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Liebherr enters Indian market

By Satarupa Chakraborty | June 12, 2018

Entering Indian market with their range of refrigerators, 60-year-old German refrigerator manufacturer, Liebherr, is poised to take the range in the mass premium segment across its dealership network in major Indian cities spanning across south, west and north regions of India. Retail4Growth speaks to Radhakrishna Somayaji, Chief Sales Officer, Liebherr Appliances India Private Limited and Shrinivas Jyoti, National Marketing Manager, Liebherr Appliances India to understand their retail expansion and in-store marketing.

What’s your plan to expand your retail footprint in India?

Radhakrishna: We are going to grow our retail touchpoints in a phased manner. We want to tab the key markets in the country and strategically grow our retail touchpoints where our consumers are. As far as first phase is concerned, we are looking at tapping around 50 cities in India across 500+ outlets.

Will you also be looking at exclusive outlets or experience centers?

Initially, as we grow our retail network, we are betting big on SIS formats with leading electronics and household appliance retailers in the country. We may look at EBOs at a later stage. As far as Experience Center is concerned, Mumbai already has state-of-the-art facility, which is Liebherr’s first in the world. 

Are you looking at bringing your commercial applications in India?

Radhakrishna: Our priority is to bring our entire range of household range of appliances to our consumers, as far as Indian market is concerned; we see India as a lucrative market for household appliances. The country certainly has opportunities for commercial applications too, but we would like to focus on household business for a few years before considering to bring other offerings.

What sort of in-store visibility and engagements are you looking at?

Shrinivas: We have 360-degree marketing strategies planned ahead. As a home appliance brand, anyone would agree with me that POS is most important activity for any new brand, since there would already be a huge bunch of established brands. Unless consumer touches, feels and experiences the product, we can’t be part of his/her buying psyche.

We are in conjunction with leading retailers. By July first week, as soon as we are done with ensuring visibilities, we will start various in-store engagement programmes. We will be executing standalone displays, islands, gondolas, which are dominant in electronics marketplace.

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