Xerox India revamps strategy for consumables

 DQC News Bureau

Mumbai: To strengthen its market position in the consumables segment, Xerox
India has outlined an aggressive go-to-market strategy focused on a new branding
exercise and market education for its channels partners and end consumers.

As part of this strategy, Xerox India plans to set up 100 kiosks in 25 cities
across India by end of 2007 and increase in-shop visibility of its genuine
consumables and paper. The cities include New Delhi, Ahmedabad, Jaipur, Lucknow,
Dehradun, Chandigarh, Bhopal, Kolkata, Pune, Mumbai, Bangalore, Hyderabad,
Chennai and Kochi among others.Xerox also announced a channel expansion plan for
its consumables business, which includes adding 35 channel partners to its
current channel base of 135 partners by Q3 2007 and increasing its active
reseller base to 1550 by December 2007.

To further strengthen and support its consumables business, Xerox will
announce five channel schemes for this business in Q3 '07 and the company will
be appointing a new head for channel expansion and value added products for
consumables business by June 2007.

Sharing details of Xerox's revamped consumables strategy, Ajay Khanna,
Associate Director, Office Post Sales Group, Xerox India Limited, said, “Consumables
continue to be a key growth driver for Xerox India. We will be closing 5
national consumable contracts by June this year and will make significant
investments towards expanding this business and increasing the headcount to
reach out to end-consumers and channel partners.”

He further added, “We are also revamping our consumables brand by rolling
out a national consumables campaign which includes a new supplies logo, new
poster, stickers and glow signs to create awareness about use of genuine Xerox
consumables and paper. The first such glow signs can be seen at Richie Street in
Chennai, Nehru Place in Delhi and Fort in Mumbai.”