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 special materials. 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. Despite persistent 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 ARMANI GUESS TAG HEUER

GROWTH RATE 20% 4% 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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