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Consumer Perception
about Premium Watches
in the Indian Context
Case Synopsis
The whole case talks about Xylys foray into the Indian market in the premium
segment category.Manoj Chakravarti was a senior advisor was reflecting on
Titan industriess 28 years in the watch industry, both in India and abroad and
was comtemplating on Xylus. 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.
HMT was the first one to start the watch manufacturing business in India in 1962
and this was followed by Titan industries ltd. which was a Tata and TIDCO joint
venture in the year 1984.
As years progressed, Titan was the single largest player (20.6%) followed by
Swatch(5.9%). Despite the presence of many brands, the market was
predominantly controlled by the unorganized sector.
The competition for Xylys brand was from established brands such as Seiko and
Tissot. The main consumer for luxury brands was the new generation executive,
number of young and middle- aged professionals and Indians who belonged in
the higher socio-economic strata. These consumers were brand conscious.
Luxury watches were brought for their symbolic and experiential benefits as
opposed to their functional ones.
Xylys was a premium Swiss made brand from the house of Titan in India priced
between INR 10,000 INR 33,000 and came in three collections
Contemporary , Classic and Sport. Xylys was available in the World of Titan
Showrooms and key multi brand outlets. Their target was the lower spectrum of
the luxury watch segment. Titan had to battle with the perception of Indians as
they were highly influenced by the country of origin as consumers loved the
Swiss-tag and associated it with quality, precision, premium etc. Hence Xylys
had to concentrate on the Indian made tag to impress the target segment.
Xylys had to change its positioning strategy from Symbol of Success to
Feeling of love. The new identity reflected attitude, lifestyle and personality.
Tissot and Seiko were the major competitors for Xylys. Tissot was the worlds
largest watch producer and distributor and was a member of the Swatch group
hence the Swiss tag. Tissot had a wide range of watches ranging from Touch,
sport to heritage and the price spectrum was wider than that of Xylys. Seiko
watch India Private Limited is a 100% subsidiary of SEIKO watch corporation.
SEIKOs technological development is focused on the creation of emotional
technologies. SEIKO was positioned below Tissot and Xylys.
Challenges
Targeting the right customers.
Marketing strategies to tackle the competition from already existing luxury
watch brands like Tissot and SEIKO
Acquire the right personalities to showcase the XYLYS brand to the Indian
public to advertise the XYLYS brand.
Acquire the non-users of the brand i.e; targeting new customers
Perception in the minds of the customers
Showcasing the XYLYS brand as an Indian product and delivering the right
message to the customers.
Situational Analysis :
As per Exhibit 1, the highest rating for self concept was for I would feel
embarrassed if I was around people and did not look my best. This
signifies the lifestyle change and the utility of watches.
As per exhibit 2, Brand and user personality ratings was highest for Up-to-
date factor as the brand and the user wanted to wear and produce the
watches as per the latest fashion and trend.
As per Exhibit 3, Potential users choose to dress for fashion rather than for
comfort than any other reason.
Conclusion
Xylys faced stiff competition from other Swiss luxury brands such as Tissot and
Swatch with the Japanese giant SEIKO. Xylys had to capture the minds of the
consumers in India and change the perception of associations related to the
Swiss tag which the consumers thought had quality, precision and premium.