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Gadgets & Home Improvement

HTC to target 18-34 age group

It aims to be more visible in the market without becoming a commonplace brand.
Asia One - April 12, 2013
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HTC to target 18-34 age group

 

KUALA LUMPUR - Smartphone manufacturer HTC Global intends to ramp up its marketing efforts without losing its original brand appeal to its target audience.
HTC, established as a premium smartphone brand, aims to be more visible in the market without becoming a commonplace brand, as it was targeting the 18-to-34-year-old segment, who sought alternatives to mainstream brands.
This year, HTC planned to double its marketing spend globally, beefing up both traditional media as well as digital media advertising.
At a press briefing, chief marketing officer Ben Ho said that the Taiwanese company might not have the budget comparable to its competitors for advertising, but would be nimble in its marketing initiatives to avoid brand fatigue all the same.
"Our competitors have multiple product lines but as we are a single-product company, we would rather do it properly here for the customers," he said, adding that HTC would rather appeal to its focused target market than the masses.
Between gaining market share and pleasing the customer, Ho said he would rather HTC focus on innovation. Globally, HTC's market share was about 2 per cent now.
"Is going to 4 per cent difficult? I wouldn't say it was very hard, but we would rather focus on improving the product," he shared.

KUALA LUMPUR - Smartphone manufacturer HTC Global intends to ramp up its marketing efforts without losing its original brand appeal to its target audience.

HTC, established as a premium smartphone brand, aims to be more visible in the market without becoming a commonplace brand, as it was targeting the 18-to-34-year-old segment, who sought alternatives to mainstream brands.

This year, HTC planned to double its marketing spend globally, beefing up both traditional media as well as digital media advertising.

At a press briefing, chief marketing officer Ben Ho said that the Taiwanese company might not have the budget comparable to its competitors for advertising, but would be nimble in its marketing initiatives to avoid brand fatigue all the same.

"Our competitors have multiple product lines but as we are a single-product company, we would rather do it properly here for the customers," he said, adding that HTC would rather appeal to its focused target market than the masses.

Between gaining market share and pleasing the customer, Ho said he would rather HTC focus on innovation. Globally, HTC's market share was about 2 per cent now.

"Is going to 4 per cent difficult? I wouldn't say it was very hard, but we would rather focus on improving the product," he shared.

 

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