• Mr. Anurag Gaonkar
• Dr. Vishal Dilip Chavan
• Prof. (Dr.) Bhawana Sharma

This research examines the effectiveness of promotional strategies and market positioning approaches used by networking firms to enhance awareness of add-on accessories such as adapters, cables, converters, and power products among B2B and B2C customers. The study evaluates how various promotional tools, channel communication, and retail visibility influence customer purchase decisions and brand recall. A structured survey of 120 respondents—including IT retailers, system integrators, distributors, and end-users—was conducted to understand current awareness levels, buying behaviour, and influencing factors. The results reveal that despite high brand visibility in core networking devices, awareness of add-on products remains comparatively low due to limited merchandising, insufficient communication, and lack of product education. The study concludes that targeted promotional campaigns, enhanced retailer training, multimedia marketing, and strategic in-store placements significantly improve awareness and drive sales for add-on accessories in the Indian ICT market.

A Study on Promotional Effectiveness and Market Positioning Strategies for Add On Networking Accessories in the Indian ICT Industry

"A Study on Promotional Effectiveness and Market Positioning Strategies for Add On Networking Accessories in the Indian ICT Industry ", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.12, Issue 12, page no.b120-b122, December-2025, Available :http://www.jetir.org/papers/JETIR2512117.pdf

"A Study on Promotional Effectiveness and Market Positioning Strategies for Add On Networking Accessories in the Indian ICT Industry ", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.12, Issue 12, page no. ppb120-b122, December-2025, Available at : http://www.jetir.org/papers/JETIR2512117.pdf