Written Analysis of Case

In: Other Topics

Submitted By obaidnasir87
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Pages 4
INTRODUCTION
The watch industry in India originated in 1960’s with HMT being the sole manufacturer of wrist watches in the country. In 1984 a joint venture of Tata and TIDCO by the name of Titan Industries was formed and it took over most of the market shares from HMT becoming the undisputed leader in the wrist watch industry. After the liberalization of market in India in 1992, there was a tremendous competition in the watch industry as more and more foreign companies started to enter the Indian market. In 1999, the new import and export policy relaxed the hitherto stiff upper bar on imports of luxury watches and more brands started to enter the market.
Due to the global economic recession in 2008-2009 the overall production of wrist watches declined around the world, however, there was an increased demand and sales growth for luxury and premium watches in the Indian market.
There was an increasingly high demand for luxury watches in India starting eighties. Luxury watches were bought for their symbolic significance and experiential benefits. It was basically attributed to the major lifestyle changes. The other brands having high demand in luxury segment in Indian market were Tissot, Rado, Omega, Tag Heuer and Longines.
Xylys is a premium Swiss brand housed by Titan in India. At the launch of the Xylys brand in 2006, the management of Titan Industries created a unique brand perception for Xylys in the consumer market. The brand employed it with style and attitude and was directed towards both men and women who were conscious of their image projection. The aim of the brand was to inculcate in them a sense of pride with the ownership of the premium Xylys brand.
ANALYSIS
The commonly used basis for segmenting the consumer market for watches is technology, benefit sought and price. This segmentation basis, although widely used, doesn’t give a clear picture…...

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