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Zip overdrive -- Iomega Pacific targets high growth in India
Kavita Nair
Mumbai: Iomega Pacific, a subsidiary of Iomega Corporation, a provider of data management solutions is targeting a three digit growth rate in India this year according to Mr Sanjeev Gupta, marketing manager, South Asia, Iomega Pacific. With a current five per cent attach rate to PCs, i.e., five per cent of PCs sold have zip drives attached to them, the company is planning to push it to about twelve per cent. The company will also shift its focus to specific vertical segments namely SMEs, large corporates and students. Mr Sanjeev Gupta, marketing manager, South Asia, Iomega Pacific, said that the company's marketing campaign revolved around the concept of `Bye Bye Floppy.' The company plans on investing more in marketing, advertising, demand generation and the channels. They will initiate an educational program on the usage and requirements of a zip drive and then focus their marketing on their select vertical segments of potential users. Iomega plans a channel push strategy and will work closely with its resellers. Mr Gupta said "users in India are very computer savvy. With an increase in the usage of PC's one will need to store their information, on a suitable backup device outside of the PC. A floppy will be unable to to accommodate files with more than two or three or five megabytes. This is where the zip drive comes in. A floppy that is around RS 15-20 can store around 1.44 megabyte. While a zip drive may be around RS 400 but can store up to 100 megabyte. Our message is that, a running cost of a zip drive is less than that of a floppy". Copyright © 2001 Indian Express Newspapers (Bombay) Ltd.
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