MARKETING MIX

AND
SEGMENTATION,
TARGET, POSITIONING
OF
VARIOUS WATCH
BRANDS
 ABOUT THE PRESENTATORS

ABRITI PRAKASH SHUBHAM SAHU SONAKSHI SINGH

RAHUL RAMAN SAHU AAYUSH JAISWAL

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 COMPANY PROFILE
Founded by Hans Wilsdorf and Alfred Davis in London,
1905.

Rolex base of operations is in Geneva, Switzerland.

Largest single luxury watch brand.

Produces about 2,000 watches per day, with estimated

2015 revenue of US$7.4 billion.

CEO- Jean Fredric Dufour

Employee strength is 2,800

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 MISSION AND VISION
MISSION
To manufacture, distribute and service high-quality wristwatches.

VISION
To continue the long tradition of excellence that the Rolex name represents.

OBJECTIVES
Educate the younger market on the value of wristwatches.
Create a social media strategy that will encourage users to interact with
the brand as well as extend the message to a larger audience.
Promote the purchase of wrist watches as a reward for key successes
in a young mans life.

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 THE GOLD ROLEX
Owned by The first president of India, Dr. Rajendra
Prasad.
It was given to him in 1950 on Indias first Republic Day.
The watch featured an 18K gold dial with a map of India
dated 26 January 1950 inscribed in it.

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 MARKETING MIX 4Ps
Product:
The Rolex product stays very recognizable
and relatively unchanged symbolizing
excellence, prestige and innovation .
Price:
The level at which the watches are priced
plays a huge role in the brand's image. For
this reason price remains unchanged.
Promotion:
Success of Rolex relies on the continuation
of promotions through magazines,
newspapers ,selective television programs
and prestigious events. Rolex also
Place:
The purposeful placement of Rolex's
authentic dealers in the prestigious areas
helps to solidify the brands association with
excellence. Globally, Rolex has 113 stores.
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 SEGMENTATION, TARGET AND POSITIONING
SEGMENTATION
Demographic
For the high income groups.
An adult ageing between 25-40 is an emerging target for Rolex.
Rolex is a mark of luxury lifestyle

Geographic
Store located only in prestigious urban areas.

Psychographic
Typically for people of high class who value prestige and luxury.

Behavioral
Rolex Submariner- Divers watch
Rolex Explorer
Rolex Cellini- The Classical Rolex with elegance.
Lady Date Just 28- Feminity in all its diversity.

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 ROLEX- COLLECTIONS

OYSTER PERPETUAL SEA-DWELLER 4000 SUBMARINER DATE

SKY-DWELLER YACHT-MASTER LADY-DATE JUST 28

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TARGET

Wealthy consumers that are looking for

high quality and exclusivity.

The typical Rolex owners are males and

females above the age of 35, sometimes
a celebrity or sports figure

POSITIONING

High-end luxury brand that is the

ultimate aspiration of the consumer.
Positioned as a watch with innovative
materials and design.
Acts as a status symbol.

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ROLEX - SWOT ANALYSIS

SWOT

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 MAJOR COMPETITORS

RADO TAG HEUER OMEGA

CONCLUSION
One of the most valuable and influential luxury brands in the world.

Maintained its luxurious brand image through excellence,

innovation, performance, exclusive contribution and prestige.

Rolex is an active business in supporting the environment,

exploration, arts and sports through sponsorships.

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 COMPANY PROFILE
OMEGA is a Swiss watch company based in Beil/Bienne Switzerland
1848: founded by Loius Brandt in La Chaux-de-Fonds, Switzerland and
now owned by Swatch Group.
Omega is the last letter of Greek alphabet and symbolizes
accomplishment and perfection.
Today, Omegas brand recognition all over the world certified marine
watch, world leader olympic time keeping, choice of NASA and first
watch on the Moon.

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 VISION AND MISSION
Innovative watchmaking is the cornerstone of
OMEGAs heritage.

It is inspired by sports timekeeping, our

conquests of space, our advocacy on behalf of
worthy organisations and, of course, our
enviable role in support of the worlds
favourite spy.

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 STP STATEGY
STP strategy denotes of Market Segmentation, Market Targeting and
Product Positioning strategies.

SEGMENTATION

According to Kotler Marketing segmentation refers to the division of a

market into distinct groups of buyers with different needs, characteristics
or behavior, who might require separate products or marketing mixes.

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 OMEGA segmented the brand itself into sporting and pioneering spirit, in
the luxury and prestige range.
And for the customer, the brand focuses on demographic segmentation.
Those who are in highly successful business level such as manager or
enterprise.
Sports and care about the technology and qualities of a watch will fall into
their customer market.

TARGETING

Upon identifying segmentation, targeting is the next step to measure the

attractiveness of a potential segment.

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 OMEGA targeted :
High income group men and women.
Customers who pursue status and style.
To customers who like outdoor activities.
Customers who prefer luxury.

TARGET SEGMENT

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 POSITIONING

OMEGA creates the image that when

customers wear their watch, they may feel
they are in a better social class, with
fashionable and on-trend taste.
Co-axial chronograph is an exclusive
technology that OMEGA owns which makes
the product unique and special.
The unique feature such as Seamaster series
of OMEGA is made as a professional diving
watch, which is suitable for customers who
love diving activities.

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 Marketing Mix
PRODUCT

Product is a tangible or intangible item that a company offers to their

customers is also an important element when starting a marketing action.
OMEGA is one of the brands which specialized in design and is known for the
quality of manufacturing.
Its orientation as the technological innovator, outstanding quality, and the
involvement in sports and design also makes OMEGA a clearly recognizable
brand.
Today OMEGA has a wide range of watches for both men & women it includes,
Omega Seamaster, Omega Speedmaster, Omega Constellation, Omega De Ville
and Omega Specialities.

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PRICE

Price is the products value which sellers would like to earn from the
customers in exchange for the product.
OMEGA, it is allocated in the prestige and luxury range in the Swatch
Group.
However, only a few specific models are as expensive as Breguet,
Blancpain, Glashutte Original, Jaquet Droz, Leon Hatot, Tiffany & Co.
For others, the price is set as a higher price but not the highest which
makes customer feel they are having the highest quality products but
with more value for money.
Premium pricing.
Ranges from rs.77500 to rs.2460500

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PROMOTION
Promotion is an action to inform customers or buyers about goods, services,
or ideas, in order to persuade them to purchase the products.
OMEGA focused mostly on famous, high-reputation and executive level
readers' magazine.
OMEGA sometimes shows up their brand names in international sports
games, such as the Olympic Games, as an official timekeeper to promote
and state the quality of their brands.

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 OMEGA also invite celebrities as
their ambassadors to establish their
brand image.
For example, male actors and
athletes-George Clooney and Sergio
Garcia, etc are the representatives
of OMEGA Seamaster series
Similarly for the Constellation
series, they invite actresses and
female athletes, Nicole Kidman,
Cindy Crawford and Michelle Wei,
etc as ambassadors of the products.

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 PLACE

OMEGA, the Swatch Group, has a global supply chain

management system which makes OMEGA capable of sales to
the various international subsidiaries, which are over 200
agents, providing them with up to date information on sales and
inventories and open orders.
With 10,000 retailers across the globe located in department
stores, airports, some selected boutiques and thriving cities
giving customers easy access to their products.

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 SWOT ANALYSIS

STRENGTH

Image of high quality substantiated with long warranty periods.

Official time keeper of most sporting events like Olympics and Golf
tournaments leading to its association as an accurate watch brand.
Co-axial technology
Multi celebrity endorsement
Part of the Swatch group that has 28,000 employees across 50
countries with 250 boutiques location across the world.

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WEAKNESS

The positioning of Brand OMEGA is not as strong and

differentiated as compared to its competitors.
Limited market share growth due to competition.
The brand is dependent highly on its brand ambassadors for its
marketing and advertising campaigns.

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OPPORTUNITIES

The brand can expand into new categories of watches furthering its
image of being pioneers.
Growth opportunities are high in the luxury segment in developing
and emerging economies of the world.

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THREATS

Competition from other brands in the having a stronger positioning

than OMEGA.
Fluctuating economics means limited spending on luxury items.
Fake/cheap imitations cause damage to brand.

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COMPETITORS

OMEGA faces three level of competition :

1. One is form competition
2. Second is industry competition
3. And third is brand competition.

OMEGA is facing the form competition-mobile phones which are

substituting the functions of watch and the price is cheaper than an
OMEGA watch.
OMEGA is also confronting with the industry competition. RADO,
CITIZEN, LONGINES, etc are the competitors of OMEGA, and these
brands are about the same qualities but with lower prices.
Rolex, Chopard, IWC and Cartier are the strong brand competitors

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 CONCLUSION

By participating in national sporting events with high exposure rate or

even the prestigious space project, OMEGA proves that the accuracy
and quality of their products are incomparable.

In addition, using a series of celebrities as ambassador, advertising on

magazines, and product placement in James Bond series movies,
OMEGA made the promotion lively and the brand image explicit and
strengthened.

To sum up, OMEGA did well in the promotion part of the marketing mix
and that is the reason why OMEGA can stand erect in the watch market
for a long time to come.

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 COMPANY PROFILE
Casio is a multinational consumer electronics and commercial
electronics manufacturing company. Its products include calculators,
mobile phones, digital cameras, electronic musical
instruments and digital watches.

Headquarter: Shibuya, Tokyo, Japan.

Founded: April 1946

Founders: Tadao Kashio, Toshio Kashio

Website: world.casio.com

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 Vision:
Envisioning a world no one has ever seen.

Mission:
Always aiming to go from 0 to 1, CASIO will continue to grow
together with society by adhering to its unchanging corporate creed
of Creativity and Contribution.

Value:
Envisioning a world no one has ever seen. Casio provides support for
the intellectual creativity of human beings, aiming to make the future
more fulfilling for people everywhere.

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 Marketing Mix-4 Ps
Price:
Casio watches are reasonably priced for the value that they add to
the consumer.
They are not directly competing with the very high end watches like
Rolex.
And they are not directly competing with the very low watch
models.

Place:
Casio offers its products through online sale @ shopcasio.com.
Casio products are also offered at the major electronic retail stores
as well as department stores.

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 Promotion:
Advertising strategy which includes create message A breakthrough
of time everywhere
Web sites, public service (ads on bus or taxi), billboard, magazines,
exhibition, press release.
Casio launched the SHOCK THE WORLD tour.

Place:
CASIO watch store are distributed all around the world, for example
China, America, England, Singapore, Taiwan and so on.
Most of shops are online shops, consumers can order their watches
in person through the web site such as Amazon.
Also, many official shops are opened in local, and watches are
selling in specialty shops, people can see all kinds of CASIO watches.

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 SEGMENTATION, TARGET AND POSITIONING
SEGMENTATION:

Demographic:
Target people in the age group of 25-50.
Target group will be middle-income group.

Geographic:
All CASIO watch store are distributed all around the world, for example China,
America, England, Singapore, Taiwan and so on

Psychographic:
For urban upper middle class men and women.

Behavioural :
Based on consumer knowledge of particular products, uses and responses to certain
products.
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 TARGET:
Urban Upper middle class Youth.

Target group will be middle-income group.

POSITIONING:
Watches that are technologically advanced
Product differentiation, add some new functions, such as voice
control and call functions, it is unique among the other smart
watches.
Service differentiation, not only offering product repair service,
CASIO also provides technical support.

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 SWOT ANALYSIS
Strengths:
1. Casios G-Shock, Baby-G, Edifice and Pathfinder as sub-brands are targeted for
different groups and marketed accordingly. Thus, targeting for each sub group is
clear and focussed.
2. Casio has sponsored events in the area of sports that can prove beneficial to the
brand image
3. Considered value for money and excellent quality
4. Casio brand is protected with 1,986 registered trademarks in 187 countries
around the world.

Weaknesses:
1. Perceived more as a watch brand than as an electronics brand
2. Design of the watches more often than not is visually too simple

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 Opportunities:
1. Tie-up with fashion houses and sponsoring events.
2. More innovative designs and styles to attract the youth.

Threats:
1. Facing threat of counterfeit Casio products.
2. Competition in watches with the sport look in the market is
heavily populated and can prove to be a threat.

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COMPETITORS

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 CONCLUSION
Casio is developing its business globally.

Casio is determined to implement its own environmental

management policies as it continues to create products that are
compact, lightweight, slim, as well as products which help to realize
a paperless society.

Casio believes that these activities will further improve the strength
of the Casio brand, presenting Casio as a leading environmental
company.

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T I TA N
 Company Profile
Titan Industries was established in 1984 as a joint venture between the Tata Group
and the Tamil Nadu Industrial Development Corporation.
Titan changed the watch market in India completely by making quartz watch the
centerpiece of its strategy.
Titan is one of the most powerful brands in the Indian market, scoring very high on
brand awareness, brand image and brand preference.
Titan is the largest watch company in India and the fifth largest in the world.
Titan manufactures over 90 million watches across 30 countries and cumulative.
Titan has more than 60% share in organized sector

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 About Titan
Our Vision:
We create elevating experiences for the people
we touch and significantly impact the world we
work in

Our Mission:
We will do this through a pioneering spirit and
a caring, value-driven culture that fosters
innovation, drives performance and ensures
the highest global standards in everything we
do.

Values and Standards:

Total customer orientation , Employee
appreciation, Performance culture and
teamwork, Creativity and Innovation, Passion
for excellence, Corporate Citizenship.

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Marketing mix 4ps

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 Product
Product range:
Titan Edge The world's slimmest
watch which stands for the
philosophy of "less is more.
Titan Raga the feminine and
sensuous accessory for today's
woman,
Nebula - crafted in solid gold and
precious stones
Heritage
Regalia
Octane
Orion
Zoop

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 Price
Raga diva- Rs.4000-9500
Zoop- Rs.5200-6000
Nebula- Rs.26000-85000
Octane- Rs.5250-7000
Heritage
Edge
Orion- Rs.3200-5000

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 Promotion
Advertising
Sales promotion
Public relation
Advertising media:
Television
Print
Internet
Social media like Instagram, facebook etc. for their promotions.
Public relation
Gift concept
Promotion on occasions
Sales promotion
Sponsorship
Seasonality
Promotion through Contests

Titan tagline
Be more 53
Promotion

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 Place
The company allow to sell titan
watches on small shops.
They allow the sell into internet.
Brand is available in retail
shops,small retail shops etc.
The brand have a very large
distribution network.
All over india there are more than
1000 shops of titan present.

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 Target segment
Demographic
Age;6-11,12-19,20-34,45-49,50-64,65+
Gender: Male , Female
Occupation: Professionals , retired , Students , Homemakers ,Sportsmen
Social Class: Working Class , Middle Class , Upper middle Class ,lower upper ,
Upper Uppers.

Psychographic
Lifestyle : Culture-Oriented , Sports-Oriented , Outdoor-Oriented.
Personality: Gregraious , Ambitious

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Behavioural
Benefits: Quality, Service and Economy.
User Status: Potential user, First-time User , Heavy User
Readiness
Stage: Unaware , aware, Informed, Interested, intending to Buy
Attitude toward Product: Enthusiastic, positive, indifferent, negative, hostile.

Geographic
Store located in urban areas.

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Brand ambassador

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 Positioning
ATTRIBUTE POSITIONING- Raga has been differentiated and
positioned as exclusive watches for women
USER POSITIONING -Titan caters to several user groups- children (the
Dash), sportspersons and adventurers Cool watches by Titan.
COMPETITOR POSITIONING -Edge, slimmest collection of watches .
PRICE POSITIONING- In the overseas market, especially in Europe
where it is competing with Swiss and Japanese watches, it is
positioning itself as value- for- money.

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 SWOT analysis
Strength
Style
Models
Exclusive products
Contribution of owned brands and retail. The profit is accounted by being in the
retail space which is booming.
Watches are available with popular functions like dates, multifunction and
chronographic.
Guarantee/warranty

Weaknesses
Pricing of high end products
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Globalization Threat from new entrant
Weaknesses
Pricing of high end products
Globalization Threat from new entrant

Opportunities
Seasonality
Gifting concept
Exchanging offer

Threats
Competitors
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Competitors
Timex
Casio
Citizen

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 Conclusion
TITAN is successful to be a world class , innovative and progressive
organization and to build Indias most desirable brands.

TITAN is successful in creating wealth for all the stakeholders by

building highly successful businesses based on a customer centric
approach, and to contribute to the community

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64
 ABOUT THE BRAND

Parent company PA TIMES INDUSTRIES

Maxima watch hit the Indian market in 1996
It introduced with first waterproof solution in Indian watch
industries
It mainly target lower income group

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 VISION
Founded in 1996 with a vision to deliver quality waterproof watches
at fair price

Maxima is India's first guaranteed waterproof

watch starting from Rs 350

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 MARKETING STRATEGY

Advertising in print and TV media

Participating in industry and consumer exhibitions,
To invest in above and below the line
Shop-in-shop tie-ups amongst others.

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 SEGMENTATION
GEOGRAPHICAL
Corporate office in Himachal Pradesh
More than 80 distributors and 6000 retailers all over India.

DEMOGRAPHIC
The target customers are youngsters between 16 and 24 years.
Mainly Targeted towards the young males and females in urban and
semi-urban areas.
Low income group

PSYCHOGRAPHIC
The success of Maximas single point communication of being India's
first guaranteed waterproof watch at Rs 350
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 TARGET MARKET

Low income group

Costumers who prefer branded
goods at low prices
Consumers who prefer after sale
service

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MARKETING MIX 4Ps

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 PRODUCT

MENS COLLECTION WOMENS COLLECTION

FORMAL GOLD FORMAL GOLD
ATTIVO ATTIVO
AQUA REGULAR AQUA REGULAR
DIGITAL AQUA SPORTS
HYBRID ALLUMINIUM
ALLUMINIUM SSTEELE
SSTEELE EGO
MAXIMA PLUS
URBANE WATCHES
EGO COLLECTION

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 PRICE

Competition

Sales Prestige

Pricin
Profit g Status Quo
Goals
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 Kids - Rs 350-1499
Men - Rs350-6999
Women Rs 499- 5999

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 PLACE
The company sell its product
through
MBOs
Online retailers

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 PROMOTION

Direct Marketing
Sponsorship
Digital Marketing
Styling Application
Digital savvy spread
Digital fashion spread

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 SWOT ANALYSIS
STRENGTH

Good after sale service

Quality product at fairly low price
Availability of product by excellent distribution and multi-brand
retails and exclusive stores.

WEAKNESSES
competitor brands targeting the youth market have been more
aggressive in their positioning .
Design of the watches is too simple.

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 OPPORTUNITIES
There is high level of expansion in the watch industry, especially in
the youth segment.
The brand can also expand its market internationally with
improved promotion and marketing strategies.

THREATS
The low level segment have a tough price war in the market
The profit margins of the watches are very tight in this segment and
variations in the cost can directly affect price, margins and sales.
Fake watches that carry the same brand name and sell cheaply.

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 COMPITETORS

HMT
CITIZEN
FAST TRACK

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THANK YOU

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