“Exploiting the Potential”

“Exploiting the Potential”

In the year 2014, Intex witnessed a excellent growth of about 100%, thanks to its mobile business. The company insists on taking full advantage of the market sentiments and delivering what the end-customers really desire at this point of time.Nidhi Markanday, Business Head, Consumer Durables & IT shares her marketing strtagies for year 2015.

Q.How do you rate the year 2014 for your company?

A.Let us take a step back in time and reflect upon this statement a lot more closely. This market that stood at a mere $3.2 billion dollars at the beginning of 2005 is now expected to cross $15 billion by the beginning of next year. Amongst such a thriving market we have tried to exploit our potential to the fullest, keeping with the companies’ aim of innovation of technology and challenging the market dynamics. While, our mobile business contributes the most to the total revenue. Our CDIT business is also doing well and contributes as much as 25-30% to the total revenue. Last year Consumer Durable business has done a sizeable business. In FY 14-15, we are projecting 800 crore revenue from the CDIT business. We enhanced our existing range of speakers, LED TVs and washing machines last year. We are confident in our ability to achieve our goal of 4000 crores revenue turnover in FY 14-15.

Q.In what ways did the channel help you steer your business forward?

A.Our strategy with our channel partners is very simple. We aim at penetrating to the roots of India and other countries we are present in. Intex has a strong distribution networks across the countries it is present in. In India, our sales are well routed through a distribution network comprising 1100+ distributors and 80,000+ dealers spread across the country. Our products are also available at more than 250 dedicated counters of reputed chains of hyper markets and specialty stores across the country, on TV shopping channels and e-commerce sites. While we have exclusive tie ups with the major e-commerce websites in India, our distributors and dealers contribute significantly to the share that is generated from the tier 2and tier 3 cities. All mediums play an important role in terms of contribution to the total revenue generation.

Q.What will be your go-to-market strategy in 2015? How different would it be from 2014?

A.At Intex, our business philosophy is customer delight. This year we will add new product categories and enhance existing range, bringing in more innovation at an impeccable price point.

To fortify its existing distribution network, Intex will add 10 thousands more retailers for its CDIT Business. Intex aggressively plans to leverage the evolving e-com space in India to drive business. We are planning to launch many products exclusively for sale with e-com partners this year.Intex saw 100% growth last year with some great marketing strategies.

Q.Why should your channel partners feel motivated? What is your message to the channel community?

A.Our channel partners are a vital part of our network. We believe in rewarding them timely and keeping them updated and aligned with Company’s vision. We are grateful to our channel partners for being the backbone of our sales strategy and look forward to their continued support.

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