AgTalk | Aiming for double digit market share: Toshiba's Sanjay Warke

Global leader in innovation and cutting edge technology, Toshiba has recently launched new range of laptops in India. Called the ‘Satellite’ series laptops, there are four models named P, S, L and C, priced upwards of Rs 37,000. Each one targets a specific category of its customers. The new 2013 laptop range incorporates the new unified design & high quality finish philosophy, to create distinctive styles that are in harmony with functional elegance and purity. These touch supporting laptops use premium textures and materials, combined with meticulous attention to detail. In an event last week  the Indian’s Cricket hero, Sachin Tendulkar unveiled the laptop range.

The new trend-setting designs & styles are inspired by the specific characteristics of each consumer segment. The new range enhances the performance features inside the laptops along with the new design aesthetics creating stylish looks with ‘AWSEOME INDIA OUT’.

In an exclusive interaction with Sanjay Warke, Country Head, Toshiba India-DS Division, Adgully got insights about Toshiba’s new range of products and how they plan to go forward. A post graduate in business management from IIM Bangalore, Warke was appointed as Country Head, Toshiba India – DS Division in February 2013.

Prior to joining Toshiba India, Warke spent around two decades with many successful companies including Asian Paints, Cadbury India and Pepsico India in a variety of senior roles in sales & marketing, SCM, corporate finance, and brand management across several key markets within India. In his last role, he led the operations for Vodafone in eastern circle in India.

Following are the excerpts of the interaction.

Adgully: Could you brief us on Toshiba’s new range of laptops. ‘AWESOME INSIDE OUT’?

Sanjay Warke: The whole product launch that we did was not just for brand rejuvenation but is also about looking at different segments of the consumers. We have launched different series – Satellite P Series, Satellite S Series, Satellite L Series and Satellite C Series. Every series is the best for our consumers which we are offering. The new 2013 laptop range incorporates the new unified design & high quality finish philosophy, to create distinctive styles that are in harmony with functional elegance and purity. These touch supporting laptops use premium textures and materials, combined with meticulous attention to detail.

AG: So how are these series categorised?

SW: Starting with our P series, it features high quality smart silver finish and Harman/Kardon® speakers which makes it look polished and sound charming, S series packs the looks and delivers the punch with its unmatched technology wrapped in a metallic build, L series is for college going youth that pack stylish looks and offers high performance within reach and our C series is value for money which has advanced touch control options.

AG: What kind of research was done before launching this product range in India?

SW: We actually took help of consumer insight; we went to the consumers, talked to them in terms of what they were looking at. We got to know that today consumers are looking for style and performance; they are looking for symphony of aesthetics and high functionality in terms of choosing product like laptops. Given these insight we went through a thought process of how to offer such unique differentiation in products. So, these products that we offering them is stylish, sleek, high performance, powerful speakers- everything is based on what the consumers wanted.

AG: How established is the brand Toshiba in India and abroad?

SW: With the new range Toshiba is aiming to increase its market share from 7 per cent to a double digit market share in the Indian laptop market in the next one year. The company has also decided to increase its presence in retail market with a better retail presence. The company is witnessing strong growth in sales and will launch newer devices, backed by an aggressive marketing campaign. We were creators of the first laptop in the world, in the year 1985. We continue to be a prominent player in the laptop industry segment across the world. We are present in every country.

AG: What is your edge over competition in India?

SW: Toshiba as a brand is known for quality and reliability and the brand has Japanese heritage. Indian consumers believe in this, they have special regard for Toshiba, we have brand equity. So, there is no direct competition to us.

AG: Toshiba has broad segments in terms of service, so in terms of growth which segment has worked well?

SW: We actually can’t prioritize our segments, because every segment has to work together. If we ignore our business segment and only focus on our commercial segment that doesn’t work. So, we have an equitable focus across our segments.

AG: What is the product positioning across different platforms?

SW: We using traditional media to promote and market our product range. Digitally we have worked on our website and revamped it and we saw growth of 400 percent in terms of consumer traffic coming to website. We are also trying to reach out to our consumers through social media and other digital platforms.

AG: Is ‘AWSEOME INSIDE RANGE’ designed specifically for Indian consumers or for global scale as well?

SW: This product is a corporate brand identity designed for global scale. We gave our best shot in India, to get an understanding that this product launch is a success and it will take us to a next level of expansion.

AG: What are your future plans and new products in your pipelines?

SW: As of now we are concentrating on this product range and series. There are few things which are in process and would be announced soon as it gets finalised.