Ganesh Chaturthi is one of the most celebrated and awaited festivals in India. Brands usually leverage such festivals to engage with their customers as the human tendency to shop more in a festive mood is known to one and all. Likewise, ASUS felt that the festival was the right occasion to market its products.
ASUSTeK Computer Inc., more commonly known as ASUS, is a multinational computer hardware and electronics company based in Taipei, Taiwan. Its products include desktops, laptops, notebooks, LED/LCD panels, networking equipment, mobile phones monitors, motherboards, graphics cards, servers, optical storage, multimedia products, workstations, and tablet PCs. Driven by innovation and committed to quality, it won 4,326 awards in 2014 and is widely acknowledged for bringing innovation in the PC industry with its Eee PCTM. The company has over 16,000 employees around the world with an efficient R&D team of 5,200 engineers. Its revenue in the year 2014 is estimated to be US$14.5 billion.
ASUS’ Business Objectives
Inspired by the diverse needs of customers in different areas and phases of life, ASUS’ primary mission is to deliver truly innovative solutions that in turn motivate consumers to aim for greater heights of productivity. By utilizing its intimate understanding of the requirements of digital home, digital office and digital person, ASUS claimed many of the world’s firsts— the introduction of the groundbreaking Eee PC™, the ingenious deployment of renewable materials such as bamboo and leather in notebooks and the incorporation of its power saving Super Hybrid Engine technology into its motherboards and notebooks. By pioneering many new innovations and technologies that have had a good impact on its customers’ lives and the Earth at large, ASUS aims to garner significant market share.
To excel in the ultra-competitive Information Technology industry, ASUS pays heed to speed-to-market, cost and service.
Strategy Adopted By ASUS
When the festival of Ganesh Chaturthi was around the corner, ASUS came out with an attractive offer for its customers. According to this offer, customers could purchase any of ASUS’ latest products – Zenfone Selfie, Zenfone 2 Deluxe, Zenfone 2 Laser and Zenfone 2 or either of 1st Gen Zenfone models and get assured Goibibo gift vouchers worth Rs. 3,000 . In addition to this, thousand customers chosen through a lucky draw would also take ZenPower home. The offer was valid from 10th September to 27th September 2015 or till stocks lasted, whichever was earlier.
Peter Chang, the regional head, South Asia and manager of Asus India, said, “We have seen a tremendous response in India for our latest range of products. We want to leverage the sentiment by capturing the festive mood with our ‘More with Morya’ bonanza. It has always been our aim to empower our customers with luxury by offering high-end products at an exciting price range. Our offer is yet another effort to add greater satisfaction and happiness to this festive season!”
This tactic was complemented with an online activity #SeeWhatOthersCantSee on Facebook and Twitter. In this activity, the fans and followers of the brand were supposed to caption the images shared in the album. The activity enabled the users to interact and engage with the brand through visual posts and revel during the period of festivity.
Results Achieved By ASUS
The ‘More with Morya’ campaign involving Goibibo gift vouchers as incentives led to burgeoning sales of Zenfone products for the company. Furthermore, all the offline festivities translated online via a visual montage by the brand. The album reached out to 3 million users on Facebook and received over 13000 likes across posts. #SeewhatOthersCantsee witnessed great response on Twittter as well.
ASUSTeK Computer is enthusiastic about the scope for manufacturing in India, as it seeks to leverage more of the country’s fast growing smartphone market.
“With the new government policies (Make in India), we do see some benefits of manufacturing devices in India,” said Peter Chang, country manager at ASUS India. He further added, “We are in the process of hiring a consultancy firm to evaluate the prospects of manufacturing in India.” The company would also look at setting up a research and development lab in India. ASUS is hopeful of getting more than half its India revenue from a newly established smartphone vertical. It has sold 1.4 million smartphones in India ever since it entered the segment in July 2014. The company now expects almost 60% of their revenues to come from the smartphone business.
Like most smartphone brands, ASUS is effectively pushing online sales through its partnership with ecommerce firm Flipkart. ASUS has a two per cent share of the smartphone market in India and is hopeful of increasing it very soon, riding high on new product launches and an aggressive marketing strategy. The handset maker also wants to introduce its new product ASUS ZenWatch after observing the smartphone sales for a period of time. It is quite clear that the company is aggressively targeting the Indian market and aims to achieve five per cent of the market share in the country by next year.
Image Credits: asusindiapromo.com, techiegeik.blogspot.in