| Acer Marketing Boss Quits Not To Be Replaced
By David Richards | Monday | 25/02/2008
Acer has no plans to replace long time marketing director Raymond Vardanega, who will leave the PC vendor this month after 13 years. During the past 12 months Acer Australia has been attempting to cut marketing costs. First to go was brand and below the line advertising agency George Patterson who were appointed 3 years ago with a multi million dollar budget to take on Dell and HP.
The Company isnstruggling to compete in the consumer market up where Acer had hoped to compete with LCD TV's, notebooks and home PC's and media centres. The problem for the Company is brands like Sony, Panasonic, Samsung and Toshiba who not only have a strong brand in the market but are moving into similar product categories to Acer. Current Managing Director Charles Chung is believed to support a channel approach to selling the Acer branded products as opposed to big spending marketing campaigns that build a consumer brand up against the likes of Sony, Toshiba, Panasonic all Companies that are currently taking market share away from Acer in the consumer and SMB markets.Currently in Taiwan Chung who is a savvy player in the PC market, is set to take a more hands on role in the marketing area in an effort to help build the Acer brand.
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