Description
SWOT ANALYSIS OF SONATA
Sonata
Parent Company
Titan Industries Limited (Tata Group)
Category
Watches and Accessories
Sector
Lifestyle and Retail
Tagline/ Slogan
What are you waiting for?
USP
Aesthetic watches for the masses STP
Segment
Mass Market
Target Group
Consumer Mass market, predominantly youth market
Positioning
Watches for those who do not like to wait SWOT Analysis
1. Mass appeal, especially for the youth 2. Association with Tata Groups Titan Industries increases brand reliability 3. Changing designs reflecting the changing needs of the Indian consumer 4. One of the most trusted brands in India 5. Good marketing and advertising strategies by roping in celebrities Strength to attract the customers
1. Positioned as a watch for the masses, it will be difficult for Sonata as a brand to establish itself in the mid income category 2. Despite being a quality product, it has limited global presence Weakness compared to some other brands
Opportunity
1.The lower end market for Sonata is highly unorganised with few
brands having brand recall as high as Sonata 2. Global penetration would help brand grow and target youth worldwide 3.Tie-up with fashion houses and special schemes for youth
1. The Lower end Watch market is highly price sensitive with higher chances of brand switching Threats 2. Entry of foreign players has led to tough competition Competition
1. HMT Watches Competitors 2. Timex watches
doc_569710042.docx
SWOT ANALYSIS OF SONATA
Sonata
Parent Company
Titan Industries Limited (Tata Group)
Category
Watches and Accessories
Sector
Lifestyle and Retail
Tagline/ Slogan
What are you waiting for?
USP
Aesthetic watches for the masses STP
Segment
Mass Market
Target Group
Consumer Mass market, predominantly youth market
Positioning
Watches for those who do not like to wait SWOT Analysis
1. Mass appeal, especially for the youth 2. Association with Tata Groups Titan Industries increases brand reliability 3. Changing designs reflecting the changing needs of the Indian consumer 4. One of the most trusted brands in India 5. Good marketing and advertising strategies by roping in celebrities Strength to attract the customers
1. Positioned as a watch for the masses, it will be difficult for Sonata as a brand to establish itself in the mid income category 2. Despite being a quality product, it has limited global presence Weakness compared to some other brands
Opportunity
1.The lower end market for Sonata is highly unorganised with few
brands having brand recall as high as Sonata 2. Global penetration would help brand grow and target youth worldwide 3.Tie-up with fashion houses and special schemes for youth
1. The Lower end Watch market is highly price sensitive with higher chances of brand switching Threats 2. Entry of foreign players has led to tough competition Competition
1. HMT Watches Competitors 2. Timex watches
doc_569710042.docx