Asus India Looking at Marketing Performance Beyond Traditional Measures

PARAMJEET SINGH MEHTA
Product and Marketing Head Consumer and Gaming Business ASUS India

Evolving Marketing Strategy for the AI Era

Our marketing strategy is evolving from being primarily product-led to becoming much more use-case-led. As AI becomes an increasingly important part of the technology experience, consumers are keen to know more beyond specifications alone and develop an understanding of how these capabilities can solve different daily tasks and requirements, whether that is improving productivity, enabling creativity, enhancing gaming and entertainment, or making everyday computing more seamless and mobile.

At the same time, we are looking at AI as an ecosystem story rather than simply a hardware proposition. ASUS is part of a broader AI PC ecosystem that brings together devices, applications and experiences. Our role as a technology brand is to make that ecosystem tangible and show consumers what they can actually do with AI rather than simply telling them that a device is AI-enabled.

This also means making our communication more relevant to different audiences. A student, creator, professional, gamer or first-time PC buyer will have very different expectations from AI, and our messaging needs to reflect those distinct use cases and motivations.

Considerably, experiential marketing is becoming an important part of this approach. Through retail demonstrations, hands-on experiences, influencer-led content and initiatives such as ASUS Live, Spotlight and ProArt Live, we can allow consumers to experience AI capabilities first-hand, both virtually and physically. Ultimately, the role of marketing is not just to generate awareness, but to move consumers from understanding the technology to considering it and experiencing its value.

Brand Positioning in Competitive Market

Our priority is to create clear differentiation across our portfolio, with each product line having a distinct consumer proposition.

At the brand level, we also want to strengthen ASUS perception as a technology and innovation leader while making that innovation accessible to a wider range of consumers across price segments. Differentiation today is not only about having advanced technology; it is about making that technology relevant and accessible to different consumer groups. Retail excellence is another key priority because the last mile can have a significant influence on the purchase decision. We are focused on strengthening the in-store experience through better-trained ASUS Solution Experts, stronger product visibility, hands-on demonstrations and clearer communication around financing and offers. India-specific relevance also means ensuring that technology is accessible beyond the largest cities. Ultimately, we are looking at marketing performance beyond traditional measures such as reach and awareness. The focus is on whether our efforts are improving consideration, driving engagement and retail footfall, generating quality leads and contributing to conversion and sustainable business growth.