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Dhanbad Dealers Seek Schemes for Small Cities
By
Mrugaya Davane
Mumbai, Dec 8, 2005
In a city where a majority of PCs are bought by the home segment, resellers in Dhanbad, Jharkand, have expressed need for more service centers as well as schemes with targets that they can achieve.
Mithilesh Kumar, Proprietor, Shivam Computers, Dhanbad while speaking to Channeltimes, said that companies should chalk out separate channel schemes for channel partners in smaller cities like Dhanbad, with conditions, targets and incentives, suitable to their market area.
Kumar said, "When vendors roll out schemes it is mostly keeping in mind the channel partners in metros and cities. The targets set, may be achievable in that kind of a market. But in small cities with small markets like ours, it is mostly unreachable and hence even though we get to know of schemes they fail to excite us. So most of them don t even try attempting to achieve them. What we need are more practically-achievable targets, keeping our market in mind. It is fine even if there are small incentives involved, but they will certainly encourage partners to do better."
Dhanbad, the Coal Capital of the country, comprises of a market of 60-65 IT dealers.
Talking about the market in Dhanbad, Kumar said, "Home segment is the largest buying segment in this area, which draws 70 percent of the sales. Another 25 percent is in government and educational institutes like Indian School of Mines, IIT, BIT (Bihar Institute of technology) etc. corporate contributes to a very small share."
"Both assembled and branded have a good demand. But assembled is still a niche over branded, since even a difference of Rs 3-4 thousand makes a difference for people," Kumar added.
Expressing similar views N K Chourisia of Estelle Computers, said, "Yes, the sales are largely in the home segment, since nowadays everyone wants a computer at home. People are also paying attention to software. Assembled sell over branded, but the sales of branded computers have certainly increased in the past few months."
When asked, what a vendor should pay attention on, in order to increase sales in this area, Kumar said, "Service needs to be good. There should be provisions of speedy replacements. In case of HDDs, etc., there is no care center and needs to be taken to Kolkatta or Jamshedpur. This takes 15-20 days."
"Actually this is also one of the reasons that assembled computers sell better, since servicing of assembled is easily done in comparison to branded. Vendors should pay more attention to good and fast service, and also provide a service center for the same," Kumar further added.
Apart from Dhanbad, surrounding areas like Dumka, Jamtara, Giridih and Bokaro are coming up as potential IT markets. The market has seen good take off for companies like HCL, Logitech, Acer, Compaq and IBM.
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