Now that the booming sales of electronics in instalments last year have slowed down, the major retailers are looking for ways to keep sales high. The way the Altex Group, which owns a 120 store chain, has found is to develop its own branded product range. After the Teletech TV sets and the Cata (stove) hoods, it is now the Davio computers' turn to be launched. These computers will be assembled in Romania.
The Davio-branded PCs assembled in Romania, which will start being promoted soon, were devised as a range to position itself on the market segment between the no name and the brand-name computer makers. "The Altex Group has decided to go for increasingly more products under its own brands. Even though these brands are still unknown, we are trying to promote them through our store chain, through the awareness of the Altex brand," says Costin Soare, Altex' IT marketing and sales manager. . Unlike the low-end segment, Davio will be a somewhat more expensive brand, but the quality will be higher, too, Soare explains. "We have almost 100,000 euros planned for investments in the development of the Dario computers, and about the same allocated for promoting them," Dan Ostahie, Altex chairman and chief executive told Ziarul Financiar.
The Altex offer will be different in the sense that the Davio range will not include only entry-level products, Ostahie says. Complet Electroserv, Altex Group's unit in charge of manufacturing the new brand will make 10 Davio models available, based on the needs of the various categories of PC users.
Davio's entry-level computers include Starter, which is indeed intended for beginners, while Camarad is aimed at fifth-graders and up. Navigator is regarded as the best seller of the entire offer and is the first computer on the middle-end segment. Force and Gamer are aimed at gamers. Office, Expert and 007 are intended for office use, while Belagio and Mirage are top of the line PCs, one of which is built on an AMD platform and the other on an Intel platform. "The top of the line PCs are built with the newest components available on the market," said Costin Soare. The respective Davios will cost about 30 to 40 million ROL.
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