Philips India to Focus on Rural Markets to Boost Share in TVs Feb 12, 2004

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Consumer electronics manufacturer Philips India Limited has embarked upon a paradigm shift in its marketing strategy to arrest falling market share of color televisions by tapping the rural and semi-urban areas.

Suresh Sukumaran, senior general manager of Philips India told reporters the company has created a sub-brand "Vardaan" for its color TVs. Mr. Sukumaran said the sub-brand will make up for the 10 years Philips India neglected targeting rural and semi-urban markets.

He said that Philips has drawn up separate communication, pricing, and product strategies for marketing color TVs in rural areas. (PTI)

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