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Pioneer’s ATL, BTL push for India growth

27-January-2012
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Pioneer’s ATL, BTL push for India growth

Pioneer India, a leading player in the in-car entertainment segment which entered the Indian market in 2009, has expanded its product portfolio for 2012.

Pioneer will also soon initiate a number of ATL and BTL activities to increase its market share in India. Commenting on the marketing strategy for the new line-up of products, some of which have also been priced low, Shingo Ikeuchi, General Manager, Pioneer India, said, “We enjoy a decent share in the in-car products’ market in India. We have been in India for almost four years now and we have consistently achieved a market share of 35 per cent. We plan to grow more in this segment in India.”

Gaurav Kulshrestha, Head - Marketing, Pioneer India, refused to divulge the total marketing and advertising spends in India. He, however, said that the company was involved in strong below-the-line activities as the products were more user-experience based. This involves BTL activities through promotions by dealers in India.

He added, “We are also slowly increasing our presence of social media to attract youth. Youth are an important target of our products.”

K&L Arms Communications had handled the creative duties of the company in India when it launched its first TVC after venturing into the Indian market. Kulshrestha said that the company did not believe in high-profile creative agencies in India as the consumer-experience drove maximum sale of its products.

Pioneer has roped in actor Shahid Kapoor as brand ambassador.

The Japan-based electronic device-maker had showcased some of its latest work at the recently held Auto Expo 2012. The company, which is banking on its high-tech innovation devices, unveiled its top of line products such as Mixtrax music management software. The software is considered to be the USP of its audio-visual range of products by its creator.

Apart from Mixtrax, Pioneer has also launched an advanced App mode for the first time in India. The technology lets one control the applications from their iPhones through the head-unit touch screen. The company has also launched two more products, an advanced sound retriever, a Bluetooth audio streaming device and an anti-dust design formula.

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