"Our strategy is to concentrate on emerging market, including Apple and Android"

Hugo Lee,
Sales manager- South Asia, Transcend
 

Transcend is a globally recognized leader in the manufacture of storage, multimedia and industrial products. It offers a full line of standard and proprietary memory modules, flash cards, USB flash drives, portable hard drives, solid-state drives, digital music players, card readers, multimedia products and industrial products. Transcend has established offices in the United States, the United Kingdom, Germany, The Netherlands, Japan, Korea, China and Hong Kong. As a customer-focused company, Transcend has the ability to quickly respond to the market's changing needs. Elaborating more on the company’s marketing activities, programmes designed specifically for channel partners and expansion plans for the Indian market. - Hugo Lee, Sales manager- South Asia, Transcend has had an exclusive interaction with VARINDIA. Edited excerpts…

What are the marketing activities that you undertake to build your brand? What is your media mix?

We focus on channel marketing, online marketing and public relations for our marketing activities. For product launch, we focus on PR. We think service is the key success factor to penetrate further in the market. As a result, we keep looking for the best service partner in India to ensure that all its esteemed customers have a satisfactory user experience and the best post sales services.

In your channel development programmes, how do you engage with partners to market your products and grow sales?

We have ten distributors in India to cater to both online and offline channels. We keep launching different schemes from time to time like recent SSD scheme to attract our channel partners. We choose right channels partners for different products. We are concentrating both online as well as offline partners with the same pricing strategy. It means users need to pay same amount if they buy a Transcend product from any of the medium.  

What kind of challenges are you facing, while operating in a competitive market?

There are no challenges as such in the current situation. We focus on channel partners and distributors and they are very active.

What are you expansion plans for India?

As a future-focussed company, Transcend looks beyond the horizon to predict, plan and deliver quality products and services that keep us at the forefront of the industry. From the market perspective, India is one of the fastest-growing markets along with Russia, Japan and Germany. As far as India’s contribution in Transcend’s overall market share is concerned, I am happy to say that India contributes 15 per cent of our overall revenue, which is better than their performance in China.

The company’s strategy is not only to strengthen its position in the traditional memory market but also concentrating on the emerging market including Apple and Android market. Plus our focus is to work closely with various vertical industries. Aimed at MacBook computers, Transcend Information has recently announced the launch of its JetDrive SSD Upgrade Kits. 

The JetDrive Upgrade Kits are ideal for professional photographers, videographers and graphic artists looking to enhance the performance and capacity of their MacBook system, and even includes an easy-to-use drive enclosure for converting the original SSD or HDD into a new USB 3.0 portable storage device.

We are very active in the Tier-I cities but we reach Tier-II and Tier-III cities through online channel partners like Snapdeal.