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Advancing Adcom

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DQC News Bureau
Updated On
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In June 2001, Advantage Computers launched a series of networking products

under the Adcom brand. Very soon the company added peripherals to their

portfolio. It outsources the manufacturing of its products to manufacturers

based in Taiwan, who supply exclusively to Advantage.

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After the initial advertising and promotions, Adcom has come to command a

good mindshare within the trade community. The guiding philosophy for the

company is instant replacement of products, maintaining product quality and

rapid service delivery.

With a network of 15 branches spread all over the country assisted by eight C

and F agents and 3,000 plus channel partners, replacement has become a cakewalk

for the customer.

REACHING OUT



Advantage is all set to focus on the most important link in the business

chain – the customer. "For our peripherals, we are planning a huge

investment to capture the customer mindshare," says Sanjeev Bhatia,

Director, Advantage Computers.

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Sanjeev Bhatia

promises to make Adcom a national brand

Milestones
Peripherals added to Adcom’s networking portfolio 
Retail initiative started in north India 
Tie-up with Cerebra, Via Technologies and Seagate

The company has kickstarted an aggressive retailing initiative to reach out

to the customer. "Four retail outlets are already functional in

Delhi," says Harpreet Brar, Head - Corporate Business. The city will see

another 11 outlets coming up very soon in addition to another 15 cities in North

India that the company will cover under its retail initiative in the AMJ

quarter.

Once the company has established a firm spread over the northern part of the

country, it will look at other geographies. "We want to keep the confidence

among our resellers high," says Brar.

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Following the franchisee model, the company has even taken measures to

exercise a certain control over the customer experience in its outlets. Says

Brar, "We will monitor the outlet performance very closely on a day-to-day

basis." The company aims to provide the customer a one-stop IT shop through

its retail outlets.

The tie-up with Cerebra for motherboards, Via Technologies for

microprocessors and Seagate for hard drives will help it offer customers a

complete PC solution.

Advantage does a lot of work to maximize customer experience for each

product. Says Brar, "Our R&D facility and our testing center here

ensure that customer needs are met satisfactorily."

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INNOVATIVE MEANS



The company has been innovative in ensuring that the end-customer mindshare

is captured. For instance, one of its Delhi retail outlets also has a cyber

café and a restaurant under the same roof. Says Brar, "The opportunity to

see the Adcom brand in such an environment is very high."

Apart from this, the company also aggressively sponsors college and school

festivals. Explaining the objective, Brar says, "Today’s students will be

the users in future." These initiatives will be coupled with tactical

schemes and promotions to reach out to the customer from all directions.

The company is looking at 90 percent of its revenue coming from the Adcom

range of products by the year-end and the remaining from its distribution

business.

After establishing the credibility in the domestic markets, Adcom is all set

to go overseas.

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