Brother aims #2 slot in laser printers by 2007

Brother International is aiming for the number two slot in laser printer
business, which R S Anand Kumar, Country Manager-India of the company is
convinced will be achieved by 2007. To achieve this ambitious target, the
company will roll out its second phase of channel expansion beginning January
2005.

"We know that the market is crowded with laser printer vendors, but we
are confident of achieving our target," said Anand. The second phase will
see Brother adding national distributors and expanding its existing regional
distributors (RD) from 10 to 30. The plan also includes adding another layer of
resellers, which will be served by RDs. The target is to have about 300
such resellers in about two years time. 

"We want to create a good customer base before we approach a larger
channel network," justified Anand.

The company currently has Lipi Data as its national distributor, which
primarily acts as a fulfilling agent with its extensive logistics across the
country. However, the 10 regional distributors are totally appointed, managed
and nurtured by Brother. Interestingly, these 10 regional distributors are
less-known partners in the channel community, who sell Brother's printers
directly to end-users. According to Anand, the company took a conscious decision
to these partners with direct access to end-user as its regional distributors.
"One thing which we ensured in these partners is it had sales and service
capabilities. This is also a conscious strategy followed by Brother in other
parts of the world," he added.

NELSON JOHNY

MUMBAI