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TVS-E Going Strong with Regional Model
By
Yuga Chaudhari
Mumbai, Jul 11, 2007
TVS-E, a PC peripherals and imaging solutions providing company, is strengthening its strategies to increase its footprints in the regional markets by appointing 50 Company Distribution Partners (CDPs) across different regions in India.
After penetrating into tier II and III cities, the company is now moving ahead to tier IV, V, and VI cities. Elaborating on the company s latest plans, Ganesh Kumar, regional sales manager (south) of TVS Electronics, said, "We want to penetrate deeper into the market, concentrating on small towns that promise great market potential for printing solutions." TVS-E plans to appoint 50 CDPs across different regions in India.
The major focus behind the appointment of these CDPs would be to target the growing SMB segment.
The company s current channel strategy is part of the distribution model adopted by the vendor in the second quarter of 2006. Talking about this, Kumar said, "We have a 3 tier distribution model catering to 3 different regions, which include south, Maharashtra and Chattisgarh, north, and Gujarat and eastern region."
Kumar further stated that, the company s share in the market saw a considerable amount of growth with the implementation of this model. The company enjoys around 60% of market share in the south, 45% in the east, and 40% and Delhi.
Elaborating on this, he says, "The nature of the distribution model and the number of channel partners differ from region to region according to market dynamics. It dramatically changes on the basis on 3 parameters - partner coverage, town coverage, and market share," said Kumar.
As part of the strategy, the vendor innovates diverse schemes and incentive programs for its partners based in different regions. Factors like festivals and vertical demand are kept in mind while deciding a partner program.
The company organizes training depending on market share. In the south - the programs are conducted on a fortnightly basis; while in the north and west - programs take place on a monthly basis. "Our aim is to enhance our relationship with the partners by having a larger interaction with them. We make sure that we have regular interactive sessions that will help partners gain knowledge on the latest technology and company s initiatives," said Kumar.
The company consolidated its distribution model in December 2006, after it made an announcement in July. Along with its 2 national distributors - Ingram Micro and Redington - the company currently has 145 CDPs in place. The role of a CDP is to take care of the regional demand from the local channel partners.
Related Links:
TVS-E Chalks Out New Channel Plan
TVS-E Offers 3-Year Warranty on Champion XL
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Regional Distributors at upcountry locations are welcome. Presently most of the upcountry purchases happen from Bangalore. Company reach also will grow, and product availability and visibility will improve in all districts. |
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- Sharma,
SERVICE POINT, Bangalore
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