BenQ pumps $2m into brand building

NEW DELHI: BenQ is tying up with five distributors for its various products in consistency with its erstwhile policy of having different distributors for different product lines. It has appointed eSys for display (LCD and CRT monitors), Godrej for projectors and plasma, Ingram for input devices, Jupiter for Media and Tech Pacific for storage and imaging products.

BenQ’s country head for India operations, Ashish Bakshi, said that BenQ, has infused $ 2 million for the channel schemes and educational road shows. Right now, BenQ kick started its latest series of road shows, which will be held in 20 cities across nation for educating the channels and the end consumers about the company.

Bakshi said, "These alliances are in line with our vision to evolve as the best of breed products in the industry." He added that existing partnerships would continue as it is. "BenQ is known in the industry, but it needs to become the loyal choice for users and create an extensive channel network", added Bakshi.

The company also enhanced the present service infrastructure along with the announcement of its appointment of Accel ICIM as its authorized service partner. "This will enhance our geographical reach in India to 28 cities and 50 service centers", said Bakshi.

Commenting on the future plans, Bakshi said that the company plans to add three new segments such as Joybooks, Mobile and digital imaging products in next four months. It also plans to launch LAN products for SOHO and SME.

With extensive brand building exercises and expanding distributor network along with new product launches, BenQ is targeting at gathering a large chunk of market share in the coming year.

(CNS)