Brand Positioning vs. Marketing Tactics
Marketing plays a big role for the success of any enterprise in its attempt to reach out to its target customers, may it be consumers, small, medium or large enterprise. For us at DIGISOL, marketing has been a major job in promoting the DIGISOL brand in the large and medium enterprise space, especially after the introduction of the structured cabling product business. We have large range of both active and passive networking products catering to large and medium enterprise.
Providing best quality products is important, though imprinting the image of a brand on the minds of the customer is even more important, when viewed from a long term perspective. To promote the brand we are putting a lot of efforts in educating the channel community partners, distributors, SIs, etc because it is the channel partners who interact with the end customers. So partners play a big role in building the brand. In the coming year, our main objective will be to make the brand get established in the customers’ mind firmly, so that they will be able to recognize the DIGISOL brand in association with networking and wireless products in particular.
Good data for a Good Brand Strategy
Good and precise data is really very critical for any good campaign. We do have access to leading market reports, as we have subscribed couple of industry reports which helps us to strategize our marketing and business strategy.
R&D driving Growth
R&D for DIGISOL is totally indispensable because we cater to IT, which is among the fastest changing industries in the world. So R&D is not only strategic or a means of moving up the value chain for DIGISOL but in-fact the very means of survival in today’s intense competition in the field of networking.
Route to Market Strategy
This year we will undertake events across India for our channel community, where we will be having one-on-one interactions with our channel partners. Our main focus is positioning DIGISOL as a major brand in the mid-market segment. Once the partners are comfortable with our product range, quality, specs etc., we want to focus on brand awareness among the end customers. We want to position our brand as a value-for-money ‘Made in India brand.’
We are one of the few companies who want to spearhead our government’s ‘Make in India’ initiative. We have been in the manufacturing sector for the last 25 years and have always contributed positively to the Indian economy by locally manufacturing networking products.
