The year 2017 may have been tough for the industry, but Casio has had a good year, and Japan-based consumer and commercial electronics player is bullish on its expectations from 2018 as well. After the high decibel launch of the Casio G-Shock Mudmaster collector’s edition, Casio has chalked out expansion plans in the year ahead.
Speaking to the Arabian Marketer, Koji Naka, Managing Director, Casio Middle East asserts that Casio Middle East had a great 2017 in terms of revenue. He said, “As a brand Casio has been growing not only in the UAE and the Middle East but also globally. In comparison to other offerings, Casio is the only brand that is growing and maintaining the business in Middle East and North Africa (MENA) region.”
First on Casio’s 2018 game plan is adding new markets to its fold. “We are enlarging our territory and have expanded our footprint from Middle East to North Africa, beginning from Algeria, Egypt, Morocco and Tunisia. As a brand, and as a business, we are seeing growth in every aspect.”
Importantly, Casio is also adding ecommerce to its distribution mix this year in a bid to up its consumer experience. Mr Naka informs that collaborating with leading ecommerce players will be cornerstone to this strategy. Casio intends to be target driven on this and expects growth from ecommerce offer.
The brand’s 2018 marketing strategy, especially in light of the recent G-Shock Mudmaster launch, is especially targeted at the younger audiences. “The G-Shock brand particularly, Casio in general, speak the language of the young people. That is the generation we talk to through our watches, our calculators and other products. We focus on arts, music, sports and street marketing to reach out to our consumers,” added Aboud Khederchah, Marketing Manager, Marketing and Planning Division, Casio Middle East.
Casio is cognizant of playing a role in the market too. Citing an example, Mr Naka spoke about Mohammed Al Balooshi as the brand ambassador for Casio G-Shock Mudmaster. He explained, “Featuring Mohammed Al Balooshi in our limited edition G-Shock Mudmaster and the special collector’s box is part of Casio’s efforts to support Emirati champions and highlight their achievements particularly in the field of sports. The collaboration is a natural partnership that reflects our shared values in excellence, precision, toughness and shock resistance.”
Seconding his view, Mr Khederchah added, “The reason why we choose Mr Balooshi is because he represents the local environment we live in. It’s part of the company responsibility to market the local communities we live in.”
Casio’s marketing strategy for the year ahead will see it add focus in its launch markets and further promote its brands in its existing markets. Mr Naka reiterates that 2018 will be an important, and a busy year, for the marketer.
