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Challenges galore as always! |
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 Ramesh A Vaswani
From a ‘peripherals’ brand we have been attempting a transition to a ‘technology’ brand, across diversified verticals such as IT Hardware, Telecom and Consumer Electronics, all bound by the common thread of Convergence. This task by itself throws up new challenges all the time.
The IT hardware industry, as a whole, has been witnessing a steep rise in input costs caused by appreciation of Yuan and increase in oil and metal prices due to general revival of the global economy, resulting in increase in purchase cost of components. Fittingly, we were swift to react by going for a marginal and reasonable price hike but had to retract owing to the low consumer buying sentiment. This is a kind of seasonal attribute that has to be invariably faced before the festive season; it affects the growth of the peripherals and PC business. We did well but we could have done better.
In order to make up and gain further momentum during the festive period (Aug-Dec, 2011) we have planned a slew of new products and intense channel-centric activities. Team Intex is upbeat on the new range of products, scoring high on looks and performance.
East and South are two regions with lots of untapped potential; these markets would see tailor-made schemes, van campaigns and most importantly the Distributors Training Excellence Programs, a concept introduced in the beginning of this CY which has proved to be really effective in other regions.
‘Vertiginous’ is an apt term to describe the current constantly changing state of Telecom handset segment. Reeling under high pressure of declining margins, the industry has been facing a tough time. This calls for a change in strategy- from a numbers-oriented approach to a profitability-centric model, focusing on variants with higher average selling price. Even the sourcing strategy demands a review from time to time, to tackle the frequent price variations from the ODM side.
In Consumer Electronics, we have gained pace. With a change in the product line-up of CRT TVs we were able to notch higher sales. The segment still holds a lot of importance for the B & C class towns. INTEX LCD TVs also scored the highest-ever sales in the month of May, 2011. With a prudent line-up of new models and categories in offing, hopefully, I will have lots to share on this by end of the festive season.
Our exclusive retail chain- INTEX SQUARE- has spread quite well, especially in North and West regions. We now have 80 brand stores pan India; the current thrust is to push sales at each outlet. An individual profit centre approach has been put in place to ensure a really fruitful & mutually beneficial association between us and our franchisees.
Let me close by mentioning that ‘A brand is not just a logo’. Foundations of strong brands are laid on products, product quality, people, the strategies, the practices, and last but not the least, customer service. These areas continue to engage our priority attention to constantly question the status quo and strive for higher levels of excellence.
I wish you all a happy and successful second quarter! |
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Helpline No. 1800-103-8822
Intex Technologies (India) Limited, D-18/2, Okhla Industrial Area, Phase-II, New Delhi-20
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