C3Q

Total pages:2 market leader, has offerings for various market segments. Pricing and positioning
strategies play an important role in appealing to the respective target segment. Titan has
Insignia, Classique and Sonata as some of its brands. It also has Fastrack priced between
Rs. 900 and Rs. 1,500. One of the problems facing a watch marketer is the problem of
cannibalization across price points. Timex introduced Basics (Rs. 450) at the lowest end.
Timex's Vista, Aquara and Lextra contribute to almost three fourths of Timex's series
(These brands start from Rs. 500 onwards). It is very likely that sub-brands of the brand
may cannibalise each other. Titan's Sonata and Classique ranges have similar designs.

The Sonata range extends from Rs. 400 to over Rs. 1,200.

Since the launch of 21st centul Y watch concept underwent a revolutional change. Fashion
conscious, dashing lovers are moving towards international brands like Tissot, Favreleuba,

Etemamatic, etc which are not vew costly and affordable.
Questions :
a. Discuss the scope and relevance of the concept of market segmentation. Illustrate

how firms would be benefited in marketing their products and selvices by

segmentation.

b. Develop segmentation and positioning plan for Sonata covering the following
aspects: (i) Market Segmentation, (ii) Positioning, (iii) Marketing Mix
(20 marks)

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