marketing_strategy

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: info@gbes.asia 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

Web: www.gbes.asia

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 | adi-media.com | 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-

dependability.

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: info@avart.in l Advertisements in gadgets and home types of electronic and electrical equip-

electronics magazines and journals ment. It is closely linked with the Waste

Web: www.avart.in

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 | adi-media.com | An ADI Media Publication

AMFAH INDIA

TRADINg

Managing Director: Mansoor

Ali

Company: AMFAH India

Trading Pvt. Ltd.

Corp. Off.: 1005, Samarth

Vaibhav, Lokhandwala

Andheri (W) Mumbai –

400053

Tel: 91-22-26338546

Fax: 91-22-26319572

Email: info.india@amfah.com

& info@dehumidifierindia.in

Web: www.amfah.com &

www.dehumidifierindia.in

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 | adi-media.com | 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

Email: mv@beltek.in

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

Agency

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 | adi-media.com | 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.

bluestarindia.com ensure 360 degree branding, the activi-

Web: www.bluestarindia.com 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.

activities.

PR Agency: Pressman Advertising

Ltd.









18 | TV VEOPAR JOURNAL | OCTOBER 10 | adi-media.com | 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

Web: www.canon.co.in

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

strategies

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 | adi-media.com | 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-

Email: info@casioindiacompany.com

Unlike other camera manufacturers who ness was introduced by us in 2003. Our

Web: www.casio.co.in 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 | adi-media.com | 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

Haryana

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: www.carrierindia.com 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 | adi-media.com | 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 | adi-media.com | 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

411028

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: www.dmpss.co.in 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

speakers.

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 | adi-media.com | OCTOBER 10 | TV VEOPAR JOURNAL | 27

and even on their balconies and terraces.

DAIkIN Strategies, vision, and achieve-

ments

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: ho@daikinindia.com 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

Web: www.daikinindia.com

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 | adi-media.com | 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: www.dishtv.in 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 | adi-media.com | 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

Limited

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

strategies

Web: www.electrolux.in

We want Electrolux home appliances to

Ad Agency: Mudra Communications be the first choice for consumers. We will

Limited

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 | adi-media.com | An ADI Media Publication

ETA O’GENERAL

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

Corp.off: 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: info@etageneral.com ucts, having mostly five-star ratings, to cater to the

premium segment customers. Single split inverters

Website: www.generalindia.com

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.



INDESIT

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

Ltd.

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: info@etastarappliances.com We are planning to create Experience Zones in to con-

N. Sriram Web: www.etastarappliances.com 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.



VESTAR

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.

Ltd.

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: info@etastarappliances.com focus shall also be given to enhance distribution

S. Upendra Web: www.etastarappliances.com 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 | adi-media.com | 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

TV.

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: rkapur@ndl.jctel.com 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 | adi-media.com | 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

country.

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.

adversity.

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: rameshc@godrej.com portfolio, both in terms of width and depth

work across India – both in cities and

Web: www.godrejappliances.com 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 | adi-media.com | 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-

strategies

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: info@haierindia.com customers this season. This year Haier innovative changes in our products. In

Web: www.haierindia.com 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 | adi-media.com | 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 | adi-media.com | 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: hitachi@hitachi-hli.com ers sold were five-star rated.

Advertising and communication

Web: www.hitachi-hli.com

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 | adi-media.com | 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.

Email: enquiries@lgindia.com,

being viewed all over the nation. LG’s

The LG Brand Shop has been conceptual-

lgservice@lgindia.com association with Para Football is an ex-

ized as the ultimate retailing experience

tension of the company’s worldwide focus

Web: www.lgindia.com 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 | adi-media.com | 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 | adi-media.com | OCTOBER 10 | TV VEOPAR JOURNAL | 41

LLOyD Marketing strategies

The core strategy for marketing Lloyd

Advertising and communication

strategies

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

Email: perfectservice@lloydmail.com;

which the customer can directly plug range in 25 malls between October 8th

sales@lloydmail.com

and play digital cameras, handy cams, and November 5th across India. These

Web: www.mylloyd.com 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 www.mylloyd.com 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 | adi-media.com | 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-

110092

Tel: 91-11-22157662-63-65

Fax: 91- 11-22157665

Email: snr@snrelectronics.com

Web: www.markson.in

Ad Agency: Foresight Communication

PR Agency: Foresight Communication









An ADI Media Publication | adi-media.com | 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: admin@mitashi.com soon, Delhi. Our service infrastructure

l Through E-commerce; and

Web: www.mitashi.com 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 | adi-media.com | An ADI Media Publication

MOSER BAER Marketing strategies

Technology changes its face everyday,

Advertising and communication

strategies

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: indiamarketing@moserbaer.in strong service support.

ser Baer Consumer Electronics operates

Web: www.shop.moserbaer.in 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 | adi-media.com | 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: response@onida.com models per-dealer across the country. The

viewing experience with no worries.

mantra is to ensure we cover every dealer

Web: www.onida.com 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 | adi-media.com | 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 | adi-media.com | 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

strategies

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: www.oscargroup.co.in 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

segment.



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 | adi-media.com | 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

strategies

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: prdesk@npi.panasonic.co.in consumers on the concept of Eco Ideas

We follow the principle that local profes-

Web: www.panasonic.co.in 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 | adi-media.com | 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.

2010.

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 | adi-media.com | 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: www.philips.com (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

Ltd.

of trade.



Advertising and communication

strategies

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 | adi-media.com | 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: trade.enquiry@bigtv.co.in ing box, with 200 hours of recording and

Reliance BIG TV comes with a strong allied trick play functions; and relent-

Web: www.bigtv.co.in 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 | adi-media.com | 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: sales@ricardo.in liver what we claim. We plan to advertise faith of all of our customers and trade

Website: www.ricardo.in 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 | adi-media.com | 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

strategies

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: sales@rkelectro.com are a must for any company to grow. We

Web: www.rkelectro.com 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)

penetration.

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 | adi-media.com | 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: www.samsung.com/in 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

strategies

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 | adi-media.com | An ADI Media Publication

SAMTEL

GM Marketing: Anil Dutt

Company: Samtel Color

Limited

Corp. Off.: 6th Floor, TDI

Center, District Center – Jasola,

New Delhi 110025

Tel: 91-11-42424000

Fax: 91-11-42424099

Email: info@samtelgroup.com

Web: www.samtelgroup.com









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

years

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 | adi-media.com | 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

sennheiserindia.com

of the most sophisticated broadcasters,

Web: www.sennheiserindia.com 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 | adi-media.com | 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: sonyindia.care@ap.sony.com want the best quality products. They dedication to customer satisfaction, and

aspire to own high-end, quality products. unparalleled standards of service are

Web: www.sony.co.in

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 | adi-media.com | 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

sharpindialimited.com years down the line. We have chalked out

thrust in metro cities and A-class cities, marketing initiatives to make our brand

Web: www.sharpindialimited.com 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 | adi-media.com | An ADI Media Publication

T-SERIES Marketing strategies

The Indian consumer electronics indus-

Advertising and communication

strategies

(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: ced@tseries.net of distributors and dealers across the

Web: www.tseries.com 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 | adi-media.com | An ADI Media Publication

TCL Marketing strategies

TCL is slowly building itself up as a

Advertising and communication

strategies

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 tcl-india.com).

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: www.tcl-india.com 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 | adi-media.com | 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.

Delhi

Our strategies are to create POP and

Tel: 011-45770990 POS material, which will help introduce

Email: marketing@usha.in brands in the cookware category; and

Web: www.usha.in 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

products.









64 | TV VEOPAR JOURNAL | OCTOBER 10 | adi-media.com | 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

Email: mail@vguard.in

distributors.

Web: www.vguard.in

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 | adi-media.com | 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: customercare@d2h.com the resources, in terms of technology and

tapped by Videocon d2h with precision;

Web: www.Videocond2h.com

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 | adi-media.com | 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

strategies

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

Gurgaon

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: www.videoconworld.com 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 | adi-media.com | OCTOBER 10 | TV VEOPAR JOURNAL | 67

Videocon has also launched India’s first India’s first touch-pad microwave;

VIDEOCON

l

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-

energy.

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,

chine;

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 | adi-media.com | 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: vcare@voltas.com the deployment of customer relationship

Distribution strategies management, and even an online spare

Web: www.voltasac.com

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 | adi-media.com | 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

whirlpool.com strategy of reaching retail outlets, serv-

ing them directly or indirectly through Award 2009-2010 for Refrigerators &

Web: www.whirlpoolindia.com 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 | adi-media.com | An ADI Media Publication

WESTON (DIxON)

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

Email: Info@weston.co.in

Web: www.weston.co.in;

www.dixoninfo.com

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

area.

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 | adi-media.com | OCTOBER 10 | TV VEOPAR JOURNAL | 71