PHILIPS GOES TO THE TRIBE TO UP SALES
Article Abstract:
Philips India Ltd has started featuring real-time ordinary citizens, known as the Tribe, in its recent advertisements to increase sales. It has started a strong emotive campaign involving young people for its brand identity. A monthly tracking study shows a significant increase in unaided awareness from 50 percent to 70 percent for audio products and from 35 percent to 58 percent for colour televisions. If the company's strategy pays off, it may be able to achieve its 2001 target of capturing a 12- 14 percent marketshare for CTVs from 8 percent levels at present and a marketshare of 38 percent for audio products from the current level of 35 percent. (khr)
Publication Name: Economic Times
Subject: Business, international
ISSN: 0013-0389
Year: 1999
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APPLE SLASHES iMAC PRICES IN INDIA
Article Abstract:
Apple has reduced the price of its iMac personal computers in India from Rs85,000 to Rs73,000. This follows the company's strategy to reduce the prices worldwide from $1,299 to $1,049. The new range of colour iMac computers, priced Rs79,900, would be available in India from early February 1999. They will have G3- 266 MHz processor, compared to the earlier G3-233 MHz one, and a larger hard disk. (pn) (kvr)
Publication Name: Economic Times
Subject: Business, international
ISSN: 0013-0389
Year: 1999
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