Toshiba reflects "Innovation"

Sivakumar N,
Vice-President - Sales and Strategic Marketing - PC Business,
Toshiba India

It is not long before Toshiba has come to be known as one of the premium IT brands in the country. But behind it is a legacy that justifies for what the company stands for today.  Sivakumar N, Vice-President – Sales and Strategic Marketing – PC Business, Toshiba India, shares with VARINDIA how Toshiba as a brand has evolved over time through sheer innovation and excellence 

Innovative and excellent will be the better words to describe Toshiba for how it is been positioned today. It has an exciting range of distinctive product line that has an even more exciting market share with relative to many other leading brands in the country. Toshiba focusses on introducing meaningful innovations in these distinctive products that enhance consumer experience and drive profitability for the company. “Being the Vice-President of PC Business for Toshiba India, I closely design and implement the strategic marketing decisions, identify the product relevance in synchronization with Indian demographics and escalate the channel relations and service strength for Company’s operations in India,” says Sivakumar N, Vice-President – Sales and Strategic Marketing – PC Business, Toshiba India.

Toshiba as a brand

Toshiba has reinforced its brand equity over time through marketing campaigns that consistently convey the synchronized communication that Toshiba’s brand values reflect – LEADING INNOVATION. This brand equity gets enhanced over time through communicating the innovation in product design, manufacturing and quality excellence.

“Managing brand equity requires taking a broad and a long-term perspective, especially when we are selling multiple products in multiple markets. We have created brand hierarchies that define common and distinct brand elements among various nested products,” explains Sivakumar. New product and brand extension strategies are also designed to determine optimal brand and product portfolios. This is to ensure that new products get sufficiently promoted without necessarily escaping customer attention. 

Channel – Growth engines for Toshiba

A proper channel is required to make any product successful. Acknowledging this fact and remaining very committed to these relationships, Toshiba values the unique insights that Channel Partners have around what customers want. “We believe in our Channel and give them enough scope to reinvent themselves through various training and felicitation programmes we have for them. This purely reflects of how significant the Channel is for us at Toshiba,” Sivakumar observes.

The company’s channel programme is a mutually beneficial commitment between Toshiba India and its Channel Partners. By completing Competencies and training programmes, Partners can benefit from increased sales due to greater expertise with Toshiba products and solutions. “To enhance their profitability, we focus on growing their business, increasing wallet share with the clients and improving their competitive advantage. We help our partners to scale their business on a regional and national level,” asserts Sivakumar. 

Hence, there is no denying the fact that partners have been – and continue to be – a very important part of Toshiba’s overall growth strategy today. 

For more contact: 
samrita@varindia.com