Financial Daily from THE HINDU group of publications
Wednesday, Jul 10, 2002
Financial Daily from THE HINDU group of publications Wednesday, Jul 10, 2002 |
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Marketing
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New Products & Services Blaupunkt rolls out high-end products Our Bureau
NEW DELHI, July 9 APART from launching a slew of new high-end products into the Indian market, Blaupunkt, a subsidiary of MICO, is also planning to organise roadshows across the country in a bid to promote its range of products. The roadshows, which began in Mumbai in the latter half of June, are expected to cover 10 cities across the country. Says Mr Ajay Sawhney, Divisional Manager, Sales Mobile Communication, Blaupunkt, "Apart from generating sales, this initiative will also help us collect a database of likely customers.'' The roadshows will be complemented by advertising in the mass media. Meanwhile, the company's new range of car multimedia systems includes the Incar Multimedia systems (with DVD and option of installing a TV screen), the San Francisco range (which automatically adjusts sound depending on the surrounding noises), the InCar MP3 player, the Compact Drive MP3, and the Velocity range of speakers and amplifiers. With a top-end pricing, Blaupunkt will be targeting not only the SEC A+ consumer but is also looking at premium taxi fleet operators to sell its products. However, the company will face much competition not only from organised players (such as Sony, Panasonic, Alpine), but also from the booming grey market in car stereos. According to Mr Sawhney, currently the grey market occupies around two-thirds of the total car stereo market in India. However, the share has been declining due to increased awareness about quality and after sales. Last year, the organised car stereos market grew at about 12 per cent. Meanwhile, Blaupunkt hopes to maintain its 17 per cent growth rate this year also. The company sold around 26,500 units (sale of Rs 25 crore in value terms) in the last fiscal.
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