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A brief analysis on the Indian Watch Industry

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  1. 1. WATCH INDUSTRY MARKETING ANALYSIS<br />P.SomaGiri (35)<br />
  2. 2. Indian Watch Industry:-<br />India is an under penetrated market for watches-only 27% of Indians own a watch.<br />Total estimated volume as per 2007 is 39 mn units and value of Rs 2500 crores ( USD 625 Mn)<br />Vast proportion of Indian market is below Rs 500 by about 68%<br />Market has been split into : Low end, Mass market, Premium & Luxury brands.<br />
  3. 3. Distribution & Supply Network<br />
  4. 4. TITAN<br /> be more<br />
  5. 5. TITAN AT A GLANCE<br />FOUNDED IN: 1987<br />HEADQUARTERS: Hosur, India<br />AREA SERVED: 4 continent and 32 countries<br /> India and other countries esp. Middle east, Asia Pacific and Africa <br />KEY PEOPLE: Xerxes Desai, Founder <br />INDUSTRY: Watches<br />
  6. 6. PRODUCTS: Watches, Jewellery, Eyewear & Precision Engineering <br />EMPLOYEES: 3,000 <br />PARENT COMPANY: TATA<br />
  7. 7. KEY FACTS<br />Titan Industries is the world's fifth largest manufacturer of Watches<br />The company has manufactured more than a 100 million watches till date<br />Has Customer base of over 80 million<br />The company has 247 exclusive showrooms christened ‘World of Titan’, backed by 700 after-sales-service centers<br />The Titan Design Studio focuses on design of watches, clocks, eyewear, trophies and a range of other products<br />Titan introduces Braille watches for the visually impaired<br />
  8. 8. PRODUCT RANGE<br />Raga DIVA<br />Zoop<br />WWF<br />Nebula<br />Octane<br />Heritage<br />Edge<br />Orion<br />
  9. 9. PRICE RANGE<br />Raga Diva- Rs 4000-9500<br />Zoop- Rs 5200- 6000<br />WWF<br />Nebula- Rs 26000- 85000<br />Octane- Rs 5250- 7000<br />Heritage<br />Edge<br />Orion- Rs 3200- 7500<br />Fastrack- Rs 500-4500 <br />
  10. 10. PROMOTIONS<br />Advertising:-<br /> Electronic & Print ads<br />Sales Promotions:-<br /> Consumer Promotions <br />Events :-<br /> Launch of the new store<br /> Helios<br />Public Relations<br /> Vaishnavi Corporate <br /> Communications<br />Hoardings/ Billboards<br />
  11. 11. TARGET SEGMENT<br />DEMOGRAPHIC<br />Age: 6-11, 12-19, 20-34, 35-49, 50-64, 65+<br />Gender: Male, Female<br />Occupation: Professionals, Retired, Students, Homemakers, Sportsmen<br />Social Class: Working Class, Middle Class, Upper Middle Class, Lower Upper, Upper Uppers<br />PSYCHOGRAPHIC<br />Lifestyle: Culture- Oriented, Sports- Oriented, Outdoor- Oriented <br />Personality: Gregarious, Ambitious<br />
  12. 12. BEHAVIORAL<br />Benefits: Quality, Service and Economy <br />User Status: Potential User, First-time User, Regular User, Nonuser<br />Usage Rate: Light User, Medium User, Heavy User<br />Readiness Stage: Unaware, aware, Informed, Interested, Intending to Buy<br />Attitude toward product: Enthusiastic, positive, indifferent, negative, hostile<br />
  13. 13. BRAND AMBASSADOR<br />
  14. 14. MARKET INFORMATION<br />Titan's watches division has a 60% share of the domestic organized watch market, which is estimated at 42 million pieces annually and is growing at 8% year-on-year <br />The company plans to sell 10 million watches this fiscal compared with 90,00,000 in 2007-2008 <br />Watches currently contribute 30% to Titan's revenues and this division is expected to grow 20% this fiscal against 18% last<br />
  15. 15. TIMEX Watches<br />
  16. 16. TIMEX WORLD<br /><ul><li> In market since 150 years
  17. 17. Ranked No. 1 in U.S.A in 2001
  18. 18. Largest selling brand in U.S.A & Canada
  19. 19. Focus- Quartz based wrist watches in India.
  20. 20. Lowest cost watch manufacturer in the world.</li></li></ul><li>Joint venture with TITAN<br />Company market share growth from 12% in 1998 to 28 % in 2008. <br />WHAT IS THEIR STRATEGY ?<br />
  21. 21. TARGET<br />MARKET <br /><ul><li>YOUTH
  22. 22. KIDS
  23. 23. HIGH END
  24. 24. FASHION
  25. 25. LUXURY
  26. 26. SPORTS n</li></ul>ATHLETICS<br />
  27. 27. TIMEX TECHNOLOGY<br /><ul><li>DATA LINK
  29. 29. IRONMAN TRIATHLON</li></li></ul><li>Distribution <br />Espirit<br />Nautica,<br />FCUK<br />Pierre Cardin <br />Versace <br />Guess<br />Gucci <br />Salvatore Ferragamo<br />
  30. 30. Brand Ambassador<br />Brett Lee- 360 degree Marketing <br />Collections<br /><ul><li>Conversation starters(Rs.1550-8550)
  31. 31. Torque collection(Rs. 2495-4995)
  32. 32. Timex act golf collection(Rs.1995-5995)
  33. 33. i-control range(Rs.2000-6000)
  34. 34. International collection(Rs7500-15000)
  35. 35. Festive collection(Rs. 3500-9900)
  36. 36. Reebok timewear(Rs.3500-8000)</li></li></ul><li>Joint ventures<br /><ul><li>Disney
  37. 37. Designer watches
  38. 38. Vincert berard- handcrafted mechanical </li></ul> manufacturer<br /><ul><li>Reliance mobile
  39. 39. Versace
  40. 40. Valentino</li></li></ul><li>OMEGA WATCHES<br />Founded in 1848.<br />
  41. 41. Omega – Range of products<br />Gents’ Collection<br />Ladies’ Collection<br />Fine Jewellery & Charms<br />Fine Leather & Bags<br />Special timing equipment & gear for Olympics <br />Standard equipment of the astronauts and the cosmonauts during their walks in Space.<br />
  42. 42. Promotional tactics observed:-<br />Sponsorships with Sports<br />- Official timekeeper of every Olympic Sport since 1932.<br />- Promotes two major events in India<br /> Sailing & Golf.<br />- Omega’s Olympic Limited Edition watch released 88 days before the start of the Beijing Olympics <br /><ul><li>Omega & James Bond</li></ul>- Limited edition watches with 007 engraved clasps.<br />
  43. 43. Brand Ambassadors<br /> Abhishek Bachchan<br /> Sonali Bendre <br /> Michael Schumacher <br /> Ian Thorpe<br /> Michael Phelps<br /> George Clooney<br />
  44. 44. Tie ups with NASA & ISS<br />The International Space Station also represents a new era for the Omega's longstanding involvement with space exploration. The Omega Speedmaster Professional X-33 a watch developed to NASA's strict requirements with the help of astronauts and professional pilots once again proves its reliability as the official<br /> watch of the ISS<br /> <br /><ul><li>Technology & Design Innovations:-</li></ul>Established world-class recognition for their expertise in manufacturing movements. They have continued to focus on refining and further developing new movements.<br />Omega watches are best known for their unique co-axial movement which was initially released to the marketplace in 1999, following several years of development and rigorous testing. The new De Ville Co-Axial collection was presented in 2001.<br />
  45. 45. IN RUSSIA<br />Till 2006 year JamilCo shop distributed the Swatch product in Russia<br /><ul><li> The product had wrong position on the Russian watch market
  46. 46. It was defined as usual expensive watch
  47. 47. Customers did not pay attention to the product</li></ul>From February, 2006 official Swatch distributor started to develop the Swatch brand in Russia<br /><ul><li> A lot of independent official Swatch outlets appeared in largest cities of Russia
  48. 48. All groups of Russian citizens became interested in Swatch products
  49. 49. Swatch watches was found the post popular of Swiss </li></ul>watch in Russia<br />
  50. 50. Promotion of <br />Swatch produce the watch models suitable for everybody<br />In spite of this they define young people as their target audience<br />The factors of Swatch popularity:<br /><ul><li> Value for money
  51. 51. Acceptable price for Swiss Watches (starts from 2200 Rs)
  52. 52. Wide range of models from usual acceptable for everybody to luxury models
  53. 53. Quality and reliability
  54. 54. Good warranty conditions
  55. 55. Opportunity to buy Swatch product on-line</li></ul>Swatch advertisements:<br /><ul><li> TV-commercial
  56. 56. Billboards
  57. 57. Famous magazines</li></li></ul><li>Brand Ambassadors<br />Konstantin Ernst (First Russian Channel Director)<br />Anna Kournikova<br />
  58. 58.
  59. 59. TISSOT <br />Introduced in the year 1853<br />Founder : Charles-Felicien Tissot<br />Tissot was the first company to make watches in plastic.<br />Its parent company is Swatch <br />Tissot merged with Omega watch making company in 1930<br />
  60. 60. Deepika Padukone is the brand’s Indian ambassador and the ‘Face of Tissot ‘ aroubnd the globe.<br />Michael James Owen is an other brand ambassador.<br />Nicky Hayden is a motorcycle racer is also one of the brand ambassador.<br />
  61. 61. Tissot has over 130 outlets all over the country in about 25 cities and towns.<br />Tissot attracts people from all walks of life; it has got variety.<br />It has attracted a huge customer segment irrespective of nationality.<br />They come out with 200 designs every year.<br />They start with a price of Rs 8000 onwards.<br />
  62. 62.
  63. 63. TAG Heuer<br />Tag Heuer is a Swiss luxury watch brand. It is a part of the Louis Vuitton Moet Hennessy group. <br />The brand has been in existence since 1860<br />In India it was launched in the year 2003<br />
  64. 64. Products<br />
  65. 65. Products<br />
  66. 66. Pricing and Target Market<br />Target Market for Tag Heuer is Luxury Market<br />Products are priced from Rs.30,000 to Rs.300,000<br />
  67. 67. Promotion<br /><ul><li>At the time of launch-"TAG Heuer intends to capture a 10% market share in the Indian Swiss watch segment" which accounts approximately for Rs. 200 crores
  68. 68. Targeted at the age group of 16 to 50 years, TAG Heuer India intends to hit this target with a marketing budget of approximately Rs.10 crores
  69. 69. As brand ambassador, TAG Heuer has choosenBollywood's star Shah Rukh Khan, focusing on the tag line ‘What are you made of’
  70. 70. Print ads were launched on September 10, 2003, but restricted to newspapers and magazines in A & B cities – metros and mini-metros. Released on October 17, 2003, the cinema commercial was launched through a nationwide theatre release. Trying to capture a niche, the cinema-going segment
  71. 71. Tied up with leading upmarket multiplexes</li></li></ul><li>Promotion<br />0% financing <br /><ul><li>Initially, the finance scheme will be available for a limited period of time, during which the company would assess the response to the initiative.
  72. 72. The scheme is expected to help the company's sales during the festive season. About 60 per cent of watch sales occur during the October to January period.</li></li></ul><li>Current Scenario<br />TAG Heuer is planning to launch 53 global models priced between Rs30, 000 and Rs. 2 lakh this year. <br />The company is growing at a rate of 40% and currently holds 8% share in the market<br />At present, the company has around 200 watch models  <br />At present, Tag Heuer has 70 stores and six standalone boutiques across 25 cities in India.<br />Online Campaign <br />
  73. 73. Brand Ambassadors(India)<br />
  74. 74. New Products(April 2009)<br />The Meridiist( Mobile handset)-Rs.2,70,000<br />Eye Gear(Glasses)<br />
  75. 75. SURVEY<br />Sample Size of Consumers: 26<br />Sample Size of Retailers: 4<br />
  76. 76. Which brand watch do you wear? <br />
  77. 77. what factors do you consider while buying a watch ?<br />
  78. 78. What price range you consider while buying a watch ?<br />
  79. 79. What advertisement features of your brand do you retain ?<br />others indicates the brand name only .<br />
  80. 80. THANK YOU!!!<br />