BenQ, being a tredsetter in IT industry for indroducing world-class innovative products at affordfable cost has always endeavoured to maintain a helathy rapport with its channel partners as well with the customers. Today, the company offers a entire gaumets of products ranging from LCD Monitors, DVD Re-Writers, Projectors, LCD TV and Mobile Phones. BenQ's subsidiary AUO which is not only one of the world's largest LCD panel producer but also pioneers in being the leader in LCD technology of fast response time & senseye. Also BenQ group comprises of 10 group companies hence most of the products are manufactured in totality by BenQ which gives the advantage not only of being able to be cost efficient but at the same time also maintain strict quality control and check measures to deliver the latest innovative products to the consumer.

Currently, BenQ is focusing on creating brand awareness among the metros, mini-metros and A-class cities. The company has always given more values to its channel communities and currently it is planning to invest more resources in expanding its channel network in the coming year. BenQ believes that strong channel partnership can help the company to propell its existing market share and customer satisfaction. Apart from that BenQ is looking forward to support its channel partners with regular promotions, loyalty programmes, certification programmes, all-round training of the products and latest technologies, dealer meets and opening of BenQ IT zones. Overall it can be said that BenQ is planning to intensify its bussiness process so that it can increase the geographical reach of its products across the country.

Channel Engagement

In order to increase the penertration level of products, BenQ has continiously worked in senergy with its channel partners. Today, BenQ has a world class-business structure where it follows a very effective distribution model for distributing its products in the Indian market. The current distribution channel follows national distributor - city distributor - retailer/reseller - end customers. The company has a network of national distributors followed by BenQ premium partners who are its city distributors followed by retailers and resellers.

Realizing the need of the hours , BenQ is now slowly moving towards unconventional method of doing business through foraying into IT retail with setting up of four dedicated BenQ IT Zone and currently planning to increase the current number of BenQ IT Zone in 2007. Speaking on this front, Mr. Ish Bawa, Marcom Head, BenQ India , says, “I would like to state that directly or indirectly for any of product offerings, most of the important and big partners in the trade would be dealing with BenQ products.”

In order to deliver better service to Indian consumers, BenQ has also tied-up with key national distributors for various its product lines. For instance, LCD monitors are currently distributed through Ingram micro, Iris & Neoteric who can extend various distribution benefits to its channel partners. Today, Neoteric service arm serves as the national service provider for LCD products of BenQ. Besides that BenQ has got a in-house national toll free numbers & direct email (for service & sales) through which any of its channel partners can directly keep in touch with BenQ. Speaking about the service and support offered by BenQ, Mr. Ish Bawa , says “ We look forward to constantly improving our after sales services by introducing new service initiatives, reducing the turnaround time and also providing the customers with easy and convenient approach to the service centers.”

BenQ has rolled out various programs periodically for its premium partners and resellers in the country. The motive behind running various sorts of incentive based program is to keep the channel excited, informed & motivated about BenQ at all the time. The company has rolled in BPP (BenQ Premium Partner certification programs) through which it promote these key partners in each city to the reseller community at large. To promote its Channel partners BenQ has used BenQ IT Zone as a platform to updgraded few partners from the base of its BPP partners to BenQ IT Zone which are exclusive BenQ outlets on a franchise model. The company has also engaged itself into various activities like – road shows , dealer meets, schemes, etc.

According to Mr. Ish Bawa, BenQ has taken the onus to increase the partner's sales turnover and also add to his profitability. The company has always endeavored to develop the skill set of its channel partners by providing training materials and sales kit. Speaking on this front Mr. Ish Bawa, says “We offers various sorts of other direct programs like dealer meets, exhibitions, event, where we can update our partners and customers about the latest technology and the applications of the products.”

According to Mr. Ish Bawa the future plan of BenQ is to further increase its market share in LCD monitor sector and consolidate its positioning in the top three brands in the country & also looking forward to be the top brand for projectors in the country. On Global level BenQ has already achieved the number one position in the DLP projector category.

At the Bottom

BenQ in a short span of time has established a large network of channel partners who are helping the company to increasing its brand awareness and generating growth oriented market share in Indian market. Apart from that BenQ's Unique selling proposition is helping the company to generate a new set of customers in India .