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Incorporated in
1953 by the
Government of
India as a
Machine Tool
manufacturing
company.
å Over the years å Successful technology å Today, HMT
diversified into Watches, absorption in all product comprises six
Tractors, Printing groups through subsidiaries under the
Machinery, Metal collaborations with world ambit of a Holding
Forming Presses, Die renowned manufacturers Company, which also
Casting & Plastic & further strengthened by manages the Tractors
Processing Machinery & continuous in house R&D. Business directly .
Bearings.
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concept of marketing and hence ignoring the


marketing concept.

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What Went Wrong?

Product
å Few Designs as compared to competitors. HMT has only 40 odd variants
of four basic designs compared to competitor line, Titan which has 70
watches in its ranges with better looks & designs
å There is less emphasis on product research and development
å HMT has not been able to be a leader in Quartz watches segment &
underestimation of this segment
å Another flaw in its product strategy was scant attention to aesthetics and
packaging of its watches.
What Went W ong?

Ô e
å HMT postoned the qua tz wathes as the spae age gene aton
wathes & ha ged hgh p es fo ths atego y whh means that only
the affluent mddle aged onsume ould affo d t.
åIn less than a yea the ompany had to edue the p e and followed
lfestyle adve tsng to justfy the stll hghe p e of the qua tz, howeve
even ths bakf ed as onsume s we e not onvned of the
dffe entaton between the qua tz and othe HMT wathes.
Wht Went Wrong?

Ôe
å Didnƞt strtegize its estbished mrketing network ording to
growing ompetition nd new mrket trend ike downtrend of
mehni wthes & the growing mrket for the qurtz
wthes.
å Sine retiers hve enough foreign brnds they were simpy
not interested in HMTƞs home grown produts s  resut it hd
to se through its 13 brnh offies for Mhine too equipment.
å In ddition, the retier mrgins provided by HMT were 2% ess
thn wht its most prominent ompetitor, Titn, ws offering to
the retiers.
Wha We W g?

Ô 
R Thugh HMTƞs adve sg was dscve ad dd cae  he lfesyle
sege,  faled  cucae he uqueess f HMTƞs qua z
desg vs-à-vs he HMT waches.

ƥ Because f ce alzed decs akg eve he decss  he


capags f specfc p ducs we e delayed leadg  he e lag
ad espdg  a ke chages
Ô  ?
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å Faster production of new models of watches for catering to the changing needs
of the customer.
å Adoption of innovative and aggressive marketing policies.
å Strengthening infrastructure for R&D.
å Reduce man power by adopting new technologies and processes.
å Institutional sales and sales through canteen stores department (CSD) and e -
commerce.
å Enhancing customer services.
å To seek collaboration with reputed international watch manufacturer.
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