Indian Watch Industry

Wrist Watches form an integral part of the personality of individuals in the present
era. Earlier seen as a luxury item, they are now witnessing a fundamental change in
perception, and are now gaining respect as an essential utility item.

Indian watches market was for long dominated by public sector organizations like
Hindustan Machine Tools Ltd.

In post liberalization India, the

market stood to witness
intensive competition between
foreign and Indian
manufacturers like Timex,
Titan, Movado, Longines,
Rado, Rolex, Fréderique
Constant, Mont Blanc, Swatch,
and many others. Many watch
makers have made significant
inroads in the industry and others are in the process of establishing themselves,
currently.

Besides this, buyers are extremely choosy about the brand and type of wrist
watches they wear. Being extremely brand conscious, their tastes have evolved
over the years and have gone beyond the realms of durability to choose in terms of
aesthetics and elegance. Thus it is a buyer’s market with multitude of designs that
have entered and flooded the market place.

MARKET SIZE
The size of the watch market currently is estimated to be around 40 to 45 million
pieces annually. The organized sector alone contributes up to 30 % & the other
70 % is contributed by the unorganized grey sector. In dollar terms, the estimated
annual market size is around USD 195 million, despite the fact that the penetration
of watches is the lowest, compared globally. The average growth in the size of the
market is slated to be around 10 -15 percent per year.

WATCH INDUSTRY SEGMENTATION -

It is segmented on basis of multiple proportions such as price, benefits and types of
watches. The price of the watches is a major motive in the minds of the customer.
Accordingly, three segments can be identified here, namely low priced (Less than
500), medium priced (Rs 500 – Rs 1500), and high priced watches (Above 1500).

Titan

Titan Industries is the world's fifth largest and India's leading manufacturer of
watches. The company has manufactured more than a 100 million watches till date;
and has a customer base of over 80 million. The umbrella brand Titan is one of
India's leading watch brands that brought about a paradigm shift in the Indian
watch market, offering quartz technology with international styling.
The brand Titan is committed to offering its consumers watches that represent the
compass of their imagination. Titan's customers are therefore consistently
introduced to exciting new collections, which connect, with various facets of their
deep−rooted yearnings for self-expression. The new brand philosophy of Titan,
encapsulated in the words "Be More", touches this as well as all other aspects of
the brand.
The Titan brand architecture comprises several collection and 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 18k gold and precious stones. Several other popular collections like
Heritage, Aviator, Regalia, Octane, WWF & Fastrack also form a part of the
Titan wardrobe. Another most successful collection of Titan is the Titan Sonata,
which was specifically designed for the lower segment.
Today, the Titan portfolio has over 60% of the domestic market share in the
organized watch market. The company has 24X7 exclusive showrooms christened
World of Titan', making it amongst the largest chains in its category backed by
700 after−sales−service centers. The company has a world−class design studio that
constantly invents new trends in wrist watches.
. Titan chose to invest heavily into showcasing all this innovation to the consumer
through advertising. From Day 1, the 'catalogue" advertising of Titan became its
trademark as it was used regularly and effectively to merchandise new models. The
catalogue ads also helped customers to shop off the page and almost decide which
model they wanted to pick. Retailers also became used to seeing customers
walking into shops with newspaper "cuttings", asking for the models shown there.
This approach continues to this day, with mostly the same effect.

CUSTOMER SEGMENTATION:
After carrying out an in-depth market study, Titan identified three distinct market
segments for its watches. The segments were arrived at using benefit and income
level as the bases. The first consisted of the high income/ elite consumers who
were buying a watch as a fashion accessory not as a mere instrument showing time.
The next segment consisted of consumers who preferred some fashion in their
watches but to them price did matter. The third segment consisted of the lower-
income consumers who saw a watch mainly as a time-keeping device and bought
mainly on the basis of price.

FASTRACK

In 1998, it was Fastrack, the cool, trendy, funky

range for the young and young-at-heart. A collection
of watches with contemporary styles that was
specifically designed for the young and distinctive.
Designs ranged from the relaxed and informal to the
definitely sporty. The woman’s collection presents
the all new international `Frosted’ look, which is trendy and chic. The Fastrack
collection has elements like cool mesh straps and features that include EL back-
light and dual time. Also, it presented a wide range of fashion digitals in
contemporary wrist hugging cases with oversized displays and features that include
countdown timers, chronographs, lap timers, hourly chime, alarm and Hi-
light glow.

Advertisements

Bollywood rock star John Abraham

was the brand ambassador for
Fastrack. Most of its advertisements
were dominated by youth. Some of the
popular Fastrack advertisements are
discussed below:

Yes Sir Ad
➢ A teacher was taking attendance,
➢ A boy responses his roll by raising
his hand
➢ Girls get obsessed by looking at
the watch worn by that boy
Which has the message that this
watch on your wrist makes you more stylish?

Move On Ad
➢ It shows that Girls follow boys wearing Fastrack watch everywhere.
➢ And the move is on
This has the same message as in the above.

There were several other Ads like Neon Disc (Glows in dark), X Y collection (For
both boys & girls), Fastrack fans etc.

The most interesting thing in all these Ads was the last statement “HOW
MANY YOU HAVE” which has a hidden strategy i.e. it is influencing buyers
 to have more than one watch. Most of the people use a single watch at a time
but Fastrack influenced people by its Ad to use more than a single watch that
may be according to their get up or their style.

Creative Advertising

From Titan Fastrack where fashionable jeweler was a gift on purchase of any
Fastrack watch. This jewellery set of a pendant and earrings is contemporary and
unique in form and material, with steel and acrylic being used together for stunning
effect. This was launched for Valentine’s Day where the name scheme, The watch
being advertised for (Fast track) as it pertains to the youth, jewellery (for the
youth), valentine’s day (more so for the youth) and adding to the excitement is a
limited edition FASTRACK VALENTINE'S COLLECTION that is being made
available in four designs. Only 300 watches of each design will be on sale across
cities during this fortnight.

These watches are designed is steel with leather straps in the colors of the season –
black, red and silver. The dials are in matched colors with heart patterns, making
the collection a true blend of fashion and romance. "Young couples are looking for
new ways to discover their relationships and this set of special watches and
matching jewellery from Fastrack, gives them just the reason to do so. The
promotion was in Mumbai, Delhi, Pune and Bangalore from Feb 1–14.

PRICING
The price of the models of Fastrack ranged from Rs.550 to Rs 2,430 and was
designed exclusively keeping in mind the Generation X of the subcontinent.

Titan’s primary pricing objective is to kill Competition. Being an Indian

manufacture and infusing the advantages of the Indian market with the dynamics
of the western market the company has carved itself a place difficult to achieve by
foreign players.

APPLICATION OF PRICING STRATEGY

The main plank of the watch market is in the less-than-Rs.1, 000 price category.
Effectively, about 70 per cent of the sales in the watch industry in India are in this
category. None of the foreign brands has a presence in this category.
Only cheap Chinese watches are present in this bracket and they compete with the
unorganized manufacturers, who are more expensive than them. So, the
unorganized sector is getting hit from the bottom by Chinese products and at the
top by the organized sector brands, such as Sonata.

Price Discounts and Allowances

Fastrack once a year comes out with a Price discount sale on the MRP of the
watches which is based on the stock carried by the company at the year end.
Warranties and Service Contracts
Fastrack provides warranty or service contract to its watches and this is backed up
by the name TATA which is especially needed to convince and march ahead in the
lower segment market.
Product Line Pricing Tata’s have paid Rs.10 crore for the three-year contract. For
the Tatas themselves, it meant more than just sponsorship – it signaled the
beginning of a new era in the Tata regime. One of the main reasons for the sponsor
of this event is “Global event like these provide a great opportunity to corporate to
satisfy their marketing objectives and cross-promote their brands”,

The differences in the prices of the watches are justified by the features, the style,
and the differences which make up each watch. Titan prices all its watches in such
a way that it maximizes the total profit on the total mix.
The Tata Open
The battle ground for this new strategy of synergy started with the Tata Open
(India’s biggest tennis tournament) held every year in December – January. The

PROMOTIONS:
Before Titan’s arrival on the scene, Indian watch manufacturers
saw advertising as a rather unnecessary expense. Titan saw it as
a vital investment, as it went about fashioning brand-building
criteria that has since been embraced by the entire industry. The
brand has always invested heavily in showcasing its products,
through measures such as ‘catalogue’ advertising and by using
the print media regularly and effectively to merchandise new
models. Advertising of this kind enabled consumers to shop‘off
the page’ and decide which model they wanted.

Titan has made a mark in television promotions, too,

where its advertisements have been noticed for the
music tracks used in them. In 1991, Titan created a
set of three promotional films to develop the
‘gifting’ market. Watches had always been a great
gift favourite, but Titan was convinced that much of
the segment’s potential lay untapped. Each of the
films explored a particular relationship, wherein the
gifting of a Titan generated a moving personal
moment for those involved.
Advertising aside, the conception and ambience of Titan’s own retail outlets have
been a powerful promotional tool for the company’s products. These are
strategically located in the newer parts of cities and towns, always with a highly
refined and uniform frontage with window displays that invite people to walk in.
Inside, the Titan experience takes over. Brand offerings are highlighted in highly
refined settings that have the best of lighting, props and contextual information.
Even if a visit does not consummate in a purchase, the Titan touch is imprinted on
consumers. The 160 ‘World of Titan’ showrooms across 90 cities in the country,
refurbished in 2001, are symbolic of the brand’s sophistication. Continuous
innovation of retail design sustains the ‘invitation’ to visit the store.
The dependability quotient in the relationship that Titan has nurtured with
consumers has been improved by the brand’s network of after-sales service
centres, which is unparalleled for its reach and responsiveness. Adding to the
benefits that consumers can expect are Titan’s high-end ‘watch-care centres’,
which offer showroom-like ambience and comfort.

Timex
Timex began life in 1857 as the Waterbury Clock Company, specializing in
grandfather clocks. In1880, a sister company, Waterbury Watch, successfully
created the first inexpensive mechanical pocket watch, which soon became the
fastest selling product in the world. The most famous creation of its time was the
Dollar Ingersoll, a legendary Yankee pocket watch that cost just a dollar.

During World War II, the company was re-

christened U.S. Time Company and it diversified into the production of high
quality, mechanically timed artillery and anti-aircraft fuses. It emerged as the
largest supplier of such devices to the allied forces.
The company's highly developed R&D as well as its knowledge of mass
production techniques led to the creation of the world's first personal watch - the
Timex. So inexpensive and utterly reliable were these watches - these two features
made Timex a household brand in the US - that the company renamed itself Timex
Corporation. Every second watch bought in the US was a Timex and by the mid
1970s, the Timex brand retailed in more than 250,000 stores and had sold over 500
million units.
Today Timex Corporation employs over 7,500 people across four continents. Its
Noida facility is one of its seven facilities in the world. Timex Watches Ltd., India
is a subsidiary of Timex Corporation, U.S.A. With the launch of the slick steel
Matrix and Cognoscenti collections in metal and bi-metal and the Big, Bold &
Beautiful collection in bright colours, big dials and chunky cases, Timex watches
have successfully metamorphosed themselves from being mere timekeeping
devices to fashion accessories.

Product
Timex has blazed a trail of revolutionary products that have kept pace with the
changing times and the needs of the consumers. Smart products that use friendly
technology have become a hallmark of Timex’s portfolio.
 Apart from introducing new concepts such as the Data link
watch and the INDIGLO® watch, Timex watches are
known for their stylish, multi-functional and durable
features. Timex collections, such as the Cognoscenti, the
Matrix, the Expedition series, the Ana-Digi collection, the
Brett Lee range and the Big, Bold & Beautiful series, offer
style, function as well as an unbeatable value proposition to
consumers.

Promotion
Timex shares India’s passion for cricket. The brand has associated with the game
in several unique and innovative ways. For instance, it hosted the first ever cricket
match to be played between left-handed and right-handed cricketers at the
Wankhede Stadium, Mumbai, in April 2001. The match was telecast live on the
national TV network and featured the leading stars of Indian cricket including
Sachin Tendulkar, Rahul Dravid, V V S Laxman, Yuvraj Singh, Vinod Kambli and
several others. Extending the brand’s association with cricket, Timex tied up with
Wisden, the international cricketing brand in India in 2002, to develop an
innovative cricket analysis tool – the Timex
Superstats. This was telecast during the live cricket
matches shown on the national network.
The underlying theme common to both, Timex’s
product ranges as well as its cricket promotions, is
innovation. Not surprisingly, another tool, the Timex
Third Umpire Timer, was developed along with a
leading sports channel, and launched during the
cricket matches and shown on it. The device became
hugely popular and reinforced the Timex association
with cricket. In 2002, when Kapil Dev was named
the Wisden Cricketer of the Century, Timex
presented the cricketer with a one-of-a-kind specially
designed diamond-studded Timex watch. Apart from
designing a special creation for Kapil Dev, Timex
also presented customised watches to each of the
sixteen legends of Indian cricket, who were nominees for the award and included
the likes of Sachin Tendulkar, Sunil Gavaskar, Anil Kumble, Bishen Singh Bedi, G
Vishwanath, and M A K Pataudi. In 2003, Timex was appointed the Official
Watch of the Electrolux Wisden International Awards, the annual Oscars of
cricketing awards.
Timex continues its passion with cricket through new kinds of promotions. It has
now tied up with a leading sports event management company to bring yet another
unique concept to India: the hunt for India’s fastest bowler. This 10-city road show
has been executed with other leading sport brands and has been extensively
covered on leading mass media channels.
Apart from news-breaking cricket promotions, the brand has kept pace with new
trends in retailing. In India, it has launched its shop-in-shop concept called Club
Timex, which consists of Timex islands in about100 of the most prominent retail
outlets in the country. The Club Timex islands are unique designer spaces that
adapt themselves to the available space without compromising on the international
ambience, range of products or personalised service that are hallmarks of the
Timex brand.
Timex’s advertising focuses on the brand’s
technological edge and the attitude that this
imparts to the brand. Humour and emotion have
been used in TV ads to keep consumer attention
focused on the style aspects of the brand.
Technology is often highlighted through
taglines such as: ‘Technology that keeps you
ticking’ and ‘Ridiculously easy to use’. Timex
has telecast the international advertising campaign created by Batman film director
Tim Burton for the Timex iControl digital watches. Cricket events and promotions,
such as Wisden and Predikta, and print ads featuring celebrities from the cricket
and fashion worlds, including Harsha Bhogle, Kapil Dev and Rina Dhaka have
made Timex a top-of-the-mind brand in India.
Citizen
Citizen Watches Co. Ltd. of Japan, a US$ 3.7 Billion, multinational company with
a 70 year heritage, sells world-class watches in more than 150 countries
worldwide. As one of the world's leading watch brand with renowned Japan watch
making art, CITIZEN was officially introduced into India through its local
subsidiary company, Citizen Watches (India) Pvt. Ltd. in 1997. The entry was
heralded by the revolutionary concept, Eco-Drive – the world’s 1st light powered
watches, lending an air of excitement and expectation around the brand and adding
to the excellent equity CITIZEN already had enjoyed in India.
Brand History: In 1924, the Shokosha Watch Research Institute produced its
first "CITIZEN" watch. Mr Shinpei Goto, the Mayor of Tokyo-Japan, named the
watch "CITIZEN" and even after this was adopted as the name of the company in
1930. CITIZEN has produced approximately 300 million units of complete watch
and movement in 2006. As an all-round watch manufacturer, CITIZEN has always
been breaking new ground in watch technology for more than seven decades. Its
record of achievements boasts many firsts – the world’s most accurate analog
quartz watch, the world’s thinnest light powered watch, the world’s most advanced
radio controlled watch, and many more.

Brand Personality & Audit Research

Primary Objective
- Perform the Brand Audit of Fastrack watch.

Secondary Objective
– Analyze the Brand Personality of Fastrack watch & its competitor.

– Identify the specific elements of the advertising & or any other

marketing mix, that have contributed to the development of the
personality of Fastrack brand & its competitors.

Sampling Size

Sample Size refers to the number of elements to be included in the study. In this
research the sample size taken was 30. The target population of the research was
mostly students and professionals residing in and around our Ravenshaw
University premises of Cuttack city and the age limit of the respondents within 18
to 41years.

Questionnaire
A questionnaire is a formalized set of questions for obtaining information from the
respondents. The questionnaire in this project was an open ended question, which
means the respondents had ample liberty to answer whatever they thought. The
questions set were completely unstructured in nature.

Questionnaire Formulation

The questionnaire was divided in the following way:-

a) Personal Information
b) Open ended questions (9 nos.)
c) Table containing variables of Personality & Attributes of the brand
Fastrack and its competitor on the basis of Jenifer-Aaker Model.

Brand
“Any damn fool can put on a deal, but it takes genius, faith and
perseverance to create a brand.”
-David Ogilvy

Brand
A brand is a name or trademark connected with a product or producer.[1] Brands
have become increasingly important components of culture and the economy,
now being described as "cultural accessories and personal philosophies. Also, it
can be defined as a collection of perceptions in the mind of the consumer. It
serves to differentiate competing products or services, highlighting what are
unique about each. It is both physical and emotional aspects that trigger to create
a relationship between consumers and the product/service.

In other words, a brand is a living entity - and it is enriched or undermined

cumulatively over time, the product of a thousand small gestures.

Brand Personality
Brand image or identity expressed in terms of human characteristics. It refers to
distinguishing and identifiable characteristics which offer consistent, enduring
and predictable messages and perceptions.
 In other words a Brand just like a human being posses some personality. It
describes brands in terms of human characteristics. Whether it is shallow and
instrumental or deep, emotionally charged and carefully managed. Brand
personality is seen as a valuable factor in increasing brand engagement and brand
attachment, in much the same way as people relate and bind to other people.
Much of the work in the area of brand personality is based on translated theories
of human personality and using similar measures of personality attributes and
factors. The situation for brands is no different. It is all about personality.
Personality is the concept to give life to a brand, to manage ‘identity and image’,
to create likeability.

Jenifer-Aaker Brand Personality Model

The Brand Personality Dimension Model was developed by Jennifer Aaker. It

is a framework to describe and measure the 'personality" of a brand in five core
dimensions, each divided into a set of facets. It is an easy to understand model to
describe the profile of a brand using an analogy with a human being.
The five core dimensions and their facets are:

1. Sincerity (down-to-earth, honest, wholesome, cheerful)

2. Excitement (daring, spirited, imaginative, up-to-date)
3. Competence (reliable, intelligent, successful)
4. Sophistication (upper class, charming)
5. Ruggedness (outdoorsy, tough, rugged)

Analysis & Interpretation

Univariate Analysis

a) Age Group Distribution

AGE GROUP NO. OF

RESPONDENTS
5-15 00
16-30 26
31-45 04
45-60 00

As mentioned earlier the total no. of respondents interviewed for this project was
30. The table above shows the age group distribution of the respondents. As
inferred from the research we found that the maximum number of respondents
belonged to the age group from 16-30 years i.e around 26 persons. Only 04
persons out of the 30 respondents belonged to the age group of 31-45 years. There
were no respondents in the age group of 5-15 and 45-60 years.

b) Gender Distribution Table

GENDER NO. OF
RESPONDENTS
 Male 24

Female 06

Out of the 30 respondents interviewed during the project, 24 persons were male
whereas only 06 nos were female.

c) Qualification Distribution Table

QUALIFICATION NO. OF
RESPONDENTS
Upto Matriculation 00

Upto Intermediate 03

Graduate 16

Post-Graduate 07

Other 04

The qualification distribution as depicted in the table, of the 30 respondents was

that the maximum i.e16 of them were graduate, 07 nos were post graduate and 03
nos. were +2 students. There were 04 respondents who were diploma holders.
None of the respondent was under matriculate.

d) Occupation Distribution Table

OCCUPATION NO. OF
RESPONDENTS
Student 24
 Businessmen 03
Home-Maker 00
Private 02
Employee
Govt. Employee 00
Others 01

Out of the 30 respondents, the occupation distribution was that the maximum of
them i.e 24 nos were students (since research was done in University premises).
The rest were 03 businessmen and only 01 respondent was a contractor.

Qualitative Inference

As stated earlier, the research is entirely qualitative in nature. All the inputs of the
research are based upon the responses obtained by in-depth interview of the
respondents. Almost all of the questions in the questionnaire were unstructured
and open-ended. This helped a lot to pro-active participation of the respondents
and also gave the respondent the liberty to express their thoughts and feelings
unbiased towards the brands.

It also benefited us by giving an opportunity to close and better understanding

about the perception of the respondents towards the brand.

“There can be no absolute winner, without a competitor”. The same perspective

applies here. During this project we have not only tried to understand the
perceptions of respondents towards the brand FASTRACK but also towards all its
competitor i.e Timex, Citizen, Maxima.

The questions in the questionnaire were formulated so that it could give a clearer
picture about the brand personality of the brand FASTRACK alone, and how it
stands or is perceived w.r.t. its competitors. Also we observed a lot of differences
of how the same advertisement or positioning strategy is perceived by different
people differently.
Finding of Jenifer Aaker Brand Personality Model
 Personality Citizen Fastrack Maxima Timex

3.8 2.3 3.9

Intelligent 4.6

3.2 4.7 2.2 4.0

Upto Date

3.9 4.9 4.7 3.8

Outdoorsy

3.3 3.3 2.9 4.1

Leader

3.4 3.1 2.6 4.9

Honest

3.7 3.5 3.1 4.5

Charming

2.0 2.9 2.7 4.8

Upper Class

3.7 4.9 4.3 3.6

Rugged

3.9 4.8 4.1 3.5

Tough

4.8 4.0 2.8 4.0

Successful

2.7 3.6 3.0 4.8

Trustworthy

2.1 4.7 3.1 3.1

Imaginative

3.0 4.8 2.9 2.9

Contemporary

Mean Table
 Dimensions FASTRACK MAXIMA CITIZEN TIMEX

Sincerity 3.35 2.80 3.05 4.85

Excitement 4.73 3.76 2.76 3.33

Competence 3.91 3.55 4.41 2.55

Sophistication 3.21 2.99 2.85 4.65

Ruggedness 4.86 4.36 3.83 3.63

Analysis

In the questionnaire there was a table, specifically designed to measure the brand
personality traits of the brand Fastrack as well as its competitor. All the 30
respondents were asked to rate the various aspects of the personality traits in a five
point scale(1-Not at all Descriptive,…..5-Extremely descriptive ). On the basis of
the ratings done by the respondents, the mean of all personality traits were
computed. Then, the personality traits with high values were considered as the
personality for each brand respectively. That were again integrated as per the five
dimensions Jenifer Aaker model and once again there mean was computed.
Hence, at last the dimension with the highest mean represented the personality of
the specific brand. For example, Fastrack secured 4.73 for excitement and 4.86 for
ruggedness. This implies that Fastrack brand posses a excited and rugged
personality

The following concluding result was obtained about the personality of all the
brands.

BRAND Personality & Trait

Citizen Competent (Intelligent, Successful)

Fastrack Ruggedness (Outdoorsy, Rugged, Tough)

 Excitement (Imaginative, Contemporary, Up to Date)

Maxima Ruggedness (Outdoorsy, Rugged, Tough)

Timex Sincerity (Trustworthy, Honest)

Sophistication (Upper class, Charming)

Attribute Discriminate Table

Attributes Citizen Fastrack Maxima Timex

Innovative 3.0 4.4 3.1 3.9

Design 3.0 4.7 2.7 4.1

Price 4.2 3.7 3.7 3.7

Status 2.8 4.0 2.9 4.7

Looks 3.6 4.6 3.6 3.8

Attractive 3.5 3.8 4.5 3.8

Water 4.0 4.5 4.2 4.6

Resistant

Value for 4.6 3.9 3.8 4.0

Money

Scratch 2.8 2.9 2.8 3.2

 Resistant

Up to Date 2.5 4.3 3.0 3.7

Feel Good 3.1 3.9 2.7 4.4

Comfort 3.0 3.8 4.3 3.8

Analysis
In the questionnaire the second table was meant for the respondents to rate the
brand Fastrack and its competitor on the basis of various attributes. The attributes
contained of both Functional and Non-Functional discriminates. The basic
objective of the table was to distinguish/compare the brands on the various
attributes. This will help us to give a better understanding on the underlying
regards of the respondents when compare with its competitor.

Now, on the basis of mean computed for various attribute Fastrack secured 4.6 for
Looks, 4.7 for Design, 4.4 for innovative and 4.3 for Up to date. No other
competitor has got so much in this 4 areas. This implies that Fastrack is the leader
when it comes to Looks, Design, Innovation and Upto Date. But Fastrack losed in
some other areas such as it got the lowest in terms of Scratch Resistant, Price and
Comfort.
So now dividing the attributes on the basis of Functional Discriminator and Non-
Functional Discriminator, the attributes under Functional Discriminator are
Design, Looks, and Up to Date and Non-Functional Discriminator is Innovative.
Similarly, TIMEX is regarded the best when it comes to the Feel good factor
(4.4)s and Status symbol (4.7). But it is somewhat regarded as inferior when the
scratch resistant, up to date and price factor are taken into consideration.
Again, for Maxima, it is highly regarded for the attribute Attractive (4.5) but it
has secured low for Feel Good factor and Scratch Resistant. The same way,
Citizen also secured very good for the attributes Price (4.2) & Value for Money
(4.6), but has secured low for the attributes for Up to Date and Status.

To conclude, we can sum up the whole things in:-

BRAND Attributes

Citizen Price, Value for Money

Fastrack Innovative, Design, Looks, Up to Date

Maxima Attractive

Timex Feel Good, Status

BRAND AUDIT

CURRENT PROPOSED

MOTIVATORS
FUNCTIONAL
DISCRIMINATOR

NON-FUNCTIONAL
DISCRIMINATOR

PERSONALITY

POSITIONING

Conclusion