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PREFACE Preparing a project of this nature is an arduous task and I was fortunate enough to get support from a large

number o persons. I wish to express my deep sense of gratitude to all those who generously helped in successful completion of this report by sharing their invaluable time and knowledge. It is my proud and previledge to express my deep regards to Respected HOD Dr. Pramesh Gautam, Head of Department of Business Management , SWAMI VIVEKANAND INSTITUTE OF TECHNOLOGY, SAGAR for allowing me to undertake this project. I feel extremely exhilarated to have completed this project under the able and inspiring guidance of Dr. Pramesh Gautam he rendered me all possible help me guidance while reviewing the manuscript in finalising the report. I also extend my deep regards to my teachers , family members , friends and all those whose encouragement has infused courage in me to complete to work successfully. ASIF KHAN MBA IST SEM.

Preparing a project of this nature is an arduous task and I was fortunate enough to get support from a large number o persons. I wish to express my deep sense of gratitude to all those who generously helped in successful completion of this report by sharing their invaluable time and knowledge. It is my proud and previledge to express my deep regards to Respected , Head of Department Dr.Pramesh Gautam, Department of Business Management , SWAMI VIVEKANAND INSTITUTE OF TECHNOLOGY SAGAR for allowing me to undertake this project. I feel extremely exhilarated to have completed this project under the able and inspiring guidance of He rendered me all possible help me guidance while reviewing the manuscript in finalising the report. I also extend my deep regards to my teachers , family members , friends and all those whose encouragement has infused courage in me to complete to work successfully.



Date : I declare that the project report titled " MARKETING STRATEGIES OF TOP FIVE BRANDS OF WRIST WATCH" on Market Segmentation is nay own work conducted under the supervision DR. PREMESH GAUTAM Department of Business Management, SWAMI VIVEKANAND INSTITUTE OF TECHNOLOGY SAGAR To the best of my knowledge the report does not contain any work , which has been submitted for the award of any degree , anywhere. ASIF KHAN MBA IST SEM.

The project report titled " MARKETING STRATEGIES OF TOP FIVE BRAND OF WATCH "been prepared by ASIF KHAN MBA IST SEM. under the guidance and supervision of DR. PREMESH GAUTAM for the partial fulfillment of the Degree of MBA.

Signature of the Supervisor

Signature of the Head of Department

Signature of the the Examiner



Early wrist watch by Waltham, worn by soldiers in World War I (Deutsches Uhrenmuseum, Inv. 47-3352) A watch is a timepiece, typically worn either on the wrist or attached on a chain and carried in a pocket. Wristwatches are the most common type of watch used today. Watches evolved in the 17th century from spring powered clocks, which appeared in the 15th century. The first watches were strictly mechanical. As technology progressed, the mechanisms used to measure time have, in some cases, been replaced by use of quartz vibrations or electronic pulses.[1] The first digital electronic watch was developed in 1970.[2] Before wristwatches became popular in the 1920s, most watches were pocket watches, which often had covers and were carried in a pocket and attached to a watch chain or watch fob.[3] In the early 1900s, the wristwatch, originally called a Wristlet, was reserved for women and considered more of a passing fad than a serious timepiece. Men, who carried pocket watches, were quoted as saying they would "sooner wear a skirt as

wear a wristwatch".[4] This changed in World War I, when soldiers on the battlefield found pocket watches to be impractical and attached their watches to their wrist by a cupped leather strap. It is also believed that GirardPerregaux equipped the German Imperial Navy with wristwatches in a similar fashion as early as the 1880s, to be used while synchronizing naval attacks and firing artillery.[4] Most inexpensive and medium-priced watches used mainly for timekeeping are electronic watches with valued quartz more movements. for [1] Expensive collectible watches,

their workmanship andaesthetic appeal than for simple timekeeping, often have purely mechanical movements and are powered by springs, even though mechanical movements are less accurate than more affordable quartz movements. In addition to the time, modern watches often display the day, date, month and year, and electronic watches may have many other functions. Watches that provide additional time-related features such as timers, chronographs and alarm functions are not uncommon. Some modern designs even go as far as usingGPS[5] technology or heart-rate monitoring[6] capabilities. The study of timekeeping is known as horology.


The earliest dated watch known, from 1530 Main article: History of watches See also: History of timekeeping devices This section

requires expansion. (Apri l 2012) Watches evolved from portable spring-driven clocks, which first appeared in 15th century Europe. Watches weren't widely worn in pockets until the 17th century. One account says that the word "watch" came from the Old English word woecce which meant "watchman", because it was used by town watchmen to keep track of their shifts.[7] Another says that the term came from 17th century sailors, who used the new mechanisms to time the length of their shipboard watches (duty shifts).[8] Movement

Different kinds of movements move the hands differently as shown in this 2 second exposure. The left watch has a 24-hour analog dial with a mechanical

1/6 s movement, the right one has a more common 12-hour dial and a "1 s" quartz movement

A Russian mechanical watch movement A movement in watchmaking is the mechanism that measures the passage of time and displays the current time (and possibly other information including date, month and day). Movements may be entirely mechanical, entirely electronic (potentially with no moving parts), or a blend of the two. Most watches intended mainly for timekeeping today have electronic movements, with mechanical hands on the watch face indicating the time. Mechanical movements Main article: Mechanical watch Compared to electronic movements, mechanical watches are less accurate, often with errors of seconds per day, and they are sensitive to position, temperature[9] and magnetism.[10]They are also costly to produce, require regular maintenance and adjustment, and are more prone to failure. Nevertheless, the craftsmanship of mechanical watches still attracts interest from part of the watch-buying public. Skeleton watches are designed to leave the mechanism visible for aesthetic purposes. Mechanical movements use an escapement mechanism to control and limit the unwinding and winding parts of a spring, converting what would otherwise be a simple unwinding into a controlled and periodic energy

release. Mechanical movements also use a balance wheeltogether with the balance spring (also known as a hairspring) to control motion of the gear system of the watch in a manner analogous to the pendulum of a pendulum clock. Thetourbillon, an optional part for mechanical movements, is a rotating frame for the escapement, which is used to cancel out or reduce the effects of gravitational bias to the timekeeping. Due to the complexity of designing a tourbillon, they are very expensive, and only found in "prestige" watches. The pin-lever escapement (called the Roskopf movement after its inventor, Georges Frederic Roskopf), which is a cheaper version of the fully levered movement, was manufactured in huge quantities by many Swiss manufacturers as well as Timex, until it was replaced by quartz movements. [11][12][13] Tuning-fork watches use a type of electromechanical movement. Introduced by Bulova in 1960, they use a tuning fork with a precise frequency (most often 360 hertz) to drive a mechanical watch. The task of converting electronically pulsed fork vibration into rotary movement is done via two tiny jeweled fingers, called pawls. Tuning-fork watches were rendered obsolete when electronic quartz watches were developed. Quartz watches were cheaper to produce and even more accurate. Main article: Mainspring Traditional mechanical watch movements use a spiral spring called a mainspring as a power source. In manual watches the spring must be rewound periodically by the user by turning the watch crown. Antique pocketwatches were wound by inserting a separate key into a hole in the back of the watch and turning it. Most modern watches are designed to run 40 hours on a winding and thus must be wound daily, but some run

for several days and a few have 192-hour mainsprings and are wound weekly. [edit]Automatic watches Main article: Automatic watch

Automatic watch: An eccentric weight, called a rotor, swings with the movement of the wearer's body and winds the spring A self-winding or automatic watch is one that rewinds the mainspring of a mechanical movement by the natural motions of the wearer's body. The first self-winding mechanism was invented for pocket watches in 1770 by Abraham-Louis Perrelet,[14] but the first "self-winding", or "automatic", wristwatch was the invention of a British watch repairer named John Harwood in 1923. This type of watch allows for constant winding without special action from the wearer; it works by an eccentric weight, called a winding rotor, which rotates with the movement of the wearer's wrist. The back-and-forth motion of the winding rotor couples to aratchet to automatically wind the mainspring. Self-winding watches usually can also be wound manually so they can be kept running when not worn or if the wearer's wrist motions are inadequate to keep the watch wound. [edit]Electronic movements See also: Electric watch

Electronic movements have few or no moving parts, as they use the piezoelectric effect in a tiny quartz crystal to provide a stable time base for a mostly electronic movement. The crystal forms a quartz oscillator which resonates at a specific and highly stable frequency, and which can be used to accurately pace a timekeeping mechanism. For this reason, electronic watches are often called quartz watches. Most quartz movements are primarily electronic but are geared to drive mechanical hands on the face of the watch in order to provide a traditional analog display of the time, which is still preferred by most consumers.

Prototype of a Quartz Wristwatch, CEH Switzerland, 1967 In 1959 Seiko gave an order to Epson (a daughter company of Seiko and the actual brain behind the quartz revolution) to start developing a quartz wristwatch. The project was codenamed 59A and by the 1964 Tokyo Summer Olympics, Seiko had a working prototype of a portable quartz watch which took part in time measurements throughout the event. The first prototypes of an electronic quartz wristwatch (not just portable quartz watches as the Seiko timekeeping devices at the Tokyo Olympics in 1964) were made by the CEH research laboratory in Neuchtel, Switzerland. From 1965 through 1967 pioneering development work was done on a miniaturized 8192 Hz quartz oscillator, a thermo-compensation module and an inhouse-made, dedicated integrated circuit (unlike the hybrid

circuits used in the later Seiko Astron wristwatch). As a result, the BETA 1 prototype set new timekeeping performance records at the International Chronometric Competition held at the Observatory of Neuchtel in 1967. [15]

Quartz Movement of the Seiko Astron, 1969 (Deutsches Uhrenmuseum, Inv. 2010-006) The first quartz watch to enter production was the Seiko 35 SQ Astron, which hit the shelves on December 25, 1969. One particularly interesting decision made by Seiko at that time was to not patent the whole movement of the quartz wristwatch, thus allowing other manufacturers to benefit from the Seiko technology. This played a major role in the popularity and quick development of the quartz watch, which in less than a decade was dominant in the watch market, nearly ending an almost 100 years of mechanical wristwatch heritage. The modern quartz movements are produced in very large quantities, and even the cheapest wristwatches typically have quartz movements. Whereas mechanical movements can typically be off by several seconds a day, an inexpensive quartz movement in a child's wristwatch may still be accurate to within half a second per dayten times better than a mechanical movement.[16]

After a consolidation of the mechanical watch industry in Switzerland during the 1970s, mass production of quartz wristwatches took off under the leadership of the Swatch Group of companies, a Swiss conglomerate with vertical control of the production of Swiss watches and related products. For quartz wristwatches, subsidiaries of Swatch manufactured watch integrated circuits batteries (Renata), oscillators (Oscilloquartz) and

(Ebauches Electronic SA). The launch of the new SWATCH brand in 1983, was marked by bold new styling, design and marketing. Today, the Swatch Group is the world's largest watch company. Seiko's efforts to combine the quartz and mechanical movements bore fruit after 20 years of research, leading to the introduction of theSeiko Spring Drive, first in a limited domestic market production in 1999 and to the world in September 2005. The Spring Drive manages to keep time within quartz standards without the use of a battery, using a traditional mechanical gear train powered by a spring, while at the same time doesn't have the need of a balance wheel either. Radio time signal watches are a type of electronic quartz watch which synchronizes (time transfer) its time with an external time sourcesuch as in atomic clocks, time in signals from GPS navigation the US, satellites, and the German DCF77 signal Europe, WWVB in others.

Movements of this type may -among others- synchronize not only the time of day but also the date, the leap-year status of the current year, and the current state of daylight saving time (on or off). However, other than the radio receiver these watches are normal quartz watches in all other aspects. Electronic watches require electricity as a power source. Some mechanical movements and hybrid electronic-mechanical movements also require electricity. Usually the electricity is provided by a replaceable battery. The

first use of electrical power in watches was as a substitute for the mainspring, in order to remove the need for winding. The first electrically powered watch, the Hamilton Electric 500, was released in 1957 by the Hamilton Watch Company of Lancaster, Pennsylvania. Watch batteries (strictly speaking cells, as a battery is composed of multiple cells) are specially designed for their purpose. They are very small and provide tiny amounts of power continuously for very long periods (several years or more). In most cases, replacing the battery requires a trip to a watch-repair shop or watch dealer; this is especially true for watches that are designed to be water-resistant, as special tools and procedures are required to ensure that the watch remains water-resistant after battery replacement. Silver-oxide and lithium batteries are popular today; mercury batteries, formerly quite common, are no longer used, for environmental reasons. Cheap batteries may be alkaline, of the same size as silver-oxide cells but providing shorter life. Rechargeable batteries are used in some solar powered watches. Some electronic watches are also powered by the movement of the wearer of the watch. For instance, Seiko's Kinetic powered quartz watches make use of the motion of the wearer's arm turning a rotating weight which causes a tiny generator to supply power to charge a rechargeable battery that runs the watch. The concept is similar to that of self-winding spring movements, except that electrical power is generated instead of mechanical spring tension. Solar powered watches are powered by light. A photovoltaic cell on the face (dial) of the watch converts light to electricity, which in turn is used to charge a rechargeable battery or capacitor. The movement of the watch draws its power from the rechargeable battery or capacitor. As long as the

watch is regularly exposed to fairly strong light (such as sunlight), it never needs battery replacement, and some models need only a few minutes of sunlight to provide weeks of energy (as in the Citizen Eco-Drive). Some of the early solar watches of the 1970s had innovative and unique designs to accommodate the array of solar cells needed to power them (Synchronar, Nepro, Sicura and some models by Cristalonic, Alba, Seiko and Citizen). As the decades progressed and the efficiency of the solar cells increased while the power requirements of the movement and display decreased, solar watches began to be designed to look like other conventional watches.[17] A rarely used power source is the temperature difference between the wearer's arm and the surrounding environment (as applied in theCitizen EcoDrive Thermo).

OBJECTIVE OF THE STUDY Objectives 1.To study the current scenario of Indian wrist watch industry. 2.

To review the brand positioning strategies of different sub-brands of Titanwatches.3.To Titan watches. 4. To study consumer awareness and perception about the brand repositioning analyze the brand repositioning strategies of


According to Green and Tall A research design is the specification of the methods and procedures for acquiring the information needed. It is the

overall operational pattern or framework of the project that stipulates which information is to be collected, from where it is to be collected and by what procedures This research process based on primary data analysis and secondary data analysis will be clearly defined to meet the objectives of the study. I chose the primary sources to get the data. A questionnaire was designed in accordance with our mentor in WATCH. I chose a sample of about 30 corporate customers I collected some data from the secondary sources like published Company documents, internet etc. Research Design A research design is the arrangement of conditions for collections and analysis of data in a manner that aims to combine relevance to the research purpose with economy in procedures. It is a descriptive cross sectional design .It is the conceptual structure with in which research is conducted; it constitutes the blueprint for the collection, measurement and analysis of data. It is needed because it facilitates the smooth sailing of the various research operations, thereby making research as efficient as possible yielding maximal information with minimal expenditure of effort, time and money. In the preliminary stage, my research stage constituted of exploratory study by which it is clear that the existence of the problem is obvious .So, I can directly head for the conclusive research. Sampling Plan

Sampling plan is a distinct phase of research process. In this stage I have to determine who is to be sampled, how large should be the needed sample and how sampling unit is to be selected. Population In my research, I have defined my population as a complete set of customers of Sagar City. Sample Survey As compared to census study, a sample study has been conducted by us because of: Wide range of population, it was impossible to cover the whole population Time and money constraints. Sample Unit In this survey I took the list of customers from the dealers of WATCH Sampling Technique Sampling technique implies the method of choosing the sample items, the two methods of selecting sample are: Probability method. Non-probability method. Probability method is those in which every item of the universe has an equal chance of the inclusion in the sample. Non-probability methods are those that do not provide every item in the universe with known cause of being included in the sample. The selection process is partially subjective. For my study, I employed the Non-probability sampling technique, in which I got the data of the customers from the dealer of WATCH. Instrument of collection of data I have used one set of questionnaire to collect data from the customers. This questionnaire is structured and highly ordered. This includes both close

ended and open ended questions. The close ended questions included both dichotomous and multiple choice questions.

Titan Industries

Titan Industries Limited is the world's fifth largest wrist watch manufacturer and India's leading producer of watches under the Titan, Fastrack, Sonata, Nebula, RAGA, Regalia, Octane & Xylys brand names. It is a joint venture between the Tata Group, and the Tamil Nadu Industrial Development Corporation (TIDCO).[4] Its product portfolio includes watches, accessories and jewelry, in both contemporary and traditional designs. It exports watches to about 32 countries around the world with manufacturing facilities in Hosur, Dehradun,Goa and Watch division manufactures precious jewellery under the Tanishq brand name, making it India's only national jewelry brand.

A Sonata wrist watch

A wrist watch from TITAN

A wrist watch from TITAN (Octane Series) Titan Watch division was started in 1987. At launch it was the third watch company in India after HMT and Allwyn. Titan formed a joint venturewith Timex, which lasted until 1998, and set up a distribution

network across India. As of 2010, Titan watches account for a 60% share of the total Indian market and are also sold in about 40 countries through marketing subsidiaries based in London, Aden, Dubai and Singapore. In October 2012, Titan partnered up with Zee Watch Group, becoming the sole distributors of Titan watches in the Americas. Titan watches are sold in India through retail chains controlled by Titan Industries. Titan Industries has claimed to have manufactured the world's slimmest wrist watch branded as Titan Edge.[5] Produced indigenously after four years of research and development, the Titan Edge has a total thickness of 3.5 mm and a movement of 1.15 mm. Apart from the Titan Edge, Titan also offers Steel, Regalia, Raga, Fastrack, Technology, Nebula, Bandhan, Sonata, Octane, specialR. Fastrack is a popular brand among youth in India. Fastrack watches come in a variety of styles, shapes and colors. On 4 March 2010, Titan Industries announced the launch of its first Titan flagship store, located at Opposite Shoppers Stop, Bandra Linking Road, Mumbai, India. The store is spread over 2,500 sq ft (230 m2) and houses more than 1500 watches on display from Titan like Purple, Automatics, Orion, Raga, Edge, Nebula, and many more.[6] On November 16, 2011, Titan Industries acquired Swiss watch maker FavreLeuba for Euro 2 million.[7] Company History For almost eight decades, Citizen has been ahead of its time. Our brand has always stood for innovations and high precision that make life better for everyday people and now we are raising our sights to meet the needs of the new Millennium. Our History

Our beginnings go back to 1924, when Citizen's forerunner, the Shokosha Watch Research Watch Institute produced its first pocket watch the "CITIZEN". The then Mayor of Tokyo, Mr Shimpei Goto, named the watch "CITIZEN" with the hope that the watch, a luxury item of those times, would become widely available to ordinary citizens and be sold throughout the world. Time and again Citizen has pioneered groundbreaking technologies and helped to make watches an indispensable part of modern life. Introduced in 1956, Parashock was the first shock resistant watch made by a Japanese manufacturer. And three years later, Parawater was hailed as the country's first water resistant watch. One of the latest milestones is our Eco-Drive system. Bringing new thinking to the art of watchmaking, this is a light powered solution that eliminates the need to change batteries - a revolution that made it the first watch technology to receive the Japan Environment Association's Eco Mark for environmentally friendly products. And in 2003, Citizen continues to evolve and be ahead of its time with the launch of Stiletto. This is the World's thinnest light powered watch - a watch so revolutionary it combines eco-drive technology with a refined, sleek and sophisticated case and bracelet from 4.4mm thick. Citizen is, however more diverse then simply watches. In fact watches only represent less than 40% of the company's business. Today we are drawing on a heritage of proven quality and technologies as we develop the market for watches, clocks, jewellery, eyeglass frames and health care products. The Citizen Watch Company, Ltd. was established in 1930. Citizen Watches NZ was established in 1975 with its Head Office in Auckland.

Citizen believes that delivering excellence is the key to building successful partnerships with retailers and consumers alike. Excellence in product, marketing and service is paramount, and the resources required to achieve excellence are viewed as investments, not costs. Citizen looks forward to the challenges that the future will no doubt bring. Our guarantee is a commitment to continually strive and work towards an even more successful future for our retailers and consumers. Ready for further growth and progress, we are working harder than ever to explore new directions and contribute to changing lifestyles.

Timex is a brand of watches owned by Timex Group B.V.. Timex may also refer to: Timex Group USA, a subsidiary of Timex Group B.V. and a large manufacturer of watches Timex Sinclair, a series of microcomputers Timex, a brand for audio electronics licensed to SDI Technologies Timex (Unix), a Unix tool used to measure the duration of shell processes Timex Social Club, a band from the 1980s with one major hit, Rumors

OMEGA is the last letter of the Greek alphabet and symbolises accomplishment and perfection - qualities that have been inherent in every OMEGA watch since the company's founding by Louis Brandt in La Chauxde-Fonds, Switzerland, in 1848.

The brand's reputation for innovation and quality has led to numerous awards over the company's 150-year history, starting as early as 1900 with the Grand Prix at the Paris World Fair and continuing with the world precision record of 97.8 points at the Kew-Teddington observatory in England in 1936. OMEGA went on to be official timekeeper at no less than 21 Olympic Games, bringing numerous innovations to Olympic sports over the years, such as the first electronic timekeeping at the Helsinki games in 1952 - the same year in which the company was awarded the Olympic Cross of Merit for its outstanding contribution to sport. On account of its precision and reliability, OMEGA's Speedmaster watch was chosen by NASA as its official chronometer in 1965 and 4 years later was the first watch to be worn on the moon, when, on 21 July 1969, Neil Armstrong made his giant leap for mankind. In more recent years, OMEGA has continued to build on its reputation for precision and innovation, presenting the world's first self-winding wristwatch with central tourbillon (launched in 1994) and the revolutionary coaxial escapement sur developed in conjunction with renowned English master watchmaker George Daniels first offered in limited series in 1999. OMEGA owes a large part of its watchmaking excellence to the quality of its movements. These magnificent watches are highly collectible, and hold a very special place in many collectors showcases. There seems to be an aura about Omega watches that captivate this collector especially.

Check out the followins link. There are pictures and history of vintage Omega watches:

<- Back to

Rolex SA and its subsidiary Montres Tudor SA design, manufacture, distribute and service high-quality wristwatches sold under the Rolex and Tudor brands. Founded by Hans Wildorf and Alfred Davis in London, England in 1905 as Wilsdorf and Davis, Rolex moved its base of operations to Geneva, Switzerland in 1919. Bloomberg Businessweek magazine ranked Rolex No.71 on its 2007 list of the 100 most valuable global brands.[2] Rolex is the largest single luxury watch brand, producing about 2,000 watches per day, with estimated 2003 revenues of approximately US$3 billion. History Hans Wilsdorf and his brother-in-law, Alfred Davis, founded Wilsdorf and Davis, the company that would eventually become Rolex SA, in London, England in 1905.[3] Wilsdorf and Davis' main business at the time was importing Hermann Aegler's Swiss movements to England and placing them in quality watch cases made by Dennison and others. These early wristwatches were sold to jewellers, who then put their own names on the dial. The earliest watches from Wilsdorf and Davis were usually hallmarked "W&D" inside the caseback. In 1908, Wilsdorf registered the trademark "Rolex" and opened an office in La Chaux-de-Fonds, Switzerland.[3] The company name "Rolex" was registered on 15 November 1915. The book The Best of Time: Rolex

Wristwatches: An Unauthorized History by Jeffrey P. Hess and James Dowling says that the name was just made up.[4] One story, never confirmed by Wilsdorf, is that the name came from the French phrase horlogerie exquise, meaning "exquisite clockwork"[5] or as a contraction of "horological excellence". Wilsdorf was said to want his watch brand's name to be easily pronounceable in any language.[6] He also thought that the name "Rolex" wasonomatopoeic, sounding like a watch being wound. It is easily pronounceable in many languages and, as all letters have the same size, allows to be written symmetrically. It was also short enough to fit on the face of a watch.[6] In 1914, Kew Observatory awarded a Rolex watch a Class A precision certificate, a distinction which was normally awarded exclusively to marine chronometers.[6] In 1919, Wilsdorf left England due to wartime taxes levied on luxury imports as well as export duties on the silver and gold used for the watch cases driving costs too high[5] and moved the company to Geneva, Switzerland, where it was established as the Rolex Watch Company. Its name was later changed to Montres Rolex, SA and finally Rolex, SA. [3] Upon the death of his wife in 1944, Wilsdorf established the Hans Wilsdorf Foundation in which he left all of his Rolex shares, making sure that some of the company's income would go to charity. The company is still owned by a private trust and shares are not traded on any stock exchange.[5] In December 2008, the abrupt departure of Chief Executive Patrick Heiniger, for personal reasons, was followed by a denial by the company that it had lost 1 billion Swiss francs (approx 574 million, $900 million) invested with Bernard Madoff, the American asset manager who pleaded guilty to an approximately 30 billion worldwide Ponzi scheme fraud.[7]

Today, Rolex watches are popularly considered status symbols.[8][9][10] [11]

HMT Limited
HMT Limited, formerly Hindustan Machine Tools Limited, is a state-owned manufacturing company under the Ministry of Heavy Industries and Public Enterprises inIndia.[1] History Hindustan Machine Tools was incorporated in 1953 by the Government of India as a machine tool manufacturing company. Over the years diversified into watches, tractors,printing machinery, metal forming presses, die casting & plastic processing machinery, CNC systems & bearings. HMT is headquartered at Bengaluru ( Bangalore ). Successful technology absorption in all product groups through collaborations with world renowned manufacturers and further strengthened by continuous in-house R&D. Today, HMT comprises six subsidiaries under the ambit of a holding company, which also manages the tractors business directly. HMT Limited took over Praga Tools Limited as one of its subsidiaries 1988. [2] Praga Tools Limited was established in May, 1943 as Praga Tools Corporation Limited to manufacture machine tools with its head quarters at Secunderabad. It was renamed as Praga Tools Limited in 1963. It is mainly involved in manufacture of machine tools including CNC machines.

As we all know that marketing mix is basically consist of 4 ps i. e price, product, place and promotion.

Advantage: competitor of mid-price segment will capture the whole market. Disadvantage: competitor of premium price segment will enjoy the more market.

Advantage: Increased in the quality will increase the cost which will give benefit to the competitor. Disadvantage: Quality decrease will help competitor to capture the whole market.

Advantage: more number of places of operation will make the competitor week. Disadvantage: less number of places of operation will leads to wipe out from the market.

Advantage: Increase in sales promotion will affect more market share. Disadvantage: decrease in sales promotion give benefit to the competitor. Industrys Role As there have many competitor exists in this Industry, the competition is too much. Whenever any company bring changes in its marketing mix, all the companies also implement changes in their marketing mix to sustain in the

competition. By that the structure of whole industry is changing and affects the competitive forces in the Industry


7.1 Data Interpretation Titan sub-brand owned This was a multiple choice question where respondents were asked to choose sub-brands of Titan which they possess. It was found that around 72% of the consumers in the age group of 20-30 years possess Fastrack brand, 14% Sonata, 6% Raga, 4% Nebula and only 2% own WWF and Edge. Figure 4: Titan sub-brands possessed by respondents

Period of use The respondents were asked to mention since how long they have been brand loyal to Titan. This was an open ended question and hence various responses were received. The minimum period of use was set as one year, as mentioned earlier, while the maximum period of use was determined. For convenience, the different responses are categorized into three: 1year 4years, 4years 7years and 7years 10years. 64% of the respondents fall into first category, i.e., they are using Titan watch in the range of one to four years. 24% respondents are in second category and the rest 12 % are using it for more than seven years.

Figure 5: Period of watchs use

Reasons for brand loyalty The respondents were asked to select the reasons from the options given for their preference for Titan watches. For this question, multi-responses were received from the respondents. Table 1: Reasons for brand preference Reasons Attractive designs Reasonable Price Brand image No. of respondents ( out of total 50) 39 7 22

Good quality


Figure 6: Reasons for brand preference

Recall of Titans tagline Titans tagline, before brand repositioning exercise has been undertaken, was Whats your style. This tagline was adopted during first rebranding exercise in 2004. The respondents were asked to indicate whether they remember the tagline in dichotomous way, i.e., as yes or no. It was found that only 22% of the respondents were able to recall the tagline and the remaining 78% answered in negative. Figure 7: Recall of Titans original tagline

Types of media TV Magazines Newspapers Hoardings Radio

No. of respondents 46 25 36 15 4

Titans advertisements Titan advertises its watches in almost all media vehicles. The advertisements can be seen in TV, magazines, newspaper, hoardings, billboards, radio and so on.

All the 50 respondents have seen the advertisements of Titan watches in various media. This was a multi-response question and the options given to select were restricted to TV, magazines, newspapers, hoardings and radio. The findings of the survey have been summarized in a table as follows: Table 2: Major Advertisement media

Figure 8: Major advertisement media

Brand Ambassador of Titan Aamir Khan is the brand ambassador of Titan since 2004. When the respondents were asked to recollect the same, it was found that 46 of 50 sample size were able to correctly mention the brand ambassador while the remaining 4 did not give any response implying that they are not aware of it. Figure 9: Awareness of brand ambassador

Awareness of new tagline Be More The survey has revealed that less than half of the total numbers of respondents (36%) are aware of new tagline. Figure 10: Awareness of new tagline

New designs of Titan Titan has launched several new designs in 2008 in its existing collections and as per its plans introduced new product collections also. The respondents were asked to rate the new designs as poor, average, above average, good and excellent.

7 respondents feel that their designs are excellent, 39 have rated them as good and 4 have rated as average. Figure 11: Consumer perception of new designs

New Campaign of Titan The survey has revealed that the percentage of respondents who have seen the new campaign focussing on be more featuring Aamir Khan is 50%. Figure 12: Awareness of new campaign

Rating of New Campaign The 50% of the respondents who have seen the new campaign were asked to rate it with respect to how effective the campaign is in inspiring consumers to have a new look everyday and be more in lives. 16 out of 25 respondents consider the new campaign to be highly effective while the remaining 9 rated it as effective

Figure 13: Consumer perception of new campaign

Titans exclusive showrooms The respondents were asked to rate Titans exclusive showrooms on 5 point rating scale Poor, Average, Above Average, Good and Excellent. The factors related to showrooms that were provided to the respondents for rating are store ambience, sales personnel, after sales service and display of watches.

Figure 14: Consumer perception of store ambience

36 of the 50 respondents have rated store ambience as Good and 7 each rated as Above Average and Excellent. This proves that store ambience plays an important role in consumer perception of service quality.

Figure 15: Consumer perception of sales personnel

With respect to sales personnel, 35 respondents rated them as Good, while 4 each rated as Poor and Average, 7 respondents gave rating of Above Average.

Figure 16: Consumer Perception about after sales service

In the survey, 31 out of 50 respondents rated after sales service as Good, 4 each as Average, Above Average and Excellent while 7 respondents rated as Poor. Figure 17: Consumer perception of Display of watches

Most of the respondents have given high ratings to the display of watches in Titan showroom. 22 respondents rated it as Excellent, 24 respondents as Good and only 4 respondents gave rating of Average. Figure 18: Overall perception about Titan showrooms

The respondents were also asked to give overall rating to Titans exclusive showrooms. It was found that out of total 50 respondents, 30 rated as good while the remaining considered the showrooms to be excellent. Around 50% of the respondents rated all the variables related to Titans exclusive showrooms as good.

The study is confined to Sagar area only There is possibility of sampling errors in the study The responses of the consumers may not be genuine


Financial statement analysis focuses on one or more elements of a companys financial condition or operating results. Researcher emphasizes five areas of inquiry, with varying degrees of importance. Short-Term Liquidity. Ability to meet short-term obligations. Cash Flow Analysis. Future availability and disposition of cash. Return on Invested Capital. Ability to provide financial rewards sufficient to attract and retain financing. Asset utilization. Asset intensity in generating revenues to reach a sufficient profitability level. Operating performance and Profitability. Success at minimizing revenues and minimizing expenses from operating activities over the long run.


Trevor D'Souza, July 14th Monday, 2003. Pakistan textile industry: a brief review. The NEWS. Sofie Vander Meulen. 2003. Determinants of financial statements. Leslie Rogers, 1997, Go with the flow: Using Ratios to analyze cash flow data. The National Public Accountant. Barne, 1986. The statistical validity of the ratio method in financial analysis: an empirical examination: a comment", Journal of Business Finance and Accounting. Pg.13-14, 627-635. Salmi, Vitanen, and Olli, 1990, On the classification of financial ratios. A factor and transformation analysis of accrual, cash flow, and market-based ratios. Acta Wasaensia, no 25.

Name _____________________________________________________ Add/ Mob. _____________________________________________________

Q.1 Q.2 Q.3 Q.4 Q.5 Q.6

Do you have knowledge about these product ? (a) Yes (b) No. Are you satisfied with these product (a) Yes (b) No. From where do you have got knowledge about this product (a) Print Media (b) Electronic Media (c) Media Which product you like most (a) TITAN (b) ROLEX (c) OMEGA (d) CITIZEN (E) HMT Do you like the quality of this product

What is the reason becuase of which you prefer this product (a) Quality (b) Price (c) Product Q. 7 Any Suggestions: