The aim is clearly to lend a strategic thrust to demonstrative marketing initiatives to enhance brand awareness, says Mr Suresh Sukumaran, senior general manager (marketing television), Philips India Ltd.
Adds Mr Sukumaran: “The AV Expo is an ideal platform to reach out to our target audience. It offers us two-way benefit whereby we derive first hand understanding of what the consumer feels about the products and it unfolds a practical experience to consumers on the salient product attributes”.
The exhibition along with print-led campaigns in magazines that have a high- end readership audience, will be one of the major initiatives by which the company plans to penetrate the slew of product ranges that have been recently introduced in the Indian television markets.
Comments Mr Sukumaran: “Our products will utilise print-led communication campaigns with high-end magazines as our lead media vehicle along with equal emphasis on such on-ground initiatives”.
The company claims that as per the recent ORG-GFK report, Philips has attained a value marketshare of 6.1 per cent. Cumulatively, the CTV market has grown at the rate of 15.1 per cent per annum.
In the audio products category, the company also showcased recently introduced variants like MP3 portable players, VCD Mini Hi-fi system and the MP3 Compatible Audio range “MP3 Mania” with youth as its key consumer base.
Explains Mr Sukumaran: “All these product introductions arrive with creative and cutting-edge technology. And such innovative technological initiatives will arrive as a strategy to accelerate product mobility and derive profitable growth”.
The company also announced a host of “customer-connect” strategies that have been embarked on in 2002. Some of the services includes Philips mobile service vans, where the company offers its customer the benefit of a mobile service van which is fully equipped to handle varied needs of servicing any Philips product.
As part of online initiatives for customer service, the company has launched ‘E-Care’ where the company’s Website www.philipsindia. com automatically brings the registered complaint to the notice of the company without the requirement of a follow-up.
Says Mr Sukumaran: “Besides providing our customers the best technology products these initiatives are in line with the ambitious strategic plans to establish Philips service as the best service network in India where the consumers come closer to the company with a host of after-sales driven initiatives”. “All these initiatives will form the core strategy towards customer retention and steady customer acquisition”, adds Mr Sukumaran.
According to company officials, the company has garnered a 42.7 per cent value marketshare in the “total audios” category.