Mobile Accessories market in India observed very aggressive growth this year as we saw huge adoption of mobile devices by Indian consumers. All players in the segment are very bullish to tap the enormous opportunity. Jay Pau, CEO, Santok Group talks to DT and shares marketing strategy and channel plans for their brand STK Accessories.
A: The growth story of Mobile Accessories is phenomenal as the market has been steadily maturing towards smart phones, while the modern day smart phones are in themselves all inclusive, the mobile accessories helps to bring out the best in your smartphone. The additional accessories to your smart phone either add to the existing features or to complement them. Accessories are not mere enhancements anymore but have become an important utility today. They protect, improve performance, make devices look good and add value to everyday use. All these factors keep the markets steady at growth.The Indian market has been introduced to a host of new devices and technologies. The demand is increasing each year and it is bound to grow by 25-30% this year as well.
A: We at STK Accessories have been well placed across all Modern Trade and LFR partners and feature in TOP 3 brands of India. Encouraged by our dramatic success as leading mobile accessories player in the European markets for over two decades, we are now planning to establish the same league by widening our product range locally and further understanding the needs of the Indian consumers in order to deliver the most innovative mobile accessories in the market place today. We are quite optimistic about our ventures and are expecting a steady growth for our products. We are also happy about the acceptance of our products that we have been receiving in the Indian markets and this has been reflected in revenue and market figures. With the new range which we have launched now along with Redington, We would be the TOP brand in next 2 years for sure.
A: Our strategy to reach the Indian markets is thorough research and market analysis on maximum retail price (MRP). The company plans to focus on presentation and quality of products to compare with market biggies. The products will be available in all tier-2 and tier-3 towns and the company has increased its online presence to engage with consumers and get their feedback.We have also tied up with Redington India Ltd as our National Distributor and we would be present across all channels in India.
A: STK Accessories has always tried to reach the tier II and tier III cities along with the metro cities of India. However, there had been few drawbacks to reach the tier II and III cities majorly. To cope up with such problems, STK Accessories in coordination with Redington India Limited as our National Distributor will in turn appoint Regional Distributors across each zone and state. The plan is to tap 100 cities in next 24 months with top 50 cities by December, 2016.
A: STK currently has been investing heavily on its advertising and marketing along with the presence on social media which is also growing by each day. Our aim is to leverage the channel strength. We want to expand both our Retail and Ecommerce strength.
As of now we have got Regional Distributors in West Zone along with strong presence in Modern Trade and LFR. We plan to add more distributors by March 2016 across India along with presence in Online channel as well. STK Accessories will also be adding another 15 Regional Distributors to make the presence felt all along the country.
A: Would like to summarize this discussion stating when you buy any STK Product you are going to bring in value for Money to your spend. There are several brands out there but opt for Quality as a decision maker as that shall build an experience for you. We value your hard earned money with the right expectations.
The tie up with Redington India Limited will help to provide service or replacement as per our policy which is - 12 months replacement warranty on all our products.
A: STK Accessories has already made its presence felt in the metro cities. We believe in Studying Market feedbacks and bring changes in our products as well as our marketing strategy according to it.
We will be starting B & C cities soon with distributors already finalized for cities like Ludhiana, Bhubaneshwar, Pune, Rajkot, Ghaziabad, Gurgaon, Ranchi, Chandigarh, Lucknow, Guwahati, etc.
Post this we will build focus on C cities like Amritsar, Moradabad, Kanpur, Puri, Madurai, Aurangabad, Bhopal, Raipur, Coimbatore, Mangalore, Cochin etc, after March 2016.
A: For this year we will be starting the lucrative dealer and distributor scheme during Christmas and New Year as we did last year for Modern Retail and LFR where we took our partners from The Mobile Store, Brightstar, Beetel, Reliance, Airtel, etc to London for a luxurious trip. This year too, we will be coming up with something similar where in we get to bond more with our partners & dealers.
A: The online market is growing by folds and we want to make our presence felt on online, to reach more and more people. In a short span we will be starting with Amazon for exclusive launch of few technological products and along with that the other range is now available at Snapdeal, Flipkart etc.
