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When our company, PT. Anugrah Valova Electrindo, first entered the Indonesian market in October of 2006, we faced two major challenges. The first was to develop a comprehensive sales network. The second was to build a recognizable trademark and a solid reputation.
In our first year of operation we were able to construct a sales base of 60 shops serving the capital of Jakarta and the outlying areas of Java.
In our second year, we sponsored a unique SQ Contest titled, “Djarum Black AutoBackack Through” featuring a demo car with an ECLIPSE head unit mounted inside. With 13 shops participating, it was perhaps the most popular contest of its kind in Indonesia . As a result of such contests and other marketing efforts, ECLIPSE won 11 different prizes in 2007 and became wildly popular with car audio fans. |
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| This year we will once again sponsor the SQ Contest and expect an additional eight to ten new shops to participate. We'll also cooperate with FM Motor and Audiotronic in Surabaya to equip a Suzuki SX4 demo car with |
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| numerous ECLIPSE products, including the H/U:CD7100, the AMP:XA4000, the XA1000, the SP:SGX-TD512 and the SW:SW7200. |
From November of 2007 to January of this year, we also sponsored road shows at three different shopping malls in Jakarta. Later this year we plan to hold additional road shows in four major cities — Jakarta and Surabaya where we've held such shows before and Bandung and Medan where the road shows will be held for the first time.
All of these efforts are significantly increasing public awareness of the ECLIPSE brand. Now in our third year of business, we'll continue to aggressively market our company so that we can steadily expand sales and further penetrate the Indonesian market with innovative ECLIPSE products. |
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CSE Automotive Technology Sdn. Bhd (CSE) was established in July 1985. In these 20 years, CSE has played a major role in the automotive industry as the leading OEM supplier of security systems, parking aids and In-car AV entertainment systems to the Malaysian market. |
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Our relationship with Fujitsu Ten started in 1999 with the appointment of CSE as the exclusive distributor for Fujitsu Ten's OEM products for Toyota Malaysia. From there, CSE expanded to include Isuzu and Perodua. |
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In 2001, CSE launched the ECLIPSE range of In-Car AV products into the Malaysian and Singapore market. Since then, CSE has established a strong dealership network of 50 specialist car audio dealers.
With all the initiatives put in place to promote the ECLIPSE brand name in Malaysia and Singapore, ECLIPSE is now well accepted as the premium In-Car AV product brand in the aftermarket sector. |
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Since new cars coming out to the market are often already fully equipped with brilliant OEM car audio systems, the market for after-market car audio system is decreaseding rapidly.
In addition, gray market made possible by internet sales of foreign-made audio products directly to customers is also creating problems for offline dealers whose prices tend to be higher than the price of gray market products.
J&Ted have supported USACi, EMMA and other car audio festivals in order to increase the brand power of Eclipse. We also, instituted a new All A/S within 48 hours system and extended our full warranty to two years. But in spite of our efforts, the market is freezing and the frustration of dealers is growing.
In order to cheer the frustrated dealers, we picked the dealers who were doing their best and sent them to China for sightseeing.
In 2007, we sent 5 to 7 dealers on five different occasions to China. A total of 22 dealers have been sent so far.
We considered the loyalty of dealers to ECLIPSE and most of them are attendants of the ECLIPSE display contests. After the sightseeing trips, all of the dealers have a tighter relationship with ECLIPSE, and have started to put our products in the best spots at their shops. |
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We have plans to send them more dealers abroad this year to Japan and Southeast Asia. |
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