Lexmark charts out retail plans
DQ Channels - Bangalore,India
Lexmark International (India) has decided to adopt the retail
strategy in a bid to attract more customers, by way of a pull
strategy. Initially this activity will be limited to 10
outlets in Mumbai and based on the response to the initiative,
it will be rolled out in other metros and A-class cities as
well. The company is investing almost Rs 35,000 in the setting
up of each of these counters.
“2005 is a turning point in the strategic position of Lexmark.
For the past three years, we have been building business to a
level of efficiency. We want to do more direct activities,
which bring us directly in touch with our customers,” said
Pradeep Kamath, GM-Lexmark International India, while
explaining the rationale behind this new strategy.
Lexmark has identified 10 select locations where it will set
up its counters. While some of these are the traditional IT
channel partner outlets, it is also planning to set up its
department and lifestyle stores or malls.
Though Pradeep feels that IT retailing has not come of age,
the customer mindset is changing. This is why Lexmark is
exhibiting its offerings in consumer electronics outlets as
well. “Products like photo printers are gaining acceptance,
which is why we feel that our retailing endeavor will
succeed,” he stated.
Initially, Lexmark will work with those retail outlets, which
will give its free floor space. It is leveraging on its
Lexmark Express Door-to-Door warranty to entice more retailers
to stock its products. “We are taking away the headache of
warranty support from our partners, while providing them with
more footfalls, which can translate into sales of other
peripheral items as well,” Pradeep said.
The company has also signed up with a HR company that will
provide people to demonstrate these products to customers. It
would rather not rely on the store's in house staff, as they
might not have the requisite skillsets to hard sell the brand.
Recently, Lexmark rolled out a channel program called Don't
Need Approval (DNA) for its partners. It has around 140
Diamond partners and 700 Premium partners with 300 active
members in the latter. Under the program, Diamond partners can
design a promotional scheme for the Premium partners, without
the approval of the vendor. This is a slab-based scheme,
wherein based on the targets met by the partner, he can
reclaim the expenses of the promotional activity. |
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Courtesy: Google News
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