Targeting Indian Market in Laptops
Tuesday, September 16th, 2008 | Tech news
Every country has its own market, meaning its own way of operating. You cant sell a product the same was in US as in India and vice-versa. Indian market is diverse and understanding the core of it is very much important. I would be saying a few words about ow to target Indian markets in terms of selling PC’s and laptops.
Pricing - Keeping pricing low by reducing as much useless specs as possible. Indian people are middle class and below average type so they need laptops in range of $600-700. PC’s sell at $500. Very few people buy laptops priced above $1500. This is Indian market, not US market which can afford it.
Specs - Very few understand TFT screen or even Blu-Ray or your DVD writer speed is 8X or 16X (The only thing matters is presence of DVD writer). Webcam is 1.3 or 2.0 inbuilt, very few people are conscious about that. Also first time buyers don’t know much about battery life, so it’s hardly in notice whether 2 hours or 4 hours battery life. Plus you have 3 USB 2.0 slots or 4 USB 2.0 slots, no one much pays attention.
Brand - Branding is something people in India get attracted. I never understand why people buy lenovo for no reason when you can get better model with better price and with better configuration. Maybe because lenovo ads show some creativity of Saif ali Khan while Compaq shows Shah Rukh khan. WTF you gonna do with face recognition. Just boost about it. But people still buy it. They don’t care HP or Compaq or Dell, but they care lenovo is a known brand and has an amazing but useless feature of face recognition.
You have Altec Lansing speakers or some ordinary ones, people don;t expect much sound quality from laptops. Another thing is customer service. Most first time users are unaware how much important is after service in laptops. Sony and Dell rock at it while HP sucks (None of their 10 phone nos. work or are received by a human being). No one cares your laptop body is more solid that that one. But yes, people love colours of Dell more than their configuration. Indian people like showing off their vibrant colours. If any company gives something extra, people like that.
Most people don’t apply good brains while calculating and comparing prices and configuration between 2 models or 2 brands. Most people just look at the fact that they have this much budget and hence go for this one. There are several such small things in laptops which people don’t look minutely while buying kor they complain later until genuine reason as they have the habit of let-go unlike americans and UK’s. This is India. The above lecture was with respect to non-geeks and common people. So don’t think the way geeks or webmasters think.
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