EXPLORING CONSUMER

PERCEPTION ABOUT
PREMIUM WATCHES IN
THE INDIAN CONTEXT
By Blake Gonsalves & Hoshedar Batliwalla
Team 12
 TIME LINE
•HMT was the only player
1960’s

•Tata & Tamil Nadu Industrial Development Corporation (Tidco) joint venture
1984

•The Company established a manufacturing facility at Hosur for the manufacture of

components for watches
1987

•A joint venture Company along with Economic Development Council of Goa, Daman & Diu
Ltd., in the name of Titan Time Products, Ltd., was set up at Goa, for the manufacture of
1991 Electronic Circuit Blocks.

• The name of the Company was changed with effect from 21st Sept. from Titan Watches,
Ltd. to Titan Industries Ltd., in view of the fact that the Company's products consisted of not
1993 only watches but also jewellery

•Titan launches the first Xylys watch

2006
 CASE SYNOPSIS
• Customer perception of watches in India
• Internal & external factors that influence Indian buyers
towards the different segments of watches
• Technology (Quartz), Benefits (casual, formal or sports)
& Price (economy, standard, premium & luxury)
• Global demand of watches are decreasing, though
statistics show that Indians rank watches as the 8th most
necessary item
• Various competitors in the luxury watch segment
• Analyze & link several aspects of consumer behavior
• Compare users & non-users of premium watches
PROBLEM DEFINITION
 SITUATIONAL ANALYSIS

POLITICAL INTERNAL EXTERNAL CUSTOMERS

• Owned by • Has the Core • Titan is the • Statistics shown
TATA’s who TATA culture market leader that a
have good which is well in India significant
Govt. support renounced the amount is
world over spent in
research
• The case study
supports those
statistics
STRENGTHS
SWOT
Leading manufacturer Titan doesn’t focus on
Has manufactured over waterproof watches
100 million watches and
has a customer base of No focus on low
80 million spending power
Wide range in choices customers
Titan pioneered the retail

WEAKNESSES
concept in the watch Rural class contribute 40%
industry of the low spending
Largest watch retailer in segment
the world

OPPORTUNITIES

Scope in the jewelry High competition due to

market other established Swiss
brands (Rolex, Omega,
etc)
Feminine accessories

Change in trend (smart

watches)

THREATS
 SOLUTIONS
To disconnect from Titan and start a separate
entity
How will it help:
Uniquely position itself in the luxury segment
Improve perception as a true Swiss made
watch

To push international marketing to prove its

presence on a global stand
Heavy advertising
Social media campaigns
Global brand ambassador
THANK YOU