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.
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.
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."