 92 36

Urban 111 44.4

Semi urban 47 18.8

3 GENDER

Male 99 39.6

Female 151 60.4

4 MARTAL STATUS

Married 108 43.2

Unmarried 142 56.8

EDUCATIONAL
5 QUALIFICATION

Up to HSC 10 4.0

Undergraduate 102 40.8

Post graduate 72 28.8

Professional 31 12.4

MPhil 27 10.8

PhD 8 3.2

6 OCCUPATION

Agriculture 38 15.2

Business 29 11.6

Private employees 45 18.0

Government employee 16 6.4

Professional 51 20.4

Student 71 28.4

7 TYPE OF FAMILY

Joint 62 24.8
 Nuclear 188 75.2

8 MONTHLY FAMILY
INCOME

Up to Rs. 15000 78 31.2

Rs. 15001 – 25000 78 31.2

Rs. 25001 – 40000 59 23.6

Above 40000 35 14.0

Of the above table total 250 respondents, 82 (32.8%) respondents belong to age group
of Up to 15-21 years, 87 (34.8%) respondents belong to the age group of 22-30 years,
49 (19.6%) respondents belong to the age group of 31-40 years and the remaining 32
(12.8%) respondents belong to the age group of above 40 years.
Thus, it is concluded that majority of the respondents fall in the age group of 22-30
years. From the above table, out of 250 respondents, 92 (36.8%) respondents belong
to rural area, 111 (44.4%) respondents belong to urban area, and 47 (18.8%)
respondents are in Semi-urban area

Hence, the majority of the respondents belong to urban area. From the above table
shows that, out of 250 respondents, 99 (39.6%) respondents are male and 151 (60.4%)
respondents are female. Hence, it is concluded that, majority of the respondents are
female. From the above table shows that, out of 250 respondents, 108 (43.2%)
respondents are married and the remaining 142 (56.8%) respondents are unmarried.
Hence, the majority of the respondents are unmarried. It can be inferred that, out of
the total 250 respondents, 10 (4.0%) respondents up to HSC, 102 (40.8%) respondents
are undergraduate, 72 (28.8%) respondents are postgraduate, 31 (12.4%) respondents
are professional, 27 (10.8%) respondents are MPhil and the remaining 8 (3.2%)
respondents are PhD.

Hence it is concluded that majority of the respondents belong to Undergraduate. It is

observed that from the above table, out of 250 respondents, 38 (15.2%) respondents
are agriculture, 29 (11.6%) respondents are business, 16 (6.4%) respondents are
government employees, 45 (18.0%) respondents are private employee, 51 (20.4%)
respondents are professional and the remaining 71 (28.4%) respondents are students.
 Hence, the majority of the respondents are students. It is observed that from the
above table, out of the total 250 respondents, 62 (24.8%) of the respondents belong to
Joint family and the remaining 188 (75.2%) of the respondents belong to Nuclear
family.
Thus, it can be concluded that the majority of the respondents belong to nuclear
family. Out of 250 respondents, 78 (31.2%) respondents are up to Rs.15000, 78
(31.2%) respondents are earning Rs.15001-25000, 59 (23.6%) respondents are earning
Rs.25001-40000 and the remaining 35 (14.0%) respondents are earning above 40000.
Thus, it is concluded that most of the respondents are up to Rs.25000.

The survey of consumers has revealed the like and dislikes and taste regarding
wristwatches and preference level and buying behavior in relation to branded watches.
They have some of the following suggestions.

 There should be some more attractive festival offers and gifts should be given on
purchase of branded watches
 The most of the respondents feel that the price range of branded watch is too high,
there should be reduction in prices, which can be affordable for the customers to buy
the branded watches.
 The service for the wristwatch should be improved.

 The branded watch has to introduce the new models frequently to the market in
order to match with customers buying behavior.
 The customers are preferring thin and sleek appearance type of watch that are to be
introduced frequently in the market.

 Now-a-days, there is no use of wristwatches because of the smartphones.

Talking about their wristwatches strategic business unit (SBU) (Shanks, 1985; Ito &
Rose, 2004), the company presented different brands such as G-SHOCK, Edifice,
Sheen, Baby G, Enticer, and Protrek. All brands represented the need of different age
groups by having a product portfolio as diverse as possible.
In 1983, the G-SHOCK brand was launched, emphasizing four strong pillars: fashion,
music, art, and sports. Continuous technological innovation and in house R&D
excellence have built the brand over the years (Frew & Duong, 2009). Therefore, the
focus of this research paper is to examine.

Consumers are likely to buy wristwatches based on the consumer price perception
theory (Burton et al., 1998). This theory states three factors constitute the consumer's
intention to buy a product based on the product's price.
These factors include price consciousness, value consciousness, and price quality
association or perception. The consumers already have a predefined price range for
any product category, which is acceptable for purchasing a product (Sengupta, 2014).

Consumers consider both product value and quality for the product they intended to
buy. The manufacturers set a predefined competitive price of the product and
influence consumers' intention to but it. This intention of the consumers helps
manufacturers to increase their sales.

Thus, the pricing strategy affects a person's intention to purchase a product and,
thereby, consumers' purchase decisions (Martin & Kuehnl, 2015). This study states
that the price of the G-SHOCK wristwatch may withhold the consumers to buy G-
SHOCK wristwatches

The positioning strategies are Access based (reaching the customers where they are),
Need based (catering to the needs of a specific set of customers), and variety based
(playing on one's expertise) (Wind & Robertson, 1983).

Access refers to a function of customer's geography or of scale or anything that

requires a differentiated set of activities to reach them in the best possible way.
Whereas, needs based positioning aims at tailoring the efforts to solve the specific
needs of the target segment (Smith, 1956; Ahn, 2015). Lastly, companies seeking
variety based positioning try to focus on products and service variants rather than
market segments.

Further, for a strategic position to be sustainable, there must be tradeoffs with other
position strategies.
AMAZON:

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Fossil:

Fossil was founded in 1984 as Overseas Products International by Tom Kartsotis, a

former Texas A&M University student living in Dallas from a suggestion by his older
brother, Kosta Kartsotis, a merchandising executive at Sanger-Harris. Kosta told his
younger brother about the potential large profits that could be made in importing retail
goods made in the Far East, specifically in importing moderately-priced fashion
watches.[1]

Their main product was fashion watches with a retro look. In 1990, they introduced
leather goods under the Fossil brand, and the Relic line of watches.

Fossil had its initial public offering in 1993.[1][6]

Zodiac Watches was a Swiss brand that had been operating since 1882 when Fossil
acquired it from Genender International in 2001 for $4.7 million.[7]

Fossil's desire to establish a Swiss presence led to the purchase of the Zodiac Watch
brand and a complete retooling of that line to reflect a retro modern 1970s style in a
higher end watch.

The 2004 purchase of Michele Watch completed the cycle by offering a high-end
Swiss watch with a designer flair.

In September 2007, Fossil was accused of infringing a patent owned by Financial

Innovations Systems, LLC, in a lawsuit filed in the Northern District of Texas.

The case was settled for an undisclosed amount and dismissed shortly thereafter.[8]

The Watch Station International chain was purchased from Luxottica/Sunglass Hut in
December 2007.[9][10]

Fossil has design studios in Biel, Switzerland, close to Rolex as well as manufacturing
facilities in China and distribution centers in Dallas, Germany, and Asia.
How Casio G-Shock Proved Social ROI by Increasing CTR 218%

Developing multiple product voices and identities that fall under one umbrella brand is
no easy task. It’s one of the reasons that global corporations comprised of multiple
businesses under one brand often find themselves facing an identity crisis .

Casio was no different. In order for prospective consumers to develop an affinity for
Casio G-Shock–a line of watches designed primarily for sports, military and outdoors-
oriented activities— Chief Digital Officer for Casio UK, Taka Takeuchi, knew that
buyers needed to recognize the watch brand first.

Multiple products, agencies, stakeholders, workflows and time zones made it nearly
impossible for Casio UK’s marketing team to truly oversee G-Shock’s brand
positioning.

We have a lot of sub-brands and each has a different voice that needs to be kept,”
Takeuchi said.

This is easier said than done in an era where marketing channels have expanded well
beyond direct mail and print. Today a healthy marketing mix can include touch points
from voice search and streaming to Instagram and experiential activations.

Takeuchi knew that if Casio’s mantra of “creativity and contribution” was going to
become a recognizable brand identifier, it needed to translate across all of G-Shock’s
digital platforms.

This began with consolidating creative agencies and migrating social profiles from
across Casio’s watch brand portfolio to an in-house team and into one centralized
management platform
Focusing on the Consumer & Modifying Who ‘Owns’ Social:

Casio UK’s agency partners excelled at delivering creative for social, but often
struggled to embody the brand’s mantra to the same degree as Casio UK’s internal
team.

Unlike Casio UK’s internal team, agencies were restricted by client approvals. This
led to inefficient workflows and missed opportunities.

“Publishing wasn’t truly in real-time,” Takeuchi said. “Posts were often delayed and
disconnected”

Having control of G-Shock’s brand messaging across various products and social
profiles has allowed Casio to remain nimble, engaged with consumers and able
to accurately measure ROI from prospecting through retention.

“For day-to-day marketing activities, our internal team uses Sprout to look at what’s
trending, interact with fans and adjust our evergreen content,” Takeuchi said.

Social management may sit in-house, but agencies are still a vital part of G-Shock’s
brand persona.

“We rely on our mix of agencies for big, creative ideas and larger campaigns,”
Takeuchi said. “We always like to have that outside influence. It inspires our team
and keeps Casio innovative.”

This innovation is most evident in the watch brand’s content

Creating Content That Results in Click-through:

G-Shock centers its brand on creativity and collaboration. One way the watch brand
amplifies this positioning is by creating and distributing content that mimics the
lifestyle of G-Shock’s target persona

But how does G-Shock know if its content is resonating with its audience? Vanity
metrics, such as followers, were important five years ago, but today G-Shock is
focused on click-through and other engagement indicators.

These metrics impact the bottom line and help solidify social as a revenue-driver and
means of retention.

“Social is wonderful for Casio because the more and more we become digital, that’s
our storefront,” Takeuchi said. “That’s what allows us immediate and direct access to
our customers.

Takeuchi is right.

Consumer purchasing patterns are becoming much more fluid. In Reality found
that 68% of shoppers frequently research products in-store, then purchase them
online. And 91% of shoppers frequently research products online, then purchase them
in-store.

In order to keep pace, brands need to be engaging consumers at every touch point.

The data doesn’t lie. G-Shock experienced a 218% YOY increase in CTR and an
839% YOY increase in engagement across Facebook, Twitter and Instagram with
Sprout.

The social management software has also enabled Takeuchi and his team to
standardize reporting metrics and prove ROI to senior leaders.
Presenting a Data-driven Success Story to Leadership:

Before Sprout’s standardized metrics and consolidated reporting features, proving

ROI to leadership was cumbersome and inefficient. Takeuchi was spending upwards
of eight hours pulling data from multiple sources.

“The benefit of Sprout’s reporting features is massive,” Takeuchi said. “It’s very
simple, very straightforward and it sits nicely with the current reporting that we
have.”

Like many businesses, Casio uses Net Promoter Score® (NPS) as a customer
experience management indicator across email and phone tickets. Sprout empowers
the brand to standardize these consumer satisfaction ratings and apply NPS reporting
to Twitter.

This makes it possible for Casio UK’s marketing and customer care teams to
integrate data across functions and relay a holistic success story to leadership.

Most importantly?

“Sprout makes it possible for the people working in the platform to justify what
they’re doing,” Takeuchi said

Aligning Casio’s Brand Mission with Its Team Workflows:

Moving social in-house has allowed G-Shock to communicate more authentically with
consumers. Taking ownership of the brand’s voice across its digital platforms has
resulted in brand consistency and real-time wins that weren’t possible with complex
approval processes and disparate agency workflows

“Sprout is the definition of agile,” Takeuchi said. “It allows us to disseminate

information, look at all the results of that activity, adjust our strategies and efficiently
report back to management.”
Readjusting their agency relationships and partnering with external experts for
campaigns has resulted in increased click-through rates and engagement actions that
matter most to senior leaders.

With Sprout, Casio G-Shock has been able to align its brand mission of “creativity
and collaboration,” not only with its digital marketing strategies but with the
workflows that power its business.

FASTRACK:

Fan base that now has a followership of 9 million, keeps it in touch with its audience.

With enough categories to fill up a store, Fastrack retails across the nation through
158 exclusive Fastrack stores in over 79 cities as well as authorized multi-brand
outlets and online www.fastrack.in

Today, the brand has successfully notched up the title of being the most loved youth
fashion brand in the country.

In communication and design, we are always fun, edgy, and quirky and effortlessly
cool. Fastrack’s provocative tongue-in-cheek advertising, its unique & affordable
designs & its quick extension across categories ensures its popularity with the urban
youth audience, making it one of the fastest growing fashion brands within the country.

It’s growing presence on Facebook

Fast Track is all about People and Business Growth. We are passionate in our work
and we always walk Extra mile to help our clients achieve Extraordinary Results!!

We deliver immense value to our customer businesses across our services, whether it
is by helping them scale up faster or execute better or help them hire right talent for
critical roles.

Winning is our way of life at Fast Track and winning Together is our promise to our
people and to our customers.
Marketing Mix of Titan Watches:

Product Strategy of Titan Watches:

Titan Company Limited has a beautifully designed product portfolio of watches that
caters to all demographics.
Be it an iconic luxury wristwatch or a fitness tracker watch or a kid looking for
Marvel’s Avengers-themed watch, Titan has all kinds of watches to offer.
Titan also has strong research and development (R&D) facilities through which
comes with the new technology of watches from time to time and thus making the life
of the customers easy
Price Strategy of Titan Watches:

Titan has a huge range of products to offer but let’s face it, not everyone will have the
same requirement when it comes to purchasing the same. With this in mind, it’s pricing
strategy ranges from Rs. 1,000 to Rs. 25,000.

Titan’s pricing strategy is as per the strength of the products and services offered. That
is why we endeavor to offer the best value to our customers and strive to bring them
compelling products at reasonable prices.

Place Strategy of Titan Watches:

Titan has about 800 exclusive stores offering its watch products and is present in more
than 250 towns and cities in India.

Furthermore, it has not restricted itself just to its own stores. It has partnered with
various distributors and uses an Omni channel distribution approach and distributes its
products through multi-brand outlets (MBOs), large format departmental stores and e-
commerce websites.

Promotion Strategy of Titan Watches:

Titan has been always active in promoting its products from time to time, be it digitally
or from the traditional.

Just like its Omni channel distribution strategy, it uses an Omni channel promotion
approach using all necessary mediums of communication to promote its ads.

The company uses Newspapers and Television as its primary form of offline
communication. It is an effective medium because both media can reach a wider
audience and reach large targeted groups.

Talking more about its digital marketing approach, the company has swiftly adapted to
changing customer patterns and promotes accordingly.

Fastrack is its most-followed page on social media and creates a digital short term
campaign around festivals and other latest happenings in the country.
Now that we know about the company’s offerings, let us go through the marketing
strategies it has adopted to stay relevant in the minds of customers in the coming
section.

Marketing Strategy of Titan Watches:

The presence of a quality marketing strategy can have a very positive influence on the
performance of a brand.

Being so, a company can take advantage of a number of benefits. Here are some of
the marketing strategies that Titan has implemented to come up with a strong and
effective marketing plan.
Licensed business:

Fossil has had financial success with its own brands and this success has led a number
of deals for licensed watch lines. In 2001, Fossil collaborated with designer Philippe
Starck to create the Starck with Fossil watch collection.

The collection features ultra-modern designs and unique movements.

Other licensed watch lines that Fossil designs, manufactures, and distributes
include Burberry, DKNY, Emporio Armani, Armani Exchange, Columbia
Sportswear, Diesel, Frank Gehry, Karl Lagerfeld, Tory Burch, Kate Spade, Michael
Kors, Callaway Golf, Davis Cup, Marc by Marc Jacobs, Skagen Designs, Michele,
and Adidas.

When referencing Fossil's watch lines, they are generally regarded as a "manufacturer";
Fossil also designs and manufactures their own movements under the Fossil Twist Line

In addition, the company produces collectibles, some of which are based on popular
films or pop culture characters. Previous designs include:

Superman; Batman; Wonder Woman; Elvis Presley; Pirates of the

Caribbean; Flash; Green Lantern; Snoopy, Pokémon; Star Wars; Chronicles of
Narnia; Cars; and The Matrix.

In 2003, the company released the "Fossil Wrist PDA" wristwatch computer which is a
tiny Palm OS-based PDA worn like a watch. In 2006, Fossil released a Caller
ID watch.[19]

In 2006, Fossil teamed up with the National Football League in the United States to
make the official watch collection for each team.[20] Fossil also caters to special markets
that seek to customize products.[
QUESTION:

People also ask:

How do I claim my Titan warranty?

Who is the owner of Titan Company?

How do I exchange my Titan watch?

How do I cancel my Titan app?

ANSWERS:

Customers should contact Titan customer support on 1800-266-0123 or write to

ecomsupport@titan.co.in within 7 days from the receipt of product.

Titan Industries was established as a joint venture between the Tata Group & Tamil
Nadu Industrial Corporation in 1984. Titan Company is the organization that
brought about a paradigm shift in the Indian watch market when it introduced its
futuristic quartz technology, complemented by international styling.

You can call us on 1800-266-0123 and write to ecomsupport@titan.co.in to report the

incident and cancel the order. If you want to return the product, please do not use it.
We will arrange for the pick-up of the unused wrong item from the provided address
through our logistic partner and arrange for the refund.
You need to call the customer care on 1800-266-0123 or email us at
customercare@titan.co.in to cancel your order, but note that the order can be
cancelled only before shipping.

Joint ventures:

It is manily Joint venture with TIDCO (Tamil Nadu Industrial Development

Corporation) by 27.88% of shareholding.
Montblanc India Retail Private Limited In 2015, Titan entered a joint venture to
sell products of Swiss luxury brand Montblanc through its retail outlets. Titan's equity
share is 49% and Montblanc Services B.V. holds 51%.

Titan Company is awarded in many national and international forums for various activities
and categories
.

Corporate:

Selected as Best Employer for National Award for the Empowerment of Persons
with Disabilities 2014 by the government of India [42]

Titan ranked among the 100 most sustainable corporations in Asia in the Channel
News Asia Sustainability Ranking 2014[43]

Top Indian Company award under the Gems and Jewellery Sector at the Dun &
Bradstreet Corporate awards, 2014[44]

"Hall of Fame" award at 12th Franchisee Awards 2014 by Franchisee India [45]

Watches:

Award at the CII 24th Kaizen national awards for assembly casing team [46]

Good Design Award 2014 by design Council of Japan for Skeletal Edge [47]

"Best Product design of the year-Watches & Jewellery" award by Red Dot for
Skeletal Edge for 2014[48]

Bronze medal at the Indian Effies Award for Fastrack [49]

Jewellery:

Most Admired retailer of the year" award in Jewellery Category by Images Retail
Awards [50]

Tanishq wins Global Awards for Excellence in Quality Management &

Leadership by World Quality Congress [51]

Tanishq is the first Indian Brand to enter the list of top 30 Best Retail Brands in
Asia Pacific and stands at # 13 as per Interbrand [52]

Eyewear: •

Award for Customer service excellence at Golden Globe Tigers Award [53]
Gold & Silver Awards at TRRAIN (Trust for Retailers and Retail Associates of
India) Retail Awards [54]

Gold Award in the Outdoor Advertising Convention 2014.

Social Initiatives:

In 2018, as part of their corporate social responsibility the company sponsored

entrepreneur and skater Rana Uppalapati’s mission titled Titan ECHO (Educate to
Carry Her Onwards), to raise support for the education of 25,000 girl children in
India.[58]

Today human begins work with the time. The various activities to be performed on
generally prescribed on the basis of time factor. Thus time is consider to be a fresher
factor in every walk of life. Now-adays we find no person without a wrist watch and a
home without a clock.

Thus the watches have become almost a necessity for human begins, to whichever
economic class they belong. In the 18th and 19th century watch industry has flourished
in western world only, specifically Switzerland but the second half of the 20th century
has seen India emerging an important manufacturer of watches.
Titan Industries a TATA group company as created history in the Indian watch industry
by manufacturing and marketing different brands of watches not only in Indian market
but also in the international market. This project work titled “MARKETING OF TITAN
WATCHES” is an effort to study the market response to Titan brand of watches.

QUESTION:

Is G-Shock its own brand?

Where G-Shock watches does are made?
Is G-Shock worth buying?
Is G-Shock made in China original?
Are G-Shock and Casio same company?
Which G-Shock is made in Japan?

How can you tell a real G-Shock watch?

Are any watches made in the USA?

The G-Shock is a line of watches manufactured by the Japanese electronics company

Casio, designed to resist mechanical stress, shock and vibration. G-Shock is an
abbreviation for Gravitational Shock.

The G-Shock watches of today are manufactured in Japan, Thailand, and China.
(There were factories in other countries used in the past, but these are the currently
active ones.) Most of the basic and most affordable models, but also some mid-range
models, are made in China.

A team of three individuals was selected by Ibe which was known as "team tough". The
team had assembled and tested nearly 200 prototypes but were still not able to achieve
the conception criteria.

During a visit to a playground, Ibe discovered that in a rubber ball, the center of the
ball doesn't suffer the effects of the shock during a bounce on a rough surface which
gave him the idea to implement that concept into the watch.
With that in mind, the team set out to develop a watch using such a concept and in 1983,
the first G-Shock, the DW-5000C, was launched

The G-Shock is a line of watches manufactured by the Japanese electronics

company Casio, designed to resist mechanical stress, shock and vibration. G-Shock is
an abbreviation for Gravitational Shock.
The watches in the G-Shock line are designed primarily for sports, military and
outdoors-oriented activities; nearly all G-Shocks are chronographs, with either a
digital display or a combination of analogue and digital.
Other features such as countdown timer, world
clock, alarms, electroluminescent backlight and water resistance are included in most
models. Newer high-end models in the line also feature GPS, compass or radio-
controlled adjustment known as Multi-Ban
Brand Ambassadors of Titan Watches:

When it comes to Titan watches, you’re definitely in for a treat.

The brands have been around longer than the watch industry and have much history
behind them, which makes them perfect for gaining brand ambassadors.

Here are some of its brand ambassadors who also act as brand influencers in this
increasingly digitized world.
Collaborations of Titan Watches:

Titan is a clever brand that constantly explores designing new watches with a
collaboration strategy in mind.

It has its kid’s targeted brand name Zoop that has collaborated with Marvel and
Doraemon to produce kids-oriented themed watches. It also has recently collaborated
with Game of Thrones.
Marketing & Advertising Campaigns of Titan Watches:

Marketing or an advertising campaign is an initiative to draw the attention of people

towards a specific product or service.

Such campaigns are also known as promotional activity or simply advertising

campaigns.

Titan uses a progressive advertising strategy and the storyline of the campaigns
revolve around portraying a social message.

#BreakTheBias – A Marketing Campaign of Titan Watches:

This campaign was launched on the occasion of Women’s day in the year 2016.

The beautifully showcases a bias that people have with respect to name and gender and
the way they approach a story relating to the same.

This advertisement has a subtle twist that left a lot of people in doubts.

The Joy of Gifting – A Marketing Campaign of Titan Watches:

This campaign was released in 2013, showcasing the bond between a student and a
teacher. It also kind of on the lines of thanking teachers for constant support and
thanking them with a gift because if there’s one thing better than a special gift, it’s a
gift well given.

Mom By Choice – A Titan Raga Promotion Campaign:

This campaign was the launch of the new Titan Raga series and a new tagline “Khud
Se Naya Rishta”, to promote the womanhood and the capabilities of women around
us.
 SWOT Analysis of Titan Watches:

SWOT Analysis identifies the Strengths, Weaknesses, Opportunities, and Threats of

the business, which helps us make strategic plans and decisions.

Let’s have a look deeper into the SWOT analysis of Titan.

Strengths of Titan Watches:

• It has diverse segments and varied offerings in the market

• Innovation Strategy is the core part of the brand
• Good quality and impressive
• International tie-up with various other high brand products
• Retail network all over the world

Weakness of Titan Watches:

• Rural India does not have a good customer base

• Teenagers prefer mobile phones over websites
• Waterproof watches are not that high resistance

Opportunities of Titan Watches:

• Watches are positioned as high fashion wear rather than just utility products
• Due to the changing lifestyle, users tend to prefer multiple watches
• Huge market presence
 Threats of Titan Watches:

• Huge competition in the market

• Watches become a substitute as mobile and wall clocks are available
• The fashion style of users keeps changing with the trend

Therefore, Titan has grown immensely and has also received some great opportunities in the
market. They should be consistent in their work to overcome threat.

PRICE DISCOUNTS AND ALLOWANCES:

Fastrack once a year comes out with a Price discount sale on the MRP of the watches
which is based on the stock carried by the company at the year end.

Warranties and Service Contracts Fastrack provides warranty

or service contract to its watches and this is backed up by the name TATA which is
especially needed to convince and march ahead in the lower segment market.
Product Line Pricing Tata‘s have paid Rs.10 crore for the three-year contract.

Fastrack Marketing Strategy & Marketing Mix (4Ps):

Marketing Strategy of Fastrack analyses the brand with the marketing mix framework
which covers the 4Ps (Product, Price, Place, and Promotion).

There are several marketing strategies like product innovation, pricing approach,
promotion planning etc.

These business strategies, based on Fastrack marketing mix, help the brand succeed .
Fastrack marketing strategy helps the brand/company to position itself competitively
in the market and achieve its business goals & objectives.

Let us start the Fastrack Marketing Strategy & Mix to understand its product, pricing,
advertising & distribution strategies.

Fastrack Product Strategy:

The product strategy and mix in Fastrack marketing strategy can be explained as
follows:

Fastrack is one of the most stylish and well recognized brands which started as a watch
brand and then went to diversify its offerings. Keeping with its motto of being the
stylish brands and youth centric, most of the design and offerings of the Fastrack
products are trendy and appealing.

Fastrack has categories of products attracting men and women alike by considering
their preferences. The most famous products include the watches and sunglasses.
Fastrack has different types of watches ranging from digital, analog, dual time,
chronograph etc.

Similarly there are designer sunglasses and optical frames in offerings for its
consumers. Different types of sunglasses include classic, bug eye, designer, squares,
sporty wrap, pilots, and trendy.

The other apparels from Fastrack include the belts, bags and wallets for all the genders
complete its product offering in its marketing mix. Recently in continuing with its focus
towards innovation the company has launched Reflex series comprising of smart
watches and bands which has been in demand.

The other important product introduced by Fastrack is the Gift Cards which comprises
of vouchers of some monetary value and can be redeemed at purchase of Fastrack
products
Fastrack Price/Pricing Strategy:

Below is the pricing strategy in Fastrack marketing strategy:

Fastrack has mostly priced its products on a competitive scale

The products of Fastrack has huge following among the urban youth and have characteristic
of being price sensitive.
It has adopted midlevel pricing strategy to capture consumers from urban region who prefer
style over class. The pricing of major products fall between 500 to 5000 INR including the
watches, sunglasses and bags.
Similarly the Fastrack products are priced according to the value addition they offer to
consumers. This has been adopted to tackle the competition faced from other brands in the
same segment.
Therefore by offering lowest price in the terms of same products offerings compared to other
brands Fastrack is aiming to capture the market share. There has been process of incentivising
the consumers through its vouchers and discount offers through its purchase in the online and
offline stores.
The Fastrack products have been generally termed to be affordable and trendy in terms of its
pricing strategy adopted. This gives an insight in the pricing strategy in the marketing mix of
Fastrack products.
Fastrack Place & Distribution Strategy:
Following is the distribution strategy in the Fastrack marketing mix:

Fastrack has its presence in many urban center across the country. The parent brand
Titan had already established its presence across the nation.
This has helped Fastrack in the initial stages to have a wider reach in the market.
Also the brand utilizes the large format chain stores like Westside, Shoppers Stop, and
Central etc. to make the products available to the consumers.
Generally stores trading Fastrack products make use of trendy, stylish and funky
promotions in terms of posters and banners to connect with young consumers. The
wide reach of the Fastrack products has been further enhanced by the use of
ecommerce platforms like Amazon, Flipkart and Snapdeal.
This has helped in connecting with more consumers who could not access the existing
offline stores for purchasing the products. Service centres of Titan is spread in more
than 250 towns with 740 contact points which also cater to the needs of its brands like
Fastrack and Sonata.

Therefore it provides better customer after sales service and thereby increasing
customer satisfaction.

Fastrack Promotion & Advertising Strategy:

The promotional and advertising strategy in the Fastrack marketing strategy is as
follows:

Fastrack has been unique and aggressive as far as brand promotion is concerned.
Trendsetter, cool, fashionable, youth centric themes are some of the adjectives that is
associated with Fastrack.
It uses aggressive and unconventional themes in its advertisement which is bold,
provocative.
This helps in gaining attention and therefore the product has a high recall value with
its print, television, radio, newspapers and magazines.
Fastrack also promotes the newness in the product which captures the changing
fashion trends among the youth.
Themes like Move On, Never Have I Ever are more provocative and has been more
attention grabbing. Social media platform like Facebook, Twitter and YouTube have
been used effectively to promote their campaigns which are theme based.
Brand celebrities like cricketer Virat Kohli are the ambassador of Fastrack since he
associated being stylish, ambitious and fashion. This gives an insight in the marketing
mix of Fastrack.
About Fastrack:

Today one of the most famous Indian brand that has captured the attention of youth
with its product and promotion is Fastrack. Founded in the year 1998 this New Delhi
based company is the subsidiary of Titan which is a major watch manufacturer.
Fastrack is involved in the production of lifestyle apparel with wristwatches and
sunglasses being the well-known products associated with the brands.
The brand Fastrack had its first store in Pune in the year 2009 and later expanded to
more than 150 stores across major cities in the country. The store itself is a one point
destination for all the accessories of Fastrack.
The trendsetter and trusted brand in fashion and apparels segment faces major
competition form brands like Timex, Swatch, Diesel and Casio to name few.
The major competitive advantage of Fastrack is that it has been able to capture the
attention of youngsters with its ever changing product offerings in terms of feature and
style.

This has been further enhanced by aggressive and unique promotion which aims to
connect the youth. Presently the Fastrack Company is looking forward to venture into
smart watches and bands series.

Customer Effort Score (CES)

Customer Effort Score (CES) With this method, customers aren’t asked for their
satisfaction or likeliness of referring, but for the effort it took them to have their issue
solved generally on a scale from 1 (very low effort) to 7 (very high effort).

Your aim is, of course, to lower this average score. According to CEB, 96% of
customers with a high effort score showed reduced loyalty in the future, while that was
the case with only 9% of those who reported low effort scores.

Social Media Monitoring:

Social media has had an immense impact on the relationship between business and
customer. Where before, a great or poor service experience would maybe be shared
with the closest family and friends, social media offered an outlet and reach to
potentially millions of people.

ANALYSIS AND INTERPRETATION:

Analysis and interpretation are essential for usefulness and utility of resource findings
analysis of data and interpretation in a general way involves a number of closely
related operations, which are performed with the purpose of summarizing the
collected data, organizing these in such manner that they answer the research
questions.

❖ Simple Percentage analysis

❖ Liker scale analysis

❖ Ranking analysis

SIMPLE PERCENTAGE ANALYSIS:

TABLE SHOWING THE REASON FOR SELECTING FASTRACK

WATCHES OF RESPONDENTS (Source: primary data)
INTERPRETATION

SR NO. REASON FOR SELECTING REASON FOR SELECTING PERCENTAGE

EASTRACK WATCHES FASTRACK WATCHES

1 Brand value 51 37%

2 Style 54 40%

3 Prestige symbol 24 18%

4 Others 7 5%

The above table shows that 37% of the respondents are selecting for brand value, 42%
of the respondents are selecting for style, 16% of the respondents are selecting for
 prestige symbol, and 5% of the respondents are others. Majority 42% of the respondents
are selecting for style of watch.

LIKERT SCALE ANALYSIS:

THE PURCHASE DECISION OF RESPONDENTS OF QUALITY FACTORS OF
FAST TRACK WATCH.

SR.NO FACTORS NO.OF. LIKERT TOTAL(FX)

RESPONDENTS SCALE
VALUE(X)

1 Important 68 3 204

2 Neutral 46 2 92

3 Not important 22 1 22

TOTAL 136 318

INTERPRETATION
Likert scale =∑ (FX)/Total number of respondents
=318/136
=2.338

INFERENCE
Likert scale value is 2.338 which is greater than 2. So the respondents are important to the
quality factor.

RANK ANALYSIS:

THE PREFERENCE OF RANKING FOR TYPES OF FAST TRACK WATCH OF THE

RESPONDENTS.

S.NO TYPES RANK I RANK II RANK III RANK IV RANK V RANK

 TOTAL
SCORE

1 Overall quality 21(5) 30(4) 14(3) 25(2) 46(1) 363 5

2 Battery 14(5) 28(4) 35(3) 26(2) 33(1) 372 4

3 Purchase experience 22(5) 40(4) 16(3) 30(2) 28(1) 403 2

4 Usage experience 15(5) 29(4) 39(3) 21(2) 35(1) 376 3

5 Warrantee 43(5) 22(4) 40(3) 19(2) 12(1) 473 1

INTERPRETATION:
The tale shows that the out of 136 respondents, overall quality is in the rank 5,
battery is in the rank 4, purchase experience is in the rank 2, usage experience is in the
rank 3, warranty is in the rank 1

RANK ANALYSIS:

“Advertisement” has been ranked as 1 2. “Brand image” has been ranked as 2 3.

“Quality” has been ranked as 3 4. “Packaging” has been ranked as 4 5. “Celebrity” has
been ranked as 5.

INFERENCE:
If resulted that warranty is in the rank 1 and it is influences the respondents to prefer
warranty.
FINDING PERCENTAGE ANALYSIS:

1. Both men and females respondent’s are not equal .

2. The majority of the respondent are came from the age range of below 25.
3. 72.5% of the respondent’s where single.
4. Most of the data was collected from students.
5. Majority of the respondents use the FASTRACK brand.
6. 29.2% of the respondents buy FASTRACK product for the price.
7. Majority of the respondents like to buy in online.
8. TITAN brand stands first in Analysis for Fastrack product.
9. Most of the respondent like to spend premium price for the Fastrack product.
10. 73.3% of the respondents are satisfied with Fastrack product

SUGGESTIONS:

After analyzing utterly the data and scrutinized the finding, the research offers the following
suggestions for consideration.

Most of the respondents are satisfied with the FASTRACK product with their wide range of
products, quality, and price in an effective way.

The respondents are interested in the premium products of fastrack product.  Strong
competitor and available of subtle products in wide range is big deal.

Making innovation and innovative, market friendly products can bring more profits and
customer satisfaction
BACKGROUND:

Consumer has been elated with the kind of reception they are getting from various
companies these days.

The reason behind a drastic change in consumer behavior is because the consumer is
no more treated as a hire purchaser but, he is treated as the decider of the company’s
fortune.

Companies or marketers cannot hire any fortuneteller to guess the consumer’s

attitude.

Guessing or measuring the consumers attitude is not a cake walk but this is because
predicting consumers attitude is as tough as predicting consumer’s mind.

Consumers are continuously choosing among the various products though they are
not aware of the products and usage, even though they are intentionally purchasing
the various new brands without any knowledge about the new products, furthermore if
new company enters into the market, for every consumer it is very difficult to
understand the features of the news products and this makes confusion among the
consumers to obtain the information.

For example: If one local company enters into the market then to gain the knowledge
about the features of the new product, it will take long time for the consumers to
understand.

The term ‘consumer’ can be described as a person who acquires goods and services for
self-satisfaction and his often used to describe two different kinds of consuming
entities: the personal consumers and organizational consumers.
The personal consumers buy goods and services for his/her own use. In this context,
the goods are bought for final use by individual, who are organizational consumers,
they encompasses for profit and not for profit business, government agencies,
institutions, all of them must buy products, equipment and services in order to run their
organization.
 The consumer will respond according to the product quality and reliability, the
fundamental understanding of products is necessary to understand the product
features, products reliability and product benefits.
The consumer is the end user for the product; consumers buy the products in market;
in order to perform successful sales operations in the market an effective distribution
channel and networks are required for the organizations.

Distribution channels and networks play an important role in the consumer goods
industry. Consumer is the ultimate user of every product, without any consumer there
is no market as such. Every region wise the different consumers are using different
kind of products. Every consumer has their own tastes and preferences. So, every
consumer’s opinions and preferences are different from one another.

The local marketers have good idea about, what the local consumers are using (region
wise).

For example: The south Indian food habits and tastes and preferences are different,
when compared to north Indian food habits. Hence we can deduce that direct
marketing activities have big impact on every consumer, because through direct
marketing every company knows about the behavior of every consumer in the market.

Manufacturing companies, retailer and suppliers do not have an idea about the
consumer behavior in the local market.

So, direct marketing activities should be left to the local market leaders, because the
local market leaders have best idea of local market and local consumer behavior

This theory helps for the organization and sub-organizations to know the consumer
behavior in different market environments, taste and preferences of the consumer
behavior.

McDonald’s would not have made a big impact in the Indian market had it persisted
with its U.S. product line that included beef products, moreover, McDonald’s
repositioned the brand as family-oriented and children-friendly, catering the
traditional Indian middleclass segment that finds pride in its family culture and is
especially conscious of childcare.
 So in this point of view Mc Donald’s have approached differently, because they
identified that, which they followed earlier that will not get good impact on their
business so, they immediately changed the business line to achieve the targets, thus,
this is one kind of business strategy to achieve the set goals in huge populated
countries.

For perspective of globalization we cannot change the system of tastes and

preferences of Consumers. The consumers mind is different from one another in
according to the human psychology, demographical differences, age & sex and to
understand people needs.

To assess the influences of every consumer approach is different, in theory explained

that consumer is treated as decider of the company, whatever the product comes to the
market, the consumer is the ultimate purchaser for every product, sometimes the
consumers are choosing, selecting and going for family decision making to choose
differently, in one point of time the consumers differentiated and explained that they
are going for personal and some of the them are using products for profit.
Demographical differences make new food habits for every consumer.

The example could be of two countries, wherein Chinese consumers are giving respect
to traditional and patriotic values; whereas Indian consumers are more religious when
they are using the products.

These are influences that make the consumer to purchase different products; mostly
those influences are more related to the physiological, demographical, social, cultural,
economic, family and business influences.

According to Kotler, consumer behavior is the study of how people buy, what they
buy, when they buy and why they buy. It is a subcategory of marketing that blends
elements from psychology, sociology, socio psychology, anthropology and
economics. It attempts to understand the buyer decision making process, both
individually and in groups. It studies characteristics of individual consumers such as
demographics, psychographics, and behavioral variables in an attempt to understand
people needs.
 It also tries to assess influences on the consumer from group such as family friends,
reference groups, and society in general.

For example while consumers purchase the shoe, then they go for family decision,
comfort, same product; different family members have different choice to buy the
product. So, in one family consumer behavior is different satisfaction, price and
quality.

THE BUYING DECISION PROCESS:

A. INTRODUCTION OF BUYING DECISION PROCESS:-

Consumers make many buying decisions every day. Mostly large companies do
extensive research on consumer buying decision, to answer questions like what does
consumer buy, where they buy, how they buy, how much they buy, when they buy
and why do they buy a product, for this question to reorganize the decision different
stages needed they are, information search, and evaluation of alternatives, purchase
decision and post purchase decision etc., The consumer passes through all five stages
with every purchase, but in more routine purchases, consumers often skip or reverse
some of these stages
THE BUYING DECISION PROCESS NEED RECOGNITION:

The buying process starts with need recognition, whereas buyer recognize the need.
The buyer’s decision is depending on his/her internal & external stimuli of consumer
behavior.
The internal and external stimuli of consumer behavior means that the consumer,
which product should purchase, how much wants to purchase and externally which
products are more reliable and usable.
According to this internal and external stimuli’s the buyer will take the decision.
The consumers are searching the information from the various sources those are
information search, personal source, commercial sources, public sources and
experimental sources; this is also process of the buying decision process before
purchase of the product.

COMPANY PROFILE: FASTRACK:

BACKGROUND OF FASTRACK:

Timex had entered the Indian market through a joint venture with Titan and which was
their offering for the youth market.
When that JV broke off in 1997 and Timex went independent, there was a gap in
Titan’s portfolio and it only made sense to fill that need through their offering. Fastrack
was launched as a range of watch ware under Titan and was called Titan Fastrack.
Subsequently, it grew from a range to a sub-brand, where Titan was upfront in the logo
and the association was strong. They used the jazzy version of the Mozart tune, which
is Titan’s signature tune.
So, the link with Titan was very strong. When they launched, they targeted
predominantly the early jobber 23-30 year-old male executive. It was only a year or
two later that they launched a line for women. RE-LAUNCH OF THE BRAND they
took off and did well in the start but started stagnating in 2001-2003, and that’s when
they went for a reality check.
Titan had simultaneously launched the steel collection, which was an attempt to
contemporize for a Titan audience.

But what was happening was the collection in terms of looks, price point and consumer
buying behavior was very similar to Fastrack, including advertising. The parent brand
needed to continue in its endeavor to keep it contemporary and hence repositioned
Fastrack to younger audience in sub-25 range. Awareness of Fastrack was very low and
was linked to Titan.
There was no independent identity. Research had also shown that the fact that it had the
backing of Titan was a positive assurance. However, kids didn’t like to be serious and
sober like their parents. Fastrack needed to break away and hence changed the logo to
bring in a youthful, spontaneous, energetic and fun identity and also removed Titan
from the upfront association in the logo.
They however, kept it at the bottom, saying it’s a Titan product. This helped carry the
assurance of the trusted Titan brand. They also stopped using the Mozart tune in
advertising.

Fastrack was launched with new products, a new identity, new advertising and a new
logo in June 2005. The year took off so well that they ran out of stock very quickly and
ended the year with a 150 per cent growth and the demand was growing continuously.

Next year, they recorded another 100 per cent growth. When re-launch was started,
Fastrack brand was worth about Rs 29 crore but however they have grown almost ten
times of that over the last three years.

Fastrack has a presence in over 6000 outlets across 800 towns, with new exclusive
brand kiosks in Metro Malls and its multi-channel distribution network which covers
the 228 strong World of Titan Network, 122 Large Format Chain stores viz. Shoppers
Stop, Lifestyle, Central, Westside, Pantaloons and Multi-brand watch & optical outlets.
Fastrack is actually among the few brands where people come asking for the brand.

They have adopted a fashion based strategy, where they launch

about 3-4 collections in a year in both categories. Collection-based strategy has helped
them very well. It has been twin approach of constantly innovating on product design,
yet being affordable, and to reach out to consumers in a language that connects to them
that led to their success.
 It’s not your typical fashion brand talking down saying you must look cool and you
must look like me. With their advertising, they were able to relate to the youth in a
setting they were familiar with.

Fastrack, in its journey to being a fashion accessories brand has expanded its portfolio
to now include not just watches and sunglasses but bags, belts, wallets and wristbands
too. With this, it now has enough categories to open a fashion accessories store – and
that’s just what they’ve done!

PROMOTION:

Advertising:
Advertising is in the form of television commercials. The company uses youth icons
to portray the trendy and funky look of the brand and to associate with it. Public displays
also play an important role in promotion. The colorful and lively bill boards play an
important role in promotion.

PROBLEM RECOGNITION:

The buyer first and foremost identifies the reason why he or she wants a particular
product. In the case of Fastrack watches the need is triggered by both internal and
external stimuli. Internal stimuli are the need to keep track of time while external stimuli
are because of the peer group who are using the watch. In the survey we have conducted
many of them have responded that it as either a necessity or an accessory.

INFORMATION SEARCH:

In order to reach a large audience Fastrack employs a number of advertising and

promotional campaigns. Fastrack has roped in John Abraham as brand ambassador of
the product at the beginning to portray the sporty nature of the brand.
The company has also roped in Amir Khan for army collection. The company uses
youth icons to portray the trendy looks of the watches. It also advertises aggressively
in internet, print media and television.
Therefore it’s quite easy on the part of consumers to make an informed decision
regarding Fastrack watches by collecting data from various sources of mass media and
from family, friends etc. In the survey we have conducted majority have responded that
television and print media have major influence on their purchase decisions.

PURCHASE DECISION:
There is a strong preference of Fastrack brand among youth in both middle and upper.
It would involve other sub decisions like timing, payment method.
All the Branded stores and shopping malls would be offering flexible payments
methods and flexible timings. In the survey conducted by us we have observed that
consumers preferred to buy the watches majorly in branded stores and shopping
malls.

EVALUATION OF ALTERNATIVES:
A consumer then evaluates various alternatives based on the needs and information
available to him. Fastrack through its variety of variants is able to satisfy a number of
needs of the consumers.
Fastrack which is always perceived as trendy and affordable watch has an edge over
its competitors. Hence Fastrack is one of the best alternatives who are looking for a
trendy yet affordable watch.

POST PURCHASE BEHAVIOR:

Since Fastrack has been able to deliver value for money and satisfy the needs of
consumers, it has been able to build a brand image for itself and win the loyalty of
consumers.
Hence many of the respondents have responded to not only buy the Fastrack watch
once again bit also to recommend the brand to their friends and colleagues
 G-SHOCK:

Consumers Insights to Purchase G-Shock Wrist watch:

The study incorporated qualitative and quantitative techniques, which consist of

interviews and a survey approach. The study used the theory of planned behavior. The
study found low brand recall, less awareness, and product knowledge of G-SHOCK
wristwatches among the consumers. The consumers often recognized G-shock watches
as a performance brand with a rugged brand personality rather than a fashion brand and
complements its design more and less for the high-end technology inbuilt in it. There
is a significant difference in the perception of wristwatches between young and old
consumers. Consumers are unaware of the creative and promotion campaign carried by
the company. This study has attempted to contribute towards wrist watches companies
and the industry as a whole.

Talking about their wristwatches strategic business unit (SBU) (Shanks, 1985; Ito &
Rose, 2004), the company presented different brands such as G-SHOCK, Edifice,
Sheen, Baby G, Enticer, and Protrek. All brands represented the need of different age
groups by having a product portfolio as diverse as possible.

In 1983, the G-SHOCK brand was launched, emphasizing four strong pillars: fashion,
music, art, and sports. Continuous technological innovation and in house R&D
excellence have built the brand over the years (Frew & Duong, 2009). Therefore, the
focus of this research paper is to examine.

Over the decades, tremendous innovation has not only improved functionality but
added many new features to the wristwatch, making it more than a fashionable wearable
or a timekeeping device in everyone's life (Sterlacci & Arbuckle, 2017).
QUESTION:

People also ask:

What is the Specialty of Fastrack watches?

Is Fastrack a good brand for watches?

What is customer service satisfaction?

Which is the costliest Fastrack watch?

ANSWER:

Fastrack is India's foremost youth accessories brand. It is sporty and coed. It

believes that it is all about range and delivers just that in almost ungodly quick cycles.
The brand stays focused on its audience and delivers what they want before they even
know they want it.

Sturdy and stylish, Fastrack watches are specially made to complement the active
lifestyle of today's generation. Fastrack has always tried to project itself as a dynamic
and young brand and its watches stay true to this vision and are as vibrant and
dynamic as possible.

Customer satisfaction is defined as a measurement that determines how happy

customers are with a company's products, services, and capabilities. Customer
satisfaction information, including surveys and ratings, can help a company determine
how to best improve or changes its products and services.

Which is the costliest Fastrack watch?

3,117. The highest priced product is Fastrack ND3072SM02 Chronograph Watch -

For Men available at Rs. 5,195 in India.
Consumer’s attitude and Behavioral Intention towards G-SHOCK
Wrist watches:

Luxury consumption in advanced industrialized societies has undergone change

where consumer's luxury purchase is shifting from interpersonal to personal, from
objective to subjective and from extrinsic motivation to intrinsic motivation (Kassim
et al., 2013).

Consumers' intention to buy any product has an impact on business sales and
profitability, resulting in faster business growth (Singh & Khan, 2012). Consumers'
purchase intention may also be impacted by extrinsic and intrinsic factors (quality)
(Chaniotakis et al., 2010). Customers' attitude toward a brand plays a vital role in
determining the growth of any business (Poole, 2010).

It assumes that attitude guides behavior (Ajzen, 2005), that is, human behavior
determines a person's intention to buy a product and thus controls the perceived
behavior of individuals.

A person's intention signifies a person's behavioral motivation or decision to perform

the behavior influenced by a person's attitude towards that behavior (Conner & Norman,
2005). Thus, this study assumes that when the attitude towards the G-SHOCK
wristwatch is favorable, the consumer is more likely to buy it and vice versa.

The manufacturers set a predefined competitive price of the product and influence
consumers' intention to but it. This intention of the consumers helps manufacturers to
increase their sales.

Thus, the pricing strategy affects a person's intention to purchase a product and, thereby,
consumers' purchase decisions (Martin & Kuehnl, 2015).
This study states that the price of the G-SHOCK wristwatch may withhold the
consumers to buy G-SHOCK wristwatches.

Strategic Positioning and Sustainability:

Brand managers and advertisers use promotion and positioning strategies to increase
their branded content (Lou & Yuan, 2019). Branded content is a commercial advertising
strategy that seeks to attract the attention of clients and potential clients to allow them
to be entertained, informed, free from routine, and feel satisfied with the established
communication process (Pérez Rodríguez, 2020).

Strategic positioning (Porter, 1996) deals with locating products, brands, and
corporates based on the conceptual customer frameworks. There are three types of
positioning strategies followed by a Strategic Business Unit (SBU) (McKinsey, 2013).

The positioning strategies are Access based (reaching the customers where they are),
Need based (catering to the needs of a specific set of customers), and variety based
(playing on one's expertise) (Wind & Robertson, 1983).

Access refers to a function of customer's geography or of scale or anything that requires

a differentiated set of activities to reach them in the best possible way. Whereas, needs
based positioning aims at tailoring the efforts to solve the specific needs of the target
segment (Smith, 1956; Ahn, 2015).

Lastly, companies seeking variety based positioning try to focus on products and
service variants rather than market segments

The paper assumes that Casio follows a variety based positioning strategy for their SBU
G-SHOCK. The company aims to cover a mass segment with varying needs by
providing them with different features, fulfilling a subset of their needs, and not all at a
particular point in time.

The GE McKinsey Multi Factor Portfolio matrix (McKinsey, 2013), a nine box matrix
used as a strategy tool for mapping an SBU's position relative to the industry. It helps
multi business corporations compare the product groups concerning market
attractiveness and competitive power (Wind et al., 1983; Gluck, 1985).

This technique is used in brand marketing and product management and enables the
organization to make strategic decisions regarding investing, holding, or harvesting a
particular business unit
Observing Service Gaps and Sales Force Behavior through Mystery
Shopping:

The first time used during the 1940s, Mystery Shopping is a means by which
organizations make individuals visit a retail outlet, bank branch, or restaurant to check
the service and product quality and their sales staff behavior by measuring the
experience encountered by the customers (Wilson, 1998).

Mystery shopping was carried out at various retail outlets such as Lifestyle, Shopper
Stop, and Casio official outlets to analyze the competency and skill set of sales
personnel. Also, to check if there is any performance gap as we move from one outlet
to another (Wilson, 2001; Wiele et al., 2005)

Discussion:

To identify the perception of the people regarding G-SHOCK and the type of image
they can associate G-SHOCK to, questions on multiple choice and descriptive format
were used.

However, from the analysis point of view, two age groups were created: '16 25 years of
age' and '26 and above years of age'. The result obtained for each category was
compared and analyzed using one way ANOVA and frequency count analysis.

For top of the mind analysis, when asked which wristwatch brand comes to your mind?
People said Casio the parent brand more often than G-SHOCK and ranked it at second
position while FOSSIL took first position and Titan coming third.

When compared across the age category defined by the G-SHOCK has more awareness
among people 16 25 years of age as compared to 26 years and above age group.
When compared with competitors such as Fossil, Tissot, Tommy Hilfiger, and
Titan/Fastrack on parameters such as Fashion, Quality, international appeal, and value
for money, we have a winner for each category.

In terms of fashion, respondents picked Fossil, in quality people picked G-SHOCK, in

international appeal people picked Tissot and in value for money people picked
Titan/Fastrack.

In terms of brand awareness, 16 25 years' age category is more aware than 26 years and
above, and following this, when asked what the first thought that comes to your mind
about G-SHOCK is?

The result is that the maximum number of respondents perceived G-SHOCK as a

sporty, cool, tough, and trendy watch a watch that is for outdoor activities, cool and
sporty. Another key finding was that none of them have a strong level of agreement for
G-SHOCK as a fashionable watch.

Out of the total people who are aware of G-SHOCK which is 82% of the total responses,
69% of them use G-SHOCK personally and when asked from them to rate on a 7 rated
Likert scale their level of agreement of what kind of brand G-SHOCK is the analysis in
which each level of understanding is given a weightage as shown above.

A final composite score calculated for each type by multiplying the weightage with the
number of responses for each sample. The consumers perceive the G-SHOCK brand as
reliable, tough, and believe is a watch for adventure and outdoor activity and is stylish
and fashionable.

Thus, when compared across the age group, 'Reliable and tough watch' and 'Watch for
adventure and outdoor' came out as the top two picks that respondents chose and also
it has minimum standard deviation as compared to others.

The final segment is an association of the G-SHOCK brand with music, sport, footwear,
2 wheeler, and celebrity. The analysis was Rock/pop/jazz, Heavy metal, Rap/hip hop
being the top 3 picks by the respondents.
 Extreme sports followed by rugby and football together combined 80 percent of the
total responses Sports shoes got picked a maximum number of times as footwear that
goes well while wearing G-SHOCK, followed by sneakers and canvas shoes.

Most people preferred for sports and a powerful bike in association with G-SHOCK.
Virat Kohli, Dwayne Johnson, Varun Dhawan, and Eminem got associated the
maximum number of times.

When asked about the point of purchase, they would prefer to buy from a retail store
rather than e commerce because of the touch and feel the advantage it has.

Recommendations:

People recall brand Casio more when asked about a wristwatch brand as compared to
G-SHOCK, and in both the case when compared to FOSSIL, it has more brand recall.
This comparison happens because of the level of promotion it carries out across all
modes of communication. Even at a new retail outlet, which is the Casio point of sale,
the level of advertising the FOSSIL does compare to G-SHOCK is much higher in
numbers.

However, G-SHOCK has an awareness count of 82% as consumers have heard about
G-SHOCK. Coming on to the positioning, people recognize G-SHOCK brand more
with an Outdoor and toughness brand personality which is sporty, tough, and rugged
and as a 'Performance brand that offer products with superior performance and
dependability.' Some of the critical comments from the respondent is that they don't
consider it as a sophisticated watch and a watch for professional life.

Thus from the study of Fastrack it can be understood that being so large and so extensive
in brands it has allocated equal importance to each of its product and services.

Moreover being so evident in each of its segment which is widely used by Indian as
well as worldwide customers; FASTRACK is not only focusing on major brands but
also on those brands which are not performing well and new products are brought into
market by viewing the importance of Innovation in this changing environment.

As bees are treated as social insects, committed to prioritizing the colony’s needs and
working together. Such team work and a passionate commitment to achieve a shared
goal is what helps Fastrack (TITAN) create milestones.

Study also concludes that in India certain occasions has a great importance and has a
great impact on buying decisions of durable products like wrist watch. Especially
youngsters in India has multiple of occasions when they can buy the wrist watch as well
as demographic factors and attributes of wrist watch also significantly associated with
the buying decision of wrist watch among youngsters.

Conclusion:

Watches have become almost a very necessary for all the human beings, to whichever
commercial class they belong. Now-a-days, a plenty of different brands of wristwatches
are available in the market.
The customers in the different forms of age groups and in the different income groups
consider the various features like price, quality, appearance, design, water resistivity
and brands. While purchasing a watch “price is considered as the highest importance
than the other attributes when selecting the wristwatch and the appearance is the next
important factor they considered when selecting a wristwatch”.
Finally, they concluded and said that the performance of branded wristwatches is not
only amazing but they are also highly satisfactory. The branded companies can achieve
their further success by improvement from the suggestions of the customers.

Every model should give more importance to consumer satisfaction. If the degree of
consumer satisfaction is more, they recommended others to purchase the same brand.
It will will increase the reputation and sales volume of the organization.

The consumers are able to provide information with regard to factors of dissatisfaction.
It is very much useful to the Fastrack Watch Company to rectify those factors.
The researcher’s study concludes that the performances of Fastrack Watch Company
are good. To increase the sales the concern can concentrate on certain factors like price,
spares and service etc

It is concluded that there is no significant relationship between opinion about fastrack

brand watch and preference of other brand watches.

It is concluded that there is no significant relationship between how long brand usage
of fastract watch and opinion about fastract watch product.
 It is observed that, with regard to the overall Satisfaction score, the value of the level
of significance was less than 0.05 (5 per cent level), and hence the null hypothesis
was rejected.

It is seen that influence to buy the brand factor had influenced the level of satisfaction
score of customers towards fastrack watch.

It is observed that, with regard to the overall Satisfaction score, the value of the level
of significance was more than 0.05 (5 per cent level), and hence the null hypothesis
was Accepted.

It is seen that how long usage factor had not influenced the level of satisfaction score
of customers towards fastrack watch.

It is observed that, with regard to the overall Satisfaction score, the value of the level
of significance was more than 0.05 (5 per cent level), and hence the null hypothesis
was Accepted.

It is seen that family size factor had not influenced the level of satisfaction score of
customers towards Fastrack watch

It is observed that, with regard to the overall Satisfaction score, the value of the level
of significance was more than 0.05 (5 per cent level), and hence the null hypothesis was
Accepted.

It is seen that Model of purchase factor had not influenced the level of satisfaction score
of customers towards fastrack watch

It is seen that income factor had not influenced the level of satisfaction score of
customers towards fastrack watch
Bibliography:

• Revathy (2009) “Working capital management at titan watches limited in Hosur”.

• AnujHanda (2010) “Study of Indian wristwatch industry and marketing strategy of titan
watches”.

• ShanthiRangasamy (2011) “Marketing strategy and brand awareness of quartz wrist

watches-with special reference to titan industries limited”. Elixir International Journal,

• Belli PK and Dhanya (2012) “Customer satisfaction for Fastrack watches”.

• K. Anitha and DR.M. Uma Maheswari (2013) “Customer satisfaction towards titan watches
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• Anitha N Halamata (2013) “Consumer behavior and brand preference of Titan watches an
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. • AratiBiradar (2014) “Market study of Fastrack and Casio watches”.

• M. Hameed Unissa (2015) “A study on customer satisfaction towards Fastrack watches”.

Indian Journal of Applied Research, volume 5, Issue 7, pp.: 390-391

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