To promote its tapes and accessories range, Philips India Ltd. plans to set up exclusive "Philips Counters" at 15 premium India retail outlets soon, according to Philips India Ltd. general manager (CD Systems) Sharmila Sahai. The move is aimed is to increase the company’s penetration levels for tapes and accessories, normally sold through Philips dealers, by 40 percent next March.
As part of its marketing strategy, the company is planning to promote its eight different product categories in the segment through a close monetary mechanism for each of the product categories. "It includes, cassettes, floppies, CDRs, adaptors, head cleaners (tape and CDR), earphones, cordless headphones, mini-speakers and party-speakers. With this move, we will phase
out audio tape head cleaners from the Indian market in the next few years," adds Ms. Sahai. The company plans to provide display racks, pre-packed display boxes, merchandising strips, and
trade catalogues to the premium retail outlets, informs Ms. Sahai. (Financial Express)
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