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MARKETING

ASSIGNMENT CIA 2

Abhi Jain

08d1101

3rd

Sem

BBM B

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INTRODUCTION

Comprised exclusively of products inspired by timepieces from Tissots rich 150 years of

history, the Heritage collection aims to offer a revaluing of the past to suit modern tastes and

needs as well as to cater to the specific market of the watch collectioner, looking for a

timepiece that tells a story. All watches in the Heritage range are characterised by the use of

the early 1920s Tissot logo, formed in elegant italic letters together with the same

stylised T on the crown. With mechanical movement, the top lines within this family are

produced in a numbered limited edition for the delight of collectioners the world over. Recent

examples of note include the De Janeiro

watch launched to commemorate the 500th anniversary of the Brazilian capital, the Porto

with its bold tonneau dial and the Heritage Sovereign engraved with a replica of a coin

representative of each of the European

member states entering the Euro, launched with the Escudo in 2001. To celebrate its 150

years of watch-making heritage, Tissot launches its commemorative limited edition automatic

chronometer watches, inspired by one of its most prestigious timepieces created exactly 57

years ago in December 1946. The watches made by tissot is of high quality.

Tissot has been pioneering craftsmanship and innovation since its foundation in 1853. The

Tissot innovation leadership is enabled by the development of high-tech products and specialmaterials.

From 1853 to the present day it has delighted customers with innovation. From its first

product to its revolutionary touch screen the product is highly user friendly and innovative. It

has stores in more than 150 countries. The best service provided in Europe where it originally

started in 1853.

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MARKETING STRATEGY

The marketing strategy followed by tissot is packing their products. This strategy is also

called branding strategy.

The above strategy helps them to create their own brand image in front of general public. To

make more appealing for the mass they took the help of Bollywood actors and actress.

The watch company has also introduced a limited edition Tissot official MotoGP watch

worth Rs 36,800, which will be officially launched next year.

Announcing the new brand Ambassador, Francois Theibaud, President, Tissot South Asia,

said, We are delighted to welcome Deepika Padukone into the Tissot family. This underlines

the importance that Tissot places on this dynamic market.

Theibaud added that Tissot had been innovators by tradition, and had been pioneering

craftsmanship and innovation since its foundation in 1853. We found Deepika as a person

with typical traditional values. And to be famous at such a young age does not come by

chance. She has that fighting spirit, with the ability to accept failure and still wanting to win.

She justifies Tissotscore values of performance, precision and setting new records.

Internationally, Tissot partners the National Association for Stock Car Auto Racing

(NASCAR); MotoGP, which is the Grand Prix motorcycle racing event; as well as the world

championships of cycling, fencing and ice hockey.

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Commenting on her association with Tissot, Padukone said, I was drawn to Tissot through

my admiration of the companys 154 years of watch-making history and its international

reach as the traditional Swiss watch brand with the highest volume.

Tissot entered the Indian market in 2000, and tied up with retailers to make its presence felt

across all segments of cities and towns in the country. Tissot currently has 210 outlets and

two exclusive stores in the country. The company is targeting the young audience that is

earning well enough to have deep pockets, and is brand conscious. The company also boasts

of a wide category of watches including sporty, classic, elegant and heritage.

Commenting on the marketing strategy, Theibaund said, We are planning to open more new

franchise stores with our retail partners. We will be doing a lot of promotional activities and

campaigns in 2008. We dont want to create great demands by opening too many doors , as

the responsibility to respond will be difficult. But it is necessary to open right door with the

right message, as we not selling fruits. But we want to project properly where we are and

where we want to go.

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COMPETITORS BRIEF PROFILE

ARMANI

Richard Gere's Armani-clad American Gigolo helped to boost what Giorgio Armani had

already built. Armani is known for the sleek, unstructured look of its men's and women's

suits. The firm licenses its name for perfume, watches, and accessories, but apparel still

accounts for more than half of sales. Armani's retail empire spans more than 35 countries and

includes some 300 stores. Its stores bear such names as Giorgio Armani, Armani Exchange,

Emporio Armani, Armani and Collezioni. Armani owns Simint, the Italian holder of the

Armani jeans license, and has been moving the production of other lines in-house. Despitepersistent flotation flirtations, the designer maintains ownership of his company.

Market share:

Though the brand is successfully established and has the good growth rate. It still was not

able to satisfy the customer. It only has the market share of 12%. The market share of Armani

has decreased by 0.2%.

GUESS

Each individual company is profiled in a consistent format, allowing you to quickly and

easily make comparisons between companies. Addressing all the key issues that confront the

company, this profile analyses new product development and R&D, financial and market

information, company structure and product range, as well as offering a summary of the

company's strategy and our view of its future prospects.

Market share:

GUESS had a very good market share last year. They captured 30% of the market giving

competitors a rare surprise.

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TAG HEUER

TAG Heuer International SA offers sports watches and chronographs. The company offers its

products through retailers. It has operations in Australia, Austria, Belgium Canada, China,

Denmark, France, Germany, Hong Kong, India, Italy, Japan, Latin American and the

Carribean, Malaysia, Netherlands, Singapore, Spain, Sweden, Taiwan, the United States, and

United Kingdom.

Market share:

TAG HEUER has the market share of 10% and the company is not doing so well in the

current market scenario. Though the company is not doing so well in the current market

scenario it has a very good future prospects and the company will get back its lost market

share and will make up in future.

GROWTH RATE OF COMPETITORS OVER THE QUATER

NAME OF THE COMPETITORS GROWTH RATE

ARMANI 20%GUESS 4%

TAG HEUER 20%

Note: the growth rate of guess has decreased to 4% due to loss in the market during the time

of recession.

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MARKET SHARE AND THE GROWTH RATE OF TISSOT

New YorkLong known for the versatility of its product line, Tissot is taking a new

approach to gaining market share in the United States by trying to establish itself as a brand

of choice for a younger, more active crowd. The partnership with Paisley hinges on the

release of his fourth album, Time Well Wasted. A CD sampler will be available as a gift with

purchase of the watches. "You can't underestimate the influence of country music in the U.S.,"

says Olivier Cosandier, general manager of Tissot North America. "It continues to grow in

popularity, and we suspect that Brad Paisley will become a crossover star, one who appeals to

fans of other musical genres."

The market share of TISSOT is 30% and the growth rate is 12%. The company is

successfully established and has the goodwill in the indian market with lots of brand

ambassadors.

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POST PURCHASE ACTIONS

Range of products: Tissot has lots of products within the proper range. Therefore the

customer can go again and again for the different type of products.

Commitment : The company is committed to its products and they are loyal to their band.

The services offered by them make the customers come again for their product.

Quality: The quality is maintained through out the season and try to improve the technology

used which makes them exceptionally loyal and different from other brands.

DECISION MAKING PROCESS

Brand name: during the time of selection the important aspect which every customer keeps in

mind is brand. The reason for going for Tissot was that it was one of the few companies who

specialises in the manufacturing of watches and therefore there was specialisation in the

manufacturing of watches which was ne of the reason for going with Tissot.

Discount offers: Tissots after sales service is excellent and therefore the discount with

which it comes out the entire season makes it easy for one to choose their brand.

Performance : Tissot comes out with new technology watches which is attractive for all the

customers and therefore the overall performance of the company makes customer come again

and again.

For example it is coming with t-touch with seven additional function activated by touching

watches crystals.

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CUREENT PERFORMANCE OF TISSOT

Earths deepest secrets lie in the heart of the ocean and as the human mind is determined to

explore these mysteries, it invents technologies that push the limits. Keeping in line with this,

Tissot, the prestigious Swiss watch maker launches the Tissot Sea Touch, a divers watch that

fulfills all the European Norms- EN13319 stipulated criteria (divers accessories) - luminosity,

shock resistance, anti-magnetism, band solidity and the integration of a time control device.

-The Tissot Sea-Touch was launched in New Delhi by Tissot Brand Ambassador Deepika

Padukone and Vice President Sales, Ulrich Fischer. Flaunting her new time-piece, Tissot

Brand Ambassador, Deepika Padukone added India has a vast landscape and Tissot has a

vast variety. On one hand it offers the T-Touch Expert for mountaineers, on the other, we

have the Tissot Sea-Touch for Divers. You really cant ask for more.

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