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Dell's Own Stores won't Affect Sales-affiliates
By
Pallabika Ganguly
Mumbai, Oct 15, 2008 1758 hrs IST
The opening of its two exclusive stores in India will not affect the business potential of the sales-affiliates of Dell. The company has inaugurated its own stores respectively at Nehru Nagar and Bhartiyar road in New Delhi and Coimbatore, which will help the sales-affilates.
Both the stores will sell the company's consumer range of products including Inspiron, Studio and XPS. While talking about the launch of the exclusive company sales points, Mahesh Bhalla, Director (Consumer Sales), Dell India, said, "The exclusive Dell store is a step towards enhancing the overall purchase experience for consumers in India. We have rapidly increased our presence in the consumer market here with new products and by expanding our reach. With the launch of Dell exclusive stores, we offer our customers the touch and feel for Dell branded products within a unique shopping experience."
While talking to ChannelTimes regarding how these stores will align with the interest of the company's sales affiliates, Bhalla explained, "The Sales-affiliates and the Dell Store complement each other. Here, the end-users can feel the product and place orders directly to Dell. It won't affect the business of the Sales-affiliates of that region, because it's on the customers - whomever they want to approach."
He further explained, "Dell wants to make the products easily available to the customers through various options - phones, online, large form of retail stores like Croma, Sales-affiliates and now Dell Stores' stock and sale. We make our products available off the shelf also, if the customer doesn't want to wait."
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This is just nonsense what Mr. Bhalla is saying. If customer has a choice between Dell's own store and Dell's SA Partner, definately customer will choose first option. This is very simple strategy Dell is adopting in India, in first Phase SA and IT Channel makes Dell popular brand by their own hardwork , now Dell wants to encash this benifit with bypassing SAs. |
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- Ashesh Patel,
None, VADODARA
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If they Dell wants to enhance the image of the product and company then they should open more direct service points in the region and let the sales part be taken care by the affiliates.
They should also clearly say which products ( XPS, Vostro, Inspiron etc.) are there for sales affiliates and which are for online and Telecall sales so that price war will not occur.
First of all Dell should clearly put down the strategies and plans to a paper and publish it. |
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- Toshy Mathew,
ABC Systems, Cochin
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A customer always shows a preference to buy from a company showroom than a dealer. So, I feel this is not fair. They should be clear - Direct Sales or Dealer Network. One cannot expect to sail with a leg each in two boats. It will fail , sooner or later. |
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- R.N.Sharma,
InfoComp, BANGALORE
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While I personally dont disagree with a companies strategy to open their own sales outlet Bhalla's explanation sounds ridiculous. I donk know whether he is trying to fool others or whether he is a fool. Dells' dealer strategy is still like dankling a carrot in from of the donkey. Only time will tell whether they will continue to dangle it or will allow small pieces to be eaten?? |
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- Harikrishnan,
Alltime Power T, COCHIN
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