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In a bid to
strengthen its market position in India, Toshiba has merged its PC
and consumer business division. The new combined business division
will be known as digital product, home appliance and service (DHS)
division. The company has taken this decision to offer a bigger
platter of products to the end-customers.
Combining
the
two businesses also means integration of channels and services, which
will enhance the reach of Toshiba in India. In addition to that,
Toshiba is also setting up its first R&D center in Gurgaon for
localization and developing products as per Indian customers
requirement.
Wu Tengguo,
director, DHS,
said, “This year we have set our overall
digital product business strategy that will reinforce the Toshiba
brand and Toshiba's presence in one of the most dynamic and
promising markets. We have made heavy investments on 4 key areas
including R&D, service centers enhancement, marketing, and supply
chain management. All our marketing activities will be tagged as 'are
you ready for more'.”
“We have
not been able to offer locally fit products in India, but now with an
R&D center we can develop products as per the Indian customers'
taste,” said Tengguo. On the service part he said, “We will have
one stop service support center with a common call center for all
range of products. Hence by doing this we will position our brand as
the most quality and trust oriented brand. Moreover, all our efforts
will enable us to grab 10% market share in India by 2013.” Talking
more on channel integration, Sivakumar N,VP, strategic marketing,
product management and services, DHS, Toshiba, said, “ Advances in
digital convergence are bringing new capabilities to digital TVs and
computers, and opening the way to the creation of exciting products
that offer customers new features, functions and higher value. Today,
channel partners who sell TV have also started selling PCs.
Therefore,
combining 2 channels will ultimately enhance the mind share of
customers for all our range of products. As of now, Toshiba has 3,500
channel partners for its laptops and TVs, and this will climb to
6,000 by the end of March 2012.”
On the
product side, the company has launched glasses-free 3D technology for
TVs and laptops. Moreover, the company showcased prototype of its
tablets, which it will introduce in the coming months.