We have a clear go-to market strategy: Arijeet Talapatra, TRANSSION India

Talapatra, CEO, TRANSSION India says the recently rolled-out campaign for itel's smartphone fits seamlessly with the brand's overall marketing and expansion plan

e4m by exchange4media Staff
Updated: Feb 25, 2019 8:39 AM
Arijeet Talapatra Itel

Within the first year of operations, smartphone-player- itel grabbed the 2nd position in the overall handset market in India with a 9 percent share in the January-March quarter 2017, as per the Counterpoint Research Report.  Further, itel continued to maintain its strong foothold in the feature phone segment with a 9 per cent market share, registering an exponential growth of 217 per cent growth in India in 2016-2017.  Building on the success, the brand that has achieved a milestone of 4 crore + customers in a span of two years recently also launched its new campaign ‘‘Ab Har Haath Mein Jaadu." The recently rolled-out campaign fits seamlessly in the brand's overall marketing and expansion plan says Arijeet Talapatra, CEO, TRANSSION India.

Edited excerpts below:   

Speaking the customer’s language

"‘Har Haath Mein Jaadu’ resonates with our core belief of providing the latest mobile features at the best prices further making customers’ experience magical while using itel smartphones. The new brand campaign compliments itel’s latest range of portfolio which are bringing newness and affordability together to make sure that our customers have a magical experience with each offering," he opens up. For the campaign, Talapatra says that itel has rolled out a full-fledged integrated marketing campaign to foster engagement through all the mediums. From an aggressive Retail Visibility drive coupled with key local associations and activations, the campaign will be supported extensively with a tactical TV campaign to drive awareness complemented with Digital Marketing for amplification and driving engagement. "itel is a brand that connects people across culture, regions and celebrates togetherness by being part of their celebrations. We are working very closely with regional festivals and we have recently participated in festivals such as Kumbh Mela and Pongal through unique brand visibility drive and also associated with Udita Foundation in Kolkata, a skill development institute in performing arts and paramedical. itel believes in customising market outreach programs across its priority, Tier 3, Tier 4 and Tier 5 markets in India where it has huge traction. "

New age target audience 

Talapatra remarks that Indian customers are value seekers and want to experience fast-evolving technology at the same time. "Our philosophy for itel is to give a value-added offering to the consumers. New age audience requires high specification smartphone offerings that do not burn a hole in their pocket. itel identifies these regional requirements through extensive market research and develops products accordingly to give them a better lifestyle. To give them a life where he/she doesn’t have to feel that they have to make a compromised choice in every aspect of their life. itel is striving to be a brand that fuels aspirations and make a difference to the life of people," he says. 

The growth story

Looking back at itel’s journey to touching 4+ crore customers in India, Talapatra says, "Since its entry in 2016, itel is consistently witnessing tremendous growth in the Indian market. 'Actioning the right to progressive ideology, itel always aimed for democratizing technology for the masses. Building on the success, itel achieved a milestone of 4 crore + customers in a span of two years which is a momentous landmark in itself. The reason behind the massive acceptance of itel has clearly been our huge distribution base which allows us to deeply penetrate into the relatively untapped rural markets." 

Aided tools for campaign-amplification 

He points out that the local smartphone market in India thrives on the diversity of its fragmented customer base as user requirements differ from region to region." The primary reason behind the massive acceptance of itel in India is its customer and marketing-centric approach.  All these years in India, the company focused on increasing the market visibility and outreach and associate a lot on-ground to connect with local target markets such as Uttar Pradesh, Bihar, Jharkhand, Gujarat, etc. Continuous and aggressive, consumer-centric regional marketing strategies striving to drive visibility and awareness backed by unique service proposition of 100-day replacement warranty and widespread distribution is driving great growth for the brand over the years," explains Talapatra. "We have a clear go-to market strategy. itel’s objective is to reach the last mile customer either through a channel or retail base," he continues. Talapatra says that from an overall perspective, maintaining an offline presence helps to build brand recall and increase word-of-mouth publicity.  He reveals that the brand aims to have a matchbox distribution, i.e. Itel with every retailer, wherever he goes.

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