Lalit Chaturvedi,
Marketing Manager,
Kyocera
For Kyocera, education is an important vertical. It already has a campaign running in Kerala in the government-run schools where Kyocera has its products installed. "The campaign is designed in accordance with the convenience of the school teachers and students where just prior to 10 minutes of the start of exams the command is given and the question paper starts printing. 5 minutes prior, the question papers are distributed to the students. These are some of the solutions we have for the education sector. We started in a small way in Kerala and the same model will spread to other parts of the country."
Talking about its GTM strategy, Kyocera has two modes of reaching its customers. It has the direct Channel in which it has its sales people who sell to the corporates and the Government and then the dealer network to cater to smaller markets like tier-II and -III. "The corporate sector will continue buying high-end machines and solutions, but the customers in smaller cities are coming to the level where they are beginning to understand the internet. So that is the real market for us." 90% of its sales happen in the smaller cities through its Channel and remaining 10% in the Corporate, but the revenue stream usually remains the same. Because in corporates the high-end machines that get sold cost around Rs.12–13 lakh, but the individual units sold in the smaller cities will cost Rs.30,000 – Rs.40,000 each. So the revenue when seen for both the set of customers remain at par.
In 2015, Kyocera wants to establish itself in rural markets so that it is there when the market for printing solutions evolve. "Kyocera not only aims at business expansion or profit making, but we also engage in CSR activities such as providing jobs because we need people to run these machines and to deliver spares. So it becomes a win-win situation for both us and the society."
