The document discusses the consumer buying behavior for watches in India. It notes that the Indian watch industry is worth INR 5,000 crore and watches priced between INR 500-5,000 and INR 5,000-25,000 have the highest sales. The top 3 players in the market are Citizen, Timex, and Titan, which commands 60-65% market share. Research analysis found that while Titan brands are commonly used, consumers are interested in purchasing global brands. A marketing plan and budget are proposed with activities including digital contests, TV commercials, print ads, mall activations, and an emphasis on storytelling around the relationship between people and time.

1. A PROJECT ON
Consumer buying
behaviour of watches

2. CATEGORY OVERVIEW
The total worth of the Indian watch
industry is INR 5 thousand crore
-Source: Assocham
(the leading industry body of India)

3. CATEGORY OVERVIEW
Regular customers
look for factors like:-
Good prices
Durability
Other buyers want
their watches to be:-
 Fashionable
 High end
 Trendy
 Sophisticated

4. CATEGORY OVERVIEW
Watches within INR 500 to
INR 5000 price range enjoy the
maximum sales and are followed
by watches priced between
INR 5000 and INR 25000.

5.  The local manufacturers are facing stiff
competition from the international
brands that are arriving in great
numbers to cater to the increasing
demand.
 However, the local companies will
always perform well thanks to
reasonable pricing and proper base of
manufacturing.
CATEGORY OVERVIEW

6. KEY PLAYERS

7. TOP 3 KEY PLAYERS
CITIZEN TIMEX TITAN

8.  Introduced during 1924 in Japan.
 1986 - Citizen was honored for being the
biggest manufacturer of watches in the
world.
 Citizen ranks right at the top of the pile
in technological excellence
 Credited with creating the thinnest LCD
watch ever as well as the first ever voice
recognition watch.
 It has also created the first ever
professional dive watch that has an
electronic depth sensor.
CITIZEN
The founders of the brand had wanted
to come up with a name for the
product line so that people all over
the world could relate to it.

9. The Timex brand is held by Timex Group BV.
Timex Group USA, a subsidiary of Timex Group
BV- one of the biggest watch makers of the
world, incorporated during 1854.
Some of the major brands of the Timex Group are
as follows:
 Nautica
 Helix
 Marc-Ecko
 Valentine
 Versace
 Salvatore

10. Biggest ever retail network with 650
after sales service outlets and 311
exclusive showrooms.
Titan brought international brands
such as Tommy Hilfiger, Xylys,
and Hugo Boss to India.
Following are its leading brands:
Edge
Octane
Raga
Tagged
Purple
Classique
Regalia
Insignia
Dash
Nebula
Fastrack
Sonata
Titan Industries occupies the 5th spot in the
world when it comes to making watches.
It is a joint venture of the Tamil Nadu Industrial
Development Corporation and the Tata Group.

11. MARKET SIZE
2015- Rs. 5,000 Cr.
2020- Rs. 15,000 Cr.
- Source: Assocham, the leading industry body of India

12. BRAND PICK:

13. MARKET SHARE
Titan commands a market
share of 60-65 per cent in
wrist watch segment
- Source: Business Standard,
February 2015

14. RESEARCH ANALYSIS

15. 1. When you hear the word
Watches, Which brand comes to
your mind first?
 45% recalled Titan and Fast
track
 55% recalled different brands
ranging from Tommy Hilfiger,
Omega and Fossil
2. Which watch brand do you
currently use?
 40% of the consumers mentioned
brands which are not Titan
watches such as FCUK, Omega,
Timex, Tissot, etc.
 60% said they are use Titan, fast
track, or Sonata; which all fall
under the titan umbrella
RESEARCH ANALYSIS

16. RESEARCH ANALYSIS
3. If you were to buy today, which brand will you buy?
Majority of the respondents said that
would like to buy brands such as Swatch,
Rado, Tagheuer, etc. due to New entrants
of global companies entering in India
4. Which brand will you never buy? Why?
70% - Sonata
10% - Fastrack
20% - Rolex

17. RESEARCH ANALYSIS
5. Given below are certain parameters which you keep in mind while buying a watch.
Kindly RANK them as per your PRIORITY

18. RESEARCH ANALYSIS
6. How do you rate TITAN, FASTRACK & CASIO on the above given parameters?

19. RESEARCH ANALYSIS
7. What should be the ideal price point of a watch?
Average price point of a watch should be between Rs. 3,000-5,000

20. RESEARCH ANALYSIS
8. Who should be the ideal celebrity to endorse watches as a category? (MALE)
Sachin Tendulkar should endorse the category as he is known to be a very punctual man

21. RESEARCH ANALYSIS
8. Who should be the ideal celebrity to endorse watches as a category? (FEMALE)

22. RESEARCH ANALYSIS
9. Which is your favourite ad in the
Watch CATEGORY?
 Majority of the people claimed
that they love Titan raga ads
(especially the current ad
campaign) and Hrithik Roshan's
Rado ad.
10. Who influences your buying
behaviour ?
 39.2% said that Advertising is the
biggest
influencer for them, followed by:-
 Friends,
Family

23. 3600
PLAN
DIGITAL
PRINT
TVC
OOH

24. DIGITAL
#Time #being #Part #of # you
will be the daily contest on Titan’s FB and
Twitter page.
Every day our social media marketing
team will post random four time slots in a
day i.e.
T1- 8.23 am
T2- 12.50 pm
T3- 5.00 pm
T4- 11.59 pm
Click a “selfie” with a caption
as to what they are doing at exact time T1-8.23am
& share it on our official page hash tag.
Whosoever manages to do
the above task at exact time given
T1-T2-T3-T4 will win a Titan Hamper.
#sharetime with #Titantime

25. TVC
TVC Link

26. A PART OF YOU!
PRINT

27. A PARTOF YOU!
OOH

28. • Mall Activation
• Titan Zone - make them a part of
you
ON GROUND ACTIVATIONS

29. Month Week 1 Week 2 Week 3 Week 4
January • Digital • Digital • TVC • TVC
• Print
February • TVC
• Print
• OOH
• On-ground
• TVC
• Print
• OOH
• OOH
MEDIA PLAN

30. Total 25cr
Digital (3%)
Television (42%)
Print (35%)
OOH (15%)
On-ground (5%)
BUDGET

31. A PRESENTATION BY:
Tejashree Hardikar (13)
Ria More (26)
Siddharaj Naik (28)
Pankaj Ramteke (37)
Rohan Rane (38)
Ekagra Upadhyay (48)
Chainali Vyas (50)