• Investment World
• eWorld
• Brand Line
• Mentor
• Life
• Canvas
• Praxis
• Urban Pulse
• Brand Quest
• The New Manager

Stocks

• Quotes
• SE Diary
• Scoreboard
• Open-End Mutual Fund

Cross Currency

• Rates
  
  

Shipping

• Ports
  
  

Archives

• Yesterday
• Datewise
• Resources
• In Focus
• In Depth

Group Sites

• The Hindu
• Business Line
• Sportstar
• Frontline
• The Hindu eBooks
• The Hindu Images

Nina Varghese

To build up presence in existing markets

Chennai , Aug. 15

With the Indian market for high-end audio products growing, Bose Corporation plans to expand to tier-2 cities, according to Mr Ratish Pandey, General Manager, Bose Corporation India Pvt Ltd.

Last year, Bose Corporation, which deals in high-end audio products such as speakers and headphones, opened a store in Ahmedabad. The company plans to strengthen its presence in the existing markets, especially in smaller towns like Pune and Jaipur, Mr Pandey said.

The products of the US-headquartered Bose are today available in its 11 outlets in all the major metros. This is a part of the company's `direct to customer' approach, with no middlemen or resellers.

In India, Bose has two categories of products — home audio and professional systems. The home audio segment sells more than professional systems because this segment has a wider range of products and caters to a larger target audience, Mr Pandey said.

Home Theatre

Talking about home theatre systems, Mr Pandey said that the buzz around the world was home theatre, and the same held true in India. There is a trend in favour of home theatre because movies and music are being delivered in multi-channel recording. This pushes customers to systems like home theatre systems, which have the built-in capability to decode and play multi-channel sound.

Mr Pandey said that for Bose, India and China were two important markets, as they were still emerging and growing. He said the entry of other brands like Bang & Olufsen showed the potential of the market. He said that products launched in developed markets were almost immediately available in the developing markets. In fact, Bose was working towards global launch of products, he said.

Advertising

Bose's advertising has been more tactical and local in nature. Earlier, the company was more oriented towards Delhi and Mumbai and the advertising was focused on these cites. Currently, there is a mix of media, out of home, radio and on ground activities and from this year on some cinema too, he said.

Bose's products are manufactured in the US, Mexico and Ireland. Mr Pandey said that consumer electronic manufacturing to be cost effective needs high volumes. In India, the company is yet to achieve the "real high'' volumes. In the US, the advantage is that it is possible to change manufacturing lines fast, giving the company an ability to introduce new products and versions.

Related Stories:
Bose Corporation plans expansion
Bose India launches new music system

More Stories on : Strategy | Consumer Electronics

Article E-Mail :: Comment :: Syndication :: Printer Friendly Page

Stories in this Section
LT Overseas' ready-to-cook rice

Copyright © 2006, The Hindu Business Line. Republication or redissemination of the contents of this screen are expressly prohibited without the written consent of The Hindu Business Line