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Acer joins the game...

28-September-2017
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Acer joins the game...

Known for its range of laptops, Acer, a Taiwanese hardware and electronics corporation, plans to now focus on gaming in this digital era. Apart from giving a sneak peek into their plans going ahead, Chandrahas Panigrahi, CMO and Consumer Business Head, Acer India, also spoke about branding activities and their marketing strategy. Excerpts:

What’s your current marketing strategy?

Acer has put in place a robust marketing strategy to accelerate growth. Acer is strengthening its partnership as well as customer outreach program with intensive engagement programmes. It has forged strong partnerships with all the large format retail stores with an aim to increase Acer’s
brand presence in tier 2 and 3 locations. Acer has also been investing significantly in training and in-store merchandising with apt showcase/display of new high end models, sales enablement, schemes and easy finance options. We believe in translating our brand philosophy of breaking barriers between technology and people, throughout our consumer touch points.

How do you differentiate yourself from others in this crowded market?

Acer’s product philosophy has always been that of a pioneer bringing the newest technology to the market at an affordable cost. Over the past 41 years, Acer has been breaking records and setting standards in the PC and technology industry, right from beating IBM 32.

A case in point is the TravelMate C100, the first convertible Tablet PC available in the worldwide market in 2002. Acer was a pioneer in the convertible segment and focused on the immediate impact that was needed to transform the company. The touch screen laptops cum tablets could
host a range of cool things like never before. Acer offers an extensive portfolio of devices ranging from 1 to 100 inches. It includes, notebooks, convertibles, VR devices, Mixed Reality HMDs, PC accessor monitors, desktop, 2-in-ones, AIOs, wearables and projectors which no other brand in this space offers. Acer provides customers with hands-on experience of devices designed to help people get more done, have fun, play hard, get smart and stay in touch with others and do all of this effortlessly, within the context of the important aspects of life which the products seeks to improve like productivity, entertainment, gaming, education and connection.

What marketing mix has been adopted for activities or campaigns done by Acer?

Acer uses an extensive array of marketing touch points to deliver our brand experience and communication. We have one of the most widely followed social media pages in the technology industry where we entertain, inform and engage our fans with a host of interesting content.Our award winning retail store concept delivers a first-hand experience of brand and products with highly trained sales staff helping the customers to make an informed buying decision. Acer also looks at key partnerships like our n-going tie-up with Royal Challengers Bangalore as an important asset to promote on-going tie-up with Royal Challengers Bangalore as an important asset to promote the brand along with celebrity brand ambassadors. Our marketing channels cover a wide range of mediums to reach out to our consumers all across the country and the efforts have established Acer as one of the most loved, respected and fastest growing PC brands in India.

Describe your marketing team.

Acer believes in a lean and nimble team that is able to respond and take quick action to changing needs with a high degree of flexibility and autonomy. We have a core team in the Bengaluru head office looking after countrywide marketing with support staff in four key regions to assist on-ground execution.

What will be your marketing strategy going ahead?

Gaming is a big focus for us globally and in India. Going ahead, you will find a concentrated effort from us to grow the gaming market in India, which has a huge potential. We also see a growth curve in premium thin and light segment laptops along with new devices like Virtual 
Reality and Augmented Reality where we have some outstanding products.hat will delight our customers even more is that What will delight our customers even more is that some of the high-end technology also trickles down to our entry level products. We believe in offering the best possible technology at a given price point and this reinforces our brand philosophy of breaking barriers between technology and people.

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