6.
The areas of the marketing strategy that Titan should use to minimize the differential
threshold would be
the price of the watch, and I would not target the upper end of luxury watch users in India.
Most of the
potential customers that would purchase the XYLYS watches are up and coming
professionals or
established professionals. The up and coming professionals could be concerned about the
pricing. As far
as not targeting the upper end of luxury watches, I would say that XYLYS needs to work
their way up the
ladder, and they should focus on establishing them solidly before making the
determination of pursuing
the customers in the upper end market.
The areas that Titan should maximize the differential threshold would be focusing their
marketing
strategy on the watches designs, and the fact that the watch is Swiss made. The fact that
XYLYS is
targeted a people who are supremely confident and conscious of the image they project
makes the design
of the watch a very strong point. Sharp unique designs that are created with exquisite
craftsmanship and
impeccable detailing should be the way to market XYLYS. Also mentioning how the parts
are carefully
selected, and created with a passion for detail. (XYLYS)
As far as focusing on the fact that they watches are Swiss made is also extremely vital.
Indian
consumers truly focus on where the watch is made, and the fact that XYLYS has the
Swiss-made tag
creates the association with quality, precision, premium, etc. (XYLYS) Focusing on the
watch having
Swiss movements, that it has sapphire crystal glass, surgical stainless steel, and highly
