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Philips launches fisio. To adopt an integrated marketing approach

21-June-2002
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Philips launches fisio. To adopt an integrated marketing approach

With speedy connectivity and personalization as the new buzzwords in today’s wireless world, Philips India, yesterday announced the introduction of its new mobile phones portfolio with the launch of its fisio range.

Speaking on this initiative, Rajeev Karwal, Senior VP, Consumer Electronics, Philips India says, “Through the fisio range, we have entered the fast growing mobile phones market in India and I am confident that mobile phones will capture a sizeable share of the Rs 2,000 crore plus Indian mobile phones market, which is growing at a rate of 70% per annum.” The fisio range includes three models (ranging between Rs. 5995 to Rs. 21995) with various features including colour screen, downloadable screensaver and wallpaper.

“Mobile Phone marketing is all about converting product features into benefits that consumer aspires for. The grammar of communication is surely lifestyle based. Also in this category, touch and feel of the product is very important. So we have adopted an integrated marketing approach to reach out the customers beyond mass media. After the initial awareness exercise through mass media, we will reach and touch the consumer through events, road shows and product placements”, says Rupam Ganguly, GM-Consumer & Trade Marketing, Consumer Electronics, Philips India.

For the current year 02, Phillips has allocated a media budget of Rs 4-5 crores. This is in line with their international advertising to sales ratio. “We have earmarked 4.5% of our sales to advertising. This is in line with our international corporate practice. At Phillips, we don’t cross subsidize our new products. If they are good, they work for themselves,” says Ganguly.

The advertising campaigns for the fisio range will be done through local media to hit the town today. “We are not looking at creating the creatives in India. We will run the international ads which are done out of our Singapore office. Going forward, our agency HTA will take care of the local execution of the languages ”, added Ganguly.

So, what are the expectations from this launch? “The current market size is 1.7%. This year we hope to capture 3.5% of the market and by 2003, we expect to have annualize market share of 5%”, says Karwal.

Seems like Philips is all set for fisio talking!

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