Published by MBA Skool Team, Last Updated: January 28, 2018
Marketing Strategy of Xylys analyses the brand with the marketing mix framework which covers the 4Ps (Product, Price, Place, Promotion). There are several marketing strategies like product innovation, pricing approach, promotion planning etc. These business strategies, based on Xylys marketing mix, help the brand succeed in the market.
Xylys marketing strategy helps the brand/company to position itself competitively in the market and achieve its business goals & objectives.
Let us start the Xylys Marketing Strategy & Mix to understand its product, pricing, advertising & distribution strategies:
The product strategy and mix in Xylys marketing strategy can be explained as follows:
Xylys is a premium watch brand from the house of Titan, a Tata company. Xylys watches are available for Men, Pair, Unisex, Women. Xylys watches are available in Analog dial type and Quartz movement as a part of its marketing mix product strategy. The band type available is Ceramic, Metal, Leather and Silicon. Xylys watches are positioned into 3 classes – Fashion trendy contemporary, Archetypal and Outdoor Leisure wear and offer over more than hundred different designs. The unique characteristics of Xylys watches are:
1) Modern-Classic appearance: With trendy look and still sophisticated in design to attract the fashion conscious consumer.
2) Affordable pricing in Premium category: Affordable price amongst the other Swiss watch brands and still retaining the essence of design and workmanship.
3) Uncopied style: It essentially has a unique design. It is made of extra-ordinary quality of materials of glass, steel and leather.
Image: company website
Xylys Price/Pricing Strategy:
Below is the pricing strategy in Xylys marketing strategy:
The price range of Xylys is ranging from INR 10,000 to 30,000.
In the Indian market Xylys has carved a niche in the premium segment and is giving a tough battle to the competing products. Xylys is currently targeting the lower spectrum of the premium watch segment.
Xylys Place & Distribution Strategy:
Following is the distribution strategy in the Xylys marketing mix:
Titan is the biggest watch manufacturing company based in India and it is sixth largest in the world. It manufactures over 7 million watches every year and has a customer base over 66 million. This strong position is achieved by creating a formidable distribution network. The company has the record of having the world's largest retail chain of exclusive showrooms for watches called 'The world of Titan’ which is spread over more than 100 towns. It has other multi brand retail outlets named as 'Time Zone', service centres to support the service function and also dealer outlets. The company has also tied up with e-Commerce platforms and Xylys is also available online.
However, Xylys is a premium brand and sells more through retail outlets as people prefer to have physical contact and evaluation before purchasing a costly watch.
Xylys Promotion & Advertising Strategy:
The promotional and advertising strategy in the Xylys marketing strategy is as follows:
The promotion strategy of Xylys revolves around the idea of connecting the product with the sense of independence, success and a quality that displays path breaking character. To reinforce this stand, lot of celebrities who have lived up to the mark of this philosophy were involved for promotional campaigns. Some names are Rahul Bose who is a famous actor, Carlos who is a world class name related to tennis, S. Mohan who is a successful model. The copy matter for Xylys used the letter X to bring in the idea of differentiation and also connecting it with the first letter of Xylys. This way it paved an easy connection. Over the time, as the company realised that it now needs to connect with another value which is more relevant in the current time period, it banged the connection of Xylys with Love. Thus, it conveyed that those who feel loved are the ones who understand the fashion dynamics and the current trend. The ultimate effort to create a lasting image in the minds of the consumer was when the company started saying that when you buy a Xylys watch, you do not possess it but in fact the watch possesses you. This completes the marketing mix of Xylys watch brand.
Xylys is one the premium watch brand from Titan Industries Limited which is an Indian luxury goods company. Indian premium watch market is worth Rs.800 crore and is majorly shared by Swiss and other European brands. There is almost no presence of any Indian brands in that segment. Titan did a thorough research of the consumer behaviour of premium watch customers and it found that the consumers considered "Country of Origin "as the topmost important factor. Watches coming from Switzerland fetch highest price. Xylys offers flair of exemplary design and craftsmanship. Xylys is the brain child of a designer in Switzerland named R.Laurent who was also advised by the person knowledgeable of the taste of Indian consumer. The advisor is Michael.F. They worked together and brought this brand into existence in 2006.
Xylys is targeted to the Indian consumer who looks for a premium brand and aspires to set their ownmark and image. Xylys watch aims to appeal the educated, the well-informed, the travel lover consumer who wants to set a separate identity and a unique image while being aware of the fashion trends.
This article has been researched & authored by the Content & Research Team. It has been reviewed & published by the MBA Skool Team. The content on MBA Skool has been created for educational & academic purpose only.
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