EMERGENCE OF MASSTIGE

MARKETING IN INDIA

MASSTIGE • Masstige is a term introduced by Michael

Silverstein and Neil Fiske• The term Masstige is derived from the words

Mass + Prestige

OBJECTIVE:

To know whether Luxury products acquire new customers without affecting the product image.

Research Methodology

SECONDARY DATA:• Articles about masstige and by research papers• Collected by interacting with corporate

personalities• Dr. Justin Paul – Author of export management

EVOLUTION OF LUXURY MARKET

Due to a variety of reasons, the luxury market has evolved into different types like• a. Accessible Super Premium products which are

priced in such a way that middleclass will be able to afford it.

• b. Old Luxury brands extending downwards to catering to mass market

• c. Mass prestige brands or Masstige brands which occupies the sweet spot between Mass and Class.

MASS MASSTIGE PRESTIGE

CAUSES OF MASSTIGE IN INDIA:

• Rise of Income • Discount retailing • Emotional awareness• Nuclear Urban Families

CHALLENGES

• To retain the company’s image in the Niche market• To attain new customers without losing its old loyal

customers • Acquiring customers without compromising on the

quality of the product

• Murjanis and Arvind Mills operate TOMMY HILFIGER through a Joint Venture • In 2004, Tommy Hilfiger became the first global designer brand to tap India's

potential for super-premium fashion retail when Murjanis floated an equal joint venture with Arvind.

• Tommy Hilfiger used the method of Masstige market In India by introducing Watches , Apparels and Accessories.

• Middle class • Aspirational tastes but

down-to-earth value-consciousness.

• Kingfisher Airlines

MASSTIGE MARKETING IN INDIA:

FINDINGS

• Luxury and global brands are trying to penetrate and acquire customers in India

• Luxury brands are now producing affordable products under the same brand name

• The Brands are now providing its loyal customers with loyalty cards, services as well as exclusive products

RecommendationsCUSTOMER POINT OF VIEW:• High quality products & services at Reasonable prices

COMPANY’S POINT OF VIEW:• To survive in the market • To increase sales volumes

• Compete in the global market

THANK YOU