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Altec Lansing comes to India

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CIOL Bureau
New Update

The US-based Altec Lansing Inc., the world leader in audio systems for

multimedia PCs and home entertainment systems, is on an expansion mode, making

major inroads into the South East Asian region. It has appointed Trifin

Technologies as its national distributor for developing the distribution channel

in India.

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The formal announcement of the partnership is slated for the coming week

where in both the companies would come together for the first time in public.

The launch would include a formal presentation that would give an insight into

the company's worldwide presence, company's plans and strategies in the country

and its expectations here. A temporary demo zone would also be devised which

would display the entire range of Altec products in India, for the touch and

feel and experience.

To promote the brand in the country, Trifin shall be engaging in lot of

marketing initiatives. The newly appointed distributor plans to focus initially

in the North zone in the country before expanding to other zones. Trifin has

already identified its key partners in most of the areas.

The channel partners are being extended products at demo pricing so that they

can invest into the demo units and derive maximum sales. The company is already

working on India specific merchandising. Trifin is also planning to tie up with

OEMs for bundling the world class speakers with their PC range. The company is

looking at adding more products down the line in the areas of multimedia and

niche market.

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During the course of this year, Altec is targeting the Indian, Japanese,

Chinese and Korean markets in a big way. India has been chosen as its first

business destination and gateways to enable complete coverage of all major

countries within the Asia Pacific region.

The company will put in place a series of marketing and associated branding

initiatives leveraging the strength of a wide network of channel partners,

streamline specific relationships with OEMs and system integrators. It will also

develop 'Demo Zones and Units' apart from deploying shop-in-shop concept stores

for its wide portfolio of audio products here.

Describing the company's roadmap to establish itself in India, Tony

Wilkinson, VP (Sales and Business Development), Altec Lansing, said,

"Strengthening marketing, sales support, engineering development as well as

a streamlining of all process and systems is being undertaken to position Altec

as a greater force to be reckoned with by the year end. Expansion into new

markets--home theater audio, consumer audio, Altec Pro, personal audio and an

even expansion within the PC audio market--will be more than apparent by end

2002."

Sounding excited about the partnership, Trifin director, Ashish Aggarwal

said, "The market has been pretty upbeat about hearing Altec's entry into

the country. Initially starting form north India, we would surely expand to

other parts of the country, as and when the business shows green. We have

specially designed and customized programs for all our partners in sales."

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