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Toshiba to invest Rs.4.5 crore in marketing promotions

18-November-2002
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Toshiba to invest Rs.4.5 crore in marketing promotions

The global high-technology company, Toshiba, is going to invest Rs.4.5 crore in promotions over the next year in road shows, seminars and other above and below the line advertising campaigns to increase brand awareness and sales of its IT and office automation products. The company has recently launched e-Studio, designed as a simulated office, the first of its kind in India.

e-Studio is designed to be a hi-tech information hub that will provide visitors a first-hand experience of the seamless integration of Internet, Local Area Network, digital processing, desktop software applications, imaging technology and document management. It will showcase the advanced products from Toshiba, including copiers, facsimiles, notebook PCs, projector TVs, LCD Projectors and especially the e-Studio range of Digital Multifunctional systems.

Isao Sugehara, GM - Electronic Imaging Division, Toshiba Singapore said, "As an emerging market in Asia, India is fast embracing digitalization and that is the key reason for our presence in and focus on the Indian market. In fact, we hope to increase our market share from the present 25 percent to 40 percent by 2005."

Toshiba expects the increase in demand for its machines to come mainly from companies making the switch from analog to digital machines. Toshiba will also aggressively market its e-Studio colour machines in India targeting an increase to 10 percent from the present 2 percent market share by 2005.

The information enabling company, HCL Infosystems, is an associate partner of Toshiba India in the new venture. J.V. Ramamurthy, President, Office Automation Division, HCL Infosystems Ltd., said, " With Toshiba's increased focus on the Indian market, we hope to further consolidate this relationship by bringing more and more sophisticated products from the Toshiba stable to our customers in India."

Toshiba has also unveiled its latest concept, e-Solution, an innovative range of office solutions customizable to any industry as claimed by the company. These solutions manage the office workflow providing digital archiving solution, optical character recognition solution to colour management solution and high-volume reproduction solution. It includes e-Printing, e-Document, e-Tracking, e-Office Tools and e-Colour.

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