MARKETING STRATEGY -

PRODUCT
PRACTISED
Few Designs as compared to competitors
Less emphasis on product research and
development
Ineffective market segmentation
Aesthetics & packaging
 Strategy
 Create competitive advantage by
differentiation through technological
leadership :
Gadget range of watches
MP3 watches
USB watches
New range of table watches and wall
clocks
MULTIMEDIA WATCH
DESIGNER CLOCKS
 MARKETING STRATEGY –
PRICE
PRACTISED
• HMT positioned the quartz
watches as the space age
generation watches &
inline with changed high prices for this
category which means that
only the affluent middle
aged consumer could afford it.
• Offering less commission than
competition to retailers,
whole sellers.
STRATEGY
In the lower end HMT should seek to
achieve cost advantage by exploiting the
differences in cost behavior,
fast track
Zero outsourcing strategy
Offer competitive commission prices
to whole sellers and retailers.
 MARKETING MIX - PLACE
PRACTISED STRATERGY CHANGE
• HMT had to sell through its 13 Reworking on distribution

branch offices of Machine tool network.

equipment.

• Limited service agencies. Exclusive stores

• Selective Policy while choosing Display in jewelry stores
retailers.
 MARKETING MIX - PROMOTION
PRACTISED PROPOSED CHANGE

• Though HMT’s advertising was Special focus on sales

distinctive and did cater to the during festive time like
lifestyle segment, it failed to Diwali, Chrismas along
communicate the uniqueness with discount offer &
of HMT’s quartz design vis-à-vis finance schemes.
other HMT watches.
• Centralized decision making lead Innovative and stylish
to time lag between campaign ad campaign along with
with respect to market changes. Effective press campaign
BRAND AMBASSADOR
Long Distance Trains
Luxury Buses
 Advertising
• ATL
TV Commercials, Print media and Billboards

• BTL
Consumer engagement programs
Media engagement
Web and social media
Radio
PR
Events
 ATL :

• TV Commercials
Sponsorship Prime time TV programs focusing
youth eg: MTV rodies, Style check, Stunt mania,
Channel V Exhausted , Khatron Ke Khiladi, Big boss
to name a few
• Sponsoring major events like IPL, Major Fashion
shows, associate sponsorship
• Print Media:
Billboards Display of ads,
cut outs at all major traffic locations
Magazines, News paper, danglers, Cut outs
 BTL :

• Consumer engagement programs:

Festive offers, discounts, Exchange offers
• Media engagement:
Sponsoring TV / radio shows, Tie ups
Web and social Media:
Mass mailing, Ads on the social networking sites
• Radio:
Sponsoring morning / evening slots
Public relation:
Organizing press conference
• Events:
Promotional activities at Malls, road shows, re launching
of a product, participating in live shows and exhibitions
 SUGGESTIONS
• Faster production of innovative and advanced models
for catering to the changing needs of the customer.
• Adoption of innovative and aggressive marketing
policies.
•  Strengthening infrastructure for R&D.
•  Reduce man power by adopting new technologies
and processes.
•  Institutional sales and sales through canteen stores
department(CSD) and e - commerce.
•  Enhancing customer services.
•  To seek collaboration with reputed international
manufacturer.
THANK YOU