Builds on sin­gle layer reach

Voice&Data - - SPECIAL REPORT -

Es­tab­lished in the year 2003 as Pace­tel Com­mu­ni­ca­tions and then in 2009, the com­pany was re­named Lava In­ter­na­tional is op­er­at­ing in a very com­pet­i­tive cat­e­gory and their GTM strat­egy varies for dif­fer­ent prod­ucts. As a brand they en­sure that the prod­ucts are de­vel­oped in line with con­sumer needs and in­sight­ful com­mu­ni­ca­tion is cre­ated for those.

To take the mes­sage to the tar­get au­di­ence, Lava de­ploys an in­te­grated me­dia mix for most of their cam­paigns with TV be­ing the lead medium for flag­ship prod­ucts. Outdoor and Cin­ema are used in se­lected ge­ogra­phies to re­in­force the mes­sage. Dig­i­tal is a key part of Lava’s strat­egy as it plays an im­por­tant role in the con­sumer’s pur­chase cy­cle, be it aware­ness, in­flu­ence or pur­chase it­self. A lot of re­search hap­pens on­line even if a con­sumer buys the prod­uct from off­line re­tail.

While on one hand com­pany use so­cial chan­nels to drive en­gage­ment & build affin­ity to­wards the brand, on the other hand Lava use search & dis­play ad­ver­tis­ing to in­flu­ence con­sumers who are in the ac­tive pur­chase cy­cle.

In ad­di­tion to this, Lava also plan ac­tiv­i­ties across key touch points in re­tail to cap­ture con­sumer’s and re­tailer’s share of mind. Lava has a wide prod­uct port­fo­lio en­com­pass­ing tablets, fea­ture phones and smart phones with var­i­ous mod­els in bar and touch form fac­tors at mul­ti­ple price points to suit all seg­ments of con­sumers. The port­fo­lio starts at Rs 900 and goes up to Rs 12,000. All prod­ucts are de­signed & de­vel­oped on the ba­sis of con­sumer needs and these change as com­pany move up the price lad­der. Lava is also work­ing on of­fer­ing a se­ries of 4G smart­phones across mul­ti­ple price seg­ments.

Navin Chawla, Sr. Vice Pres­i­dent and Head-Prod­uct, Lava In­ter­na­tional says. “Lava is the only com­pany in In­dia with 100% sin­gle lay­ered dis­tri­bu­tion as against all our In­dian com­peti­tors that have mul­ti­ple lay­ers. It com­prises of 1115+ dis­trib­u­tors and 101441+ re­tail­ers. The com­pany has made sig­nif­i­cant in­vest­ments in its sales and ser­vice dis­tri­bu­tion net­work, which com­prises 1060+ ser­vice cen­ters through­out the coun­try, and a unique & re­li­able sales and ser­vice dis­tri­bu­tion (SSD) net­work com­pris­ing 59+ CFAs. Re­cently, Lava was de­clared as the most trusted smart phone brand in prod­uct qual­ity and af­ter sales ser­vice amongst all In­dian brands by Sil­i­con In­dia”.

“We be­lieve that our sin­gle-layer dis­tri­bu­tion model en­able us to be very close to the cus­tomer and hence have full con­trol on the prod­uct. We are bet­ter po­si­tioned to com­mu­ni­cate prod­uct ben­e­fits to re­tail­ers who in turn pass on the right prod­uct in­for­ma­tion to the cus­tomer” he added.

Lava have set up two man­u­fac­tur­ing units in the coun­try. One in Noida and other one at Tiru­pati. Lava will in­vest Rs 2,615 crore over the next seven years for its man­u­fac­tur­ing func­tions. The units will have a com­bined ca­pac­ity of 18 mil­lion hand­sets per month.

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