Masstige marketing in India is a new but effective way of presenting luxury goods to the masses.

1. EMERGENCE OF
MASSTIGE
MARKETING IN INDIA

2. MASSTIGE
• Masstige is a term introduced by Michael
Silverstein and Neil Fiske
• The term Masstige is derived from the words

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

4. Research Methodology
SECONDARY DATA:
• Articles about masstige and by research papers
• Collected by interacting with corporate
personalities
• Dr. Justin Paul – Author of export management

5. 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.

6. MASS MASSTIGE PRESTIGE

7. CAUSES OF MASSTIGE IN INDIA:
• Rise of Income
• Discount retailing
• Emotional awareness
• Nuclear Urban Families

8. 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

9. • 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.

10. • Middle class
• Aspirational tastes but
down-to-earth value-
consciousness.
• Kingfisher Airlines
MASSTIGE MARKETING IN INDIA:

11. 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

12. Recommendations
CUSTOMER 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