BPL, a major player in the electronics category in the ’90s, has marked its resurgence with the launch of its home automation solutions segment under the ‘BPL iQ’ title. Intelligent security rest assured is the brand positioning statement for the surveillance segment.
K Vijaya Kumar, chief executive officer, BPL, says, “BPL will look to target 10% of the total estimated `3,000 crore home automation and surveillance market over the next two to three years.” The automation and security or surveillance segment has seen players like Godrej, Samsung, LG, CP Plus, Zicom and others enter and build themselves in this space over the last decade. “BPL has always been known for quality. We have had superior quality products as compared to our competitors and consumers have experienced that in the past. We are looking at our capability to provide quality products and after-sales service (within 24 to 48 hours at site) as our differentiator,” Kumar adds.
On the communication front, BPL has rolled out a digital campaign (led by social media predominantly). The brand, for the new launch, is looking to complete a 500 pan-India dealer network over a period of three months before launching an OOH campaign. The current number of dealers is pegged at over 150. A print and TV campaign will be rolled out further down the timeline when “the business reaches a particular level of takeoff”, Kumar says. This, he adds, is estimated to happen in the last quarter of the current calendar year or the first quarter of 2017. BPL is looking at an annual marketing and activation budget of `25 to `30 crore.
BPL, which was a household name in the 1980s and ‘90s, was driven out of the market by Korean giants like Samsung and LG, along with other companies in the late 2000s. So how does BPL plan on addressing the challenge posed by these electronic giants? The market has, after all, evolved from what BPL is used to. Kumar admits that it is a challenge but adds that BPL is currently operating on a “differentiated platform” from these companies, citing product quality and servicing capabilities. BPL is looking to capitalise on brand recall and the brand image it generated before it was forced to take a backseat.
As part of the digital campaign, a video titled BPL is back with 50 years of trust can be seen on the brand’s official Facebook page. BPL’s legacy, along with a pitch across urban Indian cities on the emotional issue of home security seems to be the company’s strategy at the moment. Whether it will work in today’s India now remains to be seen.
BPL will look to target 10% of the total estimated `3,000 crore home automation and surveillance market over the next two to three years…We are looking at our capability to provide after-sales service within 24 to 48 hours at site as our differentiator
k vijaya kumar