Digital lifestyle devices--latest bet for Benq in the Indian market

Benq has lined the launch of a series of digital lifestyle devices in the first quarter of 2002. In digital cameras, it will launch a dual mode model. In scanners, it is planning to launch a 1200 dpi scanner. It will also unveil a new LCD panel.

Sandeep Nair, MD, Benq (India) said, "We will be launching 22 new products. These launches are on the roadmap for the first quarter of 2002." The company will focus on digital lifestyle products with its new brand positioning. The company has the challenge of building a new brand, and plans to invest about Rs 5 crore in brand promotions spanning programs that includes the conventional advertising coupled with regular channel promotion schemes, SI meets, market development activities and promotional offers.

The new brand 'Benq' will have the tagline 'Enjoyment Matters' eventually but for the time being, it will go with the line 'Inspired by Acer'. Benq sees strong growth opportunities for its solutions in communications, including mobile phone and networking and broadband products; in display technology, including monitors, digital projectors and plasma displays; and in optronics, including storage and imaging products. It is the synergy of the product lines for digital life devices that differentiate Benq from other players in the market place. The company has also planned an elaborate multi channel brand promotion in the country.

The core focus of Benq brand will be digital life devices including, imaging products, networking, LCD and CRT monitors, digital projectors, plasma displays, optical storage and mobile phones. Benq will continue to provide after-sales service for previous Acer-branded products; but from now on, all products will be globally marketed and distributed under the Benq brand.