Goes for offline retail focus too
For Asus, their customers always come first. They have always believed in offering the best quality products with high-end specifications at affordable prices, thereby, empowering users with luxury at attractive price points. Company belief in strategy has been strengthened with the response seen for ZenFone 2 Laser, ZenFone 2 Deluxe, ZenFone Selfie and ZenPad range of tablets in 2015. Asus got 30K pre-orders for this line-up across 660 cities in India within a month of the launch with one of the most popular smartphones- ZenFone 2 Laser, being sold-out on the third day itself.
Asus offers a wide range of smartphones that appeal to all users from the budget-segment to the premium segment. All products come packed with specifications that offer features which spell luxury for those specific price points.
For instance, Asus recently launched the ZenFone Max in India that comes with a 5000 mAh battery at a price that is less than Rs 10,000. Similarly, most of the smartphones in ZenFone range come equipped with PixelMaster technology that ensures the users of the sharpest and most clear pictures, irrespective of their price. Asus will continue to launch products that combine luxury with technological innovations in 2016 as well.
Talking about the partner strategy, Asus reaching out to channel partners has always been their top priority. In the past, with the help of e-commerce portals, company was able to penetrate more than 400 towns in a short span of time. This year, the company aims to enhance reach and leverage offline channels in order to increase footprint across the country.
Asus is constantly looking at strengthening retail presence in order to ensure easy availability of their products. While the company already has a robust presence on e-commerce stores, this year also expanded into offline retail. Besides being available at Asus Exclusive Stores, Asus smartphones and tablets are now easily available at all leading retail stores as well.
On Asus future strategy, Peter Chang, Regional Head, South Asia & Country Manager, Asus India shared, “This year should see us moving closer to our aim of having a 5% market share in the smartphone industry in India.
As far as the advertisement strategy and celebrity endorsement goes, Asus does not have a brand ambassador as of now. They believe their products are best ambassadors and that their technology speaks for itself.
Adding to the Make In India campaign Peter Chang added, “Besides being beneficial for the economy, the ‘Make In India’ campaign is an excellent way to bring technology closer to the vast user base that exists in India. We are happy to report that we committed ourselves to the ‘Make in India’ campaign by announcing our plans to manufacture the ZenFone 2 Laser in Sri City, Andhra Pradesh. Through this, we aim to manufacture 150,000 smartphones per month by the end of the current financial year which will account for almost 80% of the sales in the country”.