Dealing with this sector needs innovative and localized approaches -
October 1st, 2010
Watch major Titan Industries plans to aggressively approach the rural and semi-urban markets in India by creating a separate image for its low-priced Sonata brand. The company has opened its first showroom in Bhopal and nine more showrooms are to be opened across the country.
The marketing strategy being followed is to keep the prices of the watches at an affordable range of Rs 295-1,195 and create a niche market for the brand.
They will not open showrooms in metros such as Mumbai or Delhi for Sonata brand. The target segment would be the Rs 295-700 customers. They plan to open showrooms at locations, which rural customers visit frequently such as bus terminals, railway stations among others.
Also, there would be a range of 300 models from smart plastics and all weather steel to all gold and all-occasion gold and leather. Titan will be looking for the marriage season, which will start from April-June where the rural customers become actual buyers.
Another innovative idea is that of Sanjay Lalbhai's Ruf and Tuf jeans is targeted at the rural market. And they are leaving nothing to chance. Arvind Mills is teaching tailors in the villages how to stitch the jeans.
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