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Understanding Consumer 09/07/2014

XYLYS: Exploring Consumer Perception about


Premium Watches in the Indian context
Presented by:

1) Anshuman Dey (MP12009)

2) Anupam Ghosh (MP12011)

3) Banani Bhattacharjee:- MP12014

4) Debashish Kr Dutta (MP12017)

5) Jahir Alam Chowdhury (MP12026)



Last five years Indian watch Industry had grown at an average rate
of 8% per annum.
Titan, the single largest player have a brand share of 20.6% in
2009.
Watches transformed from time keeping instruments to
fashion accessories owing to significant lifestyle changes.
Market for luxury watches estimated to be 3% of watch retail,
ad was growing at almost 20% annually.
XYLYS is a premium Swiss-made watch from the house of Titan in
India.
Understanding Consumer 09/07/2014
Q1: What do the survey findings show?
Both the sampling groups need recognition as successful
person.
Their achievements should be regarded by others.
They need unique products or brands to reflect their style ,
individuality, Success than others.
Brand factors and user factors are almost matching
Self concept for Potential User and Current User:
Understanding Consumer 09/07/2014
Q1: What do the survey findings show?
In some points there is significant difference in consumer
behaviour otherwise same thing reflect.
Potential users slightly interest in external activities like
political campaign etc.
Unlike potential users, current users prefers comport , home
comfort and more time spending with children.
Both the sampling groups want to be leader.
Unlike current users , potential users spend lot of time
talking with their friends about brands and products.
Activities, Interest and Opinion for Potential User and Current User:
Understanding Consumer 09/07/2014
Q2: What was the need to change the original
position when it was working well?
Repositioning is a change, principally about trigging the vision, mission and
value in a new direction that is more suited for the brand in the future.

Repositioning : Definition:
Repositioning : Trigger
Flood of offerings in the market.
Contemporary image is required in some categories due to changing
psychographics.
Brands desire to change target customer.
Brands want to advertise improved offerings.
Motivation to buy the category is low among the consumer.
The market demand changes rapidly and therefore repositioning can be
necessary to meet these demands, newer and stronger arguments have to
be established to convince them to stay as loyal customers.
Understanding Consumer 09/07/2014
Q2: What was the need to change the original
position when it was working well?
Repositioning : XYLYS : From symbol of success to Feeling of love
Falling in love with XYLYS means You dont possess a XYLYS, it possesses
you.
This new positioning not only reflected the attitude, lifestyle, personality
of the consumer but also which the irrational desirability of the product
backed by rational reasons like Swiss-made quality & trustworthiness of
the house of Tata.
Try to reposition from self esteem need to self actuation need in
Maslow's hierarchy of need pyramid.
Want to attract market segment of young working professional, new
generation entrepreneur more with this repositioning.
Understanding Consumer 09/07/2014
Q3: Will the new position work?
Xylus target customer: Lower spectrum of luxury watch segment.
Repositioning will strengthen strategy for this segment.
Example of a brand that has correctly understood Indian consumer
behaviour and a brand that has become a major choice of Premium
watch purchase decision makers.
Understanding Consumer 09/07/2014
Which principle concept of perception is used
in the case?
Consumers act and react on the basis of their perceptions, not object
reality.
Marketer should understand the notion of perception and its related
concepts to determine more readily what factors influence consumers
to buy.
Unique value proposition and competitive advantage.
Stereotype effect- Titan brand being gifted in the valued relationship.
09/07/2014 Understanding Consumer
Thank You!!!