American technology pioneer, InFocus recently made its sincere effort to penetrate into the Indian tech world with the mega-launch of an audacious portfolio of Smartphones, Tablets & LED TVs. With the technological innovations such as naked eye 3D technology, anodized aluminum body smartphones and brilliant Ultra High Definition LED displays leading the way for the brands success route, it would be rather interesting to see how will InFocus market itself, as it for the first time in 15 years tries to establish itself in the B2C category.
Speaking at the launch event, Sachin Thapar, Country Head InFocus India said, “Our mission for InFocus in India is as bold as it is simple: InFocus is determined to enrich the lives of all Indians by pushing the boundaries of technology and design innovation and providing quality consumers can trust. With the help of strategic partners such as Foxconn and SuperD, we will revolutionise the mobile communication, electronics and visual display markets in India with our fantastic portfolio, and undoubtedly reach $1 billion by the end of 2016.”
EE which was present at the launch event spoke exclusively to Sachin Thapar and asked about the marketing strategy the brand looks forward to executing in the near future. To the question, Mr Thapar responds by saying, “For us the our core marketing strategy is going to be the positive word of mouth that we will get once the products start selling. I do not believe and adhere to the marketing strategies being followed by other existing brands today that make their customers wait in line or click at a particular time during flash sales to market its products. For us it is going to be the experience gained by our customers that will help us to establish ourselves.”
So will the brand not focus on any ATL or BTL activities to market itself at all? Sachin Thapar says, “The exact dynamics of how will we use ATL and BTL have not been decided as yet but I want to assure you that we will be present across all media platforms be it television, outdoor, digital or print to expand our reach. But as I said more than the marketing gimmicks I feel it is the astounding technology and features that I feel will be our biggest strength and once a customer starts using our products it is going to be that satisfaction which will help us more than any marketing gimmicks.”
This week is very happening for Indian mobile market as not one, not two but 5 ace mobile brands with distinctive features are launching their smartphones. So was keeping the launch event in this very week a strategic move by the brand InFocus? Sachin Thapar responds by saying,”No, actually. Even though the products start selling exclusively on Amazon and Snapdeal after 3 months however, keeping the launch early was a pre decided idea and we had no idea about the other brands.”
