Tie up of Siemens with True Blue

Q. What is the go-to-market strategy that TBV has planned?
Traditionally most of the players in this category appoint regional distributors who in turn directly interact with the dealers.
TBV however has planned a different approach wherein sub-distributors will be appointed in Tier I cities. These sub distributors will be responsible for only one geographical region and will be limited to dealing with consumer electronic/ telecom dealers. TBV will be supporting these distributors with product, price, and marketing materials. In Large format stores and Consumer electronic stores TBV will have a direct control.
In Tier II cities, TBV plans to appoint a regional distributor who will also be responsible for one specific geographical region.
Q. What are the challenges you anticipate and how do you plan to overcome them?
We anticipate quite a few challenges in the market.  Some of the challenges we will encounter in the market are:

• Low - awareness of the cordless phones category in the consumer’s mind
• Price war in the mobile phone category which has impacted the cordless phones category

The brand Siemens is traditionally viewed as a manufacturing brand by the consumer and does not have a strong association with consumer electronics
We plan to counteract this by an aggressive marketing campaign, which involves conducting an initial PR launch, followed by an advertising campaign which will be supported by schemes specifically targeted at dealers as well as resellers