Intex Technologies, a mobile handset player, is betting big on its KRO (Key Retail Outlet) promotional campaign, aimed at penetrating deep into the market with various models in different segments.

tHE KRO campaign, which was flagged off in Saurasthra in March, is getting encouraging customer response in terms of sales, prompting the company to launch the initiative in Pune last month, Shazi Malik, General Manager – Distribution, Intex Technologies, said.

Kochi is the third market identified for the promotion , which will be followed by Hyderabad, Ranchi, Siliguri and other Tier-II and III towns.

The idea of the campaign is to penetrate the market and bring exclusivity to the product, Malik told BusinessLine on the sidelines of an event to mark the launch of Lions T1 Plus selfie camera smartphone.

“Through the promotion, we intend to capture the market from Chinese products and to display our products in a proper channel,” he said, adding that Intex hopes to emerge a leader in the entry- level smartphone segment.

Market share

The company is bringing products keeping in mind first time smartphone users. Giving numbers, he said that the smartphone market share has now gone up to 60 per cent, while the share of feature phones stood at 40 per cent.

With this growth rate, Intex is targeting a 10 per cent market share in FY19. It is estimated that the market of smartphones and feature phones together is at ₹1.12 lakh crore. The market is dominated by three categories of players — MNCs, Chinese players and Indian manufacturers, he said.

Besides mobile handsets, Intex Technologies has been in the business of other consumer durables such as washing machines, television sets and IT products. The company is targeting a turnover of ₹7,500 crore in the current fiscal against ₹6,000 crore achieved last year, he added.

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