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XYLYS: Exploring Consumer Perception about Premium Watches in the Indian Context Harvard Case Solution & Analysis

Home >> Marketing HBS Case Solutions >> XYLYS: Exploring Consumer Perception about Premium Watches in the Indian Context

The liberalization of the exposure to western lifestyles markets, the growing disposable income, as well as the need for the brand new generation to establish an identity for itself are a number of the reasons for the growth of the high-end watch category in India. Glamor, Tradition and technology were a mix of elements which were connected with luxury watch brands. While there were several global watch brands being marketed at various price points in India, the challenge for a leading Indian company, Titan Industries that had made rapid strides in the watch market over the past two decades was to successfully introduce a luxury watch brand. Manoj Chakravarti, Titan's premium watch brand, Senior Advisor, Titan Industries reflected about his 28 years in the watch business both in India and abroad, and contemplated about Xylys, and its foray into the Indian marketplace. He had invented several facets of marketing mix strategies previously to face varied forms of challenges. Xylys was a premium watch brand established by Titan a couple of years past; the brand was aimed at creating a perception that is unique among consumers.

XYLYS Exploring Consumer Perception about Premium Watches in the Indian Context Case Solution

There were several interesting possibilities for Chakravarti to contemplate. Would a conventional placement approach be satisfactory? Was it necessary to get some insights concerning the application of the uniqueness aspect to the self-understanding of consumers? Were such aspects of singularity related to other established brands? How important was the "Swiss-made" label? Did the buyers and prospective buyers of premium watches hold any specific stereotypical pictures of such watches? How does the self-concept of consumers matter to luxury watch brands? The case delves into behavioral theories that are important from the perspective of brand perception of luxury brands.

PUBLICATION DATE: October 01, 2011 PRODUCT #: IMB349-PDF-ENG

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XYLYS: Exploring Consumer Perception about Premium Watches in the Indian Context

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Xylys: exploring consumer perception about premium watches in the indian context description.

The liberalization of markets, the rising disposable income, the exposure to western lifestyles, and the need for the new generation to establish an identity for itself are some of the reasons for the growth of the luxury watch category in India. The market for luxury watches was estimated to be 3% of watch retail, and was growing at almost 20% annually, which was more than twice the growth rate of the entire market. Heritage, glamour and technology were a combination of factors that were associated with luxury watch brands universally.While there were several global watch brands being marketed in India at various price points, the challenge for a leading Indian company Titan Industries that had made rapid strides in the watch market over the last two decades was to successfully introduce a luxury watch brand. Manoj Chakravarti, Senior Advisor, Titan Industries reflected about his 28 years in the watch industry both in India and abroad, and contemplated about Xylys, Titan's premium watch brand, and its foray into the Indian market. He had formulated several aspects of marketing mix strategies in the past to face diverse kinds of challenges. Xylys was a premium watch brand launched by Titan a few years ago; the brand was aimed at creating a unique perception among consumers. There were several interesting possibilities for Chakravarti to consider. Would a conventional positioning approach be sufficient? Was it necessary to obtain some insights regarding the application of the uniqueness aspect to the self-perception of consumers? How were such aspects of uniqueness related to other established brands? How important was the "Swiss-made" label? Did the buyers and prospective buyers of premium watches hold any specific stereotypical images of such watches? How does the self-concept of consumers matter to luxury watch brands? The case delves into behavioral concepts that are important from the viewpoint of brand perception of luxury brands.

Case Description XYLYS: Exploring Consumer Perception about Premium Watches in the Indian Context

Strategic managment tools used in case study analysis of xylys: exploring consumer perception about premium watches in the indian context, step 1. problem identification in xylys: exploring consumer perception about premium watches in the indian context case study, step 2. external environment analysis - pestel / pest / step analysis of xylys: exploring consumer perception about premium watches in the indian context case study, step 3. industry specific / porter five forces analysis of xylys: exploring consumer perception about premium watches in the indian context case study, step 4. evaluating alternatives / swot analysis of xylys: exploring consumer perception about premium watches in the indian context case study, step 5. porter value chain analysis / vrio / vrin analysis xylys: exploring consumer perception about premium watches in the indian context case study, step 6. recommendations xylys: exploring consumer perception about premium watches in the indian context case study, step 7. basis of recommendations for xylys: exploring consumer perception about premium watches in the indian context case study, quality & on time delivery.

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Case Analysis of XYLYS: Exploring Consumer Perception about Premium Watches in the Indian Context

XYLYS: Exploring Consumer Perception about Premium Watches in the Indian Context is a Harvard Business (HBR) Case Study on Sales & Marketing , Texas Business School provides HBR case study assignment help for just $9. Texas Business School(TBS) case study solution is based on HBR Case Study Method framework, TBS expertise & global insights. XYLYS: Exploring Consumer Perception about Premium Watches in the Indian Context is designed and drafted in a manner to allow the HBR case study reader to analyze a real-world problem by putting reader into the position of the decision maker. XYLYS: Exploring Consumer Perception about Premium Watches in the Indian Context case study will help professionals, MBA, EMBA, and leaders to develop a broad and clear understanding of casecategory challenges. XYLYS: Exploring Consumer Perception about Premium Watches in the Indian Context will also provide insight into areas such as – wordlist , strategy, leadership, sales and marketing, and negotiations.

Case Study Solutions Background Work

XYLYS: Exploring Consumer Perception about Premium Watches in the Indian Context case study solution is focused on solving the strategic and operational challenges the protagonist of the case is facing. The challenges involve – evaluation of strategic options, key role of Sales & Marketing, leadership qualities of the protagonist, and dynamics of the external environment. The challenge in front of the protagonist, of XYLYS: Exploring Consumer Perception about Premium Watches in the Indian Context, is to not only build a competitive position of the organization but also to sustain it over a period of time.

Strategic Management Tools Used in Case Study Solution

The XYLYS: Exploring Consumer Perception about Premium Watches in the Indian Context case study solution requires the MBA, EMBA, executive, professional to have a deep understanding of various strategic management tools such as SWOT Analysis, PESTEL Analysis / PEST Analysis / STEP Analysis, Porter Five Forces Analysis, Go To Market Strategy, BCG Matrix Analysis, Porter Value Chain Analysis, Ansoff Matrix Analysis, VRIO / VRIN and Marketing Mix Analysis.

Texas Business School Approach to Sales & Marketing Solutions

In the Texas Business School, XYLYS: Exploring Consumer Perception about Premium Watches in the Indian Context case study solution – following strategic tools are used - SWOT Analysis, PESTEL Analysis / PEST Analysis / STEP Analysis, Porter Five Forces Analysis, Go To Market Strategy, BCG Matrix Analysis, Porter Value Chain Analysis, Ansoff Matrix Analysis, VRIO / VRIN and Marketing Mix Analysis. We have additionally used the concept of supply chain management and leadership framework to build a comprehensive case study solution for the case – XYLYS: Exploring Consumer Perception about Premium Watches in the Indian Context

Step 1 – Problem Identification of XYLYS: Exploring Consumer Perception about Premium Watches in the Indian Context - Harvard Business School Case Study

The first step to solve HBR XYLYS: Exploring Consumer Perception about Premium Watches in the Indian Context case study solution is to identify the problem present in the case. The problem statement of the case is provided in the beginning of the case where the protagonist is contemplating various options in the face of numerous challenges that Watch Luxury is facing right now. Even though the problem statement is essentially – “Sales & Marketing” challenge but it has impacted by others factors such as communication in the organization, uncertainty in the external environment, leadership in Watch Luxury, style of leadership and organization structure, marketing and sales, organizational behavior, strategy, internal politics, stakeholders priorities and more.

Step 2 – External Environment Analysis

Texas Business School approach of case study analysis – Conclusion, Reasons, Evidences - provides a framework to analyze every HBR case study. It requires conducting robust external environmental analysis to decipher evidences for the reasons presented in the XYLYS: Exploring Consumer Perception about Premium Watches in the Indian Context. The external environment analysis of XYLYS: Exploring Consumer Perception about Premium Watches in the Indian Context will ensure that we are keeping a tab on the macro-environment factors that are directly and indirectly impacting the business of the firm.

What is PESTEL Analysis? Briefly Explained

PESTEL stands for political, economic, social, technological, environmental and legal factors that impact the external environment of firm in XYLYS: Exploring Consumer Perception about Premium Watches in the Indian Context case study. PESTEL analysis of " XYLYS: Exploring Consumer Perception about Premium Watches in the Indian Context" can help us understand why the organization is performing badly, what are the factors in the external environment that are impacting the performance of the organization, and how the organization can either manage or mitigate the impact of these external factors.

How to do PESTEL / PEST / STEP Analysis? What are the components of PESTEL Analysis?

As mentioned above PESTEL Analysis has six elements – political, economic, social, technological, environmental, and legal. All the six elements are explained in context with XYLYS: Exploring Consumer Perception about Premium Watches in the Indian Context macro-environment and how it impacts the businesses of the firm.

How to do PESTEL Analysis for XYLYS: Exploring Consumer Perception about Premium Watches in the Indian Context

To do comprehensive PESTEL analysis of case study – XYLYS: Exploring Consumer Perception about Premium Watches in the Indian Context , we have researched numerous components under the six factors of PESTEL analysis.

Political Factors that Impact XYLYS: Exploring Consumer Perception about Premium Watches in the Indian Context

Political factors impact seven key decision making areas – economic environment, socio-cultural environment, rate of innovation & investment in research & development, environmental laws, legal requirements, and acceptance of new technologies.

Government policies have significant impact on the business environment of any country. The firm in “ XYLYS: Exploring Consumer Perception about Premium Watches in the Indian Context ” needs to navigate these policy decisions to create either an edge for itself or reduce the negative impact of the policy as far as possible.

Data safety laws – The countries in which Watch Luxury is operating, firms are required to store customer data within the premises of the country. Watch Luxury needs to restructure its IT policies to accommodate these changes. In the EU countries, firms are required to make special provision for privacy issues and other laws.

Competition Regulations – Numerous countries have strong competition laws both regarding the monopoly conditions and day to day fair business practices. XYLYS: Exploring Consumer Perception about Premium Watches in the Indian Context has numerous instances where the competition regulations aspects can be scrutinized.

Import restrictions on products – Before entering the new market, Watch Luxury in case study XYLYS: Exploring Consumer Perception about Premium Watches in the Indian Context" should look into the import restrictions that may be present in the prospective market.

Export restrictions on products – Apart from direct product export restrictions in field of technology and agriculture, a number of countries also have capital controls. Watch Luxury in case study “ XYLYS: Exploring Consumer Perception about Premium Watches in the Indian Context ” should look into these export restrictions policies.

Foreign Direct Investment Policies – Government policies favors local companies over international policies, Watch Luxury in case study “ XYLYS: Exploring Consumer Perception about Premium Watches in the Indian Context ” should understand in minute details regarding the Foreign Direct Investment policies of the prospective market.

Corporate Taxes – The rate of taxes is often used by governments to lure foreign direct investments or increase domestic investment in a certain sector. Corporate taxation can be divided into two categories – taxes on profits and taxes on operations. Taxes on profits number is important for companies that already have a sustainable business model, while taxes on operations is far more significant for companies that are looking to set up new plants or operations.

Tariffs – Chekout how much tariffs the firm needs to pay in the “ XYLYS: Exploring Consumer Perception about Premium Watches in the Indian Context ” case study. The level of tariffs will determine the viability of the business model that the firm is contemplating. If the tariffs are high then it will be extremely difficult to compete with the local competitors. But if the tariffs are between 5-10% then Watch Luxury can compete against other competitors.

Research and Development Subsidies and Policies – Governments often provide tax breaks and other incentives for companies to innovate in various sectors of priority. Managers at XYLYS: Exploring Consumer Perception about Premium Watches in the Indian Context case study have to assess whether their business can benefit from such government assistance and subsidies.

Consumer protection – Different countries have different consumer protection laws. Managers need to clarify not only the consumer protection laws in advance but also legal implications if the firm fails to meet any of them.

Political System and Its Implications – Different political systems have different approach to free market and entrepreneurship. Managers need to assess these factors even before entering the market.

Freedom of Press is critical for fair trade and transparency. Countries where freedom of press is not prevalent there are high chances of both political and commercial corruption.

Corruption level – Watch Luxury needs to assess the level of corruptions both at the official level and at the market level, even before entering a new market. To tackle the menace of corruption – a firm should have a clear SOP that provides managers at each level what to do when they encounter instances of either systematic corruption or bureaucrats looking to take bribes from the firm.

Independence of judiciary – It is critical for fair business practices. If a country doesn’t have independent judiciary then there is no point entry into such a country for business.

Government attitude towards trade unions – Different political systems and government have different attitude towards trade unions and collective bargaining. The firm needs to assess – its comfort dealing with the unions and regulations regarding unions in a given market or industry. If both are on the same page then it makes sense to enter, otherwise it doesn’t.

Economic Factors that Impact XYLYS: Exploring Consumer Perception about Premium Watches in the Indian Context

Social factors that impact xylys: exploring consumer perception about premium watches in the indian context, technological factors that impact xylys: exploring consumer perception about premium watches in the indian context, environmental factors that impact xylys: exploring consumer perception about premium watches in the indian context, legal factors that impact xylys: exploring consumer perception about premium watches in the indian context, step 3 – industry specific analysis, what is porter five forces analysis, step 4 – swot analysis / internal environment analysis, step 5 – porter value chain / vrio / vrin analysis, step 6 – evaluating alternatives & recommendations, step 7 – basis for recommendations, references :: xylys: exploring consumer perception about premium watches in the indian context case study solution.

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Case Study Solutions

XYLYS: Exploring Consumer Perception about Premium Watches in the Indian Context

Subjects Covered Brands Business growth Consumer behavior Emerging markets Strategy

by S. Ramesh Kumar, Kasturi Baral

Source: Indian Institute of Management-Bangalore

15 pages. Publication Date: Oct 01, 2011. Prod. #: IMB349-PDF-ENG

XYLYS: Exploring Consumer Perception about Premium Watches in the Indian Context Harvard Case Study Solution and HBR and HBS Case Analysis

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XYLYS: Exploring Consumer Perception about Premium Watches in the Indian Context
Sales & Marketing / MBA Resources

Introduction to Blue Ocean Strategy

EMBA Pro Blue Ocean Strategy for XYLYS: Exploring Consumer Perception about Premium Watches in the Indian Context case study

Case Authors : S. Ramesh Kumar, Kasturi Baral

Topic : sales & marketing, related areas : customers, emerging markets, growth strategy, emba pro blue ocean strategy approach for xylys: exploring consumer perception about premium watches in the indian context.

At EMBA PRO , we provide corporate level professional Marketing Mix and Marketing Strategy solutions. XYLYS: Exploring Consumer Perception about Premium Watches in the Indian Context case study is a Harvard Business School (HBR) case study written by S. Ramesh Kumar, Kasturi Baral. The XYLYS: Exploring Consumer Perception about Premium Watches in the Indian Context (referred as “Watch Luxury” from here on) case study provides evaluation & decision scenario in field of Sales & Marketing. It also touches upon business topics such as - Marketing Mix, Product, Price, Place, Promotion, 4P, Customers, Emerging markets, Growth strategy. Our immersive learning methodology from – case study discussions to simulations tools help MBA and EMBA professionals to - gain new insight, deepen their knowledge of the Sales & Marketing field, company, context, collaborators, competitors, customers, Marketing Mix factors, Products related decisions, pricing strategies and more.

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What is Blue Ocean Strategy and how it is relevant to "XYLYS: Exploring Consumer Perception about Premium Watches in the Indian Context" case study?

Who invented blue ocean strategy and why it is called blue ocean strategy.

EMBA Pro Definition - As a strategy concept Blue Ocean strategy was first introduced by Renee Mauborgne and W.Chan Kim, INSEAD Business School professors, in their book - "Blue Ocean Strategy - How to Create Uncontested Market Space & Make Competition Irrelevant"

It is called Blue Ocean Strategy (BOS) because it provides managers a toolbox to create, identify uncontested market space instead of competing in the prevalent market with cut throat competition and decreasing margins. BOS makes competitors irrelevant & creates new consumer value propositions.

What is the cornerstone of Blue Ocean Strategy?

The cornerstone of Blue Ocean Strategy is - "Value Innovation" . Value Innovation emphasizes on both Value and Innovation. Watch Luxury needs to not only redefine the value proposition it is providing to existing customers (clients) but also needs to create new value proposition for target segments (customers) that at present are not Watch Luxury's clients. Value innovation can open up new uncontested market space for Watch Luxury.

Four Critical Factors that Managers at Watch Luxury can use for Value Innovation are -

Buyer Utility - It underlines the core values, features or utility Watch Luxury's products or services deliver to the buyer. The benefits can be both perceived and real.

Price - In traditional scenarios competitors compete in the Sales & Marketing following traditional approach of pricing - ‘Offer customer more for less’. This can provide serious challenge to company’s bottomline (profitability).

Cost - Managers at Watch Luxury can use value innovation to overcome limitations suggested by Michael Porter (management guru, strategy guru) in his value cost trade-off as part of competition based strategy. Using Blue Ocean strategy Watch Luxury managers can pursue both differentiation and low cost simultaneously.

Adoption - When innovation is pursued in isolation of the value then it can lead to very low level of adoption no matter how significant technological breakthrough is.

Red Ocean Vs Blue Ocean Strategy

What is the difference between blue ocean strategy and red ocean strategy how can watch luxury break out of the red ocean of bloody competition.

In the current business environment , Red Ocean is often defined as a competitive environment where industry boundaries are clearly defined, and existing and new players are trying to out-perform each other using Value-Cost Trade Off. This leads to cut-throat competition and race to the bottom, resulting in lower profitability and higher cost structure as component of total price.

Factors that are leading to Red Ocean of bloody competition -

Various product categories in Sales & Marketing are becoming more similar, leaving firms to compete only through pricing strategy.

Niche markets and local monopolies that company’s like Watch Luxury able to exploit are fast disappearing. The firms in Sales & Marketing industry are required to continuously come up with new solutions.

Consumer behavior in the Sales & Marketing is also fast evolving because of -greater access to information, technological innovationsmarket transparency, and promotional incentives by competitors)

Accelerated technological innovations and advances are improving industrial productivity, allowing suppliers to produce vast array of products and services.

Globalization has also opened doors to suppliers from China, India, Indonesia, Taiwan, Vietnam, Malaysia, and other emerging economies to compete in the high cost market such as United States & European Union.

Growing trend of commoditization of the products and services have also put pressure on companies such asWatch Luxury.

Breaking out of Red Ocean of Bloody Competition

Examples of how blue ocean strategy can be used for watch luxury case study.

Watch Luxury can use following Blue Ocean Strategy (BOS) tools and techniques to overcome the red ocean of cut throat competition in Sales & Marketing industry.

What is Eliminate-Reduce-Raise-Create Grid?

Eliminate-reduce-raise-create, mapping watch luxury on blue ocean strategy canvas grid, six path framework for watch luxury, strategy alignment.

Watch Luxury BOS should have three critical qualities -- a compelling tagline, focus, and divergence .

The four actions of Watch Luxury strategy canvas should be guided toward enforcing these critical qualities. Without these critical qualities, Watch Luxury strategy is most likely to be muddled, undifferentiated, and hard to communicate with a relatively high cost structure. The four actions of creating a new value curve should be well guided toward building a company’s strategic profile with these characteristics. These three characteristics serve as an initial litmus test of the commercial viability of blue ocean ideas

Watch Luxury Needs to Avoid these Six Red Ocean Strategy Traps

Trap 1 - Equating Market-Creating Strategies with Low-Cost Strategies

Trap 2 - Equating Market-Creating Strategies with Differentiation

Trap 3 - Confusing Technology Innovation with Market-Creating Strategies

Trap 4 - Equating Creative Destruction with Market Creation

Trap 5 - Treating Market-Creating Strategies as Niche Strategies

Trap 6 - Making Existing Customers Happier

5C Marketing Analysis of XYLYS: Exploring Consumer Perception about Premium Watches in the Indian Context

4p marketing analysis of xylys: exploring consumer perception about premium watches in the indian context, porter five forces analysis and solution of xylys: exploring consumer perception about premium watches in the indian context, porter value chain analysis and solution of xylys: exploring consumer perception about premium watches in the indian context, case memo & recommendation memo of xylys: exploring consumer perception about premium watches in the indian context, blue ocean analysis and solution of xylys: exploring consumer perception about premium watches in the indian context, marketing strategy and analysis xylys: exploring consumer perception about premium watches in the indian context, vrio /vrin analysis & solution of xylys: exploring consumer perception about premium watches in the indian context, pestel / step / pest analysis of xylys: exploring consumer perception about premium watches in the indian context, case study solution of xylys: exploring consumer perception about premium watches in the indian context, swot analysis and solution of xylys: exploring consumer perception about premium watches in the indian context, agile management solution of xylys: exploring consumer perception about premium watches in the indian context, references books on blue ocean strategy.

W. Chan Kim and Renée Mauborgne (2017) Blue Ocean Shift: Beyond Competing - Proven Steps to Inspire Confidence and Seize New Growth, Sep 26, 2017 W. Chan Kim and Renée Mauborgne (2015) Blue Ocean Strategy, Expanded Edition: How to Create Uncontested Market Space and Make the Competition Irrelevant, Jan 20, 2015 S. Ramesh Kumar, Kasturi Baral (2018) , "XYLYS: Exploring Consumer Perception about Premium Watches in the Indian Context Harvard Business Review Case Study. Published by HBR Publications.

Kotler & Armstrong (2017) "Principles of Marketing Management Management", Published by Pearson Publications.

M. E. Porter , Competitive Strategy(New York: Free Press, 1980)

Blue Ocean Strategy Solution

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XYLYS Exploring Consumer Perception about Premium Watches in the Indian Context Case Analysis and Case Solution

Posted by Peter Williams on Aug-09-2018

Introduction of XYLYS Exploring Consumer Perception about Premium Watches in the Indian Context Case Solution

The XYLYS Exploring Consumer Perception about Premium Watches in the Indian Context case study is a Harvard Business Review case study, which presents a simulated practical experience to the reader allowing them to learn about real life problems in the business world. The XYLYS Exploring Consumer Perception about Premium Watches in the Indian Context case consisted of a central issue to the organization, which had to be identified, analysed and creative solutions had to be drawn to tackle the issue. This paper presents the solved XYLYS Exploring Consumer Perception about Premium Watches in the Indian Context case analysis and case solution. The method through which the analysis is done is mentioned, followed by the relevant tools used in finding the solution.

The case solution first identifies the central issue to the XYLYS Exploring Consumer Perception about Premium Watches in the Indian Context case study, and the relevant stakeholders affected by this issue. This is known as the problem identification stage. After this, the relevant tools and models are used, which help in the case study analysis and case study solution. The tools used in identifying the solution consist of the SWOT Analysis, Porter Five Forces Analysis, PESTEL Analysis, VRIO analysis, Value Chain Analysis, BCG Matrix analysis, Ansoff Matrix analysis, and the Marketing Mix analysis. The solution consists of recommended strategies to overcome this central issue. It is a good idea to also propose alternative case study solutions, because if the main solution is not found feasible, then the alternative solutions could be implemented. Lastly, a good case study solution also includes an implementation plan for the recommendation strategies. This shows how through a step-by-step procedure as to how the central issue can be resolved.

Problem Identification of XYLYS Exploring Consumer Perception about Premium Watches in the Indian Context Case Solution

Harvard Business Review cases involve a central problem that is being faced by the organization and these problems affect a number of stakeholders. In the problem identification stage, the problem faced by XYLYS Exploring Consumer Perception about Premium Watches in the Indian Context is identified through reading of the case. This could be mentioned at the start of the reading, the middle or the end. At times in a case analysis, the problem may be clearly evident in the reading of the HBR case. At other times, finding the issue is the job of the person analysing the case. It is also important to understand what stakeholders are affected by the problem and how. The goals of the stakeholders and are the organization are also identified to ensure that the case study analysis are consistent with these.

Analysis of the XYLYS Exploring Consumer Perception about Premium Watches in the Indian Context HBR Case Study

The objective of the case should be focused on. This is doing the XYLYS Exploring Consumer Perception about Premium Watches in the Indian Context Case Solution. This analysis can be proceeded in a step-by-step procedure to ensure that effective solutions are found.

In the first step, a growth path of the company can be formulated that lays down its vision, mission and strategic aims. These can usually be developed using the company history is provided in the case. Company history is helpful in a Business Case study as it helps one understand what the scope of the solutions will be for the case study.
The next step is of understanding the company; its people, their priorities and the overall culture. This can be done by using company history. It can also be done by looking at anecdotal instances of managers or employees that are usually included in an HBR case study description to give the reader a real feel of the situation.
Lastly, a timeline of the issues and events in the case needs to be made. Arranging events in a timeline allows one to predict the next few events that are likely to take place. It also helps one in developing the case study solutions. The timeline also helps in understanding the continuous challenges that are being faced by the organisation.

SWOT analysis of XYLYS Exploring Consumer Perception about Premium Watches in the Indian Context

An important tool that helps in addressing the central issue of the case and coming up with XYLYS Exploring Consumer Perception about Premium Watches in the Indian Context HBR case solution is the SWOT analysis.

The SWOT analysis is a strategic management tool that lists down in the form of a matrix, an organisation's internal strengths and weaknesses, and external opportunities and threats. It helps in the strategic analysis of XYLYS Exploring Consumer Perception about Premium Watches in the Indian Context.
Once this listing has been done, a clearer picture can be developed in regards to how strategies will be formed to address the main problem. For example, strengths will be used as an advantage in solving the issue.

Therefore, the SWOT analysis is a helpful tool in coming up with the XYLYS Exploring Consumer Perception about Premium Watches in the Indian Context Case Study answers. One does not need to remain restricted to using the traditional SWOT analysis, but the advanced TOWS matrix or weighted average SWOT analysis can also be used.

Porter Five Forces Analysis for XYLYS Exploring Consumer Perception about Premium Watches in the Indian Context

Another helpful tool in finding the case solutions is of Porter's Five Forces analysis. This is also a strategic tool that is used to analyse the competitive environment of the industry in which XYLYS Exploring Consumer Perception about Premium Watches in the Indian Context operates in. Analysis of the industry is important as businesses do not work in isolation in real life, but are affected by the business environment of the industry that they operate in. Harvard Business case studies represent real-life situations, and therefore, an analysis of the industry's competitive environment needs to be carried out to come up with more holistic case study solutions. In Porter's Five Forces analysis, the industry is analysed along 5 dimensions.

These are the threats that the industry faces due to new entrants.
It includes the threat of substitute products.
It includes the bargaining power of buyers in the industry.
It includes the bargaining power of suppliers in an industry.
Lastly, the overall rivalry or competition within the industry is analysed.

This tool helps one understand the relative powers of the major players in the industry and its overall competitive dynamics. Actionable and practical solutions can then be developed by keeping these factors into perspective.

PESTEL Analysis of XYLYS Exploring Consumer Perception about Premium Watches in the Indian Context

Another helpful tool that should be used in finding the case study solutions is the PESTEL analysis. This also looks at the external business environment of the organisation helps in finding case study Analysis to real-life business issues as in HBR cases.

The PESTEL analysis particularly looks at the macro environmental factors that affect the industry. These are the political, environmental, social, technological, environmental and legal (regulatory) factors affecting the industry.
Factors within each of these 6 should be listed down, and analysis should be made as to how these affect the organisation under question.
These factors are also responsible for the future growth and challenges within the industry. Hence, they should be taken into consideration when coming up with the XYLYS Exploring Consumer Perception about Premium Watches in the Indian Context case solution.

VRIO Analysis of XYLYS Exploring Consumer Perception about Premium Watches in the Indian Context

This is an analysis carried out to know about the internal strengths and capabilities of XYLYS Exploring Consumer Perception about Premium Watches in the Indian Context. Under the VRIO analysis, the following steps are carried out:

The internal resources of XYLYS Exploring Consumer Perception about Premium Watches in the Indian Context are listed down.
Each of these resources are assessed in terms of the value it brings to the organization.
Each resource is assessed in terms of how rare it is. A rare resource is one that is not commonly used by competitors.
Each resource is assessed whether it could be imitated by competition easily or not.
Lastly, each resource is assessed in terms of whether the organization can use it to an advantage or not.

The analysis done on the 4 dimensions; Value, Rareness, Imitability, and Organization. If a resource is high on all of these 4, then it brings long-term competitive advantage. If a resource is high on Value, Rareness, and Imitability, then it brings an unused competitive advantage. If a resource is high on Value and Rareness, then it only brings temporary competitive advantage. If a resource is only valuable, then it’s a competitive parity. If it’s none, then it can be regarded as a competitive disadvantage.

Value Chain Analysis of XYLYS Exploring Consumer Perception about Premium Watches in the Indian Context

The Value chain analysis of XYLYS Exploring Consumer Perception about Premium Watches in the Indian Context helps in identifying the activities of an organization, and how these add value in terms of cost reduction and differentiation. This tool is used in the case study analysis as follows:

The firm’s primary and support activities are listed down.
Identifying the importance of these activities in the cost of the product and the differentiation they produce.
Lastly, differentiation or cost reduction strategies are to be used for each of these activities to increase the overall value provided by these activities.

Recognizing value creating activities and enhancing the value that they create allow XYLYS Exploring Consumer Perception about Premium Watches in the Indian Context to increase its competitive advantage.

BCG Matrix of XYLYS Exploring Consumer Perception about Premium Watches in the Indian Context

The BCG Matrix is an important tool in deciding whether an organization should invest or divest in its strategic business units. The matrix involves placing the strategic business units of a business in one of four categories; question marks, stars, dogs and cash cows. The placement in these categories depends on the relative market share of the organization and the market growth of these strategic business units. The steps to be followed in this analysis is as follows:

Identify the relative market share of each strategic business unit.
Identify the market growth of each strategic business unit.
Place these strategic business units in one of four categories. Question Marks are those strategic business units with high market share and low market growth rate. Stars are those strategic business units with high market share and high market growth rate. Cash Cows are those strategic business units with high market share and low market growth rate. Dogs are those strategic business units with low market share and low growth rate.
Relevant strategies should be implemented for each strategic business unit depending on its position in the matrix.

The strategies identified from the XYLYS Exploring Consumer Perception about Premium Watches in the Indian Context BCG matrix and included in the case pdf. These are either to further develop the product, penetrate the market, develop the market, diversification, investing or divesting.

Ansoff Matrix of XYLYS Exploring Consumer Perception about Premium Watches in the Indian Context

Ansoff Matrix is an important strategic tool to come up with future strategies for XYLYS Exploring Consumer Perception about Premium Watches in the Indian Context in the case solution. It helps decide whether an organization should pursue future expansion in new markets and products or should it focus on existing markets and products.

The organization can penetrate into existing markets with its existing products. This is known as market penetration strategy.
The organization can develop new products for the existing market. This is known as product development strategy.
The organization can enter new markets with its existing products. This is known as market development strategy.
The organization can enter into new markets with new products. This is known as a diversification strategy.

The choice of strategy depends on the analysis of the previous tools used and the level of risk the organization is willing to take.

Marketing Mix of XYLYS Exploring Consumer Perception about Premium Watches in the Indian Context

XYLYS Exploring Consumer Perception about Premium Watches in the Indian Context needs to bring out certain responses from the market that it targets. To do so, it will need to use the marketing mix, which serves as a tool in helping bring out responses from the market. The 4 elements of the marketing mix are Product, Price, Place and Promotions. The following steps are required to carry out a marketing mix analysis and include this in the case study analysis.

Analyse the company’s products and devise strategies to improve the product offering of the company.
Analyse the company’s price points and devise strategies that could be based on competition, value or cost.
Analyse the company’s promotion mix. This includes the advertisement, public relations, personal selling, sales promotion, and direct marketing. Strategies will be devised which makes use of a few or all of these elements.
Analyse the company’s distribution and reach. Strategies can be devised to improve the availability of the company’s products.

XYLYS Exploring Consumer Perception about Premium Watches in the Indian Context Blue Ocean Strategy

The strategies devised and included in the XYLYS Exploring Consumer Perception about Premium Watches in the Indian Context case memo should have a blue ocean strategy. A blue ocean strategy is a strategy that involves firms seeking uncontested market spaces, which makes the competition of the company irrelevant. It involves coming up with new and unique products or ideas through innovation. This gives the organization a competitive advantage over other firms, unlike a red ocean strategy.

Competitors analysis of XYLYS Exploring Consumer Perception about Premium Watches in the Indian Context

The PESTEL analysis discussed previously looked at the macro environmental factors affecting business, but not the microenvironmental factors. One of the microenvironmental factors are competitors, which are addressed by a competitor analysis. The Competitors analysis of XYLYS Exploring Consumer Perception about Premium Watches in the Indian Context looks at the direct and indirect competitors within the industry that it operates in.

This involves a detailed analysis of their actions and how these would affect the future strategies of XYLYS Exploring Consumer Perception about Premium Watches in the Indian Context.
It involves looking at the current market share of the company and its competitors.
It should compare the marketing mix elements of competitors, their supply chain, human resources, financial strength etc.
It also should look at the potential opportunities and threats that these competitors pose on the company.

Organisation of the Analysis into XYLYS Exploring Consumer Perception about Premium Watches in the Indian Context Case Study Solution

Once various tools have been used to analyse the case, the findings of this analysis need to be incorporated into practical and actionable solutions. These solutions will also be the XYLYS Exploring Consumer Perception about Premium Watches in the Indian Context case answers. These are usually in the form of strategies that the organisation can adopt. The following step-by-step procedure can be used to organise the Harvard Business case solution and recommendations:

The first step of the solution is to come up with a corporate level strategy for the organisation. This part consists of solutions that address issues faced by the organisation on a strategic level. This could include suggestions, changes or recommendations to the company's vision, mission and its strategic objectives. It can include recommendations on how the organisation can work towards achieving these strategic objectives. Furthermore, it needs to be explained how the stated recommendations will help in solving the main issue mentioned in the case and where the company will stand in the future as a result of these.
The second step of the solution is to come up with a business level strategy. The HBR case studies may present issues faced by a part of the organisation. For example, the issues may be stated for marketing and the role of a marketing manager needs to be assumed. So, recommendations and suggestions need to address the strategy of the marketing department in this case. Therefore, the strategic objectives of this business unit (Marketing) will be laid down in the solutions and recommendations will be made as to how to achieve these objectives. Similar would be the case for any other business unit or department such as human resources, finance, IT etc. The important thing to note here is that the business level strategy needs to be aligned with the overall corporate strategy of the organisation. For example, if one suggests the organisation to focus on differentiation for competitive advantage as a corporate level strategy, then it can't be recommended for the XYLYS Exploring Consumer Perception about Premium Watches in the Indian Context Case Study Solution that the business unit should focus on costs.
The third step is not compulsory but depends from case to case. In some HBR case studies, one may be required to analyse an issue at a department. This issue may be analysed for a manager or employee as well. In these cases, recommendations need to be made for these people. The solution may state that objectives that these people need to achieve and how these objectives would be achieved.

The case study analysis and solution, and XYLYS Exploring Consumer Perception about Premium Watches in the Indian Context case answers should be written down in the XYLYS Exploring Consumer Perception about Premium Watches in the Indian Context case memo, clearly identifying which part shows what. The XYLYS Exploring Consumer Perception about Premium Watches in the Indian Context case should be in a professional format, presenting points clearly that are well understood by the reader.

Alternate solution to the XYLYS Exploring Consumer Perception about Premium Watches in the Indian Context HBR case study

It is important to have more than one solution to the case study. This is the alternate solution that would be implemented if the original proposed solution is found infeasible or impossible due to a change in circumstances. The alternate solution for XYLYS Exploring Consumer Perception about Premium Watches in the Indian Context is presented in the same way as the original solution, where it consists of a corporate level strategy, business level strategy and other recommendations.

Implementation of XYLYS Exploring Consumer Perception about Premium Watches in the Indian Context Case Solution

The case study does not end at just providing recommendations to the issues at hand. One is also required to provide how these recommendations would be implemented. This is shown through a proper implementation framework. A detailed implementation framework helps in distinguishing between an average and an above average case study answer. A good implementation framework shows the proposed plan and how the organisations' resources would be used to achieve the objectives. It also lays down the changes needed to be made as well as the assumptions in the process.

A proper implementation framework shows that one has clearly understood the case study and the main issue within it.
It shows that one has been clarified with the HBR fundamentals on the topic.
It shows that the details provided in the case have been properly analysed.
It shows that one has developed an ability to prioritise recommendations and how these could be successfully implemented.
The implementation framework also helps by removing out any recommendations that are not practical or actionable as these could not be implemented. Therefore, the implementation framework ensures that the solution to the XYLYS Exploring Consumer Perception about Premium Watches in the Indian Context Harvard case is complete and properly answered.

Recommendations and Action Plan for XYLYS Exploring Consumer Perception about Premium Watches in the Indian Context case analysis

For XYLYS Exploring Consumer Perception about Premium Watches in the Indian Context, based on the SWOT Analysis, Porter Five Forces Analysis, PESTEL Analysis, VRIO analysis, Value Chain Analysis, BCG Matrix analysis, Ansoff Matrix analysis, and the Marketing Mix analysis, the recommendations and action plan are as follows:

XYLYS Exploring Consumer Perception about Premium Watches in the Indian Context should focus on making use of its strengths identified from the VRIO analysis to make the most of the opportunities identified from the PESTEL.
XYLYS Exploring Consumer Perception about Premium Watches in the Indian Context should enhance the value creating activities within its value chain.
XYLYS Exploring Consumer Perception about Premium Watches in the Indian Context should invest in its stars and cash cows, while getting rid of the dogs identified from the BCG Matrix analysis.
To achieve its overall corporate and business level objectives, it should make use of the marketing mix tools to obtain desired results from its target market.

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XYLYS: Exploring Consumer Perception about Premium Watches in the Indian Context

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Publication Date: October 01, 2011

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Industry: Retail and consumer goods

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Xylys: exploring consumer perception about premium watches in the indian context case study analysis & solution, harvard business case studies solutions - assignment help.

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[10 Steps] Case Study Analysis & Solution

Step 1 - reading up harvard business review fundamentals on the sales & marketing.

Even before you start reading a business case study just make sure that you have brushed up the Harvard Business Review (HBR) fundamentals on the Sales & Marketing. Brushing up HBR fundamentals will provide a strong base for investigative reading. Often readers scan through the business case study without having a clear map in mind. This leads to unstructured learning process resulting in missed details and at worse wrong conclusions. Reading up the HBR fundamentals helps in sketching out business case study analysis and solution roadmap even before you start reading the case study. It also provides starting ideas as fundamentals often provide insight into some of the aspects that may not be covered in the business case study itself.

Step 2 - Reading the XYLYS: Exploring Consumer Perception about Premium Watches in the Indian Context HBR Case Study

To write an emphatic case study analysis and provide pragmatic and actionable solutions, you must have a strong grasps of the facts and the central problem of the HBR case study. Begin slowly - underline the details and sketch out the business case study description map. In some cases you will able to find the central problem in the beginning itself while in others it may be in the end in form of questions. Business case study paragraph by paragraph mapping will help you in organizing the information correctly and provide a clear guide to go back to the case study if you need further information. My case study strategy involves -

Marking out the protagonist and key players in the case study from the very start.
Drawing a motivation chart of the key players and their priorities from the case study description.
Refine the central problem the protagonist is facing in the case and how it relates to the HBR fundamentals on the topic.
Evaluate each detail in the case study in light of the HBR case study analysis core ideas.

Step 3 - XYLYS: Exploring Consumer Perception about Premium Watches in the Indian Context Case Study Analysis

Once you are comfortable with the details and objective of the business case study proceed forward to put some details into the analysis template. You can do business case study analysis by following Fern Fort University step by step instructions -

Company history is provided in the first half of the case. You can use this history to draw a growth path and illustrate vision, mission and strategic objectives of the organization. Often history is provided in the case not only to provide a background to the problem but also provide the scope of the solution that you can write for the case study.
HBR case studies provide anecdotal instances from managers and employees in the organization to give a feel of real situation on the ground. Use these instances and opinions to mark out the organization's culture, its people priorities & inhibitions.
Make a time line of the events and issues in the case study. Time line can provide the clue for the next step in organization's journey. Time line also provides an insight into the progressive challenges the company is facing in the case study.

Step 4 - SWOT Analysis of XYLYS: Exploring Consumer Perception about Premium Watches in the Indian Context

Once you finished the case analysis, time line of the events and other critical details. Focus on the following -

Zero down on the central problem and two to five related problems in the case study.
Do the SWOT analysis of the XYLYS: Exploring Consumer Perception about Premium Watches in the Indian Context . SWOT analysis is a strategic tool to map out the strengths, weakness, opportunities and threats that a firm is facing.
SWOT analysis and SWOT Matrix will help you to clearly mark out - Strengths Weakness Opportunities & Threats that the organization or manager is facing in the XYLYS: Exploring Consumer Perception about Premium Watches in the Indian Context
SWOT analysis will also provide a priority list of problem to be solved.
You can also do a weighted SWOT analysis of XYLYS: Exploring Consumer Perception about Premium Watches in the Indian Context HBR case study.

Step 5 - Porter 5 Forces / Strategic Analysis of Industry Analysis XYLYS: Exploring Consumer Perception about Premium Watches in the Indian Context

In our live classes we often come across business managers who pinpoint one problem in the case and build a case study analysis and solution around that singular point. Business environments are often complex and require holistic solutions. You should try to understand not only the organization but also the industry which the business operates in. Porter Five Forces is a strategic analysis tool that will help you in understanding the relative powers of the key players in the business case study and what sort of pragmatic and actionable case study solution is viable in the light of given facts.

Step 6 - PESTEL, PEST / STEP Analysis of XYLYS: Exploring Consumer Perception about Premium Watches in the Indian Context

Another way of understanding the external environment of the firm in XYLYS: Exploring Consumer Perception about Premium Watches in the Indian Context is to do a PESTEL - Political, Economic, Social, Technological, Environmental & Legal analysis of the environment the firm operates in. You should make a list of factors that have significant impact on the organization and factors that drive growth in the industry. You can even identify the source of firm's competitive advantage based on PESTEL analysis and Organization's Core Competencies.

Step 7 - Organizing & Prioritizing the Analysis into XYLYS: Exploring Consumer Perception about Premium Watches in the Indian Context Case Study Solution

Once you have developed multipronged approach and work out various suggestions based on the strategic tools. The next step is organizing the solution based on the requirement of the case. You can use the following strategy to organize the findings and suggestions.

Build a corporate level strategy - organizing your findings and recommendations in a way to answer the larger strategic objective of the firm. It include using the analysis to answer the company's vision, mission and key objectives , and how your suggestions will take the company to next level in achieving those goals.
Business Unit Level Solution - The case study may put you in a position of a marketing manager of a small brand. So instead of providing recommendations for overall company you need to specify the marketing objectives of that particular brand. You have to recommend business unit level recommendations. The scope of the recommendations will be limited to the particular unit but you have to take care of the fact that your recommendations are don't directly contradict the company's overall strategy. For example you can recommend a low cost strategy but the company core competency is design differentiation.
Case study solutions can also provide recommendation for the business manager or leader described in the business case study.

Step 8 -Implementation Framework

The goal of the business case study is not only to identify problems and recommend solutions but also to provide a framework to implement those case study solutions. Implementation framework differentiates good case study solutions from great case study solutions. If you able to provide a detailed implementation framework then you have successfully achieved the following objectives -

Detailed understanding of the case,
Clarity of HBR case study fundamentals,
Analyzed case details based on those fundamentals and
Developed an ability to prioritize recommendations based on probability of their successful implementation.

Implementation framework helps in weeding out non actionable recommendations, resulting in awesome XYLYS: Exploring Consumer Perception about Premium Watches in the Indian Context case study solution.

Step 9 - Take a Break

Once you finished the case study implementation framework. Take a small break, grab a cup of coffee or whatever you like, go for a walk or just shoot some hoops.

Step 10 - Critically Examine XYLYS: Exploring Consumer Perception about Premium Watches in the Indian Context case study solution

After refreshing your mind, read your case study solution critically. When we are writing case study solution we often have details on our screen as well as in our head. This leads to either missing details or poor sentence structures. Once refreshed go through the case solution again - improve sentence structures and grammar, double check the numbers provided in your analysis and question your recommendations. Be very slow with this process as rushing through it leads to missing key details. Once done it is time to hit the attach button.

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Xylys Case Study Solution – A Complete Guide To Creating A Case Study Solution That Gives Prospective Clients The Benefits They Have Been Searching For Case Solution & Answer

Home » Case Study Analysis » Xylys Case Study Solution – A Complete Guide To Creating A Case Study Solution That Gives Prospective Clients The Benefits They Have Been Searching For

Xylys, a market research company, has made a lot of money by providing a great service to its clients. In fact, there are plenty of companies out there that would love to offer their clients a similar service as Xylys, but for a price.

As a result, a number of people will end up doing a poor job of presenting this case study solution and in so doing may mislead other potential clients away from it. Here is why:

o When you write a case study solution that doesn’t target your audience, the potential clients will think that you don’t understand their problem. It is possible that they will feel that you don’t really care about them and if that happens, they will probably never use your services.

o As you create your case study solution, don’t forget to give special attention to your own customers. Give them the reason that they should be using the product or service you offer and tell them about the benefits you will bring to them as a result.

o Give your readers a chance to ask you questions about the solutions you provide. It is important to know that the Xylys case study solution, especially when it is published online, does not reach only a handful of readers.

o Writing a case study solution that includes all answers to questions would not be a good thing. You want to focus on giving answers to a specific group of readers, and perhaps you can still get that information by presenting the solution in an interactive format such as a forum or other online discussions.

o You must make sure that the content of your case study solution gives all the relevant details, even if you cannot put it into a condensed form. If the information is very detailed, then some people will likely misinterpret the solutions provided or think that they are not correct, causing them to not actually benefit from the products or services that you have been selling.

o Make sure that the case study solution you have written has a real value for the users of the solution. You need to make sure that the reader understands what he or she can expect to get from using the product or services, and if you simply try to make it up as they go along, then that will certainly put a negative impact on the end user.

o If you intend to use your case study solution to educate your readers, then you must do so with a high level of success. This means that you must make it clear in your writing that you want your readers to become aware of something that can help them become more successful faster.

o Finally, you must ensure that your case study solution is “complete” so that it has all the information needed for your readers to benefit from it. This is because you want your readers to completely understand what you are trying to convey to them.

So, while there is certainly more to this case study solution than what is covered here, you can be sure that this will get you started on the right path to help your readers to truly appreciate the benefits offered by your services. If they are to use them, then you will reap the benefits from them for years to come.

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CASE SYNOPSIS

Xylys was a premium Swiss made watch brand from the house of titan in India. Priced between

INR 10000 and INR 33000, the Xylys range of watches was available in three collection-

contemporary, classic and sport- and offered over 60 distinctive models. Xylys are available

at select world of titan showroom, key multi brands outlets and at exclusive flagship

boutiques in selected cities.

Xylys was a premium watch brand launched by titan a few year ago. Brand was aimed creating

unique perception among consumer.

Xylys, Titan's latest watch collection. Exuding style, attitude and power, the watch is all set to

storm the premium watch segment in India so far dominated by well-known European

brands. Titan aims to bring about a redefinition of sorts in the premium watch segment with

Xylys. It is targeted at new generation achievers who go beyond the obvious, who know who

they are and set their own standards and live by their own values. It is a style statement for

those who stand apart from the crowd.

The liberalization of markets, the growth of disposable income, the impact of the Western

way of life, and the need for a new generation to identify for themselves some of the reasons

for the growth of this category of luxury watches in India. In the market of luxury watches is

estimated at 3% of the retail hours, and grew by almost 20% per year, which is more than

twice the rate of growth of the market. Heritage, glamor and technology combination of

factors that have been associated with the luxury brand watches universally. While had

several brands of watches are sold in India at different price points, the task of leading Indian

company Titan Industries, which has made great strides in the watch market in the last two

decades successfully implement brand luxury watches. Manoj Chakravarti, Senior Advisor,

Titan Industries reflected on his 28 years in the watch industry, both in India and abroad, as

well as under Xylys, premium brand watches Titan, and its foray into the Indian market. He

formulated certain aspects of the marketing strategy in the past to deal with different types

of problems. Xylys a premium brand of watches Titan launched a few years ago, the brand

was aimed at creating a unique perception among consumers. There were a few interesting

possibilities for Chakravarti to consider. Will the traditional approach of positioning is

enough? This was necessary to get some idea of the unique aspect of self-awareness of

consumers? How were the aspects related to the uniqueness of other well-known brands?

How important was the “Swiss” label? Unless buyers and potential buyers of premium

watches carry any specific stereotypical images of such watches? As self-concept of matter

consumers of luxury brands watches? The case delves into behavioural concepts that are

important in terms of the perception of the brand luxury brands.

DEFINATION/SUBPROBLEMS

With liberalization the competition will be at its edge, it’s become very challenging field,

though with economy growth there was an improvement in watch industry but there was

certain problems which were challenging Mr Manoj Chakravarti, which mention in the case

study and they are:

Main problems:

Would conventional or traditional approach of positioning is enough?

Was necessary to get some idea of the unique aspect of self-awareness of consumers?

How were the aspects related to the uniqueness of other well-known brands?

How important was the “Swiss” label?

Unless buyers and potential buyers of premium watches carry any specific

stereotypical images of such watches?

As self-concept of matter consumers of luxury brands watches?

The case delves into behavioural concepts that are important in terms of the

perception of the brand luxury brands.

SITUATIONAL ANALYSIS:

twice the rate of growth of the market.

After 1992 liberalization, Timex was the first off-shore brand to step into the Indian market.

Timex was followed by Casio, Rolex, Citizen, TAG Heuer, Tissot, Omega, Swatch etc.

In Indian market the Avg Growth Rate of watches was 8% per annum for five years, Despite

declining global trends, the value and volume figures for 2009 stood at 40.6 Billion units and

INR 54.6 billion, The rate of growth was 8.5% in value and 15.4% in volume, Premium Watch

Segment Growth Rate: 20% p.a.

Segmentation of watch market

The market for luxuries brand was estimated to be 3% of watch retail and was growing at

almost 20% annual rate which was more than twice the growth rate of entire market.

watch market

Titan Swatch Timex Other

Casual Formal Sports

Luxury watches were bought for their symbolic and experiential benefits as opposed to their

functional ones, it was considered as sophisticated brand.

The positioning diagram for luxury watches need to be based on factors such as status,

prestige and ego gratification. XYLYS identity reflected the Attitude, lifestyle, and personality

of new generation consumer. After the launch in 2006 XYLYS grew at compound annual rate

Analysis of Indian Consumer Behaviour & Premium watch purchase decision

To analyse the case from consumer behaviour point of view on premium watch purchase

decision, the

Case study refers Segmentation by Value:

• It is found that in a product people look for nature of appeal & associations like Glamour,

Sports and Fun.

• They have four philosophies namely dress, classical, fashion & sport

• Consumer behaviours are governed by psychological needs to position themselves, Value

Money, Self-perception, personality and style.

• Consumers look for Brands that offered benefits akin to:

- Functional benefits like the real need of the product

- Symbolic benefits like status, self-expression, sophistication, aesthetic appeal, prestige,

Enhancement of self-image, ego gratification, and sense of belonging

- Experiential benefits like sensory pleasure, variety or cognitive simulation.

• Their preferences are also influenced by their Lifecycle stages whether they are a School

College student, young working executive & experienced executive.

The authors feel that the main consumer for a Premium Luxury watch would be:

• 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

• Generally CEOs, senior professionals, entrepreneurs, people belonging to higher socio-

• These individuals constantly seek new and un-conventional experiences.

• They are in their thirties and forties.

• Such consumers will purchase only products that will provide more Symbolic & experiential

Benefits rather than just functional benefits.

The above points very clearly provide insights on consumer behaviour point of view on

premium watch Purchase decision.

(All data is concluded on the basis of Exhibit 1, 2, 3, 4, 5 &6 )

RECOMMENDATIONS:

They should come up with mid premium segment as a percentage of buyers between Rs 3000-

5000 is much more as compared to the most premium segment.

1. They should do the positioning based on the factors like status, prestige and ego

gratification.

2. They should expand their brand through other countries too.

3. They should stick with those people who are obsessed for their lifestyle, personality.

CONCLUSIONS:

The opening of the Indian market and the arrival of premium Swiss brands has certainly led

to Indian consumers being exposed to global brands, styles and various price levels. To the

Indian consumers, the high price of Swiss watches has helped them to realize the value of

Indian brands, particularly of Titan, which offers equivalent quality, but at lower prices and

with better distribution and service. Titan has shown its differentiation, and customer centric

approach which helped them to get the market.

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Xylys Case Study Solution
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XYLYS: Exploring Consumer Perception about Premium Watches in ...
XYLYS: Exploring Consumer Perception about Premium Watches in the Indian Context Market liberalization, increasing disposable income, exposure to western lifestyle and the need for the new generation to establish an identity for. ... LOOK FOR A FREE CASE STUDY SOLUTION.
XYLYS: Exploring Consumer Perception about Premium Watches in the
The liberalization of markets, the growth of disposable income, the impact of the Western way of life, and the need for a new generation to identify for themselves some of the reasons for the growth of this category of luxury watches in India.In the market of luxury watches is estimated at 3% of the retail hours, and grew by almost 20% per year, which is more than twice the rate of growth of ...
XYLYS: Exploring Consumer Perception about Premium Watches in the
XYLYS: Exploring Consumer Perception about Premium Watches in the Indian Context Case Solution,XYLYS: Exploring Consumer Perception about Premium Watches in the Indian Context Case Analysis, XYLYS: Exploring Consumer Perception about Premium Watches in the Indian Context Case Study Solution, The liberalization of the exposure to western lifestyles markets, the growing disposable income, as ...
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Group 5 Xylys Case.pptx
Background of the company Company started in 1964 as a venture b/w Tata and Tidco Titan was the single largest player (20.6%), followed by Swatch (5.9%) Xylys is a premium Swiss-made watch brand from the house of Titan in India which was launched a few years back Premium Watch Segment Tough Competition from the likes of Omega and Rolex ...
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The case solution focuses on understanding the central issue(s) in the case. The case study solution then uses strategic tools and models to solve the case and makes strategic recommendations for the XYLYS Exploring Consumer Perception about Premium Watches in the Indian Context (Abratt & Bendixen, 2018; Iacobucci, 2021).
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Manoj Chakravarti, Senior Advisor, Titan Industries reflected about his 28 years in the watch industry both in India and abroad, and contemplated about Xylys, Titan's premium watch brand, and its foray into the Indian market. He had formulated several aspects of marketing mix strategies in the past to face diverse kinds of challenges.
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Xylys case study solution. Citation preview. Page 1. Team : 13. Format : Write Up. Name : Mustahid Ali & Sachin Singh. Page 2. CASE SYNOPSIS. Xylys was a premium Swiss made watch brand from the house of titan in India. Priced between. INR 10000 and INR 33000, the Xylys range of watches was available in three collection-
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