1. Efforts by:
Faiqa J Dabir
Product Launch: LUXE Watches

2. Overview
• LUXE is a premium watch range under a
hypothetical start-up – Concoction Pvt. Ltd.
• Partnership basis- 3 Partners
• Initial investment is 75 crores

3. Segmentation
geographic demographic
India
Urbanites
30 to 45
year olds
Male/
Female
High
Income
Groups
psychographic
Executi
ves.etc
People who
like premium
watches
People who
prefer reliable
watches

4. Market Mix(4Ps)
Product Price Place Promotion
High quality,
precious, and
strong.
Ergonomically
designed.
Flexibility.
Dual time
display.
INR.35,000
onwards.
Select centres
and malls.
Can be
purchased online
and are
delivered at your
door step.(Credit
transfer)
Golf /Polo
Tournaments.
VOGUE,TIMES.
Franchise
movies.
Selected
Catalogues.
Celebrity
Endorser.
etc

5. Product
Strategy Positioning
 First Year Objective:
First year sales revenue is projected to be
10% of the watch market industry.
Investment to be made on advertisements.
 Second Year Objective:
Building brand image with constantly
delivering superior quality and reliability of
the product, providing proper functioning
through the service centres to make the
customers feel privileged and satisfied.
 Point of parity: Customers can easily
associate themselves with the product as a
fashion accessory as well as a status symbol.
 Point of difference: It is different in the
sense as this is a company launching watches
purely for the Executive and Corporate.
 Fulfil emotional and
artistic needs
 Quality Product with
Reliability
 Performance and
Elegance
 Latest Design

6. Advertising//Use of Media
MEDIA INSERTIO
N
SIZE PLACE RATE
(INR)
PAGE AMOUNT
Newspap
er
2 months 12 *12
cm
National
coverag
e
300 per
square
cm
1 page
every
week
3,45,600
Fashion
Magazin
e
3 months Full
page
National
Level
20,000
per page
1 page in
3
different
magazin
es
1,80,000
Outdoor 15 days Metro
Cities
3500 per
hoarding
per day
4
hoardin
gs
2,10,000
Social
Media
1000
views
299 per
view
2,99,000
Celebrity
Endorseme
nt
1 year Contractu
al basis
75,00,000
TOTAL 85,34,600

7. SWOT Analysis
Segmented brand
Distinct USP &
high quality
Positive Brand
Image
Not well known
globally
Growing market
for luxury watches
in India and Asia
Further develop a
sub brand for
Youth
Cheaper
Substitutes &
Rising price of
major raw
materials
Strengths Weakne
ss
Opportunities Threats

8. FIN.