2. INDUSTRY OVERVIEW
â˘50 million wristwatches are sold in India every year.
⢠Male watch buyers far outnumber females and account for
around 65% of sales.
⢠Students are the largest segment of buyers accounting for
approximately 30% of the sales.
â˘The organized watch market in India is around Rs 2,250
crore
â˘Market has been split into low end, mass market, mid
market, premium
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 certified
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5. HMT Ltd. - Brands
⢠Mechanical Watches - ď§ Special Watches
Environment friendly
⢠Freedom
â Automatic
â Hand wound: Ladies, Gents
⢠Braille
⢠Quartz Analog Watches ⢠Nurse
â Roman Watches
⢠Alarm Watches ⢠Fragrance
⢠EL Night Watches Watch
⢠Multi Dial Watches
⢠Dater Watches
⢠Plain Watches
â Elegance
⢠Gold Line
⢠Bracelet
⢠Slim Line
â Utsav
â Lalit: Ladies, Gents
â Sangam
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â Swarna: Ladies, Gents
6. HMT Ltd. â Strategies
⢠Targeted the global market
⢠State-of-the-art technologies â IT
Infrastructure
⢠Collaboration with ISA Quartz,
France and Fraporlux, France apart
from Citizen, Japan
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7. HMT Ltd. â Positioning
⢠Positioning based on age, sex, competition
⢠Teenagers
â Pace
⢠Older customers
â Astra
⢠The male segment
â Roman
⢠First watch company to launch watches for children
â Zap
⢠Utsav â to compete with Titan Raga
â Bracelets, Jewellery and Bangles
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8. HMT Ltd. â Distribution
⢠Manufacturer â Dealer â Retailer â
Customer
⢠Established a strong distributor
network of 10,000 distributors and
50,000 retail outlets
⢠1990: Followed Titan in introducing
C&F Agents
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9. HMT Ltd. â Advertising
⢠Huge early investments
⢠Catchy slogan âIf you have the
inclination, we have the Timeâ
⢠Portrayed nationalistic instincts
ââTimekeepers to the Nationâ
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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
â6th largest globally in
the category of
10
âmanufacturer brandsâ
12. ⢠Exacta
â The âEveryday Watchâ
⢠Raga
â Exclusive watches for women
⢠Fastrack
â Contemporary styles for the young
⢠Dash!
â For young boys and girls
13. Titan Industries Ltd. â Strategies
⢠Early to manufacture watches targeted at US and
European markets
â The âInsignia Collectionâ
â Also makes watches for international labels
Diversification into jewellery â Tanishq
Very wide range of products in terms of looks,
function and price points
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14. ⢠Noted for their workmanship and
reliability
âReputation of being excellent value for
money
⢠The Titan Signet Club
âCustomer loyalty programme
15. Titan Industries Ltd. â Positioning
⢠Market Segmentation
â The young and teenagers, who are looking for
their first watch
â The low ownership segment like women
â Middle and upper segments of society
⢠International watch at Indian price
⢠A watch that builds your image
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16. ⢠A brand which represents style, status and
technology
âA âGood Looking Watchâ
⢠First watch company to brand its
showrooms
âTitania Titan watch boutiques in
Bangalore
âTimeZone
âThe World of Titan
17. Titan Industries Ltd. â Distribution
⢠Manufacturer â Retailer â Customer
⢠Set up a chain of service centers, with close
proximity to the marketplace
⢠Extensive use of C&F agents to reduce
distribution costs
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18. Titan Industries Ltd. â Advertising
⢠Targeted the premium segment of âlook and fashion
consciousâ customers
â âTo find watches like these you donât have to go to
Europe, Japan, America or a duty free shopâ
⢠Promoted the concept of a watch being the ideal gift
â âNext time your husband wants to buy you a saree,
ask for a Titan watch insteadâ
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19. Timex Watches Ltd.
⢠1854: Started as the Waterbury
Company, in Connecticut's
Naugatuck's Valley
⢠1990: Tied up with Titan to launch
in India
⢠Broke up with the Tata group in
'97
⢠Launched the Indiglo technology
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21. Timex Watches Ltd. â 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 â Rs 900 range
â To appeal to small town customers
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22. Timex Watches Ltd.â Positioning
⢠Initial understanding with Titan
â Titan keeps out of Plastic â High Price Segment
â Timex keeps out of Metal â Low Price Segment
⢠âYou don't have to be rich to afford a Timexâ
⢠Lower price segments
â Basics, Lextra, Vista
⢠Premium segment
â Technologically superior multifunctional brands like
Datalink, Indiglo
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24. Timex Watches Ltd.âAdvertising
⢠Featured sports and adventurous personalities
â Rock climbing, Rafting etc.
⢠Exclusivity of the watch is presented by celebrity
endorsements
â President Bush declares his loyalty for Ironman
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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
â Using high society and stylish brand ambassadors such as
Shahrukh Khan, Aishwarya Rai, Yana Gupta, Lisa Ray
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26. Consumer Behaviour
⢠Transition from mere time keeping device with
functional benefits like durability, toughness and
economy to a personal wear reflecting peopleâs
lifestyle and aspiration
⢠Price sensitive
⢠Durability and utility are important aspects
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27. ⢠Aesthetic appeal and trendy designs are very
important
⢠Brand Name continues to be an important
driver in the customerâs mind
⢠Availability in different segments and for
different occasions makes the watch a suitable
gift item
28. Indian Watch Industry
Segmentation
Based on price category
Mass (Rs.350-600)
Popular (Rs.600-900)
Premium (Rs.900-1500)
Super-premium (Rs.1500-8000)
Connoisseur segments (above Rs.8000)
29. Based on user category
Menâs watches
Womenâs watches
Youth watches
Kids watches
Sports watches