XYLYS WATCHES CASE STUDY

These individuals actively sought new and unconventional experiences. How about make it original? A variety of locations that were local to the ambassadors e. Which are the factors that Watch Luxury can eliminate that players in industryname industry has long competed on? Which are the factors that Watch Luxury can eliminate that players in industryname industry has long competed on? India had 28 states and seven union territories with a population of How does the self-concept of consumers matter to luxury watch brands?

After a few years, Timex became an independent brand and set up its own distribution channels, and emerged as a brand associated with the sports and casual wear segment. Xylys targeted the lower spectrum of the luxury watch segment. Blue Ocean strategy is often called value innovation strategy as it defies the traditional value cost trade-off and strives to provide both higher value proposition to the customers and rationalize cost structure. These people would love to express themselves and show their success to the world. Accessed May 22, The demand from the middle and upper income groups promised to be the growth driver for this segment in —

Owners tended to replace these when they failed. The liberalization of markets, the rising disposable income, exposure to western lifestyles, and the need for the new generation to establish an identity for itself were some of the watchss for the growth of the luxury watch category in India.

The Indian brand ambassador for Tissot was movie star Deepika Padukone, daughter of sstudy former badminton world champion. I often look for unique products or brands so that I create a style that is all my own. As official timekeeper and partner of the International Atudy Federation, the Australian Football League, the Chinese Basketball Association, and MotoGP, and the World Championships of cycling, fencing, and ice hockey; Tissot was committed to respecting tradition, underlining its core values of performance, precision, and setting new standards.

Brands needed to necessarily satisfy functional needs, since these were the hygiene factors for acceptance in this category.

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EXPLORING CONSUMER PERCEPTION ABOUT PREMIUM WATCHES IN INDIAN CONTEXT Essay

Consumers were buying not only durable categories that were useful to them xtudy satisfied functional aspects, but also categories and brands that reflected their personality.

The challenge was to create and shape a perception unique to the brand, since premium watches in India were associated with the Swiss brands Omega and Rolex, or Tag Heuer and other similar brands, which were more contemporary in nature.

The customers of Xylys were highly individualistic persons who did what they loved.

xylys watches case study

Was it necessary to obtain some insights regarding the application of the uniqueness aspect to the self-perception of consumers? How about receiving a customized one?

EXPLORING CONSUMER PERCEPTION ABOUT PREMIUM WATCHES IN INDIAN CONTEXT Essay

For example, among sporty watches, Tissot, Tag Heuer, and Breitling were the brands in the tsudy, accessible, and exclusive luxury sub-segments, respectively. Which factors needs to be created by the Watch Luxury that had never been offered by competitors in the industry. My looks are very appealing to others. People come to me more often than I go to them for information about brands. How about make it original? To know what products or services Watch Luxury is in?

Xylys case study solution by mustahid ali via slideshare | REPORTS | Case study, Study

A significant decline in the global production of watches was witnessed in —, with the volumes in at a fifth of the expected numbers. A better explanation in terms of consumer behavior was the third basis of segmentation as defined by Yankelovich How important was the “Swiss-made” label? How does the self-concept of consumers matter to luxury watch brands?

When a product I own becomes popular among the general population, I use it less. The first went out of vogue since the bulky mechanical format did not allow for elegant design; it dropped in volume shares from 7. The three brand ambassadors of Xylys came from varied fields and represented the attitude of the new generation achievers. Before HMT, watches were sourced exclusively from imports, and could be afforded by only a small number of consumers.

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Which are the factors that Watch Luxury can eliminate that players in industryname industry has long competed on? The only other major Indian player was P. The first went out of vogue since the bulky mechanical format did not allow for elegant design; it dropped in volume shares from 7.

xylys watches case study

The new identity reflected the attitude, lifestyle, and personality of the new generation consumer. The case delved into several aspects of the perceptual fields associated with consumer behavior with the objective of finding the most appropriate approach to further the prospects of the Xylys brand. Scales were drawn from several resources available in the extant literature.

The watch market in India was divided into three broad segments: It was interesting to note that the lower end offerings relatively lower end to be precise, when compared to the price of luxury watch brands from brands such as Titan also used glamour, romance, and srudy orientation for the positioning strategies of several of its brands such as Titan, Fastrack, Sonata, and Ragaa.

The other prominent brands in this space were Tissot, Seiko, and Citizen, in xykys to fashion brands such as Emporio Armani and Hugo Boss. The present competition arose from the increasing foray of multinational players into the lucrative luxury segment; however, the real challenge was to tackle the spurious imports being sold by the unorganized sector. The authors would like to thank Mr.