HMT Brand Makeover


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Everything changes with time, and the same applies to a brand. A brand needs to keep reinventing itself otherwise it will be lost in the crowd and other brands will completely overshadow it.
This presentation tells you how to keep the brand relevant to its TG.

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HMT Brand Makeover

  1. 1. We are ticking again!<br />
  2. 2. Brand History<br />First company to start watch manufacturing in India<br />Product range of HMT WATCHES LIMITED include more than 1500 models to choose from catering to all segments of the market<br />The brand has consecutively been adjudged as one of the best Indian brands in surveys by leading agencies in the country.<br /> Source:<br />
  3. 3. Purpose of Statement<br />Re-introducing and re-positioning HMT in the watch market.<br />Competitive Analysis (market share, strategies, ad campaigns etc.)<br />Restructuring of the product line<br />Tracking trends in the market through consumer studies. Thereby defining HMT core target group and sub-target group.<br />
  4. 4. Repositioning Strategy<br />Reposition the brand ‘HMT’ in the market.<br />Target Group – <br /><ul><li>Core TG: 16 to 24 (Youth) and 27 to 40 (Corporate)
  5. 5. SEC AB
  6. 6. All Metros and II-tier cities</li></ul>Launch of new product range to cater to the core TG<br />Apply a marketing strategy to suit the product range and the core TG<br />Use of appropriate ad campaigns via media vehicles to convey the new look of HMT <br />
  7. 7. LAUNCHING<br />
  8. 8. HMT REBEL SERIES<br />TG: 16 TO 24 YRS (MEN)<br />SEC AB<br />PRICE: INR 699 to INR 1599<br />SYNOPSIS: Impatience, fast-paced, adventurous, pro-change, seeking his own identity his own way, culturally rooted, yet perceiving culture in a new light!<br />
  9. 9. LAUNCHING<br />
  10. 10. HMT DOLL SERIES<br />TG: 16 TO 24 YRS (WOMEN)<br />SEC AB<br />PRICE: INR 699 to INR 1599<br />SYNOPSIS: Individuality, enjoys her own space, thinks on her feet, stylish, naughty, innocent attention seeking.<br />
  11. 11. LAUNCHING<br />MiNSK(Corporate Segment)<br />
  12. 12. HMT MiNSK Series<br />HMT MiNSK <br />MiNSK MEN and MiNSK WOMEN<br />TG: 27 to 40 (Male & Female)<br />SEC A A+<br />PRICE: INR 7999 to INR 12999<br />SYNOPSIS: CLASS, ELEGANCE, POWER TO SPEND, WELL READ, ENJOYS A CERTAIN POSITION IN THE SOCIETY.<br />
  13. 13. HMT : Portfolio Strategy 2010-12’<br />Opportunity to stimulate sales<br />Brand Opportunity<br />Optimum Position<br />Invest- Drive Image + Innovation<br />Support- Drive Image <br />Opportunity to build image<br />Weak Position<br />Sales Opportunity<br />Divest <br />Support- Drive price-value <br />
  14. 14. Brand Ambassadors<br />
  15. 15. Brand Ambassadors<br />MiNSK(Corporate Segment)<br />
  16. 16. Creative Brief<br />Saatchi & Saatchi format<br /><ul><li>Who are we talking to: TG: 16 to 24 (Male & Female) & 27 to 40 (Male & Female), Students (SEC AB), Corporate professionals ( SEC A A+), All metros and II-tier cities.
  17. 17. What is advertising intended to achieve: Change the attitude and perception of consumers towards HMT
  18. 18. What does the consumer think of our product: Doesn’t appeal, old-age, doesn’t exist anymore.
  19. 19. SMP (Single Minded Proposition): Return with a BANG!
  20. 20. Support:HMT, its long existence in the market.
  21. 21. Tone of advertising: In your face, call-to-action.</li></li></ul><li>Media Plan<br />FOR TG 16 to 24 (Male and Female)<br /><ul><li>Major focus on digital and social media marketing
  22. 22. New website with details like catalogue, pricing.
  23. 23. Use of banner ads on web portals like Rediff, Yahoo, Msn etc.
  24. 24. Brand promotion using Google Adwords and Google Adsense.
  25. 25. Online competitions and fan pages on social media websites.
  26. 26. Sponsoring college fests to gain brand visibility.
  27. 27. Occupying FCTs (Free commercial time) on youth-centric channels like VH1, MTV, Channel [V], ESPN, Ten sports etc.
  28. 28. Focus on magazines like Maxim, Rollingstone, Vogue, Femina & Major Dailies and Tabloids</li></li></ul><li>Media Plan<br />FOR TG 27 to 40 (Male and Female)<br /><ul><li>Major focus on digital marketing, business magazines, leading business dailies.
  29. 29. New website with details like catalogue, pricing.
  30. 30. Use of banner ads on web portals like Rediff, Yahoo, Msn,,, campaignindia etc
  31. 31. Brand promotion using Google Adwords and Google Adsense.
  32. 32. Occupying FCTs (Free commercial time) on Business and News channels, Sports channels, Discovery, NatGeo, Travel and Living etc.
  33. 33. Focus on magazines like Forbes, 4Ps (Marketing and Advertising), General Interest Magazines etc.</li></li></ul><li>THANK YOU<br />
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