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HMT WATCHESA brand which has failed and which wants to implement aturn-around strategy
Internal Assessment ro!ect "eport
Sub!ect# Integrated Marketing Communication
$%%&-''
(umar MithileshRoll No. 2009A44
HMT
Watches
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CONTENTS
Contents..................................................................................................................... 2
Toic........................................................................................................................... !
"ong#term Communication O$%ecti&e 'or (MT )atc*es..............................................!
+rand Identit,.............................................................................................................-+rand ersonalit,....................................................................................................... /
+rand Elements..........................................................................................................
NE1 MARETIN3 MI................................................................................................. 5
(MT Communication Mi6............................................................................................5
One &oice One Message 7 8Timekeeers to t*e Nation..........................................5
Ad&ertising..............................................................................................................5
Sales romotions................................................................................................... :0
E&ents ; E6eriences............................................................................................::
u$lic relationS ; u$licit,.................................................................................... :2
call, )ill ,ou do 'or t*is=................................................................................:-
Touc* oints o' communication and t*eir s,nerg,...................................................:/
artners in t*e communication lan and s,nerg, o' all t*e actions in t*e IMC
e6ercise )it* and t*roug* t*em...............................................................................:E&aluation o' results ).r.t t*e Marketing Communications Mi6=...............................:5
umar Mit*iles* 2009A44IMC 7 (MT 1atc*es
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T)IC
To make an Integrated Marketing Communication plan for HMT Watches in order to re-establish
them as the leading brand in the Indian watch market.
Situation Analysis
HMT watches, a household name in the yester years, have come to a stage where no one iseven aware of the brand name itself barring few of our elders. HMT, a brand known for high
quality and reliability has not done very well in the last two decades. That’s why I have
taken HMT watches to discuss re-positioning strategy of HMT brand and to chalk-out
coplete IM! plan for HMT watches.
About the Company
Based in Bangalore, HMT was incorporated in !"# b$ the %o&ernment of India as a Machine
Tool manufacturing compan$. '&er the $ears it di&ersified into Watches, Tractors, (rinting
Machiner$, Metal )orming (resses, *ie Casting + (lastic (rocessing Machiner$, CC $stems
+ Bearings. uccessful technolog$ absorption in all product groups through collaborations with
world renowned manufacturers and continuous in-house +* ha&e further strengthened the
compan$. Currentl$ it has annual turno&er of s. /00 Cr., out of which watches account for 1"2.
The product range of HMT W3TCH4 5IMIT4* include more than "00 models catering to all
segments of the market, from 4conom$ to (remium and from 6oung to the 'ld.
LONG-TERM COMMUNICATION OBJECTIVE FOR HMT
WATCHES
To position HMT brand as the preferred choice of watch by aking the target audience
aware of the new, re"uvenated HMT watches and by counicating the brand proise of
HMT to the. This IMC plan aims to create more brand awareness about the HMT brand so
that customers start thinking and talking about the brand. This would finally result in increased purchase of HMT brand by some of our target customers, and also in favourable word-of-mouth
among our target group. urpose is to move the target audience into higher level of readiness
to buy HMT watches. !y propagating brand communication, we would create high satisfaction
for HMT brand users.
The se"uence sought through this plan would be as per Hierarchy of #ffects Model$
umar Mit*iles* 2009A44IMC 7 (MT 1atc*es
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HMT brand has enjoyed very high brand equity in the Indian Market. The brand has been adjudged as
one of the best Indian brands in surveys by leading agencies in the past. The Quality and Reliability of
HMT watches has been the ain selling feature and attraction for the consuer. HMT enjoyed !" percent
of the arket share in the sales of echanical watches and ##.$$ percent arket share of the total watch
production in organi%ed sector as of year "&&"'&$. However( with the advent of quart% watches and
intense copetition( HMT started losing ground to its copetitors. )ales sluped drastically in the
following two decades. However( HMT couldn*t quite hold their ground in the previous two decades. +s a
result( sales sluped drastically. HMT needs to coe up with a strategy to cater the needs of prevailing
arket and ake a niche of its own.
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#$wareness -% &nowledge -% 'iking -% reference -% Conviction -% urchase(
Brand Taglines of HMT watches: As-s
TA!"#$S
') 7B B3*
The Mechanical Range
Hand wound Gents & Ladies - Desh Ki Dhadkan
Automatic Day-date - The Watch that lasts & lasts
Series of Quart !atches
"legance - It’s all about YOU
Roman - ONLY For MN
#tsa$ - The Well Dressed Watch
Sangam - !bsolutel" Modern# !bsolutel"
Indian
Lalit - $alue %or Mone"# For those
ho 'alue Mone"
%ace - For cute %aces
Swarna - (ood as (old
Shreyas - )i*n o% (ood Ti+es
handan - The %ra*rance atch
umar Mit*iles* 2009A44IMC 7 (MT 1atc*es
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http://www.hmti.com/watches_gallery.htmlhttp://www.hmti.com/watches_gallery.htmlhttp://www.hmtindia.com/html/historyoftime.htmhttp://www.hmti.com/watches_gallery.htmlhttp://www.hmti.com/watches_gallery.html
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'raille - ! *i%t o% ti+e to the blind
%e&itali'ation of Brand HMT ( Hierarchy of $ffects Model
BRAND IDENTITY
For HMT, the brand identity can consist of:
1. Values
2. Promise3. Benefits
. Personality
1. Values: The !alue of Brand is deri!ed from the heart of HMT cor"orate mission.
HMT Philosophy
• To achie!e mar#et leadershi" in $ndia throu%h ensurin% customer satisfaction
• To "ro!ide affordable &atches to common $ndian by maintainin% technolo%ical leadershi"
The !alues of the brand can be deri!ed from follo&in% factors:
A? Culu!e: 'ince the name itself (Hindustan Machine Tools) is synonym of $ndia* HMT
stands for $ndian culture that is familiar, di!erse, honest and res"onsible. +ne &ho &ears
HMT &atches &ould feel "roud of $ndian culture.
+? I""#$a%#": HMT belie!es in "ro!idin% &orldclass inno!ati!e "roduct and ser!ices. $t
belie!es in su"erior technolo%y for "ro!idin% deli%htful e-"erience to its customers.
C? &e#'le: HMT "ro!ides an acti!e, "leasant and "roducti!e &or# en!ironment to its o&n
em"loyees
umar Mit*iles* 2009A44IMC 7 (MT 1atc*es
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A)areness no)ledge re'erence Con&iction "iking urc*ase
Target
3udience
Take the brand
to T% (romote
the brand
('( +
('*
Impactfulromise
*ispla$ +
(romote
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BRAND ELEMENTS
L#2#
The HMT 6atch lo%o should use the HMT 7rou" master brand as the "rimary identifier of all
HMT "roducts. $n all %eo%ra"hic re%ions, em"hasis and focus should be on the HMT lo%o in all
di!isions and on all "roducts. 0!en &hile communicatin% the subbrands* hmt lo%o should be
em"hasi8ed in order to "romote a&areness of the "arent brand.
C#l#u!
'o far HMT has used only hea!y colours li#e blac#, yello&, &hite etc. The ne& lo%o should ha!e
bac#%round such as na!y blue9maroon &ith te-ts &ritten in bri%ht (%old) colour so that the
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youthfulness and honesty %ets reflected. 4lso, symbols should be used instead of ust numbers
inside the dial.
Des%2"
i#e&ise the desi%ns of &atch frames should reflect the freshness and smart a""eal &hile
maintainin% its core of honesty, familiarity and confidence. The a""earance should be attracti!e
and rele!ant. 5o&adays "eo"le "refer !ariety of irre%ular sha"es such as s/uare, tra"e8oidal,
o!al etc. Hence, the ne& lo%o should be desi%ned in #ee"in% &ith customer "refrerences. 'tyle
has to be rene&ed so as to attract youth to&ards the brand.
Ta2l%"es
• ;6ear your "ride
• ;Be assured
• ;$ts all about
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Se2)e"
5De)#2!a'67
B!a" A''eal +#! &!#u8 &!%8e
L#9 e" u%%ed, basic time function, mechanical or /uart8,
&ater resistance steel and %old ma#e
s. 3>>1>>>
M% u''e! 4utomatic, steel or %old ma#e, /uart89analo%, &ater
resistance and rich loo#s
s. 1,>>>3,>>>
U!0a" Y#u6 Trendy, attracti!e, stylish, &ater resistance and
colorful
s.1,>>>?,>>>
Ee8u%$e;A86%e$e!s 4utomatic, multifunctional, /uart8, di%ital, &ater
resistance, %old and e&elled
s.?,>>>3>,>>>
A++lue" classy and customi8ed, @e&elled, automatic, %old,
"latinum
s. A3>,>>>
HMT COMMUNICATION MI4
HMT )e86a"%8al 9a86es a!e a 6e e8l%"e sa2e #+ 6e%! &LC 96%le
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E%s%"2: $n the "re!ious commercials of HMT, it used to ha!e !ery formal and staid loo# &ith
the a%eold desi%ns bein% flayed.
&!#'#se: 'ince indian middle class is %ro&in% fiancially and %ettin% more and more
as"irational, ad cam"ia%n should focus on inde"endent and as"irin% dimensions of its audience.
4lso, HMT &ill need to focus on touchin% emotional sentiments of indian audience and come u"
&ith emotional ads featurin% indian middle class and tar%etin% their stren%ths and addin% to it.
adio ads can be aired on s"ecial slots such as mornin%9e!enin% and on &ee#ends9holidays.
(. &!%" As
E%s%"2: 5ot encountered any ad for HMT &atches.
&!#'#se: 4ds of "roducts in local ne&s "a"ers li#e 'a#aal in Maharashtra, Hindi ne&s"a"ers in
north, The Hindu in Tamilnadu, 0naadu in 4.P. etc. Po"ular entertainment and lifestyle
ma%a8ines li#e $ndia Today, +utloo#, Manohar Eahaaniyan, Femina etc. can also be used. 4lso,
to infuse li#in% for the HMT brand at an early sta%e, ads should be %i!en in #ids ma%a8ines li#e
ham"a#. HMT should come u" &ith "rint ad for its tar%et audience and sho&in% them ho&
closely brand is associated &ith them.
*. &a8a2%"2
4s in case of dis"lay de!ices "ac#a%in% need not be so attracti!e but an $ndian mindset see#s to
deri!e !alue from "ac#a%in% also. Hence, "ac#a%in% should be such that the customer feels
"roud to sho& it to others. 4lso, the case should be of some utility to the $ndian consumer* e.%.
#ee"in% somethin% "recious or memorable.
E%s%"2: The "ac#a%in% is !ery dull ineffecti!e and reflects an ordinary "roduct.
&!#'#se: Pac#a%in% should be made more attracti!e &ith coloured lo%o on the bo-. $t should
also be sim"le and easy for customer to ta#e out the "roduct.
umar Mit*iles* 2009A44IMC 7 (MT 1atc*es
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• $t should be con!enient in trans"ortation, $ndians dont &ear &atch al&ays. $t should
"ro!ide safety to the &atch.
• $t must con!ey the messa%e of the brand that &earin% HMT &atches ma#es its consumers
confident and assured.
4. B!#86u!es a" B##les
• Brochure should be desi%ned &ith contents that are hel"ful to customer to understand the
"roduct better
• $t should be clear and concise.
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/. %" #+ 'u!86ase %s'las
• Point of "urchase dis"lays &ould be a !ery im"ortant "art of $M strate%y since a %ood
dis"lay &ould be the minimum e-"ected to attract customers to&ards the brand.
• The dis"lay style should be similar in all the stores (distributors HMT sho&rooms)
• The loo# and feel of dis"lay should match &ith the aesthetic of the model that &e are
"lannin% to launch
• is"lays should also be !ery attracti!e and %i!e a feel of "robable feel of "roduct to
customers if they bou%ht it.
?. S)0#ls
HMT already ha!e symbol that is familiar to $ndians* so &e dont need to modify it or chan%e it.
Ho&e!er, consistency must be maintained across all models in the colour and usa%e of HMT
symbol. $t should a""ear at e!ery "lace &here a customer can connect &ith the brand.
SALES &ROMOTIONS
Follo&in% tools can be used for sales "romotion:
1. C#"es@ Ga)es Lu8 D!a9s
• 6ith the launch of ne& "roduct com"any should come u" &ith contest li#e small /ui8 etc.
• There can be luc#y dra& cou"ons &ith each "roduct sale.
• urin% festi!al seasons, these contests should be "ublici8ed in ad cam"ai%ns.
(. G%+s
'ur"rise %ifts can be sent as courier after the sale actually ha""ened. This ty"e of %ift distribution
hel" to stren%then the brand messa%e communication that HMT is an honest and considerate
brand &hich cares for its customers. This may not hel" in direct increase of sale but &ill hel" to
build brand loyalty and &ord of mouth "ublicity.
*. R#a S6#9s a" Fa%!s
oad sho& and fair are the "lace &here customer %ets a chance to interact &ith the "roduct andthey start formin% o"inion from there on.
,. De)#"s!a%#"
umar Mit*iles* 2009A44IMC 7 (MT 1atc*es
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a) Peo"le %oin% to offices, &or#in% in factories, students etc. can be our "ros"ecti!e
customers. emo !ans should be built and these "roducts can be ta#en to tar%et %rou" so
that they can ha!e a loo# on it.
b) 4lso, demo should con!ey the sense of "ride of ha!in% HMT &atches in their &rists.
>. S'e8%al D%s8#u"s; Re0aes
a? om"any can %i!e s"ecial rebate to senior citi8ens, old customers &ho had &orn HMT
&atches earlier. This &ill hel" to tri%%er a feelin% of nostal%ia amon% all those &ho had
used HMT &atches earlier. 4lso, remindin% them a%ain that HMT cares for them. 4lso,
rebate can be %i!en to defense "ersonals and attracti!e offers to lo&er end se%ments.
$? '"ecial discounts can be %i!en durin% festi!e seasons and &eddin% seasons.
. C#"%"u% '!#2!a)s
This ty"e of communication may be !ery useful to increase brand usa%e. 'ince most of the older
%eneration consumer &ould ha!e still "reser!ed their old HMT &atches, &e should "rom"t them
to buy 5e& HMT &atch by re"lacin% their old &atch ( which they are not using currently). By
offerin% articles (F00) such as diary, calendar, rele!ant boo#lets etc. &ith the ne& &atches can
hel" us retain old customers.
EVENTS E4&ERIENCES
This communication medium &ill hel" in buildin% brand association and a&areness in consumer.
1. S'#!s
'"orts ha!e a hu%e fan follo&in% in $ndia and e!ery brand has benefitted bein% attached to it. $
su%%est HMT to %et associated &ith ric#et e!ents such as 6orld u", $P etc. because of the
stron% a""eal of %ame &ith $ndians. Ha!in% HMT lo%o on 'core Board, HMT timeouts, HMT
brea#s etc. may hel" in brand a&areness.
(. Cele0!% E"#!se)e" 5'!#'#se7
umar Mit*iles* 2009A44IMC 7 (MT 1atc*es
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*. E"e!a%")e"
HMT can also %ain mass a""eal by bein% associated &ith e!ents li#e 'tar 5i%hts, Eaun Bane%a
rore"ati (EB), ommon&ealth 7ames, 6orld u" ric#et (2>11) etc. HMT can %i!e free
"asses for these e!ents to customers &ho buy HMT &atches. This a%ain sho&s HMT cares for it
consumers. HMT can associate &ith channels li#e 1, 4a Ta#, 'ahara TV, 'tar etc.
,. Fes%$al
4s $ndian consumer s"end more durin% festi!al so HMT need to increase its a!ailability and
!isibility of "roducts durin% festi!als.
urin% Festi!al li#e i&ali, $d, 7anesh Pua, hrismas etc* HMT 'ho"s need to be decorated in
sync &ith festi!al atmos"here. This &ill hel" HMT
communicate &ith its customers that B45 is &ith
them al&ays and it shares their ha""iness and
"ros"erity.
&UBLIC RELATIONS &UBLICITY
1. &!ess %s
There is nothin% li#e if an inde"endent ( unbiased)
source li#e "ress a""reciates your brand.
umar Mit*iles* 2009A44IMC 7 (MT 1atc*es
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HMT should sign a famous pla$er
to stress on its elements of
honest$, leadership and care for its
customers. In m$ opinion, the$
should rope in achin Tendulkar to
endorse their watches. This would
gi&e immense face-lift to brand
and new-generation will readil$find HMT brand.
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• Before launch of any model, "ress should be in!ited and be briefed about the ne& features
of "roduct. 4lso, they should be told ho& HMT is stri!in% to ser!e $ndia and HMT &ould
li#e to be a com"anion for life for the common "ublic.
• 4lso, a sam"le can be installed at office cafeteria of some "o"ular ne&s"a"er to %et
"ublicity.
• Press re"orters can be called to manufacturin% unit and sho&n hi%h /uality "roduction and
/uality facility there. 4lso, ne& desi%ns should be sho&n to them. They then "ublish all this
in ne&s"a"er, hel"in% com"any to %ain acce"tance from lost customers.
• Various senior leaders of com"any li#e mar#etin% head should #ee" meetin% "ress re%ularly
%i!in% their o"inion on different issues and use that forum to discuss about ne&
"roducts9models also.
(. Se)%"a!s
Value of time should be stressed u"on and then the role of HMT in #ee"in% time. HMT should
also loo# for&ard to su""ort seminar related to emer%in% technolo%ies to li!e u" &ith its
"ersonality of bein% technolo%y leader.
*. &u0l%8a%#"s
HMT can come u" &ith a monthly ne&sletter tellin% &hat e-tra can be done in the field of
&atches. HMT can moti!ate its "eo"le to &rite about their u"comin% models of &atches
in these editions. 4lso, these "ublications should co!er emer%in% trends so that e!en lifestyle
oriented customers find it interestin%.
,. C#))u"% !ela%#"s6%'
$t ma#es sense for HMT to su""ort e!ents li#e iteracy Missions, om"uter 0ducation, 6elfare
"ro%rams, etc.
• onate fe& free sam"les of industrial brands in %o!ernment schools, hos"itals.
• 4ll this &ill a%ain sho& that com"any cares for ,aa aadi* .
DIRECT INTERACTIVE MAR3ETING
umar Mit*iles* 2009A44IMC 7 (MT 1atc*es
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1. Caal#2s
HMT can build a database of its customers and catalo%ue of its "roducts can be mailed to them
de"endin% on the chances &hen &e feel that that consumer &ill buy a ne& "roduct.
e.%. 'u""ose a customer &hich is ne&ly married cou"le buildin% a ne& home bou%ht a
refri%erator the ne-t e-"ected buy for them is &ashin% do &e can send them catalo%s of !arious
models and a!ailable feature of our "roduct. By this &e &ill brin% our "roduct in the a&areness
set of our "ros"ecti!e consumers.
(. Ma%l%"2s
$f com"any builds data base of its customers, re%ular mails can be sent to them about ne&
models launches. They may not buy a second &atch themsel!es but they may recommend that to
someone &ho is close to them and considerin% to buy a &atch.
*. Tele)a!e%"2
'M's can be sent to "ros"ecti!e customers about ne& schemes and ne& "roducts. 'M' &ould
be much better than %i!in% callin% customers as it &ont interru"t in their "ri!acy.
,. Ele8!#"%8 s6#''%"2
HMT needs to de!elo" this channel so that customers can &ei%h their o"tions a%ainst a !ariety of
models. This mode mi%ht hel" HMT to build a modern, rene&ed ima%e /uic#ly.
>. Bl#2s
HMT can build communities in &hich "eo"le &ho are usin% a model can %i!e their !ie&s on that
"roduct. This &ill hel" com"any understand its customers and their res"onses better and also
%i!e customers freedom to raise their com"laints and issues in conte-t of that "roduct. By
in!ol!in% customers durin% the "roduct e!aluation "rocess, HMT is tryin% to tell that they are
honest and they care for their customers.
This is a%ain in line &ith com"anys one !oice mess that they are a considerate brand.
. We0s%e
• 6ebsite should contain the com"lete details of all the different models &ith their features.
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• $t should ha!e facility to com"are HMT "roduct &ith com"etitors. ustomers &ould %et an
im"ression that HMT understands com"etition and is o"en to sharin% information* i.e.
confident, reliable and trust&orthy ima%e is reflected.
• $t should also host communities of customers based on the "roduct they use.
?. W#! #+ M#u6 )a!e%"2
Person to "erson G HMTs "erformance, su"reme desi%ns and affordable costs should com"el the
"eo"le to tal# fa!orably about it.
. C6a !##)s
hat rooms can be setu" &here the customers can interact &ith e-"erts form com"anies to %et
their /ueries sol!ed, this also %o in sync &ith HMT strate%y of carin% for customers.
&ERSONAL SELLING
1. Sales '!ese"a%#"s
HMT should or%ani8e meetin% in !arious cities across country &here e-istin% consumers can
come and %i!e their !ie& about the "roduct they are usin% currently. 4lso, customers can
su%%est modifications or im"ro!ements. This e-ercise &ill hel" com"anies to understand
consumer re/uirements and "lan future "roduct lines accordin%ly. onsumers can be %i!en small
%ifts9mementos in lieu of ta#in% out their time.
(. Sales )ee%"2
'ales force is an im"ortant "art of communication strate%y as it is the team that can chec# that
communication that com"any is usin% is it actually reachin% the tar%et audience .This team need
to be hi%hly moti!ated and should &or# in sync &ith the core strate%y or communication
messa%e of the Brand.
*. Sa)'les
HMT can also thin# of "lacin% fe& of its ne& models on dis"lay at "osition &here it can catch
eyes of "eo"le and in a &ay can %i!e a trial e-"erience to customers at these ty"es of "laces for
F00= These "ositions could be ail&ay 'tation, Metro stations etc.
IM*EME+TATI)+ *A+
umar Mit*iles* 2009A44IMC 7 (MT 1atc*es
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I am here suggesting an implementation plan of launching a new series of 8uart9 watches for
HMT. The Implementation plan for one such model can be as follows:
)ne month before launchtart with a teaser campaign in first two weeks prior to launch. This campaign should be such
that it indirectl$ hints the differentiating factor of our product and pro;ects the come-back of one
of the most &alued brands in India.
Teaser campaign: Consider a series of 8uart9 models in which the 7( is great performance
and adio commercials should start appearing in prime-time programs and important
e&ents. The message that should sa$ that something special that will be there with $ou for life
long, is coming. The launch campaign should read as ?
@HI*I A Aa'e "ae sa)a a "aa saa6%
@4%5IHA Y#u! 8#)'a"%#" +#! "e9 %)e 8#)%"2 s##"
>arious other communication medium that can be used are billboard, mailing, blogs, road-
shows to create initial h$pe of product. 3lso, print ads should start appearing in newspapers like
a&bharat Times, *ainik agran, T'I, HT etc. and in maga9ines like India Toda$, 'utlook etc.
Campaign should be started onl$ a month before the launch because the watch market is &er$
competiti&e and it ma$ lead to competitor launching similar product before us. o, we shouldnt
gi&e competitors much time to respond. Idea here is to le&erage on bu99 of new HMT watches.
)n the +ay of launchModel should be launched b$ some celebrit$ preferabl$ the brand ambassador of compan$. )ull
fledge press co&erage should be pro&ided. 3lso billboard should con&e$ that product is inmarket. 'n the da$ of launch, there should be one page ad&ertisement in all important news
papers.
, to months after launchIncrease freDuenc$ of commercial on T>, radio and print media. Tr$ to communicate the benefit
of product in these messages i.e. how this product is offering confidence to its customers. 'ther
communication mi= elements to be used at this stage are emails, web sites, blogs, fairs etc.
In case we feel that communication strateg$ that we implement is not working, we can look back
and tr$ to figure out where we went wrong and impro&e on it.
Si. months after the launchThis is the time when sales will start showing less growth of that model and also compan$ about
to start launching a new series. The resources in commercial can be reduced but product
completel$ shouldnt be remo&ed out of communication.
The %epositioning Campaign /lan 012 days3
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Ca)'a%2" N#. #+
as
A8%$%%es e8%e
T#' le$el ee!8%se Iiscussion decision ma#in% on all ends li#e bus%et,
ads etc.
T!a%"%"2 #+ sales ea)s JTrainin% on 5e& "roduct features, com"etitors &ea#ness
ne& tar%ets.
Sele8%#" #+ a8%$%a" 'la8es
3 Media en%a%ement
&!e lau"86 a8%$% Full dress rehearsal and re!ie& of it
s lau"86 a8%$% 1The full fled%ed launch by the chairman and the brand
ambassador in the "resence of media and the di%nitaries.
s lau"86 a8%$% I'"ecial counters &hole &ee# in sho""in% centers, fre/uent
commercial on T.V. and radio, road sho&s and !illa%e
fairs. o!er entire mar#et &ith HMT cut outs.
ine months after the launch, it is time to e&aluate our IMC strateg$.
H)W WI** ,) E+S"E THAT THE C)MM+ICATI)+ M).E*W)"(S T) ,)" A./A+TA0E1 WHAT SECI2ICA**, WI**
,) .) 2)" THIS1
To ensure success of our IMC plan, we need to e&aluate it at each stage of implementation after
its completion. Hence, we can do following things to ensure that our Integrated marketing
communication strateg$ is working correctl$.
1 weeks after the launch of product, we should notice the following:aE Increase in footfall on our stores.bE umber of people who &isit our website to check for new model.cE umber of people shown interest in reading catalogue or our leaflets.
dE (oint of sale displa$ at dealer end or at retail showrooms.eE Comparison of the sales figure in first two weeks as compared to sales figure of an$
other such model launch pre&iousl$.
." to 1 months after the launch of product, we should notice the following:aE Increase in sales of that particular model.bE umber of ser&ice call recei&ed for demo or an$ other problems.cE o. of hits on HMT website.dE ecall of ad&ertisement.eE esponse of sales meet.
F to " months after the launch of product, we should notice the following:aE Increase in sales as compared to increase in footfall on stores.
bE *ecrease in sale of other models to check for cannibali9ation.cE Customers feedbacks in term of mails, blogs etc.dE Competitor reaction.eE (ress response to model.
T)CH )I+TS )2 C)MM+ICATI)+ A+. THEI" S,+E"0,
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The following will be the touch points for our campaign:
. 3d&ertisements: T> ,adio or ewspaper, billboards1. *ealer hops, HMT howrooms#. ales persons, oad shows, )airs, >ansF. Watch repair shops, er&ice 4ngineers". HMT wrist bands, HMT tickers< Calendars< (lanners< *iaries< (ens etc.
G. Mailings, Catalogues, ew Model Brochures. Telemarketing, HMT Tunes etc./. ales Manager, Interaction of senior leaders with media on re-branding of HMT!. Web portals facebook, twitter etc.E
0. HMT website, Blogs, 'nline re&iews etc.. upplements in ewspaper, ewspaper Inserts1. *iscount Coupons, HMT watch casing used as decoration article in the drawing roomE#. uggestion Bo= at the HMT how oomF. Hoardings, Banners, 4lectronic displa$s at ailwa$ stations, Bus tops, Highwa$s, etc.E". Bill at the point ?of ? sale, Warrant Card, (roduct Model etc.G. HMT stalls + banners during festi&als, annual gatherings
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1. ales (erson: He
8/17/2019 36957728 HMT Watches Revival of a Failed Brand
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eE Increased in people interested in demo runfE Circulation of newspaper or T( rating of programs
4 Brand migrationaE Increase in sale after campaignK con&erts from Titan watchesbE umber of customers who bought HMT watches for first timecE esponse in sales meet, fairs, stalls
dE 3udience response to e&ents endorsed b$ HMT
14 %elationship buildingaE How man$ customers bought products and became part of HMT communitiesNbE How man$ are happ$ with productN How man$ are prospecti&e customersNcE How man$ ha&e shown interest in demonstrations, inserts, road shows etc.N
54 /ersuasionaE )eedback of the consumersbE How man$ people brought product because of recommendation from othersNcE How man$ people are interested in sharing their good e=perience at web communitiesNdE What is the market share of HMT watches, sa$ si= month after the launch of IMC planN
umar Mit*iles* 2009A44IMC 7 (MT 1atc*es
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Way ahead: HMT should focus first on tier'" and tier'$ cities and then gradually penetrate towards tier'-
towns and cities. opany has to position itself very carefully because other product variants like obi'
watch /watch with a cell phone0 and handheld devices ay try to snatch the share. The whole idea of buying
and wearing a watch ust be an e1perience. If HMT can deliver above entioned brand offerings with a
strong distribution chain( a controlled retailer policy( with a wide arket research( future is no longer
beyond their control. HMT will eerge as a winner.
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