ASUS strengthening its foothold in Tier II & Tier III markets
While
opening 100 more exclusive stores and 3 ROG stores, ASUS is eyeing 50% market
share in Gaming PC, and 15-20% in the overall consumer notebook segment
Ahmedabad,: India’s hinterlands have come to be the top destinations for
globally renowned brands pursuing a deeper penetration in the country. The
global tech major, ASUS, has revealed its plans of strengthening its foothold
in country, especially in the tier 2 markets and beyond. To achieve the same,
ASUS has been ramping up its efforts on releasing new products, launching new
stores, and strengthening the existing distribution network.
The Taiwanese electronics major had recently refreshed
its ROG Zephyrus family in India. The newly launched S-Series extends premium
experience, featuring the world’s slimmest gaming laptops. It furthermore,
offers enduring power with easy portability for the savvy users.
In the gaming laptop space, ASUS currently claims 40%
of the market share with its ROG & TUF Gaming Series. While expanding its
offline footprint, ASUS is eyeing 50% market share by the end of this year. To
the same end, it also plans to launch its fourth Republic of Gamers (ROG) Store
in Hyderabad in the near future. At present, the three ROG stores by ASUS are
located in Kolkata, Bengaluru, and Bhubaneswar. The brand has consistently
received an increasing demand form the tier 2 and 3 markets for its high-end
gaming products and will expanding its base in these regions.
In the consumer laptops category, ASUS introduced a
disruption with VivoBook, a range of notebooks that combine high-end features
like ‘thin and light’ machines with affordable prices. Currently, the tech
major claims 11.9% of the market and share and plans to increase it to 15-20%
by end 2019. The same will be achieved with ASUS expanding the line-up of
products under the VivoBook category.
Commenting on the latest development, Arnold Su, Head of Consumer Notebooks and
ROG Business, Asus India, said, “The
Indian market is of prime importance, and we at ASUS are determined to growing
our pan-India presence, taking our products and services to the very
hinterlands of the country. While we enjoy good presence in the metropolitan,
owing to ASUS Exclusive & ROG stores, large format stores, online and
offline channel partners, now we are actively focusing on growing our presence
in India’s hinterlands.”
On devising a growth trajectory, he further added, “The PC Gaming market continues to be one of
our prime focus areas, owing to rise of community of PC Gamers that has made it
the fastest-growing segment in the PC market. In addition to gaming market, we
also have our eyes set on the consumer notebook space, where our innovation in
the form of VivoBook series has been a success. In the thin and light consumer
notebook segment, we currently hold 25% of the market share and aim to increase
it to 40% by this year’s end. The same would also allow us to grow our overall
share of the consumer notebook segment, from currently 11.9% to 15-20%.”
ASUS also plans to grow its retail presence to 200
stores from the existing 100 stores. At the same time, the brand is looking at
enhancing its dealership to 10,000 dealers and boost its pan-India presence.
