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“We aim to become one of the top 3 brands for multimedia speakers by 2015” Rajesh Bansal, Director – Marketing, Fenda Audio
Bansal talks to DCC about Fenda’s channel plans, segmentation in the multimedia speaker market and the challenges for partners that lie ahead DCC: Fenda has been present in India since 2004. Can you briefly tell us about your channel journey so far?
Though Fenda Audio started its operations in 2004, its foundation was laid way back in 1990 when K.K.Bansal (Founder & M.D.) started the business of manufacturing and marketing radios. Gradually, with word of mouth, the dealer network in major states grew. As the year 2000 approached, the audio market in India shifted to a combination of passive speakers and VCD/DVD players. At this time, Mukesh Bansal joined the group. DCC: Do you follow a regional or national distribution model? How is it evolving and are you planning to sign on more distributors?
We have more than 100 distributors across India, serving close to 10000 dealers. We are focussed on distribution as our main channel and planning some innovative programmes for growth of this channel. DCC: Can you shed some light on the size and growth of the computer multimedia speaker market in India?
Computer multimedia speakers are today the key element of any PC/laptop. In India, where people normally like good sound, multimedia speakers become even more
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important. Currently, this market is supposed to be growing at 20% CAGR and will continue to grow at this pace till 2015. DCC: This market seems to be pretty fragmented, with a large number of vendors fighting for market share. Where is Fenda positioned in the market and what are your goals for the next one to two years?
By 2015, we wish to make F&D as one of the top 3 brands for multimedia speakers in India and this will be done by adding more innovative products and also expanding current channel. In addition to this, we will make good investments in marketing in next 2 years. DCC: What according to you are the key differentiating factors for vendors in the multimedia speaker market?
One of the key and most important differentiators is after sales service. For a sound to be good, it is equally important that the customer is well aware about the proper placement of speakers. Another major differentiator in coming years will be the design and materials used in these speakers. DCC: Do you think the Indian consumers have begun to look beyond price when they buy products?
In metros and in A-class towns,
Computer multimedia speakers are today the key element of any PC/ Laptop. In India, where people normally like good sound, multimedia speakers are quite important. One of the key differentiators is after sales service. it is important that the customer is aware about the proper placement of speakers.
c u s t o m e r s h ave b e c o m e m o r e educated and are choosing more stable and trustworthy brands. Also, factors like ease of use and sound quality are becoming impor tant parameters at time of purchase. DCC: Can you share details of your service support network?
We have close to 70 technicians across India who provide regular service at dealer point. They are in turn well supported by close to 6 executives who work in back end in terms of stock maintenance, spare dispatch and complaint handling. In addition to this, we also have our own service centres in 10 cities. DCC: What challenges lie ahead for you or your partners and how do you plan to tackle them?
We are mainly focussing on the middle income group, who are still too price sensitive and not value sensitive. The challenge is to make them more educated, so that they can take the right decision while making a particular purchase. Another big challenge is choosing the right formula for marketing in class B&C towns because most of advertising firms which operate in India are focussed on metros and A -Class towns and have little knowledge on innovations possible in small towns. n