Feb 28, 2013: In a very interesting marketing move, Harman International owners of brands like JBL and Kardon have announced plans to offer products in the sub-Rs.10,000 range. In a three pronged approach focusing on product, brand
and reach, Harman International is also focusing on a different distribution strategy. The company which signed Oscar winning music composer A.R. Rahman will be offering their products on sale at large retail stores and they have plans to have exclusive shops as well.
According to Anand Ramamoorthy, Country Head, Harman International (India) it has been possible for the company to come out with products in the sub Rs.10,000 range only because of the efforts on the part of the global design teams. The company will be offering more than 25 products in this range. Harman International has surely being going great guns in India in the audio and video accessories market with JBL and Kardon brands already becoming very popular.
The company expects the popularity to soar in the future because of its association with music maestro A.R. Rahman and expects the revenue contribution from BRIC countries to rise to 25 per cent by 2015 from 12 per cent in 2015. BRIC countries contributed only 1 per cent in the financial year 2008 and from there the company has come a very long way. Harman International also has plans to rebalance the pool of employees so as to achieve operational performance globally and to start a global centre for excellence for research and development. This is in addition to a manufacturing plan which the company is setting up in Pune and which will be operational by the end of this year.