Sony Positions Aiwa On Value-for-money Platform

New Delhi: | Updated: Nov 3 2003, 05:30am hrs
Sony India has drawn up plans to aggressively market its newly-launched range of Aiwa audio products. The brand is being introduced in markets in a phased manner. In the first phase, Aiwa Home Audio Systems have been introduced across Delhi, Mumbai, Pune, Bangalore, Hyderabad, Chennai and Kolkata.

Says Aiwa Division head Prasoon Banerjee,We have a very clear positioning for Aiwa. We are targeting the youth segment and mass end of the market, as opposed to Sony, which targets the adult and premium end. As such, Aiwa will have all the features to attract the younger generation: robust looks, big power output, more woofers.

Aiwa is being positioned as the value-for-money brand in the popular segment. The major target audience is the value-conscious consumer, besides new buyers to the segment from the younger generation, with new concepts like the BMZ Network Ready model and BMZ-K7D, which can play downloaded music saved on a PC hard disk.

The new-look Aiwa will also sport a brand new logo. The logo symbolises the dynamism of the renewed Aiwa brand. Its wavelike shape denotes the wave of the next generation and the ability to create movement through action. The spiral note in the logo stands for deepening relationships with consumers by meeting their needs through reliable technology, says Mr Banerjee.

The company will also be more aggressive in its advertising. Communication initiatives will focus on reinforcing the Sony connection: all Aiwa products will be backed by Sony after-sales service. In fact Sony is confident that Aiwa can regain leadership position with the newly launched Home Audios, which combine high-tech features, competitive pricing and the comfort factor of Sony after-sales service.

The Aiwa range is priced from Rs 13,490 for the entry-level 3VCD MP3 Hifi system, to Rs 34,990 for the BMZ Network Ready model with DVD capability. A stand-alone DVD player is also being launched at a price of Rs 7,990.