title maxima 2.case summary 3.key issue 4.solutions 5.findings & suggestions this is a ppt relating upward stretch of maxima brand from bottom to middle level. by using a new strategy ..

1. MAXIMA/MINIMA

2. CASE SUMMARY
• The wrist watch industry in india late 80s-HMT.
• The top end watch market was provided by gray market & at the very
bottom there are small players.
• Another player of the market was ALLWYN technical colloboration
with Seiko of japan
• 1987-Titan launched with variety of designs & superior quality
introduced 200 designs
• 1990-Mr. G.S. Purewal set up P.A Time industries
• 1996-Maxima brand of watches arrived
• It aimed to serve the economically weaker sections of the society
• Severe competition make Maxima brand to extend their line to the
middle price point between Rs1000 and Rs1500

3. • If maxima foray into higher league would bring direct
competition from another set of players like
Titan,Timex,HMT, so who would like to buy a maxima
watch where other brands offer models in same price
brand?

4. SOLUTIONS
• Idea of using endorsers
(celebrities- Yana Guptha & SaiF Ali Khan)
• Create a new brand

5. FINDINGS
• Maxima brand was born out of a vision to
serve the less privileged segment of
population
• If they use endorse to promote brand to the
centre it will be huge loss for them
• Chances of lossing brand equity

6. SUGGESTIONS
• Create a new brand
• Use endorse to promote the brand