“Management of change…”

A PR recommendation
for

by

27th October, 2007

Confidential
The framework

• Appreciation of the brief

• Image issues : the context
• Communication objectives – reiterated
• The strategic approach defined
• PR plan: the way forward
• Agency role and responsibilities
• Terms of engagement : the commercials

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#1. Problem definition

• The perceived Titan “umbilical cord” still

dominant in the Indian consumer’s mindset…
#2. Problem definition (contd.)

• Suffers from major “image-reality” gap

• That is:
– Indian versus global
– Regular versus stylish
– Standard versus contemporary
– Technology adopter versus technology driver
– Dull like versus versatile and
– Affordable versus premium
The corroboration exercise

• Agency carried out a market probe in 4 prominent

markets in Delhi
• These comprised
– South Extension
– Lajpat Nagar
– Connaught Place
– Kamala Nagar
South Extension Market
• Five stores surveyed, namely
– Johnson Watch Company
– Kapoor Watch Company
– Royal Sporting House
– Ebony
– Titan: World of Titan
• Only one, Ebony, carried the TIMEX brand
• However, brands like Esprit and Titan had prime billing
• Sales staff were not even familiar with the TIMEX SLX line, and
recommended instead the Titan Aviator
• Other customers seemed more interested in European brands like
Tissot or Esprit

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Connaught Place
• Six stores surveyed, namely
– RL Exports International
– Elite Jewellers
– Amarson Watch Company
– Johnson & Company
– Sikka & Sons
– Titan: The World of Titan
• Only two Elite Jewellers and Sikka & Sons stocked Timex
• Elite Jewellers did its best to convince our team that
TIMEX and Titan were the same brand!
• Both stores that carried TIMEX were “Mom and Pop” stores,
not really displaying the brand as an elite product; rather as
one of the many low-end brands

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Central Market Lajpat Nagar
• Two stores surveyed, namely
– Sehgal Watch Co.
– Mahindra Watch Co.
• Both stores carried TIMEX watches, including the SLX
series
• Outside branding gave Titan top billing, even more
prominent than the name of the shop itself
• Inside displays gave TIMEX equal billing to other brands,
and the SLX series was placed in the forefront
• On the whole, salespeople were knowledgeable about the
brand, and described the SLX line as technologically
superior to the Titan Aviator line

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Kamala Nagar
• Three stores surveyed, namely
– Samay
– The Watch Point
– The Titan Shop
• All three stores had TIMEX watches, but the brand was
always given second billing to other brands, specifically
Titan
• At Samay, TIMEX watches were displayed alongside Titan’s
FastTrack and Citizen watches, whereas Titan branded
watches were given more prominent store space
• At Samay, the salesperson also recommended Titan above
TIMEX, on the grounds that Titan is India’s number one brand

Confidential
The brand take-away
• TIMEX seems to be “difficult” to find…furthermore, the
SLX series is even rarer!
• Timex by and large lags behind in terms of prominent
shelf display
• Titan and Timex : the “commonality” (read: confusion!)
largely prevails
• Due to its perceived “Indian roots”, figures very low in
the premium set ; also lags behind other prominent
European brands

Net-Net: The current image dimensions for

Timex are true to life!
Confidential
#3. Problem definition (contd.)

• Corporate image still a blur

• Relatively low salience levels in terms of
– Global standing
– Track record
– Technological milestones
– Range and variety offered
– Indian operations
 #4. Problem definition (contd.)

• Diffused image in terms of lack of “source effect”

• This is primarily so due to :
– Indian antecedents still dominant in mindsets
– Mistaken identity also prevalent (ironically with
that of Fastrack!)
– Other ‘global” brands continue to enjoy better
positive recall (WOM?Past experience?)
One key issue here…

• To what extent has the global brand ambassador,

Brett Lee really been able to leverage the brand?

Answer to this should logically only come

through formal research
The next step…

• What then is the need definition?

#1.Need

• Need to focus on ‘differentiated’ products’

strategy
• In this, focus will be on showcasing the range in
mid premium and luxury segments
#2. Need

• Need to showcase the brand’s inherent

strengths in terms of
– International styling
– Global track record / standing
– Technology oriented innovations and product
strengths
#3. Need

• Need to build ‘reassurance value’ for existing

Timex users
• Need to strengthen loyalty factor, thereby
reinforcing need to try new/latest Timex models
in the immediate future
• Basis the above, need to help generate positive
WOM and thereby, strong referral value
#4. Need

• Need to project the innovative, dynamic face of

the corporate brand
• Need to highlight its strengths in India, be it in
terms of
– manufacturing
– product range offered
– International lineage
– New plans in the offing
#5. Need

• Need to make the ‘retail experience’ a

shopper’s dream come true
• Need to highlight
– Innovative display/merchandising
– Customer service
– After sales service
– Overall ambience/retail environment
In effect

• The communication objectives for Timex in

India evolve very clearly…
 Specifically speaking

Internal publics External publics

Corporate

Existing consumers

External publics
Prospects
Brand

Public-at-large
#Communication objective (I)

• Reinforce Timex’s inherent positioning as a

global, sporty, techie, stylish and contemporary
brand
#Communication objective (II)

• Consolidate its global position amongst its

current customers
• Build a long term bond with its customers,
thereby generating loyalty and positive referral
value
#Communication objective (III)

• Leverage the new corporate identity for Timex

• Showcase different facets of the corporate
including
– Growth and diversification plans
– Launch of international range of premium and
luxury brands/products
– India being an important manufacturing hub
for the international parent
The implication

• To address each of these three objectives, we

will be using a multi-pronged work
approach…

Confidential
That is

• An integrated communications approach

• Comprising “different strokes for different
folks”…
The approach (I)

i. Brand – customer
• Leverage the brand in terms of direct brand -
customer interface interms of
– Customized events/on ground activities
– Other direct contact programs including direct
mail, promotions/exhibitions/online
– Presenting Brett Lee as the embodiment of
the global brand persona
The approach (II)

ii. Corporate – brand

• Leverage the company and its differentiated
product portfolio in terms of
– Its new corporate identity
– India specific operations
– International lineage
The approach (III)

iii. Brand – existing Timex loyalists

• Leverage the inherent pluses of the brand, reinforce
its global positioning through initiating several
measures including
– CRM programs
– Tie-ups/co branding opportunities for customers
– Customized events/get-togethers
– Periodic customer feedback
Communication Strategy

• Consolidate and enhance brand visibility

• Broad base communications reach…widen
impact…reach a larger target audience
• Create multiple communication platforms and
visibility opportunities to leverage through media
• Identify and utilize “outside the box” marketing
strategies

Confidential
Key Targets

Target Audience
External
• Current customers
• Prospective users
• Media fraternity
• Opinion Leaders
• Bureaucracy
• Financial community
Internal
• BOD
• Employees
• Partners/vendors/distribution
intermediaries
Communications Conduits
• Media
• Influencers
• Timex family

Confidential
Key messages
• Timex Watches is now Timex Group India Ltd.
• Timex’s new corporate identity symbolizes its new
aggressive business growth and diversification plans
• Timex is the only international brand having
manufacturing capabilities in India
• Timex is an internationally renowned brand
being/having
– No. 1 watch brand in the U.S., Canada, & U.K
– Over 150 years heritage in the time-keeping
industry
– Sold over a billion watches worldwide
Key messages (contd.)

• Timex as a global behemoth is planning to unveil its

latest range of premium and luxury watches
• Timex is an aggressive, marketing savvy, technology
oriented company on the move, offering the best work
environment and growth prospects
• Timex is a pioneer in technologically advanced wrist-
wear
– popular examples being the Indiglo, Datalink,
Internet Messenger, Heart Rate Monitor, GPS, MP3…
– won the Consumer Electronics Innovation award in
US over the last few years
Key messages (contd.)

• Timex is a global, sporty, innovative, techie and

stylish brand
• Timex is a very versatile brand offering popular
hundreds of styles among its Fashion, Sports,
Outdoor and Youth lines
The media approach
• Corporate Profiling – Timex
Group India
• Brand Profiling – Timex and
its product range/sub
brands
• Team profiling – Mr Kapil
Kapoor
• Timex’s point of view in
select Industry stories
• PR support for important
activities / events
The Full Spectrum Approach

Outreach Communication

Speaker Media
Opportunities Relations

Promotions/ Editorial
Events Contribution
Communication
Press Releases
• New line launches
• Appointment of Sr. management
officials
• New collaborations / products Communication
• Significant CSR initiative taken by
TIMEX

Visit of Global Executives

• Select media interactions with TIMEX
senior global executives.
• This will further help build TIMEX brand
equity.
Media Relations

Select Media Interactions

• A story in a business daily/ trade
magazine about TIMEX’s Communication
international success, especially
with regard to the US and
Canadian markets Media
Relations

One-on-one Media Interactions

• New Delhi and also target in
Bangalore, Chennai, Kolkata and
Mumbai
Media Relations (contd.)

Media Familiarisation Trips

• To showcase TIMEX global
presence and its approach in Communication
bringing convergence on wrist
• Initiate media familiarization
trips to TIMEX factories in Media
India and abroad Relations

• International Exhibitions,
Seminars
Media Relations (contd.)

Informal Press Meets

• Informal get-togethers with Communication
select media to establish level of
familiarity and comfort
Media
Relations

The objective of this informal meet is not

to get a story but to build a relationship!
 Editorial Contributions
Editorial Contributions
• Articles could be initiated on the
Economy/Industry….
– Changing lifestyles in India Communication
– TIMEX’s technology at work
– Watching trends in India
By Lined Articles
• Pitch bylined articles or existing white Media
papers written by senior TIMEX officials in Relations
trade magazines
Also
• Recommending Key Talk points
Editorial
• Press Releases, Q & As Contribution
• Press Information Notes…
Promotions / Events

Exhibitions
• Held in different parts of Communication

India to be leveraged in the

media
Media
Seminars Relations

• Organise Industry Seminar or

sponsor select Seminars
preferably as a title Promotions/
Events
Editorial
Contribution
sponsor
This would be accordingly leveraged
in the media
 Speaker Opportunities

• TIMEX could participate

in key Industry Communication
Seminars by sponsoring
it and taking the Key
note Speaker slot
Speaker Media
Opportunities Relations
This would be accordingly
leveraged in the media
Promotions/ Editorial
Events Contribution
 Crisis Communication
• Defining crisis management
team
• Preparing crisis management
policy
• Formulating media strategies Crisis Communication
during crisis Communication
• Establishing relation with
Govt. & trade agencies Speaker Media
• Coordinating with TIMEX to Opportunities Relations
address crisis
• Neutralizing negative Promotions/ Editorial
perceptions, if any, floating Events Contribution
around in the media
Buzzing Recommendations (I)
• Continue Brand Ambassador
• For instant media attention at important event, Brand
Ambassador works like a catalyst
Appearances at special events viz :- Launch of new
initiatives, Select Time Factory openings, in sports other
than cricket viz Golf Tournament, CSR…
• Sports Initiatives
• Organize/sponsor high profile TIMEX Golf/ Polo
Tournament in Delhi, Mumbai, Bangalore and Jaipur
• Corporate Social Responsibility (CSR)
•TIMEX’s initiative to be intensified by organizing events
and inviting celebrity social worker(s)

Confidential
Buzzing Recommendations (II)

Advertising – PR interface
• Initiate stories revolving around the latest
Indian/ global advertising campaigns in select
media, e.g. NDTV’s Story Board, NDTV Profit’s
All About Ads, The Strategist’s advt. review
section, Agencyfaqs’s Story Board section...
Buzzing Recommendations (III)

International product launches in India

• Create a launch event by tying up with a fashion
house/designer level
• Customize the theme in terms of unveiling the
latest collection
• Invite select opinion leaders, corporate captains
and media
• Leverage the ‘event’ across all relevant product
launch columns/events calendars, etc. with
relevant photo opportunities
Buzzing Recommendations (IV)
Timex – B Schools interface
• Generate good WOM as a “company to look out
for” amongst budding corporate captains in the
making
• Institute a “Timex Management Chair” in select B
schools including IMI, MDI
• Also, regularly explore opportunities of
sponsoring select B School HR and Marketing
Summits
• Have key senior management regularly take up
participation in seminars/symposiums/mentoring
Buzzing Recommendations (V)

Timex collection related customized events

• Create specific events around select Timex range
of products
– E.g., Timex Outdoor collection to be promoted
as a key sponsor for a “National Telecom
Company Outreach” competition
In sum

• The activity template for the first 3 months

for Timex as detailed earlier looks as follows…
 TIMEX ACTIVITY TEMPLATE (Nov, ’07 – Jan’08)
S.No. Activity Particulars Month I Month II Month III
Fortnight I Fortnight II Fortnight III Fortnight IV Fortnight V Fortnight VI
A. Client - Agency Debriefing
A.1. Discuss in details Company objectives for
next 3 mths, check on existing as well as
proposed new product launches and
new initiatives including retail activities
A.2. Finalising all press material for TIMEX India,
including collection of profiles with photographs
of key spokespersons, corporate backgrounder
international context, product details, etc.
A.3. Finalize the industry media monitoring mechanism
B. Media Relations (Corporate related/new corporate identity related, India specific plans,etc.)
B.1. One on one meets in Delhi/select metros
B.2. Informal press meets in Delhi/select metros
B.3. Media seeding with press releases
B.4. Fam trip to TIMEX plants(See "TIMEX technology at work")
B.5. Retail initiatives - opening of new outlets
B.6. Media leveraging of TIMEX global executives visiting India
B.7. Media monitoring
C. Media Relations (Brand related /existing products/new products in the offing)
C.1. Media seeding / bridging tactics for international
brand/current India specific advt. campaigns
C.2. Media leveraging for all products in announcement columns
C.3. Media monitoring
D. Speaker Opportunities for TIMEX management team
D.1. Participation in select B Schools industry related seminars
D.2. Invitation as guest speakers to select B Schools
D.3. Mentoring for select students in B Schools
E. Events / ground activities
TO BE PLANNED ON AN "AS AND WHEN" BASIS
F. Case studies / By lined articles
To be taken up in the second quarter only
Agency role and deliverables

• Preparing media kits

• Preparing media manuals
• Preparing profile of the spokesperson
• Media monitoring
• Strategizing all communications
Buzz Deliverables (I)

Press Releases
• Preparing all press releases
• Required translations
• Disseminating and follow ups
• Monitoring & mailing scanned copy to TIMEX

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Buzz Deliverables (II)

Press Conferences
• Invites distribution with briefing to journalists
• Preparing media materials with translations
• Media training to spokesperson of TIMEX, if
required
• Press release preparation & dissemination
• Monitoring & mailing scanned copy to TIMEX

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Buzz Deliverables (III)

One-on-one interviews
• Pointer identification & analysis for interviews
• Media pitching and coordination
• Media brief to spokesperson for the interviews
• Monitoring & mailing scanned copy to TIMEX

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Buzz Deliverables (IV)

Case Studies
• Coordinating with TIMEX to identify global case
study
• Collecting data and figures for case study
• Processing & preparing case study for approval
• Pitching in trade media for the case study
• Monitoring & mailing scanned copy to TIMEX

Confidential
Collaterals Required
To be provided by TIMEX
• Branded Dockets
• Corporate brochure / CD
• Press Release
• Profile and colour photograph of TIMEX
spokesperson (s)
• Product photographs
• Note Pads / Pens
• Branded Momentos

Confidential
Terms of engagement
• Annual contract to be signed up
• To be renewed after one year on mutually agreed
terms
• In case of termination of contract on either side, two
month’s notice to be given
• First month’s Retainer Fee to be paid in advance
• Next month onwards, out of pocket expenses (OPE)
of the previous month along with next month’s
retainer fee to be paid
• All design, printing and advertising related work, if
entrusted to Buzz Communications, will be charged
for additionally, on basis of pre-approved estimates
Our Fee
S. Description Rs. (In lacs)
No.
1 Monthly Retainer fees 1.00
2 Service Tax @ 12.36% (as applicable)

3 Out of Pocket Expenses (to be charged extra at

actuals for hiring of cabs for journalists, hire of still
photographer, communication costs for mobile,
fax, courier charges, translation of press releases,
monitoring & recording of TV coverage etc.)

4 Special Events outside Delhi, approval on the fee of

our associate shall be taken before executing the
outstation assignment
5 Travel, boarding & lodging expenses of BUZZ
Communications executive(s) will be charged extra
on actuals.

Confidential
Thank You!

Buzz Communications Pvt. Ltd.

1012, Indraprakash Building, 21, Barakhamba Road, New Delhi – 110 001. INDIA.
Tel: +91 11 4359 6661 / 2 / 3, Fax:+ 91 11 43596664
e-mail: achal@buzzcomm.in

 BUZZ Communications Pvt. Ltd. This document and the material contained in it are the property of
BUZZ and are given to TIMEX on the understanding that such material and the ideas, concepts and
proposals expressed in it are the intellectual property of BUZZ, and protected by copyright. It is
understood that TIMEX may not use this material or any part of it for any reason other than the
evaluation of the document unless BUZZ has entered into a further agreement for its use. The
document is provided to TIMEX in confidence and on the understanding that it is not to be disclosed
to anyone other than TIMEX employees who need to evaluate it.