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Asus’ System Business Group (SBG) is eying the No 3 position in the mobile PC segment in the next two years. The company also expects to be one of the top-2 players in the netbook segment by the end of December 2011. To achieve this, it is investing in manpower, infrastructure, distribution and marketing.
Said Unaez Quraishi, Director, Sales & Distribution, Asus SBG India, “We expect to increase our present market share of 5 percent to 12 percent.” Asus has decided to open 100 exclusive stores of about 250-600 sq ft by the end of 2012; it has already opened eight stores that are contributing 5 percent of the overall revenue. “We will open two more stores this year, and beginning next year we are planning to open 10 new stores each month,” he disclosed.
The company has also increased its regional distributors from 10 to the present 15. Informed Quraishi, “We will revamp the distribution structure and add a zonal distribution tier. We will increase the number of resellers from 500 to 1,500 in 2012.”
Asus has opened eight branch offices in Delhi, Bengaluru, Kolkata, Chennai, Ahmedabad, Guwahati, Hyderabad and Kochi, and plans to add three more. In addition, it has invested in a new 28,000 sq ft office for its headquarters in Mumbai. At present it employs 120 people, of whom 80 percent are sales executives. Plans are to double this figure by next year.
In marketing, from January onward, Asus’ consumer products will be visible in all its ATL and BTL activities. Said Quraishi, “We will include popular print media in cities where we have a strong presence.”
Asus also wants to increase its ASPs. “Currently, Rashi and Neoteric, our NDs, double as our ASPs. From now onward the RDs will also take care of this,” Quraishi said. |