Fortune Marketing : Brand Wagon

Fortune Marketing managed to touch the scale of Rs 265 crore this year in the
teeth of a slow market and business across segments facing a crunch.

Though the company faced a drop of 25 percent in the revenue during first
half of the year, the downturn in economy was taken as an opportunity to
redefine their business strategies in terms of maintaining low inventory and
dealing with channels that had higher credibility.

Fortune Marketing was picked by Infonova, a US-based company, dealing in
surveillance products for distributing its products. Considering the trend in
anti-virus domain where pirated software is floating in the market and customers
prefer to buy low-cost anti-virus products, Symantec came up with low-cost PC
tools. Fortune Marketing utilized this opportunity to expand their market, when
it was appointed by Symantec for the distribution of product under the Norton
brand. Fortune Marketing is promoting Infonova in the government sectors for
various projects and services while it promotes Norton in the retail sector.

Fortune Marketing harnesses almost 94 percent of the business through the
resellers and dealers, and a small portion is done from small and medium
enterprises, government and retailers.

Further expanding its presence in the country, Fortune opened new branch
offices in Lucknow and Dehradun. The company is also eying to capture the C and
D-class cities where the sales of networking products, laptops and peripherals
have witnessed a growth.

Along with driving the hard drives and surveillance products, Fortune
Marketing is also focusing on its own brand. As a result, April 2009 onwards,
the company has been promoting products under its own brand including USB, MP3,
MP4, Bluetooth, headphones and others.

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SILVER CLUB RANK (2007-08): 15
PROFILE
CMD: Manoj Gupta Start-up year: 1996 Employees: 260 Collaborations: Symantec, Infonova, etc Address: #201, Gedore House, 51,52, Nehru Place, New Delhi - 110 019 Tel: 30890000, 26472491, 26427627 Website:www.fortune-it.com
HIGHLIGHTS Opened two branches in Lucknow and Dehradun Promoted and expanded its own brand in A, B and C-class cities

The company is targeting to achieve a growth of 150 percent by the end of
this financial year for its in-house brand. It has expanded the product
portfolio and is now dealing in hard drives, storage, surveillance, security,
USB and flash memory products.

To gain further exposure in the surveillance domain, the distributor also
participated in IFSEC, an exhibition for the surveillance and security products.
Though the business of surveillance products has not yet been lucrative in the
current scenario and the installation in government projects is a slow process,
the company is confident that in the coming times, it would be a potential
business opportunity for segments like airports, metro stations, government
premises and also for the home segment. The company was incorporated in 1996 and
is headquartered at Delhi. It has been harnessing the major share of its
business from West and southern region, and is yet to tap the potential of East
market.