Acer’s multi-brand strategy is paying off, with enthusiastic adoption of its eMachines brand among consumers and resellers right across the world. The eMachines product range, one of the world’s fastest-growing PC brands, was acquired by Acer Group in October 2007. The product range is marketed under its own brand in Africa and the rest of the world, in line with the Acer Group’s decision to adopt a multi-brand strategy.
eMachines products are officially sold and supported in South Africa, where they have received a warm reception from the market. Acer plans to expand coverage of the eMachines brand in the rest of Africa over time, but the products are already available in some countries from certain resellers.
Says Paul Fitchet sales manager at Acer Africa: “The eMachines product range is positioned as a full-featured, reliable, value range of notebooks, desktops and LCD monitors. The eMachines range has enjoyed enormous success in the US, South Africa and other parts of the world, because many consumers today are looking for practical yet affordable products in many segments of the market.”
Fitchet says that Acer Group implemented a multi-brand strategy after acquiring the Packard-Bell, Gateway and eMachines brands to ensure that each brand has a personality and product range suited to the needs of its unique customer base. The Acer brand has entrenched itself as the brand of choice for small business users, consumers who want the latest technologies and corporate users that need powerful and reliable solutions for their workforces.
By contrast, eMachines is positioned in the budget and value segment of the market place with highly affordable pricing. It is aimed at the pragmatic end-user that makes computer purchasing decisions based on convenience, reliability and affordability. The eMachines product range has sold in excess of five million units and is a well-established brand across the world.
Fitchet notes that although eMachines has its own brand identity, it is backed by Acer Africa’s extensive support infrastructure. It carries a warranty supported by Acer Group Services and can be serviced by in-country Acer Group service centres.