IndiaRetailBiz

Philips Electronics, the Dutch electronics giant known mostly for its consumer electronics portfolio in India, is embarking on an aggressive retail strategy with a view to increase both the sales and market share of its products in the country. Philips is among the oldest global consumer durable brands operating in India.

“There will be a huge thrust on our retail strategy to grow market share and sales this year. Such a strategy will help to increase sales conversions at the retail level,” said Mahesh Krishnan, Vice-president and Head (consumer lifestyle), Philips Electronics India. (via).

Recognising that modern multi-brand electronic stores as well as national and regional retail chains in the durables business (Croma, Reliance Digital, Next, e-Zone, X-cite, and Vijay Sales, among others) due to their products range, promotional offers, and facilities for easy consumer finance, have begun to make positive impact on consumers, Philips India is looking at creating exclusive ‘experience zones.’ Philips proposes to set up these ’experience zones’ for four key segments — health, home cinema, water solution and personal grooming. While, 35 exclusive ‘experience zones’ have already been set up by the company in NCR, there is a plan to increase their number to 400 zones during this calendar.

Apart from creating ‘experience zones’ Philips will also be revamping ‘Arena’ stores. These typically dealer operated establishments are meant to exclusively offer Philips branded electronic and electric home products in their stores. ’Arena’ brand, according to the report, will henceforth be used to put focus on building the strengths of Philips brand in the health and well-being segment in India.