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Mr Kulbhushan Seth

Debdatta Das

New Delhi, Aug. 3 Casio India Company Pvt Ltd is all set to strengthen its brand positioning in the country through specific category focus and an aggressive marketing strategy.

“Though we have been in India since 1996, we have decided to revamp and reposition our brand now to gain more market share in the categories we operate in,” said Mr Kulbhushan Seth, General Manager, Sales and Marketing, Casio India. “Our strategy to achieve this growth would be to launch more products and do aggressive marketing and promotional activities,” he added. The company intends to make musical keyboards, watches and calculators as its key focus categories. “As a part of our strategy we will be doing timely and regular launches. In fact, our aim is to provide the latest technology at affordable prices. Our products are launched simultaneously in India along with worldwide launches,” Mr Seth said.

Musical instruments account for 40 per cent market share, while its scientific calculators capture almost 95 per cent share.

The company also sees localising products to suit requirements of Indian customers as a huge growth potential. “Specific needs of Indian customers are different from those across the world. We recently launched a keyboard that has only Indian beats and tunes. We also have localised watches and other products to suit requirements here,” he said.

On its marketing strategies, Mr Seth said, “Though we will use the regular modes of marketing such as using the print and Internet medium, our focus will be on below-the-line activities.” The company also intends to leverage the modern retail trade to drive growth.

“Modern retail outlets will be a key factor for our growth in India. Not only does one get equal opportunity in these scenarios but the visibility factor is also great,” said Mr Seth.

On opening a manufacturing unit in the country, the company said that it would happen only after a certain level is achieved. “Unless volumes justify, we will not want to set up a manufacturing unit here,” he said.

The company’s current turnover is around Rs 60 crore and it hopes to touch the Rs 300-crore mark within the next five years, based on its growth strategy. Casio is also looking forward to launching its range of cameras and mobile phones to be targeted at the premium classes.

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Casio India plans brand rejig, sees potential in localising products

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