TATA Sonata’s sub-brand to target rural youth
Sonata the acclaimed watch brand from TATAS, has launched the Super Fibre, a new product to target specially the semi town and rural youth. The Rs 500 mark watch is expected to hit all the urban, semi urban and rural markets soon.
The Super Fibre watches have been designed keeping in mind the needs of age group between 16 and 30. The price range of the watches would be pocket friendly and is estimated to be between Rs 275 to Rs 500. The tag like for this Sonata watch is ‘Super Strong, Super Style’.
Managing Director, Titan Industries, Mr Bhaskar Bhat said that the new model of Sonata was on its way towards becoming a 10 millions watches per year band in the coming three years. According to him, ‘This will make Sonata one of the largest volume brands of watches in the world.’ Further he added that the estimated investment for this plastic watches would be around 7-8 million.
The sub-brand from Sonata would come in 68 designs of which 47 designs would belong to the analog category and the rest would be digital watches. The entire range of designs, would be water resistant and would come with one year replacement warranty, which has been confirmed by Mr. Harish Bhat, the COO of Titan Watches Industries. The analog watches would fall within the price range of Rs 275-Rs 475 and the digitals would be between Rs 400- Rs 500.
The estimated target for this Super Fibre sub brand watches is to achieve the one millionth mark by 2009-2010. Mr. Harish Bhat also confirmed that there would be 360 degree marketing campaign for this watch to make it popular among its targeted youth.
The TV commercial for this brand has been unveiled featuring the ODI captain of India Mahendra Singh Dhoni, who would pose in a ‘brand new avatar’, according to company press release. The company has decided to distribute the watches through its 12,000 retail outlets and 2,500 towns across the country.
Tags: Sonata watches