Home >> Digital >> Article Presented By, IDMA - Mathrubhumi.com presents e4m's IDMA 2018, gold partner - Republic TV           Techमंच - exchange4media presents Techमंच - Digital Conference 2018, gold partner - Mathrubhumi.com

Beetel beefs up expansion plans, banks on TV for reach

10-May-2011
Font Size   16
Beetel beefs up expansion plans, banks on TV for reach

Technology brand Beetel, which has mostly been associated with the landline handset market, has recently relaunched itself as a mobility company, with a range of low cost cellular handsets targeted at first time buyers, a market segment which the company says is growing by as much as 35-40 per cent.

Vinod Sawhny, ED and CEO, Beetel Teletech, clarified that the company was not going after the same users as Nokia and Samsung were right now. He said, “Our focus is going to be on the 150 million users in the Indian market who are in the affordability range. Today, these users make up for one-third of the total market, and with the dropping share of the global brands, this market is only expanding.”

In digital, Beetel is focusing on a lead generation campaign, while 50 per cent of spending is on building awareness through display advertising. The rest of the spending is being done on a combination of emails and a CPC (cost-per-click) campaign. The brand has also created a website which doubles as an e-store, to provide an easy access point for users. The initiative was launched in March, and according to Sawhny, had received good response, which would improve as advertising began.

“Our USP, which our communication also centers around, is the lineage we can offer. As a Bharti group company, we offer the best quality and post sales service. We give the most affordable products with the best facilities in their category, and that also differentiates us from our competition,” he said, adding, “Companies like Micromax and Lava are less than three years old. When you buy our product, you’re buying into a brand you can really trust, one that has been around for long.”

Currently, the brand is focusing on TV, with digital being considered as the next step. Sawhny shared, “First focus is on penetration. We want pan-India coverage, for which television is still the most effective medium.”

He added, “There is a scientific process for calculation of marketing spends, and right now, there is a lot of focus on television. We had done more advertising on print earlier, when focusing on particular geographies. At the same time, I believe that digital is the way forward. For promotions though, print also works very well, so we have to apply scientific techniques to make sure that we’re getting the most out of our advertising.”

 

Tags

Varun Raina, Marketing Manager, Airbnb India speaks to exchange4media about the successful #LiveThere campaign and how Bollywood helps them connect with its young consumer

Tim Castree is all praises for his team in India and trusts it to be a result of “an excellent execution of agency’s global strategy” headed by Kartik Sharma

Siddharth Dabhade says Criteo’s technology allows brands to engage with shoppers, create relevant experience on retail apps, thereby driving sales and profits

Shantanu Gangane says OTT platform Viu plans around 20+ originals and is all set to enter the Tamil market with a mix of syndicated and original content

right
left
OFF THE CUFF HAS JOURNALIST ARUN SHOURIE IN CONVERSATION WITH SHEKHAR GUPTA IN MUMBAI IAA HOSTS FIRST INDIAA REGIONAL AWARDS (TELUGU) IN HYDERABAD BREAK THE CEILING TOUCH THE SKY 2018 SEES OVERWHELMING INDUSTRY PARTICIPATION 10TH EDITION OF ABC EUREKA AWARDS IN MUMBAI CELEBRATES WORK OF PARTNER AGENCIES EMINENT JURY PICKS LOUDEST’S 100 MOST POWERFUL INDIAN MUSIC BUSINESS LEADERS MODE LOFT BY SABGROUP LAUNCHES SIGNATURE MENSWEAR POWER DRESSING CLOTHING LINE TOP MARKETERS DISCUSS ART AND SCIENCE OF EFFECTIVE LISTENING @PITCH CMO SUMMIT 2018, DELHI THIRD SEASON OF ‘INDIA’S TOP DIGITAL PLANNERS’ RECOGNIZES EXCELLENCE IN THE DIGITAL INDUSTRY WOMEN ECONOMIC FORUM 2018 SEES DISTINGUISHED GLOBAL PERSONALITIES IN ATTENDANCE PEPPER CREATIVE AWARDS 2018 RECOGNIZE THE BEST IN ADVERTISING IN SOUTH INDIA RADIO CITY’S POWER OF RADIO MEET HOSTS TOP ADVERTISING INDUSTRY LEADERS TOP INDUSTRY PERSONALITIES ATTEND ZOOM-MYNTRA EVENING TO CELEBRATE THEIR PARTNERSHIP LEADING MARKETERS, EXPERTS SHARE INSIGHTS ON DIGITAL TRANSFORMATION @ADOBE SYMPOSIUM IN MUMBAI NICKELODEON TRADE PARTY SEES MARKETING INDUSTRY LEADERS AND THEIR FAMILIES IN ATTENDANCE GOLDEN MIKES RADIO ADVERTISING AWARDS 2018 RECOGNIZE INDUSTRY’S MOST DESERVING ACHIEVERS AIMA MANAGING INDIA AWARDS HONOUR THE BEST IN THE INDUSTRY BW BUSINESSWORLD’S GREAT INDIA DEBATE BRINGS TOGETHER INTELLECTUALS ACROSS INDUSTRY SECTORS BW BUSINESSWORLD SMART CITIES CONCLAVE PATNA 2018 SEES EMINENT INDUSTRY LEADERS IN ATTENDANCE EMINENT JURY PICKS WINNERS OF GOLDEN MIKES RADIO ADVERTISING AWARDS MADDYS 2018 SEE TOP ADVERTISING AND MARKETING INDUSTRY LEADERS IN ATTENDANCE

He spent 13 years at HT; his previous stints include Whirlpool, Procter & Gamble and Godrej

The case study explains in detail the people strategy executed at GroupM to ensure its talent is digitally charged and is data-centric.

As Zee Telugu completes 13 years, Anuradha Gudur tells us about the channel’s journey