MAM

Le Eco's Atul Jain: It’s not just marketing, it's creating an entire ecosystem

http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/smartcrop_800x800/public/images/mam-images/2016/03/15/Untitled-2.jpg?itok=_8xBYqVP

MUMBAI:  A late entrant in the market, Chinese smartphone and screen manufacturer LeEco, previously called LeTv, has already created waves with its aggressive approach for the Indian market, and has given existing players like Xiaomi and Samsung a run for their money. Industry insiders unanimously agree that LeEco has disrupted the entire smartphone business in the country, and perhaps even redefined it. After launching its first product in India in January 2016, the company has already broken all records for online smartphone sales and bagged the ‘online top-selling’ tag for its flagship product Le 1s, having sold over 200,000 Le 1s in just 30 days!

And why not? The company has set itself a target to be the number one online smartphone player in the next five months. It doesn’t take a scientist to guess that a feat like that would be impossible without a sound and efficient marketing strategy to back the brand with. Ask LeEco India Smart Electronics Devices COO Atul Jain about what the secret is behind the brand’s success and he says “It’s the ecosystem that we create.”

As per Jain, the ecosystem LeEco strives to create in India works on four different parameters - devices (smartphones and screens), content, cloud and platforms.

“For now we have introduced our devices in the form of the smartphones that boast of breakthrough technology supported by disruptive pricing. We are also working on building the ecosystem and will be able to provide the same from quarter two (Q2) onwards of coming financial year,” says Jain. The brand also plans to enhance its screen presence by bringing in what it calls a ‘super TV’ by Q2.

On the content side, LeEco has already partnered with over-the-top content provider YuppTV led by Udaynandan Reddy and the Sunil Lulla led Eros International. “We are striving for many more partnerships with Indian media houses in the upcoming months,” Jain reveals. “We are also looking at building a huge content library, be it through partnerships, acquisition or self-produced content,” he adds. It is to be noted that the company has presence in the media in China through Le Movies, its own production house.

“From a cloud network perspective, we have already introduced content distribution networks (CDNs) in Delhi and Mumbai, and are looking to expand it to ten more cities. LeEco already has 650 CDN networks through the cloud across the world,” explains Jain. “This is in compliance with LeEco’s Chinese model of strengthening its delivery network to boost the smartphone business and maximise profit.”

Jain shares that outside China, India and the US are the top two biggest markets in focus for LeEco for this financial year. “We have plans for other APAC countries like Indonesia, Singapore and Malaysia, but our biggest business expansion is going to happen in India and the USA.”

Entering the market this late and establishing a formidable presence wasn’t an easy task for the Chinese technology giant. “We were quite unknown in India even six months ago. To create the awareness around the brand was the biggest challenge. The go to market strategy, setting up a team here, were some of the initial challenges.” Jain explains that instead of being bullish about a strict marketing plan, they kept their eyes open for what the consumers wanted, understanding their needs and translating that into products. “In our case we looked at bill of materials (BOM) pricing and that was very attractive for the consumers. “That becomes very critical when you market to a new place. Secondly, we paid attention to creating awareness about the brand through all the media available to us, and that was relevant to the product, that is, social, digital, and even offline presence through retail stores,” he says.

Perhaps the biggest boost to sales was the flagship campaign ‘LeEco Day’, wherein consumers enjoyed extremely lucrative offers and prices on the smartphone. It must be noted that several other smartphone brands, including Freedom 251 also went the ‘disruptive’ prices route to meet a completely different and disappointing end.

Explaining LeEco’s mass media plans, Jain says, “LeEco is also looking at being present in radio, and television advertising isn’t ruled out either. While a substantial chunk of the company’s marketing spends are directed towards digital, moving forward Le Eco will have good spends in television and print as well. Around 30 to 40 percent of the brand's marketing spends would be towards digital, and the balance split between print, OOH and television.”

Latest Reads

http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/02/24/Nishi%20Kant-800x800.jpg?itok=uIvLqDHm
Dentsu Webchutney ropes in Nishi Kant as EVP & Mumbai head

MUMBAI: Dentsu Webchutney, a digital agency from the Dentsu Aegis Network, has appointed Nishi Kant as EVP & Branch Head- Mumbai. Kant will lead the charge for the agency’s Mumbai office. He will be reporting to Dentsu Webchutney co-founder & CEO Sidharth Rao. This is Nishi’s second stint...

MAM Media and Advertising People
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/02/24/Promax.jpg?itok=nzXQfrVi
Promax & TSBI create quirky campaign

MUMBAI: Promax has brought on board, Digital first branding agency, The Small Big Idea (TSBI), to partner with them for the upcoming awards ceremony. TSBI recently kickstarted with an innovative social media campaign to announce the key note speaker for the event.

MAM Media and Advertising Ad Campaigns
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/02/23/bjp%20%281%29.jpg?itok=p3JIhNdY
BJP, Lever rule brands, advertisers lists in Feb 2017 so far

The Bharatiya Janata Party (BJP) was the top brand in terms of television advertisement insertions for the month of February 2017 so far for weeks 5, 6 and 7 (Saturday 27 January 2017 to Friday, 17 February 2017).

MAM Marketing Brands
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/02/23/sumanta-vikas.jpg?itok=Hc8DNKOb
HDFC Ergo hires LinTeractive

MUMBAI: HDFC Ergo General Insurance Company has appointed LinTeractive, the digital agency of MullenLowe Lintas Group, to put together a digital campaign for its two-wheeler motor insurance products. Through this campaign, HDFC Ergo aims to reach out to its consumers and communicate the importance...

MAM Media and Advertising Account
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/02/23/Phogat-launches-Godrej.jpg?itok=OiCtOuiL
Phogat launches Godrej Interio healthcare range

MUMBAI: Godrej Interio, India’s leading furniture and interior solutions brand, launched a new health awareness campaign-sleep@10. Launched by Olympian, Geeta Phogat, the campaign was born during the product development stage of their healthcare range. #sleepAt10 is an initiative that aims to...

MAM Marketing Brands
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/02/22/tcs%20%281%29.jpg?itok=rFDnrXZe
Japanese Super Formula: TCS named title sponsor of championship team

Tata Consultancy Services, a leading global IT services, consulting and business solutions organization, today announced that it has been named the title sponsor for team Nakajima Racing in the Japanese Super Formula Championship 2017 series.

MAM Marketing Brands
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/02/22/ashish%20%281%29.jpg?itok=y3ndaYCZ
DAN, a friend in need

InDeed, Dentsu Aegis Network’s newly launched CSR Advisory, will facilitate corporate investments by companies in Corporate Social Responsibly, through insights & a brand-led approach.

MAM Media and Advertising AD Agencies
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/02/22/shergill%20%281%29.jpg?itok=ot1krGRJ
Pitchfork Partners hired by Nyka Events

Nyka Events, a premier event agency based out of Mumbai, has signed on Pitchfork Partners Strategic Consulting LLP to advise them on delivering various change management initiatives the firm is currently exploring to take the organization into the next phase of its growth cycle.

MAM Media and Advertising Account
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/02/22/Yepme.jpg?itok=RspIrgeY
Online fashion brand Yepme expands into Europe

MUMBAI: Yepme announced its plan to expand into Europe. The company has launched uk.yepme.com to service customers across UK. The brand footprint is also being extended beyond its own webstore across Europe through presence in a large online marketplaces in the UK, Germany, Italy, France and Spain.

MAM Marketing Brands

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories