Lite-On intros products under its own brand

Chennai: Lite-On, a part of Lite-On Group of Companies recently launched a range
of products under its own brand 'Lite-On'. Previously it was an OEM for
many MNCs, and dealt in products such as optical drives, keyboards,
mouse and power supply.

The new products include 24x DVD writer, external slim drives, internal
slim drives, DVD Rom, Blu-Ray, light scribe drives and label tag drives.
By using the company's patented 'Label Tag' technology, the user can
create his/her own labels.

The company claims to be the first to launch 20x writers and 24x
writers. “We are introducing our own brands to leverage upon 'premium
brand perception' among the SI community. This will also assist us to
create a quality market for our products. Our brand is quite expensive.

But we would still not like to get into any sort of pricing game. We
would instead focus on our key strengths-quality, reliability and
technology-and create a niche for ourselves,” informed Manuj Adlakha,
Head-India Operations, Lite-On.

The company appointed SES Technologies as its national distributor. It
plans to soon implement an adopted model of multi-distribution. This
would focus on all important cities across India as potential targets
besides tier-3 and smaller cities. The company is searching for an
appropriate national distributor for its endeavors.

Currently the company's approach towards brand promotion cannot be
considered as aggressive. Nevertheless, it does have some BTL activities
planned for its customers. “We want to connect with more number of
system integrators through our channel partners,” noted Adlakha.
According to him, many channel partners have shown interest in
associating with our company. “They have high expectations from Lite-On
and our challenge is to live up to those expectations. The quality of
our products along with our core business code will surely ensure a
strong partnership which will reap success,” Adlakha added.

With plans to run a campaign to create awareness program on 'Blu-Ray'
technology, Lite-On is in discussion with a few media companies. There
might just be a joint venture between the media companies and Lite-On.
“We are sure that there is a huge potential for Blu-Ray, but the
awareness level is low. Our awareness program will focus on giving
consumers an opportunity to enjoy HD experience and saving per GB
storage cost with Blu-Ray,” noted Adlakha. Within this space, Lite-On is
keen to create a value addition service and provide a value addition to its consumers.