Consenso-Indurama will invest more than US$ 2 million after announcing exclusive distribution of the brand in Ecuador.
In Ecuador, Motorola televisions will be manufactured, produced and marketed not only to meet national demand, but also for Latin America. This after the Consenso-Indurama Group and Motorola-Lenovo signed an exclusive distribution agreement for Motorola cell phones and televisions.
The objective of the agreement, according to the general manager of Indurama Ecuador, Fabián Carvallo, is to unite the efforts and strengths of both parties: such as Indurama and Grupo Consenso, related to the distribution model, proximity to the customer and value proposition; while Motorola and Lenovo with all the products, the global positioning of the brand and the proposal towards end customers.
And to comply with what was proposed, the executive comments that they have an investment plan of more than US$ 2 million, for which they already began the execution a couple of months ago and now they have added the inauguration of some experience points to the client.
On the second weekend of May, these spaces were inaugurated in which Motorola's 360º experience will be promoted: in the Malecón shopping center in Guayaquil and the El Recreo shopping center in Quito.
According to Carvallo, the expansion will continue, in the short term it is planned to open in Cuenca, as well as in Manta and they will also carry out a complementary expansion process in Quito and Guayaquil directly and through distributors throughout the country.
In the experience centers you can find a mix of products and categories, between cell phones and televisions, that is, the “consumer will be able to feel the experience of the product, the concept of colors, even aromas, and design.
The goal is to reach a market share of more than 10% in cell phones in the next 12 or 24 months.
He adds that they have already been on the market positioning map for two months with the incorporation of the Consenso-Indurama Group in distribution, with which they have a share of cell phone imports of more than 5% in recent months and are in the search to capture a 10% market share in the short term.
On the television side, he points out that they have a perspective of having a market share ranging from 10% to 15% in the short term.
ASSEMBLY AND MANUFACTURING
Likewise, he comments that within the television category the Consenso Group is “the call to have the assembly and manufacturing process of Motorola televisions” for national markets and other markets, for which they have made “additional investments to have the necessary installed capacity to do it".
For five years they have had two main integration processes: the manufacturing of electronic cards and the assembly of the television equipment, and now they are expanding to receive, receive and manufacture at the quality levels of this international brand.
The Marketing Manager of the Technology Unit of the Consenso-Indurama Group for Motorola-Lenovo, Johanna Vinueza, indicates: "Thanks to the official license we will be able to manufacture, produce and market Motorola TV for Latin America."
By having this exclusive distribution for Motorola televisions in the region, Carvallo emphasizes that it is giving them a regional positioning and the creation of employment and value at a regional level, which at the end of the day becomes the generation of foreign currency and economic impact for the Andean country.
The executive indicates that the Consenso Group has a direct employment generation of nearly 4,000 people, while indirectly it is approximately 20,000 jobs for those who are part of the chain.
Regional distribution for Grupo Consenso would represent numbers exceeding US$ 40 million, which, added to the Ecuadorian market and the entire process they have, they expect to have a share of the business volume close to 30% in the next two years.
Regarding television units, it indicates that "more or less for that market share approximately 30,000, 40,000 units at the national level and at the regional level from 70,000 to 100,000 units initially and with a much more important expansion."
With respect to assembly, it is the “market simile”: for the national market 40,000 units, but the assembly line they have has an installed capacity that “is being used for a process of approximately 120,000 to 150,000 units per year.”
As Grupo Consenso-Indurama is already present in more than 25 countries, they report a good positioning in Mexico, where the market is extremely competitive. It is “very close to the level of competitiveness that the United States has and therefore Mexico is a very challenging market.”
And they are in a process of expansion in different markets, including Colombian, Uruguayan, Bolivian, Peruvian, etc. He adds that the Motorola brand is also already in the region, in Argentina with an important positioning, so the expansion of televisions in that category and in those markets will be part of the strategic axis.
