Manfrotto on the Evolving Needs of the Consumer
We think of CEIF as a big get-together, more like a school re-union. You meet colleagues, customers and partners all at one place. I love the fact that it is in the first week of January. It sets the tone for the rest of the year and helps us communicate our roadmap to our trade partners earlier in the year. I think 2016 will be a challenging year, I see a lot of products becoming not-so-popular and also consumers becoming more brand centric.
Technology is a double-edged sword. At times, it blurs the boundaries and segments we create. A seller in Chennai can sell to someone in North and as taxation differs in each state, it becomes a headache to handle territory and pricing issues. But at the same time, it is providing convenience to the consumer. They are buying more than ever before and are open to trying out new products based on reviews. I see it as change that we have to embrace rather than resist. The introduction of the long pending GST will reduce the chaos and create more price parity.
As far as the Indian environment is concerned, we face three key challenges, namely cost of reaching a customer, embracing digital media over print and reducing footfalls of buyers into retail stores. The solution for all three is to strategise better and choose distributors who move with time. But the customer is still the same and nothing can change the impact of a one on one rapport and connect you build with them.
At CEIF 2016, we will be showcasing products like PIXI EVO mini tripods, the advanced tethering solution Digital Director, sliders, the new LYKOS LED lights and a range of new Manfrotto bags.Tags: manfrotto, CEIF 2016, Mukul Kashyap, manfrotto bags