“A STUDY ON MARKETING DEPARTMENT OF

FIDUS QUARTZ - DON WATCH COMPANY

WITH SPECIAL REFERENCE TO CUSTOMER
SATISFACTION”

A PROJECT REPORT

Submitted by

JOMAL MATHEW

REG. no: AP14BR0029

Under the supervision of

Mrs. JISHA.M

Lecturer in commerce

In partial fulfillment for the award of Bachelor degree in

COMMERCE

COLLEGE OF APPLIED SCIENCE

OF KANNUR UNIVERSITY

MARCH 2017
 KANNUR UNIVERSITY

BONAFIDE CERTIFICATE

Certified that this project report “A STUDY ON MARKETING

DEPARTMENT OF FIDUS QUARTZ - DON WATCH COMPANY
WITH SPECIAL REFERENCE TO CUSTOMER
SATISFACTION” is the bonafide work of “JOMAL MATHEW” who
carried out the project work under my supervision.

Mrs. REENA REMESH Mrs. JISHA.M

HEAD OF THE DEPARTMENT SUPERVISOR

(Lecturer in commerce)

Department of commerce Department of commerce

College of Applied Science College of Applied Science

Pattuvam Pattuvam
 DECLARATION

I, JOMAL MATHEW hereby declare that the Project Work entitled “A

STUDY ON MARKETING DEPARTMENT OF FIDUS QUARTZ –
DON WATCH COMPANY WITH SPECIAL REFERENCE TO
CUSTOMER SATSFACTION” has been prepared by me and
submitted to Kannur University in partial fulfillment of requirements for
the award of BACHELOR DEGREE IN COMMERCE is a record of
original work done by me under the supervision of Mrs. JISHA.M of
department of B.COM, COLLEGE OF APPLIED SCIENCE
PATTUVAM.

I also declare that this project work has not been submitted by the
fully or partly for the award of any Degree, Diploma, Title or Recognition
before.

(Signature of the candidate)

Place: Kayyamthadam JOMAL MATHEW

Date: Reg. No: AP14BR0029

 ACKNOWLEDGEMENT

Dreams never turn to reality unless a lot of effort and hard work is part into it.
And no effort bears fruit in the absence supports and guidance. It takes a lot of effort
to work your way through this goal and having someone to guide you and help you is
always a blessing.

I take this opportunity to express my immense pleasure with deep dense of

gratitude to thank Mr. SREENIVASAN K.K, PRINCIPAL COLLEGE OF
APPLIED SCIENCE PATTUVAM for permitting me to do this project work.

I wish to express my sincere thanks to Mrs. REENA REMESH, Head of the

department of COMMERCE and also greatly indebted to my guide Miss. JISHA.M,
lecture, COLLEGE OF APPLIED SCIENCE PATTUVAM for the help co-
operation, advice, and valuable suggestions extends to me throughout the study and
submission of project report in time.

I record special thanks to Mr. JOMON K.J (Founder and Managing Director),
Mrs. ANNIE JOMON (production and accounts department- Fidus quartz powered
by Don Watch Company ) and staff members of FIDUS, for their sincere co-
operation and help, they have rendered, in making the study a success.

I also thank my beloved family, moving friends and all those who directly or
indirectly helped me to prepare this report.

I submit myself before the Lord Almighty for giving the strength, courage,
confidence, ability and blessing to achieve this dream.

JOMAL MATHEW

AP14BR0029
 INDEX

CHAPTER PAGE
NO. DISCRIPTION NO.

1. INTRODUCTION

2. DATA ANALYSIS AND INTERPRETATION

3. FINDINGS, SUGGESTIONS AND CONCLUSION

REFERENCE

APPENDIX
 LIST OF TABLES

TABLE TITLE PAGE

NUMBER NUMBER
1 AGEWISE DISTRIBUTION OF THE RESPONDENTS

2 WAY OF KNOWING ABOUT FIDUS COMPANY

3 QUALITY OF FIDUS QUARTZ WATCHES

4 OPINION ABOUT THE PRICE OF FIDUS QUARTZ

5 PREFERRED RANGE OF PRICES

6 OPINION ABOUT THE LIFE SPAN OF FIDUS

7 OFFERS ON PURCHASE OF FIDUS WATCHES

8 OPINION ABOUT THE AFTER SALES SERVICES

9 RESPONSE OF THE COMPANY OFFICIALS ON

COMPLAINTS
10 PREFERRED TYPE OF FIDUS WATCHES

11 OCCASION OF PURCHASING A WATCH

12 MEDIUM OF ADVERTISEMENT TO PUBLISIZE FIDUS

13 FACTORS INFLUENCING TO CHOOSE FIDUS

WATCHES
14 SECURITY FEATURES ON FIDUS QUARTZ WATCHES

15 COMPARISON WITH OTHER BRANDS

16 OPINION ABOUT THE AVAILABILITY

 LIST OF FIGURES

CHART TITLE PAGE

NUMBER NUMBER
1 AGEWISE DISTRIBUTION OF THE RESPONDENTS

2 WAY OF KNOWING ABOUT FIDUS COMPANY

3 QUALITY OF FIDUS QUARTZ WATCHES

4 OPINION ABOUT THE PRICE OF FIDUS QUARTZ

5 PREFERRED RANGE OF PRICES

6 OPINION ABOUT THE LIFE SPAN OF FIDUS

7 OFFERS ON PURCHASE OF FIDUS WATCHES

8 OPINION ABOUT THE AFTER SALES SERVICES

9 RESPONSE OF THE COMPANY OFFICIALS ON

COMPLAINTS
10 PREFERRED TYPE OF FIDUS WATCHES

11 OCCASION OF PURCHASING A WATCH

12 MEDIUM OF ADVERTISEMENT TO PUBLISIZE FIDUS

13 FACTORS INFLUENCING TO CHOOSE FIDUS

WATCHES
14 SECURITY FEATURES ON FIDUS QUARTZ WATCHES

15 COMPARISON WITH OTHER BRANDS

16 OPINION ABOUT THE AVAILABILITY

 CHAPTER -1

INTRODUCTION

1.1 INTRODUCTION
1.2 STATEMENT OF THE PROBLEM
1.3 OBJECTIVE OF THE STUDY
1.4 SCOPE OF THE STUDY
1.5 RESEARCH METHODOLOGY
1.6 LIMITATIONS
1.7 REVIEW OF LITERATURE
1.8 INDUSTRIAL PROFILE
1.9 COMPANY PROFILE
1.10 PRODUCT PROFILE
1.11 DEPARTMENTS OF THE COMPANY
 1.1 INTRODUCTION
Satisfied customers generate more revenue than dissatisfied ones.
Satisfied customers not only bring in repeat business but also new business
through word of mouth advertising. Fully satisfied customers are more immune to
competitive actions and generate a stable business environment. Satisfied
customers increase in bottom line.
Marketing is the basic function of all business firms. If marketing
function is not effectively carried out the business unit may be in a position to
dispose of its products. So marketing is an important activity particularly in the
competitive economy. Marketing is typically seen as task of amounting and
delivering goods and services to consumers and business. Marketing deals with
identifying and meeting human and social need in to profitable business
opportunity.
Fidus quartz- powered by Don Watch Company is an upcoming
company in watch industry, which has already gained its name and fame with
high quality and fidelity of customers. As the name suggests fidus mainly focuses
on the quality and faith of its customers. Satisfied customers and better marketing
atmosphere of Fidus are the main assets of the company.
Customer satisfaction research yields information that helps a company
to better plan their business, marketing and sales activities, safeguard and
increase its revenue streams, safeguard and increase its customer base, optimize
costs of sale, increase brand value, adjust competitive strategies, safeguard
company from competitive actions, speed new product adoption.
Here, this research deals with the marketing department with special
reference to customer satisfaction of Fidus Quartz Watch Company. This study is
holistic outlook of various aspects of marketing and customer taste and
preferences.
 1.2 STATEMENT OF THE PROBLEM

The study has undertaken all the activities conducted by the marketing
department of Fidus Quartz powered by Don Watch Company, along with the degree
of customer satisfaction on the products of Fidus. The aim of Fidus is to provide their
customers, the best quality products at reasonable price on higher faith and
satisfaction. The company is constantly improving their quality and faith of
customers.

Hence this study focuses on the MARKETING DEPARTMENT OF FIDUS

QUARTZ - DON WATCH COMPANY WITH SPECIAL REFERENCE TO
CUSTOMER SATISFACTION.

1.3 OBJECTIVES OF THE SATUDY

PRIMARY OBJECTIVES

To study about the marketing department of Fidus Quartz powered by Don

Watch Company Naduvil with special reference to customer satisfaction.

SECONDARY OBJECTIVES

 To study the overall performance of marketing department of Fidus Quartz

with special reference to customer satisfaction.
 To understand the various target market strategies.
 To study the product strategies of Fidus Quartz.
 To discuss the pricing strategies adopted by the company.
 To conduct a general study on the distribution and promotion strategies of
Fidus.
 To make recommendations if any based on the findings of the study.
 To assess the customer awareness about Fidus Quartz.
 To study the customer satisfaction on Fidus Quartz.
 1.4 SCOPE OF THE STUDY

Customer satisfaction research yields information that helps a company to

better plan their business, marketing and sales activities, safeguard and increase its
revenue streams, safeguard and increase its customer base, optimize costs of sale,
increase brand value, adjust competitive strategies, safeguard company from
competitive actions, speed new product adoption. This study also helps to ascertain
the marketing conditions and the customer satisfaction of Fidus Quartz powered by
Don Watch Company.

1.5 RESEARCH METHODOLOGY

Research methodology is the systematical way to solve the research

problem; it may be understood as a science of studying how research is done
scientifically.

SOURCES OF DATA

 PRIMARY DATA

It refers to the data first collected from primary sources. This was obtained
by the personal interviews with management, personal, office staff, workers of the
company.

 SECONDARY DATA

Data that are not originally collected but rather obtained from published or
unpublished sources such as:

 Company record
 Annual reports
 Journals
 Magazines and internet
TOOLS FOR DATA COLLECTION AND ANALYSIS

The data for the purpose of study was collected by means of structured
interview schedule. The managers, office staff and workers of Fidus Quartz powered
by Don Watch Company were contacted personally to get the necessary data for the
study.

The analytical technique used for the study is simple percentage analysis. The
data was collected, calculated, tabulated and are plotted by using bar charts, pie
diagrams, and other graphs.

1.6 LIMITATIONS OF THE STUDY

The limitations of the study are stated as follows:

 It is a micro study about the marketing activities and customer satisfaction of

Fidus Quartz, time span for collection of data affects the findings and
generalization made from the study.
 Since the work has to be completed in a short period of time, a detailed and
elaborate study could not be attempted.
 As this is the first research work done by a degree student in Fidus, there were
no earlier done projects to refer on it.
 As customers are scattered all over the areas, finding them for surveys were
very difficult and time consuming.
 Some of the respondents were not ready to answer all the questions that were
asked to them due to their lack of time.
 1.7 REVIEW OF LITERATURE

Marketing are activities of a company associated with buying and selling a

product or service. It includes advertising, selling, and delivering products to people.
People who work in marketing departments of companies try to get the attention of
target audiences by using slogans, packaging design, celebrity endorsements and
general media exposure.

“Marketing is the activity, set of institutions, and processes for creating,

communicating, delivering, and exchanging offerings that have values for customers,
clients, partners, and society at large.”

-American Marketing Association

“Marketing is a social process by which individuals and groups obtain what

they need and want through creating and exchanging products and values with
others.”

-Philip Kotler

“Marketing is the process of anticipating, managing, and satisfying the

demand for products, services, and ideas.”

-Wharton school, University of Pennsylvania

“Marketing is not only much broader than selling; it is not a specialized

activity at all. It encompasses the entire business. It is the whole business seen from
the point of view of the final result, that is, from the customer’s point of view.
Concern and responsibility for marketing must therefore permeate all areas of the
enterprise,”

-Peter Drucker
 1.8 INDUSTRY PROFILE

The oldest means of determining time is by observing the location of the sun
in the sky. When the sun is directly overhead, the time is roughly 12:00 noon. A
slightly later development, and one less subject to an individual's judgment, is the use
of a sundial. During the daylight hours, sunlight falls on a vertical pole placed at the
center of a calibrated dial, thus casting a shadow on the dial and providing the reader
with a relatively accurate time reading.

The invention of the mechanical clock in the fourteenth century was a major
advancement—it provided a more concise and consistent method of measuring time.
The mechanical clock includes a complicated series of wheels, gears, and levers
powered by a falling weights and with a pendulum (or later a wound-up spring).
These pieces together moved the hand or hands on a dial to show the time. The
addition of chimes or gongs on the hour, half hour, and quarter hour followed soon
afterward. By the eighteenth century, smaller clocks for the home were available, and,
unlike their predecessors, were closed and sealed in a case.

The more exacting the workmanship of the moving parts, the more accurate
the clock was. From invention through to the middle of the twentieth century,
developments in clock-making focused on making the moving parts work as
accurately as possible. Developments in metal technology and in miniaturization, the
lubrication of small parts, and the use of first, natural sapphires (and then artificial
sapphires) at the spots that received the most stress (the jeweled movement) all
became integral components of hierological science. Small pocket watches, perhaps
two to three inches (five to seven centimeters) in diameter, were available by the end
of the nineteenth century. Mechanical wristwatches were an everyday item in the
United States by the 1960s. And yet, the central problem faced by watch and
clockmakers remained the same: mechanical parts wear down, become inaccurate,
and break.

In the years immediately following World War II, interest in atomic physics
led to the development of the atomic clock. Radioactive materials emit particles
(decayed) at a known, steady rate. The parts of a mechanical clock that ratcheted to
keep the time could be replaced by a device that stimulated the watch movement each
time a particle was emitted by the radioactive element. Atomic clocks, incidentally,
are still made and sold, and they are found to be consistently accurate.

With the development of the microchip in the 1970s and 1980s, a new type of
watch was invented. Wristwatches that mixed microchip technology with quartz
crystals became the standard; there is few non-quartz wristwatches made today. The
microchip is utilized to send signals to the dial of the watch on a continual basis.
Because it is not a mechanical device with moving parts, it does not wear out.

The use of quartz in watches makes use of a long-known type of electricity

known as piezoelectricity. Piezoelectricity is the current which flows from or through
a piece of quartz when the quartz is put under electrical and/or mechanical pressure. A
quartz watch uses the electricity from a piece of quartz subjected to the electricity
from a battery to send

The heart of a quartz watch is a tiny sliver of quartz. In a natural form,

quartz is first loaded into a giant kettle or autoclave. Hanging from the top of the
autoclave are seeds or tiny particles of quartz with the desired crystalline structure. An
alkaline material is pumped into the bottom of the autoclave, and the autoclave is
heated to a high temperature, dissolving the quartz in the hot alkaline liquid,
evaporating it, and depositing it on the seeds. After about 75 days, the chamber can be
opened, and the newly grown quartz crystals can be removed and cut into the correct
proportions.

The most accurate quartz watches are those in which the time appears in an
electronically controlled digital display, produced via a light-emitting diode (LED) or
a liquid crystal display (LCD). It is possible, of course, to have
the microprocessor send its signals to mechanical devices that make hands move on
the watch face, creating an analog display. But because the hands are mechanically
operated through a portion of the watch known as a gear train, analogue watches
usually are not as accurate as digitals and are subject to wear. Both types of watches
achieve tremendous accuracy, with digital watches commonly being accurate to
within three seconds per month.
EXECUTIVE SUMMARY

The report titled 'India Watch Industry Outlook to 2018 - Premium Segment
and Online Retail to Lead the Growth' provides a comprehensive analysis of the
various aspects such as market size, segmentation, trends and developments and
future projections of the mass, mid and premium price wrist watches as key segments
of the market. The report provides the market share of the major brands and company
profiles of key players/ brands in all the major segments (mid, affordable luxury,
luxury and super luxury) The report also covers the online watch industry and wall
clock segment in India and provides market size and future projections of economy,
mid and premium price wall clocks as three segments of the wall clock industry in the
country.

The Indian watch market for timepieces has grown at a rapid pace in the past
few years clocking a CAGR of 9.3% for the period financial year 2008-2013. The
market for timepieces includes wrist watches, table clocks, alarm clocks and wall
clocks. But the market for wrist watches formed the major proportion of the market
for time pieces with a contribution of about 89% in the total watch market in the
country by revenue while the market for wall clocks formed the rest of the market
share of 11% in FY'2013.

The wristwatch market has grown in terms of value from INR 33,731.0
million in financial year 2008 to INR ~ million in financial years 2013. The wrist
watches market in India can be classified into three broad categories based on price.
The first is the mass price segment consisting of watches priced lower than INR 1,000
which are mainly the wrist watches sold by the unorganized players. The second
category is the mid price segment of watches priced between INR 1,000 and INR
10,000. The third is the premium watch segment with watches priced above INR
10,000.

In India, the mass segment of watches contributes the highest to the market in
terms of volume. On the other hand, in terms of value, each of the mass and the mid
price segments contribute about 37% - 38% to the total wristwatch market in India.
The rest is contributed by the premium segment which constitutes around 25% of the
INR ~ million wristwatch industries in India. The premium wrist watch market has
been the fastest growing segment in the Indian wrist watch industry during financial
year 2008-2013. As the size of the population with high disposable income has
increased significantly over the past years, the demand for luxury goods have
substantially increased in the country. The premium segment wristwatch market in
India can be further subdivided into three price categories. In value terms, the
Affordable luxury wristwatch segment has the highest market share of about 44% in
the premium wristwatch market in India. The main consumers of this segment of
watches are the rising urban population with higher spending capacity. This segment
is expected to more than double from about ~ million in financial year 2013 to about
~ million in financial year 2018 by experiencing a high growth at a CAGR of 23.3 %
in the period financial year 2014-2018.

The luxury segment is the premium wrist watch segment which includes wrist
watches priced between INR 0.1 million and INR 1.0 million. Rolex is the leading
brand in this segment and accounts for ~% of the watch sales. This is followed by
Swatch Group owned Omega which contributes ~% to the affordable luxury segment.
Rado again owned by Swatch Group is the fourth largest selling brand and accounts
for ~% of the volume sales of the luxury watch segment in India. The super luxury
segment is also expected to experience a significant increase in the value on account
of rise in the number of billionaires in the country in coming years. This market is
expected to grow at a CAGR of about 16.7% in the period financial year 2013-2018.
The market will grow from INR ~ million in financial year 2014 to about INR ~
million in financial year 2018.

The online retail in India has expanded tremendously in recent years. This
growth has also been witnessed in the wristwatch segment of the online retail. The
primary reason behind the huge growth of the online retail market for wrist watches is
the huge increase in the number of internet users in the country owing to the rising
internet penetration. In financial year 2013 the online retailer market for wrist watches
was characterized by a few e-commerce websites holding around 92.0% of the market
share in the online retail wristwatch segment. The market is majorly dominated by the
five e-commerce players Snap deal, Flipkart, Watchkart, Jabong and Myntra. The
online retail market for wrist watches is expected to clock a CAGR of 54.0% for the
period financial year 2013-2018. The size of the wristwatch segment of online retail is
expected to grow from around INR ~ million in financial year 2013 to about INR ~
million in financial year 2018.

The wall clock industry in India has grown from about INR 4,188.0 million in
financial year 2008 to INR ~ million in financial years 2013. The growth in market in
the value terms is mainly driven by sales of the wall clocks brands such as Ajanta,
Sonera Industries, Opal, Sonam Quartz and Samay. The premium wall clock segment
is the fastest growing segment in the wall clock market in India and has grown at a
CAGR of 12.3% in the period financial year 2008-2013.
 1.9 COMPANY PROFILE

Fidus, the word fidus literally means faith or feeling fidelity. As the name
suggests, fidus watch company keeps its name and fame for their valuable customers.
The Fidus Quartz is powered by Don watch company, which produces its watches in
the name of Fidus Quarts. Fidus was found by, Mr. Jomon K.J. It was established on
March 2014. Fidus continues its business very successfully with its head office and its
factory at East Jn., Naduvil, and a beautiful place near the hill station Paithalmala.
The founder of fidus, Mr. Jomon – a person who has his marketing experience in
watch industry for more than 25 years. Fidus is now undergoing its registration
procedures with respect to the Company’s Act prescribed by the Government of India.
Fidus has obtained its trademark since it started its venture. Fidus is a private limited
company which deals its operations competing with all the huge international
companies such as Titan, Sonata, Casio, Fasttrack, Citizen, etc, and gains its
reputation and fame as a perfect and best quality company. It has its assembling units
in Naduvil as well as in Banglour.

Fidus quartz- Quartz refers to a watch machine which works on the power
generated from a battery. All the production procedures in fidus are done at extreme
care and security and in a cleanest atmosphere. The production unit is a fully air
conditioned area which is kept as dust proof, for keeping the materials in perfect
condition., as the parts used in a watch is such tiny objects which can be damaged
even due to small dust particles.

The company has produced more than 200 models of watches which are
having its own uniqueness for each modal till now, from the establishment in 2014.
These 200 models are having thousands of proud and highly satisfied owners all over
the world.

The company consists of 15 employees out of which 5 are engaged in the

supply management and rest dealing with the production. The company takes due care
on their employees, and motivates them by means of tours, bonus, allowances, etc. the
direct interview with the employees helps us to know about their working conditions
and their satisfaction on their job. Each and every employee stated that they are highly
satisfied with their job and management of the company.

Fidus has its investment for the commencement by means of capital raised of
35 lakhs along with loans taken from the financial institutions. The capital also
comprises of the central government passed employment generation program PMEGP
(Prime Ministers Employment Generation Program) headed by the honorable ex-
prime minister.

The management of Fidus is in the hands of Mr. Jomon K.J as the Managing
Director along with Mr. Ajith Augustine as the manager. Mrs. Annie Jomon as the
head of production and accounts departments and also supervises all the functioning
of the company.

The company has its supply chain all over Kerala, as well as in other states. It
is an upcoming company which has gained its name, fame, and reputation by its
quality, service, and perfectness. The supply is not only in India, but also has its great
export unit to foreign countries like UAE, Russia, Canada, Japan, Dubai, Kuwait, etc.
Most popular magazine – Time has reported the successful growth of Fidus in its
annual publication of 2015. There are about 400 retail shops in Kerala which sells
their prime watch company as Fidus.

The customer service department of Fidus works at its high efficiency which
has not heard any negative feedback or complaints from its customers. All the service
related issues are directly done by the expert mechanics of the company.

The raw materials for the production are purchased from different parts of
India, mainly from Rajasthan, Mumbai, Banglour, Chennai, etc.

BACKGROUND OF PMEGP

Prime Minister’s Employment Generation Program (PMEGP) scheme

announced by Honorable Prime Minister of India on 15th August, 2008 in his address
from Red Fort.
OBJECTIVES

To generate continuous and sustainable employment opportunities in Rural

and Urban areas of the country to provide continuous and sustainable employment to
a large segment of traditional and prospective artisans, rural and urban unemployed
youth in the country through setting up of micro enterprises. To facilitate participation
of financial institutions for higher credit flow to micro sector.

ELIGIBILITY

Individuals above 18 years of age. VIII Std. pass required for project above
Rs.10.00 lakhs in manufacturing and above Rs. 5.00 lakhs for Service Sector. Self
Help Groups and Charitable Trusts. Institutions Registered under Societies
Registration Act- 1860.Production based Co-operative Societies.

SALIENT FEATURES

The Scheme is implemented through KVIC and State/UT Khadi & V.I.
Boards in Rural areas and through District Industries Centers in Urban and Rural
areas in ratio of 30:30:40 between KVIC / KVIB / DIC respectively. No income
ceiling for setting up of projects. Assistance under the Scheme is available only to
new units to be established. Existing units or units already availed any Govt. Subsidy
either under State/Central Govt. Schemes are not eligible. Any industry including
Coir Based projects excluding those mentioned in the negative list. Per capita
investment should not exceed Rs. 1.00 lakhs in plain areas and Rs. 1.50 lakhs in Hilly
areas. Maximum project cost of Rs. 25.00 lakhs in manufacturing sector and Rs. 10.00
lakhs in Service Sector. The area of operation of PMEGP is, rural Area as declared
under KVIC Act 2006 - Scheme to be implemented by KVIC.

QUANTUM OF MARGIN MONEY SUBSIDY

Categories of beneficiaries under PMEGP

Beneficiary’s own contribution (of project cost)

RATE OF SUBSIDY GENERAL SPECIAL

Urban 10% 50%

Rural 15% 25%

General Category 25% 35%

E-TRACKING UNDER PMEGP

To bring in transparency in implementation of PMEGP scheme as well as to

create data base of PMEGP beneficiaries, e-tracking of PMEGP applications
introduced. Focus on First in First Served (FIFS) in the processing of applications at
all stages. The system ensures complete transparency in the decision processes, leads
to better governance and prevents corruption in implementation.

Logo of Fidus Quartz Watch Company

Watch movement Day-date

Process of production
 1.10 PRODUCT PROFILE

RAW MATERIALS

Electronic watches make use of many of the most modern materials available,
including plastics and alloy metals. Cases can be made of either plastic or metal;
watches with metal cases often include a stainless steel backing. Microchips are
typically made of silicon, while LEDs are usually made of gallium arsenide, gallium
phosphide, or gallium arsenide phosphide. LCDs consist of liquid crystals sandwiched
between glass pieces. Electrical contacts between parts are usually made of a small
amount of gold (or are gold plated); gold is an almost ideal electrical conductor and
can be used successfully in very small amounts.

THE MANUFACTURING

PROCESS

This section will focus on quartz digital watches with LED displays. Although
the assembly of such watches must be performed carefully and methodically, the most
essential aspects of the manufacturing process are in the manufacture of the
components.

QUARTZ

The heart of a quartz watch is a tiny sliver of quartz. The synthetically

produced quartz is cut by the manufacturer with a diamond saw and shipped to
the watchmaker to use. The production of "grown" quartz is a critical step in the
process.

Quartz, in a natural form, is first loaded into a giant kettle or autoclave (the
same device used by doctors and dentists to sterilize instruments). Hanging from the
top of the autoclave are seeds or tiny particles of quartz

In watch assembly, the entire set of crystal and microchips is set onto a
circuit board. A battery is also installed that generates electricity for the quartz crystal
and supplies the power for the LED display with the desired crystalline structure. An
alkaline material is pumped into the bottom of the autoclave, and the autoclave is
heated to a temperature of roughly 750 degrees Fahrenheit (400 degrees Celsius). The
natural quartz dissolves in the hot alkaline liquid, evaporates, and deposits itself on
the seeds. As it deposits itself, it follows the pattern of the crystalline structure of the
seeds. After about 75 days, the chamber can be opened, and the newly grown quartz
crystals can be removed and cut into the correct proportions. Different angles and
thicknesses in the cutting lead to predictable rates of oscillation. The desired rate of
oscillation for quartz used in wristwatches is 100,000 megahertz or 100,000
oscillations per second.

To work most effectively, the piece of quartz needs to be sealed in a vacuum

chamber of one sort or another. Most commonly, the quartz is placed into a sort of
capsule, with wires attached to both ends so that the capsule can be soldered or
otherwise connected to a circuit board.

THE MICROCHIP

The electronic leads generated by a battery through the quartz (producing

oscillations) will go to a microchip that serves as a "frequency dividing circuit."
Microchip manufacture, like the quartz, is also carried out by the supplier to the watch
manufacturer. An extensive and complex process, making microchips involves
chemical and/or x-ray etching of a microscopic electronic circuit onto a tiny piece of
silicon dioxide. The oscillation rate of perhaps 100,000 vibrations/second is reduced
to 1 or 60 or some other more manageable number of oscillations. The new pattern of
oscillation is then sent to another microchip that functions as a "counter-decoder-
driver."

ASSEMBLY

The entire set of crystal and microchips is set onto a circuit board. The board
incorporates a space to hold the battery that supplies electricity to the quartz crystal
and supplies the power for the LED display. Generally, the space for the battery is on
the outside of the surface facing the back of the case. The battery can be replaced by
removing the back of the watch, shaking out the old one, and dropping in the new
battery. The mechanism used for setting the watch is then connected. This mechanism
involves two pins that extend beyond the case of the watch. One pin lets the counter
circuit know which reading to reset—seconds, minutes, or hours. The second pin is
pushed a number of times to bring the display to the desired reading. The entire circuit
board, along with a battery, is then closed into a case, and a wrist strap is attached.

ADDITIONAL WATCH FEATURES

Because the microchips in a quartz watch are capable of holding large

quantities of information, it is possible, from an engineering standpoint, to add other
functions to a watch without much difficulty. An additional push button on the case
connected to the counter circuit can provide alarms, tide information, and more. The
microchip can just as easily be programmed to set the watch forward or back a
defined amount at the push of a button, so that an owner can determine the time in
another time zone, or perhaps have two, three, or more time zone times displayed
successively.

QUALITY CONTROL

All components of electronic watches are manufactured under a strict system

of quality control. Quartz crystals, for example, have their frequencies tested before
being used in a watch. Microchips must be made in a "clean room" environment with
specially filtered air, since even the tiniest dust particles can render a chip useless.
Microchips are examined carefully and are also bench tested for accuracy before use.

After a watch is manufactured, it is again tested before being shipped to

market. In addition to its time-keeping accuracy, it is also subjected to a drop-test in
which it must continue to operate properly after being dropped and otherwise abused;
a temperature test; and a water test. While a watchmaker may, with proper testing and
proof, claim that a watch is "water resistant" at certain, known specifications, it is
inaccurate to say a watch is "waterproof because without particular specification that
designation is meaningless.
THE FUTURE

Because today's electronic watches are by design so accurate, accuracy is not

the only goal for which a watch manufacturer aims. Future changes in product will
take advantage of other technologies from other fields such as the addition of a
calculator function to a watch, or even the addition of a radio-transmitter that can send
out a traceable signal if the wearer is lost or in trouble.

ESSENTIAL MATERIALS USED IN A WATCH

MOVEMENT

The movement is the most vital aspect – the internal mechanism of the watch,
made of many moving parts which run the clock.

THE DIFFERENT PARTS OF A MOVEMENT

In this Promotional watch factory 3 types of movement are used depending on

the range of the watch:

Swiss movement – most expensive of the lot, where the cheapest can usually
last a minimum of 8 years Japanese movement – standardized movement which is
used for most watches, considered good with a lifespan of about 3 years or more.
Usually this movement is shipped from either Singapore or Japan itself. Chinese
movement – the cheapest amongst all 3, used only for low budget watches – estimated
to be around 1 year of lifespan.

BATTERIES

The lifespan of watch batteries (typically alkaline) differs based on your

specified requests and budget. Our factory is using batteries mainly from HK(18
months), Indonesia (1 year) and Japan (2-3 years) for its mass productions.

Fidus quartz generally boycotts Chinese batteries due to their low quality
nature. However, some factories are still using them; to cut costs so do take
note.Often, these batteries are made to be easily replaceable due to its relatively short
lifespan.
DIAL

The dial is what makes your watch highly marketable with your
brand logo/artwork printed fashionably along with the hours of the day.

RUBBER GASKET

A rubber gasket is a part which keeps the watch water resistant. The factory
will install one each on the front and back of the watch. When unscrewing the back
cover to replace your battery, beware that this part is very vulnerable to falling off. If
not put back in place properly, your watch may lose its resistance.

MANUFACTURING THE CASE

It is essential to ensure quality in the manufacture in the case as it encloses

and protects the movement and dial of a watch. To begin, untreated metal alloys
retrieved from another factory are used to form the shape of the casing thereafter
receiving treatment to look as good as new.

MOULDS FOR DIFFERENT KINDS OF CASING

1. Attaching the different metal components together so that they are treated as a
whole.

2. Scraping – The case will go through a huge machinery where it files and scraps off
any unwanted material or flaw off the surface to create a smoother touch. Lubricants
are used to accelerate this process.

3. Polishing & Shine – The case will then receive its shine after polishing treatment.
This gives it a renewed look and is very important as some may not be cleaned
properly and stains can still be seen. So it is essential that all parts that go through this
process are cleaned thoroughly.

4. Drilling in holes for the assemble team to rivet smaller parts to the watch like the
watch crown.
5. Now that the cases are all done and ready to go, the workers will then send them
for colouring – through either plating or paint.

6. Glass placement to complete the whole shell.

7. For special requests on water resistant watches, a leakage test is conducted through
this machinery right here – the test pressure will then be indicated as an equivalent
water depth in meters usually.

After all these have been completed, the case will be sent to the assembly
team. The assembly team is responsible for putting together the inner components of
the watch mentioned earlier, along with its strap and back cover.

Usually, the assembly team has to be very experienced as fitting these tiny,
fragile parts together can be very tricky. Not done the right way, it will render the
whole watch useless. Therefore, members in the assembly team are chosen carefully,
possessing nimble fingers as assembling a watch requires much dexterity…

ANATOMY OF THE STRAP

The strap is easily customizable to any designs you want. Material of the strap
includes:

Leather, Metal, Bracelet, Synthetic, Rubber, Plastic Cloth/Fabric Nylon

Besides the dial, the strap is often where you can work on your promotional efforts
and designs, with the buckle on the strap usually showcasing your brand logo.

Once the back casing is secured to the timepiece, the whole process is completed by
placing another layer of protection on both the front and the back.
 1.11 DEPARTMENTS OF THE COMPANY

Fidus Quartz powered by Don Watch Company mainly formulates its

working procedures through three departments. They are namely;

 Production department
 Marketing department
 Human resource management

PRODUCTION DEPARTMENT

The primary department of Fidus Quartz is the production department. All the
production procedures are formulated and conducted in this department. The
production need high care and patients as the materials used in a watch are so tiny and
a small carelessness can ruin a complete watch system. The raw materials used in a
watch are of microscopic size to the size of the dial. Even small dust particles are
danger to the production of watches.

All the high-tech machineries are used in Fidus for the production. Mainly a
hydraulic machine and a dye are the key machineries for production. Each modal of
watch is made on different types of machines. These machines are namely;

a. Mayota – a Japan made machinery

b. Day-date machine - for watches which shows day and date
c. Day machine – for watches which shows the day

All these machineries are imported from Japan. The day date machine also
has different models: like 1020, 2045, 2030 etc. as the features of watch increases, the
number of watch produced daily will decrease. About 10 watches can only be
produced with the feature of day-date. A machine costs about Rs. 90 for producing a
normal watch. The transportation charges, cost of raw materials, labor charges, etc.
are calculated after the production. Apart from a normal watch, when a day-date
watch is produced, the cost of machinery per watch increases to Rs. 90- Rs 280.
Altogether Fidus produces about 350-400 watches per day.
 The production process of watch consist of many steps: after all the raw
materials are collected, the employees are ready to fix them to the form of a complete
watch. The first process is of connecting the movement (watch machine) to the dial.
After the dial is fixed to the movement, the alignment is checked and cleared. Now
the hour hand of the watch is fixed to the movement, followed by the minute hand and
second hand. The next step is to fix the key stem to the machine according to the size
of the case and affixed to the key button. Now the straps and covering are fixed to it
and make it ready for packing.

The main raw materials used in a watch are; case, dial, key stem, hands,
crown, button strap, and some watches consist of case and chain together. The
materials used for production are; die, back cover pressing machine, airpumb, cutting
player, hammer, watch oil, combination stones, tweezers, eye glass, platform of round
base, etc. The materials for the production are collected from places like, Rajasthan,
Mumbai, Banglour, Chennai etc. One of the main factors that increase the sales is the
quality and advertisement. The only advertisement that promotes Fidus is the flex
boards kept in different places. All other promotional activities are directly done by
the retailers and dealers. The cost that may incur in advertisement is directly given to
dealers as their extra commission. Every function has its own risks, the risks involved
in watch production is the risk of glass damage, the risk of colour fading
(comparatively very less-1%), stoppage of machinery-1%, risk of water damages up
to 5%.

MARKETING DEPARTMENT

Marketing is the process of communicating the value of the product or

services to customers, for the purpose of selling that product or services.

Marketing department deals with all the marketing activities of the

company. Along with the production and human resource management departments,
marketing constitutes a vital role in the growth of the company. The completions are
faced and overcome by the effective functioning of the marketing department. Fidus,
as an upcoming company, has to face many competitions in the market. Even though
there is huge competitions Fidus overcome all the competitors like; Titan, Fasttrack,
Sonata, Citizen, Timex, etc.

Fidus has its marketing wings all over Kerala, as well as in different foreign
countries. Agents are avoided and the production, assembling and supply is directly
done by the staff appointed by the company itself. The exporting zone extends its
hands from Naduvil to the borders of the world; the main exporting countries are
UAE, Dubai, Kuwait, Canada, etc. The orders for new stock in the retail shops are
directly collected by the company officials every week by visiting the dealers
personally.

Fidus provides its customers a well equipped service section for all their
service related issues. Small complaints are solved by the dealers themselves and
major complaints are resolved by the expert team in the company. When comparing to
any other watch companies, Fidus has its signature in speed delivery and speed
servicing. Speed delivery is done by means of courier and others through direct
supply. The cost incurred by the company each week in the supply chain is about
Rs.3500-5500. The company outlet in Naduvil has a fixed minimum stock of 500
watches ready to sell every time.

FUNCTIONS OF MARKETING DEPARTMENT

 Formulation of effective advertising strategies for winning the market.

 Conducting seminars, exhibitions for the purpose of launching new products
to the market and also make the people aware of their existing products.
 Conducting retailers meet for the purpose of maintaining cordial relationship
between management and distributors.
 Formulation of sales strategies in order to achieve the target turnover
 Orientation is given to dealers and distributors to make aware them about the
quality of the product
HUMAN RESOURCE MANAGEMENT

Human resource constitutes a big role in the functioning of the company.

Since the birth of the company, human resources are utilized for each and every
functioning of the company. Every employee of every company is an asset and
wealth. Fidus watch company is comprised of 15 employees. Out of these 15
employees, 5 of them are dealing with the supply and sales. The rest 10 are dealing
with the production and management. Apart from these 15 employees, there are the
head and heart of the company: the managing director, production head, marketing
head, HR manager, accountant, storekeeper, designs and arts director, etc.

To make the employees satisfied and to make them work wholeheartedly for
the company, they are paid special allowances and bonus for the work done by them.
Onam bonus, Christmas allowance, overtime allowance, etc are some of the
examples. The common time schedule of the workers of Fidus is from morning 9:00
AM to evening 5:00 PM. In the period of demand seasons, employee’s works day and
night with the special bonus provided to them with an extra amount of Rs.50 and food

The employees of the assembling unit are provided a salary of Rs.800 per day
which is amounted to Rs. 5600 per week. Refreshments and intervals are provided by
the company with a cup of tea at 11:00 AM every day. They are given the time for
their lunch at 1:00 PM. The assembling unit consists of 6 workers and a supervisor.
After the assembling, the finished goods are moved to the company outlet for rate
fixing, tagging, boxing and packaging.

The price of Fidus watches ranges from Rs. 595 to Rs. 3000. On each watch
about 30-40% of profit is fixed. Out of this profit, 10% is the share of the company.
The rest profit is given to the dealers as their commission. The employee selection
method in Fidus is based on technical qualification. One of the main and essential
matters needed is patients because watch production needs that much care and
perfectness. All the employees of Fidus are paid on the basis of time rate. From the
survey conducted with the employees we found that they are highly satisfied and
100% willing to continue in Fidus itself.
 ORGANIZATIONAL STRUCTURE OF FIDUS QUARTZ

GENERAL BODY

BOARD OF DIRECTORS

DEPARTMENT HEADS

PRODUCTION MARKETING HRM

SUPERVISOR SUPERVISOR SUPERVISOR

STAFF STAFF STAFF

CUSTOMER

One who consumes a product is called a customer. According to modern

concept of marketing, customer has great importance. The aim of marketing is to meet
and satisfy customer’s needs and wants because of the changing mind of the
customers. Modern customers view on a product is from different angles. The post
and pre-purchase valuation, the knowledge from other customers, the knowledge from
other Medias, and evaluation of the other substitute products, etc. play a vital role in
customer’s decision making process. Customers would desire to get the product at an
easily acceptable place with minimum outlet. Thus the marketers must study their
target customer’s wants, perceptions, preferences and buying behavior. Such study
will provide clues for developing new products, product features, price channels, and
other marketing mix elements.

Consumerism and the services offered to customers are important. High

consumerism is due to some legislation like consumer protection Act 1998 and others.
High literacy and media plays tremendous important role in consumerism.

Buyer behavior is an important factor in marketing. The variations in their

behavior are due to some factors of buyer’s behavior. If the customer is not satisfied
for anyone of the reasons he will switch to other brands.

CUSTOMER SERVICES

Customer services provide assistance and advice on product features,

operation, maintenance and repair. Due to high consumerism, the facilities of
customer’s services are increasing.

High consumerism is the result of customer’s discontents and frustration. But

company and government have some social responsibilities. It was because earlier
nobody paid head to the consumer’s complaints, unfulfilled promises; unstated
danger, etc. have exploited customers.
CUSTOMER SATISFACTION

Customer satisfaction is a term frequently used in marketing. It is a measure

of how products and services supplied by a company meet or surpass customer
expectation. Customer satisfaction is defined as “The number of customers, or
percentage of total customers, whose reported experience with a firm, its products, or
its services (ratings) exceeds specified satisfaction goals.”

It is seen as a key performance indicator within business and is often a part of

a balanced scorecard. In a competitive marketplace where businesses compete for
customers, customer satisfaction seen as a key differentiator and increasingly has
become a key element of business strategy.

Within organizations, customer satisfaction ratings can have powerful effects.

They focus employees on the importance of fulfilling customer’s expectations.
Furthermore when these ratings dip, they warn of problems that can affect sales and
profitability. These metrics quantify an important dynamic. When a brand has loyal
customers, it gains positive word-of-mouth marketing, which is both free and highly
effective.

Therefore, it is essential for businesses to effectively manage customer

satisfaction. To be able to do this, firms need reliable measures of satisfaction. In
researching satisfaction, firms generally ask customers whether their product or
service has met or exceeded expectations. Thus expectations are a key factor behind
satisfaction. When customers have high expectations and the reality falls short, they
will be disappointed and will likely rate their experience as less than satisfying. For
this reason, a luxury resort, for example, might receive a lower satisfaction rating than
a budget motel- even though its facilities and services would be deemed superior in
absolute terms.

The importance of customer satisfaction diminishes when a firm has increased

bargaining power. Customer satisfaction provides a leading indicator of consumer
purchase intentions and loyalty. Customer satisfaction data are among the most
frequently collected indicators of market perceptions. Within organizations, the
collection, analysis and dissemination of these data send a message about the
importance of tending to customers and ensuring that they have a positive experience
with the company’s goods and services.

MARKETING

Marketing is the process of communicating the value of the product or

services to customers, for the purpose of selling that product or services.

From a societal point of view, marketing is the link between a society’s

material requirements and its economic pattern of response. Marketing satisfies these
needs and wants through exchange processes and building long term relationships.
Marketing can be looked at as an organizational function and a set of processes
creating, delivering and communicating value to customers and managing customer
relationship in ways that also benefit the organizations and its shareholders.
Marketing is the science of choosing target markets through market analysis and
market segmentation, as well as understanding consumer buying behavior and
superior customer value.

OBJECTIVES OF MARKETING

The primary objective of Fidus marketing division is to give maximum

satisfaction to their customers by giving quality products. Other objectives are as
follows:

 Creation of goodwill by selling quality products at reasonable price.

 Reducing the cost.
 Increasing the consumption of products.
 Increasing the profit through customer satisfaction.
 Ensuring the growth of the enterprise.
 Providing wide variety of watches to the customers.
 CHAPTER- 2

DATA ANALYSIS AND INTERPRETATION

2.1 DATA ANALYSIS AND INTERPRETATION

2.2 SWOT ANALYSIS

 2.1 DATA ANALYSIS AND INTERPRETATIONS

TABLE NO. 1

AGE WISE DISTRIBUTION OF THE RESPONDENTS

AGE NO.OF RESPONDENTS PERCENTAGE

Below 20 4 20
20-40 7 35
40-60 5 25
60 above 4 20
Total 20 100

CHART NO. 1

AGEWISE DISTRIBUTION OF THE RESPONDENTS

Agewise distribution

20% 20%

below 20
20-40
40-60
25% 60 above
35%

INTERPRETATION: Above table shows the age wise distribution of the

respondents. Out of 20 respondents, 20% of the respondents are below 20 years and
35% of the respondents are in the age group of 20-40, 25% of the respondents are in
the group of 40-60 and 20% of the respondents are above 60 years.
 TABLE NO. 2

WAY OF KNOWING ABOUT FIDUS QUARTZ

WAY NO. OF RESPONDENTS PERCENTAGE

Advertisement 2 10
Friends 6 30
Fidus users 4 20
Retailers 8 40
Total 20 100

CHART NO. 2

WAY OF KNOWING ABOUT FIDUS QUARTZ

Way of knowing

10%

advertisement
40%
friends
30%
fidus users
retailers

20%

INTERPRETATION: The above table shows the way of knowing about the fidus
company by its users. Out of 20 respondents 10% of the users knew about the
Company by way of advertisement. 30% of the users come to know about it by way
of friend’s suggestions. 20% of the users know about fidus from other fidus users and
their experiences.40% of the respondents knows about fidus from the watch retailers.
 TABLE NO. 3

QUALITY OF FIDUS QUARTZ WATCHES

QUALITY NO.OF RESPONDENTS PERCENTAGE

Very good 11 55
Good 5 25
Fair 3 15
Poor 1 5
Very poor 0 0
Total 20 100

CHART NO. 3

QUALITY OF FIDUS QUARTZ WATCHES

Quality

very poor 0%

poor 5%

fair 15% quality

good 25%

very good 55%

0 10 20 30 40 50 60

INTERPRETATION: Above table shows the quality of fidus watches rated by its
users. Out of 20 respondents, 55% tells that the quality is very good. 25% of the
respondent’s opinion is the quality of fidus is good. 15% tells that the quality is
fair.5% of the respondents tells that the quality is poor and no one commented fidus as
very poor. This is the solid proof that Fidus provides best quality materials to its
customers.
 TABLE NO. 4

OPINION ABOUT THE PRICE OF FIDUS QUARTZ

PRICE NO. OF RESPONDENTS PERCENTAGE

Very high 2 10
High 4 20
Economic 10 50
Low 4 20
Total 20 100

CHART NO. 4

OPINION ABOUT THE PRICE OF FIDUS QUARTZ

Price

20% 10%

20%
very high
high
economic
50% low

INTERPRETATION: Above table shows the opinion of the customers about the
price of fidus quartz. Out of 20 respondents, 10% opined that the price is very high,
20% of the customers opined that the price is high. 50% of the customers opined that
the price is economic. 20% of the customers opined that the price of fidus watches is
low. The customers value the quality of Fidus and have a good opinion on the pricing
strategy of the company.
 TABLE NO. 5

PREFERRED RANGE OF PRICE

PRICE RANGE NO. OF RESPONDENTS PERCENTAGE

Below 500 0 0
500-700 6 30
700-1000 5 25
1000-1500 7 35
Above 1500 2 10
Total 20 100

CHART NO. 5

PREFERRED RANGE OF PRICES

Price range preferred

40
35%
35
30%
30
25%
25
20
price range preferred
15
10%
10
5
0
below 500 500-700 700-1000 1000-1500 above 1500

INTERPRETATION: Above table shows the preferred price range of fidus quartz
by the customers. No one opined that the price should be below Rs.500. 30% of the
customers commented that the price preferred is Rs.500-700. 25% opined that the
preferred range of price is between 700-1000. 35% commented that preferred range is
1000-1500. And 10% opined that the range of price is preferred at Rs.1500 and above.
 TABLE NO. 6

OPINION ABOUT THE LIFE SPAN OF FIDUS

LIFE TIME NO.OF RESPONDENTS PERCENTAGE

1-2 years 5 25
2-3 years 9 45
3-5 years 4 20
More than 5 years 2 10
Total 20 100

CHART NO. 6

OPINION ABOUT THE LIFE SPAN OF FIDUS

Life span
50
45 45%
40
35
30
25 25%
life span
20 20%
15
10 10%
5
0
1-2 years 2-3 years 3-5 years more than 5

INTERPRETATION: The above table shows the opinion about the life span of fidus
quartz watches. Out of 20 respondents, 25% tells that fidus works for 1-2 years, 45%
of the respondents opined that fidus will work for 2-3 years. Whereas 20% of the
respondents told fidus will work for 3-5 years and the quality of fidus is the best, and
10% strongly believes that fidus watches will work for more than 5 years.
 TABLE NO. 7

OFFERS ON PURCHASE OF FIDUS WATCHES

RESPONSE NO. OF RESPONDENTS PERCENTAGE

YES 16 80
NO 4 20
TOTAL 20 100

CHART NO. 7

OFFERS ON PURCHASE OF FIDUS WATCHES

Offers

20%

yes
no

80%

INTERPRETATION: Among the 20 respondents 80% said that they got different
offers while purchasing fidus watches, and 20% of the respondents said that they have
not get any offers on purchase of fidus watches. The offers includes like lucky draw
and other gifts. Winners of lucky draw have got a foreign trip as their gift.
 TABLE NO. 8

OPINION ABOUT THE AFTER SALES SERVICES

OPINION NO.OF RESPONDENTS PERCENTAGE

Excellent 7 35
Good 6 30
Fair 6 30
Poor 1 5
Very poor 0 0
total 20 100

CHART NO. 8

OPINION ABOUT THE AFTER SALES SERVICE

After sales

35
30
25
20
35% After sales
15 30% 30%

10
5
5%
0 0%
excellent good fair poor very poor

INTERPRETATION: The above table and chart shows the after sales services of
fidus watch company. Out of 20 respondents, 35% of them said that the after sales
services are excellent.30% of the respondents tells that it is good and another 30%
tells that services are fair.5% of the respondents are not satisfied with the after sales
services. This shows that the company is excellent in their after sales.
 TABLE NO. 9

RESPONSE OF THE COMPANY OFFICIALS ON COMPLAINTS

RESPONSE NO.OF RESPONDENTS PERCENTAGE

Immediate 12 60
Moderate 7 35
Slow 1 5
No action 0 0
Total 20 100

CHART NO. 9

RESPONSE OF THE COMPANY OFFICIALS ON COMPLAINTS

Response rate

60
50
40
30 60% Response rate

20 35%
10
5% 0%
0
immediate moderate slow no action

INTERPRETATION: The above table and graph shows the response of the
company officials on complaints of the product. Out of 20 respondents, 60% opined
that there is immediate response from the company on complaints. 35% of them said
that the response is moderate. 5% of the respondents commented that the response is
slow; no one has the complaint that the company takes no action on their complaints.
It shows that the company is caring its customers as their king.
 TABLE NO. 10

PREFERRED TYPE OF FIDUS WATCHES

TYPE NO.OF RESPONDENTS PERCENTAGE

Analog 6 30
Digital 4 20
Fashion 3 15
Luxury 2 10
Sports 5 25
Total 20 100

CHART NO. 10

PREFERRED TYPE OF FIDUS WATCHES

Preferred type of fidus watches

30%
30
25%
25
20%
20
15%
Preferred type of fidus
15
10% watches
10

0
analog digital fashion luxury sports

INTERPRETATION: The above data shows the preferred type of fidus watches
customers prefer. Out of 20 respondents 30% of them told that they prefer the same
kind of analog watches that the company produces now.20% of them tells that they
need digital watches also. 15% of the respondents likes and prefer fashion watches.
The rest 25% prefer new type of sports watches from fidus quartz.
 TABLE NO. 11

OCCASION OF PURCHASING A WATCH

OCCASION NO. OF RESPONDENTS PERCENTAGE

Marriage 4 20
Special function 3 15
Offers 7 35
Festivals 6 30
Total 20 100

CHART NO. 11

OCCASION OF PURCHASING A WATCH

Occasion of purchasing a watch

35
30
25
20
15 35%
30% Occation of purchasing a
10 20% watch
5 15%
0
marriage
special
offers
function festivals

INTERPRETATION: From the above table and graph it is clear that out of 20
respondents 20% of them prefer to buy a watch for marriage functions.15% buys a
watch at some special functions. 35% of them prefer to buy a watch at the time of
special offers; it is the most popular occasion too. Along with this it is clear that
people too prefer the time of festivals to buy watches.
 TABLE NO. 12

MEDIUM OF ADVERTISEMENT TO PUBLISIZE FIDUS

PREFERRED MEDIUM NO.OF RESPONDENTS PERCENTAGE

Television 4 20
Radio 2 10
Newspaper 5 25
Magazines 3 15
Outdoor 6 30
Total 20 100

CHART NO. 12

MEDIUM OF ADVERTISEMENT TO PUBLISIZE FIDUS

Medium
30
25
20 30%
25%
15 20%

10 15% Medium
10%
5
0
television
radio
newspaper
magazins
outdoor

INTERPRETATION: From the above table we can find that out of 20 respondents
20% suggests television as a better medium for publicizing fidus watches. A very less
percentage of people recommend radio as a means of publicity, that’s 10%. 25% of
them prefer to see the advertisements on newspaper and 15% on magazine. 30% of
the respondents said that publicity should be out-door, like flex, boards, etc
 TABLE NO. 13

FACTORS INFLUENCING TO CHOOSE FIDUS WATCHES

FACTORS NO.OF RESPONDENTS PERCENTAGE

Price 6 30
Availability 3 15
Advertisement 1 5
Quality 7 35
Discount 3 15
Total 20 100

CHART NO. 13

FACTORS INFLUENCING TO CHOOSE FIDUS WATCHES

40
Factors
30% 35%
30
20 15%
10 15%
5%
0

Factors

INTERPRETATION: From the above table it is clear that the factors influencing the
customers to choose fidus quartz are like; out of 20 respondents 30% of them opined
that price is the factor influenced them, 15% were influenced on the availability of
fidus. Advertisement influenced only 5% of the customers.35% of them were
influenced on the quality of fidus and rest 15% on the discount allowed. This states
that the main factor influencing customers to choose Fidus is its best quality.
 TABLE NO. 14

SECURITY FEATURES ON FIDUS QUARTZ WATCHES

FEATURES NO.OF RESPONDENTS PERCENTAGE

Water proof 4 20
Water resistant 9 45
Fire proof 2 10
Color guarantee 5 25
Total 20 100

CHART NO. 14

SECURITY FEATURES ON FIDUS QUARTZ WATCHES

Security features
50
45%
40
30
25%
20 20%
10 10% Security features

0
Water proof water resistant fire proof color guarentee

INTERPRETATION: The above table shows the details of security features of fidus
quartz watches. Out of 20 respondents 20% supports the feature of water proof. 45%
tells that fidus is water resistant. 10% tells that it has less chance to get fire, and is fire
resistant. The rest 25% tells that there is color guarantee for fidus watches, and the
color is non fading. This shows that Fidus watches have a better water resistant
capacity than all other brands.
 TABLE NO. 15

COMPARISON WITH OTHER BRANDS

RESPONSE NO. OF RESPONDENTS PERCENTAGE

Excellent 11 55
Good 6 30
Satisfactory 2 10
Poor 1 5
Total 20 100

CHART NO. 15

COMPARISON WITH OTHER BRANDS

Response
60

50

40

30
55% Response

20
30%
10
10%
5%
0
excellent good satisfactory poor

INTERPRETATION: The table and graph shows the comparison rate of fidus quarts
with other brands. Out of 20 respondents, 55% responded that fidus is an excellent
brand in watch industry. 30% opined that fidus is a good brand compared to others.
This represents that Fidus maintains its Excellency when compared with other brands.
 TABLE NO. 16

OPINION ABOUT THE AVAILABILITY

RESPONSE NO. OF RESPONDENTS PERCENTAGE

Very often 8 40
Like other brands 10 50
Rarely 2 10
Very rarely 0 0
TOTAL 20 100

CHART NO. 16

OPINION ABOUT THE AVAILABILITY

Availability
60

50
50%

40
40%

30
AVAILABILITY

20

10 10%

0%
0
very often like other brands rarely very rarely

INTERPRETATION: It is clear from the above table and chart that the availability
of Fidus watches are rated by the customers like, 50% opines that Fidus is available in
the market like other brands. 40% opined that it is available very often and 10% has
the opinion that Fidus is rarely available in the market. It states Fidus is available in
the market to customers like all other brands.
 2.2 SWOT ANALYSIS

STRENGTH

1. Good and well established brand image.

2. Customers are confident in the products.

3. High quality products.

4. Good infrastructure facility.

5. Hard working and 100% cooperating employees.

WEAKNESS

1. Less promotional activities.

2. Comparatively less number of employees.

3. Company situated in a rural area.

OPPORTUNITIES

1. Have a competitive edge of the market.

2 High performances due to increasing capacity.

4. Maximum utilization of work space efficiency.

5. Product expansion.

THREATS

1. The threats from local competitors.

2. Bargaining customers try to bargain the price of products

3. Generalizing the commodities which are duplicates.

 CHAPTER 3

FINDINGS, SUGGESTIONS, AND CONCLUSION

3.1 FINDINGS

3.2 SUGGESTIONS

3.3 CONCLUSION
 3.1 FINDINGS

Findings are those things which are derived from the actual survey and it
helps the researcher to identify the problems and strength of the company. Based on
the light of this research, many findings and suggestions are derived.

The major findings derived from this study are:

 All the respondents opined that the quality of Fidus Quartz is very good.
 All the customers are attracted and focused on Fidus mainly on the quality of
the product other than cost consideration.
 The factors influencing the purchase decision of Fidus are from the advice of
retailers about the better quality of the product and the recommendation of
their friends.
 Customers of Fidus know about the product mainly from the dealers, relatives,
and friends as the company doesn’t publish any advertisements.
 Most of the customers said that the price of Fidus watches is economic and
affordable by normal customers.
 Most of the customers have the opinion that advertisement is essential to
publicize Fidus watches, and the best medium of advertisement is newspaper,
outdoor, television and magazines.
 From the opinion of the customers it is clear that when compared to other
brands, Fidus is one of the best companies in watch industry.
 The customers are highly satisfied with the after sales services of Fidus
watches and the response of the company officials is immediate in the service
related issues.
 Many of the customers opined that the life span of Fidus is about 2-3 years.
And the price range preferred by them is in between Rs.500-1500.
 3.2 SUGGESTIONS

In this part of the research, the main observations are highlighted and the
important suggestions are being made. It is worthwhile to observe that the
observations are mainly made based on the analysis and interpretations of data
collected by way of scheduled questionnaire and personal interview with the
respondents. The suggestions made below are in the light of these observations and
interpretations of data.

 The company should start advertisement for different models of products of

the company because from the findings it is clear that advertisement has some
vital role to play in the purchasing decisions of the customers.
 Since the customers are ready to pay the current range of price of Fidus
watches, the company should sustain its quality forever, otherwise the
customers may think of other brands.
 The sales can be increased by establishing company owned shops in different
areas that can attract the customers directly and through this way company can
earn more proportion of profit on sales.
 All the customers will have a wish to get some special offers or gifts on
purchase of a product, so the company can provide some special offers to its
customers like lucky draw coupons, gifts, and so on.
 Fidus has to adopt new innovative techniques and ideas to face the
competition with the competitors.
 Online marketing and trading can be adopted; the superior websites like
Amazon, Watchkart, Jabong, Flipcart, EBay, etc can be used as the means of
online trade.
 Issue of shares can be adopted and increase the capital and thus control the
market.
 An attractive and eye catching website could be introduced.
 The supply chain in other states and countries should be more strengthen.
 3.3 CONCLUSION

In the business arena more and more organizations are able to realize the
importance of having good relations with their clients in the market. In this manner
many industries are trying to identify ways on how to promote or enhance client
relationships. The customer-company relationship is a fact that makes the company
more effective and popular. Customers are valuable and at the same time replaceable.
Good relationship between company and customers will hold the customers in the
company. This makes the customer to buy products from same company and
recommend it to others. In order to solve all the issues related to customer’s different
methods could be adopted to ensure good client relations.

Marketing strategies is one of the main factors that increases the profit and
goodwill of the company. Good marketing structure will lead the firm to great
success. Each and every marketing strategies adopted should be ensured that it is
suitable for the betterment of the company. This research can be concluded witnessing
the great success that is achieved by Fidus Quartz powered by Don Watch Company
since its origin till now.
 REFERENCE

Books referred from internet

 Marketing management, 10th edition, prentice hall of India, New Delhi,2000-

Philip Kotler
 "A Good Watch Is More Than Just a Pretty Face,
“Changing Times. March, 1981, pages. 72-74.
 “Clock Module," Kit Report, Radio-Electronics.
November, 1987, pages.122-123.
 Promotional Watches – Manufacturing Process
"Build the Hyper Clock, “Radio-Electronics, February, 1992, pages. 33-41-
Leon W.
 . "Quartz Time,”, April, 1991, pages 33-36- Wassef, Ayyam

Websites

 Wikipedia
 www.google.com /watch /watch production /watch industry
 www.fidusquartz.blogspot.com
 www.projectstudy.com
 Company profile and department registers
 APPENDIX I

A STUDY ON MARKETING DEPARTMENT OF FIDUS

QUARTZ WATCH - DON COMPANY WITH SPECIAL
REFERENCE TO CUSTOMER SATISFACTION

QUESTIONNAIRE

Name : ………………………………..

1. Which is your age group?

Below 20 20-40 40-60 60 above

2. How do you know about Fidus quartz?

Advertisement friend’s fidus user’s retailers

3. What is your opinion about the quality of fidus quartz watches?

Very good good fair poor very poor

4. What is your opinion about the price of fidus quartz?

Very high high economic low

5. What range of price do you prefer?

Below 500 500-700 700-1000 1000-1500

1500 above

6. What is your opinion about the life time of fidus quartz?

1-2 years 2-3years 3-5 years 5 above

7. Are you getting any offers on purchase of fidus quartz?

Yes no
8. What do you feel about the after sales services of fidus quartz?

Excellent good fair poor very poor

9. What do you feel about the response of company officials on product

complaints?

Immediate moderate slow no action

10. What type of fidus products do you prefer?

Analog digital fashion luxury sports

11. Occasion of purchasing a watch?

Marriage special function offers festivals

12. Which medium of advertisement do you think will be effective to publicize

fidus quartz?

Television radio newspaper magazines

Outdoor

13. What factor influences you to choose fidus quartz?

Price availability advertisement quality

Discount

14. What security features do you get in fidus quartz?

Waterproof water resistant fire proof Color guarantee

15. Comparison of fidus quarts with other brands?

Excellent good satisfactory poor

16. What is your opinion about the availability of Fidus watches?

Very often like other brands rarely very rarely