CONTENTS

CHAPTER – 1
INTRODUCTION
 Introduction
 Aims and objective of the Study
 Methodology
 Limitations

CHAPTER - 2
HISTORY OF WATCHES
Introduction
Types of watches
Historical development of watches
Modern time keepers

CHAPTER –3
COMPANY PROFILE
 Introduction
 Products
 Corporate Social Responsibility
 About Titan Watches - origin and company profile
 Types of Titan Watches
 Types of Sonata Watches
 Brands for Titan
 SONATA WATCH
 Types of Sonata Titan Watches

CHAPTER -4
MARKETING FUNCTIONS
 Definition
 Marketing mix policy

CHAPTER - 5
RUBY WATCHE COMPANY – A FIRM PROFILE

CHAPTER – 6
SURVEY ANALYSIS

CHAPTER -7
SUGGESTIONS AND CONCLUSION

Annexure
• Questionnaire
• Bibliography

1
MARKETING SURVEY OF SONATA WATCHES
a case study of RUBY WATCHE COMPANY

2
 CHAPTER – 1

INTRODUCTION TO THE PROJECT

 Introduction
 Aims and objective of the Study
 Methodology
 Limitations

3
 CHAPTER - 1
INTRODUCTION

Change is the only constant factor in the business, Economic

condition changes, customers need changes, people attitude changes,
technology changes, and people working in the organization changes and
most important market changes. Hence it is very important for a firm to
track these changes and to update its plans and strategies.

The field of consumer behaviour study encompasses the study of

the process that consumer undergo while making purchase decision and
this field is gaining more attention of market researcher and manager.

The manager must have to perform the following 3 important

functions. They are;

 To define or identify the consumer or market.

 To define market characteristics.
 To study the impact of growing competition.

An attempt has been made in this project report to analyze these

aspect in connection with the consumer durable product like sonata
watches and the element of consumer behaviour that play a role in the
purchase of sonata watches.

4
 Sonata watches have become one of the essential needs of modern
days. The demand for watches is increasing at a higher rate. To meet the
growing demand, more number of manufacturers is coming up both in
large – scale industries. Watches are at present being produced by
several industries both in public and private sectors in India.

In this project report an attempt has been made to analyze the

marketing of Sonata watches in general and the problems concerning to
RUBY WATCH COMPANY, which is one of the leading watch seller
in Shimoga.

Certain suggestions have been given for the improvement of the

marketing activity of RUBY WATCH COMPANY.

I hope these suggestions might help in changing or modifying the

marketing of RUBY WATCH COMPANY.

Aims and objective of the study

1. To analyse the factor that influences the watch buyer in making his
purchase decision.
2. To make an interfere comparison study among leading watch
manufactures.
3. To study the Sonata watch market in general and consumer behavior.
4. To gauge the popularity of leading watch manufacturer and reason
for the same.

5
5. To define the present market situation factors controlling these
situations and knowing about the control of the factors.
6. To set up a plan for keeping in touch with the behaviour of this
factors.
7. To access the market share of RUBY WATCH CO dealing in sonata
watch and wall clocks in local market and to make suggestion for
augmenting they’re marketing efficiency if necessarily.

Methodology

Using both primary data and secondary data and getting some
valuable information from the owner of the firm has completed this
project report.

Primary data is the first hand data that is the data collected for the
first time.

In this report primary data is collected in the form of consumer

questionnaire. Nearly 50 consumers have answered the questionnaire
and have helped greatly to draw conclusions

A half of dozen of dealers selling particularly SONATA watches

were interviewed personally and their opinion about the product and its
demand and marketability was collected.

6
 For the purpose collection of primary data respondents from all
the area of Shimoga City have been taken in to consideration. The
community of Shimoga City is divided into different sections like
Employee, Students, Housewife’s, etc, for the purpose of distributing
questionnaire. Secondary data is the second hand data collected from any
published sources. Secondary data have been collected from any books
and also from some of the records of the firm.

Secondary Data
1. NEWS PAPERS
2. MAGAZINE
3. INTERNET
4. QUESTIONNAIRE
5. ENCYCLOPEDIA

Limitations:
Followings are the limitation factors
 Time constraint
 Co-operation of dealers
 Co-operation of customer
 Co-operation of customer relationship
 Non co-operative and hesitated to provide information

7
 CHAPTER - 2

HISTORY OF WATCHES

Introduction
Types of watches
Historical development of watches
Modern time keepers

8
 CHAPTER-2

HISTORY OF WATCHS
Introduction
Watch is a portable mechanical timepiece. Clocks had originally
been weight driven but after the invention of mainspring by Peter Henley
of Nuremberg they could be made portable.

Early watches are made in Germany and Blois in France. By the

middle of 20th century it was being contented that they originated in Italy
mechanism.

The rate of going of a watch (i.e., its time keep) is governed by a

controlling element in the form of an oscillating system. Since the latter
part of the 19th century this has been taken in the form of the balance in
spring. The energy required maintaining the balance in spring. The
energy required maintaining the balance in oscillation is stored in the
mainspring and replacement.

When the watches wound the energy stored in the mainspring is

transmitted to the balance by the wheel train and escapement, the
motion of the balance itself controlling the release of encashment and
consequently the phase of maintaining impulses.

9
 A friction drive to the hand is provided from the wheel rotating at
a convenient rate usually once per hour. The hands may then be set to
time without deranging the remainder of the watch.

TYPES OF WATCHES

1. Sonata watches:

Until the beginning of 20th century watches were almost invariably

made to be carried in the pocket.

However the sonata watches gain popularity and after 30 years

more than 50 sonatawatches were made to one pocket watch. The
diameter of the movements of men’s sonata watches range from roughly
23 to 30 mm, while ladies movements are commonly between 14 to 20
mm. the modern watch runs for about 40 hours.

2. Chronographs:

It was developed by E.D. Johnson in 1855 to measure the interval ( in

sporting events for example). In these watches an additional second hand
is engaged with the wheel train by pressing pendant disengaged by a
second pressure and returned to zero by a third. Split second
chronographs have two chronograph second hand they begin to move
together and one can be stopped to take a reading and then made to catch

10
up with the other. It is thus possible to take the times of more than one
competitor in rate.

3. Self winding watches:

Louis Record eon in London took out the first patent on the self
winding pocket watch in 1780. the early self-winding watches operated
on the pedometer principle. The development of the self winding sonata
watch date from the invention of an English man John Harvard who
secured patent in 1924. between 1930-1945 much development work
was carried out in Switzerland and wide range of self-winding watches
were being made there else where in 1960’s

HISTORICAL DEVELOPMENT OF WATCHES

Interval between any two events is said to be time. The knowledge

of time and its measurement has undergone changes along with the
needs of mankind.

Early time keepers:

Watch, as a consumer durable has become necessity than a luxury

item. It performs various functions like time keeping, alarm, etc, so as to
keep the owner aware of time, its usage, etc. as every body is time
bound he like to have a watch preferably an attractive elegant or slim
one. Though it started as time showing aid, it performs many additional

11
functions like a having a T.V set, Radio, Data bank. Today
sonatawatches have become an extension of personal wear meant for
style. Conscious customer looking for designer watches.

The horological industry has an ancient fascinating history. To

analyze it s history in brief different milestone are claudicated. In the
earliest watch the only way to measure time, though roughly was
through observation of the Sun’s movement on the sky. It was the first
that the earliest known timekeepers are the Sundials and Water clocks of
ancient Egypt. The Sundial is an Egyptian shaped instrument kept in the
Berlin Museum. The Arabs were using it till 1900 AD.

The movement of earth around the sum was discovered as it was

in a fixed path and with a fixed speed. The shadow of any object on
earth was found to vary in size with the passing of the time in a day by a
definite amount and direction which is known as “Gadgets”. Since
sundials did not function in night, water clocks were used in several
countries, particularly in ancient Egypt (1400 B.C) to record time at
night or when the sum was observed. These were bucket shaped vessel
from which water was allowed to escape by a small hole at the base.

Along with the development of water clock, sandglasses also

known as sand clocks were introduced which measured time by means
of sand running from one glass vessel to another through a narrow
passage. The time taken for the passage of certain quantity of sand grains
was called as “Gaits” and it was divided into further units “Vightis”.

12
Then came, after some century’s pendulum concept. Galilio first
discovered the pendulum concept in 1581. A pendulum is a system,
where an inelastic thread hanged from a support carries a weight in the
other end. Here, it was noted and mathematically proved that the time
the suspended mass takes to oscillate will be independent of the mass of
the thread of the suspension on the weight.

That is time of oscillation is directly proportional to the square

root to acceleration due to gravity in that place. This helped a lot to use
this time fixed mechanism when the length is kept fixed to show time.
This motion is also known as “Simple Harmonic Motion” or S.H.M.,

It was further observed after some years that even a spring

carrying a mass, also performs a S.H.M. i.e., time fixed oscillation.

Mechanical clocks. By 18th century clock had no pendulum

instead it had deviate called worked by few weighted arrows oscillating
slowly.

Next it was the necessity to carry this time showing mechanism

along with the mechanism using the basis as their “Heart” could be
sized down to a smaller and smaller size, so that it came as
sonatawatches.
The early watches were very large measuring some four to five
inches (100 to 125 mm) in diameter and about three inches (75mm)
thick, they were carried out in hand.

13
 The first mention of a sonatawatch was made in 1571. as the
article become more and more popular, it become smaller until finally
expending bracelets were being made which were no more two
millimeter in width.

MODERN TIME KEEPERS

Until the 1920, the mechanical clocks the pendulum or balanced

controlled and weights of spring driven. Different standards of
construction and finish were employed for different application. Special
devices to overcome temporary and parametric were incorporated in
clocks for scientific purpose, the underlying clock principles being the
same.

The commercialization of self-winding Sonatawatches took place

in 1929. but even here one drawback was there because after definite
lapse of time, the time mechanism had to be given energy form outside
is by winding. So people who felt it was difficult, went for automatic
watches which would wind itself.

The science of Electronics first influenced scientific and precision

time keeping with the invention of the Crystal clock in 1926. in 1959
Bolivia Watch company announced the word first electronic watch the
“Aceutron”. It was the first clock to use tuning fork as the timing
element.

14
QUARTZ:

Next it was the accuracy that quartz had come in case with a
lighting year. It was the wonder material “Quartz” with its salient “Piezo
Electric Effect”. That did help in putting giant steps to measure time
very accurately.

When an electric supply is given to quartz crystal it vibrates with

an astonishingly stable frequency based on the geomeaty of the crystal.
This effect is called P.E Effect.

This quartz is used as a source of giving definite frequency in an

oscillator circuit miniature.

One frequency is 33.768 cps (Cycle per second). The development

in “ Semi-Conductor- Technology” helped to tag this quartz feature to be
incorporated in a highly miniaturized integrated circuits is I.C.

This I.C takes power from a disc like battery of 1.5 volt capacity
and gives finally an electric signal, once on every second with an
accuracy of approximately + / - 3 seconds variation in 3 months.

This signal drives a “Stepper Motor” once again miniaturized

which rotates through a fixed angle per each pulse. This rotation is

15
converted to the hand movement by a certain set of gear trains. This
mechanism- based watch is called “Quartz Analog Watch”.

If the same electric signal is used to drive a digital display, it will

be called digital watch. With insistent research carried on different parts
of the world it is still to be seen the next development in watch making
and watch mechanism.

16
 CHAPTER –3

COMPANY PROFILE

 Introduction

 Products

 Corporate Social Responsibility

 About Titan Watches - origin and company profile

 Types of Titan Watches

 Types of Sonata Watches

 Brands for Titan

 SONATA WATCH

 Types of Sonata Titan Watches

17
 CHAPTER –3
COMPANY PROFILE
Introduction

Titan Industries was established in 1984 as a joint venture

between the Tata Group and the Tamil Nadu Industrial Development
Corporation. The company brought about a paradigm shift in the Indian
watch market, offering quartz technology with international styling,
manufactured in a state-of-the-art factory at Hosur, Tamil Nadu.
Leveraging its understanding of different segments in the watch market,
the company launched a second independent watch brand-Sonata, as a
value brand to those seeking to buy functionally styled watches at
affordable prices. In addition it focused on the youth with its third brand
– Fastrack. It has also premium fashion watches by acquiring a licence
for global brands such as Tommy Hilfiger and Hugo Boss, while. It has
also in its portfolio its first Swiss Made watch brand – Xylys.

In 1995, the company diversified into jewellery under the brand –

Tanishq to capitalize on a fragmented market operating with no brands
in urban cities. In 2005, the company launched its second Jewellery
brand, Gold Plus, for capitalizing on the opportunity in small towns and
rural India.

18
 The company has now diversified into fashion Eyewear by
launching Fastrack Eye-Gear sunglasses, as well as Prescription
Eyewear. The Company leveraged its manufacturing competencies and
branched into Precision Engineering Products and Machine Building
from 2003.
Today Titan Industries is India's leading manufacturer of watches
and jewellery employing 3,800 people. Titan and Tanishq are among the
most admired brands in their categories.

Products
The company manufactures over 8 million watches per annum and
has a customer base of over 80 million. It has manufacturing and
assembly operations at Hosur, Dehradun, Roorkee and Baddi in
Himachal Pradesh and an ECB plant in Goa. Its main products are:

• Watches : Currently manufactures four main watch brands viz. Titan

for the premium segment, Fastrack – focused on the youth and trendy
fashion space, Sonata for the mass market and Xylys for the premium
market. The Titan brand architecture comprises several sub-brands,
each of which is a leader in its segment. Notable among them are:
Titan Edge – The world's slimmest watch which stands for the
philosophy of "less is more"; Titan Raga – the feminine and sensuous
accessory for today's woman, Nebula - crafted in solid gold and
precious stones and several other collections like Wall Street,
Heritage, Regalia and the Aviator series, all of which form a part of
the Titan wardrobe. Sonata is today India's largest watch selling
brand and is priced between Rs 295/- and Rs 1200/-. The company's

19
 first Swiss Made watch – Xylys is for the hi-end connoisseur and new
age achiever. It also markets Tommy Hilfiger watches under a
licensing arrangement and is introducing Hugo Boss. Today, the
Titan portfolio has over 60% of the domestic market share in the
organised watch market.

The company has 222 exclusive showrooms christened 'World of

Titan', making it amongst the largest chains in its category. Titan
watches are sold through over 12,000 outlets in over 2,500 cities and
internationally in over 30 countries, primarily in the Middle-East and
Asia Pacific. Its after-sales-service is itself a benchmarked operation
with a network of 750 service centres and amongst the world's fastest
turnaround times. The company has a world-class design studio for
watches and accessories.

 Jewellery: Tanishq is India's largest and fastest growing jewellery

brand with a premium range of gold jewellery studded with diamonds
or coloured gems and a wide range in 22kt pure gold. Platinum
jewellery is also a part of the product range Tanishq is one of India's
largest speciality retailers and is transforming the jewellery market in
India 102 boutiques in 72 cities across the country. ‘Gold Plus' is the
recent retail offering for the mass market with plain gold jewellery
selling through 19 stores in 19 towns. The jewellery division has its
own design studio.
 Eye wear : Titan Eye+ is currently on a pilot mode with 5 stores in 2
cities and has sunglasses under Fastrack brand and prescription

20
 eyewear consisting of Frames, Lenses, Sunglasses, Accessories and
Contact Lenses of in-house brands and other premium brands.

Recognition
The company has been awarded the following distinctions :
 Being named the No.1 Brand in the Consumer Durables category in
the "Brand Equity" Survey of The Economic Times, a leading Indian
financial daily.
 The Titan Design Team won the Young Design Entrepreneur of the
Year award at the design awards instituted by the National Institute of
Design and Business World, a leading Indian magazine. The team has
won 7 accreditations also.
 Both Titan and Tanishq have been adjudged "Most Admired Brands"
as well as "Retailer of the Year" by Images Fashion Forum in
consecutive years.
 Retail Asia and Media Magazine – Singapore adjudged Titan
Industries as amongst the leading Retailing Companies in India.
 Titan has won the Brand Leadership award at the India Brand
Summit.
 The Time Products Division of the company was awarded the JRD
QV Award in 2006.

Corporate Social Responsibility

Titan Industries has a clearly defined policy on social
responsibility and believes that an organisation cannot be an island of
excellence in a sea of troubled waters. CSR initiatives include children's

21
education, enabling the disabled, Artisan Parks, Women's empowerment,
environment management programmes and other community initiatives.
Titan is a signatory to the Global Compact and has been awarded the
Helen Keller and Mother Teresa awards. Significantly, the President of
India's Award for employing the disabled has also been awarded to the
company. The manufacturing units of Watch and Jewellery Divisions at
Hosur are certified under ISO 9001: 2000 Quality Management System
standards as well as ISO 14001 Environment System Standard.

About Titan Watches - Origin and Company Profile

In 1984, the Tata Group and the Tamil Nadu Industrial

Development Corporation (TIDCO) entered into a joint venture to form
Titan Industries. With its quartz technology and international styling, the
company brought about a paradigm shift in India's watch market. Having
developed a clear understanding of the various segments in the watch
market in due course of time, Titan launched a second independent
brand of functionally styled watches at reasonable prices and named it
"Sonata". In a few years, it came up with yet another brand, and this
time, it was for the youth called "Fastrack".

The sheer growth of Titan industries has enabled it to acquire

license for global brands such as Tommy Hilfiger, Hugo Boss, and the
first Swiss watch brand, Xylys in recent years. Today, Titan Industries
has 3,800 employees working under it in its factories in Hosur,
Dehradun, and Goa for watches, accessories, and jewelry line Tanishq,

22
which is also, one of its recent ventures. It manufactures over 8 million
watches a year for its customers that are 10 times bigger than its
produce.
In India, Titan markets its products through its 222 exclusive
showrooms named "The World of Titan", and over 12,000 outlets in
over 2,500 cities in the country. It also has an overseas market in over 30
countries, mostly in the Middle-East and Asia Pacific regions. The
company also has huge reputation for delivering high-quality after-sales-
service through a network of 750 service centers. It also boasts of its
outstanding design studio for watches and accessories. Read on to know
more about the different Types of Titan Watches

Types of Sonata Watches

Sonata offers watches for every occasion. The main collections under it
include:

• Formal - a perfect fusion between sophistication and function, the

watches are available in haute fashion of leather and metal
combinations.
• Dresswear - another fusion, this time between ethnic and
contemporary. These designer watches come in all-gold and
bicolor look with intricately designed bracelets and patterned
dials.
• Fashion - the steel-gold, steel-leather and all-steel perfectly suit
the hands of young professionals and range from highly
fashionable to simple looks.

23
• Sporty/Casual - the collection features wrist-gears with groovy
colors and funky styles; bold, broad straps and trendy metal
bracelets for girls and sports watches in leather and metal straps
for the boys.
• Luxury - these are crafted from 18 karat solid gold and inlaid
with precious stones, pure leather straps, sapphire crystal for
resistance against scratch, customized message engraving and a
lifetime guarantee.
• Economy - designed for the largest set of customers, the watches
in this category are stylish yet affordable.
• Technology - in keeping with the demands of changing times, the
watches have features like stopwatch, timer, and magnetic
compass, to name a few.

24
Sonata Watches
Sonata-46
Sonata-37 Sonata-47 Sonata-43
Sonata-45

Price : 2475
Price : 2765 Price : 2599 Price : 2495
Price : 2499
Sonata-48 Sonata-73 Sonata-70
Sonata-64 Sonata-50

Price : Pri
2425 Price : 2245 Price : 2145 Price : 1999
ce : 2245
Sonata-74 Sonata-68
Sonata-69 Sonata-29 Sonata-41

Price P
Price : 1799 Price : 1699 Price : 1695
: 1995 rice : 1795
Sonata-30
Sonata-61
Sonata-56 Sonata-34 Sonata-31

P P P
rice : 1655 Pri rice : 1650 rice : 1645
Pri
ce : 1655
ce : 1675

25
 Sonata-2 Sonata-72 Sonata-4 Sonata-10 Sonata-9

Price : 2699 Price : 2599 Price : 2595 Price : 2395 Price : 2325
Sonata-25 Sonata-13 Sonata-12 Sonata-24
Sonata-11

Price : 2075
Price : 2145 Price : 2095 Price : 1945 Price : 1945
Sonata-23 Sonata-28 Sonata-26 Sonata-27
Sonata-3

Price : 1879 Price : 1775

Price : 1899 Price : 1880 Price : 1795
Sonata-22 Sonata-21 Sonata-18 Sonata-20 Sonata-19

Price : 1475 Price : 1449 Price : 1399 Price : 1195

Price : 1699

26
Brands for Titan

The main brands that have reigned on the Indian market for Titan over
the years are:

• EDGE
Through cutting edge watch-making technology and four years of
research and development, Titan has created sensation by coming up
with the world's slimmest wristwatch "Titan Edge" of just 3.5 mm in
thickness and a wafer thin movement of 1.15 mm.
• NEBULA
The Trousseau Collection of expensive jewelry watches for women
from Titan bear intricately carved designs in paisley and floral
patterns. Watches may also have pearl dials, or studded with 16
diamonds, or deftly crafted in solid Gold of 10 carats.
• FASTRACK
This range has become the obsessions of the Indian youth, for their
digital technology, trendy shapes, and casual and sporty designs.
• RAGA
The watches in this collection are exclusively for women, whose
gold, steel and bicolor looks with leather bands or metallic bracelets
signify feminine grace and substance.
• REGALIA
The exclusive range of watches in gold and steel are meant for social
occasions

27
• BANDHAN
The collection in gold that is solely available in pairs, has been a
'must buy' for weddings
• FLIP
The favorite among professionals, the watches enable their owners to
switch from sporty to corporate look or between professional and
personal occasions with a "flip" of the dial.
• SONATA
The wide collection that includes 400 models of watches is designed
for customers, who look for a mix between durability and
affordability. These wrist-gears are water resistant (for up to 30
meters) and come in metallic and a host of other cases with a
guarantee of 1 year.
• XYLYS
The collection added was another feather in Titan's cap that consisted
of a premium selection of watches that are the result of exquisite
craftsmanship. The collection was created by Titan's design advisor
Michael Foley in collaboration with renowned Swiss designer
Laurent Rufenacht.
• OCTANE
Launched in early 2008, this chronograph collection for men comes
in steel-and-chrome with a choice of eye-catching dials that
complement a true metrosexual.

28
SONATA WATCH

Sonata Titan Watches is one of the most popular brands of

watches in India for quality and reasonable price tags. Comprising of
both analog and digital watches, the metal strap of the Sonata Watches is
a big hit with the Indian working class men.

The Sonata Titan Watches comes in over 650 models in plain

gold, steel, dual tone and plastic watches that are suitable for various
occasions, styles and personalities.

Types of Sonata Titan Watches

Among the most popular Sonata titan Watches with their respective age
groups are:

Titan Sonata SF Watches: The Titan Sonata SF (Super Fiber) watches

have been introduced in India to counter the threat of cheap Chinese
watches and others of spurious quality. A perfect combination of
analogue and digital watches, the Titan Sonata SF Watches are priced in
the band Rs 275-Rs 550 and targets the youth segment in the age group
of 16-20 years.

Titan Sonata Delightful Duo: Titan has come up with two wonderful
watches that come in a pair- one for man and the other for woman.
Dubbed as Sonata Delightful Duo the watches have refreshingly new
design. The Titan Sonata watches for men have large rectangular dials
with a delicate finish and golden chain like bands. The watches for

29
women have a similar make with a personification of feminine grace.
The Sonata Delightful Duo is a wonderful gift item.

Titan Sonata Yuva Collection: The Sonata Yuva collection consists of

a series of young, trendy and colorful watches targeted for the younger
generation of India. This is also captured in the tag line that says Naya
Josh, Naya Vishwas.

Every watch in this collection has a combination of patterns and

colors on the dial, which are extended on the straps. The Yuva collection
watches are available in both gold and steel look, with both metal and
leather straps thereby offering a great variety.

Titan Sonata Solid Steel Collection: The Titan Sonata Solid Steel
Collection of watches has been designed for the consumers in the age
group of 20-30 years across all urban classes. This "solid style"
collection comprises 24 models and is expected to redefine the style
quotient of the growing steel watch category.

Titan Sonata Gold Plated Watches: The Titan Sonata gold plated
watches are popular with specially the Indian middle class. The
collection start at Rs 395 in a leather strap (gold plated case) and Rs 550
with a gold plated metal strap (gold plated case). There are 40 models in
this collection.

Titan Sonata Watches known as "5 Ghadi ke barabar" comes with

the backing of being a Tata product with five clear functional attributes,

30
Affordability, looks, 1 Year Guarantee, Waterproof and Durability. You
better own one!

Titan Sonata Watches in India

Associated with the Indian working class, the Titan Sonata
watches collection comprises of both analog and digital watches. The
metal strap of the Sonata watches is a big hit with the Indian working
class men. Today, Sonata is Titan's brand for the economy market and is
the largest watch brand in India in terms of volume sales. The Titan
Sonata watches come in over 650 models across various looks and
designs in plain gold, steel and dual tone watches that are suitable for
various occasions, styles and personalities. Recently, Titan Sonata
watches has forayed into the plastic watch arena as well. Here are some
of the Titan Sonata watches available in India:

• Titan Sonata SF Watches

• Titan Sonata Delightful Duo Watches
• Titan Sonata Yuva Collection

Titan Sonata SF Watches

The Titan Sonata SF (Super Fiber) watches have been introduced
at the watch market in India to counter the threat of cheap Chinese
watches and others of spurious quality. A perfect combination of
analogue and digital watches, the Titan Sonata SF Watches are priced in
the band Rs. 275-Rs. 550 and targets the youth segment in the age group
of 16-20 years.

31
Titan Sonata Delightful Duo Watches
Titan has come up with two wonderful watches that come in a pair
- one for man and the other for woman. Dubbed as Sonata Delightful
Duo the watches have refreshingly new design. The Titan Sonata
watches for men have large rectangular dials which a delicate finish and
golden chain like bands. The watches for women have a similar make
with a personification of feminine grace. The Sonata Delightful Duo is a
wonderful gift item.

Titan Sonata Yuva Collection

The Sonata Yuva collection consists of a series of young, trendy
and colorful watches targeted for the younger generation of India. This is
also captured in the tag line that says 'Naya Josh, Naya Vishwas'. The
watches in the Yuva collection are available for both ladies and gents at
an extremely affordable price. The Yuva collection watches are available
in both gold and steel look, with both metal and leather straps thereby
offering a great variety to the consumer.

The Titan Sonata "Yuva" watches are available at all World of

Titan stores and exclusive Sonata showrooms and more than 10,000
authorized Sonata dealers across India.

Titan Sonata Solid Steel Collection

The Titan Sonata Solid Steel collection of watches has been
designed for the consumers in the age group of 20-30 years across all

32
urban classes. Steel look watches are a growing trend among the young,
trendy and style conscious buyer. The overall watch market in India is
estimated to be around 36 million and steel look watches comprise about
30 percent of the market.

This "solid style" collection comprises 24 models and is expected

to redefine the style quotient of the growing steel watch category. While
steel has always stood for being durable and strong, it is now being
increasingly seen as stylish and sporty.

Titan Sonata Gold Plated Watches

The Titan Sonata gold plated watches are popular with specially
the Indian middle class. The collection starts at Rs. 395 in a leather strap
(gold plated case) and Rs. 550 with a gold plated metal strap (gold plated
case). There are 40 models in this collection.

Sonata is the 'Value for Money' watch brand from Titan Industries
Ltd. It is targeted at consumers seeking durability and value, with a clear
positioning of "No compromise watch". Sonata comes with the backing
of being a TATA product with five clear functional attributes -
Affordability, Looks, 1 Year Guarantee, Waterproof (up to 30m water
resistant) and Durability. It is therefore known as "5 GHADI KE
BARABAR” an equivalent for no-compromise watch. It is India's
largest selling watch brand with a wide range of watches in different
traditional designs for gents and ladies.

33
Sonata brand ambassador - MS Dhoni

The company is extensively promoting the offer through a

series of TV ad campaigns featuring none other than the hottest young
cricketing icon and Sonata’s brand ambassador, MS Dhoni. Dhoni
can be caught on all leading TV channels across the country
announcing the offer and expressing his readiness to grab a Sonata
watch by saying “Mai to tayaar hoon”. The ad comes across as a short
and witty offer announcement and seems to work well due to the
surprise element emoted perfectly by the cricket star.

34
 Speaking on the offer, Mr. C. Srinivasan, Business Head,
Sonata, “The Sonata Offer is in line with our brand strategy to compel
customers to create a distinct style and personality with the season’s
‘must have’ accessory – a Sonata watch. What makes this offer extra
special is that consumers can now buy a more expensive watch of
their choice and get a greater discount”

The Sonata consumer offer can be availed at all Sonata

showrooms, World of Titan Showrooms, Timezones and all
authorized Sonata stores across the country.

35
 CHAPTER -4

MARKETING FUNCTIONS

 Definition

 Marketing mix policy

36
 CHAPTER -4

MARKETING FUNCTIONS

DEFINITION:

Marketing is a comprehensive term and it includes to direct and

facilitate the flow of goods and services from producers to customers in
the process of distribution. Marketing comprises all activities involved in
the determination and satisfaction of consumer needs. Marketing
encompasses all activities of exchange conducted by producers and
middleman for the purpose of satisfying consumer needs or demand.

The American marketing association defines marketing as “ The

performance of business activities that direct the flow of goods and
services from producers to consumers or users”. This definition does not
clarify the business activities to be included in marketing. It only
emphasizes distribution aspects of the market and fails to stress
managerial aspects of marketing.

Philip Kotler defines Marketing as “ The set of human activities

directed at facilitation and consummating exchange”. The essence of
marketing is exchange of products and transaction is to satisfy human
needs and wants with the changing of time, definition is prescribed in the
past also requires modification.

37
 The institute of Marketing of the United Kingdom defined
Marketing as “ The inactive management function, which promotes trade
and employment by assessing consumer needs and initiating research
development to meet them. It co-ordinates the resources of prevention
and distribution of goods and scope of total effort required to sell
profitably the maximum production to the ultimate users.

Accordingly, the Council of the institute of the Marketing defined

Marketing as the management function which organizes and directs all
those business activities involved in assessing and converting customer
purchasing power into effective demand for a specific product service
and in moving the product or service to the final consumer or users so as
to achieve the profit target or other objectives set by a company.

What Marketing Does?

It is available to understand what is included in marketing

activities. Marketing is invariably connected with the insight or research
in to customer behaviour, namely what the customer wants, needs,
performance and value, who are the prospects and where they live, their
incomes and mode of spending, how they make purchase decisions and
so on.

Marketing deals with the product policy i.e., what type of products
or products should be manufactured. The determination of price and the

38
terms of payments are also covered in the product policy. The amount of
discount to be allowed to the distributor of the products and whether to
insists on cash payment or allow the customer deferred payment
facilities, must also be considered while formulating the product policy.

Marketing decides the channels of distribution taking into

consideration the availability of the distributor, salesman , compensation,
training of salesman, and placement of salesman. Marketing is also
concerned with advertising and promotion.
Example, whether the advertising should be done on the radio or in
magazines or newspaper or television or not at all it also decides the
mode of advertising programs as well as sales promotional methods and
displays finally. It also deals with the type of organization required for
marketing effectiveness.

Thus, marketing tries to define the right type of products in terms

of the company’s objectives and attempts to make it available at right
place and at the fight price, with the right promotion. All these function
attempts to perform in tern sof the consumers at whom the activities are
aimed. This is described as consumer orientation. Decisions in these
areas are assisted by marketing research.
Meaning of Marketing:
Marketing refers to all business activities involved in the
determined creation and satisfaction of human wants at fair prices. The
meaning of term marketing is studied under two concepts:
a. Traditional marketing concepts.

39
 b. Modern marketing concepts.

According to traditional marketing concepts marketing refers to

the sum of total of all those activities, which are related to the flow of
goods from the point of origin to the point of consumption. Traditional
concepts were ‘ Sales oriented’, mere distribution is given importance in
traditional concept.
According to modern marketing concept, marketing is the process
of discovering and translating consumer wants in to products and
services and then in turns of helping, making it possible for more and
more consumers to enjoy more and more of these products and services.
Modern marketing is ‘consumer oriented’. It is designed to satisfy
the needs, requirements and acceptance of the consumer. Consumer
oriented marketing is a different job. It is conditioned by two sets of
factors, which are as follows;
a. Controllable factors
b. Uncontrollable factors
Controllable factors or internal factors are those factors, which is
in the hold of organization. They include Price, Promotion, Production
and Physical distribution. These four elements are popularly known as
4ps of marketing.
Uncontrollable factors are those factors, which cannot be
controlled by an organization. They include consumer’s behaviours
trader’s behaviour, competitors behaviour and government behaviours.

40
Importance of Marketing:

Marketing is recognized as most significant activity in our society.

Marketing is all around us. Our very existence, our entire economic life
style are continuously affected by wide range of marketing activities.
The food we eat, the cloths we wear, the house that shelters us, the
comforts we enjoy at our home and work place, the wealth and welfare
activities which gives us peace of mind, all these are greatly effected
each by day by the marketing systems.
Marketing along can give goods and services we want and used at
our doors, our entire economic life fails to shoulders its main
responsibility discovering and serving market demand. Marketing has
achieved social importance because it is entrusted with the task of
creation and delivery of standard of living in society. Marketing is the
vital connecting link between producers and consumers. Optimum
production and optimum consumption can secure optimum standard of
living in an economy. Marketing is directly responsible to maintain
equilibrium between mass production and mass consumption.

41
Marketing Functions:
The functions of marketing are classified as follows:

MARKETING FUNCTION

Functions of Functions of Physical Facilitating

Exchange Supply Function

Buying and
Transportation Financing
Assembling

Risk Bearing
Selling Storage

Standardization
and Grading

Marketing
Information

42
1. Functions of Exchanges:

Functions of exchange refers to the functions related to the

transfer of goods from the producers or merchants to the consumer. They
include buying and selling.
Buying in marketing implies buying goods by manufacturers for
using production for re-sale. Buying refers to purchase of right quality of
goods in right quantity at right time from the right source at right place.
Assembling starts only after buying is over. Collection of some
type of goods bought from different places at one central point is known
as assembling.
Selling is the sum of total of all those activities that help in
transfer of goods from seller to the buyer at the profitable price. Selling
includes following functions.
a. Product planning.
b. Contractual functions.
c. Demand creation.
d. Negotiations.

1. Functions of Physical supply:

Physical supply function refers to those functions, which are
connected with the creation of time and place utility. This include:
a. Transportation:
It refers to physical movement of goods from the place of
production to the place of consumption. Transportation is an integral part
of marketing.

43
b. Storage:
It refers to holding and preserving of goods between the time of
their production and time of their use.

2. Facilitating functions:
Facilitating functions refers to all those marketing functions,
which facilitate process of exchange, they include:
a. Financing: financing refers to provision of finance for meeting
the financial requirement of various activities.
b. Risk bearing: Marketing involves a number of risks owing of
on force contingencies. There may be determination of goods in the
warehouses or loss by theft or loss by fire. They may become
unsaleable.
c. Standardizing and Grading: Standardization means
establishment of standards based on certain physical properties of the
product. Standards are set by referring of size, colour, shape, taste,
weight, etc.
Shorting out the goods according to certain standard and
classifying them into different groups constitute grading.
c. Market information:
Accurate and up-to-date information of the market condition is
essential for successful marketing. With the help of information many of
the marketing problems can be solved or new products can be introduced
or policy may be changed.

44
 MARKETING MIX POLICY

The marketing mix is the interplay of 4 basic and inter related

elements of a marketing program the 4 P’s –product, price, promotion
and physical distribution. They will be examined one at a time, but it is
of primary importance that to realize that they are interdependent. A
change in one element usually brings on a change in the others. Proper
organization of these elements is the key to a sound marketing program.

a. Product mix policy of Sonata:

One major management aspect involved in product policy is the
decisions concerning product mix. The product mix is one of the
elements in product policy. This more important now a days since most
of the manufacturers are diversifying their products. The products policy
decisions are made of these different levels; products mix, product items
and product lines. These three in one elements make the product
planning effective.
Product mix is the list of all products from sale by a company. The
composite of products offered for sale by a firm or a business unit. The
product mix is three dimensioned; it has breadth, depth and consistency.
Breadth is measured by the number of variety of products manufactured
by a single manufacturer. Depth refers to the assortment of sizes, colours
and models offered with in each product lines either to their end use or
the production requirements or to distribution channels or to other
variables.

45
Branding Policy of Sonata:
The term’ Brand’ is a comprehensive one. In one way or the other,
it includes more particularized terms. A brand is a name, symbol or
design or a combination of them, which is intended to identify the goods
or service of one seller or group of sellers and to differentiate them from
those of competitors. A brand name consists of words and letters. A
brand mark is a part of the brand. It appears in the form of symbol or
design. The brand and trademark more or less synonymously are to be
differentiated. A trademark is an identifying mark that gives legal
protection to a company. Hence all the products of that, if it is so desires,
will go with the same trade mark. It is for the customers to identify the
company for its good will.
The entire products manufactured by the Sonata will have the
brand name printed and also covered about the product.
Because of the popularity of the Sonata brand name is it easy for
the agent to market the product without much difficulty. It is also
advantages on part of the consumers to purchase Sonata watches without
any suspects about the quality of the products.

Packing Policy of Sonata watches:

A good package is the representation of the artistic combination of
the designer’s creative skills and the product and marketing and sales
knowledge of the manufacturer management team. The development of
packaging is the sum total of the talents of the designs, the researcher,
technicians, the advertising man, the marketing export, the sales
department and the top management. At the time, it may include in the

46
team of the use of packaging committee and packaging directions, the
role of independent designer and delegation of market research in the
solution of the packaging problem.
Packaging is general group of activities in product planning which
involve designing and producing the container for the product.
Packaging is a brand activity that require careful consideration by the
management.
The potentialities of packaging especially in the field of demand
creation have been widely accepted now. It is often remarked as a silent
salesman. This is perfectly correct because of its advertising appeal,
identifying power and intristinsic value.
Packaging is more important to the Sonata Company because all
its products are sensitive and delicate. SONATA sonata watches requires
a flexible plastic stand and a transparent plastic cap to cover watch and
the stick to the stand. The container should be of good quality and it
should be easy to open and close the container. Good packaging can
attract more consumers, it is a strategy of marketing product.

b. Pricing Policy of Sonata:

One of the most important and critical areas in marketing
management is the pricing of product. It is the second ‘P’ in the
marketing mix. Decisions on pricing have considerable effect in
marketing. A wrong pricing decision can nullify the effect of a right
decisions relating to price and reflect many things. Price is a vital
importance to both the buyer and sellers. In money economy without
price there can be no marketing.

47
 Price is one of the most important elements in the marketing mix.
It is the only element in the marketing mix that produces revenue, all
other elements represents cost. Hence companies will have to give
utmost importance to pricing and handle it very carefully. Price is not
revised often enough to capitalize on market changes. Price is set
independently of the rest of the marketing mix rather than as an intrinsic
element of market positioning strategy and price is not varied enough for
different product items and market segments.
The price of various models of Sonata watches are done carefully
and through investigations of the cost of the goods, the market position,
the competitors and the rise in price etc. as for a pricing policy is
concerned, they will give least importance to competitive because they
have competitors over the market.

c. Distribution policy of Sonata:

In the modern world, production and distribution have become
very complex. Goods are produced in far away places, where as
consumers are scattered throughout the country and abroad in certain
circumstances. The producers will not be able to sell goods directly to
the ultimate consumers. The reasons are many, the producers lacks
financial resources, he has to maintain large sales force. The products
may not justify the establishment of separate sales outlets, problems of
management and control arise instead of spending a lot of time and
energy on distribution, he can concentrate on production, and so on.

48
Naturally he has to depend on intermediaries for the physical distribution
of his goods.
A channel of distribution is an organized network of agencies and
institution that in combination performs all the activities required to link
producers with users and users with producers, in order to accomplish
the marketing task. The channel enables the seller to find out the users of
its merchandise and helps the buyers to obtain the product he wants. A
channel of distribution for a product is the route taken by the title to the
product as it moves from the producers to the ultimate consumers or
industrial users. A channel is the pipeline through which a product
follows on its way to the consumers. The manufacturer puts his products
into the pipeline or marketing channel and various marketing people
move it along to the consumers at the other end of the channel. A
channel of distribution is the particular route through which a product
moves from the manufacturer to the consumer who wants it and in this
process the title is also transferred to the consumer. A channel usually
includes three parts – The producers, Final consumers and the
Middleman who are engaged in the transfer of title.

49
Channel of the distribution of the company is as follows:

SONATA CO

C & F AGENT

Company Exclusive Show R.D.S ( Re –Distributor

Room Stockist)

Dealers
Consumer
Subbabhatta & Brothers

d. Promotion mix policy of Sonata:

The term promotion is very often need as a synonymous world for
selling, but selling is narrow term which includes only transfer of title.
Promotion is a broader term and includes varieties of activities.
Promotion involves the creation and expansion of demand. After product
planning and development, it is introduced in the market and its demand
is enhanced through the promotional activities.
Promotion is any communicating activities whose main
objectivity’s are to move forward product, service or idea in a channel of
distribution. It is an effort by the marketer to inform and persuade buyers

50
to accept research recommend or used in the article, service or ideal
which is being promoted. The promotional activity always attempts to
effect knowledge, attitude and preferences and behaviour of buyers.
The overall purpose of promotion is to influence buyer’s
behaviour and to establish a link between the products and consumers.
The increased competition between different industries has mad
customers more selective in their buying choice and a good promotional
program is need to reach them.
A good promotional mix involves by the company or co-operation
of sales force activities and other promotional efforts. Each promotional
route has its own unique characteristics and cost.

51
 CHAPTER - 5

RUBY WATCHE COMPANY – A FIRM PROFILE

52
 CHAPTER - 5

RUBY WATCHE COMPANY – A FIRM PROFILE

Introduction
The case study in this project reference to the firm name RUBY
WATCH COMPANY. It is located at Neharu Road shimoga. It is the
oldest shop in shimoga. It has made a good name in its service and sales
of sonata , titan, timex, etc.
The shop was first opened in the year 1986 . The proprietor Mr
Sunil K Navaly and in his brother.But as the days passed and in the
competitive business it will be very difficult to maintain so much of
items. In the Later year the firm was selling only imported watches like
Rolex Titoni fever laybs Tites etc .But recently firm deals with wide
rang of watches. It maintains new different s bands like TIMEX, TITAN
, HMT etc it also deals with variety of watch etc. The firm started with
the capital of just 150000 rs. But now it has goodwill and also a
sufficient capital.

ORGANISATIONS STRUCTURE

First the firm was a sole trading firm. But later proprietor Sunil k
Navale had two Brother’s. Mr. Anil k & Mr.kiran k who were now the
partner’s of the firm . Mr. Sunil k who looks after the payments. Mr.
Anil looks after the purchase and sales. Mr Kiran looks after the service

53
of watches and also towards the sales. They have also two experienced.
technical who looks after wall clock.

The firm is mainly running with its name, service and also good
sales of quality watches like TITAN, SONATA. In wall clock
AJANTHNA AND SAMAY. In the Tip ORPAT 7 SAMAY.
Accounting to the views of the partners of the firm the sales of
SONATA watches is gradually increasing of new patterns of watches
with least price is The gold plating of SONATA Watches is also good.

Marketing mix of Ruby watch company and marketing

Marketing is very important in modern

Economy present marketing is consumer oriented. Consumer is
the king in the market
It begins with the consumers and end with the consumers. Modern
marketing aims to satisfy the needs requirements and expectations of the
consumer.
Phillip Kotler defines the marketing mix as “The set of
controllable variable that the firm can use to influence the buyer
response”.
Marketing of wrist watches is also one of the keen factors to be
identified. Now a days marketing of watches is done by Advertising.
Boards & Banners in the cities and also giving add in T.V and also other
media’s.

54
 First when the firm started there was lesser computation compared
to now a day. But latter on due to complex & advanced marketing skill
been introduced and many firms were opened so that it increases the
competition in the business world.
Marketing mix depends upon certain other factors like product.
Price, promotion and distribution. Must be done properly by the
company. These elements are known as 4 p’s marketing.
These four elements must be combined in the right proportion so
as to result in effective marketing plan. Decision about the marketing
mix strategy is product; price, promotion and distribution are done
through the company.
Product:
Product is nothing but “The thing that is offered to a market for
attention, acquisition, use or consumptions that might satisfy a want of
need” or The thing that is offered to the market to satisfy customer need.
It includes physical objects, service personal, places organization and
ideas.
Here the product refers to the Sonata Watches. The Sonata watch
is distinguished with its model, quality with its advances features and
also the shape and thickness of the watch.
Factory of SONATA watch is located in Noida which describes
the watches to its distributors who were appointed all over India. So the
Sonata watches will be billed by the distributes watches to particular
area. As per the order depending on model number, the Sonata watches
will be distributed to the firm by distributor.

55
b. Price:
Price is an important factor which influence the market for the
product, pricing assumes 9 significance role in a competitive economy.
Too much price for a product will have its adverse effect on the product.
So before pricing product to study the market strategies very well .
Pricing of the product is very important factor to the company.
Wholesaler retailers and also to the customer. Now a days customer is
the king so that product should be priced on the need of customer.
So in case of Sonata watches the company itself fixes the prices
and gives the price list to all its distribution and also to retailers. So the
margin for distributors & retailers will be depending upon the
commission basis.
The following are the different rages of different watch company
that the firm sells.

TIMES : Rs. 375 to Rs 6000

Titan : Rs. 995 to Rs. 4650
SONATA : Rs. 395 to Rs. 12750
MAXIMA :Rs. 350 to Rs. 1100

C. Promotion:
Promotion is a device of marketing communication in order to
move forwards a product or a service or an idea of channels distribution.
Promotion is also one of the factor is lmarketing skills. To uplift of the
product promotion is one of the basic need. The promotion may be done
by different ways depending upon the situation.

56
 Following are the elements in promotion mix 1. Advertising.
1. Salesmanship
2. Sales promotion
3. Packaging
Some times the Sonata Company itself gives some discounts to
the customer. In the festival decision. The firm need not invest the
money to advertising as it has good name & reputation in its belt
although the company itself sponsors adds in local news papers and also
gives T.V adds.
Advertising about a product is also main factor which influences
more & more to the customers to purchase the particular product more &
more enquires will come to the counter only when good adds is given in
TV & newspaper.

d. Distribution:
Distribution system is the last element of marketing mix. After all
the factors like product, pricing and promotion it is very important to
reach the product to the customer through proper channels.
Although the firm with its reputed name the customer will come
to firm to choose the good quality watches. So here requires only the
proper distribution of watches from distributors to the retailers at correct
time.
A RUBY WATCH COMPANY is a small concern which sells
directly to the ultimate consumers so there is no chain of middlemen,

57
participating in the distribution of goods. The consumer themselves
come here to buy their needs.

Sales Analysis
The following table shows that the sales made by the firm in the
last Ten years.

Sl. NO. Year Total Sales

1 1998-1999 19,00,000
2 1999-2000 19,00,000
3 2000-2001 20,00,000
4 2001-2002 19,00,000
5 2002-2003 21,00,000
6 2003-2004 21,00,000
7 2004-2005 27,00,000
8 2005-2006 60,00,000
9 2006-2007 70,00,000
10 2007-2008 85,00,000

As we see, there is many fluctuation in the total sales because of

the market that changes in Shimoga. Accounting to Mr. ANIL one of the
Brother. In the firm “In Shimoga Agriculture is the main income and the
firm has lot of village customers. So it depends upon the yield of
particular crop in that particular year and also depend on the climate and
there factors in the particular year. The firm sells only branded company
watches and it give guarantee to the particular product it sells.
Capital Structure:
The firm is one of the oldest shop in the field of watches. It started
in 1986 with capital of Rs. 1,50,000 and it also renovated the shop with

58
latest lighting and latest window display. Recently and now the
investment has reached to Rs. 4,00,000
Problems:
Too much of problems is not faced by the firm as it is one of the
old firm. From starting till now it is giving good services to the
customers. And here the product prices will be fixed by the company so
the job of the firm is just to sell the branding watches and to give the
good services. No other factor will influence the profit of the firm.
Because the firm sell the product on the basis of commission.
Therefore the profit of the sales depends upon total sales made by
the firm. If the firm sells more products the firm will get more profit
and vice verse.
Advanced Technology In SONATA:
Recent innovation of Sonata Watch has launched the new watch
by name “perpetual calendar watch” Here i this watch the day to Date
has been setted for 100 years. So there is need not to change the date
whether it may have 30th in this month and 31st in the other. The watch
has improved movement. This is the new revolution in the field of
watch. The wast of this watch starts from 2495 to 4745 with various
designs and look. The models are all in steel case with straps & steel
chain. The firm will sold this watch in any time . This is the reputation of
the firm as well as company.

59
 CHAPTER – 6

SURVEY ANALYSIS

60
 CHAPTER – 6

SURVEY ANALYSIS
Introduction
Today, consumer is the king in the market. Consumer is the only
judge. The repetition of a product is entirely dependent upon his attitude
towards the product. So his satisfaction should be the ultimate motto of
the producers and consideration while taking marketing decision. It is
through consumer satisfaction only the producers and marketers can
improve their sales and profit.

Many opinions will come when a survey is made for preference,

improvement of a product, but the opinion of consumers is more
important.

This survey report gives analysis of opinion collected from the

different class or sections of people residing in Shimoga. For the purpose
of survey the method of “Questionnaire” is used. Answer given by the
respondents are annualized and classified.

50 persons have answered the questions and have helped to make

this survey a great success. The opinion are shown on all the tables
formed below given in percentage wise.

61
 Table -1
Table showing the number of respondents wearing watch

Opinion Number of Percentage

respondents
Yes 46 92
No 4 8
Total 50 100

Although only 4 out of 60 respondents who were contacted do not

wear watch. It is clear a large section of people likes to wear the watch.

No
8%

Yes
92%

62
 Table -2
Table showing reasons given by the respondents wearing watches

Opinion Number of Percentage

respondents
Time keeping 39 84.7
Status 3 6.5
Fashion 3 6.5
Others 1 2.1
Total 46 100

The above table shows that out of 46 respondents, who wear

watch, 39 people wear watches for time keeping, 6 people wear watches
for status and fashion and only 1 respondent wear watch for other
person.

Graph showing reasons given by the respondents wearing watches

63
 39
40

35

30

25

20

15

10

3 3
5
1

0
Time keeping Status Fashion Others

64
 Table -3
Table showing respondents preferring a particular brand and
reasons for their preferences

SONATA TITAN H.M.T OTHERS TOTAL %

Latest 11 3 0 1 15 32.6
Technology
Price 02 5 0 4 11 23.9
Latest 07 5 2 1 15 32.9
Design
Others 01 2 1 1 5 10.8
Total 21 15 3 7 46 100
Percentage 25.6 32.6 6.5 15.2 100

Out of 46 respondents who wear watches all of them stick to

particular brand for one or other reason from the above table it is clear
that ‘latest technology’ is the important factor which play a major role in
the preparing a particular brand

65
 Table – 4
Table showing the place of purchase

Place of purchase Number of respondents Percentage

Authorised dealer 30 65.2
Company show room 10 21.7
Abroad 05 10.8
Others 01 2.1
Total 46 100

It is clear from the above table that 65% out of 46 respondents

purchased their watches from the authorized dealer.

66
 Graph showing the place of purchase

30
30

25

20

15

10

10

5
5
1

0
Authorised dealer Company show room Abroad Others

67
 Table – 5
Table showing how the respondents were introduced to a product

Media Number of Percentage

respondents
T.V Advertisement 30 65.2
News Papers 08 17.3
Friends 07 15.2
Others 01 2.1
Total 46 100

The above table shows that 30% out of 46 respondents came to

know about SONATA WATCHES through T.V. advertisement followed
by 8 through news paper, 7 through friends and 1 through media

68
 Graph showing how the respondents were introduced to a product

30
30

25

20

15

10 8
7

5
1
0
T.V Advertisement News Papers Friends Others

69
 Table – 6
Table showing the respondents preferences selection a particular
brand in future

Brand Name Number of Percentage

respondents
SONATA 28 60.8
TITAN 08 17.3
H.M.T 07 15.2
Others 03 6.5
Total 46 100

From the above table it is clear that 60.8 % of respondents wishes

to buy SONATA watches in future, followed by 17.3% to TITAN,
15.2% H.M.T AND 6.5 to other.

70
 Graph showing the respondents preferences selection a particular
brand in future

30 28

25

20

15

10 8
7

5 3

0
SONATA TITAN H.M.T Others

71
 Table – 7
Table showing the opinion of the respondents about the preferences
of the SONATA watch

Opinion Number of Percentage

respondents
Satisfactory 42 91.3
Unsatisfactory 04 8.6
Total 46 100

From the above table it is clear that more than 80.8% of the
respondents are satisfied with the performance of SONATA watches.

72
Graph showing the opinion of the respondents about the preferences
of the SONATA watch

Unsatisfactory
9%

Satisfactory
91%

73
 Table – 8
Table showing the reasons for satisfactory performance of SONATA
watches

Reasons Number of Percentage

respondents
Superior Quality 22 52.3
Reasonable Price 03 7.1
Accuracy 10 23.8
Others 07 16.6
Total 42 100

It is clear from the above table that out of 46 respondents, 42

respondents are satisfied with the performance of SONATA watches. 22
respondents are satisfied for its superior quality, 10 for its accuracy, 7
for other reasons and 3 for reasonable price.

74
Graph showing the reasons for satisfactory performance of SONATA watches

25
22

20

15

10
10
7

5 3

0
Superior Quality Reasonable Price Accuracy Others

75
 Table – 9
Table showing whether the respondents with the service offered by
authorized dealer RUBY WATCH COMPANY.

Opinion Number of Percentage

respondents
Yes 38 82.6
No 08 17.3
Total 46 100

38 respondents out of 46 were satisfied with the service offered by

the authorized dealer RUBY WATCH COMPANY

No
17%

Yes
83%

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 Table – 10
Table showing the reasons for spatiality of the SONATA watches as
compared to other watches

Reasons Number of Percentage

respondents
Price 03 7.5
Qualities 09 92.5
Performance 26 65.0
Others 02 5.0
Total 40 100

Out of 46 respondents, 40 respondents feel that it is superior than

other watch. Out of 40 respondents 26 respondents feels that is its
performance, 9 for its quality, 3 for its price and 2 for other reasons.

77
 Graph showing the reasons for spatiality of the SONATA watches as
compared to other watches

30
26

25

20

15

9
10

5 3
2

0
Price Qualities Performance Others

78
 CHAPTER -7

SUGGESTIONS AND CONCLUSION

79
 CHAPTER -7
SUGGESTIONS AND CONCLUSION

From the survey conducted and other information available it is

clear that SONATA watches are popular among all the section of people.

There is a great demand for SONATA watches in the market

keeping this point the SONATA India has to increase its production.

From the survey it is clear that SONATA faces a stiff competition

from TITAN. So in order to meet this competition the SONATA has to
concentrate on increasing the marketing of the product as well as to
maintain a price which the public can afford.

SUGGESTION
The following are some of the suggestions for the company in
order to improve the SONATA watch sales.
1. Firstly the company should increase the advertising so as to
compete with its competitors. Advertising in News Papers,
Magazines, Radio, T.V. should be increased on T.V. which is now
the more effective media of advertisement.
2. After the survey. I found that many of the respondents are not
aware of the marketing ads of the company. So in order to achieve
more sales the company has to maintain a proper way of advertising
its products.

80
 3. Most of the people felt that company is good from the point of
view of quality. The company has to maintain the same quality.
All these put together helps to achieve higher demand for the
product and this increases its sales.

CONCLUSION

Customer satisfaction is the ultimate motto of every business.

Therefore, consumer orientation of marketing is entirely necessary for
any type of business, this can be achieved by directing managerial,
productive and marketing activities towards the preference of the
customer. For this achievement, competitive efficiency, increase in
qualities, decrease in cost of production, creation of product and
company’s image is essential.
Quality of SONATA watch is very good. But the marketing of the
SONATA watch is only one factor, which influence much on consumer
behaviour. By considering all the factors of production, the price of the
product must be maintained. Some people say that the price of the
product is high, even though they purchase SONATA watch because of
superior quality and latest technology.
Thus it can be concluded that, SONATA watch with superior
quality, technical known how and financial stability can move towards
improved marketing strategy, promising customer satisfaction and fair
results and investment by regular market research and satisfaction of
customer preference.

81
Annexure
QUESTIONNAIRE

Sir/Madam/Friends,

I am ROOPA G. Student of final year BBM of Dr. Ambedkar

BBM College, Shimoga conducting the marketing survey of SONATA
WATCHES as a part of my course. I would greatly appreciate if you
can spare a few minutes to answer this questionnaire by putting tick
mark in the space provided.

Thanking you,

1. NAME :

2. QUALIFICATION :

3. ADDRESS :

4. AGE :

5. OCCUPATION :

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6. DO YOU WEAR WATCH?
A. YES [ ] B. NO [ ]

7. IF YES WHY DO YOU WEAR WATCH?

A. TIME KEEPING [ ] C. FASHION [ ]
B. STATUS [ ] D. ANY OTHER [ ]

8. WHICH BRAND OF WATCH DO YOU WEAR?

A. SONATA [ ] B. TITAN [ ]
C. H.M.T [ ] D. ANY OTHER [ ]

9. IF IT IS SONATA, WHY IT IS PREFERRED,

A. LATEST TECHNOLOGY [ ]
B. PRICE [ ]
C. LATEST DESIGN [ ]
D. ANY OTHER [ ]

10. WHERE DID YOU BUY THE WATCH YOU WEAR?

A. AUTHORISED DEALER [ ]
B. COMPANY SHOW ROOM [ ]
C. ABROAD [ ]
D. ANY OTHER [ ]

11. WAS THERE SUFFICIENT OF MODELS FOR SELECTION

WHEN YOU PURCHASED?

83
 A. YES [ ] B. NO [ ]

12. HOW DO YOU COME TO KNOW ABOUT SONATA?

A. T.V. ADDS [ ] B. NEWS PAPERS [ ]
C. FRIENDS [ ] D. ANY OTHER [ ]

13. IN CASE YOU ARE PLANNING BUY A WATCH, WHICH

BRAND IS PLANNING TO PURCHASE?
A. SONATA [ ] B. TITAN [ ]
C. H.M.T. [ ] D. ANY OTHER [ ]

14. HOW IS THE PERFORMANCE OF SONATA WATCHES?

A. SATISFACTORY [ ]
B. UNSATISFACTORY [ ]

15. IF SATISFACTORY WHAT ARE THE REASONS?

A. SUPERIOR QUALITY [ ]
B. REASONABLE PRICE [ ]
C. ACCURACY [ ]
D. ANY OTHER REASON [ ]

16. IF UNSATISFACTORY WHAT ARE THE REASONS?

A. HIGH PRICE [ ]
B. UNSATISFACTORY SERVICE [ ]
C. LOW QUALITY [ ]
D. ANY OTHER REASON [ ]

84
17. WAS THE SERVICE OFFERED BY OUTHORISED
DEALER IS SATISFACTORY?
A. YES. [ ] B. NO [ ]
18. IF YES, SUPERIOR IN
A. PRICE [ ] B. QUALITY [ ]
C. PERFORMANCE [ ] D. ANY OTHER [ ]
19. IF NO, WHY,
A. HIGH PRICE [ ]
B. UNSATISFACTORY QUALITY [ ]
C. FASHIONABLE [ ]
D. ANY OTHER [ ]
20. WHAT FACILITY DO YOU EXPECT FROM YOUR DEALER?
A. AFTER SALES SERVICE [ ]
B. EXCHANGE OF OFFER [ ]
C. GUARENTY [ ]
D. ANY OTHER [ ]

21. IF ANY SUGGESTIONS:

-----------------------------------------------------
-----------------------------------------------------

PLACE:

DATE: SIGNATURE.

85
 BIBLIOGRAPHY
1. MARKETING MANAGEMENT:
PHILIP KOTLER

2. MARKETING RESEARCH:
MEMORIA & MEMORIA

3. ENCYCLOPEDIA

4. www. sonata.com

5. www.sonataindia.com

86