Marketing Management - Watch Company

1. Panache
• KARAN DUBEY(C001)
• PRAFUL BHARGAVA(C006)
• AYUSHI GUPTA(C013)
• PRASHAM JAIN(C015)
• SHREYA KHARE(C018)
• AKSHAY KHATRI(C019)
• AAKARSHA LAMBA(C021)
• SURBHI CHORARIA(C023)
• APURVE PAHARIA(C027)

2. TwitterTalkies!!!!
(To be added)

3. WATCH INDUSTRY ANALYSIS
• 50 million wristwatches are sold in India every year.
• In the mechanical era, HMT dominated the market.
• Today Titan has almost 65% market share of the organized watch market in the country
• size of the organized market is estimated at around Rs. 1500 crores
• 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.
References:
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4. Present situation
• Watch market :40 millions units and 60 % is unorganised
• Quartz watches of 2/3 organised sector
• Rest is split between mechanical and digital watches
• Replacement rate :33.7 % (Source :Indian market demographic report)
• Scrap rate :7.8 (Source :Indian market demographic report)
• SHIFTING : mechanical watches to quartz watches
4

5. 500 1K 2K 3K 5K 6K
Industry mapping
GIORDANA
SONATA
TITAN,RAGA
TISSCOT
PANACHE
FASTRACK
5

6. Porter's Five Forces
Competition
Rivalry
Threat
of
Substitu
tion
Supplier Power
Threat
of New
Entry
Buyer power
Threat of New Entry
Cluttered market
Lack of differentiation
Build brand image
price
Competition Rivalry
Increased no of firms
Low switching cost
Buyer power
Price sensitivity
Buyers preferences
Supplier Power
No strong Supplier
Lack of bargaining power
Rise of china andTaiwan as low
Cost supplier
No close substitution
Variants like smart
watches, pendant watches 6

7. Distribution
Strategy

8. •What exactly is distribution strategy?
•Main Competitors

9. •Our Placement and Distribution
Strategy!!!!

10. Branding
and
Positioning

11. PANACHE
• LINKABLE
• MEANINGFUL

12. Brand slogan
•The time is always right.

13. BRAND RESONANCE MODEL

14. Special straps for skin
sensitive people

16. Point of Parity
• Analog watches
• Quartz watch
• Metal parts
• Water resistant
• Scratch and dust proof

17. Point Of Difference
• Built to make
• Customizable dual strap
• Special straps for skin sensitive people

18. “dO iT iN sTYLE”
-OUR BRAND MANTRA

19. Differentiation Strategies
Background Concept

20. Image Differentiation
• Our brand caters the social needs of our customers
We shall have those people for the advertisement who will act as role model
for the customers compelling them to buy our watch

21. Service Differentiation
• Ordering ease: built to make order online
Delivery: delivery by company executive

22. EMO Branding

23. Emotional Branding
• For every product you buy we will be donating Re1
• “A Gift to your loved ones”

24. Brand Community
• Online community
• More loyal committed customer base

25. Product strategy of
various competitors

26. • Target Market: 6-11, 12-19, 20-34, 35-49, 50-64, 65+
• Price – 500-45000 in different categories
• First to introduced the ‘style’ concept in India and projected the watch as a fashion accessory
• Fastrack – focused on the youth and trendy fashion space
• Sonata - for the mass market
• Xylus - for the premium market
• Innovations:
• Titan Edge –Titan has claimed to have manufactured the world's slimmest wrist watch branded asTitan
Edge with a total thickness of 3.5 mm and a movement of 1.15 mm
• Braille -Titan created watches for specially-abled

27. • HMT first Indian brand to launch watches in India in 1961
• Manufactures Mechanical watches
• Low end- Rugged, basic time function mechanical or quartz watches
• Mid end- Automatic ,Water resistant , steel or gold rich look watches
• Tech end- USB ,Mp3 , trendy attractive watches

28. • The main focus is on reflecting a sporty and fashionable look for the men
• Various options were available: formal & casual at different price ranges
• Innovation:
• Timex Datalink
• Timex Heart Rate Monitor
• Timex Speed & Distance GPS Watch
• Timex Digital Compass
• Timex MP3
• Timex Internet Messenger

29. Customer Value Hierarchy :
Core Benefit: Professionalism , Style, Status
Basic Product: Analog men’s watch with variety of straps
Expected Product: Matte finish, dust proof and scratch resistant glass
Augmented product: Special straps for skin sensitive people
, Home repairing service
Potential Product: Gps location tracker and mobile watch
Panache watches

30. Product & Service Differentiations:
Form:
• Round Shape Analog watches
• Matte finish and patterned case made of stainless-steel
• leather and stainless-steel and rubber straps (dual tone).
• Mineral glass and Sapphire Crystal in premium categories.
Features: Chronograph, Compass, Water Resistant, Fluorescent dots display
for night, Special straps for skin sensitive people.
Customization: Customised straps at stores, build to make your own unique
watch feature for online order to choose your own dial and base case and
straps.
Durability: Long Battery Life and Durable metal case.

31. Product and Brand Relationship:
Product depth: we provide 2 variants(versions)
•style(casual)-zest
•professional-verve
Down market Stretch (future) : watches ranges from 1-500 & 500-1000
(not two way stretch like titan watches) . To attract people with lower price
variant and providing them featured variants.
Product Mix pricing :
Product bundling –watches combo of father and son
Packaging :
Cardboard box, festival gift box – attractive packing for consumer affluence

32. Competitive advantage – cost leadership
• Since panache is an emerging brand, we first gain the market share by cost leadership
• Providing the best features in a less price range
• Panache outsource its products from the Chinese brands
• Guangzhou WeideWatch Co., Ltd.
• GuangzhouTiandali WatchTechnology Development Co., Ltd.
• In initial stage panache will try to gain the market , by selling the watches with minimum
margins, then when it become established it goes about increasing its margin.

33. ZEST VERVE
(Casual) (Professional)
Rs.1999-3499 Rs.3499-5999

34. • ONLINE MARKETING THROUGH SOCIAL MEDIA
• OFFLINE ADVERTISINGTHROUGHTELEVISION
- ADVERTISEMENT FOR CASUAL CATEGORY ZEST:
ChannelV, MTV, different music channels.
-ADVERTISEMENT FOR PROFESSIONAL CATEGORYVERVE:
HBO, Star Movies,WB,BBC
• BLEND OFTWO

35. END