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Techcom plans Rs 1 bn ad spend in 3 years

BANGALORE: Indian IT peripherals and consumer electronics brand Techcom plans to spend Rs 1 billion towards brand building over the next three years, of which it has slotted Rs 100 million for spends in Karnataka.


The brand is targeting 2-3 per cent of the mobile handset market space nationally and around 5 per cent market share in South India over the next two or three years. The company expects to up revenues from Rs 1.57 billion to Rs 5 billion by 2012-13.
 
Techcom plans to use print, television, radio for brand promotion. For South India and more specifically Karnataka, it plans to use regional television to promote its brand as well as all its products. Like some of the Indian mobile handset players, it may consider celebrity endorsements and brand ambassadors, reveal company sources.


Bouyed by the 14 per cent market share in the country that Indian mobile handset brand have been able to garner over the last two to three years, Techcom today announced the launch of seven models of mobile handsets in the price range of Rs 1500-4000 for South India in Bangalore. The brand has already launched some handsets in North India last December.
 
The bouquet of seven handset launches includes entry and mid-level handsets - comprising feature rich and competitively priced dual SIM GSM models. The handsets have been modeled keeping in mind the youth in urban and semi-urban cities.
 
Techcom director Sandeep Kumar Kedia said, “We are looking at a strong network of distributors with an aim of establishing at least 1 distributor and 1 service center at each district. We have a pan India presence in terms of our offices and distributors and will be looking at adding over 40 distributors and almost 1000 retailers in Karnataka by 2012.”

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