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The Chinese smartphone maker, ZTE, will be expanding big time in India this year. With a current lineup of seven phones, the company will put more money towards marketing, as well as opening ZTE exclusive stores in the hopeful new market.
The CMO of ZTE India explained to indianexpress.com, “Going forward, by the end of this year, you’ll see our presence pan-India in terms of launch of products, and widening into offline space. We will go to offline very slowly. This is our go-ahead strategy for 2017 in India.”
He also explained the ideals in mind for the upcoming year of 2018: “For 2018, we have a different strategy – we’ll pump money into marketing but not what the competition is doing. We will do a lot of sports associations as well.”
OPPO and Vivo made use of advertising campaigns that were aggressive in nature and saw an increase not only in their shipments but also in their market share. Recent reports see both of these companies holding both thirteen percent and eight percent market shares in India. Much of their success has been directly attributed to their marketing strategies and promotions.
Right now, ZTE continues to test the waters in India while it comes up with more and more advertising campaigns for the future. They do not intend to be as aggressive as competitors are.
Batra pointed out, “ZTE has been in India since 2003 when CDMA devices came here. We were an OEM then providing devices to Reliance and Tatas. Till quite some time back, the mandate was clear – B2B – and that’s why you might not have seen much of ZTE into open market”.
There are currently more than three hundred service centers for ZTE throughout India. No stores exclusive to the brand will be opened at present, but the company certainly does not rule that out for the year 2018. It is possible that once a new batch of products hits the scene, opening new stores will make more sense.
ZTE is set to launch three new smartphones in India during the first week of October. Batra said that the products would fit into three categories. The first would gain a good ground in the budget smartphone market, the second would place an emphasis on the battery of the smartphone and the third would see dual cameras. He noted that the dual cameras would be very economical on the market.
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