Logitech to jumpstart its retail plans

With a new country manager at the helm of affairs at Logitech India, the company has decided to rev up plans for its retail business. Earlier, it had plans to open Logitech showrooms on the lines of its Mumbai one, all over the country. This was the first ever retail demo center owned and managed by Logitech in Asia Pacific.

These outlets were to act as demo centers, where customers can see the company’s products, though no business would be transacted. All sales enquiries would be routed through the channel. But Moninder Jain, Country Manager, Logitech Electronic India, feels that this is not a viable business proposition. Instead, Logitech will have its counters in retail outlets. This shop-in-shop concept will reap better benefits for partners without calling for extensive investment from the vendor’s end. The company had rolled out its Logitech Retail Partner (LRP) initiative in March, 2003, and had even appointed 30 partners under it. But not much traction was seen in this space after the initial few months. Moninder now hopes to change and add another 20 by end of January, 2005 to take the number to 50 outlets in 18 cities. He also plans to envelop the LRPs under the new Logitech Regional Dealers (Lords) channel program. “A lot of Lords will also have retail frontages, but they will have to have really good ones to become our retail partners,” says Moninder. In an effort to create a build brand identity in the market, the new boxes of Logitech products will sport a ‘Made in Switzerland’ mention on it. According to Moninder, these small things go a long way when a customer is making a purchase decision. “India already enjoys the lowest price that Logitech offers globally and we have a great after-sales service network. So we are honing other areas where we can improve our branding,” he noted. Logitech is also improving its field presence by adding more people on its team. Two people each in north and south in addition to a product manager will be on board soon. “The reason we are increasing our team is to get closer to the market. In fact, our motto for the year is to get closer to the channel,” says Moninder.

MONINDER JAIN Shop-in-shop concept more beneficial without calling for extensive investment from the vendor’s end

Logitech recently launched the ‘Lords in the Land of Logitech’ program for the OND, 2004 quarter. The highlights of the program include mystery incentives plus a lucky draw for a trip to Switzerland for 17 winners across India. Also, depending on the level of achievement, participants will get certificates, while the qualifiers for the top three slabs will receive membership to the House of Lords—Logitech Registered Dealers Program. Even partners who are a part of the Genuine Logitech Dealer program run by our distributor, Rashi Peripherals, will also be a part of the Lords program.

VINITA BHATIA