Top Story

e4m_logo.png

Home >> Marketing >> Article

Philips upbeat about audio segment

03-June-2002
Font Size   16
Philips upbeat about audio segment

Philips India is targeting a Rs 300 crore turnover in the audio segment this year, on the back of a continued aggressive focus on the MP3 segment.

The second phase of its MP3 launch, will see the introduction of a new range of 6 MP3 compatible products in place of the current line-up, which will be phased out completely by October 2002.

The new models, in the price range of Rs 15,000 to Rs 29,000, will have sleaker looks and additional features like higher PMPO and double wOOx technology for stronger bass effects.

Philips is also extending its MP3 battleground to the rural segment, with the launch of a VCD MP3 standalone product for Rs 3990 in July. According to sources the MP3 VCD standalone segment itself is a 500,000 units market, which is growing rapidly specially in areas like Muzaffarnagar, Moradabad, Panipat. These areas are being flooded by cheap Chinese VCD standalones for Rs 2000, with in-built amplifiers, which can be hooked onto the TV to provide complete entertainment. The company intend to target this segment with the new product at Rs 3,990, with additional benefits of the Philips name and a one-year warranty. This would also help arrest the degrowth in the radio cassette recorder segment.

Another focus area for Philips this year will be home theatre systems. It will push the upper end of the DVD segment with home theatre packages in the range Rs 30,000 to 50,000. By 2004 at least 50 per cent of the mini market is estimated to be DVD.

The company will also strengthen the youth positioning of its MP3 compatible products with a tie-up with a music icon around Diwali.

Currently it is taking its promotional campaign ‘MP3 Mania’ around the country with a series of roadshows with Bally Sagoo, the Taj group of Hotels, MTV and Proctor & Gamble. Philips, which has taken an early lead in the MP3 segment, claims a 72 per cent growth in MP3 VCD minis against an industry growth of 6 per cent.

While ORG figures show that the audio segment has registered a degrowth of 7 per cent in the first quarter this year, Philips claims to have grown by 29 per cent. Philips’ MP3 audio portfolio includes VCD mini hifis, the micro system range, DVD range with MP3 playback, portable CD systems and portable players.

Source: Financial Express

Tags

Kranti Gada joined the family business at Shemaroo in 2006 after a successful stint of over two years in marketing at Pepsi Co. She has been associated with the company for 12 years.

Exchange4media interacted with Jaspreet Chandok, Vice President and Head (Fashion) , IMG Reliance Pvt. Ltd on seamless brands integrations planned for Lakme Fashion Week, walking tall despite blazing trails like GST, demonetization and being a part of the larger cultural space

Their strategy to educate the consumers to make well informed decisions at all stages has worked out well.

Bobby Pawar, MD, CCO - South Asia, Publicis India, talks about his idea of chilling out

For their latest campaign ‘Peeoge toh Janoge’ (English translation: you’ll buy it if you taste it), Wagh Bakri and DDB Mudra gave Sakshi a new, rustic avatar.

Dabbawalas send some extra love along with dabbas to working professional across Mumbai

The Diamond Producers Association brings to life another rare moment as part of the ‘Real is Rare. Real is a Diamond' Campaign