36957728 HMT Watches Revival of a Failed Brand

8/17/2019 36957728 HMT Watches Revival of a Failed Brand

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HMT WATCHESA brand which has failed and which wants to implement aturn-around strategy

Internal Assessment ro!ect "eport

Sub!ect# Integrated Marketing Communication

$%%&-''

(umar MithileshRoll No. 2009A44

HMT

Watches


2/22

CONTENTS

Contents..................................................................................................................... 2

Toic........................................................................................................................... !

"ong#term Communication O$%ecti&e 'or (MT )atc*es..............................................!

+rand Identit,.............................................................................................................-+rand ersonalit,....................................................................................................... /

+rand Elements..........................................................................................................

NE1 MARETIN3 MI................................................................................................. 5

(MT Communication Mi6............................................................................................5

One &oice One Message 7 8Timekeeers to t*e Nation..........................................5

Ad&ertising..............................................................................................................5

Sales romotions................................................................................................... :0

E&ents ; E6eriences............................................................................................::

u$lic relationS ; u$licit,.................................................................................... :2

call, )ill ,ou do 'or t*is=................................................................................:-

Touc* oints o' communication and t*eir s,nerg,...................................................:/

artners in t*e communication lan and s,nerg, o' all t*e actions in t*e IMC

e6ercise )it* and t*roug* t*em...............................................................................:E&aluation o' results ).r.t t*e Marketing Communications Mi6=...............................:5

umar Mit*iles* 2009A44IMC 7 (MT 1atc*es

2


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T)IC

To make an Integrated Marketing Communication plan for HMT Watches in order to re-establish

them as the leading brand in the Indian watch market.

Situation Analysis

HMT watches, a household name in the yester years, have come to a stage where no one iseven aware of the brand name itself barring few of our elders. HMT, a brand known for high

quality and reliability has not done very well in the last two decades. That’s why I have

taken HMT watches to discuss re-positioning strategy of HMT brand and to chalk-out

coplete IM! plan for HMT watches.

About the Company

Based in Bangalore, HMT was incorporated in !"# b$ the %o&ernment of India as a Machine

Tool manufacturing compan$. '&er the $ears it di&ersified into Watches, Tractors, (rinting

Machiner$, Metal )orming (resses, *ie Casting + (lastic (rocessing Machiner$, CC $stems

+ Bearings. uccessful technolog$ absorption in all product groups through collaborations with

world renowned manufacturers and continuous in-house +* ha&e further strengthened the

compan$. Currentl$ it has annual turno&er of s. /00 Cr., out of which watches account for 1"2.

The product range of HMT W3TCH4 5IMIT4* include more than "00 models catering to all

segments of the market, from 4conom$ to (remium and from 6oung to the 'ld.

LONG-TERM COMMUNICATION OBJECTIVE FOR HMT

WATCHES

To position HMT brand as the preferred choice of watch by aking the target audience

aware of the new, re"uvenated HMT watches and by counicating the brand proise of

HMT to the. This IMC plan aims to create more brand awareness about the HMT brand so

that customers start thinking and talking about the brand. This would finally result in increased purchase of HMT brand by some of our target customers, and also in favourable word-of-mouth

among our target group. urpose is to move the target audience into higher level of readiness

to buy HMT watches. !y propagating brand communication, we would create high satisfaction

for HMT brand users.

The se"uence sought through this plan would be as per Hierarchy of #ffects Model$


!

HMT brand has enjoyed very high brand equity in the Indian Market. The brand has been adjudged as

one of the best Indian brands in surveys by leading agencies in the past. The Quality and Reliability of

HMT watches has been the ain selling feature and attraction for the consuer. HMT enjoyed !" percent

of the arket share in the sales of echanical watches and ##.$$ percent arket share of the total watch

production in organi%ed sector as of year "&&"'&$. However( with the advent of quart% watches and

intense copetition( HMT started losing ground to its copetitors. )ales sluped drastically in the

following two decades. However( HMT couldn*t quite hold their ground in the previous two decades. +s a

result( sales sluped drastically. HMT needs to coe up with a strategy to cater the needs of prevailing

arket and ake a niche of its own.


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#$wareness -% &nowledge -% 'iking -% reference -% Conviction -% urchase(

Brand Taglines of HMT watches: As-s

TA!"#$S

') 7B B3*

The Mechanical Range

Hand wound Gents & Ladies - Desh Ki Dhadkan

Automatic Day-date - The Watch that lasts & lasts

Series of Quart !atches

"legance - It’s all about YOU

Roman - ONLY For MN

#tsa$ - The Well Dressed Watch

Sangam - !bsolutel" Modern# !bsolutel"

Indian

Lalit - $alue %or Mone"# For those

ho 'alue Mone"

%ace - For cute %aces

Swarna - (ood as (old

Shreyas - )i*n o% (ood Ti+es

handan - The %ra*rance atch


4

http://www.hmti.com/watches_gallery.htmlhttp://www.hmti.com/watches_gallery.htmlhttp://www.hmtindia.com/html/historyoftime.htmhttp://www.hmti.com/watches_gallery.htmlhttp://www.hmti.com/watches_gallery.html


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'raille - ! *i%t o% ti+e to the blind

%e&itali'ation of Brand HMT ( Hierarchy of $ffects Model

BRAND IDENTITY

For HMT, the brand identity can consist of:

1. Values

2. Promise3. Benefits

. Personality

1. Values: The !alue of Brand is deri!ed from the heart of HMT cor"orate mission.

HMT Philosophy

• To achie!e mar#et leadershi" in $ndia throu%h ensurin% customer satisfaction

• To "ro!ide affordable &atches to common $ndian by maintainin% technolo%ical leadershi"

The !alues of the brand can be deri!ed from follo&in% factors:

A? Culu!e: 'ince the name itself (Hindustan Machine Tools) is synonym of $ndia* HMT

stands for $ndian culture that is familiar, di!erse, honest and res"onsible. +ne &ho &ears

HMT &atches &ould feel "roud of $ndian culture.

+? I""#$a%#": HMT belie!es in "ro!idin% &orldclass inno!ati!e "roduct and ser!ices. $t

belie!es in su"erior technolo%y for "ro!idin% deli%htful e-"erience to its customers.

C? &e#'le: HMT "ro!ides an acti!e, "leasant and "roducti!e &or# en!ironment to its o&n

em"loyees


-

A)areness no)ledge re'erence Con&iction "iking urc*ase

Target

3udience

Take the brand

to T% (romote

the brand

('( +

('*

Impactfulromise

*ispla$ +

(romote


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BRAND ELEMENTS

L#2#

The HMT 6atch lo%o should use the HMT 7rou" master brand as the "rimary identifier of all

HMT "roducts. $n all %eo%ra"hic re%ions, em"hasis and focus should be on the HMT lo%o in all

di!isions and on all "roducts. 0!en &hile communicatin% the subbrands* hmt lo%o should be

em"hasi8ed in order to "romote a&areness of the "arent brand.

C#l#u!

'o far HMT has used only hea!y colours li#e blac#, yello&, &hite etc. The ne& lo%o should ha!e

bac#%round such as na!y blue9maroon &ith te-ts &ritten in bri%ht (%old) colour so that the



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youthfulness and honesty %ets reflected. 4lso, symbols should be used instead of ust numbers

inside the dial.

Des%2"

i#e&ise the desi%ns of &atch frames should reflect the freshness and smart a""eal &hile

maintainin% its core of honesty, familiarity and confidence. The a""earance should be attracti!e

and rele!ant. 5o&adays "eo"le "refer !ariety of irre%ular sha"es such as s/uare, tra"e8oidal,

o!al etc. Hence, the ne& lo%o should be desi%ned in #ee"in% &ith customer "refrerences. 'tyle

has to be rene&ed so as to attract youth to&ards the brand.

Ta2l%"es

• ;6ear your "ride

• ;Be assured

• ;$ts all about


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Se2)e"

5De)#2!a'67

B!a" A''eal +#! &!#u8 &!%8e

L#9 e" u%%ed, basic time function, mechanical or /uart8,

&ater resistance steel and %old ma#e

s. 3>>1>>>

M% u''e! 4utomatic, steel or %old ma#e, /uart89analo%, &ater

resistance and rich loo#s

s. 1,>>>3,>>>

U!0a" Y#u6 Trendy, attracti!e, stylish, &ater resistance and

colorful

s.1,>>>?,>>>

Ee8u%$e;A86%e$e!s 4utomatic, multifunctional, /uart8, di%ital, &ater

resistance, %old and e&elled

s.?,>>>3>,>>>

A++lue" classy and customi8ed, @e&elled, automatic, %old,

"latinum

s. A3>,>>>

HMT COMMUNICATION MI4

HMT )e86a"%8al 9a86es a!e a 6e e8l%"e sa2e #+ 6e%! &LC 96%le


10/22

E%s%"2: $n the "re!ious commercials of HMT, it used to ha!e !ery formal and staid loo# &ith

the a%eold desi%ns bein% flayed.

&!#'#se: 'ince indian middle class is %ro&in% fiancially and %ettin% more and more

as"irational, ad cam"ia%n should focus on inde"endent and as"irin% dimensions of its audience.

4lso, HMT &ill need to focus on touchin% emotional sentiments of indian audience and come u"

&ith emotional ads featurin% indian middle class and tar%etin% their stren%ths and addin% to it.

adio ads can be aired on s"ecial slots such as mornin%9e!enin% and on &ee#ends9holidays.

(. &!%" As

E%s%"2: 5ot encountered any ad for HMT &atches.

&!#'#se: 4ds of "roducts in local ne&s "a"ers li#e 'a#aal in Maharashtra, Hindi ne&s"a"ers in

north, The Hindu in Tamilnadu, 0naadu in 4.P. etc. Po"ular entertainment and lifestyle

ma%a8ines li#e $ndia Today, +utloo#, Manohar Eahaaniyan, Femina etc. can also be used. 4lso,

to infuse li#in% for the HMT brand at an early sta%e, ads should be %i!en in #ids ma%a8ines li#e

ham"a#. HMT should come u" &ith "rint ad for its tar%et audience and sho&in% them ho&

closely brand is associated &ith them.

*. &a8a2%"2

4s in case of dis"lay de!ices "ac#a%in% need not be so attracti!e but an $ndian mindset see#s to

deri!e !alue from "ac#a%in% also. Hence, "ac#a%in% should be such that the customer feels

"roud to sho& it to others. 4lso, the case should be of some utility to the $ndian consumer* e.%.

#ee"in% somethin% "recious or memorable.

E%s%"2: The "ac#a%in% is !ery dull ineffecti!e and reflects an ordinary "roduct.

&!#'#se: Pac#a%in% should be made more attracti!e &ith coloured lo%o on the bo-. $t should

also be sim"le and easy for customer to ta#e out the "roduct.


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• $t should be con!enient in trans"ortation, $ndians dont &ear &atch al&ays. $t should

"ro!ide safety to the &atch.

• $t must con!ey the messa%e of the brand that &earin% HMT &atches ma#es its consumers

confident and assured.

4. B!#86u!es a" B##les

• Brochure should be desi%ned &ith contents that are hel"ful to customer to understand the

"roduct better

• $t should be clear and concise.


12/22

/. %" #+ 'u!86ase %s'las

• Point of "urchase dis"lays &ould be a !ery im"ortant "art of $M strate%y since a %ood

dis"lay &ould be the minimum e-"ected to attract customers to&ards the brand.

• The dis"lay style should be similar in all the stores (distributors HMT sho&rooms)

• The loo# and feel of dis"lay should match &ith the aesthetic of the model that &e are

"lannin% to launch

• is"lays should also be !ery attracti!e and %i!e a feel of "robable feel of "roduct to

customers if they bou%ht it.

?. S)0#ls

HMT already ha!e symbol that is familiar to $ndians* so &e dont need to modify it or chan%e it.

Ho&e!er, consistency must be maintained across all models in the colour and usa%e of HMT

symbol. $t should a""ear at e!ery "lace &here a customer can connect &ith the brand.

SALES &ROMOTIONS

Follo&in% tools can be used for sales "romotion:

1. C#"es@ Ga)es Lu8 D!a9s

• 6ith the launch of ne& "roduct com"any should come u" &ith contest li#e small /ui8 etc.

• There can be luc#y dra& cou"ons &ith each "roduct sale.

• urin% festi!al seasons, these contests should be "ublici8ed in ad cam"ai%ns.

(. G%+s

'ur"rise %ifts can be sent as courier after the sale actually ha""ened. This ty"e of %ift distribution

hel" to stren%then the brand messa%e communication that HMT is an honest and considerate

brand &hich cares for its customers. This may not hel" in direct increase of sale but &ill hel" to

build brand loyalty and &ord of mouth "ublicity.

*. R#a S6#9s a" Fa%!s

oad sho& and fair are the "lace &here customer %ets a chance to interact &ith the "roduct andthey start formin% o"inion from there on.

,. De)#"s!a%#"


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a) Peo"le %oin% to offices, &or#in% in factories, students etc. can be our "ros"ecti!e

customers. emo !ans should be built and these "roducts can be ta#en to tar%et %rou" so

that they can ha!e a loo# on it.

b) 4lso, demo should con!ey the sense of "ride of ha!in% HMT &atches in their &rists.

>. S'e8%al D%s8#u"s; Re0aes

a? om"any can %i!e s"ecial rebate to senior citi8ens, old customers &ho had &orn HMT

&atches earlier. This &ill hel" to tri%%er a feelin% of nostal%ia amon% all those &ho had

used HMT &atches earlier. 4lso, remindin% them a%ain that HMT cares for them. 4lso,

rebate can be %i!en to defense "ersonals and attracti!e offers to lo&er end se%ments.

$? '"ecial discounts can be %i!en durin% festi!e seasons and &eddin% seasons.

. C#"%"u% '!#2!a)s

This ty"e of communication may be !ery useful to increase brand usa%e. 'ince most of the older

%eneration consumer &ould ha!e still "reser!ed their old HMT &atches, &e should "rom"t them

to buy 5e& HMT &atch by re"lacin% their old &atch ( which they are not using currently). By

offerin% articles (F00) such as diary, calendar, rele!ant boo#lets etc. &ith the ne& &atches can

hel" us retain old customers.

EVENTS E4&ERIENCES

This communication medium &ill hel" in buildin% brand association and a&areness in consumer.

1. S'#!s

'"orts ha!e a hu%e fan follo&in% in $ndia and e!ery brand has benefitted bein% attached to it. $

su%%est HMT to %et associated &ith ric#et e!ents such as 6orld u", $P etc. because of the

stron% a""eal of %ame &ith $ndians. Ha!in% HMT lo%o on 'core Board, HMT timeouts, HMT

brea#s etc. may hel" in brand a&areness.

(. Cele0!% E"#!se)e" 5'!#'#se7


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14/22

*. E"e!a%")e"

HMT can also %ain mass a""eal by bein% associated &ith e!ents li#e 'tar 5i%hts, Eaun Bane%a

rore"ati (EB), ommon&ealth 7ames, 6orld u" ric#et (2>11) etc. HMT can %i!e free

"asses for these e!ents to customers &ho buy HMT &atches. This a%ain sho&s HMT cares for it

consumers. HMT can associate &ith channels li#e 1, 4a Ta#, 'ahara TV, 'tar etc.

,. Fes%$al

4s $ndian consumer s"end more durin% festi!al so HMT need to increase its a!ailability and

!isibility of "roducts durin% festi!als.

urin% Festi!al li#e i&ali, $d, 7anesh Pua, hrismas etc* HMT 'ho"s need to be decorated in

sync &ith festi!al atmos"here. This &ill hel" HMT

communicate &ith its customers that B45 is &ith

them al&ays and it shares their ha""iness and

"ros"erity.

&UBLIC RELATIONS &UBLICITY

1. &!ess %s

There is nothin% li#e if an inde"endent ( unbiased)

source li#e "ress a""reciates your brand.


:4

HMT should sign a famous pla$er

to stress on its elements of

honest$, leadership and care for its

customers. In m$ opinion, the$

should rope in achin Tendulkar to

endorse their watches. This would

gi&e immense face-lift to brand

and new-generation will readil$find HMT brand.


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• Before launch of any model, "ress should be in!ited and be briefed about the ne& features

of "roduct. 4lso, they should be told ho& HMT is stri!in% to ser!e $ndia and HMT &ould

li#e to be a com"anion for life for the common "ublic.

• 4lso, a sam"le can be installed at office cafeteria of some "o"ular ne&s"a"er to %et

"ublicity.

• Press re"orters can be called to manufacturin% unit and sho&n hi%h /uality "roduction and

/uality facility there. 4lso, ne& desi%ns should be sho&n to them. They then "ublish all this

in ne&s"a"er, hel"in% com"any to %ain acce"tance from lost customers.

• Various senior leaders of com"any li#e mar#etin% head should #ee" meetin% "ress re%ularly

%i!in% their o"inion on different issues and use that forum to discuss about ne&

"roducts9models also.

(. Se)%"a!s

Value of time should be stressed u"on and then the role of HMT in #ee"in% time. HMT should

also loo# for&ard to su""ort seminar related to emer%in% technolo%ies to li!e u" &ith its

"ersonality of bein% technolo%y leader.

*. &u0l%8a%#"s

HMT can come u" &ith a monthly ne&sletter tellin% &hat e-tra can be done in the field of

&atches. HMT can moti!ate its "eo"le to &rite about their u"comin% models of &atches

in these editions. 4lso, these "ublications should co!er emer%in% trends so that e!en lifestyle

oriented customers find it interestin%.

,. C#))u"% !ela%#"s6%'

$t ma#es sense for HMT to su""ort e!ents li#e iteracy Missions, om"uter 0ducation, 6elfare

"ro%rams, etc.

• onate fe& free sam"les of industrial brands in %o!ernment schools, hos"itals.

• 4ll this &ill a%ain sho& that com"any cares for ,aa aadi* .

DIRECT INTERACTIVE MAR3ETING


:-


16/22

1. Caal#2s

HMT can build a database of its customers and catalo%ue of its "roducts can be mailed to them

de"endin% on the chances &hen &e feel that that consumer &ill buy a ne& "roduct.

e.%. 'u""ose a customer &hich is ne&ly married cou"le buildin% a ne& home bou%ht a

refri%erator the ne-t e-"ected buy for them is &ashin% do &e can send them catalo%s of !arious

models and a!ailable feature of our "roduct. By this &e &ill brin% our "roduct in the a&areness

set of our "ros"ecti!e consumers.

(. Ma%l%"2s

$f com"any builds data base of its customers, re%ular mails can be sent to them about ne&

models launches. They may not buy a second &atch themsel!es but they may recommend that to

someone &ho is close to them and considerin% to buy a &atch.

*. Tele)a!e%"2

'M's can be sent to "ros"ecti!e customers about ne& schemes and ne& "roducts. 'M' &ould

be much better than %i!in% callin% customers as it &ont interru"t in their "ri!acy.

,. Ele8!#"%8 s6#''%"2

HMT needs to de!elo" this channel so that customers can &ei%h their o"tions a%ainst a !ariety of

models. This mode mi%ht hel" HMT to build a modern, rene&ed ima%e /uic#ly.

>. Bl#2s

HMT can build communities in &hich "eo"le &ho are usin% a model can %i!e their !ie&s on that

"roduct. This &ill hel" com"any understand its customers and their res"onses better and also

%i!e customers freedom to raise their com"laints and issues in conte-t of that "roduct. By

in!ol!in% customers durin% the "roduct e!aluation "rocess, HMT is tryin% to tell that they are

honest and they care for their customers.

This is a%ain in line &ith com"anys one !oice mess that they are a considerate brand.

. We0s%e

• 6ebsite should contain the com"lete details of all the different models &ith their features.


:/


17/22

• $t should ha!e facility to com"are HMT "roduct &ith com"etitors. ustomers &ould %et an

im"ression that HMT understands com"etition and is o"en to sharin% information* i.e.

confident, reliable and trust&orthy ima%e is reflected.

• $t should also host communities of customers based on the "roduct they use.

?. W#! #+ M#u6 )a!e%"2

Person to "erson G HMTs "erformance, su"reme desi%ns and affordable costs should com"el the

"eo"le to tal# fa!orably about it.

. C6a !##)s

hat rooms can be setu" &here the customers can interact &ith e-"erts form com"anies to %et

their /ueries sol!ed, this also %o in sync &ith HMT strate%y of carin% for customers.

&ERSONAL SELLING

1. Sales '!ese"a%#"s

HMT should or%ani8e meetin% in !arious cities across country &here e-istin% consumers can

come and %i!e their !ie& about the "roduct they are usin% currently. 4lso, customers can

su%%est modifications or im"ro!ements. This e-ercise &ill hel" com"anies to understand

consumer re/uirements and "lan future "roduct lines accordin%ly. onsumers can be %i!en small

%ifts9mementos in lieu of ta#in% out their time.

(. Sales )ee%"2

'ales force is an im"ortant "art of communication strate%y as it is the team that can chec# that

communication that com"any is usin% is it actually reachin% the tar%et audience .This team need

to be hi%hly moti!ated and should &or# in sync &ith the core strate%y or communication

messa%e of the Brand.

*. Sa)'les

HMT can also thin# of "lacin% fe& of its ne& models on dis"lay at "osition &here it can catch

eyes of "eo"le and in a &ay can %i!e a trial e-"erience to customers at these ty"es of "laces for

F00= These "ositions could be ail&ay 'tation, Metro stations etc.

IM*EME+TATI)+ *A+


:


18/22

I am here suggesting an implementation plan of launching a new series of 8uart9 watches for

HMT. The Implementation plan for one such model can be as follows:

)ne month before launchtart with a teaser campaign in first two weeks prior to launch. This campaign should be such

that it indirectl$ hints the differentiating factor of our product and pro;ects the come-back of one

of the most &alued brands in India.

Teaser campaign: Consider a series of 8uart9 models in which the 7( is great performance

and adio commercials should start appearing in prime-time programs and important

e&ents. The message that should sa$ that something special that will be there with $ou for life

long, is coming. The launch campaign should read as ?

@HI*I A Aa'e "ae sa)a a "aa saa6%

@4%5IHA Y#u! 8#)'a"%#" +#! "e9 %)e 8#)%"2 s##"

>arious other communication medium that can be used are billboard, mailing, blogs, road-

shows to create initial h$pe of product. 3lso, print ads should start appearing in newspapers like

a&bharat Times, *ainik agran, T'I, HT etc. and in maga9ines like India Toda$, 'utlook etc.

Campaign should be started onl$ a month before the launch because the watch market is &er$

competiti&e and it ma$ lead to competitor launching similar product before us. o, we shouldnt

gi&e competitors much time to respond. Idea here is to le&erage on bu99 of new HMT watches.

)n the +ay of launchModel should be launched b$ some celebrit$ preferabl$ the brand ambassador of compan$. )ull

fledge press co&erage should be pro&ided. 3lso billboard should con&e$ that product is inmarket. 'n the da$ of launch, there should be one page ad&ertisement in all important news

papers.

, to months after launchIncrease freDuenc$ of commercial on T>, radio and print media. Tr$ to communicate the benefit

of product in these messages i.e. how this product is offering confidence to its customers. 'ther

communication mi= elements to be used at this stage are emails, web sites, blogs, fairs etc.

In case we feel that communication strateg$ that we implement is not working, we can look back

and tr$ to figure out where we went wrong and impro&e on it.

Si. months after the launchThis is the time when sales will start showing less growth of that model and also compan$ about

to start launching a new series. The resources in commercial can be reduced but product

completel$ shouldnt be remo&ed out of communication.

The %epositioning Campaign /lan 012 days3


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19/22

Ca)'a%2" N#. #+

as

A8%$%%es e8%e

T#' le$el ee!8%se Iiscussion decision ma#in% on all ends li#e bus%et,

ads etc.

T!a%"%"2 #+ sales ea)s JTrainin% on 5e& "roduct features, com"etitors &ea#ness

ne& tar%ets.

Sele8%#" #+ a8%$%a" 'la8es

3 Media en%a%ement

&!e lau"86 a8%$% Full dress rehearsal and re!ie& of it

s lau"86 a8%$% 1The full fled%ed launch by the chairman and the brand

ambassador in the "resence of media and the di%nitaries.

s lau"86 a8%$% I'"ecial counters &hole &ee# in sho""in% centers, fre/uent

commercial on T.V. and radio, road sho&s and !illa%e

fairs. o!er entire mar#et &ith HMT cut outs.

ine months after the launch, it is time to e&aluate our IMC strateg$.

H)W WI** ,) E+S"E THAT THE C)MM+ICATI)+ M).E*W)"(S T) ,)" A./A+TA0E1 WHAT SECI2ICA**, WI**

,) .) 2)" THIS1

To ensure success of our IMC plan, we need to e&aluate it at each stage of implementation after

its completion. Hence, we can do following things to ensure that our Integrated marketing

communication strateg$ is working correctl$.

1 weeks after the launch of product, we should notice the following:aE Increase in footfall on our stores.bE umber of people who &isit our website to check for new model.cE umber of people shown interest in reading catalogue or our leaflets.

dE (oint of sale displa$ at dealer end or at retail showrooms.eE Comparison of the sales figure in first two weeks as compared to sales figure of an$

other such model launch pre&iousl$.

." to 1 months after the launch of product, we should notice the following:aE Increase in sales of that particular model.bE umber of ser&ice call recei&ed for demo or an$ other problems.cE o. of hits on HMT website.dE ecall of ad&ertisement.eE esponse of sales meet.

F to " months after the launch of product, we should notice the following:aE Increase in sales as compared to increase in footfall on stores.

bE *ecrease in sale of other models to check for cannibali9ation.cE Customers feedbacks in term of mails, blogs etc.dE Competitor reaction.eE (ress response to model.

T)CH )I+TS )2 C)MM+ICATI)+ A+. THEI" S,+E"0,


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The following will be the touch points for our campaign:

. 3d&ertisements: T> ,adio or ewspaper, billboards1. *ealer hops, HMT howrooms#. ales persons, oad shows, )airs, >ansF. Watch repair shops, er&ice 4ngineers". HMT wrist bands, HMT tickers< Calendars< (lanners< *iaries< (ens etc.

G. Mailings, Catalogues, ew Model Brochures. Telemarketing, HMT Tunes etc./. ales Manager, Interaction of senior leaders with media on re-branding of HMT!. Web portals facebook, twitter etc.E

0. HMT website, Blogs, 'nline re&iews etc.. upplements in ewspaper, ewspaper Inserts1. *iscount Coupons, HMT watch casing used as decoration article in the drawing roomE#. uggestion Bo= at the HMT how oomF. Hoardings, Banners, 4lectronic displa$s at ailwa$ stations, Bus tops, Highwa$s, etc.E". Bill at the point ?of ? sale, Warrant Card, (roduct Model etc.G. HMT stalls + banners during festi&als, annual gatherings


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1. ales (erson: He


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eE Increased in people interested in demo runfE Circulation of newspaper or T( rating of programs

4 Brand migrationaE Increase in sale after campaignK con&erts from Titan watchesbE umber of customers who bought HMT watches for first timecE esponse in sales meet, fairs, stalls

dE 3udience response to e&ents endorsed b$ HMT

14 %elationship buildingaE How man$ customers bought products and became part of HMT communitiesNbE How man$ are happ$ with productN How man$ are prospecti&e customersNcE How man$ ha&e shown interest in demonstrations, inserts, road shows etc.N

54 /ersuasionaE )eedback of the consumersbE How man$ people brought product because of recommendation from othersNcE How man$ people are interested in sharing their good e=perience at web communitiesNdE What is the market share of HMT watches, sa$ si= month after the launch of IMC planN


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Way ahead: HMT should focus first on tier'" and tier'$ cities and then gradually penetrate towards tier'-

towns and cities. opany has to position itself very carefully because other product variants like obi'

watch /watch with a cell phone0 and handheld devices ay try to snatch the share. The whole idea of buying

and wearing a watch ust be an e1perience. If HMT can deliver above entioned brand offerings with a

strong distribution chain( a controlled retailer policy( with a wide arket research( future is no longer

beyond their control. HMT will eerge as a winner.

36957728 HMT Watches Revival of a Failed Brand

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