Topic : STP + Marketing Mix

Product : Watch
Company : Tag Heuer

TAG HEUER

Geographic Demographic Psychographic Behavioral

Region,
City or
metro size,
Density,
Climate

Age,
Gender,
Family size,
Family life
cycle,
Income,
Occupation,
Education,
Religion,
Race,
Generation,
Nationality,

Social class
Lifestyle,
Personality.

Occasions,
Benefits
sought,
User status,
Usage rate,
Loyalty
status,
Readiness
stage
Attitude
towards
product

Segmentation
GEOGRAPHIC SEGMENTATION
City or Metro Size

_ Density

: Cities with population of

10 lakhs & above
( Cities : Bombay, Delhi,
Bangalore, Pune, etc.)
: urban crowd

DEMOGRAPHIC SEGMENTATION
Age
Gender
Occupation
Education
Nationality
Generation

Gen X : 1965-76
Gen Y : 1977-94

: 25 55 years
: male, female
: Builders, IT professionals,
Businessmen
: graduates, postgraduates
: Indians & NRIs, foreigners
: Gen X, Gen Y

 PSYCHOGRAPHIC
Social Class
Lifestyle
Personality

: upper middle class &

upper class
: achievers
(successful businessmen,
& IT professionals)
: ambitious

BEHAVIORAL

Occasions
Benefits
User status
Loyalty status
Readiness stage

Attitude towards
product

: regular & special

: design & quality
: potential & regular users
: strong & absolute
: intending to buy desirous,
interested
: highly enthusiastic
buyers

Market Targetting
1) Undifferentiated Marketing
(mass marketing) example :Dettol, Disprin
2) Differentiated marketing
(segment marketing) , multiple brands
3) Concentrated marketing
(niche marketing) small segments
4) Micromarketing
(local marketing and individual marketing)

Targeting
NICHE MARKETING
The community targeted for this product is a well defined set of
dedicated buyers who have a desire to buy TAG HEUER. This is
mainly concentrated towards the upper middle class & the high
class community thus forming a niche market.

Positioning
1.

Pure, lines, strong design, the emblematic bracelet the

ultimate expression of sports & elegance.

2.

Sports & outdoor: The daringness of a design developed with

the action of the mind

MARKETING MIX

PRODUCT

- Variety

- Quality
- Design

- Brand name

-Packaging
-Services

: Men's range:
Sports collection (fast moving)
Professional collection
Women's range:
Party wear range (diamond studded)
Casual range
: High caliber watches, does
not function on batteries
: Simple & unique design with classy
finishing that differentiates it from its
close competitor brand Omega
: Prestigious range - Rolex, Pierre Cardin
Medium range - Tag Heuer, Omega
Economy range - Swatch
: simple classy packaging
: 1 main service center in Pune

 PRICE
List price
- Ranges from Rs. 30,000 to 2, 50,000
- Based on caliber of watches (accuracy of watch)
- Change in pricing policy does not affect sales to a
large extent because the brand name plays an
important role here.

PLACE
Channels : Dealers with consistent flow
of customers for Tagheuer.
Eg. Pundol and Phoenix mall
-- Coverage

: major metros & developed

cities
Locations :Camp, Nagar Road
Inventory : Limited inventory to suit the
sales % ( 6 to 8 watches/month)

- Logistics:
A well connected system of carefully chosen dealers.
Main dealer Delhi

Sub dealers

Mumbai

Bangalore

Pune CT Pundol

Ahmedabad

Retailers
C T Pundol

Phoenix
Mall

PROMOTION

Advertising

Promotes itself as a major sports brand using celebrities like Tiger Woods, Juan
Pablo Montoya.(Car race driver)
Uses top celebrities as brand ambassadors this also contributing to a large
part of advertising.
E.g. Shahrukh Khan, Priyanka Chopra, Sushmita Sen, Uma Thurman, Brad
Pitt, Dicaprio
Local advertising through print media, such as magazines & hoardings.
Limited promotional policies to target a particular sector of people.

Tiger Woods
Golf player

Juan Pablo Montoya

Race car driver

Cameron Diaz

Uma Thurman

Brad Pitt

Leonardo Di Caprio

CONCLUSION
TAGHEUER stands out for its unique design & brand name &
this is successfully achieved through its high quality & powerful
marketing strategies.