Builds on single layer reach
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.