Audio-Technica is a worldwide group of companies devoted to the design, manufacture, marketing, and distribution of problem-solving audio equipment. Initially known for state-of-the-art phonograph cartridges, Audio-Technica now creates high-performance microphones, headphones, wireless systems, mixers, and electronic products for home and professional use.
During a conversation with Mobility Magazine, Mr Robin Ghose, Business Development Manager (Professional and Consumer), Audio-Technica India, the shares about their company’s products, brand positioning and the future plans.
Q. Which of your products have gained the maximum sales?
Last year, we have seen significant uptake of our premium headphones as well as our prosumer microphones. This I believe is on account of increased Work and Learn From Home trends, thanks to the pandemic, mandated people use headsets for an extended duration. As the usage of headsets increased, so did the realization of the importance of versatility of the equipment. This drove the sales of microphones not only with people using them for distance conferencing but also for content creation.
Q. How do you position your brand against your competitors?
Since its inception, Audio-Technica has taken the road of innovation and excellence to provide every individual an exceptional experience when using our products. Over the years, in pursuit of this vision we have brought to market headphones that provide the highest standard of sound quality and microphones that help capture sound in its purest form and variety that suits every taste. Audio-Technica has always been a leader in technology going back to the early days with the invention of the miniature condenser to the first Dante microphone. Our association with some of the largest sporting and music events in the world has offered us unique platform to develop and test innovative and distinctive products and technology. Take for example microphones that are used to capture sound under ice sheets or microphones used in extremely high heat environments to capture the sound of high revolution engines in motorsport.
Professionals world over use and endorse Audio-Technica because of its quality and technological lead. This is the same technology which is available now in India and it is this combination of technology, innovation and quality that makes Audio-Technica stand out.
Q. What are the strategies adopted for boosting the channel partners?
With our Indian master distributor, Alphatec Audio Video, we have a well-established network for our professional products across various segments. They are available through over 800 retail stores and system integrators across the country. For our consumer products, we currently operate primarily through online channels and a few exclusive brick and mortar stores, but plans are in place to change this and aggressively expand this network across channels. We will adopt a strategy of differentiated channel strategy by vertical to ensure optimal representation for each.
Q. Describe the future envisaged in the next couple of years?
This is just the start for us as a brand in India; we expect to have a much deeper penetration in both the online and offline channels in the coming times. Our product roadmap over the next few years has several new products as well as renewed versions of some of our popular products to enhance the customer experience and gain marketshare in new customer segments. We intend to start a number of customer engagement programs to give our customers an exceptional brand experience.