In order to gain a competitive edge over rival brands in the colour television (CTV) segment, BPL Ltd has recently developed a new sub-branding and market segmentation strategy.
According industry sources the overall marketing objective of BPL is to maintain and consolidate leadership in the face of competition across products, price points, markets and consumer segments.
Currently, the company’s sub-brands include, BPL Loewe — digital designer televisions for the super premium-end of the market, for the indulgence/status seeker; BPL Matrix Flatscreen TV — catering to the fast-growing flat television segment, for the technology seeker; BPL Studioline — which is targeted at the top-end of the conventional market, for the performance seeker segment; The BPL Regular Range — is targeted at the middle end of the conventional market for the risk-averse value seeker; BPL Prima — for the black and white to CTV low-end buyer, at the recruitment end of the market.
To cater to the ever-growing needs for enhancing the quality of mass entertainment, BPL is now introducing a range of home theatre systems, bundled with DVD/VCD players. BPL’s point-of-sale strategy is to use innovative merchandising formats, in addition to the conventional point-of-sale elements. These include shop-in-shop concepts mainly for home theatres and high-end TVs, special display and demo units for key products and strong branding and in-store signage.
The new product range of home theatres and speciality products is expected to contribute around approximately 10 to 12 per cent turnover by 2003 end.
Source: Financial Express