introduction- watch final

8/13/2019 Introduction- Watch Final

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A

PROJECT REPORT ONMARKETING STRATEGIES OF

TOP FIVE BRANDS OF

WATCHfor the Partial fulfillment the

Degree ofMASTER OF BUSINESS

ADMINISTRATIONFROM DEPARTMENT OF BUSINESS

STUDIEIS

SESSION -2012-13UNDER GUIDANCE OF SUBMITTED BY

1


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ISS SHWETA RAJPUT SOHIAL ANSOORIMBA IST SEM.

ROLL NO.

PREFACEMarketing shoul not !e looke u"on in a #a$uum or

in isolation% It is an essen$e taking a #ie& of MARKETING

STRATEGIES OF TOP FIVE BRANDS OF WATCH.the &hole !usiness

organi'ation an its ultimate o!(e$ti#e $on$ern for

marketing must "enetrate all areas of the enter"rise%

Market sur#e) in toa)*s $om"etiti#e &orl is a must for

e#er) organi'ation%

This "ro(e$t is a stu) of% The rational !ehin this

"arti$ular stu) is to fin out the "resent market s$enario

of #arious !rans + to fin out the $or"orate nee an

"er$e"tion% It &as a "leasura!le e,"erien$e to $onu$t aresear$h on !ehalf of TOP FIVE BRANDS OF WATCH."ertaining

to the stu) of the -at$h Se$tor%

Con$lusion an there !) re$ommenation has !een

arri#e at !) "ro"er an (ustifie inter"retation of the

result eri#e from the a!o#e sai anal)ti$al tools an

te$hni.ues%

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AC/NO-0ED1EMENT

Preparing a proe!" o# "$i% na"&re i% an ar'&o&% "a%( an' I )a%

#or"&na"e eno&g$ "o ge" %&ppor" #ro* a +arge n&*,er o per%on%. I )i%$ "o

e-pre%% * 'eep %en%e o# gra"i"&'e "o a++ "$o%e )$o genero&%+ $e+pe' in

%&!!e%%#&+ !o*p+e"ion o# "$i% repor" , %$aring "$eir in/a+&a,+e "i*e an'

(no)+e'ge.

I" i% * pro&' an' pre/i+e'ge "o e-pre%% * 'eep regar'% "o

Re%pe!"e' 0 Hea' o# Depar"*en" Dr.Pra*e%$ Ga&"a*0 Depar"*en" o#

B&%ine%% Manage*en" 0 S)a*i Vi/e(anan' 1ni/er%i" Sagar #or a++o)ing

*e "o &n'er"a(e "$i% proe!".

I #ee+ e-"re*e+ e-$i+ara"e' "o $a/e !o*p+e"e' "$i% proe!" &n'er "$e

a,+e an' in%piring g&i'an!e o# Mi%% S$)e"a Rap&" S$e ren'ere' *e a++

po%%i,+e $e+p *e g&i'an!e )$i+e re/ie)ing "$e *an&%!rip" in #ina+i%ing "$e

repor".

I a+%o e-"en' * 'eep regar'% "o * "ea!$er% 0 #a*i+ *e*,er% 0

#rien'% an' a++ "$o%e )$o%e en!o&rage*en" $a% in#&%e' !o&rage in *e "o

!o*p+e"e "o )or( %&!!e%%#&++.

SOHIAL MANSOORI

MBA ISTSEM.

3


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4


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DE0C0ARATION B2 T3E CANDIDATE

Da"e 2

I 'e!+are "$a" "$e proe!" repor" "i"+e' 3 TOP FIVE BRANDS OF

WATCH3 on Mar(e" Seg*en"a"ion i% na o)n )or( !on'&!"e' &n'er

"$e %&per/i%ion o# MISS SHWETA RA4P1T Depar"*en" o# B&%ine%%

Manage*en" 0 S)a*i Vi/e(anan' 1ni/er%i" Sagar 5M.P.6 To "$e ,e%"

o# * (no)+e'ge "$e repor" 'oe% no" !on"ain an )or( 0 )$i!$ $a% ,een

%&,*i""e' #or "$e a)ar' o# an 'egree 0 an)$ere.

(SOHIAL MANSOORI)

MBA IST SEM.

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CERTIFICATE

T$e proe!" repor" "i"+e' 3MARKETING STRATEGIES

OF TOP FIVE BRANDS OF WATCH3 ,een prepare' ,SOHIAL

MANSOORI MBA IST SEM.0 &n'er "$e g&i'an!e an' %&per/i%ion o#

MISS SHWETA RA4P1T #or "$e par"ia+ #&+#i++*en" o# "$e Degree o#

MBA

Signatu! "# t$! Signatu! "# t$! Signatu! "# t$!

Su%!&i'" H!a "# t$!

D!%at!nt

E*ain!

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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 MI

PRODUCT RANGECHAPTER VII MARKETING STRATEGY

PRICING

POSITION AND DISTRIBUTION

PROMOTION

CHAPTER VIII ABOUT COMPETITORS

COMPETITOR FOR PRODUCT

PRICE OF COMPETITOR PRODUCT

CHAPTER I DATA ANALYSISAND INTERPRETATION

CHAPTER LIMITATIONCHAPTER I CONCLUSION ! SUGGESTION

BIBLIOGRAPHY"UESTIONNAIRE

#


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CHAPTER I

INTRODUCTION

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OB"ECTI#ES OF THE STUDY

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CHAPTER III

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RESEARCH METHODOLOGY

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MARETING ANALYSIS

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CHAPTER #

CONSUMBER GROUPS

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Who is a Consumer ?

Any individual who purchases goods and services from the market forhis/her end-use is called a consumer.

In simpler words a consumer is one who consumes goods andservices available in the market.

Example - Tom might purchase a tricycle for his son or ike mightbuy a shirt for himself. In the above examples! both Tom and ikeare consumers.

What is consumer Interest ?

Every customer shows inclination towards particular products andservices. "onsumer interest is nothing but willingness of consumersto purchase products and services as per their taste! need and of

course pocket#et us go through the following example$

%oth aria and &andra went to the nearby shopping mall to buydresses for themselves. The store manager showed them the bestdresses available with him. aria immediately purchased twodresses but &andra returned home empty handed. The dresses werelittle too expensive for &andra and she preferred simple and subtledesigns as compared to designer wears available at the store.

In the above example &andra and aria had similar re'uirements butthere was a huge difference in their taste! mind set and ability tospend.

-hat is Consumer Beha#iour 4

Consumer Behaviour is a branch which deals with the variousstages a consumer goes through before purchasing products orservices for his end use.

Why do you think an individual buys a product ?

(eed

&ocial &tatus

)ifting *urpose

Why do you think an individual does not buy a product ?

(o re'uirement

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Income/%udget/+inancial constraints

Taste

When do you think consumers purchase products ?

+estive season %irthday

Anniversary

arriage or other special occasions

There are infact several factors which influence buying decision of aconsumer ranging from psychological! social! economic and so on.

The study of consumer behaviour explains as to$

,hy and why not a consumer buys a product

,hen a consumer buys a product

ow a consumer buys a product

uring "hristmas! the buying tendencies of consumers increase ascompared to other months. In the same way during 0alentines week!individuals are often seen purchasing gifts for their partners.+luctuations in the financial markets and recession decrease thebuying capacity of individuals.

In a layman1s language consumer behaviour deals with the buying

behaviour of individuals.

The main catalyst which triggers the buying decision of an individualis need for a particular product/service. Consumers purchaseproducts and services as and when need arises.

According to %elch and %elch! whenever need arises2 a consumersearches for several information which would help him in hispurchase.

+ollowing are the sources of information$

*ersonal &ources

"ommercial &ources

*ublic &ources

*ersonal Experience

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*erception also plays an important role in influencing the buyingdecision of consumers.

%uying decisions of consumers also depend on the following factors$

essages! advertisements! promotional materials! aconsumer goes through also called selective exposure.

(ot all promotional materials and advertisements excite aconsumer. A consumer does not pay attention to everythinghe sees. e is interested in only what he wants to see. &uchbehaviour is called selective attention.

Consumer interpretationrefers to how an individualperceives a particular message.

A consumer would certainly buy something which appeals

him the most. e would remember the most relevant andmeaningful message also called as selective retention. ewould obviously not remember something which has nothingto do with his need.

CHAPTER #I

PRODUCT PROFILE

21


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A S$+$ (%)*+ ($+,-

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24
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34


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CHAPTER #II

MARETING STRATEGY

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CHAPTER #III

ABO! CO"#$!%!O&' O( WA!C)$'

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(ow! this may seem odd to you. 3ou1re probably thinking! 4doesn1t a

company know who its competitors are5 (ot always. (ew firms come

seemingly out of nowhere! preempting existing companies with different

technologies or approaches they never saw coming.

6ften a company in an ad7acent area will change its positioning to try and

address your market! or a new startup may emerge in a related area. 3ou

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 company1s marketing budget!

so it is important to know which shows your competitors participate in.

3ou may not learn much from one single event or white paper! but you1ll

learn a lot when you look at these as a whole. 3ou1ll see trends and

patterns that clearly indicate how these companies are positioning or

repositioning themselves.

3#


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CHAPTER I4

*A!A A+A,-'%' A+* %+!$&$!A!%O+

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(igure /0 Watches subbrands possessed by respondents

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CHAPTER 4

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The study is confined to &agar area only

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#ack of knowledge about watch.

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CHAPTER 4I

SUGGESTION ? CONCLUSION

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BIBLIOGRAPHY

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introduction- watch final

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