Brother steps into retail biz

Brother International is venturing into the retail business for its printers
from the first week of September. Initially the company is planning to showcase
its products in 10 retail outlets at metro and mini-metros across the country.

Speaking about this venture, RS Anand Kumar, Country Manager, Brother said,
"At present, we are not planning to open our own exclusive retail outlet.
Instead, we are showcasing our products through our own channel partners who
have retail outlets. In fact, we are also tying up with the new partners for
this purpose."

Targeting the SOHO segment, Brother will mainly focus on its entry-level and
life-style products for the retail segment. This will include its entire range
of inkjet multi-function products and laser printers. Anand said, "Our
life-style products are designed, keeping in the mind the modern users and to
match with their decors. Some of the products are wireless, which will match the
modern wireless environment. Hence to touch, look and feel these stylish
products, retail is a must, where the users can experience the look of these
products."

To popularize this initiative, Brother is advertising through hoardings and
radio programs. When asked about any schemes the company will offer to end-users
on this occasion, he said, "At present we are only focusing on the set-ups.
But after it is done, we have some plans for end-user activities like road shows
and some lucrative schemes."

Brother has adopted an aggressive pricing strategy to further penetrate the
Indian market with its range of Lifestyle Inkjet MFDs. The company has decided
to price its entry level inkjet MFD at Rs 5,499. It is a 4-in-1 machine that
provides color printing, color copying, color scanning and PhotoCapture Centre
that earlier cost Rs 7,999.

Anand stated, "We want to further leverage our offering in the markets
and penetrate further through providing value."

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