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Xylys-CBTRANSCRIPT
XYLYSExploring consumer perception about premium watches in the Indian context
Submitted by Group 1, PGPM 2012-14MDI, Gurgaon
Group members:Aditya Kagliwal-12P001Saurabh Mishra-12P044
Nitish Gupta-12P088Gaurav Gaba-12P136
Rajesh Chaudhary-12P158Ravi Goel-12P161
ANALYSIS OF EXHIBIT 1,4(SELF CONCEPT) – CONSUMER BEHAVIOR PROFILEPotential Users Present Users
Ambitious : I am more concerned about professional success than most people I know(4.15)
Noticeable: I want my achievement to be recognized by others(4.225)
Ego: In a professional sense I am a very successful person(3.825)
Ego: Achieving greater success than my peers is important to me(3.925)
Conscious: I would feel embarrassed if I was around people and did not look my best(3.775)
Conscious It is important that I look good(3.75)
Noticeable: People notice how attractive I am(3.675)
Successful: I want others to look up to me because of my accomplishments(3.65)
ANALYSIS OF EXHIBIT 2,5(BRAND AND USER PERSONALITY)
Potential Users
Users Factors(Important) Brand Factors(Important)
Reliable(4.125) Reliable(4.075)
Down-to-earth(4) Successful(3.825)
Imaginative(3.975) Honest(3.8)
Present Users
Users Factors(Important) Brand Factors(Important)
Reliable(4.275) Reliable(4.025)
Successful(4.125) Honest(3.925)
Upper Class(3.975) Exciting(3.9)
Tough(3.975)
ANALYSIS OF EXHIBIT 3,6(ATTITUDES, INTEREST AND OPINIONS) – CONSUMER BEHAVIOR PROFILE
Potential Users Present Users
Confident : I will have more money to spend next year than I have now
Ego : I like to be considered a leader(4.125)
Up-to-date: I spend more than an hour everyday reading newspaper or watching the news(4.025)
Individualistic: I am more independent than most people
Ego: I like to be considered a leader(3.95)
Sophisticated: I take a lot of time and effort to teach my children good habits(3.95)
Influential: I sometimes influence what my friends buy(3.85)
Confident: I will have more money to spend next year than I have now(3.925)
PERCEPTUAL MAPPING(PREMIUM WATCHES)
Higher Price
Lower Price
High Value(Innovation, Technology)
Low Value(Innovation, Technology)
Tissot
Sieko
Xylys
CATEGORIZATION OF WATCHES IN INDIA
Technology
• Non-contemporary bulky mechanical watches with less than 5% market share
• Stylish light Quartz Analog watches being the main market driver
• Quartz digital watches that are perceived as low cost & unstylish
Benefit
• Casual (35% Market Share)
• Formal (60% Market Share)
• Sports (5% Market Share)
Price
• Mass Market (Price below Rs. 1000)
• Mid Market (between Rs. 1000 and Rs. 10,000)
• Premium Luxury Market (Price above Rs. 10,000)
CATEGORIZATION OF LUXURY WATCHES IN INDIA
Premium
•Price between Rs. 10,000 and Rs. 50,000•XYLYS, Tissot, Seiko, Citizen, Emporio Armani and Hugo Boss
Accessible
Luxury
•Price between Rs. 50,000 and Rs. 3,00,000•Rolex, Omega, Longines and Tag Heuer operate
Excl
usive
Luxury
•Price above Rs. 3,00,000•Breguet, Patek Philippe, Audemars Piguet, Breitling and Hublot
YANKELOVICH’S DEFINITION OF SEGMENTATION BY VALUE In a product, people look for nature of appeal & associations
like Glamour, Fashion, sports and Fun Four philosophies namely dress, classical, fashion &
sport Factors governing consumer needs:
Psychological needs to position themselves Value for money Self-perception Personality and style
Consumers look for Brands that offer benefits akin to: Functional benefits Symbolic benefits Experiential benefits like sensory pleasure, variety or
cognitive simulation. Preferences also influenced by Lifecycle stages
YANKELOVICH’S DEFINITION OF SEGMENTATION BY VALUE
Appeal & Associations
Glamour
Fashion
Sports
Fun
Look
Dress
Classical
Fashion
Sport
Consumer needs
Psychological needs to position
themselves
Value for money
Self-perception
Personality and style
Benefits
Functional benefits
Symbolic benefits
Experiential benefits
MAIN CONSUMER FOR A PREMIUM LUXURY WATCH A new generation executive:
Who is set to move toward prime of his career Who after a few years of hard-work is ready to announce
his arrival in the world of success Who wants to display his status by associating himself
with value brands & is very brand conscious Target Consumers: CEOs, senior professionals,
entrepreneurs, people belonging to higher socio-economic strata These individuals constantly seek new and un-
conventional experiences Look for symbolic & experiential benefits rather than just
functional benefits
XYLYS – THE PRODUCT
Premium Luxury watch priced between Rs.10,000/- and Rs. 33,000/- Made in Switzerland Designed by renowned Swiss designer Laurent Rufenacht, along
with Titan's adviser Michael Foley Around 60 models under three collections namely Contemporary,
Classic & Sport Exquisite craftsmanship & impeccable detailing in a state-of-art
factory that has 80 year heritage of watch making
POSITIONING OF XYLYX
Appeal & Associations
Glamour
Fashion
Sports
Fun
Look
Dress
Classical
Fashion
Sport
Consumer Needs
Psychological needs to position
themselves
Value for money
Self-perception
Personality and style
Benefits
Functional benefits
Symbolic benefits
Experiential benefits
XYLYS – THE BRAND The Swiss-made tag is associated with
Quality Precision Premium
Positioned as a “Symbol of success” Target Segment- Upwardly successful people Depicted the “Power of X”
bold, unconventional, distinctive and underlined one’s power of attitude and confidence
THE RESULTS
All this care to consumer needs & diligence shown during
the production choices for XYLYS watches and bang-on-
target Brand position, resulted in doubling of sales volumes
in the initial years
It developed into a consistent growth rate of 33% since then
XYLYS has a consistent brand share of around 21% in the
Indian market even today
THANK YOU!