Financial Daily from THE HINDU group of publications
Friday, Mar 07, 2003
Financial Daily from THE HINDU group of publications Friday, Mar 07, 2003 |
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Marketing
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Retailing Sony set to expand retail presence Our Bureau
Mr Teruo Ishii, Managing Director, Sony India Pvt Ltd, at the launch of Micro Vault USB 2.0 in Chennai on Thursday.
CHENNAI, March 6 BESIDES doubling its adspend for Sony World this year, Sony India plans to expand its retailing to `Pro shops' and take the number of Sony Zones to 500 in the next three years. Speaking at a press conference here on Thursday, Mr Ravi Katial, Manager - Strategy and Management Department, said the Sony World promotion spends has been doubled from Rs 2 crore to Rs 4 crore in the coming financial year. He was speaking at the launch of the 31st Sony World store in India and the third in Chennai. Mr Teruo Ishii, Managing Director, Sony India Pvt Ltd, said the Sony World concept has proved to be successful in India. The direct contribution to sales has been over 11 per cent. It also serves to showcase the entire range of Sony's high-tech products and enhances the brand equity, he said. In the next three years, the company plans to increase the number of Sony World outlets to 60. The company will support the expansion with national and regional-level promotional campaigns in the press and electronic media, commercials in cinemas and on the Internet. The company is expected to end the financial year in March with a turnover of around Rs 670 crore. Mr Ishii said the core business of the company continues to be colour television, which accounts for 60 per cent of the total turnover. In this segment the company has grown at almost 30 per cent. The company has 400 direct dealers, 31 Sony Worlds and 20 distributors with 1,000 sub dealers under them. Sony World stores are spread over 3,000 sq.ft. to 4,000 sq.ft., and are at the premium end. The company also proposes to have a second-tier store - the Sony Zone - in smaller towns. At present, there are around 31 of these stores. The company plans to have at least 500 Sony Zones in the next three years. Sony also plans `pro' shops to promote its audio and video products. Sony India has launched a Web site, which showcases the entire range of Sony products. This Web site has become popular with non-resident Indians so that they can gift their friends and relatives in India, Mr Ishii said. Sony India has launched its personal digital storage the Micro Vault USB2.0, which is the size of a highlighter pen, offers easy storage and transporting of files. The 256 MB Micro Vault can store up to 177 floppies. The Micro Vault gives users four time faster file transfer speeds. The product is priced at Rs 2,995 for 32 MB and Rs 11,995 for 256 MB. The Micro Vault, which has been positioned as a personal product, will be available at all supermarkets, general stores and stationery stores.
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