•Publication Date：12/27/2012
•Source： Taiwan Today
•By Rachel Chan
Taiwan’s information and communications technology products are enjoying heightened visibility in emerging markets, underscoring the effectiveness of ROC government promotion initiatives such as the Integrated Marketing Communication project.
“There is no question that the IMC project’s all-inclusive approach to promoting Taiwan brands is paying dividends,” said Wayne W. Wu, deputy chairman of Taiwan External Trade Development Council (TAITRA), Dec. 26.
Wu made the remarks at a news conference in Taipei City during which he presented the project’s latest results. Also attending were representatives from major ICT brands such as Avision Inc., Cashido Corp., Gigabyte Technology Co. Ltd. and Kang Yang Hardware Enterprises Co. Ltd.
Commissioned by the ROC Ministry of Economic Affairs, the project was launched by TAITRA in March 2010 with the goal of building brand recognition for Taiwan’s ICT products in emerging markets of India, Indonesia, Vietnam and mainland China.
Project marketing efforts include advertising, celebrity endorsements, expanded distribution channels and try-before-buy sales events, Wu said, adding that these undertakings helped Taiwan brands reach over 100 million potential customers.
“Over the past two years, public awareness of Taiwan’s major ICT brands doubled from 3 percent to 6 percent with consumers in India, Indonesia and Vietnam. At the same time, this increased from 7 percent to 17 percent in mainland China.”
Chen Guang-liang, Gigabyte sales president for Greater China, said the project opened the door for the company’s products with mainland Chinese mega ICT retailer Buynow.
Cashido General Manager Chen Shi-chang said his firm, which joined the project this year, recently signed a deal with mainland China’s Chicony department stores and forecasts 2012 annual revenue of US$1.05 million, as well as eyeing a move into the Indonesian market.
TAITRA said that since the project’s launch, it has assisted 135 Taiwan companies and successfully staged digital marketing events for 142 countries and regions, reaching more than 360 million people.
Next year, the council plans to expand the project to the Philippines, which has long been identified as an emerging market with enormous potential.
