Panache• KARAN DUBEY(C001)• PRAFUL BHARGAVA(C006)• AYUSHI GUPTA(C013)• PRASHAM JAIN(C015)• SHREYA KHARE(C018)• AKSHAY KHATRI(C019)• AAKARSHA LAMBA(C021)• SURBHI CHORARIA(C023)• APURVE PAHARIA(C027)

Twitter Talkies!!!!

(To be added)

WATCH INDUSTRY ANALYSIS

• 50 million wristwatches are sold in India every year.

• In the mechanical era, HMT dominated the market.

• Today Titan has almost 65% market share of the organized watch market in the country

• size of the organized market is estimated at around Rs. 1500 crores

• Male watch buyers far outnumber females and account for around 65% of sales

• Students are the largest segment of buyers accounting for approximately 30% of the sales.

References: 3

Present situation

• Watch market :40 millions units and 60 % is unorganised • Quartz watches of 2/3 organised sector• Rest is split between mechanical and digital watches

• Replacement rate :33.7 % (Source :Indian market demographic report)

• Scrap rate :7.8 (Source :Indian market demographic report)

• SHIFTING : mechanical watches to quartz watches

4

500 1K 2K 3K 5K 6K

Industry mapping

GIORDANASONATA

TITAN,RAGATISSCOT

PANACHE

FASTRACK

5

Porter's Five Forces

Competition

Rivalry

Threat of

Substitution

Supplier Power

Threat of New Entry

Buyer power

Threat of New EntryCluttered market

Lack of differentiationBuild brand image

price

Competition Rivalry

Increased no of firmsLow switching cost

Buyer power

Price sensitivityBuyers preferences

Supplier PowerNo strong Supplier

Lack of bargaining powerRise of china and Taiwan

as lowCost supplier

No close substitutionVariants like smart watches, pendant

watches

6

Distribution Strategy

•What exactly is distribution strategy?

•Main Competitors

•Our Placement and Distribution Strategy!!!!

Brandingand

Positioning

PANACHE

• LINKABLE• MEANINGFUL

Brand slogan

•The time is always right.

BRAND RESONANCE MODEL

Special straps for skin sensitive people

Point of Parity

• Analog watches• Quartz watch• Metal parts• Water resistant• Scratch and dust proof

Point Of Difference

• Built to make • Customizable dual strap• Special straps for skin sensitive people

“dO iT iN sTYLE”-OUR BRAND MANTRA

Differentiation Strategies Background Concept

Image Differentiation• Our brand caters the social needs of our customers We shall have those people for the advertisement who will act as role model for the customers compelling them to buy our watch

Service Differentiation

• Ordering ease: built to make order onlineDelivery: delivery by company executive

EMO Branding

Emotional Branding

• For every product you buy we will be donating Re1• “A Gift to your loved ones”

Brand Community

• Online community• More loyal committed customer base

Product strategy of

various competitors

• Target Market: 6-11, 12-19, 20-34, 35-49, 50-64, 65+• Price – 500-45000 in different categories• First to introduced the ‘style’ concept in India and projected the watch as a fashion

accessory• Fastrack – focused on the youth and trendy fashion space• Sonata - for the mass market• Xylus - for the premium market• Innovations:• Titan Edge – Titan has claimed to have manufactured the world's slimmest wrist watch branded as

Titan Edge with a total thickness of 3.5 mm and a movement of 1.15 mm• Braille - Titan created watches for specially-abled

• HMT first Indian brand to launch watches in India in 1961• Manufactures Mechanical watches• Low end- Rugged, basic time function mechanical or quartz

watches• Mid end- Automatic , Water resistant , steel or gold rich look

watches• Tech end- USB ,Mp3 , trendy attractive watches

• The main focus is on reflecting a sporty and fashionable look for the men• Various options were available: formal & casual at different price ranges• Innovation: • Timex Datalink • Timex Heart Rate Monitor• Timex Speed & Distance GPS Watch• Timex Digital Compass• Timex MP3• Timex Internet Messenger

Customer Value Hierarchy :Core Benefit: Professionalism , Style, StatusBasic Product: Analog men’s watch with variety of strapsExpected Product: Matte finish, dust proof and scratch resistant glassAugmented product: Special straps for skin sensitive people, Home repairing servicePotential Product: Gps location tracker and mobile watch

Panache watches

Product & Service Differentiations:

Form: • Round Shape Analog watches• Matte finish and patterned case made of stainless-steel • leather and stainless-steel and rubber straps (dual tone).• Mineral glass and Sapphire Crystal in premium categories.

Features: Chronograph, Compass, Water Resistant, Fluorescent dots display for night, Special straps for skin sensitive people.Customization: Customised straps at stores, build to make your own unique watch feature for online order to choose your own dial and base case and straps.Durability: Long Battery Life and Durable metal case.

Product and Brand Relationship:

Product depth: we provide 2 variants(versions) •style(casual)-zest •professional-verve

Down market Stretch (future) : watches ranges from 1-500 & 500-1000 (not two way stretch like titan watches) . To attract people with lower price variant and providing them featured variants.Product Mix pricing :Product bundling –watches combo of father and sonPackaging :Cardboard box, festival gift box – attractive packing for consumer affluence

Competitive advantage – cost leadership

• Since panache is an emerging brand, we first gain the market share by cost leadership

• Providing the best features in a less price range• Panache outsource its products from the Chinese brands

• Guangzhou Weide Watch Co., Ltd. • Guangzhou Tiandali Watch Technology Development Co., Ltd. 

• In initial stage panache will try to gain the market , by selling the watches with minimum margins, then when it become established it goes about increasing its margin.

ZEST VERVE(Casual) (Professional)Rs.1999-3499 Rs.3499-5999

• ONLINE MARKETING THROUGH SOCIAL MEDIA

• OFFLINE ADVERTISING THROUGH TELEVISION

- ADVERTISEMENT FOR CASUAL CATEGORY ZEST: Channel V, MTV, different music channels.-ADVERTISEMENT FOR PROFESSIONAL CATEGORY VERVE: HBO, Star Movies, WB,BBC

• BLEND OF TWO

END