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    XYLYS: Exploring Consumer Perception About Premium Watches in The Indian Context

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    Sumit Gaurav
    This document discusses consumer perception of premium watches in India and analyzes positioning options for the brand Xylys. It finds that the most appropriate positioning is "Keep Inspiring" which aligns well with target consumers who see themselves as successful professionals who always want to look good and be leaders. The document recommends changing Xylys' positioning to "Keep Inspiring" and launching additional higher-priced watches to handle the costs of changing positioning. Customers' willingness to spend more money makes this an optimal time to diversify the brand's offerings.

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    XYLYS: Exploring Consumer Perception About Premium Watches in The Indian Context

    Uploaded by

    Sumit Gaurav
    57 views8 pages
    This document discusses consumer perception of premium watches in India and analyzes positioning options for the brand Xylys. It finds that the most appropriate positioning is "Keep Inspiring" which aligns well with target consumers who see themselves as successful professionals who always want to look good and be leaders. The document recommends changing Xylys' positioning to "Keep Inspiring" and launching additional higher-priced watches to handle the costs of changing positioning. Customers' willingness to spend more money makes this an optimal time to diversify the brand's offerings.

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    Group10_Case3

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    This document discusses consumer perception of premium watches in India and analyzes positioning options for the brand Xylys. It finds that the most appropriate positioning is "Keep Inspiring" which aligns well with target consumers who see themselves as successful professionals who always want to look good and be leaders. The document recommends changing Xylys' positioning to "Keep Inspiring" and launching additional higher-priced watches to handle the costs of changing positioning. Customers' willingness to spend more money makes this an optimal time to diversify the brand's offerings.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    57 views8 pages

    XYLYS: Exploring Consumer Perception About Premium Watches in The Indian Context

    Uploaded by

    Sumit Gaurav
    This document discusses consumer perception of premium watches in India and analyzes positioning options for the brand Xylys. It finds that the most appropriate positioning is "Keep Inspiring" which aligns well with target consumers who see themselves as successful professionals who always want to look good and be leaders. The document recommends changing Xylys' positioning to "Keep Inspiring" and launching additional higher-priced watches to handle the costs of changing positioning. Customers' willingness to spend more money makes this an optimal time to diversify the brand's offerings.

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    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
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    You are on page 1of 8

    XYLYS: Exploring Consumer Perception

    about Premium watches in the Indian Context


    Group 10
    5 C Analysis
    Company Collaborators
    ● Titan: Indian luxury products company; ● Swiss designer: L Rufenacht
    mainly manufactures fashion ● Factory in Switzerland
    accessories such as watches, jewellery ● Multi-brand outlets
    and eyewear. ● Exclusive flagship boutiques
    Customers ● Brand ambassadors

    ● New generation executive, Context


    entrepreneurs
    ● Young & middle aged professionals ● Rising disposable income
    ● CEOs & senior professionals ● Exposure to western lifestyles
    ● Indians: Higher socio-economic strata ● Growth in consumer demand for luxury &
    premium watch product
    Competition ● Watches: From time keeping instruments
    to fashion accessories
    ● Fashion accessories: apparel, handbags
    ● Tissot, Seiko, Citizen, Emporio Armani,
    Hugo Boss
    Decision Problem
    Find the most appropriate consumer self-perception and
    align it with brand positioning for Xylys in Indian luxury
    watch market in 2011

    Alternatives
    1. Continue with current positioning of ‘Feeling of Love’
    2. Change positioning back to ‘Symbol of Success’
    3. Change to a new positioning according to survey
    ‘Keep Inspiring’
    Potential Consumer v/s Current Consumers
    Self Concept Brand Factors User Factors Activities, interests &
    opinions

    Potential Professional success Reliable Reliable Spend more money next


    Users year

    Successful Person Successful Exciting Read newspaper / watch


    news > 1hr

    Look best Honest Down-to-earth A leader

    Present Achievements to be Reliable Reliable A leader


    Users recognized

    Greater success than Successful Honest More independent


    peers

    Always look good Upper Exciting Spend more money next


    Class/Tough year
    Evaluation of Alternatives
    Positioning Feeling of Symbol of Keep Inspiring
    Love(Present) Success (Past) (Future)

    Brand Identity High High High

    Alignment of Low Medium High


    Brand & Customer
    Personality

    Perceptual Low Medium High


    Mapping

    Marketing Cost High Low High


    Recommended Action
    ● Consumer Profiling: Successful professional, always look good
    and a leader
    ● Change to a new positioning according to the survey ‘Keep
    Inspiring’, and advertise and run campaigns under this
    positioning
    ● Advertisement campaign in newspapers and news channels
    ● Adding more luxurious watches- As consumers are willing to
    spend more money, add more products under Xylys under higher
    price points
    ● Still keep the emphasis on manufacturing of watch in Switzerland,
    i.e. ‘Swiss-Made’ by professional swiss designers
    Action Plan to Handle Negatives
    Handling negatives arised on changing position from ‘Feeling of Love’

    Additional costs of changing positioning:

    ● As per the analysis, customers are willing to spend more money on the brand next
    year, so Titan can diversify and launch more models under Xylys under higher price
    segment
    ● May result in confusion due to continuous back to back change of positioning
    Thank You

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