BPCBA, Kadi university, Gandhinagar
CAPSTONE PROJECT REPORT
ON
“CONSUMER AWARENESS SURVEY ON WATCHES”
SUBMITTED BY:
Group No.23
Sr. No. Name of Students Roll No
1 Patel Chintankumar Amrutbhai 166
2 Patel Chitiben Prahaladbhai 168
3 Patel Jaiminkumar Ramanbhai 169
4 Patel Kartik Rajnikant 170
5 Patel Mitkumar Maheshbhai 171
6 Patel Devang Dineshbhai 172
GUIDED BY:
PROF. SHEETAL PATEL
(2013-2014)
ON
SUBMITTED BY:
Group No.23
GUIDED BY:
PROF. SHEETAL PATEL
(2013-2014)
ON
SUBMITTED BY:
Group No.23
GUIDED BY:
PROF. SHEETAL PATEL
(2013-2014)

BPCBA, Kadi University, Gandhinagar I
Acknowledgement
We are thank full to Kadi Sarva Vishwavidhyalaya whose
providing us something do new and else.
We are also to thank full to B. P. College of Business
Administration to mention all of mostly for teaching us to see our
achievements from the telescope and mistakes from the microscopes.
We would also like to thank our Director Dr. Ramakanta Prusty
who always motivated us to do.
We are too much thankful to Prof. Sheetal Patel help and
guidance during the Project. He gave as the detail information about the
project and provides us with all the researches we needed.
We would also like to thankful our all faculties of BPCBA who are
always along with us to give motivation and increases our faith not only
during the capstone project through BBA.
We would also like to thank our parents who are always
motivated to get better education and to provide better facility.
We are thanking full to our group members for their co-operation
and friendly treatment given to us during out project.
We are also thank to our friends to all those who have directly or
indirectly help us with the preparation of this project.
Thanks to all of those who provided help and guidance to make
this project a big success. It was pleasant and highly educative
experience to work here with live project.
Thanking you

BPCBA, Kadi University, Gandhinagar II
EXECUTIVE SUMMARY
This report examines the emergence of innovation and value creation for
enhancing consumers experience ,as a result of increasing competition in the
Indian watch industry the report providing detailed of the evaluation of the
watch industry and current trend in the locality of Gandhinagar , A’bad and
Mansa.
It tracks various developments in the industry before, during and after
the liberalization of the watch industry. It also provides information about the
increasing popularity of watches which led to the emergence of several private
watch companies like Rolex, century sonata, titan, tarnish, etc.
The Fastrack growth of the Indian watch industry has made it a key
contributor to India’s watch sector progress. The watch industry is growing at
the Fastrack pace in the world.
This report also gives the deep understanding of the market potential in
India and also how the companies can achieve their targets with right marketing
strategies and proper promotions programs.
Market research is done, collected data from the customer to arrive at
conclusion. The brand image affects the customer. What should be the future
trend? On the basis of survey conducted various finding & conclusion has been
explained after analysis.

BPCBA, Kadi University, Gandhinagar III
PREFACE
In spite of the theoretical knowledge gained through classroom
study, a person is incomplete if not subjected to practical exposure of real
corporate world. We may have to face hurdles, which will be difficult to
overcome without any first-hand Expose to business.
In this context, research program has been designed to make the
person aware of happenings of the real business world. The project
entitled with special reference to Rolex, Titan, Lamex and Fastrack have
been done at Gandhinagar and Ahmadabad.
In this Capstone Project we get practical knowledge about the
Rolex, Titan, Lamex and Fastrack. All the works done on this project report
is confined to our broad objective.

INDEX
CH.NO PARTICULAR PAGE NO.
 Acknowledgement I
 Executive summary II
 Preface III
1. Introduction 1 - 15
2. Marketing Strategy 16 - 25
3. Attributes for higher market coverage 26 - 35
4. Customer Satisfaction (Analysis &
Interpretation)
36 - 51
 SWOT Analysis 52 - 60
 Conclusion 61 - 62
 Bibliography 63 - 64
 Annexure 65 - 68

BPCBA/2013-14/Sem-VI/Group No:-23 Page 1 of 68BPCBA/2013-14/Sem-VI/Group No:-23 Page 1 of 68BPCBA/2013-14/Sem-VI/Group No:-23 Page 1 of 68

BPCBA/2013-14/Sem-VI/Group No:-23 Page 2 of 68
CONTENT
Sr. No. Particular Page No
1.1
Introduction
 Background of watch industry
 Introduction on Rolex brand
 Introduction on Titan brand
 Introduction on Lamex brand
 Introduction on Fastrack brand
3-8
1.2 Rationale of the study 9
1.3 Objectives of the study 10
1.4 Data source and methodology 11-13
1.5 Chapterisation scheme 14
1.6 Limitation of the study 15

1.1 INTRODUCTION
 Background of watch industry
A watch can be defined as “a spring driven timekeeper, small enough
to carry on a person.” The early watches were worn on a chain around the
neck, and then came the pocket watches and finally, the wrist watches were
developed. The concept of keeping time can be traced way back to the
beginning of civilization. There were clocks before watches and there were
simple mechanisms before clocks. Time was measured by the shadows
formed from the sundials. Also, there were hourglasses that measured time
by predictable rates of sand moving through a narrow channel. Early watches
were incredibly big. Today, they have not only become smaller, but also much
trendier. Read on further to explore interesting and amazing information on
the history of watches.
Before 1600, driving power was the main problem in portable
timekeeping. The timepieces were driven by weights and therefore were
impractical to transport on one person. In 1524, the first pocket watch was
created by Peter Heinlein in Germany. Other watches appeared in 1548 that
were of either French or German origin. After 1575, more products were
produced in Switzerland and England. This period came to known as one of
great advancement and innovation in the homological industry. Initially, the
first movements were made of steel and later on, of brass. They did not have
balance springs and were notoriously inaccurate. These watches had only an
hour hand and had to be wound twice daily.
Subsequently, spiral leaf mainspring appeared which came as the
greatest innovation as it allowed long-term power without weights. The
accuracy of the timepieces could be improved by using a limited portion of the
mainspring since there was a difference in timing between the long arcs and
the short arcs. Although Germany produced a watch with a cam at the end of
the barrel arbor, it was England and France who used the fuse. The fusses
stopped the watch during winding to prevent over-oscillation of the balance
wheel. Stops were also included as regulators.
In 1600s, form watches having cases shaped like animals and objects
became popular. They were also available in religious themes. Watches were
considered more like pieces of jewelry even though very few technical
improvements took place. Rubies were first used in 1704 in watch movements
to create more accurate time pieces. To make the watch dials more visible in
low light, enamel was used in 1750. In 1780, Abraham Perrault invented the
first self-winding movement while, in 1820, Thomas Preset registered a patent
for a self-winding watch.

In America, the first watch was manufactured by Luther Goddard of
Shrewsbury, Massachusetts in 1809. The well-known Omega Watch
Company was first opened by Louis Brandt as a workshop in La Chaux-de-
Fonds in 1848. Around 1850, the Americans finally went into mass production
of watches with mixed results. The main companies for the same were
Waltham, Elgin and Hamilton. In 1884, Greenwich, also named as the zero
meridian, in England was accepted worldwide as the starting point for global
time zones. Finally, after 1900, different advancements were made in
metallurgy to improve the mechanism since the balance spring was sensitive
to temperature and position. Self-compensating balances were introduced
having bi-metallic properties to compensate for high and low temperatures.
Eventually, a balance that could compensate for middle temperature errors
was created.
In 1905, Hans Wildorf, started the Rolex Watch Company. In 1914, the
first wrist watch with an alarm was created. The Seiko was started in Tokyo by
Kinttaro Hattori in 1924. By 1930, the ratio of wrist watches to pocket watches
was 50:1. The production of pocket watches was minimized after the end of
Second World War in 1945. The Swiss watches captured a large percentage
of the world’s consumption. In 1952, battery-powered watches were available
as an alternative to the automatic ones. These electronic watches became so
popular that the mechanical ones were lost forever by 1970s. Gradually, the
mechanical watches flourished again in the upper sections of the
marketplace. Today manufacturers like Blancpain, Rolex, Patek Phillipe,
Audemars Piguet, Jaegar LeCoultre, HMT, Lange & Sohne and Vacheron
Titan, Lamex, Fastrack, casio, citizen, Constantin make high quality
mechanical watches.
.

 Introduction of Rolex brand
The great fashion world, there are so many items, most of which
belong to be people’s daily necessities. For instance, costumes, footwear,
sporting goods, and accessories. When it comes to the necessaries, I should
say that they are as essential as other objects, though they look tiny or even
humble. A case in point is the hand tag hewer replica watches. People now
wear hand watches not just for the purpose of checking the time. In fact, a
majority of us regard it, especially the branded one, as wonderful attachment
which can greatly flaunt our fashion tastes.
What I would like to introduce to you here is the famous replica
brogues watches. Most people currently have been very familiar with it due to
its high-end design and whopping price. Indeed, as one of the top-class
luxuries in the world, its name is well known in the watch industry. In the
following passage, I will give you a brief introduction of it.
The Brand Name
As we all know, Switzerland is a nation which is prestigious for its
watch industry. And Rolex, one of the world-famous brands, was registered
there in 1908. At the beginning, Rolex watches were all featured with a logo
which looked like a palm with five fingers stretching out. It marked that the
watch was entirely hand-made with exquisite craftsmanship. As times passes,
its logo has changed into the image of a gold crown as we see at present. The
crown symbolizes Rolex’s supremacy in the world of hand watches.
The Uniqueness
The reason why Rolex can survive a long history with its popularity
stands still is that it offers the public high-end products. In 1920s, Rolex
designed it first waterproof watches. In 1931, it released perpetual rotor hand
watches which possessed the best performance of automatic watches at that
time. In a word, Rolex wins its popularity on account of its durability and
sound water resistance. In addition, it features mature and decent looks; thus,
most successful people are obsessed with it a lot.

 Introduction of Titan brand
Titan is the market leader in the Indian watch industry. Titan had
revolutionized the watch market with its emphasis on style and international
quality. It had created strong brand equity in India and some overseas market.
It has also established a strong presence in the area of branded gold jeweler.
Titan with its top management team and the backing of the TATAs has
achieved one of the leading marketing companies.
Today human begins work with the time. The various activities to be
performed on generally prescribed on the basis of time factor. Thus time is
considered to be a fresher factor in every walk of life. Now-a day we find no
person without a wrist watch and a home without a clock. Thus the watches
have become almost a necessity for human begins; to whichever economic
class they belong. In the 18th and 19th century watch industry has flourished
in western world only, specifically
Switzerland but the second half of the 20th century has seen India
emerging an important manufacturer of watches. Titan Industries a TATA
group company as created history in the Indian watch industry by
manufacturing and marketing different brands of watches not only in Indian
market but also in the international market. This project work titled
“MARKETING OF TITAN WATCHES” is a effort to study the market response
to Titan brand of watches.
Titan Industries is the organization that brought about a paradigm shift
in the Indian watch market when it introduced its futuristic quartz technology,
complemented by international styling. Titan Industries is the fifth largest
integrated watch manufacturer in the world.
The success story began in 1984 with a joint venture between the Tata
Group and the Tamil Nadu Industrial Development Corporation. Presenting
Titan quartz watches that sported an international look, Titan Industries
transformed the Indian watch market.

 Introduction of Lamex brand
Established in the year 1989, we, “Premier Watch Industries”, are one
of the renowned manufacturer, supplier and exporter of a quality range
of Wrist Watches. Optimum quality raw material is procured from trustworthy
vendors to deliver quality end products to our esteemed clients. These are
appreciated across the globe for elegant & trendy designs, dimensional
accuracy, water resistance, durability and many more.
We are backed by a well equipped infrastructure and experienced
workforce to facilitate production of bulk stock in stipulated time frame. The
watches are designed with precision and stringently checked by our expert
professionals to deliver the final consignments at par with international
standards.
Under the table guidance of our mentor, 'Mr. Hitendra Pala', we have
made a remarkable position in the industry. His vast experience and ethical
business policies have enabled us to build cordial relations with our clients
spread across countries.
We are looking export queries from Srilanka, Bangladesh, Gulf
Countries, Dubai, South Africa, and South East Asia.
standards.
standards.

 Introduction of Fastrack brand
Titan recognized a need in the market – a reasonably priced watch for
the youth between the age group of 15 – 25 years. Fastrack was launched in
the year 1998 as a sub-brand of Titan, with a range of digital watches starting
from Rs. 795. The brand was aimed at the youth segment (15-25
years).Fastrack entered the market saturated with International designer
labels –like Citizen, Seiko, Swatch, Casio and Timex – but managed to carve
a niche for itself in the youth accessories market, with designs that are
refreshingly different, casual, eclectic and fun, clubbed with prices that do not
burn a hole through the pocket. Fastrack was promoted with the slogan "Cool
Watches from Titan.” Initially, in most of the campaigns, the brand was
promoted as “Titan Fastrack.” The brand was targeting young consumers who
were moving towards the competitor – Timex. It was during this time that
Timex and Titan had parted ways. Fastrack had a good start. During the first
year, the brand clocked a turnover of Rs 15 corer.
The good run continued till 2001-2002 and was worth Rs 25crores. But
the sales stagnated. Although the brand appealed to youngsters, the price
was a significant dampener. It was found that the target group which
consisted of college students could not afford this brand.

1.2 RATIONALE OF THE STUDY
Capstone project is about to collect the consumer’s review towards the
Watch. This project targets all the people in the society viz. rich people,
middle class and poor people.
As a management students we have select this topic because we want
to understand customer preference towards watches and to check the growth
and size of market, market share in the world and in India and to find out the
consumption of watch in India, major players in market and consumers
satisfaction towards service quality.
Each and every product in market is required to be based on quality
control. Consumers always prefer such items at reasonable and competitive
price.
Data collected by the survey is much more essential to form strong
platform for products in the market. By personal meeting with the actual
consumers we could know people’s preference towards brands of Rolex,
Titan, Lamex and Fastrack. We will try to find out about the choice of the
people as well as what they are thinking about the products namely price,
quality and accessibility.

1.3 OBJECTIVES OF THE STUDY
 To collect Consumer’s preference about top brands
 To analyses and make interpretation of ratio
 To find out company’s design strategy
 To find out company’s market value and situation
 To find the competitive level of top brands
 To compare between Rolex, Titan, Lamex, and Fastrack
 To make Suggestions & Recommendation for improving the market
position of the company

1.4 DATA SOURCE AND RESEARCH
METHODOLOGY
Data source
PRIMARY DATA:
The data which is collected first time is called primary data
Primary data collection methods
 Questionnaire method
 Observation method, etc,
In our project, we have using questionnaire method. A questionnaire of
set question presented to respondents of its flexibilities, it is far the most
common instrument used to collect data. Where research is looking for insight
into how people think rather than measuring how many people think in a
certain way.
SECONDARY DATA:
Secondary data refer to the data has been already collected. The
secondary data, which has been used to carry out this study, are as follows:
Sources of secondary data:
 Book, journal, magazines, newspapers
 Company’s internet site
 Some other relevant study material and website…
The study undertaken there to be mainly based on the primary data i.e.
structured questionnaire is designed. The study also contains secondary data
i.e. data from authenticated website and journals for the latest update just to
gain an insight for the views of various experts.

Research Methodology
Meaning of Research
Research is an academic activity and as such the term should be used
in a technical sense. Once can also define research as a scientific and
systematic search pertinent information on a specific topic.
Definitions
According to Clifford woody “Research comprises defining and
redefining problem, formulating hypotheses of suggested solution; collecting,
organizing and evaluating data; marking deduction and reaching conclusions;
and at last carefully testing the conclusions to determine whether they fit
formulating hypotheses.”
The advance learner dictionary of current English lays down “A
carefully investigation or inquiry specially through search for new fact in any
branch of knowledge.”
Meaning of Research Methodology
All those method which are used by the researcher during the course
of studying his research problem are termed as a research method.
Research method is way to systematically solve the research problem.
It may be understood as a science of studying how research is done
scientifically. In it we study the various steps they are generally adopted by a
research in studying his research problem along with the logic behind them. It
necessary for the research to know not only the research method/techniques
but also the methodology.
Types of Research
There are four type researches:
 Descriptive Research and Analytical Research
 Applied Research and fundamental Research
 Quantitative and Qualitative Research
 Conceptual Research and Empirical Research

Target population
The collection of elements or objects that possess the information
sought by the researcher and about which inferences are to be made.
Sample Size
Sample size refers to the number of elements to be included in the
study. Determining the sample size is complex and involves several
qualitative and quantitative considerations.
Sample Units
 The basic unit contains the elements of the population to be sampled.
 Target population: people in Gandhinagar, Mansa and Ahmadabad
 Sample frame: Above 15 years of age
 Sample Size:150

1.5 CHAPTERISATION SCHEME
Chapter- 1 INTRODUCTION
 Introduction
 Rationale of the study
 Objectives of the study
 Data source and methodology
 Chapterisation scheme
 Limitation of the study
Chapter-2 Marketing strategy
 Introduction of marketing strategy
 BCG Matrix
 Marketing Mix
Chapter- 3 Attributes for higher market coverage
 Introduction of attributes in marketing
 Attributes on Rolex
 Attributes on Titan
 Attributes on Lamex
 Attributes on Fastrack
Chapter- 4 Customer Satisfaction (Analysis & interpretation)
 Introduction
 Data analysis & interpretation
SWOT analysis
Bibliography
Annexure

1.6 LIMITATIONS OF THE STUDY
 During the study, on many occasions the respondents were reluctant.
 The respondents form whom primary data was gathered any times
displayed complete ignorance about the complete brand rang, which
was being studied.
 Lack of time is the basic limitation in the project.
 Some customer refuses to cooperate with the queries.
 Money played a vital factor in the whole project duration.
 Lack of proper information and experience due to short period of time.
 Some of customer did not answer all the questions or do not have time
to answer.

CONTENT
Sr.No. Particular Page No
2.1 Introduction of marketing strategy 18
2.2 BCG Matrix 19-21
2.3 Marketing Mix 22-25

2.1 INTRODUCTION OF MARKETING
STRATEGY
Marketing strategies serve as the fundamental underpinning of
marketing plans designed to fill market needs and reach marketing objectives.
Plans and objectives are generally tested for measurable results. Commonly,
marketing strategies are developed as multi-year plans, with a tactical plan
detailing specific actions to be accomplished in the current year. Time
horizons covered by the marketing plan vary by company, by industry, and by
nation, however, time horizons are becoming shorter as the speed of change
in the environment increases. Marketing strategies are dynamic and
interactive. They are partially planned and partially unplanned. See strategy
dynamics. Marketing strategy needs to take a long term view, and tools such
as customer lifetime value models can be very powerful in helping to simulate
the effects of strategy on acquisition, revenue per customer and churn rate.
Marketing strategy involves careful and precise scanning of the internal
and external environments. Internal environmental factors include the
marketing mix and marketing mix modeling, plus performance analysis and
strategic constraints. External environmental factors include customer
analysis, competitor analysis, target market analysis, as well as evaluation of
any elements of the technological, economic, cultural or political/legal
environment likely to impact success. A key component of marketing strategy
is often to keep marketing in line with a company's overarching mission
statement.
Once a thorough environmental scan is complete, a strategic plan can
be constructed to identify business alternatives, establish challenging goals,
determine the optimal marketing mix to attain these goals, and detail
implementation. A final step in developing a marketing strategy is to create a
plan to monitor progress and a set of contingencies if problems arise in the
implementation of the plan.
Marketing Mix Modeling is often used to help determine the optimal
marketing budget and how to allocate across the marketing mix to achieve
these strategic goals. Moreover, such models can help allocate spend across
a portfolio of brands and manage brands to create value.

2.2 BCG GROWTH-SHARE MATRIX
History of BCG Matrix
• Founded by Bruce D Henderson in 1963
• A global consulting firm with 42 offline countries
• One of only three companies to appear in the top 15 of fortunes best
companies to work for report for seven consecutive years in the 2011
12 fortune list BCG is listed as the second best company to work

STARS
High growth, high market share
 Stars are leaders in business.
 They also require heavy investment, to maintain its large market
share.
 It leads to large amount of cash consumption and cash generation.
 Attempts should be made to hold the market share otherwise the star
will become a CASH COW.
CASH COWS
Low growth, High market share
 They are foundation of the company and often the stars of yesterday.
 They generate more cash than required.
 They extract the profits by investing as little cash as possible
 They are located in an industry that is mature, not growing or declining.
DOGS
Low growth, Low market share
 Dogs are the cash traps.
 Dogs do not have potential to bring in much cash.
 Number of dogs in the company should be minimized.
 Business is situated at a declining stage.
QUESTION MARKS
High growth, Low market share
 Most businesses start of as question marks.
 They will absorb great amounts of cash if the market share remains
unchanged.
 Why question marks?
 Question marks have potential to become star and eventually cash cow
but can also become a dog.
 Investments should be high for question marks.

BENEFITS
 BCG MATRIX is simple and easy to understand.
 It helps you to quickly and simply screen the opportunities open to you,
and helps you think about how you can make the most of them.
 It is used to identify how corporate cash resources can best be used to
maximize a company’s future growth and profitability.
LIMITATIONS
 BCG MATRIX uses only two dimensions, Relative market share and
market growth rate.
 Problems of getting data on market share and market growth.
 High market share does not mean profits all the time.
 Business with low market share can be profitable too.

2.3 MARKETING MIX

1. People
This is where it all begins, people. First it’s very important that you find
out through research if there are enough people in demand of a certain types
of products and services.
Typically you can get a good idea of the demand for certain products
and services by conducting thorough keyword research. In certain markets
there may be several different types of products which can cater to a
particular segment of people.
If there is a high demand of certain types of products, then this can be
great news for you. This will help you when it comes to creating your sales
funnel and for future product development for repeat sales to that segment of
people down the road.
The “people portion” can also include the people who you have hired
to take care of certain tasks and operations for you within your business.
2. Products
Do you have the right products for the market you are trying to target?
As mentioned earlier, you absolutely need to have the right types of
products that are in demand for your market. But, how do you know?
A great place for finding out the types of products that your target
market might want to get their hands on is inside of online forums.
 What types of questions are they asking in threads?
 What types of responses are they getting to their questions?
 Are there already products available that may address their situation?
If there is, you might want to ask yourself, “Well, what can I do to offer
a better product to this group of people than my competitors. What can give
me the edge to stand out?”
I can’t tell you how many times I’ve been inside one of the Skype
groups I belong to where people are asking where they can find a certain
script that does “this or that”, or who provides the best solution to a service
they are needing.
Skype groups can provide you with some good marketing Intel. It may
be something you want to consider when looking for a product or service you
might want to create. Facebook groups can be great for this type of research
as well.

3. Price
Price is the next thing that’s important within your “marketing mix.”
This is actually an area where you have to be somewhat careful, plus,
be mindful of what your target market might actually be willing to pay.
This is a touchy area. If you or your company hasn’t made a big name
for itself already in a particular market, it’s unlikely that people would be willing
to pay you the types of fees that some of the bigger marketers or businesses
command.
That’s not to say, they won’t in the future, but you must be realistic of
where you are positioned in the present time.
Pricing has a lot to do with how a product is perceived as well.
If you price your product too low, then it might be considered as
somewhat inferior to your competitions. Then again, if you try and shoot too
high, you could be shooting yourself in the foot, since people may not think
the benefits of the product or service are worth your asking price.
Be sure to take a good look at your competitor’s products and services,
their positioning, and how you think you’ll best fit in to be competitive in the
market.
If you already have current customers, you might also want to survey
them to get some good honest feedback.
4. Promotion
The fourth “P” in the “marketing mix” is Promotion.
This part of your process in your marketing plan can include several
components in how you are getting the word out about your product,
including:
1. PPC
2. Article marketing
3. Social media marketing such as YouTube, Facebook, Twitter etc.
4. JV partners
5. Media buys
Your combination and how you go about promotion will depend on your
budget, the message you want to communicate, and the group of customers
you are targeting.

Things to consider:
 How much money you have to spend
 Access to partners willing to promote for you
 The types of incentives you can offer
For best results, you may want to consult a professional in this area to lay
out an optimal strategic plan for you.
5. Place
At first glance, you might think place is obvious. Of course, you’ll be
selling your products or services from your web site; however, you can
leverage the use of several sites to help you get more sales.
For instance, you may want to list your product or service inside of one
or more affiliate networks. This can be extremely powerful, especially if your
product is well received and becomes popular among affiliates wanting to
promote for you.
6. Process
The next thing to consider within the marketing mix is the process of
how your products are delivered.
This is generally the technical part of the equation. For this you are
going to need an effective “sales system”.
It’s how you are going to get paid, and deliver your products. For most
digital products this is all done online. However, if one of your products or
services happens to be physical, you might require the use of a distribution
company.
There are several effective sales systems available on the market
today.
You’ll want a system that is capable of handling your main offer and
any possible up sell or down sell offers. Of course you’ll also want to be
implementing a system that is capable of integrating Webber or Get
Response as well, so you can be building your buyers list of customers at the
same time.
There are many to choose from, that fall into different budgets. Take
the time to figure out what you think will best suit your needs.
7. Physical Evidence
When it comes to online marketing “physical evidence” pertains to how
you, your products, or your company is presented in the market place.

CONTENT
Sr.No Particular Page No
3.1 Introduction of attributes 28-29
3.2 Attributes on watches
 Attributes on Rolex
 Attributes on Titan
 Attributes on Lamex
 Attributes on Fastrack
30-33

3.1 ATTRIBUTES FOR HIGHER MARKET COVERAGE
Attributes in business pertain to brands or products, companies and
even employees. They can be best described as certain underlying
characteristics that best represent all brands or businesses in the
marketplace. Companies may be strong in some of these characteristics and
weaker on others. Companies that identify and keep track of key attributes
know where they stand versus key competitors. They can then use their
stronger attributes to their advantage in building sales and profits.
CORE COMPETENCIES
Business and employee attributes are basically core competencies.
These are things that companies do better than their competitors. Companies
can be service leaders, offering the best customer service in the industry.
They can also be leaders or innovators, the first ones to introduce new
technologies. Similarly, companies may be known for having strong marketing
staffs or superior engineering, which are attributes that reflect the skills of their
employees.
PRODUCT ATTRIBUTES
Companies also have certain attributes associated with the products
and services they sell. Thirty-nine percent of respondents cited "the quality of
their product or service" as the attribute they use most often to differentiate
themselves, according to "Inc." online magazine's May 2007 "Company
Attributes." Companies must sell high quality products so that they withstand
repeated usage. Otherwise, they would receive a spate of complaints from
customers. Business owners offering services such as lawn care and haircuts
must also strive for high quality to gain loyal customers. Other important
product and service attributes include value, hospitality, professionalism,
accuracy and timeliness.
OBTAINING ATTRIBUTE RATINGS
Companies can obtain ratings on attributes through marketing research
studies. Marketing managers often hire marketing research agencies to
conduct phone surveys among customers. Some of these customers may
also purchase competitive products. Hence, it is also helpful to measure
attribute ratings of key competitors in these surveys. During this process,
customers are usually asked to rate certain attributes on 5-point scales -- with
5 as the highest rating and 1 as the lowest. Companies can later compare
ratings for various attributes, determining for which attributes they score
higher than the competition

ATTRIBUTE USES
Many companies highlight key attribute strengths in their advertising
and promotions. For example, a company scoring the highest quality rating
may state that fact in television, radio, phone book, Internet and magazine
ads. It may also mention its high quality ratings in direct mail brochures the
company distributes to people. That way other non-buying consumers can
find out about the company's high quality products. Company owners may
also use certain core competencies to gain market share.

3.2 Attributes on watches
 ATTRIBUTES ON ROLEX
In marketing Rolex brand watch mostly purchased by the upper class
.It is upper class product. This product do not purchased by middle class
people.
This product mostly purchased by upper class. Because its price level
is high .It is only afford by rich people so, price affecting the people to buy the
Rolex brand watch.
Rolex brand showroom is in Ahmadabad and our sample area is
Gandhinagar. So, affects by place people do not easily purchased the watch
and no showroom in Gandhinagar.
Comparatively its publicity level is low .No more advertisement are
launch in market .Its personal selling level low to other companies..
Consumers interpersonal skills, attitude are affect the Rolex brand
.people education level also affect the buying process of Rolex brand. They
do not easily afford this brand watch.
Physical evidence is the element of the service mix. Which allowance
the consumer again to make judgment on the company brand .It people like to
buy important design for that thing? They will pay high price so, design affects
the Rolex brand.

 ATTRIBUTES ON TITAN
In marketing Titan brand watch mostly purchased by the middle class
.It is Middle class Product.
In the Gandhinagar Only one showroom so, people do not easily
purchased the watch so, place affect the titan brand they provide maximum
20% Discount.
Its Personal selling level is low, it’s no need advertisement are launch
in the marketing on December 22, 2013 Launch the new advertisement but it
is not repeated again.
Comparatively to sonata, titan affect by people, people mentality about the
titan brand is not good.
Physical evidence is the element of the service mix which allows the
consumer again to make judgment about the brand .It people like to buy new
design ,it is not available in this brand .

 ATTRIBUTES ON LAMEX
On the market Survey this brand watch mostly purchased by girl. In the
boys does not famous this brand so, its selling rate is low. this brand
purchased by upper & middle class both. But its price is affecting to buy
people .its price level is high.
In the Gandhinagar no one showroom is available and our sample area
is Gandhinagar so, its non-availability is affecting. In the Ahmadabad, its
showroom located in manager, satellite, gurukul road and maninagar area so,
it is mostly located in VIP areas .On this it’s prove to buy the watch by VIP
people most Because. They have afforded the price of watch.
These brand watch whole year no discount provide. It they provide
discount on watch so, its selling level is high. Whole year they only one time
provide discount at 10%.
People know about this brand to see the advertisement on TV, and
Radio, on the TV, their last advertisement lanced on august 21, 2013. They
launch the advertisement but they do not repeat the same advertisement.
Consumer again to make judgment on the Company brand on their
quality and design Lamex quality and design both are very good. But on high
price so, people does not fatly decide to purchase this brand.

 ATTRIBUTES ON FASTRACK
On the market survey of consumer behavior, Youngsters are mostly
like this brand more. These brands launch design for youngsters, not for old
people or college people.
Its design and quality both are good or satisfactory but its design level
is repetitive. Its model color is same no changes in model color so, people
does not attract their design and color.
But, Comparatively Fastrack is providing higher rate of discount at
40%. On the special occasion or on festivals they provide 40 to 50%
discounts so; it is good to attract people.
In the Gandhinagar only one showroom is available so, it is difficult to
people to purchase the watch of Fastrack. Its advertisement more attack to
people. Its last advertisement launched on sep.30, 2013 and its plus point is
to repeat on T.V.

CONTENT
Sr.No Particular Page No
4.1 Introduction of customer satisfaction 36-37
4.2 Data analysis & interpretation 38-51

4.1 INTRODUCTION OF CUSTOMER
SATISFACTION
Introduction
Satisfaction is the customer‘s fulfillment response. It is a judgment that
a product or a service feature, or the product or service itself, provides a
pleasurable level of consumption – related, fulfillment. In minimal technical
terms, this definition can be translated to mean that satisfaction is the
customers evaluation of a product or service in It is also important to
recognize that, to measure the customer satisfaction at a particular point of
time as if it were static, satisfaction is a dynamic, moving target that may
evolve over the time, influenced by a variety of factors. Particularly when
product usage or the service experience takes place over the time,
satisfaction may be highly variable depending on which point the usage or
experience cycle is focused on
Determinants of customer satisfaction
Customer satisfaction is influenced by specific product or service
features and by perception of quality. Satisfaction is also influenced by
customers
Product and service features
Customer satisfaction with a product or service is influenced
significantly by the customer‘s evaluation of product or service features.
Customers of services will make trade – offs among different service features
depending on the type of service being evaluated and the criticality of the
service.
Customer emotions
Customer‘s emotions can also affect their perceptions of satisfaction
with products and services. These emotions can be stable, pre-existing
emotions.
Attributions for service success or failure
Attributions – the perceived causes of events – influence perceptions of
satisfaction as well. When they have been surprised by an outcome (the
service is either much better or much worse than expected) consumers tend
to look for the reasons, and their assessments of the reasons can influence
their satisfaction.
Perceptions of equity or fairness
Customer satisfaction is also influenced by perceptions of equity and
fairness. Customers ask themselves: have I been treated fairly compared with
other customers? Did other customers get better treatment, better prices, or
better quality service? Did I pay a fair price for the service? Was I treated well
in exchange for what I paid and the effort I expended?
Other customers, family members and coworkers

In addition to product and service features and one‘s own individual
feelings and beliefs, consumer satisfaction is often influenced by other people
like other customers, family members and co-workers.
Outcomes of customer satisfaction
Individual firms have discovered that increasing the levels of customer
satisfaction can be linked to customer loyalty and profits. There is an
important relationship between customer satisfaction and customer loyalty.
This relationship is particularly strong when customers are very satisfied.
Thus firms that simply aim to satisfy customers may not be doing enough to
endanger loyalty – they must instead aim to more than satisfy or even to
delight their customers. At the opposite end of the satisfaction spectrum,
researchers have also found that there is a strong link between dissatisfaction
and disloyalty – or defection. Loyalty can fall off precipitously when customers
reach a particular level of dissatisfaction or when they are dissatisfied with
service/ product.

4.2 DATA ANALYSIS & INTERPRETATION
1) How often you wear a watch?
Yes 129
No 21
Total 150
Interpretation:-
In the above diagram out of 150.129 people use watch
routine life.21 people are not use watch in your routine life.
86%
14%
Yes No

2) Which brand do you like most?
Rolex 41
Titan 53
Lamex 20
Fastrack 36
Total 150
Interpretation:-
Out of 150 respondents, 41 respondents are like Rolex brand
watch. 53 respondents are like Titan brand watch. 20 respondents are like
Lamex brand watch. And 36 respondents are like Fastrack brand watch. Out
of 100%, 36% respondents are highest liking Titan brand. In short Titan brand
is famous brand in middle class customers.
Rolex
Rolex 41
Titan 53
Lamex 20
Fastrack 36
Total 150
Interpretation:-
27%
36%
13%
24%
Rolex Titan Lamex Fastrack
Rolex 41
Titan 53
Lamex 20
Fastrack 36
Total 150
Interpretation:-

3) Why do you like this brand?
Attractive
designs
Reasonable
Price
Brand
Image
Good
Quality Total
Rolex 15 6 3 17 41
Titan 5 8 10 30 53
Lamex 4 4 4 8 20
Fastrack 16 2 3 15 36
Total 150
Interpretation:-
Above diagram show that Rolex watch brand 15 person like
on their attractive design 6 persons like for brand reasonable price 3 person
like for brand image and 17 persons like for good quality out of 41
respondents
Titan watch brand 5 people like for attractive design, 8 people like for
reasonable price 10 people like for brand image and 30 people like for good
quality of 53 respondents
Lamex watch brand 4 people like for attractive design, 4 people like for
Fastrack watch brand 16 people like for attractive design, 2 people like
for reasonable price 10 people like for brand image and 3 people like for good
quality of 15 respondents.
0
5
10
15
20
25
30
Atteacive
designs
15
5 4
16
Rolex
Attractive
designs
Reasonable
Price
Brand
Image
Good
Quality Total
Rolex 15 6 3 17 41
Titan 5 8 10 30 53
Lamex 4 4 4 8 20
Fastrack 16 2 3 15 36
Total 150
Interpretation:-
respondents
Resasonable
Price
Brand Image Good Quality
6
3
17
8
10
30
4 4
8
16
2 3
15
Attractive
designs
Reasonable
Price
Brand
Image
Good
Quality Total
Rolex 15 6 3 17 41
Titan 5 8 10 30 53
Lamex 4 4 4 8 20
Fastrack 16 2 3 15 36
Total 150
Interpretation:-
respondents
Good Quality
15

4) Which brand advertisement do you like?
Rolex Titan Lamex Fastrack Total
38 59 15 38 150
Interpretation:-
Out of 150 respondents 59 respondents like advertisement of
titan watch brand. Rolex and Fastrack brand have equal likeness of
advertisement of 38 respondents and 15 respondents are like to see Lamex
advertisement.
Rolex
38
38 59 15 38 150
Interpretation:-
advertisement.
Titan
Lamex
Fastrack
59
15
38
Series1
38 59 15 38 150
Interpretation:-
advertisement.
Fastrack
38

5) In which media you came across the advertisement?
TV Magazines Hoardings Radio Total
Rolex 22 11 4 1 38
Titan 34 21 2 2 59
Lamex 8 2 4 1 15
Fastrack 24 10 2 2 38
Total 150
Interpretation:-
In Titan out of 59 People, 34 respondents see advertisement
in TV, 21 read in magazines, 2 Persons are use hoardings and 2 listen in
radio.
In Rolex out of 38 people 22 respondents are see advertisement in
TV, 11 are read in magazines, 4 Persons are use hoardings and only 1 listen
in radio.
In Lamex out of 15 People, 8 respondents see advertisement in TV, 2
are read in magazines, 4 Persons are use hoardings and only 1 listen in radio.
In Fastrack out of 38 People 24 respondents see advertisement in
TV,10 read in magazines ,2 Persons are use hoardings and only 2 listen in
radio.
0
5
10
15
20
25
30
35
TV
22
34
8
24
Rolex
Rolex 22 11 4 1 38
Titan 34 21 2 2 59
Lamex 8 2 4 1 15
Fastrack 24 10 2 2 38
Total 150
Interpretation:-
radio.
in radio.
radio.
Magazines Hoardings Radio
11
4
1
21
2 22
4
1
24
10
2 2
Rolex 22 11 4 1 38
Titan 34 21 2 2 59
Lamex 8 2 4 1 15
Fastrack 24 10 2 2 38
Total 150
Interpretation:-
radio.
in radio.
radio.
2

6) In your routine life which brand watch do you use?
Company
name
No. of
respondents
Rolex 28
Titan 55
Lamex 19
Fastrack 27
Total 129
Interpretation:-
Out of 129 respondents, 55 respondents use the Titan
brand in there routing life 28 respondents are using Rolex brand 27
respondents using Fastrack brand and 19 respondents are using Lamex
brand.
Rolex
28
Company
name
No. of
respondents
Rolex 28
Titan 55
Lamex 19
Fastrack 27
Total 129
Interpretation:-
brand.
Titan Lamex Fastrack
55
19
27
Company
name
No. of
respondents
Rolex 28
Titan 55
Lamex 19
Fastrack 27
Total 129
Interpretation:-
brand.

7) Which feature influenced you to buy this watch?
Price Design Features
Availability in
market Total
32 59 23 36 150
Interpretation:-
Out of 150 respondents, 59 respondents influence by design
to buy watch, 32 respondents are influence by price 23 respondents are
influence by future and 36 respondents are influence by availability in market
to buy watch.
0
10
20
30
40
50
60
Price
Series1 32
Availability in
market Total
32 59 23 36 150
Interpretation:-
to buy watch.
Price Design Features Avability
in market
32 59 23 36
Availability in
market Total
32 59 23 36 150
Interpretation:-
to buy watch.
Avability
in market

8) How many watches do you have?
No. Of. Watches
No. of
respondents
1 38
2 57
3 29
4 16
5 5
6 5
Total 150
Interpretation:-
Out of 150 respondents have watch, 57 respondents have 2
watch, 29 respondents have 3 watch, 5 respondents have 5 watch and 5
respondents have 6 watch.
1 2 3 4 5 6
Series1 38 57 29 16 5 5
0
10
20
30
40
50
60

9) Do you think the new advertisement is effective in inspiring
consumers to have a new look every day?
Not at all effective 24
Highly effective 35
Effective 55
Neutral 36
Total 150
Interpretation:-
Out of 150 respondents, 24 respondents said new
advertisement is not at all effective, 35 respondents said highly effective, 55
respondents said effective and 36 respondents said neutral.
Not at all
effective
Highly
effective
Effective Neutral
Series1 24 35 55 36
24
35
55
36
0
10
20
30
40
50
60

10) Are you satisfied with your watch?
Yes 121
No 8
Total 129
Interpretation:-
Out of 129 respondents, 121 respondents are satisfied with
their watch and 8 respondents are not satisfied.
Yes 121
No 8
Total 129
Interpretation:-
94%
6%
Yes No
Yes 121
No 8
Total 129
Interpretation:-

11) Do you want to change your watch brand?
Yes 25
No 104
Total 129
Interpretation:-
Out of 129 respondents, 104 respondents are not want to
change their watch brand and 25 respondents are want to change their watch
brand.
0 20
Yes
No
Yes 25
No 104
Total 129
Interpretation:-
brand.
40 60 80 100 120
25
104
Yes 25
No 104
Total 129
Interpretation:-
brand.

12) If yes, than which brand will you prefer?
Rolex 7
Titan 8
Lamex 3
Fastrack 7
Total 25
Interpretation:-
Out of 25 respondents, 7 respondents are like to buy Rolex
watch brand, 8 respondents are like to buy titan watch brand, 3 respondents
are like to buy Fastrack watch brand and 7 respondents are like to buy Lamex
watch brand.
Rolex, 7
Titan, 8
0
1
2
3
4
5
6
7
8
9
Rolex
Rolex 7
Titan 8
Lamex 3
Fastrack 7
Total 25
Interpretation:-
watch brand.
Titan, 8
Lamex, 3
Fastrack, 7
Titan Lamex Fastrack
Series1
Rolex 7
Titan 8
Lamex 3
Fastrack 7
Total 25
Interpretation:-
watch brand.
Series1

13) In following parameters, you suggest to change in any brand?
Attractive
Design
Reasonable
price
Good
quality
Availability in
market Total
Rolex 46 23 25 31 125
Titan 9 50 28 25 112
Lamex 31 23 34 18 106
Fastrack 48 31 32 46 157
Total 134 127 119 120 500
Interpretation: -
Out of 125 respondents of Rolex brand,46 respondents are
suggests attractive design.23 respondents are suggests reasonable price.25
respondents are suggests good quality.31 respondents are suggests
availability in market.
Out of 112 respondents of Titan brand,9 respondents are suggests
attractive design.50 respondents are suggests reasonable price.28
Out of 106 respondents of Lamex brand,31 respondents are suggests
Out of 157 respondents of Fastrack,48 respondents are suggest
respondents are suggests good quality. 46 respondents are suggests
0
10
20
30
40
50
Attractive
Design
46
9
31
48
Rolex
Attractive
Design
Reasonable
price
Good
quality
Availability in
market Total
Rolex 46 23 25 31 125
Titan 9 50 28 25 112
Lamex 31 23 34 18 106
Fastrack 48 31 32 46 157
Total 134 127 119 120 500
Interpretation: -
Attractive
Design Resonable
price Good qulity
Avability in
market
23 25
31
50
28
25
31
23
34
18
48
31 32
46
Attractive
Design
Reasonable
price
Good
quality
Availability in
market Total
Rolex 46 23 25 31 125
Titan 9 50 28 25 112
Lamex 31 23 34 18 106
Fastrack 48 31 32 46 157
Total 134 127 119 120 500
Interpretation: -

14) Give the rank on the basis of your satisfaction level on the scale of
four.
1 2 3 4 Total
Rolex 49 42 29 30 150
Titan 47 40 34 29 150
Lamex 27 23 61 39 150
Fastrack 27 45 26 52 150
Total 150 150 150 150 600
Interpretation:-
Out of 150 respondents, 49 respondents are gave 1st
rank to
Rolex.47 respondents are gave 1st
rank to Titan.27 respondents are gave 1st
rank to Lamex and Fastrack both.
Out of 150 respondents, 42 respondents are gave 2nd
rank to Rolex. 40
respondents are gave 2nd
rank to Titan.23 respondents are gave 2nd
rank to
Lamex.45 respondents are gave 2nd
rank to Fastrack.
Out of 150 respondents, 29 respondents are gave 3rd
rank to Rolex. 34
respondents are gave 3rd
rank to Titan. 61 respondents are gave 3rd
rank to
Lamex. 26 respondents are gave 3rd
rank to Fastrack.
Out of 150 respondents, 30, 29, 39, and 52 Persons are gave 4th
rank
Respectively Rolex, Titan, Lamex and Fastrack.
49
42
29 30
47
40
34
2927 23
61
39
27
45
26
52
0
10
20
30
40
50
60
70
1 2 3 4

Rolex
Rolex
Parent Company Rolex
Category Watches and Accessories
Sector Lifestyle and Retail
Tagline/ Slogan A crown for every achievement
STP
Segment High Income group premium watches segment
Target Group The mature High Income buyer regardless of age
Positioning High quality watch brand possessed by high achievers
SWOT Analysis
Strength
1. Brand image strongly established as a premium
luxury brand
2. Rolex has stood up to its brand image by being
the game changers in the industry.
3. Introduced the first waterproof watch, first
automatic dating watch, the first watch meant
for divers have all been developed by Rolex
4. It is one of the largest and most reputed luxury
watch manufacturer in the world
5. Excellent advertising and branding by
associating itself with celebrity brand
ambassadors
6. Sponsorship of global sports events as well as
other international events
7. Rolex watches are present in over a 100
countries

Weakness
1. Counterfeit and fake imitations affect the brand
image
2. Competition from several premium watches and
maintain brand essence means lot of investments
Opportunity
1. Rolex could introduce separate product lines with
different brand identities under the Rolex brand
2. Emerging economies pose a great opportunity to
penetrate the global market further
Threats
1. Rolex’s limited dealership and long waiting periods
can lead to consumers switching over to its competitor
brands
2. Fake imitations can hurt the brand’s image
Competition
Competitors
1.Breguet
2.TagHeuer
3.Louis Cartier

Titan
Titan
Parent Company TATA Group
Tagline/ Slogan Be More
STP
Segment Watch brands from luxury to sporty to fashion
Target Group Mid and Premium Market Working men and women
Positioning Not just a watch, but a style statement
SWOT Analysis
Strength
1. Large network of exclusive stores and service
centers
2. High Top of the mind recall, especially for the Mid
market segment
3.Different sub-brands under the brand Titan have
been successful in their positioning based on
Demographic segmentation
4. One of the world’s top five and India’s biggest
watch manufacturer
5. Titan watches are exported in over 40 countries
Weakness
1. Premium category Titan brands like Xylems have
been camouflaged by the Titan brand Image of being
a mid-market player
2. Haven’t penetrated the global market as some
other international watch makers

Opportunity
1. India is an under penetrated market for watches
2. Global expansion and tie-ups with global watch and
Jewelry brands
Threats
1. Broad Target segment may lead to lack of focus in
Brand strategy
2. Stiff Competition faced by foreign brands,
particularly in the premium segment
Competition
Competitors
1.Timex
2.Casio
3.Citizen

Lamex
Lamex
Parent Company Lamex
Sector Lifestyle
STP
Segment Middle Income group premium watches segment
Target Group The mature middle Income buyer regardless of age
Positioning
High quality watch brand possessed by middle
achievers
SWOT Analysis
Strength
1. Brand image strongly established as a premium
luxury brand
2. Lamex has stood up to its good quality by being the
game changers in the industry.
3. It is one of the largest and most reputed luxury
watch manufacturer in the India
4. Sponsorship of global sports events as well as other
national events
Weakness
1. Counterfeit and fake imitations affect the good
quality
2. Competition from several premium watches and
maintain brand essence means lot of investments
Opportunity
1. Lamex could introduce separate product lines with
different brand identities under the Lamex brand
2. Emerging economies pose a great opportunity to
penetrate the global market

Threats
1. Lamex limited dealership and long waiting periods
can lead to consumers switching over to its competitor
brands
2. Fake imitations can hurt the brand’s image
Competition
Competitors
1.Titan
2.Fastrack
3.Casio

Fastrack
Fastrack
Parent Company Titan Industries Limited (Tata Group)
Tagline/ Slogan Move on
STP
Segment Trendy and colorful lifestyle accessories
Target Group Mid Premium Urban youth
Positioning
Youth brand for stylish youth owning multiple
watches
SWOT Analysis
Strength
1. Good Distribution Network – over 100 Fast track
stores across 50 towns with Titan Service Centers
across India
2. High youth connect – Positioning as a youth
stylish brand
3. Fast changing designs to keep up with latest
trends
4. One of the most trusted brands in India
5. Excellent advertising and brand visibility
connecting with the youth
6. Has a diverse portfolio of watches, sunglasses,
bags, wallets etc
Weakness
1. Products have a short life due to changing trends
– Adds to the cost of production
2. Limited global reach despite being a popular
brand

Opportunity
1. Fast growing youth segment presents growth
opportunities.
2. Global penetration would help brand grow and
target youth worldwide
3.Tie-up with fashion houses and special schemes
for youth
Threats
1.Youth segment is price sensitive.
2. Entry of foreign players has led to tough
competition
3. With lots of options available, brand switching is
quite high
Competition
Competitors
1.Lamex
2.Casio
3. Timex

CONCLUSION
From the all above information gathered we can conclude that
whatever the competition level and the technology come into the market the
consumers will always be benefited they will get quality products at a
reasonable rate .Each and every economy company want to get more market
share and for that they are ready to give away higher margin and provide
products and after sale services at a lower rate.
Watch industry now in the stage of growth due to more attraction of the
watches among the young generation. And these companies try to attract
consumers by giving more price cuts and more features, design, comfort etc.
at a same price or at a low price same numbers of features are available.
Titan is the market leader in the wrist watch, India
Fastrack one of its most successful and profitable brand
Even after the entry of other players, Fastrack in its segment remains
largely un-threatened and expansion of its product line shall ensure that it
remains a strong player in the coming decades.
This marketing plan summarizes the main points of how Rolex will
market their wristwatches to a younger generation than the current target
market. This exemption will allow Rolex to move an untapped area that
education on the value of a high-quality time piece. In order to properly
address this objective, Rolex needs to update their marketing strategy to
include a greater presence in advertisements that target this younger market
as well as a strong showing in the social media realm.
Rolex has a long tradition of creating the standard for luxury in
wristwatches. By adding a new segment of the population of their customer
base, they will ensure that they continue their standard of excellence. Moving
forward as technology evolves is key in achieving this goal.

BIBLIOGRAPHY
In this project report, while finalizing and for analyzing quality
problem in details the following Book and websites have been referred. All the
material detailed below provides effective help and a guiding layout while
designing this text report.
Books:
 Kotler, Philips. Marketing Management, 12th
Edition, Pearson
Education.
 M.N. Mishra. Modern Research, Himalaya Publication House.
 S.A Chunawala. Sale and Distribution Management, Himalaya
Publication House.
 Peter Fisk. Marketing Genius.
Website:
 www.rolex.com
 www.titan.co.in
 www.lamex.com
 www.fastrack.in
 www.slideshare.net
 www.google.co.in

ANNEXURE
Instructions:-
 The information received will be used for the purpose of research only
&will be treated as confident
 Please tick (√) in appropriate boxes for ‘yes’ response & leave the
boxes blank for ‘No’ response
Personal Detail
Name: _______________________________
Age:
15-22 23-30 31-35
36-45 46 & above
Gender:
Male Female
Occupation:
Businessman Govt. Job Private Job
House wife Student
Consumer satisfaction segment
1) How often you wear a watch?
Yes No
2) Which brand you like most?
Rolex Titan
Lamex Fastrack

Attractive designs, Reasonable price
Brand image Good quality
4) Which brand advertisement does you like?
Rolex Titan
Lamex Fastrack
TV Magazines
Hoardings Radio
6) In your routine life which brand watch do you used?
Rolex Titan
Lamex Fastrack
7) Which features influenced you to buy this watch?
Price Design
Features Availability in market
8) How many watches do you have? _________
9) Do you think the new advertisement is effective in inspiring
consumers to have a new look every day?
Not at all effective Effective
Highly effective Neutral
Yes No
11) Do you want to change/switch your watch brand?
Yes No
12) If Yes than which brand will you prefer?
Rolex Titan
Lamex Fastrack
Any One __________

13) In following parameters, you would like to suggest any changes in
the respective brand:
14) Give the rank on the basis of your satisfaction level on scale of four.
Place: __________ Date: __________
Sign: ___________
Parameter Rolex Titan Lamex Fastrack
Attractive Design
Reasonable Price
Good Quality
Availability
in market
Brands Name Rank
Rolex
Titan
Lamex
Fastrack

Recommandé

Recommandé

Contenu connexe

Tendances

Tendances (20)

Plus de kartik patel

Plus de kartik patel (6)

Dernier

Dernier (20)