Marketing Plans 2001-02

Portfolio of Brands
Titan Sonata Fastrack Dash! "New"

Positioning Style VFM Fashion Fun ?

Franchise Upper Middle Middle Upper Middle Upper Middle Upper

Middle Lower Middle Middle Middle
Adults Adults/Youth Youth/YAH Kids Adults

Competition Citizen Timex Swatch Gimmix Longines

Timex HMT Esprit Flik Flak Tissot
Seiko Maxima Timex RW
Tissot? IMFQ CK? CB, Gucci

Price Range 1200 - 6000 < 1000 750 - 3000 250 - 600 7000 - 30000
Titan: A brief review
 Decline in retail sales
 Decline in primary sales
 Ladies worse than gents
 Royale the saving grace
Possible reasons
 General economic conditions
 No high-profile product marketing
activity
 The Sonata effect

Competitors perhaps did not affect our

sales in any significant way
Sonata
 Sonata Metal grew in retail
 Grew in primary
 Exceeded targets
 Affected HMT, Timex
 Established itself as a new force
 Did not hurt IMFQ much
 Plastics declined, and significantly
What are the issues that face
Titan?
 Ownership high, need low, desire low
 Image a bit jaded
 Citizen and Timex the main competitors:
Presence extensive, sale low, share low
 Swatch and Esprit for the fashion-
conscious, Tissot for the status-seeking
Who should Titan be chasing?
 Urban male/female, 25 - 45
 Well educated, well heeled
 Style conscious, well groomed, modern
What are Titan’s problems?
 Product line with a traditional skew
 Indifferent shop presence
 Ineffective communication programme
What do we need to accomplish?
 We need to grow the demand for Titan
 We need to get a higher realisation for
Titan
 Re-establish Pace Setting Style
How do we do this?
 Create new, contemporary looks in the
1500-3000 price band and launch them
dramatically
 Create big stories out of existing “Leading
Edge” products
 Transform the mainstream ranges to
make them contemporary
 Set new standards in WOT
How do we do this?
 Upgrade the presentation in key MBOs
and improve the relationship
 Create an inspired advertising and
related communications programme that
moves people to the shops as well as
moves the brand up in esteem
 Improve all related aspects like
packaging, collaterals and display
Key Product Stories for the year
 Steel/2 tone in Smart, Dress and
Fashion categories
 Fastrack
 Edge in its more wholesome form
 Nebula
 Silver and Fashion Raga
Pricing Approach
 On a broad basis, prices are below
Citizen and above Timex
 Price rationalising
 Vacate sub1200 over time
 Price Increase 1st April: Abt 10 cr UCP
Advertising Approach
 “Sell, Sell, Sell”
 Do it in true Titan Style, but laced with a
certain Boldness and Confidence
 Have a common thread
 A larger role for newspapers
Retailing
 WOTs
 Speciality WOTs
 Flagship Stores
 TZ/MBOs
 Destination Stores
Key MBO Focus
 Display, VM, Branding
 Terms of Trade/Spl Treatment
 Advtg support
Collaterals
 C stand
 Other packaging
 Carry bag
 Display/VM
Range Width
What are the issues that face
Sonata?
 A huge market in terms of sales
 A huge potential in terms of ownership
gap
 HMT lacklustre, Timex caught between
2 markets
 IMFQ still selling in millions
 Maxima plateauing, reducing spends
Who should Sonata be chasing?
 Urban male/female, 25 - 45
 Budget conscious, conservative
 Quality conscious
What should Sonata accomplish?
 Become the Brand of Choice to the vast
majority in the Budget Market
How do we do this?
 Unlimited supplies
 Distribution focus: Sales Teams, Distributor
Firms
 Higher Trade Margins?
 Advertising Investment: Same theme
 Rural marketing?
 Sonata showrooms
 Competitive benchmarking
Whither Plastics?
 Declining, obviously because of Metal
 Need to revisit the long term customer
profile
 Affordable, Casual Watches
 Marketing investment
Nebula
 Has done quite well, even if below plan
 Some product opportunities identified
 Looking at Jewellery Stores
Fastrack
 Men’s not doing too well; product/mktg
excitement low
 Women’s doing very well
 “Fashion Brand” thinking well
assimilated
Dash
 Doing poorly
 High level of investment reqd
 Retailer interest, barring WOT, low
 Gift/Toy stores not keen
 Some product gaps exist
Other Aspects
 Cross Industry Learning
 MR: Satisfaction, Equity,
Awareness/Salience/Ad Measures,
Customer Contact
 PR: A more well-planned, national
programme
 Events: A more well-planned programme
Other Aspects
 Online Sales
 Titanworld.com
Marketing Budgets
 20 cr in 2000-01
 25 cr in 2001-02
How do we organise ourselves
better?

Brand CFA State Region

Titan SO SE SM

Sonata SO SM
Support in the Regional Office
 Retailing Executives
 Marketing Executives (MBO, Events,
Promotions)
Marketing Department
 Three Brand Groups
 Marketing Services (CMB, MR,
Promotions, Web)
What are the critical success
factors?
 New product scheduling
 Hard working advertising
 Key Retailer management
 “Get it right first time, on time!”
How do we feel?
 “Feels like doing God’s work”
Thank You