Started in 1964
Xylys is a premium Swiss made watch brand from the house of titan in India
which eas launched few years back
The whole case talks about Xylys foray into the Indian market in the
premium segment category.
He was facing tough competition in the premium segment and had formulated
several marketing-mix strategies in the past to face these challenges.
The challenge was to create and shape a perception unique to the brand.
Premium watches in India were usually associated with the Swiss brands
Omega and Rolex.
Main problems:
o
How were the aspects related to the uniqueness of other well-known brands?
Unless buyers and potential buyers of premium watches carry any specific
stereotypical images of such watches?
The case delves into behavioral concepts that are important in terms of the
perception of the brand luxury brands.
SITUATIONAL ANALYSIS
o
After 1992 liberalization, Timex was the first off-shore brand to step into the
Indian market. Timex was followed by Casio, Rolex, Citizen, TAG Heuer,
Tissot, Omega, Swatch etc.
stp
1.
Segment
2.
Target
3.
Positioning
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
Status
Such consumers will purchase only products that will provide more Symbolic & experiential
Benefits rather than just functional benefits.
The above points very clearly provide insights on consumer behavior point of view on premium
watch Purchase decision.
Recommendation
o
o
They should do the positioning based on the factors like status, prestige and
ego gratification.
They should expand their brand through other countries too.
They shouldn,t stick with those people who are obsessed for their lifestyle,
personality.
Conclusion
The opening of the Indian market and the arrival of premium Swiss brands has
certainly led to Indian consumers being exposed to global brands, styles and
various price levels.
To the Indian consumers, the high price of Swiss watches has helped them to
realize the value of Indian brands, particularly of Titan, which offers
equivalent quality, but at lower prices and with better distribution and
service.
Titan has shown its differentiation, and customer centric approach which
helped them to get the market.