Prima gears up for DSF

Chinese consumer electronics giant Prima is anticipating a bumper New Year as it joins the ranks at Dubai Shopping Festival. Prima expects to gain significant market share in the consumer electronics market in 2005 after signing a raft of agreements with UAE retailers.

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By  Alex Malouf Published  December 22, 2004

Chinese consumer electronics giant Prima is anticipating a bumper New Year as it joins the ranks at Dubai Shopping Festival (DSF). Prima expects to gain significant market share in the consumer electronics market in 2005 after signing a raft of agreements with UAE retailers. “The Dubai Shopping Festival is a landmark event in the GCC and beyond. The festival has consistently proved itself to be a success and we are extremely pleased to be associated with DSF as ‘support sponsor’. We have great expectations for the company and its growth in the region next year, and DSF is an excellent way to kick-off sales in 2005,” said Humphrey Wen, managing director for Prima International Middle East. Prima embarked on an aggressive and ambitious expansion campaign to win more GCC market share in August 2004. Since then Prima, a subsidiary of powerhouse manufacturer Xoceco, has brought on board twenty retailers in the UAE. According to Wen, Prima’s retail drive is reaping dividends. “We have already achieved our projected US$4m sales since the launch of our LCD television product range in August 2004. And next year, our company is aiming at US$15m sales in Plasma and LCD televisions in the entire Middle East region.” Prima will use its first DSF event as a springboard to build brand equity, not only with GCC residents but also for tourists from farther afield, and offer consumers a compelling package of quality products coupled with competitive pricing. “During DSF 2005 we are quite confident that we will achieve US$1.5m sales in Dubai alone,” added Wen. As ‘support sponsor’ Prima will be running its own outlets at the Global Village, Riqqa Street, Muraqqabat Street and the Night Souq during the one-month period of the shopping festival.

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