The liberalization of the exposure to western lifestyles markets, the growing disposable income, as well as the need for the brand new generation to establish an identity for itself are a number of the reasons for the growth of the high-end watch category in India. Glamor, Tradition and technology were a mix of elements which were connected with luxury watch brands. While there were several global watch brands being marketed at various price points in India, the challenge for a leading Indian company, Titan Industries that had made rapid strides in the watch market over the past two decades was to successfully introduce a luxury watch brand. Manoj Chakravarti, Titan's premium watch brand, Senior Advisor, Titan Industries reflected about his 28 years in the watch business both in India and abroad, and contemplated about Xylys, and its foray into the Indian marketplace. He had invented several facets of marketing mix strategies previously to face varied forms of challenges. Xylys was a premium watch brand established by Titan a couple of years past; the brand was aimed at creating a perception that is unique among consumers.
XYLYS Exploring Consumer Perception about Premium Watches in the Indian Context Case Solution
There were several interesting possibilities for Chakravarti to contemplate. Would a conventional placement approach be satisfactory? Was it necessary to get some insights concerning the application of the uniqueness aspect to the self-understanding of consumers? Were such aspects of singularity related to other established brands? How important was the "Swiss-made" label? Did the buyers and prospective buyers of premium watches hold any specific stereotypical pictures of such watches? How does the self-concept of consumers matter to luxury watch brands? The case delves into behavioral theories that are important from the perspective of brand perception of luxury brands.
PUBLICATION DATE: October 01, 2011 PRODUCT #: IMB349-PDF-ENG
This is just an excerpt. This case is about SALES & MARKETING
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