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Neha Kaushik

New Delhi , Nov. 19

SONY India, which has re-launched Aiwa , has set out an aggressive strategy for the brand.

Positioned at the mass end of the market, and carrying a more youthful demeanour and a new logo, the Aiwa products will be rolled out in phases.

"In the first phase, we have rolled out products in the hi-fi audio segment. This would be followed by product rollouts in the personal stereo market after December.

``Next year, we would be looking to launch other products from our global portfolio including CTVs and digital cameras", says Mr Prasun Banerjee, Divisional Head - Aiwa, Sony India Ltd.

The company is hoping to garner a sizable chunk of the audio segmentin India, through its value-for-money offerings. Its entry-level pricing for the Aiwa hi-fi systems is Rs 13,490 for a 1350W system.

"Although Sony is also present in the hi-fi segment, our aim is not to cannibalise sales from the brand. Sony is positioned at the more premium end of the market, while Aiwa would be targeted at the youth.

"With combined sales of both the brands, we are looking to have a leadership position in the hi-fi segment," says Mr Banerjee.

"Though we have not set out definite volume targets for the brand yet, our immediate aim would be to overcome the negative values that had become attached to the brand earlier, particularly with the after-sales, after the brand made a sudden exit from the country. "We have now ensured after-sales service for Aiwa products from all the Sony service stations", he said.

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