Ziox Mobiles allocates Rs 100 cr for marketing; eyes Rs 1,000 cr revenues

Ziox Mobiles, from Sun Air Voice Pvt Ltd, is bullish on India and has firmed up plans to establish a stronger foothold in the Indian market. The brand has lined up a total investment of over Rs 200 crore, which shall span for a year. Rs 100 crore has been allocated for marketing for FY2017-18. Ziox aims to achieve estimated revenues of Rs 1,000 crore and sales of 10 million product units. 

Actor Sushant Singh Rajput has been roped in as brand ambassador for the brand and Ziox Mobiles believes that this association will further boost the brand’s legacy as the actor resonates to the brand promise: Quality that Speaks. 

Commenting on this association and a promising future, Deepak Kabu, CEO, Ziox Mobiles, said, “The future looks bright. Ziox Mobiles has a range of phones in the pipeline with exciting new launches. We are enthralled to present Sushant Singh Rajput as the new face of Ziox Mobiles. With Sushant on board, it will help augment sales and further its reach in the market. The partnership with him is timed with Ziox Mobiles’ next phase of expansion on a pan-India level.” 

“Sushant embodies talent, youthfulness and style. More importantly, he blends well with the core values of hard work, reliability, and is the epitome of our brand philosophy,” Kabu added. 

Speaking on the association, Sushant Singh Rajput said, “I have always known Ziox Mobiles to be an inspirational brand in terms of their persuasion to become India’s biggest mobile brand. I am happy to be associated with a brand which is very young, and has a journey that is very similar to mine. I love how this brand designs its products to suit every need of its customers and is constantly innovating itself as I see myself doing that while working on a role. I look forward to being part of the Ziox Mobiles family and to contribute to its fascinating growth journey in India.” 

Meanwhile, Ziox is in the final stages of signing on a creative agency for the brand. It is, however, not looking at getting a media agency on board at this point in time. 

The brand has also announced its plan to set up two new manufacturing units (in Sikkim and Noida) and R&D facilities apart from the existing New Delhi unit, with a holding capacity of around 1 million units per month. 

In conversation with Adgully, Deepak Kabu opens up more on Ziox’s journey in India, the communication strategy, growth plans, TG and much more. Excerpts: 

How has these two years been for Ziox since its launch in India?
I have enjoyed every moment being associated with this company. We started with very low numbers, but the vision of the company was very clear to the management, owners and promoters. Having a clear vision on what we want to do and the factory in place has helped us tremendously in reaching where we are today in such a short span of time. We had aimed at getting the distribution in place and now cover pan India. Ziox today has tied up with over 40,000 retailers across India. 

Which are the media platforms that you are focusing on more?
We will be focusing on everything. We have started with print media and now will be moving towards ATL and then digital as well. We can’t leave any loopholes and will focus everywhere to get to those numbers. 

What is the TG and the markets that you are looking at?
We do not have a predetermined target group as we want this phone to be available for everyone. Indian consumers do not mind spending money on a phone, provided they receive good features, specifications and excellent user experience. Ziox has done several ATL activities especially in the southern markets. 

What is the price band that Ziox is focusing on?
There is enormous competition in the mobile segment in the range of Rs 7,000 to Rs 20,000, but there is a vacuum in the price range of Rs 3,000-Rs 6500 as there are hardly any phones available in this price range. Ziox caters to this mid-level price range with its budget phones. Since we are only 2 years old in the market, we made our distribution strong, aided with Above The Line (ATL) activities, and now the consumer knows about the brand and its offerings. Going forward, we will venture into premium smartphones and high-end phones as we would have created significant brand equity in the next few years. 

What is the distribution strategy?
Ziox has a very solid distribution in place and we are leveraging e-commerce as well. We have tied with Amazon and Flipkart, where we will sell a series of phones exclusively on these platforms. We are also receiving good response for our phones that we sell on channels like Shop CJ, Homeshop 18 and so on. 

How challenging has India proved to be as a market for Ziox with Chinese brands taking over the market now?
One should never underestimate Indian brands. We are going to be a good example of that. All Indian brands are making good numbers now. In the last couple of months, the numbers have gone up for Indian brands. When you are playing at your home ground, there are obviously some positives that one can justify. We have planned to sell 10 million handsets by next year and we are quite sure that we can achieve it. Since no one else has been able to sell 3 million units in a year but us, we are positive about our future achievements. 

Please tell us about the upcoming phone offerings from Ziox?
We will launch ZioPix very soon, which will be a budget phone, along with two new smartphones – Titan and Titan Pro.


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