“HP takes pride in its extensive channel network”

By VARINDIA - 2013-06-24

“HP takes pride in its extensive channel network”

Rajkumar Rishi
Director, Consumer Business, Printing & Personal Systems Group
HP India

HP is committed to its channel partners and continuously focusses on implementing industry-leading channel enablement programmes that open new opportunities for growth and increase partner profitability. In addition to various business growth programmes, the company also organizes regular training sessions for its partners to help them increase sales and profitability. For example, a series of initiatives and events was launched recently to educate partners on HP India's new products and solutions. HP is also planning to roll this campaign out across smaller cities in a phased manner. 

 

HP’s Channel Enablement…

“HP’s channel enablement has been further integrated after the new PPS structure has come into existence. Simplification was one of the main drivers for the new PPS integration, which took place last year, and this as a theme has been carried all through our GTM plans, programmes and strategy. Simplification allows for much greater operational efficiency and even logical growth opportunities for all our partners. For example, it allows partners who were just doing one of the two product lines to easily take up the second and take it to the market. We have received significant support from the channel and I can say it has been a successful integration. We now offer a more unified portfolio, along with bundled offers and promotions,” says Rajkumar Rishi, Director, Consumer Business, Printing & Personal Systems Group, HP India.

 

Role and Responsibility

Rajkumar Rishi says that, as Director of Consumer Channel at HP India PPS Group, his responsibilities include planning the long-term business development as well as achieving shorter-range objectives of the business unit – covering product, marketing and Go-to-Market (GTM) strategies. He also spends a lot of time for ensuring that all channel and GTM strategies are beneficial to its channel partners as HP considers channel as part of an extended HP family. 

 

Key Focus Verticals

HP’s biggest priority is to focus on delivering an outstanding consumer experience across all channels – from HP World to LFR and MBOs. “We are investing significantly in areas like product display and support at all stages of the purchase process. We are focussing on having the best in-store promoters by training them, our field offices are working with them and want them to educate the customer and help her with the purchase process. We are also ensuring that the entire range is visible upfront – when a customer walks in he sees the entire breadth of the HP PPS portfolio – from laptops and All-in-Ones to lasers and inkjets, to supplies and accessories,” asserts Rajkumar Rishi.

The overarching goal is to truly differentiate HP on consumer experience, going forward. The channel partners see value in terms of how the stores look and function differently. That is one critical area where a lot of time, efforts and money are being spent by HP.

 

Channel Profitability

HP takes pride in its extensive channel network to provide reliable, high-quality products and solutions, local and specialized expertise and a simplified experience with technology to its customers. The company believes that if the channel is happy and profitable, the brand will always have potency in the market. In order to keep the affinity with its partners, HP makes sure that they are being constantly valued and introduce a "go-to-market" with a certain amount of consistency and methodology. In order to maintain cordial relations with partners, HP is running the “Pay for Result” programme, through which HP promotes partners to conduct linear business in a quarter by paying additional incentives under the “Linearity” programme. 

moumita@varindia.com 


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