We have lifestyle products which are colorful, trendy and which appeal to youth of India – Mr Rajiv Bapna – Director Amkette
in an exclusive interview with ITVoice, Mr Rajiv Bapna – Director Amkette, reveals his strategies for business in India.
- Mr Rajiv Bapna – Director Amkette
Vikas Gupta:- What will be your growth strategy in India for this financial year?
Mr Rajiv Bapna :- Amkette is currently focused on developing and growing in its existing four broad categories – IT peripherals, Audio, Gaming and Car Accessories. These include three fast growing and high revenue categories namely – IT, Audio & Gaming. This financial year Amkette will focus on strengthening these categories.
Vikas Gupta:- Please tell us about your channel strategies and service network.
Mr Rajiv Bapna :- Amkette has really strong channel network which helps in reaching to end consumers. With coverage in more than 110 cities, having 250 distributors, 6000 retailers and 40 service support outlets, ensures that we remain the first choice of the consumers.
Vikas Gupta:- What are the initiatives taken to popularize Amkette products?
Mr Rajiv Bapna :- Amkette has always been aggressive when it comes to Marketing its product. Primarily we perform four major Marketing activities on Large Scale – Product Launches, Retail Development Programme, Online Marketing, Advertisement, Exhibition/Events.
However, our primary focus is on Channel Marketing which include – Trade Extension, Channel Schemes, Training for Channels, In Store Display, Contest/BTL, Online Promotions and Strategic Advertisement.
Vikas Gupta:- How much of a role are the channels playing in taking Amkette ahead of its competitors?
Mr Rajiv Bapna :- Channels plays a vital role in taking Amkette ahead of its competitors as we have diverse product range and for every category we have focused channel partner namely – IT, audio, gadgets, car accessories and mobility. Hence, having a dedicated outlet for a particular category ensures that a tight product is available to a right consumer.
Vikas Gupta:- What kind of strategy have you planned to position Amkette product successfully in the market?
Mr Rajiv Bapna :- Our core strength lies in our four strategy pillars –
Product Design – a focus on aesthetics, look and feel to materials and texture
Meaningful Innovation – Engineering Innovation
At the Cutting Edge of Technology – always with the latest
Customer Centricity – Innovations tuned to people (users) and not the other way around.
Vikas Gupta:- How do you plan to handle your competitors, which are also catering to the same market segment?
Mr Rajiv Bapna :- We have a very clear strategy to handle competition, which include – Premium Product quality, Affordable price with latest features, Channel friendly policies, sales team spread across India and the best after sale service. This helps us to distinguish ourselves from competitors
Vikas Gupta:- Any specific target segment you are focusing on? What is your USP?
Mr Rajiv Bapna :- We have lifestyle products which are colorful, trendy and which appeal to youth of India.
Our USPa are :
Innovation Designs with Cutting Edge Technology
And Customer Centric Products