BenQ to focus on LCD Monitor and Projector in 2007

“Never learn to do anything. If you do not learn, you will always find someone else to do it for you.” With this humorous saying, BenQ has also geared up to give a revolutionizing performance this year, and many more will follow. Initially named Acer Communications & Multimedia (ACM), BenQ has come a long way since 2001.

Behind the name BenQ and the widely known “Enjoyment Matters” philosophy, exists a far-sighted global organization. Featured in Business Week’s Infotech100, they own and operate seventy-two branch offices. They have also established advanced research and manufacturing operations in strategic markets across the globe. These include four manufacturing facilities located in the key markets, as well as highly specialized R&D facilities in Taiwan, China, Australia and India.

Basically, BenQ has three verticals in India, i.e. communication, IT and CE division. While the communication vertical comprises Mobile Phone, the Computing includes Joy book, Printer, Monitor, Scanner, Mouse and Keyboard. And, the consumer electronics covers LCD projector, Digital camera and Digital projector.

Today, most of the important and big partners in the trade deal with BenQ products. It has a network of national distributors followed by premium partners who are the city distributors, which is followed by retailers and resellers. They also have retail concept stores like BenQ Spot – which are typically branded areas in multi-brand outlets, BenQ IT Zone – which are exclusive BenQ branded stores to enhance product experience of the customers.

Benq provides affordable solutions for multi-applications like the design compliments the technology escalation. The latest in the run is the wide range of LCD monitors with fast response time of 5ms.

The positioning of this product wraps up entertainment, gaming and movie watching.

The same has been introduced in wide screen for better experience. Even for the projectors they have introduced MP range, i.e. multi-purpose range targeted at corporate users where one can find increasing usage of video applications to reduce fatigue levels and more span of attention from the attendees. Hence, the video quality of the MP range of projector delivers more quality pictures/video content.

To create a niche in the market, BenQ marketing strategy varies from product to product. They focus on both corporate and household sectors for most of the products. In the corporate sector, they look for verticals like education, financial institutions, hospitality, BPOs and IT. As far as the home sector is concerned, entertainment is the main focus targeting the young, professional and tech-savvy people.

For that matter, they position their products at metros, mini metros and A-class cities. In the future, they would be investing more resources in expanding the channel network by regular promotions, loyalty programmes, certification programmes, all-round training of the products and latest technologies, dealer meets and opening of BenQ IT zones.

By constantly improvising the sales services with the introduction of new service initiatives, reducing the turnaround time and also providing the customers with easy and convenient approach to the service centers, the focus will be mainly on profit augmentation. They also have online tie-ups with e-commerce sites to promote the product sales through the online route.

Though BenQ, till date, could not leave its imprint on the sands of time, its communication array of Mobile phones – BenQ E61 and BenQ A38 – has been quite appreciated by the masses. Seeing this opportunity, their next strategy is to support model mix along with some other product segment.

Today, when Building the Brand is important, subsequently branding the Brand is equally important. Following the trend, BenQ has also indulged in lots of PR and advertising activities. Various incentive schemes for the premium partners and resellers are being introduced. They are also looking forward to continuously increasing the skill set of the partners by providing them training materials and sales kit.

Apart from all these, other direct programmes like dealer meets, exhibitions, events for updating the partners and customers about the latest developments in technology and the applications of the products are also in the pipeline.

BenQ has recently been honoured with the Red Dot Design Award, 2006 in Singapore.

Eleven of its products received the Red Dot Design Award. The products included BenQ-Siemens mobile phone handsets, projectors, Joybook and digital cameras. On receiving this award, Robert Dung, Managing Director, BenQ India, said, “The credit for this award goes to BenQ Design and Technology teams who have worked hard to make these products a success.”

With the dawn of 2007, BenQ is looking forward to further increasing the market share in LCD monitors and projectors and be the leading brand in the country before somebody else does it for them!