[nilesh]

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[prince karak]

Hindustan Machine Tools Limited (HMT), is a state-owned manufacturing company under the Ministry of Heavy Industries and Public Enterprises in India.

HMT Watches Case Study

Parent Company


HMT Limited

Category


Watches and Accessories

Sector


Lifestyle and Retail

Tagline/ Slogan


Timekeepers to the nation

USP


One of the most established and prominent watch brands in India

STP

Segment


Mass Market looking for watches and accessories

Target Group


Lower and Middle income groups

Positioning


Reliable and quality product for the masses

SWOT Analysis

Strengths


1. Market leader in Mechanical watches
2. ‘Honest’ Brand Image with excellent brand equity

3. High Emotional connect with its customers
4. One of the most trusted names in the Indian watch industry
5. Advertising and marketing with celebrities add more value to the products
6. Also has an expertise in tower clocks, solar clocks and population clocks

Weaknesses


1. Entry of international and other brands has restricted its market share
2. Brand has been unable to reposition with the changing times
3. Limited global presence as compared to some other international brands

Opportunities


1. Can leverage its reliable image by right advertising
2. Product range can be expanded to more market segments
3. Global penetration would help brand grow and target youth worldwide

Threats


1. Declining demand of Mechanical Watches
2. Lack of innovation in design can lead to decline in sales
3. With lots of options available, brand switching is quite high

Competition

Competitors


1. Timex
2. Citizen
3. Rado