In an endeavor to strengthen its market position in the consumables segment, Xerox has outlined an aggressive “Go to Market” strategy focused on a new branding exercise and market education for its channel partners and end consumers.
As a part of this strategy, Xerox India outlined plans to set up 100 kiosks in top 25 cities by the end of 2007 to increase in-shop visibility of Xerox genuine consumables and paper. The cities include New Delhi , Ahmedabad, Jaipur, Lucknow , Dehradun, Chandigarh, Bhopal, Kolkata, Pune, Mumbai, Bangalore, Hyderabad, Chennai and Kochi amongst others.
Xerox also announced a channel expansion plan for its consumables business which includes adding 35 channel partners to its current channel base of 135 partners by Q3 2007 and increasing its active reseller base to 1550 by December 2007. To further strengthen and support its consumables business, Xerox will announce five channel schemes for this business in Q3 '07 and the company will be appointing a new head for channel expansion and value added products for consumables business by June 2007.
Sharing details of Xerox's revamped consumables strategy, Mr. Ajay Khanna, Associate Director, Office Post Sales Group, Xerox India Limited, said, “Consumables are the life blood of every organization and continue to be a key growth driver for Xerox India . We will be closing 5 national consumable contracts by June this year and will make significant investments towards expanding this business and increasing the headcount to reach out to end-consumers and channel partners.”
Added Mr. Khanna, “We are also revamping our consumables brand by rolling out a national consumables campaign which includes a new supplies logo, new poster, stickers and glow signs to create awareness about use of genuine Xerox consumables and paper. The first such glow signs can be seen at Richie Street in Chennai, Nehru Place in Delhi and Fort in Mumbai.”
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