Date:01/09/2005 URL: http://www.thehindubusinessline.com/2005/09/01/stories/2005090101690800.htm

Back Sanyo-BPL plans new strategy

Our Bureau

Bangalore , Aug. 31

THE Sanyo-BPL joint venture is set to take off with the company's debt restructuring plans getting the Kerala High Court approval and the marketing exercise falling in place.

The company is planning a 2-brand strategy with certain products allocated to the Sanyo and the BPL brands.

"Our objective is to clearly re-establish BPL's franchise. While Sanyo has been the technology partner for years, this will be the first time the brand is being launched across all durable categories," said a BPL spokesperson.

Cathode ray tube (CRT), liquid crystal display and plasma TVs will be marketed under both the Sanyo and the BPL brands and "although the difference will be price-led, there will also be a value-marketing approach," the spokesperson said. Sources said the premium models in product categories would be led by the Sanyo brand, while the BPL brand image would be based on its price and value consciousness.

The intention is to reach immediately to consumers and the company hopes to catch the festival season with some if not all the product categories being launched, the spokesperson added.

The initiative would be aggressive for recapturing the market share amid reports that the company plans to spend Rs 60 crore on the exercise.

Last year, BPL restructured its CRT business as a 50: 50 joint venture with Sanyo, releasing $80 million for the company.

Triton Communications will handle the ad account, according to Mr Ganesh Kamath, Vice-President, Triton.