Technology brand Beetel, which has mostly been associated with the landline handset market, has recently relaunched itself as a mobility company, with a range of low cost cellular handsets targeted at first time buyers, a market segment which the company says is growing by as much as 35-40 per cent.
Vinod Sawhny, ED and CEO, Beetel Teletech, clarified that the company was not going after the same users as Nokia and Samsung were right now. He said, “Our focus is going to be on the 150 million users in the Indian market who are in the affordability range. Today, these users make up for one-third of the total market, and with the dropping share of the global brands, this market is only expanding.”
In digital, Beetel is focusing on a lead generation campaign, while 50 per cent of spending is on building awareness through display advertising. The rest of the spending is being done on a combination of emails and a CPC (cost-per-click) campaign. The brand has also created a website which doubles as an e-store, to provide an easy access point for users. The initiative was launched in March, and according to Sawhny, had received good response, which would improve as advertising began.
“Our USP, which our communication also centers around, is the lineage we can offer. As a Bharti group company, we offer the best quality and post sales service. We give the most affordable products with the best facilities in their category, and that also differentiates us from our competition,” he said, adding, “Companies like Micromax and Lava are less than three years old. When you buy our product, you’re buying into a brand you can really trust, one that has been around for long.”
Currently, the brand is focusing on TV, with digital being considered as the next step. Sawhny shared, “First focus is on penetration. We want pan-India coverage, for which television is still the most effective medium.”
He added, “There is a scientific process for calculation of marketing spends, and right now, there is a lot of focus on television. We had done more advertising on print earlier, when focusing on particular geographies. At the same time, I believe that digital is the way forward. For promotions though, print also works very well, so we have to apply scientific techniques to make sure that we’re getting the most out of our advertising.”