Symbolic and lifestyle categories that were created in the last 20 years or so included apparel, watches, mobile phones, portable music players such as iPods, cars, televisions, two-wheelers, and spectacles, to name a few socially conspicuous product categories; brands made use of such psychological needs of consumers to position themselves, with one category often competing with another. I would rather go to a sporting event than a movie. Accessed May 22, The second kind was the largest in both value and volume, and was expected to remain the market driver for growth in — The watch, apart from being a fashion accessory, was part of a ritual gifting ceremony, and needed to encapsulate the emotional benefits required to succeed. Early in the twentieth century, many multinational players entered the market, which was made possible by the EXIM policies that raised the bar on the import of luxury watches in India. While the brand may be positioned below Tissot or Xylys based on the observation of price points at retail outlets by one of the authors , the brand is likely to be perceived as a brand with strong value given its heritage of technology and innovation.
Many of the brands offered some options in all three segments, but most catered only to the first two segments; the sports segment remained a largely untapped segment. 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. A better explanation in terms of consumer behavior was the third basis of segmentation as defined by Yankelovich 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. Xylys ran a campaign reflecting the new positioning, which was a significant deviation from the core positioning of the brand. Consumers were buying not only durable categories that were useful to them and satisfied functional aspects, but also categories and brands that reflected their personality.
Click to learn more https: 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. The brand segmented the market based on psychographic profiles. The different collections of Tissot included Touch, Sport, Trend, Classic, Gold, Pocket, and Heritage; and the price spectrum was much wider than that of Xylys, covering both the affordable luxury and the premium luxury segment with ease.
I enjoy challenging the prevailing taste of people I know by buying something radical. Early in the twentieth century, many multinational players entered the market, which was made possible by the EXIM policies that raised the bar on the import of luxury watches in India. Consumers were buying not only durable categories that were useful to them and satisfied functional aspects, but also categories and brands that reflected their personality. Three sets of questions were prepared. Owners tended to replace these when they failed.
A watch or a specific brand in particular became a symbol of several associations that were in tune with the changing environment. A variety of locations that were local to the ambassadors e.
Scales were drawn from several resources available in the extant literature. Would a conventional-positioning approach be sufficient?
Case Study Analysis Paper Make sure you understand the case before you do a case unicystic ameloblastoma classification essay study analysis paper. I spend more than an hour everyday reading the newspaper or watching the news.
Inliberalization opened up the Indian market to foreign players, and Timex was the first on the scene. Your email address will not be published.
The only other major Indian player was P.
Non-users were respondents who were potential buyers of premium watches in the near future. Xylys ran a campaign reflecting the new positioning, which was a significant deviation from the core positioning of the brand. Hence, the positioning diagrams for luxury watches would need to be based on factors such as status, prestige, and ego gratification. Self-concept Present casse of premium watch brands I would feel embarrassed if I was around people and did not look my best.
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 reasons for the growth of the luxury watch category in India. The demand from the middle and upper income groups promised to be the growth driver for this segment in — I have personally worked in a political campaign, or for a candidate, or stuey an issue. I want others to look up stkdy me because acse my accomplishments.
This case is not intended to serve as an endorsement, source of primary data, or to show effective or inefficient handling of decision or business processes.
Xylys case study solution by mustahid ali via slideshare | REPORTS | Case study, Study
Did the buyers and prospective buyers of premium watches hold any specific stereotypical images of such watches? Achieving greater success than my peers is important to me.
Luxury watches in turn, were categorized into three sub-segments:. Leave a Reply Cancel reply Your email address will not be published. For Chakravarti, any challenge in the watch industry, studt in an emerging market such as India, was something he looked forward to, as it gave him immense satisfaction when he was able to find some insights.
The statements were measured on a Likert scale ranging from Strongly Agree 5 to Strongly Disagree 1 for each respondent.
Xylys case study analysis
The results were based on questionnaires administered to users and non-users of premium watch brands. Xylys targeted the lower spectrum of the luxury watch segment. Watches as fashion accessories were in competition with a variety of other products such as apparel and fashion handbags; hence, watches had to have a clearly differentiated element of perceived utility apart from fashion.
The major consumers of watches in the luxury segment included CEOs and senior professionals in their thirties and forties, new generation entrepreneurs, and young working professionals.