COMIO goes aggressive on budget phone segment

Chinese smartphone maker Comio, which forayed into the Indian market in August, is eyeing at tier 2 & tier 3 cities to grab around aims to have a 10-12 per cent market share within the mid-segment smartphone category by 2018-19.

It is understood the brand has earmarked an annual spend of Rs 500 crore for 1.5 years (July 2017 – December 2018) of which Rs 250 crore will be spent in marketing, Rs 150 crore in manufacturing and R&D and about Rs 100 crore in sales, distribution, service, and operational expenses

Says Sanjay Kalirona, CEO & Director, COMIO India “COMIO has received an overwhelming response since the national launch and we look forward to reaching greater heights. In first quarter we sold 3 lakh devices and can boast of selling one million devises in 2017-18. In 2018-19 we expect to sell 6 million devices, about 10 per cent market share in the mid-segment category.

He feels with increasing consumer demand in India and strong emphasis on innovation, COMIO is creating brand awareness through digital campaigns, on-ground engagement, offline retail and brand hoardings in all key markets.  “Since our objective is to bond with the youth, we are actively engaging with them and are associating with youth-oriented college events and festivals like Enchanted Valley Carnival, Pune Times Fashion Week, etc. Moreover, we have engaged with students one-on-one at leading universities across north and west India,” he says.

Comio launched its first campaign #DontListen Kar Daal, through which it is engaging with youth and raising questions on the challenges faced by them in following their heart. “We have received more than 33,000 stories from India’s youth. The tremendous response is a clear indication that they and brimming with enthusiasm and want to share their experiences and learnings. Our primefocus is to be visible on digital platforms,” he adds.

COMIO brought on board brand ambassadors including internet singing sensation - Shraddha Sharma, multi-talented actor and singer - Darshan Rawal, India’s no 1 prankster group – Funk You, and YouTube star - Anisha Dixit aka Rickshawali to engage and connect to the youth.

“We have plans of a television commercial too, which will be out by next year,” Kalirona adds.

For budget phone segment, tier 2 and 3 markets play a significant role in the sales. So is for COMIO, contributing to 60 per cent of its sales.

“It’s very important for us to reach out to the audience in these markets. We will plan our marketing strategies in these markets that will help us receiving response from the consumers,” he says.

Within a short time span since its launch COMIO has come back to its consumers with ‘Made in India’ smartphones.

It plans to set up a 100 per cent COMIO owned manufacturing facility by the next year. COMIO is investing about Rs 250 crore in manufacturing over the next two years.

“We will be starting India R&D center, after Hong Kong and China by the next quarter. We will initially have a team of 20 people who will work on bringing in features needed for the Indian market,” he explains.