By-Ankit Kumar Shukla (12609112)Prapti Mathur (12609111)Neha Pandit (12609113)Navjyoti Siddhu (12609114)Rohit Singh (12609115)

MADE BY :

PRAPTI MATHUR (12609111)ANKIT KUMAR SHUKLA(12609112)NEHA PANDIT (12609113)NAVJYOTI SIDDHU (12609114)ROHIT SINGH (12609115)

Identifying the company’s competitors

Assessing competitors’ objectives, strategies, strengths and weaknesses , and reaction patterns

Selecting which competitors to attack or avoid

COMPETITOR ANALYSIS PROCESS

Established : July 1984 by Xerxes Desai

A joint venture between TATA Group & Tamil Nadu Industrial Development Corporation(TIDCO)

World's fifth largest wrist watch manufacturer.

India's leading producer of watchesSonata, Nebula, RAGA, Regalia, Octane & Xylys brand names

Sold in about 40 countries through marketing subsidiaries based in London, Aden, Dubai and Singapore.

TITAN ‘S BACKGROUND

Brand ArchitectureTITAN

Low end

Sonata

Dash

Mass market

Fastrack

Exacta

PremiumFastract

Classique

Spectra

Royal

Regalia

Luxury

Raga

Xylys

Nebula

Bandhan

Tanishq

PSI2000

72%

14%

6%4%

2% 2%

MARKET SHARE

FASTRACKSONATARAGANEBULAWWFEDGE

EDGE

NEBULA

OBAKU

RAGA

TYCOON

SONATA

FASTRACK OCTANE

TITAN’S COMPETIT

ORS

HMT

MAXIMA

TIMEX

OMEGA

TAG HEUR

RADO

TISSOT OMEGA

DIRECT COMPETITION : HMT ,MAXIMA ,TIMEX

INDIRECT COMPETITION : MOBILE PHONES , TAB , LAPTOPS , I-PHONES POTENTIAL COMPETITION : WATCH COMPANIES OF FOREIGN COUNTRIES

60%18%

12%10%

Sales

Titan Timex HMT Others

Market Share of Key Player

TIMEX WORLD

In market since 150 years

Ranked No. 1 in U.S.A in 2001

Largest selling brand in U.S.A & Canada

Focus- Quartz based wrist watches in India.

Lowest cost watch manufacturer in the world.

TIMEX PRODUCTS

TITAN TIMEX HMTAggressive product approach to create and deliver high quality product.

Innovation is core strategy.

Good quality,reliable ,low priced product

Effective positioning strategy for different of segment

Good after sales service

Good brand image

High profile Distribution

Impressive watch quality

Estbl. Marketing network

Effective and charismatic way of promotion

Best for middle income group.

Special promotion on festivals

Good retail network by “WORLD OF TITAN”

Good retail work Strong Govt . Support

Visual Merchandising

Visual Merchandising

Good industrial Relations

STRENGTHS

TITAN TIMEX HMT

Lack of management depth

. Weak organisational culture

Bureaucratic and centralized decision making

High cost operation due to high labour costs

Excessive selling and distribution cost

High operation cost

Rural india forms no consumer base

Rural India –Not a substantial part of customer base

Rural India –Not a substantial part of customer base

Kids are fascinated with mobile phones

No differentiated marketing strategy in India

No emphasis on product R& D

WEAKNESSES

TITAN TIMEX HMT

changing consumer attitude, people like to possess multiple watches for different occasions and events.

Capitalize on attractive segmens

expand in the market by launching products suitable forcustomers in a particular market segment like the youth, gift fashion, sportsetc

Rural market may be tapped

Rural market may be tapped

Rural market may be tapped

OPPURTUNITIES

TITAN TIMEX HMT

Japanese- Citizen, CasioSwiss- Rolex, Omega, Rado, Tissot, Tag Heur, etc

Japanese- Citizen, CasioSwiss- Rolex, Omega, Rado, Tissot, Tag Heur, etc

Japanese- Citizen, CasioSwiss- Rolex, Omega, Rado, Tissot, Tag Heur, etc

Mobile phones and wall clocks are a substitute to watches.

Mobile phones and wall clocks are a substitute to watches.

Mobile phones and wall clocks are a substitute to watches.

THREATS

Competitors –STRATEGIC GROUPS

PR

OD

UC

T

QU

ALIT

YLO

W

HIGHPRICELOW

CITIZENTITANCASIO

TIMEXHMT

MAXIMA

ROLEXRADO

OMEGATAG HEUR

HIG

H

WESTARSITCO

SHIVAKI

TITAN Citizen

TimexRs 500 1000 2000 4000 5000 30,000 +

Formal / Classic

Fashion/Sporty

Sonata, HMT,Maxima

Espirit, Swatch Fossil Giordano, DKNY, Carrer Tommy Hilfiger

Raymond WeilTissot

Omega,Rado, Longines

Tag Heuer Hugo BossC Dior

Fastrack

XYLYS

10000

Nebula

PRODUCT QUAL-ITY AND RELIA-

BILITY

PRODUCT DESIGN

PROMOTIONAL EXPENDITURE

PRICE RANGE AFTER SALES SERVICE

RETAIL OUTLETS0

1

2

3

4

5

6

TITANHMTTIMEX

CUSTOMER VALUE ANALYSIS RATING 1-5 , 1-POOR , 5- EXCELLENT

REASONS FOR BRAND PREFERENCE

ATTRACTIVE DESIGN

REASONABLE PRICE

BRAND IMAGE

GOOD QUALIT

Y05

10152025303540