A

PROJECT REPORT
To study the decline in sales of
CITIZEN WATCHES
In the metro cities
Submitted ByMS. RASIKA KALE (62)
MR. NILESH KHADKIKAR (72)
MS.AMRITA LOKHANDE(82)
MS. POOJA MISHRA(92)
MR. SANKET NARKHEDE(102)
MS. PRIYANKA PENGONDA (112)
Under the guidance of
Prof. Ahalya Samtaney

Master of Management Studies (M.M.S.)

MET Institute of Management (MET IOM)
Bhujbal Knowledge Centre, Mumbai.
Affiliated to University of Mumbai.

ACKNOWLEDGEMENT

We would like to express our gratitude to all those involved in the making of this report.
Without the dedication and hardwork put in by the survey team, the respected analysts, experts,
managers, junior managers and the employees, the aim would not have been achieved. We
would also like to thank our customers and all those involved in filling the survey form and
giving their feedback to the surveying team. Without which the correct conclusions could not
have been arrived at.

TABLE OF CONTENTS

1. Terms of reference.
2. Procedure
3. Demographics of the survey
4. Findings of the survey
5. Recommendations
6. Survey questions
7. Bibliography
8. Conclusion

TERMS OF REFERENCE

This report details a survey carried out for Citizen Watches. The Citizen Group's main business
is to manufacture and sell watches, machine tools, electronic devices, and electronic
products. Competition in the watch market is intensifying not only against Japanese brands, but
also against high-end Swiss brands and low-end Chinese manufacturers along with alternative
products such as mobile phones with watch functions. This survey concerns the declining sales
of Citizen Watches. The urgency of this study was realized when an internal report by Citizen
Watched revealed that their watch and clock sales have seen a downfall in the first three
quarters of the fiscal year 2012. Our company was approached to investigate into the primary
causes behind this fall in sales volume. The total cost incurred in this process right from
conducting the meeting till the finalization of the report is approximately INR 2 lakhs. This
report is to be submitted to the Managing Director of Citizen Watches by 30 th of November,
2012.

PROCEDURE

The chairperson of Citizen Watches had a meeting with the MD on 12th November 2012. In the
meeting the chairperson raised a concern regarding the declining sales of citizen watches in the
cities of Mumbai, Delhi, Kolkata and Chennai. The MD assured the chairperson that he will
look into the matter at his earliest and the necessary steps would be taken to find out the reason
for the decline in the sales of citizen watches. On 15 th of November, 2012 the MD convened a
meeting with the managers of all the branches of CW at Mumbai, Delhi, Kolkata and Chennai.It
was decided in the meeting that a public survey would be carried out to find out the reason for
decline in the sale of Citizen Watches . A decision was taken to form a team of surveyors at all
the branches of Citizen Watches who would interview people and carry out survey on a large
scale. After the meeting was adjourned the managers immediately began working with their
juniors to form teams. The teams were soon formed and the project began as early as 16 th
November, 2012.The survey got completed in the estimated time which was 21 st November. i.e.
within 6 days of its commencement on 16th November.
The findings of the survey were finally compiled and studied by a team of experts and analysts.
A report containing the reason behind the fall in the sales of Citizen watches and the measures
suggested for the recovery of same was drafted and this report is to be finally submitted to the
MD by 24th of November.

Some of the insights are as follows:

1. Demographics of the survey
2. Findings of the survey
3. Recommendations based on the findings

DEMOGRAPHICS

A survey was conducted taking into account people wearing watches .Basic parameters of the
surveys were gender ,profession ,income group , metro cities and age .The survey was basically
conducted in the four cities Mumbai ,Delhi ,Chennai, Kolkata at various locations .The people
surveyed had 65 % male & 35% female. And the major age group was 25-45 yrs.
Analysing the demographic question will help in making proper conclusion.

DEMOGRAPHICS OF SURVEY

Percentage

Men(65%)
Women(35%)

Percentage of Men and Women in the survey

Age-Group

Below 18(2%)
From18 to 25(10%)
From 25 to 45(80%)
45 and above(8%)

Percentage of Age-group surveyed

FINDINGS OF THE SURVEY

The team of experts and analyst found that there had been a steep decline in the companys
sales. This trend had started from January 2012and continued till date. In a brief span of 10
months , Citizen watches sales have come down by nearly 12%.The analysis of sales of other
five major watch companies also reveal a decline in sales but , percentage wise , it is much less
than that of Citizen watches. Thus the decline has been peculiar to our products and has been no
general slump in the market.
Citizen is more inclined towards creating its brand awareness and carrying out its promotional
activities more in countries like US than in India. Even publicity department has still been
following the old modes of advertising of traditional insertions in the newspaper and not
exploiting the more effective electronic and audio-visual media in India. This is one of the
important reasons which resulted in decline of sales of watches.
Expansion of business demands some standardization, but in trying to customize products, not
enough attention was paid to common likes across cities. This saw Citizen watches decline in
sale in the selected cities.
Company does not have strong presence in emerging or developing countries like India as
compared to developed countries such as UA. And even the Company has not aggressively
pursued advertising strategies as compared to some other leading brands in India.
In course of the last year, Japanese, high-end Swiss and low end Chinese models provided
tough competition to the brand. Heavy price competition in the market also poses a threat to the
sale of citizen watches. Even citizen watches are facing tough competition from other watch
brands such as Timex ,Seiko and Tissot due to more awareness of these brands in Indian
markets.

FALL IN THE SALES OF CITIZEN WATCHES

10.2
10
9.8
9.6
9.4
9.2
9
8.8
8.6
8.4
8.2
Jan

Feb

Mar

April

May

June

July

Aug

Sep

Oct

Fall in the sales of Citizen watches from Jan to Nov 2012

14
12
10
8
6
4
2
0
Citizen Watches

Timex

Seiko

Tissot

Nov

Comparison of fall in sales of different companies

RECOMMENDATIONS BASED ON FINDINGS

1. Instead of being more inclined towards creating its brand awareness and carrying out its
promotional activities in the countries like US ,it should concentrate on promotions in
developing countries.
2. Company should follow various more above the line methods of promotions such
electronic and audio-visual media rather than the traditional methods of advertising in
newspapers in the developing countries in India. It should establish its strong presence by
competing with the leading brands in the developing countries.

3. More variety ,styles and ranges must be availableas compared to other brands in order to
target more market segments and income groups in the country.

SURVEY QUESTIONS

A. QUESTIONS TO GENERAL WATCH USERS:

1. Where do you get to know about the different brands of watches?
a. Newspapers
b. Electronic Media

2.Do you get all that is expected of a watch when you buy a Citizen Watch?
a. Yes
b. No

3.Which of the following brands would you prefer when buying a watch?
a. Citizen Watch
b. Timex
c. Sieko
d. Tissot

B. QUESTIONS TO CITIZEN WATCH USERS:

1. Did you like the case-work, finishing and dial printing of your watch?
a. Yes
b. No

2. Can your watch withstand moderate jerks and variations in temperatures?

a. Yes
b. No

3. How long does the battery of your watch last?

a. more than 3 years
b. less than 3 years

4. Where do you find the advertisement of citizen watches?

a. Newspaper
b. Electronic Media

CONCLUSION

As the findings show decline due to less brand awareness among consumers, Citizen needs to
adapt new way of advertising and spend more on advertising, making product of various prices
available according to different market segment.

BIBLIOGRAPHY

http://www.citizenwatches.co.in/

http://www.business-standard.com/india/news/citizen-mulls-assembling-watches-in-india/475581/

http://ezinearticles.com/?Citizen-Watches&id=443976

SIGNATURE

Name of Member
1 PRIYANKA PENGONDA
2 AMRITA LOKHANDE
3 RASIKA KALE
4 POOJA MISHRA
5 NILESH KHADKIKAR
6 SANKET NARKHEDE

Signature

28th November, 2012