Xylys: Exploring consumer perception

about premium watches in Indian

context
Group members:
Ali Abbas Awan
Haider Ali Khokhar
M. Omer Farooq
Fahad Asghar
Hassan Inaam Khan

Background of the company

o

Started in 1964

Venture between Tata and Tidco

Titan was the single largest player (20.6%) followed by Swatch(5.9%)

Xylys is a premium Swiss made watch brand from the house of titan in India
which eas launched few years back

Collection, price and availability

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 industries' 28

years in the watch industry, both in India and abroad and was contemplating
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.

Main problems:
o

Would conventional or traditional approach of positioning is enough?

Was necessary to get some idea of the unique aspect of self-awareness of

consumers?

How were the aspects related to the uniqueness of other well-known brands?

How important was the Swiss label?

Unless buyers and potential buyers of premium watches carry any specific
stereotypical images of such watches?

As self-concept of matter consumers of luxury brands watches?

The case delves into behavioral concepts that are important in terms of the
perception of the brand luxury brands.

SITUATIONAL ANALYSIS
o

The liberalization of markets, the growth of disposable income, the impact of

the Western way of life, and the need for a new generation to identify for
themselves some of the reasons for the growth of this category of luxury
watches in India.

In the market of luxury watches is estimated at 3% of the retail hours, and

grew by almost 20% per year, which is more than twice the rate of growth of
the market.

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

Analysis of Indian Consumer Behavior & Premium

watch purchase decision
The authors feel that the main consumer for a Premium Luxury watch would be:
o

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

Generally CEOs, senior professionals, entrepreneurs, people belonging to higher socio-economic

Status

These individuals constantly seek new and un-conventional experiences.

They are in their thirties and forties.

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.