Thanks to its robust marketing campaigns and comprehensive channel programmes in place, Intel continues to show the way in the development of the Indian IT market and remains the vendor of choice for local assemblers in the region.
The importance of channel partners in the Intel’s scheme of things is evident from the different dedicated reseller programmes that are launched by the company at regular intervals.
“Intel has done a fantastic job during the Q1 of 2007 and we will focus our attention on Core 2 Duo. We see our channel growing and this is reflected in almost all the segments,” explains Sandeep Aurora, Director – Sales and Marketing (North). “As we are getting good response from the retailing partners in the B- and C-class cities of the country, our priority is to move to the next level as we build out our local presence and ensure that the potential partners in these places understand our proposition.”
“The smaller towns seem to be keen on keeping pace with the latest technological advancements and these schemes offer them learning experience along with motivation to enhance their sales.”
Intel India has some other plans to increase the penetration of its entry-level Core 2 Duo E4300 desktop processor in the market. With a view to building new routes-to-market for Core 2 Duo and uplifting its existing partners within the product category, Intel has unveiled new channel programmes for the channel partners across the country. Based on the Core Microarchitecture, the new Core 2 Duo processor set is more powerful, but also less energy hungry. With the launch of this processor, the cost of ownership of the total PC is set to come down, ultimately benefiting the customer.
The new channel programmes are the “Disti Friday Scheme”, “Lord of the PCs Contest” and the”“Retail Advantage Programme”. All these offers will focus on enhanced channel interaction along with channel motivation.
“The new channel programmes aim at strengthening our presence with our sales partners across the country. Through our different training modules, we are working towards imparting product knowledge and best practices to help our partners succeed,” says Sandeep Aurora.
For Intel, the go-to-market strategy in India involves extensive marketing as well as the deployment of focussed support at every level of the channel chain.
Under the Disti Friday scheme, Intel is partnering with the national distributors, including Ingram Micro, Redington, eSys and SES to encourage partners in the Tier 2 and 3 class cities to sell Core 2 Duo by offering them different incentives. This programme seeks to broad-base Core 2 Dou processors and encourages their adoption in the smaller towns and cities. Partners selling Core 2 Duo-based systems in these cities are eligible for various incentives such as Core2Duo branded merchandise and shopping/gift vouchers.
For the Lord of the PCs scheme, Intel is initiating a contest to assemble “The Fastest PC” and”“The Smartest PC” for its channel partners, using Intel Core 2 Duo processors. Winners of this contest will be presented with a grand prize and a placard certificate. This contest aims at creating excitement amongst its channel partners and promoting Core 2 Duo as the essential solutions for PCs.
Intel’s quarterly training initiative for retailers selling branded and integrated PCs called Retail Advantage Programme has started from 15th February. More than 1,200 retail sales persons from retailers who are part of the Intel’s Retail Programme will participate in this training. They will learn about the latest trends in the processor technology, get a hands-on experience on the Intel Core 2 Duo-based desktops and notebooks and will also undergo soft skills training to provide the right experience to customers who walk into their retail outlet.
The RSP programme is conducted every quarter in more than 59 cities across India. The theme for this programme will concentrate on Core 2 Duo, Vista and Mobility.
As Intel attempts to enhance its channel breadth in India, the chip giant is keen to communicate the benefits of its product portfolio to both the channel partners and the customers.
