Logitech rolls out new retail strategy for India

Logitech, the world leader in personal interface devices, unveiled its new retail strategy for India with the inauguration of its first branded retail showroom in the country. 

Located in South Mumbai, the new showroom is not just an innovation for Logitech in India but also a pioneering development in the country's IT industry as it marks the first time that an exclusive branded showroom is being set up in the industry. The new retail showroom is a logical extension of Logitech's worldwide retail strategy which is more focused on the end consumer.

"I am delighted to be here in Mumbai to launch our first branded store which will allow consumers to experience the range and depth of Logitech's products. Worldwide, the retail market is a significant one for Logitech and we see tremendous potential in India too to develop this segment," said Gavin Wu, VP (Sales and Marketing), Logitech Asia Pacific Region Marketing. 

In the last quarter ended December 31, 2002, retail sales for Logitech worldwide represented 85 percent of total revenue.

As part of its new retail strategy, Logitech has introduced several new initiatives to increase brand visibility and target end consumers. The Company has introduced a Logitech Retail Partner (LRP) program to increase visibility and branding at the point of sale. Logitech plans to cover over 50 outlets across the country in the next couple of months. 

Besides Logitech branding in store frontages, retail shelves, glow signs and so on, the LRPs will also display Logitech demo kits for consumers and will run special Logitech promotions. The new strategy also encompasses consumer promotions at strategic locations like shopping malls.

"The need to be closer to the consumer stems from two basic requirements," said Sanjeev Shah, National Sales Manager, India Liaison Office, Logitech Far East Limited. 

"For one, our new products incorporate superior technology into its sleek packaging and design and we believe that the consumer needs to touch and feel the product to fully comprehend its value. In addition, the Indian consumer has evolved and exercises more choice and care over what he buys and therefore we believe demos will provide him an opportunity to make a more discerning and meaningful purchase," he said.

The Mumbai showroom, located on 600 sq feet of space, in South Mumbai will display and demonstrate all Logitech existing products and new products to be launched shortly in the country. 

DQW News Bureau