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. Heritage, glamor and technology combination of factors that have been associated with the luxury brand watches universally.While had several brands of watches are sold in India at different price points, the task of leading Indian company Titan Industries, which has made great strides in the watch market in the last two decades successfully implement brand luxury watches. Manoj Chakravarti, Senior Advisor, Titan Industries reflected on his 28 years in the watch industry, both in India and abroad, as well as under Xylys, premium brand watches Titan, and its foray into the Indian market. He formulated certain aspects of the marketing strategy in the past to deal with different types of problems. Xylys a premium brand of watches Titan launched a few years ago, the brand was aimed at creating a unique perception among consumers. There were a few interesting possibilities for Chakravarty to consider. Will the traditional approach of positioning is enough? This 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. "Hide
by S. Ramesh Kumar, Kasturi Baral Source: Indian Institute of Management, Bangalore 15 pages. Publication Date: 01 Oct 2011. Prod. #: IMB349-PDF-ENG
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