Imation will soon launch a new brand of CD-R media called "USA No.1", exclusively for the Indian market. The launch of this Grade-A gold premium quality CD-Rs will help Imation enter the mid-segment of the CD-R business in India. Currently, Imation is positioned only at the top and bottom segment of this business. "The design and the name USA No.1 was decided  keeping the India customer's mentality in mind," says Sumitra Giri, Marketing Manager, Data Storage, India, Imation. Until now, Imation was positioned in the premium Grade-A+ quality CD-Rs market catering to the top segment. "Hence, it was difficult for Imation to enter the second tier of the market with a lower price.

The brand USA No.1 will help us entry the mid-segment of CD-R business at a lower price," says Sumitra. The USA No.1 CD-Rs can store up to 700MB/80Min of data, and comes in multispeed. The CD-Rs will be available in packs of 10 (plus 1 free) and 100 (plus 5 free) CD-Rs. The prices will be decided in a week's time. 

"The grade A to these CD-Rs will justify the price," she adds. Imation currently, hold around 25% of the CD-R market. With this new branding exercise targeting the mid-segment, Imation hopes to increase its market share by another 5%

NELSON JOHNY
MUMBAI

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