Beruflich Dokumente
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Group members: Aditya Kagliwal-12P001 Saurabh Mishra-12P044 Nitish Gupta-12P088 Gaurav Gaba-12P136 Rajesh Chaudhary-12P158 Ravi Goel-12P161
Honest(3.925) Exciting(3.9)
Higher Price
Lower Price
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
Casual (35% Market Share) Formal (60% Market Share) Sports (5% Market Share)
Mass Market (Price below Rs. 1000) Mid Market (between Rs. 1000 and Rs. 10,000) Premium Luxury Market (Price above Rs. 10,000)
Technology
Benefit
Price
Premium
Accessible Luxury
Exclusive Luxury
Price between Rs. 10,000 and Rs. 50,000 XYLYS, Tissot, Seiko, Citizen, Emporio Armani and Hugo Boss
Price between Rs. 50,000 and Rs. 3,00,000 Rolex, Omega, Longines and Tag Heuer operate
Price above Rs. 3,00,000 Breguet, Patek Philippe, Audemars Piguet, Breitling and Hublot
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
Consumer needs
Psychological needs to position themselves
Benefits
Glamour
Dress
Functional benefits
Fashion
Classical
Sports
Fashion
Self-perception
Fun
Sport
Experiential benefits
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
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
Look
Consumer Needs
Psychological needs to position themselves
Benefits
Glamour
Dress
Functional benefits
Fashion
Classical
Sports
Fashion
Self-perception
Fun
Sport
Experiential benefits
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 ones power of attitude and confidence
THE RESULTS
All this care to consumer needs & diligence shown during the
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!