Financial Daily from THE HINDU group of publications
Friday, Jan 30, 2004
Financial Daily from THE HINDU group of publications Friday, Jan 30, 2004 |
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Marketing
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Strategy Sony plans to push car audio Richa Mishra
New Delhi , Jan. 29 WITH people spending more time in their cars than ever before and given the pace of the expanding car market in the country, Sony India Pvt Ltd has chalked out a marketing strategy to push its car audio category. Currently, the grey market dominates the segment. As per Sony's internal estimate, the organised car audio segment is approximately one lakh units. Of this, Sony has a 30 per cent share, a company spokesperson told Business Line. The segment currently contributes about 3.5 per cent to the company's total turnover. For the current fiscal, Sony India is targeting a 25 per cent growth in total turnover. Outlining the company's strategy to increase its position in the segment, the official spokesperson said, "The company intends to target the urban and semi-urban car buyer who already has confidence in Sony's audio technology." Further, the company has also worked out extensive training programmes for its dealers to push sales in this category. Elaborating on the new introductions, Mr Keiichi Sakamoto, Managing Director, Sony India, said, "We are looking at car audios as a thrust area in our product range. We believe this new range will bring a lot of excitement in this segment and be a great success." At present, Sony is not manufacturing car audios in the country. It sources it from Japan, Korea and Thailand. Indian car market is getting in line with global trends, he said. "Reading this trend, Sony has launched in India seven new models in the `X-plod' range of car audios. The range sports a young image," Mr Sakamoto said. The product range includes hard disc drive, advanced visual multi media, single CD line, cassette tuners, amplifiers and speakers.
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