Blaupunkt Audio, a global leader with 100 years of excellence, offers innovative, high-quality audio-visual products. Renowned for cutting-edge technology, Blaupunkt delivers superior performance in televisions, sound systems, and electronics for an exceptional entertainment experience.
During an exclusive interaction with Mobility Magazine, Ms. Rohini Ahluwalia, COO, Blaupunkt Audio India, shares insights into the brand’s market positioning, innovation strategies, warranty policies, and future opportunities in the audio industry.
Please brief us on how Blaupunkt Audio positionsitself in the Indian market
Blaupunkt Audio, a distinguished German audio brand, is globally celebrating its 100-year anniversary in 2024. Renowned in India, Blaupunkt’s product-line spans from wired earphones and 3D wireless devices to boomboxes, soundbars, and home theaters. The brand positions itself in the mid-premium segment, appealing to consumers seeking products between Rs. 1,300 and 2,000, offering great utility, features, and reliability. Blaupunkt also boasts premium products in each category, including devices with hybrid Active Noise Cancellation. Their Boombox series, featuring models like the BB 20 and BB 50, will soon expand with a new line of vibrant, multi-color designs. Renowned in the speaker market, Blaupunkt offers a diverse range of soundbars with outputs from 120 to 200 watts, including standalone Dolby systems. Their home theater offerings include stylish 5.1 systems and 700-watt standing towers, emphasizing Blaupunkt’s commitment to innovation and quality across its extensive product range.
How has COVID-19 impacted the audio market?
COVID-19 has significantly matured the audio market over the past four years, making it challenging to identify products that will resonate with consumers. Identifying opportunities requires extensive research, including assessing existing brands, their strategies, consumer feedback, and preferences. Gut instinct also plays a role, engaging with different generations to gauge their desires and budget considerations. In personal audio, especially truly wireless products, customers have learned that cheap options often fail. As a result, they are now seeking a reliable, quality brand, positioning Blaupunkt as an ideal choice.
How does Blaupunkt educate its channel partners?
We heavily invest in social media marketing and to run our website, blaupunktaudio.in. We utilize meta and Google ads extensively and maintain a significant presence on Amazon, featuring prominently on the electronics stage about 15 days each month. Recognizing that the current generation is highly active on social platforms, we’ve honed our marketing strategies to ensure they are smart and targeted. We focus on reaching the right consumers with the right products, ensuring those who are likely to buy see our ads, reflecting our substantial marketing expertise and precision.
What are Blaupunkt’s latest innovations and future plans?
In India, audio innovation often follows international trends. As a global brand, Blaupunkt Audio has unique access to the latest international technologies and models, which gives us an edge. For example, our Extreme Series offers exceptionally long playtimes, vital for uninterrupted OTT viewing or social media use. We recognize that frequent charging is inconvenient, so our case batteries are around 650 mAh. Additionally, we prioritize microphone quality, ensuring clear communication even in noisy environments. We’re proud to be the only brand offering a wirelessly connected standing tower in home theater systems, unlike the typical smaller satellites. By leveraging global insights, we continuously innovate in form and technology.
Could you brief us about Blaupunkt’s warranty policies?
Blaupunkt Audio differentiates itself by prioritizing exceptional customer service and warranty support. Our commitment is evident through accessible service channels, including a QR code on product packaging for easy warranty registration. Scanning the QR code connects customers with our team for follow-up calls to ensure satisfaction. Additionally, we offer web chat support with the option to request a callback from our team. For Truly Wireless and personal audio products, we provide a hassle-free replacement policy. Our management is hands-on, frequently reviewing customer emails to ensure high service standards. This personalized approach reflects our dedication to supporting our customers beyond traditional marketing efforts.
How does Blaupunkt see future opportunities?
Blaupunkt Audio recognizes that opportunities are available year-round, given the continuous demand for music and frequent sales events. While major sales events like Flipkart BBD and Amazon Great Indian Festival used to drive significant volumes, recent observations indicate that these events now offer less impact due to their short duration. Customers have become accustomed to regular sales, making discounts of 50 to 100 rupees less compelling, especially for truly wireless products priced around 1,500 to 2,000 rupees. In contrast, discounts in home theaters and soundbars can still drive volumes, though results vary.
Blaupunkt focuses on maintaining steady engagement throughout the year, leveraging festive periods and corporate gifting opportunities. Corporate sales are expected to surge in the coming weeks, with strong pipeline activity and anticipation of increased orders for Diwali. Timely purchase orders are crucial, given the typical 60-day turnaround for large quantities.
Where does Blaupunkt envision itself to be as a brand after two years?
Blaupunkt Audio has experienced nearly 100% annual growth and aims to sustain this momentum. We believe that a strong product is the foundation of success, much like how Mercedes, Audi, and Porsche thrive due to their exceptional offerings. A quality product naturally attracts market support.
What message would you like to convey to the customers and partners?
Indian consumers often focus heavily on price, but it’s crucial to evaluate products beyond just cost. I encourage consumers to compare features and not be swayed solely by brands with heavy advertising. In today’s online world, platforms like Amazon and Flipkart offer a wealth of information. Reading product reviews is essential—products with ratings around 3.7 to 3.8 generally reflect genuine user experiences. For instance, a BT speaker won’t connect to a TV, and a large home theater system isn’t necessary for a small room. Active Noise Cancellation (ANC) features typically start around 4,500 to 5,000 rupees; cheaper ANC options are often ineffective. I urge Indian consumers to enhance their understanding of audio products to make informed choices.
Covered By: Mobility India / Blaupunkt
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