Marketing Management

~ Prof. Krishna Ram

Group 1

Efforts by:
1.

Akshay Deora

2.

Burzin Saher

3.

Dhanraj Alva

4.

Kritika Bagadia

5.

Neha Vora

6.

Nikky Kasera

PVT. LTD.

Executive Summary

Our company Hora Pvt. Ltd. is into the business of accessories wrist watches (premium range) located in India.

We are looking into penetrating into the Indian market gradually with
our premium watch brand called the XIONES Watch Factory.

After the initial analysis the company will be deciding on the type of
watch & its feature it wants to launch first by February, 2012.

The company is planning to create a blue ocean market with this

brand and bring out new trend and innovation with its first edition of
watch.

Vision, Mission & Value Statement

Vision: To be an initiator, to be innovative and make our

company known worldwide for our quality, innovation and

technology.

Mission: To provide our customers a unique feature product

which is stylish, sublime and at the same time helping the

company and its employees to gain quality and quantity
satisfaction.

Value Statement: High customer satisfaction, high employee

performance with satisfaction, following our Indian culture and
ensuring environment and society welfare.

Espirit
Normally the price range of Espirit is almost Rs. 2750
Major premium brand difference to spirit is almost Rs. 5000
Espirit provides in almost 25 variety of different watches.

It mainly depends on the consumer choice and preferences.

60% of females buy the premium brand of Espirit.

General View

Heavy weight watches are in demand in the market

The selling of any watches depends mainly on Fashion, brands or
style.
Chronograph feature is increasing the demand of watches.
The new brands launched are being human, Edd Hardy, Espen,
Skagen, etc.
Longiness is the worlds slimmest watch.
If a new watch is launched the expected sales is only 5 watches a
month.
Also Casio is the best digital watch and is considered to be the
sturdiest.
The sales of Tata group watches in India is on top.

Competition Analysis
Attributes

TITAN

TIMEX

TISSOT

Quality

Best quality

Same as titan

More versatile range

of high quality time
pieces

Price (Rs.)

1440 to 100000 approx

900 to 12000

10000 to 45000 approx

Brand image

Worlds 6th largest

watch manufacturer

Average brand image

Worlds largest watch

producer and
distributor.

Stylized , sleek and

International style and
sophasticated watch
design
for women

Innovation,high tech
products, special
material and
advancesd
functionality

Style & Design

Warranty

1 year warranty

1 year warranty

2 year warranty

Product
Everyday
office

Party

Formal

Thin black
leather belt.

Broader black &

white leather belt.

Sliver designer
steel belts with
anti rust finish.

Rectangle dial
with white
textured
background &
silver plating dial.

Square dial with

white textured
background &
silver plating dial
with sarwoski.

Round dial with

simple black
background &
silver plating dial.

A voice sound chip will be installed in these watches, which with a

press and push button will audio record and store it in its memory.
We will also provide an USB cord & CD which can later be

connected to your laptop and the data will be converted to a word file.

USB Cord

Quick Voice
Sound chip

Your data can be

transferred and
converted into a word
file here.

Value Proposition

Functional benefits:

In built voice recorder.

Transfer recording to a word file automatically.
Scratch resistant sapphire crystal glass.
Water resistant.

Other Benefits:
A status symbol.
Stylish and sublime.

User friendly.
Highly useful, time utility.
3 variants.
Value for cost.
Slim & Light weight.

Segmentation:
21 to 45 years
Annual Income Rs. 8 to 10 lacs ( Executives)
Technology savvy

S
T
P
D

Target:
Professionals, MBA students & graduates, working
executives.

Females only.
Fond of accessories watch, high on use of technology.

Positioning
Watch that can hear.

Stylish and classic.

Slim and light weight watch.

Differentiation
Audio recording watch ~ Blue ocean.

Premium quality, moderate pricing.

3 different patterns.

Price
There are several price points for watches in India super

premium, premium and medium, economy, low and

extremely low.
We have priced our products on the basis of average of the

competitors highest & lowest range.

The highest average is 80,000/- while the lowest is 11,000/ Our price point is at premium & medium and thus the
pricing comes to around 25,000/-.

Promotion
Pre sales:

Before the launch period, for one month heavy marketing

campaign will be taken place.

The campaign will include print media, television ads, bust

shelters, flexes & social networking.
TV: Star plus, TLC, ZOOM, etc.

Newspapers: Bombay Times, HT Caf, DNA After Hours,

Midday, etc.
SNS: Facebook & Google.

Post Sales:

This will include the ATL & BTL marketing.

We will try to tie up with some sports event or awards show

as sponsors, will carry out events at malls wherein the
product will be promoted, etc.

Also promotional offers will be provided to the first few

buyers.

TV Ads Plan

Zoom, TLC:

5,000/ 10 sec

Star Plus + Sony:

1,00,000/ 10 sec

CNBC English:

1,500/ 10 sec

Google Ad Plan
Platform

Tenure

Area

Total Cost

App Visitors

Google

30 days

Mumbai

82725

2500

When
people will
Google our
brand
The ad will
be seen in
other 48
lacs ad
sense
partners
of Google

AD layout

In stores from Febraury,2012

COMING NEXT

Watch Specially designed for men

with a
GPS Navigator & the quick voice
sound chip

THANK YOU