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Anupreet Singh 09

Avleen Singh 13Bhavya Murali 16

Natasha Ahuja 34

Neeharika K 36

Saahil Chotani 54

Sanchit Shandil 59

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` To analyze the reasons for the failure of the brands

` To rejuvenate and revitalize the HMT brand

` To reposition the brand in the best possible way

` To change the consumer attitude towards HMTwatches

` To give recommendations as to improve the sales of

HMT watches

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HMT: Hindustan Machine Tools

Established : 1962 by GOI

Corporate office: Kolkata

Manufacturing Centers: Srinagar, Ranibagh, Tumkur& Bangalore

Chairman: A V Kamat

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` Primary Research: Questionnaires

` Secondary Research:

x Online Case Studiesx HMT Website

` Sample Size: 35

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Age Group Frequenc

y

0 to 10 2

10 to 20 4

20 to 30 6

30 to 40 7

40 to 50 8

50 to 60 6

Above 602

Total 35

Gender Frequency

Male 18

Female 17

Total 3551%49%

Gender Wise Distribution

l F m l

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Brands FrequencyTitan 12

Fastrack 6

Timex 3

Sonata 4

HMT 4

Any other 634%

17%

9%

12%

11%

17%

Brands worn by respondentsTit F tr Tim x t H T t r

Type of Watch Frequency

Corporate Watch 2

Sports Watch 5

Casual Watch22

Luxury Watch 5

Theme Based Watch 1

Total 35

25

22

51

0

5

10

15

20

25

C rp r tW t

p rtW t

C u lW t

LuxurW t

T mB dW t

Classification of Watches

Fr qu

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Perceived Quality of Watches of HMT Frequency

1 - Low 3

2- Fair 2

3 - Medium 8

4 - Good 5

5 - High 17

Total 35

3 2

85

17

5

1

15

20

1 - Low 2- air 3 - Mediu 4 - Good 5 - igh

Perceived Quality of Watches ofHMT

requency

Attributes Consumer associate with HMT

Watches

Frequency

Patriotic 26

Ambitious 10Inspirational 18

Adventurous 4

Trustworthy 30

Any other* 4

Total 92

28%

11%

20%4%

33%

4%

Attributes Consumers associatewith HMT

Patriotic A bitious Inspirational Adventurous rustworthy Any other

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Advertisement Seen by HMT Watches Frequency

TV 26

Newspaper 5

Magazine 4

Hoardings 0

Radio 0

Total 35

26

5 40 0

0

5

10

15

20

25

30

V Newspaper Magazine oardings Radio

Advertisement on differentmediums for HMT Watches

requency

Awareness of HMT Watches Ads Frequency

Yes 31No 4

Total 35

89%

11%

Awareness of HMT Watches Ads

Yes No

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Motivation to buy a Watch Frequency

Self 26

Friends/Family 3

Electronic Media 3

Newspaper 2

Hoardings 1

Total 35

26

3 3 2 105

1015202530 Motivation to buy a watch

Frequency

Influence by Celebrity Brand Ambassadors Frequency

Yes 28

No 7Total 35

80%

20%

Influence of celebrity BrandAmbassadors

es No

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Quality

Price

HMT

Fastrack

Titan

Others

Brand

Value

Aesthetic

Appeal

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` Strengths

Strong government support

Has an established marketing network

Record of good industrial relations

In 1991 HMT set up a product development center for watch design

Indian Belief

` Weaknesses

Weak Organizational culture

Production Concept of Marketing

Insufficient emphasis on R&D and design engineering

Aesthetics and packaging of watches have not been duly attended to

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` Opportunities

High Demand in industry

Leveraging brand equity of HMT to products such as sports

gear, personal accessories

Capitalize on attractive segments

` Threats

Declining Market Share

Low Sales

Competition from Titan, Fastrack

Last Stage ofPLC

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>Rs. 5k

Valued at 370 Crores

Swiss brands:Tissot,Omega, Rolex

Fashion brands:Fossil, Calvin Klein,

Giordano, Esprit

(Rs. 1k - 5k)

Valued at 938 Crores

Titan, Citizen, Timex,

Swatch, Espirit

Price Range: Rs 400-1000

Valued at 1200 Crores

Sonata, Maxima

Mass (< Rs. 400)

Valued at Rs. 300 Crores

Greymarket, Chinese, etc

Mass Low End

Pre iuMid

Upper

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` Did not plan for post liberalization.

` A large number of staff, including persons of general

manager's rank, had left the organization to join the rivals

` The biggest threat came from watch manufacturers in the

unorganized sector and fake parts and components.

` They have even detected our dealers' connivance in selling

other brands

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Few Designs as compared to competitors

Offering less commission to retailers and whole sellers.

Limited service agencies

Selective Policy while choosing retailers

Centralized organizational structure

It could not communicate its uniqueness to

customers

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