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 l 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 l 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- l 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] l 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- l 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 l 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. l We intend to increase our reach l 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. l We recognize the customer as our Key achievements most important asset and our people as our most important resource. We l 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.