Commencing operations as a national IT distributor since 1997, Neoteric Infomatique has always wanted to be the first choice as a distribution partner for both vendors and resellers. This Mumbai-based distributor, with its existing base of brands like AMD, Apple, ASUS, BenQ, Hitachi, HP, Iomega, Kodak, LaCie, Lexar, Logitech, Matrox, Maxtor, Philips, Samsung, UMAX and Wacom, is known for its value addition and go-to-market approach which focusses on each product category, thereby reaching to more than 320 cities.
Sensing an opportunity and considering the boom in the IT industry globally, they have further stepped forward and are all set to serve the global markets with the international business operations in Dubai, Singapore, Shenzen and SAARC countries like Bangladesh, Nepal, Pakistan and Sri Lanka. Sanjay Zadoo, Vice-President – Sales & Marketing, Neoteric Infomatique Pvt. Ltd., says, “Strong business ethics and values, along with the reach in the emerging markets and strong go-to-market approach have helped them to build their own niche in the distribution industry.” The market approach includes ensuringuniform service levels across the country irrespective of the geographical areas.
The IT industry is evolving and every parameter of execution is important. Their strategy is to always excel and continuously improve on the deliverables for the channel community and vendors. Trying to differentiate on the basis of Value Added Approach, they are now the most preferred distribution partner for vendors as well as the channel.
Though Neoteric added 1,000 partners last fiscal to its earlier 5,000-dealer network, it has a well-defined policy for channel addition. The selection of a partner is done only after researching for strong value system, which brands he is selling, cross-referencing credentials with peers, financial stability and business standing in the market.
Neoteric’s success is in its implementation of ERP in the organization for smooth running of supply chain to keep track of the market happenings minute by minute and monitoring profits and margins are helping the company to reach its vision.’Understanding the Market needs, technology and product positioning is driving them to do value-added selling.
The value addition is done by marketing support, service support, technological updation and training programmes. They mainly focus on customer requirement through different strategies.
As far as bringing new brands in this fiscal year is concerned, for them the expansion plan is an ongoing process. They may see themselves getting into advanced initiatives with regard to the emerging markets and technological needs.
Neoteric decided to shed its image of a local distributor and decided to adopt the stance of a corporate partner, to attract more alliances from the leading international brands. For this, they would like to sustain the growth as witnessed in the past and foresee the following segments as the key growth drivers, i.e. Emerging Markets, Consumer Space (Large Format Retails), Enterprise Segment in the SMB space.
