TIMEX PR Proposal R 25th Oct 2007

8/7/2019 TIMEX PR Proposal R 25th Oct 2007

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by

27th October, 2007

Confidential

Management of change

A PR recommendation

for


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Confidential

The framework

Appreciation of the brief

Image issues : the context

Communication objectives reiterated

The strategic approach defined

PR plan: the way forward

Agency role and responsibilities

Terms of engagement : the commercials


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#1. Problem definition

The perceived Titan umbilical cord still

dominant in the Indian consumers mindset


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#2. Problem definition(contd.)

Suffers from major image-realitygap

That is:

I

ndianversus global Regular versus stylish

Standardversus contemporary

Technology adopter versus technologydriver

Dull like versus versatile and

Affordable versus premium


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The corroboration exercise

Agency carried out a market probe in 4 prominentmarkets in Delhi

These comprised

South Extension

Lajpat Nagar

Connaught Place

Kamala Nagar


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Five stores surveyed, namely

Johnson Watch Company

Kapoor Watch Company

Royal Sporting House Ebony

Titan: World ofTitan

Only one, Ebony, carried the TIMEX brand

However, brands like Esprit and

Titan had prime billing

Sales staff were not even familiar with the TIMEXSLX line,and recommended instead the Titan Aviator

Other customers seemed more interested in European brandslike Tissot or Esprit

South ExtensionMarket

Confidential


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Six stores surveyed, namely RL Exports International

Elite Jewellers

Amarson Watch Company

Johnson &Company Sikka & Sons

Titan: The World ofTitan

Only two Elite Jewellers and Sikka & Sons stocked Timex

Elite Jewellers didits best to convince our team that

TIMEX andTitan were the same brand! Both stores that carried TIMEX were Mom and Pop stores,

not really displaying the brand as an elite product; rather asone of the many low-end brands

Connaught Place

Confidential


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Two stores surveyed, namely

Sehgal Watch Co.

Mahindra Watch Co.

Both stores carried TIMEX watches, including the SLXseries

Outside branding gave Titan top billing, evenmore prominent than the name of the shop itself

Inside displays gave TIMEX equal billing to other brands,

and the SLX series was placed in the forefront

On the whole, salespeople were knowledgeable aboutthe brand, and described the SLX line as technologicallysuperior to the Titan Aviator line

CentralMarket Lajpat Nagar

Confidential


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Three stores surveyed, namely

Samay

The Watch Point

The Titan Shop Allthree stores hadTIMEX watches, but the brand

was always given secondbilling to other brands,specifically Titan

AtSamay, TIMEX watches were displayed alongside Titans

FastTrack and Citizen watches, whereas Titan brandedwatches were given more prominent store space

AtSamay, the salesperson also recommended Titan aboveTIMEX, on the grounds thatTitan is Indias number one brand

Kamala Nagar

Confidential


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TIMEX seems to be difficult to findfurthermore, theSLX series is even rarer!

Timex by and large lags behind in terms of prominentshelf display

Titan and Timex : the commonality (read: confusion!)largely prevails Due to its perceived Indian roots, figures very low in

the premium set ; also lags behind other prominentEuropean brands

Net-Net: The current image dimensions forTimex are true to life!

The brand take-away

Confidential


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Corporate image still ablur

Relatively low salience levels interms of

Global standing

Track record

Technological milestones

Range andvarietyoffered

Indianoperations


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Diffused image interms oflack of source effect

This is primarily sodue to :

Indianantecedents still dominant inmindsets

Mistaken identity alsoprevalent(ironically withthatofFastrack!)

Other global brands continue toenjoybetter

positive recall (WOM?Pastexperience?)


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One key issue here

To what extent has the global brand ambassador,Brett Lee reallybeen able to leverage the brand?

Answer tothis should logicallyonly comethroughformal research


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The next step

What then is the need definition?


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#1.Need

Need to focus on differentiated productsstrategy

In this, focus will be on showcasing the range in

mid premium and luxury segments


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#2. Need

Need to showcase the brandsinherentstrengths in terms of

International styling

Global track record / standing

Technology oriented innovations and productstrengths


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#3. Need

Need to build reassurance valuefor existingTimex users

Need to strengthen loyalty factor, thereby

reinforcing need to try new/latestTimex modelsin the immediate future

Basis the above, need to help generate positive

WOM

and thereby, strong referral value


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#4. Need

Need to project the innovative, dynamic face ofthe corporate brand

Need to highlight its strengths in India, be it in

terms of

manufacturing

product range offered

International lineage New plans in the offing


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#5. Need

Need to make the retailexperienceashoppers dream come true

Need to highlight

Innovative display/merchandising

Customer service

After sales service

Overall ambience/retail environment


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In effect

The communication objectives for Timex inIndia evolve very clearly


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Specifically speaking

Brand

Existing consumers

Corporate

Internal publics External publics

ProspectsExternal publics

Public-at-large


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#Communicationobjective (I)

Reinforce Timexs inherent positioning as aglobal, sporty, techie, stylish and contemporarybrand


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Consolidate its global position amongst itscurrent customers

Build a long term bond with its customers,thereby generating loyalty and positive referralvalue

#Communicationobjective (II)


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Leverage the new corporate identity for Timex

Showcase different facets of the corporateincluding

Growth and diversification plans

Launch of international range of premium andluxurybrands/products

India being an important manufacturing hubfor the international parent

#Communicationobjective (III)


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Confidential

To address each of these three objectives, wewill be using a multi-prongedworkapproach

The implication


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That is

An integratedcommunications approach

Comprising differentstrokes for differentfolks


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The approach (I)

i. Brand customer

Leverage the brand in terms of directbrand -customer interface interms of

Customized events/on ground activities

Other direct contact programs including directmail, promotions/exhibitions/online

Presenting Brett Lee as the embodiment ofthe global brand persona


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ii.Corporate brand

Leverage the company and its differentiatedproduct portfolio in terms of

Its new corporate identity

India specific operations

International lineage

The approach (II)


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iii. Brand existingTimex loyalists

Leverage the inherent pluses of the brand, reinforceits global positioning through initiating several

measures including

CRM programs

Tie-ups/co branding opportunities for customers

Customized events/get-togethers Periodic customer feedback

The approach (III)


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Communication Strategy

Confidential

Consolidate and enhance brand visibility

Broad base communications reachwidenimpactreach a larger target audience

Create multiple communication platforms andvisibility opportunities to leverage through media

Identify and utilize outside the box marketingstrategies


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Key Targets

Confidential

TargetAudienceExternal

Currentcustomers Prospective users Media fraternity

OpinionLeaders Bureaucracy FinancialcommunityInternal

BOD Employees

Partners/vendors/distributionintermediariesCommunicationsConduits

Media Influencers Timex family


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Keymessages

Timex Watches is now Timex Group India Ltd.

Timexs new corporate identity symbolizes its newaggressive business growth and diversification plans

Timex is the only international brand havingmanufacturing capabilities in India

Timex is an internationally renowned brandbeing/having

No. 1 watch brand in the U.S., Canada, & U.K

Over 150 years heritage in the time-keepingindustry

Sold over a billion watches worldwide


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Keymessages (contd.)

Timex as a global behemoth is planning tounveil itslatestrange of premium and luxury watches

Timex is anaggressive, marketing savvy, technology

orientedcompanyonthe move, offering the bestworkenvironmentandgrowth prospects

Timex is a pioneer intechnologically advanced wrist-wear

popular examples being the Indiglo, Datalink, InternetMessenger, HeartRate Monitor, GPS, MP3

wonthe Consumer Electronics Innovationaward inUSover the last few years


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Timex is a global, sporty, innovative, techie andstylish brand

Timex is a very versatile brand offering popularhundreds of styles among its Fashion, Sports,

Outdoor and Youth lines

Keymessages (contd.)


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The mediaapproach

Corporate Profiling TimexGroupIndia

Brand Profiling Timex andits product range/sub

brands Team profiling Mr Kapil

Kapoor

Timexs point of view in

selectIndustry stories

PR support for importantactivities / events


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Communication

Media

Relations

Editorial

Contribution

Speaker

Opportunities

Promotions/

Events

Outreach

The Full Spectrum Approach


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Communication

Press Releases New line launches Appointment ofSr. management

officials New collaborations / products SignificantCSR initiative taken by

TIMEX

Visitof Global Executives S

elect media interactions withTIM

EXsenior global executives. This will further help build TIMEXbrand

equity.

Communication


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Media Relations

SelectMediaInteractions A story in a business daily/

trade magazine aboutTIMEXs

international success, especiallywith regard to the US andCanadian markets

One-on-one MediaInteractions New Delhi and also target in

Bangalore, Chennai, Kolkataand Mumbai

Communication

Media

Relations


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Media Relations (contd.)

Media Familiarisation Trips

To showcase TIMEX globalpresence and its approach in

bringing convergence onwrist

Initiate media familiarizationtrips to TIMEX factories inIndia and abroad

International Exhibitions,Seminars

Communication

Media

Relations


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Media Relations (contd.)

Informal Press Meets Informal get-togethers with

selectmedia toestablish level offamiliarity andcomfort

The objective ofthis informal meet is nottogeta storybuttobuilda relationship!

Communication

Media

Relations


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Editorial Contributions

Editorial Contributions Articles could be initiated on the

Economy/Industry. Changing lifestyles in India TIMEXs technology at work

Watching trends in IndiaBy Lined Articles Pitch bylined articles or existing white

papers written by senior TIMEX officials intrade magazines

Also Recommending Key Talk points Press Releases, Q & As Press Information Notes

Communication

Media

Relations

Editorial

Contribution


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Promotions / Events

Exhibitions

Held in different parts ofIndia to be leveraged in themedia

Seminars

Organise IndustrySeminar orsponsor selectSeminarspreferably as a title

sponsorThis would be accordingly leveraged

in the media

Promotions/

Events

Communication

Media

Relations

Editorial

Contribution


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Speaker Opportunities

TIMEX could participatein keyIndustrySeminars by sponsoringit and taking the Key

note Speaker slot

This would be accordinglyleveraged in the media

Promotions/

Events

Communication

Media

Relations

Editorial

Contribution

Speaker

Opportunities


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Crisis Communication

Defining crisis managementteam

Preparing crisis managementpolicy

Formulating media strategies

during crisis Establishing relation with

Govt. & trade agencies Coordinating with TIMEX to

address crisis

Neutralizing negativeperceptions, if any, floatingaround in the media

Communication

Media

Relations

Editorial

Contribution

Speaker

Opportunities

Promotions/

Events

Crisis

Communication


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Continue Brand Ambassador For instant media attention at important event, BrandAmbassador works like a catalystAppearances at special events viz :- Launch of new

initiatives, SelectTime Factory openings, in sports otherthan cricket viz GolfTournament, CSR Sports Initiatives

Organize/sponsor highprofile TIMEX Golf/ PoloTournament in Delhi, Mumbai, Bangalore and Jaipur

Corporate Social Responsibility (CSR)TIMEXs initiative to be intensified by organizingeventsand invitingcelebrity social worker(s)

Buzzing Recommendations (I)

Confidential


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Advertising PR interface

Initiate stories revolving around the latestIndian/ global advertising campaigns in select

media, e.g. NDTVs StoryBoard, NDTV ProfitsAll About Ads, The Strategists advt. reviewsection, Agencyfaqss StoryBoard section...

Buzzing Recommendations (II)


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International product launches inIndia

Create a launch eventby tying up with a fashionhouse/designer level

Customize the theme in terms of unveiling thelatest collection

Invite select opinion leaders, corporate captainsand media

Leverage the event across all relevant productlaunch columns/events calendars, etc. withrelevant photo opportunities

Buzzing Recommendations (III)


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Timex B Schools interface Generate good WOM as a company to look out

for amongstbudding corporate captains in themaking

Institute a Timex ManagementChair in selectB schools including IMI, MDI

Also, regularly explore opportunities of

sponsoring selectBSchool HR and MarketingSummits

Have key senior management regularly take upparticipation in seminars/symposiums/mentoring

Buzzing Recommendations (IV)


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Timex collection related customized events

Create specific events around selectTimexrange of products

E.g., Timex Outdoor collection to be promotedas a key sponsor for a National TelecomCompanyOutreach competition

Buzzing Recommendations (V)


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In sum

The activitytemplate for the first 3 monthsfor Timex as detailed earlier looks as follows


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S.No. Activity Particulars Month I Month II Month III

Fortnight I Fortnight II Fortnight III Fortnight IV Fortnight V Fortnight VI

A. Client - Agency DebriefingA.1. Discuss in details Company objectives for

next 3 mths, check on existing as well as

proposed new product launches and

new initiatives including retail activities

A.2. Finalising all press material for TIMEX India,

including collection of profiles with photographs

of key spokespersons, corporate backgrounder

international context, product details, etc.

A.3. Finalize the industry media monitoring mechanism

B. Media Relations (Corporate related/new corporate identity related, India specific plans,etc.)

B.1. One on one meets in Delhi/select metros

B.2. Informal press meets in Delhi/select metros

B.3. Media seeding with press releases

B.4. Fam trip to TIMEX plants(See "TIMEX technology at work")

B.5. Retail initiatives - opening of new outlets

B.6. Media leveraging of TIMEX global executives visiting India

B.7. Media monitoring

C. Media Relations (Brand related /existing products/new products in the offing)

C.1. Media seeding / bridging tactics for international

brand/current India specific advt. campaigns

C.2. Media leveraging for all products in announcement columns

C.3. Media monitoring

D. Speaker Opportunities for TIMEX management team

D.1. Participation in select B Schools industry related seminars

D.2. Invitation as guest speakers to select B Schools

D.3. Mentoring for select students in B Schools

E. Events / ground activities

TO BE PLANNED ON AN "AS AND WHEN" BASIS

F. Case studies / By lined articlesTo be taken up in the second quarter only

TIMEX ACTIVITYTEMPLATE (Nov, 07 Jan08)


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Agency role and deliverables

Preparing media kits

Preparing media manuals

Preparing profile of the spokesperson

Media monitoring

Strategizing all communications


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Buzz Deliverables (I)

Confidential

Press Releases

Preparing all press releases

Required translations

Disseminating and follow ups

Monitoring & mailing scanned copy to TIMEX


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Buzz Deliverables (II)

Confidential

Press Conferences

Invites distribution with briefing to journalists

Preparing media materials with translations

Media training to spokesperson ofTIMEX, ifrequired

Press release preparation & dissemination



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Buzz Deliverables (III)

Confidential

One-on-one interviews

Pointer identification & analysis for interviews

Media pitching and coordination

Media brief to spokesperson for the interviews



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Buzz Deliverables (IV)

Confidential

Case Studies

Coordinating with TIMEX to identifyglobalcasestudy

Collecting data and figures for case study

Processing & preparing case study for approval

Pitching in trade media for the case study



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Collaterals Required

Confidential

To be provided byTIMEX

Branded Dockets

Corporate brochure / CD

Press Release Profile and colour photograph ofTIMEX

spokesperson (s)

Product photographs

Note Pads / Pens

Branded Momentos


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Terms of engagement

Annual contract to be signed up To be renewed after one year on mutually agreed

terms

In case of termination of contract on either side,

two months notice to be given

First months Retainer Fee to be paid in advance

Next month onwards, out of pocket expenses (OPE)of the previous month along with next monthsretainer fee to be paid

All design, printing and advertising related work, ifentrusted to Buzz Communications, will be chargedfor additionally, on basis of pre-approved estimates


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Our Fee

S.

No.Description Rs. (In lacs)

1 Monthly Retainer fees 1.00

2 Service Tax @ 12.36% (as applicable)

3 Out of Pocket Expenses (to be charged extra atactuals for hiring of cabs for journalists, hire of stillphotographer, communication costs for mobile,fax, courier charges, translation of press releases,monitoring & recording of TV coverage etc.)

4 Special Events outside Delhi, approval on the feeof our associate shall be taken before executingthe outstation assignment

5 Travel, boarding & lodging expenses of BUZZCommunications executive(s) will be charged extraon actuals.

Confidential


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Documents

TIMEX PR Proposal R 25th Oct 2007