A

PROJECT REPORT ON
MARKETING STRATEGIES OF
TOP FIVE BRANDS OF

WATCH
for the Partial fulfillment the
Degree of
MASTER OF BUSINESS
ADMINISTRATION
FROM DEPARTMENT OF BUSINESS
STUDIEIS

SESSION -2012-13
UNDER GUIDANCE OF

SUBMITTED BY
1

MISS SHWETA RAJPUT

SOHIAL MANSOORI

MBA IST SEM.

ROLL NO.

PREFACE
Marketing should not be looked upon in a vacuum or
in isolation. It is an essence taking a view of MARKETING
STRATEGIES OF TOP FIVE BRANDS OF WATCH. the whole business
organization

and

its

ultimate

objective

concern

for

marketing must penetrate all areas of the enterprise.

Market survey in todays competitive world is a must for
every organization.

This project is a study of. The rational behind this

particular study is to find out the present market scenario
of various brands & to find out the corporate need and
perception. It was a pleasurable experience to conduct a
research on behalf of TOP FIVE BRANDS OF WATCH. pertaining
to the study of the Watch Sector.

Conclusion and there by recommendation has been

arrived at by proper and justified interpretation of the
result derived from the above said analytical tools and
techniques.

ACKNOWLEDGEMENT
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 [Link] Gautam, Department of

Business Management , Swami Vivekanand University Sagar for allowing

me to undertake this project.
I feel extremely exhilarated to have completed this project under the
able and inspiring guidance of Miss Shweta Rajput She 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.

SOHIAL MANSOORI
MBA IST SEM.

DELCLARATION BY THE CANDIDATE

Date :

I declare that the project report titled " TOP FIVE BRANDS OF
WATCH" on Market Segmentation is nay own work conducted under
the supervision of MISS SHWETA RAJPUT Department of Business
Management , Swami Vivekanand University Sagar (M.P.) To the best
of my knowledge the report does not contain any work , which has been
submitted for the award of any degree , anywhere.

(SOHIAL MANSOORI)
MBA IST SEM.

CERTIFICATE
The project report titled " MARKETING STRATEGIES

OF TOP FIVE BRANDS OF WATCH" been prepared by SOHIAL

MANSOORI MBA IST SEM., under the guidance and supervision of

MISS SHWETA RAJPUT for the partial fulfillment of the Degree of

MBA

Signature of the

Signature of the

Signature of the

Supervisor

Head of the
Department

Examiner

CONTENTS
PREFACE
ACKNOWLEDGEMENT
CERTIFICATE
DECLARATION
CHAPTER I INTRODUCTION
ABOUT PROJECT
AN INSIGHTOF COMPANY HISTORY
MISSION AND VISION
STANDING POSITION OF COMPANY
BRAND VALUE
CHAPTER II OBJECTIVE OF THE STUDY
CHAPTER III RESEARCH METHODOLOGY
CHAPTER IV MARKET ANALYSIS
OVERVIEW
BRANDS
CHAPTER V CONSUMER GROUPS
CONSUMER BEHAVIOUR
CHAPTER VI PRODUCT PROFILE
PLAN FOR PRODUCT MIX
PRODUCT RANGE
CHAPTER VII MARKETING STRATEGY
PRICING
POSITION AND DISTRIBUTION
PROMOTION
CHAPTER VIII ABOUT COMPETITORS
COMPETITOR FOR PRODUCT
PRICE OF COMPETITOR PRODUCT
CHAPTER IX DATA ANALYSISAND INTERPRETATION
CHAPTER X LIMITATION
CHAPTER XI CONCLUSION & SUGGESTION
BIBLIOGRAPHY
QUESTIONNAIRE

CHAPTER I

INTRODUCTION

Early wrist watch by Waltham, worn by soldiers in World War I

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
8

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

[1] Expensive collectible watches,

valued

quartz

movements.
more

for

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.

History

P.A. TIME INDUSTRIES1996 was the year which saw the birth of Maxima,
The brand which was born out of the vision to serve the need of masses.
Until then, the vast majority of people had the option of buy in gather an
expensive wristwatch at above Rs 500 or be fleeced by the smuggled or
duplicate watches selling at throwaway prices but with no assurances of
quality or service .Maxima was the result of a vision to serve this vast
majority through a product that was accurate, reliable, guaranteed for
quality, backed by after sales service with a trusted brand assurance but
more importantly priced at Rs 350.

Titan was established in 1984,becoming the third Indian watch manufacture

after HMT and ALLWYN. Titan formed a joint venture with Timex Group,
which lasted unit 1998, to set up a distribution network across India.

10

OMEGA has always been driven by its pioneering sprit- six lunar landings;
the first divers watch; the world only certified marine chronometer
wristwatch. No watch company in the worldholds more records for
accuracy. OMEGA is also a world leader in sports timekeeping. We are
proud of this legacy and of the commitment to innovation which led to the
launch of the exciusive OMEGA Co-Axial [Link] achievements are
products of the drive and spirit which have made OMEGA one of the
worlds leading watchmakers.

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.

11

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
12

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]

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.

CHAPTER II
13

OBJECTIVES OF THE STUDY

Objectives
1. To know the marketing strategy of top five of brands of watches.
2. To study the current scenario of Indian wrist watch industry.
3. To review the brand positioning strategies of different sub-brands of
Watches.
4 To study consumer awareness and perception about top five brands of
watches.
[Link] know the market share of top five brands of watches.

CHAPTER III
14

RESEARCH METHODOLOGY
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.

15

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
Sample Size
Sample size is 30
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

16

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.

CHAPTER IV

17

MARKETING ANALYSIS
Marketing analysis is a vital part of a marketing plan. Its purpose is to
determine the strengths and weaknesses of the competitors within the market
(Entrepreneur,2006). Porter
s Five Forces analysis for Swatch can be interpreted as follows:New
Entrants
Strong brand recognition and customer loyalty --- Swatch is a popular
brand among customers Substitution
Many brands provide with range of similar styles
Threat from counterfeit products Buyer Power
Buyer power is high in this industry simply due to the presence of so
many competitors selling

CHAPTER V

CONSUMBER GROUPS
18

Who is a Consumer ?
Any individual who purchases goods and services from the market for
his/her end-use is called a consumer.
In simpler words a consumer is one who consumes goods and
services available in the market.
Example - Tom might purchase a tricycle for his son or Mike might
buy a shirt for himself. In the above examples, both Tom and Mike
are consumers.
What is consumer Interest ?
Every customer shows inclination towards particular products and
services. Consumer interest is nothing but willingness of consumers
to purchase products and services as per their taste, need and of
course pocket
Let us go through the following example:
Both Maria and Sandra went to the nearby shopping mall to buy
dresses for themselves. The store manager showed them the best
dresses available with him. Maria immediately purchased two
dresses but Sandra returned home empty handed. The dresses were
little too expensive for Sandra and she preferred simple and subtle
designs as compared to designer wears available at the store.
In the above example Sandra and Maria had similar requirements but
there was a huge difference in their taste, mind set and ability to
spend.
What is Consumer Behaviour ?
Consumer Behaviour is a branch which deals with the various
stages a consumer goes through before purchasing products or
services for his end use.
Why do you think an individual buys a product ?
Need
Social Status
Gifting Purpose
Why do you think an individual does not buy a product ?

No requirement
19

Income/Budget/Financial constraints
Taste
When do you think consumers purchase products ?

Festive season
Birthday
Anniversary
Marriage or other special occasions
There are infact several factors which influence buying decision of a
consumer ranging from psychological, social, economic and so on.

The study of consumer behaviour explains as to:

Why and why not a consumer buys a product ?
When a consumer buys a product ?
How a consumer buys a product ?
During Christmas, the buying tendencies of consumers increase as
compared to other months. In the same way during Valentines week,
individuals are often seen purchasing gifts for their partners.
Fluctuations in the financial markets and recession decrease the
buying capacity of individuals.

In a laymans language consumer behaviour deals with the buying

behaviour of individuals.
The main catalyst which triggers the buying decision of an individual
is need for a particular product/service. Consumers purchase
products and services as and when need arises.
According to Belch and Belch, whenever need arises; a consumer
searches for several information which would help him in his
purchase.
Following are the sources of information:

Personal Sources
Commercial Sources
Public Sources
Personal Experience

20

Perception also plays an important role in influencing the buying

decision of consumers.
Buying decisions of consumers also depend on the following factors:

Messages, advertisements, promotional materials, a

consumer goes through also called selective exposure.
Not all promotional materials and advertisements excite a
consumer. A consumer does not pay attention to everything
he sees. He is interested in only what he wants to see. Such
behaviour is called selective attention.
Consumer interpretation refers to how an individual
perceives a particular message.
A consumer would certainly buy something which appeals
him the most. He would remember the most relevant and
meaningful message also called as selective retention. He
would obviously not remember something which has nothing
to do with his need.

CHAPTER VI

PRODUCT PROFILE
21

Watches Industries
Watches

Industries

Limited is

the

world's

fifth

largest wrist

watch manufacturer and India's leading producer of watches under the

Watches, 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

manufactures precious jewellery under the Tanishq brand name, making

it India's only national jewelry brand.
Watch division

22

A Sonata wrist watch

A wrist watch from WATCHES

23

A wrist watch from WATCHES (Octane Series)

Watches Watch division was started in 1987. At launch it was the third
watch company in India after HMT and Allwyn. Watches formed a joint
venturewith Timex, which lasted until 1998, and set up a distribution
network across India. As of 2010, Watches 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, Watches partnered up with Zee Watch Group, becoming the
sole distributors of Watches watches in the Americas. Watches watches are
sold in India through retail chains controlled by Watches Industries.
Watches Industries has claimed to have manufactured the world's slimmest
wrist watch branded as Watches Edge.[5] Produced indigenously after four
years of research and development, the Watches Edge has a total thickness
of 3.5 mm and a movement of 1.15 mm. Apart from the Watches Edge,
Watches 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

24

colors. On 4 March 2010, Watches Industries announced the launch of its

first Watches 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 Watches like Purple,
Automatics, Orion, Raga, Edge, Nebula, and many more.[6]
On November 16, 2011, Watches Industries acquired Swiss watch
maker Favre-Leuba for Euro 2 million.[7]
Titan has a lovely collection of watches for men

Titan has a lovely collection of watches for women

25

Titan has a lovely collection of watches for couples

26

MAXIMA
P.A. TIME INDUSTRIES1996
was the year which saw the birth
of Maxima, The brand which was
born out of the vision to serve the
need of masses. Until then, the
vast majority of people had the
option of buy in gather an expensive wristwatch at above Rs 500 or be
fleeced by the smuggled or duplicate watches selling at throwaway prices
but with no assurances of quality or service .Maxima was the result of a
vision to serve this vast majority through a product that was accurate,
reliable, guaranteed for quality, backed by after sales service with a trusted
brand assurance but more importantly priced at Rs [Link] success of
Brands

single

point

communication

of

"India's

first

guaranteed

waterproof watch at Rs 350" has created history of sorts in establishing high

brand awareness and recall amongst the mass for the brand. Brand has seen
massive acceptability in the mind of consumers due to its high product
standards and surprisingly affordable pricing. Maxima is a product of the
masses and it has always been our endeavor to ensure that our product
reaches the nooks and corners of the country. We today have a strong
support of over80 distributors, covering all parts of the country and we are
proud to say that we have over6000 loyal retailers across the [Link]
order to ensure that our consumers get the best of after sales service, we
have opened aseries of service centers at all distributor outlets in the country.

27

OMEGA
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 Chaux -de-Fond, 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 Speed master 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
28

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 watch making 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.

29

30

Rolex
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 Business week 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.

Among the companys innovations are:

The first waterproof wristwatch oyster 1926
The first wristwatch with an automatically changing date on the dial
1945
The first wristwatch to show two time zones at once 1954
The fitst wristwatch with an automatically changing day and date on
the dial 1956
Rolex produced specific models suitable for the extremes of deep sea
diving,mountain climbing and [Link] sports models included the
Rolex submariner and the Rolex oyster perpetual date sea dweller.

31

32

HMT Limited
HM
T Limited, formerly Hindustan Machine Tools Limited, is a state-owned
manufacturing company under the Ministry of Heavy Industries and Public
Enterprises inIndia.[1]
Incorporated in 1953 by the government of India as a machine tool
manufacturing company.
The company manufactures tractors, watches under its watch division and
industrial machines and tools mainly under its praga division.
HMT limited has 18 manufacturing units. The constituent subsidiaries are
given below while the holding company retains the tractors business group

33

34

CHAPTER VII

MARKETING STRATEGY
As we all know that marketing mix is basically consist of 4 ps i. e price,
product, place and promotion.
Pricing strategy:
Products are available in market about all ranges, like maxima starts from
range minimum 350/- and maximum 15,000/- and titan starts from range
minimum 2000 and maximum 50,000/- and rolax started rates 50,000 to
4,00,000/- Omega rates started 2000 to 20000/- and HMT started 1500 to
15000/-.
Strategy pertaining to product:
Increased in the quality will increase the cost which will give benefit to the
competitor.
Quality decrease will help competitor to capture the whole market.
strategies pertaining to place:
more number of places of operation will make the competitor week.
less number of places of operation will leads to wipe out from the market.
Promotion strategy:
Increase in sales promotion will affect more market share.
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
35

CHAPTER VIII

ABOUT COMPETITORS OF WATCHES

Main Competitors

36

Now, this may seem odd to you. Youre probably thinking, doesnt a
company know who its competitors are? Not always. New firms come
seemingly out of nowhere, preempting existing companies with different
technologies or approaches they never saw coming.
Often a company in an adjacent area will change its positioning to try and
address your market, or a new startup may emerge in a related area. You
need to create a master list of your key competitors and make sure you
keep this up to date.
Trade shows can take a big chunk out of a companys marketing budget,
so it is important to know which shows your competitors participate in.
You may not learn much from one single event or white paper, but youll
learn a lot when you look at these as a whole. Youll see trends and
patterns that clearly indicate how these companies are positioning or
repositioning themselves.

37

CHAPTER IX

DATA ANALYSIS AND INTERPRETATION

7.1 Data Interpretation
Watches sub-brand owned
This was a multiple choice question where respondents were
asked to choose sub-brands of Watches which they possess. It was
found that around 72% of the consumers in the age group of 20-30
years possess titan band 70%, maxima 14%, hmt 7%, 6%
omega,rolex 2%.2% other.
Figure 4: Watches sub-brands possessed by respondents
70

70

60
50
40
30
20

14

10
0

6
Titan

Maxima

Omega

6
Roles

38

HMT

Other

Q.1

Do you use watch?

Percentage
75%
25%

Yes
No.

25%
Yes
No.
75%

39

Q.2

Which companys watch do you use?

Brands

percentage
50%
25%
5%
5%
10%
5%

Titan
Maxima
Omega
Rolex
HMT
Other

50%

50%

45%
40%
35%
30%

25%

25%
20%
15%

10%

10%

5%

5%
0%

Titan

Maxima

Omega

40

5%
Rolex

5%
HMT

Other

Q.3

Are you satisfied with these product

Percentage
80
20

Yes
No.

20%
Yes
No.
80%

41

Q.4

From where do you have got knowledge about this product

Percentage
10
80
10

Print Media
Elecronic Media
Media

80
80
70
60
50
40
30
20

10

10

10
0

Print Media

Elecronic Media

42

Media

Q.5

Which product you like most ?

Brands

percentage
60%
10%
5%
20%
5%

Titan
Maxima
Omega
Rolex
HMT

60%

60%

50%
40%
30%
20%

20%
10%

10%
0%

5%
Titan

Maxima

Omega

43

5%
Rolex

HMT

Q.6

Do you like the quality of this product ?

Percentage
70
30

Yes
No.

70
60
50
40
30
20
10
0

Yes

No.

44

Q.7

What is the reason because of which you prefer this product

Percentage
40%
35%
25%

Quality
Price
Product

45%
40%

40%
35%

35%
30%

25%

25%
20%
15%
10%
5%
0%
Quality

Price

45

Product

CHAPTER X

Limitations
The study is confined to Sagar area only
There is possibility of sampling errors in the study
The responses of the consumers are not good.
Lack of knowledge about watch.
Limited time available for interviewing the respondents. As a result
of this it was not possible to gather full information about the
respondents.
When I interviewed children and teenagers, sometimes they use to
Give answers under the influence of their parents or elders.
As summer training is going under summer season so sometimes
People are less interested in filling up questionnaire..

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CHAPTER XI

SUGGESTION & CONCLUSION

Suggestion
1.

Watches titan is used by maximum customers so the company should

position its other brands also.

2.

Most of the persons are price conscious while purchasing their

watches so the company should maintain its cost leadership.

3.

Most of

the customers feel Watches as a Status symbol so the

company should maintain its level and launch the new products in
accordance with this statement.
[Link] the company should increase the advertising so as tocompete with it
s competitors. Advertising in News Papers,Magazines, Radio, T.V. should
be

increased

on

T.V.

which

is

nowthe

of [Link] the survey.

more

I found that

effective

media

many of

the

respondents are notaware of the marketing ads of the company. So in order

to achievemore sales the company has to maintain a proper way of
advertisingits products.
5

.Most of the people felt that company is good from the point of view

of quality. The company has to maintain the same quality.

47

Conclusion
Through this research we can conclude that: Titan had the highest market
share among all compnies in the relevant market. maxima is used by many
peoples because of its low price. Rolex is not affordable everyone because
of its high [Link] is a world leader in sports timekeeping.

48

BIBLIOGRAPHY
Book
Aotumetic wristwatch from Switzerland: self-winding
wristwatch
Master wristwatch (Hitory)
100 years of vintage watches
Magzines
India today
The week
Madhu muskan
Website
[Link]
[Link]
[Link]
[Link]
[Link]

49

Questionnaire
Name_____________________________________________________
Add/ Mob. ________________________________________________
Occupation ________________________________________________
Q.1

Do you use watch?

(a) Yes

Q.2

(b) No.

Which companys watch do you use?

(a) TITAN (b) MAXIMA (c)OMEGA (d) ROLEX (E) HMT

Q.3

Are you satisfied with these product

(a) Yes

Q.4

(b) No.

From where do you have got knowledge about this product

(a) Print Media (b) Electronic Media (c) Media

Q.5

Which product you like most ?

(a) TITAN (b) MAXIMA (c)OMEGA (d) ROLEX (E) HMT

Q.6

Do you like the quality of this product ?

(a)YES

Q.7

( b)NO

What is the reason because of which you prefer this product

(a) Quality (b) Price (c) Product

Q. 8 Any Suggestions:

50