India, March, 2019: In 2016, itel, one of the leading brand from TRANSSION Holdings, entered the Indian market with a singular objective of democratizing technology and empowering the customers with budget-friendly mobility experience. Over the last three years, itel mobile has grown exponentially and is one of the leading smartphone players in the emerging rural, and semi-urban markets. The itel family is growing stronger and has already reached a landmark of 4Crore + happy customers in just about two years of its operation in India which is a testimonial of its commitment and growth in India.
Customer Centric and customised Go-To Market Strategy
For brands, being tuned into people’s aspiration matters and this is what itel has been constantly striving to achieve since its launch in India. With this continuous and conscious effort, itel is aiming towards fuelling the aspiration of the masses thereby, empowering the Indian customers in rural and semi-urban markets with magical technological experience. The brand has been undertaking intense research of Indian markets and is committed towards developing products that are customized to the needs of the users. The products deliver futuristic features at incredibly affordable prices. itel’s focus is to engage, excite and surprise the under 5K smartphone customers with a magical portfolio. The latest portfolio includes itel A23 with face unlock and bright display at INR 4,299, itel A44 Power with a full screen display and 4000 mAh battery at INR 4,999 and itel A44 Air, that breaks through by encompassing full screen display, Artificial intelligence enabled dual camera and face unlock, all at an incredibly low price of INR 4,599.
itel consistently focusses towards strengthening the overall distribution strategy by nurturing deeper penetration into offline channels. This has helped the brand to create a robust and well-connected distribution network of more than 1.05 lakh retailers and 3000 plus channel partners enabling better accessibility and availability of its products across the country.
Apart from a strong portfolio of feature rich devices and strong distribution network, another key factor that impacts the growth of the brand is the customer satisfaction. itel has its after-sales presence across India with more than 960+ service touch points. itel also pioneered in terms of offering a special service promise of 100 days’ replacement warranty to instil confidence amongst the trade and target audience. The unique 100-days replacement guarantee on all itel products, enables a convenient and hassle-free ownership experience for its customer and adds greater value to their purchases.
Regional First Approach
itel rides on its local connect and aims to strengthen the bond with its customers by connecting with them at the grassroot levels. Over the last few years, itel’s marketing strategy in tier 2 to tier 6 hinges on localisaton - it varies from region to region, depending on consumers’ requirements and sensibilities with the right balance of conventional and unconventional marketing initiatives to ensure brand connect and awareness.
In the last one year, itel has driven full-fledged and impactful regional branding activities across all key festivals to make their customers’ celebrations more delightful and memorable through its marketing campaigns and a refreshed portfolio. These marketing interventions are aligned with itel’s belief in driving connect by localised market outreach programs across its priority, Tier 3 to Tier 6 markets in India with the aim of establishing an emotional and cultural connect with its users.
Building on its impressive success story, itel recently launched a brand new campaign – ‘Ab Har Haath Mein Jaadu’. The campaign resonates with brand’s core belief of providing latest mobile features at the best prices further making customers’ experience magical while using itel smartphones. The campaign compliments itel’s latest range of portfolio which are bringing newness and affordability together to make sure that our customers have a magical experience with each offering.