Launched against the ipod, Iriver, the global brand of portable digital audio-visual devices from Reigncom, Korea, has made its foray into the Indian market. The company has entered into an exclusive distribution and service tie-up with Salora International Ltd, one of India's leading technology and entertainment-oriented companies.
Henry Kim, Vice-President, Reigncom, said, “After establishing a dominant market share in Korea and successfully entering the US and the European markets, we will now focus on new and emerging markets such as India, SAARC, Middle East and GCC and Africa.
IDC projects that by 2007 the revenue from digital MP3 devices will exceed $44 billion, which is a growth rate of 20 per cent annually. India will be a major contributor in this”.
In addition to launching stores across India, there are plans to make the brand available through strategic placement and relationships with over 400 Tier 1, and 10,000 Tier 2, retail outlets.
The company has earmarked a budget of Rs 5 crore for marketing of Iriver initially, out of which 25 per cent will be spent on online advertising and promotions. There will also be a dedicated website (www.iriverindia.com), that will provide online software support in addition to downloads, updates and other online offerings.
“Anticipating the growth and spend boom in India, it is expected that the digital devices market could cross one billion by 2009. Our basic aim currently is to create awareness about the product with the right target audience,” said Kapil Dutta, Business Manager, Iriver India.
While JWT will be handling the creative side for Iriver, Navroze D Dhondy, Chief Executive, Creatigies Communications Pvt Ltd, informed that their agency would look after the marketing, communication and PR activity for it. “The target group for the product is young techno-savvy people, who are on the lookout for innovation and we will cater to them via youth brands,” he added.
At present, Iriver has been launched in Bangalore and Delhi. However, the next phase, starting August, will see Iriver moving into major cities like Mumbai, Pune, Chennai and other potential markets. “Within 12 months, Iriver will have a national presence. Globally, we aim to sell 5.5 million units in 2005,” said Gopal Jiwarajka, MD Salora International.
The products being launched by Reigncom in India include a wide range that begin at Rs 4,999 and goes up to Rs 22,000, and will appeal to a cross section of people. The products have a combination of some unique features that make them very attractive to the young, techno-savvy, demanding target group that it caters to.
Iriver product range spans portable digital audio-visual and storage devices such as flash memory, HDD and, portable video with entertainment features such as ability to play movies and games, digital convergence and multimedia content.