The launch of Realme, a case of success in distribution
Twenty-five years after Motorola’s launch, Concorde has started once again an adventure that involves a mobile phone brand. It is the case of Realme, a brand born in May 2018 who has become established in the field of smartphones characterised by high-quality performances and a contemporary design.
During this time, the dynamics of the market and the rules of distribution have completely evolved, but Concorde has been able to carry out field analysis aimed at implementing an effective launch strategy.
Getting to know the brand
Realme is brand new and yet to be fully discovered by the public. It was introduced in Italy at the beginning of 2020, with the mission of making the beauty of technology accessible to an ever increasing number of young people.
Realme is a visionary brand, offering products made with a really accurate and fashionable design. Its products are particularly appreciated for their power and versatility, and for their excellent quality-price ratio.
Only two years after entering the market, Realme has already got stores in over 18 countries, including India, Indonesia, Vietnam, Thailand, Philippines, Malaysia, Singapore, Burma, Pakistan, Nepal, Bangladesh, United Arab Emirates, Egypt, Italy , Spain, France, England, Russia and China, and has gone beyond the sales record in Southeast Asia, becoming the reference brand in the smartphone category on the Lazada platform.
Concorde’s central role in distribution
Many have been the challenges Concorde had to face for the launch of Realme, all different yet successfully completed: Concorde not only distributed Realme, but also managed the brand by developing awareness & trust policies through an added value distribution.
In complete harmony with the vision of the mother company, Concorde has brought Realme into the most important and widespread sales channels on the Italian market such as Unieuro, selling it not as a simple mobile phone but as a real smartphone in which technology, functionality and design are combined together with a competitive price.
Thanks to Concorde and the skills developed over the years in the distribution sector, several specialised smartphone shops were then activated.
Concorde’s strategy has been structured around offline marketing activities, including the making and distribution of POP material for In-Store promotion and, specifically, for TLC specialist stores. This allowed Realme to catch the attention of the target audience who did not yet know its potential with an aesthetic and innovative allure.
Concorde, in its role of “value-added distributor”, took care of the relationship with customers and of the organisation of after sales activities through external departments.