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Understanding Consumer09/07/2014XYLYS: Exploring Consumer Perception about Premium Watches in the Indian contextPresented by: 1) Anshuman Dey (MP12009)

2) Anupam Ghosh (MP12011)

3) Banani Bhattacharjee:- MP12014

4) Debashish Kr Dutta (MP12017)

5) Jahir Alam Chowdhury (MP12026)

Understanding Consumer09/07/2014Q1: What do the survey findings show?Both the sampling groups need recognition as successful person. Their achievements should be regarded by others.They need unique products or brands to reflect their style , individuality, Success than others.Brand factors and user factors are almost matching Self concept for Potential User and Current User:Understanding Consumer09/07/2014Q1: What do the survey findings show? In some points there is significant difference in consumer behaviour otherwise same thing reflect. Potential users slightly interest in external activities like political campaign etc. Unlike potential users, current users prefers comport , home comfort and more time spending with children. Both the sampling groups want to be leader. Unlike current users , potential users spend lot of time talking with their friends about brands and products.Activities, Interest and Opinion for Potential User and Current User:Understanding Consumer09/07/2014Q2: What was the need to change the original position when it was working well?Repositioning is a change, principally about trigging the vision, mission and value in a new direction that is more suited for the brand in the future.

Repositioning : Definition:Repositioning : Trigger Flood of offerings in the market. Contemporary image is required in some categories due to changing psychographics.Brands desire to change target customer. Brands want to advertise improved offerings.Motivation to buy the category is low among the consumer. The market demand changes rapidly and therefore repositioning can be necessary to meet these demands, newer and stronger arguments have to be established to convince them to stay as loyal customers.

Understanding Consumer09/07/2014Q2: What was the need to change the original position when it was working well?Repositioning : XYLYS : From symbol of success to Feeling of love Falling in love with XYLYS means You dont possess a XYLYS, it possesses you. This new positioning not only reflected the attitude, lifestyle, personality of the consumer but also which the irrational desirability of the product backed by rational reasons like Swiss-made quality & trustworthiness of the house of Tata. Try to reposition from self esteem need to self actuation need in Maslow's hierarchy of need pyramid. Want to attract market segment of young working professional, new generation entrepreneur more with this repositioning.Understanding Consumer09/07/2014Q3: Will the new position work? Xylus target customer: Lower spectrum of luxury watch segment. Repositioning will strengthen strategy for this segment. Example of a brand that has correctly understood Indian consumer behaviour and a brand that has become a major choice of Premium watch purchase decision makers.Understanding Consumer09/07/2014Which principle concept of perception is used in the case? Consumers act and react on the basis of their perceptions, not object reality. Marketer should understand the notion of perception and its related concepts to determine more readily what factors influence consumers to buy. Unique value proposition and competitive advantage. Stereotype effect- Titan brand being gifted in the valued relationship.09/07/2014Understanding ConsumerThank You!!!