Why has AOC kept such low profile in the market despite being in
the country for a few years now?
We launched the brand in India in 2001. Since then in the last four years we
have been busy putting the back-end in place. We are a cautious company and we
actually proceeded step by step instead of directly making a big splash. For the
last four years we have concentrated on OEM's. Most of us (in the company) are
basically from OEM background and thus we have a mindset that is set with the
OEM's. We are still learning the nuances of the channel business as in the
beginning we had no idea bout how to brand or work with the channels. That is
why only after we had established the company in the OEM segment did we think
about taking the channel route.
Are you looking at making a foray in the upcountry market?
The problem that we foresee in the non-metro markets is the lack of
infrastructure. As of now the focus on network services is not there and we will
need to look at building up a service system before we think of venturing in the
upcountry market. Having said that when we get around to appointing distributors
for the upcountry market the first chance will be given to the existing distis.
The reason being that some of our present distis like Advance have done well for
us in the upcountry market, they have gotten business for us from Guwahati and
Siliguri so when we want to venture in other markets in northeast Advance will
obviously be our first choice. However, once they refuse then we will look for
new people.
While you have been here for a while, your market presence is
not as visible as your competitors? What is the brand strategy that you are
looking at adopting in the Indian market in the future?
AOC as a rule is not very aggressive in the branding sphere. We are a very
conservative company and we are not aiming to reach the same brand recognition
as Samsung. Also our branding experience has not been very encouraging in India.
When we launched we had a tough time calling dealers for our meet. Now that we
have been here for some time and they have seen our work this time around
dealers were interested in our meet. As far as strategy in the future goes, from
October onwards we plan to get more aggressive on the brand front.
Shivangi Yadav
maildqindia@cybermedia.co.in