Eagle bags Tandberg distributionship

DQW Bureau
11 Apr 2006

Norway-based data storage company Tandberg Data has roped
in Delhi-based Eagle Information Systems as its value added distributor, to
market its range of tape-based and disk-based sto­rage products. Here, the
latter would be instrumental in the distribution as well as brand building
activities for Tandberg in Indian market.

Eagle Information is one of the exclusive distributors of
HP and Compaq spare parts in northern India and has a network of 10 branch
offices across the country. To drive Tandberg brand Eagle is considering
developing exclusive dealer channels at all the 10 locations where the company
owns offices. Divulging more details on its plan of action in connection with
Tandberg Subir Sangal, Chief Executive, Eagle Infor­mation said, “To begin
our operations for Tandberg we will first put in place a dedicated channel
network of around 20 reseller channel partners. Next to it we will be indulging
in extensive channel training sessions since regular channel folks are not very
comfortable selling storage products. Our training porgrammes would put emphasis
on enlighte­ning partners on storage products and the kind of margins they
could secure by selling storage products which is a value-based range.” Sangal
informed that once the channel network is in place and training sessions are
over Eagle would immediately introduce target-based incen­tive schemes for its
reseller partners.

Though Eagle already has a robust channel force wor­king
under it, the distributor wants to appoint dedicated channels for Tandberg
brand, the rationale behind it is as Sangal said, “Our existing channel
partners are already dealing in other competitive brands in storage space
because of which I believe they won't be able to do justice to the
comparatively novice brand. Therefore, we will make fresh channel

Sangal also conceded the fact that prominent brand like HP,
Quantum and IBM takes the top slot in tape driven storage media, hence, Eagle
has a tuff task of positioning Tandberg in front of these established players.
He said, “There is no qualm in the fact that HP is the clear winner in storage
space followed closely by Quantum and others, we will try to bring Tandberg in
the same league shared by these brands. To achieve this objec­tive we will
primarily bank upon product differen­tiation and quick delivery of Tandberg

Eagle is projecting to achieve at least Rs 5 crore sales
target in the very first year of its engagement with Tandberg.

Anjali Choudhary New Delhi, April 5

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