Pumping the growth engine

href="http://www.dqweek.com/ViewSonic-redefines-business-strategies">ViewSonic,
one of the
world leaders in visual display products, has always been striving on
meeting and exceeding its customers' expectations in quality, value
and innovation. The company's ability and dedication to deliver
products to the market ahead of its competition remains a primary
focus in the Indian market too. Unlike some of its primary
competitors, ViewSonic is exclusively devoted to the visual
technology business, which enables the company to better focus its
resources.

ViewSonic also believes in
making, as well as, maintaining strong and trust-based partnership
with its business partners. In fact, channel partners form an
integral part of its entire sales process. In order to build and
maintain a strong channel ecosystem, ViewSonic has a dual
distribution structure; namely, the traditional
national and regional distribution structure. Besides, it has the
sales team spread across the country, whose basic job is to look out
for partners and ensure that the company is growing its channel
partner base. As far as the sales team is concerned, it is headed by
the national sales head, Deepak Deveshwar, who is responsible for the
channel business across India. His foremost responsibility is to look
after channel and retail strategy. He tracks the sales target, and
also helps in distribution management. One of his vital roles
include-appointment of distri butors all over India for all the
products of ViewSonic. The company has also recently appointed
regional sales managers for a better reach to its customers. These
regional sales managers are responsible for driving sales and
engaging tier-2 and 3 partners in their territories with the help of
the distributors. The company has also empowered its regional sales
managers to take strategic decisions for their respective regions.
However, the company has appointed a couple of regional managers for
its South region, while all the other regions have 1 regional manager
only.

GTM STRATEGY

The company has designed
its strategies based on the fact that India is a diverse market and
every region is different from the other in respect of demand, price,
and purchase pattern. To address the market demand and help in
providing the best of technological solutions to customers, the
company has appointed national distributors for all its product
categories. For monitors, it has appointed 4 national
distributors-Rashi Peripherals, Roop Technology, Priya, and INSPAN;
for projectors, it has 2 national
distributors-RIL and Aveco Technologies; and for ViewPads and
smartphones, there is 1 national distributor-IRIS Computers.
Besides these, the company has around 150 tier-2 partners and with
its current focus on strengthening the channel ecosystem, it is
likely to have at least 500 SIs registered with the company in the
Finch Club by the end of this year.

With the above set of
distributors, ViewSonic is focusing on channel breadth that
includes-billing to even small system integrators. It has tie-ups
with retail outlets and large format stores like Reliance/Carrefour
and is reportedly in discussion with few more of them for showcasing
products, especially the higher ends. According to the company,
through its distributors, ViewSonic promotes its latest in technology
product line across India. Besides, the company also holds its tier-2
partners in high esteem, terming them to be 'equally aggressive'
in promoting both the mid-end and high-end technology products in
their respective markets.

CHANNEL PROGRAMS

In order to share all the
information about its products, ViewSonic's partners have been
given an access to a toll-free number, where they can get the details
of all its products range. Even the company's website gives a full
overview of its entire range of products. Every quarter, the company
organizes multicity dealer training meets for its set of channel
partners and their sales force to help them understand the market
trend, challenges and finalize with them the go-to-market strategy.

It also keeps sending
regular EDMs and related communications to ensure its partners are
updated on both the technology and product front, with information
from across the world. In future, ViewSonic is considering working
out online training as well. In terms of partner rating,
certification, and accreditation, ViewSonic has come up with a Finch
Club Membership Program in which it provides rating
and certification to its partners depending on their business volume
and potential. It also runs an exclusive program for these partners.
The members who are associated with Finch Club are given priority and
scheme offerings from ViewSonic. And to keep up their motivation, the
company regularly offers various exciting 'sellthrough' schemes
and incentive programs to its partners. It also equips its partners
by organizing multi-city dealer training meets to help them understand
the
global trends and ViewSonic advantages. Going forward, ViewSonic
would be further strengthening its channel base with monthly and
quarterly programs and in the process, ensuring complete service
satisfaction.