TCL Corporation, a Chinese electronics and appliance manufacturer, has plans to strengthen its presence in India. It plans to do so by launching an impressive line of products as well as expanding into new markets in the country. TCL already has presence in markets, including Andhra Pradesh, Karnataka, Madhya Pradesh and Kolkata. The company has plans to enter specific markets including Jammu and Kashmir, Assam, Madurai and Coimbatore.
Talking about the company’s plans, Rambo Zhang, Director, TCL India holdings Pvt Ltd, said, “India being one of the fastest growing economies in the world, is one of the strategic markets in our global expansion plans. We are committed to bring to our valued Indian consumer a product line that is a perfect blend of advanced technology and innovative features. TCL will continue to play a key role in the development of cutting-edge quality products, not only for India, but for the global market as well. We will focus more on sales and grab more sales in all Indian outlets to make TCL brand products visible everywhere.”
He added, “We are eyeing to capture a much bigger market share in 2011 in LED and LCD markets compared to this year.”
ISD Group and Percept handle the advertising duties for TCL. In terms of media mix, Zhang informed that the focus would be on both ATL and BTL, but there would be an increased focus on BTL.
TCL also plans to invest Rs 133 crore in a bid to increase its share in the Indian consumer electronics market. Zhang said, “TCL will utilise this fund for operation improvement and sales and marketing, and ads will occupy not less than 3 per cent.”
In 2007, TCL had launched its new brand strategy, giving the TCL brand the new meaning of ‘The Creative Life’. This new branding strategy helped the company set a clear branding position. The long-term brand building characterised TCL to be a creative brand.
The company in its endeavour to focus and establish itself as a strong contender in the Indian market, plans to expand its sales and services network across the country. The current base of 20 branch offices and dealer network of over 5,000, which is supported by 136 service franchisees, will have an additional 10 more branch offices and another 1,000 dealers in the next one year. At present, TCL has a stronghold in southern market and is now eyeing the eastern and western regions to garner larger market share.
The company is also an original equipment manufacturer to some of the leading electronic brands in the country and has reinforced its position as a quality manufacturer with the signing of a strategic partnership with Videocon, which entitles them to supply Videocon with LCD, CRT TVs and ACs for the period of 2010-11.