Packard Bell re-launches in ME

Key positioning and product design will create differentiation in the market

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By  Vineetha Menon Published  October 8, 2008

Following its acquisition by Acer earlier this year, Packard Bell has officially re-launched its brand in the United Arab Emirates and Saudi Arabia.

Acer is currently positioned as the second leading notebook vendor in the Middle East, according to 2008 IDC statistics. Packard Bell, with its complete portfolio of notebooks, desktops and storage devices for the mainstream, will help strengthen Acer’s position in the consumer market.

Product design will be Packard Bell’s differentiating factor in the market - catering to consumers who aren’t necessarily tech experts, but are attracted by stylish products at affordable prices.

Commenting on the company’s absence in the Middle East so far Marco Cappella, international division director for Packard Bell, revealed that “the owners didn’t have the financial strength to enter this region”, which is why Acer’s multi-brand strategy made sense. Gateway, Packard Bell and eMachines are now part of the Acer family, with each brand addressing specific market needs.

“We’re already seeing a lot of consolidations and, if you ask me, in the next two or three years there will be only 3 or 4 big IT companies in the world,” Cappella commented. He added that any possible overlapping of market segments between Acer and Packard Bell “will be minimal, as the positioning is very different.”

With Packard Bell’s presence in twenty countries, the company not only has plans to re-launch the brand in regions like the Middle East but will also enter new markets in Russia for the first time.

3770 days ago
Sasha Strauss

If both the Acer and Packard Bell brands have little or no presence in the Middle East, why bother relaunching PB when you 1) admit consolidation is inevitable 2) are now investing in building two or more brand names in the region instead of just one 3) are you using an incredibly American-sounding brand name (Packard & Bell, both very American last names) in a region happy to look for non-American alternatives - Gateway would have been a smarter choice. [strong]Editor's Reply:[/strong] Acer has a strong, long-established presence in the region; Gateway had a small presence here a long time ago, and is surely a notable American brand, compared to the Taiwanese Acer.

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