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Mr. Sandeep Ramani, Country Manager, KYE Systems (India) Corp
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Sustaining and growing at a consistent growth rate is a big challenge for any IT vendors in India . The growth of any vendor depends on few factors, like insight knowledge of Unique Indian market, a coherent marketing strategy, skill set to maintain synergy with channel community, skill to grab the emerging opportunity and ability to align the existing internal resources in the favours of company. A close introspect shows that these growth factors has been properly utilized by Genius while operating in the competitive ambience of Indian market.
Although Genius, the brand name of KYE Systems, a US$ 353 million Taiwan , Taipei based company, is a new entrant into the Indian market, but in a very |
short span of time,
Genius has been able to sustain and
has shown a considerable growth into the Indian market. Today, the growth of Genius can be attributed to the Mr. Sandeep Ramani, Country Manager, KYE Systems ( India ) Corp, who through his strategic insight in the Indian market and leadership quality has developed a growth oriented approach for Genius and propelled the company to grow at the growth rate of 100 percent year-on-year. Today, Genius carries a vast portfolio of Digital Lifestyle products which includes, keyboards, Mice, Cordless Mice and keyboards, Speakers, MP3 players, Digicams, Webcams, IP Cams, VOIP phones and recently launched VOIP Mouse etc. In this current year, Genius is planning to bring out more new ranges in all the category of products.
Maintaining synergy with the Channel community
Recently, Consumer Infoline met with Mr. Sandeep, who revealed the go-to-market strategy, channel engagement programs and retail business of Genius in India.
According to Mr. Sandeep, the secret of Genius success in India lies in its design and technology. The point can be substantiated by the fact that recently the company has received CES Innovation 2007 Award at Las Vegas , US for SlimStar 820 Solargizer Combo product. The growth and success of Genius lies in its commitment towards its channel community. The company believes in maintaining a strong rapport with its channel partners. Speaking on this front Mr. Sandeep, says,” Any body in the channel, who is a dealer of Genius products can access to me directly. And beside that our dealers are equivocally focused on solving the emerging grievances of the channel partners.”
Today, Genius has got several dedicated partners who have been actively selling Genius products into the Indian market. Currently, Genius is operating through its two Authorized distributors- Transtek Infoways Pvt. Ltd., and Tirupati Enterprises. Apart from distributing Genius products, these two authorized distributors also deliver customer support as well as logistics supports. Speaking on this front Mr. Sandeep says “our both authorized distributors are doing great job and soon we are going to add more manpower, which will further strengthen the Genius brand in India . Apart from that we are in the process of strengthening our internal resources in a few months time.” Beside Authorized Dealers, Genius has also got several categories of partners like Genius Volume Partners, Genius Authorized Dealers etc.
In order to increase the penetration level of Genius, the company is planning to increase its channel base across the country. According to Mr. Sandeep, Genius is in the process of adding more than 200 resellers/dealers in 2007. Speaking on channel engagement, Mr. Sandeep says “Our efforts are driven towards bringing new innovative products and programmes so that the partners have a competitive advantage over the competition.”
In order to motivate the channel partners, Genius keeps on developing coherent strategies where its channel partners get incentivised on regular basis. Articulating on this front Sandeep says, “We have planned lots of activities for 2007 for Distributors, Volume Partners, Dealers, retailers etc.” Currently, Genius has announced SONA CHANDI HUNGAMA for the channel partners, which enables the channel partners as well as the volume partner to win silver coins. Valid from 1st February to 31st March 2007 , the scheme offers upto 100gms of silver coin to the resellers or dealers. Only thing the dealer needs to do is to send a photocopy of invoice of Genius volume dealers to claim gifts. Having earned 100 points, he/she can be eligible to earn 15gms of silver coin, 200 points can provide him 40gms of silver coin and 400 points can give him 100gms of silver coin.
It is very easy to earn the points as Keyboard, Mouse, Speaker, Head Phone and Head Set carry one point, Web Cam and Combo carry two points, scanner, tablets, G-Notes and gaming devices carry three points, and digital camera and DV camera carry four points for each unit.
Not only this, the volume partners also gain handsomely in the form of gold and silver. However, there is a minimum target of Rs.50 thousand attached to the purchase order from the distributors – Transtek Infoways or Tirupati Enterprises. And, more volume they pick up, the gift amounts just go on increasing. Speaking about this channel programme Mr. Sandeep says, “Genius Sona Chandi Hungama is one of the initiatives towards motivating them to perform better. Moreover this scheme is designed in such a way that the Genius Volume Partner also earns incentives and the dealer buying from them also gets the scheme. However, we will launch many more innovative schemes of this kind in future times.”
Genius in Retail Business
The growth of Indian economy and availability of flexible finance options have aroused the propensity of Home and Small Medium Businesses as well as the end customers to spend more on adoption of IT products. This in turn has caused the IT majors to focus and make investment in IT Retail sector, where the IT players get the chance of displaying their products and in the same time provides the touch and feel experience to the customers. The recent IDC reports also show that the IT players are going to invest more in IT retailing in 2007. Thus it can be said that in near future IT retailing is going to make IT market more lucrative.
Realizing the emerging opportunity in retail segment, Genius has aggressively forayed into the retail segment. The company is also endeavoring to drive its channel partners towards retail business as the company carries a vast portfolio of products which are Retail-centric. To begin its retail push, Genius recently launched 10 retail outlets at the major commercial hubs in the major cities like Bangalore , Chennai, Delhi , Kolkata, Goa , Surat , Mangalore and Mumbai. On retail front Mr. sandeep says “We believe that right now the potential in the retail sector is beyond imagination and, on other hand, being part of the retail segment would help us serve our end-users in a much better fashion. Genius is supporting its retail initiatives in several ways like in-shop demos, kiosks, display units, attractive danglers, posters, advertisements, running special promotions and incentive schemes, among others.”
In the end
Today the Indian market is on the verge of redefining itself. In such scenario the conventional method of doing business is not going to provide platform for growth anymore. Although Genius has covered a long distance but still it has to re-invent a new set of customers through offering of unique selling proposition to the Indian customers.
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