TOSHIBA Philippines Inc. (TPH) yesterday kicked off a series of product launches to strengthen its portfolio of offerings that is expected to help the Japanese brand gain a larger market share in the TV, computers and home appliances segments in the country.
“Our channels are asking for a full product portfolio and that is what we want to do now aside from expanding the coverage of our channels,” Michael E. Mondragon, TPH general manager for sales and marketing, told the BusinessMirror.
Toshiba Philippines used the company’s launch to introduce four TV series and hold the regional unveiling of the Portégé Z830, Toshiba’s first ultrabook—which is a new category segment for thin and lightweight ultraportable laptops—as well as the 7-inch and 10.1-inch Regza tablets.
Mondragon said for the TV segment, the plan is to offer two new models per month. Right now, he said, Toshiba’s TV lineup is still in the mainstream to the mid-end range and the company plans to enter the high-end market soon.
For laptops, Toshiba now has the full lineup available in the Philippine market.
Aside from generic resellers, Mondragon said TPH is in discussion with local partners to initially put up five concept stores that will sell only Toshiba products. “We hope to expand our concept store network to eight by next year.”
In 2010, Mondragon said Toshiba’s accounts for only 6 percent to 7 percent for TV and computers, and
3 percent for home appliances.
For 2011, he said the goal is to increase the market share for LCD TV to 8 percent, 10 percent for computers, and 4 percent for home appliances.
“The Philippine economy is growing and there is huge potential in the market but right now we have a small market share,” he said.
Shigenori Tokumitsu, executive vice president of Toshiba Corp.’s digital products and services, said by the end of 2013, the target is to achieve market shares of 20 percent for LCD TVs, 12 percent for PCs, and 10 percent for tablets.
Leong Chee Keong, group manager of the computer systems division, said this is the reason why the company decided that the Philippines will be the launch site of the Portege ultrabook and Regza tablets in Southeast Asia.
Toshiba used to sell its products in the Philippines through distributors.
In April, TPH, a wholly owned subsidiary of the Tokyo-based Toshiba Corp., was established and it led to the consolidation of sales and marketing operations of the company in the Philippines.
