With an aim to deliver true next generation experience for its customers, Logitech is deeply integrating innovation in all its product design and technology, while targeting categories such as PC Gaming, Tablets and Mobile Speakers.
Ashok Jangra, Cluster Category Manager India & South West Asia, Logitech speaks with Zia Askari from ChannelDrive.in about the company’s core focus and its future plans for India.
What are the top priorities for Logitech today?
Our priority is to ensure consumer delight and satisfaction in terms of the products and post sales services offered by the company. Be it design, innovation or technology, we want our products to reflect all three elements in the best way possible.
How has the brand Logitech evolved over the past years – it used to be a trend setter in the keyboard and mice space – how does it look into the future now?
Logitech is the global leader of products that connect people to the digital experience. In addition to the company’s core PC peripheral category which we continue to innovate, our growth category includes PC Gaming, Tablets and Other Accessories, and Mobile Speakers. The recent range of products introduced by us breathe style and innovation.
Products like the Logitech K480 and UE Boom for example are nothing like what exist in the market. The Logitech K 480 can operate with multiple devices (upto 3) and work across all platforms, similarly the UE Boom speakers that we recently launched in India is for audiophiles who seek more in each of their products. The UE Boom other than phenomenal sound output provide other features such as water resistance and stain resistance. We’re proud of the products we have designed for these categories and we see consumer validation through improvements in market share.
What are some of the big innovations that are likely to come from Logitech today?
We at Logitech are building our core categories namely Music, Gaming, PC peripherals and Tablets in a big way. With newer additions such as the G29 gaming wheel and G310, our aim is to give users an experience like never before. Similarly for our music category, even a small innovation like the Logitech Bluetooth Audio receiver or more evolved products like UE Boom Speakers are game changers in their own categories. At Logitech innovation is one term that can’t unwind when seen in silos. True innovation is that which addresses existing issues and builds on them thus catering to the unique needs of today’s discerning consumer.
How does the company look forward to connecting with the youth segment?
We at Logitech are undergoing the most significant brand transformation since the company was founded. Building on its heritage as a leader in peripherals for the PC, Logitech is reinventing itself as a company with design at its core. It has crafted a portfolio of products that have an everyday place in your life, whether at home, in the office or on the go. This transformation affects all aspects of how we function both internally from a culture and product development perspective, as well as how we represent ourselves publicly. This new brand imagery reflects the company’s reinvention, with a colorful new attitude and a re-imagined logo.
People have trusted us for decades. Now we’re building a brand they’ll love for decades to come. A brand that goes well beyond tech. One that’s more relevant, energetic and full of surprises. The new brand or the transformation is all about four principles namely; simple, youthful, vibrant and confident. Which is a reflection of what the Generation today needs or aspires to achieve.
Please share your channel strategy for India? How strong is the channel partner ecosystem for Logitech in India?
Distribution channels have always been the back bone of our business be it online or offline. We have a goof presence everywhere be it traditional retailer partners, LFR or Online. Of late online channels are gaining momentum and we have ensured that our products are available there as well.
What kind of growth is the company looking from India and from where is this growth going to come from?
Currently, we are looking at growing awareness around Bluetooth technology and the power that a simple Bluetooth device can invest in the user. We truly believe that our revolutionary Bluetooth products will not only capture the customers attention but also give direction to the larger peripherals market in India.
