Touch screens

BenQ India looks at exclusive-brand retail presence as part of its expansion plan.

Robert Dung is in a bullish mood. The managing director of BenQ India has seen his company gaining a sizeable slice of market share in the LCD-screen space over the last two years.

Now the company wants a bigger share of this pie, even as it redoubles efforts in the market for projectors. And to make its presence felt, the company intends launching special IT zones all across the country.

Says Dung, "The IT zones would help us being in touch with the end user and enhance our retail position."

Otherwise known for cellphone handsets, most of the company's growth comes from LCD screens and projectors. BenQ has launched its first IT zone in New Delhi, and plans to launch about 15 more by the end of this year in the top 10 cities.

While the commercial segment has always been in focus, BenQ has begun looking at the education segment in a big way recently, as older notions of what constitutes modern projection/screen equipment undergo a far-reaching transformation.

Dung says that the retail effort would prove crucial. "The IT zone is the best model for retail and getting to know what the customer exactly wants."

What about the cellphones launched with so much fanfare on TV? The brand appears to have slowed down in this market.

Dung explains that this could be because the company's takeover of the Siemen's cellphone division. "We would be launching special mobile zones on the model of IT zone to promote our cellphones."

Apart from making retail moves, BenQ is also looking to ramp up its after sales service. It has a tie-up with Onida's after sales service provider Adonis to look after the servicing aspect.

"We give three years warranty on the LCD screens and apart from that our after sales network is present in over 100 cities," says Dung.

Also, advertising is still part of the plan. BenQ has earmarked a budget of about Rs 7 crore for 2006. Expect the brand to project a somewhat more office-like image.