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is uniquely positioned with its comprehensive range of premium-
eatured motherboards to meet the growing customer demands for the
right performance and price ratio in the market. This is supported by
a three-pronged strategy for the Indian market. Firstly, product
innovation has always been a major focus area for GIGABYTE, and since
2006 the company has been setting and patenting multiple quality
standards every year, such as 24 Phase Power VRM, 2oz Copper PCB,
Dynamic Phase Power Switching Energy Saving Technology, All Solid
Capacitor, and TouchBIOS, to name a few. In India, GIGABYTE products
are distributed by Ingram Micro, Redington and Neoteric Infomatique,
followed by value partners, premier partners and special service
partners (SSPs). After-sales service is the second focus area of the
company. In 2011, the company opened its GIGABYTE exclusive service
centers in 6 major cities, which also act as the hubs for the pan-
ndia market. Moreover, it has appointed over 50 premier partners as
special service partners (SSPs), who also act as the collection
points for defected products. The company is increasing the number of
SSPs across the country. Presently, it has over 80 collection points
in over 80 cities, and intends to spread service support/collection
point network to over 100 cities. “The third focus area of the
company is to create an 'IT Knowledge Community' through regular
system integrator (SI) training and college campus events. This is an
ongoing process for GIGABYTE, which has a commitment to conduct more
than 25 SI meets and over 10 college events per quarter,” mentions
Sunil Grewal, sales head, India, GIGABYTE Technology.
MANAGEMENT
comes under the Motherboard Business Unit (MBU) of GIGABYTE
Technology, Taiwan. So, it has only one business unit operating in
India. Moreover, it has managers looking after different operations
such as product, marketing, and marcom, and other important
functions, such as finance and accounts, human resources,
administration, etc. At GIGABYTE, Grewal is responsible for India
sales, then there are regional managers based in different
geographical zones-categorized as East, West, South, North and
Central zones, respectively.
sales team members, designated as area sales managers, are based
across all major centers as well as the upcountry markets in India.
These area managers report to their respective regional managers.
Since over 95% of the company's business comes from channels, all
regional managers are primarily channel managers. This responsibility
includes increasing the number of GIGABYTE authorized partners,
promoting and managing incentive schemes, educating partners on
latest GIGABYTE motherboard features and technologies (through SI
meets and personal interactions), helping in service-related issues,
helping partners organize their own promotional events, etc.
AND INCENTIVE PROGRAMS
is committed to conduct over 25 reseller meets every quarter. “In
these meets, we give our partners training on the latest GIGABYTE
motherboard features and technologies. This is done with the help of
updated presentations (in a highly simplified fashion), videos,
technology brochure distribution, question- and-answer sessions. We
regularly send out eDMs to partners on the latest products and
technologies,” informs Grewal.
company ensures channel profitability by coming out with lucrative
schemes under the GIGABYTE Value Partner Program (GVPP) for value
partners, and GIGABYTE Channel Incentive Program (GCIP) for premium
partners. The incentives range from pen drives and laptop bags, to
holiday packages and gold coins, etc, depen ding on individual
schemes. The company pro vides channel schemes throughout the year.
Apart from the regular schemes, it also conducts special schemes
regionally and during festive time.
PLANS
company is broadly looking to add more partners, increase increase
channel penetration
and spread in the upcountry markets, improve growth in the
established markets, and enhance post-sales infrastructure for the
advantage of partners and customers. The company has been organizing
various meets to reach out to SIs in these regions and to educate
them on how GIGABYTE motherboards can be used to grow their business.
Additionally, it is also strengthening post-sales service for growing
channel base. In the process, it is also increasing the number of
value partners in the tier- 2 and -3 regions, and today it has over
2,500 value partners across India.
“
penetration is increasing by leaps and bounds, especially in
non-metros, so is the demand for motherboards in these regions. We
are working towards increasing our market base in these regions by
focusing on product visibility, availability, channel penetration,
and post-sales service. We are also enhancing our premium partner
base across different regions to achieve a more efficient supply
chain,” he adds. “The company is always focused on ensuring the
most ideal price/performance ratio for its products and customers. It
is also working closely with distributors to capitalize on their
strengths in warehousing and supply to reach more locations,”
Grewal concludes.