Kingston seeking edge in Brazil, Colombia

- Monday, March 21, 2011

Kingston seeking edge in Brazil, Colombia

The Latin America division of US memory device manufacturer Kingston Technology expects to notch the biggest advances in market share this year in Brazil and Colombia, Kingston's sales and marketing VP for Latin America, Carolina Maldonado, told BNamericas.

Kingston's activities in both countries will start with product education and branding efforts, but also include significant geographic expansion through new distribution agreements.

"We are going to go beyond the large cities," she said. "In Brazil, we already have a setup because we have five wholesalers there."

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"In Colombia, we're establishing an agreement with a new wholesaler called Macrocomputo," which is expected to come into effect next month, the executive noted.

Maldonado said wholesale and retail sale structures are key in the company's strategy against competitors such as US flash memory card producer SanDisk (Nasdaq: SNDK).

Argentina, Mexico and Chile represent Kingston's longest-standing Latin American markets, she added.

PRODUCT DIFFERENTIATION

Kingston Technology will be toeing the line between high and low-end memory product sales this year.

Maldonado acknowledged that price still holds sway for a significant portion of consumers, but noted that the company has high expectations for more advanced products with integrated security features.

Greater product segmentation will also be a priority for Kingston Technology's Latin American operations, as the company works to adjust product styles and technical capabilities for different consumer groups.

Kingston saw Latin America sales increase 37% in US dollar terms and 45% in terms of unit shipments last year. Globally, Kingston's sales spiked 58% in 2010, topping off at US$6.5bn.