Amkette to launch USB drives, MP3 players, digicams

Storage media company, Amkette is planning to launch USB drives, MP3 players and digicams by the year-end. This launch is in line with the company's strategy to focus more on digital lifestyle products. It has already made its initial move with the introduction of its A-series range of high-end keyboards and mice in December 2003.

Amkette is also working on plans to open its own exclusive retail outlets in the country. "We have three such outlets which are currently being operated on a test-run basis. Once we freeze on the RoI that our exclusive retail partners will enjoy, we will roll out this program," informs Rajiv Bapna, MD, Amkette. 

Amkette has devised a three-step strategy to entrench itself in the digital lifestyle and digital media product market. The company, which has a direct and indirect presence in over 110 cities, has identified 40 of them as its key market. It has rolled out the 'Rev' channel interaction program for partners in these cities. Under this program, the company will organize periodic dealer meets, where it will train partners on its products and how to sell it well.

The second step of its strategy is to devise more channel schemes to boost sales. "We will continue organizing our Amkette carnival at exotic locations, which our partners look forward to," informs
Rajiv. 

The company will also increase its visibility among end-users. It has already launched a loyalty program for its regular buyers, wherein customers can accumulate points on purchase and then redeem these points on the company's website.

Amkette, which clocked a turnover of Rs 60 crore in 2002-03, hopes to grow at 40% this year. 

VINITA BHATIA

MUMBAI