Packard Bell executives said the company will focus its efforts to get more market share in the Philippines’ consumer market segment.

Roger Yuen, Packard Bell vice president for Asia Pacific, in an interview, said the company will target this segment "100 percent," particularly for the company’s flagship laptop products.

The company last week unveiled its newest laptop product line, as well as other peripherals that it will be bringing to the country via the partnership with Axis Global.

The executive disclosed that Packard Bell, which has been enjoying a good run as one of the leading laptop makers in Europe, will aim to get at least a 10-percent market share in the domestic laptop market currently dominated by Acer and Hewlett-Packard, respectively.

Yuen said Packard Bell’s laptop line is the "right product" for the Philippines’ burgeoning consumer market.

Ricky Lim, president of Axis Global meanwhile said Axis Global will also spearhead the expansion of Packard Bell’s sales network in the Philippines.

Declining to disclose sales targets, the executive said Axis Global and Packard Bell will initially conduct market awareness campaigns for the slew of products, from laptops, MP3 players, LCD TVs and storage devices, among others.

Lim said Axis Global will also conduct a marketing plan to re-introduce the Packard Bell brand in the Philippines.

Packard Bell, known for its cutting-edge laptop designs, was last seen in the Philippines in the mid-1990s, before pulling out of the domestic market following a merger with Japanese electronics giant NEC in 1996.

NEC eventually sold Packard Bell to private investor John Hui in 2006.

It has since then became one of the leading hardware vendors in Europe, before deciding to make a comeback in Asia this year.