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HCL rebrands laptops as 'ME'
By siliconindia
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Friday, 25 September 2009, 14:46 IST |
4 Comments
New Delhi: Personal computer manufacturer HCL Infosystems has announced to rebrand its range of laptop products as 'ME', as the company aims to raise its market share in the segment from seven percent to 20 percent in next two-three years. The company will spend 
40-50 crore for the rebranding exercise over this period.
"The new HCL ME campaign has been made keeping in mind the requirements of today's customers who are on the move and seek seamless connectivity to the virtual world," said Ajai Chowdhary, Chairman and CEO, HCL Infosystems.
A survey carried out by research firm Indian Market Research Bureau (IMRB) on key youth trends has stated that there is an increasing need of mobility among the target segment but the nuances of mobility varied in different age brackets.
The laptops are means to belong to their community, as the jobseeker's biggest motivation is career growth and technology where it is an enabling tool. For the mid-level executive, the laptop offered mobility and the ability to work at his own pace.
The new marketing campaign for 'ME' is proposed to establish a youthful and vibrant image of the brand and ensure a stronger connect with next generation consumers. All HCL Digilife stores and retail outlets would be rebranded as part of the strategy.
40-50 crore for the rebranding exercise over this period.
"The new HCL ME campaign has been made keeping in mind the requirements of today's customers who are on the move and seek seamless connectivity to the virtual world," said Ajai Chowdhary, Chairman and CEO, HCL Infosystems.
A survey carried out by research firm Indian Market Research Bureau (IMRB) on key youth trends has stated that there is an increasing need of mobility among the target segment but the nuances of mobility varied in different age brackets.
The laptops are means to belong to their community, as the jobseeker's biggest motivation is career growth and technology where it is an enabling tool. For the mid-level executive, the laptop offered mobility and the ability to work at his own pace.
The new marketing campaign for 'ME' is proposed to establish a youthful and vibrant image of the brand and ensure a stronger connect with next generation consumers. All HCL Digilife stores and retail outlets would be rebranded as part of the strategy.