RCA Lifestyle Accessories Distribution in India

About RCA
• Flagship Retail Store since 1969 – a
landmark in New Delhi.
• Creating distribution networks since 1997.
• Associated with global brands like – Gillette,
Sony, Samsung, Panasonic, Philips and LG,
till 2004.
• Transition to Lifestyle Accessories in 2004.
• Currently represents brands like – Cygnett,
Neopack, Mili, Plantronics, Philips and
UltraProlink.
42 Years in
Consumer
Electronics
Industry

Our Current Presence in CDIT/Mobile Industry
Philips UltraProlink
100% FOCUS ON LIFESTYLE ACCESSORIES
Cygnett
Lifestyle Accessories for Apple
Devices
Portable Power Connect Charge Enhance Protect

Our Current Presence in CDIT/Mobile Industry
Plantronics Neopack Mili
Bluetooth Headsets Cases and Covers Power Banks
Head Sets, Ear Phones Cases and Covers
100% FOCUS ON LIFESTYLE ACCESSORIES

Our Distribution Network
In India
New Delhi
Punjab/Chd
Gurgaon
Pune
Ahmedabad
Mumbai
Hyderabad
Chennai
Bangalore
Mangalore
Cochin
Kolkata

Our Retail Presence Nationwide
Large
Format
CDIT
Hyper
Markets
Online
Majors

Our Retail Presence Nationwide
Specialty
Stores
Local Mom
‘n’ Pops
OVER 800 TOUCH POINTS
ACROSS INDIA
Airports
Car
Accessory
Channel

Capture Eye balls at High Traffic Locations
Super Markets Large Retail Local Chains

Presence At Premium Stores
Large Format Retail
APRs

Covering Over 90%
of Organized
Retail

Consumer insights for India
Typical Demographic profile : SEC A , Male , self employed / working, owner of
expensive devices, into technology, early adopter
Snob
Appeal
• High Price is reflective of High Quality
• If its expensive it should be flaunted
Me-Too
• Peer Pressure/ Must Have :If the neighbor
has it – they want it even more.
• Globally well travelled.
Discerning
• I’ve paid Top Dollar for my expensive device
• Should not reduce the usability of the device

RCA Learnings in Accessories Categories
• Segmented Market Launch
• Apple retail channel management.
• Demo : Sampling, Ready Stock & Road shows.
• Planograming solutions for all Retail segments.
• Secondary sales tracking.
• Customized retail display solutions.
• Shop floor consumer interaction (ISDs).
• Regular interaction with handset manufacturers for
Bundling solutions , trends & data.
• Obsolete SKU management for retailers.
Success is driven by getting the 4 P’s right, followed by In-Store
Execution & Inventory Management = Distribution Redefined.

What’s Our Mantra for Success
Align 4P’s to achieve market penetration
Placement Promotions
Plano-graming
Product
&
Pricing

What’s Our Go-To-Market Strategy
National and
Regional
Chains
Road Shows
for Premium
Independants
Online / B2B /
Airline
Loyalty
Programs
Nokia
Apple
Samsung
Press &
Magazine
Reviews
Buy-Back
Offers /
Visibility
Driven
Incentives
Feature
Demo at
High Traffic
Retailers
Partner with
Handset &
Camera
Brands

Keys to Success in India
• Having the right Price + Product mix for India.
• How Big ? Cricket + Bollywood endorsements ?
• Commission a formal market research on Accessories to peg market
size & share.
• Spend for advertising & promotion to build a brand in India.
- ISDs / Local catalogue / Sampling / Stands /Road Shows / B2B Tie-Ups / Event Sponsors
• Mall Activations to connect with TG.
• Sharing of best practises & case studies in similar markets.
• Pre-emptive action for fakes or parallel imports. Hologram –’Buy only
Original ’ certificates to trade partners.
• Solution for obsolescence.
• Start CSR Initiative in India similar to Armed Services, Homes For
Heroes & Unicef. Student Discount to mirror Apple offers ?
• Festival Period promotional participation – Valentines, BTS, Diwali,
College Fests, Sporting events, car Rally Sponsorships
• Easy to invoke product warranty.

Why Choose Us As Your India Partner
Brand Experts who take ownership of the
business.
• Individualized and focused approach for
all brands
• Brand Champions within the team.
• Emphasis on Customer feedback.
• Build Brand Value within teams.

Diverse Channels
Diverse Markets
A Young team to Service customers

In-store Inventory control
and Planogram executions
Provide Product and Soft
Training Skills

What’s Our Team Structure
Director
National Sales
Manager
Product Training
Manager
Sales Manager Commercial Head
In Store
Promoters +
Online Sales
Executive
Delhi – Own Team
Distributors – Gurgaon,
Punjab
Mumbai, Bangalore
Chennai, Kolkatta
Supply/
Logistics
Billing /MIS/
Accounts

About Pankaj Mirchandani
• Started Career in Philips India – 3 years in Sales & 2
years in Product Development
Consulting Projects
• Panasonic – Personal care & AV accessories launch.
• Samsung – Conceptualized & executed visual
merchandising over 800 retail points.
• KLM – Execution of loyalty program for travel agents.
• Nokia – Content Sourcing for the Ovi Online Music
Store.
• Bandridge – Brand Launch in India
22 Years
Experience
CE and
Mobility
Industry

UltraProlink Story
Charge
Connect

Ultra Prolink Story
Enhance
Protect

Awards
SONY SONY

Commendations
SAMSUNG INDIA BANDRIDGE EUROPE

Our Growing Facebook Community
7.4K Organic Fan Base within 1
year
Age Group – 18-35 yrs.
Active and Engaging Fan Base
Lead Generation for Online Retail

RCA Lifestyle Accessories Distribution in India

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