WATCHES  Submitted by:- Navneet                 Namrata                 Vishal                 Praveen
INDUSTRY OVERVIEW•50 million wristwatches are sold in India every year.• Male watch buyers far outnumber females and accou...
Major Players3
HMT Ltd.    • HMT started manufacturing Wrist      Watches since 1962    • Technical collaboration with      Citizen, Japa...
HMT Ltd. - Brands    •   Mechanical Watches -            Special Watches        Environment friendly                     ...
HMT Ltd. – Strategies• Targeted the global market• State-of-the-art technologies – IT  Infrastructure• Collaboration with ...
HMT Ltd. – Positioning• Positioning based on age, sex, competition• Teenagers   – Pace• Older customers   – Astra• The mal...
HMT Ltd. – Distribution• Manufacturer – Dealer – Retailer –  Customer• Established a strong distributor  network of 10,000...
HMT Ltd. – Advertising• Huge early investments• Catchy slogan “If you have the  inclination, we have the Time”• Portrayed ...
Titan Industries Ltd.     • Titan Industries Ltd. set       up in 1987     • Joint venture of the Tata       Group and TID...
Titan Industries Ltd. – Brands     • Insignia        – Anti-allergenic steel, scratch-resistant     • Psi2000, Technology ...
• Exacta   – The “Everyday Watch”• Raga   – Exclusive watches for women• Fastrack   – Contemporary styles for the young• D...
Titan Industries Ltd. – Strategies• Early to manufacture watches targeted at US and  European markets   – The “Insignia Co...
• Noted for their workmanship and  reliability   –Reputation of being excellent value for    money• The Titan Signet Club ...
Titan Industries Ltd. – Positioning• Market Segmentation  – The young and teenagers, who are looking for    their first wa...
• A brand which represents style, status and  technology   –A “Good Looking Watch”• First watch company to brand its  show...
Titan Industries Ltd. – Distribution• Manufacturer – Retailer – Customer• Set up a chain of service centers, with close  p...
Titan Industries Ltd. – Advertising• Targeted the premium segment of “look and fashion  conscious” customers   – “To find ...
Timex Watches Ltd.     • 1854: Started as the Waterbury       Company, in Connecticuts       Naugatucks Valley     • 1990:...
Timex Watches Ltd. –                Brands     •   Aqura     •   Indiglo     •   Basics     •   Datalink     •   Timex Spo...
Timex Watches Ltd. – Strategies• Delivering quality products at affordable prices• Basic objective: Change the mechanical ...
Timex Watches Ltd.– Positioning• Initial understanding with Titan   – Titan keeps out of Plastic – High Price Segment   – ...
Timex Watches Ltd.–Distribution• Initially followed the Titan distribution  channel• Post ’97, set up their own showrooms ...
Timex Watches Ltd.–Advertising• Featured sports and adventurous personalities   – Rock climbing, Rafting etc.• Exclusivity...
Other Players• Mainly Rado, Tommy Hilfiger and Evidenza from Longines• Tommy Hilfiger is positioned in the mid and premium...
Consumer Behaviour• Transition from mere time keeping device with  functional benefits like durability, toughness and  eco...
• Aesthetic appeal and trendy designs are very  important• Brand Name continues to be an important  driver in the customer...
Indian Watch Industry          Segmentation          Based on price categoryMass (Rs.350-600)Popular (Rs.600-900)Premium (...
Based on user categoryMen’s watchesWomen’s watchesYouth watchesKids watchesSports watches
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Watches group 13

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Watches group 13

  1. 1. WATCHES Submitted by:- Navneet Namrata Vishal Praveen
  2. 2. INDUSTRY OVERVIEW•50 million wristwatches are sold in India every year.• Male watch buyers far outnumber females and account foraround 65% of sales.• Students are the largest segment of buyers accounting forapproximately 30% of the sales.•The organized watch market in India is around Rs 2,250crore•Market has been split into low end, mass market, midmarket, premium
  3. 3. Major Players3
  4. 4. HMT Ltd. • HMT started manufacturing Wrist Watches since 1962 • Technical collaboration with Citizen, Japan • 4 integrated manufacturing units • HMT Watch manufacturing units ISO-9001 certified4
  5. 5. HMT Ltd. - Brands • Mechanical Watches -  Special Watches Environment friendly • Freedom – Automatic – Hand wound: Ladies, Gents • Braille • Quartz Analog Watches • Nurse – Roman Watches • Alarm Watches • Fragrance • EL Night Watches Watch • Multi Dial Watches • Dater Watches • Plain Watches – Elegance • Gold Line • Bracelet • Slim Line – Utsav – Lalit: Ladies, Gents – Sangam5 – Swarna: Ladies, Gents
  6. 6. HMT Ltd. – Strategies• Targeted the global market• State-of-the-art technologies – IT Infrastructure• Collaboration with ISA Quartz, France and Fraporlux, France apart from Citizen, Japan 6
  7. 7. HMT Ltd. – Positioning• Positioning based on age, sex, competition• Teenagers – Pace• Older customers – Astra• The male segment – Roman• First watch company to launch watches for children – Zap• Utsav – to compete with Titan Raga – Bracelets, Jewellery and Bangles 7
  8. 8. HMT Ltd. – Distribution• Manufacturer – Dealer – Retailer – Customer• Established a strong distributor network of 10,000 distributors and 50,000 retail outlets• 1990: Followed Titan in introducing C&F Agents 8
  9. 9. HMT Ltd. – Advertising• Huge early investments• Catchy slogan “If you have the inclination, we have the Time”• Portrayed nationalistic instincts –“Timekeepers to the Nation” 9
  10. 10. Titan Industries Ltd. • Titan Industries Ltd. set up in 1987 • Joint venture of the Tata Group and TIDCO • Annually markets over 7 million watches –6th largest globally in the category of10 “manufacturer brands”
  11. 11. Titan Industries Ltd. – Brands • Insignia – Anti-allergenic steel, scratch-resistant • Psi2000, Technology – Sports & Multi-functional watches • Regalia, Royale – Magic in gold and unique futuristic material • Classique11 – Elegant corporate wear
  12. 12. • Exacta – The “Everyday Watch”• Raga – Exclusive watches for women• Fastrack – Contemporary styles for the young• Dash! – For young boys and girls
  13. 13. Titan Industries Ltd. – Strategies• Early to manufacture watches targeted at US and European markets – The “Insignia Collection” – Also makes watches for international labelsDiversification into jewellery – TanishqVery wide range of products in terms of looks, function and price points 13
  14. 14. • Noted for their workmanship and reliability –Reputation of being excellent value for money• The Titan Signet Club –Customer loyalty programme
  15. 15. Titan Industries Ltd. – Positioning• Market Segmentation – The young and teenagers, who are looking for their first watch – The low ownership segment like women – Middle and upper segments of society• International watch at Indian price• A watch that builds your image 15
  16. 16. • A brand which represents style, status and technology –A “Good Looking Watch”• First watch company to brand its showrooms –Titania Titan watch boutiques in Bangalore –TimeZone –The World of Titan
  17. 17. Titan Industries Ltd. – Distribution• Manufacturer – Retailer – Customer• Set up a chain of service centers, with close proximity to the marketplace• Extensive use of C&F agents to reduce distribution costs 17
  18. 18. Titan Industries Ltd. – Advertising• Targeted the premium segment of “look and fashion conscious” customers – “To find watches like these you don’t have to go to Europe, Japan, America or a duty free shop”• Promoted the concept of a watch being the ideal gift – “Next time your husband wants to buy you a saree, ask for a Titan watch instead” 18
  19. 19. Timex Watches Ltd. • 1854: Started as the Waterbury Company, in Connecticuts Naugatucks Valley • 1990: Tied up with Titan to launch in India • Broke up with the Tata group in 97 • Launched the Indiglo technology19
  20. 20. Timex Watches Ltd. – Brands • Aqura • Indiglo • Basics • Datalink • Timex Sportz • Lextra • Vista • Mariner20 • Gimmix
  21. 21. Timex Watches Ltd. – Strategies• Delivering quality products at affordable prices• Basic objective: Change the mechanical watch user to a quartz watch user• Transition from plastic to metal• Launched Vista brand in Rs 475 – Rs 900 range – To appeal to small town customers 21
  22. 22. Timex Watches Ltd.– Positioning• Initial understanding with Titan – Titan keeps out of Plastic – High Price Segment – Timex keeps out of Metal – Low Price Segment• “You dont have to be rich to afford a Timex”• Lower price segments – Basics, Lextra, Vista• Premium segment – Technologically superior multifunctional brands like Datalink, Indiglo 22
  23. 23. Timex Watches Ltd.–Distribution• Initially followed the Titan distribution channel• Post ’97, set up their own showrooms 23
  24. 24. Timex Watches Ltd.–Advertising• Featured sports and adventurous personalities – Rock climbing, Rafting etc.• Exclusivity of the watch is presented by celebrity endorsements – President Bush declares his loyalty for Ironman 24
  25. 25. Other Players• Mainly Rado, Tommy Hilfiger and Evidenza from Longines• Tommy Hilfiger is positioned in the mid and premium segment while the other two players are in the luxury segment• Trying to catch the up market, urban, western-minded youth● Using high society and stylish brand ambassadors such as Shahrukh Khan, Aishwarya Rai, Yana Gupta, Lisa Ray 25
  26. 26. Consumer Behaviour• Transition from mere time keeping device with functional benefits like durability, toughness and economy to a personal wear reflecting people’s lifestyle and aspiration• Price sensitive• Durability and utility are important aspects 26
  27. 27. • Aesthetic appeal and trendy designs are very important• Brand Name continues to be an important driver in the customer’s mind• Availability in different segments and for different occasions makes the watch a suitable gift item
  28. 28. Indian Watch Industry Segmentation Based on price categoryMass (Rs.350-600)Popular (Rs.600-900)Premium (Rs.900-1500)Super-premium (Rs.1500-8000)Connoisseur segments (above Rs.8000)
  29. 29. Based on user categoryMen’s watchesWomen’s watchesYouth watchesKids watchesSports watches
  30. 30. THANK YOU
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