Highlights
- Acer India to expand retail presence by 300 stores.
- Company to incorporate AI technology in more products.
- Plans to diversify into home electronics under Acerpure.
- Strategy includes exporting ‘Make in India’ products.
In an exclusive interview with Sooraj Balakrishnan, the Head of Marketing at Acer India, we delve into the company’s strategies for maintaining and growing its market share in the competitive Indian PC landscape.
As the fourth-largest PC brand in India, boasting a 12.3% market share, Acer India is not resting on its laurels.
Balakrishnan shares insights into Acer’s ambitious plans for expansion, innovation, and diversification, as well as its commitment to the ‘Make in India’ initiative.
How does Acer India plan to maintain and grow its position as the fourth-largest PC brand in India, with a 12.3% market share?
At Acer, we’re embarking on an extensive expansion strategy to better serve our vast customer base.
With plans to increase our retail presence by 300 stores in the country, we’re focused on penetrating new markets and bringing our innovative products closer to consumers.
Additionally, our direct-to-consumer (D2C) website is undergoing significant expansion, allowing us to reach even wider audiences and cater to their diverse needs.
With our AI laptops, we are enthusiastic about incorporating AI technology into more of our lineup and are dedicated to expanding this range using cutting-edge advancements to enhance user experiences.
Furthermore, our Make in India initiative for other product lines will not only open doors to new markets but also enable us to cater to a broader audience, promoting local manufacturing and contributing to the growth of the Indian economy.
We are also expanding our gaming offerings, focusing on more price points to capture new market segments and facilitate further market expansion.
Our focus remains on continuous innovation and growth as we aim to enrich the lives of people with our diverse range of products and services.
How does Acer plan to leverage its strong retail presence and popularity among Indian buyers to promote its new product lines?
Acer’s well-established retail outlets serve as cornerstone elements in delivering a premium brand experience, strengthening Acer’s reputation as a trusted choice in the market.
To enhance accessibility and affordability, we offer diverse schemes, including EMI options, ensuring that Acer laptops are within reach of a wider audience.
Moreover, we are committed to providing a comprehensive customer experience through pre- and post-purchase schemes, emphasizing Acer’s commitment to value and customer satisfaction.
Our exclusive Predator Gaming Stores exemplify our ongoing dedication to the gaming community, showcasing our extensive gaming range and offering an immersive experience.
Supported by a knowledgeable sales team well-versed in gaming technology, customers receive tailored assistance and access to exclusive deals, further enhancing Acer’s esteemed position in the gaming market.
Plans are underway to expand these stores to more cities.
Can you elaborate on Acer’s decision to diversify into home electronics and manufacture appliances in India under the new entity, Acerpure?
Expanding into the home appliances sector and establishing Acerpure brand represents a strategic decision, driven by our belief that it’s a natural progression into home appliances category due to leveraging our extensive expertise in IT hardware, particularly in the manufacturing of cutting-edge PC products, this move aligns seamlessly with our core capabilities.
We aim to integrate unique technologies derived from our IT manufacturing experience to ensure that Acer pure products maintain a superior level of quality.
Our unwavering commitment to innovation and performance is evident in our meticulous approach to manufacturing, aimed at setting Acerpure appliances apart in the market.
Notably, our choice to manufacture these appliances in India underlines our commitment to bringing global insights to local manufacturing.
We believe in tailoring products specifically for the Indian market, acknowledging its unique characteristics and distinct requirements.
This approach transcends mere imports from global markets; it signifies our dedication to supporting the Indian manufacturing sector and providing products tailored to the preferences and needs of Indian consumers.
Acerpure embodies our vision of not only diversifying but also enhancing the home electronics market in India with technologically advanced, premium-quality products designed to meet the distinctive demands of this dynamic and vibrant market.
Does Acer have a strategy for exporting made-in-India products to neighboring countries?
We are already exporting our ‘Make in India ‘products to neighboring countries. Our factories have been a central hub for producing top-quality IT hardware products like laptops desktop PCs, tablets, monitors and more , which have successfully exported to Southeast Asian countries.
This underscores our commitment to regional growth and delivering superior products.
We’re also proud to say that these locally developed products have become best sellers in various Asian countries.
Our strategy revolves around ensuring that the products designed and produced in India meet the highest standards, allowing them to compete and excel in diverse markets.
Looking ahead, we plan to broaden our product range even further, adding more offerings to our export lineup.
This aligns with our vision to showcase the technological excellence of ‘Make in India’ products and contribute to Acer’s growth and success in the global marketplace.
How does Acer plan to take further advantage of India’s growing electronics manufacturing ecosystem?
We acknowledge the growing importance of manufacturing electronic components in India, especially considering our reliance on imported chips, processors, and IT hardware from China.
To capitalize on the country’s expanding electronics manufacturing ecosystem.
Acer has been an active participant in PLI schemes and has been manufacturing in India for the past two decades.
By localizing the production of components, we aim to contribute significantly to India’s economic development.
This not only reduces our dependence on imports but also creates job opportunities and fosters a robust ecosystem for technology production within the country.
As a proactive participant in this initiative, Acer is committed to supporting the national objective of self-sufficiency in the electronics sector.
The PLI scheme catalyzes us to strategically localize various components, aligning our operations with the government’s ‘Make in India’ vision.
India strives to become a self-reliant hub for electronics production, and our commitment to localizing components plays a crucial role in achieving this transformative goal.
How does Acer plan to balance its new ventures with its established PC business?
Our strategy revolves around strategic integration, innovation, and market responsiveness.
We recognize the enduring strength of our PC business, and it continues to be a cornerstone of our operations.
We aim to leverage the reputation and market presence we have built over the years to support and propel our new endeavors.
Simultaneously, we understand the importance of diversification and adapting to evolving market trends.
Our new venture, Acerpure is carefully selected to complement and synergize with our existing strengths.
It ensures that we can draw on our established expertise while exploring innovative avenues for growth and market expansion.
Market responsiveness is a key element of our strategy.
We continuously monitor market dynamics, customer preferences, and industry trends.
This agility allows us to make informed decisions, adjusting our approach to both our established PC business and new ventures in real time.
Flexibility is crucial in navigating the dynamic landscape of the tech industry.
We believe we can successfully navigate the dual challenges of maintaining a strong presence in our traditional markets while exploring new and exciting opportunities for growth.
We focus on differentiating our products from competitors by emphasizing three core pillars: design, features, and quality.
In terms of design, we’re pursuing a modern aesthetic that seamlessly fits into contemporary living spaces, emphasizing simplicity, elegance, and functionality.
Our focus on features revolves around innovation, where we strive to introduce cutting-edge technologies that simplify tasks, enhance convenience, and elevate the user experience.
Quality remains paramount for us.
We’ve implemented stringent quality control measures, utilizing premium materials and thorough testing to ensure durability, reliability, and long-lasting performance.
By prioritizing these elements, we’re committed to delivering appliances that not only meet but exceed customer expectations, solidifying our position as industry leaders.
Despite a decline in the Indian PC market since last year, Acer has seen growth in the government and education segments. What strategies have contributed to this success?
We have strategically positioned ourselves as pioneers in IT hardware solutions for the education sector, consistently holding the number-one spot for several years.
Our focus on creating smart classrooms with interactive flat panels has set us apart, offering a level of flexibility that is unmatched in the industry.
It has not only supported various online projects but also drawn private institutions to integrate our IT hardware support solutions into their classrooms, enhancing the overall learning experience.
Our involvement in the Make in India initiative has been crucial. By tailoring solutions for digitization processes, we’ve made significant contributions to advancing educational technology.
Our understanding of their specific needs has enabled us to customize solutions that enhance efficiency and effectiveness, solidifying our position as a trusted partner.
Our commitment to product development ensures that our range meets market demands, exceeding expectations.
FAQs
How is Acer India planning to maintain its market position?
Acer India is embarking on a significant expansion, increasing its retail presence and enhancing its direct-to-consumer website. The incorporation of AI technology into their product lineup and the ‘Make in India’ initiative for manufacturing are central to their strategy for growth and maintaining their market share.
What new product lines is Acer India focusing on?
Besides their established PC and gaming hardware, Acer is diversifying into home electronics with the introduction of Acerpure. This new venture into home appliances aims to leverage Acer’s technological expertise, bringing innovative and high-quality products to Indian consumers.
How does Acer plan to leverage its retail presence?
Acer’s strategy involves utilizing its strong retail network to introduce new products and offer comprehensive customer experiences. Exclusive stores, such as Predator Gaming Stores, play a significant role in promoting Acer’s gaming range and enhancing brand loyalty among consumers.
Can you elaborate on Acer’s decision to manufacture home appliances in India?
Expanding into home appliances with Acerpure aligns with Acer’s manufacturing expertise and commitment to the ‘Make in India’ initiative. This move is aimed at offering premium-quality appliances designed for the Indian market, supporting local manufacturing and contributing to the economy.
What is Acer’s strategy for exporting made-in-India products?
Acer is actively exporting ‘Make in India’ products to neighboring countries, showcasing Indian manufacturing’s quality on a global scale. This export strategy is part of Acer’s broader vision to promote ‘Make in India’ products internationally, contributing to Acer’s global growth.
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