Tuesday, November 24, 2009

Acer To Expand Gateway Channels

Acer India is planning the second phase of expansion for its Gateway brand.
Spanning over the next six months, the expansion plans include setting up
several shop-in-shops across multiple large format and multi-brand retails
stores. The vendor is also planning to refresh and introduce new product
lines to further augment the brand positioning.

"The initial roll out phase through 16 Croma stores has received a good
response, especially during the first three months of creating Gateway brand
presence in the country. We touched the critical 1,000 unit-per-month mark,"
informed S Rajendran, CMO, Acer India.

In the next phase, commenced in November 2009, Acer has expanded Gateway's
presence to other LFRs including Staples, Reliance Digital and eZone. The
vendor also plans to have shop-in-shop stores in 20 multi-brand
partner-driven retail outlets in top 10 cities.

"We decided against going in for branded specialty stores, since the market
where Gateway is currently being pitched is still small. The range is
specifically targeted at a customer who does not mind paying a premium for
Gateway's extra styling and design. The brand is positioned against top
consumer brands like Pavilion (HP) and Vaio (Sony)," Rajendran informed.

Acer is betting on tripling the monthly numbers during the same period to
around 3,000.

Currently, its new all-in-one desktops are being positioned in desktop
category and a wide range of notebooks and netbooks are being pitched in the
mobile computing category. As a precursor, Acer recently launched 11.6 inch
Gateway LT 3111-based on an AMD L110 platform.

"We will be launching more products as we ramp up numbers in this phase,"
said Rajendran.

Rajendran also clarified that Gateway will be a retail brand, sold either
through LFRs or proper retail outlets. "At this point of time, we don't plan
to engage with non-retail consumer channels."

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