The German power major, Ansmann Energy International Ltd., after its unsuccessful maiden attempt in India in the past, is currently teaming up with Vinod Medical Services, (VMS), the Indian distribution arm to relaunch the brand all over again.
In fact, this time around they are contemplating to relaunch the popular brand, by concentrating on a newer and steady strategy. Guido Moeller, Product Management Asia, Ansmann Energy International Ltd., Hong Kong and Eric Ng, Business Development
Director, Acuna – Energy (MCO) Ltd, Macau, in an
exclusive to Daily Bulletin, discusses their plans and priorities…
“We have a diverse range of product portfolio to offer to the Indian consumers. This is because India is different from other markets in terms of both pricing as well as quality,” says Guido Moeller, Ansmann, Hong Kong. “However, we hope to bridge the gap by working closely with VMS, and the simple mantra is to undertake the middle ground in terms of price and quality.” he adds. Elaborating this stance, Eric Ng avers that, “Each product we manufacture is given utmost importance. This is because we do not rush into launching product lines that fail at the opportune moment. Instead, we concentrate on providing solutions that really last longer.”
Importantly, at Photofair 2011, Ansmann is showcasing a portfolio which is not only innovative but also something that will take the market by storm. The updated Battery Management System-Energy XC3000, is a perfect amalgamation of a universal battery charger, a charging station (for Li-ion battery packs) and a very accurate battery testing system, all bundled into one. Another important product on view is the improved version of the rechargeable Max-E range, the Max-E+. These rechargeable batteries have a low self-discharge rate and a capacity that is 20 percent higher than that of its competitors. Apart from this, there are also battery chargers available for different photo-based products on display at the venue.
At present the ready-to-use rechargeable battery market may be minuscule in terms of growth,
but Ansmann and VMS are optimistic about its future growth. However, Eric feels that the current
state of the market is primarily due to the lack of basic education about the product rather than anything else. “Sharing information with the end user is critical, as this is what will drive future growth”, he opines, adding, “In fact, the rechargeable batteries are an investment that not only saves cash but can also be used in multiple applications.” The process of capturing the market may be a slow procedure, but India is known for taking giant steps while adopting technology. In a way, we need to keep pace with the trends prevailing in the market while updating our product, and we are currently moving in the right direction.
Our product strength depends on the efficiency of our distributors. Factors such as trust, rapport,
ease of communication, dependency etc. play a crucial role while making the choice. These are precisely the qualities Ansmann is working towards, along with VMS. Termed “serious professionals” by Ansmann, VMS holds a solid network. Together the intent is to enlarge the Indian market as a whole, while acquiring immense popularity going forward. But Ansmann is in no haste to accomplish this feat. Guiodo emphasizes, “Our aim is to capture the market, but we will follow a step-by-step procedure. We do not want to achieve this in a day or two by taking shortcuts. However, with immense faith in our products, we plan to provide detailed information, and at the same time allow the consumer to make the transition and grab the opportunity”.