Abhijeet Mukherjee, CRN, January 18, 2012, 1500 hrs
AOC, the manufacturer of display units, has planned to increase its channel partner base to 4,500 in FY2012-13 from its current network of about 3,500 dealers, system integrators and resellers. The company is focused on an aggressive strategy to expand geographically, especially into class C cities.
“In addition to strengthening its channel base, AOC has always been very keen on encouraging the channel fraternity with new schemes for every new season. We have incentive based partner programs all over India on a quarterly basis. These programs help motivate the partners to sell more. In FY2012-13, we have plans to engage regional partners in different incentive based programs as per the sales volume and revenue,” said Saurabh Grover, Sales Head, India, AOC Monitor Business.
“We target to increase our share in monitor market from the current 20 percent in unit terms (according to IDC Q1 2011 report) in FY2011-12 to 25 percent in the next fiscal,” he added.
The company sold one million AOC monitors in India in 2011. The company sells 70 percent of its monitors in the consumer segment while the rest goes to the commercial segment.
As for marketing activities the company is banking on print advertising as well as below the line activities like participation in events and IT exhibitions. Online communication via email, social media marketing; use of Internet marketing tools like Google ad words, videos on Youtube would also be done.
“Recently, we made substantial investments in IT channel marketing with participation in seven exhibitions across India, organization of four AOC Premier League Cricket tournaments for channel partners, in-shop and on-shop branding with glow-signboards, shop displays and print collaterals,” added Grover. |