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Bose to expand retail outlets, widen distribution reach

17-August-2004
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Bose to expand retail outlets, widen distribution reach

Bose Corporation India Pvt Ltd—a 100 per cent subsidiary of Bose Corporation—has chalked out new retail expansion plans and consumer promotions for the next two years to spur volumes.

Said Bose Corporation India Pvt Ltd general manager Ratish Pandey: “To start with, we are planning to expand our ‘Bose Experience’ retail outlets from 7 to 14 in the next two years. With the move, we hope to spur the ratio of volume growth of home audio versus professional audios from 60:40 to 80:20 during the period.”

To widen its distribution reach for Bose Connect programme, Bose Corporation India will look at B class towns this year.

The company implemented the Bose Connect programme in 2004 in eight A class towns and the programme had taken off well. With the move, the company hopes to enhance brand visibility for Bose products and spur volumes by triggering more consumer purchase, he added.

As regards the Bose Connect programme, explained Mr Pandey: “It was implemented basically to market Bose audio systems by organising roadshows besides demonstrating its technological benefits. So far, the programme has not only increased its customer base in brand awareness but has also acted as a measuring and feedback tool to help the company evaluate the potential of a market before entering it.”

Apart from this, Bose Corporation India has recently launched a new business-to-consumer (B2C) initiative to cater to both the professional audio and home audio segments in India. The Bose India Website will bring forth the work that Bose has done in India, the solution it offers and the strengths it brings for its customers, he added.

Prior to the move, Bose Corporation India Pvt Ltd opened its first Bose store in Delhi and since then retail operations have expanded to Mumbai, Gurgaon, Bangalore and Chennai.

In May 2002, a centralised customer support centre was set up supported with a toll-free number 1600-11-2673 (Bose). Customers can call to request for product information, services offered by Bose, lodge a request service, find out how to get a product demonstration or place an order.

According to Mr Pandey, with the new initiatives, Bose Corporation India Pvt Ltd hopes to garner volume growth of around 60 per cent within a year. The company had garnered similar volume growth during the previous corresponding period.

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