TITAN IN BRAZIL

TITAN
Titan was
established in the
year 1984
Third watch
Manufacturer in
India
subsidiaries based
in London, Aden,
Dubai and
Singapore
JV between TIDCO
and the Tata
Group.

Product Portfolio -Raga,

Nebula, Sonata, Xylys,
Fastrack, Octane, Juxt,
Retro, Slimline, Edge
and the HTSE series.

Top Import list:

1. Petroleum Oil
2. Motor Vehicles
3. Vehicle
Accessories and
Parts
4. Medicines
5. Fertilizers

PESTLE ANALYSIS
POLITICAL
Federal Government of Brazil
Democratic Republic
Executive Legislative and Judicial
Legislative:
Bicameral ( 2-chambered ) of National Congress:
Federal Senate and Chamber of Deputies

ECONOMIC
7th world rank in terms of GDP
5th population in the world
Largest land in the South America
Brazil Agriculture
Top exports
1. Iron Ore
2. Oil Seeds
3. Mineral fuel and Oil
4. Poultry Meat
5. Machinery

Top Import list:

1. Petroleum Oil
2. Motor Vehicles
3. Vehicle
Accessories and
Parts
4. Medicines
5. Fertilizers

PESTLE ANALYSIS
LEGAL
Civil Code
Most common types of companies:
- The Corporation (S.A.)
- Limit Liability Quotas Company (Ltda.)
Companies are treated as separate legal personalities
Creditors are generally not able to seize partner assets to pay off debts

Registration on foreign
investment in media, finance,
insurance and public health

Legislation varies across states

thus increases complexity
and compliance costs

Although senate suggested tax

reform, 33% of GDP is tax
It takes 120 days to open a
business

ENVIRONMENTAL
Environmental policies to stop deforestation and emission
Compelled industries to initiate eco-friendly combustion technique
According to Kyoto Protocol Brazil is one of the largest emitters of greenhouse gases.
Signed pacts with developed countries to jointly develop the Amazon basin and alleviate deforestation by unwanted setters.

PESTLE ANALYSIS
SOCIAL
Brazil is the largest country in South America and fifth largest country in the world
Official Language:
Portuguese
Population:
202 656 000 people
Urban distribution: Brazils major urban areas are:
Sao Paulo: 19.924 mp
Rio de Janeiro: 11.96 mp
Belo Horizonte: 5.487 mp
Porto Alegre: 3.933 mp
Recife: 3.733 mp
20% of the population lives under the poverty line, however middle class in Brazil is growing.
Despite of their actual rank (95th) in the world in GDP, Brazil is the worlds seventh-largest economy.

TECHNOLOGICAL
They still have to create better-quality jobs and raise purchasing power by lowering price in consumer goods

Brazil is a world leader in petroleum exploration in deep water, also leads researches on 1st and 2nd generation biofuels. 80% of the vehicles sold
in Brazil are equipped with biofuel motors.
Brazilian automation system is the most advanced in the world according to the World Bank and IMF (International Monetary Fund).
Brazilian telecommunications system and digital TV are amongst the most advanced in the world.
Another technological advance are their voting machines for Elections, this machines allows 140 million people to vote and so Brazilian elector
can know the results in a brief time.
Brazil expends between 1.16 and 1.21% from their GDP in Research and Development.
A great number of startups have recently developed inthe country. Also a lot of technological IT providers stand in the country as: Stefanini, TIVIT,
Sambatech, Apdata, Inmetrics, Stone Age, Dclick, among others startups and national companies.

COMPETITIVE LANDSCAPING
There are 4 Players in watch market in Brazil. Features are mentioned below.
1.Quality with
reasonable
price
2.Acqua Clock
can reach at
depth of 8000
Metres
1.Variety of
designs
2.Durable
3.Largest
Market share
globally

1.Battery Changes
are not required.
2.Advanced
Technology
3.High Precision

1.Classy Look
2.Signature dot
at 12
3.Targeted for
Business
persons
4.Crafty Design

Technos remained the

leading company in
watches in 2015 with
an overall value share
of 38%
Technos, Seiko
and Swatch
remained the top
three watches
brands
rest of the category
was quite fragmented

Counterfeit products are a major issue.

High watches harder to counterfeit as made with precious metals and
have more complex mechanics,.
branding is an important factor - Like jewellery, watches are often
worn as status symbols inBrazil, hence in this category.

VARIANTS TO BE LAUNCHED
FASTTRACK

XYLYS

RAGA
1.Crafted to fit the
trendy fashion space
with a focus on the
youth
2.Median age of
Brazil is 29 years
3.Football loving
nation
1.Premium Category
watches
2.Increasing
consumer
expenditure in Brazil
3.Watch is
considered as status
symbol

1.Exclusively for
Ladies
2.Watch Category
mainly
focused on
Male consumers
SONATA
1.Affordable watches
2.To cater Middle
class and low end
segment
3.Lagre chunk of 20
crore population is
middle class

OTHER ASSISTING
FACTORS
1.Very few foreign
competitors
2.Branding is
considered very
important in Brazil
3.Watch market
growing at CAGR of
7%
4.Apart from
Technos, watch
category is
fragmented
5.For wealthy
Brazilians, the
answer in past years
has been to buy
luxury goods
outside the country

Advertising

IMC PLANSocial Media

Channels to be used are TV, OOH and Print

media.
For TV advertisements the target audience is
customers aged more than 30.
A female actress and a male footballer will be
the brand ambassador.
Communicate trend with a blend of elegance.
A series of advertisements carried out in phases,
each sticking to the core message.
TV, OOH and print media will target all
Sales Promotion
segments.
Organize offline campaign for FastTrack and
Raga. Target malls, Stadiums and public places.
Involve people in the activities that resonates
with the brand story of Fastrack and Raga.
Trendy and elegant
Sponsor club football matches and fashion
shows
Major activities to be held during the Rio
Carnival
Partner with a football club. Launch Fastrack as

More than 50% of the population uses internet

and a majority of them are on Social media.
Create campaigns for user engagement
involve consumers in sharing their story on
Facebook and Instagram. Create contests on
Twitter.
Make use of Facebook ChatBots to drive
engagement and responsiveness amongst the
users
Target influencers and fashion bloggers

IMC CAMPAIGN SCHEDULE

Media Channel
TV Commercial

Social Media

Weightage
(Out of 10)
3

Frequency

7am - 12 pm : 8 Times/ hour

12 pm - 4 pm : 8 Times/ hour
4pm - 8 pm: 5 Times/hour
8pm - 12 am : 15 Times/hour
12am - 7 am: 2 Times / hour
Frequency will increase in IPL and other sports events and festivals

Facebook

1.5

Minimum 2 posts by Amazon / week

Twitter

0.2

Minimum 5 tweets by Amazon / month

YouTube

1.5

Upload 1 Video / month by Amazon

Instagram

0.2

Minimum 10 posts by Amazon / month

Blogs

0.2

2 Blogs / month

Mobile
Application

1.5

1 offer / week depending upon product category

Newspapers

0.5

1 full Page per month throughout campaign period

1/4 page- once in 15 days

Magazines

0.2

2 full Page During campaign month

1/4 page- every month

Billboards

1 board every 5 km in tier I city

5 boards in tier II city

Posters

Content Marketing
Strategy
Mobile Marketing Strategy
Print Media

0.2

2% concentration on public transport vehicles in all market places. Monthly

basis

MEDIA PLAN FLOWCHART

IMC campaign will run from January 2017 to May 2017

January

April

May

16 to
31

1 to
15

16 to
30

1 to
15

16 to
31

1 to
15

16 to
30

1 to
15

16 to
31

Facebook
Twitter
YouTube
Instagram

Blogs

Mobile

Newspape
r

Magazine

Billboards

TV

Content
Marketing
Strategy

Mobile
Marketing

March

1 to
15

Social Media

February

Print Media
Radio

Poster on
Public
Transport