Creating the "go to market" plan for watch manufacturer based out of USA in India.

1. Go to Market Plan- India
XXX- Premium Watch company looking to enter India market
Suman Kumar Mishra

2. Agenda
• Market
– Size
– Market Forces
• Go to Market Plan
–
–
–
–
–
Business Plan
Market Entry strategy
Marketing and Discovery
Positioning
Team

3. 4200
Crores
Growth of
12-15%
Market for watches - India
80% of
Volume
2016
2012
Penetration of Watches in India
Population of India
Watches
27%
1.24
Billion
20% of
Mkt
Value
40% of
Mkt
Value
0.03%
of
Volume

4. Market Forces…..
Channel Partners
– Organized Retail
• The last mile
• Exclusive Stores : example
Casio, Timex,
• Retail stop for mix of
brands : example Ethos
..(1/2)
• E-Commerce
– Boom with mobile data
and devices getting
slashed
– Ease of shopping, COD,
Refund if faulty have
helped

5. Market Forces….
..(2/2)
• Players
– 60% of the market by organized
Players ( Titan, Timex, HMT, Swiss,
American and Japanese)
– Would change to inverted Pyramid
– E-commerce portals- friends not
Foes ?
– AIFHI – All India Federation of Horological Industries – Apex organization
of country includes leading and global companies

6. Luxury? Gender ? Price? Age ? Brand
or ‘web site’ ? SWOT ?
Go to Market Plan
Positioning
India Entity ?
Collaboration?
Logistics?
Establishing
The Team ?
Entity
On ground presence ?
PR/Marketing ?
SEO? Social media? ATL?
Discovery
Go to
Market
Plan
Entry Gate
Business
Plan
Online?
Off line ?
Online –
Ecommerce, TV ?
Offline –
Phase wise?
Collaboration?
Opex, revenues, Capex?
Fund GAP? Target
Segment size ? Granular
Information ?