CONTENTSCHAPTER – 1INTRODUCTION

Introduction Aims and objective of the Study Methodology Limitations

CHAPTER - 2HISTORY OF WATCHES

Introduction Types of watches Historical development of watches Modern time keepers

CHAPTER –3COMPANY PROFILE

Introduction Products Corporate Social Responsibility About Titan Watches - origin and company profile Types of Titan Watches Types of Sonata Watches Brands for Titan SONATA WATCH Types of Sonata Titan Watches

CHAPTER -4MARKETING FUNCTIONS

Definition Marketing mix policy

CHAPTER - 5RUBY WATCHE COMPANY – A FIRM PROFILE

CHAPTER – 6SURVEY ANALYSIS

CHAPTER -7SUGGESTIONS AND CONCLUSION

Annexure Questionnaire Bibliography

MARKETING SURVEY OF SONATA WATCHES a case study of RUBY WATCHE COMPANY

1

CHAPTER – 1

INTRODUCTION TO THE PROJECT

Introduction

Aims and objective of the Study

Methodology

Limitations

2

CHAPTER - 1

INTRODUCTION

Change is the only constant factor in the business, Economic

condition changes, customers need changes, people attitude changes,

technology changes, and people working in the organization changes and

most important market changes. Hence it is very important for a firm to

track these changes and to update its plans and strategies.

The field of consumer behaviour study encompasses the study of

the process that consumer undergo while making purchase decision and

this field is gaining more attention of market researcher and manager.

The manager must have to perform the following 3 important

functions. They are;

To define or identify the consumer or market.

To define market characteristics.

To study the impact of growing competition.

An attempt has been made in this project report to analyze these

aspect in connection with the consumer durable product like sonata

watches and the element of consumer behaviour that play a role in the

purchase of sonata watches.

3

Sonata watches have become one of the essential needs of modern

days. The demand for watches is increasing at a higher rate. To meet the

growing demand, more number of manufacturers is coming up both in

large – scale industries. Watches are at present being produced by

several industries both in public and private sectors in India.

In this project report an attempt has been made to analyze the

marketing of Sonata watches in general and the problems concerning to

RUBY WATCH COMPANY, which is one of the leading watch seller

in Shimoga.

Certain suggestions have been given for the improvement of the

marketing activity of RUBY WATCH COMPANY.

I hope these suggestions might help in changing or modifying the

marketing of RUBY WATCH COMPANY.

Aims and objective of the study

1. To analyse the factor that influences the watch buyer in making his

purchase decision.

2. To make an interfere comparison study among leading watch

manufactures.

3. To study the Sonata watch market in general and consumer behavior.

4. To gauge the popularity of leading watch manufacturer and reason

for the same.

4

5. To define the present market situation factors controlling these

situations and knowing about the control of the factors.

6. To set up a plan for keeping in touch with the behaviour of this

factors.

7. To access the market share of RUBY WATCH CO dealing in sonata

watch and wall clocks in local market and to make suggestion for

augmenting they’re marketing efficiency if necessarily.

Methodology

Using both primary data and secondary data and getting some

valuable information from the owner of the firm has completed this

project report.

Primary data is the first hand data that is the data collected for the

first time.

In this report primary data is collected in the form of consumer

questionnaire. Nearly 50 consumers have answered the questionnaire

and have helped greatly to draw conclusions

A half of dozen of dealers selling particularly SONATA watches

were interviewed personally and their opinion about the product and its

demand and marketability was collected.

5

For the purpose collection of primary data respondents from all

the area of Shimoga City have been taken in to consideration. The

community of Shimoga City is divided into different sections like

Employee, Students, Housewife’s, etc, for the purpose of distributing

questionnaire. Secondary data is the second hand data collected from any

published sources. Secondary data have been collected from any books

and also from some of the records of the firm.

Secondary Data

1. NEWS PAPERS

2. MAGAZINE

3. INTERNET

4. QUESTIONNAIRE

5. ENCYCLOPEDIA

Limitations:

Followings are the limitation factors

Time constraint

Co-operation of dealers

Co-operation of customer

Co-operation of customer relationship

Non co-operative and hesitated to provide information

6

CHAPTER - 2

HISTORY OF WATCHES

Introduction

Types of watches

Historical development of watches

Modern time keepers

7

CHAPTER-2

HISTORY OF WATCHS

Introduction

Watch is a portable mechanical timepiece. Clocks had originally

been weight driven but after the invention of mainspring by Peter Henley

of Nuremberg they could be made portable.

Early watches are made in Germany and Blois in France. By the

middle of 20th century it was being contented that they originated in Italy

mechanism.

The rate of going of a watch (i.e., its time keep) is governed by a

controlling element in the form of an oscillating system. Since the latter

part of the 19th century this has been taken in the form of the balance in

spring. The energy required maintaining the balance in spring. The

energy required maintaining the balance in oscillation is stored in the

mainspring and replacement.

When the watches wound the energy stored in the mainspring is

transmitted to the balance by the wheel train and escapement, the

motion of the balance itself controlling the release of encashment and

consequently the phase of maintaining impulses.

8

A friction drive to the hand is provided from the wheel rotating at

a convenient rate usually once per hour. The hands may then be set to

time without deranging the remainder of the watch.

TYPES OF WATCHES

1. Sonata watches:

Until the beginning of 20th century watches were almost invariably

made to be carried in the pocket.

However the sonata watches gain popularity and after 30 years

more than 50 sonatawatches were made to one pocket watch. The

diameter of the movements of men’s sonata watches range from roughly

23 to 30 mm, while ladies movements are commonly between 14 to 20

mm. the modern watch runs for about 40 hours.

2. Chronographs:

It was developed by E.D. Johnson in 1855 to measure the interval ( in

sporting events for example). In these watches an additional second hand

is engaged with the wheel train by pressing pendant disengaged by a

second pressure and returned to zero by a third. Split second

chronographs have two chronograph second hand they begin to move

together and one can be stopped to take a reading and then made to catch

9

up with the other. It is thus possible to take the times of more than one

competitor in rate.

3. Self winding watches:

Louis Record eon in London took out the first patent on the self

winding pocket watch in 1780. the early self-winding watches operated

on the pedometer principle. The development of the self winding sonata

watch date from the invention of an English man John Harvard who

secured patent in 1924. between 1930-1945 much development work

was carried out in Switzerland and wide range of self-winding watches

were being made there else where in 1960’s

HISTORICAL DEVELOPMENT OF WATCHES

Interval between any two events is said to be time. The knowledge

of time and its measurement has undergone changes along with the

needs of mankind.

Early time keepers:

Watch, as a consumer durable has become necessity than a luxury

item. It performs various functions like time keeping, alarm, etc, so as to

keep the owner aware of time, its usage, etc. as every body is time

bound he like to have a watch preferably an attractive elegant or slim

one. Though it started as time showing aid, it performs many additional

10

functions like a having a T.V set, Radio, Data bank. Today

sonatawatches have become an extension of personal wear meant for

style. Conscious customer looking for designer watches.

The horological industry has an ancient fascinating history. To

analyze it s history in brief different milestone are claudicated. In the

earliest watch the only way to measure time, though roughly was

through observation of the Sun’s movement on the sky. It was the first

that the earliest known timekeepers are the Sundials and Water clocks of

ancient Egypt. The Sundial is an Egyptian shaped instrument kept in the

Berlin Museum. The Arabs were using it till 1900 AD.

The movement of earth around the sum was discovered as it was

in a fixed path and with a fixed speed. The shadow of any object on

earth was found to vary in size with the passing of the time in a day by a

definite amount and direction which is known as “Gadgets”. Since

sundials did not function in night, water clocks were used in several

countries, particularly in ancient Egypt (1400 B.C) to record time at

night or when the sum was observed. These were bucket shaped vessel

from which water was allowed to escape by a small hole at the base.

Along with the development of water clock, sandglasses also

known as sand clocks were introduced which measured time by means

of sand running from one glass vessel to another through a narrow

passage. The time taken for the passage of certain quantity of sand grains

was called as “Gaits” and it was divided into further units “Vightis”.

11

Then came, after some century’s pendulum concept. Galilio first

discovered the pendulum concept in 1581. A pendulum is a system,

where an inelastic thread hanged from a support carries a weight in the

other end. Here, it was noted and mathematically proved that the time

the suspended mass takes to oscillate will be independent of the mass of

the thread of the suspension on the weight.

That is time of oscillation is directly proportional to the square

root to acceleration due to gravity in that place. This helped a lot to use

this time fixed mechanism when the length is kept fixed to show time.

This motion is also known as “Simple Harmonic Motion” or S.H.M.,

It was further observed after some years that even a spring

carrying a mass, also performs a S.H.M. i.e., time fixed oscillation.

Mechanical clocks. By 18th century clock had no pendulum

instead it had deviate called worked by few weighted arrows oscillating

slowly.

Next it was the necessity to carry this time showing mechanism

along with the mechanism using the basis as their “Heart” could be

sized down to a smaller and smaller size, so that it came as

sonatawatches.

The early watches were very large measuring some four to five

inches (100 to 125 mm) in diameter and about three inches (75mm)

thick, they were carried out in hand.

12

The first mention of a sonatawatch was made in 1571. as the

article become more and more popular, it become smaller until finally

expending bracelets were being made which were no more two

millimeter in width.

MODERN TIME KEEPERS

Until the 1920, the mechanical clocks the pendulum or balanced

controlled and weights of spring driven. Different standards of

construction and finish were employed for different application. Special

devices to overcome temporary and parametric were incorporated in

clocks for scientific purpose, the underlying clock principles being the

same.

The commercialization of self-winding Sonatawatches took place

in 1929. but even here one drawback was there because after definite

lapse of time, the time mechanism had to be given energy form outside

is by winding. So people who felt it was difficult, went for automatic

watches which would wind itself.

The science of Electronics first influenced scientific and precision

time keeping with the invention of the Crystal clock in 1926. in 1959

Bolivia Watch company announced the word first electronic watch the

“Aceutron”. It was the first clock to use tuning fork as the timing

element.

13

QUARTZ:

Next it was the accuracy that quartz had come in case with a

lighting year. It was the wonder material “Quartz” with its salient “Piezo

Electric Effect”. That did help in putting giant steps to measure time

very accurately.

When an electric supply is given to quartz crystal it vibrates with

an astonishingly stable frequency based on the geomeaty of the crystal.

This effect is called P.E Effect.

This quartz is used as a source of giving definite frequency in an

oscillator circuit miniature.

One frequency is 33.768 cps (Cycle per second). The development

in “ Semi-Conductor- Technology” helped to tag this quartz feature to be

incorporated in a highly miniaturized integrated circuits is I.C.

This I.C takes power from a disc like battery of 1.5 volt capacity

and gives finally an electric signal, once on every second with an

accuracy of approximately + / - 3 seconds variation in 3 months.

This signal drives a “Stepper Motor” once again miniaturized

which rotates through a fixed angle per each pulse. This rotation is

14

converted to the hand movement by a certain set of gear trains. This

mechanism- based watch is called “Quartz Analog Watch”.

If the same electric signal is used to drive a digital display, it will

be called digital watch. With insistent research carried on different parts

of the world it is still to be seen the next development in watch making

and watch mechanism.

15

CHAPTER –3

COMPANY PROFILE

Introduction

Products

Corporate Social Responsibility

About Titan Watches - origin and company profile

Types of Titan Watches

Types of Sonata Watches

Brands for Titan

SONATA WATCH

Types of Sonata Titan Watches

16

CHAPTER –3

COMPANY PROFILE

Introduction

Titan Industries was established in 1984 as a joint venture

between the Tata Group and the Tamil Nadu Industrial Development

Corporation. The company brought about a paradigm shift in the Indian

watch market, offering quartz technology with international styling,

manufactured in a state-of-the-art factory at Hosur, Tamil Nadu.

Leveraging its understanding of different segments in the watch market,

the company launched a second independent watch brand-Sonata, as a

value brand to those seeking to buy functionally styled watches at

affordable prices. In addition it focused on the youth with its third brand

– Fastrack. It has also premium fashion watches by acquiring a licence

for global brands such as Tommy Hilfiger and Hugo Boss, while. It has

also in its portfolio its first Swiss Made watch brand – Xylys.

In 1995, the company diversified into jewellery under the brand –

Tanishq to capitalize on a fragmented market operating with no brands

in urban cities. In 2005, the company launched its second Jewellery

brand, Gold Plus, for capitalizing on the opportunity in small towns and

rural India.

17

The company has now diversified into fashion Eyewear by

launching Fastrack Eye-Gear sunglasses, as well as Prescription

Eyewear. The Company leveraged its manufacturing competencies and

branched into Precision Engineering Products and Machine Building

from 2003.

Today Titan Industries is India's leading manufacturer of watches

and jewellery employing 3,800 people. Titan and Tanishq are among the

most admired brands in their categories.

Products

The company manufactures over 8 million watches per annum and

has a customer base of over 80 million. It has manufacturing and

assembly operations at Hosur, Dehradun, Roorkee and Baddi in

Himachal Pradesh and an ECB plant in Goa. Its main products are:

Watches : Currently manufactures four main watch brands viz. Titan

for the premium segment, Fastrack – focused on the youth and trendy

fashion space, Sonata for the mass market and Xylys for the premium

market. The Titan brand architecture comprises several sub-brands,

each of which is a leader in its segment. Notable among them are:

Titan Edge – The world's slimmest watch which stands for the

philosophy of "less is more"; Titan Raga – the feminine and sensuous

accessory for today's woman, Nebula - crafted in solid gold and

precious stones and several other collections like Wall Street,

Heritage, Regalia and the Aviator series, all of which form a part of

the Titan wardrobe. Sonata is today India's largest watch selling

brand and is priced between Rs 295/- and Rs 1200/-. The company's

18

first Swiss Made watch – Xylys is for the hi-end connoisseur and new

age achiever. It also markets Tommy Hilfiger watches under a

licensing arrangement and is introducing Hugo Boss. Today, the

Titan portfolio has over 60% of the domestic market share in the

organised watch market.

The company has 222 exclusive showrooms christened 'World of

Titan', making it amongst the largest chains in its category. Titan

watches are sold through over 12,000 outlets in over 2,500 cities and

internationally in over 30 countries, primarily in the Middle-East and

Asia Pacific. Its after-sales-service is itself a benchmarked operation

with a network of 750 service centres and amongst the world's fastest

turnaround times. The company has a world-class design studio for

watches and accessories.

Jewellery: Tanishq is India's largest and fastest growing jewellery

brand with a premium range of gold jewellery studded with diamonds

or coloured gems and a wide range in 22kt pure gold. Platinum

jewellery is also a part of the product range Tanishq is one of India's

largest speciality retailers and is transforming the jewellery market in

India 102 boutiques in 72 cities across the country. ‘Gold Plus' is the

recent retail offering for the mass market with plain gold jewellery

selling through 19 stores in 19 towns. The jewellery division has its

own design studio.

Eye wear : Titan Eye+ is currently on a pilot mode with 5 stores in 2

cities and has sunglasses under Fastrack brand and prescription

19

eyewear consisting of Frames, Lenses, Sunglasses, Accessories and

Contact Lenses of in-house brands and other premium brands.

Recognition

The company has been awarded the following distinctions :

Being named the No.1 Brand in the Consumer Durables category in

the "Brand Equity" Survey of The Economic Times, a leading Indian

financial daily.

The Titan Design Team won the Young Design Entrepreneur of the

Year award at the design awards instituted by the National Institute of

Design and Business World, a leading Indian magazine. The team has

won 7 accreditations also.

Both Titan and Tanishq have been adjudged "Most Admired Brands"

as well as "Retailer of the Year" by Images Fashion Forum in

consecutive years.

Retail Asia and Media Magazine – Singapore adjudged Titan

Industries as amongst the leading Retailing Companies in India.

Titan has won the Brand Leadership award at the India Brand

Summit.

The Time Products Division of the company was awarded the JRD

QV Award in 2006.

Corporate Social Responsibility

Titan Industries has a clearly defined policy on social

responsibility and believes that an organisation cannot be an island of

excellence in a sea of troubled waters. CSR initiatives include children's

20

education, enabling the disabled, Artisan Parks, Women's empowerment,

environment management programmes and other community initiatives.

Titan is a signatory to the Global Compact and has been awarded the

Helen Keller and Mother Teresa awards. Significantly, the President of

India's Award for employing the disabled has also been awarded to the

company. The manufacturing units of Watch and Jewellery Divisions at

Hosur are certified under ISO 9001: 2000 Quality Management System

standards as well as ISO 14001 Environment System Standard.

About Titan Watches - Origin and Company Profile

In 1984, the Tata Group and the Tamil Nadu Industrial

Development Corporation (TIDCO) entered into a joint venture to form

Titan Industries. With its quartz technology and international styling, the

company brought about a paradigm shift in India's watch market. Having

developed a clear understanding of the various segments in the watch

market in due course of time, Titan launched a second independent

brand of functionally styled watches at reasonable prices and named it

"Sonata". In a few years, it came up with yet another brand, and this

time, it was for the youth called "Fastrack".

The sheer growth of Titan industries has enabled it to acquire

license for global brands such as Tommy Hilfiger, Hugo Boss, and the

first Swiss watch brand, Xylys in recent years. Today, Titan Industries

has 3,800 employees working under it in its factories in Hosur,

Dehradun, and Goa for watches, accessories, and jewelry line Tanishq,

21

which is also, one of its recent ventures. It manufactures over 8 million

watches a year for its customers that are 10 times bigger than its

produce.

In India, Titan markets its products through its 222 exclusive

showrooms named "The World of Titan", and over 12,000 outlets in

over 2,500 cities in the country. It also has an overseas market in over 30

countries, mostly in the Middle-East and Asia Pacific regions. The

company also has huge reputation for delivering high-quality after-sales-

service through a network of 750 service centers. It also boasts of its

outstanding design studio for watches and accessories. Read on to know

more about the different Types of Titan Watches

Types of Sonata Watches

Sonata offers watches for every occasion. The main collections under it

include:

Formal - a perfect fusion between sophistication and function, the

watches are available in haute fashion of leather and metal

combinations.

Dresswear - another fusion, this time between ethnic and

contemporary. These designer watches come in all-gold and

bicolor look with intricately designed bracelets and patterned

dials.

Fashion - the steel-gold, steel-leather and all-steel perfectly suit

the hands of young professionals and range from highly

fashionable to simple looks.

22

Sporty/Casual - the collection features wrist-gears with groovy

colors and funky styles; bold, broad straps and trendy metal

bracelets for girls and sports watches in leather and metal straps

for the boys.

Luxury - these are crafted from 18 karat solid gold and inlaid

with precious stones, pure leather straps, sapphire crystal for

resistance against scratch, customized message engraving and a

lifetime guarantee.

Economy - designed for the largest set of customers, the watches

in this category are stylish yet affordable.

Technology - in keeping with the demands of changing times, the

watches have features like stopwatch, timer, and magnetic

compass, to name a few.

23

Sonata Watches

Sonata-37

Price : 2765

Sonata-47

Price : 2599

Sonata-46

Price : 2499

Sonata-43

Price : 2495

Sonata-45

Price : 2475

Sonata-48

Price : 2425

Sonata-64

Price : 2245

Sonata-73

Price : 2245

Sonata-70

Price : 2145

Sonata-50

Price : 1999

Sonata-74

Price : 1995

Sonata-69

Price : 1799

Sonata-68

Price : 1795

Sonata-29

Price : 1699

Sonata-41

Price : 1695

Sonata-30

Price : 1675

Sonata-56

Price : 1655

Sonata-61

Price : 1655

Sonata-34

Price : 1650

Sonata-31

Price : 1645

24

Sonata-2

Price : 2699

Sonata-72

Price : 2599

Sonata-4

Price : 2595

Sonata-10

Price : 2395

Sonata-9

Price : 2325

Sonata-25

Price : 2145

Sonata-13

Price : 2095

Sonata-11

Price : 2075

Sonata-12

Price : 1945

Sonata-24

Price : 1945

Sonata-23

Price : 1899

Sonata-28

Price : 1880

Sonata-3

Price : 1879

Sonata-26

Price : 1795

Sonata-27

Price : 1775

Sonata-22

Price : 1699

Sonata-21

Price : 1475

Sonata-18

Price : 1449

Sonata-20

Price : 1399

Sonata-19

Price : 1195

25

Brands for Titan

The main brands that have reigned on the Indian market for Titan over

the years are:

EDGE

Through cutting edge watch-making technology and four years of

research and development, Titan has created sensation by coming up

with the world's slimmest wristwatch "Titan Edge" of just 3.5 mm in

thickness and a wafer thin movement of 1.15 mm.

NEBULA

The Trousseau Collection of expensive jewelry watches for women

from Titan bear intricately carved designs in paisley and floral

patterns. Watches may also have pearl dials, or studded with 16

diamonds, or deftly crafted in solid Gold of 10 carats.

FASTRACK

This range has become the obsessions of the Indian youth, for their

digital technology, trendy shapes, and casual and sporty designs.

RAGA

The watches in this collection are exclusively for women, whose

gold, steel and bicolor looks with leather bands or metallic bracelets

signify feminine grace and substance.

REGALIA

The exclusive range of watches in gold and steel are meant for social

occasions

26

BANDHAN

The collection in gold that is solely available in pairs, has been a

'must buy' for weddings

FLIP

The favorite among professionals, the watches enable their owners to

switch from sporty to corporate look or between professional and

personal occasions with a "flip" of the dial.

SONATA

The wide collection that includes 400 models of watches is designed

for customers, who look for a mix between durability and

affordability. These wrist-gears are water resistant (for up to 30

meters) and come in metallic and a host of other cases with a

guarantee of 1 year.

XYLYS

The collection added was another feather in Titan's cap that consisted

of a premium selection of watches that are the result of exquisite

craftsmanship. The collection was created by Titan's design advisor

Michael Foley in collaboration with renowned Swiss designer

Laurent Rufenacht.

OCTANE

Launched in early 2008, this chronograph collection for men comes

in steel-and-chrome with a choice of eye-catching dials that

complement a true metrosexual.

27

SONATA WATCH

Sonata Titan Watches is one of the most popular brands of

watches in India for quality and reasonable price tags. Comprising of

both analog and digital watches, the metal strap of the Sonata Watches is

a big hit with the Indian working class men.

The Sonata Titan Watches comes in over 650 models in plain

gold, steel, dual tone and plastic watches that are suitable for various

occasions, styles and personalities.

Types of Sonata Titan Watches

Among the most popular Sonata titan Watches with their respective age

groups are:

Titan Sonata SF Watches: The Titan Sonata SF (Super Fiber) watches

have been introduced in India to counter the threat of cheap Chinese

watches and others of spurious quality. A perfect combination of

analogue and digital watches, the Titan Sonata SF Watches are priced in

the band Rs 275-Rs 550 and targets the youth segment in the age group

of 16-20 years.

Titan Sonata Delightful Duo: Titan has come up with two wonderful

watches that come in a pair- one for man and the other for woman.

Dubbed as Sonata Delightful Duo the watches have refreshingly new

design. The Titan Sonata watches for men have large rectangular dials

with a delicate finish and golden chain like bands. The watches for

28

women have a similar make with a personification of feminine grace.

The Sonata Delightful Duo is a wonderful gift item.

Titan Sonata Yuva Collection: The Sonata Yuva collection consists of

a series of young, trendy and colorful watches targeted for the younger

generation of India. This is also captured in the tag line that says Naya

Josh, Naya Vishwas.

Every watch in this collection has a combination of patterns and

colors on the dial, which are extended on the straps. The Yuva collection

watches are available in both gold and steel look, with both metal and

leather straps thereby offering a great variety.

Titan Sonata Solid Steel Collection: The Titan Sonata Solid Steel

Collection of watches has been designed for the consumers in the age

group of 20-30 years across all urban classes. This "solid style"

collection comprises 24 models and is expected to redefine the style

quotient of the growing steel watch category.

Titan Sonata Gold Plated Watches: The Titan Sonata gold plated

watches are popular with specially the Indian middle class. The

collection start at Rs 395 in a leather strap (gold plated case) and Rs 550

with a gold plated metal strap (gold plated case). There are 40 models in

this collection.

Titan Sonata Watches known as "5 Ghadi ke barabar" comes with

the backing of being a Tata product with five clear functional attributes,

29

Affordability, looks, 1 Year Guarantee, Waterproof and Durability. You

better own one!

Titan Sonata Watches in India

Associated with the Indian working class, the Titan Sonata

watches collection comprises of both analog and digital watches. The

metal strap of the Sonata watches is a big hit with the Indian working

class men. Today, Sonata is Titan's brand for the economy market and is

the largest watch brand in India in terms of volume sales. The Titan

Sonata watches come in over 650 models across various looks and

designs in plain gold, steel and dual tone watches that are suitable for

various occasions, styles and personalities. Recently, Titan Sonata

watches has forayed into the plastic watch arena as well. Here are some

of the Titan Sonata watches available in India:

Titan Sonata SF Watches

Titan Sonata Delightful Duo Watches

Titan Sonata Yuva Collection

Titan Sonata SF Watches

The Titan Sonata SF (Super Fiber) watches have been introduced

at the watch market in India to counter the threat of cheap Chinese

watches and others of spurious quality. A perfect combination of

analogue and digital watches, the Titan Sonata SF Watches are priced in

the band Rs. 275-Rs. 550 and targets the youth segment in the age group

of 16-20 years.

30

Titan Sonata Delightful Duo Watches

Titan has come up with two wonderful watches that come in a pair

- one for man and the other for woman. Dubbed as Sonata Delightful

Duo the watches have refreshingly new design. The Titan Sonata

watches for men have large rectangular dials which a delicate finish and

golden chain like bands. The watches for women have a similar make

with a personification of feminine grace. The Sonata Delightful Duo is a

wonderful gift item.

Titan Sonata Yuva Collection

The Sonata Yuva collection consists of a series of young, trendy

and colorful watches targeted for the younger generation of India. This is

also captured in the tag line that says 'Naya Josh, Naya Vishwas'. The

watches in the Yuva collection are available for both ladies and gents at

an extremely affordable price. The Yuva collection watches are available

in both gold and steel look, with both metal and leather straps thereby

offering a great variety to the consumer.

The Titan Sonata "Yuva" watches are available at all World of

Titan stores and exclusive Sonata showrooms and more than 10,000

authorized Sonata dealers across India.

Titan Sonata Solid Steel Collection

The Titan Sonata Solid Steel collection of watches has been

designed for the consumers in the age group of 20-30 years across all

31

urban classes. Steel look watches are a growing trend among the young,

trendy and style conscious buyer. The overall watch market in India is

estimated to be around 36 million and steel look watches comprise about

30 percent of the market.

This "solid style" collection comprises 24 models and is expected

to redefine the style quotient of the growing steel watch category. While

steel has always stood for being durable and strong, it is now being

increasingly seen as stylish and sporty.

Titan Sonata Gold Plated Watches

The Titan Sonata gold plated watches are popular with specially

the Indian middle class. The collection starts at Rs. 395 in a leather strap

(gold plated case) and Rs. 550 with a gold plated metal strap (gold plated

case). There are 40 models in this collection.

Sonata is the 'Value for Money' watch brand from Titan Industries

Ltd. It is targeted at consumers seeking durability and value, with a clear

positioning of "No compromise watch". Sonata comes with the backing

of being a TATA product with five clear functional attributes -

Affordability, Looks, 1 Year Guarantee, Waterproof (up to 30m water

resistant) and Durability. It is therefore known as "5 GHADI KE

BARABAR” an equivalent for no-compromise watch. It is India's

largest selling watch brand with a wide range of watches in different

traditional designs for gents and ladies.

32

Sonata brand ambassador - MS Dhoni

The company is extensively promoting the offer through a

series of TV ad campaigns featuring none other than the hottest young

cricketing icon and Sonata’s brand ambassador, MS Dhoni. Dhoni

can be caught on all leading TV channels across the country

announcing the offer and expressing his readiness to grab a Sonata

watch by saying “Mai to tayaar hoon”. The ad comes across as a short

and witty offer announcement and seems to work well due to the

surprise element emoted perfectly by the cricket star.

33

Speaking on the offer, Mr. C. Srinivasan, Business Head,

Sonata, “The Sonata Offer is in line with our brand strategy to compel

customers to create a distinct style and personality with the season’s

‘must have’ accessory – a Sonata watch. What makes this offer extra

special is that consumers can now buy a more expensive watch of

their choice and get a greater discount”

The Sonata consumer offer can be availed at all Sonata

showrooms, World of Titan Showrooms, Timezones and all

authorized Sonata stores across the country.

34

CHAPTER -4

MARKETING FUNCTIONS

Definition

Marketing mix policy

35

CHAPTER -4

MARKETING FUNCTIONS

DEFINITION:

Marketing is a comprehensive term and it includes to direct and

facilitate the flow of goods and services from producers to customers in

the process of distribution. Marketing comprises all activities involved in

the determination and satisfaction of consumer needs. Marketing

encompasses all activities of exchange conducted by producers and

middleman for the purpose of satisfying consumer needs or demand.

The American marketing association defines marketing as “ The

performance of business activities that direct the flow of goods and

services from producers to consumers or users”. This definition does not

clarify the business activities to be included in marketing. It only

emphasizes distribution aspects of the market and fails to stress

managerial aspects of marketing.

Philip Kotler defines Marketing as “ The set of human activities

directed at facilitation and consummating exchange”. The essence of

marketing is exchange of products and transaction is to satisfy human

needs and wants with the changing of time, definition is prescribed in the

past also requires modification.

36

The institute of Marketing of the United Kingdom defined

Marketing as “ The inactive management function, which promotes trade

and employment by assessing consumer needs and initiating research

development to meet them. It co-ordinates the resources of prevention

and distribution of goods and scope of total effort required to sell

profitably the maximum production to the ultimate users.

Accordingly, the Council of the institute of the Marketing defined

Marketing as the management function which organizes and directs all

those business activities involved in assessing and converting customer

purchasing power into effective demand for a specific product service

and in moving the product or service to the final consumer or users so as

to achieve the profit target or other objectives set by a company.

What Marketing Does?

It is available to understand what is included in marketing

activities. Marketing is invariably connected with the insight or research

in to customer behaviour, namely what the customer wants, needs,

performance and value, who are the prospects and where they live, their

incomes and mode of spending, how they make purchase decisions and

so on.

Marketing deals with the product policy i.e., what type of products

or products should be manufactured. The determination of price and the

37

terms of payments are also covered in the product policy. The amount of

discount to be allowed to the distributor of the products and whether to

insists on cash payment or allow the customer deferred payment

facilities, must also be considered while formulating the product policy.

Marketing decides the channels of distribution taking into

consideration the availability of the distributor, salesman , compensation,

training of salesman, and placement of salesman. Marketing is also

concerned with advertising and promotion.

Example, whether the advertising should be done on the radio or in

magazines or newspaper or television or not at all it also decides the

mode of advertising programs as well as sales promotional methods and

displays finally. It also deals with the type of organization required for

marketing effectiveness.

Thus, marketing tries to define the right type of products in terms

of the company’s objectives and attempts to make it available at right

place and at the fight price, with the right promotion. All these function

attempts to perform in tern sof the consumers at whom the activities are

aimed. This is described as consumer orientation. Decisions in these

areas are assisted by marketing research.

Meaning of Marketing:

Marketing refers to all business activities involved in the

determined creation and satisfaction of human wants at fair prices. The

meaning of term marketing is studied under two concepts:

a. Traditional marketing concepts.

38

b. Modern marketing concepts.

According to traditional marketing concepts marketing refers to

the sum of total of all those activities, which are related to the flow of

goods from the point of origin to the point of consumption. Traditional

concepts were ‘ Sales oriented’, mere distribution is given importance in

traditional concept.

According to modern marketing concept, marketing is the process

of discovering and translating consumer wants in to products and

services and then in turns of helping, making it possible for more and

more consumers to enjoy more and more of these products and services.

Modern marketing is ‘consumer oriented’. It is designed to satisfy

the needs, requirements and acceptance of the consumer. Consumer

oriented marketing is a different job. It is conditioned by two sets of

factors, which are as follows;

a. Controllable factors

b. Uncontrollable factors

Controllable factors or internal factors are those factors, which is

in the hold of organization. They include Price, Promotion, Production

and Physical distribution. These four elements are popularly known as

4ps of marketing.

Uncontrollable factors are those factors, which cannot be

controlled by an organization. They include consumer’s behaviours

trader’s behaviour, competitors behaviour and government behaviours.

39

Importance of Marketing:

Marketing is recognized as most significant activity in our society.

Marketing is all around us. Our very existence, our entire economic life

style are continuously affected by wide range of marketing activities.

The food we eat, the cloths we wear, the house that shelters us, the

comforts we enjoy at our home and work place, the wealth and welfare

activities which gives us peace of mind, all these are greatly effected

each by day by the marketing systems.

Marketing along can give goods and services we want and used at

our doors, our entire economic life fails to shoulders its main

responsibility discovering and serving market demand. Marketing has

achieved social importance because it is entrusted with the task of

creation and delivery of standard of living in society. Marketing is the

vital connecting link between producers and consumers. Optimum

production and optimum consumption can secure optimum standard of

living in an economy. Marketing is directly responsible to maintain

equilibrium between mass production and mass consumption.

40

Marketing Functions:

The functions of marketing are classified as follows:

41

MARKETING FUNCTION

Functions of Exchange

Functions of Physical Supply

Facilitating Function

Buying and Assembling

Selling

Transportation

Storage

Financing

Risk Bearing

Standardization and Grading

Marketing Information

1. Functions of Exchanges:

Functions of exchange refers to the functions related to the

transfer of goods from the producers or merchants to the consumer. They

include buying and selling.

Buying in marketing implies buying goods by manufacturers for

using production for re-sale. Buying refers to purchase of right quality of

goods in right quantity at right time from the right source at right place.

Assembling starts only after buying is over. Collection of some

type of goods bought from different places at one central point is known

as assembling.

Selling is the sum of total of all those activities that help in

transfer of goods from seller to the buyer at the profitable price. Selling

includes following functions.

a. Product planning.

b. Contractual functions.

c. Demand creation.

d. Negotiations.

1. Functions of Physical supply:

Physical supply function refers to those functions, which are

connected with the creation of time and place utility. This include:

a. Transportation:

It refers to physical movement of goods from the place of

production to the place of consumption. Transportation is an integral part

of marketing.

42

b. Storage:

It refers to holding and preserving of goods between the time of

their production and time of their use.

2. Facilitating functions:

Facilitating functions refers to all those marketing functions,

which facilitate process of exchange, they include:

a. Financing: financing refers to provision of finance for meeting the

financial requirement of various activities.

b. Risk bearing: Marketing involves a number of risks owing of on force

contingencies. There may be determination of goods in the

warehouses or loss by theft or loss by fire. They may become

unsaleable.

c. Standardizing and Grading: Standardization means establishment of

standards based on certain physical properties of the product.

Standards are set by referring of size, colour, shape, taste, weight, etc.

Shorting out the goods according to certain standard and

classifying them into different groups constitute grading.

c. Market information:

Accurate and up-to-date information of the market condition is

essential for successful marketing. With the help of information many of

the marketing problems can be solved or new products can be introduced

or policy may be changed.

43

MARKETING MIX POLICY

The marketing mix is the interplay of 4 basic and inter related

elements of a marketing program the 4 P’s –product, price, promotion

and physical distribution. They will be examined one at a time, but it is

of primary importance that to realize that they are interdependent. A

change in one element usually brings on a change in the others. Proper

organization of these elements is the key to a sound marketing program.

a. Product mix policy of Sonata:

One major management aspect involved in product policy is the

decisions concerning product mix. The product mix is one of the

elements in product policy. This more important now a days since most

of the manufacturers are diversifying their products. The products policy

decisions are made of these different levels; products mix, product items

and product lines. These three in one elements make the product

planning effective.

Product mix is the list of all products from sale by a company. The

composite of products offered for sale by a firm or a business unit. The

product mix is three dimensioned; it has breadth, depth and consistency.

Breadth is measured by the number of variety of products manufactured

by a single manufacturer. Depth refers to the assortment of sizes, colours

and models offered with in each product lines either to their end use or

the production requirements or to distribution channels or to other

variables.

44

Branding Policy of Sonata:

The term’ Brand’ is a comprehensive one. In one way or the other,

it includes more particularized terms. A brand is a name, symbol or

design or a combination of them, which is intended to identify the goods

or service of one seller or group of sellers and to differentiate them from

those of competitors. A brand name consists of words and letters. A

brand mark is a part of the brand. It appears in the form of symbol or

design. The brand and trademark more or less synonymously are to be

differentiated. A trademark is an identifying mark that gives legal

protection to a company. Hence all the products of that, if it is so desires,

will go with the same trade mark. It is for the customers to identify the

company for its good will.

The entire products manufactured by the Sonata will have the

brand name printed and also covered about the product.

Because of the popularity of the Sonata brand name is it easy for

the agent to market the product without much difficulty. It is also

advantages on part of the consumers to purchase Sonata watches without

any suspects about the quality of the products.

Packing Policy of Sonata watches:

A good package is the representation of the artistic combination of

the designer’s creative skills and the product and marketing and sales

knowledge of the manufacturer management team. The development of

packaging is the sum total of the talents of the designs, the researcher,

technicians, the advertising man, the marketing export, the sales

department and the top management. At the time, it may include in the

45

team of the use of packaging committee and packaging directions, the

role of independent designer and delegation of market research in the

solution of the packaging problem.

Packaging is general group of activities in product planning which

involve designing and producing the container for the product.

Packaging is a brand activity that require careful consideration by the

management.

The potentialities of packaging especially in the field of demand

creation have been widely accepted now. It is often remarked as a silent

salesman. This is perfectly correct because of its advertising appeal,

identifying power and intristinsic value.

Packaging is more important to the Sonata Company because all

its products are sensitive and delicate. SONATA sonata watches requires

a flexible plastic stand and a transparent plastic cap to cover watch and

the stick to the stand. The container should be of good quality and it

should be easy to open and close the container. Good packaging can

attract more consumers, it is a strategy of marketing product.

b. Pricing Policy of Sonata:

One of the most important and critical areas in marketing

management is the pricing of product. It is the second ‘P’ in the

marketing mix. Decisions on pricing have considerable effect in

marketing. A wrong pricing decision can nullify the effect of a right

decisions relating to price and reflect many things. Price is a vital

importance to both the buyer and sellers. In money economy without

price there can be no marketing.

46

Price is one of the most important elements in the marketing mix.

It is the only element in the marketing mix that produces revenue, all

other elements represents cost. Hence companies will have to give

utmost importance to pricing and handle it very carefully. Price is not

revised often enough to capitalize on market changes. Price is set

independently of the rest of the marketing mix rather than as an intrinsic

element of market positioning strategy and price is not varied enough for

different product items and market segments.

The price of various models of Sonata watches are done carefully

and through investigations of the cost of the goods, the market position,

the competitors and the rise in price etc. as for a pricing policy is

concerned, they will give least importance to competitive because they

have competitors over the market.

c. Distribution policy of Sonata:

In the modern world, production and distribution have become

very complex. Goods are produced in far away places, where as

consumers are scattered throughout the country and abroad in certain

circumstances. The producers will not be able to sell goods directly to

the ultimate consumers. The reasons are many, the producers lacks

financial resources, he has to maintain large sales force. The products

may not justify the establishment of separate sales outlets, problems of

management and control arise instead of spending a lot of time and

energy on distribution, he can concentrate on production, and so on.

47

Naturally he has to depend on intermediaries for the physical distribution

of his goods.

A channel of distribution is an organized network of agencies and

institution that in combination performs all the activities required to link

producers with users and users with producers, in order to accomplish

the marketing task. The channel enables the seller to find out the users of

its merchandise and helps the buyers to obtain the product he wants. A

channel of distribution for a product is the route taken by the title to the

product as it moves from the producers to the ultimate consumers or

industrial users. A channel is the pipeline through which a product

follows on its way to the consumers. The manufacturer puts his products

into the pipeline or marketing channel and various marketing people

move it along to the consumers at the other end of the channel. A

channel of distribution is the particular route through which a product

moves from the manufacturer to the consumer who wants it and in this

process the title is also transferred to the consumer. A channel usually

includes three parts – The producers, Final consumers and the

Middleman who are engaged in the transfer of title.

48

Channel of the distribution of the company is as follows:

d. Promotion mix policy of Sonata:

The term promotion is very often need as a synonymous world for

selling, but selling is narrow term which includes only transfer of title.

Promotion is a broader term and includes varieties of activities.

Promotion involves the creation and expansion of demand. After product

planning and development, it is introduced in the market and its demand

is enhanced through the promotional activities.

Promotion is any communicating activities whose main

objectivity’s are to move forward product, service or idea in a channel of

distribution. It is an effort by the marketer to inform and persuade buyers

49

SONATA CO

C & F AGENT

Company Exclusive Show Room

DealersSubbabhatta & BrothersConsumer

R.D.S ( Re –Distributor Stockist)

to accept research recommend or used in the article, service or ideal

which is being promoted. The promotional activity always attempts to

effect knowledge, attitude and preferences and behaviour of buyers.

The overall purpose of promotion is to influence buyer’s

behaviour and to establish a link between the products and consumers.

The increased competition between different industries has mad

customers more selective in their buying choice and a good promotional

program is need to reach them.

A good promotional mix involves by the company or co-operation

of sales force activities and other promotional efforts. Each promotional

route has its own unique characteristics and cost.

50

CHAPTER - 5

RUBY WATCHE COMPANY – A FIRM PROFILE

51

CHAPTER - 5

RUBY WATCHE COMPANY – A FIRM PROFILE

Introduction

The case study in this project reference to the firm name RUBY

WATCH COMPANY. It is located at Neharu Road shimoga. It is the

oldest shop in shimoga. It has made a good name in its service and sales

of sonata , titan, timex, etc.

The shop was first opened in the year 1986 . The proprietor Mr

Sunil K Navaly and in his brother.But as the days passed and in the

competitive business it will be very difficult to maintain so much of

items. In the Later year the firm was selling only imported watches like

Rolex Titoni fever laybs Tites etc .But recently firm deals with wide

rang of watches. It maintains new different s bands like TIMEX, TITAN

, HMT etc it also deals with variety of watch etc. The firm started with

the capital of just 150000 rs. But now it has goodwill and also a

sufficient capital.

ORGANISATIONS STRUCTURE

First the firm was a sole trading firm. But later proprietor Sunil k

Navale had two Brother’s. Mr. Anil k & Mr.kiran k who were now the

partner’s of the firm . Mr. Sunil k who looks after the payments. Mr.

Anil looks after the purchase and sales. Mr Kiran looks after the service

52

of watches and also towards the sales. They have also two experienced.

technical who looks after wall clock.

The firm is mainly running with its name, service and also good

sales of quality watches like TITAN, SONATA. In wall clock

AJANTHNA AND SAMAY. In the Tip ORPAT 7 SAMAY.

Accounting to the views of the partners of the firm the sales of

SONATA watches is gradually increasing of new patterns of watches

with least price is The gold plating of SONATA Watches is also good.

Marketing mix of Ruby watch company and marketing

Marketing is very important in modern

Economy present marketing is consumer oriented. Consumer is

the king in the market

It begins with the consumers and end with the consumers. Modern

marketing aims to satisfy the needs requirements and expectations of the

consumer.

Phillip Kotler defines the marketing mix as “The set of

controllable variable that the firm can use to influence the buyer

response”.

Marketing of wrist watches is also one of the keen factors to be

identified. Now a days marketing of watches is done by Advertising.

Boards & Banners in the cities and also giving add in T.V and also other

media’s.

53

First when the firm started there was lesser computation compared

to now a day. But latter on due to complex & advanced marketing skill

been introduced and many firms were opened so that it increases the

competition in the business world.

Marketing mix depends upon certain other factors like product.

Price, promotion and distribution. Must be done properly by the

company. These elements are known as 4 p’s marketing.

These four elements must be combined in the right proportion so

as to result in effective marketing plan. Decision about the marketing

mix strategy is product; price, promotion and distribution are done

through the company.

Product:

Product is nothing but “The thing that is offered to a market for

attention, acquisition, use or consumptions that might satisfy a want of

need” or The thing that is offered to the market to satisfy customer need.

It includes physical objects, service personal, places organization and

ideas.

Here the product refers to the Sonata Watches. The Sonata watch

is distinguished with its model, quality with its advances features and

also the shape and thickness of the watch.

Factory of SONATA watch is located in Noida which describes

the watches to its distributors who were appointed all over India. So the

Sonata watches will be billed by the distributes watches to particular

area. As per the order depending on model number, the Sonata watches

will be distributed to the firm by distributor.

54

b. Price:

Price is an important factor which influence the market for the

product, pricing assumes 9 significance role in a competitive economy.

Too much price for a product will have its adverse effect on the product.

So before pricing product to study the market strategies very well .

Pricing of the product is very important factor to the company.

Wholesaler retailers and also to the customer. Now a days customer is

the king so that product should be priced on the need of customer.

So in case of Sonata watches the company itself fixes the prices

and gives the price list to all its distribution and also to retailers. So the

margin for distributors & retailers will be depending upon the

commission basis.

The following are the different rages of different watch company

that the firm sells.

TIMES : Rs. 375 to Rs 6000

Titan : Rs. 995 to Rs. 4650

SONATA : Rs. 395 to Rs. 12750

MAXIMA :Rs. 350 to Rs. 1100

C. Promotion:

Promotion is a device of marketing communication in order to

move forwards a product or a service or an idea of channels distribution.

Promotion is also one of the factor is lmarketing skills. To uplift of the

product promotion is one of the basic need. The promotion may be done

by different ways depending upon the situation.

55

Following are the elements in promotion mix 1. Advertising.

1. Salesmanship

2. Sales promotion

3. Packaging

Some times the Sonata Company itself gives some discounts to

the customer. In the festival decision. The firm need not invest the

money to advertising as it has good name & reputation in its belt

although the company itself sponsors adds in local news papers and also

gives T.V adds.

Advertising about a product is also main factor which influences

more & more to the customers to purchase the particular product more &

more enquires will come to the counter only when good adds is given in

TV & newspaper.

d. Distribution:

Distribution system is the last element of marketing mix. After all

the factors like product, pricing and promotion it is very important to

reach the product to the customer through proper channels.

Although the firm with its reputed name the customer will come

to firm to choose the good quality watches. So here requires only the

proper distribution of watches from distributors to the retailers at correct

time.

A RUBY WATCH COMPANY is a small concern which sells

directly to the ultimate consumers so there is no chain of middlemen,

56

participating in the distribution of goods. The consumer themselves

come here to buy their needs.

Sales Analysis

The following table shows that the sales made by the firm in the

last Ten years.

Sl. NO. Year Total Sales1 1998-1999 19,00,0002 1999-2000 19,00,0003 2000-2001 20,00,0004 2001-2002 19,00,0005 2002-2003 21,00,0006 2003-2004 21,00,0007 2004-2005 27,00,000

8 2005-2006 60,00,0009 2006-2007 70,00,00010 2007-2008 85,00,000

As we see, there is many fluctuation in the total sales because of

the market that changes in Shimoga. Accounting to Mr. ANIL one of the

Brother. In the firm “In Shimoga Agriculture is the main income and the

firm has lot of village customers. So it depends upon the yield of

particular crop in that particular year and also depend on the climate and

there factors in the particular year. The firm sells only branded company

watches and it give guarantee to the particular product it sells.

Capital Structure:

The firm is one of the oldest shop in the field of watches. It started

in 1986 with capital of Rs. 1,50,000 and it also renovated the shop with

57

latest lighting and latest window display. Recently and now the

investment has reached to Rs. 4,00,000

Problems:

Too much of problems is not faced by the firm as it is one of the

old firm. From starting till now it is giving good services to the

customers. And here the product prices will be fixed by the company so

the job of the firm is just to sell the branding watches and to give the

good services. No other factor will influence the profit of the firm.

Because the firm sell the product on the basis of commission.

Therefore the profit of the sales depends upon total sales made by

the firm. If the firm sells more products the firm will get more profit

and vice verse.

Advanced Technology In SONATA:

Recent innovation of Sonata Watch has launched the new watch

by name “perpetual calendar watch” Here i this watch the day to Date

has been setted for 100 years. So there is need not to change the date

whether it may have 30th in this month and 31st in the other. The watch

has improved movement. This is the new revolution in the field of

watch. The wast of this watch starts from 2495 to 4745 with various

designs and look. The models are all in steel case with straps & steel

chain. The firm will sold this watch in any time . This is the reputation of

the firm as well as company.

58

CHAPTER – 6

SURVEY ANALYSIS

59

CHAPTER – 6

SURVEY ANALYSIS

Introduction

Today, consumer is the king in the market. Consumer is the only

judge. The repetition of a product is entirely dependent upon his attitude

towards the product. So his satisfaction should be the ultimate motto of

the producers and consideration while taking marketing decision. It is

through consumer satisfaction only the producers and marketers can

improve their sales and profit.

Many opinions will come when a survey is made for preference,

improvement of a product, but the opinion of consumers is more

important.

This survey report gives analysis of opinion collected from the

different class or sections of people residing in Shimoga. For the purpose

of survey the method of “Questionnaire” is used. Answer given by the

respondents are annualized and classified.

50 persons have answered the questions and have helped to make

this survey a great success. The opinion are shown on all the tables

formed below given in percentage wise.

60

Table -1

Table showing the number of respondents wearing watch

Opinion Number of

respondents

Percentage

Yes 46 92

No 4 8

Total 50 100

Although only 4 out of 60 respondents who were contacted do not

wear watch. It is clear a large section of people likes to wear the watch.

61

Table -2

Table showing reasons given by the respondents wearing watches

Opinion Number of

respondents

Percentage

Time keeping 39 84.7

Status 3 6.5

Fashion 3 6.5

Others 1 2.1

Total 46 100

The above table shows that out of 46 respondents, who wear

watch, 39 people wear watches for time keeping, 6 people wear watches

for status and fashion and only 1 respondent wear watch for other

person.

62

Graph showing reasons given by the respondents wearing watches

63

Table -3

Table showing respondents preferring a particular brand and

reasons for their preferences

SONATA TITAN H.M.T OTHERS TOTAL %Latest Technology

11 3 0 1 15 32.6

Price 02 5 0 4 11 23.9Latest Design

07 5 2 1 15 32.9

Others 01 2 1 1 5 10.8Total 21 15 3 7 46 100Percentage 25.6 32.6 6.5 15.2 100

Out of 46 respondents who wear watches all of them stick to

particular brand for one or other reason from the above table it is clear

that ‘latest technology’ is the important factor which play a major role in

the preparing a particular brand

64

Table – 4

Table showing the place of purchase

Place of purchase Number of respondents Percentage

Authorised dealer 30 65.2

Company show room 10 21.7

Abroad 05 10.8

Others 01 2.1

Total 46 100

It is clear from the above table that 65% out of 46 respondents

purchased their watches from the authorized dealer.

65

Graph showing the place of purchase

66

Table – 5

Table showing how the respondents were introduced to a product

Media Number of

respondents

Percentage

T.V Advertisement 30 65.2

News Papers 08 17.3

Friends 07 15.2

Others 01 2.1

Total 46 100

The above table shows that 30% out of 46 respondents came to

know about SONATA WATCHES through T.V. advertisement followed

by 8 through news paper, 7 through friends and 1 through media

67

Graph showing how the respondents were introduced to a product

68

Table – 6Table showing the respondents preferences selection a particular

brand in future

Brand Name Number of

respondents

Percentage

SONATA 28 60.8

TITAN 08 17.3

H.M.T 07 15.2

Others 03 6.5

Total 46 100

From the above table it is clear that 60.8 % of respondents wishes

to buy SONATA watches in future, followed by 17.3% to TITAN,

15.2% H.M.T AND 6.5 to other.

69

Graph showing the respondents preferences selection a particular brand in future

70

Table – 7

Table showing the opinion of the respondents about the preferences

of the SONATA watch

Opinion Number of

respondents

Percentage

Satisfactory 42 91.3

Unsatisfactory 04 8.6

Total 46 100

From the above table it is clear that more than 80.8% of the

respondents are satisfied with the performance of SONATA watches.

71

Graph showing the opinion of the respondents about the preferences

of the SONATA watch

72

Table – 8

Table showing the reasons for satisfactory performance of SONATA

watches

Reasons Number of

respondents

Percentage

Superior Quality 22 52.3

Reasonable Price 03 7.1

Accuracy 10 23.8

Others 07 16.6

Total 42 100

It is clear from the above table that out of 46 respondents, 42

respondents are satisfied with the performance of SONATA watches. 22

respondents are satisfied for its superior quality, 10 for its accuracy, 7

for other reasons and 3 for reasonable price.

73

Graph showing the reasons for satisfactory performance of SONATA watches

74

Table – 9

Table showing whether the respondents with the service offered by

authorized dealer RUBY WATCH COMPANY.

Opinion Number of

respondents

Percentage

Yes 38 82.6

No 08 17.3

Total 46 100

38 respondents out of 46 were satisfied with the service offered by

the authorized dealer RUBY WATCH COMPANY

75

Table – 10

Table showing the reasons for spatiality of the SONATA watches as

compared to other watches

Reasons Number of

respondents

Percentage

Price 03 7.5

Qualities 09 92.5

Performance 26 65.0

Others 02 5.0

Total 40 100

Out of 46 respondents, 40 respondents feel that it is superior than

other watch. Out of 40 respondents 26 respondents feels that is its

performance, 9 for its quality, 3 for its price and 2 for other reasons.

76

Graph showing the reasons for spatiality of the SONATA watches as

compared to other watches

77

CHAPTER -7

SUGGESTIONS AND CONCLUSION

78

CHAPTER -7

SUGGESTIONS AND CONCLUSION

From the survey conducted and other information available it is

clear that SONATA watches are popular among all the section of people.

There is a great demand for SONATA watches in the market

keeping this point the SONATA India has to increase its production.

From the survey it is clear that SONATA faces a stiff competition

from TITAN. So in order to meet this competition the SONATA has to

concentrate on increasing the marketing of the product as well as to

maintain a price which the public can afford.

SUGGESTION

The following are some of the suggestions for the company in

order to improve the SONATA watch sales.

1. Firstly the company should increase the advertising so as to compete

with its competitors. Advertising in News Papers, Magazines, Radio,

T.V. should be increased on T.V. which is now the more effective

media of advertisement.

2. After the survey. I found that many of the respondents are not aware

of the marketing ads of the company. So in order to achieve more

sales the company has to maintain a proper way of advertising its

products.

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3. Most of the people felt that company is good from the point of view

of quality. The company has to maintain the same quality.

All these put together helps to achieve higher demand for the

product and this increases its sales.

CONCLUSION

Customer satisfaction is the ultimate motto of every business.

Therefore, consumer orientation of marketing is entirely necessary for

any type of business, this can be achieved by directing managerial,

productive and marketing activities towards the preference of the

customer. For this achievement, competitive efficiency, increase in

qualities, decrease in cost of production, creation of product and

company’s image is essential.

Quality of SONATA watch is very good. But the marketing of the

SONATA watch is only one factor, which influence much on consumer

behaviour. By considering all the factors of production, the price of the

product must be maintained. Some people say that the price of the

product is high, even though they purchase SONATA watch because of

superior quality and latest technology.

Thus it can be concluded that, SONATA watch with superior

quality, technical known how and financial stability can move towards

improved marketing strategy, promising customer satisfaction and fair

results and investment by regular market research and satisfaction of

customer preference.

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Annexure

QUESTIONNAIRE

Sir/Madam/Friends,

I am ROOPA G. Student of final year BBM of Dr. Ambedkar

BBM College, Shimoga conducting the marketing survey of SONATA

WATCHES as a part of my course. I would greatly appreciate if you

can spare a few minutes to answer this questionnaire by putting tick

mark in the space provided.

Thanking you,

1. NAME :

2. QUALIFICATION :

3. ADDRESS :

4. AGE :

5. OCCUPATION :

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6. DO YOU WEAR WATCH?

A. YES [ ] B. NO [ ]

7. IF YES WHY DO YOU WEAR WATCH?

A. TIME KEEPING [ ] C. FASHION [ ]

B. STATUS [ ] D. ANY OTHER [ ]

8. WHICH BRAND OF WATCH DO YOU WEAR?

A. SONATA [ ] B. TITAN [ ]

C. H.M.T [ ] D. ANY OTHER [ ]

9. IF IT IS SONATA, WHY IT IS PREFERRED,

A. LATEST TECHNOLOGY [ ]

B. PRICE [ ]

C. LATEST DESIGN [ ]

D. ANY OTHER [ ]

10. WHERE DID YOU BUY THE WATCH YOU WEAR?

A. AUTHORISED DEALER [ ]

B. COMPANY SHOW ROOM [ ]

C. ABROAD [ ]

D. ANY OTHER [ ]

11. WAS THERE SUFFICIENT OF MODELS FOR SELECTION

WHEN YOU PURCHASED?

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A. YES [ ] B. NO [ ]

12. HOW DO YOU COME TO KNOW ABOUT SONATA?

A. T.V. ADDS [ ] B. NEWS PAPERS [ ]

C. FRIENDS [ ] D. ANY OTHER [ ]

13. IN CASE YOU ARE PLANNING BUY A WATCH, WHICH

BRAND IS PLANNING TO PURCHASE?

A. SONATA [ ] B. TITAN [ ]

C. H.M.T. [ ] D. ANY OTHER [ ]

14. HOW IS THE PERFORMANCE OF SONATA WATCHES?

A. SATISFACTORY [ ]

B. UNSATISFACTORY [ ]

15. IF SATISFACTORY WHAT ARE THE REASONS?

A. SUPERIOR QUALITY [ ]

B. REASONABLE PRICE [ ]

C. ACCURACY [ ]

D. ANY OTHER REASON [ ]

16. IF UNSATISFACTORY WHAT ARE THE REASONS?

A. HIGH PRICE [ ]

B. UNSATISFACTORY SERVICE [ ]

C. LOW QUALITY [ ]

D. ANY OTHER REASON [ ]

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17. WAS THE SERVICE OFFERED BY OUTHORISED

DEALER IS SATISFACTORY?

A. YES. [ ] B. NO [ ]

18. IF YES, SUPERIOR IN

A. PRICE [ ] B. QUALITY [ ]

C. PERFORMANCE [ ] D. ANY OTHER [ ]

19. IF NO, WHY,

A. HIGH PRICE [ ]

B. UNSATISFACTORY QUALITY [ ]

C. FASHIONABLE [ ]

D. ANY OTHER [ ]

20. WHAT FACILITY DO YOU EXPECT FROM YOUR DEALER?

A. AFTER SALES SERVICE [ ]

B. EXCHANGE OF OFFER [ ]

C. GUARENTY [ ]

D. ANY OTHER [ ]

21. IF ANY SUGGESTIONS:

-----------------------------------------------------

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PLACE:

DATE: SIGNATURE.

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BIBLIOGRAPHY

1. MARKETING MANAGEMENT:

PHILIP KOTLER

2. MARKETING RESEARCH:

MEMORIA & MEMORIA

3. ENCYCLOPEDIA

4. www. sonata.com

5. www.sonataindia.com

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