Consumer electronics major Philips India Limited has embarked upon a paradigm shift in its marketing strategy to arrest falling market share of colour televisions by tapping the rural and semi-urban areas.
Announcing this on Wednesday, senior general manager of Philips India Suresh Sukumaran told reporters that the company has created a sub-brand Vardaan for its CTVs after a long gap of 10 years targeting rural and semi-urban markets.
He said that Philips has drawn up separate communication, pricing and product strategies for marketing CTVs in rural areas.
Quoting statistics, the Philips official said that small screen CTVs (14", 20", 21", and 21" flat) contributed more than 97 per cent of total CTV market in the country.
Deciding to play the volume game now, Philips would launch a series of small screen CTVs under the Vardaan sub-brand to cater the rural and semi-urban markets.