Brand Positioning – Our Point of differentiation
As a brand Argus stands for quality and safety. This is its core competency.
What makes Argus different is the fact that it is sure of its technological expertise in the market and the fact that it is a security specialist that it is willing to reimburse the consumer for the loss of valuables in case its system fails to sound an alert. (Argus however does not reimburse for the loss of hard cash.)
Argus is one of the pioneering brands in security systems in India.
The scope of Argus’s operations will rival the present competition which is mainly small exporters and retailers. There is no widely available exclusive security system available to the public.
Argus is a premier brand targeted at the upper class. Owning an Argus security system is in itself a sort of status symbol. This is because of the cost factor involved in buying an Argus product.
Owning an Argus system guarantees peace of mind. Your home will become as secure as fort nox or the Pentagon.
We at Argus hope to revolutionise and dominate the home security market. We are hoping to occupy that niche space that the common household lock occupies in the upper class mind.
This is done by showing how insecure normal physical locks are. At this juncture Argus also promotes its cutting edge technology such as its microwave based electronic watch dog, a revolutionary product in the Indian market.
The company will need to translate the fact that it believes in quality in its internal management policies and production processes. Care will be taken to streamline the system and to achieve an ISO certification or ultimately a six sigma status. This will tell the consumer that Argus products are in fact reliable.
We believe that the company should encourage competition to build awareness of the security systems category in the consumers mind. However Argus will constantly launch new and better products to stay on top of the market.
Argus realises the need for remaining focussed on its core market. Future expansions will cater to the soul of quality and safety. This could mean that Argus shall go into the production of other personal safety devices. However Argus will not go in for a wide range of brand extensions as this could ultimately kill the brand.