December 30, 2008, 6:12 AM — Acer India is readying plans to launch the Gateway and eMachines PC brands in the country.
"We plan to introduce the Gateway and eMachines brands in January. Both these brands will have distinct identities and it will expand our product range and reach," said W S Mukund, CEO, Acer India.
The company had hired leading management consultant, McKinsey, to plot its multi-brand strategy. While Gateway will be targeted at consumers looking for style and trendy design, the eMachines will be positioned in the sub-Rs 15,000 range and targeted at the value-for-money customers especially in the smaller cities. There is likelihood that eMachines will replace the entry-level Acer Entra brand. The parent Acer brand will be positioned as a premium brand targeted at tech-savvy user looking for ultra mobility and performance with style.
It may be recalled that Acer acquired Gateway in 2007 for a $710 million, thus acquiring the eMachines brand which Gateway had acquired in 2004.
Asked if Acer India also plans to launch the Packard Bell brand, Mukund said, "Since Gateway and Packard Bell are positioned in the same category, we do not plan to launch the latter in Asia."
