US-based consumer electronics brand Westinghouse Electric Corporation has forayed into the Indian market and has launched a
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The Noida-based SPPL already has branding licence for international brands which includes Blaupunkt, Thomson, Kodak and White-Westinghouse. Commenting on the development, SPPL Vice-President said: "We are enormously elated to onboard such a trustworthy brand like Westinghouse that is a well-famed as an American consumer electronics giant."
Westinghouse, the brand that has a legacy of around 130 years, would compete in the entry-level affordable segment of the smart and non-smart LED TV segment. This would be exclusively available on the e-commerce platform Amazon. "Our prevailing collaboration with Amazon will play a predominant role to make these Television models reach millions of consumers. With this much-awaited launch on Amazon, company is expecting to additionally gain a market share of 3-5% of the affordable TV category by the end of next year. The entire range of Westinghouse TV would be manufactured locally in India by SPPL at its manufacturing units. SPPL has 3 manufacturing plants in India located in Noida, Una and Jammu.
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Define licensing and explain the results that licensing would bring for US based consumer electronics brand as mentioned in the case study.
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ISBN: 978-0470505748
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Authors: Masaaki Kotabe, Kristiaan Helsen
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