1.

0 Executive Summary
Tick Tock Watches (TTW) is a distributor of premium designer watches. This marketing plan illustrates our market segments and the strategies we are employing to get customers and create a solid revenue stream. We are not just any watch distributing company. Our unique focus on new products with great value gives us an advantage over our competitors by giving customers great value for money. This fulfills a need of traditional watch aficionados but expands our reach to people who would normally not buy designer watches. Our main focus is a new product recently launched; a god plated pocket watch. We are tracking its market potential across Manipal and Udipi and would be extrapolating the results across India. Funding is through a nationalized bank loan; we would be making a 5 year plan and tracking the revenue stream thereof.

1.1 Vision
Our vision is to provide people with trendy fashionable watches at affordable prices. We do this by resourcing from the top mass designers abroad and supplying to the national masses. TTWs marketing challenge is to attract visibility quickly and we intend to accomplish this by leveraging a multi-pronged approach that involves social media, distributing partners, promotion strategies to gain market share. As we gain traction in the marketplace, word of mouth will lift our product share significantly.

1.2 Objectives //** editing **///

1. Generate over $400,000 in sales by the end of year 1. 2. Increase sales by 100% by the end of year 2. 3. Land 4 custom consulting game development projects within 12 months.

2.0 Target Markets

Our ideal customer is the college going youth in Manipal between 18-30 years of ages. They are quite urban and savvy in their taste and according to the survey, designer watches is the new fashion among them and our unique product fit this slot perfectly. Another target population identified is the gifting segment. People are quite conscious of their gifts now and as seen they love to gift small useful cum fancy pieces. Also there is a market for bulk gifting as in corporate and small offices after engraving/personalizing the product.

2.1 Market Definition and Segmentation

We target one main segment as of now college going youth of Manipal.

2.2 Target Market Segment Strategy

Our strategy focuses on generating initial interest among the target demographic about our product. Upon launching we will stay in touch with our customers via online social media and take their help in spreading across word over net. Also word of mouth.

2.3 Target Market: Pocket Watch Users //** Editing **/// 2.3.1 Needs and Requirements 2.3.2 Distribution Channels
We will directly distribute our product to gift stores in and around Manipal. For this we have identified gift stores like Archies and Hallmarks which specialize in gift items. This product will hold value and will be appropriately placed at these stores. We have initiated talks with these stores and they have agreed to hold our products. They are not charging shelf space and according to demand we will be able to pump in more pieces here.

2.3.3 Competitive Forces

As of now this is a relatively new item in this market. There is no direct competition in terms of pocket watches of another brand or with the same level of quality. Sub standard watches are available but are very low priced hence not premium placed in our consumers mind. We have done a survey and our product far supersedes the competition. Watches such as fast track or titan also are not in competition because they are relatively quite highly priced and do not cater to the small budgets of students in the area.

2.3.4 Communications
We will leverage social media like Facebook to spread the word. We have created a page and brought a small ad space for a small monthly sum Also we will be advertising in the local Manipal magazine on a monthly basis. For the first year we will buy a full page ad space promoting the product. Also we are planning to buy a review in the local paper for our product. This will be done on a quarterly basis.

2.3.5 Keys to Success

Each of our postings to social media sites will include a traceable link so we get to know how many people click on each post. We can also see how many of readers and followers repost or forward such links. We will also include traceable links within our email marketing messages. Those who click to find more information about the product will be directed to landing pages, which are web pages that contain more information about the product, including details on how to buy the product. We will also keep a track of the circulation of the magazine and the newspaper for the reach of our message.

3.0 Marketing Plan Strategy

Consumers of our product would like to share the details of the watch with other potential users. On our media site we will create a forum for them to share their experiences with other people.

3.1 Emphasize Creativity, Service and Speed to Market

Since our games will be tied to current news events, we will emphasize our focus on creativity along with spectacular service and speed of development for our consulting clients. It is important for us to get to market quickly in order to capitalize on the news event that is associated with the game. The longer the delay between game conception and game release, the less the penetration of that game.

3.2 Emphasize Reliability

Our goal is to establish a reputation for quality fashionable pocket watches. Not only the student segment to whom this product is being targeted but the people receiving this unique gift will identify this product with durable quality and utility.

4.0 Expense Budget Summary

Marketing expenses are mostly for staff required to do the marketing activities listed. The buying of ad space and social media sites are the major expenses

4.1 Expense Budget by Month - Year 1

We do not expect an increase in marketing staff requirements during year 1 because one person can actually do a lot of these activities. Once they have put marketing plan processes into place, the marketing activities upkeep becomes easier and can be handled by junior staff. Below is a breakdown of marketing expenses by month for year 1.

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4.2 Expense Budget by Year

We anticipate second, third, fourth and fifth year marketing expenses to increase, again mostly for covering the cost of additional staff to help facilitate the additional requirements for marketing activities. We expect sales and marketing expenses to be around 15% of total sales.

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5.0 Sales Forecast

Sales will come from selling the product to distribution channels like stores and anticipating their demand for next year. // *** TABLE *** ////

6.0 Progress Measurement and Monitoring

In order to make sure that we are on track, we have created a variety of key metrics that we will measure on a regular basis. These may require adjustments and fine tuning as we progress. They are our best estimates based on currently available market research.

6.1 Key Marketing Metrics

We estimate that 1 of every 10 people who visit the landing page or see a tweet or Facebook post will purchase the product.

6.2 Other Success Metrics

Other key metrics we will measure to monitor our success are as follows:
y y y y y

Number of speaking engagements Positive reviews Industry awards Number of deals with channel partners Email list size

We will also pay attention to the number of tweets we make and the number of followers on Twitter as well as the number of Facebook fans we get.