Business Daily from THE HINDU group of publications
Saturday, Feb 10, 2007
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Business Daily from THE HINDU group of publications Saturday, Feb 10, 2007 ePaper |
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Marketing
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Strategy Sony targets grey market with low-cost car audio products Our Bureau
Stratagies Plans to launch 21 products next fiscal (2007-08). Of which eight will be launched by April. Focusing primarily on Tamil Nadu to promote these products.
Mr Vivek Handoo
Pricing strategy
"Pricing will drive our marketing strategy this year. There is a misconception that Sony products are expensive. But our new range is priced lower than our competitor products," said Mr Vivek Handoo, Product Head, Mobile Electronics Division, Sony India. The company plans to launch 21 products next fiscal (2007-08), of which eight will be launched by April this year. It is focusing primarily on Tamil Nadu to promote these products. "We want to compete with the thriving grey market in the State and show customers we can offer better products at affordable prices," said Mr Handoo. About 65 per cent of the Rs 800-crore car audio market in India constitutes the grey market, he said. As part of its marketing plan, the company will set up exclusive car audio showrooms called `Xplod Pit Stop' across major cities in Tamil Nadu. These showrooms allow one to mix and match the Xplod range of car audio components such as speakers, amplifiers and music players.
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