2. INDUSTRY OVERVIEW
•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.
•The organized watch market in India is around Rs 2,250
crore
•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 - Special Watches
Environment friendly
• Freedom
– Automatic
– Hand wound: Ladies, Gents
• Braille
• Quartz Analog Watches • Nurse
– Roman Watches
• Alarm Watches • Fragrance
• EL Night Watches Watch
• Multi Dial Watches
• Dater Watches
• Plain Watches
– Elegance
• Gold Line
• Bracelet
• Slim Line
– Utsav
– Lalit: Ladies, Gents
– Sangam
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– Swarna: Ladies, Gents
6. HMT Ltd. – Strategies
• Targeted the global market
• State-of-the-art technologies – IT
Infrastructure
• Collaboration with ISA Quartz,
France and Fraporlux, France apart
from Citizen, Japan
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7. HMT Ltd. – Positioning
• Positioning based on age, sex, competition
• Teenagers
– Pace
• Older customers
– Astra
• The male segment
– Roman
• First watch company to launch watches for children
– Zap
• Utsav – to compete with Titan Raga
– Bracelets, Jewellery and Bangles
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8. HMT Ltd. – Distribution
• Manufacturer – Dealer – Retailer –
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. – Advertising
• Huge early investments
• Catchy slogan “If you have the
inclination, we have the Time”
• Portrayed nationalistic instincts
–“Timekeepers to the Nation”
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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
–6th largest globally in
the category of
10
“manufacturer brands”
12. • Exacta
– The “Everyday Watch”
• Raga
– Exclusive watches for women
• Fastrack
– Contemporary styles for the young
• Dash!
– For young boys and girls
13. Titan Industries Ltd. – Strategies
• Early to manufacture watches targeted at US and
European markets
– The “Insignia Collection”
– Also makes watches for international labels
Diversification into jewellery – 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
–Reputation of being excellent value for
money
• The Titan Signet Club
–Customer loyalty programme
15. Titan Industries Ltd. – Positioning
• Market Segmentation
– The young and teenagers, who are looking for
their first watch
– The low ownership segment like women
– 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
–A “Good Looking Watch”
• First watch company to brand its
showrooms
–Titania Titan watch boutiques in
Bangalore
–TimeZone
–The World of Titan
17. Titan Industries Ltd. – Distribution
• Manufacturer – Retailer – 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. – Advertising
• Targeted the premium segment of “look and fashion
conscious” customers
– “To find watches like these you don’t have to go to
Europe, Japan, America or a duty free shop”
• Promoted the concept of a watch being the ideal gift
– “Next time your husband wants to buy you a saree,
ask for a Titan watch instead”
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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. – 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 – Rs 900 range
– To appeal to small town customers
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22. Timex Watches Ltd.– Positioning
• Initial understanding with Titan
– Titan keeps out of Plastic – High Price Segment
– Timex keeps out of Metal – Low Price Segment
• “You don't have to be rich to afford a Timex”
• Lower price segments
– Basics, Lextra, Vista
• Premium segment
– Technologically superior multifunctional brands like
Datalink, Indiglo
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24. Timex Watches Ltd.–Advertising
• Featured sports and adventurous personalities
– Rock climbing, Rafting etc.
• Exclusivity of the watch is presented by celebrity
endorsements
– 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
● 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 people’s
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 customer’s 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
Men’s watches
Women’s watches
Youth watches
Kids watches
Sports watches
