Akai Marketing strategies Plans for the Indian market in the Our marketing strategy is more for less. coming three years We are offering products to the custom- Akai aims to offer a complete gamut of ers at the lowest price points, loaded with home appliances and consumer electron- many more features than available in the ics products. We are already into wash- market for the same range. ing machines, color TVs, LCD TVs, LED TVs, home theaters and DVD players. Distribution strategies We have also launched our mobile range. Our distribution strategy is similar to We are seriously considering cooling that of others. We plan on increasing the products, inverters, and IT products. number of direct dealers, direct accounts, Akai will make sure it fulfills the needs and opening up counters for Akai that and requirements of consumers in home will be easily accessible to consumers. electricals, electronics, as well as tele- In areas where it is difficult for custom- communications. ers to visit outlets, we are appointing distributors. Key achievements Advertising strategies A soft launch was done six months back. Basant Pande We have started advertising only a Our core focus area will be LED products, couple of months back. In this short time which is the future of the TV business. period we have been able to capture the Executive Vice President (Sales & Thus, we will be going very heavy in LED network, and now we have a national Marketing): Basant Pande marketing cum advertising. network in place. Company: Global Brands Enterprise Also, Akai, under the Videocon umbrella, Solutions Pvt. Ltd. (Akai) Communication strategies was only focusing on low-end products Corp. Off.: Plot No. 97, Sector-44, Providing high quality products at for a long time. We have changed that Gurgaon - 122002 reasonable prices is what we will be and are focusing on high-end products, Tel: 91-124-4305000 communicating to the consumers in the including LCDs and LED televisions. Fax: 91-124-4305020 up-market segment. Our communication Email: [email protected] strategy will be based on our advertising Company’s vision strategy—we are offering more for less. Web: www.gbes.asia To reach as many households in India as Akai is the only brand in India that of- possible, and provide maximum satisfac- Ad Agency: Everest Advertising fers imported CRT TVs. LCDs are also tion to the Indian consumers. Private Limited imported because we do not manufacture them here. The best selling model of Akai LEDs recently launched internationally, has simultaneously been launched in India too.

An ADI Media Publication | adi-media.com | OCTOBER 10 | TV VEOPAR JOURNAL | 13

Akai.indd 13 10/18/10 12:06:14 PM Marketing strategies The CE marking certifies that a product AVART has met EU consumer safety, health or ll AVART draws upon its design expe- environmental requirements. CE stands rience to create innovative products for conformité européenne, French for that aim to make an ecological change European conformity. in human life as we live today. Underwriters Laboratories Inc. (UL) is ll AVART designs and supplies audio an independent product safety certifica- video accessories. Our products in- tion organization. UL develops standards clude Mightymount—swivel brackets and test procedures for products, materi- for LCD TVs. We sell our products als, components, assemblies, tools and through value-added resellers and equipment, chiefly dealing with product CE retailers. safety. UL is one of several companies ap- ll Our company has a proprietary niche proved for such testing by the US federal in the market—innovation, design, agency OSHA. market, channels, quality, cost, and TÜVs (short for Technischer Überw- dependability. achungs-Verein, Technical Inspection Distribution strategies Association in English) are German organizations that work to validate the AVART is a Mumbai-based company Saurabh Shah safety of products of all kinds, to protect and intends to cater to the entire Indian humans and the environment against market by setting up distributors across hazards. Product Manager: Saurabh Shah major metro cities in India. The Restriction of Hazardous Substances Company: AVART We cater to the traditional CE retail Directive (or RoHS) was adopted in Feb- Corp. Off.: D-6, Dinathwadi, L.J. channel as well as modern trade with ruary 2003 by the European Union, and Road, Mahim (W), Mumbai – 400016, customer-centric products and pricing. is required to be enforced and become Maharashtra, India Advertising and communication law in each member state. This direc- Tel: 91-22-24314322 tive restricts the use of six hazardous Fax: 91-22-24314325 strategies materials in the manufacture of various Email: [email protected] ll Advertisements in gadgets and home types of electronic and electrical equip- ment. It is closely linked with the Waste Web: www.avart.in electronics magazines and journals targeted towards consumers, high- Electrical and Electronic Equipment Di- lighting ease and convenience, along rective (WEEE) 2002/96/EC, which sets with aesthetics which would comple- collection, recycling, and recovery targets ment their décor. for electrical goods, and is part of a leg- ll In-store promotion with POP mate- islative initiative to solve the problem of rial demonstrating the products func- huge amounts of toxic e-waste. tionality and benefits, with special emphasis on quality. Company’s vision ll We are a company of a business dedi- Plans for the Indian market in the cated to achieving sustained growth coming three years in quality cash flow. ll We intend to increase our reach ll We maintain a long-term perspective, across the country, while adding new an entrepreneurial spirit, a strong and better products to our existing balance sheet, and the highest ethical portfolio. standards. ll We recognize the customer as our Key achievements most important asset and our people as our most important resource. We ll At AVART we emphasize on quality, hence Mightymounts have the follow- are dedicated to developing both. ing internationally acclaimed quality and safety certifications

14 | TV VEOPAR JOURNAL | OCTOBER 10 | adi-media.com | An ADI Media Publication

Avart.indd 14 10/18/10 12:08:19 PM AMFAH India Trading Managing Director: Mansoor Ali Company: AMFAH India Trading Pvt. Ltd. Corp. Off.: 1005, Samarth Vaibhav, Lokhandwala Andheri (W) Mumbai – 400053 Tel: 91-22-26338546 Fax: 91-22-26319572 Email: [email protected] & [email protected] Web: www.amfah.com & www.dehumidifierindia.in Ad Agency: Aria Mediuz Mansoor Ali

Marketing strategies Our marketing strategies mainly revolve around creating a lot of awareness, and educating our customers about the utility of our products, and the tangible and intangible benefits they can provide to their lives. After water purification in the domestic sector, we believe strongly that in the next coming decade there will also be products catering to air purification and dehumidifica- tion, thanks to rising health issues and awareness. Advertising and communication strategies We are focusing on the education of our customers through various channels of communication about the concepts of the products, and will be focusing on increasing our brand and product visibility on an all-India level. Plans for the Indian market in the coming three years We intend to introduce new products to the market, adding to our existing range of products, and offer a large range to our trade partners, with many innovative products. We will also expand our operations to all major territories covering the network. Key achievements We feel that our key achievements are best expressed by the wide acceptance and satisfaction levels of end users, and trade partners’ feedback on our products across India. Company’s vision AMFAH’s vision is to become the most established trading organization, with an edge on understanding the market and meeting the supply chain with cost-effectiveness.

An ADI Media Publication | adi-media.com | OCTOBER 10 | TV VEOPAR JOURNAL | 15

Amfah.indd 15 10/18/10 12:07:40 PM Marketing strategies up in a very big way in the Western and BELTEK Southern markets, where there is already Beltek has been a major force in the a certain amount of brand awareness. We North Indian market for the last 38 are also in the process of launching new years due to the quality of the products products such as a juicer-mixer-grinder offered and a prompt after sales sup- and microwave ovens, which would give port, which enables the distributors a boost to our home appliances division, and dealer network to impose complete along with the 6 Kg and 8 Kg washing faith in our brand. We are committed to machines, which were launched in Febru- developing products that go beyond the ary 2010. We also plan to launch shortly, current expectation of value and quality. the 6Kg single tub washer, which is in For example, we have developed a 21- great demand in our network. inch flat CTV with a built-in USB port, Next year, we plan to launch our range which can enable the user to play mov- of LCD and LED TVs in sizes 20-inch, ies, songs, and pictures directly with the 26-inch, 32-inch and above. TV set, without the requirement of any Our new unit is under way in Chennai, additional equipment. By offering such Tamil Nadu, from where we plan to ad- new products that are viable in our exist- dress the South Indian states. We plan to ing market, we have managed to offer a manufacture our CTVs and DVD players Mohit Verma complete basket to our end customers. in this unit in stage one. Our main area of operation is the rural Director: Mohit Verma market where the end customer is not Key achievements Company: Beltek India Limited only price sensitive, but also very quality The company has achieved an overall conscious, and hence wants the full value Corp. Off.: A-37, Mayapuri Industrial 20 percent growth compared to the last of the product purchased. Area, Phase – 2, New DelhI – 110064 financial year. In the true flat segment, Tel: 91-11-41845368 Advertising and communication we have attained a record breaking 200 Fax: 91-11-41845365 strategies percent growth. We are one of the few Email: [email protected] companies which are offering a complete Apart from the usual leaflets, posters Ad Agency: Continental Advertising range of Ultra-Slim CTV (four models). and danglers, and other POP material, Agency We are also offering a 21-inch flat CTV we also undertake in-shop branding very with a built-in USB port. We plan to seriously to motivate the dealers. During launch our 15-inch slim CTV in the com- the festive season there is a tie up with ing months. the distributors for local print media and We have registered a 33 percent growth cable ads. Huge hoardings and welcome in the sales of our DVD models, despite gates are put up in the peak season to the threat from the grey market and local highlight the brand. manufacturers. Plans for the Indian market in the coming three years Apart from consolidation in the North India region, we are planning to come

16 | TV VEOPAR JOURNAL | OCTOBER 10 | adi-media.com | An ADI Media Publication

Beltek.indd 16 10/18/10 12:09:01 PM

Blue Star Distribution strategies Plans for the Indian market in the We have over 600 strong sales and ser- coming three years vice dealer networks across the country. We have plans to introduce a much wider This covers the metros as well as the range of window and split air-condition- Tier 2 and Tier 3 cities. We intend to ers across different star categories. To ad- further expand our reach in Tier 2 and dress the growing residential market, we Tier 3 cities since we see a higher growth will have a wider variety of aesthetically potential there. appealing units with a few color variants. In the commercial air-conditioning cat- Marketing and advertising egory, we continue to have a unique and strategies strong line up of energy efficient mega Blue Star has long enjoyed the status of split ACs, and a full line up of cassette being a preferred choice for central air- and free-standing units. conditioning requirements in the corpo- With both the residential, as well as rate and commercial (C&C) sector. corporate and commercial segments ex- Based on the fact that Blue Star is a pected to grow well over the next three leader in central air-conditioning and years, Blue Star hopes to grow its busi- C.P. Mukundan Menon is reputed to be an office-cooling expert, ness, both in the room air-conditioner, the value proposition of get office-like as well as commercial air-conditioning cooling at home was born. This enabled segments. Vice President, Room Air- Blue Star to leverage its reputation of conditioners Division: C.P. Key achievements Mukundan Menon cooling larger spaces, as well as commu- nicate that consumers can get the same The current year was a golden summer Company: Blue Star Ltd. cooling expertise at home. Moreover, this for almost all of the room air-conditioner Corp. Off.: Kasturi Buildings, J Tata proposition is differentiated, as most players. Blue Star grew by roughly 32 Road, Churchgate, Mumbai-400020 other brands in the room AC space can- percent this summer, and there has been Tel: 91-22-66654000 not stake the same claim. a wide acceptance of the new line up of Fax: 91-22-66654150 Based on the value proposition, a new TV energy efficient star-rated air-condition- Email: coolingsolutions@ commercial was created. In addition, to ers introduced this year. bluestarindia.com ensure 360 degree branding, the activi- Web: www.bluestarindia.com ties were optimized across various other media, such as print, hoardings, and the Ad Agency: Interface Internet, along with some on-ground Communications Pvt. Ltd. activities. PR Agency: Pressman Advertising Ltd.

18 | TV VEOPAR JOURNAL | OCTOBER 10 | adi-media.com | An ADI Media Publication

Bluestar.indd 18 10/18/10 12:09:27 PM

Canon Marketing strategies Plans for the Indian market in the Canon Image Express, a year-long mo- coming three years bile campaign, aims to reach out to our Canon will continue to launch its tech- customers in Tier 2 and Tier 3 cities, and nologically advanced products for the showcase our gamut of products. Canon Indian market. We will also continue will spend about `10 crore on this unique to target Tier 2 and Tier 3 markets so campaign. The caravan will cover 20 as to make available Canon products to states and 38 cities under this innovative everyone. project. It will travel continuously for 266 days and over 18,000 kms. This is yet Company’s vision another strategic, innovative initiative Canon India sets to touch `1200 Crores from Canon, to reach out to the Tier 2 during the calendar year 2010, which will and Tier 3 markets to garner a greater be a 43 percent growth over 2009. Canon market share. The canters will be parked focuses on multiple market segments in various cities and will create a 4800 including consumer, B2B, government, square foot showroom, showcasing all and commercial. products from the house of Canon. People will be able to come in, touch, feel, and Shunichi Senda try the products.

Director-ICP: Shunichi Senda Distribution strategies Company: Canon India Canon has already expanded its penetra- Corp. Off.: 2nd Floor, Towers A & B, tion to over 200 towns, with a partner Cyber Greens, DLF Phase III, Gurgaon strength of more than 1500 across the - 122002 country. Canon has over 380 primary Tel: 91-124-4160000 channel partners, 13 national retail Fax: 91-124-4160011 chain partners, and over 4000 second- ary retail points, including 270 national Web: www.canon.co.in retail chain store partners and 33 Canon PR Agency: 20:20 Media Care Centers. Canon products are avail- able in over 400 towns in India. Our aim is to make Canon products easily available to all markets and segments in India. Advertising and communication strategies Canon recently launched a television commercial, My IXUS, My Style for its IXUS range of cameras. We very recently launched similar television commercials—My IXUS, My Style and My Onam, My Style in Malayalam. The TVC launched is for the IXUS range of cameras. The stylish and creatively rich commercial is focused on young- sters, as this range is designed for the fashion-forward customers, and those who appreciate beautiful form and high functionality in a compact camera.

20 | TV VEOPAR JOURNAL | OCTOBER 10 | adi-media.com | An ADI Media Publication

Canon.indd 20 10/18/10 12:10:03 PM

Marketing strategies Dynamic photo is a function that creates Casio moving photos by cutting moving subjects There is huge growth potential with from one background and combining a second generation of camera users those images on a different still image. exploring functionality over and above In addition to composites made with a mega pixels and optical zoom. Here, still image background, cut-out moving Casio has a big role to play. We have images can now be pasted on other mov- the best quality cameras with unique ing images as well. This new capability and exciting features that aptly fit with raises the power of expression of images. the requirements of today’s generation of Thus, while increasing the fun of creating camera users. We are planning to target images, these models will also increase these customers in the coming future. the fun of sharing images by making it ™ Distribution strategies easy to upload images to YouTube us- ing the included software, or post them Camera penetration per person is very to a blog. low, and hence there is a huge potential for digital cameras; this growth trend Plans for the Indian market in the will continue for the next 5-10 years. coming three years Additionally, being highly diversified Kulbhushan Seth culturally and geographically, a lot of We have very optimistic growth plans for efforts are required to develop and pen- the next couple of years, and at Casio we Head, Sales and etrate into the market. So, we are first will be investing aggressively to grow our Marketing: Kulbhushan Seth planning to consolidate our sales in top camera business in India. Company: Casio India Co. Pvt. Ltd. cities, and after that we will spread to Key achievements Corp. Off.: 210, Okhla Industrial other potential cities. Estate, Phase-III, New Delhi We strive to give a new direction to the Tel: 91-11-41054321 Advertising and communication photography market worldwide. Casio Fax: 91-11-41054329 launched the first digital camera with strategies LCD display in the year 1995. Slim- Email: [email protected] Unlike other camera manufacturers who ness was introduced by us in 2003. Our Web: www.casio.co.in are focusing on pricing, at Casio we are first slim camera, Exilim was of credit Ad Agency: ADK planning to focus our communication card size and just 11.3 mm thick. We PR Agency: Perspective on key features like premium auto, and introduced our first camera with 1000 dynamic photo. images storage space, and battery life Premium auto is one of our unique in single charge. We introduced the first features which enables a camera to high-speed camera in still photography, automatically analyze the scene being which can shoot at speeds of 30-60 im- photographed — including distinguish- ages in a second, can capture different ing night scenes, back lighting, a blue moods in a second, and can choose the sky, green trees, or a sunset — as well best. These cameras can record videos at as sensing whether there is a face in speeds of 1000–1200 frames per second. the frame, the movement and position Our latest camera was launched with of the subject, and whether a tripod is premium auto, which with its fast im- being used. It simultaneously optimizes age processing, automatically analyzes settings for exposure, ISO sensitivity, environmental elements (up to 100,000 point of focus, photo blur correction, tonal combinations), and performs optimal set- range and color balance, and level of up based on actual subject information, noise reduction. Premium auto is a state- giving a perfect picture every time. of-the-art, fully automatic function that makes it easy for users to take superior Company’s vision quality photos just by pushing the shut- Casio’s corporate creed is creativity and ter button, by analyzing the image at the contribution. It expresses the company’s level of individual pixels, and performing commitment to contributing to society different corrections for human subjects by offering the kind of original, useful and the background. products that only Casio can.

22 | TV VEOPAR JOURNAL | OCTOBER 10 | adi-media.com | An ADI Media Publication

Casio.indd 22 10/18/10 12:34:37 PM

Marketing strategies project was on energy efficiency and life- Carrier cycle cost benefits for the customer. In the first quarter of the year, the company introduced a new brand iden- Distribution strategies tity on a global level that combines the The company believes that business is elements of a stylized green leaf with not just about products, but more about the existing turn to the experts tag line. people. Unlike other consumer durables This new brand identity represents our like televisions and refrigerators, that do longstanding commitment towards the not need regular service, air-conditioners environment, implemented across prod- are engineered items as automobiles are, ucts, services, and operations, and is a and require regular preventive mainte- clear indication of our commitment to, nance. Therefore, a strong service net- and focus on sustainability. work is a critical part of our marketing This focus is manifested in all of our strategy. We have an extremely strong activities. It includes developing prod- dealer distribution network, and this is ucts which are more sustainable, and our strength. systems, processes and procedures that Most of our dealers are sales and service adhere to the highest possible standards dealers, including over 600 dealers across of environmental appreciation. the country, of which 350 are Carrier- Krishan Sachdev For more than 20 years, Carrier has led exclusive dealers. We are also looking with sustainable solutions to advance to increase this number. We believe it is Director Marketing and energy efficiency and ozone protection, going to be a key differentiator when it Strategy: Krishan Sachdev while minimizing the environmental comes to providing service to customers impact of its manufacturing operations Company: Carrier Airconditioning & across the country. Refrigeration Ltd. This is an ingrained value that is cher- ished both by the company, as well as Corp. Off.: Narsingpur, Kherki Advertising and communication its people, and all actions and activities Daula Post, NH 8, Gurgaon- 122004, strategies Haryana have a direct linkage to this value that we profess and nurture. The new brand We believe a product, to a large extent, Tel: 91-124-4825500 identity is being used in all of our com- speaks for itself, and a person who has ex- Fax: 91-124-2372230 munications, be it advertisements, cata- perienced a good product will not only go Web: www.carrierindia.com logs, mailers, or websites, and aims not back to the same brand for a repeat buy, Ad Agency: Percept H Pvt. Ltd. only to convey our philosophy, but also but will also recommend the product and (MASH) to educate and make the populace aware brand to their acquaintances, friends, of the need to focus on sustainability to and family. What we have also seen is PR Agency: Percept Profile ensure a better tomorrow. that although penetration levels in India In terms of residential products, the com- for residential air-conditioning are quite pany continues to pursue its focus on en- low, there is a substantial amount of ergy efficiency and developing products repeat buying from customers who are with non-ozone depleting refrigerants. experienced and knowledgeable air con- The company launched a whole new ditioner buyers. People who have already range of products called Durakool Star purchased a Carrier air-conditioner look in the high wall category, which bear the forward to buying their second or third BEE five-star and four-star ratings. air-conditioner from Carrier. We believe In the commercial space, Carrier recently they will recognize a product not just by concluded a prestigious project with ITC the cost, but its overall value. Hotel Royal Gardenia. The hotel selected We are members of the Indian Green Carrier’s energy efficient non-ozone Building Council, and are actively in- depleting Evergreen® 23XRV screw volved with many of the green building chiller that achieves up to forty percent initiatives in the industry. We are part of more energy savings than the industry many green-focused trade bodies, events, standard, and has been installed in many and advertising. Our focus in communi- green buildings around the world. This cation is also along the same lines. The is the first hotel in Asia that achieved a commercial consumer is very discerning platinum green rating with the help of and understands the significance of such Carrier products. The main focus of the a focus on the environment as a whole, (Continued ...)

24 | TV VEOPAR JOURNAL | OCTOBER 10 | adi-media.com | An ADI Media Publication

Carrier.indd 24 10/18/10 12:33:44 PM

as well as a life-cycle focus to ensure the 80 percent in 2008. Carrier lowest overall cost of operation. The cost Toshiba caters to the premium end of the (continued ) of owning such a product in the long-run market. Toshiba and Carrier formed a is something that continues to influence highly successful worldwide joint venture buying decisions. for air-conditioning over 10 years ago. We will continue to focus on sustain- Inverter air conditioners, a technology ability moving forward, and focus on invented by Toshiba, forms a significant reaching our customers through various part of our Toshiba sales in India. We available media and other vehicles, ef- have a wide range of inverter-based fectively and efficiently. products, from high walls and cassette units, to the sophisticated, advanced Key achievements VRF product SMMS. Toshiba products Carrier India has been recognized for are in the ultra high efficiency range. In its commitment to environmental stew- fact, the highest energy efficiency 1.5T ardship. hi-wall, as per the BEE website, is a In the consumer goods manufacturing Toshiba five-star rated product. sector we have received the prestigious National Energy Conservation Award for Company’s vision three consecutive years (2007, 2008, and Carrier India’s vision is to be recognized 2009, respectively), with a citation of top as the leader of every segment we oper- rank in 2009. Carrier also won first prize ate in, by being customer-focused in in the manufacturers of BEE star labeled everything we do; delivering best-in- appliances (air-conditioner) sector that class products, as well as aftermarket was created in 2009, taking into con- service; being environmentally conscious; sideration the energy savings achieved establishing a performance culture through the sale of energy efficient ap- that respects human values and team pliances over a two-year period. work; and remaining embedded in our The National Energy Conservation core values regarding safety and ethics; Awards are bestowed by the Govern- thereby growing profitability ahead of ment of India through the Ministry of the market every year by making Car- Power and, Bureau of Energy Efficiency rier a preferred choice for all within the to recognize manufacturers that have HVACR industry. achieved excellence in energy conserva- We are a full-range HVAC company, with tion. The Energy Conservation Awards a focus on both the residential, as well have been recognitions of our focus on as the commercial segment. We are also sustainability in the country. focused on the retail, as well as dealer In 2009, energy labeling of products was channels. This unique status allows us to voluntary. However, of Carrier India’s offer products to all types of customers, manufactured residential products, over catering to all segments of the market as 95 percent were energy-labeled, up from a true expert in air-conditioning.

26 | TV VEOPAR JOURNAL | OCTOBER 10 | adi-media.com | An ADI Media Publication

Carrier.indd 26 10/18/10 12:33:45 PM D&M Premium Strategies, plans, and offerings At D&M Premium Sound Solutions, the Sound genesis of our existence lies in creating sound, and the customer always remains Solutions at the core of our activities. This faith is reflected in the name we gave ourselves. Head – Sales & Marketing: Somkant We are a fully-owned subsidiary of D&M Apshete Holdings, Inc., Japan. The D&M pre- mium brands include Denon, Marantz, Company: D&M Premium Sound Solutions Pvt. Ltd. McIntosh, Boston Acoustics, Snell, Cal- rec, and others. Corp. Off.: 504, Pentagon Tower 2, Formerly Philips Sound Solutions, our Magarpatta City, Hadapsar, Pune- global organization spearheads the 411028 development and introduction of ad- Tel: 91-20-66207621 vanced audio technology. State-of-the- Fax: 91-20-66207604 art research labs and highly automated Email: marketing.india@dm-holdings. production lines help us serve very high- com profile OEM clientele. Belonging to such Web: www.dmpss.co.in a pedigree in India too, we have brought innovation and entrepreneurship in ad- dressing local needs and coming up with market-winning products. This enables discerning customers to get everything they desire at the best value. Our unique proposition is in giving one-stop solutions to the customer. Innovative by instinct, we inspire design and get inspired by design. Decades of experience and competence in acoustics are reflected in the products we bring to life. Present in both the consumer, as well as the automotive segments, our product range comprises of home theater speaker systems, multimedia speaker systems (for desktops, laptops, MP3 players, and mobile phones), ceiling speakers, full range drivers and woofers, car head units, car amplifiers, and car speakers. Shortly, we also plan to launch an entire category, of home theater and multimedia speakers under the US premium brand name Boston for the mass market.

An ADI Media Publication | adi-media.com | OCTOBER 10 | TV VEOPAR JOURNAL | 27

DMPSS.indd 27 10/18/10 12:39:49 PM Strategies, vision, and achieve- and even on their balconies and terraces. Daikin The second area of excellence is technol- ments ogy, and continuous product innovation. India presents a very exciting opportuni- This year we have already launched eco- ty for business, and the air-conditioning nomic models, without compromising on segment is no exception. Changing life- technology, and now everyone can enjoy styles, disposable incomes, falling prices the comfort and calmness of Daikin air- of air conditioners, and the falling cost of conditioners. The third differentiator is running an air conditioner (which used our channel and customer service. With to be a major concern in the minds of 30 service centers manned by over 125 people), are all driving AC penetration. people, and a multi-lingual 24x7 call Air-conditioning penetration is poised to center, Daikin has changed the percep- grow from 3 percent in 2009 to 4 percent tion of air-conditioning after-sales service by 2012, and 5 percent by 2015. The in India. Daikin today, meets most of overall scenario seems to be extremely its installation requests within 12 to 24 positive for air conditioners. hours. The track record of field repairs, if As far as project business is concerned, required, is similar. We continue to work there has been pent-up demand, and to improve these efficiencies even further. Kanwal Jeet Jawa one always sees a lag effect coming into In addition to all of this, the company the project business. So, when the entire recently set up a new line for VRV ACs environment was very bad in terms of and chillers at its 40 acre Manesar plant. MD & COO: Kanwal Jeet Jawa economic conditions, commercial busi- The facility is a first-of-its-kind, state- Company: Daikin Airconditioning ness continued to do well, and thereafter, of-the-art facility, and is an engineering India Private Limited while the economy is being revived, the marvel. All of these initiatives will help Corp. Off.: 12th Floor, Building No. 9, demand is only getting better. Though us gain market share at a very rapid Tower A, DLF Cyber City, DLF Phase there was a slight dip in commercial busi- pace. We are leaders in many markets III, Gurgaon 122002, Haryana, India ness for a few months in 2009, now the around the world, and aim to be leaders Tel: 91-124-4555444 growth is again looking very healthy. in India as well. Fax: 91-124-4555333 This year Daikin is celebrating ten years Daikin India is expecting a major jump Email: [email protected] of excellence in India. 2010 is a year of in AC sales this year, led by a growth in emergence for the new Daikin India. Web: www.daikinindia.com split ACs. Overall, we expect to double From being a leader in the premium our sales this year. Ad Agency: Percept air-conditioning segment, we now aim Our core values have never changed over to become leaders in the HVAC segment the years, and will never change in the as a whole. future as well. Over the years, Daikin In- Daikin has identified three key areas of dia has dedicated itself to improving the excellence to differentiate itself. The first quality of life by developing innovative is the brand, which indisputably stands and eco-friendly technologies. Customer for reliability, trustworthiness, and has a satisfaction drives all of our actions, and premium image. Consumers are proud to we strive to establish Daikin as a brand display the brand Daikin in their homes, synonymous with trust.

28 | TV VEOPAR JOURNAL | OCTOBER 10 | adi-media.com | An ADI Media Publication

Daikin.indd 28 10/18/10 12:36:14 PM Marketing strategies to deliver an engaging and personalized Dish TV experience to its subscribers. Once again Dish TV is known for its dedicated setting a benchmark and redefining the customer focus, and we constantly en- business through service innovations and deavor to deliver sustained value to our the highest standard of customer service. customers through innovative product Being launched for the first time in the offerings and service initiatives. As the service industry, these services empower pioneer and undisputed leader in the Dish TV subscribers, and assure them Indian DTH industry, we are committed the best of services at their doorstep. to delighting our customers and offering innovations to enrich their TV viewing Key achievements experience. Dish TV maintains a 360 Dish TV has achieved the momentous 8 degree approach in marketing, with uni- million subscribers mark, and aims to form communication across media. We reach 10 million subscribers by the end at Dish TV firmly believe that innovation of this year. This is clearly the fastest is the key differentiator for our business, growth achieved by any DTH service and channeling it appropriately helps us provider in the country. Dish TV has to continuously deliver enhanced experi- always taken the lead in enhancing the ences to our customers. Dish TV offers value proposition of the DTH category by Salil Kapoor maximum entertainment options and introducing next generation value-added the largest content basket at an attrac- services and the highest standard of the COO: Salil Kapoor tive price point. Our aim is to provide customer delivery, thereby expanding the Company: Dish TV India Limited the consumers with the best of home DTH market. Corp. Off.: FC – 9, Film City, Sector entertainment and convenience, through 16-A, Noida 201301 UP great value propositions. Company’s vision Tel: 91-120-2599555, 2599395 Distribution strategies Dish TV has always stood by its prom- Fax: 91-120-2511186 ise of pioneering vision, adherence to Dish TV has equal presence across the quality, technological innovations, and Web: www.dishtv.in length and breadth of the country, and its breakthrough initiatives. Our philosophy Ad Agency: McCann Worldgroup TAG footprint covers all major cities, as well of delivering value and service excellence Ideation as the most remote areas such as Sia- to our customers, combined with strong PR Agency: Linopinion chen, and Ladakh. Dishtv has a sizeable business leadership has made Dish TV distribution infrastructure of over 1400 the largest DTH service provider in the distributors and 55,000 dealers across country. Dish TV has always been at 6600 towns–once again, the largest in the forefront of bringing innovative and the category. Dish TV is the only DTH path-breaking offers, creating industry platform that provides live television on benchmarks. The DTH segment has seen computers, in aircrafts aboard Kingfisher record additions, and we believe that this Airlines, railways, and in cars, buses, trend is likely to continue. Innovation ships, and yachts. is the key driver of Dish TV, and the Advertising and communication company’s strong commercial position is the result of consistent commitment strategies to advancing technologies. We’re winning Dish TV has taken another innovative in the marketplace, investing for the leap to reach its customers with a revo- future, and confident in the enormous op- lutionary service campaign – Call me and portunity that lies ahead. Every month, Home Pick service. For the first time in around one million subscribers are join- the service industry, the company will ing in the DTH platform. It is expected reach out to the customer instead of the that the country will overtake the US by customer calling the company. With this sheer numbers within the early part of unique service campaign, Dish TV strives the coming year.

An ADI Media Publication | adi-media.com | OCTOBER 10 | TV VEOPAR JOURNAL | 29

Dish TV.indd 29 10/18/10 12:38:23 PM Electrolux Marketing strategies Plans for the Indian market in the Our products are mainly designed around next three years (PE Electronics) the concept thinking of you, which means Electrolux will totally refurbish its our products are innovative, advanced, product range for the Indian market. Ltd. and easy to use, which helps the modern Our aim is to make our products more customer to manage multiple tasks with user-friendly with the introduction of ease. The Electrolux product range in- an international range in the Indian cludes refrigerators, washing machines, market. microwave ovens, and air conditioners. We will mainly accentuate key features, Company’s vision including DC inverter technology in Our vision is to emerge as one of the air conditioners, and the time manager leading brands in terms of preference series in washing machines. Electrolux and admiration by 2012. will target the mass premium segment by engaging the customer at multiple points like in-home, in-store, and out of home, through advertising in the electronic media and merchandising at retail outlets. Distribution strategies We are focusing on 61 MPV towns that Sajeev R will drive growth. We have only direct dealers in all 61 towns, and ensure that Chief Operating Officer: Sajeev R. our trade partners have high retention and profitability. To expand our reach Company: Electrolux, PE Electronics Limited we will also have a distribution-based network in other towns, coupled with a 5th Floor, Corporate Corp. Off.: rural strategy. Center, Opp Hotel VITS, Andheri Kurla Road, Andheri (East), Mumbai 400059 Advertising and communication Tel: 91-22-61171000 strategies Web: www.electrolux.in We want Electrolux home appliances to Ad Agency: Mudra Communications be the first choice for consumers. We will Limited launch Electrolux in a relevant, differen- PR Agency: Integral PR Services Pvt. tiated manner, and establish it as a pre- Ltd. mium player. We have roped in Sonam Kapoor as our brand ambassador, since she is a perfect fit for Electrolux. This will help us break clutter, and develop immediate brand recall. We are sure that with Sonam, there will be a far-reaching impact and greater awareness of our brand, creating positive buzz within the trade, customers, and the media, since she is a young, talented, and versatile actress. Our advertising campaign will be led by a TV commercial, and supported by strong presence in retail outlets.

30 | TV VEOPAR JOURNAL | OCTOBER 10 | adi-media.com | An ADI Media Publication

Electrolux.indd 30 10/18/10 5:22:43 PM

ETA O’General Company’s vision. The company plans to sell Sr.General Manager – Sales & 200,000 units by next year, and become a `1000 Marketing: N.K. Rao crore company in two years time. Brand: O’General ACs. Distribution strategies. ETA General’s aim is to Company: ETA General Pvt. Ltd. expand its distribution network into Tier 2 and Corp.off: 3rd Floor New No.63, Tier 3 cities. Sterling Road, Nungambakkam, Plans for the Indian market in the coming three Chennai-600034 years. With the introduction of star rating in India, Tel: 91-44-43402345 ETA General will come up with only top-class prod- Email: [email protected] ucts, having mostly five-star ratings, to cater to the premium segment customers. Single split inverters Website: www.generalindia.com N.K. Rao will play a dominant role in the next three years in Ad Agency: R. K. Swamy the Indian market, where customers are looking to have the latest technological machine with lower power consumption. In the window segment, we plan to launch three-star rated products in 1.5 T and 2 T capacities. Indesit Head-Sales & Marketing: N. Sriram Marketing strategies. All of our recently launched Brands: Indesit Home Appliances new models of washing machines, dryers, and dish- washers, come with Ecotime technology, which saves Company: ETA Star Appliances Pvt. water, time, and energy. Indesit appliances have Ltd. pricing points that are value for high performance, Corp. Off.: 3rd Floor, New No.71, Old. and also are energy efficient, reliable quality, and No.63, Sterling Road, Nungambakkam, come with an intense focus on after sales service. Chennai 600 034 Distribution strategies. ETA-Indesit will be focus- Tel: 91-44-43402345 ing on making a strong presence felt with premium Fax: 91-44-43402343 retailers across India, and extending quality service. Email: [email protected] We are planning to create Experience Zones in to con- N. Sriram Web: www.etastarappliances.com tinue exposing our wide range of Indesit products. Advertising and communication strategies. Our Ad Agency: RK Swamy focus is to create brand presence at the point of sale. This will be well supported through BTL activities. To increase visibility we would be using exhibitions, promotional event,s and seasonal ATL activities. Vestar DGM (Sales & Marketing): S. Upendra Marketing strategies. Vestar airconditioners come Brand: Vestar Airconditioners with one of the best features, with very efficient Japanese compressors. ESAPL will be introducing Company: ETA Star Appliances Pvt. chest-type freezers under the Vestar brand shortly. Ltd. Distribution strategies. ESAPL is already spread Corp. Off.: 3rd Floor, New No.71, Old. into sales and service dealers, as well as a dis- No. 63, Sterling Road, Nungambakkam, tributor network with already around 400 dealers Chennai 600034 across the country. ESAPL is planning to expand to Tel: +91-44-43402345 more than 600 dealers by the coming season, and Fax: +91-44-43402343 will also be focusing on retail networks. Specific Email: [email protected] focus shall also be given to enhance distribution S. Upendra Web: www.etastarappliances.com networks in Tier 2 and Tier 3 cities. Advertising and communication strategies. A Ad Agency: RK Swamy multimedia marketing campaign shall be under- taken through both ATL and BTL activities. These include print media, outdoor, road shows, digital space, in-shop branding, and POP/POS.

32 | TV VEOPAR JOURNAL | OCTOBER 10 | adi-media.com | An ADI Media Publication

ETA General.indd 32 10/18/10 12:41:41 PM Marketing Strategies for 2010-11 For the year 2010-11, JCT is looking at a JCT CRT market of 18 million, and the LCD The Indian CTV market crossed the 20 market is expected to cross 2.5 million. million mark during the year 2009-10. Our strategy will be to run both of our Out of this, CRT-based TVs were 18.6 lines to their optimum capacity. We also million, and LCDs were 1.8 million. In plan to launch, by the end of the year, 21- fact, India was the only country to clock inch Ultra Slim, which is now being intro- growth in CRT-based TVs, thanks to duced in the Indian market in a big way; the initiative taken by the Tamil Nadu while at the same time contining to meet Government, which provided televisions our commitments in conventional CRTs. free-of-cost to underprivileged sections of JCT plans to sell over four million CRTs society, for whom television is still prob- in 2010–11, with a full product range in ably the only source of entertainment. the small and medium segments. Major drivers were, of course, the grow- JCT has also added capacity to our ing Indian economy, the growing middle- electron gun and deflection yoke plant, income households, and penetration in in line with our increased CRT capac- the rural markets by CTV makers. ity and product range, to become cost Huge potential still remains to be tapped, efficient so as to be able to provide cost- as it is estimated that over 100 million competitiveness to our customers. households in India are still without a Deepak Dayal We will continuously work towards TV. further strengthening our relationship General Manager- In terms of size, small (14 and 15-inch) with all of our customers through new Marketing: Deepak Dayal TVs were about 30 percent, and mid (20 product innovations, product quality, and Company: JCT Electronics Limited and 21-inch) TVs were about 65 percent. better service. Address: Thapar House, 124 Janpath, The large-size share remained at a mod- The country can look to a much higher New Delhi 110001 est 5 percent. growth rate if the government stream- The Indian market also saw the introduc- Tel: 91-11-43534242 lines the CST, and VAT implementation tion of 21-inch Ultra Slim sets. Fax: 91-11-23367861 of the GST (which is a long-pending de- LCD televisions were introduced big Email: [email protected] mand of the industry) urgently. time, and sales were close to two million If the manufacturing sector has to grow, Website: www.JCTEL.COM units. This segment is now expected to there is a need to reexamine existing grow by over 60 percent this year. and proposed FTAs. We need to build JCT achieved sales of more than 4.2 mil- efficiencies and infrastructure to match lion CRTs during the year 2009 –10. China, which is our strongest competi- Our major customers were LG, Videocon, tor today. and Onida, among several others.

An ADI Media Publication | adi-media.com | OCTOBER 10 | TV VEOPAR JOURNAL | 33

JCT.indd 33 10/18/10 12:50:17 PM Marketing strategies launched our campaign for the tilted drum Godrej washing machine in major national and At Godrej, we are focused on strengthen- regional channels, with print support ing our premium-end franchise, by intro- across major newspapers throughout the ducing products that are technologically country. superior, and outstanding in terms of It is also worthwhile to mention our looks. While most of our recent product unique, new initiative this year—Godrej developments and new launches have Eon I AM Woman of Courage. Through been in the high-end segments, we also this platform, we recognize women see an opportunity to offer superior prod- who have shown courage in their lives, ucts in the mass segments, to upgrade stepped beyond the confines of the kitch- the existing customers from price-based- en, and pursued their dreams, despite purchase to value-based-purchase. adversity. In terms of categories, we will continue We will continue this momentum of high- to strengthen our leadership position in visibility campaigns throughout the year, the refrigerator segment, with focus on with innovative tie-ups, both in media the high-end frost free segment. Apart and ground activation, to provide a 360 from this, we will look for an acceler- degree presence of the brand, and garner ated growth rate in the air conditioner, the preferences of our consumers. Kamal Nandi washing machine, and microwave oven segments, where we have been witness- Key achievements VP-Sales & Marketing: Kamal Nandi ing exceptional value and volume growth We ended the financial year 2009-10 on Company: Godrej and Boyce Mfg. in the last two years. a high note, with a slew of new product Company Ltd. - Appliance Division Innovation in marketing, with multiple introductions, innovative marketing product launches, will define our market- Corp. Off.: Plant 11B, 1st Floor, LBS activities, and connecting with a larger Marg, Vikhroli (W)-400079 ing strategy this year base of consumers; and we are keeping Tel: 91-22-67961700/1800 Distribution strategies the momentum going this year, too. Fax: 91-22-67966066 This year, we have expanded our product Godrej, enjoys a strong distribution net- Email: [email protected] portfolio, both in terms of width and depth work across India – both in cities and across categories. We started the year Web: www.godrejappliances.com smaller towns. Our products are avail- with the launch of a new contemporary Ad Agency: JWT, Orchard able in more than 20,000 outlets across range of LED, LCD, and CRT televisions India. Apart from the sales network, PR Agency: Madison PR in the four states of Andhra Pradesh, our biggest strength in small towns is West Bengal, Kerala, and rest of Maha- the service support that we are able to rashtra. For the first time in India, we provide (even at the most remote cor- also launched the Game LCD TV. ners) through our network of more than Our Godrej Eon Digi Fresh refrigera- 400-plus Godrej Smartcare Authorized tors series has also been appreciated by Service Providers. both trade and consumers. We recently In modern trade, we have a well-es- launched the tilted drum washing ma- tablished relationship with the major chine, the first of its kind. The new Eon modern format retail brands across Ergoz washing machine brings the conve- the country like Next, Reliance Digital, nience of a top-loading washing machine, XCite, Future Group, and Woolworths. with the efficiency of a conventional front- We consider these associations as stra- loading washing machine. The key to our tegically significant ones because they success has been constant innovation to are not only opinion-making counters for connect with the ever-evolving consumers, today, but are also an important trade and offering them the relevant technology channel for tomorrow. they need. We have been effectively using Advertising strategies this approach in our product development front, and this has become an integral We will continue to invest in our new part of the company’s thought process, positioning Designed by Curiosity. We driving each and every action of ours. launched our new campaign for i-Fresh Godrej knows that innovation backed by refrigerators on the same platform, which strong consumer research is the key to was highly visible during the cricket creating products and services that give extravaganza, IPL. Very recently, we total customer satisfaction.

34 | TV VEOPAR JOURNAL | OCTOBER 10 | adi-media.com | An ADI Media Publication

Godrej.indd 34 10/18/10 12:46:00 PM

Marketing strategies Center. Through these experience cen- Haier ters Haier can put its premium products Haier is one of the fastest growing brands within reach of the customers. The Haier in India. A young brand with an expertise Experience Center is a one-stop high-end in technologically advanced products, destination where a consumer gets to the company is focusing on high-end walk around, interact with, experience, products which are designed and de- and learn about Haier products. Product veloped in various parts of the globe, demos at the experience center are aimed especially to meet the requirements of at enhancing the Haier brand, and its Indian consumers. This year Haier ad- strength and leadership across key con- opted an aggressive marketing strategy sumer durables and electronics segments. as a step to strengthen and combine our The experience center is an exclusive re- brand image in India. Haier unveiled a tail channel concept that merges quality new brand campaign titled, You Inspire and preferences for all product categories Us in the beginning of the year 2010. under one roof, and in return promises the The campaign was a tribute to the In- consumers a better and unique buying dian consumer, who has inspired many experience. Haier has set a target of 75 technological and innovative changes in stores to be opened by the end of this year. our products. There are over 4500 retail outlets selling Shanta Roy As part of its annual activities, Haier Haier products in India. will be sponsoring the only contest for Head-Marketing: Shanta Roy married women and reality series, Haier Advertising and communication Company: Haier India Gladrags Mrs. India 2010. On-ground strategies Corp. Off.: B-1/A-14, Mohan Co- and below the line activity is very im- operative Industrial Estate, Mathura portant to Haier, as this will ensure a In the beginning of the year, Haier Road, New Delhi-110044 complete showcase of Haier products unveiled a new brand campaign titled, You Inspire Us. The campaign was a Tel: 011-39496000/30674000 to the customers. With the onset of the festival season, Haier is planning to tribute to all the Indian consumers who Fax: 011-26971562 launch various consumer offers for their have inspired many technological and Email: [email protected] customers this season. This year Haier innovative changes in our products. In Web: www.haierindia.com has launched more than 25 new models June, Haier announced John Abraham Ad Agency: Arms Cresta nationwide, inspired by consumer expe- as their new brand ambassador. John will be featured across all brand commu- PR Agency: 20:20 MEDIA riences across product categories, as a step forward in achieving its ambitious nications, as well as product advertising growth plans. These include the ultra- for our wide range of consumer durables slim full-HD LED backlit TVs, and a and electronics products. Later this wide range of LCDs. Haier also launched year, Haier also launched an LED film a new range of bottom-mount refrigera- featuring the new brand ambassador, tors (BMRs) called the BMR Plus, new John Abraham, for the Fifa World Cup. models in Empress series refrigerators, The film shows our new LED TV, with side-by-side coupe refrigerators, deep real life images and stylish aesthetics. freezers, five-star split ACs, and a range As part of its advertising strategies of front and top-load washing machines. Haier has focused more on television for Haier has also launched the Tiana wash- advertising, as it is a medium which has ing machine, with near-zero pressure the highest reach amongst consumers. In technology. select cities, Haier has gotten aggressive with outdoor publicity. Distribution strategies Haier’s wide product range is designed to Plans for the Indian market in the cater to most customer requirements. To coming three years display and demonstrate its huge range, Haier plans to consolidate its position as Haier’s main focus is on its Haier Experi- a pioneer in path-breaking technology ence Centers and Zones. The company is innovation, combined with great empha- rapidly expanding its ground presence sis on customer care and requirements. through this. Haier today offers a host of world-class Haier has expanded its presence in the products, and has a presence in almost country with the opening of its Experience (Continued ...)

36 | TV VEOPAR JOURNAL | OCTOBER 10 | adi-media.com | An ADI Media Publication

Haier.indd 36 10/18/10 12:46:39 PM

all segments of home appliances and March 31) over the corresponding period Haier consumer durables. The company offers in 2009. The company has announced an (continued ) more than 125 SKUs to the Indian con- overall growth target of 200 percent in sumer, which are designed and developed 2010 over 2009. Haier achieved its 2009 keeping in mind the Indian consumer turnover of `350 crore by the month of requirements and lifestyle. Haier also May 2010, as a result of setting up an plans to launch a new range of products aggressive sales channel expansion for and foray into a new product category – its electronics and appliances business, small kitchen appliances such as blend- as well as expanding and consolidating ers, toasters, citrus juicers, and electric its after-sales service network across kettles. In the coming years, Haier plans the country. The initiative of Haier Ex- to launch new models of LCD/LED TVs, perience Centers and Haier Experience refrigerators, and washing machines. Zones has started paying off. There is a We also plan to launch our 3D LED TV substantial increase in sales of high-end in India. Haier will introduce laptops products. and cameras in the coming months. Premium mobile handsets are also in the pipeline. Company’s vision Our vision is be the most admired brand Key achievements in India, providing innovative, state-of- As part of its aggressive market strategy, the-art, user-friendly products of lasting Haier registered a robust growth of 216 value to our customers, to make their percent in the first quarter of 2010 (ended today better than yesterday.

38 | TV VEOPAR JOURNAL | OCTOBER 10 | adi-media.com | An ADI Media Publication

Haier.indd 38 10/18/10 12:46:40 PM Marketing strategies target customer in mind. The media mix Hitachi includes TV, newspapers, magazines, At HHLI we work to create a differenti- outdoor, Internet, and BTL activities. (HHLi) ated, unique, and premium brand image. We have focused our approach on mar- Plans for the Indian market in the keting planning, which takes the shape of an integrated marketing communica- coming three years tion, including mass level and ground One of the major shifts for this year is to level promotion. enter into the mass-premium market. Today, HHLI has positive and strong We have already taken a step toward it brand equity. We are creating value for by launching KAZE, a split AC brand for our brand by giving a different experience Tier 2 and Tier 3 markets. This model to the customer through a combination will help in reaching out to those custom- of many small steps at every level, be it ers from middle level income groups who product, mass advertising, or showroom are aspiring to own Hitachi products. We level promotion. are emphasizing increasing our presence Innovation is the key aspect of HHLI’s through an exhaustive network, with an business strategy. HHLI keeps on in- increase of 25–30 percent, and focus on novating and introducing best-in-class Tier 2 and Tier 3 towns. products to the Indian market every year. HHLI’s main focus is on high-end Key achievements Gurmeet Singh products. Our global experience helps We inaugurated our third plant in Kadi, us marry the best of international stan- Gujarat in August of 2009. The new facil- Head - Sales & Business Planning, dards and local needs, to have excellence ity is spread on a plot of 85,000 square Vice President: Gurmeet Singh in products and services. meters, with approximately 35,000 square meters of industrial shed. The Company: Hitachi Home & Life Distribution strategies new plant was built with a CapEx of `50 Solutions (India) Limited Major emphasis will be placed on all crore, and is equipped with advanced Corp. Off.: Hitachi Complex, Karan of the Tier 2 and Tier 3 towns through machinery and testing labs. With this Nagar, Kadi, Mehsana-382727, exhaustive network reach by appointing new plant our production capacity will Gujarat new distributors. Currently we are pres- increase to 4 lakh units per annum. ent in more than 250 towns across the HHLI always provides high-quality and Tel: 91-2764-277571 country, at all of the premium retailers, highly energy efficient AC. Last year 79 Fax: 91-2764-233425 including big retail chains. percent of the Hitachi split aircondition- Email: [email protected] ers sold were five-star rated. Advertising and communication Web: www.hitachi-hli.com strategies Company’s vision Ad Agency: Bates 141 In order to pass on a living environment Inspiration, trust, and continual innova- blessed with nature to the next genera- tion are the core values that drive our tion, HHLI will maintain close contact brand. All of our innovations are India- with the Lifestyle Zone in striving to specific, coupled with the high quality, contribute to the quality of life. advanced technology, and trust that give With increasing standards of living, the us an edge over the others. This year we need for premium and technologically introduced another innovation, Direct advanced products with unique and dif- Efficient Technology, in all of our air- ferentiating images is rising. Hitachi conditioners, which makes them sensible believes in inspiring the next; this state- and intelligent, and provides high energy ment embodies Hitachi’s commitment to efficiency, efficient and silent cooling, and continue to inspire coming generations consistent comfort. We have introduced with the latest products, systems, and a new range of split AC—i-TEC (Tr. 1.5) services, for a more vibrant and better based on DC inverter technology, and society. It is also an expression of our ACE Followme (Tr. 0.9, 1.2, 1.5 & 2.0). In strong commitment to boldly face what- the duct segment, Hitachi has the Takumi ever new challenges the times bring us series, which is one of the best products – whatever comes next. Hitachi intends to with the best specifications among brands be the catalyst for a changing society. As in the Indian market. All of our commu- society changes, so will Hitachi. nication strategies are made keeping our

An ADI Media Publication | adi-media.com | OCTOBER 10 | TV VEOPAR JOURNAL | 39

Hitachi Home.indd 39 10/18/10 12:49:34 PM Marketing strategies LG’s role in human lives, as a brand that LG enriches lives through its innovations To drive home the core brand proposition and positive energy. of enriching lives through technology, LG Electronics launched its new com- Distribution strategies munication theme under the Life’s Good In keeping with its commitment to re- umbrella Let’s Create a Wonderful Life. define retail standards in the Indian con- This resulted in gains for the brand in sumer durables industry, LG Electronics awareness and preference across the has launched its exciting brand shops board. Continuing its marketing initia- across India. The LG Shop aims to offer tives behind sports, LG Electronics, in an experiential journey into the complete association with ICC, announced the digital lifestyle product range of LG, and third edition of their Lead XI campaign, serve as a one-stop-shop for all the digital which was created to promote national needs of a household. spirit among children, and realize their Taking concrete steps to effectively cap- dreams of walking with their cricket ture the growing organized retail market, heroes to the ground. The campaign and redefine standards for digital lifestyle focused on the young Indian talent, and retailing, LG is setting up a chain of ex- presented India’s future stars on a global clusive premium showrooms all across the L.K. Gupta platform. With this, LG India promotes country, and has chalked out a roll-out the feeling of nationalism and provides plan to implement the LG Brand Shop CMO: L.K. Gupta the opportunity for kids to be stars in experience across various cities. Company: LG Electronics India Pvt. their own right. It has been our endeavor to create a store Ltd. In addition to this, LG Electronics that will not only stand out, but also made a phenomenal success in its latest Corp. Off.: Plot No 51, Udyog Vihar, showcase the values of the LG brand. Surajpur Kasna Road, Greater Noida- initiative, Para Football, carried out in Our retail strategy is to be where our 201306 Eastern India to celebrate the spirit of customers are, instead of being present football whilst the FIFA World Cup was Tel: 0120-2560900 in the conventional electronics markets. being viewed all over the nation. LG’s Email: [email protected], The LG Brand Shop has been conceptual- association with Para Football is an ex- [email protected] ized as the ultimate retailing experience tension of the company’s worldwide focus Web: www.lgindia.com that synchronizes with our international on promoting sports, and encouraging a image of innovation, quality, and excel- Ad Agency: Rediffusion Y & R healthy and active lifestyle. LG empha- lence. At present we have 1000 brand PR Agency: LG ONE & Corporate sizes product innovations, strong brand shops in the country, and by the year’s Voice | Weber Shandwick power, and market leadership; and aims end we will have 1200 shops. to continuously support sports through innovative initiatives and campaigns. Advertising and communication In order to take a step forward by fur- thering their CSR association with en- strategies vironment friendly initiatives, LG spon- LG’s advertising and communication sored Green Ride in the biggest cyclothon strategies rest on current users sharing event taking place in New Delhi. LG their brand experience, and helping it Green Ride was a mass-mobilizing ride build positive WOM through this ap- where LG called upon thousands of en- proach. The presence in digital media will vironmental enthusiasts to ride bicycles provide a presence in a more contempo- to proclaim their support for a greener, rary medium to build the brand along all cleaner environment; and did its bit to stages of the consumer purchase cycle. spread awareness about creating an eco- LG’s advertising and marketing spending friendly and eco-conscious society. is `750 crore, and it is planning to grow Aiming to be an aspirational brand, LG revenues on an average of 30 percent for planned to reinstate the intrinsic quali- the next two years. ties of innovation, fun, style, youth, and health, while not undermining the exist- Plans for the Indian market in the ing strength of reliability. Therefore, it coming three years launched a full-fledged brand advertising We at LG believe that India can become and marketing TV campaign with the tag one of our largest markets. India is a line Life’s Good. The campaign explored (Continued ...)

40 | TV VEOPAR JOURNAL | OCTOBER 10 | adi-media.com | An ADI Media Publication

LG.indd 40 10/18/10 12:51:19 PM diverse market and customer needs reassurance. LG here are unique. We introduced Stars (continued ) of India—a product range under Indian Company’s vision insight-based products, which were very LG Electronics pursues its 21st century well received. Now, we are beginning vision of becoming a true global dig- a customer insight program, based on ital leader, ensuring customer delight which we will launch a new product worldwide through its innovative digital platform in 2012. products and services. Going forward, LG India will synergize all activities in keep- Key achievements ing with the global vision of becoming It is due to sheer marketing persistence globally, one of the top three players in and persuasiveness with customers, all business areas by 2010. As such, LG along with offering the best of products Electronics is embracing the philosophy meeting global standards, and innovative of great company, great people, where marketing campaigns, that LG has been by only great people can create a great named the Best White Goods Company company; and is pursuing two growth at the ‘Awaaz Consumer Awards 2010. strategies involving “fast innovation” LG has also been acknowledged as the and “fast growth”. Likewise, LG seeks Brand of the Year by Brandwagon, by to secure three core capabilities - prod- The Financial Express, in January of uct leadership, market leadership, and this year. people-centric leadership. In addition to this, LG Electronics re- LG’s top priority in 2010 is to maximize cieved the first position in the consumer customer satisfaction and heighten the durable category in the Brand Equity competitive edge of its flagship products. Most Trusted Brands Survey 2010, in Its endeavour is to innovate and create September 2010. The Survey identified products which are in sync with consumer the most trusted brands that are not sentiments. LG has earned a premium just the most familiar, but those that brand positioning, and is the acknowl- consumers believe provide quality and edged trendsetter for the industry.

An ADI Media Publication | adi-media.com | OCTOBER 10 | TV VEOPAR JOURNAL | 41

LG.indd 41 10/18/10 12:51:19 PM Lloyd Marketing strategies Advertising and communication The core strategy for marketing Lloyd strategies products is essentially delivering a full In the past, we have focused heavily on range of products to suit every price point, BTL activity, where most of our focus and backing them up with unmatched was given to in-shop branding, and after-sales service. To execute this strat- point-of-sale collateral. However, having egy, in the summer of 2010 our consum- appointed R K Swamy BBDO Pvt. Ltd. as ers witnessed three, four, and five-star our communication partner in January, split air conditioners, along with our 2010, we felt that we should also increase unique sliding range of air conditioners; the brand awareness, and hence, have which were also then advertised in the put in some investment in the electronic electronic media on channels like CNBC media as highlighted above. In fact, for Group, NDTV Group, and Sony. Within the forthcoming festival season we have the three star category, there were three produced a 40-second TVC by appointing series - Ivory, Ethereal, and Mauvian. eminent film producer Pradeep Sarkar, All of these series were equipped with all who has brilliantly executed our brand capacities - 0.8, 1, 1.5, and 2 tons. This film showcasing the marketing tagline gave the consumer an extremely wide Nipun Singhal pride comes standard with Lloyd. choice of differential products to choose We have also launched a new range of from, to suit his interior design tastes LCD/LED through dealer meets across President: Nipun Singhal and his pocket. In the five-star category India. Our launch of new LCDs in 24, 26, Company: Fedders Lloyd Corporation we launched the Claret, which was an and 32-inch sizes, and our new launch of Limited aesthetically superior indoor panel with LED in 32, 40, and 46-inch, have made Corp. Off.: Plot No. 2, Kalkaji a floral design that delivered five-star ef- us join the elite quality of a few brands, Industrial Area, Kalkaji, New Delhi- ficiency, and had the highest EER within and we are proud to launch 3D LED in 110019 the five-star categories. a 55-inch size. Tel: 91-11-47100666 In the case of LCD TVs, we offer every We at Lloyd believe that our product is screen size Wherein some of our models Fax: 91-11-26425717 our hero, and therefore in order to exhibit we have a differential product, through Email: [email protected]; the product, we are displaying our full which the customer can directly plug th [email protected] range in 25 malls between October 8 and play digital cameras, handy cams, and November 5th across India. These Web: www.mylloyd.com mobile phones, laptops, game consoles, experimental marketing efforts will Ad Agency: R.K. Swamy BBDO Pvt. and most importantly, can run all video further help the customers to recognize Ltd. format through USB pen drives. the superior designs, aesthetics, fit feel To exemplify our commitment towards finish, and product differentiation in our after-sales service, we are privileged entire range of AC, LCD / LED, bread to inform our readers that our’s is the makers, garment steamers, and clothes Key achievements only company wherein the customers dryers. In both air conditioners and can login their complaints through our LCD, our brand and products toll-free number, and also through our Plans for the Indian market in the were highly appreciated by website www.mylloyd.com coming three years both trade partners and cus- With the success of our air conditioner tomers, which led to a jump Distribution strategies sales in the summer of 2010, we are now of 350 percent in total sales Once again, there is continuity in our clearly looking at the number four posi- over the past years. This has strategy of low penetration and high tion in 2011, behind LG, Samsung, and delighted us, and given us retention. Our dealer base has grown Voltas; and we will definitely be among the confidence to achieve our in leaps and bounds across India, and the top-five next year. plans. the core reasons for this are our product For the LCD category we are looking to quality, product range, after-sales ser- scale up to 100,000 LCDs in 2010, and Company’s vision vice, and dealer margin, which, according double that number in 2011, with an in- Our company’s vision is to be to our trade partners, are the highest creased focus on LED rather than LCD. among the top five brands in in the industry. We will continue with the consumer durables cat- this strategy, and most likely will never egory. change this wining formula.

42 | TV VEOPAR JOURNAL | OCTOBER 10 | adi-media.com | An ADI Media Publication

Lloyd.indd 42 10/18/10 12:52:05 PM Markson (SNR) Marketing strategies Plans for the Indian market in the In the present scenario, Markson is em- coming three years barking upon a strategy to reach and tap The company is planning its foray into into Tier 2 and Tier 3 cities. It has be- the home appliances segment. So far, come very difficult to operate in metros or two semi-automatic washing machines, in big cities due to high advertising (ATL/ having exclusive features and imported BTL) and promotional activity costs, and bodies, have been introduced in the heavy expenses for sales and distribution market, and the response has been operations. The after-sales-service costs overwhelming. Riding on the success of are also very high due to high levels of these washing machines, the company servicing offered by big companies, which is planning a grand entry into the white cannot be matched without having a goods segment by introducing a new huge volume of sales. range of washing machines (semi and fully automatic), microwave ovens, and Distribution strategies air-conditioners. Refrigerators will be Markson has now entered into new mar- introduced in the next fiscal year, as the kets like Bihar, Chhattisgarh, and N.E. company is currently in the final stages states, and is planning very shortly to of signing a technical collaboration with Vijay Sharma start operations in Orissa and M.P. world-renowned compressor manufactur- Other than the traditional distribution ers in China. President-Sales & Marketing: Vijay network, the company is also planning to Sharma enter modern trade through retail chains and online business. Company: SNR Electronics Limited Address: 378, FIE, Patparganj, Delhi- 110092 Tel: 91-11-22157662-63-65 Fax: 91- 11-22157665 Email: [email protected] Web: www.markson.in Ad Agency: Foresight Communication PR Agency: Foresight Communication

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SNR.indd 43 10/18/10 1:04:51 PM Mitashi Marketing strategies Plans for the Indian market in the Globalization has made the Indian coming three years market a very competitive one, and the Mitashi has two main goals for the com- Indian consumer has many needs and ing three years. The first is within the many faces that differ drastically from gaming division. Since the Indian gaming region to region. The only way to survive industry is expected to grow 32 percent and grow in such a market is to put the at `3100 crore by 2014, and the console customer first in every plan, and deliver gaming industry in India is expected to the best value for their hard earned grow at a CAGR of 19 percent from `580 money and lifestyle needs, coupled crore in 2009 to `1160 crore by 2014, we with the best after-sales service. We at plan to become even further immersed Mitashi are always looking to do just in our activities surrounding the gaming that. This message is the core of all of world. Mitashi will continue to innovate our strategies, and is what has allowed and introduce cutting edge games to Mitashi to slowly and steadily establish keep the Indian youth on the edges of itself as a force to be reckoned with in their seats. the electronics industry, and a leader in Our second goal is to be the third or the gaming industry. Ajay Sharma fourth preferred and trusted choice Distribution strategies amongst consumer electronics brands. Vice President: Ajay Sharma Our distribution strategies and methods Key achievements Company: Mitashi Edutainment Pvt. revolve around five main facets: Our company has reached a multitude of Ltd. llThrough distributors; achievements in recent times. In terms of Tel: 91-25-006661 llThrough direct sellers; infrastructure, we opened regional offices Fax: 91-25-006660 llThrough modern organized retail; in Kolkatta, Bangalore, Mumbai, and [email protected] soon, Delhi. Our service infrastructure Email: llThrough E-commerce; and Web: www.mitashi.com has 37 service centers currently, and by llThrough corporate. the end of the year we expect to have 62 Ad Agency: Origin Beanstalk We have collaborated with Ingram Micro service centers across India. The product PR Agency: Icpar (Planman Marcom (a US Fortune 500 company) for distribu- line we offer has maintained a strong Consultants) tion and SCM operations. presence and equally strong amounts of We have also set targets to have 1000 dis- business through all modern organized tributors and 100,000 dealers by 2012. retail formats. Also, the brand has achieved high acceptability across all Advertising and communication major online partners, and we are fast strategies growing as the brand to gift across the We are going big this year with the corporate sector. launch of LED and LCD televisions, Company’s vision high-end sound systems, and top-of-the- line DVD players. In the gaming arena Our vision is to become India’s most we are launching a completely upgraded trusted brand. range of the already popular portable games, along with some amazing virtual gaming in the form of Isports Pro. With aggressive ATL plans involving the top newspapers across every region of India, and premium TV channels, com- bined with simultaneous store-level pro- motions, backed up with heavy reminder advertising through magazines, SMS, emails, and websites, we are ensuring 360 degree visibility, and plan to make this year a high volume, high intensity year for Mitashi.

44 | TV VEOPAR JOURNAL | OCTOBER 10 | adi-media.com | An ADI Media Publication

Mitashi.indd 44 10/18/10 12:52:48 PM

MOSER BAER Marketing strategies Advertising and communication Technology changes its face everyday, strategies and success largely revolves around how Our communication strategy has been to soon one identifies the new change. At target the tech-savvy youth of India. The Moserbaer, our constant focus has been brand slogan Experience the Ultra Life to map the ever-so-dynamic marketing has been conceptualized to relate to the trends, and launch products that are the aspirations of today’s youth. Our primary latest on the technology front, in order to consumer is one who thinks different, be a part of the consumers’ consideration and is willing to try out new products. set. Keeping in line with this, we have And hence, all of our communication has constantly launched innovative and styl- been built around this line. ish products. The latest addition to our Over the last year, a major focus has portfolio has been the launch of new LCD been on an innovative and tactical com- models in the sizes of 42-inch, 32-inch munication strategy, in order to increase and 24-inch with the USB video port for the RoI. A strong print campaign, coupled easy access to video playback. Marketing with participation in various electronics strategies of Moserbaer largely revolve exhibitions and dealer-level visibility around providing the latest technology across India are the main focus. Rajiv Kenue at affordable prices to the masses. Plans for the Indian market in the Vice President Consumer Distribution strategies coming three years Electronics: Rajiv Kenue A strong distribution is a must in order As the trend has been, Moserbaer will Company: Moser Baer India Ltd. to complement the marketing strategies continue to develop newer and innovative Corp. Off.: 43B, Okhla Industrial Area, one undertakes. Hence there has been a technology products. Our efforts will be Phase – 3, New Delhi – 110020 constant focus towards building an effec- towards developing a differentiated prod- tive and efficient distribution channel. Tel: 91-11-40594500 uct at an affordable price, and to improve We have started manufacturing LCD Fax: 91-11-40594599 customer satisfaction levels by providing TVs at our plant in Noida. Currently, Mo- Email: [email protected] strong service support. ser Baer Consumer Electronics operates Web: www.shop.moserbaer.in through one national distributor, Ingram Key achievements Ad Agency: OMD Micro India Ltd. Given our trusted brand We have started manufacturing LCD TVs PR Agency: Corporate Voice Weber image, we have been able to garner the at our plant in Noida. Further, we have Shandwick support of large format retail stores, such as Croma and Reliance, along with been successful in penetrating the major partnering with the key local players in metros and Tier 2 cities. Tier 2 cities. We have also moved a step We have significantly expanded our ahead in retailing by opening ten exclu- service network, with over 500 service sive showrooms—Moser Baer Ultralife, points nationwide. and by starting our e-commerce portal, Company’s vision which has received good response from the online buyers. Currently we execute Touching every life across the globe our business through 2500-plus dealer through high technology products and points. services.

46 | TV VEOPAR JOURNAL | OCTOBER 10 | adi-media.com | An ADI Media Publication

Moser Baer.indd 46 10/18/10 12:53:17 PM Marketing strategies move tough dirt. To address this concern, onida (MIRC) we have launched Sparkle, the world’s As Onida completes 30 glorious years, first washing machine with an in-built this year is very special for us. On this brush. It ensures that you get the quality occasion, we have launched a range of of hand-washing, with the comfort of a innovative products across various cat- fully-automatic washing machine. egories. All of our products are a result Our Speedcool range of five-speed i-cool of our strong customer understanding— air conditioners provide instant cooling, their needs, aspirations, and desires. For and are already one of the top-selling a holistic consumer understanding, we ranges in the industry. Moreover, given observe people in their natural environ- the widespread concern of power con- ments, using the products the way they sumption, i-cool comes with a five-star would normally use them in their daily rating, and shows the actual savings (in lives. This leads us to develop powerful rupees) of a user’s electricity bills, while insights that form the cornerstone of all giving a pleasant cooling experience. of our product innovations. Across categories, Onida believes in We observed that in today’s fast paced consumer-relevant innovations that lifestyle, most high-end consumers are make technology friendlier to people, constantly engaged with one or the other especially Indians. This will remain our screen—mobiles, computers, gaming or Sriram Krishnamurthy guiding philosophy as exemplified in our TVs—leading to fatigue and soreness in advertising tagline Tumko dekha to yeh their eyes. Arising from this insight, we Vice President - Sales Marketing, & design aaya. Service: Sriram Krishnamurthy have launched the world’s first LED TV Company: Onida (Mirc Electronics with i-Care technology that protects eyes Distribution strategies from harmful UV Rays, is reflection and Limited) Our distribution strategy is a mix of in- glare-proof, and is also ten times tougher Corp. Off.: Onida House, G-1, MIDC, creasing our penetration by developing than normal LCD TVs. All this, while Mahakali Caves Road, Andheri (East), new billing points in semi-urban and rural ensuring full HD picture quality, crystal Mumbai – 400093 markets; ensuring addressability by focus- clear sound, full connectivity options, and Tel: 91-22-28201998/28200435 ing on key models in each category, and a fantastic aesthetic design. Thereby, increasing the extraction of the focused Fax: 91-22-28236475 we ensure the viewer has a pleasurable models per-dealer across the country. The Email: [email protected] viewing experience with no worries. mantra is to ensure we cover every dealer Web: www.onida.com Given the huge penetration of USB (in our ever increasing network) with drives and mini/micro memory cards in Ad Agency: McCann Erickson every product, every time. For secondary the country, we introduced Movie TV— PR Agency: Hanmer MS&L sales, we support our network through India’s first color television with a full Communications Pvt. Ltd. participation in exhibitions and in-shop USB 2.0 port that can play movies, pic- displays. Besides this, we keep our net- tures, and songs stored on pen drives. work partners engaged with regular and Indian consumers still prefer traditional attractive trade schemes. We have also cooking to more convenient microwave developed a strong pan-India, on-ground cooking, especially for Indian food. They activation team to facilitate tertiary sales also relish various regional dishes from to ensure proper product placement and other parts of India, but are not comfort- implementation of point-of-sale mate- able cooking those dishes. We addressed rial. Our in-shop demonstrators are well this concern by introducing the Black trained to handle all on-ground customer Beauty microwave oven with specially enquiries and convert them into sales. designed 123 Indian auto-cook touch Our daily sales tracking of each counter menus. So, now it is easier for a North across our network ensures a strong Indian to enjoy idli, dosa, and sambhar, target-oriented achievement. while a South Indian enjoys making mutter paneer, and dhokla, at the touch Advertising and communication of a button. We observed that Indian housewives strategies still brush clothes, especially collars Our brand strategy is a reflection of the and cuffs, before loading them into their needs of today’s consumers. As India washing machines. This is because they has a huge growing youth population, believe that brushing is essential to re- (Continued ...)

An ADI Media Publication | adi-media.com | OCTOBER 10 | TV VEOPAR JOURNAL | 47

Onida.indd 47 10/18/10 12:53:47 PM addressing their ever-changing needs address the needs of different segments onida (MIRC) and aspirations is our constant endeavor of the population. Similarly, given the (continued ) across all of our communication. To that low penetration of the AC category in the effect, while our products deliver supe- country, the split AC category will see a rior functionality and design, we provide huge impetus among the upper-middle, thoughtful features that are relevant and middle class sections of the popula- to our consumers. All of our campaigns tion. Moreover, given the weather condi- are a result of a rigorous insight genera- tions, AC as a category will move from tion exercise, that leads to relevant and being a luxury to a necessity product in persuasive communication. In terms of the Indian middle-class household. execution, we clearly stand out due to A huge existing and growing youth popu- our edgier, clutter-breaking, yet simple- lation of the country makes mobile one of to-comprehend communication. This the most lucrative categories in the com- ensures longevity and a high-brand ing years. Though there are a large num- recall for most of our campaigns. All of ber of players in this category, primarily our key product launches are promoted home-grown, there will be a consolidation through extensive 360 degree marketing in the near future. There will be a need campaigns, including traditional, online, to offer innovative, relevant features, mobile, and innovative POS mediums. beyond the current price-value offering, to cater to the different segments of the Plans for the Indian market in the population. coming three years Given the above potential, we have With rising disposable incomes, we see made heavy investments on the R&D LCD, AC, and mobiles as the three clear front, to offer differentiated and quality growth drivers for Onida in the Indian products. market for the next two to three years. Company’s vision While there will be a huge segment of the population that will be upgrading from Our vision is to have profitable and sus- CTV to LCD, there will also be a need to tainable growth, through commitments offer products with unique features to to quality and continuous innovation.

48 | TV VEOPAR JOURNAL | OCTOBER 10 | adi-media.com | An ADI Media Publication

Onida.indd 48 10/18/10 12:53:47 PM Marketing strategies OSCAR Our focus, in the future, is on Slim TV and LCDs. During the festival season, (Kevin Infotech) we plan to grow our numbers in LCDs. Value-for-money continues to be the driving force Distribution strategies We have extended our reach into the core areas in North and East India. Our distribution has expanded to cover an additional 500 dealers in the last year. Advertising and communication strategies We are regularly in the print media and at various points of purchase. Plans for the Indian market in the coming three years Kishan Kalani We plan to focus on the Slim and LCD segments, and anticipate a big growth in COO: Kishan Kalani the next three years. Company: Oscar International Limited Corp. Off.: E-41, 42, Sector 8, Noida, Key achievements UP - 201301 We continue to dominate the value-for- Tel: 91-120-2424686, 2424965 money segment, and have grown by over Web: www.oscargroup.co.in 10 percent over the last year. We have Ad Agency: The Base also entered into the mobile business, and anticipate a large growth in this segment. Company’s vision Our vision is to have both horizontal and vertical expansion. We have entered into the mobile business, and plan to leverage our vast distribution network to grow this business.

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Oscar.indd 49 10/18/10 12:54:14 PM Marketing strategies decision. To address the latent demand, Panasonic not just in the metros, but across the Our marketing strategy comes from length and breadth of India, we are our belief that emerging countries will rapidly expanding the availability of our drive growth in the world economy in products, both through exclusive, as well the coming years. Success in India is as multi-brand outlets. indispensable to the future growth of For exemplary after-sales service, we the company. have Panasonic Service Plazas and One Considering the diversity of the Indian Stop Service Centers all over India. market, we are focusing equally on the Panasonic Service Plazas are large and high-end Tier 1 markets, and the high- comfortable service centers to provide volume Tier 2 and Tier 3 markets. In service and spares for high-technology line with this, we have been continuously Panasonic products to our customers in launching products suitable for both a comfortable ambience. markets. Our endeavor is to become the most trusted brand in India across all Advertising and communication consumer segments. Part of our marketing strategy is to strategies introduce to the Indian consumers the The products deploying cutting-edge Manish Sharma cutting-edge technologies, just as these innovative technologies are our biggest are launched globally. For instance, we strength. Hence, our communication em- Director Marketing: Manish Sharma have introduced end-to-end Camera to phasizes the technological advantages, Company: Panasonic India Private Couch 3D solutions—Panasonic products reliability, and quality of the products. Limited for 3D program making, editing, and We utilize our association with Bollywood Corp. Off.: First Floor, ABW Tower, display for final viewing by the audience. stars in creating excitement and high IFFCO Chowk, Sector 25, Gurgaon - Another example is the launch of the brand recall among consumers. We have 122001, Haryana Inverter range of air conditioners and Ranbir Kapoor as the brand ambassador for our Viera range of TVs, and Katrina Tel: 91-124-4596600 refrigerators—Panasonic’s proprietary inverter technology cuts power consump- Kaif as our brand ambassador for home Fax: 91-124-4596625 tion up to 20 percent. appliances. To also promote and educate [email protected] Email: We follow the principle that local profes- consumers on the concept of Eco Ideas Web: www.panasonic.co.in sionals, who know the local environmental and the way Panasonic works towards a Ad Agency: IBD Percept – Creative; conditions best, must play a leading role greener tomorrow, we have Dia Mirza as Denstu (HA product-line creatives); in product planning and design. We also our brand ambassador. Allied Media ( media duties) extensively research the lifestyle choices We are also associated with cricket and PR Agency: Publicis Consultants of consumers in India, to localize from football through the Delhi Daredevils and among our wide range of products. For the All India Football Federation, to en- instance, we have introduced volume courage the sport at the grassroots level. products like a 32-inch LCD television with These associations will help us reach-out powerful sound, which has been specifi- to Tier 2 and Tier 3 cities. cally designed for the Indian market, and We employ a mix of television and out- small-screen LCD televisions to provide an door advertising, road shows, and in-shop upgrade opportunity for consumers. displays in our communication with the We have signed noted Bollywood actors consumers. as brand ambassadors, which have been instrumental in creating excitement, Plans for the Indian market in the and high levels of brand recall among coming three years consumers. Also, we support the sports of We are aiming for a turnover of US$ 2 football and cricket to encourage them at billion in the year 2012. We are targeting the grassroots level, and also penetrate high growth in flat panel televisions, air into Tier 2 and Tier 3 markets. conditioners, refrigerators, washing ma- chines, and cameras. By 2012 we shall be Distribution strategies investing US$ 300 million (about `1400 Our distribution strategy comes from crore) in establishing manufacturing fa- our premise that the consumer should cilities for air conditioners, refrigerators, be able to experience the wide range of and washing machines. Panasonic products before a purchase (Continued ...)

50 | TV VEOPAR JOURNAL | OCTOBER 10 | adi-media.com | An ADI Media Publication

Panasonic.indd 50 10/18/10 12:55:09 PM We shall also increase our infrastructure na, and there are plans to open more Panasonic to support growth, by increasing our across India. (continued ) branch network, distribution and retail llAs part of our global Eco Ideas initia- networks. We are aggressively focused tive, we have undertaken the Pana- on expanding the footprint of after-sale- sonic Global Eco Learning Program in service centers across India. India to promote eco-education among youth, to sensitize them towards the Key achievements environment. We have rolled out our llPanasonic in India registered sales of ecos’kool program to reach out to stu- `2200 crore in FY 2009, and we are dents in 100 schools across seven met- estimating sales of `3200 crore in FY ros initially. 2010. llWe have launched Sound for India to Company’s Vision take Panasonic’s Viera range of TVs We are working towards becoming the to 70 cities, and reach consumers number one green innovation company across the length and breadth India. in the world, and the most trusted brand With melody being such an integral in India by 2018. We will make the en- part of everyday life in India, Sound vironment central to all of our activities, for India will drive home our cutting and take the lead in promoting in India edge research, which has delivered a the Green Revolution, which is taking better viewing experience through su- place around the world. Innovation at perior speaker quality and design in Panasonic has been christened Eco Ideas, the Viera range of TVs. which includes Eco Ideas for lifestyles llWe have opened an experience center and business-styles—the company de- LifeScape to allow consumers to ex- velops energy-efficient, state-of-the-art perience state-of-the-art technologies products, and encourages customers to just as soon as they are introduced in- live eco-conscious lifestyles, with an aim

ternationally. Currently a LifeScape to reduce CO2 emissions in households has been opened in Gurgaon, Harya- and manufacturing units.

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Panasonic.indd 51 10/18/10 12:55:09 PM Marketing strategies savvy consumers, who are early adopters Philips TV of any new technology. The theme will Our aim is to make a difference in the revolve around our flagship product— way people live their lives. Primarily, we (PE Electronics Cinema 21:9 3D LED Pro TV, which is want to create awareness of Philips tel- the world’s first cinema-proportion TV; evisions amongst our consumers. We will Ltd.) along with showcasing our entire range promote our flat panel TV range under of LED and LCD TVs. the flagship model Cinema 21:9 TV. This is the world’s first cinema-proportion 3D Plans for the Indian market in the LED Pro TV with Ambilight. The picture and sound will be stunning, theater-like, comming three years and real. Apart from this, we have 15 In the next three years, we will look more models of LED, 8 models of LCD, forward to bringing Philips’ global and 5 models of UltraSlim CRT. All of our technologies in television to Indian products will be advanced, with cutting consumers, and making Philips a more edge technology, and easy to use. We are promising brand. We would also like to targeting capturing visibility and pres- focus on LED business and high-screen- ence across metros and non metros. size LCDs. The price range of our LED TVs starts from `26,500, LCD TVs start from Company’s vision `16,499, and the range for Ultraslim Our vision is to emerge as one of the CRTs starts from `5290. The products leading brands, in terms of preference will be available in an array of sizes and admiration, by 2012. starting from 24-inch up to 55-inch. Neeraj Sethi Our plan is to embark on an aggressive sales and marketing strategy, which will Chief Operating Officer: Neeraj Sethi focus on print, out-of-home, and digital Company: Philips Televisions in India, media; with a lot of focus on the retail PE Electronics Ltd. spend points, where the actual sales Corp. Off.: 5th Floor, Corporate happen through POS material and in- Center, Opp Hotel VITS, Andheri novative merchandising. Kurla Road, Andheri (East), Mumbai– 400059 Distribution strategies Tel: 91-22-61171000 We are focussing on the top 61 MPV Web: www.philips.com (most potential value) towns for better Ad Agency: Mudra Communications penetration, and targeting a dealer base Limited of 1300 by December. We will only have PR Agency: Integral PR Services Pvt. direct dealers in all 61 MPV towns, and will ensure high profits and retention Ltd. of trade. Advertising and communication strategies We would like to establish the sentiment that Philips TVs provide the consumer with the ultimate television viewing experience. The idea is to touch the consumer at every communication point and position with Philips as a technology leader, thus strengthening the trust and reliability factor of our brand. Our main target will be the top-end, technology

52 | TV VEOPAR JOURNAL | OCTOBER 10 | adi-media.com | An ADI Media Publication

Philips.indd 52 10/18/10 12:56:34 PM Marketing strategies focused on driving home the key features Reliance BIG TV and benefits of DTH, comprising digital Reliance BIG TV entered the DTH picture and sound quality, the largest market as a challenger brand in August repertoire of channels, availability of 2008, when there were already three multiple price points, and value-added established players in the category. services. In addition, we have also had Reliance BIG TV’s marketing strategy innovative alliances with multiple was to build a significant presence in brands spanning the durables and ser- the entire media and entertainment vices category, to increase salience and ecosystem—spanning content, services, brand uptake. Given the low awareness and distribution platforms. and penetration levels of the category, We are of a strong view that the key to we obsessively focus on engaging the DTH expansion lies in increasing product consumer through retail media and last relevance, and ensuring differentiation mile contact programs. All these pieces through product features, content, and of communication are held together by a pricing. The biggest barrier however, consistent brand tone across mediums. for an analog cable consumer to adopt DTH, is inertia. Key achievements Reliance BIG TV has relentlessly worked In a span of just two years, Reliance Umesh Rao towards educating the consumer about BIG TV has had some commendable the benefits of its DTH service over ana- achievements – the fastest ever ramp Chief Marketing Officer: Umesh Rao log cable, and has invested significantly up of 1 million subscribers within just in promoting key features and benefits Company: Reliance BIG TV 82 days of launch; the largest bouquet like digital picture and sound quality, a Corp. Off.: Reliance Communications of channel offerings, with over 260 chan- large repertoire of channels, availability Ltd., BHQ, 4th Floor, Dhirubhai Ambani nels; India’s best after-sales installation of multiple price points, and value-added Knowledge City, Thane-Belapur Rd, record, with 85 percent of installations services, through both ATL and BTL Koparkhairane, Navi Mumbai-400710 within 24 hours of booking the service – measures. Tel: 022–30-370000 anywhere in India; India’s first and only Fax: 022-30-371009 Distribution strategies high definition cum digital video record- Email: [email protected] ing box, with 200 hours of recording and Reliance BIG TV comes with a strong Web: www.bigtv.co.in allied trick play functions; and relent- telecom heritage. This expertise is ef- less innovations through cross-category Ad Agency: Leo Burnett ficiently utilized in customer segmenta- bundles, smart packaging, and a slew of PR Agency: Hanmer MS&L tion and marketing programs, customer value-added services. Communications Pvt. Ltd. care, advanced IT and billing capabili- ties in pre and post-paid platforms, and Plans for the Indian market exploiting pan-India sales and distribu- RCOM recently acquired India’s largest tion networks. Moreover, DTH is the cable TV service provider, Digicable. The only platform that can reach cable-dark new entity named Reliance DigiCom is an geographies. integration of RCOM’s DTH, IPTV, and Reliance BIG TV, through 800 distribu- retail broadband operations with Digi- tors and 700 installation service provid- cable. Further, this new entity is most ers, reaches 6500 towns, with a retail competitively positioned to commercially distribution of over 100,000 points. exploit the recently announced TRAI Advertising strategies recommendations on addressability and digitization in the Indian TV market. The Indian DTH industry is investing heavily in advertising and promotions. Company’s vision We estimate that the industry spent Reliance DigiCom will leverage the upwards of `500 crores last year. This combined might of Reliance’s fully in- was primarily to raise the awareness and tegrated world class telecom infrastruc- engagement levels of DTH brands. ture, with the formidable power of local Reliance BIG TV’s communication relationships of over 10,000 local cable strategy has always been to address operators, to offer world-class digital key consumer needs, and demonstrate TV entertainment and ultra high speed the benefits of upgrading to Reliance broadband experiences in 100 million BIG TV. Our campaigns have singularly Indian Homes.

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Reliance BIG.indd 53 10/18/10 12:57:30 PM Ricardo Marketing strategies Plans for the Indian market in the We have reinvented ourselves, and coming three years (Daya Maher) within the few months of revival we We plan to establish ourselves as a major have changed our logo; appointed CSAs brand in particular market segments in different states; established service depending on the product portfolio. facilities in all of the markets; moved to Within the first year we will have our new verticals like color TVs, and mobile network developed in all of the states in phones; and we are planning to position an organized manner. We will take the ourselves as a trusted brand in the mid- following year to consolidate ourselves segment, and therefore have priced our in an aggressive manner, along with products lower than premium brands, our entire product range of CTVs, LCDs, but slightly higher than economy seg- DVD players, multimedia, subwoofers, ment products. and mobile phones. By the third year, we plan to have ourselves recognized as Distribution strategies an established brand in the consumer We plan to develop trade channels with electronics industry. better service facilities. We will continu- ously provide them with new products, Key achievements and updated models with technologically We have been able to develop our advanced versions in order to keep pace network in Delhi, U.P., Rajasthan, Ut- Pankaj Mathur with the market, and enable them to tranchal, Gujrat, and J & K in a short have products as per the changing needs span of time after reinventing ourselves of customers. We will focus on new mar- Vice President-Sales & as the brand–Ricardo, and very soon we kets only after consolidating our network Marketing: Pankaj Mathur will have our presence felt in Haryana, in existing markets. Punjab, Bihar, and W.B.. Company: Daya Maher Electronics Corp Off: A-126, Sector-63, Noida Advertising and communication Company’s vision Tel: 91-120-4206666 strategies Our vision is to become a respected brand Fax: 91-120-4575330 Our communication strategy is we de- in consumer electronics, and have the Email: [email protected] liver what we claim. We plan to advertise faith of all of our customers and trade Website: www.ricardo.in and communicate the features and USPs partners. of our products, and have no plans to play Ad Agency: Hey Day Communications price card. PR Agency: Enn Enn Advertising

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Daya Maher.indd 54 10/18/10 12:36:44 PM RAMAKRISHNA Marketing strategies Company’s vision We have an association with an inde- Our vision is to offer strategic independ- pendent design house to help us develop ence to our customers worldwide, as a complete solutions for upcoming leading profitable and viable broad-range product products in the Indian market; such as manufacturer. LCD TVs, LED TVs, DVRs, and DTH. India still has a huge potential in terms of Tier 2 and Tier 3 customers. Now is the right time to approach these custom- ers, as CRT prices are going down, and demand may transform towards high- resolution LCD TVs. Distribution strategies We offer vendor-managed inventory pro- grams, with kitting and local warehouses to cater to the Indian market demand. Ashish Luthra Advertising and communication strategies Director- Marketing: Ashish Luthra We constantly focus on brand enhance- Company: RamaKrishna Electro ment and brand building, through par- Components Pvt. Ltd. ticipation in exhibitions, seminars, and Corp. Off.: 351,Tower B, Agarwal magazines. Cyber Plaza, Netaji Subhash Place, Pitam Pura, New Delhi - 110034 Plans for the Indian market in the Tel: 011-47010811-15 coming three years Fax: 011-47010816 Continuous research and development Email: [email protected] are a must for any company to grow. We Web: www.rkelectro.com intend to invest more than US$ 5 million in analog market products in the coming three years, to provide solutions for the ever-changing market, from analog to digital; such as set-top boxes, DVRs, IP TVs, and video door phones. Key achievements Rama Krishna Electro Components has recently been awarded by ST Microelec- tronics for being the best innovator of the year 2010, for solution approaches in lighting and UPS applications, to maxi- mize power transistor division (PTD) penetration. The Rama Krishna Group has also be- come a Billion Club member of NXP for general application products, and a most admired distributor in South Asia.

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RK Electro.indd 55 10/18/10 12:58:40 PM Samsung Marketing strategies Key achievements Technology leadership, product innova- Samsung India has won several product tion, and strategic marketing, along with awards and recognitions across the audio a widespread sales and service network, video, home appliance, IT, and telecom are all key components in Samsung’s mar- product categories. It is a market leader keting programs and their success. We are in product categories like LED TVs, LCD creating new markets through technol- TVs, Slim TVs, and side-by-side refrig- ogy, such as this year’s 3D TV market. erators. It is the second largest mobile Being the first to launch this technology handset brand in India, and leads in the in home entertainment, Samsung has touch screen segment in India. driven the industry trends by launching not just 3D TVs, but an entire 3D ecosys- Company’s vision tem that includes a 3D Blu-ray player; a Samsung Electronics aims to strengthen Blu-ray integrated home theater system; its foundation to become a world premier 3D active glasses; and a 3D movie—thus company, through innovation to creation, delivering on its vision to create a total 3D focusing on securing competent human solution for home entertainment. resources, enhancing creative R&D, and strengthening our differentiated brand Ravinder Zutshi Distribution strategies power. The company is reaching out to the Samsung India too, will further strength- Dy. Managing Director: Ravinder customers through a wide distribution en the competitiveness of our businesses, Zutshi network of over 260 Samsung Digital thereby solidifying our market position in Company: Samsung India Electronics Plazas, which complement the 17,000- each respective industry. Furthermore, Private Limited plus retail points (including large format Samsung will also develop convergent Corp. Off.: 4th Floor, Tower - C, Vipul stores) located all over the country. For products to combine the strengths of our Tech Square, Sector 43, Golfcourse audio video products and home appli- businesses and create synergy, thus de- Road, Gurgaon, Haryana, ances, the brand shops provide consum- livering quality services to differentiate India-122002 ers with a one-stop-shop to experience all our competitiveness going forward. of our leading technology products in one Tel: 91-124-4881234 location. We are focusing on educating Fax: 91-124-4882122 consumers on the differentiated features Web: www.samsung.com/in of our products through trained demon- Ad Agency: Cheil Communications strators at our retail points, as well as Private Limited, Leo Burnett India through our POP/POS material. We plan to expand our distribution network by 30 PR Agency: Text100 PR percent this year, to include additional Tier 2 and Tier 3 cities. Advertising and communication strategies Premium brand positioning is being linked with the innovative products that we are launching in the Indian market across various product segments. Plans for the Indian market in the coming three years Samsung’s focus is on launching innova- tive technologies across segments, both for the premium segment and for the semi-urban and rural segments. The strategy going ahead will be to strength- en the existing technologies – 3D, HD, and LED—and launch new technologies, so that they can thrive in coexistence.

56 | TV VEOPAR JOURNAL | OCTOBER 10 | adi-media.com | An ADI Media Publication

Samsung.indd 56 10/18/10 12:59:45 PM Samtel GM Marketing: Anil Dutt Company: Samtel Color Limited Corp. Off.: 6th Floor, TDI Center, District Center – Jasola, New Delhi 110025 Tel: 91-11-42424000 Fax: 91-11-42424099 Email: [email protected] Web: www.samtelgroup.com

Anil Dutt

Marketing strategies Our strategy is to work with the TV industry, especially with those players who focus on smaller towns and rural areas. This belief is strengthened by the fact that CRT television has witnessed an impressive growth in the small size segment (14 and 15-inch). A good quality LCD television is still beyond the reach of the majority of Indian people, and the differential between CRT and LCD TVs is still substantial. The LCD television demand is still concentrated in urban centers, and most of it is replacement demand. Plans for the Indian market in the coming three years Moving forward, we are planning to launch more variants like 14-inch round ultra slim color picture tube to promote CTV in the price sensitive segment. Already we have 14-inch R and 15-inch F CPT which are increasing our presence in this segment. We have been closely working with our customers on this front, and results have been very encouraging. Another size which is growing at a fast pace is 21-inch ultra-slim, of which Samtel has a substantial share. To strengthen our position here, we are soon introducing 21- inch US pin-free CPT, which will bring down the cost of the chassis and the overall cost of the television. We are very confident that CRT-based televisions are here to stay for far longer, and we are well positioned to cater to the demands of the industry.

An ADI Media Publication | adi-media.com | OCTOBER 10 | TV VEOPAR JOURNAL | 57

Samtel.indd 57 10/18/10 1:01:32 PM Sennheiser Strategies, brands, and offerings Sennheiser Electronics India was es- tablished in 2007 as a 100 percent subsidiary of our parent organization, with a focus on both its professional and consumer product segments. In the professional sector, wired or wireless microphones and professional systems for broadcast and the music industry are our most important products; while headphones are the key driver in the consumer business. Two full-fledged service centers, equipped with the lat- est testing and measuring equipment, ensure that all service requirements of our customers are being met according to Sennheiser’s high quality standards in Delhi and Mumbai. Sharmila Sahai Besides Sennheiser-branded products, Sennheiser India also represents the Managing Director: Sharmila Sahai other two group brands, namely Georg Company: Sennheiser Electronics Neumann GmbH, Berlin (studio micro- India Private Limited phones), and the joint venture Sennhe- Corp. Off.: 102 A, First Floor, Time iser Communications A/S (headsets for Tower, MG Road, Sec-28, Gurgaon – PCs, offices, and call centers). 122002 Sennheiser users in India include re- Tel: 91-124-4187800 nowned names from the music industry like Shankar Ehsaan Loy, KK, Lucky Ali, Fax: 91-124-4187827 and Sandeep Chowta; bands like Indian Saahil.kumar@ Email: Ocean, and Karma 6; as well as some sennheiserindia.com of the most sophisticated broadcasters, Web: www.sennheiserindia.com rental companies, and corporate and Ad Agency: Metal HQ educational institutes, such as Adlabs, PR Agency: Genesis Burson- Doordarshan, Star TV, Zee TV, INX, Sun Marsteller TV, BAG TV, Times TV, Infosys, Sound. com, Electrocraft, Whistling Woods In- stitute, and many more. The Sennheiser consumer headphone range is widely available across the country through most electronics and appliance stores, mobile stores, music software-selling stores, and the stores of Reliance Digital, iStores (by Reliance Digital), Croma, Landmark, Jumbo Elec- tronics, and P3.

58 | TV VEOPAR JOURNAL | OCTOBER 10 | adi-media.com | An ADI Media Publication

Sennheiser.indd 58 10/18/10 1:02:54 PM Sony Marketing strategies Plans for the Indian market in the Sony is a quality-driven company. Our coming three years marketing strategy is to offer the world’s India is amongst the top-ten priority highest quality advertisements, unparal- markets for Sony and thus, we plan to leled customer service, and to continue make huge investments to penetrate developing the most efficient logistics deeper into the market. chain. We plan to employ the best qual- ity marketing communication materials, Key achievements with strong messages that can appeal all We have been rated as the market leader over the world. in flat panel display sales, overtaking Distribution strategies the competitors. Also, Sony is recognized across the industry for offering the best We plan to expand our distribution net- quality products and services; the latest work further. Currently, Sony has its recognitions being the Best Grey Goods footprint across all major towns and cit- Company Award, by CNBC Awaaz, and ies in the country, through a distribution the Most Trusted Brand Award, by Read- network comprising of over 5000 dealers ers Digest. and distributors, with 240 exclusive Sony Masaru Tamagawa outlets, and 19 direct branch locations. Company’s vision Sony India also has a strong service Sony aims to establish a fundamental Managing Director: Masaru presence across the country, with 20 strength of operations, and emphasize Tamagawa company-owned centers, 190 authorized the quality-driven culture in its DNA. Company: Sony India Private Limited service centers, and 16 exclusive demon- Sony is committed to ensuring that both, Address: A-31, Mohan Co-operative stration centers. the products and the marketing activi- Industrial Estate, Mathura Road, New Advertising and communication ties employed, truly make a difference Delhi - 110044 to people’s lifestyles, and offer them Telephone: 91- 11-66006600 strategies new dimensions of enjoyment. A relent- Fax: 91- 11-26959141/43 Our target consumers are people who less commitment to quality, continuous Email: [email protected] want the best quality products. They dedication to customer satisfaction, and aspire to own high-end, quality products. unparalleled standards of service are Web: www.sony.co.in The focus will be to strengthen the brand what we strive to deliver, and they are Ad Agency: JWT image with above-the-line and below- what reflects the true image of all that PR Agency: Perfect Relations the-line activities that involve print and is Sony. electronic media, online, outdoor, and shop-front methods.

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Sony.indd 59 10/18/10 1:08:55 PM Sharp Marketing strategies Plans for the Indian market in the Sharp is synonymous with innovation, coming three years and is known for its one-of-a-kind tech- The industry is going through a turbu- nology products. Our product offerings lent transformation, and companies are include LCD, and LED TVs, refrigera- re-working their strategies and desper- tors, MWOs, Plasma Cluster Ion genera- ate for growth, fueled by revival in the tors, air purifiers, and CRT televisions. economy. We are revamping our entire Sharp has recently launched the world’s business structure, and capitalizing on first LED TV, using four-primary-color our product strength. We are also aim- technology under the Quattron series. ing to be in the league of the top three This high technology product will en- brands in India, which give the complete hance Sharp’s image further in the experience of varied products to consum- Indian market. This is expected to be ers. Sharp is aiming to become a one-of- the industry’s next growth driver in the a-kind company that creates 21st century LCD and LED industry. Apart from this, life styles. we are reintroducing air-conditioners with our patented Plasma Cluster Ion Key achievements technology for health conscious Indian Kazunori Ajikawa Today the brand is respected for its customers, and frost free refrigerators in quality conscious approach and fair trad- the entry and mid-level segments. ing policies. With a strong foothold in Managing Director: Kazunori Ajikawa Distribution strategies Southern and Western markets, we are Company: Sharp India Ltd. aiming at increasing our network across Corp. Off.: Gat no 686/4, Koregaon Sharp is geared up for a robust expan- the north and east. Bhima, Tal:-Shirur, Dist:-Pune 412216 sion plan in India, which will be done Tel: 91-2137- 252417 / 666520-27 in a phased manner by creating niche Company’s vision markets for our high-end products, and Fax: 91-20-66405516 We are aiming for market leadership in penetrating further to leverage our pre- the LCD and LED TV segments, three Email: ajay.bendbhar@ mium product image. There will be major sharpindialimited.com years down the line. We have chalked out thrust in metro cities and A-class cities, Web: www.sharpindialimited.com marketing initiatives to make our brand as per MPI. We are going to emphasize one of the most-sought after brands in Ad Agency: Pratisaad more on channel-specific models, which India, across all categories. Communications are strategically suitable to gain further Quality Policy. We aim to achieve cus- market share and increased reach. tomer satisfaction by integrating our Advertising and communication business processes and making efforts for continual improvements in all activi- strategies ties. We are dedicated to the use of our Sharp has been formulating marketing innovative technology to contribute to initiatives in India to effectively com- the benefit of people, and to earn profits municate the brand value. As part of from business. Towards this philosophy this, we are already working on different and purpose of our business, we have campaigns that will run in print and adopted the policy of total commitment to electronic media. Besides doing holistic the quality and reliability of our products range campaigns, we will also do season- and services. specific and market-specific campaigns that are suited to their local cultures, as India is a diversified country.

60 | TV VEOPAR JOURNAL | OCTOBER 10 | adi-media.com | An ADI Media Publication

Sharp.indd 60 10/18/10 1:04:00 PM

Marketing strategies Advertising and communication T-SERIES The Indian consumer electronics indus- strategies (SUPER CASSETTES) try has, in the past few years, taken a The company will be advertising mainly big stride forward. Today, the consumer through newspapers. Specific hoardings has loads of options as far as buying a and banners will be placed in strategic new TV, music system or DVD player is locations in major towns showcasing concerned. Even more important is the our entire range. It will be ensured that fact that everything offered is suited to dealer outlets are well furnished with our a consumer’s budget and requirement. POP material like posters, danglers, and Numerous companies have forayed into catalogs. Besides this, we are promoting this viable segment, egged on by the our products through our audio video present success and huge volumes. But, CDs and DVDs. We wants to position the most intelligent and endearing of our products as value-for-money, and this them will have one eye on the future. will be reflected in our entire promotional One amongst them is–T-Series. activities. In order to increase our sale and thus profits, out company is going to adopt Plans for the Indian market in the strategy of low margin – high volumes. coming three years In today’s competitive market, prices are proving to be the main differentiator l Penetration into the Southern part of A.N. Sehgal when it comes to purchase decisions. We country. would ensure that our end customer is l Extending the range of Slim TV with Director: A.N. Sehgal getting the product at the prices devised more features. Company: Super Cassettes Industries for them. Lucrative schemes for distribu- l Extending the range of semi-automat- Ltd. tors and dealers will encourage them to ic washing machines. push our product, and proper placement Corp. Off.: Plot No. 1, Sector-16A, l Extending the range of ceiling fans in all of the leading dealer outlets. Film Center, Noida-201301, Dist. and fresh air fans. Gautam Budh Nagar, (UP) Distribution strategies l Extending the range of multimedia Tel: 91-120 - 2515108, 2515109 Distribution will continue to be from speaker systems, with higher sound Fax: 91-120 - 2515743 traditional styles and systems—network output and more features. Email: [email protected] of distributors and dealers across the Web: www.tseries.com country. In order to further strengthen Key achievements Ad Agency: Trai Blazer Media P Ltd and upgrade distribution channels the Despite fierce competition and price wars following measures have been devised. PR Agency: Trai Blazer Media P Ltd unleashed by domestic and multinational l Developing new markets and re- companies to garner larger shares in the gions not covered by the company at market, T-Series has been able to keep its present, especially focusing on rural flag high and flying. T-Series consumer markets by deployment of sales force electronics products are regarded as true and after-sales-service operations. value-for-money. They enjoy tremen- l Opening-up T-Series-exclusive show- dous faith and a high level of customer rooms in big metros, and appointment acceptance, especially in the Northern of direct dealers in rural areas to in- part of the country. Apart from gaining crease market penetration. the confidence of distributors, dealers’ l Having tie-ups with big store chains and customers’ acceptance of our re- to make T-Series products available launched ceiling fan and newly launched in all of these stores for the conven- semi-automatic washing machines were ience of the customers. Development satisfying experiences for us. of specific models exclusively for big stores and departmental stores, keep- Company’s vision ing in mind the cost factor. Our vision is to pursue excellence in quality with the future in mind. To keep Above all, to facilitate the channel part- abreast of changing consumer percep- ners and for the smooth flow of logis- tions. To provide comprehensive value for tics, the company already has 23 fully money to our discerning consumers. equipped branch offices, having ware- housing facilities across the country.

62 | TV VEOPAR JOURNAL | OCTOBER 10 | adi-media.com | An ADI Media Publication TCL Marketing strategies Advertising and communication TCL is slowly building itself up as a strategies world class brand by focusing more on its On the advertising front, we are plan- marketing activities. We are now more ning brand campaigns focused on our focused on marketing and selling prod- premium range of LED and LCD TVs, ucts under our own brand name around Asian Games campaigns, and we are also the world, to completely transit from launching a TCL India website (www. Made in China to Created in China, and tcl-india.com). to promote Chinese brands on a global Our focus has been more on region-spe- basis. We have integrated our industrial cific advertisements and BTL activities. chain, strengthened our innovation, and We plan to communicate our consumer increased our competitiveness. offers mainly through regional channels, TCL utilizes its global design resources and are pressing to reach the target cus- and market insight to bring innovative tomers. Apart from ATL, we will be very and excellent designs to life. The char- aggressive on the shop level, with various acteristic of TCL designs gives users a POS material like banners, posters, and stylish and user-friendly experience. We arch, and through participation in festive are planning brand campaigns focused Rambo Zhang exhibitions. The idea is to meet the con- on our high-end LED, LCD, and premium sumer’s eye, and subsequently influence range of Slim TVs. The communications their purchase decisions. Head: Rambo Zhang will be based around style and technology Company: TCL India Holdings Pvt. delivered by TCL products, which will Plans for the Indian market in the Ltd. project the premiumness of the brand. coming three years Corp. Off.: 3rd Floor, Marwah Center, There will be more stress on BTL activi- We are looking for a ten percent market Krishnlal Marwah Marg, Sakinaka, ties to drive the Natural Eye Technology, Andheri East, Mumbai - 400072 Glossy Finish, and Health Platform share, for this we have very aggressive expansion plans for the market. We are Tel: 91-22-40080600 features which are the USP of our CTV range. TCL is the official sponsor of going to make significant investments in Fax: 91-22-40080800 the Asian Games 2010, which are to be the LED and LCD flat panel segments, Web: www.tcl-india.com held in China. Considering the Asian as these are going to be the growth mar- Ad Agency: AMO Communication Games as a good platform and precious kets, and we intend to become a complete PR Agency: Percept Profile chance, TCL will be much closer to the display solutions provider. TCL is an consumers by displaying their creative acknowledged global technology pioneer, products, techniques, and services. TCL with many firsts to its name; and continu- India will work towards leveraging the ing with its tradition, it is now developing Asian Games for visibility and brand new LED technology. In India, thinner Key achievements awareness. LED TVs are replacing LCD TVs as llTCL Corporation signed an the premium CTV category. In order to agreement with the 16th Distribution strategies match up with the current technology, we are launching LED and new LCD Asian Games Organizing In the last couple of years, we have made TV models. These will give customers a Committee, becoming the significant inroads in the rural market, wide variety of choices, thus resulting official partner of the 2010 given the fact that the rural market con- in rapid growth in the sale of LCDs, and Guangzhou Asian Games. tributes around 70 percent to our overall also allowing us to penetrate more in the llRREEF issued The Most sales, and 70 percent of our dealers are urban market. Valuable Brand List in Chi- located in Tier 2 and Tier 3 cities, and na in New York, on which rural regions. Given the significance Company’s vision TCL ranks first in China’s of rural markets to us, in line with our color TV industry, with a rural focus, we have branches in Tier 2 llTo be a globally prestigious and most total of RMB 40.869 billion. cities like Indore, Ahmadabad, Cochin, innovative enterprise. llTo focus on the flat panel business. llIn the 16th annual report Bhubaneswar, Coimbatore, Vijayawada, of the top 100 most valu- and Nagpur. On the other hand, we are llA persistent pursuit for digital tech- able brands in China, TCL also focusing on retail chain stores for our nology innovations and applications. maintained the title of Chi- high range products, such as LEDs and na’s Number One Color TV LCDs. We believe in exclusive business Brand. models for our partners, and have such partners across India

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TCL.indd 63 10/18/10 1:10:39 PM Usha Shriram Marketing strategies Key achievements Our marketing strategies revolve around The cookware category successfully being in the top-three brands in the next launched in the market, and in a very three years, and being seen as a brand short span of time of almost a year, we to work with in the cookware category. have established ourselves as a market We have worked out a plan for the intro- player. Our consumers are appreciating duction of new products, and extending the product and quality. The dealers and the existing range as per the market consumers are looking forward to exten- requirement. We are working on creating sions in the range. We have operations market awareness by doing various ATL started in the North and East. and BTL activities; and making policies which are market friendly and that the Company’s vision trade understands easily. Our vision is to introduce a range of prod- ucts which will give our consumers the Distribution strategies utmost convenience and satisfaction. The We are working on creating our distribu- range of products should give the com- tor network at the district level initially, plete kitchen solution to the consumers, and then going to the city level. Creating and we look forward to further improving Rakesh Kumar a network of dealers under distributors, quality and service standards to remain and making secondary sales plans for the best in the industry. Continuous DGM-Sales & Marketing: Rakesh each distributor with special attention innovation of our products to remain Kumar to SKU-wise distribution, are key parts at par with the latest technology is also Company: Usha Shriram Enterprises of our distribution strategies part of our vision. We strive to maintain Pvt. Ltd. a healthy environment in the work place, Corp. Off.: Block A, DDA Commercial Advertising and communication which helps our team members contrib- Complex, Ring Road, Naraina, New strategies ute their best. Delhi Our strategies are to create POP and Tel: 011-45770990 POS material, which will help introduce Email: [email protected] brands in the cookware category; and Web: www.usha.in to use print media selectively for com- PR Agency: Value 360 municating unique features available in Communications Pvt. Ltd. the products. We participate in various exhibitions to get feedback and sugges- tions from the consumers directly. Plans for the Indian market in the coming three years In the coming three years we need to extend our distribution network, and plan to appoint a minimum of 5000 active dealers dealing with us under distribu- tors. We plan to introduce products that are suitable for our consumers, and also extend the range of our existing products.

64 | TV VEOPAR JOURNAL | OCTOBER 10 | adi-media.com | An ADI Media Publication

Usha Shriram.indd 64 10/18/10 1:11:30 PM V-Guard Marketing strategies Key achievements V-Guard is the largest selling voltage We have established our brand name as stabilizer brand across India. We market a synonym to the product name, volt- stabilizers for TVs, LCD TVs, refrig- age stabilizer. We are the largest sell- erators, air conditioners, and medical ing brand across India. We believe in equipment. We have recently launched ethical business practices, and fulfilling products for microwave ovens, washing our obligations to all stake holders. We machines, and tread mills. We have had perform continuous research, and create a strong presence in the South Indian innovations with our ISO-certified R&D, market, right from 1977 onwards. After to develop different types of models to being a public LTD company, we have cater to the numerous needs of custom- expanded our network all over India. ers across India. We are able to diversify various segments like electrical water Distribution strategies heaters, water pumps, house wiring and We have around 200 distributors across LT cables, UPS, electric fans, solar water India. We bill our products directly to our heaters, digital UPS, and inverters. We distributors, who supply the products to are able to conquer the minds of our cus- our dealers. In most of the established tomers by providing the best quality, and P.V. Padmakumar markets, we conduct door delivery excellent after-sales service in whatever through van sales. We have more than products we market. General Manager–Marketing 10,000 retail dealers. (Stabilizer): P.V. Padmakumar Company’s vision Company: V-Guard Industries Ltd. Advertising strategies Our vision is to make V-Guard a success- Corp. Off.: Vennala High School Road, We spend a reasonable percentage of our ful household name, by providing quality Kochi – 682028 turn-over on advertising. We advertise products at an affordable price. Tel: 91-484-3005000 in both print and electronic media. We Fax: 91-484-3005100 also undertake below-the-line activities in coordination with our dealers and Email: [email protected] distributors. Web: www.vguard.in Ad Agency: Publicis, Bangalore & Plans for the Indian market in the Mudra Connext coming three years By 2013, we are planning to establish our network in all geographical regions of the country. Currently, we are mainly catering to the needs of the domestic sector. We are planning to introduce models suitable to cater the needs of the industrial sector as well, by launching three phase and servo stabilizers.

An ADI Media Publication | adi-media.com | OCTOBER 10 | TV VEOPAR JOURNAL | 65

V-Guard.indd 65 10/18/10 1:11:56 PM Strategies, vision, and offerings of sports channels on board. Viewers can videocon d2h get truly world class services at afford- Videocon d2h, the fastest growing DTH able prices with our services, and since provider in the country, has taken the (BBCL) we have the maximum number, with 267 market by storm with its innovative fea- channels and services, we are the world tures and services. Right from providing class players in the DTH industry, and the maximum number of channels, and are currently in high acceleration mode now moving towards the high definition for acquiring new subscribers. segment, Videocon d2h has several more We wish to make Videocon d2h an in- reasons for this laudable performance. tegral part of our consumers’ lives, by Videocon d2h has always been a brand offering all that they could expect from with mass appeal. We at Videocon d2h a DTH service provider. We will be ag- keep in mind the target segment while gressively promoting our Active Music launching and pricing our products. The Space channels, which are our own 22 most important aspect of Videocon d2h audio video channels. We have regional is that the services we provide are truly devotional channels like Marathi Devo- world class, making television viewing an tional, Sai Amrit, Bengali Devotional, experience itself, through differentiated Gurbaani, Oriya Devotional, Bhojpuri content, through active music channels, Music Hamaar Geet, and many more. We and also with high-quality MPEG 4 DVB will be promoting these exclusively in the S2 quality of transmission. upcoming festival season. We have pre- Anil Khera Consumer satisfaction is one of the most pared a 360 degree marketing promotion important principles of Videocon d2h, campaign, focusing on our USPs. Chief Executive Officer: Anil Khera since the company believes in value-for- At present, we offer every service that money for its loyal customers. Along with Company: Bharat Business Channel a consumer can imagine, right from the the urban audience, we plan to penetrate Limited maximum number of channels to MPEG the rural market, more specifically keep- Corp. Off.: 1st Floor, Tech Web 4 DVB S2 digital viewing; from audio ing in mind the needs of the target seg- Center, New Link Road, Near Mega levelers to tickers, we have all that one ment. An additional benefit is that our Mall, Oshiwara, Mumbai 400102 could possibly think of. reach has always been of a strong nature, Tel: 022-4255-5000 Being a major player with the right due to being an Indian company. All Fax: 022-4255-5050 technological capabilities, we have all of the channels of distribution have been the resources, in terms of technology and Email: [email protected] tapped by Videocon d2h with precision; distribution, one could expect. This is the Web: www.Videocond2h.com this is one of the primary reasons why reason why we constantly keep on inno- Publicis Ambience we are the fastest growing DTH service Ad Agency: vating as a brand, because we believe in in the country. Other reasons are that putting our best foot forward. It is quite we offer the maximum number of chan- evident that our sentiments have been nels, and the highest number of regional appreciated and acknowledged by our channels currently as a DTH service pro- consumers, looking at the overwhelming vider, which enables the viewer to have response we have received. freedom of choice, which is expressed in Looking at the current scenario, we envi- all of our communication mediums. sion ourselves as one of the leading DTH As the festive season is approaching, we service providers in the coming years, will be launching our satellite HD-DVR looking at our growth, and primarily in the market; besides the satellite HD- because of the services we provide. We DVR, our communication will even focus want to make sure that the expectations on the services being offered by us, like associated with Videocon d2h as a brand the maximum number of channels, and are fulfilled in every possible manner, also the maximum number of regional since the core mission of our company channels, making sure that we offer a is customer satisfaction. The goodwill complete package to our consumers. We earned over the years is an asset to the offer the highest number of channels in company, and we are very sure that it languages like Marathi, Bengali, Pun- will only get appreciated more in the jabi, Telugu, Kannada, Malayalam, and coming years. Tamil. We also have the highest number

66 | TV VEOPAR JOURNAL | OCTOBER 10 | adi-media.com | An ADI Media Publication

Videocond2h.indd 66 10/18/10 1:12:49 PM Marketing strategies to the consumers. Also, the company is Videocon providing small mini-trucks for speedy While consumption of consumer durables logistics in these remote areas. Group is rising in urban India, rural markets, including small towns, are showing en- Advertising and communication couraging trends. Having realized the potential of the rural market and the strategies opportunities it offers, Videocon Group Advertising has always been a focus area has launched a fresh thrust to penetrate for Videocon. The coming months will in Tier 2 and Tier 3 towns of India. see new advertising campaigns that will Videocon, over the last few quarters, focus on product features; besides launch- has been re-aligning its resources to ing campaigns for its individual products cater to the needs and requirements of ranges like satellite LCDs, LEDs, wash- this new set of rural markets which are ing machines, and refrigerators. showing huge growth potential. We have, Below-the-line activities pertaining over the past few months, introduced a to regional touch and flavor will be a right product mix with newer category very important tool to connect with the additions and a focus on below-the-line consumers and understand their prefer- activities. Our media spending will also ences. We believe, brand ambassadors be in accordance with these markets to Shahrukh Khan, Abhishek Bachchan, spur demand. Moreover, by mobilizing and Shruti Hassan will give the needed Jaideep Rathore service engineers, aligning service cent- edge and visibility touch to brand cam- paigns. CMO-Consumer Electronics & ers with adequate spares, and above all, catering on-time and at the doorstep of Household Appliances: Jaideep Plans for the Indian market in the Rathore the consumer, Videocon intends to cre- Company: Videocon Industries Ltd. ate an additional customer base which coming three years will generate additional volumes for the Corp. Off.: 248 Udyog Vihar Phase IV, The Indian market is changing very company. Videocon will also be coming Gurgaon dramatically, and moving towards up with new ad campaigns and special digitalized products like LCDs, satellite Tel: 91-124-4215400 customer experience programs through- LCDs, LEDs, fully-automatic washing Fax: 91-124-4215401 out the country. machines, and music systems that are Web: www.videoconworld.com Videocon also plans to open 2000 Digi- high on sound bars. Videocon, being a Ad Agency: McCann Worldgroup world stores in small and large retail leading consumer electronics and home PR Agency: Torque Communications formats, in order to reach out to small appliances company in India, is focusing towns and cities across the country. We Pvt. Ltd. on this segment. The company recently believe that these Digiworld stores will unveiled its latest range of HD satellite become a revolution in retailing for the LCDs–a revolutionary breakthrough in Videocon brand, and will offer unique LCD technology, which receives signals selling experiences to consumers. directly from the satellite, without the use of any set-top box (STB). The com- Distribution strategies pany plans to have a range of HD satellite Videocon is strengthening its distri- LCDs in the near future. bution network, with an organized Videocon has launched several eco- distribution channel for each district, friendly products in the last one year. ensuring control and aligning last mile Recently, Videocon launched India’s of retailing. Furthermore, the company first tilt tub washing machine, which has opened offices in remote areas, which comes with a direct drive motor, which earlier remained inaccessible. To offer helps in saving water. The company speedy delivery of products and services, also received a five-star BEE rating these offices are further connected to for its top loading model the Digi Dol- the branch office. The company is also phin Dlx, and a four-star BEE rating making sure that all schemes and POP for the Careen Plus tilt tub washing material are made accessible to the machine, which helps customers save sub-dealers who are sitting in remote upto 30–33 percent of electricity. In the areas. These sub-dealers are also being coming years, the company plans to get provided transport facilities for trans- its entire range of washing machines porting products from branch offices BEE rated. (Continued ...)

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Videocon Group.indd 67 10/18/10 1:12:24 PM Videocon has also launched India’s first llIndia’s first touch-pad microwave; Videocon refrigerator with the Wings Flow Turbo llIndia’s first five and four-star BEE cooling function that ensures equal cool- rated washing machines. Group ing throughout the refrigerator, and is (continued ) very high on energy saving. A new range Company’s vision of air conditioners with 18 models will The Videocon brand has been driven by be coming soon to the market. This BEE the philosophy of delighting its customers rated AC range will have DC invertors with unique offerings, which not only allow to ensure equal cooling and help save them to experience technologically ad- energy. vanced, innovative products and services, Looking at the market trend, Videocon is but also provide them with value-for-mon- focusing on launching 3D LED TVs that ey propositions. The brand has touched the will not require 3D glasses. Videocon will lives of over 160 million customers, and be also launching a range of Slim and is driven by the philosophy of innovation Ultra Slim TVs with USB ports that will and customer centricity. The company has enable viewers to watch and store songs invested significantly in research and de- and movies. velopment, as well as in customer service, Key achievements to offer consumers innovative products and a superlative experience. Videocon Consumer Electronics and Over the next year, we plan to focus Home Appliances Division has several on launching innovative products in firsts to its credit. 2010 was a year of the washing machine, LCD, and LED great innovations when the company segments. The company is also looking launched various products including: at increasing television exports in the llIndia’s first tilt drum washing ma- markets of the Middle East, Europe, chine; and China. llThe world’s first satellite LCD range Our vision for 2011 is that for every ten in India; products sold in the Indian market for llIndia’s first top load fully-automatic any category of consumer durables, at washing machine with a direct drive least four should be from the Videocon motor; Group.

68 | TV VEOPAR JOURNAL | OCTOBER 10 | adi-media.com | An ADI Media Publication

Videocon Group.indd 68 10/18/10 1:12:24 PM Marketing strategies tial in a landscape cluttered with feature- Voltas led promotions. The idea was to educate Opportunity presented itself to the in- consumers on the appropriate use, instal- dustry unprompted, in the form of an lation, and maintenance of ACs, in order unusually harsh heat wave. It set in even to reap the maximum benefits. before the usual peak summer season, Kicking off with press advertising, the and drove up the demand for ACs. Sensible Cooling message was seen Voltas was more than ready for it, with a everywhere—in TV commercials, radio, well thought-out product line-up, which posters, translites, and glow-signs. Stra- had been researched, planned, and tegic media helped counter the brute launched well in time. By introducing force and frequency of the competition’s the first star-rated ACs in 2007, even messages, responding with high-quality before they became mandatory, Voltas time, in well-chosen mediums, such as earned the Vertis brand an enduring IPL and news channels. top-of-mind association with low-cost of operation and sustainable low energy Plans for the Indian market in the consumption. The new line-up in 2010 was tailored to advance that initial lead, coming three years and widen its appeal in entry, mid, and Going forward, the brand is poised to Pradeep Bakshi upper segments. appeal to an increasingly demanding This was with a new and apt promotional group of consumers. They can expect a Senior VP & Dy. Chief Operating platform, besides making all the right wide spread of choices, lots of features Officer: Pradeep Bakshi moves in extending the sales and service and benefits, and evidence of superior Company: Voltas Limited reach. Voltas’ new product range and technologies, which team Voltas is all set Corp. Off.: Unitary Products Business marketing platform has spurred growth to deliver in the ensuing journey. Group, A 43, MCIE, Mathura Road, to a new high of 82 percent from January They will also get the benefits of service New Delhi-110044 to June of 2010. efficiency initiatives, franchise expansion, Email: [email protected] the deployment of customer relationship Distribution strategies management, and even an online spare Web: www.voltasac.com The company has taken steps towards parts module, called e-catalog. This is Ad Agency: AdCapital reaching out deeper and wider during the only the beginning, and over time we will PR Agency: Vaishnavi year. Initiatives were taken to penetrate make sure that Sensible Cooling brings Communications deeper into the burgeoning, affluent mid- more user friendly messages to our very dle class. They were prospering in a cli- valuable customers. mate of economic growth, and needed to be both served and tapped. Retail touch Key achievements points were increased by 25 percent, for In terms of key achievements, the figures greater presence, visibility, and sales. say it all. Growth was 82 percent, having This was based on a thorough exercise notched 18 percent market share during of market mapping and expansion. We the first half of 2010. will continue it into the year, as it is a The brand was accorded with the indus- marketing imperative. try-validated Superbrands status for 2010-11, and also the Reader’s Digest Advertising and communication Most Trusted Brand award for 2010, as strategies voted by consumers. The brand worked on a new plank – Sen- Company’s vision sible Cooling – which was well-accepted The company aspires to be passionately and applauded by customers. This new customer-focused by providing innova- creative plank, developed by media agen- tive products and services, and exceeding cies, not only delivered the message, but all stakeholders’ expectations; besides also pumped energy and freshness into commanding a preferred brand status in the brand, giving it a clear-cut differen- the minds of consumers.

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Voltas.indd 69 10/18/10 1:13:18 PM Marketing strategies has been used in cause marketing, suc- Whirlpool cessfully leading an initiative to support Whirlpool is a brand focused solely on a reputed NGO focused on cloth. Cause home appliances, and the equity of our marketing will become an integral ele- brand as a specialist in home appliances ment of our brand communication in has strengthened over the last year. the future. Our strategy is to make our’s the most appealing brand when it comes to home Plans for the Indian market in the appliances, distinguishing it from others through our product range, innovation, coming three years design, and communication. Innovation-led market share growth The four core categories of home appli- in our core categories; revenue growth ances—refrigerators, washing machines, through new businesses (power acces- air-conditioners, and microwaves, will sories, water, and cooking); expansion attract the bulk of our investment to of distribution in small towns; increased ensure a strong cadence of innovation. retail visibility through exclusive outlets; Our expansion into adjacent categories, and stronger brand presence in emerging such as power accessories and consum- media, will be the five thrust areas of our ables, indicates the potential we see for business in the next three years. Shantu Das Gupta our brand in these businesses. Water purification is also a category with long- Key achievements Vice President Corporate Affairs and term growth potential, and our plans We delivered outstanding results in the Strategy-Asia South: Shantu Das include introducing new products beyond financial year ending in March 2010, Gupta our impeccable range of reverse osmosis posting a net profit of `145 crore versus Company: Whirlpool of India Limited products. Finally, we see significant `70.5 crore in 2008-2009. Our share Corp. Off.: Whirlpool House, Plot 40, opportunities to leverage our brand price has been amongst the best. In Sector 44, Gurgaon-122002, Haryana, equity in the cooking category, beyond addition, we have received a number of India microwaves. awards that reflect the depth of talent in Tel: 91-124-4591300 Whirlpool. These include Product of the Distribution strategies Year for Whitemagic 123, for the most Fax: 91-124-4591301 We have a two-pronged distribution innovative product in washing machines; Email: Shantanu_dasgupta@ Readers Digest Trusted Brand Gold whirlpool.com strategy of reaching retail outlets, serv- ing them directly or indirectly through Award 2009-2010 for Refrigerators & Web: www.whirlpoolindia.com distributors. Approximately 700 Tier 2 Washing Machines; ranked number 15 Ad Agency: Draft FCB & Contract and Tier 3 towns are under our radar in India’s Best Companies to Work For Advertising Services where we will strengthen our presence, 2010, ranked number one in India’s Best PR Agency: Corporate Voice Weber enlisting new distributors where neces- Company for Leadership Development, Shandwick sary. Exclusive brand outlets, numbering and ranked in the top-three in Manufac- 40-50 at present, and concentrated in the turing and Production Industry by Great North, are likely to expand in the year Places to Work Institute, India; and the ahead. Finally, we will build on good National Award for Excellence in Cost relations with modern trade partners by Management by The Institute of Cost improving our service levels to them. and Works Accountants of India Advertising and communication Company’s vision strategies We have a very strong brand in India and strong positions in two categories – Television will be the primary medium, refrigerators and washing machines. Our followed by print, for our communication vision is to achieve the same position of and advertising strategies. Our share strength in all the categories that we are of expenditures in on-line, outdoor, in, thereby becoming the brand leader in and radio, are likely to increase as we home appliances, a brand that becomes look ahead. We will look for tactical op- the default choice when it comes to buy- portunities to increase brand visibility ing a home appliance. through associations in high viewership events such as cricket. Our strong brand

70 | TV VEOPAR JOURNAL | OCTOBER 10 | adi-media.com | An ADI Media Publication

Whirlpool.indd 70 10/18/10 1:14:25 PM WESTON (Dixon) COO-CE & CA: Sunil Sethi Company: Dixon Technologies (India) Pvt. Ltd. Corp. Off.: B-14, Phase-II, Noida – 201305 Tel: 91-120-4737200 Fax: 91-120-2562681 Email: [email protected] Web: www.weston.co.in; www.dixoninfo.com Ad Agency: BEI Confluence Communication Ltd. PR Agency: Management & Communication Group Sunil Sethi

Strategies, vision, and partners This year saw a huge amount of focus on Weston channel expansion. The first six months of the financial year saw an addition of 65 new distribution partners in the country, increasing our conventional channel sales by 50 percent. Today, we are close to 4500 dealers in the conventional channel, and have a healthy relationship with modern trade partners like Reliance, Vishal, Bharti Wal-Mart B2B, Bharti Wal-Mart B2C, Big Bazaar, Croma, Haryali, and Godrej Aadhar. Our thrust on channel expansion will continue throughout the year, and our goal is to have 7000 dealers by the end of the financial year. The focus on CTV has been the Mosfet Technology and our two year warranty. Our focus on the color television category will remain on 14-inch and flats, and in the coming times a huge energy will start flowing into the 21-inch Slim category. LCDs will get added during the course of the year. The product category DVD continues to be a huge strength area. We have introduced a new product category multimedia speakers. Our first foray into info technology peripherals, the with launch of three new models Piano, Rockstar, and Popstar. Washing machines, washers, and JMGs will be our focal point in the appliances business. Our communication to the market is through the vehicle of electronic media, which will be supported by print and road power during the festival season. New products, upgrading otechnology, channel expansion, and value addition, will be the mantra we will follow dur- ing the coming times.

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Dixon.indd 71 10/18/10 1:13:54 PM