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HCL Peripherals is making all round efforts to increase its marketshare in
the monitor business. The manufacturing company, which claims to hold
15 percent of the total monitor market in India, is now aiming at 20 percent
by end of the current financial year (June 2007). HCL Peripherals recently went
in for restructuring and appointed BK Sarangababu, formerly with Ingram Micro,
as the new National Manager for display products. “HCL Peripherals has got
strong product lines and all that has to be corrected is the go-to-market
strategy, which will take the company to new heights,” said Sarangababu.
Sarangababu, along with his team, have worked out several key strategies to
take business to the next level. Channels will continue to be the thrust area in
business. “We are increasing our partnership base across the country, while
expanding the network by adding more locations. HCL Peripherals has recently
increased its direct presence from five locations to 16. Similarly, we have
increased our channel presence from 30 to 60 town in the last three months. Our
regional distributors (RDs) strength is also being doubled from 40 to 80 in the
next six months,” he detailed. The company has clarified that all the expansion
programs are continuous processes and would be carried out for some more time.
Service is also getting major attention.
HCL Peripherals is taking a two-pronged strategy with the channel to increase
its business prospects. The company wants to strengthen its relationship with
existing partners through loyalty programs, schemes and surprise back-ends, the
new accounts will be developed by company people mainly in D and E class
markets. “Now, we have monthly budgets and sanctions for channel development
programs,” quipped Sarangababu.
The company is increasing its scope in the display segment by bringing in
many new product categories. They will soon launch membrane keyboards, optical
mice and webcams in the market. There is also a rumor that the company plans to
get into large format display solutions, through a joint venture. “LCD is a
booming market and our business ratio between CRT and LCD has completely swapped
in the last three months. Now, we are doing 60 percent of TFT and only 40
percent of CRT in the total monitor sales,” he pointed out. Page(s) 1
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