Konka has earmarked an advertising budget of Rs 25 crore, with HTA handling consumer electronics, communication and automation products, and Contract managing white goods. With a tagline of `Powering the Digital Revolution', the Konka advertising strategy would focus on its strength in design and digital technology. Says Rajeev Puri, chief executive officer, Konka, ``We're going to be an advertising-led brand and not a promotion-led one.''

The black and white campaign has started with three teasers leading to a two-page splash in leading dailies. This would be followed by a colour print ad in various publications. Initially, its range of HDTV, CTV, DVD and VCD wouldbe advertised with the catchline `Bring the World to Your Eyes.'

``In all our communication we would reinforce premium-ness of the Konka brand and not its pricing or features,'' says Puri. The communication strategy is to target upscale consumers, and also those ``who want value-added, technology-led products at an affordable price.''

Konka is also planning to run a television commercial in October. This would be complemented by a series of co-promotion initiatives.

Planning to develop a network of over 1,800 dealer outlets, and 30 exclusive showrooms by July 2000, Konka has already started building a chain of Digital Shoppes in Chandigarh, Delhi and Jammu. ``We'll have at least one Konka Digital Shoppe in every major town,'' says Puri. Intended to be a franchised operation, the Digital Shoppes would have a space of over 1,000 sq ft in prime locations. ``Franchisees are expected to invest close to Rs 6 lakh on decor as per Konka requirements and keep 15 days of inventory,'' says Puri. Konka expects eachShoppe to generate a turnover of Rs 10 lakh a month.

Another sphere of focus is after-sales service. Already 26 engineers have undergone one-month training in China to handle post-launch after-sales requirements of customers. ``As we expand more engineers would undergo this induction programme,'' says Puri. Initially, Konka products would be imported from China in CBU, CKD and SKD forms.