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XYLYS

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ANALYSIS OF EXHIBIT 1,4(SELF CONCEPT)

CONSUMER BEHAVIOR PROFILE

ANALYSIS OF EXHIBIT 2,5(BRAND AND USER

PERSONALITY)

Potential Users

Present Users

Potential Users

Ambitious : I am more
concerned about professional
success than most people I
know(4.15)

Noticeable: I want my
achievement to be recognized by
others(4.225)

Users Factors(Important)

Brand Factors(Important)

Reliable(4.125)

Reliable(4.075)

Down-to-earth(4)

Successful(3.825)

Imaginative(3.975)

Honest(3.8)

Ego: In a professional sense I am Ego: Achieving greater success

a very successful person(3.825)
than my peers is important to
me(3.925)
Conscious: I would feel
embarrassed if I was around
people and did not look my
best(3.775)

Conscious It is important that I

look good(3.75)

Noticeable: People notice how

attractive I am(3.675)

Successful: I want others to look

up to me because of my
accomplishments(3.65)

ANALYSIS OF EXHIBIT 3,6(ATTITUDES, INTEREST

AND OPINIONS) CONSUMER BEHAVIOR PROFILE
Potential Users

Present Users

Confident : I will have more

money to spend next year than I
have now

Ego : I like to be considered a

leader(4.125)

Up-to-date: I spend more than

an hour everyday reading
newspaper or watching the
news(4.025)

Individualistic: I am more
independent than most people

Ego: I like to be considered a

leader(3.95)

Sophisticated: I take a lot of

time and effort to teach my
children good habits(3.95)

Influential: I sometimes
influence what my friends
buy(3.85)

Confident: I will have more

money to spend next year than I
have now(3.925)

Present Users
Users Factors(Important)

Brand Factors(Important)

Reliable(4.275)

Reliable(4.025)

Successful(4.125)

Honest(3.925)

Upper Class(3.975)

Exciting(3.9)

Tough(3.975)

PERCEPTUAL MAPPING(PREMIUM
WATCHES)
High Value(Innovation,
Technology)

Sieko

Tissot
Xylys
Higher Price

Lower Price

Low Value(Innovation,
Technology)

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YANKELOVICHS DEFINITION OF
SEGMENTATION BY VALUE

In a product, people look for nature of appeal & associations like

Glamour, Fashion, sports and Fun
Four philosophies namely dress, classical, fashion & sport
Factors governing consumer needs:
Psychological needs to position themselves
Value for money
Self-perception
Personality and style
Consumers look for Brands that offer benefits akin to:
Functional benefits
Symbolic benefits
Experiential benefits like sensory pleasure, variety or
cognitive simulation.
Preferences also influenced by Lifecycle stages

XYLYS,
Tissot,
Seiko,
Citizen,
Emporio
Armani and
Hugo Boss

Price
between Rs.
50,000 and
Rs. 3,00,000
Rolex,
Omega,
Longines
and Tag
Heuer
operate

Exclusive Luxury

Price
between Rs.
10,000 and
Rs. 50,000

Accessible Luxury

Mass Market
(Price below Rs.
1000)
Mid Market
(between Rs. 1000
and Rs. 10,000)
Premium Luxury
Market (Price
above Rs. 10,000)

CATEGORIZATION OF LUXURY WATCHES IN INDIA

Premium

Casual (35%
Market Share)
Formal (60%
Market Share)
Sports (5%
Market Share)

Price

Non-contemporary
bulky mechanical
watches with less
than 5% market
share
Stylish light
Quartz Analog
watches being the
main market
driver
Quartz digital
watches that are
perceived as low
cost & unstylish

Benefit

Technology

CATEGORIZATION OF WATCHES IN INDIA

Price above
Rs. 3,00,000
Breguet,
Patek
Philippe,
Audemars
Piguet,
Breitling
and Hublot

YANKELOVICHS DEFINITION OF
SEGMENTATION BY VALUE
Appeal &
Associations

Look

Consumer
needs

Glamour

Dress

Psychological
needs to position
themselves

Fashion

Classical

Value for money

Sports

Fashion

Self-perception

Fun

Sport

Personality and
style

Benefits

Functional
benefits

Symbolic
benefits

Experiential
benefits

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MAIN CONSUMER FOR A PREMIUM

LUXURY WATCH

A new generation executive:

Who is set to move toward prime of his career
Who after a few years of hard-work is ready to announce his
arrival in the world of success
Who wants to display his status by associating himself with
value brands & is very brand conscious
Target Consumers: CEOs, senior professionals, entrepreneurs,
people belonging to higher socio-economic strata
These individuals constantly seek new and un-conventional
experiences
Look for symbolic & experiential benefits rather than just
functional benefits

POSITIONING

OF

XYLYX

XYLYS THE PRODUCT

Premium Luxury watch priced between Rs.10,000/- and Rs. 33,000/-

Made in Switzerland

Designed by renowned Swiss designer Laurent Rufenacht, along with

Titan's adviser Michael Foley
Around 60 models under three collections namely Contemporary,
Classic & Sport
Exquisite craftsmanship & impeccable detailing in a state-of-art factory
that has 80 year heritage of watch making

XYLYS THE BRAND

Appeal &
Associations

Look

Consumer
Needs

Glamour

Dress

Psychological
needs to position
themselves

Benefits

Functional
benefits

Positioned as a Symbol of success

Target Segment- Upwardly successful people

Fashion

Classical

Value for money

Sports

Fashion

Self-perception

Fun

Sport

Personality and
style

Symbolic
benefits

The Swiss-made tag is associated with

Quality
Precision
Premium

Depicted the Power of X

bold, unconventional, distinctive and underlined ones power
of attitude and confidence

Experiential
benefits

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THE RESULTS

SAFFOLA

All this care to consumer needs & diligence shown during the
production choices for XYLYS watches and bang-on-target Brand
position, resulted in doubling of sales volumes in the initial years

It developed into a consistent growth rate of 33% since then

XYLYS has a consistent brand share of around 21% in the Indian

market even today

CONSUMPTION PATTERN OF COOKING OIL

IN INDIA

India 4th largest cooking oil consuming country after USA,China & Brazil
Indias consumption of edible oil has risen to around 17.5 million metric ton
(mmt) in 2012-13 from 11.6 mmt in 2003-04
9.3% of the worlds oil seed production takes place in India
Marked switch from groundnut oil to cottonseed oil, soybean oil and sunflower oil
Production of oil seed and edible oil is far below the requirement
60% of Indias edible oil consumption is met through import
Edible oil imports have grown by around CAGR of 7% during last three years and
by 16% in last five years.
Impacting edible oil demand is the increase in disposable income amongst the
growing middle class
High penetration of 90%

MARKETING OF COOKING OIL IN INDIA

Key success factor:

Raw material sourcing: Quality of oil seeds at a nominal price
Ensuring regular supply: Mutually benefitting relationship between farmer and suppliers
Price competency: Efficient distribution network and better packaging technology to reduce cost
Branding and point of difference
Customers Perceived Values:
1. Economic : Price
2. Functional : Taste,Purity, Perceived quality
3. Psychological : Health benefits (intangible)

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ANALYSIS OF MARKETING MIX VARIABLES

Value and perceived

value is a main
consideration fro
buying and strong
indicator of the
consumers psyche
Imperative that
product offer value
both in terms of price
and quality

Special offers
Advertising
Free Gifts

Product

Price

Promotion

Place

Product quality Pricing:

Better quality oil, higher
price
High volume ,Low Margin
Value Pricing: Product
brand positioning in the
market

Found from small kirana

stores, to retail shops, to
wholesalers
Wholesalers stocks in
larger SKUs and less
variants
Retailers store in small
SKUs but more variants

SOCIETY
Preference of different variety of oil in different
parts of India. South-Coconut Oil, East-Mustard
Social Class: Rich shifting towards brands which
are
costly & have added health benefits
Rural and Semi-urban markets : Stick to the
local
brands

EXTERNAL INFLUENCES
CULTURE
Food Habit : Preference to taste is
paramount in India.
Shift from dalda & ghee to refined oil
Due to increasing number of health issues
like, heart ailments,obesity due to
changing lifestyle; shift to healthier
medium of cooking.
Influence of western culture: people prefer
olive oil
Everyday use oil will be different from the one used in
festivals or events or to entertain guests

FAMILY
Joint family More than one brand
Nuclear family: Loyal to one brand
Presence of heart patient or elderly member in the
family: Suffola brand preferred
Urban small families; only couples, no children or
elderly
busy lifestyle; brands that have health benefits
attached
Children in family: deliberate avoidance of use of oil
that has added health benefits; generic brand
preferred

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GENDER
Female buyers : Taste preference, brand that will
suit
children, health benefits, especially for husband
or
elderly member in the family (if any)
Male Buyers: Brands that have health benefits
only if
there is a patient of heart ailment or thyroid in
family.
Else, indifferent towards the brand. Costsensitive

INTERNAL INFLUENCES
FACTOR

INFLUENCE

PERCEPTION

Perception of oil as represented by the brand. Suffola is used for heart patients.
Depends on exposure, attention & interpretation

LEARNING

Learning about a brand might or might not shift the content of the long term
memory. Ex: connection between heart ailments and Suffola. Brand & product
positioning

MOTIVE

Motive is taste or health benefit or cost effectiveness. Depends upon the needs

PERSONALITY

Modern , outgoing, health conscious personality would opt for oil that gives health
benefit. Target specific customer segment

EMOTIONS

Fear factor depicted in ad of suffola induces one to buy for healthy living. On the
contrary, dissuades the use of the oil for kids.

ATTITUDE

Cognitive components of oil and the affective components as depicted in the

advertisement.

REFERENCE GROUPS
Doctors: Heart specialists- Suffola
Dieticians & Nutritionists Brands that have
health
benefits
Gym Instructor.
Shopkeepers Reference with respect to price
Friends & relatives- Share experience, taste is
the point
of reference.

HEALTHY HEART
Inducing fear factor and focussing on the niche
segment of market : Heart patients.
Ad intimated that Not using suffola can have
serious repercussions.
Healthy Heart Foundation strengthened the
image of Suffola as the brand that is required by
heart patients.
Doctors were the key influencers.
Non-heart patients, younger generation
households, kids were not included as the target
consumers of the oil.
Suffola : Health insurance for husband

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SEHAT SE JEENA HAI

Attempts to change the perception from oil to be
used ONLY by heart patients to the one that can
be used by the whole family
Shift from the fear factor to the optimistic
approach of healthy living.
Holistic benefits of the oil being promoted and
not just Pufa.
Inducing the responsibility of ones own healthy
being by shifting the consumption to Suffola.
Below the line marketing focused on health clubs
and gyms.
Tagline still contained the word heart : The
heart of a healthy family.

KAL SE
Symbolic effort to become heathiler but falling
short on determination
Positioning as a brand expertise in heart carethat
provides the user with assurance
More forgiving in nature
Did not leave the viewer feeling frightened

SAFFOLA AD CAMPAIGNS | EMOTIONS &

COMMUNICATION

LEARN
High Inv.

FEEL DO MODEL
Thinking
INFORMATIVE
(THINKER)

Car-HouseFurnishings- New
Products
Model: Learn-FeelDo
(Economic)

Low Inv.

Feeling
AFFECTIVE
(FEELER)

Jeweler, Cosmetics,
Fashion Apparel
Model: Feel-Learn-Do
(Psychological)

HABIT FORMATION
(DOER)

SELFSATISFACTION
(REACTOR)

Food, Household Items

Cigarette, Liquor

Model: Do-Learn-Feel
(Responsive)

Model: Do-Feel- Learn

(Social)

36

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SETHS DIMENSIONS

10

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11

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12