JBLthe recognized audio brand that is part of Harman International, consolidates its presence in Argentina with ambitious plans to expand its market and strengthen its positioning in the region.
Rafael CintraInternational Harman/JBL sales director, offered before iprofesional A detailed vision of the current situation, the challenges and opportunities facing the company in the country, as well as the strategies it implements to capitalize on the potential of the Argentine market.
Latin America represents a strategic market to Harman and JBL, with Brazil as undisputed leader in the region. According to Cintra, “in Brazil we have 90% of ‘Market Share’ in Bluetooth speakers, and in countries like Chile, Colombia and Peru we manage between 30 and 50% participation in that segment.”
The Argentinadespite the economic crisis in the last five years due to import restrictions, payments and lack of dollars, it is still considered a market with enormous potential.
“We always knew that Argentina should be the main country in the region, after Brazil. Now, with the change of president, the economy and the dollarwe are increasing sales a lot. This year we intend to make twice sales compared to last year. “
Cintra stressed that economic recovery and Tariff reduction They are key factors for this growth: “Everyone tells me that it was the decline of tariffs that allowed, despite the increase in the cost of living, Argentines are buying more.”
Strategies to consolidate the physical retail channel
After significant growth in electronic commerce, JBL aims to strengthen his presence in the physical retail, which according to Cintra “It must represent more than half of the market“
The Economic stability It facilitated a better payment flow and greater income of products to the country, which allows the brand to develop large retailers. “With more economic stability it was time to have more products in the country so that we can develop the large retailers, which should be half or more in the market,” he said.
To do this, Harman invests in Improve experience at the point of salewith plans that include the installation of “displays” and the training of vendors. “We have the challenge and we are making the effort with distributors, to improve the point of sale and provide training to sellers.”
However, the Argentine market presents particularities: “In other countries such as Colombia, the market depends a lot on promoters, but here There are no promoters because they are afraid of legal demands“This implies an additional challenge for the brand in the management of the physical retail.
In addition, JBL is committed to its own stores in shopping centers, in alliance with the company Mirgorwith premises at the ABASTO shopping center in Buenos Aires, Alto Avellaneda and Córdoba.
“This model has been very successful, and we have plans to open more than 10 stores this year“He said. These stores allow consumers to experience the entire range of products, strengthening the brand and improving direct experience with the client.
The rise of the games market in Argentina
An area where JBL achieved remarkable success is the game market. Argentina is the first country in the world where the brand has an exclusive distributor for “gaming” products, Deer Tech.
This exclusivity allowed a strategy focused on direct contact with “Gamers“Through specialized stores, Resellers,” influencers “and activities.” They have allowed us to reach the consumer Gamer in a much more direct way, “said Harman/JBL’s international sales director.
Cintra stressed that this strategy allowed JBL to position himself as one of the main brands in the sector, achieving an excellent “Market Share“In audio products for gaming and Bluetooth speakers, segment in which JBL is world leader. This initiative reflects the brand’s ability to adapt to specific niches and take advantage of growth opportunities in emerging markets.
Innovation and releases for 2025
JBL prepares More than 50 launches By 2025, with a strong focus on the new generation of True Wireless headphones. Among the prominent products are the Tour Pro 3, with advanced noise cancellation technology, and the Live Beam 3, which incorporates a loading case with integrated screen.
New wireless microphones will also be launched for “Influencers“, Interactive lights synchronized with music and more products in the Partybox category, aimed at revolutionizing parties and activities.
Cintra explained: “We are betting on a new generation of products, not only in headphones, but also in Microphones and lightsto diversify our portfolio and better meet market needs. “This diversification is key to maintaining the relevance of the brand and attracting different consumer segments.
Challenges and opportunities in the Argentine economy
The economic volatility of Argentina represents a constant challenge for Harman and JBL operations. Cintra emphasized the importance of Resilience and patience: “The main lesson is to have resilience. Never prove that the party is won because here everything changes very fast.” Despite the difficulties, the company maintains a long -term commitment to the Argentine market.
Regarding financial and commercial management, the brand implemented flexible payment plans in its digital trade and maintains careful stock management to avoid high financial costs.
“Before, who had stock was fine because I had a product to sell. Now suppliers maintain a healthy stock so as not to have excess inventory“He warned. In addition, the reactivation of credit insurance for customers is seen as a key factor to expand the credit line and increase sales in the future.
The goal of JBL It is that Argentina becomes the second most important market in the Latin American region, only behind Brazil. To do this, the brand will continue to expand its points of sale, improving retail training and reinforcing its digital marketing efforts and activations in meetings such as Argentina Game Show.
