marketing_strategy by shrey420


									          AkAI                        Marketing strategies
                                      Our marketing strategy is more for less.
                                                                                    Plans for the Indian market in the
                                                                                    coming three years
                                      We are offering products to the custom-       Akai aims to offer a complete gamut of
                                      ers at the lowest price points, loaded with   home appliances and consumer electron-
                                      many more features than available in the      ics products. We are already into wash-
                                      market for the same range.                    ing machines, color TVs, LCD TVs, LED
                                                                                    TVs, home theaters and DVD players.
                                      Distribution strategies                       We have also launched our mobile range.
                                      Our distribution strategy is similar to       We are seriously considering cooling
                                      that of others. We plan on increasing the     products, inverters, and IT products.
                                      number of direct dealers, direct accounts,    Akai will make sure it fulfills the needs
                                      and opening up counters for Akai that         and requirements of consumers in home
                                      will be easily accessible to consumers.       electricals, electronics, as well as tele-
                                      In areas where it is difficult for custom-    communications.
                                      ers to visit outlets, we are appointing
                                      distributors.                                 key achievements
                                                                                    A soft launch was done six months back.
                                      Advertising strategies                        We have started advertising only a
    Basant Pande                      Our core focus area will be LED products,     couple of months back. In this short time
                                      which is the future of the TV business.       period we have been able to capture the
Executive Vice President (Sales &     Thus, we will be going very heavy in LED      network, and now we have a national
Marketing): Basant Pande
                                      marketing cum advertising.                    network in place.
Company: Global Brands Enterprise
                                                                                    Also, Akai, under the Videocon umbrella,
Solutions Pvt. Ltd. (Akai)            Communication strategies                      was only focusing on low-end products
Corp. Off.: Plot No. 97, Sector-44,   Providing high quality products at            for a long time. We have changed that
Gurgaon - 122002                      reasonable prices is what we will be          and are focusing on high-end products,
Tel: 91-124-4305000                   communicating to the consumers in the         including LCDs and LED televisions.
Fax: 91-124-4305020                   up-market segment. Our communication
Email:                 strategy will be based on our advertising     Company’s vision
                                      strategy—we are offering more for less.       To reach as many households in India as
                                      Akai is the only brand in India that of-      possible, and provide maximum satisfac-
Ad Agency: Everest Advertising        fers imported CRT TVs. LCDs are also          tion to the Indian consumers.
Private Limited
                                      imported because we do not manufacture
                                      them here. The best selling model of Akai
                                      LEDs recently launched internationally,
                                      has simultaneously been launched in
                                      India too.

                                                   An ADI Media Publication | | OCTOBER 10 | TV VEOPAR JOURNAL | 13
                                                                                 The CE marking certifies that a product
       AVART                         Marketing strategies
                                     l   AVART draws upon its design expe-
                                                                                 has met EU consumer safety, health or
                                                                                 environmental requirements. CE stands
                                         rience to create innovative products
                                                                                 for conformité européenne, French for
                                         that aim to make an ecological change
                                                                                 European conformity.
                                         in human life as we live today.
                                                                                 Underwriters Laboratories Inc. (UL) is
                                     l   AVART designs and supplies audio
                                                                                 an independent product safety certifica-
                                         video accessories. Our products in-
                                                                                 tion organization. UL develops standards
                                         clude Mightymount—swivel brackets
                                                                                 and test procedures for products, materi-
                                         for LCD TVs. We sell our products
                                                                                 als, components, assemblies, tools and
                                         through value-added resellers and
                                                                                 equipment, chiefly dealing with product
                                         CE retailers.
                                                                                 safety. UL is one of several companies ap-
                                     l   Our company has a proprietary niche
                                                                                 proved for such testing by the US federal
                                         in the market—innovation, design,
                                                                                 agency OSHA.
                                         market, channels, quality, cost, and
                                                                                 TÜVs (short for Technischer Überw-
                                                                                 achungs-Verein, Technical Inspection
                                     Distribution strategies                     Association in English) are German
                                                                                 organizations that work to validate the
                                     AVART is a Mumbai-based company             safety of products of all kinds, to protect
   Saurabh Shah                      and intends to cater to the entire Indian   humans and the environment against
                                     market by setting up distributors across    hazards.
Product Manager: Saurabh Shah        major metro cities in India.                The Restriction of Hazardous Substances
Company: AVART                       We cater to the traditional CE retail       Directive (or RoHS) was adopted in Feb-
Corp. Off.: D-6, Dinathwadi, L.J.    channel as well as modern trade with        ruary 2003 by the European Union, and
Road, Mahim (W), Mumbai – 400016,    customer-centric products and pricing.      is required to be enforced and become
Maharashtra, India                                                               law in each member state. This direc-
Tel: 91-22-24314322                  Advertising and communication               tive restricts the use of six hazardous
Fax: 91-22-24314325                  strategies                                  materials in the manufacture of various
Email:                 l   Advertisements in gadgets and home      types of electronic and electrical equip-
                                         electronics magazines and journals      ment. It is closely linked with the Waste
                                         targeted towards consumers, high-       Electrical and Electronic Equipment Di-
                                         lighting ease and convenience, along    rective (WEEE) 2002/96/EC, which sets
                                         with aesthetics which would comple-     collection, recycling, and recovery targets
                                         ment their décor.                       for electrical goods, and is part of a leg-
                                     l   In-store promotion with POP mate-       islative initiative to solve the problem of
                                         rial demonstrating the products func-   huge amounts of toxic e-waste.
                                         tionality and benefits, with special
                                         emphasis on quality.                    Company’s vision
                                                                                 l   We are a company of a business dedi-
                                     Plans for the Indian market in the              cated to achieving sustained growth
                                     coming three years                              in quality cash flow.
                                     l   We intend to increase our reach         l   We maintain a long-term perspective,
                                         across the country, while adding new        an entrepreneurial spirit, a strong
                                         and better products to our existing         balance sheet, and the highest ethical
                                         portfolio.                                  standards.
                                                                                 l   We recognize the customer as our
                                     Key achievements                                most important asset and our people
                                     l   At AVART we emphasize on quality,           as our most important resource. We
                                         hence Mightymounts have the follow-         are dedicated to developing both.
                                         ing internationally acclaimed quality
                                         and safety certifications

14 | TV VEOPAR JOURNAL | OCTOBER 10 | | An ADI Media Publication
                                   Managing Director: Mansoor
                                   Company: AMFAH India
                                   Trading Pvt. Ltd.
                                   Corp. Off.: 1005, Samarth
                                   Vaibhav, Lokhandwala
                                   Andheri (W) Mumbai –
                                   Tel: 91-22-26338546
                                   Fax: 91-22-26319572
                                   Web: &
                                   Ad Agency: Aria Mediuz
    Mansoor Ali

Marketing strategies
Our marketing strategies mainly revolve around creating
a lot of awareness, and educating our customers about the
utility of our products, and the tangible and intangible
benefits they can provide to their lives.
After water purification in the domestic sector, we believe
strongly that in the next coming decade there will also be
products catering to air purification and dehumidifica-
tion, thanks to rising health issues and awareness.

Advertising and communication strategies
We are focusing on the education of our customers through
various channels of communication about the concepts of
the products, and will be focusing on increasing our brand
and product visibility on an all-India level.

Plans for the Indian market in the coming
three years
We intend to introduce new products to the market,
adding to our existing range of products, and offer a
large range to our trade partners, with many innovative
products. We will also expand our operations to all major
territories covering the network.

Key achievements
We feel that our key achievements are best expressed
by the wide acceptance and satisfaction levels of end
users, and trade partners’ feedback on our products
across India.

Company’s vision
AMFAH’s vision is to become the most established trading
organization, with an edge on understanding the market
and meeting the supply chain with cost-effectiveness.

                                                   An ADI Media Publication | | OCTOBER 10 | TV VEOPAR JOURNAL | 15
                                                                                      up in a very big way in the Western and
       BELTEK                           Marketing strategies
                                        Beltek has been a major force in the
                                                                                      Southern markets, where there is already
                                                                                      a certain amount of brand awareness. We
                                        North Indian market for the last 38
                                                                                      are also in the process of launching new
                                        years due to the quality of the products
                                                                                      products such as a juicer-mixer-grinder
                                        offered and a prompt after sales sup-
                                                                                      and microwave ovens, which would give
                                        port, which enables the distributors
                                                                                      a boost to our home appliances division,
                                        and dealer network to impose complete
                                                                                      along with the 6 Kg and 8 Kg washing
                                        faith in our brand. We are committed to
                                                                                      machines, which were launched in Febru-
                                        developing products that go beyond the
                                                                                      ary 2010. We also plan to launch shortly,
                                        current expectation of value and quality.
                                                                                      the 6Kg single tub washer, which is in
                                        For example, we have developed a 21-
                                                                                      great demand in our network.
                                        inch flat CTV with a built-in USB port,
                                                                                      Next year, we plan to launch our range
                                        which can enable the user to play mov-
                                                                                      of LCD and LED TVs in sizes 20-inch,
                                        ies, songs, and pictures directly with the
                                                                                      26-inch, 32-inch and above.
                                        TV set, without the requirement of any
                                                                                      Our new unit is under way in Chennai,
                                        additional equipment. By offering such
                                                                                      Tamil Nadu, from where we plan to ad-
                                        new products that are viable in our exist-
                                                                                      dress the South Indian states. We plan to
                                        ing market, we have managed to offer a
    Mohit Verma                                                                       manufacture our CTVs and DVD players
                                        complete basket to our end customers.
                                                                                      in this unit in stage one.
                                        Our main area of operation is the rural
Director: Mohit Verma                   market where the end customer is not          Key achievements
Company: Beltek India Limited           only price sensitive, but also very quality
                                                                                      The company has achieved an overall
Corp. Off.: A-37, Mayapuri Industrial   conscious, and hence wants the full value
                                                                                      20 percent growth compared to the last
Area, Phase – 2, New DelhI – 110064     of the product purchased.
                                                                                      financial year. In the true flat segment,
Tel: 91-11-41845368                                                                   we have attained a record breaking 200
                                        Advertising and communication
Fax: 91-11-41845365                                                                   percent growth. We are one of the few
                                        strategies                                    companies which are offering a complete
                                        Apart from the usual leaflets, posters        range of Ultra-Slim CTV (four models).
Ad Agency: Continental Advertising
                                        and danglers, and other POP material,         We are also offering a 21-inch flat CTV
                                        we also undertake in-shop branding very       with a built-in USB port. We plan to
                                        seriously to motivate the dealers. During     launch our 15-inch slim CTV in the com-
                                        the festive season there is a tie up with     ing months.
                                        the distributors for local print media and    We have registered a 33 percent growth
                                        cable ads. Huge hoardings and welcome         in the sales of our DVD models, despite
                                        gates are put up in the peak season to        the threat from the grey market and local
                                        highlight the brand.                          manufacturers.

                                        Plans for the Indian market in the
                                        coming three years
                                        Apart from consolidation in the North
                                        India region, we are planning to come

16 | TV VEOPAR JOURNAL | OCTOBER 10 | | An ADI Media Publication
   BLUE STAR                             Distribution strategies
                                         We have over 600 strong sales and ser-
                                                                                      Plans for the Indian market in the
                                                                                      coming three years
                                         vice dealer networks across the country.     We have plans to introduce a much wider
                                         This covers the metros as well as the        range of window and split air-condition-
                                         Tier 2 and Tier 3 cities. We intend to       ers across different star categories. To ad-
                                         further expand our reach in Tier 2 and       dress the growing residential market, we
                                         Tier 3 cities since we see a higher growth   will have a wider variety of aesthetically
                                         potential there.                             appealing units with a few color variants.
                                                                                      In the commercial air-conditioning cat-
                                         Marketing and advertising                    egory, we continue to have a unique and
                                         strategies                                   strong line up of energy efficient mega
                                         Blue Star has long enjoyed the status of     split ACs, and a full line up of cassette
                                         being a preferred choice for central air-    and free-standing units.
                                         conditioning requirements in the corpo-      With both the residential, as well as
                                         rate and commercial (C&C) sector.            corporate and commercial segments ex-
                                         Based on the fact that Blue Star is a        pected to grow well over the next three
                                         leader in central air-conditioning and       years, Blue Star hopes to grow its busi-
                                         is reputed to be an office-cooling expert,   ness, both in the room air-conditioner,
C.P. Mukundan Menon                                                                   as well as commercial air-conditioning
                                         the value proposition of get office-like
                                         cooling at home was born. This enabled       segments.
 Vice President, Room Air-
                                         Blue Star to leverage its reputation of
 conditioners Division: C.P.                                                          Key achievements
 Mukundan Menon                          cooling larger spaces, as well as commu-
                                         nicate that consumers can get the same       The current year was a golden summer
 Company: Blue Star Ltd.
                                         cooling expertise at home. Moreover, this    for almost all of the room air-conditioner
 Corp. Off.: Kasturi Buildings, J Tata   proposition is differentiated, as most       players. Blue Star grew by roughly 32
 Road, Churchgate, Mumbai-400020         other brands in the room AC space can-       percent this summer, and there has been
 Tel: 91-22-66654000                     not stake the same claim.                    a wide acceptance of the new line up of
 Fax: 91-22-66654150                     Based on the value proposition, a new TV     energy efficient star-rated air-condition-
 Email: coolingsolutions@                commercial was created. In addition, to      ers introduced this year.                       ensure 360 degree branding, the activi-
 Web:              ties were optimized across various other
                                         media, such as print, hoardings, and the
 Ad Agency: Interface
                                         Internet, along with some on-ground
 Communications Pvt. Ltd.
 PR Agency: Pressman Advertising

 18 | TV VEOPAR JOURNAL | OCTOBER 10 | | An ADI Media Publication
     CANON                             Marketing strategies
                                       Canon Image Express, a year-long mo-
                                                                                      Plans for the Indian market in the
                                                                                      coming three years
                                       bile campaign, aims to reach out to our        Canon will continue to launch its tech-
                                       customers in Tier 2 and Tier 3 cities, and     nologically advanced products for the
                                       showcase our gamut of products. Canon          Indian market. We will also continue
                                       will spend about `10 crore on this unique      to target Tier 2 and Tier 3 markets so
                                       campaign. The caravan will cover 20            as to make available Canon products to
                                       states and 38 cities under this innovative     everyone.
                                       project. It will travel continuously for 266
                                       days and over 18,000 kms. This is yet          Company’s vision
                                       another strategic, innovative initiative       Canon India sets to touch `1200 Crores
                                       from Canon, to reach out to the Tier 2         during the calendar year 2010, which will
                                       and Tier 3 markets to garner a greater         be a 43 percent growth over 2009. Canon
                                       market share. The canters will be parked       focuses on multiple market segments
                                       in various cities and will create a 4800       including consumer, B2B, government,
                                       square foot showroom, showcasing all           and commercial.
                                       products from the house of Canon. People
                                       will be able to come in, touch, feel, and
  Shunichi Senda                       try the products.

Director-ICP: Shunichi Senda           Distribution strategies
Company: Canon India                   Canon has already expanded its penetra-
Corp. Off.: 2nd Floor, Towers A & B,   tion to over 200 towns, with a partner
Cyber Greens, DLF Phase III, Gurgaon   strength of more than 1500 across the
- 122002                               country. Canon has over 380 primary
Tel: 91-124-4160000                    channel partners, 13 national retail
Fax: 91-124-4160011                    chain partners, and over 4000 second-
                                       ary retail points, including 270 national
                                       retail chain store partners and 33 Canon
PR Agency: 20:20 Media                 Care Centers. Canon products are avail-
                                       able in over 400 towns in India. Our
                                       aim is to make Canon products easily
                                       available to all markets and segments
                                       in India.

                                       Advertising and communication
                                       Canon recently launched a television
                                       commercial, My IXUS, My Style for
                                       its IXUS range of cameras. We very
                                       recently launched similar television
                                       commercials—My IXUS, My Style and
                                       My Onam, My Style in Malayalam. The
                                       TVC launched is for the IXUS range
                                       of cameras. The stylish and creatively
                                       rich commercial is focused on young-
                                       sters, as this range is designed for the
                                       fashion-forward customers, and those
                                       who appreciate beautiful form and high
                                       functionality in a compact camera.

20 | TV VEOPAR JOURNAL | OCTOBER 10 | | An ADI Media Publication
                                                                                    Dynamic photo is a function that creates
        CAsIO                        Marketing strategies
                                     There is huge growth potential with
                                                                                    moving photos by cutting moving subjects
                                                                                    from one background and combining
                                     a second generation of camera users
                                                                                    those images on a different still image.
                                     exploring functionality over and above
                                                                                    In addition to composites made with a
                                     mega pixels and optical zoom. Here,
                                                                                    still image background, cut-out moving
                                     Casio has a big role to play. We have
                                                                                    images can now be pasted on other mov-
                                     the best quality cameras with unique
                                                                                    ing images as well. This new capability
                                     and exciting features that aptly fit with
                                                                                    raises the power of expression of images.
                                     the requirements of today’s generation of
                                                                                    Thus, while increasing the fun of creating
                                     camera users. We are planning to target
                                                                                    images, these models will also increase
                                     these customers in the coming future.
                                                                                    the fun of sharing images by making it
                                                                                    easy to upload images to YouTube™ us-
                                     Distribution strategies                        ing the included software, or post them
                                     Camera penetration per person is very          to a blog.
                                     low, and hence there is a huge potential
                                     for digital cameras; this growth trend         Plans for the Indian market in the
                                     will continue for the next 5-10 years.         coming three years
                                     Additionally, being highly diversified
 Kulbhushan seth                     culturally and geographically, a lot of        We have very optimistic growth plans for
                                     efforts are required to develop and pen-       the next couple of years, and at Casio we
Head, Sales and                                                                     will be investing aggressively to grow our
                                     etrate into the market. So, we are first
Marketing: Kulbhushan Seth                                                          camera business in India.
                                     planning to consolidate our sales in top
Company: Casio India Co. Pvt. Ltd.
                                     cities, and after that we will spread to
Corp. Off.: 210, Okhla Industrial                                                   Key achievements
                                     other potential cities.
Estate, Phase-III, New Delhi                                                        We strive to give a new direction to the
Tel: 91-11-41054321                                                                 photography market worldwide. Casio
                                     Advertising and communication                  launched the first digital camera with
Fax: 91-11-41054329                  strategies                                     LCD display in the year 1995. Slim-
                                     Unlike other camera manufacturers who          ness was introduced by us in 2003. Our
Web:                 are focusing on pricing, at Casio we are       first slim camera, Exilim was of credit
Ad Agency: ADK                       planning to focus our communication            card size and just 11.3 mm thick. We
PR Agency: Perspective               on key features like premium auto, and         introduced our first camera with 1000
                                     dynamic photo.                                 images storage space, and battery life
                                     Premium auto is one of our unique              in single charge. We introduced the first
                                     features which enables a camera to             high-speed camera in still photography,
                                     automatically analyze the scene being          which can shoot at speeds of 30-60 im-
                                     photographed — including distinguish-          ages in a second, can capture different
                                     ing night scenes, back lighting, a blue        moods in a second, and can choose the
                                     sky, green trees, or a sunset — as well        best. These cameras can record videos at
                                     as sensing whether there is a face in          speeds of 1000–1200 frames per second.
                                     the frame, the movement and position           Our latest camera was launched with
                                     of the subject, and whether a tripod is        premium auto, which with its fast im-
                                     being used. It simultaneously optimizes        age processing, automatically analyzes
                                     settings for exposure, ISO sensitivity,        environmental elements (up to 100,000
                                     point of focus, photo blur correction, tonal   combinations), and performs optimal set-
                                     range and color balance, and level of          up based on actual subject information,
                                     noise reduction. Premium auto is a state-      giving a perfect picture every time.
                                     of-the-art, fully automatic function that
                                     makes it easy for users to take superior       Company’s vision
                                     quality photos just by pushing the shut-       Casio’s corporate creed is creativity and
                                     ter button, by analyzing the image at the      contribution. It expresses the company’s
                                     level of individual pixels, and performing     commitment to contributing to society
                                     different corrections for human subjects       by offering the kind of original, useful
                                     and the background.                            products that only Casio can.

22 | TV VEOPAR JOURNAL | OCTOBER 10 | | An ADI Media Publication
                                                                                  project was on energy efficiency and life-
    CARRIER                          Marketing strategies
                                     In the first quarter of the year, the
                                                                                  cycle cost benefits for the customer.
                                     company introduced a new brand iden-         Distribution strategies
                                     tity on a global level that combines the
                                                                                  The company believes that business is
                                     elements of a stylized green leaf with
                                                                                  not just about products, but more about
                                     the existing turn to the experts tag line.
                                                                                  people. Unlike other consumer durables
                                     This new brand identity represents our
                                                                                  like televisions and refrigerators, that do
                                     longstanding commitment towards the
                                                                                  not need regular service, air-conditioners
                                     environment, implemented across prod-
                                                                                  are engineered items as automobiles are,
                                     ucts, services, and operations, and is a
                                                                                  and require regular preventive mainte-
                                     clear indication of our commitment to,
                                                                                  nance. Therefore, a strong service net-
                                     and focus on sustainability.
                                                                                  work is a critical part of our marketing
                                     This focus is manifested in all of our
                                                                                  strategy. We have an extremely strong
                                     activities. It includes developing prod-
                                                                                  dealer distribution network, and this is
                                     ucts which are more sustainable, and
                                                                                  our strength.
                                     systems, processes and procedures that
                                                                                  Most of our dealers are sales and service
                                     adhere to the highest possible standards
                                                                                  dealers, including over 600 dealers across
                                     of environmental appreciation.
  Krishan Sachdev                                                                 the country, of which 350 are Carrier-
                                     For more than 20 years, Carrier has led
                                                                                  exclusive dealers. We are also looking
                                     with sustainable solutions to advance
Director Marketing and                                                            to increase this number. We believe it is
                                     energy efficiency and ozone protection,
Strategy: Krishan Sachdev                                                         going to be a key differentiator when it
                                     while minimizing the environmental
                                                                                  comes to providing service to customers
Company: Carrier Airconditioning &   impact of its manufacturing operations
                                                                                  across the country.
Refrigeration Ltd.                   This is an ingrained value that is cher-
                                     ished both by the company, as well as        Advertising and communication
Corp. Off.: Narsingpur, Kherki
Daula Post, NH 8, Gurgaon- 122004,   its people, and all actions and activities
                                     have a direct linkage to this value that     strategies
                                     we profess and nurture. The new brand        We believe a product, to a large extent,
Tel: 91-124-4825500                                                               speaks for itself, and a person who has ex-
                                     identity is being used in all of our com-
Fax: 91-124-2372230                  munications, be it advertisements, cata-     perienced a good product will not only go
Web:            logs, mailers, or websites, and aims not     back to the same brand for a repeat buy,
Ad Agency: Percept H Pvt. Ltd.       only to convey our philosophy, but also      but will also recommend the product and
(MASH)                               to educate and make the populace aware       brand to their acquaintances, friends,
                                     of the need to focus on sustainability to    and family. What we have also seen is
PR Agency: Percept Profile
                                     ensure a better tomorrow.                    that although penetration levels in India
                                     In terms of residential products, the com-   for residential air-conditioning are quite
                                     pany continues to pursue its focus on en-    low, there is a substantial amount of
                                     ergy efficiency and developing products      repeat buying from customers who are
                                     with non-ozone depleting refrigerants.       experienced and knowledgeable air con-
                                     The company launched a whole new             ditioner buyers. People who have already
                                     range of products called Durakool Star       purchased a Carrier air-conditioner look
                                     in the high wall category, which bear the    forward to buying their second or third
                                     BEE five-star and four-star ratings.         air-conditioner from Carrier. We believe
                                     In the commercial space, Carrier recently    they will recognize a product not just by
                                     concluded a prestigious project with ITC     the cost, but its overall value.
                                     Hotel Royal Gardenia. The hotel selected     We are members of the Indian Green
                                     Carrier’s energy efficient non-ozone         Building Council, and are actively in-
                                     depleting Evergreen® 23XRV screw             volved with many of the green building
                                     chiller that achieves up to forty percent    initiatives in the industry. We are part of
                                     more energy savings than the industry        many green-focused trade bodies, events,
                                     standard, and has been installed in many     and advertising. Our focus in communi-
                                     green buildings around the world. This       cation is also along the same lines. The
                                     is the first hotel in Asia that achieved a   commercial consumer is very discerning
                                     platinum green rating with the help of       and understands the significance of such
                                     Carrier products. The main focus of the      a focus on the environment as a whole,
                                                                                                                (Continued ...)

24 | TV VEOPAR JOURNAL | OCTOBER 10 | | An ADI Media Publication
     CARRIER                         as well as a life-cycle focus to ensure the
                                     lowest overall cost of operation. The cost
                                                                                   80 percent in 2008.
                                                                                   Toshiba caters to the premium end of the
        (continued )                 of owning such a product in the long-run      market. Toshiba and Carrier formed a
                                     is something that continues to influence      highly successful worldwide joint venture
                                     buying decisions.                             for air-conditioning over 10 years ago.
                                     We will continue to focus on sustain-         Inverter air conditioners, a technology
                                     ability moving forward, and focus on          invented by Toshiba, forms a significant
                                     reaching our customers through various        part of our Toshiba sales in India. We
                                     available media and other vehicles, ef-       have a wide range of inverter-based
                                     fectively and efficiently.                    products, from high walls and cassette
                                                                                   units, to the sophisticated, advanced
                                     Key achievements                              VRF product SMMS. Toshiba products
                                     Carrier India has been recognized for         are in the ultra high efficiency range. In
                                     its commitment to environmental stew-         fact, the highest energy efficiency 1.5T
                                     ardship.                                      hi-wall, as per the BEE website, is a
                                     In the consumer goods manufacturing           Toshiba five-star rated product.
                                     sector we have received the prestigious
                                     National Energy Conservation Award for        Company’s vision
                                     three consecutive years (2007, 2008, and      Carrier India’s vision is to be recognized
                                     2009, respectively), with a citation of top   as the leader of every segment we oper-
                                     rank in 2009. Carrier also won first prize    ate in, by being customer-focused in
                                     in the manufacturers of BEE star labeled      everything we do; delivering best-in-
                                     appliances (air-conditioner) sector that      class products, as well as aftermarket
                                     was created in 2009, taking into con-         service; being environmentally conscious;
                                     sideration the energy savings achieved        establishing a performance culture
                                     through the sale of energy efficient ap-      that respects human values and team
                                     pliances over a two-year period.              work; and remaining embedded in our
                                     The National Energy Conservation              core values regarding safety and ethics;
                                     Awards are bestowed by the Govern-            thereby growing profitability ahead of
                                     ment of India through the Ministry of         the market every year by making Car-
                                     Power and, Bureau of Energy Efficiency        rier a preferred choice for all within the
                                     to recognize manufacturers that have          HVACR industry.
                                     achieved excellence in energy conserva-       We are a full-range HVAC company, with
                                     tion. The Energy Conservation Awards          a focus on both the residential, as well
                                     have been recognitions of our focus on        as the commercial segment. We are also
                                     sustainability in the country.                focused on the retail, as well as dealer
                                     In 2009, energy labeling of products was      channels. This unique status allows us to
                                     voluntary. However, of Carrier India’s        offer products to all types of customers,
                                     manufactured residential products, over       catering to all segments of the market as
                                     95 percent were energy-labeled, up from       a true expert in air-conditioning.

26 | TV VEOPAR JOURNAL | OCTOBER 10 | | An ADI Media Publication
D&M PREMIUM                           Strategies, plans, and offerings
                                      At D&M Premium Sound Solutions, the
  SOUND                               genesis of our existence lies in creating
                                      sound, and the customer always remains
 SOLUTIONS                            at the core of our activities. This faith is
                                      reflected in the name we gave ourselves.
Head – Sales & Marketing: Somkant     We are a fully-owned subsidiary of D&M
Apshete                               Holdings, Inc., Japan. The D&M pre-
                                      mium brands include Denon, Marantz,
Company: D&M Premium Sound
Solutions Pvt. Ltd.
                                      McIntosh, Boston Acoustics, Snell, Cal-
                                      rec, and others.
Corp. Off.: 504, Pentagon Tower 2,
                                      Formerly Philips Sound Solutions, our
Magarpatta City, Hadapsar, Pune-
                                      global organization spearheads the
                                      development and introduction of ad-
Tel: 91-20-66207621                   vanced audio technology. State-of-the-
Fax: 91-20-66207604                   art research labs and highly automated
Email: marketing.india@dm-holdings.   production lines help us serve very high-
com                                   profile OEM clientele. Belonging to such
Web:                  a pedigree in India too, we have brought
                                      innovation and entrepreneurship in ad-
                                      dressing local needs and coming up with
                                      market-winning products. This enables
                                      discerning customers to get everything
                                      they desire at the best value. Our unique
                                      proposition is in giving one-stop solutions
                                      to the customer.
                                      Innovative by instinct, we inspire design
                                      and get inspired by design. Decades of
                                      experience and competence in acoustics
                                      are reflected in the products we bring
                                      to life. Present in both the consumer,
                                      as well as the automotive segments,
                                      our product range comprises of home
                                      theater speaker systems, multimedia
                                      speaker systems (for desktops, laptops,
                                      MP3 players, and mobile phones), ceiling
                                      speakers, full range drivers and woofers,
                                      car head units, car amplifiers, and car
                                      Shortly, we also plan to launch an entire
                                      category, of home theater and multimedia
                                      speakers under the US premium brand
                                      name Boston for the mass market.

                                                    An ADI Media Publication | | OCTOBER 10 | TV VEOPAR JOURNAL | 27
                                                                                          and even on their balconies and terraces.
       DAIkIN                             Strategies, vision, and achieve-
                                                                                          The second area of excellence is technol-
                                                                                          ogy, and continuous product innovation.
                                          India presents a very exciting opportuni-       This year we have already launched eco-
                                          ty for business, and the air-conditioning       nomic models, without compromising on
                                          segment is no exception. Changing life-         technology, and now everyone can enjoy
                                          styles, disposable incomes, falling prices      the comfort and calmness of Daikin air-
                                          of air conditioners, and the falling cost of    conditioners. The third differentiator is
                                          running an air conditioner (which used          our channel and customer service. With
                                          to be a major concern in the minds of           30 service centers manned by over 125
                                          people), are all driving AC penetration.        people, and a multi-lingual 24x7 call
                                          Air-conditioning penetration is poised to       center, Daikin has changed the percep-
                                          grow from 3 percent in 2009 to 4 percent        tion of air-conditioning after-sales service
                                          by 2012, and 5 percent by 2015. The             in India. Daikin today, meets most of
                                          overall scenario seems to be extremely          its installation requests within 12 to 24
                                          positive for air conditioners.                  hours. The track record of field repairs, if
                                          As far as project business is concerned,        required, is similar. We continue to work
                                          there has been pent-up demand, and              to improve these efficiencies even further.
                                          one always sees a lag effect coming into        In addition to all of this, the company
 kanwal Jeet Jawa                         the project business. So, when the entire       recently set up a new line for VRV ACs
                                          environment was very bad in terms of            and chillers at its 40 acre Manesar plant.
MD & COO: Kanwal Jeet Jawa
                                          economic conditions, commercial busi-           The facility is a first-of-its-kind, state-
Company: Daikin Airconditioning           ness continued to do well, and thereafter,      of-the-art facility, and is an engineering
India Private Limited                     while the economy is being revived, the         marvel. All of these initiatives will help
Corp. Off.: 12th Floor, Building No. 9,   demand is only getting better. Though           us gain market share at a very rapid
Tower A, DLF Cyber City, DLF Phase        there was a slight dip in commercial busi-      pace. We are leaders in many markets
III, Gurgaon 122002, Haryana, India       ness for a few months in 2009, now the          around the world, and aim to be leaders
Tel: 91-124-4555444                       growth is again looking very healthy.           in India as well.
Fax: 91-124-4555333                       This year Daikin is celebrating ten years       Daikin India is expecting a major jump
Email:                 of excellence in India. 2010 is a year of       in AC sales this year, led by a growth in
                                          emergence for the new Daikin India.             split ACs. Overall, we expect to double
                                          From being a leader in the premium              our sales this year.
Ad Agency: Percept                        air-conditioning segment, we now aim            Our core values have never changed over
                                          to become leaders in the HVAC segment           the years, and will never change in the
                                          as a whole.                                     future as well. Over the years, Daikin In-
                                          Daikin has identified three key areas of        dia has dedicated itself to improving the
                                          excellence to differentiate itself. The first   quality of life by developing innovative
                                          is the brand, which indisputably stands         and eco-friendly technologies. Customer
                                          for reliability, trustworthiness, and has a     satisfaction drives all of our actions, and
                                          premium image. Consumers are proud to           we strive to establish Daikin as a brand
                                          display the brand Daikin in their homes,        synonymous with trust.

28 | TV VEOPAR JOURNAL | OCTOBER 10 | | An ADI Media Publication
                                                                                      to deliver an engaging and personalized
     DIsh TV                            Marketing strategies
                                        Dish TV is known for its dedicated
                                                                                      experience to its subscribers. Once again
                                                                                      setting a benchmark and redefining the
                                        customer focus, and we constantly en-
                                                                                      business through service innovations and
                                        deavor to deliver sustained value to our
                                                                                      the highest standard of customer service.
                                        customers through innovative product
                                                                                      Being launched for the first time in the
                                        offerings and service initiatives. As the
                                                                                      service industry, these services empower
                                        pioneer and undisputed leader in the
                                                                                      Dish TV subscribers, and assure them
                                        Indian DTH industry, we are committed
                                                                                      the best of services at their doorstep.
                                        to delighting our customers and offering
                                        innovations to enrich their TV viewing        Key achievements
                                        experience. Dish TV maintains a 360
                                                                                      Dish TV has achieved the momentous 8
                                        degree approach in marketing, with uni-
                                                                                      million subscribers mark, and aims to
                                        form communication across media. We
                                                                                      reach 10 million subscribers by the end
                                        at Dish TV firmly believe that innovation
                                                                                      of this year. This is clearly the fastest
                                        is the key differentiator for our business,
                                                                                      growth achieved by any DTH service
                                        and channeling it appropriately helps us
                                                                                      provider in the country. Dish TV has
                                        to continuously deliver enhanced experi-
                                                                                      always taken the lead in enhancing the
                                        ences to our customers. Dish TV offers
     salil Kapoor                                                                     value proposition of the DTH category by
                                        maximum entertainment options and
                                                                                      introducing next generation value-added
                                        the largest content basket at an attrac-
COO: Salil Kapoor                                                                     services and the highest standard of the
                                        tive price point. Our aim is to provide
                                                                                      customer delivery, thereby expanding the
Company: Dish TV India Limited          the consumers with the best of home
                                                                                      DTH market.
Corp. Off.: FC – 9, Film City, Sector   entertainment and convenience, through
16-A, Noida 201301 UP                   great value propositions.                     Company’s vision
Tel: 91-120-2599555, 2599395                                                          Dish TV has always stood by its prom-
                                        Distribution strategies
Fax: 91-120-2511186                                                                   ise of pioneering vision, adherence to
                                        Dish TV has equal presence across the
Web:                                                                    quality, technological innovations, and
                                        length and breadth of the country, and its
Ad Agency: McCann Worldgroup TAG                                                      breakthrough initiatives. Our philosophy
                                        footprint covers all major cities, as well
Ideation                                                                              of delivering value and service excellence
                                        as the most remote areas such as Sia-
PR Agency: Linopinion
                                                                                      to our customers, combined with strong
                                        chen, and Ladakh. Dishtv has a sizeable
                                                                                      business leadership has made Dish TV
                                        distribution infrastructure of over 1400
                                                                                      the largest DTH service provider in the
                                        distributors and 55,000 dealers across
                                                                                      country. Dish TV has always been at
                                        6600 towns–once again, the largest in
                                                                                      the forefront of bringing innovative and
                                        the category. Dish TV is the only DTH
                                                                                      path-breaking offers, creating industry
                                        platform that provides live television on
                                                                                      benchmarks. The DTH segment has seen
                                        computers, in aircrafts aboard Kingfisher
                                                                                      record additions, and we believe that this
                                        Airlines, railways, and in cars, buses,
                                                                                      trend is likely to continue. Innovation
                                        ships, and yachts.
                                                                                      is the key driver of Dish TV, and the
                                        Advertising and communication                 company’s strong commercial position
                                                                                      is the result of consistent commitment
                                        strategies                                    to advancing technologies. We’re winning
                                        Dish TV has taken another innovative          in the marketplace, investing for the
                                        leap to reach its customers with a revo-      future, and confident in the enormous op-
                                        lutionary service campaign – Call me and      portunity that lies ahead. Every month,
                                        Home Pick service. For the first time in      around one million subscribers are join-
                                        the service industry, the company will        ing in the DTH platform. It is expected
                                        reach out to the customer instead of the      that the country will overtake the US by
                                        customer calling the company. With this       sheer numbers within the early part of
                                        unique service campaign, Dish TV strives      the coming year.

                                                     An ADI Media Publication | | OCTOBER 10 | TV VEOPAR JOURNAL | 29
   ELECTROLUx                             Marketing strategies
                                          Our products are mainly designed around
                                                                                       Plans for the Indian market in the
                                                                                       next three years
(PE ELECTRONICs)                          the concept thinking of you, which means
                                          our products are innovative, advanced,
                                                                                       Electrolux will totally refurbish its
                                                                                       product range for the Indian market.
       LTD.                               and easy to use, which helps the modern
                                          customer to manage multiple tasks with
                                                                                       Our aim is to make our products more
                                                                                       user-friendly with the introduction of
                                          ease. The Electrolux product range in-       an international range in the Indian
                                          cludes refrigerators, washing machines,      market.
                                          microwave ovens, and air conditioners.
                                          We will mainly accentuate key features,      Company’s vision
                                          including DC inverter technology in          Our vision is to emerge as one of the
                                          air conditioners, and the time manager       leading brands in terms of preference
                                          series in washing machines. Electrolux       and admiration by 2012.
                                          will target the mass premium segment
                                          by engaging the customer at multiple
                                          points like in-home, in-store, and out
                                          of home, through advertising in the
                                          electronic media and merchandising at
                                          retail outlets.

                                          Distribution strategies
                                          We are focusing on 61 MPV towns that
          sajeev R                        will drive growth. We have only direct
                                          dealers in all 61 towns, and ensure that
  Chief Operating Officer: Sajeev R.      our trade partners have high retention
                                          and profitability. To expand our reach
  Company: Electrolux, PE Electronics
                                          we will also have a distribution-based
                                          network in other towns, coupled with a
  Corp. Off.: 5th Floor, Corporate
                                          rural strategy.
  Center, Opp Hotel VITS, Andheri Kurla
  Road, Andheri (East), Mumbai 400059     Advertising and communication
  Tel: 91-22-61171000
                                          We want Electrolux home appliances to
  Ad Agency: Mudra Communications         be the first choice for consumers. We will
                                          launch Electrolux in a relevant, differen-
  PR Agency: Integral PR Services Pvt.    tiated manner, and establish it as a pre-
  Ltd.                                    mium player. We have roped in Sonam
                                          Kapoor as our brand ambassador, since
                                          she is a perfect fit for Electrolux. This
                                          will help us break clutter, and develop
                                          immediate brand recall. We are sure that
                                          with Sonam, there will be a far-reaching
                                          impact and greater awareness of our
                                          brand, creating positive buzz within the
                                          trade, customers, and the media, since
                                          she is a young, talented, and versatile
                                          actress. Our advertising campaign will
                                          be led by a TV commercial, and supported
                                          by strong presence in retail outlets.

  30 | TV VEOPAR JOURNAL | OCTOBER 10 | | An ADI Media Publication
                                                                           Company’s vision. The company plans to sell
                                  Sr.General Manager – Sales &
                                                                           200,000 units by next year, and become a `1000
                                  Marketing: N.K. Rao
                                                                           crore company in two years time.
                                  Brand: O’General ACs.                    Distribution strategies. ETA General’s aim is to
                                  Company: ETA General Pvt. Ltd.           expand its distribution network into Tier 2 and
                         3rd Floor New No.63,           Tier 3 cities.
                                  Sterling Road, Nungambakkam,             Plans for the Indian market in the coming three
                                  Chennai-600034                           years. With the introduction of star rating in India,
                                  Tel: 91-44-43402345                      ETA General will come up with only top-class prod-
                                  Email:               ucts, having mostly five-star ratings, to cater to the
                                                                           premium segment customers. Single split inverters
          N.K. Rao                                                         will play a dominant role in the next three years in
                                  Ad Agency: R. K. Swamy                   the Indian market, where customers are looking to
                                                                           have the latest technological machine with lower
                                                                           power consumption. In the window segment, we
                                                                           plan to launch three-star rated products in 1.5 T
                                                                           and 2 T capacities.

                                  Head-Sales & Marketing: N. Sriram        Marketing strategies. All of our recently launched
                                  Brands: Indesit Home Appliances          new models of washing machines, dryers, and dish-
                                                                           washers, come with Ecotime technology, which saves
                                  Company: ETA Star Appliances Pvt.
                                                                           water, time, and energy. Indesit appliances have
                                                                           pricing points that are value for high performance,
                                  Corp. Off.: 3rd Floor, New No.71, Old.   and also are energy efficient, reliable quality, and
                                  No.63, Sterling Road, Nungambakkam,
                                                                           come with an intense focus on after sales service.
                                  Chennai 600 034
                                                                           Distribution strategies. ETA-Indesit will be focus-
                                  Tel: 91-44-43402345                      ing on making a strong presence felt with premium
                                  Fax: 91-44-43402343                      retailers across India, and extending quality service.
                                  Email:        We are planning to create Experience Zones in to con-
          N. Sriram               Web:           tinue exposing our wide range of Indesit products.
                                                                           Advertising and communication strategies. Our
                                  Ad Agency: RK Swamy
                                                                           focus is to create brand presence at the point of sale.
                                                                           This will be well supported through BTL activities.
                                                                           To increase visibility we would be using exhibitions,
                                                                           promotional event,s and seasonal ATL activities.

                                  DGM (Sales & Marketing): S. Upendra      Marketing strategies. Vestar airconditioners come
                                  Brand: Vestar Airconditioners            with one of the best features, with very efficient
                                                                           Japanese compressors. ESAPL will be introducing
                                  Company: ETA Star Appliances Pvt.
                                                                           chest-type freezers under the Vestar brand shortly.
                                                                           Distribution strategies. ESAPL is already spread
                                  Corp. Off.: 3rd Floor, New No.71, Old.
                                                                           into sales and service dealers, as well as a dis-
                                  No. 63, Sterling Road, Nungambakkam,
                                                                           tributor network with already around 400 dealers
                                  Chennai 600034
                                                                           across the country. ESAPL is planning to expand to
                                  Tel: +91-44-43402345                     more than 600 dealers by the coming season, and
                                  Fax: +91-44-43402343                     will also be focusing on retail networks. Specific
                                  Email:        focus shall also be given to enhance distribution
         S. Upendra               Web:           networks in Tier 2 and Tier 3 cities.
                                  Ad Agency: RK Swamy
                                                                           Advertising and communication strategies. A
                                                                           multimedia marketing campaign shall be under-
                                                                           taken through both ATL and BTL activities. These
                                                                           include print media, outdoor, road shows, digital
                                                                           space, in-shop branding, and POP/POS.

32 | TV VEOPAR JOURNAL | OCTOBER 10 | | An ADI Media Publication
                                                                                    For the year 2010-11, JCT is looking at a
           JCT                        Marketing Strategies for 2010-11
                                      The Indian CTV market crossed the 20
                                                                                    CRT market of 18 million, and the LCD
                                                                                    market is expected to cross 2.5 million.
                                      million mark during the year 2009-10.
                                                                                    Our strategy will be to run both of our
                                      Out of this, CRT-based TVs were 18.6
                                                                                    lines to their optimum capacity. We also
                                      million, and LCDs were 1.8 million. In
                                                                                    plan to launch, by the end of the year, 21-
                                      fact, India was the only country to clock
                                                                                    inch Ultra Slim, which is now being intro-
                                      growth in CRT-based TVs, thanks to
                                                                                    duced in the Indian market in a big way;
                                      the initiative taken by the Tamil Nadu
                                                                                    while at the same time contining to meet
                                      Government, which provided televisions
                                                                                    our commitments in conventional CRTs.
                                      free-of-cost to underprivileged sections of
                                                                                    JCT plans to sell over four million CRTs
                                      society, for whom television is still prob-
                                                                                    in 2010–11, with a full product range in
                                      ably the only source of entertainment.
                                                                                    the small and medium segments.
                                      Major drivers were, of course, the grow-
                                                                                    JCT has also added capacity to our
                                      ing Indian economy, the growing middle-
                                                                                    electron gun and deflection yoke plant,
                                      income households, and penetration in
                                                                                    in line with our increased CRT capac-
                                      the rural markets by CTV makers.
                                                                                    ity and product range, to become cost
                                      Huge potential still remains to be tapped,
                                                                                    efficient so as to be able to provide cost-
                                      as it is estimated that over 100 million
                                                                                    competitiveness to our customers.
   Deepak Dayal                       households in India are still without a
                                                                                    We will continuously work towards
General Manager-                                                                    further strengthening our relationship
                                      In terms of size, small (14 and 15-inch)
Marketing: Deepak Dayal                                                             with all of our customers through new
                                      TVs were about 30 percent, and mid (20
Company: JCT Electronics Limited                                                    product innovations, product quality, and
                                      and 21-inch) TVs were about 65 percent.
                                                                                    better service.
Address: Thapar House, 124 Janpath,   The large-size share remained at a mod-
                                                                                    The country can look to a much higher
New Delhi 110001                      est 5 percent.
                                                                                    growth rate if the government stream-
Tel: 91-11-43534242                   The Indian market also saw the introduc-
                                                                                    lines the CST, and VAT implementation
Fax: 91-11-23367861                   tion of 21-inch Ultra Slim sets.
                                                                                    of the GST (which is a long-pending de-
                                      LCD televisions were introduced big
Email:                                                         mand of the industry) urgently.
                                      time, and sales were close to two million
Website: www.JCTEL.COM                                                              If the manufacturing sector has to grow,
                                      units. This segment is now expected to
                                                                                    there is a need to reexamine existing
                                      grow by over 60 percent this year.
                                                                                    and proposed FTAs. We need to build
                                      JCT achieved sales of more than 4.2 mil-
                                                                                    efficiencies and infrastructure to match
                                      lion CRTs during the year 2009 –10.
                                                                                    China, which is our strongest competi-
                                      Our major customers were LG, Videocon,
                                                                                    tor today.
                                      and Onida, among several others.

                                                   An ADI Media Publication | | OCTOBER 10 | TV VEOPAR JOURNAL | 33
                                                                                     launched our campaign for the tilted drum
     GODREJ                             Marketing strategies
                                        At Godrej, we are focused on strengthen-
                                                                                     washing machine in major national and
                                                                                     regional channels, with print support
                                        ing our premium-end franchise, by intro-
                                                                                     across major newspapers throughout the
                                        ducing products that are technologically
                                        superior, and outstanding in terms of
                                                                                     It is also worthwhile to mention our
                                        looks. While most of our recent product
                                                                                     unique, new initiative this year—Godrej
                                        developments and new launches have
                                                                                     Eon I AM Woman of Courage. Through
                                        been in the high-end segments, we also
                                                                                     this platform, we recognize women
                                        see an opportunity to offer superior prod-
                                                                                     who have shown courage in their lives,
                                        ucts in the mass segments, to upgrade
                                                                                     stepped beyond the confines of the kitch-
                                        the existing customers from price-based-
                                                                                     en, and pursued their dreams, despite
                                        purchase to value-based-purchase.
                                        In terms of categories, we will continue
                                                                                     We will continue this momentum of high-
                                        to strengthen our leadership position in
                                                                                     visibility campaigns throughout the year,
                                        the refrigerator segment, with focus on
                                                                                     with innovative tie-ups, both in media
                                        the high-end frost free segment. Apart
                                                                                     and ground activation, to provide a 360
                                        from this, we will look for an acceler-
                                                                                     degree presence of the brand, and garner
                                        ated growth rate in the air conditioner,
    Kamal Nandi                                                                      the preferences of our consumers.
                                        washing machine, and microwave oven
                                        segments, where we have been witness-        Key achievements
VP-Sales & Marketing: Kamal Nandi       ing exceptional value and volume growth
                                                                                     We ended the financial year 2009-10 on
Company: Godrej and Boyce Mfg.          in the last two years.
                                                                                     a high note, with a slew of new product
Company Ltd. - Appliance Division       Innovation in marketing, with multiple
                                                                                     introductions, innovative marketing
Corp. Off.: Plant 11B, 1st Floor, LBS   product launches, will define our market-
                                                                                     activities, and connecting with a larger
Marg, Vikhroli (W)-400079               ing strategy this year
                                                                                     base of consumers; and we are keeping
Tel: 91-22-67961700/1800                                                             the momentum going this year, too.
                                        Distribution strategies
Fax: 91-22-67966066                                                                  This year, we have expanded our product
                                        Godrej, enjoys a strong distribution net-
Email:                                                            portfolio, both in terms of width and depth
                                        work across India – both in cities and
Web:                                                        across categories. We started the year
                                        smaller towns. Our products are avail-
                                                                                     with the launch of a new contemporary
Ad Agency: JWT, Orchard                 able in more than 20,000 outlets across
                                                                                     range of LED, LCD, and CRT televisions
PR Agency: Madison PR                   India. Apart from the sales network,
                                                                                     in the four states of Andhra Pradesh,
                                        our biggest strength in small towns is
                                                                                     West Bengal, Kerala, and rest of Maha-
                                        the service support that we are able to
                                                                                     rashtra. For the first time in India, we
                                        provide (even at the most remote cor-
                                                                                     also launched the Game LCD TV.
                                        ners) through our network of more than
                                                                                     Our Godrej Eon Digi Fresh refrigera-
                                        400-plus Godrej Smartcare Authorized
                                                                                     tors series has also been appreciated by
                                        Service Providers.
                                                                                     both trade and consumers. We recently
                                        In modern trade, we have a well-es-
                                                                                     launched the tilted drum washing ma-
                                        tablished relationship with the major
                                                                                     chine, the first of its kind. The new Eon
                                        modern format retail brands across
                                                                                     Ergoz washing machine brings the conve-
                                        the country like Next, Reliance Digital,
                                                                                     nience of a top-loading washing machine,
                                        XCite, Future Group, and Woolworths.
                                                                                     with the efficiency of a conventional front-
                                        We consider these associations as stra-
                                                                                     loading washing machine. The key to our
                                        tegically significant ones because they
                                                                                     success has been constant innovation to
                                        are not only opinion-making counters for
                                                                                     connect with the ever-evolving consumers,
                                        today, but are also an important trade
                                                                                     and offering them the relevant technology
                                        channel for tomorrow.
                                                                                     they need. We have been effectively using
                                        Advertising strategies                       this approach in our product development
                                                                                     front, and this has become an integral
                                        We will continue to invest in our new        part of the company’s thought process,
                                        positioning Designed by Curiosity. We        driving each and every action of ours.
                                        launched our new campaign for i-Fresh        Godrej knows that innovation backed by
                                        refrigerators on the same platform, which    strong consumer research is the key to
                                        was highly visible during the cricket        creating products and services that give
                                        extravaganza, IPL. Very recently, we         total customer satisfaction.

34 | TV VEOPAR JOURNAL | OCTOBER 10 | | An ADI Media Publication
                                                                                    Center. Through these experience cen-
        HAIER                          Marketing strategies
                                       Haier is one of the fastest growing brands
                                                                                    ters Haier can put its premium products
                                                                                    within reach of the customers. The Haier
                                       in India. A young brand with an expertise
                                                                                    Experience Center is a one-stop high-end
                                       in technologically advanced products,
                                                                                    destination where a consumer gets to
                                       the company is focusing on high-end
                                                                                    walk around, interact with, experience,
                                       products which are designed and de-
                                                                                    and learn about Haier products. Product
                                       veloped in various parts of the globe,
                                                                                    demos at the experience center are aimed
                                       especially to meet the requirements of
                                                                                    at enhancing the Haier brand, and its
                                       Indian consumers. This year Haier ad-
                                                                                    strength and leadership across key con-
                                       opted an aggressive marketing strategy
                                                                                    sumer durables and electronics segments.
                                       as a step to strengthen and combine our
                                                                                    The experience center is an exclusive re-
                                       brand image in India. Haier unveiled a
                                                                                    tail channel concept that merges quality
                                       new brand campaign titled, You Inspire
                                                                                    and preferences for all product categories
                                       Us in the beginning of the year 2010.
                                                                                    under one roof, and in return promises the
                                       The campaign was a tribute to the In-
                                                                                    consumers a better and unique buying
                                       dian consumer, who has inspired many
                                                                                    experience. Haier has set a target of 75
                                       technological and innovative changes in
                                                                                    stores to be opened by the end of this year.
                                       our products.
      Shanta Roy                                                                    There are over 4500 retail outlets selling
                                       As part of its annual activities, Haier
                                                                                    Haier products in India.
                                       will be sponsoring the only contest for
Head-Marketing: Shanta Roy             married women and reality series, Haier      Advertising and communication
Company: Haier India                   Gladrags Mrs. India 2010. On-ground
                                       and below the line activity is very im-
Corp. Off.: B-1/A-14, Mohan Co-
operative Industrial Estate, Mathura   portant to Haier, as this will ensure a      In the beginning of the year, Haier
Road, New Delhi-110044                 complete showcase of Haier products          unveiled a new brand campaign titled,
                                       to the customers. With the onset of the      You Inspire Us. The campaign was a
Tel: 011-39496000/30674000
                                       festival season, Haier is planning to        tribute to all the Indian consumers who
Fax: 011-26971562                                                                   have inspired many technological and
                                       launch various consumer offers for their
Email:             customers this season. This year Haier       innovative changes in our products. In
Web:                has launched more than 25 new models         June, Haier announced John Abraham
Ad Agency: Arms Cresta                 nationwide, inspired by consumer expe-       as their new brand ambassador. John
                                       riences across product categories, as a      will be featured across all brand commu-
PR Agency: 20:20 MEDIA
                                       step forward in achieving its ambitious      nications, as well as product advertising
                                       growth plans. These include the ultra-       for our wide range of consumer durables
                                       slim full-HD LED backlit TVs, and a          and electronics products. Later this
                                       wide range of LCDs. Haier also launched      year, Haier also launched an LED film
                                       a new range of bottom-mount refrigera-       featuring the new brand ambassador,
                                       tors (BMRs) called the BMR Plus, new         John Abraham, for the Fifa World Cup.
                                       models in Empress series refrigerators,      The film shows our new LED TV, with
                                       side-by-side coupe refrigerators, deep       real life images and stylish aesthetics.
                                       freezers, five-star split ACs, and a range   As part of its advertising strategies
                                       of front and top-load washing machines.      Haier has focused more on television for
                                       Haier has also launched the Tiana wash-      advertising, as it is a medium which has
                                       ing machine, with near-zero pressure         the highest reach amongst consumers. In
                                       technology.                                  select cities, Haier has gotten aggressive
                                                                                    with outdoor publicity.
                                       Distribution strategies
                                       Haier’s wide product range is designed to
                                                                                    Plans for the Indian market in the
                                       cater to most customer requirements. To      coming three years
                                       display and demonstrate its huge range,      Haier plans to consolidate its position as
                                       Haier’s main focus is on its Haier Experi-   a pioneer in path-breaking technology
                                       ence Centers and Zones. The company is       innovation, combined with great empha-
                                       rapidly expanding its ground presence        sis on customer care and requirements.
                                       through this.                                Haier today offers a host of world-class
                                       Haier has expanded its presence in the       products, and has a presence in almost
                                       country with the opening of its Experience                                  (Continued ...)

36 | TV VEOPAR JOURNAL | OCTOBER 10 | | An ADI Media Publication
                                     all segments of home appliances and
        HAIER                        consumer durables. The company offers
                                                                                   March 31) over the corresponding period
                                                                                   in 2009. The company has announced an
         (continued )                more than 125 SKUs to the Indian con-         overall growth target of 200 percent in
                                     sumer, which are designed and developed       2010 over 2009. Haier achieved its 2009
                                     keeping in mind the Indian consumer           turnover of `350 crore by the month of
                                     requirements and lifestyle. Haier also        May 2010, as a result of setting up an
                                     plans to launch a new range of products       aggressive sales channel expansion for
                                     and foray into a new product category –       its electronics and appliances business,
                                     small kitchen appliances such as blend-       as well as expanding and consolidating
                                     ers, toasters, citrus juicers, and electric   its after-sales service network across
                                     kettles. In the coming years, Haier plans     the country. The initiative of Haier Ex-
                                     to launch new models of LCD/LED TVs,          perience Centers and Haier Experience
                                     refrigerators, and washing machines.          Zones has started paying off. There is a
                                     We also plan to launch our 3D LED TV          substantial increase in sales of high-end
                                     in India. Haier will introduce laptops        products.
                                     and cameras in the coming months.
                                     Premium mobile handsets are also in
                                     the pipeline.                                 Company’s vision
                                                                                   Our vision is be the most admired brand
                                     Key achievements                              in India, providing innovative, state-of-
                                     As part of its aggressive market strategy,    the-art, user-friendly products of lasting
                                     Haier registered a robust growth of 216       value to our customers, to make their
                                     percent in the first quarter of 2010 (ended   today better than yesterday.

38 | TV VEOPAR JOURNAL | OCTOBER 10 | | An ADI Media Publication
                                                                                     target customer in mind. The media mix
     HITACHI                         Marketing strategies
                                     At HHLI we work to create a differenti-
                                                                                     includes TV, newspapers, magazines,
                                                                                     outdoor, Internet, and BTL activities.
      (HHLI)                         ated, unique, and premium brand image.
                                     We have focused our approach on mar-            Plans for the Indian market in the
                                     keting planning, which takes the shape
                                     of an integrated marketing communica-
                                                                                     coming three years
                                     tion, including mass level and ground           One of the major shifts for this year is to
                                     level promotion.                                enter into the mass-premium market.
                                     Today, HHLI has positive and strong             We have already taken a step toward it
                                     brand equity. We are creating value for         by launching KAZE, a split AC brand for
                                     our brand by giving a different experience      Tier 2 and Tier 3 markets. This model
                                     to the customer through a combination           will help in reaching out to those custom-
                                     of many small steps at every level, be it       ers from middle level income groups who
                                     product, mass advertising, or showroom          are aspiring to own Hitachi products. We
                                     level promotion.                                are emphasizing increasing our presence
                                     Innovation is the key aspect of HHLI’s          through an exhaustive network, with an
                                     business strategy. HHLI keeps on in-            increase of 25–30 percent, and focus on
                                     novating and introducing best-in-class          Tier 2 and Tier 3 towns.
                                     products to the Indian market every
                                     year. HHLI’s main focus is on high-end          Key achievements
  Gurmeet Singh                      products. Our global experience helps           We inaugurated our third plant in Kadi,
                                     us marry the best of international stan-        Gujarat in August of 2009. The new facil-
Head - Sales & Business Planning,    dards and local needs, to have excellence       ity is spread on a plot of 85,000 square
Vice President: Gurmeet Singh        in products and services.                       meters, with approximately 35,000
                                                                                     square meters of industrial shed. The
Company: Hitachi Home & Life         Distribution strategies                         new plant was built with a CapEx of `50
Solutions (India) Limited                                                            crore, and is equipped with advanced
                                     Major emphasis will be placed on all
Corp. Off.: Hitachi Complex, Karan   of the Tier 2 and Tier 3 towns through          machinery and testing labs. With this
Nagar, Kadi, Mehsana-382727,         exhaustive network reach by appointing          new plant our production capacity will
Gujarat                              new distributors. Currently we are pres-        increase to 4 lakh units per annum.
                                     ent in more than 250 towns across the           HHLI always provides high-quality and
Tel: 91-2764-277571                                                                  highly energy efficient AC. Last year 79
                                     country, at all of the premium retailers,
Fax: 91-2764-233425                  including big retail chains.                    percent of the Hitachi split aircondition-
Email:                                                       ers sold were five-star rated.
                                     Advertising and communication
                                     strategies                    Company’s vision
Ad Agency: Bates 141                                                                 In order to pass on a living environment
                                     Inspiration, trust, and continual innova-
                                                                                     blessed with nature to the next genera-
                                     tion are the core values that drive our
                                                                                     tion, HHLI will maintain close contact
                                     brand. All of our innovations are India-
                                                                                     with the Lifestyle Zone in striving to
                                     specific, coupled with the high quality,
                                                                                     contribute to the quality of life.
                                     advanced technology, and trust that give
                                                                                     With increasing standards of living, the
                                     us an edge over the others. This year we
                                                                                     need for premium and technologically
                                     introduced another innovation, Direct
                                                                                     advanced products with unique and dif-
                                     Efficient Technology, in all of our air-
                                                                                     ferentiating images is rising. Hitachi
                                     conditioners, which makes them sensible
                                                                                     believes in inspiring the next; this state-
                                     and intelligent, and provides high energy
                                                                                     ment embodies Hitachi’s commitment to
                                     efficiency, efficient and silent cooling, and
                                                                                     continue to inspire coming generations
                                     consistent comfort. We have introduced
                                                                                     with the latest products, systems, and
                                     a new range of split AC—i-TEC (Tr. 1.5)
                                                                                     services, for a more vibrant and better
                                     based on DC inverter technology, and
                                                                                     society. It is also an expression of our
                                     ACE Followme (Tr. 0.9, 1.2, 1.5 & 2.0). In
                                                                                     strong commitment to boldly face what-
                                     the duct segment, Hitachi has the Takumi
                                                                                     ever new challenges the times bring us
                                     series, which is one of the best products
                                                                                     – whatever comes next. Hitachi intends to
                                     with the best specifications among brands
                                                                                     be the catalyst for a changing society. As
                                     in the Indian market. All of our commu-
                                                                                     society changes, so will Hitachi.
                                     nication strategies are made keeping our

                                                   An ADI Media Publication | | OCTOBER 10 | TV VEOPAR JOURNAL | 39
                                                                                    LG’s role in human lives, as a brand that
            LG                         Marketing strategies
                                       To drive home the core brand proposition
                                                                                    enriches lives through its innovations
                                                                                    and positive energy.
                                       of enriching lives through technology,
                                       LG Electronics launched its new com-         Distribution strategies
                                       munication theme under the Life’s Good
                                                                                    In keeping with its commitment to re-
                                       umbrella Let’s Create a Wonderful Life.
                                                                                    define retail standards in the Indian con-
                                       This resulted in gains for the brand in
                                                                                    sumer durables industry, LG Electronics
                                       awareness and preference across the
                                                                                    has launched its exciting brand shops
                                       board. Continuing its marketing initia-
                                                                                    across India. The LG Shop aims to offer
                                       tives behind sports, LG Electronics, in
                                                                                    an experiential journey into the complete
                                       association with ICC, announced the
                                                                                    digital lifestyle product range of LG, and
                                       third edition of their Lead XI campaign,
                                                                                    serve as a one-stop-shop for all the digital
                                       which was created to promote national
                                                                                    needs of a household.
                                       spirit among children, and realize their
                                                                                    Taking concrete steps to effectively cap-
                                       dreams of walking with their cricket
                                                                                    ture the growing organized retail market,
                                       heroes to the ground. The campaign
                                                                                    and redefine standards for digital lifestyle
                                       focused on the young Indian talent, and
                                                                                    retailing, LG is setting up a chain of ex-
                                       presented India’s future stars on a global
      L.K. Gupta                                                                    clusive premium showrooms all across the
                                       platform. With this, LG India promotes
                                                                                    country, and has chalked out a roll-out
                                       the feeling of nationalism and provides
CMO: L.K. Gupta                                                                     plan to implement the LG Brand Shop
                                       the opportunity for kids to be stars in
                                                                                    experience across various cities.
Company: LG Electronics India Pvt.     their own right.
                                                                                    It has been our endeavor to create a store
Ltd.                                   In addition to this, LG Electronics
                                                                                    that will not only stand out, but also
Corp. Off.: Plot No 51, Udyog Vihar,   made a phenomenal success in its latest
                                                                                    showcase the values of the LG brand.
Surajpur Kasna Road, Greater Noida-    initiative, Para Football, carried out in
                                                                                    Our retail strategy is to be where our
201306                                 Eastern India to celebrate the spirit of
                                                                                    customers are, instead of being present
Tel: 0120-2560900                      football whilst the FIFA World Cup was
                                                                                    in the conventional electronics markets.
                                       being viewed all over the nation. LG’s
                                                                                    The LG Brand Shop has been conceptual-                  association with Para Football is an ex-
                                                                                    ized as the ultimate retailing experience
                                       tension of the company’s worldwide focus
Web:                                                                that synchronizes with our international
                                       on promoting sports, and encouraging a
Ad Agency: Rediffusion Y & R                                                        image of innovation, quality, and excel-
                                       healthy and active lifestyle. LG empha-
PR Agency: LG ONE & Corporate                                                       lence. At present we have 1000 brand
                                       sizes product innovations, strong brand
Voice | Weber Shandwick                                                             shops in the country, and by the year’s
                                       power, and market leadership; and aims
                                                                                    end we will have 1200 shops.
                                       to continuously support sports through
                                       innovative initiatives and campaigns.        Advertising and communication
                                       In order to take a step forward by fur-
                                       thering their CSR association with en-       strategies
                                       vironment friendly initiatives, LG spon-     LG’s advertising and communication
                                       sored Green Ride in the biggest cyclothon    strategies rest on current users sharing
                                       event taking place in New Delhi. LG          their brand experience, and helping it
                                       Green Ride was a mass-mobilizing ride        build positive WOM through this ap-
                                       where LG called upon thousands of en-        proach. The presence in digital media will
                                       vironmental enthusiasts to ride bicycles     provide a presence in a more contempo-
                                       to proclaim their support for a greener,     rary medium to build the brand along all
                                       cleaner environment; and did its bit to      stages of the consumer purchase cycle.
                                       spread awareness about creating an eco-      LG’s advertising and marketing spending
                                       friendly and eco-conscious society.          is `750 crore, and it is planning to grow
                                       Aiming to be an aspirational brand, LG       revenues on an average of 30 percent for
                                       planned to reinstate the intrinsic quali-    the next two years.
                                       ties of innovation, fun, style, youth, and
                                       health, while not undermining the exist-     Plans for the Indian market in the
                                       ing strength of reliability. Therefore, it   coming three years
                                       launched a full-fledged brand advertising    We at LG believe that India can become
                                       and marketing TV campaign with the tag       one of our largest markets. India is a
                                       line Life’s Good. The campaign explored                                  (Continued ...)

40 | TV VEOPAR JOURNAL | OCTOBER 10 | | An ADI Media Publication
               diverse market and customer needs             reassurance.
   LG          here are unique. We introduced Stars
                                                             Company’s vision
(continued )   of India—a product range under Indian
               insight-based products, which were very       LG Electronics pursues its 21st century
               well received. Now, we are beginning          vision of becoming a true global dig-
               a customer insight program, based on          ital leader, ensuring customer delight
               which we will launch a new product            worldwide through its innovative digital
               platform in 2012.                             products and services. Going forward, LG
                                                             India will synergize all activities in keep-
               Key achievements                              ing with the global vision of becoming
               It is due to sheer marketing persistence      globally, one of the top three players in
               and persuasiveness with customers,            all business areas by 2010. As such, LG
               along with offering the best of products      Electronics is embracing the philosophy
               meeting global standards, and innovative      of great company, great people, where
               marketing campaigns, that LG has been         by only great people can create a great
               named the Best White Goods Company            company; and is pursuing two growth
               at the ‘Awaaz Consumer Awards 2010.           strategies involving “fast innovation”
               LG has also been acknowledged as the          and “fast growth”. Likewise, LG seeks
               Brand of the Year by Brandwagon, by           to secure three core capabilities - prod-
               The Financial Express, in January of          uct leadership, market leadership, and
               this year.                                    people-centric leadership.
               In addition to this, LG Electronics re-       LG’s top priority in 2010 is to maximize
               cieved the first position in the consumer     customer satisfaction and heighten the
               durable category in the Brand Equity          competitive edge of its flagship products.
               Most Trusted Brands Survey 2010, in           Its endeavour is to innovate and create
               September 2010. The Survey identified         products which are in sync with consumer
               the most trusted brands that are not          sentiments. LG has earned a premium
               just the most familiar, but those that        brand positioning, and is the acknowl-
               consumers believe provide quality and         edged trendsetter for the industry.

                            An ADI Media Publication | | OCTOBER 10 | TV VEOPAR JOURNAL | 41
        LLOyD                          Marketing strategies
                                       The core strategy for marketing Lloyd
                                                                                      Advertising and communication
                                       products is essentially delivering a full      In the past, we have focused heavily on
                                       range of products to suit every price point,   BTL activity, where most of our focus
                                       and backing them up with unmatched             was given to in-shop branding, and
                                       after-sales service. To execute this strat-    point-of-sale collateral. However, having
                                       egy, in the summer of 2010 our consum-         appointed R K Swamy BBDO Pvt. Ltd. as
                                       ers witnessed three, four, and five-star       our communication partner in January,
                                       split air conditioners, along with our         2010, we felt that we should also increase
                                       unique sliding range of air conditioners;      the brand awareness, and hence, have
                                       which were also then advertised in the         put in some investment in the electronic
                                       electronic media on channels like CNBC         media as highlighted above. In fact, for
                                       Group, NDTV Group, and Sony. Within            the forthcoming festival season we have
                                       the three star category, there were three      produced a 40-second TVC by appointing
                                       series - Ivory, Ethereal, and Mauvian.         eminent film producer Pradeep Sarkar,
                                       All of these series were equipped with all     who has brilliantly executed our brand
                                       capacities - 0.8, 1, 1.5, and 2 tons. This     film showcasing the marketing tagline
                                       gave the consumer an extremely wide            pride comes standard with Lloyd.
   Nipun Singhal                       choice of differential products to choose      We have also launched a new range of
                                       from, to suit his interior design tastes       LCD/LED through dealer meets across
President: Nipun Singhal               and his pocket. In the five-star category      India. Our launch of new LCDs in 24, 26,
Company: Fedders Lloyd Corporation     we launched the Claret, which was an           and 32-inch sizes, and our new launch of
Limited                                aesthetically superior indoor panel with       LED in 32, 40, and 46-inch, have made
Corp. Off.: Plot No. 2, Kalkaji        a floral design that delivered five-star ef-   us join the elite quality of a few brands,
Industrial Area, Kalkaji, New Delhi-   ficiency, and had the highest EER within       and we are proud to launch 3D LED in
110019                                 the five-star categories.                      a 55-inch size.
Tel: 91-11-47100666                    In the case of LCD TVs, we offer every         We at Lloyd believe that our product is
Fax: 91-11-26425717
                                       screen size Wherein some of our models         our hero, and therefore in order to exhibit
                                       we have a differential product, through        the product, we are displaying our full
                                       which the customer can directly plug           range in 25 malls between October 8th
                                       and play digital cameras, handy cams,          and November 5th across India. These
Web:                   mobile phones, laptops, game consoles,         experimental marketing efforts will
Ad Agency: R.K. Swamy BBDO Pvt.        and most importantly, can run all video        further help the customers to recognize
Ltd.                                   format through USB pen drives.                 the superior designs, aesthetics, fit feel
                                       To exemplify our commitment towards            finish, and product differentiation in our
                                       after-sales service, we are privileged         entire range of AC, LCD / LED, bread
                                       to inform our readers that our’s is the        makers, garment steamers, and clothes
Key achievements                       only company wherein the customers             dryers.
In both air conditioners and           can login their complaints through our
LCD, our brand and products            toll-free number, and also through our         Plans for the Indian market in the
were highly appreciated by             website                        coming three years
both trade partners and cus-
                                       Distribution strategies                        With the success of our air conditioner
tomers, which led to a jump
                                                                                      sales in the summer of 2010, we are now
of 350 percent in total sales          Once again, there is continuity in our
                                                                                      clearly looking at the number four posi-
over the past years. This has          strategy of low penetration and high
                                                                                      tion in 2011, behind LG, Samsung, and
delighted us, and given us             retention. Our dealer base has grown
                                                                                      Voltas; and we will definitely be among
the confidence to achieve our          in leaps and bounds across India, and
                                                                                      the top-five next year.
plans.                                 the core reasons for this are our product
                                                                                      For the LCD category we are looking to
                                       quality, product range, after-sales ser-
Company’s vision                                                                      scale up to 100,000 LCDs in 2010, and
                                       vice, and dealer margin, which, according
                                                                                      double that number in 2011, with an in-
Our company’s vision is to be          to our trade partners, are the highest
                                                                                      creased focus on LED rather than LCD.
among the top five brands in           in the industry. We will continue with
the consumer durables cat-             this strategy, and most likely will never
egory.                                 change this wining formula.

42 | TV VEOPAR JOURNAL | OCTOBER 10 | | An ADI Media Publication
MARksON (sNR)                            Marketing strategies
                                         In the present scenario, Markson is em-
                                                                                       Plans for the Indian market in the
                                                                                       coming three years
                                         barking upon a strategy to reach and tap      The company is planning its foray into
                                         into Tier 2 and Tier 3 cities. It has be-     the home appliances segment. So far,
                                         come very difficult to operate in metros or   two semi-automatic washing machines,
                                         in big cities due to high advertising (ATL/   having exclusive features and imported
                                         BTL) and promotional activity costs, and      bodies, have been introduced in the
                                         heavy expenses for sales and distribution     market, and the response has been
                                         operations. The after-sales-service costs     overwhelming. Riding on the success of
                                         are also very high due to high levels of      these washing machines, the company
                                         servicing offered by big companies, which     is planning a grand entry into the white
                                         cannot be matched without having a            goods segment by introducing a new
                                         huge volume of sales.                         range of washing machines (semi and
                                                                                       fully automatic), microwave ovens, and
                                         Distribution strategies                       air-conditioners. Refrigerators will be
                                         Markson has now entered into new mar-         introduced in the next fiscal year, as the
                                         kets like Bihar, Chhattisgarh, and N.E.       company is currently in the final stages
                                         states, and is planning very shortly to       of signing a technical collaboration with
     Vijay sharma                        start operations in Orissa and M.P.           world-renowned compressor manufactur-
                                         Other than the traditional distribution       ers in China.
 President-Sales & Marketing: Vijay
                                         network, the company is also planning to
 Sharma                                  enter modern trade through retail chains
                                         and online business.
 Company: SNR Electronics Limited
 Address: 378, FIE, Patparganj, Delhi-
 Tel: 91-11-22157662-63-65
 Fax: 91- 11-22157665
 Ad Agency: Foresight Communication
 PR Agency: Foresight Communication

                                                      An ADI Media Publication | | OCTOBER 10 | TV VEOPAR JOURNAL | 43
    MITAshI                         Marketing strategies
                                    Globalization has made the Indian
                                                                                 Plans for the Indian market in the
                                                                                 coming three years
                                    market a very competitive one, and the       Mitashi has two main goals for the com-
                                    Indian consumer has many needs and           ing three years. The first is within the
                                    many faces that differ drastically from      gaming division. Since the Indian gaming
                                    region to region. The only way to survive    industry is expected to grow 32 percent
                                    and grow in such a market is to put the      at `3100 crore by 2014, and the console
                                    customer first in every plan, and deliver    gaming industry in India is expected to
                                    the best value for their hard earned         grow at a CAGR of 19 percent from `580
                                    money and lifestyle needs, coupled           crore in 2009 to `1160 crore by 2014, we
                                    with the best after-sales service. We at     plan to become even further immersed
                                    Mitashi are always looking to do just        in our activities surrounding the gaming
                                    that. This message is the core of all of     world. Mitashi will continue to innovate
                                    our strategies, and is what has allowed      and introduce cutting edge games to
                                    Mitashi to slowly and steadily establish     keep the Indian youth on the edges of
                                    itself as a force to be reckoned with in     their seats.
                                    the electronics industry, and a leader in    Our second goal is to be the third or
                                    the gaming industry.                         fourth preferred and trusted choice
    Ajay sharma                                                                  amongst consumer electronics brands.
                                    Distribution strategies
Vice President: Ajay Sharma         Our distribution strategies and methods      Key achievements
Company: Mitashi Edutainment Pvt.   revolve around five main facets:             Our company has reached a multitude of
Ltd.                                l Through distributors;                      achievements in recent times. In terms of
Tel: 91-25-006661                   l   Through direct sellers;                  infrastructure, we opened regional offices
Fax: 91-25-006660                   l   Through modern organized retail;         in Kolkatta, Bangalore, Mumbai, and
Email:                                                         soon, Delhi. Our service infrastructure
                                    l   Through E-commerce; and
Web:                                                             has 37 service centers currently, and by
                                    l   Through corporate.                       the end of the year we expect to have 62
Ad Agency: Origin Beanstalk
                                    We have collaborated with Ingram Micro       service centers across India. The product
PR Agency: Icpar (Planman Marcom    (a US Fortune 500 company) for distribu-     line we offer has maintained a strong
Consultants)                        tion and SCM operations.                     presence and equally strong amounts of
                                    We have also set targets to have 1000 dis-   business through all modern organized
                                    tributors and 100,000 dealers by 2012.       retail formats. Also, the brand has
                                                                                 achieved high acceptability across all
                                    Advertising and communication                major online partners, and we are fast
                                    strategies                                   growing as the brand to gift across the
                                    We are going big this year with the          corporate sector.
                                    launch of LED and LCD televisions,
                                                                                 Company’s vision
                                    high-end sound systems, and top-of-the-
                                    line DVD players. In the gaming arena        Our vision is to become India’s most
                                    we are launching a completely upgraded       trusted brand.
                                    range of the already popular portable
                                    games, along with some amazing virtual
                                    gaming in the form of Isports Pro.
                                    With aggressive ATL plans involving the
                                    top newspapers across every region of
                                    India, and premium TV channels, com-
                                    bined with simultaneous store-level pro-
                                    motions, backed up with heavy reminder
                                    advertising through magazines, SMS,
                                    emails, and websites, we are ensuring
                                    360 degree visibility, and plan to make
                                    this year a high volume, high intensity
                                    year for Mitashi.

44 | TV VEOPAR JOURNAL | OCTOBER 10 | | An ADI Media Publication
MOSER BAER                                Marketing strategies
                                          Technology changes its face everyday,
                                                                                        Advertising and communication
                                          and success largely revolves around how       Our communication strategy has been to
                                          soon one identifies the new change. At        target the tech-savvy youth of India. The
                                          Moserbaer, our constant focus has been        brand slogan Experience the Ultra Life
                                          to map the ever-so-dynamic marketing          has been conceptualized to relate to the
                                          trends, and launch products that are the      aspirations of today’s youth. Our primary
                                          latest on the technology front, in order to   consumer is one who thinks different,
                                          be a part of the consumers’ consideration     and is willing to try out new products.
                                          set. Keeping in line with this, we have       And hence, all of our communication has
                                          constantly launched innovative and styl-      been built around this line.
                                          ish products. The latest addition to our      Over the last year, a major focus has
                                          portfolio has been the launch of new LCD      been on an innovative and tactical com-
                                          models in the sizes of 42-inch, 32-inch       munication strategy, in order to increase
                                          and 24-inch with the USB video port for       the RoI. A strong print campaign, coupled
                                          easy access to video playback. Marketing      with participation in various electronics
                                          strategies of Moserbaer largely revolve       exhibitions and dealer-level visibility
                                          around providing the latest technology        across India are the main focus.
     Rajiv Kenue                          at affordable prices to the masses.
                                                                                        Plans for the Indian market in the
Vice President Consumer                   Distribution strategies
Electronics: Rajiv Kenue
                                                                                        coming three years
                                          A strong distribution is a must in order
Company: Moser Baer India Ltd.                                                          As the trend has been, Moserbaer will
                                          to complement the marketing strategies
                                                                                        continue to develop newer and innovative
Corp. Off.: 43B, Okhla Industrial Area,   one undertakes. Hence there has been a
                                                                                        technology products. Our efforts will be
Phase – 3, New Delhi – 110020             constant focus towards building an effec-
                                                                                        towards developing a differentiated prod-
Tel: 91-11-40594500                       tive and efficient distribution channel.
                                                                                        uct at an affordable price, and to improve
Fax: 91-11-40594599                       We have started manufacturing LCD
                                                                                        customer satisfaction levels by providing
                                          TVs at our plant in Noida. Currently, Mo-
Email:                                                      strong service support.
                                          ser Baer Consumer Electronics operates
Web:                through one national distributor, Ingram      Key achievements
Ad Agency: OMD                            Micro India Ltd. Given our trusted brand
                                          image, we have been able to garner the        We have started manufacturing LCD TVs
PR Agency: Corporate Voice Weber
Shandwick                                 support of large format retail stores,        at our plant in Noida. Further, we have
                                          such as Croma and Reliance, along with        been successful in penetrating the major
                                          partnering with the key local players in      metros and Tier 2 cities.
                                          Tier 2 cities. We have also moved a step      We have significantly expanded our
                                          ahead in retailing by opening ten exclu-      service network, with over 500 service
                                          sive showrooms—Moser Baer Ultralife,          points nationwide.
                                          and by starting our e-commerce portal,
                                          which has received good response from
                                                                                        Company’s vision
                                          the online buyers. Currently we execute       Touching every life across the globe
                                          our business through 2500-plus dealer         through high technology products and
                                          points.                                       services.

46 | TV VEOPAR JOURNAL | OCTOBER 10 | | An ADI Media Publication
                                                                                      move tough dirt. To address this concern,
ONIDA (MIRC)                            Marketing strategies
                                        As Onida completes 30 glorious years,
                                                                                      we have launched Sparkle, the world’s
                                                                                      first washing machine with an in-built
                                        this year is very special for us. On this
                                                                                      brush. It ensures that you get the quality
                                        occasion, we have launched a range of
                                                                                      of hand-washing, with the comfort of a
                                        innovative products across various cat-
                                                                                      fully-automatic washing machine.
                                        egories. All of our products are a result
                                                                                      Our Speedcool range of five-speed i-cool
                                        of our strong customer understanding—
                                                                                      air conditioners provide instant cooling,
                                        their needs, aspirations, and desires. For
                                                                                      and are already one of the top-selling
                                        a holistic consumer understanding, we
                                                                                      ranges in the industry. Moreover, given
                                        observe people in their natural environ-
                                                                                      the widespread concern of power con-
                                        ments, using the products the way they
                                                                                      sumption, i-cool comes with a five-star
                                        would normally use them in their daily
                                                                                      rating, and shows the actual savings (in
                                        lives. This leads us to develop powerful
                                                                                      rupees) of a user’s electricity bills, while
                                        insights that form the cornerstone of all
                                                                                      giving a pleasant cooling experience.
                                        of our product innovations.
                                                                                      Across categories, Onida believes in
                                        We observed that in today’s fast paced
                                                                                      consumer-relevant innovations that
                                        lifestyle, most high-end consumers are
                                                                                      make technology friendlier to people,
                                        constantly engaged with one or the other
                                                                                      especially Indians. This will remain our
Sriram Krishnamurthy                    screen—mobiles, computers, gaming or
                                                                                      guiding philosophy as exemplified in our
                                        TVs—leading to fatigue and soreness in
                                                                                      advertising tagline Tumko dekha to yeh
 Vice President - Sales Marketing, &    their eyes. Arising from this insight, we
                                                                                      design aaya.
 Service: Sriram Krishnamurthy          have launched the world’s first LED TV
 Company: Onida (Mirc Electronics       with i-Care technology that protects eyes     Distribution strategies
 Limited)                               from harmful UV Rays, is reflection and
                                                                                      Our distribution strategy is a mix of in-
 Corp. Off.: Onida House, G-1, MIDC,
                                        glare-proof, and is also ten times tougher
                                                                                      creasing our penetration by developing
 Mahakali Caves Road, Andheri (East),   than normal LCD TVs. All this, while
                                                                                      new billing points in semi-urban and rural
 Mumbai – 400093                        ensuring full HD picture quality, crystal
                                                                                      markets; ensuring addressability by focus-
                                        clear sound, full connectivity options, and
 Tel: 91-22-28201998/28200435                                                         ing on key models in each category, and
                                        a fantastic aesthetic design. Thereby,
 Fax: 91-22-28236475                                                                  increasing the extraction of the focused
                                        we ensure the viewer has a pleasurable
 Email:                                                            models per-dealer across the country. The
                                        viewing experience with no worries.
                                                                                      mantra is to ensure we cover every dealer
 Web:                     Given the huge penetration of USB
                                                                                      (in our ever increasing network) with
 Ad Agency: McCann Erickson             drives and mini/micro memory cards in
                                                                                      every product, every time. For secondary
 PR Agency: Hanmer MS&L                 the country, we introduced Movie TV—
                                                                                      sales, we support our network through
 Communications Pvt. Ltd.               India’s first color television with a full
                                                                                      participation in exhibitions and in-shop
                                        USB 2.0 port that can play movies, pic-
                                                                                      displays. Besides this, we keep our net-
                                        tures, and songs stored on pen drives.
                                                                                      work partners engaged with regular and
                                        Indian consumers still prefer traditional
                                                                                      attractive trade schemes. We have also
                                        cooking to more convenient microwave
                                                                                      developed a strong pan-India, on-ground
                                        cooking, especially for Indian food. They
                                                                                      activation team to facilitate tertiary sales
                                        also relish various regional dishes from
                                                                                      to ensure proper product placement and
                                        other parts of India, but are not comfort-
                                                                                      implementation of point-of-sale mate-
                                        able cooking those dishes. We addressed
                                                                                      rial. Our in-shop demonstrators are well
                                        this concern by introducing the Black
                                                                                      trained to handle all on-ground customer
                                        Beauty microwave oven with specially
                                                                                      enquiries and convert them into sales.
                                        designed 123 Indian auto-cook touch
                                                                                      Our daily sales tracking of each counter
                                        menus. So, now it is easier for a North
                                                                                      across our network ensures a strong
                                        Indian to enjoy idli, dosa, and sambhar,
                                                                                      target-oriented achievement.
                                        while a South Indian enjoys making
                                        mutter paneer, and dhokla, at the touch       Advertising and communication
                                        of a button.
                                        We observed that Indian housewives            strategies
                                        still brush clothes, especially collars       Our brand strategy is a reflection of the
                                        and cuffs, before loading them into their     needs of today’s consumers. As India
                                        washing machines. This is because they        has a huge growing youth population,
                                        believe that brushing is essential to re-                                     (Continued ...)

                                                     An ADI Media Publication | | OCTOBER 10 | TV VEOPAR JOURNAL | 47
                                     addressing their ever-changing needs         address the needs of different segments
ONIDA (MIRC)                         and aspirations is our constant endeavor     of the population. Similarly, given the
          (continued )               across all of our communication. To that     low penetration of the AC category in the
                                     effect, while our products deliver supe-     country, the split AC category will see a
                                     rior functionality and design, we provide    huge impetus among the upper-middle,
                                     thoughtful features that are relevant        and middle class sections of the popula-
                                     to our consumers. All of our campaigns       tion. Moreover, given the weather condi-
                                     are a result of a rigorous insight genera-   tions, AC as a category will move from
                                     tion exercise, that leads to relevant and    being a luxury to a necessity product in
                                     persuasive communication. In terms of        the Indian middle-class household.
                                     execution, we clearly stand out due to       A huge existing and growing youth popu-
                                     our edgier, clutter-breaking, yet simple-    lation of the country makes mobile one of
                                     to-comprehend communication. This            the most lucrative categories in the com-
                                     ensures longevity and a high-brand           ing years. Though there are a large num-
                                     recall for most of our campaigns. All of     ber of players in this category, primarily
                                     our key product launches are promoted        home-grown, there will be a consolidation
                                     through extensive 360 degree marketing       in the near future. There will be a need
                                     campaigns, including traditional, online,    to offer innovative, relevant features,
                                     mobile, and innovative POS mediums.          beyond the current price-value offering,
                                                                                  to cater to the different segments of the
                                     Plans for the Indian market in the           population.
                                     coming three years                           Given the above potential, we have
                                     With rising disposable incomes, we see       made heavy investments on the R&D
                                     LCD, AC, and mobiles as the three clear      front, to offer differentiated and quality
                                     growth drivers for Onida in the Indian       products.
                                     market for the next two to three years.
                                     While there will be a huge segment of the
                                                                                  Company’s vision
                                     population that will be upgrading from       Our vision is to have profitable and sus-
                                     CTV to LCD, there will also be a need to     tainable growth, through commitments
                                     offer products with unique features to       to quality and continuous innovation.

48 | TV VEOPAR JOURNAL | OCTOBER 10 | | An ADI Media Publication
                                           Marketing strategies
     OSCAR                                 Our focus, in the future, is on Slim TV
(KEVIN INfOTECh)                           and LCDs. During the festival season,
                                           we plan to grow our numbers in LCDs.
                                           Value-for-money continues to be the
                                           driving force

                                           Distribution strategies
                                           We have extended our reach into the
                                           core areas in North and East India. Our
                                           distribution has expanded to cover an
                                           additional 500 dealers in the last year.

                                           Advertising and communication
                                           We are regularly in the print media and
                                           at various points of purchase.

                                           Plans for the Indian market in the
                                           coming three years
      Kishan Kalani                        We plan to focus on the Slim and LCD
                                           segments, and anticipate a big growth in
  COO: Kishan Kalani                       the next three years.
  Company: Oscar International Limited
  Corp. Off.: E-41, 42, Sector 8, Noida,   Key achievements
  UP - 201301                              We continue to dominate the value-for-
  Tel: 91-120-2424686, 2424965             money segment, and have grown by over
  Web:                10 percent over the last year. We have
  Ad Agency: The Base                      also entered into the mobile business,
                                           and anticipate a large growth in this

                                           Company’s vision
                                           Our vision is to have both horizontal and
                                           vertical expansion. We have entered into
                                           the mobile business, and plan to leverage
                                           our vast distribution network to grow
                                           this business.

                                                        An ADI Media Publication | | OCTOBER 10 | TV VEOPAR JOURNAL | 49
                                                                                    decision. To address the latent demand,
PANAsONIC                             Marketing strategies
                                      Our marketing strategy comes from
                                                                                    not just in the metros, but across the
                                                                                    length and breadth of India, we are
                                      our belief that emerging countries will
                                                                                    rapidly expanding the availability of our
                                      drive growth in the world economy in
                                                                                    products, both through exclusive, as well
                                      the coming years. Success in India is
                                                                                    as multi-brand outlets.
                                      indispensable to the future growth of
                                                                                    For exemplary after-sales service, we
                                      the company.
                                                                                    have Panasonic Service Plazas and One
                                      Considering the diversity of the Indian
                                                                                    Stop Service Centers all over India.
                                      market, we are focusing equally on the
                                                                                    Panasonic Service Plazas are large and
                                      high-end Tier 1 markets, and the high-
                                                                                    comfortable service centers to provide
                                      volume Tier 2 and Tier 3 markets. In
                                                                                    service and spares for high-technology
                                      line with this, we have been continuously
                                                                                    Panasonic products to our customers in
                                      launching products suitable for both
                                                                                    a comfortable ambience.
                                      markets. Our endeavor is to become the
                                      most trusted brand in India across all        Advertising and communication
                                      consumer segments.
                                      Part of our marketing strategy is to
                                      introduce to the Indian consumers the         The products deploying cutting-edge
  Manish sharma                       cutting-edge technologies, just as these      innovative technologies are our biggest
                                      are launched globally. For instance, we       strength. Hence, our communication em-
Director Marketing: Manish Sharma     have introduced end-to-end Camera to          phasizes the technological advantages,
Company: Panasonic India Private      Couch 3D solutions—Panasonic products         reliability, and quality of the products.
Limited                               for 3D program making, editing, and           We utilize our association with Bollywood
Corp. Off.: First Floor, ABW Tower,   display for final viewing by the audience.    stars in creating excitement and high
IFFCO Chowk, Sector 25, Gurgaon -     Another example is the launch of the          brand recall among consumers. We have
122001, Haryana                       Inverter range of air conditioners and        Ranbir Kapoor as the brand ambassador
                                      refrigerators—Panasonic’s proprietary         for our Viera range of TVs, and Katrina
Tel: 91-124-4596600
                                      inverter technology cuts power consump-       Kaif as our brand ambassador for home
Fax: 91-124-4596625
                                      tion up to 20 percent.                        appliances. To also promote and educate
Email:                                                   consumers on the concept of Eco Ideas
                                      We follow the principle that local profes-
Web:              sionals, who know the local environmental     and the way Panasonic works towards a
Ad Agency: IBD Percept – Creative;    conditions best, must play a leading role     greener tomorrow, we have Dia Mirza as
Denstu (HA product-line creatives);   in product planning and design. We also       our brand ambassador.
Allied Media ( media duties)          extensively research the lifestyle choices    We are also associated with cricket and
PR Agency: Publicis Consultants       of consumers in India, to localize from       football through the Delhi Daredevils and
                                      among our wide range of products. For         the All India Football Federation, to en-
                                      instance, we have introduced volume           courage the sport at the grassroots level.
                                      products like a 32-inch LCD television with   These associations will help us reach-out
                                      powerful sound, which has been specifi-       to Tier 2 and Tier 3 cities.
                                      cally designed for the Indian market, and     We employ a mix of television and out-
                                      small-screen LCD televisions to provide an    door advertising, road shows, and in-shop
                                      upgrade opportunity for consumers.            displays in our communication with the
                                      We have signed noted Bollywood actors         consumers.
                                      as brand ambassadors, which have been
                                      instrumental in creating excitement,          Plans for the Indian market in the
                                      and high levels of brand recall among         coming three years
                                      consumers. Also, we support the sports of     We are aiming for a turnover of US$ 2
                                      football and cricket to encourage them at     billion in the year 2012. We are targeting
                                      the grassroots level, and also penetrate      high growth in flat panel televisions, air
                                      into Tier 2 and Tier 3 markets.               conditioners, refrigerators, washing ma-
                                                                                    chines, and cameras. By 2012 we shall be
                                      Distribution strategies                       investing US$ 300 million (about `1400
                                      Our distribution strategy comes from          crore) in establishing manufacturing fa-
                                      our premise that the consumer should          cilities for air conditioners, refrigerators,
                                      be able to experience the wide range of       and washing machines.
                                      Panasonic products before a purchase                                           (Continued ...)

50 | TV VEOPAR JOURNAL | OCTOBER 10 | | An ADI Media Publication
PANAsONIC        We shall also increase our infrastructure
                 to support growth, by increasing our
                                                                     na, and there are plans to open more
                                                                     across India.
  (continued )   branch network, distribution and retail         l   As part of our global Eco Ideas initia-
                 networks. We are aggressively focused               tive, we have undertaken the Pana-
                 on expanding the footprint of after-sale-           sonic Global Eco Learning Program in
                 service centers across India.                       India to promote eco-education among
                                                                     youth, to sensitize them towards the
                 Key achievements                                    environment. We have rolled out our
                 l   Panasonic in India registered sales of          ecos’kool program to reach out to stu-
                     `2200 crore in FY 2009, and we are              dents in 100 schools across seven met-
                     estimating sales of `3200 crore in FY           ros initially.
                 l   We have launched Sound for India to         Company’s Vision
                     take Panasonic’s Viera range of TVs         We are working towards becoming the
                     to 70 cities, and reach consumers           number one green innovation company
                     across the length and breadth India.        in the world, and the most trusted brand
                     With melody being such an integral          in India by 2018. We will make the en-
                     part of everyday life in India, Sound       vironment central to all of our activities,
                     for India will drive home our cutting       and take the lead in promoting in India
                     edge research, which has delivered a        the Green Revolution, which is taking
                     better viewing experience through su-       place around the world. Innovation at
                     perior speaker quality and design in        Panasonic has been christened Eco Ideas,
                     the Viera range of TVs.                     which includes Eco Ideas for lifestyles
                 l   We have opened an experience center         and business-styles—the company de-
                     LifeScape to allow consumers to ex-         velops energy-efficient, state-of-the-art
                     perience state-of-the-art technologies      products, and encourages customers to
                     just as soon as they are introduced in-     live eco-conscious lifestyles, with an aim
                     ternationally. Currently a LifeScape        to reduce CO2 emissions in households
                     has been opened in Gurgaon, Harya-          and manufacturing units.

                                An ADI Media Publication | | OCTOBER 10 | TV VEOPAR JOURNAL | 51
                                                                                        savvy consumers, who are early adopters
   PhILIPs TV                              Marketing strategies
                                           Our aim is to make a difference in the
                                                                                        of any new technology. The theme will
                                                                                        revolve around our flagship product—
(PE ELECTRONICs                            way people live their lives. Primarily, we
                                           want to create awareness of Philips tel-
                                                                                        Cinema 21:9 3D LED Pro TV, which is
                                                                                        the world’s first cinema-proportion TV;
      LTD.)                                evisions amongst our consumers. We will
                                           promote our flat panel TV range under
                                                                                        along with showcasing our entire range
                                                                                        of LED and LCD TVs.
                                           the flagship model Cinema 21:9 TV. This
                                           is the world’s first cinema-proportion 3D    Plans for the Indian market in the
                                           LED Pro TV with Ambilight. The picture
                                           and sound will be stunning, theater-like,
                                                                                        comming three years
                                           and real. Apart from this, we have 15        In the next three years, we will look
                                           more models of LED, 8 models of LCD,         forward to bringing Philips’ global
                                           and 5 models of UltraSlim CRT. All of our    technologies in television to Indian
                                           products will be advanced, with cutting      consumers, and making Philips a more
                                           edge technology, and easy to use. We are     promising brand. We would also like to
                                           targeting capturing visibility and pres-     focus on LED business and high-screen-
                                           ence across metros and non metros.           size LCDs.
                                           The price range of our LED TVs starts
                                           from `26,500, LCD TVs start from             Company’s vision
                                           `16,499, and the range for Ultraslim         Our vision is to emerge as one of the
                                           CRTs starts from `5290. The products         leading brands, in terms of preference
                                           will be available in an array of sizes       and admiration, by 2012.
                                           starting from 24-inch up to 55-inch.
         Neeraj sethi                      Our plan is to embark on an aggressive
                                           sales and marketing strategy, which will
  Chief Operating Officer: Neeraj Sethi    focus on print, out-of-home, and digital
  Company: Philips Televisions in India,   media; with a lot of focus on the retail
  PE Electronics Ltd.                      spend points, where the actual sales
  Corp. Off.: 5th Floor, Corporate         happen through POS material and in-
  Center, Opp Hotel VITS, Andheri          novative merchandising.
  Kurla Road, Andheri (East), Mumbai–
  400059                                   Distribution strategies
  Tel: 91-22-61171000                      We are focussing on the top 61 MPV
  Web:                     (most potential value) towns for better
  Ad Agency: Mudra Communications          penetration, and targeting a dealer base
  Limited                                  of 1300 by December. We will only have
  PR Agency: Integral PR Services Pvt.     direct dealers in all 61 MPV towns, and
                                           will ensure high profits and retention
                                           of trade.

                                           Advertising and communication
                                           We would like to establish the sentiment
                                           that Philips TVs provide the consumer
                                           with the ultimate television viewing
                                           experience. The idea is to touch the
                                           consumer at every communication point
                                           and position with Philips as a technology
                                           leader, thus strengthening the trust and
                                           reliability factor of our brand. Our main
                                           target will be the top-end, technology

  52 | TV VEOPAR JOURNAL | OCTOBER 10 | | An ADI Media Publication
                                                                                        focused on driving home the key features
RELIANCE BIG TV                           Marketing strategies
                                          Reliance BIG TV entered the DTH
                                                                                        and benefits of DTH, comprising digital
                                                                                        picture and sound quality, the largest
                                          market as a challenger brand in August
                                                                                        repertoire of channels, availability of
                                          2008, when there were already three
                                                                                        multiple price points, and value-added
                                          established players in the category.
                                                                                        services. In addition, we have also had
                                          Reliance BIG TV’s marketing strategy
                                                                                        innovative alliances with multiple
                                          was to build a significant presence in
                                                                                        brands spanning the durables and ser-
                                          the entire media and entertainment
                                                                                        vices category, to increase salience and
                                          ecosystem—spanning content, services,
                                                                                        brand uptake. Given the low awareness
                                          and distribution platforms.
                                                                                        and penetration levels of the category,
                                          We are of a strong view that the key to
                                                                                        we obsessively focus on engaging the
                                          DTH expansion lies in increasing product
                                                                                        consumer through retail media and last
                                          relevance, and ensuring differentiation
                                                                                        mile contact programs. All these pieces
                                          through product features, content, and
                                                                                        of communication are held together by a
                                          pricing. The biggest barrier however,
                                                                                        consistent brand tone across mediums.
                                          for an analog cable consumer to adopt
                                          DTH, is inertia.                              Key achievements
                                          Reliance BIG TV has relentlessly worked
      Umesh Rao                                                                         In a span of just two years, Reliance
                                          towards educating the consumer about
                                                                                        BIG TV has had some commendable
                                          the benefits of its DTH service over ana-
                                                                                        achievements – the fastest ever ramp
 Chief Marketing Officer: Umesh Rao       log cable, and has invested significantly
                                                                                        up of 1 million subscribers within just
 Company: Reliance BIG TV                 in promoting key features and benefits
                                                                                        82 days of launch; the largest bouquet
 Corp. Off.: Reliance Communications      like digital picture and sound quality, a
                                                                                        of channel offerings, with over 260 chan-
 Ltd., BHQ, 4th Floor, Dhirubhai Ambani   large repertoire of channels, availability
                                                                                        nels; India’s best after-sales installation
 Knowledge City, Thane-Belapur Rd,        of multiple price points, and value-added
                                                                                        record, with 85 percent of installations
 Koparkhairane, Navi Mumbai-400710        services, through both ATL and BTL
                                                                                        within 24 hours of booking the service –
 Tel: 022–30-370000                       measures.
                                                                                        anywhere in India; India’s first and only
 Fax: 022-30-371009                                                                     high definition cum digital video record-
                                          Distribution strategies
 Email:                                                       ing box, with 200 hours of recording and
                                          Reliance BIG TV comes with a strong           allied trick play functions; and relent-
 Web:                     telecom heritage. This expertise is ef-       less innovations through cross-category
 Ad Agency: Leo Burnett                   ficiently utilized in customer segmenta-      bundles, smart packaging, and a slew of
 PR Agency: Hanmer MS&L                   tion and marketing programs, customer         value-added services.
 Communications Pvt. Ltd.                 care, advanced IT and billing capabili-
                                          ties in pre and post-paid platforms, and      Plans for the Indian market
                                          exploiting pan-India sales and distribu-      RCOM recently acquired India’s largest
                                          tion networks. Moreover, DTH is the           cable TV service provider, Digicable. The
                                          only platform that can reach cable-dark       new entity named Reliance DigiCom is an
                                          geographies.                                  integration of RCOM’s DTH, IPTV, and
                                          Reliance BIG TV, through 800 distribu-        retail broadband operations with Digi-
                                          tors and 700 installation service provid-     cable. Further, this new entity is most
                                          ers, reaches 6500 towns, with a retail        competitively positioned to commercially
                                          distribution of over 100,000 points.          exploit the recently announced TRAI
                                                                                        recommendations on addressability and
                                          Advertising strategies                        digitization in the Indian TV market.
                                          The Indian DTH industry is investing
                                          heavily in advertising and promotions.        Company’s vision
                                          We estimate that the industry spent           Reliance DigiCom will leverage the
                                          upwards of `500 crores last year. This        combined might of Reliance’s fully in-
                                          was primarily to raise the awareness and      tegrated world class telecom infrastruc-
                                          engagement levels of DTH brands.              ture, with the formidable power of local
                                          Reliance BIG TV’s communication               relationships of over 10,000 local cable
                                          strategy has always been to address           operators, to offer world-class digital
                                          key consumer needs, and demonstrate           TV entertainment and ultra high speed
                                          the benefits of upgrading to Reliance         broadband experiences in 100 million
                                          BIG TV. Our campaigns have singularly         Indian Homes.

                                                       An ADI Media Publication | | OCTOBER 10 | TV VEOPAR JOURNAL | 53
  RICARDO                           Marketing strategies
                                    We have reinvented ourselves, and
                                                                                  Plans for the Indian market in the
                                                                                  coming three years
(DAyA MAhER)                        within the few months of revival we
                                    have changed our logo; appointed CSAs
                                                                                  We plan to establish ourselves as a major
                                                                                  brand in particular market segments
                                    in different states; established service      depending on the product portfolio.
                                    facilities in all of the markets; moved to    Within the first year we will have our
                                    new verticals like color TVs, and mobile      network developed in all of the states in
                                    phones; and we are planning to position       an organized manner. We will take the
                                    ourselves as a trusted brand in the mid-      following year to consolidate ourselves
                                    segment, and therefore have priced our        in an aggressive manner, along with
                                    products lower than premium brands,           our entire product range of CTVs, LCDs,
                                    but slightly higher than economy seg-         DVD players, multimedia, subwoofers,
                                    ment products.                                and mobile phones. By the third year,
                                                                                  we plan to have ourselves recognized as
                                    Distribution strategies                       an established brand in the consumer
                                    We plan to develop trade channels with        electronics industry.
                                    better service facilities. We will continu-
                                    ously provide them with new products,         Key achievements
                                    and updated models with technologically       We have been able to develop our
                                    advanced versions in order to keep pace       network in Delhi, U.P., Rajasthan, Ut-
                                    with the market, and enable them to
   Pankaj Mathur                                                                  tranchal, Gujrat, and J & K in a short
                                    have products as per the changing needs       span of time after reinventing ourselves
                                    of customers. We will focus on new mar-       as the brand–Ricardo, and very soon we
Vice President-Sales &
                                    kets only after consolidating our network     will have our presence felt in Haryana,
Marketing: Pankaj Mathur
                                    in existing markets.                          Punjab, Bihar, and W.B..
Company: Daya Maher Electronics
Corp Off: A-126, Sector-63, Noida   Advertising and communication Company’s vision
Tel: 91-120-4206666                 strategies                    Our vision is to become a respected brand
Fax: 91-120-4575330                 Our communication strategy is we de-          in consumer electronics, and have the
Email:             liver what we claim. We plan to advertise     faith of all of our customers and trade
Website:             and communicate the features and USPs         partners.
                                    of our products, and have no plans to play
Ad Agency: Hey Day Communications
                                    price card.
PR Agency: Enn Enn Advertising

54 | TV VEOPAR JOURNAL | OCTOBER 10 | | An ADI Media Publication
RAMAKRISHNA                          Marketing strategies
                                     We have an association with an inde-
                                                                                   Company’s vision
                                                                                   Our vision is to offer strategic independ-
                                     pendent design house to help us develop       ence to our customers worldwide, as a
                                     complete solutions for upcoming leading       profitable and viable broad-range product
                                     products in the Indian market; such as        manufacturer.
                                     LCD TVs, LED TVs, DVRs, and DTH.
                                     India still has a huge potential in terms
                                     of Tier 2 and Tier 3 customers. Now is
                                     the right time to approach these custom-
                                     ers, as CRT prices are going down, and
                                     demand may transform towards high-
                                     resolution LCD TVs.

                                     Distribution strategies
                                     We offer vendor-managed inventory pro-
                                     grams, with kitting and local warehouses
                                     to cater to the Indian market demand.

    Ashish Luthra                    Advertising and communication
Director- Marketing: Ashish Luthra
                                     We constantly focus on brand enhance-
Company: RamaKrishna Electro
                                     ment and brand building, through par-
Components Pvt. Ltd.
                                     ticipation in exhibitions, seminars, and
Corp. Off.: 351,Tower B, Agarwal     magazines.
Cyber Plaza, Netaji Subhash Place,
Pitam Pura, New Delhi - 110034       Plans for the Indian market in the
Tel: 011-47010811-15                 coming three years
Fax: 011-47010816
                                     Continuous research and development
Email:           are a must for any company to grow. We
Web:               intend to invest more than US$ 5 million
                                     in analog market products in the coming
                                     three years, to provide solutions for the
                                     ever-changing market, from analog to
                                     digital; such as set-top boxes, DVRs, IP
                                     TVs, and video door phones.

                                     Key achievements
                                     Rama Krishna Electro Components has
                                     recently been awarded by ST Microelec-
                                     tronics for being the best innovator of
                                     the year 2010, for solution approaches in
                                     lighting and UPS applications, to maxi-
                                     mize power transistor division (PTD)
                                     The Rama Krishna Group has also be-
                                     come a Billion Club member of NXP for
                                     general application products, and a most
                                     admired distributor in South Asia.

                                                  An ADI Media Publication | | OCTOBER 10 | TV VEOPAR JOURNAL | 55
  SAMSUNg                                 Marketing strategies
                                          Technology leadership, product innova-
                                                                                          Key achievements
                                                                                          Samsung India has won several product
                                          tion, and strategic marketing, along with       awards and recognitions across the audio
                                          a widespread sales and service network,         video, home appliance, IT, and telecom
                                          are all key components in Samsung’s mar-        product categories. It is a market leader
                                          keting programs and their success. We are       in product categories like LED TVs, LCD
                                          creating new markets through technol-           TVs, Slim TVs, and side-by-side refrig-
                                          ogy, such as this year’s 3D TV market.          erators. It is the second largest mobile
                                          Being the first to launch this technology       handset brand in India, and leads in the
                                          in home entertainment, Samsung has              touch screen segment in India.
                                          driven the industry trends by launching
                                          not just 3D TVs, but an entire 3D ecosys-       Company’s vision
                                          tem that includes a 3D Blu-ray player; a        Samsung Electronics aims to strengthen
                                          Blu-ray integrated home theater system;         its foundation to become a world premier
                                          3D active glasses; and a 3D movie—thus          company, through innovation to creation,
                                          delivering on its vision to create a total 3D   focusing on securing competent human
                                          solution for home entertainment.                resources, enhancing creative R&D, and
                                                                                          strengthening our differentiated brand
  Ravinder Zutshi                         Distribution strategies                         power.
                                          The company is reaching out to the              Samsung India too, will further strength-
Dy. Managing Director: Ravinder           customers through a wide distribution           en the competitiveness of our businesses,
Zutshi                                    network of over 260 Samsung Digital             thereby solidifying our market position in
Company: Samsung India Electronics        Plazas, which complement the 17,000-            each respective industry. Furthermore,
Private Limited                           plus retail points (including large format      Samsung will also develop convergent
Corp. Off.: 4th Floor, Tower - C, Vipul   stores) located all over the country. For       products to combine the strengths of our
Tech Square, Sector 43, Golfcourse        audio video products and home appli-            businesses and create synergy, thus de-
Road, Gurgaon, Haryana,                   ances, the brand shops provide consum-          livering quality services to differentiate
India-122002                              ers with a one-stop-shop to experience all      our competitiveness going forward.
                                          of our leading technology products in one
Tel: 91-124-4881234
                                          location. We are focusing on educating
Fax: 91-124-4882122                       consumers on the differentiated features
Web:                   of our products through trained demon-
Ad Agency: Cheil Communications           strators at our retail points, as well as
Private Limited, Leo Burnett India        through our POP/POS material. We plan
                                          to expand our distribution network by 30
PR Agency: Text100 PR
                                          percent this year, to include additional
                                          Tier 2 and Tier 3 cities.

                                          Advertising and communication
                                          Premium brand positioning is being
                                          linked with the innovative products that
                                          we are launching in the Indian market
                                          across various product segments.

                                          Plans for the Indian market in the
                                          coming three years
                                          Samsung’s focus is on launching innova-
                                          tive technologies across segments, both
                                          for the premium segment and for the
                                          semi-urban and rural segments. The
                                          strategy going ahead will be to strength-
                                          en the existing technologies – 3D, HD,
                                          and LED—and launch new technologies,
                                          so that they can thrive in coexistence.

56 | TV VEOPAR JOURNAL | OCTOBER 10 | | An ADI Media Publication
                                 GM Marketing: Anil Dutt
                                 Company: Samtel Color
                                 Corp. Off.: 6th Floor, TDI
                                 Center, District Center – Jasola,
                                 New Delhi 110025
                                 Tel: 91-11-42424000
                                 Fax: 91-11-42424099

      Anil Dutt

Marketing strategies
Our strategy is to work with the TV industry, especially
with those players who focus on smaller towns and rural
areas. This belief is strengthened by the fact that CRT
television has witnessed an impressive growth in the small
size segment (14 and 15-inch).
A good quality LCD television is still beyond the reach of
the majority of Indian people, and the differential between
CRT and LCD TVs is still substantial. The LCD television
demand is still concentrated in urban centers, and most
of it is replacement demand.

Plans for the Indian market in the coming three
Moving forward, we are planning to launch more variants
like 14-inch round ultra slim color picture tube to promote
CTV in the price sensitive segment. Already we have
14-inch R and 15-inch F CPT which are increasing our
presence in this segment. We have been closely working
with our customers on this front, and results have been
very encouraging.
Another size which is growing at a fast pace is 21-inch
ultra-slim, of which Samtel has a substantial share. To
strengthen our position here, we are soon introducing 21-
inch US pin-free CPT, which will bring down the cost of
the chassis and the overall cost of the television.
We are very confident that CRT-based televisions are here
to stay for far longer, and we are well positioned to cater
to the demands of the industry.

                                                   An ADI Media Publication | | OCTOBER 10 | TV VEOPAR JOURNAL | 57
SENNhEISER                             Strategies, brands, and offerings
                                       Sennheiser Electronics India was es-
                                       tablished in 2007 as a 100 percent
                                       subsidiary of our parent organization,
                                       with a focus on both its professional
                                       and consumer product segments. In the
                                       professional sector, wired or wireless
                                       microphones and professional systems
                                       for broadcast and the music industry
                                       are our most important products; while
                                       headphones are the key driver in the
                                       consumer business. Two full-fledged
                                       service centers, equipped with the lat-
                                       est testing and measuring equipment,
                                       ensure that all service requirements of
                                       our customers are being met according
                                       to Sennheiser’s high quality standards
                                       in Delhi and Mumbai.
   Sharmila Sahai                      Besides Sennheiser-branded products,
                                       Sennheiser India also represents the
Managing Director: Sharmila Sahai      other two group brands, namely Georg
Company: Sennheiser Electronics        Neumann GmbH, Berlin (studio micro-
India Private Limited                  phones), and the joint venture Sennhe-
Corp. Off.: 102 A, First Floor, Time   iser Communications A/S (headsets for
Tower, MG Road, Sec-28, Gurgaon –      PCs, offices, and call centers).
122002                                 Sennheiser users in India include re-
Tel: 91-124-4187800                    nowned names from the music industry
Fax: 91-124-4187827
                                       like Shankar Ehsaan Loy, KK, Lucky Ali,
                                       and Sandeep Chowta; bands like Indian
Email: Saahil.kumar@
                                       Ocean, and Karma 6; as well as some
                                       of the most sophisticated broadcasters,
Web:           rental companies, and corporate and
Ad Agency: Metal HQ                    educational institutes, such as Adlabs,
PR Agency: Genesis Burson-             Doordarshan, Star TV, Zee TV, INX, Sun
Marsteller                             TV, BAG TV, Times TV, Infosys, Sound.
                                       com, Electrocraft, Whistling Woods In-
                                       stitute, and many more.
                                       The Sennheiser consumer headphone
                                       range is widely available across the
                                       country through most electronics and
                                       appliance stores, mobile stores, music
                                       software-selling stores, and the stores
                                       of Reliance Digital, iStores (by Reliance
                                       Digital), Croma, Landmark, Jumbo Elec-
                                       tronics, and P3.

58 | TV VEOPAR JOURNAL | OCTOBER 10 | | An ADI Media Publication
        SONy                           Marketing strategies
                                       Sony is a quality-driven company. Our
                                                                                     Plans for the Indian market in the
                                                                                     coming three years
                                       marketing strategy is to offer the world’s    India is amongst the top-ten priority
                                       highest quality advertisements, unparal-      markets for Sony and thus, we plan to
                                       leled customer service, and to continue       make huge investments to penetrate
                                       developing the most efficient logistics       deeper into the market.
                                       chain. We plan to employ the best qual-
                                       ity marketing communication materials,        Key achievements
                                       with strong messages that can appeal all      We have been rated as the market leader
                                       over the world.                               in flat panel display sales, overtaking
                                                                                     the competitors. Also, Sony is recognized
                                       Distribution strategies                       across the industry for offering the best
                                       We plan to expand our distribution net-       quality products and services; the latest
                                       work further. Currently, Sony has its         recognitions being the Best Grey Goods
                                       footprint across all major towns and cit-     Company Award, by CNBC Awaaz, and
                                       ies in the country, through a distribution    the Most Trusted Brand Award, by Read-
                                       network comprising of over 5000 dealers       ers Digest.
                                       and distributors, with 240 exclusive Sony
Masaru Tamagawa                        outlets, and 19 direct branch locations.      Company’s vision
                                       Sony India also has a strong service          Sony aims to establish a fundamental
Managing Director: Masaru              presence across the country, with 20          strength of operations, and emphasize
Tamagawa                               company-owned centers, 190 authorized         the quality-driven culture in its DNA.
Company: Sony India Private Limited    service centers, and 16 exclusive demon-      Sony is committed to ensuring that both,
Address: A-31, Mohan Co-operative      stration centers.                             the products and the marketing activi-
Industrial Estate, Mathura Road, New                                                 ties employed, truly make a difference
Delhi - 110044                         Advertising and communication                 to people’s lifestyles, and offer them
Telephone: 91- 11-66006600             strategies                                    new dimensions of enjoyment. A relent-
Fax: 91- 11-26959141/43                Our target consumers are people who           less commitment to quality, continuous
Email:      want the best quality products. They          dedication to customer satisfaction, and
                                       aspire to own high-end, quality products.     unparalleled standards of service are
                                       The focus will be to strengthen the brand     what we strive to deliver, and they are
Ad Agency: JWT                         image with above-the-line and below-          what reflects the true image of all that
PR Agency: Perfect Relations           the-line activities that involve print and    is Sony.
                                       electronic media, online, outdoor, and
                                       shop-front methods.

                                                    An ADI Media Publication | | OCTOBER 10 | TV VEOPAR JOURNAL | 59
       ShARP                            Marketing strategies
                                        Sharp is synonymous with innovation,
                                                                                      Plans for the Indian market in the
                                                                                      coming three years
                                        and is known for its one-of-a-kind tech-      The industry is going through a turbu-
                                        nology products. Our product offerings        lent transformation, and companies are
                                        include LCD, and LED TVs, refrigera-          re-working their strategies and desper-
                                        tors, MWOs, Plasma Cluster Ion genera-        ate for growth, fueled by revival in the
                                        tors, air purifiers, and CRT televisions.     economy. We are revamping our entire
                                        Sharp has recently launched the world’s       business structure, and capitalizing on
                                        first LED TV, using four-primary-color        our product strength. We are also aim-
                                        technology under the Quattron series.         ing to be in the league of the top three
                                        This high technology product will en-         brands in India, which give the complete
                                        hance Sharp’s image further in the            experience of varied products to consum-
                                        Indian market. This is expected to be         ers. Sharp is aiming to become a one-of-
                                        the industry’s next growth driver in the      a-kind company that creates 21st century
                                        LCD and LED industry. Apart from this,        life styles.
                                        we are reintroducing air-conditioners
                                        with our patented Plasma Cluster Ion          Key achievements
                                        technology for health conscious Indian        Today the brand is respected for its
 Kazunori Ajikawa                       customers, and frost free refrigerators in    quality conscious approach and fair trad-
                                        the entry and mid-level segments.             ing policies. With a strong foothold in
Managing Director: Kazunori Ajikawa
                                                                                      Southern and Western markets, we are
Company: Sharp India Ltd.               Distribution strategies                       aiming at increasing our network across
Corp. Off.: Gat no 686/4, Koregaon      Sharp is geared up for a robust expan-        the north and east.
Bhima, Tal:-Shirur, Dist:-Pune 412216   sion plan in India, which will be done
Tel: 91-2137- 252417 / 666520-27        in a phased manner by creating niche          Company’s vision
                                        markets for our high-end products, and        We are aiming for market leadership in
Fax: 91-20-66405516
                                        penetrating further to leverage our pre-      the LCD and LED TV segments, three
Email: ajay.bendbhar@                   mium product image. There will be major                                                                 years down the line. We have chalked out
                                        thrust in metro cities and A-class cities,    marketing initiatives to make our brand
Web:          as per MPI. We are going to emphasize         one of the most-sought after brands in
Ad Agency: Pratisaad                    more on channel-specific models, which        India, across all categories.
Communications                          are strategically suitable to gain further    Quality Policy. We aim to achieve cus-
                                        market share and increased reach.             tomer satisfaction by integrating our
                                                                                      business processes and making efforts
                                        Advertising and communication                 for continual improvements in all activi-
                                        strategies                                    ties. We are dedicated to the use of our
                                        Sharp has been formulating marketing          innovative technology to contribute to
                                        initiatives in India to effectively com-      the benefit of people, and to earn profits
                                        municate the brand value. As part of          from business. Towards this philosophy
                                        this, we are already working on different     and purpose of our business, we have
                                        campaigns that will run in print and          adopted the policy of total commitment to
                                        electronic media. Besides doing holistic      the quality and reliability of our products
                                        range campaigns, we will also do season-      and services.
                                        specific and market-specific campaigns
                                        that are suited to their local cultures, as
                                        India is a diversified country.

60 | TV VEOPAR JOURNAL | OCTOBER 10 | | An ADI Media Publication
       T-SERIES                         Marketing strategies
                                        The Indian consumer electronics indus-
                                                                                      Advertising and communication
(SUPER CASSETTES)                       try has, in the past few years, taken a
                                        big stride forward. Today, the consumer
                                                                                      The company will be advertising mainly
                                                                                      through newspapers. Specific hoardings
                                        has loads of options as far as buying a       and banners will be placed in strategic
                                        new TV, music system or DVD player is         locations in major towns showcasing
                                        concerned. Even more important is the         our entire range. It will be ensured that
                                        fact that everything offered is suited to     dealer outlets are well furnished with our
                                        a consumer’s budget and requirement.          POP material like posters, danglers, and
                                        Numerous companies have forayed into          catalogs. Besides this, we are promoting
                                        this viable segment, egged on by the          our products through our audio video
                                        present success and huge volumes. But,        CDs and DVDs. We wants to position
                                        the most intelligent and endearing of         our products as value-for-money, and this
                                        them will have one eye on the future.         will be reflected in our entire promotional
                                        One amongst them is–T-Series.                 activities.
                                        In order to increase our sale and thus
                                        profits, out company is going to adopt         Plans for the Indian market in the
                                        strategy of low margin – high volumes.
                                        In today’s competitive market, prices
                                                                                      coming three years
                                        are proving to be the main differentiator     l   Penetration into the Southern part of
       A.N. Sehgal                      when it comes to purchase decisions. We           country.
                                        would ensure that our end customer is         l   Extending the range of Slim TV with
  Director: A.N. Sehgal                 getting the product at the prices devised         more features.
  Company: Super Cassettes Industries   for them. Lucrative schemes for distribu-     l   Extending the range of semi-automat-
  Ltd.                                  tors and dealers will encourage them to           ic washing machines.
  Corp. Off.: Plot No. 1, Sector-16A,   push our product, and proper placement
                                                                                      l   Extending the range of ceiling fans
  Film Center, Noida-201301, Dist.      in all of the leading dealer outlets.
                                                                                          and fresh air fans.
  Gautam Budh Nagar, (UP)
                                        Distribution strategies                       l   Extending the range of multimedia
  Tel: 91-120 - 2515108, 2515109                                                          speaker systems, with higher sound
                                        Distribution will continue to be from
  Fax: 91-120 - 2515743                 traditional styles and systems—network            output and more features.
  Email:                of distributors and dealers across the
  Web:                  country. In order to further strengthen       Key achievements
  Ad Agency: Trai Blazer Media P Ltd    and upgrade distribution channels the         Despite fierce competition and price wars
                                        following measures have been devised.         unleashed by domestic and multinational
  PR Agency: Trai Blazer Media P Ltd
                                        l Developing new markets and re-              companies to garner larger shares in the
                                          gions not covered by the company at         market, T-Series has been able to keep its
                                          present, especially focusing on rural       flag high and flying. T-Series consumer
                                          markets by deployment of sales force        electronics products are regarded as true
                                          and after-sales-service operations.         value-for-money. They enjoy tremen-
                                        l   Opening-up T-Series-exclusive show-       dous faith and a high level of customer
                                            rooms in big metros, and appointment      acceptance, especially in the Northern
                                            of direct dealers in rural areas to in-   part of the country. Apart from gaining
                                            crease market penetration.                the confidence of distributors, dealers’
                                        l   Having tie-ups with big store chains      and customers’ acceptance of our re-
                                            to make T-Series products available       launched ceiling fan and newly launched
                                            in all of these stores for the conven-    semi-automatic washing machines were
                                            ience of the customers. Development       satisfying experiences for us.
                                            of specific models exclusively for big
                                            stores and departmental stores, keep-
                                                                                      Company’s vision
                                            ing in mind the cost factor.              Our vision is to pursue excellence in
                                                                                      quality with the future in mind. To keep
                                        Above all, to facilitate the channel part-
                                                                                      abreast of changing consumer percep-
                                        ners and for the smooth flow of logis-
                                                                                      tions. To provide comprehensive value for
                                        tics, the company already has 23 fully
                                                                                      money to our discerning consumers.
                                        equipped branch offices, having ware-
                                        housing facilities across the country.

  62 | TV VEOPAR JOURNAL | OCTOBER 10 | | An ADI Media Publication
           TCL                          Marketing strategies
                                        TCL is slowly building itself up as a
                                                                                       Advertising and communication
                                        world class brand by focusing more on its      On the advertising front, we are plan-
                                        marketing activities. We are now more          ning brand campaigns focused on our
                                        focused on marketing and selling prod-         premium range of LED and LCD TVs,
                                        ucts under our own brand name around           Asian Games campaigns, and we are also
                                        the world, to completely transit from          launching a TCL India website (www.
                                        Made in China to Created in China, and
                                        to promote Chinese brands on a global          Our focus has been more on region-spe-
                                        basis. We have integrated our industrial       cific advertisements and BTL activities.
                                        chain, strengthened our innovation, and        We plan to communicate our consumer
                                        increased our competitiveness.                 offers mainly through regional channels,
                                        TCL utilizes its global design resources       and are pressing to reach the target cus-
                                        and market insight to bring innovative         tomers. Apart from ATL, we will be very
                                        and excellent designs to life. The char-       aggressive on the shop level, with various
                                        acteristic of TCL designs gives users a        POS material like banners, posters, and
                                        stylish and user-friendly experience. We       arch, and through participation in festive
                                        are planning brand campaigns focused           exhibitions. The idea is to meet the con-
     Rambo Zhang                        on our high-end LED, LCD, and premium          sumer’s eye, and subsequently influence
                                        range of Slim TVs. The communications          their purchase decisions.
Head: Rambo Zhang                       will be based around style and technology
Company: TCL India Holdings Pvt.        delivered by TCL products, which will          Plans for the Indian market in the
Ltd.                                    project the premiumness of the brand.          coming three years
Corp. Off.: 3rd Floor, Marwah Center,   There will be more stress on BTL activi-
                                        ties to drive the Natural Eye Technology,      We are looking for a ten percent market
Krishnlal Marwah Marg, Sakinaka,
Andheri East, Mumbai - 400072           Glossy Finish, and Health Platform             share, for this we have very aggressive
                                        features which are the USP of our CTV          expansion plans for the market. We are
Tel: 91-22-40080600
                                        range. TCL is the official sponsor of          going to make significant investments in
Fax: 91-22-40080800                                                                    the LED and LCD flat panel segments,
                                        the Asian Games 2010, which are to be
Web:                                                                 as these are going to be the growth mar-
                                        held in China. Considering the Asian
Ad Agency: AMO Communication            Games as a good platform and precious          kets, and we intend to become a complete
PR Agency: Percept Profile              chance, TCL will be much closer to the         display solutions provider. TCL is an
                                        consumers by displaying their creative         acknowledged global technology pioneer,
                                        products, techniques, and services. TCL        with many firsts to its name; and continu-
                                        India will work towards leveraging the         ing with its tradition, it is now developing
                                        Asian Games for visibility and brand           new LED technology. In India, thinner
Key achievements                        awareness.                                     LED TVs are replacing LCD TVs as
l   TCL Corporation signed an                                                          the premium CTV category. In order to
    agreement with the 16th             Distribution strategies                        match up with the current technology,
    Asian Games Organizing                                                             we are launching LED and new LCD
                                        In the last couple of years, we have made
    Committee, becoming the                                                            TV models. These will give customers a
                                        significant inroads in the rural market,
    official partner of the 2010                                                       wide variety of choices, thus resulting
                                        given the fact that the rural market con-
    Guangzhou Asian Games.                                                             in rapid growth in the sale of LCDs, and
                                        tributes around 70 percent to our overall
                                                                                       also allowing us to penetrate more in the
l   RREEF issued The Most               sales, and 70 percent of our dealers are
                                                                                       urban market.
    Valuable Brand List in Chi-         located in Tier 2 and Tier 3 cities, and
    na in New York, on which            rural regions. Given the significance          Company’s vision
    TCL ranks first in China’s          of rural markets to us, in line with our
    color TV industry, with a           rural focus, we have branches in Tier 2        l   To be a globally prestigious and most
    total of RMB 40.869 billion.        cities like Indore, Ahmadabad, Cochin,             innovative enterprise.

l   In the 16th annual report           Bhubaneswar, Coimbatore, Vijayawada,           l   To focus on the flat panel business.
    of the top 100 most valu-           and Nagpur. On the other hand, we are          l   A persistent pursuit for digital tech-
    able brands in China, TCL           also focusing on retail chain stores for our       nology innovations and applications.
    maintained the title of Chi-        high range products, such as LEDs and
    na’s Number One Color TV            LCDs. We believe in exclusive business
    Brand.                              models for our partners, and have such
                                        partners across India

                                                      An ADI Media Publication | | OCTOBER 10 | TV VEOPAR JOURNAL | 63
UshA shRIRAM                           Marketing strategies
                                       Our marketing strategies revolve around
                                                                                      Key achievements
                                                                                      The cookware category successfully
                                       being in the top-three brands in the next      launched in the market, and in a very
                                       three years, and being seen as a brand         short span of time of almost a year, we
                                       to work with in the cookware category.         have established ourselves as a market
                                       We have worked out a plan for the intro-       player. Our consumers are appreciating
                                       duction of new products, and extending         the product and quality. The dealers and
                                       the existing range as per the market           consumers are looking forward to exten-
                                       requirement. We are working on creating        sions in the range. We have operations
                                       market awareness by doing various ATL          started in the North and East.
                                       and BTL activities; and making policies
                                       which are market friendly and that the         Company’s vision
                                       trade understands easily.                      Our vision is to introduce a range of prod-
                                                                                      ucts which will give our consumers the
                                       Distribution strategies                        utmost convenience and satisfaction. The
                                       We are working on creating our distribu-       range of products should give the com-
                                       tor network at the district level initially,   plete kitchen solution to the consumers,
                                       and then going to the city level. Creating     and we look forward to further improving
    Rakesh Kumar                       a network of dealers under distributors,       quality and service standards to remain
                                       and making secondary sales plans for           the best in the industry. Continuous
 DGM-Sales & Marketing: Rakesh         each distributor with special attention        innovation of our products to remain
 Kumar                                 to SKU-wise distribution, are key parts        at par with the latest technology is also
 Company: Usha Shriram Enterprises     of our distribution strategies                 part of our vision. We strive to maintain
 Pvt. Ltd.                                                                            a healthy environment in the work place,
 Corp. Off.: Block A, DDA Commercial   Advertising and communication                  which helps our team members contrib-
 Complex, Ring Road, Naraina, New      strategies                                     ute their best.
                                       Our strategies are to create POP and
 Tel: 011-45770990                     POS material, which will help introduce
 Email:              brands in the cookware category; and
 Web:                      to use print media selectively for com-
 PR Agency: Value 360                  municating unique features available in
 Communications Pvt. Ltd.              the products. We participate in various
                                       exhibitions to get feedback and sugges-
                                       tions from the consumers directly.

                                       Plans for the Indian market in the
                                       coming three years
                                       In the coming three years we need to
                                       extend our distribution network, and
                                       plan to appoint a minimum of 5000 active
                                       dealers dealing with us under distribu-
                                       tors. We plan to introduce products that
                                       are suitable for our consumers, and
                                       also extend the range of our existing

 64 | TV VEOPAR JOURNAL | OCTOBER 10 | | An ADI Media Publication
    V-GUARD                             Marketing strategies
                                        V-Guard is the largest selling voltage
                                                                                      Key achievements
                                                                                      We have established our brand name as
                                        stabilizer brand across India. We market      a synonym to the product name, volt-
                                        stabilizers for TVs, LCD TVs, refrig-         age stabilizer. We are the largest sell-
                                        erators, air conditioners, and medical        ing brand across India. We believe in
                                        equipment. We have recently launched          ethical business practices, and fulfilling
                                        products for microwave ovens, washing         our obligations to all stake holders. We
                                        machines, and tread mills. We have had        perform continuous research, and create
                                        a strong presence in the South Indian         innovations with our ISO-certified R&D,
                                        market, right from 1977 onwards. After        to develop different types of models to
                                        being a public LTD company, we have           cater to the numerous needs of custom-
                                        expanded our network all over India.          ers across India. We are able to diversify
                                                                                      various segments like electrical water
                                        Distribution strategies                       heaters, water pumps, house wiring and
                                        We have around 200 distributors across        LT cables, UPS, electric fans, solar water
                                        India. We bill our products directly to our   heaters, digital UPS, and inverters. We
                                        distributors, who supply the products to      are able to conquer the minds of our cus-
                                        our dealers. In most of the established       tomers by providing the best quality, and
 P.V. Padmakumar                        markets, we conduct door delivery             excellent after-sales service in whatever
                                        through van sales. We have more than          products we market.
General Manager–Marketing               10,000 retail dealers.
(Stabilizer): P.V. Padmakumar                                                         Company’s vision
Company: V-Guard Industries Ltd.        Advertising strategies                        Our vision is to make V-Guard a success-
Corp. Off.: Vennala High School Road,   We spend a reasonable percentage of our       ful household name, by providing quality
Kochi – 682028                          turn-over on advertising. We advertise        products at an affordable price.
Tel: 91-484-3005000                     in both print and electronic media. We
Fax: 91-484-3005100                     also undertake below-the-line activities
                                        in coordination with our dealers and
Ad Agency: Publicis, Bangalore &        Plans for the Indian market in the
Mudra Connext                           coming three years
                                        By 2013, we are planning to establish
                                        our network in all geographical regions
                                        of the country. Currently, we are mainly
                                        catering to the needs of the domestic
                                        sector. We are planning to introduce
                                        models suitable to cater the needs of the
                                        industrial sector as well, by launching
                                        three phase and servo stabilizers.

                                                     An ADI Media Publication | | OCTOBER 10 | TV VEOPAR JOURNAL | 65
                                                                                   of sports channels on board. Viewers can
VIDEOCON d2h                           Strategies, vision, and offerings
                                       Videocon d2h, the fastest growing DTH
                                                                                   get truly world class services at afford-
                                                                                   able prices with our services, and since
    (BBCL)                             provider in the country, has taken the
                                       market by storm with its innovative fea-
                                                                                   we have the maximum number, with 267
                                                                                   channels and services, we are the world
                                       tures and services. Right from providing
                                                                                   class players in the DTH industry, and
                                       the maximum number of channels, and
                                                                                   are currently in high acceleration mode
                                       now moving towards the high definition
                                                                                   for acquiring new subscribers.
                                       segment, Videocon d2h has several more
                                                                                   We wish to make Videocon d2h an in-
                                       reasons for this laudable performance.
                                                                                   tegral part of our consumers’ lives, by
                                       Videocon d2h has always been a brand
                                                                                   offering all that they could expect from
                                       with mass appeal. We at Videocon d2h
                                                                                   a DTH service provider. We will be ag-
                                       keep in mind the target segment while
                                                                                   gressively promoting our Active Music
                                       launching and pricing our products. The
                                                                                   Space channels, which are our own 22
                                       most important aspect of Videocon d2h
                                                                                   audio video channels. We have regional
                                       is that the services we provide are truly
                                                                                   devotional channels like Marathi Devo-
                                       world class, making television viewing an
                                                                                   tional, Sai Amrit, Bengali Devotional,
                                       experience itself, through differentiated
                                                                                   Gurbaani, Oriya Devotional, Bhojpuri
                                       content, through active music channels,
                                                                                   Music Hamaar Geet, and many more. We
                                       and also with high-quality MPEG 4 DVB
                                                                                   will be promoting these exclusively in the
                                       S2 quality of transmission.
       Anil Khera                                                                  upcoming festival season. We have pre-
                                       Consumer satisfaction is one of the most
                                                                                   pared a 360 degree marketing promotion
                                       important principles of Videocon d2h,
                                                                                   campaign, focusing on our USPs.
 Chief Executive Officer: Anil Khera   since the company believes in value-for-
                                                                                   At present, we offer every service that
 Company: Bharat Business Channel      money for its loyal customers. Along with
                                                                                   a consumer can imagine, right from the
 Limited                               the urban audience, we plan to penetrate
                                                                                   maximum number of channels to MPEG
 Corp. Off.: 1st Floor, Tech Web       the rural market, more specifically keep-
                                                                                   4 DVB S2 digital viewing; from audio
 Center, New Link Road, Near Mega      ing in mind the needs of the target seg-
                                                                                   levelers to tickers, we have all that one
 Mall, Oshiwara, Mumbai 400102         ment. An additional benefit is that our
                                                                                   could possibly think of.
 Tel: 022-4255-5000                    reach has always been of a strong nature,
                                                                                   Being a major player with the right
                                       due to being an Indian company. All
 Fax: 022-4255-5050                                                                technological capabilities, we have all of
                                       the channels of distribution have been
 Email:                                                       the resources, in terms of technology and
                                       tapped by Videocon d2h with precision;
                                                                                   distribution, one could expect. This is the
                                       this is one of the primary reasons why
                                                                                   reason why we constantly keep on inno-
 Ad Agency: Publicis Ambience          we are the fastest growing DTH service
                                                                                   vating as a brand, because we believe in
                                       in the country. Other reasons are that
                                                                                   putting our best foot forward. It is quite
                                       we offer the maximum number of chan-
                                                                                   evident that our sentiments have been
                                       nels, and the highest number of regional
                                                                                   appreciated and acknowledged by our
                                       channels currently as a DTH service pro-
                                                                                   consumers, looking at the overwhelming
                                       vider, which enables the viewer to have
                                                                                   response we have received.
                                       freedom of choice, which is expressed in
                                                                                   Looking at the current scenario, we envi-
                                       all of our communication mediums.
                                                                                   sion ourselves as one of the leading DTH
                                       As the festive season is approaching, we
                                                                                   service providers in the coming years,
                                       will be launching our satellite HD-DVR
                                                                                   looking at our growth, and primarily
                                       in the market; besides the satellite HD-
                                                                                   because of the services we provide. We
                                       DVR, our communication will even focus
                                                                                   want to make sure that the expectations
                                       on the services being offered by us, like
                                                                                   associated with Videocon d2h as a brand
                                       the maximum number of channels, and
                                                                                   are fulfilled in every possible manner,
                                       also the maximum number of regional
                                                                                   since the core mission of our company
                                       channels, making sure that we offer a
                                                                                   is customer satisfaction. The goodwill
                                       complete package to our consumers. We
                                                                                   earned over the years is an asset to the
                                       offer the highest number of channels in
                                                                                   company, and we are very sure that it
                                       languages like Marathi, Bengali, Pun-
                                                                                   will only get appreciated more in the
                                       jabi, Telugu, Kannada, Malayalam, and
                                                                                   coming years.
                                       Tamil. We also have the highest number

 66 | TV VEOPAR JOURNAL | OCTOBER 10 | | An ADI Media Publication
                                                                                      to the consumers. Also, the company is
 VIDEOCON                               Marketing strategies
                                        While consumption of consumer durables
                                                                                      providing small mini-trucks for speedy
                                                                                      logistics in these remote areas.
   GROUP                                is rising in urban India, rural markets,
                                        including small towns, are showing en-        Advertising and communication
                                        couraging trends. Having realized the
                                        potential of the rural market and the
                                        opportunities it offers, Videocon Group       Advertising has always been a focus area
                                        has launched a fresh thrust to penetrate      for Videocon. The coming months will
                                        in Tier 2 and Tier 3 towns of India.          see new advertising campaigns that will
                                        Videocon, over the last few quarters,         focus on product features; besides launch-
                                        has been re-aligning its resources to         ing campaigns for its individual products
                                        cater to the needs and requirements of        ranges like satellite LCDs, LEDs, wash-
                                        this new set of rural markets which are       ing machines, and refrigerators.
                                        showing huge growth potential. We have,       Below-the-line activities pertaining
                                        over the past few months, introduced a        to regional touch and flavor will be a
                                        right product mix with newer category         very important tool to connect with the
                                        additions and a focus on below-the-line       consumers and understand their prefer-
                                        activities. Our media spending will also      ences. We believe, brand ambassadors
                                        be in accordance with these markets to        Shahrukh Khan, Abhishek Bachchan,
                                        spur demand. Moreover, by mobilizing          and Shruti Hassan will give the needed
  Jaideep Rathore                       service engineers, aligning service cent-     edge and visibility touch to brand cam-
                                        ers with adequate spares, and above all,      paigns.
CMO-Consumer Electronics &
Household Appliances: Jaideep           catering on-time and at the doorstep of
Rathore                                 the consumer, Videocon intends to cre-        Plans for the Indian market in the
Company: Videocon Industries Ltd.       ate an additional customer base which         coming three years
                                        will generate additional volumes for the      The Indian market is changing very
Corp. Off.: 248 Udyog Vihar Phase IV,
                                        company. Videocon will also be coming         dramatically, and moving towards
                                        up with new ad campaigns and special          digitalized products like LCDs, satellite
Tel: 91-124-4215400                     customer experience programs through-         LCDs, LEDs, fully-automatic washing
Fax: 91-124-4215401                     out the country.                              machines, and music systems that are
Web:              Videocon also plans to open 2000 Digi-        high on sound bars. Videocon, being a
Ad Agency: McCann Worldgroup            world stores in small and large retail        leading consumer electronics and home
PR Agency: Torque Communications        formats, in order to reach out to small       appliances company in India, is focusing
                                        towns and cities across the country. We       on this segment. The company recently
Pvt. Ltd.
                                        believe that these Digiworld stores will      unveiled its latest range of HD satellite
                                        become a revolution in retailing for the      LCDs–a revolutionary breakthrough in
                                        Videocon brand, and will offer unique         LCD technology, which receives signals
                                        selling experiences to consumers.             directly from the satellite, without the
                                                                                      use of any set-top box (STB). The com-
                                        Distribution strategies                       pany plans to have a range of HD satellite
                                        Videocon is strengthening its distri-         LCDs in the near future.
                                        bution network, with an organized             Videocon has launched several eco-
                                        distribution channel for each district,       friendly products in the last one year.
                                        ensuring control and aligning last mile       Recently, Videocon launched India’s
                                        of retailing. Furthermore, the company        first tilt tub washing machine, which
                                        has opened offices in remote areas, which     comes with a direct drive motor, which
                                        earlier remained inaccessible. To offer       helps in saving water. The company
                                        speedy delivery of products and services,     also received a five-star BEE rating
                                        these offices are further connected to        for its top loading model the Digi Dol-
                                        the branch office. The company is also        phin Dlx, and a four-star BEE rating
                                        making sure that all schemes and POP          for the Careen Plus tilt tub washing
                                        material are made accessible to the           machine, which helps customers save
                                        sub-dealers who are sitting in remote         upto 30–33 percent of electricity. In the
                                        areas. These sub-dealers are also being       coming years, the company plans to get
                                        provided transport facilities for trans-      its entire range of washing machines
                                        porting products from branch offices          BEE rated.                    (Continued ...)

                                                     An ADI Media Publication | | OCTOBER 10 | TV VEOPAR JOURNAL | 67
                                     Videocon has also launched India’s first         India’s first touch-pad microwave;
                                     refrigerator with the Wings Flow Turbo       l   India’s first five and four-star BEE
                                     cooling function that ensures equal cool-
    GROUP                            ing throughout the refrigerator, and is
                                                                                      rated washing machines.

        (continued )                 very high on energy saving. A new range      Company’s vision
                                     of air conditioners with 18 models will
                                                                                  The Videocon brand has been driven by
                                     be coming soon to the market. This BEE
                                                                                  the philosophy of delighting its customers
                                     rated AC range will have DC invertors
                                                                                  with unique offerings, which not only allow
                                     to ensure equal cooling and help save
                                                                                  them to experience technologically ad-
                                                                                  vanced, innovative products and services,
                                     Looking at the market trend, Videocon is
                                                                                  but also provide them with value-for-mon-
                                     focusing on launching 3D LED TVs that
                                                                                  ey propositions. The brand has touched the
                                     will not require 3D glasses. Videocon will
                                                                                  lives of over 160 million customers, and
                                     be also launching a range of Slim and
                                                                                  is driven by the philosophy of innovation
                                     Ultra Slim TVs with USB ports that will
                                                                                  and customer centricity. The company has
                                     enable viewers to watch and store songs
                                                                                  invested significantly in research and de-
                                     and movies.
                                                                                  velopment, as well as in customer service,
                                     Key achievements                             to offer consumers innovative products and
                                                                                  a superlative experience.
                                     Videocon Consumer Electronics and
                                                                                  Over the next year, we plan to focus
                                     Home Appliances Division has several
                                                                                  on launching innovative products in
                                     firsts to its credit. 2010 was a year of
                                                                                  the washing machine, LCD, and LED
                                     great innovations when the company
                                                                                  segments. The company is also looking
                                     launched various products including:
                                                                                  at increasing television exports in the
                                     l India’s first tilt drum washing ma-
                                                                                  markets of the Middle East, Europe,
                                                                                  and China.
                                     l   The world’s first satellite LCD range    Our vision for 2011 is that for every ten
                                         in India;                                products sold in the Indian market for
                                     l   India’s first top load fully-automatic   any category of consumer durables, at
                                         washing machine with a direct drive      least four should be from the Videocon
                                         motor;                                   Group.

68 | TV VEOPAR JOURNAL | OCTOBER 10 | | An ADI Media Publication
                                                                                      tial in a landscape cluttered with feature-
      VOLTAs                            Marketing strategies
                                        Opportunity presented itself to the in-
                                                                                      led promotions. The idea was to educate
                                                                                      consumers on the appropriate use, instal-
                                        dustry unprompted, in the form of an
                                                                                      lation, and maintenance of ACs, in order
                                        unusually harsh heat wave. It set in even
                                                                                      to reap the maximum benefits.
                                        before the usual peak summer season,
                                                                                      Kicking off with press advertising, the
                                        and drove up the demand for ACs.
                                                                                      Sensible Cooling message was seen
                                        Voltas was more than ready for it, with a
                                                                                      everywhere—in TV commercials, radio,
                                        well thought-out product line-up, which
                                                                                      posters, translites, and glow-signs. Stra-
                                        had been researched, planned, and
                                                                                      tegic media helped counter the brute
                                        launched well in time. By introducing
                                                                                      force and frequency of the competition’s
                                        the first star-rated ACs in 2007, even
                                                                                      messages, responding with high-quality
                                        before they became mandatory, Voltas
                                                                                      time, in well-chosen mediums, such as
                                        earned the Vertis brand an enduring
                                                                                      IPL and news channels.
                                        top-of-mind association with low-cost of
                                        operation and sustainable low energy          Plans for the Indian market in the
                                        consumption. The new line-up in 2010
                                        was tailored to advance that initial lead,
                                                                                      coming three years
                                        and widen its appeal in entry, mid, and       Going forward, the brand is poised to
  Pradeep Bakshi                        upper segments.                               appeal to an increasingly demanding
                                        This was with a new and apt promotional       group of consumers. They can expect a
Senior VP & Dy. Chief Operating         platform, besides making all the right        wide spread of choices, lots of features
Officer: Pradeep Bakshi                 moves in extending the sales and service      and benefits, and evidence of superior
Company: Voltas Limited                 reach. Voltas’ new product range and          technologies, which team Voltas is all set
Corp. Off.: Unitary Products Business   marketing platform has spurred growth         to deliver in the ensuing journey.
Group, A 43, MCIE, Mathura Road,        to a new high of 82 percent from January      They will also get the benefits of service
New Delhi-110044                        to June of 2010.                              efficiency initiatives, franchise expansion,
Email:                                                               the deployment of customer relationship
                                        Distribution strategies                       management, and even an online spare
                                        The company has taken steps towards           parts module, called e-catalog. This is
Ad Agency: AdCapital                                                                  only the beginning, and over time we will
                                        reaching out deeper and wider during the
PR Agency: Vaishnavi                    year. Initiatives were taken to penetrate     make sure that Sensible Cooling brings
Communications                                                                        more user friendly messages to our very
                                        deeper into the burgeoning, affluent mid-
                                        dle class. They were prospering in a cli-     valuable customers.
                                        mate of economic growth, and needed to
                                        be both served and tapped. Retail touch
                                                                                      Key achievements
                                        points were increased by 25 percent, for      In terms of key achievements, the figures
                                        greater presence, visibility, and sales.      say it all. Growth was 82 percent, having
                                        This was based on a thorough exercise         notched 18 percent market share during
                                        of market mapping and expansion. We           the first half of 2010.
                                        will continue it into the year, as it is a    The brand was accorded with the indus-
                                        marketing imperative.                         try-validated Superbrands status for
                                                                                      2010-11, and also the Reader’s Digest
                                        Advertising and communication                 Most Trusted Brand award for 2010, as
                                        strategies                                    voted by consumers.
                                        The brand worked on a new plank – Sen-        Company’s vision
                                        sible Cooling – which was well-accepted
                                                                                      The company aspires to be passionately
                                        and applauded by customers. This new
                                                                                      customer-focused by providing innova-
                                        creative plank, developed by media agen-
                                                                                      tive products and services, and exceeding
                                        cies, not only delivered the message, but
                                                                                      all stakeholders’ expectations; besides
                                        also pumped energy and freshness into
                                                                                      commanding a preferred brand status in
                                        the brand, giving it a clear-cut differen-
                                                                                      the minds of consumers.

                                                     An ADI Media Publication | | OCTOBER 10 | TV VEOPAR JOURNAL | 69
                                                                                     has been used in cause marketing, suc-
WhIRLPOOL                               Marketing strategies
                                        Whirlpool is a brand focused solely on
                                                                                     cessfully leading an initiative to support
                                                                                     a reputed NGO focused on cloth. Cause
                                        home appliances, and the equity of our
                                                                                     marketing will become an integral ele-
                                        brand as a specialist in home appliances
                                                                                     ment of our brand communication in
                                        has strengthened over the last year.
                                                                                     the future.
                                        Our strategy is to make our’s the most
                                        appealing brand when it comes to home        Plans for the Indian market in the
                                        appliances, distinguishing it from others
                                        through our product range, innovation,
                                                                                     coming three years
                                        design, and communication.                   Innovation-led market share growth
                                        The four core categories of home appli-      in our core categories; revenue growth
                                        ances—refrigerators, washing machines,       through new businesses (power acces-
                                        air-conditioners, and microwaves, will       sories, water, and cooking); expansion
                                        attract the bulk of our investment to        of distribution in small towns; increased
                                        ensure a strong cadence of innovation.       retail visibility through exclusive outlets;
                                        Our expansion into adjacent categories,      and stronger brand presence in emerging
                                        such as power accessories and consum-        media, will be the five thrust areas of our
                                        ables, indicates the potential we see for    business in the next three years.
Shantu Das Gupta                        our brand in these businesses. Water
                                        purification is also a category with long-   Key achievements
Vice President Corporate Affairs and    term growth potential, and our plans         We delivered outstanding results in the
Strategy-Asia South: Shantu Das         include introducing new products beyond      financial year ending in March 2010,
Gupta                                   our impeccable range of reverse osmosis      posting a net profit of `145 crore versus
Company: Whirlpool of India Limited     products. Finally, we see significant        `70.5 crore in 2008-2009. Our share
Corp. Off.: Whirlpool House, Plot 40,   opportunities to leverage our brand          price has been amongst the best. In
Sector 44, Gurgaon-122002, Haryana,     equity in the cooking category, beyond       addition, we have received a number of
India                                   microwaves.                                  awards that reflect the depth of talent in
Tel: 91-124-4591300                                                                  Whirlpool. These include Product of the
Fax: 91-124-4591301
                                        Distribution strategies                      Year for Whitemagic 123, for the most
                                        We have a two-pronged distribution           innovative product in washing machines;
Email: Shantanu_dasgupta@                                                            Readers Digest Trusted Brand Gold                           strategy of reaching retail outlets, serv-
                                        ing them directly or indirectly through      Award 2009-2010 for Refrigerators &
Web:                                                          Washing Machines; ranked number 15
                                        distributors. Approximately 700 Tier 2
Ad Agency: Draft FCB & Contract         and Tier 3 towns are under our radar         in India’s Best Companies to Work For
Advertising Services                    where we will strengthen our presence,       2010, ranked number one in India’s Best
PR Agency: Corporate Voice Weber        enlisting new distributors where neces-      Company for Leadership Development,
Shandwick                               sary. Exclusive brand outlets, numbering     and ranked in the top-three in Manufac-
                                        40-50 at present, and concentrated in the    turing and Production Industry by Great
                                        North, are likely to expand in the year      Places to Work Institute, India; and the
                                        ahead. Finally, we will build on good        National Award for Excellence in Cost
                                        relations with modern trade partners by      Management by The Institute of Cost
                                        improving our service levels to them.        and Works Accountants of India

                                        Advertising and communication Company’s vision
                                        strategies                    We have a very strong                    brand in India
                                                                                     and strong positions in two categories –
                                        Television will be the primary medium,
                                                                                     refrigerators and washing machines. Our
                                        followed by print, for our communication
                                                                                     vision is to achieve the same position of
                                        and advertising strategies. Our share
                                                                                     strength in all the categories that we are
                                        of expenditures in on-line, outdoor,
                                                                                     in, thereby becoming the brand leader in
                                        and radio, are likely to increase as we
                                                                                     home appliances, a brand that becomes
                                        look ahead. We will look for tactical op-
                                                                                     the default choice when it comes to buy-
                                        portunities to increase brand visibility
                                                                                     ing a home appliance.
                                        through associations in high viewership
                                        events such as cricket. Our strong brand

70 | TV VEOPAR JOURNAL | OCTOBER 10 | | An ADI Media Publication
                                   COO-CE & CA: Sunil Sethi
                                   Company: Dixon Technologies
                                   (India) Pvt. Ltd.
                                   Corp. Off.: B-14, Phase-II,
                                   Noida – 201305
                                   Tel: 91-120-4737200
                                   Fax: 91-120-2562681
                                   Ad Agency: BEI Confluence
                                   Communication Ltd.
                                   PR Agency: Management &
                                   Communication Group
       Sunil Sethi

  Strategies, vision, and partners
  This year saw a huge amount of focus on Weston channel
  expansion. The first six months of the financial year saw
  an addition of 65 new distribution partners in the country,
  increasing our conventional channel sales by 50 percent.
  Today, we are close to 4500 dealers in the conventional
  channel, and have a healthy relationship with modern
  trade partners like Reliance, Vishal, Bharti Wal-Mart
  B2B, Bharti Wal-Mart B2C, Big Bazaar, Croma, Haryali,
  and Godrej Aadhar. Our thrust on channel expansion
  will continue throughout the year, and our goal is to
  have 7000 dealers by the end of the financial year. The
  focus on CTV has been the Mosfet Technology and our
  two year warranty. Our focus on the color television
  category will remain on 14-inch and flats, and in the
  coming times a huge energy will start flowing into the
  21-inch Slim category. LCDs will get added during the
  course of the year.
  The product category DVD continues to be a huge strength
  We have introduced a new product category multimedia
  speakers. Our first foray into info technology peripherals,
  the with launch of three new models Piano, Rockstar,
  and Popstar.
  Washing machines, washers, and JMGs will be our focal
  point in the appliances business.
  Our communication to the market is through the vehicle
  of electronic media, which will be supported by print and
  road power during the festival season.
  New products, upgrading otechnology, channel expansion,
  and value addition, will be the mantra we will follow dur-
  ing the coming times.

                                                     An ADI Media Publication | | OCTOBER 10 | TV VEOPAR JOURNAL | 71

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