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Seiko looks to position itself as premium brand in India

08-June-2007
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Seiko looks to position itself as premium brand in India

Japanese watchmaker Seiko has finally arrived in India. The long wait for the official availability of the watches in the country is over, with the watchmaker planning to start flagship stores in the country by this year-end. With a sizeable marketing budget in hand, Seiko intends to invest heavily on television and print, along with various integrated marketing activities for its brand building in the country.

Targetting the high-end consumers, Atsushi Kaneko, MD-India, Seiko, believes that there is a high growth for premium and luxury market in India. “We had a sizeable pre-launch campaign involving TV spots and print campaign for the build-up to this launch. For the post-launch period, we have lined up innovative BTL activities, and also a specific imitative to work with future opinion leaders.” Niladri Mazumder, Head-Sales and Marketing (India), disclosed that Seiko already had 1,050 spots during the pre-launch space. “So, even during the post-launch phase, you can see a huge marketing initiative from us. While the pre-launch campaign was high on TV, TV would not be substantial during the post-launch phase,” he added.

“We will continue with the global communication strategy in India also as we want to establish the premium imaging of the brand,” added Shinji Hattori, President and CEO, Seiko Watch Corporation.

Refusing to divulge any figures on the basis of company policies, the company officials skirted away from citing any marketing budgets allocated for India. Opus is the creative and media-buying agency for the brand.

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