XYLYS: Exploring Consumer Perception

about Premium watches in the Indian Context

Group 10
5 C Analysis
Company
● Titan: Indian luxury products company;
mainly manufactures fashion
accessories such as watches, jewellery
and eyewear.
Customers
● New generation executive,
entrepreneurs
● Young & middle aged professionals
● CEOs & senior professionals
● Indians: Higher socio-economic strata
Competition
● Fashion accessories: apparel, handbags
● Tissot, Seiko, Citizen, Emporio Armani,
Hugo Boss
Collaborators
● Swiss designer: L Rufenacht
● Factory in Switzerland
● Multi-brand outlets
● Exclusive flagship boutiques
● Brand ambassadors
Context
● Rising disposable income
● Exposure to western lifestyles
● Growth in consumer demand for luxury &
premium watch product
● Watches: From time keeping instruments
to fashion accessories
Decision Problem
Find the most appropriate consumer self-perception and
align it with brand positioning for Xylys in Indian luxury
watch market in 2011

Alternatives
1. Continue with current positioning of ‘Feeling of Love’
2. Change positioning back to ‘Symbol of Success’
3. Change to a new positioning according to survey
‘Keep Inspiring’
Potential Consumer v/s Current Consumers
Self Concept Brand Factors User Factors Activities, interests &
opinions

Potential Professional success Reliable Reliable Spend more money next

Users year

Successful Person Successful Exciting Read newspaper / watch

news > 1hr

Look best Honest Down-to-earth A leader

Present Achievements to be Reliable Reliable A leader

Users recognized

Greater success than Successful Honest More independent

peers

Always look good Upper Exciting Spend more money next

Class/Tough year
Evaluation of Alternatives
Positioning Feeling of Symbol of Keep Inspiring
Love(Present) Success (Past) (Future)

Brand Identity High High High

Alignment of Low Medium High

Brand & Customer
Personality

Perceptual Low Medium High

Mapping

Marketing Cost High Low High

Recommended Action
● Consumer Profiling: Successful professional, always look good
and a leader
● Change to a new positioning according to the survey ‘Keep
Inspiring’, and advertise and run campaigns under this
positioning
● Advertisement campaign in newspapers and news channels
● Adding more luxurious watches- As consumers are willing to
spend more money, add more products under Xylys under higher
price points
● Still keep the emphasis on manufacturing of watch in Switzerland,
i.e. ‘Swiss-Made’ by professional swiss designers
Action Plan to Handle Negatives
Handling negatives arised on changing position from ‘Feeling of Love’

Additional costs of changing positioning:

● As per the analysis, customers are willing to spend more money on the brand next
year, so Titan can diversify and launch more models under Xylys under higher price
segment
● May result in confusion due to continuous back to back change of positioning
Thank You