He had developed several areas of marketing mix strategies in the past to face diverse kinds of problems. For Chakravarti, any obstacle in the observe industry, specially in an appearing market such as India, was something he looked forward to, as it gave him immense pleasure when he was able to find some ideas. Xylys was obviously a premium view brand released by Titan a few years in the past; the brand was aimed at setting up a unique belief among consumers.

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The challenge was to create and shape a perception unique towards the brand, as premium wristwatches in India were linked to the Swiss brands Omega and Rolex, or Tag Heuer carrera and other identical brands, which were more contemporary in nature.

There are several interesting possibilities pertaining to Chakravarti to consider. Will a conventional-positioning approach become sufficient? Was it essential to obtain some insights about the application of the uniqueness factor to the self-perception of consumers?

Just how were such aspects of uniqueness related to various other established brands? How important was your “Swiss-made labeled? Did the buyers and prospective customers of premium watches hold any certain stereotypical photos of this sort of watches? The situation delved in several aspects of the perceptual fields associated with consumer patterns with the objective of finding the most appropriate method of further the prospects of the Xylys brand.

No

tC

The liberalization of markets, the increasing disposable profits, exposure to american lifestyles, plus the need for the modern generation to determine an identification for itself were a number of the reasons for the growth of the luxurious watch category in India. Consumers had been buying not only durable groups that were useful to them and satisfied practical aspects, yet also types and brands that reflected their individuality. India acquired 28 says and several union areas with a inhabitants of seventy seven. 42 mil urban people.

The profits levels were categorized the following: 62. six million households earned approximately INR you, 50, 1000 (Indian Rupees) per annum (1 USD was equivalent to about 45 INR), 11. six million homes earned between INR 1, 50, 000 to INR 3, 00, 000 per year, and 3. 1 million households gained 1

a lot more than INR 3, 00, 1000 per annum. According to spending of households at the top 10 needs across all 2classes of consumers, watches discovered at the 8th position, with an average. The latest McKinsey survey on India’s consumer industry pegged investing in personal products and service needs (watches had been included since the eighth most needed item, since described above) at 8% share-of-wallet (SOW) in june 2006; this was supposed to climb about 9% 3

SOW by simply 2015, and to 11% YOUR SEEDS by 2020.

THE WATCH MARKET IN 2011

Global

one particular

“The Promoting White Book 2010″11: 1 Stop Guidebook for Online marketers,  BusinessWorld, New Delhi, 2010, pp. 52″54. Ibid., p. 63.

3

“The ‘bird of gold’: The rise of India’s consumer market,  McKinsey Global Institute, May 2007, http://www.mckinsey.com/mgi/publications/india_consumer_market/images/India_Interactive1.swf, accessed about April 10, 2011.

Carry out

2

T. Ramesh Kumar and Kasturi Baral prepared this case to get class discussion. The case is not intended to serve as an recommendation, source of main data, or to show powerful or bad handling of decision or business operations.

Copyright 2011 by the Indian Company of Management Bangalore. Zero part of the publication may be produced or transmitted in any kind or by any means ” electronic, mechanical, copying, recording, or (including internet) ” without the permission of Indian Company of Administration Bangalore.

This kind of document is definitely authorized for proper use only by simply Arijit Santikary at Siva Sivani Start of Managing until December 2013. Replicating or submitting is a great infringement of copyright. [emailprotected] or 617. 783. 7860.

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A significant decline inside the global creation of designer watches was witnessed in 2005″2009, with the quantities in 2009 in a sixth of the expected numbers. four This was attributed to the in a free fall demand inside the recession-hit market segments of the United States, Japan, and The european countries, among others.

The premium section suffered the worst, together with the exports of Swiss wristwatches dropping by simply 22% last year, despite having risen to an unprecedented substantial the previous year. 5 Yet , what was inexplicable was that while the rest of the universe foundeven regular watches too expensive, the expanding markets of China and India had been experiencing expansion in customer demand for extravagance and high quality watch items.

India

In five years, the Of india watch marketplace had expanded at an common rate of 8% each year. 6 The recession during 2008″ 2009 hindered the sector’s progress, with a drop in the sales of luxury and premium wristwatches, which was paid out by the growth of volume throughout the economy segment. 7 Thus, in spite of the global styles, the value and volume figures for 2009 stood for 40. six billion devices and INR 54. 6 billion, which has a growth of almost 8. 5 and 15. 4% in quantity and worth, respectively. eight

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Regarding category product sales, the highest discuss, as per benefit, involved watches priced between INR five-hundred and 3, 000. The premium segment”retailed between INR 4, 000 and 12-15, 000″had recently been growing in a exponential charge of 20% annually. on the lookout for

Low every capita ingestion on the one hand plus the growing demand for luxury designer watches on the other constituted the elements that prediction the compounded annual development rates of 7. 3% and 13. seven percent in volume level and value, respectively, for the period 2009″2014. 10

OF INDIA WATCH INDUSTRY

Famous Perspective

tC

The American indian watch sector had it is origins almost 50 years ago, with HMT’s Janata getting launched in 1962. Just before HMT, wrist watches were sourced exclusively via imports, and could be provided by only a small number of buyers. HMT was the first main watch manufacturer in India, and the only indigenous person, until Ti (symbol) Industries Limited”a Tata and TIDCO joint venture”was formed in 1984, and began retailing wristwatches in 1987.

Titan, using its focus on fulfilling the customer’s unspoken requirements, gradually wrested market electric power and stocks and shares from HMT and became the undisputed head in the timepiece segment during the last three decades. The only other significant Indian participant was G. A. Time, with its company Maxima, which in turn managed to endure despite intense competition. Various other indigenous brands such as Allwyn, Shivaki, and SITCO failed to keep up with Titan and languished, with limited to negligible market shares.

No

In 1992, liberalization opened up the Indian industry to foreign players, and Timex was your first for the scene. It absolutely was soon followed by Casio, Rolex, Citizen, Omega, Omega, Scarso, and TAG Heuer (the new export”import (EXIM) plan introduced in 1999 relaxed the hitherto stiff upper pub on imports of luxurious wristwatch brands). After the overseas direct regulations were improved by the federal government to allow about 51% of foreign direct investment in single-brand price tag operations, global brands set up subsidiaries in India with apparel brands such as Verve, Tommy Hilfiger, Benetton, and Levi’s, also launching sorts of their own.

Growth of Industry

Perform

The Indian watch market began in the 1960s with the public sector organization HMT, which has been the government’s initiative to get started on the local manufacture of watches. The import sector brought in a lot more fashionable designer watches, but the need for keeping time was satisfied by the strong and trusted mechanical wristwatch models

5

“Watches in India,  Country report

http://www.euromonitor.com/watches-in-india/report, accessed upon July 22, 2011. Ibid.

six

Ibid.

six

Ibid.

eight

Ibid.

9

Ibid.

15

Ibid.

your five

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manufactured by HMT. In the a shortage of other brands, HMT could afford to retain goodwill despite providing limited style and selections to its customers. Some decades previously (when HMT held a monopoly inside the category), a wristwatch was a merchandise that anyone that had taken on a job aspired for. Typically, the transmission levels were quite low during this time; the notion of any “watch to get the masses was dissipated in the psyche of consumers simply after the overdue eighties, when the country experienced major lifestyle changes. The nineties enhanced this kind of perception as many brands came into themarket following liberalization of governmental policies.

The Tata group presented the quartz watch in the 1980s beneath the Titan company, and differentiated themselves based on accuracy, style, choice, display, and energetic push-marketing. 14 Timex, in collaboration with Titan, released its range in India in the nineties, with a mutual understanding that the former would stick to the low-price plastic-type material segment, as the latter would manage the high-price metal segment.

Timex positioned alone with the tagline “You don’t have to be rich to afford a Timex,  and was well accepted by the market. After a few years, Timex became a completely independent brand and place up its very own distribution channels, and surfaced as a brand associated with the sports and casual use segment.

operative

por mi parte

Early in the twentieth century, many multinational players entered the market, that has been made possible by the EXIM policies that increased the bar within the import of luxury designer watches in India.

AN OVERVIEW FROM THE COMPETITION

The single largest participant was Ti (symbol), with a brand share of 20. 6% in 2009. 12 The next person worth bringing up was Swatch, with a relatively small discuss of your five. 9%. 13 Timex was obviously a relatively good multinational brand in the market. Rolex, PA Period, Citizen, and Casio acquired small significant shares, and HMT was also present in the Indian market.

Inspite of the presence of countless brands, the market was still generally controlled by the unorganized sector (to the tune of 65%) even last season. The present competition arose from the increasing foray of international players in the lucrative luxurious segment; however , the real challenge was to tackle the spurious imports for sale by the unorganized sector.

tC

Watches transformed from period keeping instruments to fashion accessories

during the eighties and nineties due to significant lifestyle changes; this was mirrored in some of Titan’s advertising. Watches as fashion accessories had been in competition with a selection of other items such as clothing and fashion handbags; hence, watches had to have a obviously differentiated component of perceived power apart from fashion. 14

SEGMENTATION OF THE VIEW MARKET

The watch sector could be segmented according to several criteria: technology, benefit, and price.

Zero

Watches could be classified into three sorts based on technology: mechanical, quartz analog, and quartz digital. The initially went out of vogue because the bulky mechanised format did not allow for elegant design; this dropped in volume stocks from several. 2% in 2004 to 4. 6% in 2009. The other kind was your largest in both benefit and quantity, and was expected to continue to be the market rider for expansion in 2009″2014.

Digital wristwatches suffered from the consumer perception to be low cost and lacking in design, and hence, the market for them hadn’t yet acquired. The sales figures by value for the sub-sectors to get 2009 were INR a few, 000, 46, 000, and 6, 000 million, respectively. The major market players in these three sectors were HMT, Titan, and Casio, correspondingly.

Do

The other basis of category was benefit, and the market could be divided based on make use of, namely, casual, formal, and sports. A lot of the brands provided some options in all 3 segments, nevertheless most catered only to the first two segments; the sports part remained a largely untrained segment. Nearly 35% of watches retailed were informal, 60% were formal, and a mere five per cent belonged to the sports part.

11

“The Titan History,  http://www.titanworld.com/titan_stories, accessed on November 29, 2010. “Watches in India,  Country report, http://www.euromonitor.com/watches-in-india/report, accessed on July twenty two, 2011. 13

Ibid.

14

Ibid.

12

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This timepiece market could be classified into economy, normal, premium, and luxury sectors. 15 The mass industry (i. e., the economy segment) accounted for almost 67% of volume and 50% of value shares, and was were made to practically entirely by unorganized sector. Popular (standard), with prices ranging from INR 500 to 1, 200, was your lowest range offered by the organized sector (Titan and Timex, primarily).

The premium segment consisted of watches inside the INR 1, 500″5, 500 range, provided by almost all the indigenous and multinational brands. The demand from your middle and upper cash flow groups promised to be the progress driver just for this segment in 2009″2014.

op

por mi parte

A better reason in terms of customer behavior was your third foundation segmentation while defined by simply Yankelovich (1964). 16 He presented a scheme intended for the non-demographic segmentation of varied product groups, including wrist watches. Segmentation by value was considered to be especially apt in this market. Hence, the authors arrived at 3 distinct sectors, each offering the customer a different benefit and value than the others.

As was stated earlier, this timepiece had been a product that appealed to people, nevertheless the nature with the appeal plus the associations associated with watches transformed with the changing environment. A wrist watch or a certain brand particularly became a symbol of several interactions that were in tune with the changing environment. These kinds of associations were generally fascinación, fashion, sports, and entertaining, and the power of these associations became obvious depending on the individual segment toward which your brand was placed.

Lifecycle periods also mattered”a school college student would celebrate his/her initial watch with neighbors and friends, a college student could garner focus among his/her friends with a recently bought watch, and an fresh executive who had been successful in the job might reward him self with a premium watch after a few years of work, and also “announce his introduction into a regarding success for the outside world.

¢

¢

Good value: Low/regular-priced wrist watches that were correct and strong. Owners were known to replace these when they failed. Premium watches: High-priced wristwatches, with confident longevity, superb workmanship, and good hair styling. Owners were ready to pay out a premium to get the benefits that accompanied these brands. Unique watches: Extra benefits including fine styling, brand name, and accessories (such as precious metal casings) had been desired by potential customers. This timepiece, apart from being a fashion accessory, was part of a ritual gifting ceremony, and needed to encapsulate the mental benefits necessary to succeed.

Simply no

¢

tC

Symbolic and lifestyle groups that were made in the last twenty years or so included apparel, watches, mobile phones, lightweight music players such as iPods, cars, tv sets, two-wheelers, and spectacles, mention just a few socially obvious product types; brands made use of such mental needs of consumers to position themselves, with one category often competing with another.

For example , a typical midsection class home in India that had bought a TELEVISION (it is a well-observed fact that a TV is generally high on the purchase agenda of any middle school family) upon installment basis (the sequel plan allows a consumer to pay for the acquired product over a period of time through monthly payments to the seller/retailer) might postpone purchasing a new watch for a student in the family who had been entering school, owing to economic pressures.

Such instances would be rare in a developed industry, especially with view to the acquiring a watch. It was interesting to note that the entry level offerings (relatively lower end being precise, when compared to the price of luxury view brands) coming from brands such as Titan likewise used romance, romance, and celebrity alignment for the positioning tricks of several of their brands (such as Titan, Fastrack, Sonata, and Ragaa). Titan was obviously a leader in the organized quartz analog view segment, and millions of pieces had been distributed over the years.

It absolutely was interesting to notice that regardless of price range or perhaps the benefit, wrist watches held a symbolic appeal in the Indian context”an charm that could be linked to the self-perception or perhaps the personality/style a consumer would like to project to the outdoors world. Extravagance watches had a special charm with regard to such an orientation amongst consumers.

Carry out

The watch industry in India was divided into three broad segments: mass market

(price below INR one particular, 000), midmarket (price among INR you, 000 and INR twelve, 000), and premium industry (price starting at INR 10, 000). Luxury wristwatches in turn, were categorized into three sub-segments:

15

16

Ibid.

Yankelovich, D., “New Criteria pertaining to Market Segmentation,  Harvard Business Assessment, March/April 1964.

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XYLYS: Exploring Client Perception about Premium Wristwatches in the Indian Context

installment payments on your

3.

Premium watches: INR 15, 000″50, 1000. This was the room where Xylys operated. The other prominent brands from this space were Tissot, Seiko, and Resident, in addition to fashion brands such as Riqueza Armani and Hugo Employer.

Accessible Luxurious: INR 40, 000″3, 00, 000. The biggest Swiss brands such as Rolex, Omega, Longines, and Tag Heuer operated in this space.

Exclusive Luxury: INR 3, 00, 000 and above. Incredibly high-end brands such as Blancpain, Patek Philippe, Audemars Piguet, Breitling, and Hublot inhabited this portion.

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From the point of view of look, there were four philosophies from which brands tended to decide on and inhabit, namely, outfit, classical, style, and sport. For example , among sporty designer watches, Tissot, Tag Heuer, and Breitling were the brands in the high grade, accessible, and exclusive luxurious sub-segments, respectively.

LUXURY BRANDS

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yo

The industry for luxurious watches was estimated being 3% of watch selling, and was growing at almost 20% annually, which has been more than two times the growth level of the complete market. seventeen Luxury brands were charged above INR 15, 000, and mostly included brought in brands made available from multinational players, such as Omega watches, Rado, Longines, Tag Heuer, and Tissot. Titan was your only Indian brand from this sector currently, with Xylys at the luxurious end of its stock portfolio. Personal selection interviews with some managers at retail outlets suggested the competition for the Xylys company was via established brands such as Seiko and Tissot. 18

The primary consumer of luxury brands was the fresh generation professional, who was going move toward the prime of his/her job, and who a keen feeling of brand consciousness. These included an increasing number of aged middle-aged specialists in the top strata of management in corporate homes, and also Indians who belonged to the higher socio-economic strata together a penchant for luxury products. The consumers of watches inside the luxury part included Entrepreneurs and elderly professionals within their thirties and forties, new generation business people, and youthful working professionals.

tC

Good brands offered because they will positioned themselves based on the huge benefits they agreed to those who possessed them; this kind of benefits could possibly be functional, representational, or experiential. 19 Manufacturer concept management 20 explained that for long-term success, the brand image needed to be depending on a brand-specific abstract idea. The writers felt that such an orientation would help the long-term plans of extravagance watch brands.

No

Useful brands supplied tangible and practical rewards, and satisfied the real need for the product. Brands needed to always satisfy efficient needs, since these were the hygiene elements for acknowledgement in this category. Symbolic brands, on the other hand, catered to the consumers’ preference pertaining to brands that matched their particular “selfconcept 21 years old and their symbolic needs intended for self-expression, prestige, and the enlargement of self-image and feeling of belonging. Experiential brands satisfied the owner’s have to experience sensory pleasure, variety, or cognitive simulation.

Extravagance watches were bought for their symbolic and experiential benefits as opposed to their very own functional types. The advertising points had been the position and style that the company denoted when they are worn by the owner; although aesthetic appeal and sturdiness were important, precision and price weren’t.

Do

Hence, the placement diagrams for luxury designer watches would need to always be based on elements such as position, prestige, and ego satisfaction. The methodology was derived from earlier research on the placement of brands. 22 3 sets of questionnaires were used to record the respondents’ opinions on brands, adjectives and phrases related to brand symbolism, and more indepth queries regarding the characteristics of brands and their users. 17

“Watch industry in India to increase at 9%,  India Infoline News Service, February 5, 2010. Interviews with Viraj, Department Manager, Regarding Titan in Brigade Road, Bangalore and Saumya, Branch In-charge, Ti (symbol) (multi-brand outlet) outlet at Jayanagar fourth Block, Bangalore.

19

Park, C. W., Jaworski, B. T., & MacInnis, D. J., “Strategic Manufacturer Concept Picture Management,  Journal of Marketing, Vol. 55, October 1986, pp. 135″145.

twenty

Ibid.

21 years old

Malhotra N. E., “Self Idea and Product Choice: An Integrated Perspective,  Journal of Economic Mindset, Vol. being unfaithful, 1988, pp. 1″28. twenty two

Bhat, S., & Reddy, S. K., “Symbolic and Practical Positioning of Brands,  Journal of Consumer Marketing, Vol. 15, No . you, 1998, pp. 32″43. 18

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XYLYS: Exploring Buyer Perception about Premium Wrist watches in the American indian Context

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METHODOLOGY

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The goal of the study was going to analyze and link many aspects of consumer behavior, also to compare users and non-users of superior watches. 3 sets of questions were prepared. One set of questions dealt with the selfconcepts of consumers, another was about the brand personality aspects of their wrist watches, and the last set of queries was relevant to thepsychographics of individual participants. nonusers were respondents who were potential buyers of premium watches in the near future. Weighing scales were sucked from several resources available in the extant books. 23

Forty current users of high grade watches and forty potential users (prospective buyers) of premium wristwatches were used the set of questions in 04, 2011 in Bangalore, India.

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Demonstrates 1, 2, and a few were connected with self-concept, brand preferences along with nature, and the activities, interests, and opinions (AIO) of potential users of premium view brands. Demonstrates 4, five, and six dealt with a similar factors in the present users of superior watch brands (self-concept, manufacturer preferences along with nature, and AIO).

The explanation of the placement strategies of the many brands presented below is based on the authors’ perception from the advertisements of the respective brands.

XYLYS

Xylys was a premium Swiss-made watch brand from your house of Titan in India. Priced between INR 10, 000 and INR 33, 000, the Xylys range of wristwatches was obtainable in three collections”Contemporary, Classic, and Sport”and provided over sixty distinctive types. Xylys was available at choose World of Titan showrooms, essential multi-brand stores, and at exclusive flagship retailers in select cities.

tC

Xylys targeted the lower range of the luxury watch part. Titan, that has been the market innovator in the mid-price segment in India, experienced that the top end of their target clients was moving towards famous global high grade

brands.

The patterns were developed in effort with famous Swiss developer Laurent Rufenacht, and Titan’s own design and style advisor, Eileen Foley. It had been manufactured in a state-of-the-art stock in Switzerland, which a new heritage of over 8 decades in the artwork of watch-making. All Xylys watches had been created with beautiful craftsmanship and impeccable describing, were carefully made from cautiously selected components, and had been crafted with a passion intended for detail.

Zero

While cautiously analyzing the consumer behavior of customers of superior watch brands, Titan located that customers were highly influenced by “country of origin affiliation. Consumers loved the “Swiss-made tag, and there was an enormous association of quality, precision, premium, and so forth with this tag. The insight was that it would be difficult for an “Indian-made label to impress the target segment.

Perform

The identity Xylys was created to have just two syllables, a distinctive term in itself. The brand charter was executed to convey style, attitude, and power. Xylys was created achievable generation achievers who went beyond numerous. Xylys shown their principles, attitudes, and unique personal identities. The manufacturer was directed at today’s people, both men and women, who were supremely assured and aware about the image they will projected.

They actively wanted new and unconventional encounters. Xylys, having its unique setting of the “Power of Times,  underlined the power of a person’s attitude. This attitude stemmed from a person’s self-belief, which enabled one to become successful through a keen pursuit of one’s dreams. Xylys was launched as a contemporary manufacturer targeting upwardly mobile, effective men and women. The brand name segmented the marketplace based on psychographic profiles. twenty-three

Tian, E. T., Bearden, W. U., & Seeker, G. M., “Consumers’ Requirement of

Uniqueness: Scale Development and Validation,  Journal of Client Research, Summer 28, 2001, pp. 50″66; Netemeyer R. G., Burton, S., & Lichtenstein, Deb. R., “Trait aspects of Vanity: Measurement and Relevance to Consumer Patterns,  Log of Consumer Research, 21 years old, March 1995; Schiffman, D. G., Kanuk, L. L., & Ramesh Kumar, S., Consumer Behavior, 10th Impotence, Pearson Education, p. 143.

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Xylys identified its clients as modern-day, dynamic, good people who acquired attitude and confidence. The rand name wanted to enjoy their achievement with these people. The customers of Xylys were highly individualistic persons who did what they loved. These folks would love to go to town and show their very own success for the world.

Three brand ambassadors of Xylys came from varied fields and represented the attitude with the new era achievers. Professional Rahul Bose (ad), foreign supermodel Saira Mohan (ad), and tennis games star Carlos Moya embodied the attitude of living life fearlessly independently terms, using a passion to pursue all their dreams.

Speaking at the release, brand delegate Rahul Bose said, “Like every video I choose to become part of, I have chosen to support this brand following careful thought. I can simply support these products i am completely convinced regarding. It is an thrilling new manufacturer from India’s leading watchmaker with a great identity that reflects the attitude and values i consider important”bold, unconventional, and distinctive. 

In 2010, the rand name changed its positioning from “Symbol of Success to “Feeling of affection.  The brand talked about dropping in love with Xylys. Xylys leaped a marketing campaign reflecting the newest positioning, which was a significant change from the core positioning of the trademark. The entire brand personality of Xylys was changed nowadays in this campaign.

operative

hey

The new identification reflected the attitude, lifestyle, and persona of the fresh generation client. “You may possess a Xylys, it possesses you: this kind of reflected reasonless desirability of the brand. The new innovative expression was carefully made to reflect the result Xylys wrist watches had on their consumers. It was this factor that made an “irrational desire to have your own watch, strongly backed by the “rational factors, namely, that Xylys came from the house of Titan and was Swiss-made.

After the start in 2006, the brand name saw the amount of product sales doubling between 2006″2007 and 2007″2008, and sales grew at about 33% since then. Regarding value, Xylys grew for a substance annual progress rate) of 54%. Demonstrate 7 displays an Xylys’ advertisement.

OMEGA

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Omega, with its signature “Innovators simply by Tradition,  pioneered design and advancement since its groundwork in 1853. Tissot was obviously a member of the Swatch Group, the planet’s largest watch producer and distributor. For over 155 years, the company got its house in the Swiss watch-making area of Votre Locle inside the Jura Mountain range, and in 2011 had a existence in more than 150 countries.

As recognized timekeeper and partner in the International Field hockey

Federation, the Australian Football Little league, the Oriental Basketball Relationship, and MotoGP, and the World Championships of cycling, fencing, and glaciers hockey; Tissot was focused on respecting traditions, underlining the core principles of overall performance, precision, and setting new standards.

Simply no

The different collections of Tissot included Touch, Sport, Pattern, Classic, Gold, Pocket, and Heritage; plus the price range was much wider than that of Xylys, covering the two affordable luxurious and the superior luxury portion with ease.

The Indian manufacturer ambassador intended for Tissot was movie star Deepika Padukone, daughter of a past badminton world champion. Her Tissot enjoy was projected as a symbol of high-class and enchantement complementing her multi-faceted life-style. The similarities between her personality as well as the Tissot brand were captured in the brand’s advertisements: “We are both ambitious, sophisticated and classy, yet incredibly approachable. 

Do

Tissot’s subsequent marketing campaign revolved around the theme “In Touch together with your Time.  In its revolutionary new global campaign depending on this motif, Tissot utilized a series of executions featuring brand ambassadors who presented extravagance as being available rather than distinctive. The brand ascribed its success for the trust customers all over the world acquired in the top quality and satisfaction offered by Omega timepieces.

A lot of wearers obviously refused to compromise, and the campaign specifically congratulated these people on their discriminating selection of any Swiss-made enjoy. The campaign’s approach dedicated to the idea of “substance (the undeniable quality mounted on traditional Switzerland craftsmanship) and “style (a truly attractive watch design).

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infringement of copyright. [emailprotected] or 617. 783. 7860.

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The new global Tissot campaign captured real occasions in the lives of it is ambassadors exactly where reality easily merged with glamour. A variety of locations that have been local towards the ambassadors (e. g., Deepika Padukone in Mumbai, India) were utilized for the shoots, which increased the campaign’s integral genuineness.

SEIKO

Perform

No

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yo

SEIKO Watch India Private Limited is a totally subsidiary of SEIKO View Corporation, Japan set up in 2007; it is headquartered in Bangalore. Over the years, SEIKO has established the leadership situation in a number of countries. Backed by this sort of experiences and with India being one of the prioritized markets, the rand name is anticipated to bring its “total SEIKO brand experience through it is “flagship stores that will offer good customer service.

twenty-four The brand can be bought at a lot of higher-endmulti-branded view outlets in the country. SEIKO’s technical development is focused on the creation of “emotional technologies 25. While the manufacturer may be situated below Omega or Xylys (based on the observation of price items at retail outlets by one of the authors), the brand is likely to be regarded as a brand with strong benefit given their heritage of technology and innovation.

twenty four

twenty-five

http://www.seiko.in/corporate/india.html seen on August 26, 2011 http://www.seikowatches.com/story/index.html reached on October 26, 2011

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XYLYS: Discovering Consumer Belief about Premium Watches in the Indian Context

Self-concept (Potential users of premium view brands)

I would embarrass myself if I was around persons and would not look my own best.

several. 775

It is vital that I always look good.

3. 275

People recognize how desirable I am.

3. 675

My looks are very attractive to others.

I want others to look up to me due to my successes.

3. 075

a few. 075

4. 12-15

Achieving greater success than my peers is important to me.

3. 475

op

yo

I actually am more concerned about professional success than most people I am aware.

3. 575

In a professional sense, I am an extremely successful person.

3. 825

My achievements are highly regarded by others.

3. four

Others want they were while successful as me.

several. 675

We am a good example of professional accomplishment.

3. 25

I generally look for exclusive products or perhaps brands so that I produce a style that may be all my individual.

3. 240

The products and brands that we like ideal are the ones that express my identity.

3

tC

I want my achievements to become recognized by others.

3. 375

I enjoy difficult the existing taste of men and women I know by buying something major.

2 . 95

I often think of those things I get and do in terms of how I can utilize them to condition a more unconventional personal photo.

3. 05

No

We rarely work according to what others believe are the right things to buy.

When a item I individual becomes popular among the general population, I use that less.

2 . 625

Matter for being misplaced does not stop me from wearing the things i want to.

2 . 85

Source: The results were based on the forms administered to users and non-users of premium watch brands.

Do

Note: The statements had been measured over a Likert range ranging from Firmly Agree to Strongly Disagree for every single respondent, plus the values were coded as Strongly Consent = five, Agree = 4, None Agree neither Disagree sama dengan 3, Disagree = 2, and Strongly Disagree = 1 . The mean values were the standard of the same around all the respondents.

This file is official for use simply by Arijit Santikary for Siva Sivani Institute of Management until December 2013. Copying or perhaps posting is an violation of copyright. [emailprotected] or perhaps 617. 783. 7860.

Display 2

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XYLYS: Checking out Consumer Belief about High quality Watches inside the Indian Framework

Brand and user persona (Potential users of superior watch brands)

Brand Elements

User Elements

several. 525

Up to date

3. 525

Reliable

four. 075

Dependable

4. 125

Down-to-earth

several. 65

Down-to-earth

4

Genuine

3. eight

Honest

3. 85

Daring

3. 125

Daring

Enthusiastic

3. 775

Exciting

3. 625

Imaginative

3. 7

Successful

a few. 825

Upper class

3. 325

Tough

3. 2

operative

yo

Up-to-date

3. 8

a few. 675

Interesting

4. 05

Imaginative

three or more. 975

Powerful

3. 625

Upper class

3. 5

Tough

3. five

tC

Spirited

Source: The results were based on questionnaires given to users and non-users of premium watch brands.

Do

Zero

Note: The statements were measured over a Likert scale ranging from Strongly Agree (5) to Strongly Disagree (1) for each respondent. The indicate values had been the average of the same across each of the respondents.

This kind of document can be authorized for proper use only simply by Arijit Santikary at Siva Sivani Institute of Management until December 2013. Duplicating or publishing is an infringement of copyright. [emailprotected] or 617. 783. 7860.

XYLYS: Discovering Consumer Belief about Superior Watches inside the Indian Circumstance

Page 10 of 12-15

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Show 3

Activities, interests, and thoughts (Potential users of high grade watch brands) When I must choose between the 2, I usually outfit for fashion, not for ease and comfort.

3. 25

I try to arrange my personal home for my children’s ease.

2 . 975

I require a lot of time and effort to teach my children great habits. I really like parties high is lots of music and conversation. I would personally rather check out a sporting celebration than a movie.

I love to work on community projects.

installment payments on your 85

3. 075

3. 425

a few. 4

3. 7

I think I’ve more self-assurance than a lot of people.

2 . fifty five

I are more impartial than a lot of people.

3. 725

I think I have a lot of personal ability.

a few. 8

I like to be considered a head.

3. ninety five

op

yo

I’ve personally worked in a political campaign, or for any candidate, or for a problem.

3. several

I occasionally influence what my friends acquire.

3. eighty five

People arrive to me often than We go to them for information about brands.

several. 5

tC

My friends or perhaps neighbors typically come to my opinion for suggestions.

3. 25

I spend a lot of time discussing with my local freinds about products and brands.

several. 575

I would really like to spend 12 months in London or perhaps Paris.

several. 175

I would like to take a trip around the world.

a few. 825

I will have more money to spend next year than I use now.

some. 375

My spouse and i spend a lot more than an hour each day reading the newspaper or watching the news.

4. 025

I like to carefully plan for upcoming savings and expenditures.

3. 175

Simply no

I generally seek out the advice of my friends regarding which usually brand to get.

Do

Source: The outcome was based on forms administered to users and nonusers of premium enjoy brands. Be aware: The statements were measured on a Likert scale starting from Strongly Consent (5) to Strongly Don’t agree (1) for each and every respondent. The mean principles were the standard of the same around all the participants.

This record is official for use simply by Arijit Santikary by Siva Sivani Institute of Management until December 2013. Copying or posting is an intrusion of copyright laws. [emailprotected] or perhaps 617. 783. 7860.

Exhibit 4

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XYLYS: Exploring Consumer Notion about High quality Watches inside the Indian Framework

Self-concept (Present users of premium watch brands)

I would embarrass myself if I was around people and would not look my personal best. It is important that I always look good.

People notice how attractive My spouse and i am.

several. 325

a few. 75

3. 45

My looks are very appealing to others.

I want others to admire me as a result of my achievements.

I am more concerned regarding professional success than most of the people I know.

operative

years old

Achieving increased success than my colleagues is important to me.

I want my accomplishments to be recognized by others.

In a professional impression, I am a very successful person.

3. 425

3. 65

3. 75

3. 925

4. 225

a few. 65

My achievements are quite regarded by simply others.

a few. 6

Other folks wish these people were as powerful as myself.

3. some

I was a good example of professional success.

3. 7

3. 225

The products and brands that we like best are the ones that exhibit my identity.

3. 325

tC

My spouse and i often seek out unique goods or brands so that We create a design that is all my own.

I rarely act according about what others think are the correct things to purchase.

2 . 75

installment payments on your 925

I often imagine the things I actually buy and do in terms of how I can use them to shape a far more unusual personal image.

a few

No

I love challenging the prevailing preference of people I am aware by buying a thing radical.

If a product I own turns into popular among the standard population, I take advantage of it fewer. Concern internet marketing out of place will not prevent myself from wearing what I need to.

2 . 825

3. a couple of

Source: The results were based upon questionnaires implemented to users and non-users of premium watch brands.

Do

Be aware: The transactions were assessed on a Likert scale ranging from Strongly Consent (5) to Strongly Disagree (1) for every respondent. The mean values were the typical of the same across all the respondents.

This record is certified for use simply by Arijit Santikary by Siva Sivani Institute of Management till December 2013. Copying or perhaps posting is usually an infringement of copyright laws. [emailprotected] or 617. 783. 7860.

Show 5

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XYLYS: Exploring Consumer Belief about Premium Watches in the Indian Framework

Brand and user personality (Present users of premium watch brands) Brand Elements

User Factors

Up-to-date

several. 775

Up dated

Reliable

5. 275

Dependable

3. almost 8

some. 025

a few. 35

Down-to-earth

Honest

three or more. 95

Genuine

3. 925

Daring

3. 6

Bold

3. 675

Spirited

three or more. 75

Interesting

3. 96

Imaginative

a few. 925

Good

4. a hundred and twenty-five

Upper class

3. 975

Hard

3. 975

3. 66

op

yo

Pragmatic

Spirited

three or more. 875

Thrilling

3. being unfaithful

Imaginative

3. 6

Good

Upper class

Tough

a few. 725

three or more. 7

3. 625

tC

Source: The results were based upon questionnaires used to users and nonusers of high grade watch brands.

Do

No

Note: The statements had been measured on the Likert scale ranging from Firmly Agree (5) to Strongly Disagree (1) for each surveys takers. The suggest values were the average of the same across every one of the respondents.

This document can be authorized for proper use only simply by Arijit Santikary at Siva Sivani Commence of Administration until Dec 2013. Replicating or publishing is an infringement of copyright. [emailprotected] or 617. 783. 7860.

Page 18 of 12-15

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XYLYS: Exploring Consumer Perception regarding Premium Wristwatches in the Of india

Context

Exhibit 6

Thinking, interests, and opinions (Present users of premium observe brands) While i must choose from the two, I dress pertaining to fashion, not for comfort.

installment payments on your 775

My spouse and i try to organise my home for my little one’s convenience.

a few. 725

We take a wide range of time and effort to train my children good behaviors. I like get-togethers where there can be lots of music and chat. I would rather go to a sports event than a movie.

op

por mi parte

I like to work with community jobs.

3. 95

3. 075

three or more. 225

3. 325

I have privately worked in a political campaign, or for a candidate, or to get an issue.

1 . 725

I do believe I have even more self-confidence than most people.

a few. 625

My spouse and i am even more independent than most people.

three or more. 975

I believe I have a wide range of personal capability.

3. 775

I like to be described as a leader.

four. 125

My local freinds or friends and neighbors often come to me for advice.

tC

I sometimes influence what my friends buy.

People come to me more regularly than We go to them for information regarding brands.

several. 75

3. 325

a few. 3

2 . 96

I fork out a lot of time chatting with my buddies about products and brands.

2 . 875

I would really prefer to spend a year in London or Paris.

3. 175

Zero

I typically seek out the advice of my friends regarding which will brand to acquire.

I would like to adopt a trip around the globe.

Let me have more funds to spend next year than I have now.

some. 2

3. 925

several. 75

I like to meticulously cover future personal savings and expenses.

3. 66

Do

We spend much more than an hour every day reading the newspaper or perhaps watching this news.

Source: The results were depending on questionnaires given to users and nonusers of high grade watch brands.

Note: The statements had been measured on a Likert level ranging from Strongly Agree (5) to Firmly Disagree (1) for each respondent. The imply values were the average of the identical across all of the respondents.

This kind of document can be authorized for use only simply by Arijit Santikary at Siva Sivani Start of Supervision until 12 , 2013. Replicating or placing is an infringement of copyright. [emailprotected] or 617. 783. 7860.

Page 12-15 of 15

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XYLYS: Exploring Customer Perception about Premium Watches in the American indian Context

Exhibit 7

Do

No

tC

op

yo

Ad for Xylys

The writers would like to say thanks to Mr. Manoj Chakravarti, Senior Advisor, Ms. Superna Mitra, Head, Global Marketing, Titan Industries Limited and Prof. Dinesh Kumar, Chairperson, Analysis & Journals, IIM, Bangalore for the support presented to this case study initiative.

This document can be authorized for proper use only simply by Arijit Santikary at Siva Sivani Company of Managing until December 2013. Burning or submitting is a great infringement of copyright. [emailprotected] or 617. 783. 7860.

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