How Logitech has kept millennials at the core of their marketing strategy

Logitech India, a leading brand in computer peripherals, recently participated in the joint edition of FDCI x Lakmé Fashion Week for the very first time, which was held around the second week of March. The brand has a clear and focussed ambition to make deeper connections with young millennials who are looking for simple, minimalistic products that accentuate their lifestyle with the latest in technology and design. To bring in that modern and designer look, the brand has roped in Arpita Mehta to make customised sleeves for their Logitech Pebble mouse M350 and the K380 keyboard.

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As a brand, Logitech has been committed to bringing unforgettable experiences to their customers. Partnering with a property like the Lakme Fashion Week will serve as an ideal platform par excellence for brands to connect with their target audience and expand their customer base.

In this interaction with Adgully, SrinivasRao Vishnubhotla, Country Head, Logitech India, in a candid conversation spoke about the brand’s association with well known designer Arpita Mehta and how they plan to expand their product portfolio to meet the discerning consumers with designer products.

Work From Home (WFH) has increased the need to embrace technology. How has the computer peripherals market managed to grow and satisfy the end customers? What kind of strategy did Logitech devise to meet the challenges?

The change in scenarios across the globe has pushed organisations all over the world to adapt and adjust to a new normal – be it work, play, or study. The most prominent of all is the shift in the workplace, which is transitioning at a rapid pace. Our focus is to ensure that our product portfolio caters to both ‘Work from home’ and ‘Play at home’ scenarios that meet the pent-up demands of our consumers.

With our vast range of product folio, we aim to offer the users a seamless experience. For instance, the MX Master 3 mice, MX keys, G733 wireless headset, the MK295 mouse, and keyboard combo, are some of the products that allow you to be efficient in the day and ensure a power-packed experience. Our range of mice, keyboards, webcams, headphones are designed to increase efficiency and are dedicated to making tools that make the workspace more comfortable, especially when working long hours. We have also witnessed immense traction in the wireless segment as well considering it has proven to be undeniably easier, faster, and more convenient.

What prompted Logitech to be associated with the Lakme Fashion Week? How are you trying to connect fashion and design to your products to woo the GenNext customers?

As a brand, Logitech has been committed to bringing unforgettable experiences to our consumers that go beyond our product offerings. Our products are made to compliment the lifestyle of the millennials and adapt to their flexible working environments. In sync with this, we constantly strive to associate ourselves with properties that reverberate with the lifestyle of the young audience and highlight Logitech’s youthful brand ethos. Associations with a property like the Lakme Fashion Week serve as an ideal platform par excellence for brands to connect with their target audience and expand their customer base.

The intent to associate with Lakme Fashion Week and designer Arpita Mehta has been to bring forth an amalgamation of technology and style that compliments the contemporary lifestyle of our consumers. With this collaboration, we aspire to make deeper connections with young millennials who are looking for simple, minimalistic products that accentuate their lifestyle with the latest in technology and design.

The customised sleeve collection designed by Arpita Mehta perfectly blends the style with the modern and thoughtfully designed Logitech Pebble mouse M350 and the K380 keyboard. The customised sleeves collection is specially curated for people to match their contemporary professional lifestyle and complement the smooth organic shape of the devices for everyday multitasking.

Why have you chosen Arpita Mehta? What kind of value addition will she bring in to capture that style and design into your mouse and keypads? Are you planning to command a premium for these specially designed products?

The unique association between Arpita Mehta and Logitech is aimed at making deeper connections with young millennial who are looking for simple, minimalistic products that accentuate their lifestyle with the latest in technology and design. Inspired by the Logitech Pebble mouse M350 and the K380 keyboard, the customised sleeves collection is especially curated for people to match their contemporary professional lifestyle and complement the smooth organic shape of the devices for everyday multitasking. As the country is adapting to a hybrid working environment, Logitech strives to offer products that fit the curated lifestyle of the customers and allows them to work from anywhere.

How do you plan to promote these designer products? Are such kinds of designer products successful in the overseas markets?

Post the show and the social media visibility, we have seen an increased demand for the specially designed sleeves. Currently, we are looking at select promotions in some markets with these sleeves to maintain a certain degree of exclusivity.

What’s going to be your channel for selling these products? What kind of markets are you planning to explore to sell these designer products?

We are a design-led company, focused on innovation and quality. We design experiences that connect people with the digital world so that they can create, achieve, and enjoy more. The sleeves are a value addition that further accentuates the desirability of our Lifestyle range of products that are available across online and offline channels.

In the long term, how is this association with a designer going to help the brand? Is this a sustainable proposition that will help to strengthen the equity of the brand in a low involvement category?

Logitech keeps millennials at the core of their marketing strategy. I believe, millennials connect better with brands that give them the freedom to evolve their lifestyle. Association with properties like the LFW and designer Arpita Mehta helps not only build brand resonance but brand equity as well. Arpita’s sense of creativity in fashion is in sync with Logitech’s minimalistic approach and embodies the same brand ethos. With the focus of building a stronger resonance, associations like these will help build a better brand connection and engagement with the millennials.