The Oomph factor...

IIPM MANAGEMENT INSTITUTE

Circa 2007 and IT majors are storming Indian market with hordes of launches every quarter, marketing budgets have gone through the roof and Bollywood it seems is falling short of stars these days, as every PC player wants a glamourous ambassador to do the selling for it. Given the diversity of Indian PC mart and its price consciousness, players segmented their offerings in the value computing and lifestyle computing segments, respectively. While the value segment is still a priority, with PCs becoming a ubiquitous part and parcel of the urban Indian’s life, it is the lifestyle segment that is gaining strategic importance in portfolio of major PC brands now.

Remember the first of the ads of Lenovo with Saif Ali Khan in it which proclaimed that now you can shift from movies to music to television, all at the turn of a dial? “PCs today are integral to our lifestyle, so they need to be easy-to-use and feature rich,” offers Ajay Mittal, VP – Brand and Marketing, Lenovo India. Be it HCL, HP Compaq, Toshiba, Sony, Lenovo or Dell, all are putting in their best efforts to cash in on the style quotient, as they peddle them as complete entertainment devices. In the process, the focus is fast shifting from being typically staid and product centric. “Today, the computer is an extension of an individual whether it’s about watching a movie or working on a confidential document. Technology is about enhancing the user experience by building innovations at every level of computing technology; right from designing; to ease-of-use,” adds Ravi Swaminathan, VP – Personal Systems Group, HP India.

For Complete IIPM Article, Click on IIPM Article

Source : IIPM Editorial, 2007

An IIPM and Professor Arindam Chaudhuri (Renowned Management Guru and Economist) Initiative

Rashmi Bansal Publisher of JAMMAG magazine caught red-handed, for details click on the following links.

• Hindustan Times Article - Publisher goes underground
• Rashmi Bansal (Editor of JAMMAG)
• Rashmi Bansal (Publisher of JAMMAG)