K. C.

College of Management Studies

MARKETING MANAGEMENT
ASSIGNMENT

TOPIC: - WRIST WATCHES

TEJAS SHAH ROLL NO 55

SAGAR KESHRI ROLL NO 62

PROF IN CHARGE: - Prof. Kher

 Tejas Shah Roll No 55
Sagar Keshri Roll No 62

WRIST WATCHES

TITAN TAGHEUER ROLEX

TITAN
 FOUNDED : 1987
 ABOUT COMPANY: Titan Industries is the world's fifth largest manufacturer
of Watches
 MARKET SEGMENTATION:
Age Group
Age: 6-11, 12-19, 20-34, 35-49, 50-64, 65+
Gender: Male, Female, Kids.
Occupation: Professionals, Retired, Students, Homemakers, Sportsmen
Target Audience: Working Class, Middle Class, Upper Middle Class
 POSITIONING: Fulfill Emotional and Artistic Needs, Lifestyles.
 MARKET SHARE:
 Has a 60% share in the domestic watch market, which is estimated at 42 million
pieces annually and is growing at 8% year-on-year
 MARKET SIZE:
Watches contribute 30% to Titan's revenues and this division is expected to
grow 20% this fiscal against 18% last year.
 DIFFERENTIATION:
Quality, Service and Trustworthy. As compared to Tag Heuer it's very economical
and can be affordable by the mass consumers. It’s after sales service is also one
of the benchmark in its operation. Ranges between Rs 800 to Rs 85000.
 Tejas Shah Roll No 55
Sagar Keshri Roll No 62

TAG Heuer

 FOUNDED: The brand has been in existence since 1860.

 ABOUT COMPANY: Tag Heuer is a Swiss luxury watch brand. It is a part of the
Louis Vuitton Moet Hennessy group. In India it was launched in the year 2003
 MARKET SEGMENTATION:
Age Group: 25-45 year old
Gender: Male, Female
Occupation: Professionals, Business Persons.
Target Audience: Upper Class, Upper Upper Class
 POSITIONING: Performance, Elegance and Sportsmanship with Latest Design
 MARKET SHARE: Currently holds 8% share in the Indian market for luxury
watches. "TAG Heuer intends to capture a 10% market share in the Indian Swiss
watch segment" which accounts approximately for Rs. 200 crores.
 DIFFERENTIATION: Quality, Brand Name & Brand Ambassador. As compared to
Titan Watches it is more expensive and famous for Chronograph Watches.
Ranges between Rs 3500 to Rs 1150000.

ROLEX
 FOUNDED: 1905
 ABOUT COMPANY: World’s leading manufacturer of luxury watches.
 MARKET SEGMENTATION:
Age Group: 32-60 year old
Gender: Male, Female
Occupation: Executives, Corporate People, Sportsperson.
Target Audience: Upper-Upper Class
 POSITIONING: Quality product with Reliability
 MARKET SHARE: Captures 25% of Indian luxury watches market
 Tejas Shah Roll No 55
Sagar Keshri Roll No 62

 DIFFERENTIATION: As Compared to all above brands it’s comparatively very

higher. Rising Demand for Six-Figure Watches. Range Between 1.3 lac to few
crores.