Sonata Watches SWOT Analysis, USP & Competitors

Posted in Lifestyle and Retail, Total Reads: 7120

SWOT Analysis of Sonata Watches with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis


Parent Company

Titan Industries Limited (Tata Group)


Watches and Accessories


Lifestyle and Retail

Tagline/ Slogan

What are you waiting for?


Aesthetic watches for the masses



Mass Market

Target Group

Consumer Mass market, predominantly youth market


Watches for those who do not like to wait

SWOT Analysis


1. Mass appeal, especially for the youth

2. Association with Tata Groups Titan Industries increases brand reliability

3. Changing designs reflecting the changing needs of the Indian consumer

4. One of the most trusted brands in India
5. Good marketing and advertising strategies by roping in celebrities to attract the customers


1. Positioned as a watch for the masses, it will be difficult for Sonata as a brand to establish itself in the mid income category
2. Despite being a quality product, it has limited global presence compared to some other brands


1.The lower end market for Sonata is highly unorganised with few brands having brand recall as high as Sonata
2. Global penetration would help brand grow and target youth worldwide

3.Tie-up with fashion houses and special schemes for youth


1. The Lower end Watch market is highly price sensitive with higher chances of brand switching
2. Entry of foreign players has led to tough competition



1. HMT Watches

2. Timex

The table above concludes the Sonata Watches SWOT analysis along with its marketing and brand parameters.


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