Ziox to pump Rs 100 cr in marketing, hires actor Sushant Singh Rajput
At an event held in Mumbai, Ziox mobiles announced Sushant Singh Rajput as their brand ambassador, Deepak Kabu, CEO of the company spoke about their marketing strategies and how they can best compete with Chinese brands
At an event held in Mumbai yesterday, Ziox mobiles announced actor Sushant Singh Rajput as their brand ambassador along with setting aside Rs 100 crore for 360-degree marketing campaigns. Deepak Kabu, CEO, Ziox mobiles, said, “With Sushant on board, it will help augment sales and further its reach in the market. The partnership with him is in times with Ziox mobiles’ next phase of expansion on a pan-India level.” We spoke with Kabu to ask him about his plans for Ziox Mobiles and here is what he had to say:
It has been tough for Indian mobile manufacturers to break into the top 5, how do you see yourself getting there?
The focus between them and us is very different. My focus is completely on budget phones ranging between ?3500 and ?6500 and this is the area where you will see a lot of vacuum. This is the area where there are many people who want to change from feature to smartphones. So talking about Oppo and Vivo (in the same breath) would not be right in a sense. Our competition is with brands such as Karbonn or Lava, we are very strong with our distribution network and provide high quality products. If we give products at appropriate prices then people will definitely buy phones. Currently we are selling between 3 lakhs and 5 lakhs phones per month.
How do you perceive Jio’s Rs 1500 phone as a competitor?
Everyone knows about Jio’s plan and we too have similar plans to make 4G feature phones; it is in the pipeline. There are so many talks around Jio but time will tell. I have plans and I am ready for all kinds of competition.
Who is your target audience?
We are focusing on the country as a whole and not only Tier 2 and Tier 3 cities. You look at a cosmopolitan city like Mumbai, which is also a financial capital, we are selling the highest number of phones here in the city. If we are doing well in Mumbai I’m sure Tier 2 and Tier 3 cities will welcome us too.
Tell us about your marketing strategy.
It is very important that once you reach a certain level or to the distributors, when customers come to a shop and see your phone is when we can say that we are pushing a marketing strategy and we were waiting for this day. Once you reach 40000 retailers and add more after it- that is when the base is formed. That’s the reason Sushant is here now and is the face of the brand.
How do plan to advertise Ziox Mobiles?
Print ads have already begun, ATL we are planning in a huge way across India, including regional channels from various parts of the country along with digital media, which also has people on board.
Where does Ziox see itself three years from now?
Our plan is to grow not in terms of numbers but a good transition by keeping our customers happy and giving them the best product.
How is the Government supporting you along the lines of Make In India?
I think the Government needs to give more support to brands manufacturing phones in India, the Chinese government supports the local manufacturers a lot and I really look forward to a lot more support from the Government.
How has GST affected the business overall?
It has been very positive, the taxation is different now, it is equal overall. There is no reason why it won’t benefit the entire mobile manufacturing sector in India and in the months to come it will be a lot smoother.
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