mbaNEWS: Among thousands of the city billboards, these days the ads for the X-Vision brand attract attentions more than the rest. The X-Vision brand from the Madiran Company has begun working with Karim Ansarifard, the well-known Iranian footballer and has used the image of this celebrity in its advertisements. The X-Vision Brand Campaign has been implemented by Matte Advertising Company. MBA News has conducted an interview with Dr. Alireza Abdi, Marketing Director of Madiran in an effort to shed more light on the X-Vision brand’s advertising performance.
?Tell us about Madiran and X-Vision brand
Madiran is a company that has been active in the Iranian market for nearly 54 years. Madiran Company has been active in various fields such as office machines, IT, etc. but since 1385 (2006/7) has also entered into the area of TV production and distribution. When we talk about TV production, some would immediately refer to the assembling of parts. This is while these days all the TVs are made up of an important part which is called the panel. No other brand except for several major companies in the world is capable of producing it. Therefore, many of the world’s largest television producers, like Madiran, are dependent on these TV-set pieces which they either produce or otherwise buy and assemble it.
The point is that with what quality and from where you get the pieces making the TV set. Therefore, the final quality of the product is dependent on the quality of the panel that has been chosen. Of course, by buying the panel and creating value added and branding activities, the final product can also be exported to other countries, including those in Europe. If the Ministry of Industry and the rest of the organizations accompany Madiran, the company has also the ability to export to other countries. Because, the technology used in Madiran is like the technology of the Turkish companies that export their product to Europe.
It should be noted that Madiran in the Iranian market has a high share in the sale of television sets. The company is trying to get more shares and reach the second rank in the market. After TV, Madiran has added other products such as refrigerator, washing machine and dishwasher to its product basket. The company plans to build a large factory in the Karaj Payam Free Zone. With the launching of this plant, the production capacity of the company will increase significantly.
?What is the difference between X-Vision brand and its rival brands in terms of price
Before the sudden increase in the foreign exchange rate, the price of the X-Vision brand was 15% lower than that of the products of the first and second brands in the market. At that time, the final decision would be made by the audience who would choose between the X-Vision product and the foreign products that have the same quality. But now the price difference has risen by more than 30%, and even in some products, 50% of foreign products are more expensive than X-Vision products. Madiran is a company whose revenue information is completely transparent and is also present in the Tehran Stock Exchange (Bourse). This company has not practiced overcharging and intends to move by keeping pace with the audience and the status quo. This trend has resulted in making the difference between the price of Madiran products and other brands and companies more visible.
;Currently, there is an audience in the TV market that has probably turned to X-Vision brand because of the price
?what plan do you have for this group of audience
At the moment, the attitude of the audience has changed and is moving towards buying X-Vision brand products. In such a situation, it is difficult to meet the demand of the audience and the market. The audience after buying and using would realize that the X-Vision products compete qualitatively with those of foreign rival
.The company is exerting its utmost efforts to supply the market and enough funds have been allocated to this purpose
?In your opinion, if the market returns to its previous condition, will the audience that have turned to X-Vision remains loyal
The quality of the product as a reason for choice is very important. We have provided the consumers with the opportunity to try the high quality Iranian product. X-Vision products have been made of the finest parts, for example, in one of the products of the X-Vision brand; the Harman-Carden audio system has been used which is one of the best brands in the world in the audio products.
The most important point is that the Korean companies have spent a lot of money on their marketing and advertising. Such costs have led to a change in the mindset of the audience, especially the Iranians. The audience suspect that the Korean products are of high quality. This is while advertisement of all the Korean companies is focused on a series of specific products that perhaps have not such good sales. For example, the curved series TVs have a small and specific number of audiences. Therefore, due to the fact that the Iranian brands, especially the X-Vision, have not had the promotional coverage of the foreign brands, the audience has become less familiar with such brands. At present, the condition has changed so that the Iranian customers would have the possibility to try the high quality Iranian products.
At present the X-Vision conditions are well seen both in advertising and in the marketplace. As for the loyalty of the audience, I should say the market is always in the pipeline and it is possible for part of the market to prefer the Japanese brands over the Korean ones. In the meantime, some groups of the audience will surely move toward the X-Vision brand for keeping which we have certain plans. The X-Vision is trying to gain a good market share, so far it has increased sales and gained a good growth. Along with X-Vision, the brand TCL, which is produced and distributed by Madiran, has also experienced good growth.
?Would you please explain about the X-Vision brand
The X-Vision brand has had a weak presence in the advertisements of the ATL domain but in the BTL campaign has been active. Of course, the brand has focused on its sales network more than advertising and thereby has a strong distribution and sales network. Currently, the X-Vision brand has 1000 sales terminals in the country and has implemented a strong sales network. The X-Vision brand in all central networks in Iran has branches and runs the capillary distribution, which is unlikely to be implemented by other brands in the field of home appliances. The X-Vision has targeted 1100 small towns. In all of them, there is an active X-Vision representation. Now, given the circumstances, we have also given the brand a chance to be present in the ATL advertising space.
Through such a space, we have been able to connect with the brand end consumers as well. As a result, we have implemented the extensive environmental advertising throughout the country. Additionally, Karim Ansarifard, the professional and famous footballer has been named as the brand’s ambassador. The X-Vision promotional program is not limited to the peripheral advertisements and will be gradually published in other media. The X-Vision advertising campaign will be 360 degrees and include all the advertising media. These media also include the digital media, and the X-Vision social networking pages are active and constantly presenting attractive content. We have also attended many exhibitions.
?Why Karim Ansarifard has been picked as the ambassador of the X-Vision brand
A significant part of the audience is following the football news. Many brands of the X-Vision area of activities have chosen people from the field of football as their ambassadors. For example, TCL has selected Neymar as its ambassador. The X-Vision, due to accompanying the vast football audience, has always tried to attend events in this field. Of course, choosing an ambassador whose characteristics are in line with the brand and will strengthen it and cause no harm has its own challenges. Approximately 40 people were examined to select the X-Vision brand ambassador. The results of these studies led to the selection of 5 people. Out of these 5 people, Karim Ansarifard was selected. The common feature between the X-Vision and Ansarifard was diligence. The X Vision is a diligent brand that has been able to survive in the electronics market that is changing every day. It’s very hard to get a market share as an Iranian brand in such a market. Karim Ansarifard has also taken difficult steps to reach the peak of success: A persistent person who has come up with challenges ahead and has reached high levels of activity. Additionally, Ansarifard is highly professional and has popular behavior. Therefore, there are commonalities between Karim Ansarifard and the X-Vision brand that could serve as an intermediate ring between the two.
?Has the slogan “Just Decide & You Will Get It” been created on the basis of this brand feature
Yes, after different studies we concluded that the X-Vision and Karim Ansarifard have only made decision to reach their goal and it is not an easy task for those who want to achieve success and reach the status the X-Vision enjoys at present. The market even at present is not easy to survive and maintain the brand standing. It is very difficult to finance and maintain forces under these circumstances. The X-Vision continues to make efforts for sustainability.
;Under conditions that brands are after reducing their advertising costs, the X-Vision has increased its advertising budget
?would you please elaborate on that
?would you please elaborate on that
It is because many brands have been frightened with the conditions that have been created and consider the situation a threat against them. This is at a time when under the present circumstances many opportunities could be gained. When the market is facing challenges and threats, it is possible to create an opportunity out of the existing vacuum. Fortunately, Madiran has been sharp and is always trying to create opportunities for itself. All the people can see its growing situation.
?Why you didn’t use the brand name in the slogan
Madiran is a well-known company, and according to surveys conducted, the audience is fully familiar with this company. Madiran has been active in the market for many years with the motto “Madiran A Symbol of Confidence”. But the current campaign which has already been released is related to one of the Madiran brands, the X-Vision. We are trying to introduce this Iranian brand to the audience. Perhaps this question will be raised as to why we have chosen a non-Iranian name for an Iranian brand? In response, I should say because from the very beginning we have defined a long-term export outlook for this brand. At present, such an opportunity has not been provided but surely with the opening of the new factory and increase in production the possibility will be created.
?What trend the X-Vision advertising campaign will take
The football campaign will continue until mid-Esfand (early March). Until then, the football fever is hot and surely the campaign will have its own effect. After that, the campaign will enter its Nowruz advertising phase. The brand’s ambassador will continue to be present in the advertisement.
?Do you have other plans to use the brand ambassador
Once the brand ambassador is known, it can be used in other grounds. The ambassador is part of the campaign and is not supposed to be used in all the campaigns.
?Some brands use several ambassadors along their brand? What is your idea in this regard
It depends on the outlook of the brand. Football fans may also show interest in music but their concern is football. Madrian, for example, covers a wide range of audience some of whom may be interested in cinema and some others in other fields. Therefore, if the brand wants to affect all its audience, it cannot only focus on football. As a result, selecting other ambassadors will help the brand to communicate with its audience.
?You said the X-Vision is 360 degrees, does the campaign include TV teasers
Television is one of the most expensive media outlets. Of course, one of the reasons is the presence of foreign brands in the field of advertising. Such brands in order to own the media have spent so much money so that the price of the media in Iran has increased day by day. Now, though the TV has considered different discounts, still it’s just too expensive. Keep in mind; the percentage of the profit from the sale of electronic products and such costs is not possible for the brand. The price of cinematic advertising is relatively more appropriate and for this reason this media outlet has been our choice but TV is also considered in the campaign programs.
?Such pricing on the media has led companies not to pay costs for their advertising ideas, do you agree
Yes, precisely; in general, activity in the field of technology is complex while marketing and advertising are also hard in this area. Because, even though the volume of sales is high, a lower margin will be gained by the company and to the same extent a less advertising budget is allocated.
?What activities have you implemented in the digital media
The X-Vision brand has an active presence on the Instagram. The number of followers on the Instagram page is increasing day by day. We are constantly producing suitable contents. Instagram, for example, is a fascinating media for a brand that has contact with its audience through image.
?In advertising, what group of audience is targeted
The X-Vision products are in individual domains and the decision makers in this area are usually the young people. Therefore, it is right that the money be paid by the parents of the family but the decision for the purchase be made by the younger members. Of course, Madiran’s outlook is not for a short period of time. The company has been active in the Iranian market for half a century and we plan to remain active for another half a century.
?Would you please describe the X-Vision advertising campaign
Several plans have been designed for this campaign. On the Instagram efforts were made to illustrate different situations and thus some designs were published. These situations have not been just in the field of football but under different conditions. We are trying to create attractive images for the social networking page. However, the X-Vision area of activity is visual and thus provides a better contact with the audience through images. In addition, Madiran also has extensive activities in the field of social responsibility. Madiran does not use social responsibility in its advertising and usually there is no news from the company in this regard.
?What measure has the X-Vision taken for its wholesale audience
The X-Vision brand shops are increasing and each week in different cities stores are opened which are exclusively for the X-Vision. All the stores have been designed according to a specific guideline and all follow the same visual identity. Such activities are increasing day by day.
?In the present market what challenges are you faced with
Problems are always there. Preparation of the raw materials and ... all are creating problems, but you just have to be determined and find opportunities under this situation. One should be optimistic. Madiran believes that the Iranian consumers deserve the use of high-quality products. In such a market one should find its stance and take steps with the customers. Customers are the greatest assets of Madiran Company. Such an asset is important for Madiran and tastes of the customers are regularly surveyed. Contact with the customers is carried out regularly, and the brand and the company will always be responsive to the customers. Therefore, success perhaps is incidental but its continuity is not accidental and efforts should be made for perpetuation of the work!
mbaNEWS.ir- Narges Faraji