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Titan watches

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Titan watches

  1. 1. A PROJECT ON Consumer buying behaviour of watches
  2. 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. 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. 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. 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. 6. KEY PLAYERS
  7. 7. TOP 3 KEY PLAYERS CITIZEN TIMEX TITAN
  8. 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. 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. 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. 11. MARKET SIZE 2015- Rs. 5,000 Cr. 2020- Rs. 15,000 Cr. - Source: Assocham, the leading industry body of India
  12. 12. BRAND PICK:
  13. 13. MARKET SHARE Titan commands a market share of 60-65 per cent in wrist watch segment - Source: Business Standard, February 2015
  14. 14. RESEARCH ANALYSIS
  15. 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. 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. 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. 18. RESEARCH ANALYSIS 6. How do you rate TITAN, FASTRACK & CASIO on the above given parameters?
  19. 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. 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. 21. RESEARCH ANALYSIS 8. Who should be the ideal celebrity to endorse watches as a category? (FEMALE)
  22. 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. 23. 3600 PLAN DIGITAL PRINT TVC OOH
  24. 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. 25. TVC TVC Link
  26. 26. A PART OF YOU! PRINT
  27. 27. A PARTOF YOU! OOH
  28. 28. • Mall Activation • Titan Zone - make them a part of you ON GROUND ACTIVATIONS
  29. 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. 30. Total 25cr Digital (3%) Television (42%) Print (35%) OOH (15%) On-ground (5%) BUDGET
  31. 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)

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