Jvc Reworks Marketing Formula For Better Visibility

JVC, the Japanese transnational and one of the largest global consumer electronics companies, is chalking out an aggressive marketing strategy to revitalise its brand in the Indian market.

Senior officials of Elan Electronics, JVC's marketing and distribution arm in India, said: "We have reworked our advertising campaign and will be introducing better promotional and finance schemes in order to gain better visibility in the market."

The company has so far spend around Rs 20 crore in advertising, marketing and establishing offices at Delhi, Kolkata, Chennai, Pune, Ahmedabad.

Further, to establish JVC's presence in India, Gautam Kunzru, chairman and main promoter of Elan Electronics, will be shifting from Singapore to Mumbai next week to look after the Indian operations.

JVC had earlier failed in India when it entered the domestic market in association with Mirc Electronics, owners of the Onida brand of colour televisions.

According to Mumbai-based dealers, there was a shortage of JVC products - which range from car audios to hi-fi systems -- in the market. Elan officials admitted there was a shortage of products, but it was only because consignment worth Rs 20 crore was held up by the customs department. "Due to this, we lost the market for 3-4 months," they said.

"We are planning to go national by the first quarter of next year," Elan executives said. Elan will be introducing new products in car audio and hi-fi systems, followed by DVD players and digital video cameras. In January 2001, JVC re-entered the Indian consumer electronics market through a tie-up with the Singapore-based Elan Electronics.