While National Panasonic launched its camcorders in September 1999, SamsungElectronics will launch its digital camcorder in December 1999 as part ofits Millennium digital range of products. Dominated by the grey market, thecurrent total size of the camcorder market in India is estimated at around90,000 units, of which only 5,000 units are believed to accrue from theorganised sector. Worldwide, Sony claims to enjoy a 30-35 per cent share ofthe camcorder market -- and a 46.2 per cent share of the total Japan market.

The thrust of Sony India's two-pronged strategy starts with print ads whichtry to upgrade users of still-cameras to video-cameras. Two, it is rollingout an intensive demonstration strategy for dealers -- particularly theexclusive premium Sony World outlets -- to counter technophobia. A substantialsum -- the company refuses to reveal figures -- has been earmarked this yearfor promos and ad campaigns to promote the camcorder category. Currently,the demonstration campaign is underway at key outlets in the five metros.

Aimed at overcoming technology phobia and promoting the concept ofease-of-use and simplicity, visitors to the dealership are invited to shootimages with the Sony Handycam. To create excitement and make the retailexperience enjoyable, fun props like wigs and costumes are also being madeavailable at the dealerships to help consumers ``make their own movie''.

The print ads aim at highlighting usage occasions, and specially targetingthe festive and wedding season. The positioning: since there are manyoccasions with an inherent need to capture images and moods -- right from atoddler's first steps to weddings and festivals -- the Handycam is handy forcapturing those precious moments for posterity. The Sony Handycam is alsobeing positioned as a wedding gift (`For marriages made in heaven, a giftthat is equally divine,' runs the copy of one ad).

Says a company spokesperson: ``We are trying to put the Handycam on thewishlist as an ideal gift for newly-weds and move the Handycam up in thehierarchy of desirable products.'' As the baseline of one ad says,``Lifebecomes a movie with a Sony Handycam.'' The digital Handycam is priced at Rs69,990, while the entry level models start at Rs 29,990.

Meanwhile, under the Matsushita group's worldwide Digital World 2000campaign, National Panasonic recently launched what it claims is the world'ssmallest and lightest digital movie camera in India (58x94x123 mm andweighing 510 gm) in October. The product is priced at Rs 87,000. As of now,the company is awaiting feedback from its dealers before launching anintegrated marketing plan.