Value for Money proposition is the reason behind Jivi’s increasing Brand Acceptability

Harsh Vardhan, Marketing Head, Jivi Mobiles

As Indian handset market has immense opportunities, Jivi Mobiles started as feature phones or multimedia phones brand and gradually entered the smartphones segment. Harsh Vardhan, Marketing Head, Jivi Mobiles perceives, “In both the segments we have received positive response. Despite the increasing demand of smartphones there is still a level playing field for the feature phones. A lot of populace still use feature phones and there are many who use it as their secondary handset. So, we can say that Indian market provides a level playing field to all the players.

BRAND POSITIONING

Talking about the brand acceptability among the people, Harsh says, “The major reason behind our increasing acceptability as a brand has been value for money proposition that we offer. We offer smart features even in our multimedia phones and that too at easy on the pocketbook pricing. These innovative features in a multimedia phones make them handy for any user who looks forward to keep a secondary phone.“

Harsh further remarks,” Our Target Group is always the masses which always look for value for money products. We have a strong supply chain network and we are continuously growing our dealer and distributor network across the country which is helping us reach out to tier 3 and tier 4 cities strongly. Value for money product coupled with the positive word of mouth and product development has helped us serve better to our customers.”

STRATEGY

Jivi Mobiles is the one to provide the power bank feature within the feature phones. The company offers not just a feature phones but a ‘Smart feature phone’.

Harsh comments, “Strong connect with channel partners and retailers, aggressive pricing, continuous innovation in technology, focus on packaging and proper understanding of the market has helped us sustain and grow. We have strengthened our market positioning despite the slowdown in the market.”

CHANNEL STRATEGY

Jivi Mobiles offers high end feature loaded products at a competitive price point that enables them edge out the competition. All of their products are designed keeping in consideration the market need and the feedback which they have received from their channel partners. 

“Our channels are our growth partners. We are working very closely with the last mile sale point i.e. retailer, we have recently launched a loyalty program for them which is managed through mobile based app “ JIVI retail loyalty app”. 

SERVICE SUPPORT 

Harsh confirms, “We have always followed the ‘Customer first’ approach. In this process, we have already opened 800 service centres to provide prompt and quality service for our handset users. Our service is ranked amongst the best in class. We are continuously increasing our service centres.

Apart from this, we are also giving 111 days replacement warranty and 111 days free screen replacement to our customers. Both these services can be availed on new purchase of JIVI feature phones and 4GVoLte smartphones.”

AT LAST

Contributing to the Make in India initiative of Government of India, Jivi Mobiles has set up a manufacturing unit in Delhi and soon they will launch second unit in Lonavala. They are expanding to countries like Myanmar, USA, Sri Lanka, Indonesia, Africa, Hong Kong, China and Dubai and promoting Make in India initiative. Harsh Vardhan hopes that the Indian government will continue to provide support and motivate the industry.