As a company , what did you do to engage with your customers through the lockdown ?
We did variety of online activities to engage with our existing & potential customers . It includes webinars for our Indian series of keyboards ( PSR-i500 , PSR-i400 ), E-drum workshops , Piano recitals etc .
We got great response from these webinars as people really wanted to utilise their time at home in learning some new hobby or improving their skills .
Not only people who are learning an instrument joined the sessions but Music teachers & Performers also joined .
Tell us about any new product launches during this year
This year we have multiple products lined-up for launches .
So far our new “ Made in India ” Acoustic guitar FS- 80C ( Black & Natural ), new Digital Pianos ( Clavinova 700 Series ) & a line-up of elementary keyboards ( PSR E273 & PSR E373 ) have been launched in year 2020 .
Challenges you faced in terms of educating / reaching your customers
These are difficult times with life coming to a halt and all plans getting effected . One silver lining which we have seen during this phase is that people have really adapted themselves to online learning & interactions . Also several people are looking to engage themselves in music , & are appearing for music exams online . Fortunately , demand is there and we are doing online workshops to educate our customers about Yamaha musical instruments .
How do you think the industry can recover from the pandemic hit ?
Music learning or teaching has not stopped . Even showrooms adapted to the pandemic by starting home deliveries of products . E-commerce has played a big role during this time .
Major setback is for the people who were part of musical events at all kind of celebrations or big gatherings .
How did you leverage digital media to your advantage during the lockdown ?
All our marketing activities have gone digital in 2020 including Product launches , Press meets , Workshops & Dealer trainings .
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In conversation with
Rehan Siddiqui ,
Business Head , MI Sales & Marketing Yamaha Music India Pvt . Ltd
The Score Magazine highonscore . com
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