A parallel marketing campaign, to stimulate both online and offline sales, will include promotion of Audio-Technica headphones via the three major internet search engines, and advertising in the press and on the London Underground.
Commenting on the launch of the website, Harvey Roberts senior UK marketing manager Audio-Technica, said: "It is important to our growth strategy that we increase our share of the professional and consumer headphone markets in Europe, in line with our position in the rest of the world. atheadphones.com has been conceived as a primary driver in achieving that goal."
The website went live on 8 March, and began receiving orders within hours of being operational, says the company. A new retail and trade pricing structure is being introduced, to coincide with the launch of the website, which will provide for parity between online and retailer sales throughout EU countries.
(Jim Evans)
