Found in an India newspaper


AIWA is set to be re-launched in India in a new avatar. With a new logo, look and positioning. The purpose is not only to build up a substantial market share in the consumer electronics segment but also to initially dissociate with the negative values that had come to be identified with brand Aiwa after it made a sudden exit from the country a few years ago.

"The uphill task for the brand would be to bring about a change in perception. The sudden exit, two years ago, had left many Aiwa owners without any after-sales support," says an industry official. Aiwa was earlier being marketed and its products assembled by Baron Electronics in India. The relationship however, eventually soured, due to which the partnership ended.

However, with Sony now owning the Aiwa brand globally, the company is set to pump in the funds towards rebuilding the brand. Says Prasun Banerjee, Divisional Head — Aiwa, Sony India: "We have already put in place the after-sales support for Aiwa, with all the Sony service stations taking care of the Aiwa products as well. We would be investing in building the brand in a phased manner."

Sony is planning to develop Aiwa as a mass-market brand, with economy pricing, positioned at the youth. "Our logo is also more youthful. In fact, our marketing and product roll-outs would revolve around the youth platform," says Banerjee. The company has signed on Dhar & Hoon as the ad agency. "Our initial focus would be on bringing in the message of `reassurance'. We would be rolling out print campaigns revolving around the `reassurance' concept soon. Till December this year our products would only be available in seven key metros," says Banerjee.

The second round of expansion in the smaller cities would be carried out from January. Sony would be stepping up the marketing push behind Aiwa at this point of time and make TV commercials, apart from increasing its association with other youth-related activities.

"As cricket and films are the two major passions in this country, we would be looking to associate with both. Also, we would be aggressively targeting the youth segment by having a presence in youth programmes, youth magazines and so on," says Banerjee. Aiwa's new products too are very "youth-centric", with suitable pricing.

The company, in the past month, had quietly rolled out a few models in the hi-fi systems and DVD segments. It intends to launch Aiwa products in the personal stereo segment from December and come out with other products such as CTVs and digital cameras during next year.

The aim is to get a chunk of the mass-end of the consumer electronics market. For instance, Aiwa's entry-level model in the hi-fi systems segment is priced at Rs 13,490. The product's features include a 3-CD changer, MP3 playback capability, VCD player, 1350 W sound capability and so on.

"We have found that the way people, especially the youth, listen to music is changing. For instance, these days people like to download music from the Internet and listen to it on their computer speakers. We have decided to target this segment as well by launching a product which can connect to the computer to play the downloaded files. Thereby you can download the music on to your PC and listen to it through your Aiwa system," says Banerjee. However, won't this eat into Sony's sales? Banerjee brushes aside such apprehensions. "Sony's focus is on the premium end of the market and the products would carry premium pricing. Aiwa, on the other hand, would be positioned at the youth segment. We are looking to have a leadership position in the hi-fi segment with the combined sales of both the brands," he says.

Says an industry official, "Aiwa has chosen a good time to launch its products. Though the audio segment had been stagnating for the last two or three years, there was a revival of sorts during Diwali. Aiwa did have a good market share in the hi-fi segment; however, the segment as a whole suffered after the brand's exit."

Agrees Banerjee, "The audio products segment has de-grown in the country. And there could be various factors responsible for this. For instance, the launch of FM channels in the country has delayed the consumer's requirement to buy hi-fi systems. FM is a novelty, but it does not offer the consumer the facility of listening to music of choice whenever he/she feels like it. Once this novelty wears out, the demand for music systems will increase again," he says.

However, a Delhi-based dealer of consumer electronics points out that it may not be all that easy for Aiwa as far as sales are concerned. "Both LG and Samsung have been able to establish themselves as reliable brands in the market and have a good recall. Though it is still too early to gauge how the response has been to the roll-out of the products, it will be some time before the actual take-offs start. A lot would depend on how well the company manages to push/promote the product in the market," he says.

However, the future for the audio segment does appear to hold potential. Points out an official from the Consumer Electronics and Television Manufacturers Association (CETMA), "The entry of newer players such as Aiwa would help grow the audio market. Recently, the Korean players (both LG and Samsung) also made an entry. This bodes well for the segment."

The market has traditionally been occupied by two major players — Philips and Sony — which shows that there is certainly room for growth. Agrees a Samsung official, "Newer entrants in the segment are important for it to grow." And increased competition augurs well for the consumer too.

Also I found new Aiwa products on the Malaisian
Russian
and Arabic market
Here`s the
Aiwa (90s) label -along with the arabic font:

Very interesting! I almost started to wonder why Sony even bothered to buy Aiwa

I did seem strange that Sony bought Aiwa, only to kill it a short time later. I hope they decide to relaunch it in other markets (like North America)!

It seem many brands becomes a second chance in India...

Remembers me of the "Royal Enfield" motorcycles.
Or the Vespa PX > now starting as LML Star.

I hope the AIWA label survive.

Cassette tape, is still king in india.